MARKETPLACE, VOL. XIV, NO. 357
EDITORIAL
PAGE 2, NOVEMBER, 1975
Bill Gersh
The industry continues to be faced with the greatest problem in its history as the
dollar sinks lower and lower in purchasing power value due to never ending galloping
inflation.
l•'or as many years as anyone now alive can recall it bas always been the ambition of
operators to price their entertainment and merchandise as low as possible to better
attract the public. So doing the industry was able to tremendously popularize its enter-
tainment and merchandise to the general public.
With galloping inflation came soaring costs and taxes to the point where it became
necessary for operators to raise pricing of their amusements and merchandise to be able
to survive in their chosen business.
Even tho belief
their peak with 25¢
to the point where,
American cents, the
-
is international that music and amusement operators have reached to
pricing, galloping inflation continues to sink the dollar. Sink it
based on the money economists' 1939 dollar which fell to tOO honest
1975 dollar is worth less than 7¢ in purchasing power value.
What's most disturbing is the fact no recovery of the dollar's sinking value is for-
seen. Even leading government economists state, "People will have to learn to live with
inflati on." They see only galloping inflation ahead. This, in turn, means the Nickel
Dollar is not far off. And that means the Quarter will be worth just 1 1/5th cents.
In short, the days of Penny Play are returning. The wheel of fortune has made a full
and complete turn which has brought back the days of the opening of this 20th Century.
But in those days operators paid 10%, 15% and, in a few remote instances, as much as 20%
and 25% commission to locations.
...
I;
Perhaps, then, as the Penny Quarter comes into being, operators should again return
to the commission basis of the Penny Play years. Without any doubt whatever, the dollar
continues to sink lower and lower in purchasing power value while all costs, all taxes,
all expenses continue to soar.
SUBSCRIPTION RATES
ONE YEAR ••.•• .. . $25.
TWO YEARS • • . • • . • $45.
FIRST CLASS MAIL •.. $35.
(CANADA, MEXICO. U.S.A.)
OVERSEAS
FIRST CLASS •.•••• $55.
(ALL FOREIGN COUNTRIES)
(Extra Issues S5 Each)