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THE BATTALION Page 9
WEDNESDAY, OCTOBER 12, 1977
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Collectors
may earn
book prize
Aspiring book collectors have until
Oct. 28 to enter the University Li
brary’s fifth Student Book Collectors
Contest.
An entry includes a description of
the collection, an annotated bibliog
raphy of 25 books from it, and an
application. Semi-finalists will be
asked to bring the 25 books for the
final judging.
Winners will be announced and
$850 in prizes will be awarded Nov.
11, according to Dr. Irene Hoadley,
director of libraries. The ceremonyf
in Room 226 of Sterling C. Evans
Library will feature Jay Belloli of the
Fort Worth Art Museum. Belloli will
speak on “Our Visual Literacy.”
Student Book Collectors Contest
entry forms are available at service
desks throughout Evans Library.
More information can be obtained
from David Chapman, archives;
Linda Dreier, acquistitions; Evelyn
King, special collections; Sharon
Smith, technical reports, or Dr.
Hoadley, administrative offices.
Hi-fi business
growing fast,
students help
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GIBSON’S
By LeROY POPE
United Press International
Business Writer
NEW YORK — The faster an in
dustry grows, the quicker its market
can become a jungle.
This observation seems to apply
to the high-fidelity music machine
business, which has achieved $2 bil
lion a year volume without sign of
letup.
The hi-fi jungle grew when the
fair trade laws ended, said Harry
Elias, vice president of JVC Elec
tronics, a distributor of Japanese
made hi-fi equipment. JVC pushed
its sales from $8 million to $25 mil
lion in a single year and expects to
do $40 million in business in 1977.
But the very growth of a glamour
industry attracts overproduction,
excessive competition and price-
cutting.
“The little producers that attempt
to serve the inass outlets get hurt
the worst,” Elias said. “They get
raped or killed, and the end of the
fair trade laws hit a lot of the pro
ducers who were selling in the more
prestigious markets. The mass out
let retailers began to sell their prod
ucts at discount prices and ruined
the profitability of their merchan
dise for their regular dealers.”
Elias and Philip Stogel, the owner
of a medium sized advertising
agency, hit on a solution. They pul
led JVC’s line of hi-fi equipment out
of the mass markets altogether.
They traveled around the country
and set up a tight, selective network
of dealers to sell JVC products and
maintain substantial dealer profit
margins.
In effect, they restored fair trad
ing on a strictly voluntary and legal
basis.
“But that wasn’t enough,” Elias
explained. “We had to help them
sell.”
This was largely Stogel’s job. He
began a concentrated advertising
drive in the music magazines and
such style and status conscious pub
lications as Playboy, Esquire and
Sports Illustrated.
Next Stogel and Elias set up what
they call the “sales stimulator quar
tet, (SSQ),” two English-speaking
Japanese engineers and two sales
executives. This group visits dealers
periodically and conducts sales and
engineering seminars for the store
staff.
Then, backed by full page news
paper ads, the SSQ takes over the
hi-fi sales floor in the store. An
example of the results is sales of
$24,000 worth of JVC products in
two days at Finger Furniture Co.’s
store in Houston. It made the
Finger salesmen so enthusiastic
they now are selling JVC products at
a rate of $150,000 a year, Elias said.
Next a traveling show that fits into
a trailer truck was booked in college
student unions and played before
125,000 youngsters.
“The college kids are the fastest
growing segment of the hi-fi mar
ket,” Elias said.
That brings up the question of
what is the real psychological basis
of the high-fidelity music boom. Is it
love and appreciation of music, the
herd or status instinct, or fascination
with electronic technology?
Elias and Stogel said they doubt if
there is any easy answer to that. All
the customers are interested in
music but relatively few can ap
preciate the tonal subtleties of hi-fi.
So, as with motorists who buy
jspeeifie ears for a variety of reasons,
every hi-fi customer probably has an
individual motivation.
Memo From
The Department of
Hassle Engineering and
Efficiency Negation
Drive Carefully