This psychic reading given by Edgar Cayce at his home on Arctic Crescent, Virginia Beach, Va., this 23rd day of January, 1940, in accordance with request made by the self - Mr. [257], Active Member of the Ass'n for Research & Enlightenment, Inc.

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

TEXT

1. GC: You will have before you the Brunswick Radio and Phonograph Business, and the contemplated development of this into a nationally known and successful business, as represented by Herbert Weisburgh, the sales director, in Space 1114, and [257] in 1305, also Elizabeth Brown, assistant in sales, and Henry Winogrand, Pres. of Mersman Bros., Celina, O., in Space 1114, and Wm. Dunn, Vice-Pres. of Manufacturers Trust Co., 55 Broad St., all in New York City. Please direct these people as to 1940 program, as to designs, prices, policy development, and their expansion program, to enable sales of at least 50,000 sets for 1940, and for the closer affiliation of Mersman factory and Brunswick Sales Company. Then you will answer the questions, as I ask them:
2. EC: These, with the rest of the ramifications which are indicated through the associations and activities, we have had before.
3. As we find, progress is being made. There may be expected a general increase through the periods until mid-summer. Then, as to what conditions in such activities are to be, through the latter portion of '40, will depend much upon developments outside of the United States, and the effect those developments have upon the psychological conditions existent in the minds of individuals.
4. Those sets that range in price from $29.95 to $49 will be the larger distribution, if these are in the table or small cabinet set.
5. The larger, - from $69.95 to $90 or $98, with a larger reception, with the combinations of the phonograph and the other sets, - will be the ones that should be stressed through this early period.
6. Ready for questions.
7. (Q) In what definite way can the Brunswick name be further advanced in 1940 to insure large sales and profits?
   (A) Through those same ways and manners that have been indicated. This has to be worked at, and the making of specialities in those two particular types should be the ways for the greater stress to be placed.
8. (Q) What designs can and should be added to bring greater acceptance to products?
   (A) As we find, the designs at present are very good, but a table or cabinet in the medium price, as indicated, and something better in a period - or that will not clash with other furniture or furniture designs in the music or library or rooms where the better priced would be indicated. Not so much the change in the designs as to make that as would be a piece of furniture that would coordinate in any setting, see? and not so extreme as to clash, in the use of same in den, library room or the like, with others, - see?
9. (Q) What number of tubes will the public require, based on new developments in laboratory of G.E. and R.C.A.?
   (A) Seven and eleven.
10. (Q) How many different cabinets will be required to answer all public demand for Brunswick quality?
    (A) This has been covered thoroughly in the needs in the various sections of the country. These should be studied by the manager of distribution of types necessary in the various sections of the country, and these will give an indication of that necessary for the building of such, or the filling of such conditions.
11. (Q) What date and month should new line be introduced?
    (A) This depends upon how long it requires to get just this data as indicated, and the sooner - of course - the better.
12. (Q) Straight Radio or Combination Radio-Phonograph?
    (A) Radio-Phonograph, as indicated; one in one, and one in the other.
13. (Q) What price should be placed on these two jobs?
    (A) As indicated.
14. (Q) Would the name "Kolster" if obtainable be better to use for the commercial line, or make Brunswick name cover everything in the line?
    (A) Is it Kolster that is being presented, or Brunswick? You have asked that the Brunswick name be presented, - then stress that!
15. (Q) Should Jobbers be considered in any section of the country, or should the direct dealer policy be maintained as heretofore?
    (A) Direct dealer policy, as we find, is the better.
16. (Q) Explain reasons for this decision?
    (A) It makes for the better, closer contact with the conditions which exist in the various sections of the country; because this, as it has ever been, is a sectional condition. Where there are those areas that conform to the use of stations close in their radius, these do not require the more expensive sets, yet should be in the range where other sections may be obtained if desired. Where there is the ability for the combination for the use of the groups or mass activity, these require the better or more expensive sets, see?
17. (Q) When should Weisburgh make his next trip to the West Coast?
    (A) It's not so much go to the west coast as it is to get the data by first hand, as has been indicated, - and west coast be included.
18. (Q) How can [257] render his best contribution to the 1940 plan of operation?
    (A) Just carry on, meeting those conditions that are to be met from time to time; not overlapping nor overstepping the policy as would be set. Keep the policy, as has been indicated for these operations. And laying out the plans, - then work the plans!
19. (Q) Wm. Dunn and Henry Winogrond are working with [257] to effect a merger of the Brunswick Co. and Mersman Bros. What is the proper procedure now, since the Forces recommended the Spring as the time for this plan?
    (A) This as we find will require a little time, but they are working in the correct direction. Owing to some dissatisfaction in the Mersman Brothers corporation. Now, as has been indicated, all of these are to be watched, and not take advantage of the individual but take advantage of the situation, see?
20. (Q) How will the money be obtained for this purchase of the Mersman Co.?
    (A) It may be obtained in either of the ways as indicated, by the stocks or the use of those applications as outlined in the formation of such organization.
21. (Q) Will the Bank provide the money through Dunn or on a stock issue basis?
    (A) This may be obtained also by a stock issue, but making the various centers through which there may be the distribution or the handling of the products a part of the activity, as those associated with the carrying on, - and these would be a helpful proposition to a great many.
22. (Q) Considering the best interests of the companies and the individuals, what is best plan to follow?
    (A) That as just indicated, as we find, would be the better, - and then the rest would be furnished through the Banker. For these as we find would be making for connections that would be a helpful experience for the various groups or individuals that would become the agents or the salesmen of the product; as well as making for connections with the banks.
23. (Q) What group of New Yorkers best for Dunn to work with, or thru which channels best?
    (A) These will vary somewhat, of course, with this new idea if this is accepted. Some may work with the various groups in different centers as connected with representations of the banks themselves, see? For, those in the various sections that handle business are in connection with the banks, - these may become a part of the whole activity, or associations in any district so represented. As for instance, there may be taken the Los Angeles district, the Salt Lake district, - of course, Seattle, - ANY of the districts through which there may be representation, - as Dallas, Atlanta, New Orleans, Birmingham, Chattanooga, Nashville, Indianapolis, Springfield, Des Moines, Helena, - all through the country in the same way, - Kansas City, San Jose, - all of the various sections should be covered in the same way and manner, - Cincinnati, Columbus, Pittsburgh, Chicago, Cleveland, Detroit, etc.
24. (Q) Advise [257], Weisburgh, Winogrond, Dunn, what each should do now to develop this plan fully and successfully?
    (A) As has been indicated, this would be worked out by knowing the needs in the various sections, as well as making connections and establishing the conditions for acquiring the combination in such a way and manner that there become cooperative activities.
25. (Q) Are there any new approaches that Brunswick could use to make its name more acceptable to the public?
    (A) Use that you have in hand! Unless it's worthy of acceptation, why impress it or stress it!
26. (Q) Any way to bring its products to the fore sensationally?
    (A) It isn't the sensational that makes for a lasting, - it is that which gives value received and becomes so as to work as a leaven does, - not the sensational.
27. (Q) Is there any advantage in using the Walter Schultz automatic phonograph patents, as suggested by Julius Kahn of Cleveland, O. #2,182,739?
    (A) Not necessarily, though if desired to be used upon the one price or one class, it may be tried out through that connection, but not with them all.
28. (Q) What advantages to all concerned, if any?
    (A) Only as an advertising medium.
29. (Q) Should [257] use any commercial cabinets from American for the benefit of Brunswick or better stick exclusively to Mersman cabinets?
    (A) If these are to be combined, keep it that way, - that is, with Mersman!
30. (Q) Will a purchase of Mersman Co. be consummated by Brunswick in 1940?
    (A) This depends upon the manner in which it is handled. It is not a foregone conclusion, for - as indicated - circumstances must be taken advantage of, but DON'T take advantage of individuals!
31. (Q) What is the plan of procedure step by step?
    (A) It has JUST been given!
32. (Q) Please review necessary steps required to develop proper selling policy for 1940?
    (A) It has JUST been given!
33. (Q) Should we send Meyer Lerner of Sachs Quality Furniture, Service Dept., to Celina, O., to oversee the assembly and shipping lines at the Mersman factory for 1940, to insure proper and safe delivery of merchandise?
    (A) If there are the needs for same, very well; but unless there are the closer associations, or the combinations, and it is handled in such a way that it requires a greater amount than is used at present, this would be an expensive and not necessarily a corrective measure, as we find in the present. eventually this might be very well.
34. (Q) What other important elements should we develop to insure unusual and outstanding success for 1940?
    (A) It isn't the unusual, as indicated, - but the best of the sets in the ways that have been outlined!
35. And we are through for the present.

    Copy to Self
    Copy to Ass'n file

BACKGROUND

1. 1/12/40 He obtained Ck. Physical Rdg. 257-215.
2. 1/19/40 See 487-25, Par. 6-A advising Mr. [257] not to overdo it in trying to get young Mr. [487] placed in a job, else it would be more harmful than helpful to Mr. [487] in his career.
3. 1/18/40 he submitted questions and 1/22/40 he wired verification of the appointment for 257-216.

REPORTS

1. 3/01/40 He obtained Ck. Physical Rdg. 257-217.

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