The talking machine world (Jan-June 1928)

Sg^fNIlADELPNIA^ ~<JZs Broader Scope of Buying Creates Optimism in Philadelphia Field Combination Instruments and AC Sets Lead the Demand — C. J. Heppe & Son Co. Makes Strong Bid for Sales— First Showing of New Victor Model Philadelphia, Pa., April 9.— While March was marked for its lively demand for the newer types of AC radio sets and combination talking machine outfits the early days of the current month were more encouraging for the general industry in the broader scope of trade. Contrasted with March of 1927, that of 1928 was more satisfactory in sales of records, with many reports from dealers and distributors showing a slight increase in the sales. Straight talking machines were slower in moving, but the combinations were on the active list. Talking machine repair parts and accessories manufacturers have been enjoying a fairly well maintained demand for these supplies throughout the month, and particularly for the newer reproducers that are needed to improve machines of older makes. Portable talking machines have been enjoying a growing demand during the past month, and the April shipments have been in keeping with the normal seasonal requirements. Shipments from local manufacturers to South American parts have been noticeably increased. Vigorous Sales Promotion That clever and original ideas are required to meet the problems of moving talking machines in satisfactory volume from the stores of the dealers is realized by alert concerns. C. J. Heppe & Son Co. has developed a novel plan for bringing to the attention of the patrons the newer types of straight models of the Orthophonic. Following out a similar plan worked out successfully on the radios, the firm will this week inaugurate its new sales policy on the Orthophonic. A direct mail campaign among a large list of customers will place before the public the opportunity of a three days' demon stration of the Victor machine in the home without cost. Of course the firm is placing the machine in the homes of patrons who are reliable— discriminating rather than promiscuously installing the instruments where irresponsibility is likely to incur trouble and future returns of its property. The first steps will be to canvass the patrons of the company, bringing to their attention the proposed three days' trial offering. Where answers are received, follow-up methods will be applied. Should the initial steps prove satisfactory the firm will then undertake a newspaper campaign on the three day demonstration offer. The Heppe Co. just completed a very lively sales campaign along similar lines on radio, featuring the RCA, Atwater Kent, Federal, Zenith and Kolster sets. There has been added to the list of records handled by the company, the Masterworks of the Columbia Phonograph Co. These will be stocked along with the Victor and Brunswick. Manager Leo Cromson, of the radio and talking machine departments, has been most successful in promoting the various exploitation stunts that have within recent days made the department one of the most profitable branches of the Heppe store. Improve Panatrope Stage Setting For the national exploitation of the Brunswick Panatrope, the manufacturer under direction of the Philadelphia branch of the Brunswick Co., 40 North Sixth street, is now remodeling the lighting system in its Atlantic City Boardwalk store, in preparedness for the coming Summer campaign. The Atlantic City store at 7039 Boardwalk will have a unique and improved lighting system with colorful and effective lights flashed upon the auditorium where daily concerts and talks on the Panatrope are given. There will be color lights flashed on the machines as they are shown on the stage while the main body of the concert hall will be effectively lighted. With the Easter Week the local branch featured a campaign on the new 13-8 combination electrical Panatrope, on the Boardwalk and in the Philadelphia headquarters. Ivan Brooks, who is in charge of the Boardwalk store, a former army aviator, will do a flying stunt for the exploitation of the Panatrope by making an air trip with novelty flying enroute from the shore to Philadelphia for the purpose of securing the first batch of records to be used on the new model displayed at the seashore. The first batch to be shipped by air will be the April releases. H. A. Hawley is giving particular attention to promotion of the Adelphia Hotel Orchestra, which is now being featured by the Brunswick as a local recording dance band under direction of Herbert Gordon. W. J. Waldis, who formerly was associated with the Sun Oil Co., is now assistant to District Manager George A. Lyons. Ben Bernie recordings on the Brunswick were exploited during the premier showing of "And Howe," the new musical comedy in which his band now is appearing, and which made its bow here in the early days of April. The Philadelphia branch tied up with the appearance by exploitation in co-operation with the dealers. That the trade has given a warm welcome to the traveler for the Brunswick in the central Pennsylvania district, M. R. Walanka, is evidenced by the growth of business in Harrisburg, Lancaster and surrounding territory within recent months. He has made many new friends for the Brunswick in that section. Showing of New Victor Model A joint meeting of the Philadelphia distributors of the Victor was held March 28th, at the Benjamin Franklin Hotel, when the wholesale departments of H. A. Weymann & Son, Inc., and the Philadelphia Victor Distributors, Inc., entertained the dealers and then demonstrated the new Victor Model No. 8-35 which has just been introduced to the trade. The new model has been much complimented because of its beautiful cabinet. The session was opened with a word of greeting by President Louis Buehn, of the Philadelphia Victor Distributors, Inc., and then by a word of cheer from the president of the Victor Co., E. E. Shumaker, who appeared as a Victor recording artist for the occasion in the special record played at the gathering and containing his message of greeting. Louis Morgan, Philadelphia representative of the Victor Co., introduced the various speakers, including Assistant Sales Manager Davis Pruett, of the Southeastern district, and Sales Manager L. Richardson. They told of the improvements in the new model. Two hundred dealers attended the joint meeting. Previous to the Philadelphia meeting, there was a similar introductory session for the new Victrola held at the Penn Harris Hotel, in Harrisburg, Pa., on February 27 for the dealers in that section of the State. George Tatem and james Robinson, of the Philadelphia Victor Distributors, Inc., presided at the Harrisburg gathering. Featuring T. M. Department That the dealers are alive to the needs of the day in exploitation of talking machines through proper displays, and the visualizing of the attractiveness of the instruments as furnishings for the home is demonstrated by the prominence given these trade commodities in the department stores. During the month Gimbel Bros, talking machine department, under (Continued on page 80) Substantial Price Revisions AUTOMATIC VICTROLA No. 10-50 now $500.00 AUTOMATIC ELECTROLA No. 10-51 " $975.00 AUTOMATIC ELECTROLA No. 10-70 " $975.00 An added feature — the KRAWOOD COIN BOX attachment, $50.00 list price and $20.00 list for each additional Wall Box, opens a wonderful field for sales prospects to Hotels, Road Houses, Tea Rooms, Restaurants and other public places. This feature readily appeals to prospective purchasers as a profitable investment. The field for the sale of these instruments is almost untouched. Capitalize this price reduction by doubling your efforts to sell these models. H A.WEYMANN & SONjNCo 1103 Chestnut Street -Philadelphia , Pa. Victor Wholesalers 78