Marc Lizer
SGF, Supreme Grumble Framer
*By CHARLES W. MYERS,*
*Executive-Manager Picture & Mirror Frame Mfrs.' ***'n of **America***
AS is customary, expressions as to the business view-point of various industries are usually forthcoming at this time of the year. My opinion being requested as to the outlook for 1930, I approach the subject both without hesitation and with fullest confidence as to its optimistic possibilities. ,
The writer, personally, believes that there was too much stress placed upon the far-reaching effects of the recent financial upheaval staged in one part of the country and considered by many as directly affecting, in a permanent manner, all the rest of the country. It is well to remember that 1929 closed with a splendid business result. It is likewise true that certain interests had their negative showings but when the country as a whole is thoroughly analyzed, I do not believe- that the consequences were as deep or as lasting as many would have you think.
Quite a prominent authority recently made this statement: "People spend their money liberally, some of them rather wildly, during the holiday season. Along comes January with its financial obligations which there may not be money enough to meet. People then make only purchases of necessities until *some extra inducement is offered; *they want to get caught-up. , Anyway, they have been buying so liberally that a reaction is bound to set in and this seems to be the time."
The authority above quoted very aptly adds that another consideration is that the merchandise offered consists largely *or mainly of leftovers from the fall and winter stock and emphasizes that *the time has not yet come to offer Spring and Summer goods. He further imparts the idea that if price inducements are not offered, the consumers are going to wait until Spring before they buy Spring and Summer goods.
This brings us to the main point in question, namely: pictures and mirrors are or are not to be considered as seasonal merchandise. The writer's personal conviction is that they are NOT seasonal merchandise; furthermore the time has passed when they are to be considered as luxuries and that as all year *round staples and necessities, *they *owe their being successfully *merchandised, largely to the "urge" that is put back of their selling to the consumer.
I do not believe it can be *successfully* *argued that fitted *pictures *sell best *during January, mirrors have their greatest sales volume in '.Niay or that portraits sell best in September. This general line, of itself, *certainly cannot be classified as "seasonal" in any sense. Is it not true, therefore, that the individual consumer buys best and most when he *or she is most successfully approached, interested and sold by the efficient sales person in t'^- .e art store, gift shop, furniture store or department store?
If we may be pardoned for momentarily interrupting the trend of thought, upon the part of some t' - pictures, mirrors and portraits have their "seasons" we would like to express the idea that successful selling of these commodities, hence, local as well as national volume and output is based upon the active *sales-effort used by those *who *carry these commodities in stock. People who are interested in beautifying their homes will spend their money when it is either most convenient for them to do so or when the sales person has most effectively shown them the reasons why they should possess these articles.
True, such events as the various "markets" of the furniture industry have their influence in quantity production and the manufacturer or distributor *meets *his market in the company of his kind-displaying his merchandise with the atmosphere of smart distinction and enhancing his selling possibilities through portraying admirable variety in styles, price range and other features which attract the discerning buyer.
With each succeeding year has come greater evidence to the picture and mirror frame manufacturers, picture publishers and distributors of fitted goods that this country unquestionably is the richest and most *highly concentrated sales *area in the world. Busi*ness life, as with *human life, is after all, only a series of experiences. 1929 in its barest analysis, consisted of twelve business months. Some were good, others were fair and others were better. With our manufacturers, wholesalers and retailers there should be the united thought and purpose that at this particular time we are all young, eager, and confident individuals who look to 1930 as a space of time for added opportunity. With 1930 business enters a new year under a new conception of thought and Qrdm / /
Its manufacturing and selling is bound to be more closely geared to its own individual markets. This is surely to be determined, as we have tried to express, by the "urge" of intensified selling. In keeping with the above-normal prosperity and progress of this country manufacturers and distributors generall should mix plenty of "pep" with their production and selling' efforts.
From what we have been able to learn, there is not an overproduction or surplus of pictures, mirrors, portraits and frames on this market at the present time. If this business continues as a growing and healthy one, we have the right to expect that the sales-volume figures for 1930 may well be placed in advance of the 1929 total. This industry does not need a microscopic survey to show that it is an essential one. As a matter of fact there never has been a year when there has been a saturated market or where the actual possibilities have been anywhere nearly realized. It is the writer's firm belief that few industries offer as much possibilities for development and expansion as does this one.
Pictures, mirrors, portraits and the frame industry in general has an open book story of its own. No long technical treatment is necessary for forming the sales story as to their desirability. They serve but one purpose and people do not have to be told that it is for beautifying, enhancing and improving.
After all, this business is really a continuously, busy buying market. It has its appeal to old and young alike. It surely has the highest percentage of buying possibilities because its range of values extends from a few cents to hundreds of dollars depending upon the tendencies of the purchaser as well as his capacity for buying a small print or an old master. Likewise. this industrv represents a market genourously responsive to the appeal of products of merit. It is nation-wide in ;cope.
What about 1930? Would not the key to the situation appear to be not only ~imilar to that of years gone by but in addition, possessing increased possibilities for those who start with renewed merchandising effort and unbounded enthusiasm ? It has been trulv stated that "banks lend on the character and the ability of the management." Business in e'eneral makes its strides from the same frank basis. Much upward and onward action is predicated largely on the soundness of general belief in our national prosperity. Hence, is not success, largely a state of mind?
With many, in fact, most businesses, 1930 will be as prosperous as the ckaracter and management intend to make it for themselves. It has been a real "treat" for some people to do a lot of vague talking the past month or two about depressions because this has been the first opportunity they have had for so doing in a great many years. It may be the only opportunity they will have for many years to come. Is it not just as well, then, to consider that business will go to those who "put it over" while a certain few others are still "thinking it over"?
Your business ship is already well out into the 1930 sea of commerce by this time. See that its course is carefully charted and carefully set your sails so that it will head in the direction of the harbors of satisfactory production, distribution and profits. Keep in mind there is ample buying power to handsomely reward those who keep their eye on the ball and who have the good old reliable American element of faith.
1930 will move out and ahead. Willingness to work and plan for bigger and better business will be the motivating power for greater achievements than those of years gone by. We have just entered a new year of opportunities-it will be just as large as you yourself can make it.
*Executive-Manager Picture & Mirror Frame Mfrs.' ***'n of **America***
AS is customary, expressions as to the business view-point of various industries are usually forthcoming at this time of the year. My opinion being requested as to the outlook for 1930, I approach the subject both without hesitation and with fullest confidence as to its optimistic possibilities. ,
The writer, personally, believes that there was too much stress placed upon the far-reaching effects of the recent financial upheaval staged in one part of the country and considered by many as directly affecting, in a permanent manner, all the rest of the country. It is well to remember that 1929 closed with a splendid business result. It is likewise true that certain interests had their negative showings but when the country as a whole is thoroughly analyzed, I do not believe- that the consequences were as deep or as lasting as many would have you think.
Quite a prominent authority recently made this statement: "People spend their money liberally, some of them rather wildly, during the holiday season. Along comes January with its financial obligations which there may not be money enough to meet. People then make only purchases of necessities until *some extra inducement is offered; *they want to get caught-up. , Anyway, they have been buying so liberally that a reaction is bound to set in and this seems to be the time."
The authority above quoted very aptly adds that another consideration is that the merchandise offered consists largely *or mainly of leftovers from the fall and winter stock and emphasizes that *the time has not yet come to offer Spring and Summer goods. He further imparts the idea that if price inducements are not offered, the consumers are going to wait until Spring before they buy Spring and Summer goods.
This brings us to the main point in question, namely: pictures and mirrors are or are not to be considered as seasonal merchandise. The writer's personal conviction is that they are NOT seasonal merchandise; furthermore the time has passed when they are to be considered as luxuries and that as all year *round staples and necessities, *they *owe their being successfully *merchandised, largely to the "urge" that is put back of their selling to the consumer.
I do not believe it can be *successfully* *argued that fitted *pictures *sell best *during January, mirrors have their greatest sales volume in '.Niay or that portraits sell best in September. This general line, of itself, *certainly cannot be classified as "seasonal" in any sense. Is it not true, therefore, that the individual consumer buys best and most when he *or she is most successfully approached, interested and sold by the efficient sales person in t'^- .e art store, gift shop, furniture store or department store?
If we may be pardoned for momentarily interrupting the trend of thought, upon the part of some t' - pictures, mirrors and portraits have their "seasons" we would like to express the idea that successful selling of these commodities, hence, local as well as national volume and output is based upon the active *sales-effort used by those *who *carry these commodities in stock. People who are interested in beautifying their homes will spend their money when it is either most convenient for them to do so or when the sales person has most effectively shown them the reasons why they should possess these articles.
True, such events as the various "markets" of the furniture industry have their influence in quantity production and the manufacturer or distributor *meets *his market in the company of his kind-displaying his merchandise with the atmosphere of smart distinction and enhancing his selling possibilities through portraying admirable variety in styles, price range and other features which attract the discerning buyer.
With each succeeding year has come greater evidence to the picture and mirror frame manufacturers, picture publishers and distributors of fitted goods that this country unquestionably is the richest and most *highly concentrated sales *area in the world. Busi*ness life, as with *human life, is after all, only a series of experiences. 1929 in its barest analysis, consisted of twelve business months. Some were good, others were fair and others were better. With our manufacturers, wholesalers and retailers there should be the united thought and purpose that at this particular time we are all young, eager, and confident individuals who look to 1930 as a space of time for added opportunity. With 1930 business enters a new year under a new conception of thought and Qrdm / /
Its manufacturing and selling is bound to be more closely geared to its own individual markets. This is surely to be determined, as we have tried to express, by the "urge" of intensified selling. In keeping with the above-normal prosperity and progress of this country manufacturers and distributors generall should mix plenty of "pep" with their production and selling' efforts.
From what we have been able to learn, there is not an overproduction or surplus of pictures, mirrors, portraits and frames on this market at the present time. If this business continues as a growing and healthy one, we have the right to expect that the sales-volume figures for 1930 may well be placed in advance of the 1929 total. This industry does not need a microscopic survey to show that it is an essential one. As a matter of fact there never has been a year when there has been a saturated market or where the actual possibilities have been anywhere nearly realized. It is the writer's firm belief that few industries offer as much possibilities for development and expansion as does this one.
Pictures, mirrors, portraits and the frame industry in general has an open book story of its own. No long technical treatment is necessary for forming the sales story as to their desirability. They serve but one purpose and people do not have to be told that it is for beautifying, enhancing and improving.
After all, this business is really a continuously, busy buying market. It has its appeal to old and young alike. It surely has the highest percentage of buying possibilities because its range of values extends from a few cents to hundreds of dollars depending upon the tendencies of the purchaser as well as his capacity for buying a small print or an old master. Likewise. this industrv represents a market genourously responsive to the appeal of products of merit. It is nation-wide in ;cope.
What about 1930? Would not the key to the situation appear to be not only ~imilar to that of years gone by but in addition, possessing increased possibilities for those who start with renewed merchandising effort and unbounded enthusiasm ? It has been trulv stated that "banks lend on the character and the ability of the management." Business in e'eneral makes its strides from the same frank basis. Much upward and onward action is predicated largely on the soundness of general belief in our national prosperity. Hence, is not success, largely a state of mind?
With many, in fact, most businesses, 1930 will be as prosperous as the ckaracter and management intend to make it for themselves. It has been a real "treat" for some people to do a lot of vague talking the past month or two about depressions because this has been the first opportunity they have had for so doing in a great many years. It may be the only opportunity they will have for many years to come. Is it not just as well, then, to consider that business will go to those who "put it over" while a certain few others are still "thinking it over"?
Your business ship is already well out into the 1930 sea of commerce by this time. See that its course is carefully charted and carefully set your sails so that it will head in the direction of the harbors of satisfactory production, distribution and profits. Keep in mind there is ample buying power to handsomely reward those who keep their eye on the ball and who have the good old reliable American element of faith.
1930 will move out and ahead. Willingness to work and plan for bigger and better business will be the motivating power for greater achievements than those of years gone by. We have just entered a new year of opportunities-it will be just as large as you yourself can make it.