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THE MUSIC TRADE
REVIEW
NOVEMBER 16,
1918
NO REASON FOR VIEWING THE FUTURE WITH ALARM
ARMY AND NAVY MODEL IN CAMP
Illuminating Analysis of Conditions in the Talking Machine Industry by Ernest ^Urchs—Impor-
tance of Maintaining One-Price Principle—Tribute to the Policies of Victor Co.
Former Edison Dealer Tells of Sales Feature
Given by Phonograph in California Camp
In answer to the question "What of the Fu-
ture?" Ernest Urchs, treasurer of Phillips &
Crew Piano Co., of Atlanta, Ga., and Clark &
Jones Piano Co., of Birmingham, Ala., respec-
tively Victor jobbers and dealers, said to The
Music Trade Review:
"To prognosticate the future is of course im-
possible, but the industry in musical instruments
The following letter has been received from
a former Edison dealer, now in the service and
stationed at Camp Kearny, Cal. It shows the
spirit of the boys toward the Edison Army and
Navy Model, and the importance to them of
music in general.
"Being an Edison dealer, or rather having
been such before going into the army, I am
proud to state that the only Edison A. & N.
Model in this camp is in my possession. It was
sent to me through the courtesies of G. A. En-
senberger & Sons, at Bloomington, 111., and W.
E. Kipp, of the Kipp Phonograph Co., at In-
dianapolis, Ind.
"We have the instrument in our squad-room
at the Barracks, and our entire outfit, consist-
ing of nearly forty men, is quartered there.
There men are from all different parts of the
States and belong to the Sanitary Corps, with
duties at the Medical Supply Depot. We are
like a large family and we all use the Edison.
It has sure received a good work-out so far,
and nothing but an Edison would satisfy any
of them now. Several of the Y. M. C. A. secre-
taries have visited us to see and hear 'that won-
derful instrument down at barracks A.' I mere-
ly wanted to assure you that the Army and
Navy Model is doing double duty—that of filling
the boys with more cheer and making camp
life more agreeable—and from an advertising
viewpoint it is bound to bring results later. The
boys have often mentioned how dull it would
be without it."
"Have we who see the justice of the one-price
system, we who know the value of a contract
and who feel a contempt for anybody who does
not live up to it or who acts in collusion to break'
it, enough force of character to bring our con-
victions home?
"We must show that the unprincipled mer-
chant who advertises cut prices is a menace to
any industry because he does more harm to
the army o.f men and women employed in that
industry than the benefit which a few hundred
people derive from buying at a cut price. We
must put a quietus on secret rebates, a practice
no less harmful than that of the avowed price
cutter.
"And now let me say right here parenthet-
ically, and as bearing on this discussion, that
the resignation of Mr. Geissler as general man-
ager of the Victor Talking Machine Co. has
occasioned widespread regret tempered only by
a sense of relief that he is to be retained on the
board of directors. The talking machine trade
needs men of Mr. Geissler's perspicacity, ear-
nestness and force, and I venture to say that no
man and no corporation in the music industry
have given more weighty and potent considera-
tion to the interest of the jobber, the dealer
and the consumer than Mr. Geissler and the
company of which he is the managing director.
Naturally, when there is so much at stake for
manufacturer, jobber and dealer from the in-
Ernest Urchs
is now affected from so many angles that it vestment standpoint, both in money and brains,
behooves us to give the question of the future speculation is keen as to who will be Mr. Geiss-
most serious thought, and I believe that the ler's successor. To make no mistake in the
majority of merchants who have the habit of major policies is the prerequisite. Human fal-
looking ahead are doing just that. Some view libility is a guarantee of errors, but so long as
the future with alarm, but I am not one of them. they are minor the future general manager of
True, production cannot be brought back to the Victor Talking Machine Co. will steer the
normal until we have won the war and won it ship on the same safe course as did Mr.
on the premises so ably laid down by President Geissler.
"In the meantime the beneficent policies of
Wilson and so magnificently supported by the
the Victor Co. in the past give assurance of
people.
"But with production back to normal, the loyalty on the part of the Victor jobber and
principles of merchandising, I believe, will un- dealer. What was once a 'rule,' a 'contract' in
dergo some radical changes. While cost of the trade is now a principle and a privilege with-
labor and material will not be as high after the out a thought of compulsion because experience-
war as they are now, the pre-war basis, in my has taught us that Victor merchandising is safe
opinion, is a thing of the past. Supply and de- and sane and the embodiment of the square deal.
"I have been all over this country during the
mand are* of course, always the determining
factors. But compare the cost of living of our past three months and the expressions of opin-
boyhood days with those, say, of 1904. Con- ion- were .unequivocally to. the effect that • the
sider the increased cost of living in 1914 over Victor policies are a benefit not only to the
1904, and in turn to the present day, and we Victor department, but every other branch of
must arrive at the conclusion that the cost and our business. We are free to do as we please—
the standard of living will be higher after the then why give up a good thing?
"But to continue. Assuming, then, for the
war than it was in 1914.
"We must also take into account the legisla- sake of argument, that legislation on the one-
tions which have been enacted, the court de- price system will be adverse to the goal which
cisions rendered and the psychological attitude we have set for ourselves, why, then we will
of our lawmakers and the people toward busi- adjust ourselves to existing conditions and find
ness in general. Our statesmen seem to fear a way that will give us the necessary protec-
that the enactment of a law, for instance, like tion with the approval of our lawmakers. New
the Stephens bill, might work injustice to the distributing methods will have to be created
consumer. That's the present mental attitude that will not affect the standing or the interest
in Washington, as I see it. The Victor Co. and of the jobber as an entity. Means will have to
the National Talking Machine Jobbers' Asso- be devised that will establish a wholesome co-
ciation have done splendid work in throwing ordination of the activities of manufacturer,
light on the justness and advantages of that jobber and dealer—and, what is no less to the
bill, and I believe their activity has not been point, the safeguarding of the purchasing public
in vain. However, its adoption is far from in the economic as well as the artistic sense.
"All this, I believe, can be done, and at the
accomplished, if, indeed, it will ever be.
"Per contra, Washington in its wisdom is con- same time strictly adhering to the letter of the
trolling prices and distribution on many articles law. I have some well-defined ideas along these
used for war purposes. The action of Congress lines, but, of course, I cannot go into that now.
in thus fixing prices on what is regarded as 'es- Besides, general policy outlined, the lawyer must
sential' is in marked contrast with their refusal decide whether the layman's ideas are correct.
thus far in permitting price fixing on the so- They may be revolutionary as compared to pres-
ent methods, but they must be logical and legal.
called 'non-essentials.'
"Those are the thoughts that are agitating
"Will the wise and far-seeing course of Con-
gress in fixing prices on 'non-essentials' show the minds of the meditative merchant, and ample
its members 'the light' toward the end that the food for thought is contained therein."
Stephens bill will be passed, or will Congress,
Consult the universal Want Directory of
with the close of the war, abrogate price fixing
even on commodities now regarded as 'essen- The Review. In it advertisements are inserted
tial'? V:
free of charge for men who. desire positions..
ERECTS NEW EDISON SIGN
Kentucky Edison Dealer Installs Attractive
Electric Sign Over His Store
The Campbell-Coates Co., Edison dealer of
Hopkinsville, Ky., has erected a new sign adver-
tising the New Edison phonograph. The sign,
which is shown in the accompanying illustration,
is twelve by thirty feet, and the picture of the
Edison Sign at Campbell-Cbates Store
instrument upon it is three by five feet', ; This
is done in oil, giving the ex,a,ct color of the
C-250 mahogany model. So carefully was this
work done that it required over three, wfeiijks
for the artist to paint the instrument only.
The mart standing at the corn^r^of the sign is
O. A. Reynolds, traveling salesman for the Sil-
verstone Music Co., Edison jobber of St. Louis,
Mo. The sign is placed on the corner of^Ninth
and Main streets—the busiest-corner in Hop-
kinsville—and is attracting unusual attention.
you bought a Thrift Stamp to^ay?
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