AUTOMATIC AGE
August, 1937
11
Stop Turning The Other Cheek!
By A rthur W. Luchs
U R IN G the past seven years, a
great industry has been surg
ing rapidly ahead by leaps and
bounds, lifting its head high above the
economic depression. That industry,
the Coin Operated Machine Industry,
has become a veritable giant, permeat
ing to the far comers of the civilized
world. It’s sudden growth has been
awe inspiring, coming as it did dur
ing a period in which the entire world
suffered what was probably it’s worst
business depression in history. Recent
figures which have been published
convey the fact that the coin operated
amusement and vending machine busi
ness has assumed a place among the
ranks of the nation’s major industries,
representing a tremendous investment
of capital and numbering thousands
of employees among it’s personnel.
Therefore may we not assume that a
business of such magnitude and scope
is satisfying a definite economic need
and therefore merits it’s own degree
of legal recognition.
D
Recognition An Elusive Factor
The public has been very quick to
recognize the value of amusement and
vending machines. Their early accep
tance of those machines has made the
tremendous growth of this industry
possible. The big obstacle, which has
been confronting the coin machine in
dustry, and which has also been prov
ing an elusive factor, has been recog
nition by constituted authority. There
appears to be a very decided and pre
conceived method of attack on the
part of local authorities, directed in
turn against each of the activities con
stituting the livelihood of the coin
machine industry.
This attack usually makes its ap
pearance in the form of agitation and
propaganda emanating from some self
appointed custodian of public morals,
or some blue stockinged publicity
seeker, who desires the spotlight for
his own personal aggrandizement. Past
history verifies, that whenever a per
son wants to exploit themselves in an
effort to secure public approbation,
they invariably turn the “ heat” on the
coin machine industry.
There isn’t
a single type of machine in the indus
try, which has not at one time or
other been subjected to the blasts of
the agitating publicity seeker, or pro
pagandist. Attacks are often directed
against coin machines in an effort to
divert public attention from nefarious
practices being conducted by the peo
ple who are so loud spoken in de
nouncing the coin machines.
Necessary T o Defend Ourselves
I do not claim that we in the coin
machine industry are spotless. Some
of the attacks which have been direct
ed against the industry have been
justified. That is always to be ex
pected, wherever the human element
enters into a situation. Since all hu
man beings do not think or act alike,
we are bound to have discrepancies
in their behavior.
Granting that some of the attacks
against the practices of the industry
have been justified, is it not also logi
cal to assume that some of the ani
mosity directed toward the industry
on the part of misguided public offi
cials and office seekers, who are only
human after all, has no logical basis
or foundation? In their zeal and ef
fort to boost themselves into the spot
light, they are so ready to attack an
outstanding industry, which is assum
ing rank as a public institution, solely
for the public eye. The Don Quixote
attitude of such an attack is becoming
a laughing stock to the general public,
who are seeing through the reasons
for this pompousness on the part of
strutting public officials. The public
should be informed that much of this
animosity toward the industry, is in
the form of a mask to cloak their own
sinister work.
•
This method of attack compels us
to adopt a program of concerted ac
tion in order to defend ourselves. The
mud slinging directed at us must be
stopped. Where our pursuits and ma
chines are legitimate, they must be
given the respect and recognition
© International A rcade M useum
which they deserve. A unified pro
gram should be adopted by the indus
try which will provide for adequate
and wide awake representation, both
locally and nationally.
It must be
strong enough to thoroughly combat
"Tialicious propaganda and adverse
publicity.
Personnel of Industry Unequalled
The majoriy of the personnel of the
entire coin operated machine industry
are conscientious, straight forward
business people, who cannot be sur
passed by the personnel of any other
industry. They are engaged in a le
gitimate, productive enterprise, which
should be rocognized as the honest,
outstanding business that it is. It is
up to the industry as a whole to eli
minate any phases that in any way
bear any semblance to the racket, a
word which is used so glibly by our
antagonists.
It is time for the coin machine in
dustry to do an about face and tell
the public the true facts about itself.
W e have been maligned and misrepre
sented on all sides, in recent years.
The public should be educated through
an educational program carried out
with true strength and courage, de
picting factors about the industry
which, if they were generally known,
would eliminate the continual “ anvil
chorus” to which the coin machine in
dustry is subjected today. There is
no better time than the present.
Stop turning the other cheek for a
slap. Fight back for that public
recognition and respect which should
be ours.
Tell the public about the coin ma
chine industry, the part you play in
it and the essentials of its structure.
The public appreciates the truth when
it is given to them in an intelligent
manner. A forceful educational cam
paign should be inaugurated and kept
up until the antagonism and adverse
propaganda directed at the industry
has been abated. Only then will we
have accomplished our goal.
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