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THE MUSIC TRADE REVIEW
ESTIMATING THE VALUE OF EXCLUSIVE AGENCIES.
HOW PROGRESSIVE METHODS WIN.
Some Interesting Facts Presented by the Victor Co. in the Discussion Which Is Going on in
Printers' I n k — W h y Several Agencies in One Locality Do Not Conflict.
How Sweet & Reed Landed a Grafonola in the
Y. W. C. A. in Williamsport—New Columbia
Agencies—Geo. W. Lyle to Pacific Coast.
The latest issue of Printers' Ink presents as its
feature article, a very interesting discussion by S.
Roland Hall, the advertising expert, under the
title "National Advertisers Estimate Value of Ex-
clusive Agency." Several nationally prominent con-
cerns are featured in this discussion, and the Vic-
tor Talking Machine Co. is introduced by Mr.
Hall as follows:
"Perhaps the most interesting view contributed
to this symposium is that of the Victor Talking
Machine Co., which does not grant exclusive
agencies, yet proceeds in a thorough, sensible way
to distribute its goods as to have the least amount
of friction among dealers. The following is their
interesting letter:
" 'It is not the policy of this company to grant its
dealers exclusive agencies or territories. We do
not operate under a plan of this kind, as we be-
lieve such a policy will dwarf the development of
any industry. There may be exceptions, but the
talking machine business is not one of them.
" 'It is our policy to conserve the interests of
our dealers by refusing to establish additional com-
petition where our per capita returns justify this
protection. We arrive at our decision by carrying
statistics on file, showing the annual amount of
Victor product that is sold in every city, town and
hamlet of the United States where Victor dealers
are established. If dealers situated in these cen-
ters are developing a satisfactory business—all
that could be expected, in view ot conditions—we
protect their interests by refusing to consider other
contracts when presented.
success. For instance, a department store has its
own clientele. Its influence does not interfere
with the exclusive trade of a high-class piano store.
Nor docs a piano store that caters to a medium
class of trade interfere with the high-class piano
store
-
.
*<-ji
"In placing our contracts we always con-
sider the class of trade, etc., that store caters to
and the number of dealers we have already es-
tablished catering to that class; and if we feel the
demand is not being served properly, we establish
additional dealers.
" 'Therefore, you will find in the heart of the
business sections of a great many cities that some of
our dealers are located next door to each other,
without affecting each other's business. Through
their concerted efforts in developing a section as a
talking machine center, it is possible to do a larger
volume of business. We can best illustrate our
point by considering the Loop District of Chicago,
which only covers a very small area; yet we have
more dealers located in this section than any simi-
lar one in the United States. At present we have
twenty-six representatives located in the Loop Dis-
trict, and as the selling power of this district is in-
comparable with any other center in the United
States, our representatives there do a tremendous
volume of business and are wonderfully successful.
What Three Agents in a Row Have Done.
" 'The house of Lyon & Healy, a large musical
concern, is located at the corner of Wabash avenue
and Adams street. Next is situated the Geo. P.
Bent Co., who for a long time did not handle Vic-
tors. Next to Bent is the P. A. Starck Piano Co.,
Proximity of Dealers Not Disadvantage.
" 'In all lines of business, the very best method Victor representatives. After we established Bent,
and most influential merchants are located on the between Lyon & Healy and Starck, all three ac-
main, big thoroughfares, in the heart of the busi- counts did a larger business, which proves our
ness section, and in order to reach the great mass point that competition strengthens trade if it is
of the purchasing public it is necessary to have not overcrowded. This we regulate according to
our goods represented in the stores located in these the system we have outlined. Besides this, each
districts. You will invariably find, owing to the year we have increased our representation in the
scarcity of desirable stores in these business sec- Loop without affecting the sales of our established
tions, that representatives are closely located to dealers, and through their concerted efforts and
advertising it has been possible to create a greater
one another.
" 'We have never found that the close proximity demand 1 and sell an increased amount of goods an-
of one dealer to another necessarily interferes with nually. "
STORE IN ISEW DRESS.
NEW DEPARTMENT IN MILWAUKEE.
Large
Section of Store of Emil D. Schmidt
Given Over to Victor Line.
MILWAUKEE,
(Special to The Review.)
WIS., September
9.—Emil
O.
Schmidt, representative of the Kranich & Bach
and Seybold pianos, who took up the Victor line
some months ago, is arranging handsome new talk-
ing machine parlors at the rear of his store, 310
Grand avenue. Special quarters have been pre-
pared, extending entirely across the rear of the
store, where machines can be displayed to advan-
tage and records stored properly.
Mr. Schmidt is endeavoring to give more space
to his player and grand business, and the concen-
tration of his talking machine business to one
definite section of the store will make more space
available.
New
York
Talking Machine Co.'s Quarters
Handsomely Fitted Up.
The New York Talking Machine Co., 81
Chambers street, New York, emerged this week
from the hands of the decorators and painters, and
now presents a scene of refined and dignified store
furnishing. The color scheme of mahogany and
white enamel verifies all the decorators claimed for
it, and dealers who have visited the company's
headquarters since their completion are en-
thusiastic in their commendation of its appearance
and furnishings. A number of innovations to add
to the convenience of the company's dealers were
introduced, and these improvements have already
proven their worth and value.
An excellent example of the progressive methods
utilized nowadays by Columbia representatives was
evidenced this week when there were received at
the executive offices of the company clippings
from Williamsport, Pa., newspapers, calling at-
tention to a surprise given the Y. W. C. A. of that
city. Said surprise consisted of the gift of a Co-
lumbia Grafonola, together with a set of records.
The Columbia representative figuring in this
transaction was Sweet & Reed, 340 Pine street,
Williamsport, who have previously introduced sev-
eral novelties in soliciting trade. They arranged
for concerts prior to the purchase of the machine,
and carried everything through so successfully that
the association installed the Grafonola immedi-
ately. Local newspapers referred to the machine
as one of the most valuable adjuncts to the effects
of the Y. W. C. A., which is all good publicity for
Sweet & Reed.
Within the past few weeks the wholesale de-
partment of the company has established a number
of important and valuable agencies for the Colum-
bia product. These new representatives are lo-
cated all over the country and include prominent
houses in various lines of mercantile life, among
which are several large piano houses. The names
of these new additions to the Columbia sales lists
will be announced shortly.
George W. Lyle, general manager of the Co-
lumbia Graphophone Co., will leave next week for
his annual trip to the Coast, calling on Columbia
distributers and dealers on his way West.
NEW SYNCHRONIZING DEVICE
Invented by German to Make Practical the
Operation of a Talking Machine and Player-
Piano in Conjunction.
One of the latest devices for synchronizing the
playing of the talking machine and player-piano in
orde/ that they may be used in conjunction with
one ai other has recently been invented by W. Voll-
man, of Berlin. The method of the German in-
ventor is described as follows:
For insuring synchronic running of the piano
player provided with music rolls and time lever,
and of a talking machine, an indicator device is
provided which has two separately driven hands,
one of which is controlled by the piano player,
and the other electrically 'by the talking ma-
chine, so that the person playing can see, by
watching the indicator device, whether the piano
player and the talking machine are working in
unison, and in the event of the piano player run-
ning in advance or lagging behind, can regulate
the working of the player by means of the time
lever, so as to cause it to synchronize with the
working of the talking machine.
RECEIVES 100 JEDISON MACHINES.
Denver Dry Goods Co. Receives Big Shipment
of Edison Products—Business Is Excellent.
(Special to The Review.)
DENVER, COL., September 6.—The Denver Dry
CARLSON IN CHARGE AT DITSONS.
Goods Co., of this city, is closing a splendid busi-
Paul Carlson, formerly connected with the Vic- ness with the Edison products. A shipment of over
trola department of the Oliver Ditson Co., Boston, 100 Edison machines arrived at the store a few
Henry E. Parker, of the Columbia Graphophone Mass., has been appointed manager of the Victrola clays ago, and Manager Wyatt, of the talking ma-
Co.'s advertising department, sailed Wednesday on division of Charles H. Ditson & Co., 8 East Thirty- chine department, stated that these machines are
the steamer "Mauretania" for a four weeks' stay fourth street, New York. Mr. Carlson succeeds practically disposed of already. Edison record busi-
abroad. Mr. Parker will make his first visit in ten John J. Woods, who resigned last week.
ness is also keeping up most gratifyingly.
years to his home near Colchester, England, and
The Victor Talking Machine Co.'s newspaper ad-
C. D. McDonald, the popular member of the
will also spend a few days in London, Paris and
Wanamaker piano department's floor staff, returned vertising for the month of September includes sev-
Berlin before returning to America.
to New York this week after a very enjoyable eral unusually forceful and attractive head lines.
D. Brodbeck & Sons, the enterprising piano fortnight's vacation. Mr. McDonald visited a Victor dealers are urged to utilize these advertise-
house of Mount Vernon, N. Y., has joined the number of well-known watering places, including ments in every possible way in planning their fall
publicity campaigns.
Saratoga Springs and Old Point Comfort.
ranks of Columbia representatives.
HENRY E. PARKER TO EUROPE.