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Scanned from the collections of The Library of Congress
AUDIO-VISUAL CONSERVATION at The LIBRARY of CONGRESS
Packard Campus for Audio Visual Conservation www.loc.gov/avconservation
/lotion Picture and Television Reading Room www.loc.gov/rr/mopic
Recorded Sound Reference Center www.loc.gov/rr/record
VOL. XVII. NO. 1
SINGLE COPIES. 25 CENTS PER YEAR, TWO DOLLARS
Published Each Month by Edward Lyman Bill, Inc., at 373 Fourth Ave., New York, January 15, 1921
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The instrument by which the value of all musical instruments is measured
This trademark and the trademarked word "Victrola" identify all our products. Look under the lid I Look on the label 1
VICTOR TALKING MACHINEfCO. Camden, N, J.
Victrola XVI
-..MiiinnniuiiinimnniiHniiiM iiiHiiiiiiiiiiiiiii!iiiiiiiiiii!iiiiiiiii<!iiiiuuiiiii>!i!iiii!iiiuuiiiiiiiiiiiuuiiuiiuii£
Entered as second-class matter May 2, 1905, at the post office at New York. X. Y~- under the act of Congress of March 3, 1879.
THE TALKING MACHINE WORLD
THE INSTRUMENT OF QUALITY CLEAR AS A BELL
SMI
Consider these /acfs/
Easiest to sell, bringing cash for sales, being in tremendous demand and keeping dealers' bank balances at the highest levels, the Sonora is the phonograph for YOU to handle.
Sonora has never been offered on the "dollar down" principle. Quality has been made the incentive at all times.
is wonder- including 32
The Sonora line fully complete, superb instruments — 7 upright, 24 period and 1 Portable. There is a Sonora to suit every purse, prices ranging from $75 to $1800.
Sonora dealers know that not only is the Sonora a money- maker now, but that it builds an enduring business for them.
The Sonora is licensed and operates under BASIC PATENTS of the phono- graph industry, which insure you against troublesome patent litigation.
To MAKE, USE or SELL an infringing patent constitutes a violation of the patent law.
Write today regarding a Sonora agency.
"With our new factories in operation we can now care for new dealers.
Sonora ipfjonograpf) Company 3foc*
George E. Brightson, President
NEW YORK: 279 BROADWAY
Canadian Distributors: I. Montagnes & Co., Toronto
The Highest Class Talking Machine in the World
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The Talking Machine World
Vol. 17. No. 1
SHOULD CONCENTRATE ON SELLING
Skilled Salesman's Time Should Not Be Taken Up With Minor Details — The More He Knows the More He's Worth to His Employer
The importance of giving the closest atten- tion to the intelligent handling of record sales is pointed out very pertinently in the recent bulletin issued by the Putnam-Page Co., Victor distributor of Peoria, 111., as follows:
"The employer who has little tasks to give his record selling people other than the work of selling records is using expert help for work that lesser paid people could accomplish. This refers to the work of mailing and stock taking and bookkeeping in, other parts of the store.
"No salesperson in a Victor shop need ever be idle and time spent in studying records in stock and to come is of far more value as an eventual money getter than that utilized for minor tasks about a store. Have it a rule to plan each day in the record department and plan that day to include between-time study of records along previously discussed lines. Knowledge is power and power of mind makes sales.
"The more an employe knows of the employ- er's business the more that employe is worth. And this benefits both parties concerned.
"Record salespeople should have, and should exact, a proper amount of time to study their record offerings. But of all things use your day to profitable advantage. Do something toward selling other than to just wait on customers. There are many avenues — the telephone, the card index showing when the customer bought last, etc. Above all take a retrospect of the day — look backward and decide honestly for yourself if you have accomplished anything."
The opening of the Xew Year is usually as- sociated with resolutions. In this connection there is no resolution more worthy of con- sideration by the talking machine and business »■ man generally than that of resolving to cease grumbling and complaining, and to go out after business and to capture it. The Nation has not gone bankrupt overnight, although some of the rumor-mongers would have us believe so. There is business to be had in goodly volume by those who are sane and courageous — those who have faith in the United States and its future.
A great many of our business men have cut a sorry spectacle for the past six weeks; they have lost their accustomed poise and £rit, and have joined with the weak-kneed crowd in a panic of pessimism that is only paralleled by the gloomy outlook pictured on the entrance of America into the world war. The prophets of disaster at that time were all mistaken in their conclusions as to the business future, and the prophets of disaster to-day will be likewise fooled regarding the development of business during 1921. It is time for faith, courage, con- fidence and — action.
Along this line we recently came across a very vital message to business America in the Chicago Evening Post which is well worth re- producing because of its timeliness. It reads as follows:
"This is the time for every brain and hand to utilize every atom of energy, every constructive thought, every helpful suggestion that will fur- nish more power to the business motor.
"This is the time when the generals of busi- ness must take off their coats, roll up their sleeves, spit on their hands and re-vim every department, inside and out. One hundred per cent management must register 110 per cent and more.
"This is the time when raw material men
New York, January 15, 1921
RUSSELL HUNTING, JR., IN JAPAN
Now Is Chief Recorder for the Nipponophone Co., Ltd., in the City of Yokohama
Russell E. Hunting, Jr., is now head of the recording department for the Nipponophone Co., Ltd., of Yokohama, Japan. The Japanese music, en account of its many peculiarities, has been rather difficult to record in the past, but Mr. Hunting has mastered the subject and is now busily engaged in turning out records for his company. The Nipponophone Co., Ltd., has been established in Japan for ten years and is the pioneer firm in the talking machine indus- try in that country. Mr. Hunting's father is the chief recorder for the Pathe Freres Phonograph Co. in this country.
OPENS THIRD STORE IN KENOSHA
Mayer Drug Co. Handles the Puritan Phono- graph With Great Success in That City
The Mayer Drug Co., of Kenosha, Wis., re- cently opened its third store in that progressive city, the new establishment at West Market and Main streets being in charge of Harry Mayer. The Mayer Drug Co. represents one of the few drug concerns that have given really earnest thought to their talking machine department and have won genuine success thereby. The com- pany handles the Puritan line of machines and records in all its stores and makes a special fea- ture of window displays.
Too often a dealer prepares his advertising copy and puts in all the essentials except the big one. the invitation to buy.
must join forces with manufacturers, without fear or favor, to keep production on an even keel with both hands on the wheel.
"This is the time when manufacturers must co-ordinate their interests with wholesalers in a will to win by working together.
"This is the time when wholesalers must co- operate to the fullest extent with retailers by the suggestion of better selling methods. Showing a merchant how to sell more is to show him how to buy more.
"This is the time when entire sales organiza- tions should be on the road selling prosperity, and star salesmen should not ignore one-night stands. Beating the bush for business is more profitable than killing time at home.
"This is the time when retailers must take advantage of every legitimate means of inducing business by catering to the public needs at equi- table prices for dependable goods. Business may be encouraged when it cannot be forced.
"This is the time for the salespeople behind the counter to remember that truth, courtesy and smiling service are the three great assets of personal success.
"Inertia begets inertia; every complaint im- agines another.
"This is the time when the business whiner should be ostracized, the grouch banished, the discouraged inspired.
"Super-effort in the sanctum, office, factory, on the roads, behind the counter, will do more to blow away the clouds of uncertainty and put business on a soundly economic and profitable basis than all the theories that ever have been or ever will be expounded.
"This is the time — let's all go to work for the new era of real prosperity."
This has the right ring, and the talking ma- chine men and business men of America can read it and re-read it with profit.
Price Twenty-five Cents
MOST DEALERS FAVOR INTEREST
Canvass by Stewart Talking Machine Co. Proves Majority Favor Charging of Interest — Strong Demand for New Road Signs Now Prevails
Indianapolis, Indv December 31. — The Stewart Talking Machine Co., Victor wholesaler of this city, reports that a canvass of its dealers shows an overwhelming majority in favor of the charg- ing of interest on deferred payments. In fact, of the first 102 dealers who answered, ninety-two were in favor of the establishment of an interest rate, and only seven opposed to such a charge. The majority of the dealers favored an interest rate of 6 per cent, while some suggested 7 per cent, and others higher rates up to 10 per cent. The Stewart Co. has made a strong effort to bring about the charging of interest, not alone for the purpose of giving the dealer a fair re- turn on the money that he is actually loaning the customer by making an instalment sale, but also to give the dealer some argument to present to the customer as to why it is desirable to pay cash.
The Stewart Co. reports that there is a lively demand from dealers for the special Victrola road signs, announced recently in The Talking Machine World, and it is probable that when the* roads are open for heavy traffic in the Spring, it will not be possible to travel for many miles from Indianapolis in any direction without being confronted wTith a number of these signs.
WIRELESS MUSIC FOR LEAGUE
Concert at Chelmsford Entertains Audience 700 Miles Away at Geneva — Amplifying of Music Accomplished by Stentorphone
A news dispatch from London says that rec- ord music transmitted by wireless from Chelms- ford was heard in every part of the hall of the League of Nations at Geneva, about 700 miles distant, in the course of new wireless telephone trials. The result was obtained by attaching a magnifying trumpet called a "stentorphone" to a telephone receiver. «
in a subsequent statement Marconi's an- nounced that when the stentorphone experi- ments are completed politicians will be able to deliver speeches simultaneously to several audi- ences in different parts of theyworld through the wireless telephone transmitters installed in their own homes. By the same means vocalists can give world-wide concerts.
GREAT HONOR FOR MME. D'ALVAREZ
Noted Contralto and Vocalion Artist First Woman to Sing in Westminster Abbey
Marguerite D'Alvarez, the noted Peruvian con- tralto, who, incidentally, records exclusively for the Vocalion, returned from a visit to Eng- land recently where she had the distinguished honor of being the first woman ever to sing in Westminster Abbey. Mme. D'Alvarez sang in the Abbey at the request of the Dean in aid of the Reconstruction Fund, and declared that the crowd was the largest which this famous edifice contained since the last coronation.
FIRE DESTROYS SHERMAN STORE
The headquarters of S. A. Sherman, Victor dealer, 2138 Third avenue, New York City, was visited by a serious lire on Saturday morning, December 18, which resulted in a complete loss. Mr. Sherman has been doing business at the above address for the past fifteen years and had on hand a large stock of Victor talking ma- chines and records for the holidays. The loss is estimated at $25,000, which was partly cov- ered by insurance.
NOW'S THE TIME FOR COURAGE, CONFIDENCE AND ACTION
Every Brain and Hand in the Talking Machine Industry Should Utilize Every Atom of Energy, Every Constructive Thought, Every Helpful Suggestion to Develop Business During 1921
See second last page for Index of Articles of Interest in this issue of The World
THE TALKING MACHINE WORLD
January 15, 1921
| Eight Practical Ideas That Have Helped to [ | Make Talking Machine Sales - ■■■■ by Lyne s. Metcalfe |
IUU!llllllllllll!lll!ll!llll!l!lll!!lli:illll! No. 1
Rouses Interest With Evening Musicales
An Indianapolis dealer sent invitations broad- cast to people in his district announcing a "musicale" in his store. The following letter form was adopted:
"Dear Madam: — As one who appreciates good music, I request that you attend a free musicale to be held in our store next Wednesday evening, at 8 o'clock. We have just received a new sup- ply of records and will render them on our newest and most improved machine, a phono- graph startling in its perfect rendition of vocal and instrumental works; and we trust that you may be among those present. Just a 'get to- gether' on the part of our people who like the best in music. We hope you may be present. Very truly yours, (Signed) ."
This invitation was sent out on a special superfine letterhead. Out of 700 invitations, 230 responded. Special arrangements were made to subordinate all commercial or business at- mosphere in the store and the finest machine obtainable was utilized for the playing of the records. The first musicale was a success; "three others have been held since, with intervals of two weeks in between and the attendance is con- stantly growing. It is not a part of the plan to make sales at the time, but to find out those people in the district who like music and whose trade is worth while. It was only by eliminating all trace of "advertising" that the Indianapolis dealer got results. However, three sales were traced to interest aroused by the first musicale and four to that aroused by the second.
In addition it brought people into the store and record sales have shown a decided increase ever since the first affair. As a business winner, the making of an event out of a demonstration brought in the bacon.
No. 2
A Window Display That Got Results
"The talking machine is the only universal instrument — it brings into your parlor every in- strument ever invented."
A yellow streamer, reading as above, was stretched across a dealer's show window in .Seattle recent^. In the window, resting on a velvet-draped platform, was a fine model of this dealer's leader. Arranged around it, in a semi- circle, were various musical instruments, includ-
llllllllllllllllllllillllllllllllilllllllll ir;g the brass orchestral instruments as well as the violin, guitar, mandolin, harp, 'cello, etc., borrowed from a downtown dealer. From each instrument ran a blue, ribbon to the talking ma- chine. The price of each instrument was given on individual placards, while a large placard, well forward in the window, gave the total value of the instruments, excluding the talking machine.
The total was $3,200. "And you could not play them all if you had them in your home," it was stated. "Yet, this talking machine will give you music created by every one or each of these instruments and it costs only $200. And anybody can play it."
This sales argument was snappy and to the point It attracted attention and brought sales. This dealer took advantage of the varying public taste concerning musical instruments.
He appealed to the likes and dislikes of every person who passed his door. He had a striking argument — the universal ability of the talking machine.
No. 3
Issues Manual for Care of Machines
A Chicago dealer last Spring issued a small manual, which he distributed among his custom- ers, on the care of machines. It was not only explained that certain things must be done in order to preserve the tone and appearance of the talking machine, but also instructions in case of shipment or when using the machine at Summer resorts and under abnormal conditions. Re- quests for extra copies of the book gave him some good advertising, even among people whom he had never sold.
No. 4
Shows Personal Pictures of Stars
A St. Louis dealer secured a series of inti- mate views of the famous singers, orchestra leaders, etc., who furnish music for the records and had them greatly enlarged. He shows one star at a time, the pictures being mounted on an easel well forward in the window. A placard explains. Some of the features of this pictorial series were:
"Madam Schumann-Heink bathing one of her grand- children.
"A good housekeeper, a mother, a grandmother and a nurse as well as a singer.
"You can hear her sing if you will step inside." Another read:
"Caruso owns 4S0 suits of clothes and keeps two
valets busy looking after them. He also has enough walking sticks to supply one for each man in a regiment.
Come in now and hear Caruso sing. No obliga- tion.
And still another':
"Madam Homer sings her children to sleep every night. When she sings for operagoers she gets a thousand dollars a night.
• l'X?u can tear her sinS for nothing — just step in- side.
Introducing the human interest element in the famous record makers attracted widespread at- tention. Phonograph fans are just as much in- terested and curious regarding the private lives of the musical stars as movie fans are about the much -advertised and pictured movie stars. No. 5
Increases Record Sales by Calls
A great many people, in Winter, hesitate to go out for records, and others, through sickness or business, neglect to look over the new selec- tions though they would do so if they had time. An Omaha dealer takes his sales list and periodically phones talking machine owners asking permission to bring a dozen newly ar- rived selections' up for demonstration. He "covers" as many as six and eight homes in the course of an evening and many sales result. He gets acquainted with his people in this way and they appreciate the pleasure of hearing the rec- ords and the service he thus renders them. In several cases he has managed to interest people in new machines to replace the old ones they have in use. He gets an opportunity to examine every machine in his district, personally, and this information is of great value to him. No. 6
Utilizes Movies to Get Prospects
A Baltimore talking machine dealer has found movies of value in developing buyers for ma- chines. A local film company produced a 100- foot picture, by trick photography, which brought a big laugh in local theatres and focused the attention of the people on his store. The picture revealed the antics of a dog who hears "his master's voice" in the machine and who tries to jump into it. Great care was taken to get funny expressions on the dog's face. At the end there appeared a picture of the dealer's store and a "close up" view of his leader.
No. 7
Dealer Offers to Catalog Records
Talking machine owners seldom take the care
{Continued on page 6)
Reasons Why NYACCO Albums
Are the BEST
[In Six Chapters]
CHAPTER VI
The SIXTH consideration in the making of the NYACCO album shows the album all completed. The pockets, made two in one, reinforced into the solid wooden back by the staples, lie perfectly flat, which gives the first attraction when the album is opened.
Watch our final issue showing all our six chapters combined into one -
New York Album & Card Co.
Executive Office 23-25 Lispenard St. New York, N. Y.
Chicago'Factory 415-17 S. Jefferson St. Chicago, 111.
Ask Your Jobber for Genuine NYACCO Albums — Accept no substitute. Distributors throughout U. S.»- Write Us for Name & Address of Jobber nearest you.
January 15, 1921
THE TALKING MACHINE WORLD
5
HyilillilHHRHfcliilleliElLUIillil
lULIklklklULIUUILIU. I^ILIklkl
Victor Supremacy
The supremacy of the Victrola marks it as the greatest of all musical instruments.
And with Victrolas in such splendid variety, possibilities are unlimited for every Victor retailer.
"Victrola" is the Registered Trade-mark of the Victor Talking Machine Company
designating the products of this Company only. Warning : The use of the word Victrola upon or in the promotion or sale of any other Talking Machine or Phonograph products is misleading and illegal.
Important Notice. Victor Records and Victor Machines are scientifically co-ordinated and synchronized in the processes of manufacture, and should be used together to secure a perfect reproduction.
Victor Wholesalers
Albany, N. Y Gately-Haire Co., Inc.
Atlanta, Ga Elyea Talking Machine Co.
Phillips & Crew Piano Co.
Baltimore, Sid Cohen & Hughes.
E. F. Droop & Sons Co. H. R. Eisenbrandt Sons, Inc.
Birmingham, Ala. . .Talking Machine Co.
Boston, Mass Oliver Ditson Co.
The Eastern Talking Machine Co.
The M. Steinert & Sons Co.
Brooklyn, N. Y American Talking Mach. Co.
G. T. Williams Co., inc.
Buffalo, N. y W. D. & C. N. Andrews.
Buffalo Talking Machine Co., Inc.
Burlington, Vt American Phonograph Co.
Butte, Mont Orton Bros.
Chicago, 111 Lyon & Healy.
The Rudolph Wurlitzer Co. Chicago Talking Machine Co. ...Ohio Talking Machine Co.
The Rudolph Wurlitzer Co. . . .The Cleveland Talking Ma- chine Co. The Eclipse Musical Co.
Columbus, O The Perry B. Whitsit Co.
Dallas, Tex. Sanger Bros.
Denver, Colo The Knight-Campbell Music
Co.
Des Moines, la Mickel Bros. Co.
Detroit, Mich Grinnell Bros.
Elmira, N. Y Elmira Arms Co.
El Paso, Tex W. G. Walz Co.
Honolulu, T. H Bergstrom Music Co., Ltd.
Houston, Tex The Talking Machine Co. of
Texas.
Indianapolis, Ind.. .Stewart Talking Machine Co.
Jacksonville, 11a.. . Florida Talking Machine Co.
Kansas City, Mo.. J. W. Jenkins Sons Music Co.
The Schmelzer Co. Los Angeles, Cal.. . Sherman, Clay & Co. Memphis, Tenn. ...O. K. Houck Piano Co.
Cincinnati, O Cleveland, O.
Milwaukee, Wis, . Minneapolis, Minn
Mobile, Ala
Newark, N. 3
New Haven, Conn
New Orleans, La.. New York, N. Y...
Omaha, Nebr.
Peoria, 111
Philadelphia, Pa.
Pittsburgh, Pa.
Portland, Me
Portland, Ore. ... Richmond, Va. . . . Rochester, N. Y... Salt Lake City, U. San Francisco, Cal Seattle. Wash. . . . Spokane, Wash. . . St. Louis, Mo. ... St. Paul, Minn... Syracuse, N. Y.... Toledo, O
Washington, D. C.
.Badger Talking Machine Co.
• Beckwith, O'Neill Co.
.Wm. H. Reynalds.
Xollings & Co."
.The Horton-Gallo-Creamer Co.
.Philip Werlein, Ltd.
. Blackman Talking Mach. Co.
Emanuel Blout.
C. Bruno & Son, Inc.
Charles H. Ditson & Co.
Knickerbocker Talking Ma- chine Co., Inc.
Musical Instrument Sales Co.
New York Talking Mach. Co.
Ormes, Inc.
Silas E. Pearsall Co. .Ross P. Curtice Co.
Mickel Bros. Co. .Putnam-Page Co., Inc. .Louis Buehn Co., Inc.
C. J. Heppe & Son.
The George D. Ornstein Co.
Penn Phonograph Co., Inc.
The Talking Machine Co.
H. A. Weymann & Son, Inc. .W. F. Frederick Piano Co.
C. C. Mellor Co., Ltd.
Standard Talking Mach. Co. .Cressey & Allen, Inc. .Sherman, Clay & Co. .The Corley Co., Inc. . E. J. Chapman. .The John Elliott Clark Co. .Sherman, Clay & Co. .Sherman, Clay & Co. .Sherman, Clay & Co. . Koerber-Brenner Music Co. .W. J. Dyer & Bro. . W. D. Andrews Co. .The Toledo Talking Machine Co.
.Cohen & Hughes. E. F. Droop & Sons Co. Rogers & Fischer.
Victor Talking Machine Co.
Camden, N. J., U. S. A.
Victrola VI, $35
Mahogany or oak
Victrola IX, $75
Mahogany or oak
Victrola XI, $150
Mahogany, oak or walnut
Victrola XVI, $275 Victrola XVI, electric, $337.50
Mahogany or oak
'HIS MASTER'S VOICED
REG. U.S. PAT O FF r^^^^^^ jjj
6
THE TALKING MACHINE WORLD
January 15, 1921
IMPORTANT TO THE TALKING MACHINE TRADE
Lower Prices for Record Albums
Yes, due to lower costs, we are mak- ing substantial reductions in prices.
We solicit your orders and corre- spondence.
OUR ALBUMS ARE MADE TO CONTAIN VICTOR, COLUMBIA. EDISON, PATHE, VOCALION AND ALL OTHER DISC RECORDS
SELECTING THEIR FAVORITES
NATIONAL PUBLISHING CO., 239 S. American St., PHILADELPHIA, PA.
CHICAGO OFFICE: 508 South Dearborn Street
THE PERFECT PLAN
EIGHT IDEAS THAT HAVE-WON SALES C. M. DALLY WITH REMINGTON CORP. BRUNSWICK SHOP IN TERRELL, TEX.
{Continued from page 4)
ot their records that they should. This is a well-known fact. A Pittsburgh dealer has capitalized this idea by ottering to give every owner a start in keeping his catalog in order. He employs a sales girl who also is expert at record handling and stocking. Upon a call from a customer, she takes three grades of albums and quickly installs the system for the customer. The sale of the album is a part of the transac- tion. Very often six and even twelve books are sold to owners who have large collections. The service is appreciated by customers who always find the records misplaced when most wanted. A form letter launched this service scheme, an- nouncing its value to the owner, also giving the prices of the books. The profit on the sale pays for the girl's time, since she does it all in the forenoons when business is slack.
No. 8
"Even a Monkey Can Play Our Machines"
To demonstrate the ease with which the mod- ern talking machine may be operated, a Tampa, Fla.. dealer secured an intelligent monkey and taught him how to wind a machine and start the record going. When Joko's education was com- plete he was placed in the show window and permitted to give the crowd a treat. At a given moment, when the last notes died out, the Simian promptly began all over again. A liberal reward of peanuts, at intervals, kept the monk busy. Also, he seemed to enjoy the music. He put a few records out of business, but at that the advertising secured was cheap.
Talking Machine Man Well Known in Metro- politan Territory to Represent the Remington Phonograph Co. — Popular and Capable
Branch of Dallas Concern Opens Doors With Appropriate Musical Ceremonies
Everett H. Holmes, sales manager of the Rem- ington Phonograph Corp., New York City, has announced the appointment of Chas. M. Dally
as general wholesale representative of the above company for the Metropolitan dis- trict. Mr. Dally is well experienced in the talking machine field, having been connected in the past with both the Colum- bia and Pathe organi- zations. He also en- joys a large circle of friends in the Metro- politan field to which he has devoted much of his time.
The name Remington is not new to Mr. Dally as some time previous to his work in the talking machine field he traveled in the Far East in the interests of the Remington rifle. He is enthusias- tic over the Remington phonograph line.
Terrell, Tex., January 3. — The Brunswick Shop of Terrell held its formal opening last month and on the opening day there were held concerts both in the afternoon and evening. In addition to the record nurnbers given, the program was supplemented by the Louisiana Five Jazz Or- chestra. Little Miss Cyrene Bell, of Dallas, gave a classic dance, impromptu.
The Brunswick Shop of this city is a new- branch of the Bungalow House, 1818 Main street, Dallas. A. W. Macon, of the Bungalow House, Dallas, and W. H. Humphries, of the wholesale department, were present, and assisted J. E. Macon, local manager, in the opening.
Refreshments of sandwiches, cake and coffee were served to over 500 visitors.
The opening was decidedly one of the most novel and unique events ever held in Terrell.
ITS GENDER DEFINED
C. M. Dally
D. J. Meggenburg has opened a new talking machine store in Manchester, la., and has se- cured a good stock of Brunswick machines.
Tommy was always a troublesome~boy and at grammar he was always at his worst.
"What gender is 'phonograph'?" asked teacher one day.
"Feminine gender," promptly replied Tommy. "No, no; it's neuter!" returned teacher sharply.
"Well, it ought to be feminine," was Tommy's unblushing reply: "'cause it repeats everything it hears!"
Peerless Metal Back Album
PROSPERITY AND EXPANSION
On February 1st Peerless established in its new home
will be completely -right on Broadway.
Write for particulars
about this indestructible album.
In these larger and roomier quarters our output will be substantially increased, which means an improved service to you. The new location is most convenient for visiting buyers and affords us the best possible shipping facilities to all points of the world.
AH members of the phonograph industry are cor- dially invited to inspect our new plant and view the developments that Peerless has made in album manufacture.
PHIL RAVIS. President
PEERLESS ALBUM COMPANY
636 and 638 BROADWAY :: NEW YORK CITY
0 f *
PEERLESS BIG TEN
Write for particulars about this new and ex- clusive album, offered in sets.
Chicago Office: 57 E. JACKSON BLVD.
January 15, 1921
THE TALKING MACHINE WORLD
7
Victor Supremacy
Supreme as a musical instrument, the Victrola naturally stands supreme as a business proposition.
The success of Victor retailers follows Victor supremacy as a matter of course.
" Victrola" is the Registered Trade-mark of the Victor Talking Machine Company
designating the products of this Company only. Warning : -The use of the word Victrola upon or in the promotion or sale of any other Talking Machine or Phonograph products is misleading and illegal.
Important Notice. Victor Records and Victor Machines are scientifically co-ordinated and synchronized in the processes of manufacture, and should be used together to secure a perfect reproduction.
Victor Talking Machine Co.
Camden, N. J., U. S. A.
Victrola XI, $150
Mahogany, oak or walnut
Victrola XIV, $225
Mahogany, oak or walnut
Victrola XVI, $275 Victrola XVI, electric, $337.50
Mahogany or oak
Victrola XVII, $350 Victrola XVII, electric, $415
Mahogany or oak
8
THE TALKING MACHINE WORLD
January 15, 1921
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President and Treasurer, C. L. Bill, 373 Fourth Ave., New York; Vice-President, J. B. Spillane, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill, 373 Fourth Ave., New York; Assistant Treasurer, Wm. A. Low.
J. B. SPILLANE, Editor RAY BILL, B. B. WILSON, BRAID WHITE, Associate Editors L. E. BOWERS, Circulation Manager
Trade Representatives: A. F. Carter, Wilson- D. Bush, C. Chace, Edward Lyman Bill, V. D. Walsh, E. B. Munch, Chas. A. Leonard, Scott Kingwill, A. J. Nicklin
Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone,
Wabash 5774. Boston: John H. Wilson, 324 Washington Street London, Eng., Office: 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Mgr. s _ The Talking Machine World has regular correspondents located in all of the principal cities throughout America.
Published the 15th of every month at 373 Fourth Ave., New York.
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NEW YORK, JANUARY 15, 1921
STARTING A NEW PAGE IN TRADE HISTORY
ACCORDING to leaders in the nation's business and those in close touch with the economic situation throughout the country it appears as though the crisis in the apparent wave of depression, or business suspension, has been passed and that during the next month, or at least in March, there should be a noticeable improve- ment in business conditions generally.
Readjustment all' along the line was inevitable, and the public had evidently come to a realization of the fact, but the rapidity of the decline in business has been startling. It is declared that, with im- proved conditions in the agricultural domain, the situation will change materially for the better, and any measure of prosperity for the farmers will make itself felt immediately in every industry.
The logical advice offered by those in the best position to advise is that there should be a stop put to calamity howling and that, instead of wasting time complaining and worrying over the situation, the business men of the country should buckle down to business and by increased effort offset any possible depressing effects.
Such institutions as the Federal Reserve Board express them- selves as ever so much more satisfied with the situation to-day than a year ago. Twelve months ago, members of the Board say, they didn't know when the drop would come or how hard the fall would be. Now the bottom has been reached and it is much easier to deal with an upward curve than a downward glide.
It -may appear hard for dealers in certain sections to appear bright and cheerful when a falling off of business is in evidence, but it is certain that merely sitting tight and lamenting the change in the situation will not avail, whereas increased efforts will inevitably meet with some measure of success.
There is no reason in the world why the majority of talking machine dealers, and through them the manufacturers of the prod- ucts they handle, cannot build up a substantial business total for the new year. It will mean conscientious effort, plenty of hard work, the expenditure of some real money for a trade development pro- gram, and a willingness to give the sort of service that will please the customer and make him a purchaser.
Regardless of how the general business situation may develop the talking machine dealer must become resigned to the fact that the easy times of the sellers' market are past — that instead of allocating a limited supply of machines and records to a hungry populace he must dig up business and cater to it just as do merchants in other
lines. In the long run it may be a good thing for some of the dealers and for the trade generally to be faced with a condition that requires the exercise of constructive salesmanship.
The leading manufacturers have for years preached the doctrine of better selling. When there was really little to sell it was pointed out that preparations should be made to meet a sellers' market. The manufacturers, and it is fair to say a good proportion of the dealers, realized that the situation must change some time. Those who heeded fhe warning are selling goods to-day, while those who didn't listen have some real problems to face.
THE UNION OF MUSIC AND EDUCATION
THE importance of music as a great civilizing force in the Nation is universally conceded, but it is sometimes overlooked that the talking machine is playing a tremendously vital part in this con- nection. Not only is it taking the very best in instrumental and vocal music into the homes of the poor as well as the rich, but it has assumed an important position in the educational system of the United States.
The most progressive educators throughout the country have recognized the great value of the talking machine in the school, not alone as a disseminator of musical knowledge, but as a refining influence that cannot fail to affect favorably students, no matter in what grade they are studying. The educational departments of our leading talking machine companies have been deluged with letters of a most commendatory nature from State superintendents of public instruction in which they concede that no other influence has been more potent for good than the use of the talking machine, combined with the very systematic form of educational service outlined for the schools.
It is inevitable that the increased appreciation of music, which must result from the use of the talking machine in the school, will indirectly stimulate a love for the best in music in the home, and from the home it is bound to radiate throughout the entire Nation.
The very successful work which is now being achieved through the campaign carried on by the National Bureau for the Better Advancement of Music is, needless to say, helpful to the talking machine industry. Its work is along progressive lines and means a broad encouragement in cultivating the art of music in every form throughout the Nation. This, of course, means much for the music industry as a whole, because the wider cultivation of music must result in a greater demand for musical instruments of all kinds, hence talking machine men should become active supporters of this movement. It should win their enthusiastic support, not only be- cause it may help them in their individual business, but because music is a priceless asset to the community. It inculcates that art atmosphere — that refinement that leads the people from sordid tastes and desires to a new world of usefulness and pleasure.
DEVELOPMENT OF THE ART OF RECORDING
REPORTS from Paris to the effect that Ignace J. Paderewski, the famous pianist, will be able to play no more in public, again bring to mind the fact that the development of the art of music recording and reproduction through the medium of the talking machine and its records, and in this case also through the medium of the player-piano and music roll, has made it possible for music lovers to have in their libraries perfect reproductions of thesart of this pianist. There comes first, of course, the livi-g artist, but next there comes the reproduction of that artist's own interpretations of musical works, for it is this personal interpretation that is the real essence of the artist's standing and importance.
The work of the great musical artists of other generations is now entirely lost, except perhaps in the memories of the aged, but the work of the great artists of this generation is for the most part perpetuated through the medium of their recordings on records and rolls. Aside from the historical interest in such records, they doubt- less will afford an invaluable aid to music students of the future in determining what advancement has been made in the art, and how the work of the masters of former years compares with the work of contemporary artists.
It would seem proper and right that some definite effort be made to gather together, under State, or preferably national, auspices, the recordings of these artists, if only for their truly historical value. The industry itself should be the first to advocate, and where possible facilitate, the carrying on of work of this kind. It will probably
January 15, 1921
THE TALKING MACHINE WORLD
•3
be a work unselfish and without profit, but a move that will prove of undeniable benefit to musicians and historians of the future.
Already certain records by well-known artists of the day, having been cut out of the catalogs by the manufacturers in favor of new titles, are being sought by collectors, and several such records com- mand a substantial premium. The records to be preserved should be selected before they are cut out of the catalogs and become scarce.
with that body and lend their support in making any protest general and representative of every branch of the music industry.
A TIME FOR REASON, NOT EXAGGERATION
THE UNWISDOM OF BARGAIN ADVERTISING
BARGAIN advertising soon becomes a habit, not alone with the advertiser, but with that portion of the public which reads his announcements. This is a fact that should be remembered by the talking machine dealer who is inclined to be extravagant in the presentation of special values to the public through newspaper an- nouncements. When a house once establishes its reputation for cut- ting prices, the road back to normal, correct business methods becomes a long and tortuous one. Having once educated the public to look for special inducements, whether real or imaginary, the dealer soon finds that it is almost impossible for him to do business on a straight dollar-value-for-a-dollar basis. There are some houses in the talk- ing machine trade right now which will find it mighty hard to do business except on the special sale plan, and that's not a healthy condition. When talking machines must be disposed of according to Baxter street methods there is likely to be something wrong either with the product or with the selling plan.
FIGHTING DISCRIMINATORY TAXES
THERE are already indications that the music industry is in for another fight during the coming year to prevent, if possible, the levying of discriminatory taxes on musical instruments and acces- sories under the revision of the War Revenue Act. The Secretary of the Treasury in his recent report very frankly urges that the excise tax on talking machines, pianos, etc., be increased from five per cent to ten per cent in order to bring in increased revenue estimated at $13,000,000 from that source. Various other committees, official and unofficial, as well as individuals, have taken it upon themselves to ask that the tax burden on musical instruments be increased in order to move part of the load from other interests.
There are the usual effective arguments, of course, that music instead of being a luxury is a prime necessity of modern civiliza- tion and has been so proven ; that it is distinctly educational and a builder of harmony and morale. An equally strong argument is that the music industry cannot afford to stand higher taxes — cannot absorb them — and under existing conditions cannot, pass them along to the public.
The Music Industries- Chamber of Commerce has already started an active campaign to fight out the tax question in Wash- ington, and it might be well for the various talking machine interests, whether or not they are affiliated with the Chamber, to co-operate
IT is unfortunate that the majority of the daily papers in com- menting upon changes in industrial conditions, and particularly upon the so-called wave of depression, have been inclined to exag- gerate the situation somewhat in an effort, perhaps, to please their readers. This fact has been brought home to the talking machine trade most emphatically through the medium of recently published reports regarding the trend of business in our own industry. Some of the newspapers took special occasion to advise the public under startling headings that the talking machine business is in bad shape, that factories here and there were shutting down and throwing some thousands of workers out of employment. It is true that some fac- tories have shut down and other factories have curtailed their output temporarily, but nothing like on the scale intimated in daily press reports.
There is no question but that this inclination to exaggerate de- pression in certain industries has a bad effect not alone upon the public but upon those engaged in the retailing of specified products, — particularly those who are not in close touch with the actual manu- facturing situation. It would be well for retailers to acquaint them- selves with the actual facts in order that they may deliver the proper message to their local public in some form or another. The reports should not be allowed to spread without some attempt being made to contradict them. Otherwise the psychological effect, if not the material effect, is going to be bad.
THE INCREASING EFFICIENCY OF LABOR
Q OME interesting reports regarding the increasing efficiency of O labor are now in evidence, which would indicate that the workers are commencing to realize that co-operation with their employers rather than antagonism is the most satisfactory plan in the end. For the past couple of years the vicious idea prevailed among a certain type in labor circles that the less a man accomplished for his em- ployer the more employment he was giving his fellow workmen. This brought about a state of mind where fewer hours, more holi- days and higher wages seemed to be the principal ambition of a great many employes.
The change now in evidence may be attributed largely to the increased number of men looking for work and to the weeding out being made by employers, which is resulting not only in an improved morale among the workers, but in increased productive power. In the talking machine industry, at least, labor is one of the important items in the increased cost of production, and if prices ever come down it must be by reason of the increased efforts of the worker to deliver a greater value through a larger production than has been to his credit for the past couple of years.
REG. U.S. PAX OF F
BUSINESS AS USUAL
Fire could never destroy Ormes service or the trade- mark of the great line we distribute.
Therefore Ormes service continues — at temporary quarters on the 4th floor, 103 East 125th Street, cor. Park Avenue.
Telephone Harlem 7302 as usual
ORMES, Inc.
103 E. 125th St. Wholesale Exclusively NEW YORK
10
THE TALKING MACHINE WORLD
January 15, 1921
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I Real Sales People Now Necessary in the Sue- f I cess of Talking Machine Business ::
By Gourtenay j Harrison 1
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If there is one business on earth where the type of salesman or woman On the job counts more than in another, it is in the talking machine business. People do not become "temperamental" as a rule when buying pancake flour, tooth paste or woolen socks, nor do they act as if the decision they make might make or break their entire lives — and use up the salesman's time accordingly. But when buying a talking machine it's, alto- gether a different matter. The most practical business man or the most settled matron in town is liable, under stress of settling definitely the question of whether or not to buy the Jonesrola, to become as temperamental as Janovsky, the violinist. They are more apt than not — even though they come in and ask to see a certain type of machine which indicates having made up their minds beforehand — to stand in awe about saying the final "yes" to the salesman's "Shall I send this one up?" And it's a cinch that except in an unusual case this "yes" is not going to be forth- coming until the salesman has exhibited a good deal of real salesmanship as well as tact and patience.
This brings us, then, back to the main road again. Better-than-average salespeople are needed in the retail talking machine store. This need not frighten anyone either. A good many people who sell other things beside talking machines and rec- ords and who call themselves salesmen are not that at all. They are just order takers. But a talking machine and record salesman or woman, to accomplish worth-while results, must be a real sales person in all that the word implies. It is mighty easy to get disgusted with a "tempera- mental" customer, who has made and unmade derisions at five-minute intervals, as to what
llll
model and design she is going to buy, or whether or not she will buy at all — just now. Yes, it is mighty easy to get disgusted or lose patience; and the same holds good for selling records. About the first thing that a good talking machine and record salesman learns is that patience is indeed a virtue that pays cash returns. The going may be hard, with your demonstration, and attempts to close with some extra-crabby cus-
| Who Are the Most Sat- § jj is factory All-Round g m Sales Persons for a j|: M Talking Machine Store m ■ — Men or Women ? ■
tomer, but as Briggs would say when, just as you feel you are going to crack under the strain, willy-nilly, she suddenly says: "Well, you can send up this $300 console model. I reckon." Oh Boy! ain't it a grand and glorious feeling?
I have been asked more than once by talking machine dealers who know that - I have made investigations in talking machine stores all over the country to state which I thought the most satisfactory all-round sales persons for a retail talking machine store — men or women? I have always given the "stock" answer that it all
lllllllllllllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllU depended on the type of person as to the best all-round results that could be secured.
However, as my place of residence does not have to appear at the head of this article, I am going to make the frank statement here that the most successful talking machine department J have ever seen, for a city 1ts~ size, is rim by a woman and she has nothing but women sales people. An interesting thing about this depart- ment is that it is on the fourth floor of a furniture store, and in the mid-West city in which it is located there are a great many exclusive talking machine shops on the ground floor right in this neighborhood. Yet this competition does not prevent this fourth-floor talking machine shop from doing an enormous business — a business recognized by the wholesale firms which supply- it with goods to be larger than that done by many of the ground-floor shops in the neighbor- hood.
To tell the story of this department's success, it is only necessary to use one word — salesman- ship. The young woman in charge and her three capable assistants know how to give their cus- tomers a service that will bring them back, even four stories up.
Are these super sales people, you might ask? They are not. They are young women, untrained when they entered the business, in most instances. That's one reason why they have made such a success of their work. But let the woman in- charge of the department tell the story herself:
"Recognizing that upon the ability to sell suc- cessfully— and this is meant in the broadest sense — rested the success or failure of this department I determined when I took charge of the work to. at least, give my customers something in sales-
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More and more purchasers every day are giving to AMERICAN WALNUT their very first (and very insistent) preference. It pays to supply what is demanded.
We illustrate herewith an AMERICAN WALNUT TALKING MACHINE CABINET of elegant design. Could you imagine a more beautifully figured veneer than that which it exhibits?
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January IS, 1921
THE TALKING MACHINE WORLD
11
manship that they would not get from the aver- age sales person. I knew by shopping experi- ences of my own that more often than not the beautiful ads about a store's 'wonderful service' were the brain-children of the ad man, and had no foundation in fact; I had had plenty of experi- ence with the 'sorry we haven't got it, is that all, well, good-by' type of record sales person, and I determined early in the game to do something, anything that would convince the customer that here at last was a store that had a personal inter- est in him and his wishes.
"In the past four years, since I took charge here, I have had a great deal of experience hiring giris. I think, by the way. that the average woman makes a better salesman in this line than men do. She has woman's intuition, you know, has more tact and patience than the average man, and you know it just naturally isn't as easy for a man to say 'no' to a woman.
"But these qualities, more or less natural, as you might say, to an intelligent woman, do not make a successful talking machine sales person. I train all of our girls before they get actively at work. That brings up another point. Frankly, I would rather have a green but willing school- girl who was anxious to learn and enthusiastic about starting out selling than an 'experienced' girl who had been trained along certain lines and thought she knew about all there was to know about the game. It is too much trouble to 'un- learn' the last-named young woman, and teach her our way. Another thing, I will never under any consideration hire a girl who has had experi- ence solely in some big store where customers were 'fed' to the department with little trouble and where only a popular and exclusive line that 'sells itself was carried. Such a girl, despite her experi- ence, is probably not a sales person at all, but an order taker instead.
"Whenever I take on a new girl, I let her use her first ten days 'loafing' around the department, familiarizing herself with the stock, and the loca- tion of all items, studying the record catalogs and learning the names of the artists and the sort of work they perform. I have known stores where
the girls did not know whether Marion Harris was a vaudeville star or a grand opera singer. Another thing that many young women in the selling game do not realize is that for an admirer of some certain artist to hear that artist's name horribly butchered in pronouncing is almost as galling as to have her own name mispronounced. In things like this we aim to outshine the aver- age store. That is the way in which we render a super-service that brings customers back.
"1 personally believe in letting the girls develop their own personalities and 'swing' customers this way. Many of the largest and most successful businesses in America are suc- cessful mainly because of their personnel and yet many retail store owners are jealous of sales people having friends who ask for them. It is true if this sales person should leave she might take a few customers along with her, but the per- centage would be too small to do any great injury. And the benefits of letting sales people build up their own list of customers far offset any possible harm that might be done.
"I even go so far as to give each of the girls a filing cabinet in which to keep their customers listed, and while these files are naturally open to
COLUMBIA MEN MEET IN ASHLAND
Dealers and Company Officials Discuss Plans for Trade Betterment in Coming Year — C. E. Hall Succeeds C. E. Kramer as Manager
Huntington, W. Va., January 3. — Columbia deal- ers and officials of the Columbia Graphophone Co. met early last month at the Ventura Hotel and discussed plans for the improvement of the Columbia trade in the territory. Addresses were delivered by C. E. Kramer, the retiring district manager, and by C. E. Hall, the incoming dis- trict manager; by Larry Neighbor, manager of the record department; J. H. Kruse, credit man- ager, and R. H. Woodford, manager of the Cin- cinnati district.
They told dealers assembled from Hunting- ton, Ashland, Ironton and adjacent communities
my inspection, the girls take a personal pride in following up their prospects with literature fur- nished by the manufacturers, by our own adver- tising department and with telephone calls when they have records they think a certain customer would like to hear.
"I know it is old stuff, as the saying goes, but I impress upon every girl to never under any con- sideration allow anyone to wear out her patience of make her mad, as even the person who, with apparent perverseness, uses up a lot of time with- out buying, crabbing the while perhaps, cannot help but admire the continued evenness of dispo- sition and unfailing courtesy of the sales woman. The customer, indeed, is always right in this shop.
"They say of our store that we have the sweet- est-tempered sales people in town. Crabby cus- tomers gave us that name and it has been a big ad for us. Even the crabs come back again, just to see if they can 'get us going,' but they buy, as a rule, on the second trip. Sales people "/ho know what selling means in its broadest sense will make a talking machine department different from the general run, and put it 'over the top' finan- cially, and that is the sole reason for our success 'four flights up'."
of additional Columbia factories, of the general policy and sales outlook, and incidentally con- gratulated the Huntington dealers on initiative, especially in the matter of co-operation with the national advertising. M. F. Field, of Ash- land, discussed the co-operative spirit manifest there now. Those present, in add.tion to the above-named officials, were:
P. H. Katz, of the Chapman Furniture Co.; Joseph Horton, of the Samuel Horton Co.; U. O. Banion, of W. T. Oppenheimer, Huntington; A. F. Hibbard, W. H. Farrell, Opal Pyles, of Huntington; Gertrude Price, Agnes Daugherty, M. F. Field, R. S. Goldcamp, Mrs. R. S. Gold- camp, Anna Mary Hanichen, Isabel L. Nourot, Alex Josselson, U. O. Banion, Mattie Gray, C. D. Alexander, Goldie Borden, of Ashland; Lou I). Smith. Charles Ward, of Ironton; A. L. Folan, of Charleston.
Let him help you
There is a better way to keep the store records you need
In your city there is a representative of The National Cash Register Com- pany. He is a student of business systems. He has been trained to be of service to merchants — to help them solve their problems.
Let him show you how you can get the store records you need without
working overtime on day books, pass books, ledgers, and memorandums.
He will show you the easiest way to get these records.
You need them once a year for your Income Tax report. You need the same figures every day to control your business.
We make cash registers for every line of business.Priced $ 75 and up.
NATIONAL
CASH REGISTER CO.
DAYTON, OHIO.
12
THE TALKING MACHINE WORLD
January 15, 1921
Paste This In\bur Hat
YOU are building up a steady income with every single sale of Columbia Gra- fonolas or Columbia Records if you follow up the sale ana supply the purchaser with proper service. Columbia Grafonolas and Records are essentially "service goods" — points of contact for future sales. You're losing money on every sale if you fail to follow it up.
olumbia
January 15, 1921
THE TALKING MACHINE WORLD
13
And Keep It Pasted
HERE are a few of many ways to supply constant service where it counts the most:
Use the invaluable self-service fixtures. They will increase your sales by serving your customers faster than you can serve them yourself. That's service !
Send the Columbia Monthly Rec- ord Supplements to your whole mailing list every month. Aren't the Lodges in your town giving dances? Cash in on the winter dance craze. Let all the boys and girls know about all the latest dances. That's service !
Make a note on your mailing list of every customer's taste in records — dance records, love songs, violin solos, band, opera, comic, or what- ever it is— and offer your cus- tomers all the new records of the type you know they prefer. That's service — the way to make steady customers !
The Columbia Monthly Record Hangers are news to every record fan, just as much as the Monthly Record Supplements. Put them up the moment you get them. Display
Sales Department COLUMBIA GRAPHOPHONE COMPANY, New York
them where they're sure to be seen. That's service !
The Monthly Advertising Service for (Columbia Dealers Portfolio car- ries many mighty convincing ad- vertisements for you to run in your local papers. Use these consistently, and you will find that your returns will be sure and big. Keep your product before the people. That's service !
Have your repair man always take with him at least a dozen ot the latest records. Then, after he has made the repairs, he can play some of these latest records for your customers on their own instruments right in their own homes. That's service ! Sales ? Just try it !
The first thing any normal hu- man being notices in a new land is the flag of the land of his birth, wherever it is displayed. Are there many foreign born in your town ? Then show in your window the beautiful Columbia decalcomania sign carrying the flags of two score nations. That's service ! See how ;.t will attract purchasers of Columbia foreign records.
Grafonola and Re co r d s
14
THE TALKING MACHINE WORLD
January IS, 1921
When you, Mr. Distributor, sell your dealer a sealed package of needles — you put your stamp of approval on the package, as to the full number of needles, their quality and uniform lengths.
When you, Mr. Dealer, pass a sealed package of needles over your counter to your customers, you guarantee the accuracy of count, uniform length, points and hardness of the needles.
HERE IS THE VITAL FACT: the Britliantone Steel Needle Co. guarantees all packages of BRILLIANTONE NEEDLES and all needles packed by them to contain 100 needles of Uniform Length, Uniform Points and Uniform Hardness to the package.
Remember— An inferior or imperfect needle will cause custom- er dissatisfaction— no matter how perfect the machine and record.
BRILLIANTONE
SteelNeedle Co .Incorporated
Selling Agents for W. H. BAGSHAW & CO. Factory, Lowell,Mass.
at strfft 347 FIFTH AVENUE,
AT 34th STREET ▼ SUITE 1003
New York
SUITE 1003
Canadian Distributors: the Musical Mdse. Sales Co., 79 Wellington St. W., Toronto Foreign Export: Chipman Ltd., 8-10 Bridge St., New York City
January 15, 1921
THE TALKING MACHINE WORLD
15
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How to Get Best Sales Results by Using the Right Kind of Business Letters :: By R. R. Ricketu, Jr.
IK
Good
letters are business getters. Are you using this means to additional sales? Many deal- ers say: "What good are letters? — See the pros- pect!" By all means, see the prospect, but remember — a letter rushes in — not where sales- men fear to tread — but where "treading" is prohibited.
A letter has these advantages: A prospect will read a letter when he is "too busy" to see a sales- man. He can "dismiss" a letter — he is not so sure about the salesman. He is more "off guard" when reading a letter because he has not that feeling, often experienced in the presence of a salesman, that an attempt is being made to "force" him to buy. The majority of people are too curious to throw aside a letter without reading it. They will begin it, at least, and, if it is interesting they will continue to read, whether they are specially interested in talking machines or not, in the same way that you read an adver- tisement of some article you know nothing about and are not particularly concerned with: the head- . lines are inviting and before you realize it, you have read it. It has some quality, snap perhaps, that compels your attention.
Letters are an aid to sales that you, no doubt, have not considered possibilities. For example, are you getting your share of restaurant sales? Of moving picture theatre sales? The former are using the talking machine more than the latter, but "movie" houses are using them, from the smaller ones to at least two that I know of seating 3,000. Such a sale means a better than ordinary advertisement for your machine and should, if followed up by a notice in the theatre program, or otherwise, result in sales.
Many restaurant owners, if confronted by a salesman, without preamble of any kind, will not consider purchasing a machine, whereas, after having read a letter in which various arguments, relative to why a machine would be of advantage to him, are presented, his reception of the sales- man will probably not be such a cold one. A letter that is deferential in tone, snappy and brief, acts as a much better introduction than a card! It also tends to do away with any conscious or unconscious antagonistic attitude that many pre- sent to a salesman.
A wonderful salesman once said that he always made it a point, after he had gotten a prospect in, by letter or otherwise, to write him, putting down
the proposition in black and white, giving him a description of its good points and prices. He said there was a psychology about the "personal touch" and the tangible something the prospect could refer to that a letter provided. This is undoubtedly true.
Now as to the writing of the letter. Of course it depends on who is the writer and to whom the letter is to be sent. Let us say it is to be written not by a firm, but by one of their salesmen, and is to reach the average business man. Start your letter with a bang! For example: "Are you inter- ested in good music? If so, I am confident that you would be interested in hearing the Best phonograph. The Best reproduces the voice
IB
A Prospect Will Read a Letter When He Is Too Busy to Receive a Salesman — Snappy
m Letter Compels Notice m
naturally. You may not have liked the talking machines you have heard." If he has liked them, so much the better. If not, your mention of the fact is equivalent to saying, "I appreciate your position in disliking talking machines, but," etc.) And a prospect always likes to know his position is appreciated! To finish the sentence, "but, if you enjoy music that is music, I am sure you would delight in hearing the Best, and that the short time spent in the hearing would result in man3r hours of real pleasure." You may say, "the writer" in place of "I" if you wish, although some authorities regard it as an affectation.
Make your letter brief, interesting, courteous and sincere. Don't say your machine is the greatest the world has ever known. Maybe it is, but don't say it in so sensational a manner. It will impress the very credulous but it won't help, in fact it will hinder, you with the not so credu-
lous. Try to make your prospect feel that he may come in and hear the machine and not be "pushed" to buy. Say, perhaps, "We urge you to hear the machine; the purchasing is in your hands entirely. Any attempt to force a sale is, of course, poor business, and it is our desire that you feel free to come in at any time and as often as you like. I should very much appreciate a reply." You may wish to lay more stress on something other than tone— the cabinet, say. It goes with- out saying that you must be prepared to back up your statements. Here we have something like this:
"Mr. R. L. Prospect, City.
"Dear Sir: Are you interested in good music? If so, I am confident you would be interested in hearing the Best phonograph. This instrument reproduces the voice naturally. You may not have liked the phonographs you have heard, but, if you enjoy music that is music, I am sure you would delight in hearing the Best, and that the short time spent in the hearing would result in many hours of real pleasure. A catalog of the Best is inclosed but I should like to state a few pertinent facts in this letter that might be of interest."
(In this paragraph you may list the special advantages of your machine, what improvements it originated, why its tone is the finest, etc.)
"It is a pleasure to demonstrate the Best, not only to a prospective customer, but to anyone interested in music. We urge you to hear the machine; the purchasing is in your hands entirely. Any attempt to force a sale is, of course, poor business, and it is our desire that you feel free to come in at any time and as often as you like. I should very much appreciate a reply.
"Very truly yours." Try it on your neighbor!
INSTALL DEMONSTRATION ROOMS
Worcester, Mass., January 3. — The Widener's Grafonola Shop of this city is equipping its new warerooms with an elaborate installation of demonstration rooms and record-filing equip- ment. The work is being dqne by a local Worces- ter concern. C. L. Goodwin & Co., which spe- cializes in store equipment and has made in- stallations in a number of other New England talking machine warerooms.
ECLIPSE
SUPREME
THE ECLIPSE MUSICAL CO.
Victor Wholesaler Cleveland, Ohio
16
THE TALKING MACHINE WORLD
January 15, 1921
Frank Crumit sings "I'm a Lonesome Little Rain Drop", the big song hit of the Greenwich Village Follies of 1920, and that melodious love song "Margie/9 Thousands of people have been waiting for this record. A-3332.
Columbia Graphophone Co
NEW YORK
SUGGESTIONS OF VALUE ON THE GRANTING OF CREDITS
Timely Advice on This Important Subject, Particularly Applicable to the Talking Machine Trade, Offered by J. H. Tregoe, Secretary-Treasurer of National Association of Credit Men
An appreciation of economic laws and organ- ization has been neglected in our country for the reason that in times of depression or strain there is a breaking down of some principles and a commission of mistakes which react un- favorably and unnecessarily on the credit struc- ture. We have lacked backbone in the face of serious problems. We have done things which never would have been considered in sane periods, and we wonder when this temperament will be rectified and the American business man stand for the very highest and the most con- structive ideals when the currents are not mov- ing in his direction.
The seller's market through which we have passed produced interesting situations and, though the opportunities for driving hard bar- gains and escaping hard contracts were fre- quently availed of, yet such a market enabled us to correct some weaknesses in credit grant- ing. Terms were abbreviated, a very necessary feature whenever the country is passing through an unusual period, and it has become customary to use credit as capital. The seller's market also permits the opportunity of restraining trade abuses and they have become legion in the credit commerce of our nation. Coincident with the coming in of the deflation period, a period of deep anxiety which requires skilful treatment, the market reverted once again into the hands of the buyers. Conditions were re- versed with the slowing down of business and with the consuming public on a strike. Noth- ing depresses merchants more than a lack of orders, a slowing down of the plant with the attendant unemployment. In order to keep the wheels moving, in order to produce busi- ness, the temptation is very strong not only to cut prices, but to sell terms. Herein is one ol the gravest dangers in any trade, especially
so in the music trade. Previously long terms had been allowed the purchaser. Financing pur- chases of this type requires extensive capital and credit. The turnover is not sufficient and profits can alone be made by overstrain. A return to this , situation must be avoided, no
We cannot emphasize too strongly, therefore, the confinement of competition to values alone. Terms mustn't be sold. Should business move slowly, should the very bottom appear to have dropped out of things, character must stand the strain and hold fast to manly practices. Watching the various trends and currents in this crisis of the nation's industrial affairs, the earnest appeal to hold fast should be heeded. Getting adrift, returning to old conditions, sell- ing terms and doing the unwise and uneconomic thing would be very unfortunate for merchants and the nation.
"We are not in the least overplaying in this brief message the seriousness of matters. We arc not endeavoring to throw the least fear into the heart of anyone. We cannot discount the real seriousness of our present crisis, and yet, with fundamental conditions absolutely sound, we must merely pass through a recuperative period, and good sense dictates the giving of every assistance we can to the patient. A good grip on ourselves and every looseness cast to the winds will build an American spirit of which we may be very proud.
VISITS GRESHEM MEMORIAL
Underwood & Under-wood
J. H. Tregoe
matter how strong the temptation is to sell. Credits must be kept liquid whilst the nation is passing through its recuperative period, and every enterprise not observing this principle and using too much of the nation's available credit is merely retarding the recuperative process and holding us back from a complete restoration.
Rosa Ponselle, Columbia Star, Visits Memorial Erected to First American Killed in the War
While in Evansville, Ind., Rosa Ponselle, the famous grand opera star and Columbia artist, visited the James Bethel Greshem Memorial Home. This is a unique bungalow which was erected by workmen giving their time free and for which furnishings were contributed by firms and organizations of the city. Money was also donated in the form of an endowment fund, and the whole was given to the mother of James Bethel Greshem, who was the first American soldier to be killed in the war after the United States declared war. Miss Ponselle had a very nice visit with Mrs. Greshem. The latter was greatly pleased with the honor paid her.
Quality
The
Distinction
"VICSONIA" Reproducer
Recognized for its Perfect interpretation of Edison Disc Records on Victrolas and Grafonolas.
Fitted n>ith permanent jewel point. No loose parts.
Note: The Vicsonia is made of Bronze, sand casted and machined to measurement. Finished in heavy Nickel or Gold plate. Flexible stylus.
Meet the demand — Serve your customers
Sample Model "A" or "B" Vicsonia will be sent on receipt of $4.50. Retail
price $7.50.
Note: Model "B" Vicsonia plays both Edison and Pathe records
VICSONIA MFG. CO., Inc.
313 E. 134th STREET NEW YORK, N. Y.
January 15, 1921
THE TALKING MACHINE WORLD
17
Widdicomb Queen Anne Art Model
Dealers Have Endorsed the Widdicomb
Recently we have had occasion to demonstrate the Widdicomb to a number of America's foremost pho- nograph dealers.
These men, dealers who are success- ful merchandisers, say that the Wid- dicomb Amplifying Tone Chamber marks a new epoch in phonograph history.
Now for the first time, it is possible to play all makes of records on the Widdicomb without the slightest vi- bration or metallic harshness. At the same time the Widdicomb Amplifying Tone Chamber does full justice to the lower as well as to the higher musical notes. When playing an orchestral record the deeper, richer tones are given equal promi- nence.
This supremacy of tone in the Wid- dicomb is the final result of construc- tion based on scientific laws. It is
not a gift of chance but a feature for which Widdicomb experts worked many months and expended thou- sands of dollars to perfect. The ex- clusive Tone Chamber in the Wid- dicomb is made of a patented com- position that positively eliminates vibration.
The sound waves as they pass through it are extended and ex- panded so that you get full tonal value without "'blasting.'' In other words, it simply reproduces more truly.
The dealer who has the Widdicomb franchise feels confident that he sells a phonograph of the highest quality; unequaled in tone; distinctive in ap- pearance, and richer in special fea- tures than any other phonograph on the market.
For your own information let us give you the 1921 details.
The Widdicomb Furniture Company
Grand Rapids, Michigan Fine Furniture Designers Since 1865
PHONOGRAPH
QThe Aristocrat of Phonographs
(38)
18 THE TALKING MACHINE WORLD
HOW TO CREATE ADVERTISEMENTS THAT BRING RESULTS MUSIC
Roy Durstine, Prominent Authority on Advertising, Lays Down the Precepts Which Must Be Fol- lowed in the Creation of Good Advertising in Interesting Book on This Subject
Advertisers in every line are endeavoring these days to get away from the beaten path and make copy that has pulling power and origi- nality. The days of the stereotyped advertise- ment is passed, according to advertising ex- perts, and the dawn of a better day is already well above the horizon. An advertisement that complies with all the requirements laid down by the average old-time advertising manual and .is just as good for one thing as another is really not good for anything at all. Roy Durstine, a recognized authority on advertising, has just written a book on making advertisements and making them pay, and he declares that the use- lessness of this adjustable advertisement is "all the fault of the outrageous person who first boiled down advertising to this formula: First, focus the attention. Second, interest the reader. Third, create a desire. Fourth, show that you satisfy that desire. Fifth, stimulate action." No art can be boiled down to a formula. If it could be, then that art would be too easy to be worth while. Mr. Durstine is merciless to the advertising men who have not pro- gressed beyond the application of formulas. He tells us that this kind of advertising man be- comes "a merchandising expert," who exerts pressure on "prospects" and whose customers are always "clients."
Mr. Durstine lays down many precepts for good advertising among which the following may be cited as worthy of study by every busi- ness man who has before him the problem of adequately presenting his goods to the public through the medium of advertising.
"Every business, no matter how young and how old, has a personality. To catch the spirit of that personality and to reflect it in words and type and picture is the job of every adver- tisement.
"There is an old saying in advertising — that nothing can be said about a twenty-five-cent cigar which has not already been said about a five-cent cigar. If you descend to superlatives it; selling a product of real quality you find that the maker of inferior merchandise has been there first. So the strongest way you can con- vey an impression of supreme merit is by infer- ence— by atmosphere. The man whose mer- chandise falls in the class below yours may
employ many of the devices of design which you also use, but he doesn't dare give as little information.
"There ought to be something about an ad- vertisement as contagious as the measles. With- out sincerity an advertisement is no more con- tagious than a sprained ankle.
"To sell something of doubtful merit is dis- honest. Such a fundamental error in merchan- dising as to sell an inferior article by jumping up sales through advertising is like inflating a punctured tire. What you say may be sound enough, but the sales volume won't stick be- cause there is a leak in quality.
"It is not sufficient that they (advertisements) make people talk. The German people have made a great many people talk about them in the past five years, but it has not advanced their position in the esteem of the world.
"It is difficult to think of any business which cannot be advertised. No, that's an exaggera- tion. * * * Burglars shouldn't. That's one business that is peculiar."
"To sum up," says Brander Matthews in a review of this book in the New York Times, "Mr. Durstine's book is what Horace Greeley called 'mighty interesting reading.' It takes us outsiders behind the scenes. It helps us to understand how it is that we would not be surprised if we were to read that Phoebe Snow had married Sunny Jim, moved to Spotless Town, adopted a couple of Campbell Kids and was letting the Golddust Twins do her work."
A RECORD STOCK IS ALIVE
Putnam-Page Bulletin Points Out Value of Good Stock and Good Selling
"Your record stock is alive, aglow, the livest salable thing in any store. It is constantly changing — more alive, more aglow every day, every hour," says the Putnam-Page Co., Victor distributors, in one of its recent bulletins. "And we can reflect that stock when we meet our trade. Of course, we have new and splendid things coming in right along. Tell your friends and come again real soon. You will find something new every hour." That's the spirit in which to meet your customers — it wins.
January 15, 1921
FINDS PLACE IN SUBWAY
Ticket Seller Brings His Talking Machine to Work With Him and Latest Songs Delight the Hurrying Commuters on Way to Work
A correspondent informs us that music has at last invaded the dark reaches of the Inter- borough subway and now the hurrying crowds at the Brooklyn Museum station are entertained as they push their nickels across the grimy glass above the "How Many?" sign by the strains of the latest music coming from the talking ma- chine within the ticket seller's booth. Evidently there is one ticket seller who has an imagination that has not been stifled by the roar of the subway trains. He has reasoned that if his instrument entertains him at home it will also do its pleasant work while at his daily task. And so he put his idea into execution at once. He greets his patrons with a smile and receives a smile in return. Everyone is happy.
PUBLIC HAS BIG BUYING POWER
Roger W. Babson, Statistics Expert, Gives Ten "Bull" Trade Factors in Address Before Ad- vertisers' Club in Recent Meeting
Roger W. Babson, business statistician, told the Advertisers' Club last week what he believed were the ten "bull" factors in business to-day. He said that of the many factors foretelling business prosperity the following were the most important:
That the great mass of people still have the Government bonds which they purchased during the war and until these bonds are sold there re- mains great purchasing power.
That billions of dollars previously spent for liquors are now used to buy comforts and mer- chandise.
That the national banking system is more flex- ible than it was during any other period of finan- cial stress.
That national advertising has come to stay, to be a steadying force in business.
That the war caused much standardization re- sulting in production efficiency.
That foreign trade impetus will continue for many years from the war impetus because of our new merchant marine.
Seasonable fluctuations in manufacturing and selling are being eliminated.
Reduction in taxation, especially business and profit taxation, may be expected.
Recent election showed people are conserva- tive and will back a business Government.
The war made America the richest country.
The apparent inconsistency of the present de- pression with the indications above, Mr. Bab- son said, was due to the fact that depression follows the extravagance, dishonesty and in- efficiency which always end a period of pros- perity such as this country has passed through.
MANY NEW USES FOR MAGNAVOX
Most Illuminating Volume Just Issued by the Magnavox Co. — Shows Trade Use of Instru- ment and Its General Popularity
The many uses of the Magnavox for magni- fying sound are found in easily accessible form in a new and most interesting booklet just is- sued by the Magnavox Co., of Oakland, Cal. The application of the Magnavox to the talking machine and its use in amplifying music are shown in detail as well as its uses for public gatherings where speakers are desirous of mak- ing their words audible and impressive to large audiences.
OPENS STORE IN MANCHESTER, IA.
J. G. Lewis, of Manchester, la., has moved into the building in that city formerly occupied by the Farmers & Merchants State Savings Bank, and has installed a stock of talking ma- chines and other musical instruments.
ALBERT CAMPBELL
In Concert and Entertainment Personal Appearance of
Eight Popular Victor Favorites on One Program
A live attraction for live dealers and jobbers
Bookings now for season 1921-1922 A few available dates for Spring, 1921 Sample program and particulars upon request
P. W. SIMON, Manager
160t Broadway New York City
Famous Ensemblesiincluding
Campbell & Burr - Sterling Trio - Peerless Quartet
The Talking Machine World, New York, January 15, 1921
Why everyone is talking about Brunswick Records
They have been a great sensation.
Everywhere you go you find deal- ers and phonograph owners com- menting on the way Brunswick Records have captured the public.
Music lovers everywhere recog- nize their superiority in the most emphatic way possible — by con- stantly demanding more and still more Brunswick Records.
Such an unqualified endorsement has placed the stamp of approval on these artistic companions of the already successful phonograph.
There are many things that enter
into the production of a fine record. It would be too long a story to tell.
But we can say that, coming into the record business at this time, we felt that we had to make a rec- ord which would be not only as good as, but much better than any record already on the market.
The New Year finds the Bruns- wick Catalog well rounded out. A noteworthy balance in every de- partment has been attained. Each month of the coming year will see this good foundation strengthened and built up by carefully selected releases.
The buyers of records can now shop in the Brunswick Cata- log, and find music to their liking, no matter what their indi- vidual preferences may be. They will always find something new, something timely, something fascinating and different.
Note "The Spiral Stop — on Brunswick Records"
THE BRUNSWICK-BALKE-COLLENDER COMPANY
General Offices: 623-633 South Wabash Avenue, Chicago
Branch Houses in Principal Cities of United States, Mexico and Canada
New England Distributors: Kraft, Bates & Spencer, Inc., 1263 Boylston Street, Boston, Mass.
Canadian Distributors: Musical Merchandise Sales Co., 79 Wellington St., West, Toronto
PHONOGRAPHS AND RE C
The Talking Machine World, New York, January 15, 1921
The Brunswick Oval Tone Amplifier, built entirely oj ivood
58 per cent increase in 1920
These figures mark the remark- able advance of Brunswick Phono- graph and Record sales over 1919.
And this in the face of the many adverse manufacturing and mer- chandising conditions of the year just closed.
The New Year finds Brunswick more solidly established than ever.
Six phonograph factories, two record pressing plants, and forty branch houses in principal cities, put every Brunswick dealer, no matter where he may be located, in close and intimate touch with the makers
of the Brunswick Phonograph and Brunswick Records.
The Brunswick-Balke-Collender Company takes this opportunity to express its sincere appreciation of the constructive co-operation it has received from all Brunswick deal- ers. It realizes, with due acknowl- edgment, that its growth and devel- opment has been made possible through the loyalty and activity of its Phonograph and Record dealers, and it is the purpose of this com- pany to be still more deserving of this spirit and support.
THE BRUNSWICK-BALKE-COLLENDER COMPANY
General Offices: 623-633 South Wabash Avenue, Chicago
Branch Houses in Principal Cities of United States, Mexico and Canada
New England Distributors : Kraft, Bates & Spencer, Inc.,1263Boylston Street, Boston, Mass.
Canadian Distributors : Musical Merchandise Sales Co., 79 Wellington St., West, Toronto
The Talking Machine World, New York, January 15, 1921
The Brunswick Ultona, playing a Brunswick Record
What Brunswick offers the dealer
The record of achievement men- tioned on the opposite page may be easily verified by you. Brunswick offers you facts, instead of a glow- ing prospectus of things to be accomplished, of a demand to be created.
You will find The Brunswick and Brunswick Records in leading stores everywhere — in stores which are very slow to put their names behind a product until its merits have been proved beyond a doubt.
As a business man you realize the
advantage of doing business direct with the manufacturer, without any intermediate parties whose interests may possibly conflict with yours, or who may be interested in other phonographs.
Brunswick makes The Brunswick from top to bottom. Brunswick controls every step of phonograph and record making from start to finish.
There is no dependence upon out- siders. The Brunswick is not an assembled phonograph.
THE BRUNSWICK-BALKE-COLLENDER COMPANY
General Offices: 623-63 3 South Wabash Avenue, Chieago
Branch Houses in Principal Cities of United States, Mexico and Canada
New England Distributors: Kraft, Bates & Spencer, Inc., 1263 Boylston Street, Boston, Mass.
Canadian Distributors: Musical Merchandise Sales Co., 79 Wellington St., West, Toronto
PHONOGRAPHS AND RE C
The Talking Machine World, Nezv York, January 15, 1921
\\\\\V
Elias Breeskin
Master Violinist
An exclusive Brunswick artist
Some press comments on his 1920 Australian tour of 40 concerts
Sydney, Australia, Daily News, August 18th, 1920.
Mr. Elias Breeskin, violinist, in the recital given in the Town Hall last night, had am- ple scope for the display of his talent. He is undoubtedly a fine artist, sympathetic in his treatment of cantabile, and sure in his technic in double-stopping and rapid passages. His harmonies are a delight to hear.
Sydney, Australia, Daily Telegraph, Au- gust 18th, 1920.
It was the first opportunity of hearing Mr. Elias Breeskin, the Russian violinist, to advantage apart from the orchestra. He con- firmed the impression that he is equipped with an extremely finished technic, com- bined with an unfailing certainty of intona- tion and a strikingly well-developed sense of beauty of tone.
The Daily Mail, Brisbane, Australia, June 26th, 1920.
Mr. Elias Breeskin established himself the
favorite. He certainly held the audience enthralled and roused it to a pitch of feel- ing seldom experienced in Brisbane. The serene perfection of his technic, a spon- taneity of expression, his strong person- ality, and the grace and beauty of his style were factors which combined to stamp him as a finished performer. Melody poured forth from his violin in tones of rare fresh- ness— tones which only the greatest artists can create.
Standard, Brisbane, Australia, 1920.
But the more one hears the more one is tempted to give price of place to the vio- linist, Mr. Elias Breeskin, on account of his absolute mastery of a glorious instru- ment that is so seldom really mastered. Blessed with personality, he seems to 'airly revel in the most difficult compositions, always displaying marvelous technic and a genuine sympathy that is evidenced in per- fect expression and delightful purity of tone.
THE BRUNSWICK- BALKE-COLLENDER COMPANY
General Offices: 623-633 South Wabash Avenue, Chicago
Branch Houses in Principal Cities of United States, Mexico and Canada
New England Distributors : Kraft, Bates & Spencer, Inc. , 1263 Boylston Street, Boston, Mass.
Canadian Distributors : Musical Merchandise Sales Co., 79 Wellington St., West, Toronto
ffrututwick
PHONO GRAPHS AND R E C
January 15, 1921
THE TALKING MACHINE WORLD
19
NEW TAX LEGISLATION
AND THE MUSIC TRADE
Pertinent Comments Upon the New Year's Tax Problems in Washington Offered by George W. Pound, General Counsel of the Music Industries Chamber of Commerce
There is no question but that the matter of tax legislation will prove of tremendous impor- tance to the music industry, and American indus- tries at large, for that matter, during 1921, for the determined -effort of various trade interests to have wartime taxation lightened materially or eliminated altogether is being met with an equally earnest effort on the part of certain Governmental and private interests to make war taxation burdens more or less permanent, and particularly to continue to discriminate against certain industries — 'the music industry, for in- stance— in placing upon them the burden of excise taxes. More than one suggestion has been made that the excise taxes on musical in- struments be doubled.
In speak. ng of the legal questions that will face the industry during the year just opened George W. Pound, general counsel of the Music Industries Chamber of Commerce, said to The World:
"Above ail other permanent trade problems is always the menace of tax legislation. Twice have we met that issue and triumphed. Now for the third time we are confronted with an agitation tor a further tax upon music and cer- tain other industries.
"I, personally, do not believe that a general tax bill will be enacted at this session. It is the last and short session of the Sixty-sixth Con- gress. It expires by limitation March 4. And the Administration from President and Secre- tary of the Treasury down the line are wholly opposed to any bill which will repeal or lessen excise or other taxes. The Republican ma- jority is not sufficient to carry a measure over such opposition. But the problems involved will be thoroughly discussed and probably worked out during this short session, and hence be ready for introduction and passage early in the Special Session, which the country confi- dently expects to be called by President Hard- ing immediately after March 4 next.
"And, again, the tax question in all its aspects, particularly as to the amount of revenue required, and therefore the demand for manu- facturing taxes, will be materially affected by tariff and similar considerations. Senator Curtis (Kansas) and many Senate and House leaders favor a moderately high protective tariff, one that will raise a billion dollars of revenue. Many Southern members are secretly and some openly in favor of a protective tariff. I believe there is no question but that the Sixty-seventh Congress, probably in the Summer of 1921, will pass a protective bill, not an extreme measure, but higher than the present act, and giving proper protection to American industry. We should have a bill which will protect us from the constant menace of pauper labor in Europe from after-war dumping. It is no concern of ours as to what Europe thinks of such a pro- posal. We must look to our own interests. Europe is surely sadly stricken, but I look for a full recovery, and much sooner than generally expected. Witness the phenomenal recovery from a slate of similar exhaustion in 1871 by France.
"In my opinion, upon musical instruments the new bill should give a protection of 45 per centum.
"At the present moment it is impossible to forecast final action upon the tax matter. The excess profits feature seems doomed. And let us trust our excise taxes, also. The proposed tariff bill will help us on this greatly. Senti- ment as to a general sales tax is very sharply divided. It has objectionable features, surely, but appeals strongly in its simplicity and gen- eral application.
"Watchful waiting for a few weeks is our manifest line of endeavor."
Look at the
PROFIT
You can make more money with the HAR- PONOLA than with many other makes be- cause our distribution plan permits us to give you a bigger territory on a non-competitive basis.
We give you better terms — which mean : LONGER PROFITS.
And. the machine, itself, fully meets all comparison tests in tone, in appear- ance and in mechanical reliability.
It will certainly pay you to have the
HARPONOLA PROPOSITION.
A good profit in every machine. Repeat sales built by our special proposition on OK.EH records. Write for de- tails.
THE HARPONOLA CO.
101 MERCELINA PARK
CELINA, OHIO
EDMUND BRANDTS. President
T/Te
P/40NOGR\PH
vOith. the
20 THE TALKING MACHINE WORLD January is, 1921
The new year will usher in the hardest competition the talking machine business has ever known.
Weak 4 'machines" will be weaker than ever before; some strong "machines" will need the keenest kind of salesmanship to keep in line.
Rishell has so many great selling points that it will make a market anywhere, and keep any market it makes. 55 years' business success assures the stability of this busi- ness, and a constant forward movement in production and sales. Write TODAY for terms to jobbers and dealers.
RISHELL PHONOGRAPH CO.
WILLI AMSPORT, PA.
New York Distributor: GRAND TALKING MACHINE CO.
268-270 Fiatbush Avenue Extension, BROOKLYN, N. Y.
Illllllllllllllllllllll
January IS, 1921
THE TALKING MACHINE WORLD
21
liiiiiiiiiiiiiniiiiiiiiuii^^
Various Methods of Increasing Sales Serv- ice Efficiency Described
By William Bliss Stoddard |
aiiiffiiiiiiiiiiiiiiiiiM
The Swank Hardware Co., Johnstown, Pa., has established a commendable record for ef- ficient service in connection with its talking ma- chine department and has seen it grow in six years from a small floor space and no demon- stration booths to a department six times the size, with twelve booths for demonstrating. The company attributes the greater part of its success to the efficient salesmanship of its sales force. Said the manager recently:
"It is not unusual for this department to han- dle from 250 to 300 customers a day. A good saleswoman who is familiar with stock can wait on two or three customers at the same time, as the patrons usually prefer to go to a booth to play the record themselves. We sell only the standard lines — merchandise that we can stand back of with our own as well as the manufac- turer's guarantee. We endeavor to give courte- ous,, efficient and intelligent service, and make it a special point to have the salesgirls, as well as all others connected with the department, thoroughly familiarize themselves with all the records and machines, so that they can answer any questions regarding them, whether it be con- cerning the mechanism of the machine or the singers and songs of the records. We take ad- vantage of every opportunity to further the edu- cation of our salespeople. We have them attend concerts of all the prominent artists who visit our city, and at present one of our salesgirls is taking a two weeks' course of intensive training in record and machine selling conducted by one of the talking machine manufacturers.
The firm maintains a modern service and re- pair shop in charge of a first-class mechanic who understands repairing motors, tone arms, sound boxes, etc. "This repair shop is practically self- sustaining," said the manager, "as the charges on repair jobs other than our own pay the salary of the mechanic. We find it pays us to give prompt and satisfactory service on any machine we sell that develops trouble. It insures more satisfied customers and brings them in for more records."
His recipe for a successful talking machine department was summed up in a few words: "Get the best line you can secure — the exclusive agency, if possible — and give someone charge of this department who is really interested and will put the necessary 'pep' and 'effort' back of it to bring out all the good points of the ma- chines and records and thus increase the sales."
Preventing "Outs" on Phonograph Records
One of the greatest difficulties that confront the dealer handling a large stock of records is the proper stocking with standard records, so as not to be obliged to inform the prospective pur- chaser that the record he desires is not in stock at present. A firm in one of the growing cities of the great Southwest has found an excellent way to overcome this. As soon as a shipment of records is received the saleswoman takes one record from each selection and pastes a piece of red paper in the upper right-hand cor- ner of the open end of the jacket. The record stands on edge in the rack with the printing on the jacket toward the left, which brings the red paster at the top. This label is marked with the number, price, date of receipt and quantity. If it is a staple number the saleswoman knows about how fast it will sell. She accordingly sets aside a certain number as reserve stock. These go to the right of the record whose jacket bears the red label. The stock to sell from goes to the left of this labeled record. When a sales- person comes to the record with the red seal she knows it is time to order new stock and a memo of this is given the buyer, thus prevent- ing the disappointing of customers.
Records Over the Telephone
The Lion Store, Toledo, Ohio, has adopted a
aiiiiKiiiiiiiiiiniiiiiiiiiiiii
plan for increasing the sale of records which has been in vogue for some time by several West- ern merchants. This is the announcement of "Hear Victor Records Over Your Own Tele- phone." The arrangements which preceded the appearance of the advertisements consisted of the installation of a special private telephone in one of the store's record booths and a special transmitter attachment which intensified the sound emitted from the sound chamber of the Yictrola. The arrangement enabled one to sit in his own home and hear the newest records played. During the cold and dreary season this telephone line was especially profitable, as scores kept indoors by the bad weather wanted new music to entertain them and, while they would not buck the storm to go to the store, when they found they could get a line on the newest music over the 'phone they were quick to take advantage of it. Orders are taken over the 'phone, likewise, for any records it is desired to have sent out, and these are either charged or delivered c. o. d. With the record supplements sent out each month is enclosed a sticker bear- ing the number of the private concert telephone of the store, with the request that this be pasted in the telephone book. The telephone business is growing constantly and the store has a list of people who have requested that they be called each time the new records are received. Music Firms Feature the Joy of Music Co-operative advertising is becoming more popular ail the time and now a sextette of the leading music houses of New Orleans have com- bined to get "the joy of music" before the pub- lic. Just prior to the holidays they took an entire page in the local papers and adorned it
II
"with a classic picture of Pan and a group of Grecian dancing nymphs. This cut was cap- tioned in heavy black letters, "Music Brings Joy," and the signature contained the following well-known names: L. Grunewald Co., Ltd., Philip Werlein, Ltd., Dwyer Piano Co., Collins Piano Co., D. H. Holmes Co., Ltd., and Dugan Piano Co. The balance of the ad was devoted to what the great minds thought of music:
"The Greeks developed civilization to a point never equaled in some respects. They knew how to get the rich joy out of living and to dis- tinguish real pleasure from temporary gratifica- tion. Plato and Aristotle proclaimed the same message as Euripides — that, music is the well- spring of cheerfulness. Great men down through the ages have expressed the same thought. Shakespeare, Milton, Darwin, Beecher, Lincoln, Schwab and Roosevelt all give us the same message.
"Are you profiting from the mass of evidence? Are you. filling your own home with soothing music? Do not delay! Buy a phonograph and have a hymn, an opera, a stirring march or a simple ballad always available."
NEW QUARTERS IN COLUMBUS, IND.
Columbus, Ind., December 31. — The Hoover-Row- lands Furniture Co. have installed an elaborate talking machine department in their store at Sixth and Washington streets, having secured the agency for the Brunswick phonograph.
The manufacturer who is feeling the pulse of the public through the retail trade is able to establish a policy that brings business.
1921 Victor Business Forecast
■
C]f It is due to the foresight and wisdom of the wonderfully efficient organization of the Victor Talking Machine Com- pany that every Victor Retailer can look forward to the year Nineteen Twenty-one as reaching another point in advanced sales for the Victor products.
^ Perfection in manufacturing, backed by the most wonder- ful advertising, with a constant, gradual increased production, has made the Victor business grow larger every year. Victor Retailers have every confidence in Victor products because they know these facts.
^ Thanks to you, Victor Retailers, for putting your energy and your money into improved Victor establishments. We know the year Nineteen Twenty-one will show just as much increase in sales over Nineteen Twenty as Nineteen Twenty did over Nineteen Nineteen.
^ Do not be affected by conditions which are affecting other industries. Put your shoulder to the wheel! Your Victor business is bound to increase.
Knickerbocker Talking Machine Co.
ABRAM DAVEGA, Vice-Pres.
KNICKERBOCKER TALKING MACHINE CO.
Metropolitan Victor Wholesalers 138 West 124th Street
New York
22
THE TALKING MACHINE WORLD
January 15, 1921
January 15, 1921
THE TALKING MACHINE WORLD
23
Thousands oi people in your territory are taking piano lessons. Every one of them ought to hear the great Josef Hof mann play Chopin's "Fantaisie Impromptu" and Liszt's "The Rustling of the Woods". A-6174
Columbia Graphophone Co
NEW YORK
BRINGS SUIT OVER THE USE OF THE NAME "EMERSON"
Emerson Piano Co. Seeks to Have Emerson Phonograph Co. Restrained From Using Name "Emerson" on Phonographs — Defendant Files Answer and Makes General Denial
The Emerson Piano Co., as a corporation under the laws of Illinois, and with its prin- cipal place of business in Boston, Mass., re- cently filed a bill of complaint in the United States District Court, Southern District of New York, against the Emerson Phonograph Co., Inc., a New York corporation, asking that the court restrain the latter concern from further use of the name "Emerson" in connection with the manufacture and sale of musical instruments, particularly phonographs and records, and also to order an accounting of profits and the pay- ment of damages.
In its complaint the Emerson Piano Co. de- clares that that company and its predecessors have since 1849 been engaged in the manufac- ture and sale of musical instruments, particu- larly pianos, under the trade-mark "Emerson," and have spent large sums in advertising that name. The complaint recites the history of the Emerson Piano Co.'s business up to the pres- ent time and sets forth that the company has not been confined to the manufacture of one type of musical instrument, but has made an in- strument of the player-piano type bearing the name "Emerson-Angelus," and on or about De- cember 1, 1919, extended its business to in- clude the manufacture of phonographs bearing the trade name "Emerson."
The complaint goes on to say: "For the pur- pose of informing the public of the plaintiff's rights in the premises and in order that the plaintiff's rights might be made clear and cer- tain the plaintiff has caused the said trade-mark to be registered according to the statutes of the United States, to wit, Certificate No. 53,383, registered the 5th day of June, 1906. * * *
"And the plaintiff has more recently, to wit, on or about December 6, 1919, made applica- tion to the United States Patent Office for the registration of its lawful trade-mark, 'Emerson,' for musical instruments, as applied specifically to sound-reproducing instruments or phono- graphs. And the plaintiff further says that dur- ing the latter part of July, 1920, it learned for the first time that an opposition to its said application had been entered by this defendant in the United States Patent Office, in which, without shadow of right or basis in law, the de- fendant herein opposed the granting of the plaintiff's said application, that plaintiff has duly answered in said opposition proceeding, and said proceeding is pending in the United States Patent Office."
The complaint goes on to declare that be- cause of the reputation and quality of the plain- tiff's goods, all musical instruments stamped or marked with the plaintiff's trade-mark, "Emer- son," have been, and are, highly esteemed by dealers and purchasers and are selected and pur- chased at high prices in preference to other goods. It declares that the plaintiff's ownership of the trade-mark "Emerson" as applied to
musical instruments is of great value and profit, approximately many thousands of dollars. It is further averred1 that "the trade-mark 'Emerson' has been universally known and recognized as indicating that goods bearing such trade-mark were the product of the plaintiff, and said trade- mark has become, and is, valuable property right of the plaintiff and a protection to pur- chasers of musical instruments made by the plaintiff, and that the word 'Emerson' has be- come, and is, the exclusive property of the plain- tiff as applied to musical instruments, and that the plaintiff is entitled to the sole and exclusive use and benefit thereof, and that the plaintiff is entitled to recover for damages, or profits, which have resulted, or accrued, from the in- fringement of the plaintiff's rights hereinafter set forth."
The plaintiff declares that notice in writing of its trade-mark rights in the word "Emerson" was given to the defendant on or about February 19, 1920.
In its reply to the bill of complaint, the Emer- son Phonograph Co., Inc., enters a general de- nial, declaring that this corporation was organ- ized and has been conducted under the leader- ship of Victor H. Emerson, "a nationally known and recognized genius and figure in the phono- graph industry," and that since the date of the
company's organization in, 1915, it has been extensively engaged in manufacturing and sell- ing phonographs and records, and has spent large sums in advertising the trade-mark Emer- son under which its goods have been uninter- ruptedly sold up to the present time in interstate commerce throughout the United States and foreign countries. The answer also declares that "Emerson records and Emerson phonographs are known from one end of this country to the other, and constitute in the public mind throughout the United States one of the leading branches of this industry. * * * * The word 'Emerson' in the phonograph industry is to- day recognized and known as indicating as the source and origin of phonograph goods the Emerson Phonograph Co. and no one else."
The defendants call attention to the fact that the right of the Emerson Phonograph Co. to manufacture its phonograph records in spite of the apparent monopoly of the Jones patent was upheld by the court in 1916.
In filing its answer the defendant company, in turn, "prays that the Emerson Piano Co. may be enjoined and may be ordered to account" and also that damages be assessed.
NYTROLA IS NAME OF NEW MACHINE
A new talking machine known as the Nytrola is being manufactured by the T. & H. Specialty Co., of Charleston, W. Va. The capacity of the present plant is said to be twenty machines a day.
Profits Depend On Sales
A very definite policy of the C. C. Mellor Company is to lend every assistance within reason for stimulating their cus- tomers' sales of Victrolas and Victor records. :-: :-: :-: :-:
C. C. Mellor Company
1 152 Penn Avenue, Pittsburgh, Pa.
24
THE TALKING MACHINE WORLD
January 15, 1921
$5.- for Every New Use Suggested
for the
You know what the Magnavox does — so magnifies the voice or sounds from a phonograph record or any other source that every word or note can be heard by a vast audience whether in an auditorium or outdoors. Or the sound can be modi- fied at will to a mere whisper.
We're finding new uses for this instru- ment every day, but we want a lot more.
You may know some new ones. Tell us and win $5.00 for each one.
Herewith are listed a few suggestions, to serve as illustrations. Each person to register a use, as yet not known to us, will receive $5.00.
There's big profit selling this instrument and the field for its use seems unlimited.
Send for Bulletin 22520 which tells all about the Magnavox.
J. O. MORRIS CO., Inc.
- Distributors for New York and New England
1270 Broadway, New York City
A few uses suggested for the Magnavox:
For Concerts and Entertainments For Lectures and Public Speakers For Playgrounds On Shipboard On Recreation Piers To take place of Band or Orchestra For Dances
For Church Entertainments For Social Gatherings Calling between Departments
For Shop Keepers to attract attention to their Stores To demonstrate Records For Beaches For Skating Rinks For Fairs and Exhibitions For Train and Open Air Announcements Y. M. C. A.'s and Y. W. C. A.'s For Schools As a Megaphone
For Contractors directing work on Buildings
■
January 15, 1921
THE TALKING MACHINE WORLD
25
Your Problem Is Ours
Good Profits (to you) -|- Good Service (to your customers)
Answer: TONAR RECORD BRUSHES
(Trade Mark)
Have we solved the above problem correctly?
Write to-day for prices and sample and see for yourself
PARKS & PARKS, Inc. TROY, N. Y.
New York Office, C. E. Peabody & Co., 186 Greenwich St. Southern Representatives: I. W» Becker & Co., 226'i Peachtree St., Atlanta, Ga.
SIMPLICITY IN WINDOW DISPLAY
Concentration on a Single Subject, a Machine or Record, Brings Most Successful Results — An Illustration Worth Noting
A practical demonstration of the fact that the proper display of a single instrument is generally more effective than a windowful of goods ar- ranged haphazard, and calculated to confuse the observer, is found in the following story from the last issue of The Puritan, the house organ of the United Phonographs Corp., Sheboygan, Wis., under the caption, "An Accidental Suc- cess":
It is a temptation when dressing a show win- dow to put in more goods than the public can "measure up" without- coming to a halt and mak- ing a deliberate inspection.
Most window dressers advocate concentration on one or two objects, rather than a diffusion of attention on many. This does not hold true of dress goods and apparel windows because women always take .time to inspect everything of this kind displayed.
A phonograph, being a relatively small article, takes up so little room that the dealer is tempted to put in several, either of the same make, or a variety of makes. This is the general practice, but a variation is often effective.
A merchant in Cleveland was changing his window trim, and after removing all the goods he was called away, and only had time to put one Puritan in the space before closing time. A few Puritan records were placed against the base, together with a neat gray card, lettered in white, "The World's Greatest Entertainer." N^> other goods were shown.
On approaching the store next morning, the dealer was surprised to see an unusual number of well-dressed people inspecting the display. Three people entered when he opened the door, and throughout the morning there were many others attracted. We don't know whether sales were made then, but there was no doubt that the solitary Puritan and the simple eye-catch- ing card had made an impression. "This was an accidental stunt," said the proprietor. "If I had had time I was going to put in a windowful, and.it must b£ there is something in this 'con- centrated attraction' idea after all."
There is an idea here set forth that is well worth emulation.
BRILLIANTONECO.'S SOUVENIR
Among the most attractive remembrances pre- sented by talking machine houses to their cus- tomers this season is that of the Brilliantone Steel Needle Co. of New York City. Prior to the Christmas holidays there was sent from the Bril- liantone headquarters an exceedingly attractive desk set, consisting of a letter opener and scissors with gold-finished handle and sheathed in a leather case with a brass tip. This useful and artistic memento will serve perpetually as a reminder of the good will of the Brilliantone Steel Needle Co. and Byron R. Forster and Harry W. Acton, who direct its destinies, throughout the New Year.
WOMEN SUCCEED IN MUSIC STORES
Bring Best Results in Selling Music, Says Prominent Woman Writer — Talking Machine Demonstration Needs Feminine Touch
"Service has always been Mrs. Brewster's theory of success," says a writer in The Inde- pendent Woman, describing the career of a brilliant talking machine saleswoman.
"And she believes that the maximum of serv- ice can only be obtained from a sales force that is intelligent. The question does not revolve about the relative ability of man or woman when it comes to the selling end of the game; it is whether the proposition they sell has a feminine or masculine appeal.
" 'I do not like men on the sales force of a talking machine shop, but it is not because I do not think men cannot sell as well as women,' Mrs. Brewster said. 'In the first place such a job is apt to attract only the man or boy who is lazy. It is a position that requires the feminine touch, and the man who gets into such a job is apt in time to become effeminate.
" 'Of course, such individual cases as the man working his way through a musical course, or passionately interested- in music for the music's sake, are not to be considered. The average boy, however, prefers ragtime to good music, and he follows his taste when demonstrating to the public, and when the public leaves before he is half through his demonstration he non- chalantly lights a cigarette and forgets about the lost sale.' "
CLOSE EMERSON CANADIAN BRANCH
Brockville, Ont., Investors Will Have Money Invested Returned to Them According to Statement Issued by the Local Board of Trade
Brockville, Ont., January 3. — On account of difficulties which have beset the parent concern in the United States the establishment in Brock- ville of a Canadian branch of the Emerson Phonograph Co. has been abandoned. Brock- ville people have subscribed considerable stock iii the project, which will be returned to them as a result of representations made by the Board of Trade, which had endorsed the proposition. The Standard Securities Corp. was acting as selling agent. The capitalization of the com- pany was $500,000 and exclusive rights had been granted to the Emerson Canadian Co., Ltd. It was the purpose of the company to manufacture Emerson records and, ultimately, produce phonographs.
URGES ETHICS IN BUSINESS
Commissioner Murdock Places Inviolability of Contract First
Business men of the nation are giving to the whole world a service beyond price, Victor Mur- dock, chairman of the Federal Trade Commis- sion, said in an address in Cleveland, O., re- cently.
"The modern business man trades wares, qual- ity and service, for money and good-will," he said. "Service thrives through an exercise of those factors which have built up our civiliza- tion. First and foremost among those factors is inviolability of contract. We must keep our word. A verbal pledge should remain a bond.
"The man who misrepresents in trade, in labels, in advertisement or in sale has no place in this situation, for a single unfair competitor, sometimes a single unfair act, will disorder a whole line of industry. The man who cripples a competitor by unfair methods is blocking the path of progress, not blazing it."
CHAUTAUQUA PHONO. CO. FORMED
The Chautauqua Phonograph Co. has been in- corporated under the laws of Delaware to manu- facture talking machines. The capital of the corporation is $1,000,000 and the incorporators are. C. B. Bishop, H. H. Ochletree and A. A, Bishop, Wilmington.
AUTOMATIC STOPS
The simplest and most efficient Auto- matic Stop on the market. They give excellent service, are easily installed and are absolutely guaranteed.
Send 50 cents for Sample Stop
___^3SSi-#^\ Kirkman Engineering Corporation
3
484-490 Broome St., New York
26
THE TALKING MACHINE WORLD
January IS, 1921
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How Best to Protect Musical Instrument Designs by Means of Patents -
By Waldon Fawcett |
n
In a special article in The Music Trade Re- view recently Waldon Fawcett, of Washington, called particular attention to the inclination of various concerns to secure what are known as "design patents" on their products in order to prevent competitors from copying various popu- lar models of musical instruments at the ex- pense of the originators.
In discussing this important question Mr. Faw- cett says in part:
"That the music industries are but just awak- ening to the importance of protecting distinctive cases, cabinets, benches, etc., against intentional or unintentional imitation or duplication is at- tested by the number of firms in the trade that have lately taken out, at one swoop, as if were, patents covering their entire range of models. As an illustration — one among many — we find a Chicago manufacturer of phonographs taking out, only a few weeks ago, a battery of patents covering the ornamental designs of this firm's respective sound-reproducing cabinets — period models as well as new contributions to the cate- gory of 'uprights.' Many firms in the trade, not content with isolating their ensemble designs, have taken out patents on grilles, tone control devices and other details.
"As the patenting of the designs of musical instrument cases becomes more general in the industry we may expect that such evidence of originality of conception will be more extensively played up as a 'talking point.' The term 'patented' has long been a word to conjure with in the -music trades, as in other commercial and industrial fields, but heretofore music trades- men, in invoking the prestige of patents, have usually had reference to mechanical patents.
■iiiiimimiiiiiimiiimiiiiiiiiiiiimiiiiiiiiiiim
When you stop to realize it, though, the design patent comes closer to the elements of salesman- ship than its mechanical counterpart. Upon the latter may depend something of the service that an instrument will give its owner; yea, and something of its tone, perhaps, but design patents give the measure of the appearance of an instrument and every purveyor of musical wares knows that 'appearances count.'
"Some skeptics in music trade circles have re-
II
H Originality of Design ( m Conception Will Be | More Extensively ■ U Played Up as a" Talk- ■ | ing Point" in the Future ■
mained lukewarm in the face of the new trend to design patenting because of a cynical theory that 'any old thing' can be made the subject of a design patent. In all fairness, this sus- picion that there is no insistence upon 'inspira- tion' as the prerequisite of a design patent is not justified. To be sure, design patents cover fea- tures of musical instruments that are orna- mental rather than utilitarian, but in order to win one of Uncle Sam's testimonials to orig-
iimiiiiiiimiiiiiuiiimiiiiiiuiimiiiiiiiiimiiiiiimn
inality there must be a new appearance created by inventive process and serving the purpose of embellishment. The umpires at Washington even undertake to draw a distinction between novelty and invention and it has on more than one occasion been held that minor differences or departures in the outline of a musical in- strument case, such as might suggest themselves to any resourceful workman, could not be ac- cepted as a basis for design patents.
"One of the limitations of the design patent system is that which denies protection to fresh productions that are essentially nothing more than adaptations of old designs, long known in the art of the industry. Mere changes in size, color or material will not support a claim for a design patent, nor will a regrouping or rear- rangement of devices and ornamental forms long known in the music industries unless, mayhap, the adapter has so completely disguised and re- juvenated his mediums of adornment that the effect produced is that of a new entrant.
"Judging from correspondence that has come to Washington from quarters within the trade, some musical instrument manufacturers and marketers have refrained from taking out de- sign patents under the impression that the monopoly thus conferred can apply only to the ornamentation upon an article of manufacture rather than to the article of manufacture itself, as that article is manufactured and produced. It is unjust to thus narrowly appraise the scope of design patent protection. There are prece- dents aplenty to prove that design patents may be taken out on articles which have a useful mechanical function, provided such articles also
NEW YEAR'S GREETINGS
There's Real Joy and Happiness in Every Package of
DE LUXE NEEDLES
Full Tone
What better New Year's Wish, therefore, could we suggest than that every Warehouse, Store and Home could share with our long list of satisfied customers the entire satisfaction and ever- lasting Happiness in the use of DE LUXE NEEDLES exclusively throughout the New Year 1921?
DON'T FORGET THESE FACTS
1. Perfect Reproduction of Tone 2. No Scratchy Surf ace Noise 3. Plays 100-200 Records
Three for 30 cents
DUO TONE COMPANY, Inc.
Sole Manufacturers of De Luxe Needles
ANSONIA, CONN.
Medium Tone
Liberal Discounts
h
The Talking Machine World, New York, January 15, 1921
Records
BLUES! BLUES!
MAMIE
AND HER JAZZ HOUNDS
4228 10'in.
$1:00
4194 10 in. $1.00
4169 10 in. $1.00
4113 10 in. $1.00
MEM'RIES OF YOU, MAMMY I IF YOU DON'T WANT ME BLUES | THE ROAD IS ROCKY
FARE THEE HONEY BLUES CRAZY BLUES - IT'S RIGHT HERE FOR YOU THAT THING CALLED LOVE
Mamie Smith and Her Jazz Hounds Mamie Smith and Her Jazz Hounds Mamie Smith and Her Jazz Hounds Mamie Smith and Her Jazz Hounds Mamie Smith and Her Jazz Hounds Mamie Smith and Her Jazz Hounds
Mamie Smith
YOU CAN'T KEEP A GOOD MAN DOWN
Mamie Smith
GENERAL PHONOGRAPH CORPORATION
OTTO HEINEMAN, President
25 West 45th Street
New York City, N. Y.
Factories: Newark, N. J. Elyria, Ohio Putnam^ Conn. Springfield, Mass. Kitchener, Ont. Branch Offices: Chicago, III. Toronto, Can, London, Eng.
January 15, 1921
THE TALKING MACHINE WORLD
27
make a pleasing impression on the eye. The Commissioner of Patents, in the sarne spirit, ruled not long since that a design patent should not be refused simply because a device has mov- ing parts.
"The attitude of the Federal courts in recent years, both as affecting musical instruments and other articles of commerce that are in some- what the same relative position, is that protec- tion may be invoked via a design patent for a new and original shape given to an article of manufacture quite as readily as for an orna- mentation placed on the article and that the 'ap- pearance' of an article is none the less patent- able because a mechanical function is involved.
"Some disappointment has been occasioned now and then to music industry interests by the fact that the protection of design patents can- not be invoked for what is known as the 'in- ternal structure' of an article, as, for illustration, a hidden part of a piano or player. Inasmuch, though, as the whole basis of a design patent is the 'appearance' of the article — the effect on the mind through the eye — it is but logical that no feature of interior construction should be ac- corded the shelter of a design patent. There have even been instances in which design patents have been denied for articles 'for obscure use," evidently on the premise that it is too much to expect that an article that is covered up or used in an obscure manner should possess any high degree of artistic excellence. However, all such cases are considered individually and just as in other directions a border line case is often disposed of in a manner that spreads the blanket of a design patent over features that, at casual glance, might not seem susceptible of such entrenchment.
"In view of the fact that in the music trades the differences between patented designs are apt to be matters of detail it is highly impor- tant that in the most recent pronouncement on the subject of designs by a Federal court of ap- peals the principle was laid down that when it comes to ascertaining what is objectionable 'identity of appearance' it is to be borne in mind that the persons liable to be" deceived are not experts, but ordinary observers giving such attention to the matter as purchasers usually give. 'Tf the effect produced upon the eye is the same,' the court puts it, infringement is established. Broadly speaking, the tendency seems to be to afford more rather than less pro- tection than formerly under a design patent."
MISS MORRISEY MARRIES
Prominent Edison Star Becomes Bride of Roy J. Keith, Also Well Known in the Trade
Marie Morrisey, the popular contralto and widely-known Edison artist, was married on December 21 to Roy J. Keith, formerly vice- president of the New York and Chicago Talking Machine Co. Mr. Keith is now vice-president of the Curtis Candy Manufacturing Co., of Chi-
Miss Marie Morrisey
cago. Miss Morrisey is one of the most popular of Edison artists, both with Edison phonograph owners and Edison dealers, and it is felt that they all join in the hearty congratulations and best wishes here extended. She was the first Edi- son artist to take up regular tone-test recital work and go on tour/ and she has just completed a six weeks' tour through the Middle West. The couple will spend their honeymoon in Honolulu and California, and on their return will make Chicago their home. Miss Morrisey will not abandon the concert field.
TALKER TO ANSWER TELEPHONE
When you are expecting a friend to call you on the phone and you are unexpectedly called away, you may leave a message for him on a record, according to the story of a new device perfected -by E. L. Grauel, one of the engineers of the Automatic Telephone Co., and explained by him at a recent meeing of the members of the Chamber of Commerce in Philadelphia.
Tell your prospect why he should buy. Don't Now is the time to consider results in terms ask why he doesn't. of what it costs to produce them.
BLAND1N
r) LANDIN owners are ever increas- ing. When you com- pare Blandin repro- duction, you will un- derstand why no other phonograph will en- tirely satisfy you.
Racine Phonograph Co., Inc.
RACINE, WISCONSIN.
Hear \
ra Piano^
Record oa iftc
.Blandin,
FINGER NAIL REPRODUCES SOUND
Some owners of talking machines have dis- covered that the finger nail possesses the prop- erties for reproducing music from the record grooves. It has been found that if the finger nail is sharpened slightly so that it will fit into the grooves of the record a faint reproduction will be heard as soon as the record revolves. Although the volume of sound is very small, the reproduction is very clear and the word,s of a song may be distinguished with ease. Strange to say, if a needle is held between the fingers no sound' is heard. This story is being extrava- gantly "played up" in the daily papers.
.iilllJiiiiiinwmwwwirwwwmiiwwwmwwwiiiiiiiii iiiiiniimTWTwmww
Stopping advertising in order to save money is like letting the bearings of your automobile run dry to save oil.
28 THE TALKING MACHINE WORLD January 15, 1921
Ceixajr Rapids, Iowa.
j ORGANIZATIONS ARE BUILT ON SERVICE 1
I THE PROOF OF SERVICE IS AN ORGANIZATION |
There is a dealer under contract for the sale of The Serenado at each point ■
H shown on the map. (
H Some of those dealers are large, some of them are operating in a small way m
B but each and every one of them contracted with us because The Serenado ■
J was recognized as standard and of high quality and our effective co-opera- ■
| tion and the low prices made possible by our merchandising methods were ■
■ desired. ■
jj They are continuing with us for the same reasons.
As states are opened the better class of dealers are taking on the line — isn't j|
U that a guarantee of service rendered? ■
1 SERENADO MFG. CO. 1
CEDAR RAPIDS, IOWA ■
All the Worlds Artists play and sing their best jbr the Audience c£ IZeSerenacfo
January 15, 1921
THE TALKING MACHINE WORLD
29
BRINGING MUSICAL APPRECIATION TO THE PUBLIC SCHOOLS
Interesting Details Showing How Fourteen Schools in Cicero, 111., Are Utilizing the Grafonola as a Factor in Augmenting Musical Knowledge — A Story of Real Progress
Cicero, 111., a city of over 45,000, the largest city in Cook County except Chicago, with a school enrolment of 7,000, has recently demon- strated a great appreciation of the place music deserves in its public schools and of the ability of the Columbia Grafonola, in particular, to bring to the scholars in Cicero the message of music. The School Board could not provide the
for this fine piece of work goes primarily to the children of these schools, but some of it must be shared with Miss Genevieve Quealy, Chicago representative of the educational department of the Columbia Graphophone Co., and some to E. Blimke, of the Chicago sales force, and to Jus- tin Bros., the Columbia dealer in Cicero.
The schools in Cicero which are now equip-
memory and athletic contests, with public-spirit- ed citizens offering money prizes wherewith to purchase an instrument. The more schools are thrown on their own resources to provide means for the purchase of talking machines the sooner School Boards will wake up to their obliga- tion to provide all schools with this needed equipment.
BRUNSWICK STORE IN HOLLYWOOD
Reed & Dady have opened a new Brunswick store in Hollywood, Cal., located at 6611 Holly-
Fourteen Schools of Cicero, 111.,
funds at the time, therefore the scholars took matters in their own hands and raised the money. Each school formed its own unit, entered into a campaign to collect old papers and news- papers and with the proceeds of the sales from these bought their Grafonolas.
Not a school heretofore had an instrument. Now each of the fourteen schools in Cicero has a Columbia Grafonola, bought and paid for outright by the pupils of each school. Credit
Where Colum)ia Grafonolas Have Been Installed
ped with Grafonolas are as follows: Woodbine, Morton Park, Drexel, Goodwin Clyde, Cicero, Sherlock, McKinley, Woodrow Wilson, Roose- velt, John Paul Jones, Burnham, Hawthorne, Columbus and J. H. Sterling Morton High School.
There are other ways that may be suggested to the schools for raising funds with which to purchase talking machines, such as cake and candy sales, suppers and fairs, essay, music
Through the Efforts of Pupils
wood boulevard. All models of the Brunswick- are shown in the attractive display rooms, which are finished in royal blue and ivory.
O. S. Grove has opened a new talking ma- chine store at 517 Thirteenth street, Oakland, Cal., where the Aeolian-Vocalion line will be featured under the management of H. Murphy, formerly manager of the City of Paris phono- graph department.
^Ae Phonograph yrlarvelous Tone
IN FOUR FINISHES
Superior Service
7 High-class Models
POPULAR PRICED $105 to $350
BIG INDUCEMENTS to a LIVE DEALER— PLAYS ALL DISC RECORDS. Machines in
Transit, same day ORDER RECEIVED
Write for Agency
Eastern Penna., New Jersey, Delaware and Maryland
Ask about the TONOFONE NEEDLE, the wonder of the age. Large profits and constand demand.
Vitanola Distributors Co.
1025 ARCH STREET
PHILADELPHIA, PA.
VITANOLA FOURTEEN
30
THE TALKING MACHINE WORLD
January 15, 1921
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NO HEAVY INVESTMENT in machines to protect yourself — no loss of sales during the busy season because of shortages. You can order as many ARIETTAS as you need now and get IMMEDIATE DELIVERY on future orders, as you need them. In other words —
The Machines You Want, When You Want Them !
\ And ARIETTA Prices Are RIGHT!
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^RIETTA
HAS EVERYTHING your most exacting customer can ask for — sweetness of tone, beauty of design, quality of materials and workmanship — and the prices arc right!
That's the reason ARIETTA is putting new life in dormant phonograph departments — it rep- resents the kind of value people are demanding nowadays — and it nets you a satisfying profit.
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At least, investigate the ARIETTA proposition. Fill in and mail the coupon and get our exclusive agency offer by return mail. Do it NOW!
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January 15, 1921
THE TALKING MACHINE WORLD
31
THE CHOOSING OF SALESMEN
Some Excellent Suggestions on That Subject Are Offered by Hugh Chalmers
Hugh Chalmers, one of the most-noted busi- ness men in America — so because of his master ability both as salesman and sales manager — considers the following points most valuable in hiring salesmen:
Has the salesman letters of recommendation? If so, he probably is a man who needs them. Is the salesman one who can be fired as easily as he can be hired? That is, is he a brother, cousin, uncle, father or son of a present em- ploye or officer of the firm? Can he give a surety company bond? If not, chances are something is wrong with the man. Can he give his last employer as well as previous employers as reference? Has he made a study of the science of salesmanship? Did he work as a boy, or was he brought up in idleness until of age? Did he learn to overcome obstacles in youth or tackle the problems of the world as a full-grown man? Are his habits good? By that is not meant is he 100 per cent good, but is he a decent sort of fellow? Does he over- irdulge in things he should not?, Would he im- press you favorably if he were trying to sell you something instead of applying for a job? Has h<- saved money? If not, why not? Can he get to the point quickly or does he take a circuitous route? Can he answer objections quickly? Try him out. Ask him to give three reasons why he thinks he can sell your goods and test his ability to think quickly and give logical answers. Is he quick-tempered? A quick-tempered man weakens himself in the eyes of others when he loses his temper. Is his voice pleasing or rasp- ing? Has he respect for the opinions of others? Do his voice and his manner impress you as carrying conviction when he makes a point? Has he enthusiasm in his nature? Does he re- spect the opinions of others? Is he positive in his statements? Can he listen as well as talk? Does he know when to stop talking? Is he
easily discouraged when told he can't have the job?
The reasons why these questions are asked are obvious. A firm is known by its representatives and should carefully select men who reflect nothing but credit on the house which they are representing.
MEETING OF TALKING MACHINE MEN
Local Association of Retailers Fixes Date for Annual Entertainment and Discusses Numer- ous Matters of Trade Interest
THE COLUMBIA IN CENTRAL EUROPE
Interesting Account of a Grafonola That Has Seen Service in Y. M. C. A. Work
W. P. Viles, Y. M. C. A. secretary, at Leit- meritz, Czecho-Slovakia, who during the war
Bohemian Children Listening to the
won a Croix de Guerre, sent the picture herewith reproduced to the Columbia Graphophone Co. The scene shows Bohemian children surround- ing a Columbia Grafonola in the Y. M. C. A. at the Leitmeritz garrison. In writing about it Mr. Viles said: "I have carried this machine through the Siberian campaign during 1918-1919 and here this year without a failure to play at every winding. This is a fact which is worthy of mention."
At the monthly meeting of the Talking Ma- chine Men, Inc., held at the Hotel Pennsylvania recently, it was announced that April 10 was the date selected for the annual dinner and en- tertainment of the Association, the probabili- ties being that the affair will be held at the Hotel Pennsylvania, as has been the case during the past two years.
The Sunday closing question also came up for discussion during the meeting and the matter was placed in the hands of a grievance committee for definite action.
The question of record exchanges among members was also considered and E. G. Brown, secretary of the Association, and Irwin Kurtz were appointed a committee to visit Phila- delphia and make a study of the very successful sys- tem of record exchange that has been put in prac- tice by the Philadelphia Association. Information as to the methods of the Grafonola exchange will be placed
before the Association.
NEW BOSTON INCORPORATION
The Independent Talking Machine Co. of New England, with main offices in Boston, has incorporated with a capital of $100,000. The incorporators are Philip E. Sage and Samuel Albert, of Cambridge, and Ella C. McLoughlin, of Brookline.
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A DEBUT IN AMERICA
But well known all over the world
ODEON^FONOTIPIA
RECORDS
make their first bow to the American Trade AMERICAN and COMPLETE INTERNATIONAL REPERTOIRES
RECORDED IN THE COUNTRIES OF ORIGIN
ONLY THE VERY BEST SELECTED FROM OUR VAST REPERTOIRES
SINGLE SPRING MOTORS
ENGLISH— FRENCH— ITALIAN — SPANISH — GERMAN — DU fCH- SCANDINAVIAN -RUSSIAN — POLISH — BOHEMIAN —SERBIAN— HUNGARIAN— TURKISH— ARABIC - CHINESE- GRECIAN -HEBREW -YIDDISH - SLOVENISH - ROUMANIAN -STRIAN
Distributors Will Appreciate Our Proposition
THE ARTISTIC RECORDINGS COMPRISE SELECTIONS BY THE MOST FAMOUS ARTISTS
Od
POPULAR PRICED TABLE PHONOGRAPHS
encan WdQon vjDrporation
lOO WEST 2151 STREET NEW YORK.
32
THE TALKING MACHINE WORLD
January 15, 1921
Granby Phonographs Are Selling Today In Spite of the So-Called Depression
3*C
IFTEEN to twenty sales daily in towns of from 10,000 to 60,000 population prove Granby' s contention that business is what you make it.
And so strong is our faith in this conten- tion that we are going to prove it to every dealer who is not so steeped in pessimism that he is blind to opportunity.
WE WILL SELL HIS CONSIGNMENT OF GRANBY PHONOGRAPHS AND FINANCE THE DEAL FOR HIM
What is the use of grumbling and growl- ing over business conditions? Wake up and make business conditions what you want them to be.
Write or wire us today for details.
GPANBY PHONOGRAPH CORPORATION
BIN ORF O Lr K - V I R G INI A©
•• Jafftoi-y ■ Newport //ev/s * *
January 15, 1921
THE TALKING MACHINE WORLD
33
The two big song hits ot the Ziegfeld Follies of 1920 are "I've Got the Blues for My Kentucky Home" and "Marimba." Van and Schenck make a doubly popular record by singing one of these songs on each side. Order big. A-3336
Columbia Graphophone Co
NEW YORK
REPAIRS
TALKING MACHINE TROUBLES AND HOW TO REMEDY THEM
Conducted by Andrew H. Dodin
NOVEL IDEA IN EDISON ADVERTISING
NEW VICTOR SALES HELPS
Adjustments That Make Sales
After the rush of holiday buying is over a great help to future sales will be found in hav- ing your salesman call on a number of those customers to whom you have sold machines within the past few years, with the idea of look- ing over their machines to see if they are in cor- rect playing condition. There are a great many little minor adjustments that can be made which would not only be appreciated by the machine owner, but would also help greatly in selling more records.
Probably the greatest fault found with the average machine is in the speed adjustment. The machine is almost always found to run either too fast or too slow. The record, re- corded at seventy-eight revolutions per minute, must be reproduced at that speed to insure proper time for dancing, or proper pitch for the voice or instrument. On all machines, no mat- ter of what make, will be found some method of changing the speed of the motor. Look to this point first and make the adjustment, counting the speed of the turntable by placing a small piece of white paper between a record and the turntable felt, start the motor running, and then counting seventy-eight revolutions of the paper to the minute.
Once the speed is adjusted correctly it is an easy matter to play over a record to see if the sound box is in proper adjustment. If it should squeak or make a buzzing sound take a small jeweler's screwdriver and try tightening up the needle arm adjustment screws, and then see if the wax placed at the junction of the needle arm and mica diaphragm is not cracked or off en- tirely. If it is simply cracked hold the flame of a match near enough to it to melt the wax so that it will run together evenly, or if off entirely put on some new wax.
The motor board can be taken out of the ma- chine so that the motor can be oiled at the proper places and vaseline put on the governor and turntable spindle spirals. If the condition of the motor is such that it must be sent to your repair shop the matter, of course, can be taken up at once with the owner. After a thor- ough inspection and adjustment the customer is assured that the machine is again in first-class condition and this can be depended upon to awaken new interest in its owner to the point of purchasing some of the latest records (have latest catalogs handy) merely as an appreciation of the foresight of the dealer who has taken enough interest in him to see that he was get- ting the best results possible from the machine.
The wise manager knows the channels of distribution as a pilot knows the rocks and the harbors.
In the Edison national advertising for February, advance proofs of which have just been sent to Edison dealers, the public is in- vited to join with Thomas A. Edison in an ex- periment, the purpose of which is to ascertain and classify the effects of music on the minds and moods of mankind.
Its- readers will be invited to analyze their own mental reactions to music either in their homes or at an Edison dealer's store, the only necessary appointments being an Edison phono- graph, a number of Edison Re-Creations and a specially prepared chart upon which the various mood changes may be recorded.
William J. Burns, head of the Wm. J. Burns International Detective Agency, the first man to fill out the "Mood Change Chart," will be shown in the advertising analyzing his own mental reactions, as well as a photographic re- production of the chart filled out by him and showing the results of his analysis.
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Several Very Valuable Aids for the Retail Victor Dealer Just Off the Press
The Victor Talking Machine Co. has just is- sued a splendid budget of sales helps which em- phasize its desire to help the dealer to achieve greater results in a business way. This litera- ture includes the regular January supplement as well as supplements for the same month in the following languages: Bohemian, Greek, Hebrew (Yiddish), Hungarian, Italian, Lithuanian, Mex- ican, Norwegian, Polish, Portuguese, Roumanian, Russian and Swedish, as well as proofs of ready- made advertisements.
ADVERTISING RESPONSIBILITY
What you advertise you "say to the world" — responsibility is correspondingly great and the consequences are in proportion. — From a bulletin of the Dallas Music Industries' Association. Illllllllllllllllllllllllllllllllllll
"LIBROLA
A Library Table PHONOGRAPH
Dealers can complete their line with this high-class instrument which appeals to the best clientele.
Progressive dealers everywhere are develop- ing a prestige building, profitable business with the "Librola." Write for prices and open territory.
No. 250T. Patent applied for. Price $125 Net
48" long. 28" wide. 31" high. Finished all around Oafy. Mahogany or Walnul
All flal surfaces Veneered, all others solid Mahogany or Walnut
We are ready to make immediate deliveries. Send in your orders today.
SEABURG MANUFACTURING COMPANY
JAMESTOWN, NEW YORK
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34
THE TALKING MACHINE WORLD
January 15, 1921
$13,624,121 IN TAXES FROM TRADE
Government Report Shows Great Income From Music Industry as a Result of Excise Taxes — 500 Per Cent Gain Over Preceding Year
Washington, D. C, January 5. — According to the annual report of the Commissioner of In- ternal Revenue for the year ending June 30, which has just been issued, the music industries paid in excise taxes on pianos, player-pianos, talking machines, records, music rolls, etc., a total of $13,624,121.46 on the basis of five per cent of the manufacturer's selling price. The tax represents payment on a total business dur- ing the year of $272,482,429.20.
The figures in the latest report represent an increase of about 500 per cent over the revenue realized from the industry during the preceding year, when the total was only $2,283,245.99, the tax being at the rate of only three per cent and then only on specified products.
It is believed that the figures given in the report should offer an additional and convincing
argument in favor of the maintenance of the excise tax rate at the present standard instead of doubling it, as suggested by the Secretary of the Treasury. It is pointed out that increasing the tax to ten per cent would serve to cut down business and would not double the revenue as hoped, while on the other hand the music in- dustry in proportion to its volume of business has done more than its share in financing the country, especially when it is considered that in addition to the excise taxes there must also be paid the usual excess profit taxes and other levies.
PIRAMIDA PHONO. CO. ORGANIZED
The Piramida Phonograph Co., Brooklyn, N. Y., has been incorporated with a capital of $20,- 000. The incorporators are G. B. Glover, N. Galpern and H. L. Williamson, 619 Eastern Parkway.
Generosity is best shown in a candid estima- tion of other men's virtues and good qualities.
□
Cuts the Cost of Getting New Customers
Every possible new customer who goes to a com- petitor represents so much profit loss — profit on the first sale as well as on all future sales.
If your place of business is lost in darkness, cus- tomers will continue to trade with your competitors.
Brighten up your store front — erect a Federal Electric Sign. It carries your message 24 hours a day and attracts business from a distance in each direc- tion including cross streets. It cuts the cost of get- ting new customers. Made of porcelain enameled steel, it cannot rot, rust or fade. Never needs refin- ishing. Costs only a few cents for electricity — no other expense. Tear off and mail coupon for full information, price and free sketch of Porcelain Enameled Sign for your business — no obligation.
Credit the Si<|nfbr that Last Sale, Joe>"
Tear off and Mail Coupon Now
FEDERAL ELECTRIC COMPANY Representing Federal Sign System (Electric), 8700 South State Street, Chicago, 111.,
Please send me full information, price and free sketch of a Porcelain-enameled Steel Sign for my business. Explain your
9-months-to-pay Plan.
Name City
Street and No Business
Store Frontage No. of Floors.
. State .
LOPEZ SIGNS WITH COLUMBIA CO.
Famous Vaudeville Jazz Orchestra to Make Records for the Columbia Co. Exclusively
Vincent Lopez, the well-known pianist, and his jazz orchestra, known as "Lopez and His Har- mony Kings," recently signed a two-year con-
Vincent Lopez
tract to record exclusively for the Columbia Graphophone Co. His musicians played seventy weeks on the Keith circuit with Pat Rooney in his "Rings of Smoke" and are said to be the highest-paid band in vaudeville. Dur- ing that time fhey played eight weeks at the Palace Theatre, New York. They will shortly open in Pat Rooney's new show, "Oh, Pat!"
A BOOK FOR ADVERTISERS
Crain's Market Data Book and Directory of Class, Trade and Technical Papers, is just about ready for delivery. It lists all of the business publications of the United States and Canada, giv- ing circulation, rates, size of type page, closing dates, in addition to a market analysis of each trade, profession and industry. It is published by G. D. Crain, Jr., 417 South Dearborn street, Chicago.
Why Break Records? Just File Them!
That is if you have the wonderful Record filing sys- tem which is a feature of
The Marvelous MAGNOLA
Wa.TcKir\J the Music Come Out
This is only one feature of many that will command your interest and attention. Let us send you hand- some illustrated catalog and information as to our plans for helping you to make money ttrith MAGNOLA.
MAGNOLA TALKING MACHINE COMPANY
OTTO 8CHULZ, PraMtat General Office* Souther! WheletaU Brinen
711 MILWAUKEE AVENUE 1630 CANDLER BLDO.
6HICA80 ATLANTA. 6 A.
Supplement to The Talking Machine World, New York, January 15, 1921
Supplement to The Talking Machine World, New York, January 15, 1921
4
January 15, 1921
THE TALKING MACHINE WORLD
35
BEAUTIFUL PATHE FLOAT IN PARADE ATLANTA JOBBER IN NEW QUARTERS TO HANDLE VOCALION EXCLUSIVELY
Elaborate Phonograph Display Carries Off the Honors in Stirring California Pageant
Anaheim, Cal., January 3. — The anniversary of Armistice Day in thin city was celebrated with an elaborate pageant and parade and among the varied and beautiful features none attracted more favorable attention than the float of Roland B. Ingram, the progres- sive Pathe dealer of Anaheim.
As will be seen by the photograph herewith given, the float was an extensive affair, being thirty-eight feet in length, and it was the largest one in a parade two miles in length. The float was drawn by a runabout car artistically decorated with streamers and bunt- ing, and at the helm was perched a magnificent Red Rooster, represent- ing the famous Pathe trade-mark, two charm- ing little girls, surround- ed by Old Glory, stand- ing in the rear.
But the float proper was really the piece de
parade. On the expansive platform was arranged one of the magnificent twenty- four-sheet posters done in colors, with an ensemble group of the celebrated Pathe artists and stars of the opera, concert and theatre stage. A handsome period model stood in the rear center and the sides and arches of the float were festooned with garlands, flags, flowers, pictures and other decorations, the whole ar- tistic conception being very well carried out.
Wholesale Offices of Edison Phonographs, Inc., Now in New Two-story Building
Phonographs, Inc., Edison jobber in Atlanta, Ga., has transferred its wholesale offices from 182 Peachtree street, at which address its retail establishment is located, to 41 Cone street, where
Aeolian Co. Announces That Sale of Columbia Machines and Records Will Be Discontinued
The manager of the wholesale department of the Aeolian Co. announced this week that that company had decided to discontinue the handling of Columbia Grafonolos and records, not only in its New York warerooms, but also in its metropolitan and wholesale branches. The rea- son given for the change was that "the great popularity of the Aeolian-Vocalion and Vocalion records made it difficult to sell instruments or records not manufactured by the company it- self."
SUGGESTION ON DEMONSTRATING
resistance of
Pathe Float That Won the Honors
the is located its newly constructed two-story ware- house. According to E. F. Parr, assistant to the president, the change is expected to bring mem- bers of the executive staff in closer relation with the wholesale business of the organization. Mr. Parr also declared that during the year 1921 he expected to make a good record for sales.
One of the best demonstrations is somewhat along these lines, says The Puritan. Take a good instrumental record reproducing the vari- ous instruments. Tell the prospect to listen for some particularly interesting part of the record, telling him in advance that when the record is completed you will explain just how the instru- ment achieves such perfect reproduction. After the record is played begin the sales talk on the reproducer, the tone chamber, the tone arm, the sound box, the motor, etc. Then, if necessary, play a vocal record to demonstrate vocal repro- ductions and one or two ensemble or solo recordings. With this plan, demonstrations will last half as long and produce specific results with a more certain and speedier close with les- sened overhead expense.
NEW BROOKLYN INCORPORATION
The man who has sold goods is the man who can tell whether the advertising copy is able to do the same.
The Messig Orchestrion Corp., Brooklyn, N. Y., has been incorporated to manufacture musi- cal instruments. The capital of the new com- pany is $25,000 and the incorporators are L. J. Harris, J. O. Fowler and G. Messig, 506 Graves- end avenue.
36
THE TALKING MACHINE WORLD
January 15, 1921
CARDINAL RECORDS
RELEASE No. 1
January 1, 1921
Cat. No.
2001
POPULAR SONG HITS
'"Palesteena" — Comedy Song,
Sung by Fred Whitehouse
"She Gives Them All the Ha! Ha!"— Comedy Song,
Sung by Fred Whitehouse, Assisted by Lew Brown
if' Broadway Rose" — Tenor Solo,
2(\noi SunS by Charles Hart
j'Tve Got the Blues for My Old Kentucky Home" L —Ballad .Sung by Helen Bell Rush
r"My Home Town Is a One-Horse Town" —
Comedy Quartet Sung by the Harmonizers
"Don't Take Away Those Blues"— Tenor Solo,
Sung by Ernest Hare
"Down the Trail to Home, Sweet Home" — Duet,
Sung by Hart and Shaw
"I'd Love to Fall Asleep and Wake Up in My Mammy's Arms" — Tenor Solo,
Sung by Charles Hart
/'Margie" — Harmony Trio,
Sung by the Crescent Trio "Old Pal, Why Don't You Answer Me"— L Baritone Solo..-- Sung by Elliot Shaw
SACRED NUMBER
/'Onward, Christian Soldiers" — Sacred Hymn,
Sung by Gotham Quartet ."Nearer, My God, to Thee" — Sacred Hymn, I Sung by Gotham Quartet
POPULAR DANCE HITS
Cat. No.
r"Japanese Sandman" — Fox-trot, 1C\(Y7j Played by Raderman's Dance Orchestra
ZUU/^ ^whispering"— Fox- trot,
I
Played by Raderman's Dance Orchestra
2003
2004
2005J
.'"Grieving for You" — Fox-trot, 2ftftflJ Played by Ben Selvin's Dance Orchestra
1 "Feather Your Nest"— Fox-trot, I Played by Ben Selvin's Dance Orchestra
/'Caresses" — Fox-trot, 2009<! Played by Greene's Novelty Orchestra
j "Hop, Skip and Jump" — Fox-trot, L Played by Greene's Novelty Orchestra
STANDARD NUMBERS
2QjQ ("Souvenir" — Violin Solo.. Played by Vera Barstow ("Berceuse" — Violin Solo. . . .Played by Vera Barstow
r"Sunny South"— Medley,
!
I Played by Cardinal Concert Band
Played by Cardinal Concert Band > "Blue Danube"— Waltz,
2006
/'Aloha Oe" — Instrumental Duet, 9 ' Played by Ferera and Franchini
"1 "Honolulu Waltz"— Instrumental Duet, t Played by Ferera and Franchini
FIRST RELEASE A HUGE SUCCESS
Are You One of the Lucky Dealers? IF not WHY not?
CARDINAL
RECORDS
Are Smooth Well Recorded Popular Standards Latest Hits Best Artists
PHONOGRAPHS
Best Finish Krasberg Motor Automatic Stop Automatic Cover Support Tone Expansion Tongues
Jobbers and Dealers — Write for details of exclusive franchise
CARDINAL PHONOGRAPH CO.
Sales Office: 106 East 19th Street, New York
Factories: Newark, O. — Zanesville, O. — Pt. Pleasant, N. J.
January 15, 1921
THE TALKING MACHINE WORLD
37
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| Why the Subject of Profit Protection Is of I I Keen Interest to the Talking Machine Dealer I
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E. G. Brown, of Bayonne, N. J., secretary of the Talking Machine Men, Inc., recently re- ceived from Thomas M. Pletcher, president of the Q R S Co., Chicago, an interesting letter emphasizing the wisdom of price maintenance in fairness to the dealer and the public. The letter read in part:
"When a man mentions the two words, 'price maintenance,' the majority of his listeners begin to think about something else. They have heard the two words so often that the phrase has almost lost its meaning. So I have long since stopped using it, but I never will stop talking upon the subject of profit protection.
"A dealer can justly say, 'What business can it be of any outsider if I choose to cut my prices and sacrifice my profits, the money comes out of my own pocket; if there is any suffering to be done I am the one who pays the piper.' True enough, but you've only told half of the story and the weakest half at that.
"Every merchant is a part of the economic business structure of the country. To exist and contribute his part to the welfare of the retail structure his business must progress and prosper. Most certainly the bankrupt and the barely existing, never really prosperous mer- chants are not doing anything to help either themselves or the trade in which they are engaged. So, the first step to being a really sound merchant is profit protection — price maintenance — whatever you choose to call it. The asking of excessive profits is a menace, but it is so rare that we need hardly even discuss it.
"In every branch of retail trade there is an accepted margin of gross profit necessary for the payment of overhead and earning of a net at the end of the year. In some lines, such as groceries, it is small; in others, such as music lines, it is by comparison larger, but in each and every trade the accepted margin is the result of years of evolution — finding of cost of doing business, credit risks, investments, loca- tions, rents, etc., necessary to the carrying on of any business, whether it be in the music trade or any other line.
"And the fairness of these margins is con- clusively proven by the fact that capital in- vested in relation to sales comes within a few
llllllllllllllllll
per cent of yielding the same earnings in vari- ous retail lines no matter how widely divergent their character, all of which leads right to the subject of price maintenance, or profit pro- tection, by selling at the established retail figure, the figure which pays your overhead and really nets an earning after the sale is made.
"A good many retailers ask why the manu- facturers should be interested in the resale price of the article. They say as long as the manu- facturer gets his wholesale figure and his bills are paid what does he care about the resale price? Our attitude on this subject is that our interest in retail prices is based upon our absolute knowledge that our prosperity is so closely interwoven with that of our dealers that the two are inseparable.
"We set a resale price on our goods that is fair — fair to the consumer — -yielding a fair and satisfactory margin to the man who sells them — a safe margin. The retailer who cuts below the resale price we suggest is first of all doing himself an injury — he is doing business on a margin which is unsafe. He does his competi- tor an injury if that competitor is weak enough to meet his too low price — and he does the industry an injustice by disturbing the eco- nomic safety factor of proper profit margin. This holds true of every retail line in the world, from foodstuffs to farm machinery, and everything in between.
"The man who cuts prices usually consoles himself with the thought that while he may not make any money on the reduced articles his profits on other lines will make it up. This has been proven a fallacy, for in order to bring up his average general profits he would be obliged to charge more than a fair price for the other articles.
"The weak salesman invariably resorts to price cutting as a medium of securing business. And yet price cutting as a business bringer is an absolute failure. I make that statement unqualifiedly. Why? Well, how do you per- sonally judge the value of things you buy of which you possess no technical knowledge? Such as wearing apparel, etc.? By the price, of course. And that's the way the customer judges merchandise you sell. He is not an expert, his only recourse is judgment by price,
iiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim
and consequently he regards the higher-priced goods as better than those marked at a con- siderably lower figure.
"You may say that if two merchants side by side are selling the same trade-mark articles, one at full price, the other at a cut price, this statement will not maintain. But it does. When a consumer sees two articles in two windows bearing the same trade-mark, at two different prices, his reaction is that the cut- price goods must be seconds or inferior in quality; in other words, there must be a hidden reason for the cut.
"And he is always safe in dealing with the full-price merchant, because that man's price maintenance policy enables him to stand back of his goods and gladly render the kind of service that your cut-price merchant cannot afford to give.
"Price cutting used to be a terrible evil in the ready-mixed paint business; retailers every- where cut their profits into nothing, using paint presumably as a leader, depending on price at- tractions to attract other trade to their stores. An acquaintance of mine who is interested in the industry made an exhaustive investigation of the entire situation, and his records showed that in towns where there were three mer- chants cutting and one merchant protecting his profits by price maintenance the full-price dealer was doing more business than any of his competitors. This situation existed not in one town, but practically every city investi- gated.
"I am so radical on this subjejct that I do not hesitate to state frankly that I hope the time will come when Congress will see its way clear to pass a law compelling a manu- facturer to set a fair retail price on his mer- chandise, printed right on the goods, and en- force adherence thereto on the part of every- one concerned.
"The ultimate purchaser is absolutely pro- tected by a price suggested by the manufac- turer. Why? Simply because the manufacturer knows he must fix a fair price to insure his sales in competitive markets. He realizes that he must have volume. If his price is too high it will restrict his sales; therefore, the buying public is as fully protected as the retailer who sells the goods."
s — 1
DITSON SERVICE
Has tack of it years of successful ex- perience and an understanding of dealer problems tkat will make tke road smoo ther during tke coming montks.
VICTOR EXCLUSIVELY
Chas. H. Ditson & Co.
NEW YORK
Oliver Ditson Co.
BOSTON
38
THE TALKING MACHINE WORLD
January 15, 1921
The continued growing demand for the Sonora proves that the public wants the BEST — and the best at the same price is always easy selling
[T isn't MAGIC that creates the demand for Sonoras: it's
f MERIT! Buyers look at the Sonora and see its superb appear- ance. They listen to the Sonora and hear its magnificent tone. They examine the Sonora and observe its important exclusive features. Then they buy the Sonora because critical comparison shows that Sonora is unequalled.
'"THE Sonora line is extraordinarily complete, including 24 marvelous period models and 7 charm- ing upright styles. Sonora's quality is i n t e rnationally famous .
You want to handle the phonograph the public wants. The price of Sonoras ranges from $75 to $1800 and each Sonora at its price represents matchless
val
Sonora — English Renaissance-Edgemoor
The path to big sales and to large cash sales is
through the wonderful
TOE INSTRUMENT ©IF QUALOTY
C LIAR AS
A
LL
mat
January IS, 1921
THE TALKING MACHINE WORLD
30
\Y7ITH Sonora's new factories completed and working to W capacity we may be able to add your name to the list of successful Sonora dealers providing you make early ap- plication. The best at the same price sells the quickest.
Sonora has numerous patents of its own and is licensed and operates under BASIC PATENTS of the phonograph industry, which insures you against troublesome patent litigation. To MAKE, USE or SELL an infringing patent constitutes a violation of the patent law.
American Hardware & Equip- ment Co.,
Charlotte, N. C.
North Carolina and South Carolina.
Gibson-Snow Co.,
Syracuse, N. Y. State of New York with the exception of towns on Hudson River below Poughkeepsie and excepting Greater New York.
W. B. Glynn Distributing Co.,
Saxtons River, Vt.
States of Maine, New Hampshire, Ver- mont and part of Massachusetts.
Griffith Piano Co.,
605 Broad St., Newark, N. J.
State of New Jersey.
Hessig-EUis Drug Co.,
Memphis, Tenn.
Arkansas, Louisiana, Tennessee, Missis- sippi.
Kiefer-Stewart Co.,
Indianapolis, Ind.
Entire State of Indiana.
Lee-Coit-Andreesen Hardware Co.,
Omaha, Nebr.
State of Nebraska.
The Magna vox Co.,
616 Mission Street, San Francisco, CaL
Washington, California, Oregon, Ari- zona, Nevada, Hawaiian Islands, North- ern Idaho.
C. L. Marshall Co., Inc.,
82 Griswold St., Detroit, Mich. 409 Superior St., Cleveland, O.
Michigan and Ohio.
Minneapolis Drug Co.,
Minneapolis, Minn.
States of Montana, North Dakota, South Dakota, Minnesota.
Byrie Bldg., Toronto, Canada.
Canada.
Moore-Bird & Co.,
1751 California St., Denver, Colo.
States of Colorado, New Mexico and Wyoming east of Rock Springs.
MS&E,
221 Columbus Ave., Boston, Mass. Connecticut, Rhode Island and Eastern Massachusetts.
Robinson-Pettet Co., Inc.,
522 West Main St., Louisville, Ky. State of Kentucky.
Schroeder Piano Co.
820 Liberty Ave., Pittsburgh, Pa.
Western Pennsylvania and West Vir- ginia.
C. D. Smith Drug Co.,
St. Joseph, Mo.
Missouri; Northern and Eastern part of Kansas and five counties of N. E. Okla- homa.
Sonora Distributing Co. of Texas,
Dallas, Texas.
Western part of Texas.
Sonora Phonograph Co., Inc.
279 Broadway, New York.
Distributors for Greater New York and towns on Hudson River below Pough- keepsie.
Southern Drug Co.,
Houston, Texas. Southeastern part of Texas.
Southern Sonora Co.,
310-314 Marietta St., Atlanta, Ga.
.Alabama, Georgia and Florida.
Southwestern Drug Co.,
Wichita, Kans. Southern part of Kansas, Oklahoma (except 5 N. E. counties), and Texas Panhandle.
Strevell - Paterson Hardware Co.,
Salt Lake City, Utah.
Utah. Western Wyoming and Southern Idaho.
C. J. Van H out en & Zoon,
Marquette Bldg., Chicago, 111.
Illinois and Iowa.
Yahr & Lange Drug Co.,
Milwaukee, Wis. Wisconsin, Upper Michigan.
The Highest Class Talking Machine in the World
40
THE TALKING MACHINE WORLD
January 15, 1921
EDISON DISC JOBBERS
TO CONVENE IN MONTREAL
OFFER PERIOD MODEL SERVICE
Association to Hold Annual Convention in That City on February 10th and 11th
Dealers May Use Special Rooms of Collings & Co. to Demonstrate Period Designs to Pros- pects— Expects Plan to Aid Sales
Preliminary announcement has been made to the effect that the annual convention of the Edison Disc Jobbers' Association will be held in Montreal on February 10 and 11. It is un- derstood that the Edison Laboratories will be represented as usual.
This will be the first time in the history of the Edison jobbers' organization that their an- nual convention will be held outside of New York City, all former conventions having been held at the once famous Knickerbocker Hotel, which was closed permanently several months ago. Just where the next convention will be held in Montreal has not yet been disclosed.
SERVICE ON TRIAL IN JANUARY
Dealers Must Live Up to Expectations of Their Customers During the New Year
"The service given by every dealer will be up for trial before a brand-new jury during January," says the Victor Talking Machine Co. in its monthly letter to the trade. "All of the new customers you served during the holiday season will take it as a matter of course that you will be able to supply the new monthly rec- ords. Try to acquaint every one of your new customers with the first-of-the-month idea and the direct relation between the new supplement and the Victor catalog.
"It will pay you to make the most of the sales helps by co-ordinating your advertising ac- tivities. Advertising is just as important to your success in January as in December; more so, in fact, as the results will be governed largely by your persistency in keeping your name be- fore the people of your community."
Collings & Co., the well-known Victor dis- tributors of Newark, N. J., have just, forwarded to the trade in their territory a letter cover- ing their "Period Model Service." Dealers are cordially invited to inspect the new "Period Model Room," where the various types of period models are shown in appropriate surroundings.
This move was made by the organization to free dealers from the handicap of not having such an exhibition room. Dealers having pros- pects for period models who have not decided on the particular design are invited to use the Collings & Co. quarters for both demonstration and sales purposes. Appointments for this pur- pose are made in advance and the particular set- tings are arranged to suit the occasion.
Collings & Co. believe that this arrangement will greatly increase the dealer's sales in period models, or at least will facilitate them. The ship- ments of the instruments following the purchase can be made direct from the warerooms of Collings & Co., but billed, of course, by the dealer in his usual manner.
MICA DIAPHRAGMS
Absolutely Guaranteed Perfect We get the best India Mica directly. We supply the largest Phonograph Manu- facturers.
Ask for our quotations and samples before placing your order.
American Mica Works
47 West St.
New York
NEW BRIDGEPORT BRUNSWICK STORE
General Music House Finds Enlargement Im- perative and Makes Improvements
OPENS STORE IN ALLENTOWN
J. H. Johnson to Handle Remington Phono- graph in That Territory
MOHR NOW WITH COLUMBIA
Allentown, Pa., January 4. — J. H. Johnson, one of the foremost violinists in this vicinity, has opened an up-to-date music store at 518 North Seventh street and carries a complete line of musical instruments and all accessories. He is the exclusive agent in this district for the Rem- ington phonograph. Mr. Johnson is well known as an instructor of the violin, having studied ex- tensively with the foremost teachers in New York and Philadelphia. In addition to his duties connected with his new enterprise he will con- tinue with his professional work as before.
Bridgeport, Conn., January 3. — What was once a drug store on the corner of Broad street and Fairfield avenue is now the home of the Bruns- wick phonograph for this city. This is the sec- ond improvement that Mr. Gilman, the pro- prietor, has made on his store in the last two years.
Mr. Gilman was first located on Main street and his small quarters soon became cramped and he was compelled to seek a larger store. He then located at 235 Fairfield avenue about four years ago and had ample space in a room 25 by 100 feet. The following year it was necessary to occupy the upper floor, but business increas- ing forced him to consider a larger quarters and addition in his force. When the drug store was vacated he cut through into the store on the corner and turned it into a beautiful musical parlor.
The music store now occupying 229-235 Fair- field avenue is devoted entirely to musical mer- chandise. One can buy anything from an ac- cordion to a $1,500 phonograph. They are ex- clusive agents for the Brunswick phonograph and records. Mr. Gilman started his career as a violin and mandolin teacher, also handling accessories.
Carl H. Mohr, formerly advertising manager of the Standard Electric and Elevator Co., is now associated with the Columbia Graphophone Co.. at Baltimore, Md.
Washington Irving has said that a sharp tongue is the only tool that grows keener with constant use.
The Southern Illinois Music Co., are also Edi- son dealers in Christopher, 111., where they re- port business far ahead of that of last year.
urtfart
Distributors for the Puritan Phonograph in Western Penn- sylvania, So. W. New York, Western Maryland, ^Virginia and^West Virginia
Special- Player Rolls
4 for $W
Melodee and Universal Player Rolls. Late popular dance numbers, songs, waltzes, etc. — also standard favorites and Hymns while they last — $25.00 per lOO. Order now— we will make you a good selection.
BRILLIANTONE
NEEDLES
WALL KANE TONOFONE VIOLAPHONE VALLORBES Record Brushes — Repeater-stops — Record Albums
Reed Efficiency Furniture Demonstrating Rooms
Our Specialty —Write for catalog
Counters
VELVETONE
Racks
Eight beautiful models, ready for Immediate ship, merit.
Each unit manufactured in Puritan's own fac- tory and every part is guaranteed.
The Puritan Phonograph (the phonograph which literally speaks for itself). There is richness and purity in the reproduction — quite different from other Instruments — that Invariably pleases the listener. The most critical music lovers declare that such smoothness, clearness and volume of tone ha3 never been produced by ordinary phonograph. (Write us for catalog and dealership. )
UNIVERSAL DISPLAY FIXTURES FOR YOUR EVERY NEED-50% OFF LIST
THE REED COMPANY INC-
5748-50 Ellsworth Avenue
Pittsburgh, Pa.
January 15, 1921
THE TALKING MACHINE WORLD
41
Blood Tone Arm and Reproducer 8^ inch length
Renowned the country over for its simplicity of design and operation, its mellow, natural and life-like reproduction, it has been generally accepted as standard equipment for high-grade phonographs.
EDISON
Universal Attachments
VICTOR
Every owner of an Edison phonograph is a prospect for this attachment. Plays Victor records with that superior, mellow quality of tone so characteristic of the "Blood."
Victor Position
Fig. A shows Blood Reproducer in position for playing Victor and other lateral cut records.
Hill and dale records are re- produced correctly by the "Blood" method. A demon- stration will convince you of its superior playing qualities.
Edison Position
Fig. B shows Blood Reproducer in position for playing Edison and other hill and dale records.
w
R I
T
E
Today
for
S A M P L E S
Victrola owners can now en- joy the wonderful creations of SERGEI RACHMANI- NOFF, the celebrated Rus- sian pianist, so artistically reproduced in Edison records.
Edison Position
Fig. C shows Blood Reproducer in position for playing Edison and other hill and dale records.
Equipped with the "Blood" mute and Nomika diaphragm, every note and every word is reproduced in all its original clearness and beauty.
Victor Position
Fig. D shows Blood Reproducer in position for playing Victor and other lateral cut records.
Fig. B
Fig. D
START THE NEW YEAR RIGHT
Every piece of apparatus that leaves our factory is covered by the "BLOOD' SATISFACTION OR MONEY REFUNDED. Let's get acquainted now.
guarantee
Jewel Phonoparts Company
670 W. Washington Blvd.
Chicago
The New
BLOOD AUTOMATIC STOP
is now ready
Blood
Immediate Deliveries on
Tone Arms, Uni- versal Attachments, Automatic Stops
42
THE TALKING MACHINE WORLD
January 15, 1921
Kerekjarto Week
From January 29 to February 6
will repay you in dollars and cents. Kerekjarto is the great new Hungarian violinist, who counts his European followers by the hundreds of thousands. He has just made his first Columbia Records. Watch for them. Columbia 79456 and 49900.
Columbia Graphophone Co
NEW YORK
ANSONIA DEALERQIVES CONCERT
A. H. Yudkin Presents Edison Artists in Tone- test Recital— Announces Opening of New Store in Charge of Miss Anna Kanaly
Ansonia, Conn., January 4— For the past several years A. H. Yudkin, local distributor for the Edison, has been treating the public once each season to a musical entertainment of a high order. Recently Gould armory was filled to more than its seating capacity when the Alder- man presented Miss Betsy Lane Shepherd, so- prano, and Miss Madeline MacGuigan, violinist, assisted by Igor Sokoloff, 'cellist; Rienzi Thomas, pianist, and the Edison diamond disc phonograph. More than 700 residents of the associated communities listened to a splendid program.
The several numbers were rendered delight- fully and the audience was more than satisfied with its evening's entertainment. Each num- ber was applauded and the program was of a generous length.
The Re-creation of Miss Shepherd's voice was one of the hits of the evening. Rendering "Comin' Through the Rye," she ceased singing when the lights were turned out and the Edison phonograph on the stage with her took up the song in her own voice and carried it through, while the audience once again was shown the possibilities of the Edison.
It was announced that Mr. Yudkin would open his new Edison salesroom at Elizabeth and Third
"streets in the building purchased by him a few months ago. The entrance will be on Third street. The exterior appearance of the block has been changed by the installation of three large plate-glass windows on the Third street side, and the interior has been thoroughly reno- vated and made into a salesroom, which will be managed by Miss Anna Kanaly, who has been in Mr. Yudkin's employ in the Main street store.
TAKE ON THE BUXKIN LINE
The Cabinet & Accessories Co. has added the well-known Euxkin line of moving covers to the list of talking machine accessories distributed by this institution. Otto Goldsmith, president of the company, reports a good demand for these covers and that they are giving entire sat- isfaction wherever sold. The World is in receipt of an attractive but yet entirely useful greeting presented by the Cabinet & Accessories Co. during the Christmas season. It consists of a leather folder containing legal document sized envelopes for Liberty Bonds, life, fire, health and accident insurance policies, contracts, deeds, notes, mortgages and wills.
CLEMENS RESIGNS FROM CHENEY
J. R. Clemens has resigned as advertising manager of the Cheney Talking Machine Co., of Chicago, to join the advertising department of the Federal Electric Co., of the same city. Mr. Clemens' successor has not yet been named.
DURRO Choice of Artists Throughout the World
Phonograph Dealers —
People who cannot afford to buy Phonographs are buying Violins, Guitars, Banjos, Ukuleles, etc.
Why Wait
and let this business go by your shop? Extend your line to include DURRO VIOLINS, BOWS, STRINGS, Etc. LESTER & SALANTI ACCORDEONS ABBOTT BAND INSTRUMENTS DUSS BAND HARMONICAS
S. S. STEWART BANJOS, GUITARS, UKULELES OUR POPULAR LINES OF ACCESSORIES
They will not add to your overhead expense.
They are quick sellers and yield liberal profits.
They make fine displays and draw repeating customers.
Write today for complete catalog and assortments for PhonographrDealers
BUEGELEISEN & JACOBSON
5-7-9 UNION SQUARE NEW YORK
ADVERTISING STIMULATES DEMAND
An Interesting Disquisition on the Subject of "Who Pays for the Advertising?" Which Is of Timely Interest These Days, When Publicity Is One of the Greatest Essentials
In a recent issue of "The Puritan," which is issued by the United Phonographs Corp., in the interests of the Puritan phonograph, there appears the following timely comment on that oft-repeated question, "Who Pays for the Ad- vertising?":
"The more you turn this question over in your mind, the more difficult seems the an- swer. Very often a man will change his opinion
about it half a dozen times in a week if he
thinks that much about it.
"If you ask the man who pays the advertis- ing bill, he will tell you 'I do.' But, does he?
"If he didn't advertise his product, the public demand for it would be less, for advertising cer- tainly stimulates demand. Smaller demand would mean fewer and smaller dealer's orders; therefore there would be less sales and less profit. Smaller orders from dealers would also mean restricted production, and this would of course increase manufacturing costs per arti- cle, because a manufacturer can produce a thou- sand identical articles relatively cheaper than he could produce one. In other words, the manu- facturer makes more money with advertising than without it. So how can he be said to pay for the advertising?
"Lots of people say in an offhand way, 'Oh, the consumer pays for the advertising. But, inasmuch as advertising enabled the manufac- turer to produce in quantities big enough to lower manufacturing costs, the consumer is actually benefited by lower prices. It is per- fectly clear then that the consumer does not pay for the manufacturer's advertising.
"We have closed two sides of the triangle; let's see about the third. Does the retailer pay for the advertising? Evidently not, because ad- vertising increases his turnover, and therefore his profits.
"Then, who does pay for the advertising, We cannot tell, unless it is the competitor who pays for the other man's advertising in the busi- ness he loses by not advertising at all.
"The foregoing ought to act as a stimulant to those dealers who have not been accustomed to steady and consistent advertising.
"You will need cuts. We have them for the asking. Also, display features of various kinds to back up the work you do in the newspapers.
"There can be no steady, consistent growth of a business without steady, persistent adver- tising. The size of the advertisement is of less importance than the frequency with which it ap- pears. Nor is it size so much as eye-catching features, like a good illustration and good typog- raphy, that causes the public to think of your store. No matter what size store you keep, there should be someone in it whose job it is to take care of the advertising, and get results for the money spent."
January 15, 1921
THE TALKING MACHINE WORLD
43
DIRECT FACTORY PRICE— JUST MENTION THE QUANTITY
MOTORS CASTINGS ( turntables
TftWU »DMC t J MOTOR FRAMES
lUNfc AKffli Grey Iron S TONE ARMS
REPRODUCERS and Brass for ( HORNS and THROATS
Direct Quantity Importations On
D. R. D0CT0R0W
Stylus Bars Screw Machine Parts Talking Machine Hardware
JEWEL and STEEL (Bulk or Packed) PHONOGRAPH NEEDLES GENUINE RUBY BENGAL MICA
EASTERN REPRESENTATIVE
CHERINGTON MFG. CO IRONCLAD MOTORS
Vanderbilt Awe. Bldg. 5 J East 42nd St., NeivYork Tel. Vanderbilt 5462
tion of both the Ogden system for the dealer and the You-Nit cabinets for table type machines. On the last page is a comprehensive order blank for the convenience of the dealer in sending in his requirements.
OPENS NEW YORK SALES QUARTERS
Cardinal Phonograph Co. Invites Dealers to Visit New Office at 106 E. Nineteenth Street — Cardinal Record Releases for January — New Castle Model Popular— The Trade Outlook
The Cardinal Phonograph Co. has placed the first Cardinal record release, consisting of twelve discs, in the hands of the dealers during De- cember. The second release of ten records is ready for delivery January 15. Records will be released twice a month hereafter. The large number of sample orders received from the deal- ers throughout the country indicates that there is plenty of room for a new record of good quality.
The new sales headquarters, at 106 East Nine- teenth street, New York, were thrown open on Monday, December 27, and all business with the Cardinal Phonograph Co. will be transacted at that address. An invitation is extended dealers to make that address their headquarters while in New York City and have their mail addressed to them there. This office is in charge of Robert Clifford and is equipped to give service to the dealers. A large stock of phonographs and rec- ords will be carried, assuring prompt delivery.
Wm. S. Lucas, who has been covering the Middle West territory, will be in New York to assist Mr. Clifford in interesting metropolitan dealers. Albert Freedman, who is well known through his connection with the Emerson Phonograph Co., will also be a city representa- tive.
The new Castle model No. 35, which was placed on the market in December, met with in-j stant response from the dealers, and it is ex- pected that it will prove a big seller.
The Cardinal Phonograph Co. has again in- creased its output of phonographs to keep up with the demand.
The number of advance orders received records from dealers who have promised to put in a full line of phonographs with the records is a prediction of a substantial increase in busi- ness for the future.
The prospects for the year just opened look very favorable and the company is planning an advertising campaign that will greatly assist the dealer in the disposing of Cardinal products.
SETTING THE READER RIGHT
Through an error, the instrument pictured on the first page of the insert of the Sonora Phono- graph Co., Inc.'s advertisement in the December World was entitled The English Renaissance, de Luxe — Edgemoor. This sh'ould have been Italian Renaissance, de Luxe — Milano, the correct legend being given on page 3 of the insert above men- tioned.
THE VALUE OF ATMOSPHERE
If it can be said that your store has "atmos- phere" then it is a sign that what you are doing is being appreciated. Atmosphere is of paramount importance in a music store and the public response to the right atmosphere is quick.
COTTON FLOCKS
FOR ..
Record Manufacturing THE PECKHAM MFG. CO., S&5£fSE*5!
AN ORIGINAL LETTERHEAD
Ogden Sectional Cabinet Co. Uses Four-page Letterhead for Correspondence
SHELL O PHONE CO. IN BANKRUPTCY
E. Buell was recently appointed receiver for the Shell-O-Phone Talking Machine Co., Chi- cago, by Judge Carpenter, of the U. S. District Court. A petition in bankruptcy was filed on December 15, the day before the appointment of the receiver, by the Oakville Co., Oakville, Conn.; Modern Method Platers Co., Milwaukee. Wis., and the Wisconsin Die Casting Co., also of that city. The liabilities listed totaled $6,132.56 No assets were given.
Lynchburg, Va., January 2. — The Ogden Sec- tional Cabinet Co., Inc., of this city, is making use of a four-page letterhead for its correspond- ence. The first page is blank for correspondence use. The inside spread carries a detailed descrip-
OPENS STORE IN BRIDGEPORT
The E. K. Music Shop has recently opened a new store in Bridgeport, Conn., at 927 East Main street. Talking machines, records, cessories and sheet music are carried.
ac-
INDIVIDUALITY IN YOUR PRODUCT WILL MEAN MORE SALES FOR YOU!
Competition in talking machines is growing more strenuous each day. It is not a question of price any longer but of quality — higher quality and better tone. Maintain the claims of quality and tone reproduction in your product — make it be individual.
Equip Your Phonographs With the New EMPIRE UNIVERSAL TONE ARM and REPRODUCER
We are prepared to submit to reliable manufacturers samples of our tone arms and reproducers in order to enable them to determine the merit of our product. Our prices are low and the quality of our product is second to none. Write or wire us for samples and quotations and give us an outline of your 1921 requirements.
We Also Manufacture Attachments for Edison Phonographs
No. 1 Plays only lateral cut records. Retails at $5.00
No. 2 Plays all records. Retails at $7.50
THE EMPIRE PHONO PARTS CO.
1362 EAST 3rd STREET CLEVELAND, OHIO
Branch Office: 33 Auditorium Bldg., Chicago, 111.
44
THE TALKING MACHINE WORLD
January 15, 1921
Music and Voice Telemegafones
MA1LNAV0X
I'olemegaione is one of the bequests to peace. The engi- )^\'nt of the Magnavox Company 'lectro-dynamic principle of
H W| TO TALK '!i W Z Tho niat-nnvrnt. sound m«tl(nir.v - <p nisiriiiiH hi, will i"> utilised in cr that his voice may carry assembled thousands
tllillU "will bo op it Is antirii
o o
> u.
< u
Bond
EPTION
BE HELD AT 4
SSU Through M» % Mayor's Dm»e^«dJ j^fl Events of TonigW.
„„,1 is »»»"
fulfillment of three great
Prophecies
mil M°lCe
0*'
The «'«
1 the
,oi>t>« S
1 TUB"'1™ •
u e<l^m' I "nlch 'I ill.
W ILL URGE BUYING OF VICTORY LOAN
irman a Mile Up to Use Invention in Aid of Subscriptions.
nun
TILKSTpil
President From Glass-Inclosei Platform Addresses 50,000 Persons.
MAGNIVOX CARRIES V0I0I
Statements of Lodge and Roose velt Are Quoted in Support ,eagrue.
'We represent small sounds as great and deep, likewise great sounds extenuate and sharp. . . . We have certain helps, which set to the ear do further the hearing greatly. We also have divers strange and artificial echoes reflecting the voice many times, and as it were tossing it; and some that give back the voice louder than it came, some shriller, and some deeper."
- SIR FRANCIS BACON in
The New Atlantis,
published 300 years ago.
OUNDCANBE MAGNIFIED TO
any- mm-
!M£MVfi* CARRIES VOICE OF VISITOR DISTINCTLY
Proud to Be Escorted by DeJA/t^1 stroyers, He Tells Huel^'' Crowd al Stadium; Prais< *m' For Country's Veterans, S
Edward Bellamy published, in 1888, a famous novel
entitled "Looking Backward/' In this novel he described
a remarkable contrivance by means of which the world of
the period A. D. 2000 would hear music, the human voice,
or other sound magnified to any desired volume.
MAGNAVOX appeared 83 years befbreBellatnyi prediction^ tand 283 years before H. G.Well_£_ prophesy.
"Graham's attention was immediately arrested by a violent, loud hoot, followed by a vast leathery voice: 'The master is sleeping.' 'He is in excellent health' ....Graham stopped at the first sentence.... This was the General Intelligence Machine.... For a space it seemed to be gathering breath....He paused. He addressed himself to the unseen multitudes (by means of it)."
di Cbbfcd 30,000 pt-opli "COL. S< "3 St. James Pla "April 10." ' Mayor Wilde's rcpl lj>lii. said:
CABLEGR / API
. ^Magnavox used at
y. tins city. The L, Jensen, Oakland, C fined prime with cofi o\ In st ru men la for 1 l;n Ion voice of prince i«rii^c crowd and Ills i
a S -0 = ^
3 £ > ?
2
3«
Si
>-i
On
eO
> o
z
>
<
1)
>
l
o X a > Ed
<5 o
Bhonograph Projecteu BeyoncPrent City by rof Peter L. Jensen, Delegate to National Elec Iht Association Convention; Meeting Adjourns.
Ljpublic snpa
Music and Voice Telemegafone. ice-rresiaem iviarsnan, ana nian
speakers have used it successfully
Ml DEMONSTRATION^
^Pertains hotel guests
THE MAGNAVOX COMPANY, Oakland, California
January 15, 1921
THE TALKING MACHINE WORLD
45
POT LEADED OR PAINTED WHITE
Some Worth-while Comments on Business Methods From the "Voice of the Victor"
that is that if your competition is for the pur- pose of making money you'd better compete for business that's really worth something."
There has been much said and written in the talking machine and other trades regarding the tendency of certain merchants to resort to un- sound, if not questionable, business methods in an effort to stimulate sales. In commenting on this situation there appeared recently in "The Voice of the Victor" the following editorial captioned "Pot Leaded or Painted White" which is worthy of careful consideration. The edi- torial reads:
"Does anybody deliberately choose to do busi- ness on a wrong basis?
"The obvious negative answer then prompts the question, why is it that wrong tendencies in competitive sales work often originate and gain considerable impetus before the error is realized and correction made difficult?
"The usual answer — Competition — is not sound in logic but deceives even those who utter it.
"Competition is a fine thing — that is, it can be! It can be a fine, invigorating influence that leaves the hands clean and the eyes clear — or it can be a mean, furtive nickel-snatching night- mare.
"The kind of competition you have in your town or in your neighborhood will be the kind that you, yourself, help to bring about. You can compete for sales or compete for reposses- sions. The competition will be as keen in the one case as in the other — the difference will be in the profits.
"Some years ago eight enthusiastic young men built eight sailboats, all exactly alike, so that they might indulge in what is known as "one design" yacht racing. It's the best kind of sport because the results are up to the relative skill of the individual. They were fine, sea- worthy, little boats, all painted white, and there was no need of handicaps because they were all on the same footing.
"Then one man — -a bit greedier than the rest — gave his boat a coat of pot lead and won the next race easily.
"Pot lead, being a slick and slippery article, reduces what sailor men know as the "hull fric- tion." The boat slides through the water a little better than when paint is used. And so, since there was no rule against pot leading, there was nothing for it but to pot lead all the boats because the other seven men naturally weren't willing to give one man so obvious an ad- vantage. So, by the time the next race was sailed all the boats were again on an equal foot- ing— with this difference:
"Pot lead makes a boat faster, but it also makes her dirtier. Every time you touch it you get smeared with black.
"After a few races the eight enthusiastic young men were most extraordinarily sick of their bar- gain. True enough, they were all on the same footing, but they were dirty, whereas in the first place they also had been all on the same foot- ing— and clean.
"The pot lead was taken off — but it took much more time and effort to get back to their decent and clean competitive basis than it had to befoul the fine, clean, little craft they had started out with — and the point is that, painted or pot leaded, clean or dirty, they had been on the same competitive basis in each case.
"What's the use?
"You think you'll get a little more business (save the mark!) if you advertise a dollar down and a dollar a month. All right! How long is it before John Jones across the way advertises a dollar down and fifty cents a month?
"Then "it's your move, isn't it?
"And the 'Business' you get by this method — is it really any good to you? Do you think bookkeepers and collectors work for nothing? Or that banks lend money for the fun of the thing?
"Competition? Competition is the life of trade, so they say, but there's one sure thing, and
A MESSAGE TO INSPIRE CONFIDENCE
Edison Phonograph, Ltd., San Francisco, Of- fers Dealers Some Convincing Figures Re- garding the Country's Prosperity, Its Devel- opment and Its Future Possibilities
$250,000 REAL ESTATE DEAL
A. H. Curry, President of Texas-Oklahoma Phonograph Co., Handles Important Trans- action in Dallas, Tex. — To Erect Building
San Francisco, Cal., December 28. — Addison N. Clark, manager of the sales promotion depart- ment of Edison Phonographs, Ltd., is of the opinion that if retail merchants in musical lines will lift their eyes beyond the immediate com- mercial horizon at this time of price deflation in most lines of merchandise they will see much to encourage them. Following out this idea Edison Phonographs, Ltd., sent out to their dealers all along the Pacific Coast a Christmas greeting of an unusual sort. Not only was there offered a message of optimism, but there was presented for the consideration of the dealer a table 'of carefully compiled figures showing the manner in which the nation had progressed dur- ing the past twenty years in social, financial, industrial and agricultural lines, how the cotton production and consumption had grown and how transportation had developed.
The figures show that the United States had produced and was producing the bulk of the world's supply of many products and more than a fair percentage of other essentials. The fig- ures were of the sort to inspire confidence and were supported by the slogan: "Then slip your Edison car into high, step on the gas and make 1921 the greatest business year in your career."
Dallas, Tex., December 30. — For a consideration of $250,000 A. H. Curry, president of the Texas-Oklahoma Phonograph Co., local Edison jobber, sold to-day to Henry I. Bromberg and associates property, 50x200 feet, on the north side of Elm street, between Akard and Ervay streets.
As a part of the consideration Mr. Curry pur- chases from Mr. Bromiberg 121x152 feet at the northwest corner of Lamar street and McKinney avenue and 100x50 feet at«the southwest corner of Jackson and Market streets. These prop- erties were taken at a price said to be about $105,000.
The sale of this Elm street property fur- nishes an illuminating instance of the rising values of Dallas real estate. Six months ago for that property Mr. Curry paid $175,000. His intention then was to house the Texas-Okla- homa Phonograph Co. at that location. Further consideration of that proposition, however, made such a move seem inadvisable. The prop- erty was then leased for ten years for a con- sideration of $240,000.
On one of the properties acquired through the disposal of the Elm street location a four-story building will be erected and occupied by the Texas-Oklahoma Phonograph Co. In every re- spect this location is ideal for a jobbing estab- lishment.
TO FEATURE VICTOR LINE
SPECIALIZES ON THE BRUNSWICK
The Phonograph Shop has been opened in Canon City, Col., by W. E. Gillaspy and C. E. Callison. The Shop is featuring Brunswick phonographs and records exclusively. A large stock has been secured.
On December 20 the G. M. McKelvey Co., talking machine dealers of Cleveland,. O., dis- continued other lines of instruments and records and arranged to feature the Victor line exclu- sively, under the title McKelvey's Victrola De- partment. The present manager, R. O. Dan- forth, will remain in charge.
We Are Prepared
to consider
Additional Contracts for 1921
Fifteen years' experience in the manufacture of highest grade
talking jUacfrine Cabinets
Large modern factory, thoroughly equipped with latest up-to-date machinery especially de- signed for this work.
Highest Financial and Business Standing
We have a most wonderful proposition for export business Write today for particulars
tKfje ^anash Cabinet Company
Wabash, Ind., U. S. A.
46
THE TALKING MACHINE WORLD
January 15, 1921
EDISON CONCERTS BY RADIOPHONE FOR DETROIT .HOMES
Detroit, Mich., January 5. — Radio concerts and dances, with selections furnished by the Edison phonograph, have become quite the vogue in the homes of a number of well-to-do residents and members of the Detroit Radio Associa- tion in this city. Night- ly, in the offices of the Association, located in the heart of the city, some form of entertain- ment takes place, pro- viding diversion simul- taneously in a number of homes, of which some actually are lo- cated between four and five miles away.
The apparatus is similar to that of the wireless telephone, the music being sent broadcast by simply starting the transmit- ter and focusing the sound waves from the phonograph on the mi- crophone, an electrical instrument for making audible even the most feeble sounds. The various sounds are then
simply carried up to the antennae and from there through space to the receiving stations, each of which is equipped with an amplifier in order to make the sounds audible throughout the room.
Miss Mabel Norton Ayres, noted concert so- prano, who has been associated with the Edison Shop, Chicago, for some time, recently gave the first of a series of weekly concerts