Music Trade Review

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THE MUSIC TRADE REVIEW
ANNUAL BANQUET OF TALKING MACHINE MEN A SUCCESS
Affair at Hotel Pennsylvania on Thursday Evening, April 10, Proves a Great Social Event—
Ernest John, George W. Hopkins, J. R. Young and Jas. T. Coughlin Speak
The annual banquet of the Talking Machine general sales manager of the Columbia Grapho-
Men, Inc., held in the grand ballroom of the phone Co., who added to his already wide repu-
new Hotel Pennsylvania on Thursday evening, tation as a speaker on business matters. Mr.
April 10, was an unqualified social success, and Hopkins, who had been in Canada, came direct-
from that viewpoint was one of the most elab- ly from the train to the dining hall while the
orate affairs held in the history of the associa- banquet was in progress, in order to keep his
tion, with approximately 400 members of the engagement with the talking machine men.
trade and their friends and ladies numbered
In opening his address Mr. Hopkins declared
among those present.
the first essential of business was service, and
The committee had announced that there that service, in fact, was of prime importance
would be plenty of dancing, and this served to in everyday life, to such an extent that even
attract a host of young people who did not the officers of the new army were called upon
wait until the dinner was over to exhibit their to sell service to the United States Government.
new steps, but filled in the time between courses He declared that the latest idea in business was
dancing in the liberal space left in the middle that of self-service—a plan that could be and,
of the ballroom for that purpose. Various as a matter of fact, had been adopted most suc-
singers also entertained while the dinner proper cessfully in the talking machine trade. He said
was in progress, and at its conclusion John E. that simply hanging slow-selling records on
Hunt, ex-president of the association, introduced nails where the customers could see them had
the present incumbent of the president's chair, resulted in sales, and that this method followed
by one dealer with sixteen demonstrating
James T. Coughlin, as toastmaster.
booths had resulted in the sale of five records
President Coughlin Talks on "Co-operation"
Mr. Coughlin, who is a deep student, took oc- per booth per day.
Mr. Hopkins made a strong plea for salesman-
casion in his opening address to emphasize the
desirability for co-operation in the trade as a ship, and declared that the popular hits of the
patriotic duty to the country. Mr. Coughlin day, such as "Smiles," did not have to be sold
declared that patriotism was not alone necessary or even played, the customer coming in with a
in times of war, but was equally essential dur- well-defined idea of what was wanted. The
ing the period of peace when it meant giving dealer's duty in such a case was to bring out
to the country what was needed when it was a second record, not quite so popular, and use a
needed. He developed his talk into a strong little salesmanship in selling that second rec-
appeal for support for the forthcoming Victory ord to the customer, thus increasing each sale
Liberty Loan, and explained to the talking ma- at least 100 per cent.
chine men present the necessity for raising
The speaker offered some interesting and
money to bring the soldiers back from France practical selling hints, calling attention to such
and to take care of and clean up the war obliga- little details as the proper method of winding
tions of the nation.
the motor with a wrist movement, the supplying
of paper patterns to prospects so they could
Ernest John Tells of War's Lessons.
The first speaker introduced by Mr. Coughlin determine where the machine might be placed
was Ernest John, matiager of the advertising to advantage in the home, and the classification
department of the Victor Talking Machine Co. of prospects. He declared that the appeal
Mr. John, after stating that the most welcome should always be along simple lines, for that
news to the dealer would be to the effect that method gets the most direct results. He urged
he would get all the goods needed, although just that dealers follow natural channels in selling
now such news would be fiction, declared that
the Victor Co. was putting forth its best efforts
INFORMATION ON JACOBEAN MODEL
to increase the factory output, and that those
familiar with the size and efficiency of the Vic- William Maxwell Gives Edison Dealer Who
Criticizes the Jacobean Model Some Pertinent
tor Co. would be alive to what that meant.
Facts Concerning the Fidelity With Which
The speaker took occasion to point out that
the Edison Period Models Are Made
even wartime handicaps had their lesson, for
conditions during the past couple of years had
done much to modify the views of dealers as to The Aimone Galleries, New York, have ex-
the salability or unsalability of Red Seal rec- ecuted for the Edison Laboratories a Jacobean
ords. He told of an experiment in exploiting cabinet which is a delight to lovers of period fur-
little known and apparently slow-selling rec- niture, and incidentally a creation of which R. C.
ords so successfully that 65 per cent, of a deal- Aimone, the head of the house of Aimone, is
er's stock of such records was moved with lit- exceedingly proud. It is therefore easy to im-
tle delay. He declared that the handling of agine his disgust at receiving a criticism from an
Red Seal business did not require a technical Edison dealer, who assumes to have a greater
knowledge, but simply sense enough to draw knowledge of Jacobean furniture than that pos-
parallels between customers, and to divide the sessed by Mr. Aimone. He was so much in-
appeal for various forms of music, giving senti- censed by the criticism that he proposed to ship
mental ballads, for instance, to the people who this dealer an historic Jacobean cabinet, valued
at $4,000, in order that the dealer might learn,
liked such things.
from actual contact with a true piece of Jacobean
Red Seal records, stated Mr. John, had made furniture what a reproduction should look like.
the business what it is, for through them the
The dealer's criticism also got the goat of Will-
musical people in every community came to give
approval to the talking machine as an art in- iam Maxwell, vice-president of the Edison Co.,
strument. Mr. John also had some interesting v.'ho offers to donate $1,000 to the Red Cross if
comments to make regarding the record supple- the dealer's criticism is sustained by competent
ments, what they were intended to accomplish authority. Mr. Maxwell's letter to the dealer
in the matter of business building, and how they is quoted below and should be read by every
should be distributed to obtain the greatest ef- dealer, as it contains a great deal of interesting
jfect. He issued a special warning against dupli- information. His letter reads:
Mr.
has sent us a copy of your letter, as follows:
cation in distribution, as diminishing the value of
"We have just opened up the new model 250 Jacobean,
and
must
say
that
we are disappointed. It is an inferior
the publicity.
cabinet and a very poor Jacobean finish, entirely too dark.
It
is
my
opinion
that
if they cannot make some change in
J. R. Young Speaks on "Service"
this it will never prove to be a seller."
The next speaker was J. R. Young, of the The foregoing letter is difficult to answer without pro-
offense. It is said that a bet is a fool's argument,
Convention Bureau of the Merchants' Associa- voking
which is as true as most maxims. However, the offer to
in respect of a question in dispute sometimes has the
tion of New York, who had for his subject bet
effect of putting the matter on a footing which permits
"Service," and handled that subject along broad plain speaking without offense. It would probably not be
in gooa taste for you and ourselves to make a wager, but
and interesting lines.
perhaps there would be no harm in the following proposi-
tion:
.
Geo. W. Hopkins' Live Address
We are willing to submit your letter and our Jacobean
cabinet
to
any
reputable
graduate
of
the
Beaux
Arts,
Paris.
The-final speaker was George W. Hopkins,
APRIL 19, 1919
their goods, thereby reducing the sales resist-
ance to a minimum.
He told of the wisdom of the Government in
putting over the War Savings Stamps drive by
appealing directly to the children on the pop-
ular quarter basis, and why the plan had been
so successful. Mr. Hopkins' address was dis-
tinctly practical and gave the talking machine
men advice that could be utilized in their busi-
ness, and in closing declared that genuine sales-
manship was lacking to a great degree in the re-
tail trade and the deficiency should not be over-
looked. He said that many dealers with large
businesses had not developed on sound lines,
but had simply swelled up through circum-
stances. Grow up, but don't swell up, was Mr.
Hopkins' final warning.
Just a Little Jazz
At the conclusion of the speaking the general
program of entertainment was again taken up.
There was plenty of dancing to the accompani-
ment of the Van Eps Quintet, and at intervals
prominent talking machine artists, including
Henry Burr, Arthur Field, Munro Silver, J.
Victor Arden, Billy Murray, Teddy Morse, Miss
Marion Harris, Miss Jean McCarthy and the
Van Eps Trio, sang or played for the edifica-
tion of the guests.
Special credit must be given to all members of
the committees for the complete success of their
efforts, and to J. J. Davin particularly is due
much commendation for the elaborate charac-
ter of the entertainment provided. Various
other details connected with the affair were
handled by Sol Lazarus, A. Galuchie, John E.
Hunt and E. Leins in a most commendable way.
A Real Surprise
One of the surprises of the evening was the
offering of an idea as to the manner in which
the drought could be avoided after July 1. At
the conclusion of one of the songs referring to
that subject a big Victrola was rolled out, and
v/hen the doors were opened there were revealed
boxes of cigars in the tone chamber, and several
bottles of first-class liquor in the place where
the records ought to be. If some one will only
invent records that may be dissolved in water
to make booze after their musical value has
gone the idea will be complete.
If your criticism is sustained we will present $1,000.00 to
the Red Cross in your name. If it is not sustained, you
are to present $100.00 to the same organization.
If you
accept this proposal, we can, if you desire it, arrange to
have the decision made during the Edison Dealers' Con-
vention in June, which we hope you will arrange to attend.
Your statement that the Edison Jacobean cabinet is too
dark to be correct seems to me to indicate that your
standards of judgment are based upon your observation
of the so-called Jacobean furniture turned out in quan-
tities by the medium grade furniture makers rather than
upon a familiarity with authentic Jacobean pieces or their
correct reproductions.
Our Jacobean cabinet is executed by the Aimones, of
New York, who have an international reputation as fine
furniture makers.
If you do not happen to he familiar
with the reputation of the Aimones, anyone who is will
tell you that they have no superiors and few equals in
America. Nothing could persuade them to execute a Jaco-
bean cabinet in a false tone.
What you construe to be a slovenly finish is the pains-
taking work of expert craftsmen who have labored assid-
uously to give these cases a proper appearance of antiquity
and invest them with the true Jacobean feeling.
You have seemingly been further misled by the attributes
of oak that has been cut and treated by the methods em-
ployed in the days of James I. In those days it was cus-
tomary to cut through the grain, thus exposing it and pro-
ducing a surface which was not susceptible to smooth turn-
ing or a high finish.
Our Jacobean cabinets are made
from stump oak, cut by experts to imitate the nak used by
cabinet makers in Jacobean days. I might add that there
are few people in America who are prepared to do this
work properly.
The oak is carefully selected and cut
specially to obtain an even, straight grain, free from champs,
'lhe subsequent treatment of the wood in all stages of manu-
facture reflects the highest technique of the furniture crafts-
man's art.
Anyone who wants a smooth and "shiny" cabinet docs
not want our Jacobean cabinet. On the other hand, any-
one who appreciates or is capable of learning to appreciate
the robust and age-mellowed furniture handed down from
the days of the Stuart kings in England will go into rap-
tures over this cabinet.
Henceforth it will be our object to furnish cabinets that
are fine furniture in the truest sense of the word. There
will be sufficient variety to suit every taste, and at the same
time permit us to avoid the anachronisms so common among
furniture makers and so destructive to a correct apprecia-
tion of good furniture.
The success of great merchants, such as Altman, Wana-
maker and Field, is largely due to the fact that their
stores have made it a policy to handle the "correct thing"
and to educate the public to the "correct thing."
The
short-sighted merchant frequently says he has no time to
educate the public. He loses sight of the fact that the
merchant who tactfully educates his public thereby gains
a prestige which no competitor can take away from him. If
I were in your place I should welcome the fact that our
Now, if we have in any way offended you, let me assure
you that no offense is meant. Hoping to see you at the
convention in June, I am.
Yours very truly, WILLIAM MAXWELL.