Automatic Age

August, 1937
AUTOMATIC AGE
142
T h e U s e d M a c h in e B o g e y - M a n
A tta c k s th e In d u s tr y
^OBSOLESCENCE was a word to
conjure with only a few short
years ago. The automobile industry
rushed ahead over the prostrate backs
of out of date models. Consumers
junked “A” and “ B” batteries in their
stampede for all electric radios. Old
dilapidated ice boxes found themselves
on ash heaps and the housewife set
up a steady clamor for automatic re­
frigeration. And industry thrived!
Now the new economy whispers false
prophesies in our ears and the old
fashioned iceman scans windows hun­
grily for the old ice cards—and trade
lanquishes!
What about the coin machine indus­
try? A few short months ago pin
games could not be manufactured fast
We are exclusive Chicago
distributors for
4 - IN - l V E N D O R S
(F o r m e r ly
L o h m u lle r ’s)
This machine is a
money maker.
SEE
US FO R L O W E S T
P R IC E S
A new assortment of charms.
S P E C IA L L Y
P R IC E D
7 c
G ross
*
D & L Distributing Co.
828 W. 31st St., Chicago, 111.
enough to satisfy everyone.
Soon
every available corner and side street
delicatessen had its quota of games.
Yes sir! Everybody was sure to be
rich. Lots of money — hard coin of
the realm—flowed alike into the pock­
ets of locations, operators and manu­
facturers, and operators in particular
seemed to think that it would go on
forever. Only a few here and there
looked into the future and realized
that machines would wear out, that
the play of the public might wane a
bit, that new games would catch the
fancy of the fickle player. Those men
acted like business men. They set up
cash reserves for replacement of
equipment. They watched their mar­
ginal locations and as play slowed up
transferred to these spots their older
equipment. When new games appear­
ed they were ready and able to buy.
And those men continue to prosper.
On the other hand, the large class
of operators spent their “take” as fast
as it came in; they loaded up on ma­
chines of doubtful player appeal; they
assumed that every location would
support any machine they gave them.
As a result, as play slowed up and a
need appeared for new machines these
operators were caught short. There
was nothing for them to do but let
their machines limp along, keep loca­
tions satisfied as best they could and
hope that a bolt from the blue would
bring back the “good old days.”
Strange as it may seem, good games
continue to get good play. A machine
of proved appeal and in first class
mechanical condition is earning only
© International A rca d e M useum
a trifle less today in good locations
than it did a few months ago. But
games with rickety plungers, scarred
playing fields and held together with
chewing gum, twine and hairpins pre­
sent an even more mournful appear­
ance on collection day. They should
be retired immediately to the junk
heap if for no other reason than to
preserve the good will of the location
owner even though the hope may be
forlorn that the operator will find the
cash for a new game.
But the picture is not quite as black
as this if operators are willing to use
their heads and a little intelligent ef­
fort to extricate themselves from this
mess. In the first place let every op­
erator make up his mind right now
that as long as he is in the game
business he can expect his equipment
to become obsolete, either structurally
or in design, in an amazing short
time. Let him open a savings account
and religiously deposit a percent of
his weekly “take” therein, at what­
ever personal sacrifices necessary so
that he will always have available the
necessary cash to replace the lame and
the halt among his machines.
But what about the games he al­
ready has? Not all of them are in
the pathetic condition described above,
even if their earnings have fallen off.
They are still in fair mechanical con­
dition and present at least a decent
appearance. There are two possible
courses to be taken. First, a careful
survey of territory may reveal cer­
tain marginal locations not already
signed up or in which a machine
whose good appearance and expensive
design is not justified by the potential
play. Replace it with an older ma­
chine. Dig up small spots that you
passed over before and retire these
old mach'nes to a comfortable old age.
They wont’ bring you much but they
won’t be spoiling good locations. Sec­
ond take advantage of one of the
many coin machine exchanges which
have sprung up all over the country.
These concerns are specialists in ab­
sorbing used equipment. They will
turn your machines into cash or re­
place them with new equipment. They
in turn will sell your old machine to
smaller operators in smaller terri­
tories.
There has been a growing tendency
on the part of many operators to in­
vest in replacement boards for old
cabinets. This is proving to be a
doubtful economy because, unfortun­
ately, it is difficult to fit in a new
board and still give complete satisfac­
tion to the player. A good game is
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