Coin Machine Review (& Pacific ...)

Issue: 1948 May

New Locations · For
Amusement Machines
by A·RTHURE. YOHALEM
Marketing methods in the amusement ma-
chine field have tended to follow fixed pat-
terns. Back in the 1890's, when penny-in-
the-slot devices were beginning to capture
the fancy and coins of the American pub-
lic, the machines gravitated towards an
arcade group-type of location. Here a
number of penny games could be centrally
serviced and supervised by an attendant,
who also made change. Under this set-up,
coin games were owned by the location,
and few machines were spotted "solo" on
a commission basis at other sites. The
penny arcade, which reached its peak
around 1905, was eclipsed by the rise of
the moving picture but continued to serve
as the major sales ou tlet for game makers.
In the early 1930's, when pin ball ar-
rived from out of nowhere to take the coun-
try by storm, this location-owning pat-
tern was reversed. Operating on nickel
play, individual machines were able to
gross enough to stand alone in such loca-
tions as cigar stores, candy stores, taverns,
etc. But as the novelty of a particular
model soon faded, it was neces,sllry to
regularly substitute new versions of the
machin es which could stimulate renewed
patronage. Location owners were unwill-
ing to purchase games which might lose
their pulling-power before their cost could
be amortized, and this si tuation led to the
rise of modern operators who serviced a
string of sites.
The operator, who owned a number of
games, could shift machines from one spot
to another, rotating his attractions be-
fore their drawing abilities had disappeared.
Because the first pin balls were relatively
cheap affairs, and because the machines
were big money-makers in these early days,
operators often paid locations 50 per cent
of a machine's gross earnings as a com-
mission. But as the games were made
more and more intricate to keep pace with
the public demand for "something new" ,
and as their costs rose with their increased
complexity, the operator found his net in-
come declining. Today, rising costs of
operation and licensing regulations have
limited the number of public locations
where coin games can operate profitably.
With both the operator and the manufac-
turer seeking new outlets for the auto-
matic game, coinmen have been eyeing a
new marketing trend which has bee:l tak-
ing shape in the East. This centerS around
the plan of renting machines to sites which
would not ordinarily utilize the games as
an operator location. This development
has been an offshoot of the music machine
business, which found itself unable to util-
ize outmoded phonographs in commercial
locations. Many an operator has built up
a lucrative trade in renting these machines,
(in which the coin control has been re-
placed by push-button operation) to pri-
vate homes as an entertainment device for
a party.
A fair-sized trade has also been con-
ducted in selling obsolete coin phonos,
(stripped of their coin mechanisms) which
would ordinarily be marketed in export
channels, to home owners. Recently the
Rudolph Wurlitzer Co. ran an ad in th e
New Yorker magazine offering used pho-
nographs for sale, through its distributors,
for "rumpus room" use. Aimed at this new
outlet, the advertising copy read: "Pep
up your parties. Brighten up your recre-
ation room. Step up your fun. Surprise
your friends by having a famous Wurlitzer
Juke Box in your Rumpus Room" .
This promotion in behalf of phonographs
has produced requests for additional me-
chanical amusement equipment, and a lim-
ited trade is currently in progress in the
East in the rental of automatic games,
with and without coin chutes, to home lo-
cations. In most instances, the games are
supplied for an evenin g's use as a party
entertainment feature, and, in other cases,
operators have experim ented with a fi xed
monthly fee plan, whereby games are rent-
ed for rumpus room utilization and replaced
periodically with new versions, so that the
home owner and his guests will not grow
tired of a particular model.
With th e growing popularity of oil burn-
ers and the consequent disappearance of
the cellar coal pile, many a homeowner has
been reconditioning his basemen t. Known
as rumpus rooms, recreation rooms, or just
plain "converted cellars", the prosaic base-
ment has become a playroom, fe aturing
ping-pong, backgammon, and card tables,
and th e automatic amusement machine has
heen added to introdu ce just the right
note of modern novelty. FreqUl!ntly utilized
for informal entertaining, th e rumpus roolD1
locations are being reached by games op-
erators through such mediums as advertis-
ing in neighborhood and suburban news-
papers, and by direct mail solicitations to'
homes in upper-income brackets. Opera.-
tors . experimenting with this type of ren· ·
tal business have been securing substantiaTI
deposits on their equipment, but report.
that the wear-and-tear on the machines'
has been considerably less than the "beat-
ing" given games on public locations.
One firm currently interested in tappin g
new location markets for a coin-actuated:
game is the Telecoin Corp., New ork, dis-·
tributors of Red Ball, a miniature billiard--
type skill device. Played on a table 34 in •.
high, 70 in. long, and 27 in. wide, the'
game is equipped with two cues and seven.
balls. As in pool, the object of the game
is to hit one ball with another, and then '
into a pocket. The corner and side pockets.
are represented by a series of arches, just
large enough to admit the ball into a::
scoring zone, and when the ball is "sunk'"
in an appropriate hole, a score is tallied
electrically in series of 25, 50, and lOOt
points.
Telecoin became interested in the "plus"
or non-standard type of game location for
coin-operated machines when it recently
sold 250 of th e Red Ball machines to th e
Veterans Administration, for use in vets"
hospitals throughout the country. Produc-
ing the game with and without a coin·
chute, this concern has been testing the-
machine in various tryout locations which
included home si tes, fraternal lodges,
union halls, church fairs, garden fetes, and'
events staged to raise funds for pet charity-
projects.
Just how far this rental phase f:Jr the-
amusement machine will extend rcmains to
be seen, but operators would do well to look..
into its possibilitielr in their areas. As one
coinman summed it up: "It's a great mar--
ket for used and rebuilt equipm ent. You
don't need a 'New Look' on games spotted
in these new locations." Many an oper-
ator, bemoaning the lack of locations, may '
yet find a financial bonanza hiding in,
somebody's cellar site.
Vendalls Shipped
to Saudi Arabia
CHICAGO-The Yendall Co. has com-
pleted the shipping of a number of eight
column Vendalls, bases and auxiliary equip-
ment, to Saudi Arabia. Machines were
equipped with National coin selectors for
the 1/2 Rujal which is about the size of
our quarter.
Yendall anticipates additional orders
from Arabia where apparently automatic'
vending is finding a ready acceptance.
DEIIDI.INE EXTENDED 1o .111' IS
FOR THE
1948·49 SOURCE BOOK OF THE COIN MACHINE INDUSTRY
DIRECT,ORY ADVERTISING WORKS FOR YOU THE WHOLE YEAR THROUGHII In the SOURCE
BOOI[ you not only get blanlcet coverage of the entire Coin Machine Induatry but hundreda
of brand new prospects as the result of our national advertising in leading pul>lic:ations. Men
and women W1th money to buy and establish biq routes 01 equipment. 20.000 c:opies will be
printed and circulated during the life 01 this edinon. Advertising rate. are low ,gnd ada may
be spotted adjacent to your. Iree listing for maximum effectiveness. Time is running short ior
the positive deadline is May 15th.
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, COIN MACHINE RE'lIEW
35 East Wacker Drive
illS Venice Boulevard
441 Lexington AveRue
NEW YORK CITY
MAY, 1948
LOS ANGELES
CHICAGO
15
WASHINGTON,
'
D
.C.
---------1
Reported by
1
ROY S. RAMSEY, JR. - - - - - - - -
'Thos e Copyright Bills
While the music machine trade was con-
,gratulating itself for stalling off the Scott-
Tellows bills, . the American Society of
'Composers, Authors, and Publishers was
.quietly 1ft work, with the net result that a
House Judiciary subcommittee has ap-
proved the Scott version and turned it
-over to th e full committee with a recom-
mendation for passage.
The official subcommittee vote on the
'measure was not revealed, but this re-
porter has learned that the legislation
-slipped by with a narrow 3-2 majority.
"Thus, a vote switch by a single Congress·
man would have killed the Scott Bill for
this session at least. ASCAP was aware
-of this factor and continued pressure on
'the subcommittee after music machine op-
·erators had relaxed their fight against the
·measure.
The bill is considered of minor import·
,ance in Congress, dealing as it does with
a single industry. At the same time, its
barmful effect on that industry is self-
evident. The Scott Bill removes the ex-
.emption from the copyright act that coin
phonographs have enjoyed since 1909. In
plainer language, passage of the Scott BilL
'would mean that every operator would be
forced to pay a fe e to the copyright·holder
-for every record used in his machines.
ASCAP representative Gene Buck made
the organization's plan fairly plain at
bearings last summer. He told the suh-
·'Committee that _ ASCAP would license
,-every operator to use its music in the
'same way as it licenses theaters and radio
·stations. The license fee was unspecified,
although Buck claimed it would be "rea-
,sonable." However, the measure would
leave the trade open to raids by other
groups as well as AS CAP. There is a
music group called Broadcast Music, Inc.
(BM!) . This organization also holds a
number of record copyrights. Various
music publishers and songwriters hold
·other copyrights. If the bill is enacted,
·every one of these copyright holders could
bargain with the Industry for license fees.
'If an operator balked at paying these vari-
-ous fees, he would be barred from using
any disc "owned" by such group or indi-
'vidual. An operator who decided to pay no
fees would find he could obtain no records
for his machines without leaving himself
subject to a law suit.
Of course, it must be remembered that
at this writing the bill has passed only the
first Congressional hurdle. It must pass
the full House Judiciary Committee, the
House, the Senate Judiciary Committee,
and the Senate-as well as receive the
President's signature before becoming law.
On the other hand, similar measures have
been introduced during the past decade,
and the Scott Bill is the only one to have
obtained any sort of approval. Make no
mistake-ASCAP is a powerful, well-or-
ganized group, and it is backing the Scott
Bill to the limit. Indifference on the part
of the music machine trade could be dis-
astrous.
For Extra Charges
The Scott Bill is not the only measure
that could play havoc with the music ma-
chines. Representative Carroll Kearns (R.,
Pa.) is backing one that would sharply
increase costs. The Kearns Bill would di-
vide discs into two groups-"home use"
and "commercial." Radio stations and
phonograph operators would be forced to
buy the second category at an increased
price. The extra money; under the Kearns
Bill, would be turned over to the Ameri-
can Federation of Musicians for its welfare
fund. Fortunately, this bill has little
chance of enactment. In the fight against
the Kearns Bill, the music trade has one
of the most powerful allies it could hope
for-the National Association of Broad-
casters. NAB has no intention of sitting
by idly while a measure increasing radio
sta tion costs waltzes serenely through
Congress. Most telling argument to be
raised against the Kearns Bill is that it
is in conflict with the Taft-Hartley Act,
which bans welfare funds unless jointly
administered by labor and management.
Despite the indications that the measure
is foredoomed to perish, the Industry would
do well to keep a watchful eye on it.
Federal Tax Reports
There is certain sameness about the
monthly tax reports of the Bureau of In-
ternal Revenue. No matter how other ex-
cises flu ctuate, coin machine receipts con-
tinue to show the same downward trend.
Though excise tax reports are admittedly
a poor criterion, the monotonous similarity
of coin machine statistics plainly points
to two facts: there are fewer machines
in operation today than there were at this
time last year, and there were fewer ma-
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16
chi nes being operated last year than the
year before.
Month-by-month comparisons tell the
tale. February coin machine taxes were
less than February, 1947. In turn, F eb-
r uary, 1947, receipts were less than those
for February, 1946. January followed the
same trend. The statistics, however, can-
not be trusted too closely regarding indi-
vidual groupings in the Industry. Because
of the wide variance in tax fees between
gaming and amusement devices, a decrease
in t~e number of gaming machines in op-
eratIOn would far outweigh an increase in
the amusement machin e category. This is
true because Internal Revenue lumps re-
turns from the $100 gaming tax together
with receipts from the $10 amusement de-
vice levy.
February coin machine taxes amounted
to $274,461 as compared with $320260 for
the previous February. Disc recei~ts were
also down with collections totaling $750,-
148. February, 1947 brought in $801,276.
At the same time, however, Uncle Sam's
total monthly kitty increased some $250 -
000,000, chiefly because of a spurt in i~­
come tax payments.
The Candy Trade
T he new code of practices for the whole-
sale candy trade is now law, having been
promulgated by Federal Trade Commission
April 2 to go into effect 30 days from that
date. The code lists 21 rules prohibiting
~ uch practices as misrepresentation, un-
Justified price discriminations, lottery
schemes, and use of loss leaders. A copy
may be obtained by writing FTC for Trade
Practice Rules for the Wholesale Confec-
tionery Industry. The co de represents a
triumph for the National Candy Whole-
salers Assn., which worked three years to
bring it about.
Dollar ;ales of confectionery manufac-
turers in February were 18 per cent above
F ebruary of last year and 5 per cent higher
than January sales, Commerce Department
reported recently. The data is based on
confidential reports submitted to Census
'Bureau by 325 candy manufacturers around
the country. Candy sales by the pound
were up 11 per cent over February 1947
Sales aI?ounted to $72,075,000, while th~
cumulatIve total for the first two months
of 1948 was $137,314,000. A continuation
of the present trend will set an all-time
yearly record for sales, the previous high
having been registered last year.
Sale of candy bars followed the over-all
upward pattern. Some 72,000,000 pounds
of bar candy with a wholesale value of
$30,352,000 ~ere sold during February, as
compared WIth sales of 60,000,000 pounds
worth $20,650,000 in the previous F eb-
ruary. Average wholesale price of a pound
of bar goo ds rose during the 12-month in-
terval from $.345 to $.423.
Such sugar consumers as soft drink bot-
tlers and candy makers are protesting
against an Agriculture Department cut in
the 1948 sugar quota, the National Candy
Wholesalers Assn. has announced. NCWA
joined other sugar users in a statemen t to
Secretary Clinton Anderson declaring that
they were "gravely concerned" over the
reduction of the quota from 7,800,000 tons
to 7,500,000 tons. It was pointed out th at
the actual supply situation demands a
quota of 8,500,000 tons-the amount sub-
mitted by the major sugar-using industries
as their estimate of requirements at hear-
ings last December before Agriculture's
Sugar Branch.
EXPAND with New Machines
COIN MACHINE REVIEW

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