December , 1933
T H E COIN M A C H I N E J O U R N A L
E D IT O R IA L
Acknowledgments
• While extending holiday greetings to our thousands of
readers and advertisers whose loyal support we have en
joyed, we want to take this opportunity to acknowledge
receipt of remembrances from many of our friends.
Thanks, Mr. Capaldi, for the beautiful photographic
calendar. Thanks, again, Mr. Iowa operator, for those
quail. We love quail. Thanks to Kaufman-Fabry Com
pany for the presentation of their beautiful etching repro
duced on the cover of this issue. Thanks to the Cham
pion Hardware Company for the beautiful ash-tray set.
Thanks to Newton & Associates for the beautiful Tom
& Jerry set. Thanks, John Holloway for the magnificent
collection of relics unearthed in the excavation for your
new garage. Thanks, Parisian Novelty for the beautiful
brush set. Thanks to the Pan Confection Company for
the delicious assortment of candies. Thanks to the many
who remembered us with cards, calendars and other
novelties.
A full list of acknowledgements will be made in the
January issue.
Show Space Goes Fast
• In checking over the list of reservations for exhibits
for the 1934 Coin Machine Show several new manufac
turers’ names appear, and what is more interesting is the
fact that some of the most original and startling machines
will be offered at this show.
All of the old stand-bys, whose products for years
have made money for operators, will be on hand. The
most magnificent program of entertainment that it has
been the privilege of witnessing at any show will be pre
sented by the committee.
President Lee S. Jones, Secretary J. O. Huber and the
committee are working feverishly to take care of what
will probably be the largest group of exhibitors ever to
show in the coin machine industry.
Apparently, the new deal has re-created the coin ma
chine business. More operators have indicated their in
tention of coming to the show than at any time in the
history of these expositions. This is the age of progress.
Operators who are looking ahead will make it a point
to visit Chicago during the week of February 19th, 20th,
21st and 22nd.
Sales Appeal in Color
• The next great development in the coin machine in
dustry from an expansion and sales promotion angle is
the study of colors in merchandising.
The many new games that have come into the field
during the past two years with their elaborate playing
fields and beautiful modernistic cabinet designs have
opened the eyes of manufacturers and operators to the
value of eye appeal.
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C O M M E N T
Now, we see some startling innovations in color har
mony and display. Take, for instance, the new Mills
Dance Master—a radical departure in design and color
scheme. We also see on the counters of hundreds of
stores a multiple gum vender. The gum is stacked for a
full-front display and the various flavors are wrapped in
individual colored wrappers. The appeal of the colors
alone has been a great sales stimulus.
In this connection, The C oin M achine J ournal has
arranged with one of the outstanding engineers and de
signers in the country to prepare and discuss the impor
tant subject of color for the January issue.
We feel that ideas for machines having reached a tem
porary saturation point now allows for the development
of color and design and other sales appeals in machines.
A new cycle is turning in this industry and discerning *
manufacturers and operators will watch it with keen in
terest.
Beer and Coin Machines
# T he C oin M achine J ournal predicted long ago
that the return of beer and possibly the return of wines
and liquors would improve operating conditions. Some
publishers who have always drank wet and voted and
editorialized dry have waved the red flag before the in
dustry in times past decrying repeal, insisting that it
would not help coin machine operations.
Experience after six months of beer shows the folly of
that argument.
The point is, wherever people congregate there is a
possibility for some type of coin operated machine to
earn money for its operator.
With conditions as they were two years ago, with thou
sands upon thousands of empty store fronts, it is no
wonder that operators suffered greatly. What the operat
ing business needed was locations and there is nothing
in the world that will provide locations like busy store
fronts. This is, apparently, just what repeal will accom
plish. Under proper regulations decently conducted tav
erns will account for thousands of new store fronts. Each
new tavern will automatically create a prospective new
location on either side for some sort of business. Thus,
we see that repeal is going to not only put more money
into circulation by speeding up the wheels of the indus
try but will create new locations—locations for the oper
ators and people will money to patronize them.
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