Automatic Age

12
AUTOMATIC AGE
By
H ubert
Why the Pessimism?
wE
F.
March, 1938
M esse
The distributors and manufacturers will
secondly benefit from the great number of un­
employed men and women that a depression
throws on the market. These people are the
potential new blood operators that are so vital
to the success of our industry. In their respec­
tive positions, that they formerly held, they
might have saved a few hundred or a few thou­
sand dollars and our industry offers these peo­
ple each an opportunity to establish a clean,
profitable, business of their own. We have seen
this procedure enacted the past few years.
A u t o m a t i c A g e can testify to this influx of new
blood that is drifting into the business. Since
January 1, 1938 we have received almost 600
new subscriptions. These do not include re­
newal subscriptions or those already on our sub­
scription list. If we were in a merchandising
business we would appreciate a magazine that
would offer us quite a few hundred potential
customers that we had not heretofore reached.
are going through a period of economic
difficulty that will either soon be relieved
or we shall fall into another major depression.
A depression period is the best possible time
for our industry to thrive and grow to new and
even greater heights. There is an old saying,
“It is an ill wind that blows no one good.” It
is sad to think that other industries will have
their backs to the wall while our industry will
prosper. It would be much better if we could
all profit at the same time, but conditions
being as they are it seems as if the ill wind of
depression will blow some good our way and
just about stop there. Trying conditions actually
give our industry all the greater impetus to ful­
fill a demand because these conditions establish
a demand. This new established demand will
come from two individual and independent
sources. In the first place operators, distributors,
and manufacturers alike will greatly benefit
from the many locations that will appreciatively
open their doors to coin controlled devices of all
These added subscribers should mean a great
kinds. They will need the revenue that these quantity of business coming to each manufacturer
machines will give them to help pay their rent and distributor. In order to take advantage of
and other overhead. When things were going the money which they represent each manufact­
along smoothly and business was good a certain urer should attract them with a proper attitude.
number of locations were reticent about per­ They must not be shoved aside with the words
mitting coin controlled devices to be installed. “Well they’re in the Coin Machine Business now
They were making money and in a certain and they’ll have to come to us.” If we give them
sense did not need the additional revenue that the feeling that they are one of us, they will be
these machines afforded. Today these same lo­
just that, and needless to say, these new men in
cation owners must scheme and plot for new
the field are parading in the form of Mr. Oppor­
ways of making both ends meet and they will
tunity . . . Open the door for him, quickly, but
be in a more receptive mood when operators
don’t knock him down when you do.
approach them. It is a known fact that many
Why the pessimism? There is no reason
storekeepers were able to stay in business only
because of the extra revenue that machines for anyone in our industry to be burdened with
afforded them. These same storekeepers will a pessimistic outlook. The future looks bright.
go to the local authorities and demand that “Keep your chin up” and grasp every possible
they leave the machines alone. They will ex­ opportunity that comes along. And opportuni­
plain that unless this is done there will be many ties W ILL come along to those of us who are
more vacant stores in the town.
shrewd enough to recognize them.
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