•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
UP FRONT
THE INDUSTRY ON AN UPSWING
AT LAST
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
A man lived by the side of the road and sold hot
dogs. He was hard of hearing so he had no radio . He
had trouble with his eyes so he read no newspapers .
But he sold good hot dogs .
He put up a sign on the highway telling how
good they were. He stood by the side of the road and
cried: "Buy a hot dog, Mister! " And people bought.
He increased his meat and roll orders. He
bought a bigger stove to take care of his trade . He
got his son home from college to help him. But then
something happened ...
His son said, " Father, haven't you been listening
to the radio?
" If money stays 'tight ' we are bound to have bad
business. There may be a big depression coming
on. You had better prepare for poor trade ."
Whereupon the father thought, "Well, my son
has been to college. He reads the papers and listens
to the radio, and he ought to know. " So the father cut
down on his meat and roll orders. He took down his
advertising signs. And no longer bothered to stand
on the highway to sell hot dogs. And his hot dog
sales fell almost overnight.
"You're right, son," the father said to the boy.
" We are certainly headed for a depression."
-Author Unknown
Oh how similar is the coin-op industry to this
hot dog vendor. His enthusiasm knew no bounds ;
nor his rewards . It was how the coi n-op indus try was
before the video boom . Those who provided the
entertainment knew what they offered was good.
People enjoyed a game of pool, a favorite song on
the jukebox, or a challenging game of pinball and
were the heart of the industry. Operators knew what
their customers wanted , were experts in their field ,
and were there to provide advice and knowledge .
Then the outsiders "came home from college ."
Wall Street analysts proclaimed the industry a
success, entrepreneurs jumped on the bandwagon ,
and soon the industry was supporting thousands of
business opportunists. When the oversaturation
and resultant decline was evident, those same Wall
Street analysts, and entrepreneurs proclaimed the
industry a bust, never once considering their role in
the Scenario.
But, it's over. We're back to normal, if there
really is such a thing . We can't deceive ourselves
into believing we'll see another $9 billion year any
time soon , but let's remember that $4 billion is not
bad.
The last three months have been encouraging .
Operators are optimistic , distributors are sensing
the operators ' eagerness for good equipment , and
manufacturers are ready to provide that equipment.
I've heard comments from operators about the " fair
competition" in stark contrast to the cut throats who
infiltrated this industry during the boom . To many ,
the motto was " give the location whatever it wants
but get that location ."
The motto has changed to " keep locations but
make a fair return on investment too ." And isn't that
what it should be?
As shrewd operators cautiously declare the
industry on an upswing , I have every reason to
believe it. If a person wants to dwell on the bad , he
will find it. But if he strives to search out the good ,
that's what he'll find.
Pollyanna, an old movie with Haley Mills , is a
classic example of this attitude . Pollyanna found
good in everyone and looked for the good in every
situation . When receiving a pair of crutches instead
of the hoped for doll, she surmised that the good
was that she didn 't need to use the crutches .
Encountering a bitter old lady, Pollyanna naturally
found good in her.
It may be a trite example , but this industry hit
bottom and is now on its way up because of those
who found the good; because of those who believe
there is an industry worth the time and patience
needed to make it work . The others have gone on
to other things leaving the industry slightly bruised
but intact.
The past, though we mourned its passing , is
past . The future is just ahead, with shades of the
industry's past , but better. The industry's future is
just a walk away, a walk down to the exhibit hall. The
predominant theme of this AMOA is that the
industry is on an upswing at last .
~~
Valerie Cognevich
Editorial Director
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
8
PLAY METER, October 1 5, 1985