Presto

25
RESTO
February 5, 1920.
THE
THE ELLIS
TALKING MACHINE
Made to Fit Any Phonograph
News of the Week in the Phonograph Field
SERVICE AND SERVICE
"Service" has been made the slogan of a
great many talking machine houses. It is a
word representing a purpose; the desire and
ability of the houses to give to the customers
something more than a receipt for the price of
the goods sold. The slogan indicates that
the talking machine dealers value the good-
will of the public, and shows the purpose of
retaining trade and making customers feel
they are getting a little bit more than they
actually contract to pay for.
The theory of service is an excellent one,
but in reducing it to practice business sense
should be the guide. There must be a well
defined limitation to generosity. Let ten talk-
ing machine dealers talk about service and
you will hear ten versions of the meaning of
the word and its application. That is because
the question of service has not received the at-
tention it merits. One man's service may be
salutary to the trade and another's spoil an
otherwise good field of prospects. The efforts
in many places to standardize service is an
acknowledgment of this truth. Service in-
volves every action of the dealers, every proc-
ess in the talking machine and record deals.
Plainly its importance is paramount.
But while there is service the customers can
legitimately demand and which they naturally
expect, there also is service that in a way ex-
presses the generosity of the dealers. The
latter costs money and takes time and so cuts
into the legitimate profits. Service, sensibly
administered, is an excellent institution in any
house, but too much service involving as it
must, inadequate charges or no charges at all,
represent a leak that can develop into a very
substantial loss. It is well that the question
of service interests the talking machine dealers
in many cities, and dealers everywhere should
follow their example.
WHEN FRIEND EDITOR CALLS
Advertising is taking some of the profits
of today to build up profits for tomorrow.
So when the local editor comes around to sell
you space in the newspaper that all the town
reads, don't conceive the idea that the price
of the service you buy is a handout. It is
generally very poor advertising space that is
not worth the rates charged for it.
It is possible that you have more orders
for talking machines than you can fill just
now. In the opinion of the tyro in business
there is no necessity for advertising in such
a condition. The question, "Why advertise
when I cannot fill orders for talking machines
already sold?" is about as logical as, "Why
pay life insurance when I am perfectly
healthy?" Remember, advertising is primarily
business insurance—making sure of sales when
all your standing orders are filled.
The smallest dealer can get an illuminating
lesson from the action of many big adver-
tisers in various lines. Many of these adver-
tisers are big manufacturers who are away
behind in orders and yet advertise more gen-
erally, lavishly and elaborately than ever be-
fore. Because they are far-seeing they are
taking a generous share of their profits and
putting them into advertising insurance. They
are protecting themselves against the time
when production will have caught up with the
demand and they must again go into the
market with a hustle.
A good thing for the talking machine dealer
to remember is that nothing forces action on
the part of a hesitant prospect like a well-
conceived advertisement. But another thing
worth remembering is that there is nothing
more quickly forgotten than advertising. Let
the greatest of the national advertisers stop
advertising for six months and it will find
itself forgotten by the buying public.
The talking machine dealer may be an ex-
cellent citizen and a splendid fellow person-
ally, but the value of his name in business lies
in its being advertised in connection with the
commodity he sells. Advertised, too, to such
an extent that it is constantly in the minds of
those who are expected to buy one of his
machines or continuous supplies of his records.
It is only by advertising persistently that
name value can be kept alive. When Friend
Editor urges you to continue or even increase
your space appropriation, remember he has the
means to keep the market in a receptive mood
for future purchases. The editor is more than
a business creator for the present; he insures
you for the future.
In producing a Musical Instru-
ment that will serve its intended
purpose, great care must be ex-
ercised as to the alliance of good
and useful improvements; you
will then be assured of a per-
manent(and profitable business.
The Etas will transform
your phonograph into a
Musical Instrument.
Ellis Reproducer Co.
Powers Bldg.
"Hear That Tone"
A MOTTO JUSTIFIED BY
ACHIEVEMENT
The remarkable clarity of tone re-
production which characterizes all
FUEHR & STEMMER
PHONOGRAPHS
is due to the PERFECTED TONE
CHAMBER which, with the in-
genious TONE MODIFIER lifts
these instruments far above other
talking machines.
Write for particulars.
BEAUTIFUL ORIGINAL CABI-
NETS WITH PIANO FINISH.
Make your Talking Machine De-
partment pay.
BENEFITS OF ASSOCIATION
Having Become Affiliated with the N. A. of M. M.
the Talking Machine Men Tell Why.
Since the Talking Machine Men, Inc., of which E.
G. Brown of Bayonne, N. J., is president, became a
part of the Music Industries Chamber of Commerce,
its officers have been making renewed efforts to
increase interest and membership. Following is the
latest letter by Mr. Brown to the talking machine
trade:
The many advantages of a membership in our
Association have already been explained to you;
but a recapitulation will not be amiss, viz.:
Mutual protection against trade abuses;
The securing of proper and beneficial laws, and
especially the elimination of detrimental legislation;
The promotion and dissemination of useful ideas,
forms, etc., among our members;
By co-operation and the power of organization
secure many needed reforms in our business.
These and many other advantages are to be had
by membership in our body.
I have secured the applications of a goodly num-
ber of New Jersey merchants and would greatly
appreciate your application also.
HANDSOME SYRACUSE WAREROOMS.
The Galli-Curci room in the Clark Music Com-
pany's building, 416 South Salina street, Syracuse,
N. Y., is where the most complete assortment of
phonographs in the city is displayed. Perfection in
the methods of demonstration is embodied in the
warernoms where the Victrola, Edison Diamond
disc, Sonora, Aeolian Vocation and Pathe machines
are exhibited by the Clark Music Company. The
rooms of the building are named for songbirds and
great musicians.
FIRE IN CABINET FACTORY.
Fire starting from spontaneous combustion in
the rubbing room of the Cardinal Cabinet Company
at Wabash, Ind., caused a fire loss of about $50, but
the flames started an automatic sprinkling system
and before the water could be turned off a con-
siderable number of phonograph cabinets were
ruined.
GRAND RAPIDS, MICH.
FUEHR & STEMMER PIANO CO.
Chicago, 111.
"
Guesswork Won't Do"
—The ACME allows test with
le drag of the needle throughout
the length of the
record.
Acme Speed Indicator
—is precision made.
—clears the tone arm.
—1 o c a t e s
motor
troubles.
registers 78 and 80
revolutions.
Made by
The Acme Engineering & Mfe. Co.
1622 Fulton St.
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CHICAGO
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