MARKETPLACE
NEWSLETTER
PAGE 4, AUGUST 30, 19/:J
This
is the Time
It is extremely difficult to uproot a practise which has become imbedded in the
minds of operators for 30 years. It was 1943 when this publisher first daringly pro-
posed 10¢ play. Urged operators to give up 5¢ ~lay. Urged a change over to 10¢, 3/25¢
pricing for music and straight 10¢ pricing for games. War II was in progress at the
time. No new equip't was being produced. All the leading coin machine factories were
engaged in war work. Prices of much worn, long used machines, had zoomed to 3 and 4
times their original brand new nrice.
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In the very midst of War II, in June, 1942, to be exact, we had created a new type
publication based on the fact we believed those who were still engaged in the industry
during the war years required a medium of communication. We even argued with OPA (Office
of Price Administration) to allow our publication of "Price Lists". We appealed to the
late Paul V. McNutt, War Manpower Commissioner, who, rumor had it, wanted juke boxes to
be shut off at midnight, to give us a letter this would never happen. We reproduced his
letter as our front page in the following issue. The late War Manpower Commissioner
agreed juke boxes were doing a terrific morale bolstering job with music and, especially,
with such recordings as Kate Smith's "God Bless America".
It took almost 10 years, from 1943 to 1953, to see nickel play gradually disappear
and dime play take over. In the meantime, we urged operators to put into effect S10
"front money" and cut commission to the 70/30 basis. But with the war over in '45 and
the first postwar convention in '46, few operators added "front money" and even fewer
changed to the 70/30 commission basis. With the Gis back, with business booming, with
competition sharper and tougher than ever and with dimes literally rolling into juke
boxes and games, who cared about "front money" and/or paid attention to a 70/30 comm-
ission basis?
•
We cared. When we returned to the industry in '62, after selling out in '58, our
opening gun was "2-Plays 2-Bits", "15¢ Vending", a "service charge" and our old war
cry for a 70/30 commission basis was revived. So here we are, 1973, that's 30 years
since 1943, and 10¢ play is still to be found in operation. As we started out to say
it is extremely difficult to uproot old habits, set ideas, hard line conservatism, even
tho these men are suffering financially and enduring a rough battle of survival.
It will take youth to point the way. The younger men and women as well as the more
progressive people who know nothing of 30 years ago, to change the present economic
situation in this industry. To revive the profit factor. To point this industry toward
a new and better operating structure. To aggressively as well as diplomatically and
intelligently bring into being a new kind of progressiveness. The present economic
situation of this nation makes this imperative. The time has come to cast aside the
antique, outmoded and rediculous 10¢ play and 50/50 split and turn to "1-Play 2-Bits"
plus a "service charge" and the more equitable 70/30 commission basis.