The talking machine world (Jan-June 1928)

36 The Talking Machine World, New York, June, 1928 W///tnn, °° 5 169^ to JVow the Price Range oftheNewKelloqglme TO BE DISPLAYED AT THE R.M.A.Trade Show CHICAGO June. 11-15*^ With this wide price range there are exceptional profit possibilities in selling Kellogg Radio. Everyone, regardless of pocketbook, is now your prospect — if you are a Kellogg dealer. At the Trade Show see the new Kellogg models in our booth, B25 and 26, Hotel Stevens Ball Room — and hear the marvelous Tone of Kellogg reproduction in the Kellogg Demonstration Salon, room 719, Hotel Stevens. For the benefit of dealers unable to attend the Trade Show we have prepared a complete presentation of this new line which will be sent on request, A-259 Kellogg Switchboard &. Supply Co., Chicago iffe Change in Policy from Many to Few Lines Meant Real Profits (Continued who wants one. For one thing, the initial payment must be at least one-third down and the balance in six months, divided into equal payments. The large down payment is necessary, according to these enterprising dealers, because the dollar down fiend is barred from making a purchase. The individual who asks for delivery of an expensive piece of merchandise following ;in extremely low first payment represents a dangerous type of customer, not because he may be dishonest, but because he usually cannot afford the set he selects and the danger of repossession is materially increased. Insistence of the one-third first payment discourages individuals of this character and automatically much collection trouble and expense is avoided. A Stabilized Business Mr. Ives believes that radio has now reached the point where it may be considered a staple article. "The dealer to-day may select his merchandise with the conviction that, compared with the sets of a year or more ago, he is handling a product of greater refinement in performance and appearance. The manufacturers, too, are giving more attention to the selection of the right kind of retail dealers to handle their products. Franchises are not given out as freely as they were. The music-radio dealer is now generally recognized as the logical outlet for radio." The company has become one of the most popular music houses in its locality because from the very beginning a definite campaign to build prestige was started, and it has never stopped. The firm believes in service, but not to the extent of killing profits. The merchandising policy precludes the necessity of giving a from page 33) great deal of free service, for the simple reason that only lines are handled that, because of their fine quality, make excessive service unnecessary. This applies not only to the radio department but also to every other branch of the business, talking machines and other musical instruments also being handled. An $80,000 Home Essig & Ives have just finished building what is one of the finest music stores on Long Island, consisting of basement and two floors, and costing in the neighborhood of $80,000. The building is thoroughly modern, located on a corner, the front and sides, both first and second floor, being one huge display window. The lighting system in the windows provides for the use of various colored lighting, flood lighting of displays and spot lights. This is concrete evidence of the success these two aggressive dealers have achieved in the past eight years. plays which occupy the show window are many and varied, and none is allowed to stay until it collects dust or becomes monotonous to passers-by. Some time ago The Talking Machine World reproduced a photograph of a display of the Radio Phonograph Shop, which featured a single record release, a display which was responsible for selling a surprisingly large number of records. Herewith is reproduced a picture of a recent phonograph parts window which had a like result. Mr. Gillespie has found Gillespie Features Phonograph Parts i Proprietor of Radio Phonograph Shop, Jacksonville, Fla., Has Developed a Profitable Parts Business One of the characteristics of William Gillespie, proprietor of the Radio Phonograph Shop, 129 Broad street, Jacksonville, Fla., is thoroughness, and one of the policies of his business is to take complete advantage of the window display space to stimulate business in whatever product or products he is featuring. The dis Gillespie's Unusual Display that the sale of phonograph parts and the maintenance of a repair department can be made a profitable undertaking with very little effort. Many dealers for one reason or another overlook the possibilities of this type of business. A glance at the accompanying photograph will attest to the thoroughness of Mr. Gillespie's methods. Every part and every accessory of the phonograph, from a bolt to a motor, is shown in the display. The Miller Music Store has made its debut in new quarters at 149 Sixth street, Salem, Mass., handling phonographs, radios, pianos and musical merchandise.