Coin Machine Review (& Pacific ...)

Pdge 11
COIN MACHINE REVIEW
June 1935
in this instance, as well as certain locations
in large department stores.
Some Observations
Ticket Scale Most Popular
The novelty of the smaller scales- the
petite type- is wearing off and the largel
scales are gradually regaining their former
place in popular 'favor, Mr. Shalda believes.
As a basis for this opinion, be cites the
fact tbat the larger machine is more im·
pressive and generates more confidence in
its accuracy. People want to know exactly
what they weigb, not just approximately,
and for some reason or ot her tbey think
that the large scale will give tbem a closer
measurement than the small one - even
though tbe two devices be equally accurate.
The most popular type of weighing ma-
chine is that which j'egisters weight on a
carel. These scales give tbe patron a record
of his weight on a certain date and en-
courage Irequent checks from day to day
An Interview with
because the printed card is a record and
not just a memory. The carels have stimu-
SHALDA, Manaser,
lated the use of scales to a great extent,
the most popular have photographs of
Pacific Peerless Weighing Machine Corp. and
film stars on tbe back, with a fortune-
telling paragraph above the weight figure_
In tbe larger locations, these cards are
weights. This attitude was maintained ;. printed with the firm's name and possibly
WEIGHING machines as a source of
during the pre-depression days when . an advertising slogan to increase the scale's
amusement are a thing of the past. No
mone9 was plentiful and people actually
value to that location.
longer arc people curious to see how close
were looking for places to put their pen-
Mirrors are an important part of the
a scale will come to guessing their correct nies_ Scale cash boxes in those times fre-
modern scale because they improve the
weight; they want an accurate measure-
quently yielded nickels and dimes as well
appearance of the equipment and serve as
mcnt in return for their money_
as pennies. But alas, observes M1'. Shalda,
a natural lure 1.0 patrons. The mirror caters
The American public is very nervous-
the public is sharper today. When a person
to tbe vanity of the individual and also
anxious to be '-on the go;" the successful
puts a penny in a scale, he rightfully ex-
provides an actual service_
operator of scales, therefore, must under-
pects one cent's value- his accurately
Scale Operating Big Business
stand this mob psychology in order to pro-
registered weight-in return.
Regarding
the operation of scales as a
vide weighing scrvice where it is wanted
Restlessness of the average American is
business, Mr. Shalda frankly qualifies his
and not merely set up a scale where it
reflected in the fact, according to Mr.
opinions as being those of an operator and
looks well as an ornament.
Shalda, that scales get heavy use in loca-
not of a manufacturer or sales organization.
Generally speaking, scales do the biggest
tions where people have leisure time on
H" declares that the problems confront.ing
uusincss where people eat and drug stores.
their hands and naturally look for some-
scale operations make it difficult for the
As a rule, outside locations are beLler than
thing to do while waiting. A scale at a
small man to succeed, although he points.
indoors.
streetcar transfer point will do well-be-
The larger scales are regaining their
cause 'its presence suggests something to out that many are operating scales as a
former popularity.
pass the time. A person may know how sideline to other types of equipment.
In the first place, he states, the cost of
These are some of the observations of
much he weighs but will put in a coin, or
1\1r. J. J. Shalda, manager of the Pacific
equipment is a factor that the operator
maybe more, to see if the scale is accurate.
Peerless Weighing Machine Corporation, a
must takt: into consideration as profits are
At a fair or amusement park, the people
man who has becn affiliated with this or-
are not very weight conscious; there are so .i udged by the return on the original invest-
ganization for 22 Years. His firm, a s ub-
many other things to attract their atten- ment plus maintenance and depreciation
sidiary of the only national scale operating
tion that a person passes by a scale with chal·ges. Licensing and commissions are
company in the United States having serv-
the tho.ugb~,: "Oh, I can get weighed an- other significant items.
ice branches in the key cities, operates
As in all branches of coin machine oper-
other lime.
morc than 4000 pieces of equipment in five
ation, there is more to this business of oper-
states, California, Oregon, Washington, Ne-
ating scales than merely placing machines
Diet Fads Affect Scale Use
vada and Arizona.
and making collections_ Scales are con-
After a meal, it is natural that a person
stantly being checked for accuracy by the
should be conscious of his weight-which
Early Days Recalled
bureau of weights and measures_ Insurance
accounts for the popularity of restaurants
must be carried to protect both the public
Mr. Shalda, educated to be pharmacist,
and similar establishments as locations for
pnrl himself from the many risks to
was attracted to the scale business by
scales. Women, especially, are frequent
which the scale operator is subjected. Li-
chance. Traveling West in his early twen-
patrons of scales in these places, but usu-
censing varies in respective states and com-
ties, he became acquainted on the train
ally weigh before they eat.
munities but is a constant factor.
with a man who had shipped a carload of
This point brought up the question of
Legislation Is Factor
scales to Los Angeles. Their partnership
fads and their effect upon the operation of
M1'. Shalda brings out a vital point in
formed the nucleus of the organization
weighing machines. The 18-day diet of a
the matter of taxation. He declares that
with which Mr. Shalda is now an execu-
few years ago, you will recall, made the
"r1ouble taxation" is a problem with which
tive. During the intervening years he feminine public (and you'll be surprised
has hauled equipment to locations with a
how many men, too) extremely weight con- all operators of vending and service equip-
ment should be concerned. Scales and other
horse and buggy. carried around heavy
scious. And what was the effect, as reo
weights (or used his' own weight) to
corded in scale collection reports? Mr. equipment in licensed places of business
Shalda estimates the jump in receipts should not be subject to further licensing,
check the accuracy of his machines, segre-
gated pennies from filth in tbe coin boxes
during the 18-day diet fad at approximately for, as he contends, the mode of distribu-
tion of any goods cannot be licensed and
of old-type equipment, watched the busi-
20 per cent!
no premium should be paid on an article
Weight goes hand in hand with health,
nes grow to become one of the most im-
rf)rtant service branches in the coin ma-
and the public has come to expect a scale or service merely because of its mechanical
in everv drug store. J n fact, Mr. Shalda mp.ans of distribution_
ch;ne industry, and continually has In his efforts to secure equitable licens-
will tell you, this type of location is ex-
public reactions as concerned with the
ing legislation, to which he devotes a con-
cellent and virtually every drug store does
US" and abuse of c'1in-pperated scales.
siderable portion of his time, Mr. Shalda
He recalls the days when people con- have a scale---of the coin-operated variety
has found that in most instances timely
~idered scales as amusement devices, when
that pays for the floor space it takes up.
intervention can achieve favorable results
they were arcade equipment. These ma-
Outside locations generally are best. he-
for the industry. After legislation has been
cause scales in these spots are more likely
chines operated on nickels and gave full
,·,lue in enterto;nment. if not in service!
to be free hom counter attractions and
enacted. the problem is increasingly diffi-
are accessible to more people. Dressing
cult and sometimes insurmountable. But if
"ometimes people would put in three or
rooms and waiting rooms are tbe exception
(Continued on page 46)
four coins just to compare their varying
A~ter 22 Years
O~ Operating Scales
J. J.