The talking machine world (Jan-June 1928)

The Tqlking Machine World, New York, May, 1928 11 Naoum Blinder Is Columbia Artist Russian Violinist Makes American Debut During Columbia Co.'s Celebrity Radio Hour — New York Concert Naoum Blinder, Russian violin virtuoso, made his American debut in the Columbia Co. Celebrity Hour last month. This artist came to America following a world tour which included appearances in Russia, China and Japan, in which latter country he was heard by Louis Sterling, chairman of the board of the Columbia Phonograph Co., who engaged him as an exclusive Columbia artist. Following his radio Naoum Blinder debut Mr. Blinder gave a concert at Carnegie Hall, which was well received by press and public. His first Columbia recordings, recently released, include a Bach air and Schubert's "Ave Maria." G. P. Ripper Sets a Record Sales Quota (Continued from page 4) an especial effort to keep the sale of records up to the top notch. "It is the only way to keep the interest of the public up to top notch," he says. "The list of new records goes every month to our customers, and we make every effort to induce them to come in and hear what their favorites are doing. With the approval method, it is necessary only to drop in and make a few selections, take them home, and at leisure try them out. We give a great deal of "front-door" publicity to the old favorites because they draw all classes and serve as a test of the merits of reproduction of the machine that is reproducing, but most of our new records are sold by trial in the homes of our customers. "Ten per cent of our business is in records and the only way we can keep to that figure is by assigning a quota of records to every machine we sell, and then keeping up to the quota. The Brunswick Co. made one of the wisest moves of recent years in the entire field, I believe, in placing the uniform price of $1 on records by the very greatest artists under their control. The tremendous stimulation to record sales that came from this move has resulted in the stimulation of machine sales beyond all expectations, although it is well known that records do sell machines. All told it was the greatest thing for the business that has occurred in years." Getting Together on Service Mr. Ripper, like a great many dealers all over the country, is beginning to ask how far this unhappy practice of giving the customer everything but a rebate on his light bill is to be carried in the name of "service." "We stock a small radio line and we offer a service that we consider liberal on all radios installed, as we do on our combination machines and electrically driven Brunswicks. But surely there is a limit to what can be considered adequate installation adjustment, In adjusting them selves to a new world, radio dealers have opened doors that are hard to close, but in justice to themselves they should get together with the public and have an understanding of what is to be expected in the way of servicing home installations of all kinds of equipment. If they are slow to deal firmly with the subject it will be the cause of the loss of much future business outright, as well as being a constant drain on present legitimate profits." Parker-Gardner Opens New Brunswick Shop Charlotte, N. C, Dealer Opens Attractively Equipped Salesroom With a Complete Line of Musical Instruments Record of the Month Club Plan Success (Continued from page 10) effect. This was done on March first last — the plan was presented to our list of phonograph owners in the following manner. A letter was mailed introducing the "Record of the Month Club," and with this letter was enclosed a little folder describing the plan in detail, together with an application card which the customer may fill out and return in a stamped and self-addressed envelope which was enclosed. As you will note from the folder and card, a person may if he likes receive more than just one record each month — and it has been most gratifying to note that the larger percentage of those joining the club have subscribed for anywhere from two to fifteen records a month. Less than 10 per cent ordering one record. Of course, if all those who enrolled should subscribe to only one record a month, then the operation of the club would be very expensive, due to the cost of packing and mailing — but when the average member subscribes for four and one-half records a month, such as has been the case with us so far, then it becomes a profitable means of selling records, as well as a means of promoting interest in the phonograph. Now that the plan has been in operation for thirty days we have found that the response has been even greater than we originally anticipated, and we feel that we have done something that will not only give us an added record volume, but will also serve as a stimulus for our phonograph volume. The Parker-Gardner Music Store, Brunswick dealer, Charlotte, N. C, which signed its Brunswick contract in August of 1927, has just opened one of the most beautiful and attractively equipped music stores on the Atlantic Coast. The keynote of the store's beauty lies primarily in its simplicity, and the Panatrope, the record, piano, musical instrument and radio departments were all laid out with the thought of easy Parker-Gardner Music Store customer access, and convenience of service. The opening brought the good wishes of dealers throughout their section of the country, and many telegrams of congratulation were received on the opening day. The sixteenth annual convention of the Chamber of Commerce of the United States was held at Washington, D. C, from May 7 to 11. Means of maintaining local and national prosperity comprised themes of the discussions. J. J. Nolan Now Amrad Manager in the West Medford Hillside, Mass., May 4. — James J. Nolan, formerly in charge of radio sales at the Hub Cycle & Auto Supply Co., of Boston, and recently connected with The Amrad Corp. of this city in the capacity of Mershon sales engineer, has been appointed to the important post of Western Division Manager. Mr. Nolan's new headquarters will be at the Amrad branch factory located at 2235 South La Salle street, Chicago, 111., of which he will have complete charge. Model 528 WESTON RADIO INSTRUMENTS For A. C* Receiver Testing a Three -Range Voltmeter 150l8l4 Volts Dealers will find a ready sale for this new Weston portable A. C. instrument. A new design throughout — especially made for testing A. C. supply and tube voltages, yet suitable for any A. C. testing requirement within the range of the instrument. A small, durable and inexpensive instrument, yet embodying most unusual electrical and mechanical features. Furnished with each instrument is a pair of special connecting cables. Weston Electrical Instrument Corporation 606 Frelinghuysen Ave. Newark, N. J.