The talking machine world (Jan-June 1928)

Profi t Miming Sates Winkles "Two Black Crows" Dialogue in Display— Ivan E. Meyers, Edison Dealer, Believes in Telling the World— Kieselhorst Appeals to the Chinese TradeClever Lighting Arrangement Aids Display One of the most successful methods of stimulating record sales is that of effecting a tie-up with visiting recording artists and cashing in on their popularity with customers who have been among the audiences during the local engagement. An example of this can be illustrated by the experience of the phonograph department of the Jones Store, Kansas City, Mo., which, during the appearance of Moran and Mack with Earl Carroll's "Vanities," made an effective tie-up by means of a record display. In one corner of the window a miniature theatre stage was erected with the figures of the "Two Black Crows" in the foreground. A continuous conversation between the two blackfaced comedians was flashed across the screen by a motor sign arrangement. A Columbia Viva-tonal phonograph and a number of "Black Crow" records completed the display. Officials of the Jones establishment reported this window to be one of the most effective that they ever had, with an amused crowd before it most of the day and night. Billboard on Wheels Although situated in Leroy, Minn., which has a population of only 700, Ivan E. Meyers, Edison dealer, uses methods that are as aggressive and up-to-date as those of dealers in the key cities of the country. Mr. Meyers is a firm believer in keeping the name of his store and the Edisonic products constantly before the eyes of the buying public. His latest stunt was to decorate a motor car in such a fashion that it is a billboard on wheels, as can be readily seen from the illustration. It is painted snowwhite, and all four sides are reminders of Edisonic phonographs and records. The "billboard on wheels" is seen all over town and for many miles about. When the local high school engages in baseball games or similar sports, Mr. Meyers has one of the students take the circus car to the grounds with a table model Edisonic inside and play a varied selection of the latest Edisonic records for the entertainment of those attending the game. School dances have also proved to be fertile fields for demonstrating the instrument and records. Renting instruments with the latest records for special occasions and to the Oak Dale Amusement Park on Sundays is another method which Mr. Meyers has found profitable and a means of interesting more people in his line. A Chinese Circular Miss Helen Moore, manager of the record department of the Kieselhorst Piano Co., St. Louis, Mo., overlooks no opportunity to increase the clientele of the store and to render every possible service to customers. The store has a number of Chinese customers, and Miss Moore decided to send a circular let ter to them and to other Chinese in the city in order to increase the sale of Chinese records. She had one of her Chinese customers lay off "Spotting-up" laundry tickets long enough to get up a special letter in Chinese characters to send the Kieselhorst message to the Orien tals. The text of the letter, which is reproduced herewith, is translated by Miss Moore as follows: "Come here for your Chinese records and Victrolas. Time payments. Complete stock carried here. Kieselhorst Piano Co. Ask for Miss Moore." Light in Display One of the factors which plays a large part in the attractiveness and effectiveness of a window display is that of the lighting arrangement. The use of a spotlight to call attention to an instrument or a certain feature of an instrument, indirect lighting, the use of colored lights to arrest the eye — all these play their part in helping "make or unmake" a display. The accompanying photograph is that of a window display of Stanley Hubbard, StrombergCarlson dealer of Riverside, N. J. This display is unusually attractive, although simplicity is its keynote. A great part of the window's distinction lies in the unusual method of lighting. One large and powerful electric bulb was placed behind the center window card, casting its light on the Stromberg-Carlson receiver and cone speaker, illuminating the other window card without any glare to detract from the scene, and producing an effect bound to attract attention. Tie Up With Radio During the past month one of the largest talking machine record manufacturers called the attention of its dealers to two national broadcasts of its artists over wide networks on commercial hours. Dealers should not find it necessary to have their attention called to the sales possibilities offered by broadcasts of this nature. Read the programs and use them. The Bentonville Music Store has been opened in the Meteor Theatre Building, Bentonville, Kan. Phonographs, records and sheet music are handled. 32