The talking machine world (Jan-June 1928)

Profit in 1928 Developments of Past Year Have A ided in Clearing the Skies by Providing Solutions to Many Vexatious Problems smooth power, note their beauty and are consistently pounded by dealers who know and watch their "user list" and by outside salesmen, who bring the new car to the door. The owner to-day who thinks he has a musical instrument in his old $150 phonograph that he bought five years ago will buy a $600 to $1,250 Panatrope or Panatrope-Radiola to-day, or his wife will, if the vast change in musical performance is made known to them through use of sales methods that insure ear appeal. More effective selling should result from greater use of "user lists" for mail and direct solicitation, special prospect lists, quick follow-up of store calls and other well-planned sales campaigns directed to increase store and home demonstration by close co-ordination of inside planning and outside selling. Every record buyer is a potential instrument buyer, but vast numbers of record demonstrations are made on phonographs of ancient vintage, when the latest model of the most efficient reproducing ability should be a veritable mine of sales and prospect opportunity even if such types do require a little more in booth equipment investment, the dividend should more than justify that. Nineteen hundred and twenty-eight, as other years, will be just what we make it by good merchandising, confidence and thoughtful and vigorous work. Zenith Radio Corp., Chicago. By Paul B. Klugh, Vice-President and General Manager. Zenith has had a most remarkable year. Our November sales in dollars were over three times last November and our year to December 1 two and one-half times last year. Orders from our wholesale distributors for December, January, February and March delivery indicate a continuance of this prosperity. We see no reason why next year should not be the greatest year in radio history. The public now accepts radio as a necessary equipment in the home. Manufacturers of good products have nothing to fear. Price cutting and dumping only hurts those who indulge in such practices. Zenith has always manufactured less than the market demanded. There is no surplus Zenith stock and there will not be any. Thos. A. Edison, Inc., Orange, N. J. By Arthur Walsh, Vice-President and General Manager, Phonograph Division. We don't hear much these days from the prophets with the "saturation point complex" who predicted the demise of the phonograph industry several years ago. As a matter of fact, this good old industry proved to be the greatest business champion of all time by its remarkable comeback. So far as Thomas A. Edison, Inc., is concerned, sales of the new Edisonic were in excess of our optimistic expectations, as evidenced by the fact that we were unable to meet the holiday demand. Our plans for 1928 cause us to approach the new year not only with confidence but actually with elation. Chas. Freshman Co., Inc., New York City. By Chas. Freshman, President. It is mv firm belief that the days of sensational, startling, overnight announcements of innovations which will cause radical changes in the radio industry are now past. In the future there will, in my opinion, be a steady, consistent advance forward — just a healthy, normal growth for the successful manufacturers. I also believe that with the advent of the electric radio using A. C. tubes and operated right from the lighting socket, radio has practically reached its ultimate point of development. There are no radical changes in sight. Of course there will be minor improvements and refinements both in the design and performance of the set itself and also in cabinet work. As far as the dealer is concerned, I believe that there will be a general tendency on the part of electric radio manufacturers to sell and advertise their merchandise as a complete unit, the set and cabinet complete with tubes, speakers — in fact, everything necessary to operate the set — with the possible exception of the aerial. This procedure should be very favorably received by the dealer, inasmuch as it assures him of the complete sale, and not, as has often happened in the past, only the sale of the set — tubes and other accessories being bought on a price basis elsewhere. This method of merchandising will also tend to stabilize the entire industry to a very great extent. Symphonic Sales Corp., New York City. By Lambert Friedl, President. The year 1927, just coming to an end, has proven itself to be another reassuring period in the progress of the phonograph industry. With the arrival and further development of the electrical recording process, many a phonograph was dusted off, pulled out of a corner and put into use again. It is with pardonable pride that we can point out the fact that in our own small way, through the tremendous sale of Symphonic reproducers, we have been able to help the sales of records in the stores of thousands of dealers. Nineteen hundred and twenty-eight promises to be a peak year in the phonograph business, and, judging by advance indications and orders in hand, we are looking forward to a very large volume of business. In a constructive way there is just one message we have for the phonograph dealers throughout the world: "Revive your mailing list and send out your monthly supplements as you did in old times; there are thousands of music-lovers eagerly waiting for them, if you only knew it." Atwater Kent Mfg. Co., Philadelphia, Pa. By A. Atwater Kent, President. There are great things ahead for radio in 1928. From every standpoint I foresee a good radio year. In 1927 there were great strides in every division of radio. My belief in the future extends to every field of the industry, for improvement in one branch brings development in others. With better broadcasting, more people wish to hear programs, therefore more radio receiving sets are sold. With improved mechanical facilities for both broadcasting and reception, there is greater satisfaction all around. In 1927 radio may be said to have passed its critical stage. It was the period at which the industry was at the turning point. There are several things that stand out in radio development in the last twelve months. Perhaps the most outstanding in the field of radio reception, on which the entire success of radio lests, is the introduction and general acceptance of the house-current set, which completely does away with batteries. The house-current set has come to stay. Radio has added a new side to our lives, just as did the airplane and the automobile. It has passed through much the same stages of development which they encountered and it will become permanent just as they have become established. Broadcasting has improved vastly. There are millions more listeners and a greatly increased number of purposes for which radio is employed. There is stabilization in every field of the industry. United Air Cleaner Co., Chicago. By F. F. Paul, General Sales Manager. We are glad to say, at this time, that our company is closing a successful year. The phonograph division of our business has been more prosperous than it has been for three or four years. We are looking forward to a very prosperous year in 1928. Realizing the increased demand for portable phonographs, our company has designed and is now going into production on a remarkable motor for portable phonographs. This motor will have many exclusive features, including a worm gear wind, and will sell at a very reasonable price. The new United pick-up and amplifier are meeting with increased demands. Our company has also perfected a new speaker unit for radio manufacturers and, all in all, we anticipate a very busy 1928. Federal-Brandes, Inc., Newark, N. J. By D. S. Spector, General Manager, Merchandising Division, Kolster Radio. It is generally expected that predictions about business when made by one engaged in it are as optimistic as conditions will allow, because improvement is desired and the prophet is apt to be prejudiced. But I have several definite reasons to offer why I am very optimistic about radio for 1928. First, confusion in the minds of the public and the manufacturers over electric sets, which made the market suffer this year, will be settled. Second, confusion in the air because of too many broadcast stations will also be settled. Those are two major influences. The past year has been one of problems tending to muddle the minds of the public and the radio trade, and when confusion arises business is bound to reflect it. Confidence in the new design of electric sets and the improvements in battery sets will influence buying. Prices will be approximately the same as now, or perhaps slightly higher because of greater attention being given to better reproducers rather than lowest possible prices. The broadcast situation is much better and will be improved by the Federal Radio Commission, despite the limitations imposed on it by the letter of the law. General business conditions indicate a continuation of the state of semiprosperity which existed during 1927. Elections during 1928 will undoubtedly increase interest in radio, as the next campaign will largely be waged in the air. Radio programs will be the best we have ever had, with important business firms sponsoring the appearances of the country's best artists. The {Continued on page 78) 77