MARKETPLACE
More small operators becoming moonlighters. Whereas many were of the belief moonlight-
ers, holding daytime jobs or owning small businesses fading out of coinpicture due to
high prices for equip't, reverse now happening. Still find factory execs, salesmen,
mechanics, servicemen, moonlighting. Now being added to ranks of moonlighters, small
operators who can't make out due to high prices + expenses. Hold onto 5, 6 or more spots,
get job, buy or open small business and are able to meet present living conditions. (May
see more moonlighters than ever these next few years.)
Most important to all music operators, tho we've written this many times, is person-
alized programming of every phono on location. ''Charts" have been proved as phony as a
$3 bill. Furthermore, what records pull coin for one operator may fizzle for other op-
erator just around the corner. What bartenders and waitresses scribble on bits of paper
may be their own desires. Have heard young waitresses ask, "Why don't he put some hot
rock records in the box?" Yet, sitting all around the joint, grey haired, staid men and
women. It's up to the operator himself. Sure won't hurt to visit around and drop a buck
or two while listening to what location patrons play during lunchtime and dinnertime.
Better, personalized programming, can boost take 2~ and more. It's worth your while.
Economists point out if Congress does nothing about income tax, it's same as raising
income tax this year due to fact galloping inflation will erode your earnings by 12% or
more while you'll pay on top gross figure. Same as paying additional 12% income tax ••••
Some juke box distribs explain their sales holding up. Figure this way, if they sold at
rate of 1,000 juke boxes annually when factory in full production and, if they sell 650
phonos this year with factory at 65% production, they've met their sales quota ••••
"2000 Club" ladies, here's the most charming idea. JoAn Mason, MCI's Sales Director, is
having her "2000 Club" pin attached to her charm bracelet •••• Interesting hearing from
Irv Holzman of N.Y.City who has but one grand idea for profitable operating. May prove
just what you're looking for, too •••• Wonder if that was handsome Billy O'Donnell who
sent us that vote card on "Games People Play" from Carousel Time,Inc.? Can you guess who
was chosen the "most popular mfr"? (Aw, go on, guess.) ••• ARA merged in Geriatrics,Inc.,
Greeley,Colo., operators of extended care facilities in four western states.
There's only one pioneer mfr left in the industry. He's still very active. We've
known him for 45 years. He's David C. Rockola, president and owner of Rock-Ola Mfg.
Corp., Chicago. Met him for the first time at the 1929 convention at the Hotel Winton
in Cleveland,O., where he exhibited his "Rock-Ola Lo-Boy Scale". His plant at that time
was located on Jackson Blvd in Chicago. In fact, the '29 convention became known as the
"scale convention". At that same convention met a young man from Germany who is, today,
Rock-Ola's big European distributor, Alfred W. (Freddy) Adickes of Nova Apparate, from
Hamburg, Germany. Freddy came to the 1 29 show to display the Seca scales.
This year of '74 sees games so far ahead in preference only a completely different
product could supersede this preference. Other two divisions of the industry in slow-
down. Vending hurting due to consistently higher prices for merchandise. Most popular
vending merchandise, hot and cold drinks, can drinks, candy bars, cigarets, all priced
out of line. Refined sugar at $28.10 per bag more than double $13.55 of year ago. Can
workers just got 15¢ per hour cost-of-living wage increase. Cigaret makers raised 70¢
per 1,000 in Ma.y, second such raise since Dec. Nestle making 1.4oz bar to retail at 25¢
being followed by Hershey and others. Music gets break due to fewer records being pro-
duced and radio hyping oldies. But most music ops working with no "service charge" and
many with 40 year old wornout 50/50 commission clobbering profitability. Double 25¢
chutes bring back 2-players and 4-players. N.Y.state appellate division breathes new
life into pinball with momentous decision. Many now feature pool at 2-Players 2-Bits
each player. Locations more keenly aware of games. Want to buy direct. Days of leasing
to locations being pushed up. Expected such action in late '70s. Now leasing may be well
under way before '70s over. Entire industry in process of big changeover this 1 74. The
future in the hands of those with intestinal fortitude.