The talking machine world (Jan-June 1928)

Workers Should Sounder Merchandising Policies and Standard Products Are Most Important Factors for a Profitable New Year WHAT have the coming twelve months in store for the talking machine and radio trades? This is a question that the majority of members of the industry would like to have answered with sufficient accuracy to enable them to lay definite plans for the entire year, and although the day of the seer and the prophet is past, it is still possible for the farseeing members of the industry, particularly those in a position to keep in close touch with the situation as it exists throughout the country, to make predictions that are based on facts that may be relied upon with some degree of confidence. In judging the business possibilities for 1928 the prominent members of the industry who are quoted here have in a large measure given full consideration to past performances, particularly the happenings of 1927, for the experiences of the year just gone have served to smooth out a number of difficulties that otherwise might have faced the trade in the future, and have opened the way for clear sailing, barring, of course, developments over which the industry has no control and which cannot readily be foreseen. It is significant that the feeling regarding coming prospects appears to be one of solid confidence rather than of excess optimism, which in itself is a matter of satisfaction, for the opinions are premised on conditions as they have developed and exist, rather than upon mere possibilities. In substance, it appears to be the consensus that the peak of the demand for the new types of phonographs is still to come, for the reason that the period of public education is not yet over, and there still remain many citizens who have not yet been made to appreciate the real developments in these music-reproducing devices. It does not in any sense indicate an easy year of selling, but it does indicate that those dealers who by personal endeavor back up the publicity and products of the manufacturers will reap substantial rewards commensurate with their efforts. The field is there, but it must be worked consistently. In radio the outlook is equally bright, for although there were some upsets in the schedules for 1927, they simply tended to iron out those problems that, left alone, would probably have made themselves felt during the coming months. The greatly increased interest in, and demand for, socket-power sets has naturally served to complicate manufacturing problems to a certain degree. These complications are being taken care of rapidly and should not in any sense prove a detriment to a successful volume of business this year. On the other hand, broadcasting methods and programs have improved immeasurably, the work of the Federal Radio Commission has served to improve conditions for reception, and radio as a reliable entertainment has developed to a point where even the most confirmed cynic of a few years ago must be convinced of its value. All this makes for a broader market. The Talking Machine World is privileged to present in this issue the opinions of many prominent figures in the various branches of the trade relative to the outlook. They are sound and confident, and should prove of real value to the trade member who seeks to keep informed regarding the status of the industry. Victor Talking Machine Co., Camden, N. J. By Roy A. Forbes, Manager of Sales and Merchandise. For the benefit of the "doubting Thomases," we recommend a study of our figures for 1926 and 1927, which will definitely prove that the talking machine business, with its allied products, is not a lusty infant, but a revived giant. These figures show conclusively the public's interest in instruments which give a scientifically true reproduction of the works of the great musicians. The tremendous increase in the demand for records demonstrates the widespread general interest as nothing else can. The sales for 1926 and 1927 reached a volume that must impress even the most casual student of these figures. While the majority of dealers appreciate the magnificent opportunity and are making the most of it, nevertheless it is surprising that a certain element remains unconvinced. Not only is there an opportunity because of the supreme musical value of the new talking machine, but also because of the great interest in the Victrola-Radiola combinations. The field of reproduced music in the' home is now thoroughly covered by our various instruments. There are those who prefer the so-called straight talking machine; there are others who wish it with the automatic feature; still others who desire electrical reproduction; and yet a fourth class that wishes radio and talking machine in the home. The tastes of all these classes are provided for in the products of our company. Some of these divisions have only begun to be developed. Were we asked to predict two years ago, such prediction would have had very little value, but a prediction based on results of the past two years should convince dealers in our products that the results are only limited by the effort put into the business in some one or all of its phases. Radio Corp. of America, New York City. By David Sarnoff, Vice-President and General Manager. Out of the experience of the past year four main factors of importance to the continued prosperity of the radio industry emerge quite clearly: First is the technical progress in the art, resulting in the development of the new AC tubes, which have made possible direct and complete socket-power operation of receiving sets, as well as the very marked improvement in other types of radio receiving equipment. Because of the popular interest attaching to the art, radio receiving equipment has been sold, to a large extent, to a radio-wise public. The latest achievements of the industry, particularly in perfecting socket power operation, confidently may be expected to bring the "waiting" public into the buying market in 1928. The improvement evident in the most modern receiving sets, I believe, will do much to stimulate business throughout the year. The standard of performance set by present-day equipment is too high to leave the public content with most of the radio receiving sets introduced in the earlier years, so that a constantly growing replacement market may now be foreseen. Second is the development of nation-wide broadcasting, to which the Radio Corp. of America has had the privilege to contribute in the formation of the National Broadcasting Co. The fact is not only important for itself, but for the other network organizations stimulated thereby and the very notable improvement in radio programs which competition in service ensures. Third, I believe, is the extraordinary public interest that will attach to radio in the coming year because of the Republican and Democratic National Conventions. Political events of this character illustrate better than anything else that radio is more than an entertainment service, that it is a humanizing force which in a crisis or an important national event can draw the whole nation to the fireside. Fourth in number but not in importance is the splendid work of the Federal Radio Commission. The Commission has brought .order out of impending chaos in the air. It is effectively policing the channels of space and is giving the radio-listening public of the country the deserved opportunity for unimpeded reception of the musical, educational and informational features which radio brings to the home. These facts are the sign posts of a prosperous radio year in 1928. They should enable distributors and dealers to choose intelligently the lines which they can most profitably handle; to determine the best character of service that their customers require; and to make plans to tie up their sales appeals with the best program features in their prospective territories. Brunswick Balke Collender Co., Panatrope Division, Chicago. By R. W. Jackson, General Sales Manager. I believe that the opportunity for vast business volume, particularly from the best prospect class, created by the revolutionary change that electricity has brought to the phonograph lias hardly been scratched. Music is sold through ear appeal, and printers' ink cannot be relied upon to tell the whole story. We must find means to get ear attention. That is to say, buyers who are accustomed to trade in at heavy loss automobiles not half so obsolete as their old phonograph, because they see the new styles, constantly hear of their 76