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JANUARY 13,
1923
THE ATTITUDE
THE
OF THE DEALER
35
MUSIC TRADE REVIEW
TOWARD
ADVERTISING
NEW EDITION OF ORCHESTRA CHARTS
L. C. Lincoln, Advertising Manager of the Sonora Phonograph Co., Writes a Most Interesting
Article on a Subject That Is Vital to Progressive Members of the Industry
New Printing of "The Instruments of the Or-
chestra" Includes Improved Features
In a recent issue of the "Sonora Bell," the
house organ that is published monthly by the
Sonora Phonograph Co., L. C. Lincoln, adver-
tising manager of the company, contributes an
interesting article under the heading of "The
Attitude of the Dealer Towards Advertising."
In this article Mr. Lincoln states as follows:
"A recent investigation by the Bureau of Busi-
ness Research of the New York University on
the attitude of the retailer toward the manufac-
turer's advertising brought out some very in-
teresting information. Most of this was not
unknown to the Sonora Advertising Department,
nevertheless it is a good thing to have one's
opinions, which naturally are based on past
experience, corroborated by others equally ex-
perienced.
"Few merchants probably realize that the
advertising departments of manufacturers are
always interested and desirous of receiving their
opinions and views. Each merchant's ideas could
not, of course, be put into actual practice, but
those of the greater number are invariably used
when contributed. The sending of questionnaires
to merchants is not always Satisfactory because
merchants frequently have personal reasons for
not wishing to present certain information to
manufacturers. It is for this reason that the
New York University Bureau of Business Re-
search sent out questionnaires direct to the
manufacturers themselves in the hope that many
of them had made personal investigations on
the subject and by gathering in as many reports
as possible valuable information would be
acquired.
"According to the 219 prominent manufactur-
ers reporting on the subject, the dealers' prefer-
ence for the media used by manufacturers is in
the order following: (1) Daily newspapers, (2)
Sunday newspapers, (3) Weekly magazines, (4)
Monthly magazines, (5) Women's magazines,
(6) Car cards, (7) Outdoor signs, (8) Direct
mail. This is just about the way the Sonora
advertising department decided a year ago and
its 1922 advertising was planned accordingly.
"Sonora general publicity originally was
through weekly and monthly magazines, outdoor
signs and a small showing in the newspapers.
Changing conditions, however, have caused
changed opinions, and during 1922 the greater
proportion of Sonora publicity has been directed
into the newspapers. Outdoor advertising is
still used extensively, but is gradually passing
out in favor of newspapers.
"This investigation also brought out that only
25 per cent of the dealers are keenly interested
in the manufacturers' advertising, 50 per cent
mildly, 20 per cent not interested and 5 per cent
antagonistic. It is encouraging to note, how-
ever, that more than 96 per cent stated that the
interest in the manufacturers' advertising is
increasing.
"I do not believe that these percentages would
apply to the phonograph trade, as I fail to see
such a lack of interest by dealers in the adver-
tising of a manufacturer of any but the most
unheard-of makes of phonographs. Some make
the very best possible use of the catalogs, litho-
graphs, signs, electros, etc., sent to them, but
there are others who do not even open the
wrappers of the material they receive and it
lies around until a general houscclcaning
occurs. Even a small proportion of dealers
making no use of advertising material sent to
them reacts unfavorably on-all other dealers,
the public and the manufacturer.
"These dealers usually believe that the use and
display of advertising material does not assist
them in making sales. Some make the asser-
tion boldly; others do not express their opinions,
but actions speak louder than words. Waste in
some kinds of advertising is impossible to over-
come, but unless the advertisers, many of whom
are experienced in spending millions of dollars
annually, are all wrong and the dealers who
do not believe in advertising are right, then
such dealers should at least make proper use
of all available dealer helps. And it is a self-
evident fact that the man who spends vast sums
of money for advertising year after year is
more likely to know why he is doing it than
the man who not only will spend nothing, but
refuses to make use of advertising material sup-
plied free of charge.
"Practically all advertising appropriations are
based upon a certain proportion of the sales, and
as advertising material costs money—some of
it much money—waste in advertising, failing to
influence its proportion of sales, adds to the
cost of the product. In other words, produc-
tive advertising makes possible lower and stabil-
ized prices, but wasteful advertising prevents
lower prices and often fails to prevent increased
prices."
The Victor Co. announces that a new edition
of "The Instruments of the Orchestra by Sight,
Sound and Story" and an accompanying de-
scriptive handbook will be off the press and
ready for distribution in the very near future.
The new edition consists of eighteen single-
face charts, 14x22 inches, showing the instru-
ments of the orchestra in absolute accuracy
of color and detail. The handbook of supple-
mentary information, which accompanies each
set of the charts, gives the origin of each instru-
ment, its history, uses by composers, etc. These
charts, together with the special Victor records
3S670 and 35671 (without vocal announcement
of the names of the instrument), or 35236 and
35237 (with announcement), have met with en-
thusiastic approval by schools everywhere be-
cause of the intimate study of the instruments
of the orchestra they afford.
The illustrations in the new edition have been
printed upon one side of the cards only, with
the names of the instruments on the reverse
side. This facilitates the handling of the cards
in teaching. An eyelet replaces the cord for-
merly used for hanging the charts.
PACKARD MUSIC JIOUSE ADDS CHENEY
the demonstration. Liberal advertising space
was used daily announcing the event. One of
the big attractions during the opening was a
display in the window of a working model,
the case of which was made entirely of plate
glass, enabling passersby to view the mechan-
ism as it operated.
Prominent Fort Wayne, Ind., Music Concern
Features Acquisition of Agency in "Cheney
Opening and Demonstration Week"
The VanKorn-Shower
to its appointment of the
Fort Wayne, Ind., as a
struments. The Cheney
the large Indiana music
Co. points with pride
Packard Music House,
dealer of Cheney in-
line was acquired by
house the latter part
View of Packard Talking Machine Department
of October, when a week was set aside as
"Cheney Opening and Demonstration Week."
A very effective showing of all the models
was made on the floor and many visitors came
to the store. Both partners of the jobbing
firm were present, along with a young lady
who was brought to do special work during
OPENING OF RAINBO GARDENS
Thousands of Dance Fans Attend Opening in
Chicago—Columbia Artists Featured
CHICAGO, III., January 8.—The opening of the
new Rainbo Gardens in this city recently was
one of the gala events of the season, being at-
tended by 4,000 people with 5,000 other dance
enthusiasts being unable to obtain admission.
Columbia artists predominated in the entertain-
ment, one of the stars of the evening beinf;
Dolly Kay, exclusive Columbia artist, and well
known on the vaudeville stage.
Frank Westphal, another exclusive Columbia
artist, received the biggest reception of the eve-
ning when, at about 1:30, the crowds on the
dance floor refused to leave when he finished
playing and gave him an ovation lasting five
minutes. Frank Westphal and his orchestra
play nightly at the Rainbo Gardens, and Co-
lumbia dealers are taking full advantage of this
important assignment in exploiting these artists
before the public of Chicago.
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KEEPING TAB ON SCHOOL MUSIC
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By FRANK H. WILLIAMS
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The alert dealer can easily and effectively
hook up the selling of talking machines to fami-
lies with their use in the local schools—all with
the result of considerably stimulating the sale
of machines for home use.
The way to do this would be by making a
survey of the local schools to see which schools
have talking machines and which have not and
by then running an advertisement summarizing
the results of this survey in some such way
as this:
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"YOU WANT PHONOGRAPHS IN THE
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SCHOOL YOUR CHILDREN ATTEND.
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"You realize that the presence of a talking %
machine in the school your children attend will g
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not. If the school your children attend hasn't
such a musical instrument start a movement now
to get one for that school.
"And. while doing this, GET A TALKING
MACHINE FOR YOUR OWN HOME!
"A phonograph in the home is the greatest
aid- in the world in bringing up children in the
way they ought to go—it means that your chil-
dren will stay home nights and be glad to do so,
and that they will bring their friends to your
home so that you can become acquainted with
these friends.
"Get a talking machine for YOUR home
NO IV."
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increase their love for good music, have a favor-
able influence on their characters and help them
to become better men and women.
" C o n s e q u e n t l y , y o u will be interested in a sur-
vey we have m a d e of t h e local schools to see
which schools have p h o n o g r a p h s a n d which have
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At the bottom of this ad there could be a
list of the schools in your city with a note
opposite each school telling about its musical
equipment or lack of such equipment.
Such an ad would interest everyone who was
interested in the schools and would, therefore,
interest the majority of all the people in your
city and help you greatly in selling more ma-
chines and records.
Work in the schools with the talking machine
has proven one of the most profitable means
of reaching the average prospect.
STRAWN=TUCKERADDS VICTOR LINE
LITTLK ROCK, ARK., January 6.—The Stravvn-
Tuckcr Furniture Co., of this city, recently se-
cured the agency for the Victor line of talking
machines and records. The initial shipment
has already been received and the firm is plan-
ning an aggressive campaign in the interests of
the line. Miss Louise Cornil, formerly with the
O. K. Houck Co., of Memphis, Tenn., and later
with the Gus Blass Co., of this city, is man-
ager of the new department.