This Psychic Reading given by Edgar Cayce at his home on Arctic Crescent, Virginia Beach, Va., this 17th day of March, 1939, in accordance with request made by the self - Mr. [257], Active Member of the Ass'n for Research & Enlightenment, Inc.

Present: Edgar Cayce; Mrs. Cayce, Conductor; Gladys Davis, Steno.

TEXT

1. GC: You will have before you the body and enquiring mind of [257], in his office, Room 1305, ... Ave., N.Y.C., and - following suggestion that [257] devote his time and efforts to the development of Brunswick Company, please further direct [257] and [1565] in their development of this company and advise them as to procedure for next eight months work. We will ask questions after you have reviewed the plan of operation and procedure.
2. EC: Yes, we have the body, the enquiring mind, [257]; those suggestions, and advice regarding the body directing his attention to those activities as related to Brunswick.
3. Here, the suggestion was made respecting comparisons with other information as sought regarding delving into other conditions.
4. There have been plans and progress made respecting the activities, the sales, the manufacture, the delivery of the products of the organization.
5. Then, the advice or counsel would be, to each, to work those plans; devising means and manners of furthering those activities in the ways and manners that present themselves to meet the situations from time to time as arise in the experiences of the body in such.
6. Ready for questions.
7. (Q) Which source of supply best for radio and other equipment for future success of sales and profits - General Electric, Bridgeport, Conn., RCA at Camden, N.J., Stewart Warner, Chicago, or Noblitt-Sparks of Columbus, Ind., considering radio, phonographs and television equipment, engineering and dependability of deliveries, etc.?
   (A) These are not in the association with the Brunswick line or activity. But the activities of each of these, as in those fields in which the greater expansion is made, is of course the RCA and General Electric; for these are making and are in the position to make the greater advancement in all the various phases or fields of development or activity.
8. (Q) Are cabinets being priced fairly at [994] Company or should additional sources be considered for a second source of supply?
   (A) As we find, if there are the proper associations kept with [994], this makes sufficient source of supply.
9. (Q) What section of country and cities best to develop the market on period cabinets with radio and phonograph first six months and second six months of year?
   (A) As has been indicated, if there will be a referring to the various activities and the different sections of the country, it will be found that these are in line with the conditions that are being developed. To be sure, in the extreme East and the extreme West will be governed or influenced a great deal by the activities or impression or expressions that are given full force or activity by the very conditions being presented through those particular sections. But as to the various activities and the distribution through the country, refer to that which has been given.
   There should be activity on the part of these entities in keeping before them those influences that are HAVING their effect upon various sections, and not continue to seek from here as to the various changes. As has first been indicated, have a plan - and WORK THE PLAN!
10. (Q) Why didn't we sell as many sets as we expected to sell in 1938 season?
    (A) Because you didn't work hard enough!
11. (Q) Would the RCA name as maker of the set be better or worse for Brunswick sales and prestige?
    (A) This as we find is not the manner or the way to attempt to gain prestige. The better manner is to build upon the better equipment, better cabinet, better sales force, better presenting of the various influences as go to make up an excellent sales organization.
12. (Q) What improvements necessary to make line satisfactory for large sales over the nation?
    (A) As indicated heretofore, - meeting the needs in the various sections of the country as to type, model, equipment, price and the like.
13. (Q) Should we have a television set this year to show our trade?
    (A) Not unless there are the abilities of these of this organization to present the developments through the communications or in the communications buildings in the New York Fair, in this direction. These will not be for sales, but the future. These will not be regularly sold until another year and a half, AS WE HAVE INDICATED!
14. (Q) From what source best to buy it?
    (A) Make it themselves, through the associations or connections as would be developed along with same!
15. (Q) What danger would there be to Brunswick business in having G.E. or RCA instead of present source of supply in years to come, if any?
    (A) It will merely be the breaking down of that which is attempted to be done. Either build up on that you have, or - if it is found to be impractical - discard and work through another source or manner of activity.
16. (Q) Should we plan to give away records with every phonograph as Victor does in their sales?
    (A) This can best be determined as to meeting the situations in various portions of the country?
17. (Q) What is the best plan to work with Mr. Edward Wallerstein, President American Record Co. of the 15th floor, 1776 B'way, NYC, who owns Columbia, Brunswick records, to improve and aid future of both?
    (A) This must be worked out with whatever plan can be made for the activities. And much will depend upon what is to be the future plan for the expansion or development of the whole activity of Brunswick organization.
18. (Q) What is best procedure to get into World's fair, considering small resources of [257] associates for this purpose, to follow forces' suggestions? [As given in 257-206.]
    (A) Only in those lines and through the regular channels that these, as other organizations and manufacturers, present their line of development in the communications buildings. And this does not require a great deal of capital.
19. (Q) Any other association suggested for aid of all to enter the Fair?
    (A) Dependent upon whether these can be worked with the other organizations that will naturally show their products also.
20. (Q) Would it be better for Radio & Television, Inc., who own Brunswick trademarks to seek outside finances and operate entire Brunswick business from New York, eliminating [994] billing and collecting, but have [994] act only as a contract supply source for cabinets, all other matters to be handled in N.Y. office - purchasing sets from other sources wherever we choose them?
    (A) Not necessarily, but - as has been indicated - there may be the possibility of a combination of the [994] Company or organization, or other producing companies that may wish to keep in touch with or carry on in such an activity. Coalition of activity, then.
21. (Q) Who would be best organization to float stock issue?
    (A) That must be chosen by those seeking to do so.
22. (Q) Is there any connection for [257] to consider with Farnsworth Co., E. A. Nichols, pres., whose offices are at 61 B'way, and who are financed by Kuhn-Loeb & Co., bankers?
    (A) This we do not find in the present. It may become a part of the activity when there is the attempt or working upon the coalition.
23. (Q) Is this the time to talk to Kuhn-Loeb & Co. of N.Y. Stock Exchange on a Brunswick - [994] consolidation or a possible association with the Farnsworth Television & Radio Co., which they are financing? or had we better delay this suggestion for a later date?
    (A) This would be very well to begin, though it will be some time before it might be brought to real fruition.
24. (Q) When suggested, should it be Brunswick, Radio-Television alone, or in association with some other business?
    (A) May be a coalition of more than one.
25. (Q) Who else?
    (A) These should or must be chosen, - as to whether they are those in the position for the greater outlet with and through the coalition made.
26. (Q) Should [257] consider offer of Emerson Radio Co., Ben Abrams, Port Authority Bldg., 15th St. & 8th Ave., NYC., for the purchase of 25% of the Brunswick Co. by Emerson?
    (A) Very well if this is to be combined or used as a part of a coalition later; if not, be very well NOT to be such unless it becomes absolutely necessary.
27. (Q) Any other association recommended?
    (A) These would come as the regular routine.
28. (Q) What will be the ultimate opportunity for merger of Brunswick for largest financial returns?
    (A) As indicated, these may come with the coalition of furniture, radio, television and all under a larger organization.
29. (Q) When should it be ready for public acceptance?
    (A) When it's been PREPARED so the public MAY be able to accept it!
30. (Q) Will it be by natural development through direct sales of merchandise or by sale of stock to the public or by merger with some other company?
    (A) First by those - must be those who are able to make or suggest or even outline such a plan for the natural source of sales made, showing that which has the policies of the development to that of a worth while organization.
31. (Q) If [994] is not interesting in joining on proposition, -
    (A) (Interrupting) As has been indicated, [994] IS interested, if there is the proper approach. It's NEEDED, in fact! [See 994-3 Reports.]
32. (Q) Is it better to have a furniture factory or would it be better to join a radio factory like Emerson, if a merger is necessary for stock issues?
    (A) May be both. These are very well to be kept in connection one with the other.
33. (Q) Would Dumont be a better merger because of Television?
    (A) Not necessary. This may become a part. But remember, there are those patents owned by the Brunswick organization in the various factories that will be a necessary part of the final coalition.
34. (Q) Is there an English Company available with Television patents?
    (A) We do not find so in the present.
35. (Q) If this is not the time for a merger, or sale of stock, when would be the best time?
    (A) As just indicated, it is time to begin the work or talk of same, and working up the plan of same.
36. (Q) What opportunity would Warner Bros. bring to the group or to Brunswick for promotion opportunity?
    (A) Not a very great deal.
37. (Q) Will [994] Company ultimately be one with Brunswick for financial development and best interests of all?
    (A) This depends upon just HOW well, or HOW the coalitions of this and the other organizations are brought together.
38. (Q) Will it be advisable to consider the two together for stock sales or will Brunswick be able to carry along alone?
    (A) Be very well and necessary for other coalitions, as indicated.
39. (Q) What person at [[994] Co.] best man to work with?
    (A) As indicated, [994].
40. (Q) What will be most important field for sales for 1939 on Brunswick merchandise?
    (A) Review those fields of activity in the various influences as would be the means of directing same. This has been given heretofore. Keep in touch with that ye have received, and when ye USE that which has been given, ye may be given more. Do not cast your pearls before HOGS - NOR swine!
41. (Q) What changes in sales policy should be made?
    (A) That to meet the needs of the opening conditions in the various fields of activity as indicated. In any field they will work well. LEAD in the sales! In others it will be found the competition is of such a nature that is necessary for a broad field of activity for such competition to be met.
42. (Q) What will result from contest now being run by [1565] among salesman (as per copy attached)?
    (A) This will depend upon how much stress is made to the various factors in same.
43. (Q) What type of advertising will be best for 1939 to get largest sales and repeat business?
    (A) This will depend upon how much of that which has been indicated is necessary for the various centers through which distribution is sought. Of course, in these it is necessary that there be kept constantly before the consumer the abilities, the association of not merely the name itself but the setting of the patterns as necessary in the various sources of distribution, see?
44. (Q) Would it be safe to tie our interests up with Radio Corp. of America at Camden?
    (A) Depends upon what is to be the final outcome. Be very well, for it will be the center organization eventually.
45. (Q) What protection necessary to be considered?
    (A) The SOURCES of supply.
46. (Q) Would Gen. Elec. be a good tie-up if we gave away Brunswick records with Brunswick phonographs made by Gen. Elec.?
    (A) Not so well. As has been indicated, there is a general coalition better needed. These are at-variance to that as has just been given, see? All of these, then, should be considered. Weigh them well and KNOW the sources of supply as well as the manner or means used for creating the demand for same.
47. (Q) Would we get cabinet business from G.E. as reciprocity?
    (A) It might be, but as indicated it is not well that this be part of the coalition.
48. (Q) Will [257] be able to get business from Hughes of G.E. on special cabinets this month or in April?
    (A) Depends upon the manner in which they are presented.
49. (Q) What is necessary for [257] to do to get the cabinet business of G.E.?
    (A) To make those in such a way and manner that they supply the needs of that organization at the present time.
50. (Q) Who will be the most outstanding firm in television sets in 1939-40?
    (A) There will not be very definite standing in any, until a year and half as yet; and then, of course, it will be mostly through the R.C.A.
51. (Q) What plan of sales could Brunswick use to aid it with equipment and have a sensational year 1939-40?
    (A) This WILL DEPEND UPON THOSE THINGS AS WE HAVE INDICATED! YOU ARE STUMBLING OVER YOURSELF HERE, in these questions!
52. (Q) What price range best for fine period furniture for volume business?
    (A) In the various portions of the country as HAS BEEN GIVEN! Please review that which has been indicated as to the price range in the various section, and the type or the period furniture needed, - and FOLLOW those suggestions!
53. (Q) Please suggest detail plan of procedure for [257] and [1565] to follow to lead them into the first rate position in the nation which they are working to attain.
    (A) THE PLANS HAVE BEEN SET! WORK THESE PLANS!
54. (Q) What added help do they need?
    (A) Need more to keep the help that they have working! and work some themselves also!
55. (Q) Any special talent available to aid them?
    (A) Not in the immediate as we find needed.
56. (Q) Would it be better to use Brunswick or Victor records as gifts and why?
    (A) Are you selling Brunswick or are you selling Victor? It answers itself! BE CONSISTENT! You know you can't use that as a BLIND! You may give one and then the other to show the cooperation or coordination of these, but NOT one as a bait - for it soon plays out and works as a rebound.
57. (Q) In what way can Station WMCA be helpful to [257] and his plans?
    (A) Only unless it becomes a part of a coalition.
58. (Q) Is it possible for [257] to merge WMCA with any other organization in N.Y. considering the advent of television and Brunswick needs?
    (A) This might be with a WHOLE organization as communications.
59. (Q) Who would be the best man [257] can talk to reference to buying one-half interest in WMCA or merging it in some way or using it with Brunswick?
    (A) This would have to be a coalition of radio, television, furniture, and all such.
    And these would depend upon how much interest there may be aroused in such groups.
60. (Q) What combination of organizations best to build around Brunswick to make it a successful stock market or banking offer.
    (A) As just given.
61. (Q) Should [257] now attempt again to sell Paris Medicine Co.?
    (A) It isn't his to sell! He may aid, if he so desires.
62. (Q) To whom, and how much will it take to buy it?
    (A) This should be in keeping with those propositions that have been made respecting same.
63. (Q) Any other advice?
    (A) That information which has been given and suggested from time to time is very well to keep in that way so it may be used, and not confuse self by the various IDEAS that are presented from time to time - unless they are worked out together.
64. We are through for the present.

    Copy to Self
    Copy to Ass'n file

BACKGROUND

1. 2/28/39 He obtained 257-206.
2. 3/17/39 He submitted further questions.

REPORTS

1. 3/22/39 He wrote EC:
   "I appreciate your suggestion [for indexing?] about cutting the Reading up into parts as we might get more. I will follow that in the future but the reading was a very good one and if the one thought suggested works out, it will be as all the readings have been in the past 'very worth while'. If I can put together a coalition of the companies you suggest, with the experience we have had in the past I can assure you we will have no more worries in the future. The next time we get our hands on big money which will be the 3rd time we will at least buy homes for ourselves and not wait for the future. We will live more in the present. I am very appreciative of the time that you spend on these readings and I am hoping before long everything will be easier for both you and myself."
2. 3/29/39 He wrote: "[994] is in town. I am beginning on the merger, and all say I am crazy - except the rdg., and you know who I will follow... The rdg. is very much to the point and I've a lot of work to do but it gives us a lot to think about."
3. 3/30/39 He referred 1863-1.
4. 5/09/39 He referred 1880-1 and 1879-1.
5. 6/06/39 He referred 1926-1.
6. 6/18/39 See personal message to Mr. [257] in Congress Rdg. 262-121, Par. 21-A.
7. 7/08/39 He referred 1584-1.
8. 7/19/39 He referred 1963-1 and 1997-1, and 1964-1, also 1965-1.
9. 7/22/39 He obtained 257-208.

Edgar Cayce Readings © 1971, 1993, 1994, 1995 by the Edgar Cayce Foundation