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THE MUSIC TRADE REVIEW
70
GOOD SALES DRIVE
PAYS TO MAKEJ>TORE ATTRACTIVE
Eastern Outfitting Co. Ties Up With National
Columbia Campaign Most Effectively
Some Pertinent Reasons Why an Attractive
Store in a Poor Community Pays—The Ex-
periences of a Talking Machine Dealer
JUNE
17,
1922
INVALUABLE
SAN FRANCISCO, CAL., June 9.—The accompanying
illustration, which is a reduced facsimile of a
full-page appearing recently in the San Francisco
bulletin, will give some idea of the success at-
In every town or city there are quarters where
the people are of the poorer class and invariably
the talking machine establishments in these sec-
tions are in keeping with
their surroundings to a cer-
tain degree. One of the most
successful merchants in a
The Bulletin's readers have faith in a substantial, constructive newspaper. The advertiser
poor quarter of the metro-
will never go wrong in pinning his faith to such a class of readers so long as he is worthy.
politan district has just
opened a store, the equal in
appearance of any in the city.
What he says concerning
his reasons for spending a
large sum of money in open-
ing a fine and artistically ar-
ranged store in that section
may be of interest to other
dealers located in similar po-
sitions. His statement fol-
lows:
"We have been in business
here for a number of years
and close investigation of
the attitude of the people
and their reaction to a high
class of service and anything
beautiful has convinced us
that an artistic store here
will be appreciated more
National advertisers spend many millions ol dollars annually loi the sole purpose ot creating business, and the retail distributor who •
than the attractive store in a
(aneeing finds that one of the easiest ways to secwe such business for himself is to co-operate in every way while the campaign il
going on. In othei wolds, he understands that il is best to "strike while the iron is hot" rather than to wait until it gets cold.
neighborhood where the cus-
The Columbia Graphophone Company has recently launched a big advertising campaign on Records and Grafonolaj in San
tomers take it for granted.
Francisco, and the Eastern Outfitting Company, quick to lake advantage of the situation, pinned ils faith to the pulling powen of
The Bulletin and placed the ma)oi portion of its advertising in its columns. The result was a phenomenal success. It told more Graf-
"We aim to make our es-
onolas in ten days than il had ever previously sold in four months, and * e take pleasure in printing on this page its letta of appreciation.
tablishment the music cen-
As a result, the Columbia Graphophonc Company has rust contracted with The Bulletin tor a follow-up campaign, conmtirf?
ol 675 inches ot space to be used in the next three months
ter for the people living
here; a place that is the
equal in beauty of any in the
city. They will get service
ol the best quality and there
Reproduction of Page Ad of the Eastern Outfitt ing Co.
tained by the Eastern Outfitting Co. from a sales will be no difference in any way between our
drive that it inaugurated. This progressive method of conducting business and that of the
house, which handles Columbia Grafonolas and house where the customers are financially in
records, was quick to appreciate the value of the better condition.
"Our reasons for this are due to the fact that
Columbia national campaign that was introduced
some time ago, and by tying up with this cam- among the poorer people, who have few pleas-
paign in a practical manner "put over" a sale ures other than simple ones, the love of music
and beauty is an outstanding feature. It forms
that was a signal success.
a larger part of their lives than in the case
where greater abundance of money makes pos-
FEATURE COJJJMBIA RECORD
sible other pleasures which our prospective cus-
Detroit Music Co. Makes Attractive Display of tomers cannot afford."
"Smilin' Through"
The soundness of this reasoning was evident
on the opening day of the store. Open house
DETROIT, MICH., June 12.—The Detroit Music Co.,
was held and during the entire day people
of this city, recently featured an effective window crowded in to inspect the line of machines han-
display in connection with the Columbia record. dled by this concern and to listen to records.
"Smilin' Through." In this window placards Not a few records were disposed of and the
were presented callitiLr attention to the fact that chances are that whoever is in the market for
a talking machine in that neighborhood will
patronize this enterprising type of dealer.
BULLETIN OP APRIL II, I
SERVICE RENDERED AND THE APPRECIATION
Here is the handbook of the talking machine
industry for which you have long been
waiting. It is a directory you can keep
on your desk to give you, in an instant, de-
tailed knowledge about this and that com-
pany, which would otherwise consume much
of your time to secure.
ONLY 50 CENTS
For instance, it will give you a complete
up-to-date list of the manufacturers and
jobbers who comprise the talking machine
industry, including invaluable data about
each concern, such as location of factories,
names of officers, location of branch offices,
trade names controlled, policy of marketing
product, etc., etc.
ONLY 50 CENTS
Also it will give you a full, up-to-date list
of the manufacturers who make any given
class of product, such as talking machines,
records, parts, accessories, store equipment,
etc.
ONLY 50 CENTS
This book contains the kind of data about
each concern which cannot be put into the
company's current advertising for lack of
space and which is nevertheless a kind of
data that is valuable from your standpoint.
ONLY 50 CENTS
This volume also contains a number of
pertinent articles on highly important topics
and much other material too extensive to
enumerate here in detail.
ONLY 50 CENTS
It is the only book of its kind ever pub-
lished and is a volume which no enterprising
member of the industry can fairly afford to
do without. It has been produced by the
publishers of The Talking Machine World.
AN ATTRACTIVE BILLBOARD
THE SONG
"SMILIN'-THROUOi
Knapp Drug Co.. Sodus, N. Y., Columbia
dealer, has been using a billboard campaign thai
IS ALSO PLAYING HERE
ON COLUMBIA RECORD
USE
THIS
COUPON NOW
I A-2762 p
Send Cash, Stamps or Check
~
EDWARD LVMAN HILL, Inc.,
373 Fourth Ave., New York City.
Gentlemen:
Please send nie postage prepaid a copy of the
1922 edition of The Talking Machine World Trade
Directory, in payment for which I enclose 50 cents.
CUT MUSIC
An Unusual Window Display
this well-known motion picture is being shown
at the local theatres and also mentioned that the
Columbia record may be purchased at that es-
tablishment. Columbia dealers throughout the
country have been featuring this record by Oscar
Seagle, which is proving very popular.
One of the Columbia Billboards
is producing splendid results. This dealer is a
firm believer in the value of timely publicity, and
his billboard campaign ties up effectively with his
other advertising media, with the result that his
sales record makes less progressive dealers en-
vious of his increasing success.
Name
Firm
L
Street
|
City and State
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