Coin Machine Review (& Pacific ...)
Issue: 1937 June - Page 11
N~~d
for [oast Show Told
By WILLIAM NATHANSON
T
HE READERS of the COIN MACHINE RE-
VIEW are probably familiar with the
story about the Chinese young man who
talked for a hal f hou r or so, and when his
long speech was translated into English it
meant just two words: "Very good." I
have long wanted to write a few lines con-
cerning Paul W. Blackford's activities on
the West Coast as editor of this magazine
and leader in the amusement machine in-
dustry. So, if you readers will consider me
in the category of the Oriental gentleman I
mention, and bear with me, I will do my
best.
Some of you have had the pleasure of
meeting Mr. Blackford on many occasions.
You already know that he is a gifted ora-
tor and a capable writer. If it were his
ambition to embark on a political career,
to run for public office, I could assure you
all that he is "a good family man, a good
church man, is always ready to kiss your
daughters-if they are of age, good-look-
in!;, and modern," and so on. However,
this story is not really meant to be funny ,
since, s~riously speaking, Mr. Blackford's
job is not a small one, as those who work
with him and are close to him, can testify.
In 1932 I had the pleasure of first meet-
ing Mr. Blackford. At that time the coin
machine business on the West Coast, and
particularly in Los Angeles, was in its in-
fancy. (I am referring to pin and marble
games.) The local jobbers and distributors
found it almost impossible to conduct their
business successfully without the aid of a
local publication. The question arose as
to who would be the one to pioneer with
US in the creation of such a magazine.
I can recall my several meetings with
Lou Walcher, actually begging him to un-
dertake the task of establishing such a
publication on the West Coast. His an-
swer was: "Bill, while we do need this
magazine, it is a question of losing money
and time, and I, for one, cannot neglect my
business. It is a full-time job for a good
man."
Sol Gottlieb then came to the aid of the
situation. He is really the man who de-
serves the credit, since it was through his
influence that Mr. Blackford consented to
put his time, money and effort into creating
and establishing the PACIFIC COIN MACHINE
REVIEW, a monthly periodical of which we
have all become proud, and which is now
known, simply, as the COIN MACHINE RE-
VIEW.
It is only natural that all activity per-
taining to the coin machine business cen-
ters around a publication that is devoted
to the daily problems of the trade. There-
fore the editor of our magazine acquired
one more duty to perform, and that was to
organize a yearly Show on the West Coast
for the exhibition of new equipment. Such
a Show is held annually in Chicago, of
course, but we are several thousand miles
away from Chicago, center of the coin-
controlled equipment business, and thou-
sands of West Coast operators cannot at-
tend that exhibit.
Mr. Blackford again demonstrated his
ability as a leader and gave US at least
three such opportunities for our own ex-
hibits in Los Angeles. The first was held
in March, 1934, at the Clark Hotel, the
second at the Ambassador in September,
1935, and the third at the Cafe de Paree
in September, 1936.
It is general opinion, regardless of the
field of endeavor, that when a man is active
in so me movement he has a selfish motive.
What is meant by the phrase "selfish mo-
tive" generally means that the individual
will derive some financial benefit. This
rule does not apply in Mr. Blackford's case.
Men who really know the facts will tell
you that Mr. Blackford has lost several
thousands of dollars of his own money in
creating and giving us the yearly exhibits.
While the opportunity presents itself, I
would ltke, personally, to emphasize to the
jobbers, distributors, manufacturers, and to
the trade 10 general , that we on the West
Coast need a yearly exhibit a great deal
more tban operators in tbe Middle West,
and manufacturers and distributors can de-
rive much benefit from such an undertak-
ing.
I can cite a good many cases where manu-
facturers and distributors have actually
benefited from previous Shows held here
in Los Angeles. At the first Show, Mohr
ll7illimll NathmIJ011
(In his youth)
Brothers of Los Angeles, who were distri-
butors for Rock-Ola at that time, sold sev-
eral carloads of the Rock-Ola World Series
game in the short period of three days. It
was at this Show that the first Paces Races
was exhibited, and later on recognized as
a record money-maker for the trade. At
the same Show the writer had displayed
the Forward Pass, a new model marble
game, and the orders he received amounted
to seve.ral hundred for local use, and re-
sulted 10 a development where the writer
had to go to Chicago and manufacture the
same model for Middle Western deliveries
for several months.
The first Show was a tremendous success,
not only in material gain where merchan-
dise was displayed and sold, but also in the
fact that operators from tbe entire West
Coast flocked in to make the personal ac-
quaintance of jobbers and distributors and
fellow-operators. It ended with a celebra-
tion where everyone was joyful and happy.
But here is the story. If one is success-
ful there is usually someone to envy his
success. In this case, immediately a group
was formed to oppose another exhibition
on the West Coast. Was their motive
prompted by a good reason? We on the
Coast know it was not. The movement was
started by a Middle Western man who,
thanks to destiny, is no longer a "big shot."
But while he was " in power" he did the
Coast men a great deal of harm with the
propaganda wbich built up his following.
When Mr. Blackford organized the second
Show at the Ambassador Hotel, the ma-
jority of Eastern manufacturers did not dis-
play their merchandise, to their own dis-
advantage.
It was at this second Show that Rube
Gross of Seattle displayed his Torpedo
game and sold more than 1,200 of them
for delivery in the City of Los Angeles
alone. This gathering also set an aU-time
record for phonograph manufacturers who
displayed their phonographs, either directly
or through their representatives. Those
who are interested may ask Mr. Capehart,
of the Rudolph Wurlitzer Co. They wiU
be astonished to know of the results he ob-
tained through the good-wiU he established
with local operators at the second exhibit.
While space does not permit the citing
'of details, the writer remembers one occa-
sion where Lou Walcher came in for just
a few days. He had no time to make a
merchandise display, but with just a note-
book and pencil he booked orders for sev-
eral thousand dollars.
I, for one, want to call to the attention
of our local distributors the fact that we
would serve our trade and the factories in
the East one thousand per cent more effi-
ciently if we cooperate to organize a yearly
gathering of Western operators to display
new models under one roof, that is, to
have a Coin Machine Show on the Coast.
To leading manufacturers in the East,
I would like to point out that while they
necessarily spend thousands of dollars in
displaying their merchandise at the Show
in Chicago, they would actually have to
undergo no expense if they would extend
us the benefit of their cooperation in hav-
ing a yearly exhibit on the Coast.
At tbe present time the factories are rep-
resented by the following pioneers and men
who know their business: First, there is
Lou Walcher, with his wonderful Western
organization. He is surely capable of rep-
resenting the manufacturers in a way that
will give no occasion for complaint. Second,
there is Jack Moore, who has a record that
speaks for itself in representing and dis-
tributing coin-controlled equipment on the
West Coast. Third, Al Gustafson, known
throughout the country as the best crane
salesman there is. Gustafson is at this
time, as always, active in the West. There
is Bill Canaan, who specializes in and has
made such a marked success with the sale
of merchandise vendors. There is Bob
Stark, who has succeeded Jack McClelland
in the distribution of Rock-Ola phono-
graphs. There is BiU Simmons, who so
successfully represents Wurlitzer on the
Pacific slope. There are many others.
As already mentioned, we on the West
Coast need a yearly gathering for operators
for the benefit of aU concerned. Our next
Show will be held in Los Angeles in the
near future. I make this statement not of
my own accord, but from the conversations
I have had with almost everyone of the
leading distributors in this part of the
country.
We need this gathering once each year
for one more reason. Operators, at least
in the State of California, recognize the
value of being organized as a group for bet-
terment of the trade. I have travelled a
good deal and have met many operators
out.side of Los Angeles who express the
(See COAST SHOW on page 14)
II
for [oast Show Told
By WILLIAM NATHANSON
T
HE READERS of the COIN MACHINE RE-
VIEW are probably familiar with the
story about the Chinese young man who
talked for a hal f hou r or so, and when his
long speech was translated into English it
meant just two words: "Very good." I
have long wanted to write a few lines con-
cerning Paul W. Blackford's activities on
the West Coast as editor of this magazine
and leader in the amusement machine in-
dustry. So, if you readers will consider me
in the category of the Oriental gentleman I
mention, and bear with me, I will do my
best.
Some of you have had the pleasure of
meeting Mr. Blackford on many occasions.
You already know that he is a gifted ora-
tor and a capable writer. If it were his
ambition to embark on a political career,
to run for public office, I could assure you
all that he is "a good family man, a good
church man, is always ready to kiss your
daughters-if they are of age, good-look-
in!;, and modern," and so on. However,
this story is not really meant to be funny ,
since, s~riously speaking, Mr. Blackford's
job is not a small one, as those who work
with him and are close to him, can testify.
In 1932 I had the pleasure of first meet-
ing Mr. Blackford. At that time the coin
machine business on the West Coast, and
particularly in Los Angeles, was in its in-
fancy. (I am referring to pin and marble
games.) The local jobbers and distributors
found it almost impossible to conduct their
business successfully without the aid of a
local publication. The question arose as
to who would be the one to pioneer with
US in the creation of such a magazine.
I can recall my several meetings with
Lou Walcher, actually begging him to un-
dertake the task of establishing such a
publication on the West Coast. His an-
swer was: "Bill, while we do need this
magazine, it is a question of losing money
and time, and I, for one, cannot neglect my
business. It is a full-time job for a good
man."
Sol Gottlieb then came to the aid of the
situation. He is really the man who de-
serves the credit, since it was through his
influence that Mr. Blackford consented to
put his time, money and effort into creating
and establishing the PACIFIC COIN MACHINE
REVIEW, a monthly periodical of which we
have all become proud, and which is now
known, simply, as the COIN MACHINE RE-
VIEW.
It is only natural that all activity per-
taining to the coin machine business cen-
ters around a publication that is devoted
to the daily problems of the trade. There-
fore the editor of our magazine acquired
one more duty to perform, and that was to
organize a yearly Show on the West Coast
for the exhibition of new equipment. Such
a Show is held annually in Chicago, of
course, but we are several thousand miles
away from Chicago, center of the coin-
controlled equipment business, and thou-
sands of West Coast operators cannot at-
tend that exhibit.
Mr. Blackford again demonstrated his
ability as a leader and gave US at least
three such opportunities for our own ex-
hibits in Los Angeles. The first was held
in March, 1934, at the Clark Hotel, the
second at the Ambassador in September,
1935, and the third at the Cafe de Paree
in September, 1936.
It is general opinion, regardless of the
field of endeavor, that when a man is active
in so me movement he has a selfish motive.
What is meant by the phrase "selfish mo-
tive" generally means that the individual
will derive some financial benefit. This
rule does not apply in Mr. Blackford's case.
Men who really know the facts will tell
you that Mr. Blackford has lost several
thousands of dollars of his own money in
creating and giving us the yearly exhibits.
While the opportunity presents itself, I
would ltke, personally, to emphasize to the
jobbers, distributors, manufacturers, and to
the trade 10 general , that we on the West
Coast need a yearly exhibit a great deal
more tban operators in tbe Middle West,
and manufacturers and distributors can de-
rive much benefit from such an undertak-
ing.
I can cite a good many cases where manu-
facturers and distributors have actually
benefited from previous Shows held here
in Los Angeles. At the first Show, Mohr
ll7illimll NathmIJ011
(In his youth)
Brothers of Los Angeles, who were distri-
butors for Rock-Ola at that time, sold sev-
eral carloads of the Rock-Ola World Series
game in the short period of three days. It
was at this Show that the first Paces Races
was exhibited, and later on recognized as
a record money-maker for the trade. At
the same Show the writer had displayed
the Forward Pass, a new model marble
game, and the orders he received amounted
to seve.ral hundred for local use, and re-
sulted 10 a development where the writer
had to go to Chicago and manufacture the
same model for Middle Western deliveries
for several months.
The first Show was a tremendous success,
not only in material gain where merchan-
dise was displayed and sold, but also in the
fact that operators from tbe entire West
Coast flocked in to make the personal ac-
quaintance of jobbers and distributors and
fellow-operators. It ended with a celebra-
tion where everyone was joyful and happy.
But here is the story. If one is success-
ful there is usually someone to envy his
success. In this case, immediately a group
was formed to oppose another exhibition
on the West Coast. Was their motive
prompted by a good reason? We on the
Coast know it was not. The movement was
started by a Middle Western man who,
thanks to destiny, is no longer a "big shot."
But while he was " in power" he did the
Coast men a great deal of harm with the
propaganda wbich built up his following.
When Mr. Blackford organized the second
Show at the Ambassador Hotel, the ma-
jority of Eastern manufacturers did not dis-
play their merchandise, to their own dis-
advantage.
It was at this second Show that Rube
Gross of Seattle displayed his Torpedo
game and sold more than 1,200 of them
for delivery in the City of Los Angeles
alone. This gathering also set an aU-time
record for phonograph manufacturers who
displayed their phonographs, either directly
or through their representatives. Those
who are interested may ask Mr. Capehart,
of the Rudolph Wurlitzer Co. They wiU
be astonished to know of the results he ob-
tained through the good-wiU he established
with local operators at the second exhibit.
While space does not permit the citing
'of details, the writer remembers one occa-
sion where Lou Walcher came in for just
a few days. He had no time to make a
merchandise display, but with just a note-
book and pencil he booked orders for sev-
eral thousand dollars.
I, for one, want to call to the attention
of our local distributors the fact that we
would serve our trade and the factories in
the East one thousand per cent more effi-
ciently if we cooperate to organize a yearly
gathering of Western operators to display
new models under one roof, that is, to
have a Coin Machine Show on the Coast.
To leading manufacturers in the East,
I would like to point out that while they
necessarily spend thousands of dollars in
displaying their merchandise at the Show
in Chicago, they would actually have to
undergo no expense if they would extend
us the benefit of their cooperation in hav-
ing a yearly exhibit on the Coast.
At tbe present time the factories are rep-
resented by the following pioneers and men
who know their business: First, there is
Lou Walcher, with his wonderful Western
organization. He is surely capable of rep-
resenting the manufacturers in a way that
will give no occasion for complaint. Second,
there is Jack Moore, who has a record that
speaks for itself in representing and dis-
tributing coin-controlled equipment on the
West Coast. Third, Al Gustafson, known
throughout the country as the best crane
salesman there is. Gustafson is at this
time, as always, active in the West. There
is Bill Canaan, who specializes in and has
made such a marked success with the sale
of merchandise vendors. There is Bob
Stark, who has succeeded Jack McClelland
in the distribution of Rock-Ola phono-
graphs. There is BiU Simmons, who so
successfully represents Wurlitzer on the
Pacific slope. There are many others.
As already mentioned, we on the West
Coast need a yearly gathering for operators
for the benefit of aU concerned. Our next
Show will be held in Los Angeles in the
near future. I make this statement not of
my own accord, but from the conversations
I have had with almost everyone of the
leading distributors in this part of the
country.
We need this gathering once each year
for one more reason. Operators, at least
in the State of California, recognize the
value of being organized as a group for bet-
terment of the trade. I have travelled a
good deal and have met many operators
out.side of Los Angeles who express the
(See COAST SHOW on page 14)
II
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