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AN OPEN LETTER TO RECORD DEALERS FROM ... EMANUEL (MANIE) SACKS « Vice President and General Manager RCA Victor Record Division % The record business is at a crossroads. No other industry, with the possible exception of color television, has its tremendous growth potential. And yet certain problems are inherent which threaten to block the path of wide and vigorous expansion. We at RCA Victor have complete faith and confidence in you, our dealers. Because of this feeling we view with concern any factor that might serve to undermine or impair your business health. We feel that a daring and cour- ageous program, emanating from us, can help improve conditions, cement closer relations and insure increased prosperity for you. Accordingly, starting January 3, 1953, the Radio Corporation of America ^ • and its distributors are launching such a program. It is designed to: 1. Increase your volume by offering your customers more music for less money. 2. Increase your profit margin on traffic merchandise. % 3. Place all dealers on a competitive basis. 4. Introduce a new and simplified price structure. 5. Streamline your operation. ^ "i .. ■ . v To promote this plan widely and effectively, RCA Victor will, during 1955, present the greatest .and most extensive advertising campaign in its history. Further, in an effort to increase dealer service and efficiency, we will also make available to you plans detailing the most complete store modernization program ever offered. I feel that these new moves will not only represent an unprecedented opportunity for business improvement, but will also enable you to instill in your operation greater vigor, enthusiasm and progress. I extend to all of you at the beginning of this, the New Year, warm and cordial good wishes and hope that you may experience a healthful and prosper- ous 1955. 4 ^ 0 .