Music Trade Review

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THE MUSIC TRADE
REVIEW
WITH THE TALKING MACHINE MEN.
PROFITABLE FOR MUSIC DEALERS.
The Inauguration of a Talking Machine De-
partment—Quick and Remunerative Sales
and Many Friends Made for Other Depart-
ments of the Business.
Why the regular music dealer does not see his
opportunity :n taking on talking machines as a
permanent part of his business is beyond the
understanding of those knowing his facilities
and the profit in handling these goods. It is a
splendid side line at all seasons of the year. Be-
sides the publicity and effective advertising
given their goods by the leading manufacturers
is another particularly strong reason that should
inlluence the music dealer in giving greater at-
tention to these goods than he has hitherto given.
A well-known firm in this line of business re-
cently said: "Perhaps you would be surprised
to know that quite 70 per cent, of our customers
are dealers in novelties, notions and even hard-
ware and electric supplies. I don't know why
the music dealers haven't taken them up instead
of these merchants. They have passed them by,
and if our traveler tries to induce them to go
in for them, with exceptions who know a good
thing when they see it, they say, 'Oh, we'll think
about it; but somehow it does not strike us as
being part of the music business.'"
Then, why not? They have the room and every
facility for carrying on a talking machine de-
partment successfully without any great outlay
beyond the r purchase of stock. Of course, music
dealers should know their own business, but it
is probably owing to their not taking the talk-
ing machine seriously that they have let the
trade in them slip out of their hands. The talk-
ing machine is not the defective thing which
was formerly looked askance at. It is different
from the contrivances, however called, which
failed to afford delight to the discriminating.
and consequently were no, thought worthy of
the music dealer's attention. But the talking
machine people have changed all that by the
perfection of their instruments and records.
Describing the chance the music dealer is ap-
parently neglecting by failing to embark in the
talking machine line, and the field being opened
up for quick and remunerative sales, a gentle-
man, thoroughly posted in the matter, said to
other day to The Review: "The talking ma-
chine companies, in their general advertising,
proceed to show by a list of records how all
tastes are satisfied, the pieces and songs compre-
hending a vast variety of selections for entertain-
ment, as well as dance music of all kinds. The
repertoire of the talking machine is great, and
it not only affords lively amusement to the many,
but has an educative influence that cannot be
denied. It is not everybody who can afford to
pay to hear Melba, or Caruso, but talking ma-
chine records give a faithful reproduction of
those artists' golden notes in solos, and in many
cases in ensemble singing. Thus the owner of a
talking machine may not only learn to recognize
the voices of great singers, but become ac-
quainted with famous operatic solos, duets, quar-
tets, etc., as well as with overtures, symphonies,
and other orchestral works.
"Possessing so many excellences, per se, it is
a matter for wonder that music dealers have not
hitherto 'run' the talking machine; but when it
is considered how it might be the means of sell-
ing much high-class music, that wonder is in-
creased. Singers could get a very cheap lesson
in voice production and phrasing in phono-
graphic records not to mention them in the same
relation for instrumentalists. Indeed, it is for
its' admirable use as an educative force as well
as a means of refined entertainment that the
talking machine should be taken up by all wide-
awake music dealers. They have so many ad-
vantages over the miscellaneous dealer to push
41
these goods with the public that talking machine
manufacturers are making special efforts toward
getting them interested."
WILL HANDLE TALKING MACHINES.
Department Opened at the Simpson-Crawford
Establishment by Sol. Bloom.
A talking machine department has been
opened by Simpson-Crawford Co., a prominent
New York dry goods emporium, and which is un-
der the control of Sol. Bloom, the well-known
music publisher. A full line of Victor goods will
be handled, the display and arrangement of the
stock being a particularly attractive feature of
the establishment. They were ready for busi-
ness Monday.
REVIEW OF TRADE CONDITIONS.
Excellent Showing All Along the Line—Enter-
prising Jobbers and Dealers Lead the Proces-
sion— Hard Pushed to Supply Records.
With jobbers business during February has
been strong, and trade is expected to keep up at
the same pace for some months to come. Deal-
ers using aggressive methods, displaying their
goods strikingly and attractively, and keeping up
to date with their stock, also report business
very much to their liking. Manufacturers are
pushed to keep up with their orders, both for ma-
chines and records. Relative to records especi-
ally the indulgence of customers are occasionally
craved regarding deliveries, as the pressure on
their laboratories is beyond their capacity, not-
withstanding additions and enlargements.
Generally the entire industry is in splendid
shape, which is voiced by the head of a pro-
gressive house "in the appended remarks. "As
a matter of fact the concensus of opinion is that
any concern in the talking machine business can
discount their bills. No other business handling
a restricted article is making so much profit. One
with only a little gumption and sense is bound
to make money."
You are in business for a profit.
You recommend goods to your customer as good.
If the goods should not happen to be good
Your friend has had enough of you.
You state to him the article is worth the price,
He finds out later that he can buy elsewhere cheaper.
You lose another friend.
If you are selling him a Talk-O-Phone,
Then it is different.
You will not have these matters to deal with.
The machine is honest throughout.
The price tends to show that other machines are too high.
You want the respect of your customers.
You can get it and keep it by selling Talk-O-Phones.
We are always at home for your inquiries and orders.
The Talk-O-Phone Company
TOLEDO, OHIO
CHICAGO
SAN FRANCISCO
NEW YORK