The talking machine world (Jan-June 1928)

Profit Wimn$ Sates^VWnkfes Drug Store Does Big Record Business— Securing Free Publicity— Broadcasts Records — An Ice Cream and Record Tie-up — Why Not Hire Students on Commission for Salesmen?— Promoting Sales Through School Children We sometimes hear merchants say they cannot understand how the drug store can sell records at a profit. Perhaps some of them do not. But here is one that does. The Crouse Pharmacy, Fifth avenue and Fourth street, Columbus, O., in the short span of one year has built up a large trade on Columbia records of the old familiar tunes and race type records. According to Dick Crouse, the genial proprietor, the pharmacy occupies an unique position with regard -to record sales — it stays open evenings when people have much leisure and are susceptible to music. Many people come to the drug store for refreshments or for a magazine or a smoke and all of these people are excellent prospects — more than that they are buyers of records. Get the evening trade if your community and location make this possible. Free Publicity Don Flightner, Ohio representative of the Columbia Phonograph Co., won new laurels for himself recently through his interview with Mr. Mack of Moran and Mack of "Two Black Crows," and stars of Earl Carroll's Vanities — during their stay in Columbus, O. He wrote up the story for the Columbus Dispatch, and through this obtained much favorable comment for his record which aided sales in Columbus music stores. There is a thought in this for other dealers. Broadcast Records A clever stunt with a radio receiver was used by the Evans Radio Service in Albion, Ind., with such good results, according to "The Roister Dealer," that the idea is offered to all dealers, especially those in small towns where everybody knows everybody else. When the Chamber of Commerce of Albion held its annual banquet and election of officers, H. R. Evans suggested to the president that a little unusual entertainment be furnished by a Kolster set. "The meeting was held in a hotel," said Mr. Evans. "We placed a Kolster console with a built-in power cone speaker in the dining room, and a phonograph pickup and a microphone, or telephone, in an upstairs room. Instead of listening to whatever radio music happened to be on the air, the diners heard a specially selected list of new phonograph records, chosen to fit the occasion. Between records we announced that KERS was broadcasting— Kolster-Evans radio service. We announced a few jokes and stories about some of the men present, and it made a big hit. The way the music came out of that model 6H made everyone look at it a good deal of the time and talk about it. We had a, small, neat sign on it saying that it was a Kolster set. The records were selected to show off both the low and high notes, to demonstrate what the Kolster can do. Since that night the Kolster has been the talk of the town. We were asked to use it at a Father-and-Son banquet, and it made a fine impression there also. Station KERS is becoming very popular. It has brought us a lot of publicity and requests for radio demonstrations in homes. The apparatus consisted of a phonograph pickup, a telephone microphone, and a switch so we could use either the phonograph or the telephone. The Send in Ideas ! ! Perhaps in conducting your business you make use oi some unusual method in selling radio, talking machines, records or accessories, or perhaps your method of servicing is out oi the ordinary. If these ideas have proved successful, send us a note telling of them. Photographs will add interest. output from the switch was connected to the 6H through a special adapter in the detector socket, also using the detector tube with it. Three volume controls were used, one across the pickup, one across the phone, and one as a tone control across the output. A 0-50 meter was used in the phone circuit to see how the voice was coming through." Boosting Sales C. C. Baker, Columbus, O., Victor, Brunswick and Columbia dealer, and originator of the Musical Fountain about which much has been written, is using a very unusual out-of-doors display to attract attention to the-store, to the fountain and to records. An ice-cream freezer has been converted into a phonograph. The freezer shaped instrument has been painted with gay colors — two doors below act as transmitters. Here the sweet strains of the new Columbia record — "I Scream, You Scream, for Ice Cream," come to the ear of the passer. This selection by the Clicquot Club Eskimos fits into the business of the store perfectly and is serving as a great advertising medium. Mr. Baker stated record sales are fully 50 per cent greater this year than last. The fountain idea is proving very popular in Columbus and promises to increase record sales still further. " On a Commission Basis" During the next month or six weeks the colleges and high schools will be sending out many thousands of graduates and the hundreds of thousands of undergraduates for the annual Summer vacation. A great majority of these young men and boys will immediately seek temporary employment, either to provide themselves with spending money or to acquire a sum to continue their educational studies, and therein lies the opportunity for phonographradio dealers. Before the colleges and schools close, seek one in your vicinity, write or speak to the authorities and inform them that you can use several young men during the Summer months. Employ them on a commission basis and see if your sales during the so-called dead months do not increase. The variety of merchandise carried in your store should offer an opportunity to the aggressive student and no difficulty should be encountered in securing a sufficient number of the right type of salesmen. Explain to them that the merchandise they have to offer consists not merely of one type of article but includes radio receivers, phonographs, radio accessories, records and other musical instruments. Have them canvass the neighborhood thoroughly. Give them lists of former customers who have purchased radio sets or talking machines from you and have ceased buying. See if this trade cannot be brought back to the store. The album sets of records sold by anyone with an interest in music and able to talk intelligently concerning the compositions, the composers and the artists, should bring in a worth-while profit. Don't depend on miracles to overcome the Summer sales obstacles. Business is there but one must go out and get it. This is one method. Wins the Children Familton's Music & Radio Store, College Point, L. I., have been quite successful with a publicity plan that includes the distribution of small rulers to school children, as well as blotters. Of course these bear the firm's name and, what is more important, the children of the entire community get the habit of visiting the store. A good idea! A New York dealer who does a big business with album record sets found it profitable to have special albums made up and sells selections of an opera or a group by the same composer or artist in album form. Sell Albums That Will Adequately Protect Your Customers' Valuable Records The New National Loose Leaf Record Album Beautiful in design. Durable and flat-opening. (Patent Applied For) , , Write for descriptive lisl and prices. NATIONAL PUBLISHING CO. Factory and Main Office 239-245 So. American St., Philadelphia, Pa. Salesroom: 225 Fifth Ave., New York City 14