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42
THE
MUSIC TRADE
REVIEW
SOME REG1NA "POINTERS"
and that that money is as good at least as any-
thing you make on anything in your line, and
Emphasized in the Latest Regina Booklet we think there is a little more of it, and it comes
issued by the Regina Co.—Why It Is Profit- a little more easily than it does from other lines
able to Handle This Line.
you handle.
"Whenever a dealer tells me that it is easier
1
That bright little booklet, "The Regina, ' which
has just come to hand from the Regina Co., Rah- to sell pianos than Reginas, 1 know that at least
way, N. J.j contains some valuable 'pointers" for one dealer in that town is losing interest in run-
dealers and salesmen who are interested in mu- ning a successful music store and getting all
sic boxes, and who desire to make these strong there is coming to him.
"The demand for Reginas in inherent. The
and profitable factors in their Christmas and
human
race was born with a desire for them.
holiday trade. There is a very interesting article
upon the importance of displaying musical mer- Music was the popular form of amusement as
chandise in fitting environment based upon a let- long ago as there were human beings; it is popu-
ter from Grinnell Bros. There are also some lar to-day, and as long as it continues to be popu-
"nevers" for Regina salesmen that will be worth lar, there will be a demand for instruments that
make music.
memorizing.
"As to the particular form the music maker
The opening article is a letter from the man-
ager of the company in reply to a letter from a shall take, that is a matter of taste. I have con-
dealer who says that it is easier and more profit- clusive proof in my office here that so many
able to sell pianos than it is Reginas and that people like the particular form represented by
he cannot spare space to show Reginas in his Reginas that they have purchased up to date a
hundred thousand of them. I have very strong
store. This letter is worth reproducing.
"Dear Sir:—We have your letter saying that evidence that the demand is still lively, because
you are going to put your energies into selling these same people keep on buying new discs.
"Write and tell me, if you like, that you are
pianos hereafter—that it is easier to sell them
not pushing Reginas, and I will believe you; but
and more profitable.
"If it is easier to sell pianos than Reginas and when you say there is small demand, I know
the profits were the same, then pianos are more that you are just feeling blue because collections
on pianos sold on the instalment plan are coming
profitable—but is it easier?
"Aren't you trying to sell Reginas from a cata- in so slow. If you worked half as hard selling
logue while showing the pianos on the floor? Reginas as you do selling pianos you would sell
Don't you know that most people are familiar more of them than you do pianos, partly because
with the looks of a piano, but to many a Regina they do not cost so much and partly because they
furnish a greater variety of entertainment.
is unfamiliar?
"After all, when a man buys a piano somebody
"Besides, the only way to sell a customer a
Regina is to let him hear it. The finest half-tone has to play upon it, or he has to blow in two
cut ever printed in a catalogue won't give a man hundred and fifty dollars on a piano player; but
a Regina is complete in itself. It is the whole
an idea how it sounds.
"Of course, no power on earth can compel you works, and you can start in selling it for as little
to push Reginas unless you want to. But I want as ten dollars. You also have a talking argu-
to find out whether it is a case of 'don't want' ment for a man who wants one partly on account
of its looks, and you can sell him one of these
or 'haven't tried.'
"The only argument we have 1.0 offer is, that library-table kinds which, merely as a piece of
if you sell Reginas you get the money for them, artistic furniture, will be a delight to the eye.
COLUMBIA
"I am afraid that what you need is enthusiasm.
I know that there is a demand for Reginas in
your town, but I know also that that demand is
not so strong that it is going to break into your
store with a crowbar and take them away from
you. You must do a little of the stimulating
yourself. Yours very truly,
THE MANAUKK."
There also appears an electrotype of the ad-
vertisement which is found in eleven magazines
for November, having a combined clientele of
readers amounting to twenty millions. All of
this advertising is of necessity, creating a de-
mand for Reginas, and the pertinent question is
asked in this connection: "If your store carries
Reginas then it is getting the full pulling power
of fifty thousand dollars' worth of publicity a
year."
The Regina Co. now has on the road continu-
ally Messrs. Sachs, Edwards, Leland and Wilber,
who are reaping a splendid harvest of orders for
the before-Christmas trade.
ANOTHER RULING ON GUT STRINGS
By the General Appraiser That Will Prove of
Interest.
(Special to The Review.)
Washington, D. C, Nov. 7, 1904.
Another case involving the tariff attitude of
gut strings was rendered by General Appraiser
Sharretts, October 25, in which he stated "the
board found the merchandise to consist of fin-
ished strings for musical instruments composed
of gut, and held it to have been properly classi-
fied under paragraph 453, tariff act of 1897.
This follows the Pollman decision, rendered sev-
eral months back, in which the General Board of
Appraisers decided that material of this, whose
ultimate use was in connection with musical in-
struments, should be scheduled accordingly, and
assessed at 45 per cent.
The Adler Organ Co., of Louisville, Ky., have
been granted the right by the Board of Aldermen
of that city, to build a switch to their factory.
GRAPHOPHONES
The Best Talking Machines Made.
$5 to $100.
The Graphophone is the univer-
sal entertainer. It will Talk, Sing,
Laugh and Play. It combines all
instruments in one.
Send lor complete list of records.
THE WORLD-FAMOUS COLUMBIA
GOLD MOULDED CYLINDER RECORDS.
7 inch, 50c. ea.;
$5 per do*.
COLUMBIA
|
} DISC RECORDS. J
10 inch, $1 ea.
$10 per doz.
Grand Opera Records (10 inch discs only), $2 each.
THE LATEST TYPE—Solid Mahogany Cabinet—Beautiful in design; and an ornament
wherever placed.
The Best Talking Machine Ever Placed Before the Public at this Price.
Absolute perfection of sound reproduction. All the sweetness, volume and beauty of the
original rendition.
The word COLUMBIA on a Talking Mach ine or Record is always a guarantee of merit and
quality.
Columbia Records Fit Any M&ke of Tev-lklrvg Machine
FOR SALE BY DEALERS EVERYWHERE AND BY THE
COLUMBIA
PHONOGRAPH
Typo AY. $50.
COMPANY
PIONEERS AND LEADERS IN THE TALKING MACHINE ART.
GRAND PRIZE, PARIS, 1900.
NEW YORK. Wholesale, Retail and Export, 868 Broadway.
UPTOWN, RETAIL ONLY, 872 Broadway.
LOS ANGELES, 828 South Main St.
TORONTO, ONTARIO, 107 Yonge St. MEMPHIS 302 Main St.
CHICAGO, 88 Wabash Ave.
SAN FRANCISCO, 125 Geary St.
PHILADELPHIA, 1019-1021 Market St. CINCINNATI, 117-119 West Fourth St. MINNEAPOLIS. 18 Fourth St.. South. PORTLAND, ORE. 128 Seventh St.
ST. LOUIS, 908 Olive S t (Frisco Bldg.) PITTSBURG, 615 Penn Ave.
INDIANAPOLIS, 48 N. Pennsylvania St. OAKLAND, CAL., 612 18th St.
TERRE " HAUTE.
28 =
S. • Seventh St.
KANSAS CITY, 1016 Walnut
St.
BOSTON, 164 Tremont St.
NEW ORLEANS, 628-630 Canal St.
"
~
—
• " - —
DUBUQUE, 623 Main St.
ST. PAUL. 886 Wabasha St.
BALTIMORE, 281 N. Howard St.
DETROIT, 272 Woodward Avc.
ST. JOSEPH, MO., 718 Edraond St.
DENVER, 505-507 Sixteenth St.
CLEVELAND, Cor. Euclid Ave. & Erie St MILWAUKEE, 391 East Water St.
SPRINGFIELD, MASS., 265 Main St.
OMAHA. 1621 Farnam St.
BUFFALO, 646 Main St.
WASHINGTON, 1212 F St., N. W.
BERLIN, 71 Ritterstrasae.
LONDON. Wholesale, Retail, 89 Great Eastern St., E. C.
RETAIL BRANCH STORE, 200 Oxford St., W.
HAMBURG. Adolphsplati No. 4.
PARIS, 111 and 118 Rue Montmartre.
ST. PETERSBURG. 68 Nevski Prospect.
VIENNA. Seilergasse No. U.