A Racket?
Recent evidence of a desire to raise
additional funds without further taxing
of members has been clearJy shown by
two eastern associati ons of coin ma-
chine operators. In itself the gesture is
commendable enough. Yet when rev-
enues are raised, somebody pays, and
it seems apparent that these two groups
are anxious to tax the industry at
large. And the question, then, is "What
will the industry get out of it? Is this
another racket of some kind?"
The plan, in each case, is the publi-
cation of a souvenir journal, year book
or program in conjunction with annual
banquets of the two groups. Advertis-
ing, obviously, is intended to pay the
cost of publication, and at the same
time to raise added funds.
One association neatly asks $2,500
for the center spread-two pages fac-
ing each other right in the center of
the book. This seems like an unusually
heavy tariff, particularly when it is
pointed out that the figure falls not far
short of buying a full page in each of
the four monthly trade journals of this
industry in each of twelve consecutive
issues! A single page in this year book
costs the advertiser $1,000. That will buy
a full page in any one of the monthly
journals , for twelve issues, and leave
something over- quite a bit in fact.
More modest is the demand of the sec-
ond association which asks but $ 100 for
a full page in its annual banquet pro-
gram.
The COIN MACHINE REVIEW has no
quarrel with either association. Both
have done highly commendable w ork
in advancing the welfare of the indus-
try in the sections in which they are en-
gaged. As proof of this statement, let it
be reca lled that reports of the meetings
and activities of both groups have a p-
peared in print in pages of the RE-
VIEW quite frequently. Let it be re-
corded, further, that in the general in-
terest of association promotion, during
the past two years the REVIEW has
published nearly 5,000 column inches of
reports of meetings and other activities
- a space equal to two full issues of
seventy pages each, containing no ad-
vertising of any sort, and no other ma-
Percentage Regulators
Made of case hardened steel, with
steel rollers. They fit perfectly on the
star wheel of Mills, Pace, Jennings
or Caille machines.
When ordering, state make of ma-
chine, also whether 10 or 20 teeth on
star wheel.
PRIC E
50c Each; $5.00 per Dozen
$32.50 per Hundred
M. T. DANIELS
1027 University Avenue
WICHITA, KANSAS
AttenticH •
VENDING
MACHINE OPERATORS
WRITE FOR FREE SAMPLES AND PRICES ON OUR NEW
PEANUT-SHAPED CHEWING GUM
Will vend in any peanut vending machine
A fast seller-people buy it because they like it
U. G. GRANDBOIS CO., KALAMAZOO, MICHIGAN
terial but that concerning associations.
Neither of these seventy-page issues
would contain any material from either
of the two manufacturer's associations
in Chicago! And the REVIEW'S pages
are always open to associations for
their proper use.
The REVIEW has no way of knowing
whether the sale of advertising in these
two publications was sufficient to make
them successful. But it is certain of
the fact that it is unlikely that adver-
tisers got their full money's worth.
Consistency and regularity of telling
an advertising message is the first point
to be considered in buying advertising
space. With these two association pub-
lications there can be no consistency;
they are seen once, then forgotten . The
second point is the number of readers
who will see these two publications.
The REVIEW does not know how many
will receive copies, but it is certain that
jointly both associa tions have but a
small percentage of the total number
of readers of the REVIEW, or of any
of the other trade journals in the coin
machine field. This, then, makes it an
expensive matter to tell an advertising
story. The fact that only a small area
is concerned makes selling- by means
of this type of advertising still more ex ·
pensive. We wonder how many ma-
chines, for instance, a manufacturer
would have to sell in order to recover
the expense of using the $2,500 space.
If these two bodies can procure their
advertising support from outside the
coin machine industry proper, that is
well and good. But the industry itself
cannot stand this sort of taxation.
Special publications such as this
withdraw revenue from the magazines
that are doing a consistent job of help-
ing the cause of associations all over
the country, that are reporting and re-
cording trends, that are passing on to
operators the findings of others for the
betterment and increased profit of the
industry. It's quite plainly a case of
cutting off the right hand to give the
left hand ci better advantage.
Regular, monthly trade magazines
serve the industry as a whole better
than any other agency has done or can
do . Regular, monthly trade magazine
advertising will serve the manufacturer
with· far better results and at far lower
costs than anything else can do. The
same holds true for operators who want
NAME
AND
to dispose of used equipment, or buy
other items.
These two special editions may be
given support this time. But let other
associations take warning and not ac-
cept it as precedent. Once tried, ad-
vertisers will rebel , and other attempts
are pretty sure of being doomed to fail-
ure!
e
Bully Claims
record for
bell machine.
CHICAGO - Ray Moloney, President
of the Bally Manufacturing Company,
claims a record for the Bally Bell ma-
chine . For a three week period, a Bally
Bell, in competition with four other bell
machines, showed profit of more than
four hundred per cent above the aver-
age profit of the other machines.
"That the Bally Bell monopolized the
location, there is no doubt," Moloney
states. "The operator, who had regular-
ly serviced the other four machines in
the location, placed the Bally beside
them-two nickel machines, one dime
machine and one quarter machine.
"On the first collection, the battery of
four machines earned slightly m ore than
the Bally Bell. This ratio was main-
tained on the second collection a week
later. During the third week, the Bally
Bell earned almost twice as much as the
four other machines combined. Aqain
on the fourth week, the collection of the
Bally Bell exceeded collections for the
four machines combined.
"During the three week period, the
Bally machine took in several dollars
more than the battery of four machines.
At the last report," Moloney asserts ,
"this ratio was still holding good."
II
COIN
MACHINE
REVIEW
e
Sir Thomas Overbury once said of a
man who boasted of his ancestry, that
he was like a potato-the best thing be-
longing to him was under the ground.
IMING DEVICES
Electrical or Mechanical
For e very coin mach ine need . .
We supp ly lead ing_ manufacture rs.
ELLMAN & ZUCKERMAN
Chicago, 111 •.
119 S. Jefferson St.
PLATES
NUMBER
"I DE NTIFY YOU R MACHI NES"
50
100
250
500
@
@
@
@
7c
5c
4c
3 1 /,c
each
each
each
each
Total $ 3.50
5.00
Total
Total 10.00
Total 17.50
W rite for Circu la r o n
BRASS TRADE CHECKS
Polished brass or aluminum plates with your na me and
ad d ress, consecutive ly numb ered, black ena mel fill ed
over-all size ¾" x 21/ 2". Can have any letteri ng or num-
bering on plate within reason,
Esta b lished 1872
W. W. Wilcox Mfg. Co.
564 W. Randolph St., Chicago, Ill.
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