Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE
42
REVIEW
chines and people will buy them. There never
was a better opportunity and I seized it.
"I built up an outfit consisting of a machine,
Do Not Give Enough Time and Attention to a 30-inch brass horn (14-inch bell), a cheap horn
Working Up Their Trade — A Profitable stand and six records, which we sold for $10
Branch of the Business if Properly Worked cash, or $1 down, $1 per week, until $11 was paid.
—Some Pointers in This Connection.
And right here I would say that people seem to
expect to pay extra on time. They complain
Dealers would doubtless be more interested in more not to have a discount for cash than they
do to pay a premium for time. This outfit
the talking machine proposition if they would
give more time and attention to working up a seemed to me a good thing to advertise to get a
trade. To the handy man all sorts of ideas are great many customers started.
"I then began writing a new story or adver-
turned to happy account, and he is always in
a receptive mood for suggestions from any tisement, of about four or five inches, single
source. A dealer whose increase in business column, for every day in each of the local papers,
was the talk of his town, has written out his each time telling a different pleasure or advan-
mode of procedure, and from which the liberty tage to be enjoyed with a talking machine, al-
ways telling what a good outfit we had for $10.
js taken to summarize the following:
"To begin with, I carry at least one of every Every day different, yet always about the same
story differently told. For example, I will men-
record and every type of machine listed. Of
good sellers several, and of the best sellers I tion some of the headings of my advertisements
carry from twenty-five to one hundred of a selec- and anyone who wishes can build a story from
tion. I t saves time going through stock and also the 'text,' as follows: 'Make Home Attractive,'
express charges. I have a lot of boxes num- 'Musical Education,' 'It Keeps Children Home,'
bered with every number in the catalogue, con- 'Do You Love Music?' 'A Home Delight,' 'Do You
secutively, so that it requires no time to find any Want a Graphophone?' 'Home Happiness,' 'Cheer
record called for. These two things are very Up!' 'You Can Have One,' '$1 Brings a Grapho-
important—a full stock and a place for every phone,' 'May We Help You (select a few of the
record. I also write under each number every best records) ?' Do You Love Music?' 'Music Is
other number of that selection in the different a Necessity,' 'Our $10 Graphophone Outfit' (de-
way it is made. This saves many a sale if the scriptive), 'Perpetual Pleasure,' 'Have You Been
number first called happens to be out. If a band In?' 'Music's Healing Power, 'The Sad Made
is asked for an orchestra of the same selection Glad,' '$1,000 Pleasure for $10,' 'Pay $1 Down
To-day and Be Glad Forever,' 'Graphophone
will usually do.
"Now, then, having the stock and other things Charms,' 'Everybody Pleased,' 'Never Had Such
right, the next important thing is to have the a Good Time,' 'Home Music,' 'Music Enlivens,'
public know it, and I have found no way to 'Chase Away the Blues,' etc.
equal the newspapers for quickly making busi-
"The reading of all kinds of advertising is a
ness news known. The hardest question is how great assistance in writing for one's self. Often
best to tell the story, but I will explain how I a good idea is suggested by a piano ad, or a de-
did it recently. When the holiday season was partment store ad. As I have already said, I
over I began to wonder how we could keep busi- kept writing the same story over and over, but
ness up until spring, and the thought occurred differently, every day, and people soon began to
to me that if people only want a thing they buy call asking to see the $10 outfit; but the most
it. Therefore create a desire for talking ma- surprising thing was that while they all ad-
DEALERS AND TALKING MACHINES.
The Columbia
Graphophone ^ A
Type AR
^^^^P^SSli^i
mitted that all my claims for i t were true and
that it was well worth the price, they either
bought or leased a $20 or a $30 machine as often
as tjiey took the small outfit. A large propor-
tion of those who began with the small outfit ex-
changed for a larger one within a few weeks.
People would come in and say, 'I've been read-
ing your talk about graphophones every day un-
til I can't get along without one any longer.'
"My business was 75 per cent, larger in Janu-
ary than in same month a year ago, and in Feb-
ruary i t was 400 per cent, larger than a year
ago, and when it is taken into consideration that
the state of local business was rather bad as a
rule during this time my increase was all the
more pleasing. This business kept up with me
as long as I kept advertising in the way de-
scribed, and there are sections of the country
where the tactics I followed could not help being
as successful as they have been with me."
COLLECTORS NOT INFALLIBLE.
Small goods importers say there has been a
growing disposition on the part of customs col-
lectors to act as judges upon protests made by
them against collectors' appraisement to the
extent of holding up protests instead of for-
warding them to the proper tribunal. There
have, of course, been instances of judges, poli-
ticians and others "reversing" themselves, but
customs collectors are said to be not built that
way.
The Treasury Department recognizes
this and orders that in future all lodged pro-
tests must be forwarded by the collectors. This
will put the collectors in their proper position
when an importer protests, namely that of de-
fendants, instead of self-constituted judges.
ADAIR WITH CHURCH CO.
W. E. Adair, who for some time has been with
the Krell Piano Co., in Cincinnati, O., has been
engaged by the John Church Co., of that city.
This concern has recently taken on the Cecilian
agency.
Grand Opera at Home
The Graphophone will reproduce for you the voice of your fa-
vorite artist, with all its beautiful modulations and all its wealth of
tone color. Send for catalogue of records by the world's greatest
singers—De Reszke, Sembrich, Schumann-Heink, Campanari, Su-
zanne Adams, Scotti, Gilibert, and many others.
Columbia Disc Records
Absolute perfection of sound reproduction. All the sweetness,
volume and beauty of the original rendition.
Seven inch, 50 cents each; $5.00 per dozen. Ten inch, $1 each; -
$10 per dozen. Grand Opera. Records, $2 e a c h .
O C£~.
Columbia. Gold Moulded
O CS.
JLrjC.
Cylinder Records
j£jC.
^gM^K^KKKfo
£r&ph. $4 to $100
Send for catalogue M, containing vocal quartettes, trios, duets,
solos, and selections for band, orchestra, cornet, banjo, flute, clar-
inet, etc., etc.
Columbia Records Fit Any Ma.ke of TaJking Machine
FOR SALE BY DEALERS EVERYWHERE, AND BY THE
COLUMBIA PHONOGRAPH COMPANY
PIONEERS AND LEADERS IN THE TALKING MACHINE ART
GRAND PRIZE, PARI5, 1900
NEW YORK, Wholesale, Retail and Export, 353 Broadway.
UPTOWN, RETAIL ONLY, 872 Broadway.
CHICAGO, 88 Wabash Ave.
PITTSBURG, 615 Perm Ave.
KANSAS CITY, 1016 Walnut St.
PHILADELPHIA, 1019 1021 Market St.
NEW ORLEANS, LA., 628-630 Canal St.
ST. PAUL, 386 Wabasha St.
ST. LOUIS, 908 Olive St. (Frisco Building).
DETROIT, 272 Woodward Ave.
DENVER, 505-507 Sixteenth St.
BOSTON, 164 Tremont St.
MILWAUKEE, 391 East Water St.
OMAHA, 1621 Farnam St.
BALTIMORE, 231 N. Howard St.
WASHINGTON, 1212 F St., N. W.
LOS ANGELES, 323 South Main St.
CLEVELAND, Cor. Euclid Ave. and Erie St.
TORONTO, ONTARIO, 107 Yonge St.
MEMPHIS, 302 Main St.
BUFFALO, 645 Main St.
MINNEAPOLIS, 13 Fourth St., South.
PORTLAND, ORE., 128 Seventh St.
SAN FRANCISCO, 125 Geary St.
INDIANAPOLIS, 48 N. Pennsylvania St.
TERRE HAUTE, 23 S. Seventh St.
CINCINNATI, 117-119 W. Fourth St.
LONDON, Wholesale, Retail, 89 Great Eastern St., E. C. RETAIL BRANCH STORE, 200 Oxford St., W.
BERLIN, 71 Ritterstrasse.
PARIS, 111 and 113 Rue Montmarte.
ST. PETERSBURG, 53 Nevski Prospect.
VIENNA, Seilergasse No. 14.