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NO. 1 SINGLE COPIES, 25 CENTS PER YEAR, TWO DOLLARS c3fer dealers^ wholesalers* pmanufactums ofpT)onograply> zradioproducfr Published Each Month by Federated Business Publications, Inc., at 420 Lexington Ave., New York, January, 1928 Better than ever now to be a Brunswick Dealer see pages 5 and 7 Entered as second-class matter May 2. 1905, at the post office at New York, N. Y., under the act of Congress of March 3, 1879. The Talking Machine World, New York, January, 1928 PRODUCT No. 3 Most beautiful re- producer ever designed. Duraluminum di- aphragm — four times as thick as the ordinary metal diaphragm. Toman "Helical" This illustration shows Toman Reproducer No. 1. The Helical tonearm can be supplied with either reproducer, as desired. FOR the new year, we introduce to our good trade the finest new products ever offered. See the new Toman No. 3 Reproducer, with its many exclusive features. Note the new beauty in design. The positive locking back — no screws to come loose and cause blasting. The triple suspended duraluminum diaphragm 10/1000 thick — four times as substantial as the ordinary 2>4/1000 diaphragm, and hand lac- quered to protect it against climatic changes. The special double grip screws, securely hold- ing reproducer to tone arm always in proper position. Hear now the excellent volume and full deep rich tone quality of this remarkable reproducer. See the new Model E Tone Arm, embodying all the best features of the famous Toman Helical Arm. A full exponential taper plus a full S curve. This arm does not infringe upon any existing patent. Its features are individual and complete. These excellent new products are most favorably priced. Toman guaranteed quality inside and out. We invite in- quiry from Manufacturers, Jobbers and Dealers. Samples sent promptly upon request! All Products Fully Quaranteed E. TOMAN & CO. Sales Distributor Wondertone Phonograph Company 216 No. Michigan Avenue Chicago, Illinois 2621 W. 21st PLACE Chicago Export Office 189 W. Madison Street Chicago, 111. Cable— S I V A D The Talking Machine World Vol. 24. No. 1 New York, January, 1928 Price Twenty-five Cents Clarence H. Mansfield, the author of this article, is manager of the phonograph-radio division of the Fitzgerald Music Co., Los Angeles, Cal., and he writes with authority on merchandising uilding a Profit-Producin Sales Organization THE first thing to be considered in any specialty merchandising business such as the phonograph and radio business is the sales organization — for upon the ability and success of the sales organization depends the success of the business as a whole. Therefore, much care should be taken in its selection. I believe that there are few sales managers who can look at and talk to a man and tell whether or not he will make a successful sales- man— I know I certainly cannot, and I have interviewed hundreds and employed scores. There are, of course, certain qualifications- basic ones— that are essential to successful salesmanship and should be looked for, but sometimes some man will come along appar- ently utterly devoid of most of these qualifica- tions and upset the rule by making an out- standing success. In selecting new men I have found that the following characteristics are highly desirable and should be looked for— placed in the order of their importance: 1. Personality 2. Enthusiasm 3. Intelligence 4. Ambition 5. Appearance 6. Desire to work 7. Specialty Selling Experience There are also drawbacks which are just as important to look for which I will list here: 1. Laziness 2. Crudeness of Manner 3. Slovenly Appearance 4. Lack of Intelligence 5. Lack of Specialty Selling Experience It is very hard to find any man who possesses most of the good characteristics without some of the undesirable ones — but when you find a man who measures minus on the five undesir- able points then the chances are that you have a man worth trying. In this connection I find it safer and easier to measure his drawbacks first, rather than his good qualifications. Often if the drawbacks are not too great, then you may take a chance on the good qualifications of the applicant for the position. Process of Elimination In building up a sales organization the sales manager must always bear in mind that, as a rule, he must try out thoroughly three or four men to get one or two good men — and as every promising man should have a trial of at least one month, it can readily be seen that it is a slow, tedious process of elimination. Some of the best salesmen I have known were complete failures their first month or two of service. One qualification, the value of which is often over-exaggerated, is phonograph selling ex- perience. Many organizations do not grow very rapidly because the sales manager is loath to hire anyone without experience. As the ap- plicants with experience are few, consequently he has few men from whom to pick. It is part of the sales manager's job to teach and train in- experienced salesmen and thus build up the i irganization. 1 1 is interesting to note that some of the most C. H. Mansfield successful phonograph and radio salesmen I have ever known never had previous selling experience of any kind. One was even a pro- fessional prize fighter — some were bookkeepers — others were actors — some bank clerks — and still others newspaper reporters. Yet these par- ticular men — who had no previous selling ex- perience, all made outstanding successes selling phonographs and radios. In analyzing them, however, I find they all possess one outstanding attribute — personality — hence, I rate this as the most desirable qual- ification. Now I do not want to minimize the impor- tance of previous selling experience. If I had my choice between two men — one without ex- perience, but who had all the good qualifica- tions, and a man who had had considerable ex- perience, but lacked some of the good qualifica- tions, I'd choose the man with experience. But 1 have always made it a rule to take both men when I have the two to choose between, and after a try-out period select the best man of the two. Getting in Touch With the Right Men The question that seems to bother many sale- managers is how to get in touch with these prospective salesmen. That is simple enough and can be answered in one word — advertise. See second last puge for Index of Articles of Interest in this issun 3 Advertise in the employment want columns of the newspapers as well as in display space and word your ad in such a dignified manner as to attract the type of men you wish. Here is the type of advertisement that I have found ef- fective: "WANTED: By a high class music store— Salesman to sell Radios and the new type Phonographs. (Orthophonic Victrolas and Brunswick Panatropes). A permanent position with excellent opportunity for advancement in a business that is growing phe- nomenally. The work is pleasant— educational— in- teresting—and highly remunerative to the successful salesman. No previous experience necessary. We will give complete sales training to man of right calibre. Apply in person between 8 and 10 A. M. to Mr. Blank, Blank Music Co., 727-729 South Hill Street." Another effective means of getting in touch with the right sort of young men is to send a letter, such as you will find reproduced here- with, to prominent business and professional men, college professors and high school prin- cipals. The results from this letter will sur- prise you, and you will also note that we have ""t forgotten to incorporate a little selling point in this letter about the new phonographs for i he benefit of the recipient: "Dear Sir: "Possibly you know of some bright young man — someone whom you think possesses fundamental qualifications of a good salesman— who would like to become connected with our organization, selling Radios and the new Orthophonic Victrolas and Bruns- wick Panatropes. "To such a young man we offer a permanent con- nection with excellent opportunities for advancement in a business that is growing phenomenally. "Particularly do these new musical instruments, developed by both the Brunswick and Victor com- panies, offer a fertile field for the salesman. These marvelous new instruments are taking the country by storm. They reproduce music from both records and radio with realism that is positively astounding. You can readily understand what a tremendous field there is for such sensational instruments. "The young man you refer to us need have no previous experience, for we offer an intensive sales training that will soon put him in a position — if he is diligent, applies himself, and possesses ability — to earn an income much in excess of what might be his possibilities elsewhere. The work is pleas- ant— educational and interesting. "Any such man whom you may refer to us will receive our earnest consideration and in doing so you will not only do us a great favor, but undoubtedly you will be instrumental in giving some young man an opportunity for which he will ever be grateful. "Sincerely yours," When your applicants come in, remember that if they possess good qualifications — and have had no experience in the phonograph and radio business, then it is up to you to sell them on the opportunity that this business offers. Never adopt the gruff "take it or leave it" atti- tude. If the applicant is desirable, the chances are that some other sales manager in some other line of business may be trying to "sell" him a job also. Remember that while you are (Continued on page \\) of The World February Holidays Afford Opportunities for Tie-ups CO-OPERATIVE advertising is becoming more popular each year, and when a group of merchants in either similar or di- verse lines join to get their goods before the public the big splash they are able to make will naturally draw more attention than individual advertising — at a far less cost per capita. One of the best methods of calling attention to their lines in February was adopted by a group of eight of the leading merchants of Council Bluffs, la. They took an entire page in the paper, across the top of which they printed, in letters an inch high, "February Is Short on Days." Beneath this was the outline drawing of a short, fat man walking between two tall, stunning- looking girls. On the man's vest was printed the word "February" while on the skirts of the girls were the words "January" and "March" respectively, thus carrying out in an amusing fashion the idea of a short month be- tween two long ones. Beneath the figures was printed: "What Are You Short On? If short on any of the articles advertised on this page, these concerns will supply you." The balance of the page was divided into eight squares in each of which was a clever drawing and the advertisement of one of the merchants. All of them played up the word "short" by sub- stituting "February" for it. For example, one said, "Are you February on new records? If so, March right in and inspect our latest ar- rivals." A "Lincoln" Sales Drive Strain Bros., Great Falls, Mont., had a special Lincoln Sale running for twelve days and ter- minating on February 12, Lincoln's Birthday, when small red, white and blue souvenirs were distributed. They used a big double-page spread to announce their sale, which included many slow sellers they desired to move before the new Spring stocks were received. A large num- ber of extras were struck off and used as circu- lars, being sent to patrons in the country and adjoining towns. One of the features of the sale which made it talked about all over town was the impersonation of Abraham Lincoln by Lincoln's and Washington's Birthdays and the Celebration of Valentine's Day Should Mean Profits to Dealers — W. Bliss Stoddard Cites Ways a moving picture actor. One of the windows was fitted up as a reproduction of the living room of Lincoln's home in Springfield, 111., and twice a day, morning and afternoon, the actor appeared in the window and gave a short talk which was conveyed to the crowd outside by means of a loud speaker. Tie-Up With Washington's Birthday When it comes to Washington's Birthday, the famous hatchet is always recalled, and this was made the basis of a special advertisement by Montgomery Bros. It was embellished with an outline drawing of the bust of Washington, and suggested: George Washington Could Not Tell a Lie We Can, But Won't It is not difficult to stick to the truth when you have such good merchandise to talk about as we have. Han- dling only the very best in ah our lines, we are safe in extolling their merits. The truth about our musical instruments and phonographs is sufficient. Realising that Washington's Birthday is a time for much entertaining, they arranged a window featuring their patriotic records. It was backed with a large flag, while at either end were tall silver vases holding sprays of fruit blossoms. On a -mound in the center was a picture of Washington, and in front of it a number of patriotic records. Arranged amid billows of red, white and blue silk at either end were a number of the latest releases with a card say- ing: "Lay in a stock of new records for the Washington's Birthday Party." A row of phonograph needles, on the white silk-covered floor formed the words "February 22nd." A Valentine Campaign "Say It With Music," one of the popular songs of the past season, suggested to the Ru- dolph Wurlitzer Co., St. Louis, Mo., the idea for a Valentine music campaign. They an- nounced through the papers a special Valentine concert, and to all their patrons who had pur- chased records or phonographs from them the past year special heart- shaped invitations were extended. The invitation in gold letters was printed on the red cover and inside was the very carefully planned pro- gram reproduced below: Roses of Picardy, McCormack ; A Dream, Caruso; Call Me Thine Own, Garrison; Kiss Me Again, Garrison; For You Alone, Caruso; Little Grey Home in the West, Gluck; Last Rose of Summer, Tetrazzini; Mighty Lak' a Rose, Farrar; Sunshine of Your Smile, McCormack; When You Look in the Heart of a Rose. The newspaper invitation took the form of a big lace paper valentine, and after extending an invitation the balance of the ad read: Real Love Messages of all Sweethearts Victor Love Records in Valentine Envelopes Come hear these tender songs by the world's greatest artists and then pick out one or more of them and let it be your Valentine. Say It With Music The concert lasted for an hour, with an in- termission of fifteen minutes, during which time special demonstrations were given and any questions about the records answered. No one was asked or expected to buy, but many availed themselves of the opportunity never- theless. Special interest centered about the Valentine records, which were displayed on a table where all could see them. All of the records played at the concert and fully a hundred more of the sweetest ballads, ancient and modern, were in- cluded in the list. Each was enclosed in a strong manila envelope, with a little verse in the corner: I wish you'd be my Valentine, but haven't words to say it, So I'm sending you this record — please put it on and play it. Praegers, San Antonio, featured Radiolas as Valentine gifts. The window was gaily trimmed with red crepe paper, which fell in waterfalls in the rear, while big stone urns held clusters of crimson paper roses. On a stand in the center was a Radiola, while lower stands at each side held other sets. A card of gold, bordered with red and lettered in black, sug- gested "A Radio Makes a Splendid Valentine for the Home." "NYACCO" Manufactured Products NYACCO Record Albums NYACCO Radio Sets NYACCO Portable Phonographs NYACCO Photograph Albums NYACCO Autograph Albums Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven. Jobbers and Dealers: Write us for full information. NEW YORK ALBUM & CARD CO., Inc. Established 1907 Note New Address - - - - 64-68 Wooster Street, New York 4 The Talking Machine World, New York, January, 1928 ■5 You Asked for it ♦ ♦ ♦ Here it is ! A lower-priced full electrical type Brunswick Panatrope with Radiola Model PR 17*8 « To list at $550 - Light socket operation— no batteries Cone reproducer combined with special reflector A GAIN Brunswick has succeeded where success seemed impossible. Fully aware of the tremendous demand for an electrical type Brunswick Panatrope combination that would sell at a low price, our laboratories have for months put all their energies into perfecting such an instrument. Now we have it. Here, combined so com- pactly that the instrument is a marvel of ingenuity, is the Brunswick Panatrope — electrical type — and the newest model Radiola known to everybody as No. 17. A model which increases the field of your sales many times. It will appeal at once to the great middle class. Its remarkable features include equal excellency in recorded and broadcast music over entire audible frequency range; com- pact and convenient assembly; beautiful design; superior construction; minimum space requirement and lid concealing all operating parts. The appeal of this newest Brunswick com- bination is irresistible. Its profit-making op- portunity enormous. Make the most of it! REGULATING KNOB MAGNETIC PICKUP URNTABLE TART LEVER jk PANATROPE VOLUMF CONTROL Brunswick Panatrope tuith Radiola Model PR 17-8. Equipment : Electrical type Panatrope with Radiola No. 17. One dial control. Light socket operation. Uses latest A. C. tubes. THE BRUNSWICK-BALKE-COLLENDER CO., Chicago/New York. In Canada, Toronto. Branches in all principal cities 6 The Talking Machine World, New York, January, 1928 Carl J. Miller Accepts Post Vic. Meyers and Orchestra O. P. Harris of Brunswick With Sherman, Clay & Go. Recording for Columbia Go. Go. Addresses Seattle Trade Seattle, Wash., January 5. — Carl J. Miller, formerly manager of the phonograph and radio departments of the Standard Furniture Co., recently accepted a position with Sherman, Clay & Co., in the Tacoma store. Mr. Miller is well known in the trade and has been active in the affairs of the Radio and Music Trades Association, for the past year acting as director of the Phonograph Group. He. is succeeded in the Standard establishment by Lloyd Chase, who has been with the company for a long time, is well known in this section, and is thoroughly familiar with the work. The Dragner Music Shoppe, Inc., Palisades Park, N. J., was recently incorporated to deal in musical instruments with an authorized capital of $25,000. Henry Dragner, Philip A. Dragner and May V. Dragner are the incor- porators. Seattle, Wash., January 5. — Vic Meyers and His Orchestra, of this city, recently signed a long-time contract to record for the Columbia Phonograph Co. catalog. The first release couples: "Now That You're Gone" and "Whether It Rains— Whether It Shines." Vic Meyers and His Orchestra have long been favorites with Seattle dance lovers, and for the past two years they have been featured in the Rose Room of the Butler Hotel. Radio fans have also enjoyed the programs broadcast' nightly over station KJR. Immediately following the release of the record several prominent music houses ar- ranged to have the orchestra give concerts in their record departments. The University Music Stores, Inc., and the Remick Song Shop were two houses reporting successful results from this method of effecting a tie-up with record artists. Seattle, Wash., January 4. — A meeting of all the Brunswick phonograph dealers in this ter- ritory was recently held at the New Washing- ton Hotel. O. P. Harris, special traveling rep- resentative of the Brunswick Co., addressed the dealers and gave a forceful talk on the develop- ment of the new Panatropes and outlined the modern methods of recording, stating that with the new processes it is possible to capture mu- sical vibrations so slow that they can almost be counted. The Rosso Music Shop recently held its formal opening in new quarters at 53 North Walnut street, Mt. Clemens, Mich., having dis- continued its former quarters at 10 Walnut street. The new location affords far more dis- play space for the Victor and Columbia lines which are carried and plans are under way for an aggressive sales promotion drive. JrC-TTCZ^-SM^roJK-W?1! 3H2 M lll'lli! 35 MM. M JOS 75 . 1 75 75 75 75 75 75 75 75 75 75 75 75 75 75 75-TT5 75 75 75 75 75 75-75 75 ~MM 75,7535^ I Peerless Introduces the Extraordinary Portable for 1928 The Ultimate in Portables at $25.00 List A 4-foot concealed tone chamber Serpentine tone-arm Special matched reproducer Covered with genuine DuPont Fabrikoid o£ the heaviest quality Elaborately decorated in multi-color effects Genuine Heinemann motor Appearance — Quality — Tone Samples and attractive discounts submitted on request. Our complete line of Portables lists from $12 to $30. Two Sales Winning Styles of Record Albums Peerless Artkraf t Album Beautiful Gold-embossed Cover — Heavy Brown Kraft Pockets Peerless Loose Leaf Album Removable Pockets for Records PEERLESS ALBUM CO. PHIL. RAVIS, President 636-638 BROADWAY , NEW YORK The Talking Machine World, New York, January, 1928 7 Brunswick Scores Again With New Record Policy Symphonies ~- Operas — Ballads By the World's Greatest Artists $^ g%£\ All gold, purple and black label 12- All gold, purple and black label 10- ■ inch Brunswick Records formerly inch Brunswick Records formerly $2, $1.75, $1.50 and $1.25, now $1. $1.50 $1.25 and $1, now 75c. 75^ Again Brunswick Leadership is Demonstrated T5RUNSWICK is known in the industry for the many new policies and improvements that it has inaugurated. Some of these have changed the whole trend of the music business. To mention just a few : — — Brunswick was first to offer double-faced classical records. — Brunswick was first to adopt the present popular console type of cabinet. WONDERFUL! A master stroke of merchandising," is the way a leading executive in the industry greeted Brunswick's recent announcement of new record prices. From all parts of the country have come comments equally favorable from the trade and from leaders in musical circles. Apparently no announcement to the music trades in years has made more of a sensation. And from the public, whose verdict is the final one, there has already come a remarkable volume of business to justify our judgment in making this move. — Brunswick was first to offer a combined radio receiving set and pho- nograph in one cabinet. — Brunswick was first to offer a purely electrical reproducing musical instrument, the Brunswick Panatrope. And now Brunswick again leads — being first to offer symp/ionii, operatic and standard music at popular prices. Brunswick's New Policy — Briefly Stated BRUNSWICK will no longer penalize the public's musical taste by charging more for great symphonic, aperatic, and other standard recordings by world-famous artists and musical organizations. We therefore have inaugurated a one-price-for-all policy covering every record in our catalog. From now on, all 10-inch Brunswick Records, formerly $1.50, $1.2.5 and $1, will be 75c. All 12-inch Brunswick Records, formerly $2, $1.75, $1.50 and $1.25, will be $1. Enduring music — the beautiful ballads, inspiring sym- phonies and operas — is growing tremendously in public demand, and to foster this growth in musical appreciation we take this action. THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO - NEW YORK - IN CANADA; TORONTO Branches in All Principal Cities Store-Door Playing Built this Business W. C. Morrison, of Morrison Radiophone, Inc., Traces 85% of All Sales to Policy of Broadcasting Programs From Store Door THIS is the era of publicity. The more publicity the better, and the more you get the more prominent you become. It's the age of advertising. Not necessarily paid advertising, or newspaper advertising, or bill- board advertising, but advertising that keeps men and affairs — and their products and per- sonalities— constantly before the public eye. 85 Per Cent of Sales From Simple Plan All last Summer and Fall W. C. Morrison, owner of the Morrison Radiophone Co., Inc., of Bridgeport, Conn., made his storefront broad- casting pay and pay until 85 per cent of the seasons' sales were actually traced to this simple advertising method. He didn't, how- ever, just turn on his sidewalk loudspeaker and trust to luck in getting business. Instead, he studied the demands of his radio fans and paved the way for a big attendance with advance newspaper announcements. What Programs Are Favored? Despite the fact that he is located on a busy traffic thoroughfare, Mr. Morrison managed to draw a couple of hundred residents and pedes- By Clarence J. O'Neil trians regularly by tuning in on popular pro- grams. By personal investigation and observa- tion he soon learned that his patrons preferred programs as follows, and in their order of preference: (1) Fight announcements, (2) Foot- ball games, (3) Baseball returns, (4) Popular musical programs. With this tabulation of the most popular prospective programs Mr. Morrison was guided accordingly in his newspaper appropriations. Coming prize, fights got the most newspaper advertising space. Other programs were al- lotted advertising space according to their de- mand rating. Tie-up With Window A fresh window setting was always made the day before an advertised program was to be broadcast over the sidewalk. Several at- tractive posters announcing a variety of sets and parts were conspicuously displayed in the store window. By far the most attractive poster was always hung directly above the heads of the spectators and in direct view of the loudspeaker. It read: "It pays to buy the better radio. This is the best you can buy. Radiola 104." Mr. Morrison claims he is satisfied if his sidewalk broadcasting puts over just this one message. So' far it has given him ample sales results. It is interesting to note that his sales of loudspeakers, tubes and batteries, via the sidewalk audience, have equaled the total sales of complete sets. Pulling Power of Publicity With the closing of his outdoor broadcasting accommodation, Mr. Morrison says that re- sults have shown that his entire volume of sales for the past six months, ending November 15, were traced directly to the following sources: 85 per cent Sidewalk Broadcasting. 10 per cent Through Old Customers. 5 per cent Newspaper Advertising. It may be the simplest, cheapest and oldest way of advertising, yet this dealer finds the front door still has pulling power as a most effective publicity stunt. Broadcasters' Association Issues the NAB News Official Publication of the National Association of Broadcasters, Inc., Contains Much Inter- esting and Informative Material The NAB News, the official publication of the National Association of Broadcasters, Inc., made its initial bow last month and contained a wealth of interesting and informative ma- terial pertaining to broadcasting and kindred matters. Among the articles featured in the issue were "Win Friends and Sell Time by Truth and Frankness," by Gordon Lathrop; a report of the progress being made in the Asso- ciation's program of expansion, and a listing of the various committees appointed by Earl C. Anthony, of station KFI, president of the Association. A brief resume of the work done in behalf of radio by Admiral Bullard and the loss felt by the industry in his sudden passing was also featured. The NAB News will be issued regu- larly and will contain items of interest to broadcasting stations and to the radio industry in general. Cornelius N. Bliss was recently elected' a member of the board of directors of the Radio Corp. of America. Dulce-Cone Radio Talking Machine Speaker Get In On These RADIO PROFITS WITH radio almost universal, it's easy to include a Dulce-Tone in every talking machine sale — and you might as well get that extra profit. Or sell Dulce-Tone to former talking machine buyers. Dulce-Tone makes an ideal loud speaker of any phonograph, and it fits any make and any radio set. Simply set the talking machine needle in the Dulce-Tone reed, plug in, and you have the full volume, the beauti- ful clear tone that only Dulce-Tone and a talking machine can give. The General Industries Co. Dulce-Tone Division Formerly named The General Phonocraph Mfg. Co. Elyria, Ohio 8 0 The Talking Machine World, New York, January, 1928 NO. 734 A.C. RECEIVER Price with Socket-Power Unit and n R.C.A. Tubes — but notincltiding Cone Speaker or Envelope Loop; East of Rockies, $755; Rockies and West, $795; Canada, $1000. THE ST ROM BERG-CARLSON HOUR, TUESDAY EVENINGS, 8 TO 9 EASTERN STANDARD TIME THROUGH THE NBC AND ASSOCIATED STATIONS WJZ, WBZ-WBZA, KDKA, KYW, WJR, WBAL, KFVE AND WHAM. uperL Receivers iscriminaling Gjjrade PEOPLE of culture — people who love fine things — people whose patronage a dealer encourages — are attracted by Stromberg-Carlson A.C. Receivers. The tone quality of these magni- ficent instruments is unsurpassed — the result of scientific shielding and superlative design of audio system and Cone Speaker. Operation is sim- plicity itself — all power being taken direct from the A.C. house lighting circuit; without the use of batteries or liquids, and tuning being with a single dial. Their cabinetry is exquisite — Console models in American Walnut, some with panels of inverse French marquetry; Table models in mahog- any. A. C. Stromberg-Carlsms range in price as follows: East of Rockies, Radio Sets equipped with phonograph input jack, $29 ; to S-jh; Radio and Phonograph Combined $124! — Rockies and West, Sjt} to $1299 — Canada, $390 to $i6jo. Stromberg-Carlson Telephone Mfg. Co. rochester, new york iftfakers of voice transmission and voice reception apparatus for more than 30 years Minimize Repossessions by Remedying the Causes An Analysis of the Repossession Problem Will Determine Causes and Pave Way for Solution By R. J. Cassell R. J. Cassell, formerly collection manager of Grinnell Bros., Detroit, the author of this interesting article on repossessions and their causes, is the author of "The Art of Collecting". Other articles by him on various phases of the music business will appear in forthcoming issues of The Talking Machine World. — Editor.) NOW I don't guarantee to solve this prob- lem of doing away with reposses- sions; in fact if I could do so the radio and talking machine industry could and would pay me a fabulous compensation, but I do be- lieve that if we analyze the subject carefully we can get at the cause and then it is up to each one of you to apply the remedy. If we can do this we have at least made a step in the right direction, for this is truly the big leak in the business, and one that should be held down to a minimum. This problem involves every department of the business to a greater or less extent, so I believe it is logical to take it up from the standpoint of departments. The prime offender we will take first, the sales department. The salesman, in his great desire to make the sale, may think only of closing the deal when it might have been better to have kept the goods in the store. Why? The customer may be a crook or some other undesirable character, but the salesman overlooks this phase of the matter and thinks only of getting the name on the dotted line. Such sales are repossessions in their inception. Then, too, does the salesman know anything about the customer's financial ability to pay for the goods purchased? I believe that the radio and talking machine business take longer chances in this direction than most other lines of business. The more knowledge the salesman has and the better the class of customers to whom he sells will surely cut down his repos- sessions. This has at least been my observa- tion in studying the work of a large number of salesmen. Effect of Side Promises Another fault of some salesmen is to make side promises, which cannot be kept by the house. I have in mind one where the cus- tomer was told he would be given an unlimited guarantee. This sale stood at a stand-still for months until a special adjuster with tact and salesmanship resold it. This was in reality a repossession, as it cost the firm time and money to resell the goods. I could illustrate at greater length, but space will not permit. Don't make side promises and don't let your salesmen do so if you want to avoid repossessions. Then there is the customer who is not prop- erly sold in the first place. We might call it a forced sale. The salesman is too anxious to close without creating sufficient desire in the customer's mind for the goods. The customer may not fully realize that he has bought some- thing until the collection department begins to insist on payment. I have known customers to say they never signed a contract. They didn't know that they had purchased an instrument, as they thought they were only renting. This leads to the remedy of explaining your contract fully be- fore you have completed your sale. Do so and avoid repossessions. You have all had expe- rience with the interest clause. Don't be afraid to give the customer a clear understanding of this part of the contract. It means thousands of dollars to the house, and if the customer is not properly sold on the interest and dis- covers the fact in the early stage of the sale it may lead to repossession. Then there is the direct misrepresentation by the salesman with the intent to deceive. This is fraud and acts like a boomerang when the customer discovers that he has been deceived. He loses confidence in the house and lets the instrument come back. Yes, and not only is it a repossession, but he tells his friends not to deal with such a house. The loss cannot be estimated. While no reputable house would in- tentionally do this they must see that none of their salesmen do so, to prevent repossessions. False Financial Reports Then there are false financial reports sent in by some salesmen who try to put it over on the house. A merchant may turn out to be a peanut vendor or a street musician. A farmer may be a day laborer, and I have known of cases where the customer was actually on the town and yet expected to pay for an instru- ment. This kind of business is sure to result in repossessions. In most localities musical instruments are sold to foreigners. There are some foreigners who are all right and pay without any trouble, but there are a large number who do not know their own names in English and when they move they change their names or spell them differently so that it is very difficult to locate them. You should have a pretty good knowl- edge of who they are before you sell them. Some go back to their native land and they will take radios, or talking machines, and such accounts must be charged to profit and loss. Know the foreigner to whom you sell and his ability to pay before you make the sale. The Collector's Job So much for the sales department. Now let us take a survey of the collection department and its effect on repossessions. I have demonstrated that business houses that keep up their collections according to the terms of contract have the smallest number of repos- sessions. Therefore, the manager and collector should see that the customers pay exactly ac- cording to the contract. The old idea that it is best to coax them along does not prove to save sales, but results in repossessions. The manager must co-operate with his col- lector and not take collection cards from him and lay them on his desk and say he will attend to that account and then let it go from day to day without attention. If the manager takes collection cards out of the collector's hands he will do more harm than good and the sale may be a repossession. Co-operate with your col- lector and encourage him in his arduous duty to stop repossessions. The collector must use tact and judgment in getting the money or he will antagonize the customer, who may not say anything but will let the instrument come back. There is a custom of some houses to sell almost any one who can make a down-payment without regard to who the person is. This practice prevails to some extent in every busi- ness. Then is it any wonder that quite a per- centage of instruments are repossessed? You cannot blame the firm entirely, although they are very lenient, for they rely on the man- ager and salesmen to get a good class of busi- R. J. Cassell ness, and the directors cannot see the customer or his home, but have to rely on the report of the salesman. It is to the best interests of the house and the salesman himself that he tell the truth about his customer — to the end of a less number of repossessions. Overselling and overterms cause the customer to get discouraged, as he cannot keep up the contract, and unless a new contract is taken the instrument is repossessed, after having been used for several months, and the manager is thoroughly convinced by his own collector that the goods should be brought in or payment made immediately. Faulty merchandise may cause dissatisfac- in the mind of the customer and he will judge the house from the experience he has had with it. I recall one instance where it was necessary to give the customer a large discount and also an agreement to put the instrument in good condition. Be careful that the goods are in good condition before delivery, if you want the sale to remain sold. The accounting department can keep cus- tomers satisfied by avoiding errors in accounts, statements and notices. The death of the customer, over which we of course have no control, may cause a repos- session. In such cases investigate at once the heir's circumstances, and by prompt action the estate may be able to pay out on the account or pay cash and prevent a repossession. Divorces frequently cause repossessions. A good plan is not to act too hastily, as often the parties become reconciled and will continue. So make haste slowly in such cases, but keep in touch with conditions, and avoid repossessions. The problem of service is a big one and many lines of merchandise nowadays are sold largely on the service the house gives. This is one of the leading sales arguments of the Ford Automobile Company. In your business see that the customer gets all that is promised him. These small matters may lead to dissatisfaction, and this is the mother of repossessions. To sum up, as the lawyers say: All depart- ments have a duty to perform to prevent repos- sessions. Service and courteous treatment by all employes will go a long way towards keep- ing the goods sold. A sale well sold to a re- liable customer with a good down payment and followed closely by the collection depart- ment in a tactful way is pretty sure to pay out. All salesmen and business owners are with me in a desire to cut down repossessions. They spoil your good work and lessen your showing, tie up merchandise in poor sales, and are a continual source of worry to every one. 10 The Talking Machine World, New York, January, 1928 A Radiotron for every purpose RADIOTRON UX-201-A Detector Amplifier RADIOTRON UV-199 Detector Amplifier RADIOTRON UX-199 Detector Amplifier RADIOTRON WD-11 Detector Amplifia RADIOTRON WX-12 Detector Amplifier RADIOTRON UX-200-A Detector Only RADIOTRON UX-120 Power Amplifier Last Audio Stage Only RADIOTRON UX-222 Screen Grid Radio Frequency A mplifier RADIOTRON UX-112-A Power Amplifier RADIOTRON UX-171 Power Amplifier I Met A udio Stag' Only RADIOTRON UX-210 Power Amplifier Oscillator RADIOTRON UX-240 Detector A mplifier f„r RADIOTRON UX-213 Pull-Ware Kectificr RADIOTRON UX-226 /l.C. Filament RADIOTRON UY-227 A.C. Heater RADIOTRON UX-280 Full-Wave Rectifier RADIOTRON UX-281 Half-Wave Rectifier RADIOTRON UX-874 Voltage Regulator Tube RADIOTRON UV-876 Ballast Tube RADIOTRON UV-886 Ballast Tube The standard by which other vacuum tubes are rated RADIOTRON UX-201-A RADIOTRON UV-199 RADIOTRON UX-199 RADIOTRON WD-11 RADIOTRON WX-12 RADIOTRON UX-200-A RADIOTRON UX-120 RADIOTRON UX-222 RADIOTRON UX-1I2-A RADIOTRON UX-171 RADIOTRON UX-210 RADIOTRON UX-240 RADIOTRON UX-213 RAOIOTRON UX-22G RADIOTRON UY-227 RAOIOTRON UX-280 RAOIOTRON UX-281 RAOIOTRON UX-874 RAOIOTRON UV-876 Make sure that your new radio set is equipped with RCA Radiotrons throughout. Manu- facturers of quality receiving sets specify RCA Radiotrons for testing, for initial equip- ment and for replacement. They are recognized by experts as the standard of performance. RCA Radiocrons arc ihc joint product of RCA. Wewinghouse and EI™ Genctal Electric, developed tnd perfected by rhc radio engineer} who designed and built rhc leading broadcasting stations Never v.'"*«. use new rubes with old ones that have been in use a year or more. j^'y™ Sec that yout set is completely rcecjuippcd wirh RCA Radiotrons RCA Radiotron MADE ft Y THE MAKERS OF THE KADI OLA ,.m GrWT-r RADIO CORPORATION OF AMERICA - NEW YORK • CHICAGO SAN FRAN CISCO Public approval has put the stamp of prefer- ence on RCA Radiotrons. Their quality is evidenced by the fact that they lead all other tubes in volume of sales. That is because they are the perfected product of the expert engi- neers of RCA — the same skilled scientists who designed and built the country's leading broadcasting stations. There is a Radiotron for every purpose. It will pay you to carry the complete line. RADIO New York CORPORATION Chicago O F AMERICA San Francisco You make every one of these advertisements a crackerjack salesman for you when you display RCA Radiotrons and recom- mend them to your cus- tomers RCA offers you powerful selling helps, counter and window dis- plays in addition to news- paper and magazine and broadcast publicity that is heav ier than that behind any other vacuum tube. RCA Radiotron MAD The Talking Machine World, New York, January, 1928 mm RCA newspaper and magazine adver- tising in 1928 will be the most extensive ever undertaken. Saturday Evening Post, Liberty, Colliers, Literary Digest, and other magazines will be used through the year. Leading newspapers throughout the country will give RCA Dealers effective local support. And there will be more and better Sales Helps, Window Displays and other business getters. The Saturday night RCA Hour will be another big advertising feature in 1928. Here is the greatest advance in radio since the beginning of broadcasting The simplified socket-power Radio/a lhaf electrical engineers dreamed of has now been achieved The new Radiola 17 — from the laboratories of RCA, General Electric and Westinghouse — has rightly been called a "wonder box." By means of the remarkable new alternating current Radiotrons, it takes all its power from your electric light circuit. No batteries or liquid-containing devices. Just plug it in and turn the single knob to select your programs. So simple that a child can operate it in a dark room — but so finely designed and constructed that it repro- duces with amazing fidelity the fine programs from the broadcasting stations. Radiola 17 is the culmination of years of research by the great corps of electrical and acoustical engineers, in the service of the Radio Corporation of America, who are making the •■impossible-:;" of" vesrerday the C places of [. KCA-Kadiola RCA, General Electric and Weslinghome have designed these perfected Radiolas Radiolas and RCA Loudspeakers, the product of the same engineers who built the high- power broadcasting stations, set the standard Exclusively chosen by Victor and Brunswick for use in their finest instalments, these re- ceiving sets embody the world's knowledge of radio design. If you a, ifyouar, your old c about to buy your first radio, or going to select a new set to replace ask an RCA Authorized Dealer — these i- — J mderfui for you. Besure that you listen to 3n RCALoudspcakei The performance of the finest receiver can b spoiled by .in antiquated reproducer. All Radiolas are equipped throughout witl RCARadiottons— the heart of the receiving sei RCA HOUR Every Saturday Night with the Nifiorul Broidciit'ing Oimpiny 0 ssmm (i) RADIO CORPORATION OF AMERICA. NEW YORK CHICAGO SAN FRANCISCO KCA-Radiola MADE • BY ■ THE - M AK.EI\S ■ OF THE ■ r*,ADIOTfVON PC A Kadiola MADE BY THE MAKERS OF THE RADIOTRON NEW SETS FOR OLD More old radio sets will be replaced by new and better sets in 1928 than ever before Most radio buyers want simplified lighting circuit operation, and most of them want one of the new RCA RADIOLAS. And a great number of people will come in- to the market as first buyers, who have been holding off buying a radio set until they could get one that would run off the light circuit as simply as an electric fan. By carrying the RCA complete line RCA Authorized Dealers will be able to meet the public demand. RCA Dealers will get the cream of the re- placement business, as well as the cream of the big, new business this year. RADIO CORPORATION OF AMERICA New York Chicago San Francisco KCA Kadiola MADE BY THE MAKE US OF THE RADIOTRON The Talking Machine World, New York, January, 1928 1 Authorised ' Deal, N This sign matks the leading dealer in every community. RCA- LOUDSPEAKER. IOO-A Unrivalled in tone quality among loudspeakers in its price range, the U100A" is the easiest selling radio instrument ever put on the market. It's bread-and-butter merchandise for RCA Authorized Dealers. f RCA Loudspeaker 100 A $35 RADIO CORPORATION OF AMERICA New York Chicago San Francisco RCA Loudspeaker MADE BY THE MAKERS OF THE R A D I O L A The Talking Machine World, New York, January, 1928 11 Building a Profit-Pro- ducing Sales Organization {Continued from page 3) sizing up an applicant he, too, is sizing you up, as well as the business, and it is just as essential that you sell him your business as it is that he sell you himself. Do not become discouraged when you find that a large percentage of the men you employ do not "stick" or make good. Just figure that the law of average will give you about one good man out of every two or three. Size of the Organization How large should your sales organization be? That depends somewhat on the population of the territory you serve — up to a certain point. Of course, a town of two or three thousand people could hardly support a large sales organ- ization, but when a city reaches a population of 100,000 or over, a radio and phonograph sales organization need be limited only by the sales promotion work of the dealer. Do not think that simply by putting on a large force of men you are going to increase business. The business territory must be cul- tivated by the sales manager, and the men must be properly trained to successfully reap the harvest. Remember, too, that the building of a large sales organization is a slow, continuous process. Your work is never finished, for while your "turnover" of salesmen may be small, in a large organization it is certain and continuous, and the sales manager must be always adding new material, so that they will be filling the gaps left by those who leave. You should add new material whenever possible. In no department of business is there such a large turnover of employes at the present time as in the sales end, particularly where men are employed on a straight commission basis. Straight commis- sion men are naturally more apt to become dis- couraged quickly — and quit — ofttimes before they have actually proved that they are failures. But at any rate, the turnover of salesmen is not as serious as might be imagined, for the large part of the turnover comes in the unproved men or failures, and very seldom among the better salesmen. New Blood Needed But the point I wish to make is this, there are not enough salesmen in the business of selling phonographs. We in the industry must realize that, and begin to take on inexperienced men from outside our industry and train them. Until we do this we will not begin to even scratch the surface of the possible volume. New men will serve as new blood — and give new inspiration and new enthusiasm to your present organization. Frank Dorian of Columbia Phonograph Go. in Accident Assistant to the President of Columbia Organ- ization Suffers Rare and Painful Accident in Form of a Fractured Heel — Back at Desk Frank Dorian, assistant to the president of the Columbia Phonograph Co., and one of Co- lumbia's most widely known executives, re- cently sustained a fractured heel, a rare and painful accident, while stepping from a bus in New York. At the Roosevelt Hospital, where Mr. Dorian was treated, the doctor said that this type of fracture happened so infrequently that he was going to look up the records to see the date when the last one occurred. Mr. Dorian, after but two days at home, re- turned to his office on crutches. This devotion to the interests of Columbia is typical of Mr. Dorian's long record of distinguished and un- tiring service for Columbia. He became asso- ciated with the Columbia Co. as the private secretary to Columbia's first president, E. D Easton, It was Mr. Dorian who wrote Columbia's first advertisement, one which appeared in a Washington paper. In those early days he was Columbia's first branch manager, at the Wash- ington branch, the first to be established. This position carried with it the duties of sales man- ager. After this came yet greater achievement, when, as Columbia's first European general manager, he established the company's Euro- pean branches, living abroad for a number of years at all the chief Continental music capitals. Mr. Dorian's many friends in the industry and the trade, both in America and abroad, wish him a speedy recovery. L. A. Nixon Now Eastern Secretary of the R. P. A. L. A. Nixon, widely known in the music-radio industry, was elected Eastern secretary of the Radio Protective Association at a recent meet- ing of the board of directors held in New York, according to an announcement by Oswald F. Schuette, executive secretary. Mr. Nixon was formerly secretary of the National Radio Trade Association and has been affiliated witli other radio trade bodies for a number of years. He will take up his new duties at once, main- taining offices in New York City. Shirley Walker Is Making Series of Radio Addresses San Francisco, Cal., January 5. — Thousands of prospective musical instrument buyers are being reached through the medium of a series of radio talks being given over station KGO by Shirley Walker, of Sherman, Clay & Co., president of the Music Trades Association of Northern California. Each talk lasts six min- utes. Thus far the talks have been on "Music in Ihe Home," "Teaching the School Children to Play Musical Instruments" and "Music Contests in the Public Schools." New Store Opened A new music store, the Radiola-Brunswick Shop, was recently opened at 364 Central ave- nue, Highland Park, 111., by Alex Smith and Robert U, Slayback. The Bent Music Store. 633 Second street, La Salle, 111., is now operated by Arthur Groves. Buys Brunswick Prod- ucts by the Truckloads Live Retail Merchant of Coffeyville, Kans., Is Doing an Excellent Business — Volume Is Reflected in the Large Orders Placed That Brunswick business is very good in Coffeyville, Kans., is demonstrated by the fact that the Ross-Workman Music Co., of that city, is ordering truckloads of Brunswick mer- A Large Brunswick Delivery chandise. The accompanying photograph shows a truck, loaded with new Brunswick instru- ments, just about to be unloaded at the Ross- Workman warehouse, after having paraded through the streets of Coffeyville; the sign on the truck tells the populace of that city where Brunswick merchandise is obtainable. Schubert Contest Prize Moneys Placed in Escrow As a guarantee of good faith to composers who are competing in the International Schu- bert Centennial Contest the Columbia Phono- graph Co. has deposited with J. P. Morgan & Co. the sum of $20,000 in escrow. This is the total amount of the prize moneys. New Music Store Opens Formal opening of the Hazard Radio & Music Co., Hazard, Ky., was held last month with an appropriate program. The Kentucky Kamblers Orchestra furnished the music, en- tertaining a large crowd of visitors. Victor Orthophonic talking machines and records and the Crosley radio line are carried by this enter- prising concern, and plans are being formulated for an extensive sales drive. Complete dealer protection is just part of our plan. We offer helpful selling suggestions, fav- orable terms, and fully guaran- teed products only. Actually aiding the dealer in making his full legitimate profit, and giving him complete protection. Write today for sam- ples, and catalog of Allen Portables — the finest line ever presented to the trade, and nation* ally advertised. ALUMINUM S P E CI ALT Y COMPANY 168 Trinity Ave., S. W. Atlanta - Georgia Artistic Display of J. K. Gill Co., Portland, Ore. Windows That "Sell" Pointers on Window Displays — Profiting Through Plate Glass 1 T is generally conceded that the music merchants, or merchants who successfully sell radio, phonographs, pianos and other musical merchan- dise, are what the "Babbits" would term "Go-getters," but it is the writer's e x p e r i e nee that these same mer- chants, as a class, . have consistently neglected over a long period one of the most important "come hither" ges- tures in selling — window displays that sell. - Even the pro- P. A. Ware gressive butcher, not to stress the alert druggist and able grocery man, is invariably more of an artist in window- selling appeal than is the average merchant who handles musical instruments. Cast your memory back to the window with rows of paper-frilled lamb chops surrounded with decorative parsley and appropriate vege- tables, and in memory compare that window with the pineboard-backed display of a few musical instruments in a dusty window as shown by some otherwise successful music man you know. At a recent convention of window-display By P. A. Ware Merchandising and Sales Promotion Man- ager, Atwater Kent Mfg. Co. advocates from all lines of selling the writer heard discussed window-display lore from men representing the drug trade, the grocery trade, the furniture trade and the general department store, but regardless of the fact that this coun- try has some wonderful retail music selling- organizations, it was not on record that a music retail representative was in attendance at this important event. The consequence is that while nearly every specialized branch of selling is giving thought to "selling windows" many music men are, to use a hackneyed phrase, following the line of least resistance. Just how they are doing this can be best summed up by what the legal fraternity calls a "hypothetical question." Assuming that the reader is a dealer, may I ask that if you were to sell some product bought by a purchasing agent and that agent advised you to attend his office next morning when he would hear the sales talks of all the men selling a varied as- sortment of goods who had approached him that week, all at once: that is, "in concert," would you join the Tower of Babel conclave? All right! pass the answer, but now look around your town or neighborhood and see if some music merchant is not by "window ap- peal" trying to sell a phonograph, a radio, a piano, an assortment of brass instruments, some banjos and "ukes" and a saxophone or two to every passing pedestrian's single pair of eyes. If there is not a lesson in the above for many music men a great deal of thought and work on the part of myself and my business asso- ciates has gone to waste. However, it would be unfair if the reader accepted this indictment against the music man's lack of window-display knowledge as relating to the trade as a whole. It does not. Display by Atwater Kent Window Decorating Staff The Lyon & Healy windows at Chicago, the Jenkins Music Co. windows at Kansas City and elsewhere, the Grinnell Bros, windows in De- (Continucd on page 14) STARR PIANOS STARR PHONOGRAPHS GENNETT RECORDS i Represent the Hic/hest oAttainm tnt in Musical QYorth 9& .STARR PIANO COMPANY llj Established 1872 ^ - Richmond.. Indiana 12 The Talking Machine World, New York, January, 1928 13 STARTLING o NEW PRODUCTS FOR - YOUR - 1928 - PROFIT MODEL M-l Full curved inch tone arm, special brass and copper alloy. Highly sensitive swinging ac- tion permits reproducer to follow record grooves without resistance. List Prices- Nickel $4.00, Statuary $5.0C, Old Copper $5.00, Gold or Oxidized $6.00. X> IGHT now! As the new year opens! Comes your big opportu- nity to set your lines for sure profit during 1928. New reproducers, with startling ability in tone- definition-volume. New tone-arms, which scientif- ically develop the sound waves to broadest limits. New products — perfected for your profit. Manufactured completely in one factory, largest of its kind in the entire world, offering you natu- ral price advantages, and better product. Write today for samples and illustrated catalog! We cheerfully cater to Manufacturers, Jobbers, and selected Dealers. Send now for complete free catalog. MODEL 101 Our newest reproducer, with all brass face guard, diaphragm of Duro-Aluminum spe- cially processed. The Model 101 renders excellent volume and finest tone quality. List Prices— Nickel $3.50, Statuary $4.00, Old Copper $4.00, Gold or Oxidized $4.50. MODEL 102 Another 1928 Oro-Tone product. Similar design to the Model 101. with a flat special metal alloy diaphragm. List Prices— Nickel $3.00, Statuary $3.50, Old Copper $3.50, Gold or Oxidized $4.00. MODEL J-l Identical to M-l except that it is 7y2 inches and with a slightly smaller base. List Prices- Nickel $3.75, Statuary $4.75, Old Copper $4.75, Gold or Oxidized $5.75. 14 The Talking Machine World, New York, January, 1928 Windows That "Sell"— Creating Sales Through More Elective Display Methods {Continued from page 12) Moll at Washington, Hardman-Peck sibilities of troit, De on Fifth avenue, New York, and the establish- ment of the astute Chester Abelowitz on the intelligently arranged windows. Since then the department I conduct has car- ried out in New York and in Chicago demon- strations of one hun- dred dealers' windows in a given week; a rather unusual accom- plishment for a musi- cal specialty line and excelled, perhaps, only by drug store or grocery-store package demonstrations con- ducted by manufac- turers of nationally distributed products. The company I represent now has on the road crews of ex- pert window decora- tors who are spread- ing the gospel of good w i n d o w s chiefly among the dealers However, any shop selling crepe paper can produce samples of soft-toned decorative paper, which is quite appropriate to the average music- window. Moreover, the manufacturers of this decorative paper hand out, for the asking, book- lets explaining its use and in the absence of more expensive draping good crepe paper properly used forms a most effective trim. Our window trimmers have proved this by making use of crepe paper in some of the most exclusive music stores in the country, although 1 will admit that in such windows the use of crepe paper was somewhat restrained and was ^pplemented by window cards and our own effective dealer helps. To the merchant who has paid no attention whatever to his window, however, this form of decoration can be recommended as "better than nothing,'' and even that merchant should take heed of the much-needed reform in the music trade, which is that of using some one piece of merchandise in an effective setting. same great thoroughfare, are only a few houses where artistry in window decorating- is com- bined with the selling appeal. But, oh, the horrible examples; not only in the provinces but within a stone's throw of every house mentioned above. There's no doubt that a musical saw, or any other jazz band adjunct, belongs in a complete musical store, but surely its place is on display with a company of its mates rather than lean- ing against a truly great grand piano of na- tional fame. And yet I have seen just that sort of a display, as I have also seen all the appurtenances of the trap drummer's art backed by a great internationally known phonograph, which was surrounded by pictures of great operatic singers. And yet when put to the test the average music man can produce windows with a selling appeal, but for some occult reason it seems that he must be "spurred" to that business- building and business-bringing action. My first real interest in good windows from a crusader's point of view occurred about two years ago when I helped promote a window display contest among Atwater Kent dealers in Philadelphia. Cups were offered as trophies, and there re- sulted sixty-three windows which competent merchandising authorities said were perhaps the greatest concerted display of a specialty prod- uct ever shown in an American city. Moreover, many of the windows were pic- tured in trade journals as unusual examples of "selling windows." The chief prizes were won by neighborhood music stores not previously interested to a great extent in the selling pos- Two Fine Examples of Artistic Atwater Kent Window Displays who think that expensive plush drapings and artistic special settings are necessary to make an effective selling window. In behalf of the merchandise I represent, 1 frequently tell dealers that I would rather see, for good results, an exclusive display of our product once a week than a two-weeks' show- ing surrounded by merchandise with a diversi- fied appeal. Crepe paper has been extensively used in the drug store and grocery store trade in a man- ner that would offend the eye of the average music lover or music prospect. The use of varied strips of yellow and red crepe paper in the window, drawn fan-wise to a common cen- ter where a tube of tooth paste or a can of beans is on display, is appropriate perhaps for selling merchandise costing a quarter or less. Radio Table of Spanish De- sign Introduced to Trade A new radio table of Spanish design, finished in mahogany to match the model 17 RCA Radiola, and equipped with model 100A RCA speaker, has been an- nounced to the trade by the S t e 1 1 n e r Phonograph Corp., New York, one of the pioneer manufacturers of radio cabinets. A unique feature of this new product is the slope of the cabinet, which permits the sound to be thrown upward from the speaker. An attrac- tive grille covers the speaker, which is in- sulated with rubber to prevent distortion The "Stenola" trade- mark of the Stettner Phonograph Corp., under which the new Radiola table will be marketed, is well-known throughout the music-radio in- dustry. H. G. Phillips in New Post H. C. Phillips, formerly with the Radio Sales Corp., Seattle., Wash., is now a member of the sales staff of the Spokane, Wash., branch of Sherman, Clay & Co. Mr. Phillips has been identified with the Seattle trade for a number of years and has been active in association activities. The M. & M. Music Shop, Durango, Colo., recently moved to new and larger quarters in the Maytag building on Main street. Welcome to Our New York Office and Display Room It is with pleasure we announce the opening, early in December, of a New York City office and display room — Suite 607, Brunswick Building, 225 Fifth Avenue — in charge of Mr. James H. Wilcox, widely known in the Record Album field. A new patented type of Record Album will be on display in attractive bindings. Write for a 1928 National Record Album price list — it will pay you. National Publishing Co., 239*245 South American St., Philadelphia, Pa. The Talking Machine World, New York, January, 1928 15 for 1928 a new FRESHMAN EQUAPHASE _ _ m *d j iii i _t~ The cabinet of Model G-10, illustrated, is de- signed in such proportions that it conforms with the furniture in the average home. The panels are of genuine mahogany, attractively inlaid. A large cone speaker of great volume and superb tone — screened attractively with silk — is built right in the cabinet. A desk-type drop lid encloses the panel of the set when not in use. Freshman Electric Radios are free from bother — there are no batteries to replace or to charge. Not even an eliminator that needs watering or that requires periodic changes of acid. The power is supplied direct from the light socket. Every Freshman Equaphase is mechanically and electrically right — and em- bodies refinements which are not found in sets selling at much higher prices. MODEL G-10, Illustrated $195 COMPLETE Ready to operate The entire line of Freshman battery and electric radios are sold only to Authorized Freshman Dealers. They range in price from $54.50 to $500.00 Complete Information On Request CHAS. FRESHMAN CO., Inc. Freshman BuUding, New York, N. Y, 2626 W. Washington Blvd., Chicago, IIL Atmosphere in the Store People Like to Visit Fox Music Store Because of the Homelike Surroundings By L. C. Smith HOW it is possible to combine the ad- vantages of a "homelike" atmosphere in a phonograph shop and yet not per- mit the customers to forget what they come for is well illustrated in the furnishings and equipment of the Alfred Fox Music Store in Bridgeport, Conn. When a customer enters the richly appointed salesroom of the Alfred Fox Music Store he is immediately impressed with the roomy floor space inviting him to promenade the full 100 feet length of the store. His interest is doubly held by the elaborate assortment of talking machines on both sides of the store. One of the first objects he sees is a businesslike, flat- top desk placed in the center of a group of comfortable-looking wicker chairs. This desk is located directly in the path of a niche in the wall housing six listening booths. Several flower plants and a small but beautiful soft carpet occupy the center of this valuable space. "But will the 'homelike' atmosphere detract from the business angle when it comes time to 'close'?" we asked Alfred Fox, the owner. "That's just the reason I put the desk where it is," Mr. Fox replied. "I want the public to feel that this is a business institution, and that we are here to sell talking machines and to get the 'signature on the dotted line.' I have often observed," Mr. Fox continued, "that it is much easier to persuade a prospect to 'sign up' if this prospect sees someone else signing for a set right under his eyes. That is why we believe in transacting the final step in the sale right out in front for the whole world to see." In addition to the psychological effect of having a business desk in the reception space, this location also permits the salesman to be in a definite place to answer all the inquiries regarding talking machines and recordings. Needless to say, Mr. Fox has the usual counter and cash register combination in the front of his store, but when it comes to closing the talking machine sale he prefers to divert from the strictly commercial surroundings and make the sale more inviting with a little "home- like" atmosphere. Music Merchants' President Addresses RMA Luncheon C. J. Roberts, President of National Associa- tion of Music Merchants, Tells of Advantages of Selling Radio in Music Stores New York and other members of the radio and music trades met recently at the Hotel Commodore, New York City, at the monthly membership luncheon of the Radio Manufac- turers' Association and heard C. J. Roberts of Baltimore, president of the National Associa- tion of Music Merchants, on the advantages and also the difficulties of selling radio through the music merchants. To-day the music dealer, Mr. Roberts told his audience, is the natural distributor of radio and he predicted that the music merchant would become the predominant factor in the retailing of radio. "In the public consciousness," said Mr. Roberts, "radio is music. About ninety-five per cent of broadcasting programs consist of music and if it wasn't for the music on the air the interest in radio would be comparatively small. The price range of radio makes it possible for every home to have a receiving set and there should be one in every home in the country. "Radio is doing more to establish the Ameri- can home and build up home life than possibly any other commercial influence. And the sale of pianos and radio goes together. The radio stimulates the desire for the use of all other forms of musical instruments." The troubles of the music merchant in hand- ling radio in the early years of the industry were detailed by Mr. Roberts, who said that many music dealers had been "stung" in hand- ling radio because of many factors attendant upon the development of a new industry. Sets became obsolescent quickly, trade discounts were not stabilized, and there were many other unfortunate trade practices which had operated to the discouragement of the music merchant in the handling of radio some years ago. But to-day, according to Mr. Roberts, virtually all of these early major difficulties have passed with the improvements in the radio industry, the reliability of the modern receiving set and apparatus making less demands for service. Mr. Roberts stated that while trade discounts still caused some hesitancy and complaints on the part of music merchants, the question of servic- ing radio to-day was "almost non-existent." "The music merchant is the natural outlet for radio," continued Mr. Roberts. "When people think of radio they think of music, and when they think of music they think of their music merchant. The latter is an experienced instal- ment collector and has an experienced sales force, together with surroundings equipped for the demonstration of the beautiful modern re- ceiving set. Radio is so greatly improved that service is no longer the problem it once was." Mr. Roberts also suggested that piano tuners, including high-grade men for the most part, presented a field of recruits for radio service work. An invitation to radio dealers to join the National Association of Music Merchants was presented by Mr. Roberts, who outlined plans for the June National Convention of his Association in which radio will have a promi- nent part. Major H. H. Frost, first vice-president of the RMA, presided at the luncheon and among the guests were Edward Ingraham, a di- rector of the Federated Radio Trade Associa- tion, Irwin Kurtz, another director of that Asso- ciation and also president of the Talking Ma- chine and Radio Men, Inc., of New York City, and Delbert L. Loomis, executive secretary of the National Association of Music Merchants Udell Line to Be Shown in New York April 5 to 17 Indianapolis, Ind., January 4. — The Udell Works, of this city, makers of cabinets, includ- ing a complete line for radio sets, will exhibit at the New York Furniture Exchange, space 314, 206 Lexington avenue, New York, from April 5 to April 17. The Udell organization has not shown its line in New York for sev- eral years, but repeated requests from Eastern salesmen and dealers brought about a decision to do so. Radiotron Prices Reduced Reductions in list price of several standard types of Radiotron tubes have been announced by the Radio Corp. of America. These new prices, which were effective on December 17, are as follows: UX-201-A, reduced to $1.50 ; UX-112 and 112-A, to $3.50; UX-171 and 171-A, to $3.50; UX-240, to $2, and UX-874, to $4.75. G. M. Reese, Jr., in New Post George M. Reese, Jr., formerly with the Gewehr Piano Co., Wilmington, Del., is now connected with the Robelen Piano Co. of the same city. Mr. Reese was with the Victor Talk- ing Machine Co. for a number of years and has a thorough understanding of merchandising problems of music retailing. JSMS WWWW W -r- W W W W M W W 3£ W WWM W W WW — '! W WW W WWWW^MMWWW* Another AUDAK Achievement The complete story of the new Audak Reproducer is told a bit further on in this issue. See 2-page insert in colors Between Pages 34 and 34a ,! ■' si? u u in m aii is m m m m u ;j, m MMW^rm in m m m mm mmmwmmmmmmmm.m' 16 The Talking Machine World, New York, January, 1928 17 Easier Sales-Big Profits-More Turnover NEW ELECTROPHONIC PHONOGRAPH NEEDLES Metal Revolving Stand Takes only 5 inches of Counter Space RED AND WHITE Size : 16% inches high 4% inches wide 4% inches deep Made Especially for Playing Electrically Recorded Records These needles are made by a new process of special tempered steel to play the new electric records without blasting or vibration. These needles will bring out per- fectly the bass notes as well as the high notes. This is the finest needle display stand on the market. Made of attractively colored heavy metal, very compact and revolves. All tones on the stand. Needles packed perfectly. The needles are packed in envelopes (50 needles to an envelope) and the envelopes are inserted in small packages. Each package is a different color for different tones. This is the fastest selling needle on the market. Each Needle Plays 10 Records No. 1 COMPLETE OUTFIT 1 Metal revolving stand, 100 packages of needles (50 loud, 25 X loud, 25 medium). Retail Value $15.00 $£oo Dealers1 Price Complete Refill Cartons Loud, extra loud and medium, 100 packages of a tone to a carton. Retail Value $15.00 Dealers' Price $2*00 Per Carton Jobbers — Write today for Free Examination Offer ELECTRO-PHONIC NEEDLE COMPANY 506 SOUTH WABASH AVENUE CHICAGO, ILLINOIS Dealer Education Program Responsible for the Success of Farrand Methods David F. Goldman, Sales Manager of North American Radio Corp., Tells How Farrand Co. Pro- tects Dealers and Has Maintained Products as One-Priced Merchandise A PROGRAM of education to dealers selling radio apparatus is the main reason of our success in distributing Farrand speakers in the Greater New York market. Three years ago, when we were appointed to distribute Farrand products, the dealers had created an "upset mar- ket." Prices were being cut galore, whether or not apparatus was new or old, good or bad, advertised or unadvertised. Invading "Cut-Price" District With the Farrand speaker, a new type of speaker at that time, theoretically and practical- ly correct, and with a fine program of sensible advertising, we set out to show radio dealers that here was an item that was going to show a clean profit at the end of the year. Our biggest problem was convincing dealers that the only profitable manner in which they could expect to remain in business for a period of time was to quit cutting prices and make the substantial legitimate profit allowed by the manufacturer. And as was to be expected, we met our strongest opposition in Cortlandt street, noted then more than now for its cut prices. We were very anxious to break into this market, with its enormous sales for such a small, restricted area. But, nevertheless, we were not going to change our policy of price maintenance, nor would we go back on our words to other Farrand dealers in the city. In the Cortlandt street section we originally opened up with but one retailer, knowing that he would permit no price-cutting on Farrand speakers. At first the neighboring dealers were skeptical about this retailer's success in selling a radio accessory at full list price where the practice is just the opposite. The answer to the skepticism of these dealers at that time is found in the fact that at the present time there are about fifteen dealers in the Cortlandt street section selling Farrand apparatus and none of them advertising their Farrand speakers or eliminators at prices lower than those adver- tised by the Farrand Mfg. Co. Getting Away From Price Appeal Another phase of our educational campaign to dealers in proper merchandising was in the manner of advertising nationally known ap- paratus. The main appeal in the retailers' advertisements at that time was price. The various other sales appeals were hardly ever used. Neither were art work, fine engravings, real sales slogans, etc. Moreover, we realized that dealers would be anxious for a departure from the conventional price-cutting advertise- ments of three years ago. To meet this desire we furnished our Farrand dealers with mats of varying sizes, advertising the Farrand speakers with a quality appeal in a different and attrac- tive manner. The result has been that retailers have never advertised Farrand speakers at prices lower than the nationally advertised list price. No Dumping Policy Another reason that Farrand products have never been cut is that the Farrand policy has never permitted "close-cuts" or dumping. When a new model is decided upon, dealers are noti- fied approximately one month ahead. They are advised to buy only what they could immedi- ately sell within the notified time. In fact, during this notification period we have some- times run low on our merchandise in our own warehouse and have shipped Farrand apparatus from one dealer to another. The result has been that when Farrand announced its models no dealers found themselves with an appre- ciable stock of the older models. Hence no reason at all for price-cutting. Dealers Protected From Loss One of the best policies ever adopted by any radio manufacturer, in our opinion, has been that of the Farrand Mfg. Co., which pro- tects dealers from loss through price reductions. Although Farrand never has and still has no intention of reducing its prices, the dealer is assured that should prices be reduced at any time he will be rebated on any stock he has on hand, whether it be IS, 30, 60, 90 days or more. With this guarantee and the assurance of a month's notice before the introduction of new Farrand models, retailers are safe in stocking Farrand merchandise. If other radio manufacturers were to adopt similar policies we would see cleaner and more profitable merchan- dising in the radio business. Kolster Radio Selected by Blindfolded Committee A novel test for selecting a radio receiving- set was used by the Amesbury, Mass., Radio Club in choosing the equipment which the club is giving to the Amesbury Hospital as a means of entertaining convalescent patients. A com- mittee of nine club members were blindfolded and several sets were tested, on the basis of quality of reception, volume and selectivity. The unanimous choice of the committee proved to be a Kolster receiver. Each room in the hospital is equipped with radio outlets and a set of earphones will be installed at every bed, so that each patient will have an opportunity to listen in. Immediately upon the announcement of the release of parts 5 and 6 of "Two Black Crows," by the Columbia Phonograph Co., William Hicks, of the Melody Shoppe, Elmira, N. Y., dispatched an aviator to Binghamton to pick up a shipment in that city and rush the records back to the store. The World s Largest Producers of Die -Castings Doehlcr Die-Cast sine alloy three wax valve for combination Radio and Victrola. IF you could see the multitudinous sizes and forms of Die Castings produced in our four great plants each day .... d. If you could see the engineering and metallurgical problems in- volved in their production d. If you could see how our organization meets unusual demands with a willing readiness .... C That would quickly convince you of Doehler capability for producing YOUR die castings — with certain satisfaction. CCOur booklet is interesting and informative. Your copy is free. EE sea PurPoses. S\ DOEHLER DIE-CASTING CO. Brooklyn, N.Y. Toledo, O. Batavia, N.Y. Pottslown, Pa. 18 The Talking Machine World, New York, January, 1928 The Talking Machine World, New York, January, 1928 The Talking Machine World, New York, January, 1928 The Talking Machine World, New York, January, 192S Masterworks Album Sets of Great Com- posers Celebrity Series Dance Records Vocal Records Southern Series Race Records Foreign Language Records Columbia Phonograph Company, 1819 Broadway, New York City Canada: Columbia Phonograph Company, Ltd., Toronto Columbia ^ftUJrtd* Marks Reg. U. S. Pat. Off.; The Talking Machine World, New York, January, 1928 W. F. Wirges Appointed to Important Brunswick Post Is Now Recording Director of the Brunswick Laboratories in New York — Musical and Practical Knowledge Fit Him for Work Wm. F. Wirges (popularly known as Bill) has recently been appointed as recording director of the Brunswick Laboratories in New the needs of the music dealers and the desires of the public. He tempers his musical knowl- edge with the realization that he must appeal to an audience of many and varied tastes. He is enthusiasm personified, and has the ability to radiate and convey that same en- thusiasm to the artists when they are recording, and in that way he can bring out the best qualities in those artists. He also has the tact and discernment of character necessary in the intelligent handling of stars, a trait most neces- sary to one in this important post. G. R. Nennstiel Opens New Phonograph and Radio Shop Knoxville, Tenn., January 5. — The formal opening of Gus's Phonograph & Radio Shop, 618 South Gay street, owned and operated by G. R. Nennstiel, took place last month with a iarge attendance. Included in the merchandise carried are the complete Zenith and Atwater Kent radio lines, Victor Orthophonic talking machines and records, Brunswick Panatropes and records and Columbia records. Mr. Nennstiel is well known in Knoxville and has had wide experience in the retail music field, and for the past few years has been man- ager of the phonograph and radio departments of Sterchi Bros. Ed Lowry Now Exclusive Columbia Record Artist Master of Ceremonies at Ambassador Theatre, St. Louis, Repeated American Successes in England a Year Ago — Is Radio Favorite Ed Lowry, new and exclusive Columbia artist, is master of ceremonies at the Ambassa- dor Theatre, St. Louis, Mo., where he fills that post in a manner that is keeping the house playing to capacity. Mr. Lowry has long been a favorite with American theatregoers, and a year ago he went Appointed Distributor of the Allen Portable Line W. F. Wirges York, and is the unusual combination of a real musician and a man who can thoroughly appre- ciate the practical or sales angles of records. Mr. Wirges operates between New York and Chicago, directing the recording of the Bruns- wick artists, and in the comparatively short time in which he has been at the post has shown an exceptional aptitude to appreciate The Allen-Hough Mfg. Co., Milwaukee, re- ports the appointment of J. W. Jenkins Sons Music Co. as exclusive distributor of Allen portables, in the territory covered by this fa- mous house. The Bayonne Maennerchor Singing Society recently made two recordings for the Victor Talking Machine Co. catalog. Ed Lowry to England, where he scored an outstanding hit. He was in vaudeville there in the London production, "Whitebirds," sang frequently on the radio and also recorded for Columbia. At one time he was playing in five different places. His latest releases for Columbia are "She Don't Wanna" and "I Can't Believe That You're in Love With Me." Helycon Tone Arm No, 509 THE continuous taper of Helycon Tone Arm No. 509 is acoustically correct. It is particu- larly adapted to phonographs equipped with new type reproducers and new long air column ampli- fiers with enlarged bell-opening. Made of heavy seamless drawn brass, nickel plated; black enamelled bracket, that ensures free sensitive swing and prevents tipping or binding; all joints air-tight, felt-bushed to pre- vent metallic vibration. Helycon Tone Arm No. 509 is the outcome of unceasing research, plus precision manufactur- ing, a worthy representative of the Pollock- Welker line of Helycon precision-built phono- graph equipment. Pollock -Welker, Limited Established 1907 — Pioneers in the Phonograph Industry KITCHENER — CANADA Cable Address — Polwel, Kitchener Code — A.B.C. 5th Edition, Bentley's 20 The Talking Machine World, New York, January, 1928 These three new models have been created to fill a definite niche in the great Victor line of instruments. In the new Ten-seventy, the Automatic feature and the recently developed cone-type Electrola have been housed in a cabinet of exquisite classic Renais- sance design. It is intended for those who want an instrument that takes care of its own records and, at the same time, permits the user to regulate volume to suit particular occasions. A twenty-piece orchestra for the house-dance, or the faintest thread of melody as background for dinner-conversation. V are Model Twelve-fifteen Electrola VICTOR TALKING MACHINE COMPANY The Talking Machine World, New York, January, 1928 . 3 J new models to fit particular markets The Twelve-fifteen is, likewise, a new cone-type Electrola, with the special Victor acoustic stabilizer . . . smooth reproduction at every volume. The instrument is also a remarkable loud-speaker for an independent radio set — switch provided for changing from record to radio. Its cabinet, repre- sentative of the charming Georgian period, is particularly attractive to customers whose homes are furnished in Colonial style. In size, reproduction and list-price, the new Eight-twelve comes between the standard Credenza and the smaller console model, the Four-forty. In quality of music, the new model offers the nearest ap- proach to the full-toned Credenza reproduction. Its cabinet, in French Renaissance style, is striking proof that an impressive appearance is a matter of pro- portion rather than size alone. There is evidence that these three new models will satisfy a very real need, fitting particular mar- kets that are -particular in their choice. Order at least one of each for demonstration pur- poses. As new Victor models, they have strong window display value. Push their sales. You will find they open up a new field that, with careful cul- tivation, can be turned into a rich harvest of profit. CAMDEN, NEW JERSEY, U. S. A Sales Possibilities in the Finest Records Phonograph Record Dealers Not Keeping Pace With Manufacturers in Their Efforts to Bring the Music of the Masters to the Masses THE ending of another year sees the talk- ing machine trade in a condition which the most pessimistic would be obliged to call healthy. No one will think of denying that the phonograph staged a complete comeback two years since, nor that the wise, farsighted and courageous policy of the manufacturers has been thoroughly justified. Retail merchants — or such of them as think beyond the needs or the exigencies of the moment — are quite commonly willing to admit all this; and to that extent it may be said that all parties are in agreement. When, however, we come to deal with the big questions of salesmanship we are obliged to say that the practice of retailing still lags far be- hind the principles on which the manufacturers acted when they scrapped the old machines and the old methods of recording, adopted revolutionary new methods, and set out to con- quer their territories afresh. For, strange as it may seem to the outsider, there is every good reason for' saying that many retail merchants in the phonograph trade have as yet shown little sign that they understand the principles on which rests their future pros- perity. When the manufacturers acted so dras- tically and courageously three years ago, this was because they realized clearly what had hap- pened. The merchants in their turn must come to this realization and then acquire the courage to act upon it. What They Learned What was it that the manufacturers realized? Why, simply that the talking machine as an individual piece of salable material could only withstand competition by giving something that other instruments could not give, and giving it actually in a more satisfactory way. In other words, if the phonograph could be made to ex- cel in the matter of reproduction, while preserv- ing its unique ability to record the finest of performances and store them up for use when- ever and wherever wanted, then the phonograph could continue to exist, and even to become By W. Braid White steadily a greater factor in the entertainment of the nation. Failing this, the phonograph was doomed. Now the phonograph has been brought to the point where its reproduction is evidently per- fect. This has been accomplished mainly through the development of electrical recording systems which have by now become universal, for the reproducing mechanism contained in the machine needed only incidental and not funda- mental alteration. Even the electrical pick-up is of far less importance than the electrical record. It is this latter which to-day actually dominates the phonograph situation. The wise merchant will be he who can see this, and act accordingly. The Deliberate Policy The manufacturers indeed have seen this. They have seen clearly that no development of reproducing machinery would be worth talking about so long as the recording was not brought up to date. While recognizing the demand for dance and popular music generally, it is clear that manufacturers have deliberately begun a policy of building up a library of high-class recordings so splendid in choice of title and in reproduction as to bring the phonograph, in the ears of music lovers everywhere, to a position of exaltation which five years ago could never have been anticipated. In a word, the record rules the roost; and the manufacturers know it, For that very reason it is absolutely neces- sary that phonograph merchants should make up their minds to take the high-class electri- cally-recorded record, study its possibilities of sale in the community, and develop those pos- sibilities up to a point of profitability. All this is neither difficult nor unpractical. It is merely a matter of recognizing that the high-class record is to-day the basis on which phonograph recording willy-nilly must stand. The Stock Objection I am well acquainted with the stock answer to any such statement. It will be said that the record buyer who wants a piece of dance music will come in, say what he wants, pay for his purchase and leave within ten minutes; whereas the prospective buyer of a high-class record de- mands attention, personal time of a salesman for demonstrating, and the trying of half a dozen pieces. The objection is sound enough so far as it goes, but it does not alter the facts of the situation. If buyers of high-class records do not know what they want and must be at- tended to assiduously and at much expenditure of valuable time, that is because the phono- graph merchants are not yet reaching those who do know what they want. And that is the only rebuttal needed. Many Lovers of Music At least it is the only one needed if and when its implications are grasped. For the fact is that the music-loving population of this coun- try is already very large, if we include within the classification all those men and women who are interested directly and indirectly in good music, who go to concerts, who play some musi- cal instrument or who sing. There are some millions of these people; yet one would make not the least mistake in saying that the vastly greater number of them are simply not aware that modern phonograph recording is able to give the very best of orchestral, ensemble and solo music, vocal and instrumental, into their possession, at very low cost, and that the mod- ern machine reproduces this music with all the beauty and power of the original. I wonder how many of the music lovers of this country know that the nine symphonies of Beethoven are available in the new recording or the piano quintet of Brahms, the B flat piano trio of Schubert, and a whole stack of string quartets, piano and violin sonatas, piano and violin con- certos with orchestra, and even specimens of out-of-the-way delightful music hardly ever performed in public? How many know that it is possible to have at home enough music of every kind to provide a musical atmosphere such as hardly a professional musician can dream of enjoying? In fact, how many dealers know anything about these things? And if dealers don't know, how can it be expected that they shall sell good high-class records in large quantities? If the blind lead the blind . . . A Program It is quite evident to me that a lot of work- needs to be done to bring before the dealers the existing facts, especially in the way of re- moving the absurd notion that there is some- thing exotic, hard to understand, indeed almost foreign (hateful thought) and un-American about trying to become interested in pushing good music? It is evident that the phonograph dealers have a lot to learn about high-class records, and especially have to be taught to overcome their apparent reluctance to make themselves personally acquainted with these things. And to these ends I propose to go for- ward during 1928 with considerably more em- phasis than ever before, in the work of bringing before dealers month by month all that I can find out about the best classes of record, about how to handle them, how to demonstrate them, how to sell them at a profit and how to build a business in them. If I can succeed to any ex- tent in building up dealer interest in these mat- ters, I shall be doing the best service I can do for all concerned. The 1928 program, so far as I am concerned, then, is to run along these lines. And I think that some good for all concerned is likely to be accomplished. Dealers find our service profit-- able. For the products we represent are fully guaranteed. Our terms are right. And we offer helpful selling suggest tions plus merchandising aid. Write today for catalogshow- ing Allen Portables — the finest complete line ever presented to the trade, 'and nationally advertised. SOUTHERN ALUMINUM COMPANY 515 Conti Street New Orleans, La. 22 The Talking Machine World, New York, January, 1928 23 Sounding as it does the very depths of the sub- lime, reception with the Utah Speaker brings into being those mystic qualities of reproduction for which so manv strive bvit so few ever attain. j The most complete line — ranging from $10 to $100 UTAH RADIO PRODUCTS CO., 1615 S. Michigan Ave., Chicago TA Dramatizing Radio Through the Medium of Displays IT is hardly proper that the mer- chandising of radio should be considered more difficult than the average product, but I am in- clined to believe many dealers con- sider it such, thinking that because it is comparatively a new indus- try time has not allowed principles of sell- ing to become thoroughly developed. In the main, I personally believe that radio should be one of the most interesting products to mer- chandise and yet from general observation its presentation to the public has been abused. Ask the average retailer — "what's wrong with There's a "Window Way" to Sales, Says W. L. Stensgaard, Director of the Display Division of Stewart- Warner Speedometer Corp. and Presi- dent of International Association of Displaymen Fun — all regardless of distance. Then, too, at such little cost, and in the very comforts of your own home, in fact there is no end to the points of interest about radio that may be dramatized so as to produce radio sales. The five points listed above become minor difficul- ties. Present radio to the public, as one of the the radio business?" and the chances are he will reply with one or all of the following five points as the major reasons: 1— The public continues to look for "something new," feeling sure radio is yet undeveloped. 2 — There is a belief among people that radio is something to be enjoyed only a very few months of the year. 3— The market is flooded with "Cut-Price" radio merchandise. 4 — And the cost of rendering service is too great to allow a reasonable profit on the sale. 5 — Or the radio manufacturer has not produced the set to meet requirements of this locality. (Never assuming that his installation could be anything but correct.) And yet how many dealers assume that they are responsible to a great extent for the condi- tion which may exist — usually the buck is passed to where it is thought it would meet the least resistance. Would it not seem wise as dealers to study the why erf such a condition — is it local — is it individual — what is the cure? If it is de- cided that the condition does lie within the province of the music-radio dealer, how best can it be remedied? That's the first question to answer — when you have done this to your satisfaction, then decide for yourself if such points of interest are prop- erly conveyed to your public. Radio can never be sold merely as "radio" — it must be sold for just what it gives to the listener-in. In brief — Entertainment, Education, News, Sports, Music, sOriable charge — not as a mechanical perfection that can resist all wear and all abuse; as an instrument suited to local conditions — and by study and radio engineering experience you are qualified to meet them — not as a delicate instrument only in- tended for use under favorable conditions and circumstances. The American public are great believers of what they read and see — they have been taught to believe by "truth in advertising" and "seeing is believing." Knowing this let us begin plan- ning how to present radio to the public. Advertising in the newspapers is essential and should be carefully executed by those expe- rienced so as to bring back the best results pos- sible on the investment made. On advertising you expect to draw business to your store, but are you prepared to "follow through?" When the customer reaches your store does the pic- ture you painted in his mind by words remain the same? Is the radio itself shown in the proper surroundings — does it picture "entertain- ment" or does it just appear as a piece of furni- ture, and does it look as though it was worth the price? Unless you have prepared to more vividly portray that picture, which was painted in words in your ad — the customer reaches your store and the enthusiasm is dampened, a greater resistance is set up for the salesman to meet, and this is" one of the greatest reasons for "cut- prices." If it looked the value and the initial enthusiasm was followed through — it would also be worth the price — provided of course that the performance was as described. Your window displays are important, and I will venture to say that 85 per cent of the merchants selling radio have not yet capitalized Above: "The Air Theatre" is a display suitable for the average small window, and was done in colorful poster effects with flasher-lighting equipment in the center unit. Right: "The Children's Hour" is dramatically por- trayed to the interest of the kiddies in this colorful display. greatest engineering- achievements — not as an experiment; as a year 'round source of enjoy- ment— not as a comfort for winter months; as a standard product of standard price — not as a piece of merchandise of fluctuating, value; as a mechanical devfee that requires service such as does the automobile, for which there' is a rea- by dramatizing radio to the thousands who pass their windows. It is a fact that display window circulation is the least expensive adver- tising medium the average merchant has. Dis- play window advertising is likened unto the national or newspaper advertising — it is not the {Continued on page 27) VAN VEEN SOUNDPROOF BOOTHS The standard for successful Talking Machine demonstration for years. Radio dealers are losing sales without them. Write for particulars and catalogue. VAN VEEN 6c COMPANY, Inc., ™-™j£\3?J?S£i^ Y- Ci,y The Talking Machine World, New York, January, 1928 25 Here's Why the Junior Makes Any Portable Better ~ THE new improved Junior Motor is the smaller edition ot the famous Flyer Motor, It is the ideal motor for smaller, lighter portable phonographs because-^ Made Like a Watch Every part is made of the finest materials, as precisely made and as carefully inspected as though it were for a fine watch. Gears are cut on special gear-hobbing machines. These machines make gears so much better, so much more true than has ever before been possible that large concerns in many lines are asking us to cut gears for them. This is cited only as an example' — 'every part of the Junior is made with the same unusual care and precision. Noiseless Before it can come to you in a portable, a Junior must pass the Listen- ing Test. It is run without a record, on a special sound box which magnifies any sound many times. If either of two experts can notice the slightest sound, the entire motor is rejected. Exclusive Design The junior is the result of 12 years' experience in motor design and manufacture. Only the Junior (and its bigger brother, the Flyer) can offer the sturdy construction, the freedom from vibration and noise, the long life which these motors assure. No wonder the great majority of all portables sold are equipped with Junior or Flyer Motors. Dealers know that these motors mean easier sales, more satisfied customers and no returns. i ENERAL INDUSTRIES CO ELYRIA, OHIO Formerly named The Qeneral Phonograph Mfg. Co. Makers of Precision Products for a Quarter of a Century Profit Wmm$ Sates Wrinkles United Music Co. in Ad. Lists Satisfied Customers — Plan Your Promotion Campaign Now for Coming Year — Photographs of Recording Artists Used in Display — Personal Touch Used in Announcing Record Releases — Include Quality of Radio Talent in Sales Talk Nearly every dealer will admit that one of the most satisfactory means of increasing busi- ness is through the recommendations of satis- fied customers. This word-of-mouth advertis- ing counts for far more than does the printed word, and there are many music stores which give a major share of the reasons for success to this method. Another method of utilizing the good will which your customers bear to- ward you was recently illustrated by the United Music Co., of Brockton, Mass., and other cities in New England. This company used a two- page advertisement in the Brockton leading newspaper to tell the merits of the Stromberg- Carlson line of radio receivers. One page of the advertisement was given over to illus- trating and describing the complete new line' of Stromberg-Carlson A. C. receivers; the second page read: "Over $200,000 worth of Stromberg- Carlsons in Brockton and vicinity purchased from the United Music Co. Through the kind permission of these happy friends we list their names as members of the great Stromberg- Carlson family." Then followed a list of be- tween 375 and 400 owners of Stromberg-Carl- son sets. Publishing names in this manner if certain to secure attention. The readers of the newspapers, with average human curiosity, will look to see if any of their friends are listed, and a certain amount of human interest appeal is engendered. Plan Now for 1928 Now that the holiday season is past and the new year is well under way the time is ripe for the dealer to get busy on some follow-up sales promotion. Those people who purchased talk- ing machines of various kinds just preceding the holidays are excellent prospects for records. This is the kind of repeat business that spells prosperity for the merchant. It keeps the cash rolling in, and what dealer cannot make use of ready cash. Then, too, there are the pros- pects developed during the holiday shopping period. Intensive cultivation at this time should prove resultful in making the early months of the present year very satisfactory from a busi- ness standpoint. Advertise, circularize and get your men out in the field to make the most of every sales possibility. There is no sound rea- son why the retail merchant should sit back simply because the holiday period — the peak of business during the year — is past. Because there is a natural tendency on the part of the public to refrain from making purchases im- mediately after Christmas the need for increased aggressiveness by the dealer becomes mote imperative. Photos for Display The advantage of having photographs of recording artists is demonstrated by the Tol- zier Music Store, of Amarilla, Tex. The ac- Unusual Brunswick Window companying illustration shows how effectively this aggressive music dealer has used artists' photographs to make a most attractive window display. His order of arrangement is well bal- anced, as he shows almost every class of artist, from the dance orchestra to the concert violin- ist. Then, too, his display of the Panatrope is attractive. The stage of display with the artist, the finished record and then the Pana- trope for reproduction, is very complete. The Tolzier Music Store reports a large increase in its record and instrument sales, due to this attractive display. Re: Record Releases In announcing the latest releases to your customers do you simply send them the booklet provided by the manufacturers, or do you send a personal or semi-personal letter suggesting that several of the selections are particularly desirable? A suggested record or two might help quicken the interest of the customer and result in sales which might not materialize from the mere reading of a printed list. The follow- ing letter sent out to the mailing list of the Eberhardt Music Co., of Wichita, Kans., by Jane Barth, of the record department, is an excellent example of this point. It reads: Deaf Customer: "Thinking," No. 710-D, by Art Gillham, one of the most remarkable records ever recorded. Get this record, put it on your phonograph some evening, and as you listen to it, a beautiful picture will come to mind. A lonely man is sitting by the fireside smoking his pipe and gazing dreamily into the flame. It is raining out- side, and he is sitting there thinking, just thinking, that's all. Do you think when you're lonesome? Do you? Hear Art Gillham in "Thinking" and you will have heard a record never to be forgotten. It will al- ways linger in your memory. We are listing a few other new Columbia records that we would like to have you hear: No. 1099-D, "When Day Is Done," pipe organ, by Mil- ton Charles. No. 1107-D, "You Went Away Too Far," by the Sun- flower Girl of WBAP — she's fine. No. 1109-D, "Ooh, Maybe It's You" (Ah, Peude Que Seas Tu), (Ziegfeld Follies of 1927), by Harry Reser and His Syncopators. No. 109&VD, "Just Once Again," by Paul Ash and His Orchestra. No. 1101-D, "Dearer Than All" by Rodeheaver and Doe, This is a beautiful sacred duet. No. 140-M, "For Tliee," soprano solo, by Barbara Maurel. We are enclosing our November bulletin and feel sure there will be some records among this list you would like to hear, and we are looking forward to the pleasure of playing your favorites for you. We appreciate your patronage and are always glad to serve you. You are welcome at Eberhardt's. Just a few steps north of the Lassen Hotel. Sell Entertainment During the past few months the broadcast programs from practically every station have shown continued improvement. Great corpora- tions such as General Motors, Standard Oil and a host of others have added radio broadcasting to their mediums of advertising and publicity, and they are sponsoring programs of interna- tionally known artists. How many dealers have incorporated into their selling talks ref- erence to the new arrivals on the air? When you are selling a prospect do you merely refer vaguely to the great entertainment features, or can you mention several of the artists who are being heard? Also remember that the two conventions to select candidates for the presi- dency of the United States will be held within the next five months and both promise to be exciting and of interest to radio listeners every- where. Use foresight, prepare a direct-mail communication telling of the good things in store during 1928, and see if selling entertain- ment will not prove a better argument than merely selling a radio receiver without visualiz- ing its capabilities. Plan Store Concerts During this month talking machines and radio dealers should plan a definite program of ex- ploitation and promotion for the coming year. The mediums which have proved most effective in stimulating business during the past should be given greater attention, and means not yet tried should be given an opportunity of prov- ing their worth. Store concerts of record re- leases, a method which in the past proved profitable for dealers all over the country, should be given a trial. At intervals of be- tween two or three weeks invite a number of your customers to the store for a record con- cert. Select the program carefully, varying the types of music so that the entertainment will be neither too heavy nor too light, and see if the increase in record sales does not more than offset the time, trouble and money ex- pended. ' DEALERS— Ail the signs point to a BIQ SALE of radio instru* ments in 1928 RE-ALLOCATION of wave lengths, synchronization of stations and clearing of broad- casting channels forecast a banner sales year for reliable radio instruments. The rapidly increasing sale of Weston instruments over all other makes indicates a wider extension of radio knowledge and the recognized need for instruments of the highest quality and most dependable performance. Professional and home set builders, service ex- perts, manufacturing and lab- oratory engineers and amateur station operators know by ex- perience that "Westons" give the best service. Inferior sub- stitutes, at whatever price, are Model 519 Radio Set Tester generally unreliable and use- less. Tie in with Weston Service and en- joy the profit-making, quick turn- over advantages oi handling the Weston line— for forty years the world's precision standards. We suggest your consideration of the models shown here. Dealers every- where find they meet an exact need. Your jobber will supply you and help you select the most popular ranges. WESTON ELECTRICAL INSTRUMENT CORPORATION 190 Frelinghuysen Ave., Newark, N. J. A.C. and D.C. 2" and 3V4" Panel Instruments 26 The Talking Machine World, New York, January, 1928 A Fast Seller • The Improved Val^Phonic Reproducer reproducer was and is offered to merchants who know good products, and who could be con^ 9 , 9 ity of materials used, and workmanship. Our master Val^Phonic meets the most exacting taste, and the more fastidious choosers become enthusiastic boosts ers, broadcasting its merits everywhere. There must be a reason why it has gone over the top in such a sweeping fashion, and it is only because we never cease our efforts to improve this already perfect Val^ Phonic reproducer. e onic has made good! It for you! Try it out. You to gain, in offering merchant iron test, satisf Another item you cannot afford to slight. VALLEY FORGE non-jump main springs. Each spring individually wrapped in Mocolene, a special wrapper which protects it from foreign elements, and double polished and sprayed with lubrill to prevent rust and corrosion. Each spring comes to you in a separate carton, clearly labeled with its number, dimensions and resale price. Our reputation was made on the VALLEY FORGE main springs. Here's a chance to share it with us. The Talking Machine World, New York, January, 1928 (lltc PAL Fumihj Nationally *5 the Industiys GwMts* PORTABLE PHONOGRAPH LINE/ PLAZA MUSIC COMPANY The Talking Machine World, New York, January, 1928 IO WEST lO1* STREET — — NEW YORK The Talking Machine World, New York, January, 1928 Model 100-40 34" high — 33" wide 20" deep Our Tremendous Coast to Coast Outlets Model 100-50 34" high— 33" 20" deep Guarantee Greatest Phonograph Values Marvelous Tone Reproduction when played with the Audak Reproducer With The Audak Reproducer Our Tone Quality Is Complete Model 175-B 34" high— 33" wide 22" deep Fifteen New Models. Consoles, Uprights and Con- solettes. Here's the phonograph, artistically de- signed, with new tone quality. And is specially low- priced, quality considered. Write us today for book- let and prices. SOME TERRITORY OPEN FOR LIVE, WIDE-AWAKE, EXPERIENCED SALESMEN Player-Tone Talking Machine Company Office and Sales Rooms: 632 Grant St. PITTSBURGH, PA. Model 90-5 34" high— 36" wide 2i" deep The Talking Machine World, New York, January, 1928 27 Dramatize Radio Through Better Window Displays {Continued from page 24) space alone, but what enters into it that decides the sales-producing power. The mere placing of merchandise behind the glass is not sufficient, but it seems to satisfy too many. Mr. Radio Dealer, I cannot too strongly em- phasize the importance of your making a rea- sonable investment in your windows. Show radio in a setting that tells the passers-by in picture form of "entertainment, enjoyment, sports, news" — there's no limit. When you sell these you sell radio. Just as you expect the manufacturer to develop a radio that you can sell so does the public expect you to create within them a desire for the radio. Dramatize, change your windows often, let each display be good — don't be satisfied with hit and miss. The larger the retail institutions, the more An Attractive Showroom can be made of most any room, and this sketch illustrates one for a small dealer. At the right was an ugly partition, so we placed a damask curtain in that end of the room and a tapestry on the opposite wall. On top of the radiator was placed a slab on which was displayed a set and receiver. In front of this was placed a settee. A platform was built on back of the window on which an attractive screen was placed and modern lighting installed. This being a cement floor we laid an attractive linoleum and then placed two rugs in the center of the room. A marked increase in sales was made after the changes had been made. important are their display windows — they know their value, and make an investment in equal proportion to their value. In speaking of display to none other than D. F. Kelly, general manager of The Fair, one of America's largest department stores, located in Chicago, he said: "The eye of the passer-by is focused on the show windows, and they should be made as at- tractive as possible. We consider the show windows the most important feature of our store." The secretary of the Davenport, Iowa, Retail Merchants' Association, and, by the way, one of the most successful music dealers of that state, wrote me: "In my opinion, to neglect one';, window display, if not commercial suicide, means at the very least the establishing of a handicap which it will take many times the re- quired window investment to attempt to coun- teract through print publicity or other me- diums." I could go on quoting hundreds of such inter- esting remarks on the value of a store's display, but the important thing for the retailer to re- member— regardless of size — is that his display windows are just as valuable to him as they are to the greatest store of the world. Too often have I noticed hundreds of radio displays that were very injurious to the dealer even though it appeared as if considerable time and thought, but little money had entered into it. Remember, it is easier to detract than at- tract; also that just to attract is not sufficient, the display must First — attract the passer-by to stop Second — create within the party who stopped a desire to possess Third — bring him into the store, where the display and contact should be on a par with that seen outside. A display to be good must express the char- acter of the store, be alive with human interest appeal, exert utmost sales influence through si- lent salesmanship, and be a builder of good will. A cat chasing a mouse through a grocery store window will attract, but those who watch will hardly be impressed to point of purchase of any grocery shown. A fan blowing paper strips or ribbons may attract, but it certainly denotes only motion, it has not created a desire to pos- sess for "comfort" sake such as would be the case were the fan shown in use with a painted cut-out picturing a man seated at his desk in comfort, and on the other side a cut-out of a messenger just entering wiping the sweat from his face. Again I say, dramatize — so as to create a desire so strong it is hard to resist. Good windows will cost you some money, and they will pay you dividends, a liberal one if properly invested. I have seen radio shown on a tile floor, a dirty floor, a crepe paper floor — in each case the value of the product shown was easily de- creased 10 per cent to 20 per cent. Would you expect the radio to be used on a tile floor? If it were placed in the bathroom it might be, but it is not a bathroom article. An invest- ment in small rugs, to set the radio on, would help increase its appearance or "value apparent," we might say, eye value. I have seen bright- colored crepe paper used to form a back- ground for a beauti- ful walnut cabinet. Why? I don't think the dealer who used it even knew; per- haps he thought the colors were bright and pretty. That's why I say it is easier to detract from the radio than attract to it. The colorings of the paper were so bright the radio was secondary — anyway can crepe paper increase the beauty of walnut? Would not a tapestry, a wall paper panel, a win- dow effect or curtain make the radio appear of greater value? Do you associate any value with crepe paper? Everybody knows it is ten cents the roll. Did you ever see crepe paper used about the radio in the home? These are all small details, I know, but they are what go to make a productive or non-productive display, and when we try to analyze why we are not producing sales we must analyze it in detail. The fact of the matter is that it is just as easy to put in a good display as a poor one, if we understand the ingredients. A good display may require slightly more on the initial ex- penditure, but has always proved to be cheaper than a poor display by reason of the fact that the good display produces and the poor display continues to be an expense, not an investment. If you are a small dealer and do not have in your service an experienced displayman, go to one of the better non-competitive stores and endeavor to have that displayman install a dis- play for you some evening — prove it to yourself. Just as a highly trained advertising man makes your copy productive, so can a seasoned dis- play executive transform your "non-stop" dis- plays to sales producers. Now suppose that you have created the de- sire through your newspaper and the customer has come to your store, the window display has created a further interest and the customer is ready to go inside. But first also remember that hundreds or thousands pass your store front each day, you consider it the most valu- able space of your store — a large percentage of these may not see your newspaper ads so as a tie-up for those who do, and for all those who pass your store front, good window displays play a big part in your merchandising picture. The greater percentage of customers come into {Continued on page 28) Distributors of Son or CLEAR AS A BELL '°S-nHONO&P-p' Sonora Selective Radio and the Tonalic Sonora Phonograph Sonora Distributors J. H. Burke Company, 221 Columbus Ave., Boston, Mass. Belmont Corporation, 316 South Third St., Minneapolis, Minn, and 1210 University Ave., St. Paul, Minn. Gibson-Snow Co., Inc., 312 AVest Willow St.. Syracuse, N. Y. Greater City Phonograph Co., 76 Fifth Avenue, New York City. Hassler Texas Co., 2216 Commerce St., Dallas, Texas. Kohler Distributing: Co., 63-67 Minna Street, San Francisco, Cal. Mayer & Company, 2820 Locust St., St. Louis, Mo. Moore-Bird & Co., 1720 Wazee St.. Denver, Colo. Peirce-Phelps, Inc., 224 North 13th St., Philadelphia, Penn. James K. Polk, Inc., 217 Whitehall St., Atlanta, Ga. and 811 West Broad St., Richmond, Va. Reliance Battery Products Co., 2211 South Eighth Street, Council Bluffs, la. U. C. Schultz, Inc., 442-448 E. Lafayette Blvd., Detroit, Mich. and 1743 Chester Ave., Cleveland, Ohio. Sterling: Boll & Record Co., 137 West Fourth Street, Cincinnati, Ohio. Strevell-Paterson Hardware Co., Salt Lake City, Utah. Tay Sales Company, 231 North Wells St., Chicago, 111. and 465 Milwaukee St., Milwaukee, Wis. Twentieth Century Radio Corp., 104 Flatbush Avenue, Brooklyn, N. Y. Western Radio, Inc., 1224 Wall Street, Los Angeles, Cal. C. A. Richards, Inc., 100 East 45th Street, New York City. Canadian & Export Distributors 28 The Talking Machine World, New York, January, 1928 Dale Wimbrow Records Novelty Songs for Columbia Singing Comedian Tells of "Oshkosh" and of Golfing Troubles in "Roll Right Offa My Green" in Recent Columbia Release Dale Wimbrow, ukulele artist and singer of original comedy songs, recently recorded two numbers for the Columbia Phonograph Co.'s catalog which are scheduled for quick release. Dale Wimbrow They are "Oshkosh" and "Roll Right Offa My Green," two highly novel songs. "Oshkosh" celebrates the Wisconsin City of that name instead of the well-known South- ern localities. "Roll Right Offa My Green" is about Anastasia Brown, a golf club assistant, and her boy friend, whose hazard was great. Addicts of "the green" will get a kick out of this record. Book on "The Romance of the Gramophone" "The Romance of the Gramophone" is the title of a book just published in Wellington, N. Z. The book, which was written by T. Lindsay Buick, is extremely interesting and entertain- ing, tracing the earliest attempts to reproduce the voice of man and going into considerable detail regarding the actual invention of the phonograph by Thos. A. Edison, as well as the development of public interest in the instru- ment. Space is given to the work of other men in the development of the phonograph, notably that of Emile Berliner. The history of the large companies who entered the field in the early days is also briefly recorded and the book concludes with a description of the improved models that during the past year or so have superseded the old style instruments and the new electric recordings. The volume is a val- uable contribution to the literature on the gramophone. Permanent Injunction Is Granted Zenith Radio Corp. The Hon. Charles C. Simonds, judge of the Federal District Court of Detroit, has granted the Zenith Radio Corp. a permanent injunction against Mark's Auto Accessories, Inc., Dave's Auto Accessories and the John Ross Sales Co. and each of them, and their representatives, agents, servants and employes are perpetually enjoined and restrained from directly or in- directly representing, claiming, stating or im- plying, either verbally or in writing, or by pub- lished advertisements, or by any other manner whatsoever, that the radio apparatus known as "McMillan," sold and offered for sale by them, or either of them, is the radio apparatus used by Lieutenant-Commander Donald B. MacMillan on any of his Arctic expeditions, or that he took said apparatus with him to the North Pole, or into the Arctic regions, or that "Mc- Millan" apparatus was ever used by any ex- plorer named "MacMillan" or "McMillan" in the Arctic regions, or by any member of any Arctic expeditions, or commanded by any per- son named "MacMillan" or "McMillan," or from designating the said radio apparatus sold or offered for sale by .them or either of them as North Pole McMillan, or by any other designa- tion having a tendency to create the impres- sion that said apparatus was used by any per- son named "MacMillan" or "McMillan" at or near the North Pole or in the Arctic regions. Commander MacMillan used Zenith Radio in the Arctic, exclusively. In addition to the permanent injunction the Zenith Radio Corp. of Chicago was granted the damages it claimed against the plaintiffs. It will be recalled that on November 21 a pre- liminary injunction was granted Zenith against the above defendants. Leaders in all branches of the industry are optimistic over the outlook for business. Dramatize Radio Through Better Window Displays {Continued from page 27) the store by interest either from newspaper or window, or both. Now, as well as before, radio must have even more interest — remember "that follow through" of your program. When the customer comes to inspect the radio closely, it should be presented under the most favorable conditions. In the department especially it should be presented in as near the atmosphere in which the average home would use it as possible. That home-like appearance should prevail. Let me suggest, just as an ex- periment, in some part of your radio depart- ment, that you put up a window effect, with near drapes, or hang a velour drape about eight feet high, five feet wide. Set a console in front of the drape, set a good-looking torchiere on each side, a rug on the floor, a chair or bench by the radio that invites the customer to sit right down and imagine herself at home with this radio. Then turn on the radio and you have immediately overcome a great resistance otherwise to be done by talk and talk — too often not effective. The customer sells her- self. Also leave the other part of your de- partment as it is, sets here and there, no thought to arrangement or eye value or com- fort— now with the setting in one end of your department as described above, watch it act like a magnet, draw your customers from the other parts of the department. I have enjoyed fifteen years with retailers and manufacturers in just such work, and it is sur- prising why and how they can remain so igno- rant on details such as these. Once they are demonstrated they can hardly imagine how they could have overlooked their value for so long, and still be in business. The details are so simple when we actually think of them, yet so neglected. But have you ever wondered why so many sales are lost? Did it ever occur to you that a mental picture had been painted in the customer's mind of what you had to offer, and then when they came to your store they were disappointed, and you are offered some excuse such as "I'll come back" or "We weren't ready to buy." Make your presentation of the merchandise so interesting that there can be no disappointment, and so the product shown looks "worth more" than the price asked. People don't buy an article when they think they are asked to pay more than it looks like it's worth. It's easy to sell if you employ true and tried principles and have that "follow through" in your merchandising program. When you lose a sale try and analyze why; don't always blame the prospective customer, and. too, remember that there is no way of knowim; how much business you are losing, but that it is easy enough to know what you are getting. Take no chances, go after all of it. The selling forces that you command are not only the human element, that of the salesman, but the physical presentation of the producl, the advertising, the atmosphere, the service — co-ordinate all of these and more, synchronize them to work as one and there will be an in- crease in your radio sales. But remember dram- atize, entertainment, education, sports, news, music, fun, kiddies' hour, those are the reasons for radio, when you sell these you sell radio. This radio business isn't so bad after all — is it? Just the way we go at it. Lists Service Equipment The service department of Fada Radio has prepared a list of items which are classed as standard equipment for every service man. The list was prepared by an expert as a special guide for Fada dealer service departments. It was recently reported that the phonograph audiometer has been found to be the best me- dium for use in educating hard-of-hearing pupils, e Talking Machine World, New York, January, 1928 29 In the radically different Eveready Layerbilt the cells are flat, and the battery is assembled under pressure into a solid block, eliminat- ing ivaste space, packing a maximum of active mate- rials uithin the battery case, and making those materials more efficient. In tin VE READY I AYE RBI LT we have put the holes to work Radio is better with Battery Power There is a kind of radio reception that is radio at its very best. Clear. Hum-free. True in tone, faithful. Reliable. Reception from a receiver that is working under exactly the conditions for which it was de- signed. For such reception, use bat- teries. For batteries provide pure D. C, Direct Current, the only kind of current that is silent and unno- ticeable in radio. For utmost de- light, undisturbed enjoyment, and unalloyed delight, use Battery Power. THE ordinary dry cell "B" bat- tery is full of useless holes — waste space between the cylindrical cells. In a battery using large-size cells the wasted space may amount to as much as 30 per cent of the total. A number of years ago we set about correcting this state of af- fairs. Dry battery traditions were dropped. An entirely new kind of dry cell was tleveloped. It was flat and square like a book instead of cylindrical. Such cells were pressed together into a solid battery block with no waste spaces. The new invention was patented, thus mak- ing it exclusively Eveready. Such, briefly, is the history of the Ever- eady Layerbilt "B" Battery that embodies the first radical changes and improvements ever made in the dry cell. But before this remarkable bat- tery was ever sold, it was tested and retested for several years in the laboratory. Then it was put on trial in home service in all parts of the country. Several remarkable Illustrated to the left is the cylindrical cell type of "£t" battery construction. Each cell is a unit connected to the others by soldered wires. The space beticeen the cells is tcasted, useless. things were discovered in this way. The battery contains more active materials than a cylindrical cell battery of the same outside dimen- sions— and it gives over 30 per cent more service! The Layerbilt con- struction puts the active materials in closer contact with each other, and makes them produce consider- ably more electricity. This is why the Eveready Layer- bilt "B" Battery No. 486 is the longest lasting of all Evereadys. It is a heavy-duty battery for use on all loud-speaker receivers. Hun- dreds of thousands of people have found it to be the most economical radio battery they ever used. You give a new degree of satis- faction to your customers when you sell them the Eveready Layerbilt. Order from your jobber. NATIONAL CARBON COMPANY, INC. New York San Francisco Atlanta Chicago Kansas City Unit of Union Carbide and Carbon Corporation Batteries -they sell faster The Talking Machine World, New York, January, 1928 NNOUNCING A M I GHTY MERGER OP MEN AND RESOURCES ONORA ANNOUNCES to all Sonora dealers and representatives the merger of four great companies — the Sonora Phonograph Company, the Bidhamson Company, the Premier Laboratories, and the Liberty Electric Company. With this merger of brains, men, money, resources and experience has been born a new and progressive force in the music industry. The Bidhamson Company numbers among its officers and organizers those captains of industry, John Hays Hammond, Lewis Kaufman, James J. Burden, E. F. Hutton, Harris Hammond, and Anthony J. Drexel Biddle Jr. It holds valuable patents. The Premier Laboratories, headed by well-known scientists, holds patents covering loud speakers, electrical recording apparatus and electrical phonographs. These patents have never been divulged to the public or the trade and constitute in themselves new and major advancements in the acoustic field. The Talking Machine World, New York, January, 1928 The new corporation, incorporated in New York State and entirely financed by its board of directors and present stockholders, has been named the Acoustics Products Company. P. L. Deutsch of Chicago, who developed the phonograph division of the Brunswick-Balke- Collender Company, is president. Backed by this amalgamation of interests, the Sonora Phonograph Company retains its name and identity as a separate corporate structure, with P. L. Deutsch as its new executive head. New things are in store for Sonora and Sonora dealers new and greater things. Early in the New Year, Sonora will contribute to the realm of music important new and epochal achievements destined to create world- wide attention. Watch for further announcements on a matter which may profoundly affect the policies of the music industry and trade. During the interven- ing months before the appearance of the new Sonora products, distribu- tion and sale of the present popular Sonora line of radios and phono- graphs will be energetically prosecuted and all Sonora distributors and dealers may remain confident in the assurance of a sustained effort and a constructive policy. The fact that in 1927 Sonora sales were more than double those of the preceding twelve months, lends stability to the immediate situation. With this new merger so triumphantly consummated, the year 1928 and those to follow will be known as Sonora years — years in which the high records of 1927 will sink into comparative insignificance. Many of the foresighted are now finding it wise to secure more information about Sonora, its products and its prospects. SONORA PHONOGRAPH COMPANY 64 East Jackson Blvd., Chicago, 111. Money-Making Suggestions for Ambitions Merchants Association Activities Merit the Support of Every Dealer — 70 Per Cent of Sales Are Emotional Rather Than Logical — Vary the Instrument Which You Are Using in Demonstrations — Do You Tie Up With Local Happenings? — The Personal Touch Is a Big Factor If there has ever been a time when talking machine and radio dealers should take an active interest in their local associations it is the pres- ent. During 1927 the radio trade benefited from the remedying of many undesirable fea- tures of merchandising which ate into profits and caused dealers to bemoan the difficult cir- cumstances connected with the selling of a set. The bugaboo of service has to a great extent been cleaned up, due to a number of reasons, mainly the improvement in radio receivers, the education of the public and of the dealer — but there are a number of factors that a group as the individual dealer would be unable to help. The Northwest Radio Association has done much to improve listening and selling con- ditions; the New York Talking Machine and Radio Men, Inc., are at the present time dis- cussing some means of securing better dis- counts; the Wisconsin Radio Trades Associa- tion just last month agreed that the members would not sell on home demonstrations, limit- ing the time a set will be left in a home on approval to one evening. The activities of these organizations have done much to help radio merchandising conditions. Every dealer in every locality should give his support, attention and efforts to further the work of his associa- tion. He benefits from this work whether he is a member or not, so it is only just that he should pay in return for the value received. Logic and the Emotions In addressing Brunswick dealers throughout the country, O. P. Harris, special traveling representative of the Brunswick Co., makes the statement that 70 per cent of all sales -are emo- tional, while only 30 per cent are logical. In other words, the dealer or salesman who is content to sell a customer just what he or she enters the store to buy is getting 30 per cent of what might be sold with proper salesman- ship. The average record customer who men- tions a record can in ninety-nine cases out of a hundred increase the purchase many times. And so, too, with window displays. Create them with a definite purpose. Bring out some point which will cause a desire for ownership in the minds of the passers-by. If sales gen- erally are but 30 per cent logical and the bal- ance emotional, then with music and things musical, the latter percentage must be even greater, for music is primarily an emotional art. Don't be content with the 30 per cent that logic dictates, appeal to the emotions and see how much you can increase each purchase. Feature All in Turn The days of the exclusive talking machine, piano and radio store are past or are fast pass- ing. With very few exceptions the music store of the present day is a general music store, and not only are kindred musical instruments carried, but in many instances competing lines of merchandise are displayed side by side. It follows, therefore, if many talking machine and phonograph companies and radio manufacturers, making instruments for almost identical prices, are successful, there must be something about the instruments that is different, some indi- vidual point which has its own appeal. With this condition prevailing, the policy that has been put into effect by many dealers of featur- ing a different make or type instrument each week seems to be a good one. If your store is one that follows the practice of playing an instrument at the door, use a different instru- ment occasionally; if you depend on indoor demonstrations, use different models more fre- quently. Even though you are sold on a cer- tain type of instrument, give the customer a chance to decide. A Successful Display It is the unusual in merchandising which attracts attention and, consequently, makes for more sales and greater profits. Are you con- tent to go along as you did for the past five, ten or fifteen years, or are you modernized? The instruments you are selling have changed, but how about yourself? The dealer of the present day, to reap the possible profits, must be awake to every opportunity. He must take advantage of every situation. An instance which might perhaps be illuminating was that of a dealer in Schenectady, N. Y. A new hotel was opened, built on the modern style with stores occupying the street floor. As often happens the hotel was ready to open with the stores still unoccupied. The dealer in question, taking advantage of the situation and with the holiday season at hand, got in touch with the renting agents, and at a price secured the window space of the unoccupied stores for dis- play purposes. Each of the store windows was utilized to present to the public one or more of the latest in musical instruments in appro- priate settings. Talking machines, radio re- ceivers and other musical instruments were shown, Yuletide season trimmings bedecked the window. The result, sales far in advance of what would have been made if the dealer depended entirely on his own limited display space. "It pays to advertise" has been said so often that it has become a bromide, yet it is true. Where and how to advertise depends en- tirely upon circumstances in each community and the ingenuity and foresight of each indi- vidual retail music dealer. The Personal Touch The personal touch in salesmanship is un- doubtedly the difference between a mediocre salesman and a live wire who sells above the average competitor at all times — good, bad and indifferent. In the December issue of The Talk- ing Machine World appeared a story of a sales- man who has built up a following of customers, and averages $30,000 a year in record sales alone. His own explanation was that he treated everyone who entered the store as a friend, and the personal equation has played a major part in his successful career. Another interest- ing example of the personal touch was that utilized by the salesmen of the Music Rooms of the Lion Store, Toledo, O., who when they sent folders to prospects, illustrating and de- scribing the line of talking machines, wrote on the cover in pen and ink — "there is a model for you pictured here — won't you permit me to show it to you?" Just a few words, but they make all the difference between catching Lhe customer's attention or losing it. It is sur- prising to anyone who is in close contact with the music and radio retail trade to realize just how often the little things, the insignificant de- tails so liable to be overlooked, are responsible for the building up of successful businesses. Do the little things right, extend yourself to be more friendly to your trade, and the big things will come along of their own volition. No one will attempt to belittle the value of good will, yet it is built up by apparently trifling and unimportant courtesies. Advancement of Music Music dealers, regardless of the instruments they carry, should make it a point to be thor- oughly informed of the work being done by the National Bureau for the Advancement of Music. This organization has for many years been active in furthering the cause of music, and it is ready at all times to give of its knowledge and experience to assist dealers in their pro- motion plans. Among the activities it has sponsored and is sponsoring which make for the betterment of the retail music business are: the organization of school bands and orches- tras, the school music memory contests and a host of others equally important. If you have done nothing to encourage the formation of school musical organizations, or if you have failed to co-operate with the educational au- thorities in their music memory contests, you have overlooked a big opportunity to increase good will and profits. If you are at all hesi- tant, as to ways of helping to boost musical activities in your community, write to the Bureau for the Advancement of Music, 45 West Forty-fifth street, New York. C. M. Tre- maine, director of the organization, is at all times willing and anxious to hear from dealers and to proffer his good advice. of dealers working as a unit can remedy, where- "Here's the best aerial to use with that set you've bought Just connect it to your set and plug into the nearest light socket. This little device uses absolutely no current, requires no lightning arrester, and cuts static down to almost zero. You will get the same perfect reception as you've just listened to here — because we always demonstrate with the Dubilier Light Socket Aerial. Expensive? No, sir! Only $1.50." "More dealers than you can count are show- ing off their receivers to best advantage with this unique aerial, and then selling them at good profit with every set. Others are in- cluding the Dubilier Light Socket Aerial in the purchase price of equipped sets as an added inducement. Have you tried out either of these plans? If you're not equipped to collect on this nationally advertised aerial, phone your jobber today for a trial supply. Packed individually in attractive counter dis- play cartons of ten. They are available through any good radio distributor. Dubilier Condenser Corp. 4377 Bronx Blvd. New York Dubilier LIGHT- SOCKET AERIAL 32 The Talking Machine World, New York, January, 1928 33 The clearest and truest Electric Radio Balkite «A" LikeBalkite"AB" but for the "A" circuit only. Enables owners of a "B" eliminator to make an electric instal- lation af very low cost. #35. Balkite f i 34 The Talking Machine World, New York, January, 1928 NICKEL AND OTHER FINISHES Borentzen. Snap Coyer stays OPEK OR. CLOSED SIZES a y± i n. AND 5 34- IN. (clorStayArn TRADE MARK Manufacturer of PHONOGRAPH AND RADIO CABINET HARDWARE AND METAL SPECIALTIES 155 Leonard St. NEW YORK, N. Y. Samples and Prices nn Request rNONSPILL-. « NEEDLE CUP ' PATENT PEN 01 NO MEMBERS OF A BIG FAMILY— LEADERS IN THEIR LINE Barbara Maurel and Felix Salmond on Columbia Hour Concert Mezzo-Soprano and Noted 'Cellist Featured in Columbia Celebrity Radio Hour — Symphony Orchestra Under Bowers Assists Barbara Maurel, concert mezzo-soprano, and Felix Salmond, noted 'cellist, were the featured artists in the Columbia Phonograph Co. Celeb- Barbara Maurel rity Radio Hour on January 4. The programs included selections played by the Columbia Sym- phony Orchestra, under the direction of Robert Hood Bowers, composer, whose compositions are being included in each celebrity program Felix Salmond by popular request. All three artists record ex- clusively for the Columbia catalog. Miss Maurel is known as one of the best lieder singers of the day, with a voice marked especially by sympathy and finished phrasing. Mr. Salmond has a world-wide reputation as a solo 'cellist of the first rank. The number of stellar artists performing on the 'cello who have won wide following are so few that the playing of Mr. Salmond was an unusual treat, and listeners-in gave full vent to their pleasure by sending in hundreds of letters of commenda- tion to the Columbia Phonograph Co. Splitdorf-Bethlehem Elec. Go. Enters Aviation Field Company Is Sponsoring the Endurance Flight of Bert Acosta in an Attempt to Recapture World Record— Splitdorf Parts to be Used A dramatic re-entry into the aviation industry is being made by the Splitdorf-Bethlehem Elec- trical Co., of Newark, N. J., maker of the Splitdorf radio receiving set and radio acces- sories. The company is sponsoring the endur- ance flight of Bert Acosta, trans-Atlantic flier, in an attempt to recapture the world record now held in Germany. Acosta, who has Emile Burgin as co-pilot, will use Splitdorf spark plugs and the new Split- dorf NS-9 lightweight magneto on the Wright whirlwind engine which powers his new single- motor Fokker monoplane. The plane is now being groomed for the flight and has been christened "The Splitdorf." Acosta and Burgin expect to remain in the air sixty hours. The present record is 52 hours, 23 minutes. The Splitdorf-Bethlehem Electrical Co. is said to be the oldest electrical concern in the country, and was one of the chief suppliers of aircraft magnetos to the Allied forces during the war. While its manufacturing efforts have been concentrated mainly in the radio, electric, and automotive fields during the post-war pe- riod, the Splitdorf laboratory staff has con- tinued experimental work on aircraft magnetos. Robert W. Porter, vice-president of Split- dorf, states that the company will shortly go into active production on the new magneto, in line with the policy of expansion announced a year ago. Artistic French Phonograph From E. Philippeau, 7 Rue de Blois, Chateau- dun, France, manufacturer of case work for phonographs, we are in receipt of a photograph of a very artistic phonograph designed and ex- ecuted by M. Philippeau, who suffered the loss of his two hands during the recent war. This instrument and its creator have been honored at various expositions, and have also won a prize offered by the President of the Republic. This production is in every respect a great honor to M. Philippeau. Youngjohn's Music Store, 162 West Main street, Norristown, Pa., featured the Stewart- Warner matched-unit radio receivers during the holiday season with much success, a marked gain in sales being noted. 'La Parisian" Portable Makes Bow to Trade Latest Product of the Allen-Hough Mfg. Co. Has Several Important Features, Artistic Finish and Is Priced for Mass Trade The Allen-Hough Mfg. Co., Milwaukee, Wis., has just introduced to the trade a portable named "La Parisian." The instrument is small, "La Parisian" Portable compact and most cleverly arranged. Has a sliding tone arm, which is in proper position when the portable is played, and slides quickly into the tone chamber when the top is closed. The tone arm is in attractive color harmony with the Fabrikoid used to cover the entire case. "La Parisian" is in every way a musical in- strument with practical playing value, and not in any sense a toy or novelty. Frangipane & Go. Move Offices to Lyndhurst Plant Andrew P. Frangipane & Co., Inc., have moved their offices from 32 Union Square, New York City, to the factory of the company, at 261 Warren street, Lyndhurst, N. J. The re- cent additions to the Frangipane factory build- ing have provided space for housing the office and manufacturing divisions of the company under one roof. Takes Over Victor Stock Kinney Bros. & Sipprell, of Bellingham, Wash., have sold their stock of Victor mer- chandise to the Stark Piano Co., Bellingham. Mr. Stark is enthusiastic over the possibilities of the new line. The Talking Machine World, New York, January, 1928 UNITED Announces CUT SPIRAL NICKEL STEEL WINDING GEARS TWO-RECORD SPRING BARREL TRIPLE WORM INSURING QUIET-, RUNNING BRONZE GOVERNOR BEARINGS SPEED REGULATOR PLATE NOISELESS TURNTABLE STOP NINE INCH TURNTABLE INCLUDED BUT NOT SHOWN A New Portable Motor The only one with easy, smooth, noiseless worm-gear wind This new United Portable Motor is worthy of the increasingly popular type of Phonograph in which it will be used. It refines the mechanism of the machine in keeping with the refinement leading portable manufacturers have brought about in their cases. It is "quality throughout." The Worm Gear makes it wind quietly, smoothly, easily. You don't have to "lean on it" to wind it. The winding shaft is at top of motor — hand does not strike table top when winding. It is a smooth- running machine with the same driving mechanism and the same Governor as the famous United No. 5. Bearings are of bronze. It is very sturdy, light and extremely compact. A STARTLING VALUE! The exclusive features and finer construction of this new Motor commend it to your attention. It has been slowly and carefully worked out in every detail and is a worthy companion of the famous United Motor No. 5. Order one for testing. See how this J^ew United Portable Ivlotor will improve the performance and increase the worth of your product. Phonograph Motor Division UNITED AIR CLEANER CO. 9702 COTTAGE GROVE AVENUE The Talking Machine World, New York, January, 1928 nother ^3' Osludak achi / HE world moves on. Hand power ^/ gives way to motor power. Automo- bile succeeds pack-mule and aeroplane suc- ceeds automobile. New inventions become obsolete almost before they can be patent- ed. The pace of progress is swift — nowhere more so than in the realm of sound repro- ducers, where AUDAK has set the pace for more than ten years. Leaders in their field by sheer merit, AUDAK Reproducers have successively out- stripped each other. Each new model has achieved superiority over its older brethren. Comes now the latest AUDAK development — evolution, I would better say. A marvel- ous new Reproducer that overtops anything heretofore achieved. New Heights of Acoustical Excellence Attained by Audachrome You have heard renditions that gave back the low bass elements. You have heard renditions that gave back the high, shrill notes. But did you ever hear reproduction that was absolutely life-like and devoid of mechanical intrusion at both ends of the scale? Did you? That is AUDACHROME' S remarkable triumph. To Sell More of the New Electrically Cut Records— and Eventually to Sell More Talking Machines- Bring This Startling New AUDAK Masterpiece to Your Customers' Attention. AUDAO The Chroma Built on a Reproduces Lowest Notes, Highest Notes and Chromatic Shades, However Slight Anyone who ever heard mechanically un- satisfactory music played by a talking ma- chine knows that the marring, jarring in- accuracies come at the top and at the bot- tom of the scale. Thin, strident violin music. Shrilling, trilling soprano notes. Low drum and bullfiddle vibrations. Deep chest tones from the male basso. These are the elements wherein reproduction has hitherto been incomplete. And here is where AUDACHROME gives new meaning to the term "reproduction.11 Yes, it is true, as a dem- onstration will prove. For the first time dealers have now a reproducer that gives back highest and lowest notes as naturally, as hu- manly, as perfectly as it reproduces the easier middle range. Moreover, AUDACHROME reaches a new standard in the important matter of chromatic shad- ings or color-tones, so impossible for aver- age reproducers to attain. With AUDA- CHROME you can play the most difficult orchestral or vocal selection from your stock — and invariably the listening custo- mer will be enthralled. Every piece in the The Talking Machine World, New York, January, 1928 ivement [ROME Reproducer Principle msemble will be heard. Every note will register. Every syllable and eccentricity of the human voice will be given back with the naturalness of life itself. For AUDA- CHROME is "FAITHFUL TO THE ECHO." Whatever Went Into the Record Audachrome Reproduces — Exactly I It is not claimed that AUDACHROME will do black magic. It cannot give back what never went into the record. But, take my word for this! AUDACHROME interprets as never before. Each and every value of voice or instrument which materialized at the original cutting of the record is repro- duced perfectly. That you may realize how faithfully AUDACHROME reproduces — it actually re- incarnates the scene ! Acoustical character- istics are reproduced so minutely that I am not exaggerating when I say that AUDA- CHROME "takes you there.1 1 And if the new AUDAK masterpiece is so faithful, so entirely natural and life-like in interpret- ing the physical properties of the scene, judge for yourself how completely it must reproduce music and voices! What of it? you ask! Why all this detail? How will the new AUDAK Reproducer help us make more sales and profits? By show- DEALERS WILL RECOGNIZE IN AUDACHROME A NEW STIMULUS TO RECORD BUSINESS ing your customers a new conception of talking machine realism. By rendering any and all records in so life-like and nat- ural a manner that AUDACHROME will be wanted and more of your records will be wanted — as never before ! This is where you come in. Demonstrate with AUDACHROME — for the sake of sales and prestige ! Give your trade the best interpretation of the won- derful new electrical records. Tie up with quality and progress! Make the most of AUDACHROME ! Communicate with your jobber today. PRESIDENT ™e AUDAK COMPANY 565 Fifth Ave., New York, N. Y. "Makers of Electrical and Acoustical Apparatus for More than 10 Years." The Talking Machine World, New York, January, 1928 The VERAPHONIC Vincennes Phonographs t| There has been added to the Vincennes group of high-grade Phonographs the Automatic, carrying a retail price of only $48500 This newly developed instru- ment operates a battery of ten records, which may be played over and over again— without attention, as long as desired; or, by means of the selector, a predetermined number of records will be played and the machine will automatically cut off. This automatic record-chang- ing device is incorporated into the Vincennes Veraphonic. Finish: Mahogany and Walnut Dimension: Height 46^" ; Width 30 9/16"; Depth22'//' Equipment: Automatic Record Changing Device The phonograph that 9 people out of 10 — blindfolded — will choose over any other make. Other models in the Veraphonic Line— $80.00 to $225.00 Models in the RIVOLI Line— $65.00 to $180.00 Utncennes pfjonograpf) jUanufacttmng Company Vinttnnzti, Snbtana See our display in the American Furniture Mart, Space 917, January 3-24, 1928 Last-Minute News of the Trade E. E. Shumaker Finds Europe Enthusiastic Over New Type Victrolas and Records Reception Accorded "His Master's Voice" Instruments and Records Points to 1928 Being the Best Year on Continent, Says President of the Victor Talking Machine Co. With all of Europe enthusiastic about the new types of "His Master's Voice" instruments and the new "His Master's Voice" electrically recorded records, the talking machine business Edward E. Shumaker in the British Isles and on the Continent is certain in the next year to be the largest in the history of the industry, according to E. E. Shu- maker, president of the Victor Talking Machine Co., who has just returned from a two months' European trip, during which he studied busi- ness conditions abroad and visited the plants of the companies affiliated with Victor. "The instruments corresponding to the Or- thophonic Victrola, the Automatic Victrola and the instruments which reproduce and amplify electrically are just being shown in Europe and the reception they are having is amazing," Mr. Shumaker said on his return. "It is impossible to keep the supply equal to the demand. In every large city the display of any instrument in a shop window, even though it is of a type that has been on the market for some time, causes crowds to gather. On trains people discuss the new records and instruments the way we, a few years ago in America, discussed radio and some outstanding concert which had just been broadcast. In Paris, London. Berlin or Bucharest it is the same. Stores selling records are crowded with lines of people wait- ing to get into the demonstration booths. Eu- rope has suddenly become awake to recorded music." During his trip Mr. Shumaker visited the British Isles, France, Italy, Jugo-Slavia, Ru- mania, Austria, Germany and Belgium and in each country made a careful survey of business conditions, especially as they affected the talk- ing machine and record market. In England, France, Belgium, Italy, Germany and Austria he visited the plants of the companies asso- ciated with Victor. This tremendous interest in recorded music which has sprung up in Europe in the past two years Mr. Shumaker believes is due, in a great measure, to the new and greatly improved in- struments and the new method of recording. "Europeans are born music lovers," he said in discussing his trip. "They are perhaps more exacting in their tastes than we are and I be- lieve that under the old system of recording they were never completely satisfied. Now, when it is possible to reproduce a complete symphony orchestra or a world-famous voice with perfect realism, they are finding that they can have in their own homes just what they would hear in the concert hall. Where a few years ago people of culture did not consider the talking machine seriously and refused to have them in their houses, to-day they exhibit their new instruments with pride. Conversation constantly turns on the subject of new record- ings and people await with interest each an- nouncement of new releases. "Not only are they interested in music re- corded by their own artists and in their own languages. American Jazz and the fame of American orchestras are sweeping the world through our recordings. I visited a good many cities during my trip and I do not remember one in which I did not hear American music played, both by orchestras and talking ma- chines. There is no question in my mind that the Victor Company and its associated com- panies have ahead of them the greatest business they have ever experienced." In addition to his enthusiasm for the foreign market, Mr. Shumaker expressed himself as exceedingly pleased with the results accom- plished by the Victor Company during his absence. "It is most gratifying," he said, "to return to find that our sales of records during the period of my absence have been beyond our expectations. Instruments, too, have had a remarkable sale and we experienced a shortage in most models. Our line of de luxe models and high-priced radio combinations was prac- tically exhausted even before the usual holiday gift buying." C. D. MacKinnon and C. T. McKelvy Occupy Important Posts With Sonora Phonograph Co. Both Executives Have Been Identified With Phonograph Industry for Many Years — Mr. Mac- Kinnon Is Sales Manager of Record Division and Mr. McKelvy Is Sales Promotion Manager P. L. Deutsch, president of the Acoustic Products Co., Inc., and the Sonora Phono- graph Co., which it controls, announced this week the appointment of C. D. MacKinnon as general sales manager of the Sonora record division and C. T. McKelvy as sales promotion manager of the Sonora Co. Both of these popular executives have already assumed their new duties, Mr MacKinnon making his head- quarters at the Sonora Eastern offices in New York and Mr. McKelvy at the Sonora general offices in Chicago. C. D. MacKinnon and C. T. McKelvy will need no introduction to talking machine dealers territorial salesman, special representative and sales promotion manager, and more recently general manager of the H. T. Roberts Co. He achieved outstanding success in the prep- aration of sales promotion campaigns and is eenerally recognized as one of the most capa- C. D. MacKinnon and jobbers throughout the country, for they have both been identified with the phonograph industry for many years and have hosts of friends among retailers and wholesalers from coast to coast. Mr. MacKinnon was for seven years assistant general sales manager of the Vocalion division of the Aeolian Co. and for three years served as manager of record sales for the Brunswick-Balke-Collender Co. More recently he was Eastern sales manager for the H. T. Roberts Co. and he brings to his new post an intimate familiarity with every phase of record merchandising.. C. T. McKelvy was associated with the Brunswick-Balke-Collender Co. for several years, occupying, respectively, the posts of 34a C. T. McKelvy ble executives in the development of profitable and productive sales ideas. Gold Seal Electrical Go. Takes Over Appliance Firm The Gold Seal Electrical Co., New York, manufacturer of Gold Seal tubes, has announced the acquisition of the business of the Gold Seal Electric Co., of Cleveland, O., manufacturer of household electrical appliances. This is the first step in an extensive program of expansion. Factories will be maintained at Cleveland, O., and Newark, N. J., with executive and sales offices in New York. The Talking Machine World, New York, January, 1928 ^ %3For dealers / ■wholesalers' pmanufachim of 'phonograph^ {.radio products. (Registered in the U. S. Patent Office) FEDERATED BUSINESS PUBLICATIONS, Inc. President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secre- tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald; Assistant Treasurer, Wm. A. Low. RAYMOND BILL, Editor B. B. WILSON, BRAID WHITE, Associate Editors C. R. TIGHE, Managing Editor LEE ROBINSON, Business Manager FRANK L. AVERY, Circulation Manager Trade Representatives: E. B. Munch, Victor C. Gardner, V. E. MOYNAHAN. ROYCE CODY, A. J. NlCKLIN Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone, Wabash 5242. Leonard P. Canty, Manager. Boston: John H. Wilson, 324 Washington Street. London, Eng., Office: 68 Milton St. (Fore St.) EC. 2. Clerkenwell 1448. The Talking Machine World has regular correspondents located in all of the principal cities throughout America. Published the 15th of every month at 420 Lexington Ave., New York SUBSCRIPTION (including postage): United States, Mexico, $2.00 per year; Canada, $3.00; all other countries, $4.00. Single copies, 25 cents. ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising pages, $172.00. On yearly contracts for display space a special discount is allowed. REMITTANCES should be made payable to The Talking Machine World by check or Post Office Money Order. B^T NOTICE TO ADVERTISERS — Advertising copy should reach this office before the first of each month. By following this rule clients will greatly facilitate work at the publication headquarters. Long Distance Telephone — Number 1760 Lexington Cable Address: "Elbill," New York NEW YORK, JANUARY, 1928 A Glance Into the Trade Future THE year 1928 is now with us, bringing the hopes and expectations of twelve months of business that will prove dis- tinctly satisfying, both to those who manufacture and those who distribute talking machines and radio apparatus, together with their accessories. There is a distinct inclination among the far- seeing members of the industry to play the business cards during the year as they see them, without making any extensive prophecies as to any noteworthy stimulation of activity, nor yet of any noticeable backsliding. The role of prophet under any conditions is a thankless one, but it does not require a prophetic sense to view conditions as they exist, or consider the happenings of the past year in retrospect, and then gauge with a certain measure of exactness at least what may normally be expected during the months to come. At the present time the past performance chart is of particular value, for it indicates that there have been overcome during the past year or two many annoying problems, the elimination of which will mean clearer sailing in the future. So far as the talking machine trade is concerned, there are those, and they are in the majority, who believe that the peak of the revival is yet to come, and there is every good reason to believe that this is so, for 1927 saw in many cases a volume of orders that could not be filled and in certain lines and certain products it is likely that a similar condition will exist during a part of 1928 at least. The public has been going through a period of education as to the actual value of the new instrument. It has been more or less of a slow process, with so many factors to attract attention, but it has been quite evident that a large proportion of the public is constantly becoming better acquainted with what may be properly termed a new medium for musical enjoyment. This process of education has rested largely on the shoulders of dealers, for the widespread printed word of the manufacturer has to be backed up with physical demonstrations to prove finally convincing. That an increasing number of dealers are realizing their obligations under these conditions is one of the encouraging signs for the future. As one prominent manufacturer put it, the new type of talking machine is "not a lusty infant but a revived giant." Again it is pertinent to call attention to the increasing sales of records of the better type, an outstanding feature of the 1927 business, and which promises to show stronger advance this year. The production of complete symphonies, operas, choral works and the like, and the ready sale of these record collections at substantial prices, is one of the best evidences that talking machine owners will buy good records if they are properly presented. This fact has been further emphasized by the response to the action of one manufacturer in reducing prices of records by noted artists to a level comparable to prices asked for popular numbers. The rapid increase in sales almost immediately was evidence of the fact that the widespread distribution of good music — the sort that remains interesting — is possible and profitable. In radio there is every indication that the progress made dur- ing the past year will continue during 1928, with a number of disappointments of last year eliminated. The progress of stabiliza- tion in the industry has been remarkable, and although there was some upset of schedules during 1927, due chiefly to the introduc- tion and demand for socket power receivers, the situation has been handled apparently as well as possible under the conditions and has been ironed out to a degree where it is not likely to present any serious problem during 1928, particularly as the field for new sets continues active and replacement opportunities continue to increase. As one prominent radio official puts it, the public has become "radio wise" and inclined to show definite preferences with suf- ficient strength to offer a distinct guide for manufacturers who are desirous of meeting market demands rather than forcing their own ideas on a resisting market. Certain it is that the public is demanding stability of product, ease of operation, coupled with attractive appearance. Despite the changes that have come into radio during the past couple of years, it is significant that the tendency is toward receivers that are attractively encased, as well as efficient in operation. In other words, radio has progressed to a point where it is accepted as substantial and worth while, and attention is being directed towards general appearance, and at retail prices that are calculated to put real dollars in the dealer's pocket. A bright spot in radio during 1928 will be the soundness of the broadcasting situation. The activities of the Federal Radio Commission during the past year in clearing up the broadcasting tangle by eliminating numerous stations and dividing the wave lengths of the remainder so that there would be a minimum of interference, has proved a boon to those desirous of receiving onlv one program at a time. This possibility of clear reception, due not only to the Commission's action but to radical improvements in broadcasting apparatus and procedure, has served to arouse the buying interest of thousands of people who heretofore have been more or less skeptical of radio's value. The increasing number of people who will be convinced during the coming year points to an expanding market of no mean dimensions. There is to be considered, too, the marked improvement and elaboration of broadcasting programs. Only the other night some 30,000,000 people had an opportunity of listening to an hour's program that cost the sponsors $67,000 and utilized the services of entertainers and speakers in five widely separated cities, namely, New York, Detroit, Chicago, New Orleans and Los Angeles. We find prominent factors in the motor car field, piano manufacturers, talking machine and record manufacturers, and those interested in the marketing of a variety of products sending out over the air, often through a chain of from twelve to twenty stations, pro- grams that are distinctly meritorious and would not be available to the average listener-in except at a cost far beyond his means. In short, there is no longer any uncertainty regarding radio enter- tainment, and we enter the new year with this assurance and with the further possibility that there will be still further improvements during the coming twelve months. As to the trade itself, it is optimistic. There are some things, of course, to be ironed out, but through the medium of associated effort these matters are being taken care of gradually and satis- factorily. Exaggerated claims and cut-throat methods are fast giving place to sensible business policies, which is one of the best The Talking Machine World, Nezv York, January, 1928 34c indications of the actual stability of the trade. The only fly in the ointment is the patent situation, which, too, is being cleared up gradually through licensing arrangements and by other methods. There will probably be, of course, certain legal activities in this line, but it must be considered that no industry of the size and scope of radio has ever reached its full growth without such en- tanglements. It is one of the penalties of success. Getting All the Record Business FOR the dealer who is interested in his business on a permanent basis and who realizes the importance and profit possibilities of record sales, the new year should see a strong concentration on the pushing of records of the sort that may be deemed to hold permanent interest, that is, records of high-class compositions by- artists of recognized standing. For a quarter of a century dealers have been urged to devote efforts to the merchandising of the better class of records, and for a quarter of a century there have been those who have been satisfied to take the easy money that comes with little effort in the selling of popular selections and let the better records remain on the shelves until called for, thus putting a burden on the stock overhead that has not always been appreciated. However, the advice to give thought to the better-class selec- tions is as pertinent to-day as it was ten, fifteen or twenty years ago, and those who have really given thought to the matter and have put that thought into execution have realized the soundness of the suggestion. Particularly now, with the marked improve- ment in recording and the notable offerings of symphonies, great orchestral and choral works in album form, there has been made available to the public a tremendous volume of tuneful music that will be just as live in the record library five years from now as it is to-day. This does not mean that the popular end of the business is to be neglected, for, as a matter of fact, the sales of popular records can generally take care of themselves. That, however, is only part of the business, and the appeal of such records, although wide, is in no sense general. It is by gaining a sound understand- ing of good music and its possibilities that the dealer can realize 100 per cent on his record market. During the year it is the intention of The World to present a series of pertinent articles on the selling possibilities of fine records. There is nothing heavy or mysterious about it. It is simply a recognition of opportunities that actually exist but some- times remain unseen. Realizing Two Profits on Music DESPITE the widespread use of mechanical mediums for the reproduction of music, there still remains and is constantly being developed a desire on the part of a large portion of the public to enjoy music through personal performance. This means that there are some millions of American citizens who gain great satisfaction through their ability to perform on some particular musical instrument, whether it be a grand piano or harmonica. To consider this portion of the public only from the angle of its interest in talking machine or radio reproduction of music often means that a substantial opportunity for additional sales is being overlooked. Being able to perform, it is but natural that these people are not only interested in various types of musical instruments, but are likewise interested in sheet music, and there are a substantial number of dealers who have found it distinctly to their advantage to carry stocks of sheet music for the con- venience of patrons. The radio and talking machine have served to make the public distinctly familiar with selections of the better class, as well as those of the popular brand, and a diversified stock of music from which a purchaser may select a desired number, perhaps while he is hearing it reproduced over the air or through the record, means that the dealer is in a position to capture a sale that might ordinarily go to some other store. It is true that the units are small, but they are many and they count. Self-Protection in Instalment Selling IN addressing the American Economic Association in St. Louis recently on the question of instalment selling, John C. Lonsdale, president of the National Bank of Commerce of St. Louis, defended the practice provided it was carried out along the correct lines. He declared that one manner in which the dealer who sold on time could protect himself was to see to it that the unpaid balance on an)' merchandise at any time should not exceed its reclaim value. In short, what is needed to keep instalment selling on a sound, safe basis is to demand and insist upon larger down payments and shorter terms. It might be well for many retailers of talking machines and radio receivers to give thought to the advice of this particular banker, who appears to be one of the few in financial circles who have not seen fit to attack instalment selling without qualification. On the basis of cold figuring a $300 phonograph upon which only 10 per cent payment has been made can not easily be resold for $270 in case of repossession, but there is a chance that it would bring the $240 that would remain unpaid after a 20 per cent initial deposit had been made. If the dealer will stop to think just how much he can get for a talking machine or radio should the customer renege on his contract he will be strongly inclined to see that the first payment is sufficiently large to give him a certain amount of protection. They Came, Saw and Were Conquered IN Seattle recently talking machine dealers came to the conclusion that sales were not more active for the reason that the public was not properly acquainted with the new products that were available for its entertainment. The result was that the dealers appointed a committee, and in co-operation held an "open-house week." The occasion was widely advertised, and the public was advised that visitors would be welcome at every talking machine store where they might inspect and listen to the new instruments without obligation and without fear of solicitation. The result was that the public came and saw, in great numbers, and business im- proved. So far as we know the idea is not patented, and it might be well for dealers in other localities, who find public in- terest lagging, to make a similar move. B WE START THE NEW YEAR BY GIVING YOU A BETTER QUALITY, IMPROVED RECORDING, GREATER VOLUME AND CLARITY IN THE R E C O E BELL RECORDS L Let us assist you in merchandising these records and from our long experience increase your selling R L THE BELL RECORD CORPORATION 18 CLINTON STREET NEWARK, N. J. D S Last-Minute News of the Trade Carryola Co. of America Is Planning Extensive Advertising Drive for 1928 Geyer Co., of Dayton, 0., One of Leading Agencies in Middle West, Directing the Largest Advertising Campaign Ever Undertaken by Weil-Known Portable Manufacturer One of the most extensive national advertis- ing campaigns ever attempted in the portable phonograph industry has been planned for 1928 by the Carryola Co. of America, Milwaukee B. B. Geyer manufacturer, according to a recent announce- ment. The account has been placed with The Geyer Co., of Dayton, O., national advertising agency, which is directing the advertising for Frigid- aire Corp. and the Delco-Light Co., two Gen- eral Motors subsidiaries now holding com- manding positions in their respective fields. It also places advertising for a score of other nationally known firms. In naming The Geyer Co. as advertising coun- sellor, Carryola executives have obtained the services of an agency, clients of which have Audak Go. Announces the Audachrome Reproducer "Chromatic Reproducer Built on Entirely New Principle," Says Maxmilian Weil As this issue of The Talking Machine World reaches the trade, on January 15, to be exact, Maximilian Weil, president of the Audak Co., New York City, will present to the trade his newest product — the Audachrome. Veiled in secrecy during its long period of development it was shown and demonstrated for the first time to a representative of The Talking Ma- chine World just prior to its general release. In describing the new product Mr. Weil stated in part: "The Audachrome, as its name implies, is a chromatic reproducer. It is en- tirely different from any other reproducer. It is built on an entirely new principle. Every part of it is new and different, even to the set- screw for the needle. The Polyphase repro- ducer has represented our acme of achievement in the past. Improvements were constantly made so that it seemed as though the pinnacle of achievement in reproducers had been reached. The Audachrome, however, far exceeds the Polyphase in its performance. "In the new electrically recorded type of record there are many notes and frequencies recorded that have hitherto been impossible. With the average reproducer many of these tones are not heard. With the peculiar con- struction of the Audachrome everything that has been put into the record is reproduced. It reproduces not only the complete musical regis- ter, but every chromatic shading characteristic of the various instruments of the orchestra." achieved outstanding success in their respective fields. Frigidaire Corp. is the recognized leader in the electric refrigeration industry, and has risen to a high position in the General Motors group within the past five years. The Delco- Light Co., manufacturer of farm lighting plants and pumps, likewise leads its field by a wide margin. Among other accounts of The Geyer Co. are the Dayton Rubber Mfg. Co., the Ameri- can Seeding Machine Co., and many other well known concerns throughout the country. By obtaining the services of a large agency, the Carryola Co. will have access to the combined experience of a large staff of advertising spe- cialists who have gained national recognition. A special staff under direct supervision of B. B. Geyer, president and general manager of The Geyer Co., has been placed at the disposal of Carryola and is preparing copy for the projected campaign. Constant contact between the company and the Geyer agency will be maintained by A. J. Foose who was specially assigned to this account, and by copy writers who will concentrate their entire efforts on Carryola advertising. Advertising now in the course of preparation will be placed with sev- eral of the country's leading weekly magazines, as well as in foremost trade journals of the industry. Important improvements in the Carryola, an- nounced recently, will be brought to public notice by means of this enlarged advertising schedule, according to present plans. New mar- kets will be opened for this type of phonograph through this program, designed to still further strengthen the position of the company in the industry in which it is a leader. Advance publicity, both published and mailed, heralded the appearance of the Audachrome. Mr. Weil has planned his factory production to meet an expected heavy demand. The improved Polyphase, Singlephase and Reselatin repro- ducers will be continued with the Audachrome taking its rightful place as leader of the line. Noel S. Dunbar Is Split- dorf Advertising Manager Will Direct Advertising of Splitdorf Radio Corp. and Other Subsidiaries Noel S. Dunbar has been appointed general advertising manager of the Splitdorf Radio Corp., of Newark, N. J., and other subsidiary companies of the Splitdorf-Bethlehem Electri- cal Co. Mr. Dunbar is an advertising man of many years' experience. For a number of years Mr. Dunbar was connected with Dorrance-Sul- livan & Co., New York City, and prior to that with Lord and Thomas. Both these agencies rank particularly high in the advertising profes- sion, and while with them Mr. Dunbar gained a fund of knowledge that will undoubtedly prove very beneficial in his present position. Mr. Dunbar has been connected with the Split- dorf Radio Corp. for some time in an advisory capacity and took over the advertising depart- ment of the various companies last month. Starr Piano Go. Eastern Division in New Quarters Gennett Recording Studios and Eastern Sales Division Now Occupying Building in Wood- side, L. I. — Covers About 10,000 Square Feet The Starr Piano Co., manufacturer of Gen- nett records, has just taken occupancy of a large building at 6010 Thirty-eighth avenue, Woodsfde, L. I., which will be utilized as a recording studio and salesroom for the Eastern division. The building has approximately 10,000 square feet, with exceptional facilities for re- cording purposes. A thoroughly up-to-date plating room is part of the factory equipment and there is sufficient room for expansion in all of the different departments of the com- pany's recording activities. The new building is ideally located, being near the Woodside station, and affords much needed facilities for the growth of the Starr Piano Co.'s recording division, as well as the presentation of its various products for the Eastern trade. George H. Keats, business man- ager of the recording division; Ben Witlin, Eastern sales manager; Gordon Soule, musical director, and Arthur J. Lyons, technical record- ing manager, are all making their headquarters at the Woodside plant. Brunswick Go. Announces New Vocalion Distributors Elion Bros., El Paso, Tex.; Harbison Manufac- turing Co., Kansas City, Mo., and Cleveland Phonograph Co. to Job Vocalion Record Line From the general offices of the Brunswick- Balke-Collender Co., Chicago, comes the an- nouncement of the following jobbers of Vo- calion records: Elion Bros., of El Paso, Tex., who will distribute Vocalion records in western Texas, New Mexico and Arizona; the Harbison Mfg. Co., of Kansas City, Mo., which will cover parts of Missouri, Kansas, Oklahoma and Nebraska. The Harbison Mfg. Co. is one of the leading distributing houses in Kansas City, and has made plans for a vigorous campaign on the Vocalion line. The company reports a tremendous demand for "Jim Jackson's Kansas City Blues." The third appointment is that of the Cleve- land Phonograph Co., Cleveland, O. This organization is one of the most aggressive in that part of the country, and its addition to the list of Vocalion jobbers will naturally mean a decided increase in Vocalion activities there. Since it began operations, a short time ago, it has shown remarkable sales activities on the entire Vocalion catalog, especially the records by Elmo Tanner and Jim Jackson. G. P. Allen Treasurer of Allen-Hough Mfg. Go. Gardner P. Allen was recently elected treas- urer of the Allen-Hough Mfg. Co., Milwaukee, Wis., maker of Allen portable phonographs. Mr. Allen, who is a brother of Don T. Allen, presi- dent of the company, is in charge of factory production. Prior to his joining the Allen- Hough Mfg. Co., Mr. Allen conducted a Buick agency in the city of Milwaukee, and has a record of success in automotive circles. A new feature of The Talking Machine World each month is a section devoted to "The Newest in Radio," which appears on page eighty-nine in this issue. Latest products introduced by radio manufacturers are illustrated and described. This is a valuable directory for dealers. Also in this issue is a symposium expressing the views of leaders in the industry regarding the outlook for the new year in the talking machine and radio field. . . . Turn to page 76. 34// The Talking Machine World, New York, January, 1928 35 Aluminum Specialty Go. Appointed an Allen Jobber Will Distribute Allen Portable Phonographs in North and South Carolina, Florida, Georgia and Alabama — Has Wide Reputation Featuring Single Record in Window and Street Displays Builds Gillespie's Sales Window and Street Displays Which Illustrate the Title of the Selection Sell Thousands of Single Featured Records— Carnival Ballyhoo Methods Successful The Aluminum Specialty Co., Atlanta, Ga., has been appointed exclusive distributor in the Southeast of Allen portable phonographs. The territory covered includes North Carolina, South Carolina, Georgia, Florida and Alabama. Dealers in this area of the United States have long been familiar with the Aluminum Specialty Co., which is the largest distributing organiza- tion in this particular section of the country. It is affiliated with the Aluminum Specialty Co., Dallas, Tex., and with the Southern Aluminum Co., New Orleans, forming the largest portable distributing corporation in the entire world. Charles Miller Jones, active head of the Aluminum Specialty Co., states that every dealer to whom he and his organization have shown the Allen line is enthusiastic over the sales possibilities. The Aluminum Specialty Co. is extremely well regarded by dealers throughout the terri- tory for a most constructive policy of dealer protection. Through co-operation with this dis- tributor, a great many accounts in the South- east have prospered handsomely, and have had their profits protected by the exclusive method of distributing which has been part of the com- pany's plan of action. Hundreds of dealers have taken full advantage of the excellent sales promotional helps that have been issued by Mr. Jones and his organization, and also have been aided by co-operative terms, and excep- tionally prompt shipments. The Aluminum Specialty Co. supplies its trade with a full coterie of advertising helps, and by the assist- ance of trained salesmen who are regularly in contact with the trade throughout the extensive territory covered. This is a jazz age in which we are living, and so the jazz methods of advertising the new records are frequently the best methods to use. For proof of that one need but go to Jacksonville, Fla., and look at the Radio Phono- graph Shop run by William C. Gillespie. Mr. Gillespie is a live wire when it comes to mer- chandising. He always is doing something new that gets the attention of those who pass his store. Recently he has been having quite a run on old style, in each case sales of the number featured increased to a marked degree, accord- ing to reports at this establishment. Frequently the crowd is so thick that it is Gillespie's Eye-Arresting Window spirituals and blues, and in order to put the new numbers over big he has adopted regu- lar carnival ballyhoo methods. The accompany- ing photos show two examples of this bally- hoo method. The one was a sidewalk display, whereas the other was a full window trim with all the fixings. But in both cases the central idea of the number was ballyhoo in the good Store Door Display That Aroused Interest almost impossible to get past the store. And the people are not all lookers either. In three days he will sell as many as five hundred to a thousand records of a new number, which is certainly selling them in a city with about a 100,000 population. When it is borne in mind that there are other shops in addition to the Radio Phonograph Shop this would appear to be a record of which to be proud. Mr. Gilles- pie makes it a rule to get a run out of a record while it is new, and as soon as another new one comes along that is good he ballyhoos that and cashes in on it before the fad dies out. That is one of the secrets of his success. Tables for Model 17 Radiol a Model No. 60 and No. 55— Pat. App. For and New Model 37 Atwater Kent Equipped with Model 100 A RCA Speaker Finished in mahogany to match the fast-selling Model 17 Radiola and Model 37 Atwater Kent in both design and finish. Attractive slope oS cabinet permits the sound to be thrown upward from speaker. Neat grille covers speaker which is insulated with rubber to prevent distortion. Manufactured by STETTNER PHONOGRAPH CORP. Telephone: Butterfield 4777-2932 "Pioneers in Radio Cabinets" Factory and Show Rooms — 314-322 E. 75th St., New York 36 The Talking Machine World, New York, January, 1928 SYMPHONIC PIONEER PRODUCT LOW (J LOSS "PHONOGRAPH REPRODUCER It is safer to buy a standard product Symphonic Continues to Lead SYMPHONIC— the First, Original, and still by far .the most widely accepted indepen- dent reproducer in the world. Without exception, all other independent "phonic" type reproducers were patterned after SYMPHONIC. SYMPHONIC does perform best in com- parison. When better reproducers are built, SYMPHONIC will build them. (Apologies to Buick.) SYMPHONIC SALES CORPORATION 370 SEVENTH AVE. Pioneers and Leaders in the Independent Reproducer Industry NEW YORK The Talking Machine World, New York, January, 1928 An accoustical gem in a magnificent setting — Each SYMPHONIC and LOW-LOSS REPRO- DUCER is beautifully encased in a gold em- bossed silken container cominanding attention and bespeaking its quality. There can be no substitute for SYMPHONIC REPRODUCERS. If your jobber does not , stock genuine SYMPHONIC REPRODUCERS, write us. SYMPHONIC oA STANDARD PRODUCT PHONOGRAPH REPRO0OCER A. It is safer to sell a standard produfl J" The Proof of the Pudding Symphonic product is way past the em- bryonic stage. However, SYMPHONIC goes steadily on, giving to the trade, as a matter of course, the benefit of every improve- ment which results from our constant research and experiments. That is why SYMPHONIC has earned its reputation for DEPENDABILITY and EXCELLENCE. That is why the ^>J>mpf)0ntC TRADE MARK on a re- producer is of MORE IMPORTANCE THAN THE PRICE TAG. SYMPHONIC performs best in comparison* Convince yourself. SYMPHONIC SALES CORPORATION 370 SEVENTH AVE. Pioneers and Leaders in the Independent Reproducer Industry NEW YORK Each month W. Braid White will suggest methods of s ti mulating retail sales of high-class music Creating a Record Demand for Finest Music The question is sometimes asked: what sort of high-class music is most easily digested by the greatest number of possible consumers? In other words, if we go out after those mem- bers of the community whom we think of as being the most likely to take an interest in high-class recordings, with what music is it best to start them? A good deal hangs upon the answer to this apparently trifling question. Some months ago, Compton McKenzie, the brilliant novelist who founded and continues to conduct that attractive little magazine The Gramophone, offered a prize for the best short essay from a reader on the subject "Why I don't like Chamber Music." The prize was awarded to a coal miner, who stated his preferences and his antipathies so simply and well that there was no doubt of his eligibility for first prize. It does not matter in the least, for our purposes, what he said, save that he showed he thought chamber music to be dull and pointless; but what is important is that his prize consisted of a set of records of Schubert's so-called "Trout" quintet, for two violins, viola, cello and contra-bass. What the Winner Learned The winner got his prize and presumably tried the records over a few times, for the fol- lowing issue of the magazine carried a letter from him in which he said that if all chamber music was like that, he was glad he had learned how wrong his opinion had been. And he wanted to be put in touch with other chamber music records, so that he might improve the acquaintance thus accidentally begun. All of which simply illustrates the difficulty of dealing with a subject like this. Music ap- preciation has two sides to it. The world is simply full of men and women who latently are ready to absorb sweet sounds through every pore of their beings. But this instinctive desire for the healing and inspiring influence of fine music is sometimes weak amid the rush and noise of the modern world, needing to be built up by cultivation and experience. Yet, in point of fact, there is no such thing as a music either obscure or uninspiring to the open mind. Theo- dore Thomas was very right when years ago he said "popular music is familiar music." For this aphorism is just as true when it is rendered in the form "any music which is familiar is popular." In other words, virtually all the bar- riers which are supposed to stand between the average person and the understanding of By W. Braid White high-class music vanish into nothingness, just as soon as there comes the opportunity to hear a great deal of this music. So that it is absurd to say that any of this or that type, class or kind of music is easier or harder to sell than any other. How About These Of course there are certain pieces which cap- ture the attention of the most ignorant mind, if sobeit any feeling at all for musical line and form lies latent. Thus, if one were to under- take to pick out a few titles which could be absolutely depended on to sell to the most un- likely customers, one should have no difficulty in making up a very respectable list. Thus, for instance, taking some of the simplest, shortest things first, and omitting vocal music altogether, there are: Minuet in G — Beethoven, violin arrangement. Gypsy Rondo — Haydn, string trio. Minuet from Don Juan — Mozart, string orchestra. Air on the G string — Bach, violin solo. Humoresque No. 7 — Dvorak, violin solo. Prize Song from "Meistersinger" — Wagner, violin solo. Evening Star Song (Tannhaeuser) — Wagner, 'cello solo. On Wings of Song — Mendelssohn, violin solo. Spinning Song — Mendelssohn, piano solo. Fifth Hungarian Dance — Brahms, violin solo. Nocturne in E flat — Chopin, piano solo. Maiden's Wish — Chopin, piano solo. Canzonetta from quartet op. 12 — Mendelssohn, string quartet. Andante Cantabile from Quartet — Tschaikowski, string quartet. The list could be extended much further, but enough has been given to show what is meant. All the above-mentioned pieces are instantly attractive. After long experience in trying all of them on persons of every kind of receptive capacity, I can safely say that I have never yet found one of them fail to make a hit. Trumpets and Drums If now one goes on from these simple solo and small ensemble pieces to larger works of the orchestral style, there are quite a few which may be recommended and demonstrated with- out fear of consequences to any person. Such are: Tannhaeuser Overture — Wagner. Introduction to Third Act, Lohengrin — Wagner. Magic Fire Scene, Valkyr — Wagner. Theme and Variations, Rustic Wedding Symphony— Goldmark. Marriage of Figaro, Overture — Mozart. Zampa, Overture — Herold. William Tell, Overture — Rossini. And so on. All are guaranteed to be painless, and it may be said with complete confidence that not one of them will be dismissed as dull. Intelligent pro- motion of sales of good music means more sub- stantial success for the retailer Some of them, like the first and the third on the list, almost overwhelm the hearer with their magnificence. Others like the fourth and the fifth are charmingly gay and lightsome. The last appeals to all those immature adult minds by whom the rendering of an imitation thunder- storm on a movie theatre organ is regarded as the summit of musical achievement. With Bated Breath With bated breath now, let us approach chamber music, which we are told is so ter- ribly unintelligible. Well, here is some which is anything at all save unintelligible, but which, on the contrary, will make a hit with any group of business men and women anywhere: Trio in B flat op. 99 — Schubert, piano, violin, 'cello. Trout Quintet — Schubert, two violins, viola, 'cello, contra- bass. Trio in D Minor — Mendelssohn — piano, violin, 'cello. "Harp ' Quartet op. 74 — Beethoven, two violins, viola, 'cello. Clarinet Quintet — Mozart, clarinet, two violins, viola, 'cello. Again there are plenty more. But one will begin warily, trying a bit at a time. Most of these last-named pieces come on two to four records, usually set up in an album. To work up a trade in records of this kind is an achieve- ment which many dealers already have found possible, and extremely profitable to boot. Of course I have only skimmed lightly over the surface of a very large subject in mention- ing the titles listed above. But my object has been to give the dealer who wishes to investi- gate the possibilities of selling high-class records profitably some general ideas which he may use to guide him until he feels that he can go on by himself. It will be noted that I have entirely omitted vocal records. This was simply because there has been too much past insistence upon the names of operatic stars, which has in fact not led to steady purchases of even good vocal records by other singers. For every owner of a talking machine to have one or two records by one or two well adver- tised singers may in the aggregate mean large output of these one or two numbers; but does nothing to help along general buying of the thousands of other fine records by the same people or by other artists, of which the general public knows nothing and the dealers appar- ently not much more. Voice records I shall come to in due time. Let us meanwhile cul- tivate a more profitable field and one as yet almost untouched. A safe, snug pack — quickly handled! With Jiffycases you get a safe snug pack which can be handled in a fraction of the time required via the obsolete wrapping and crating method. Jiffycases are quickly assembled from light, tough, cleated ply-wood panels which come to you cut to size and knock down. Jiffycase panels occupy minimum storage space and can be assembled in minimum time, while their lightness assures minimum freight cost. Dealers like these nifty modern packs because they completely protect ship- ments and at the same time provide boxes which can be used again. Ask for full particulars. Northwestern Cooperage & Lumber Company Gladstone, Mich. Jiffycase THE SPEEDY SAFE ECONOMICAL PACK FOR FURNITURE. PHONOGRAPHS AND RADIO CABINETS 38 The Talking Machine World, New York, January, 1928 39 A good product is the prime factor in retail success EAti Cft 6 tubes. Operated from "HO"W light socket. $4fift Without tubes UVJ C /ICoe Operated from light L"^3 socket. With- $47 c out tubes E-10 6 tubes- For operation with batteries or w eliminators. Without tubes Or ac- $1 CC cessories IOO F 1ft Aft Operated from light socket. $071; 1_ IU-OU Without tubes £,4° Flft 9K Operated from light socket. Soon C-IU-^O without tubes *Vyi |T_g Console $^jq p_4ft 7 tubes. For operation with batteries or eliminators. Built-in loop. Without tubes $4.Cft or accessories F 4ft fift °Perated from light r-tu-uu socket Built. $ecft in loop. Without tubes °°u Federal is a wonderful product! Here is radio recognized the world over for its tonal superiority and its beauty — every set a precision instrument — and built up to a standard, not down to a price. Federal Ortho-sonic Radio is designed and built by responsible manufacturers with a reputation to protect — by manufacturers with more than a quarter of a century's spe- Federal AC radio sets give the same remark- able results as the famous Federal battery operated machines. No hum or distortion. No batteries, liquids or adjustments. Simple — safe — quiet — always ready to go! Many models — for loop or aerial, bat- tery or socket operation. Priced from $100 cialization in fine electrical communication to $1250 (higher in Canada) apparatus behind them — and here to stay. Incomparable in tone • selec- tivity — operative simplicity — beauty of cabinet design. Design alone makes Federal stand out — win quick approval. The Sign of the Desig- nated Federal Retailer Here is a product that with the right kind of co-operation DOES insure a retail success! Don't wait for demand to prompt an in- vestigation. Anticipate the de- mand. Write your wholesaler — or us — today. FEDERAL RADIO CORPORATION, Buffalo, N. Y. (Division of The Federal Telephone Manufacturing Corp.) Operating Broadcast Station WGR at Buffalo FEDERAL ORTHO-SONIC RADIO, Ltd., Bridgeburg, Ont. FEDERAL ORTHO-SONIC Licensed under patents owned and/or controlled £>v Rndio Corporation o1 America, and in Canada by Canadian Radio Patents, Ltd, Reg. U. S. Pat. Off. RADIO ■^Federal's fundamental exclusive devel- opment making possible Ortho-sonic re- production is patented under U. S. Letters Patent No. 1,582,470 Music Dealer Is Equipped to Profit From Radio Stabilization of Industry and Quality of Product Fit Merchandising Plan of Trade By Chas. Freshman President Chas. Freshman C, Inc. THE fact that so great a number of first- class music dealers in every section of the country have installed radio depart- ments is ample proof of the stabilization of the radio industry. It is recognized that the music trade comprises the most substantial group of merchants in the country. To sell radio these i merchants must be definite^ convinced of the salability and utility of an instrument before handling it. Naturally, the music trade demands a musical instrument. To-day good radio receivers are musical instruments of the highest calibre. Not only are they musical instruments, but they pro- vide varied other entertainment features which cannot be supplied by any other instrument or machine. The Electric Radio With the advent o'f the electric radio which operates from the same electric socket that sup- plies ordinary home requirements, without the necessity of batteries, liquids of any kind, elim- inators, or other accessories, the last objection of the musical trade to radio has been done away with — that of service, and the necessity of carrying an assortment of small and large parts. The electric set of to-day has reached that stage of development where it is practically fool-proof. After being installed there should be no need for service on the part of the dealer. All that is necessary to turn it on is to snap or pull a simple switch similar to that used on ordinary lamps. Turn the dial to the station desired — no other operation is necessary to se- cure the most desirable results. Manufacturers of electric radio receivers to- day offer the public an assortment of cabinet work equal to any other line of musical mer- chandise. There are many styles, period and other console designs. These handsome con- soles contain everything necessary to operate the radio — the set itself, power unit and a loud speaker, which is built right in the cabinet so that there isn't a wire visible to mar the appear- ance of any room. The benefit of the electric set, the ultimate in radio, is easily perceived. It assures the dealer of the sale of a complete unit at an established, complete price, assuring fair profits with little if any responsibility for installation. The only thing the dealer usually has to do with the installation of an electric radio is to put up an aerial and make a few simple connec- tions and adjustments before the set is function- ing to the entire satisfaction of the purchaser. Great Strides in Radio Let us also consider the great strides that radio has made in its short history of scarcely five years. Only in this short time has the gen- eral public realized its countless benefits. Dur- ing this period there has been more news and publicity on radio matters given by the press of the country than any other subject. Every newspaper of any consequence publishes daily a list of the programs which are being broad- cast in all parts of the country. Newspapers devote column upon column of space to the artists who are on the air and their programs. Not only that, but a great number of papers and magazines publish large sections devoted to nothing but radio so that every person in the entire country who is able to read is well acquainted with radio. The public has de- manded this information. The days of technical mystery regarding radio are past. Radio is as much a necessity for the home to-day as prac- tically any other piece of furniture. Music Dealer Is Equipped for Radio The music dealer is probably better equipped ALLEM Jvl^poRTABLESl^ Dealers know our policy. It has made money for them. For we help them sell. Give them only guaranteed merchandise, and on helpful terms. If you havenotdone so, write today for samples, and catalog of Allen Portables — the finest complete line ever presented to the trade, and nation* ally advertised. ALUMINUM SPECIALTY COMPANY 3.28 N. Ervay Street DALLAS :: TEXAS Chas. Freshman than any other type of merchant to handle radio. About 90 per cent of all radios are sold on the instalment basis, a reasonable down payment and monthly instalments carried up to twelve months before the final payment is made. And, there is no type of merchant better equipped or better versed in the instalment method of sell- ing than the music dealer. However, the music dealer should be most careful in the selection of the radio manufacturers he represents. From the experience of a good many large music dealers with whom the Freshman Co. has close contact, it is advisable to carry the lines of not more than three large, financially responsible manufacturers who support their dealers with sufficient national and co-operative dealer ad- vertising to create consumer interest in their product. This, of course, is all that the manu- facturer who is making" standard, well-inspected merchandise can do. It is up to the retail mer- chant to capitalize on the advertising of the manufacturer to the best of his ability. Considering all factors, radio fits mighty well into the operating plan of a good music dealer, and it is gratifying indeed to see the enthusiasm and action that these merchants are putting be- hind the world's newest industry — Radio. A. Atwater Kent Gives Fund to University of Vermont A new application of the practical bent of "Green Mountain" boys is seen in an award provided by A. Atwater Kent, himself a Ver- monter by birth and education, to the engineer- ing school of the University of Vermont. This award — the income from a fund of $5,000 — is to be made annually, not to the boy who stands highest in his classes or who can show the best general average of academic scholarship, but to that student who best shows "excellence of judgment and general grasp of the principles of electrical engineering." A bronze tablet com- memorating the award, on which the names of the first twenty students to win the prize will be inscribed, has been placed in the engineering hall of the college. U. S. Exempts Batteries From "Poison" Labelini Storage batteries and electrolytic rectifiers are not "poison" and need not be so labeled, according to a U. S. Government decision. This ruling will relieve radio and other manufac- turers who feared that a new law would require a "poison" label, possibly with skull and cross- bones, on harmless radio batteries and recti- fiers. In some quarters it was even feared that the "poison sign" might have to be placed on a receiving set shipped in interstate or foreign commerce. The Tonkawa Radio & Music Co. was re- cently opened in the See Building, Tonkawa, Okla., with a complete line of phonographs, radios and other musical instruments. W. W. Reser is manager of the establishment. 40 'he Talking Machine World, New York, January, 1928 Shipping radios and phono* graphs in Arias Cases is the one sure way of knowing that your beautifully finished cabinets with their delicate inside parts will reach your customers without a single travel injury. By saving your instruments, by saving you labor, by saving you freight — in fact, any way you look at it, Atlas Plywood Cases are the most economical shipping containers you can use. Park Squarr Building. Boaton, Mas* He* Vork Office: Chicago Office: n f Broadway McCenntek Building Edison Phonograph in Far Corners of the World Instruments Entertaining and Educating Civilized Peoples and Untutored Savages MUSIC is hailed as the universal lan- guage, for although various nationali- ties and various races may have their own particular ideas as to what constitutes ac- ceptable music, nevertheless, they all use music as a medium for the expression of their emo- tions and their temperaments. The international character of the demand for musical instru- ments of American make alone may be accepted as proof of the universality of the art. But beyond the simple catering to the musical desires of the peoples of the world, there is to be found an abundance of romance not only in sup- plying the media for the production and reproduc- tion of that music, but in making permanent rec- ords of the songs of the peoples in far distant places. It is in this dual role of benefactor and historian that the Edison phonograph has found its way into the far corners of the world, and there is The Peculiar' Costume hardly a country, civilized or uncivilized, in which that instrument is not widely known. Not so long ago there appeared in the news- papers the thrilling adventures of the Dutch- American-New Guinea Expedition in exploring new and unknown territories in the East Indies, and in this work of exploration the Edison pho- smiles would appear as some popular Broad- way ragtime singer would render a negro ditty. The instrument and records were furnished by the Batavia branch of Messrs. Larsen, DeVrey & Co., Edison distributors for the Dutch East Indies. A recording outfit made possible over 200 records of native songs and dialects re- corded by the expedition. The Edison distrib- Listening to Broadway in the Jungle of the Natives Consists of Woven Strands of Rattan Worn utors were quick to give publicity to the choice of the expedition for the Edison phonograph by publishing rather unique advertisements fea- turing the fact in the local newspapers. One of the ads is sufficiently interesting to repro- duce as an example of the up-to-date publicity employed in a tropical country situated right under the Equator. From the jungle of New Guinea to South Africa is not a long jump in the minds of many, for Africa has always been associated with stories of mys- terious wilderness de- Establishment of C. Alkan, Inc., Manila, P. I. ceive a shock when looking at the pretentious building that houses the business of C. Alkan, Inc., Edison distributors in Manila, for here is a- modern city with a population of over 300,- 000. From this center Edison products are distributed throughout the islands. Coming closer to Broadway there are to be found the attractive premises of the Cia. Fo- nografica Mexicana on Av. 16 De Septiemhre, No. 26, Mexico City, dis- tributors of Edison pho- nographs in the Republic of Mexico, and maintain- ing branches in a number of the large cities of the republic. The native Cuban, like most of his Spanish- speaking prototypes, is musical by nature, and his island, "the Pearl of the Antilles," is among the largest customers of the United States for mu- sical instruments of all kinds. In Havana and as a Body Protection other large cities there are many establishments promoting the sale of phonographs and records of all descriptions, and the fact that their merchandising methods are similar to those employed in this country will surprise many. As an example, the illustration on the next page represents one corner of the demonstration rooms of Compania Harris, S. A., distributors of Edison phonographs and records in the City of Havana. The building is a modern structure in the heart of the city with ample show windows and up-to-date mer- chandising facilities. We in America are accustomed to preten- tious business establishments for the distribu- tion of musical instruments, yet there are to be found in other countries business houses Interior View of Premises Occupied by Cia. F tributors of Edison Phonographs in nograph played a most interesting and exceed- ingly important part. The Dutch members of the expedition were primarily interested in mapping out the un- known district, while the American members of the party were chiefly concerned in collecting anthropological and other data regarding the pigmy and other tribes of which little was known. Part of the equipment of the expedi- tion was an Edison phonograph which not only gave relaxation to members of the party, but was used in interesting experiments in observ- ing the reaction of the half-wild native tribes to modern music. Rather curious, according to Dr. Leroux, a member of the party, was the fact that "coon" songs made a greater impression on these people than instrumental music or fox- trots. Eyes would light up in wonderment, and onografica Mexicana, Dis- Mexico City spite the _fact that there has developed in many quarters of the conti- nent a high standard of civilization. There is Johannesburg, for in- stance, associated in his- tory with the Boer War, and to a certain extent with the diamond mines. Here one is led to think of London because of many similar characteristics in the layout and construction of the city, and among the reminders are the buses of the London type, carrying on the front the Edison phonograph advertisement. Those who regard the Philippine Islands more or less in the light of a great jungle will re- Reception Room of H. W. K. de Brey & Co., The Hague, Holland that may be described as veritable temples of music, as, for example, that of H. W. K. de- Brey & Co., of The Hague, Holland, distrib- utors for the Edison throughout the Nether- lands. The company maintains branches also in Amsterdam and Rotterdam, the establish- (Continued on page 43) 42 The Talking Machine World, New York, January, 1928 Built Up to a Standard Thirteen years of tone-arm and sound box manufac- ture have given us an opportunity to know — not merely guess at — the requirements of manufacturers and their dealers, EMPIRE Tone Arms and Sound Boxes represent, therefore, a standard quality product that has been perfected in our laboratories and needs no further development after reaching the consumer* EMPIRE Tone Arm No. 75 An all brass, continuous taper, alLcurve arm equipped with ballbearing base The PREMIER Sound Box Equipped with a specially treated all metal diaphragm, it is particularly adapted to machines having the new amplifying chambers and tone arms. Empire Reproducers A line of sound boxes that bring out the best tones in the new electrically recorded records. What are your requirements? Let us send you samples and quotations. The Empire Phono Parts Co. (Established in 1914) WM. J. McNAMARA, President 10316 Madison Avenue Cleveland, Ohio The Premier The Talking Machine World, New York, January, 1928 fhese build As a Carryola Dealer you have something to offer everyone who likes music. And each product is a leader in its field. ~jr~*VERY item in the Carryola line is a money-maker for you — fast selling and profitable. Each is the kind of a * product that sells on demonstration. Each answers a public demand — a demand for high-grade home entertain- ment at low cost. These Bring New Customers to your Store: First, portable phonographs with improved tone quality that set a new standard for portable phonographs, yet at ordinary portable phonograph prices. Second, a compact unit complete with handsome carrying case, motor, turntable, and electric pick-up for utilizing a radio set to play and amplify phonograph Carryola Master A fine phonograph — portable—with features usually found only on expensive cabinet models. Audak Ultra (phonic) reproducer — curved, throwback tone arm of Bakelite—tone chamber of im- proved design, fitted xvith new-type metal grill, carrying case for 15 records. Motor designed, built and backed by the Carryola Company of America — the only portable manufacturers to make their own motors. The Master is furnished in black, brown, blue, green or red Fabrikoid with embossing and air brushing to harmonize handsome nickeled fittings. $25.00 LIST East of the Rockies Carryola Lassie Flat-type portable, furnished in black, blue or brown Fabrikoid. Both case and record album arc embossed and air-brushed. Latest design curved, throwback, die-cast tone arm. Equipped with Audak reproducer. This Carryola model is the only portable phonograph in its price class that has all these exclusive quality features. $15.00 LIST East of the R o c k i e s WORLD'S LARGEST MAKERS OF PORTABLE PHONOGRAPHS The Talking Machine World, New York, January, 1928 records. Third, an inexpensive, fast-selling electric pick-up to attach to any phonograph and radio set, for reproducing and amplifying phonograph records. How Carryola Helps you Sell Records: And your pro- fits do not end when you have sold a Carryola Master, a Carryola Lassie, a Carryola Pick-Up or a Carryola Porto Pick-Up. Every one of these items will help you build record sales! Every one will bring about a demand for records in homes where you have never sold records before. Big National Advertising Campaign to Speed Sales: Even that isn't all that Carryola is doing for you. Not only do we offer you fast-selling merchandise — products that sell them- selves and then go out and sell records for you — we go further than that. We back you up with a big, nation-wide campaign of advertising. Such magazines as the Saturday Evening Posi and Liberty will carry advertisements of Carryola products. When your customers see the name Carryola displayed in your store, they will remember having seen it before — having read about Carryola in their favorite magazines — not once, but many times. They will be already more than half sold on Carryola. It will pay you to tie in with this advertising by prominently displaying Carryolas. Let Carryola help you make 1928 a Big Year: Write today for specific information about Carryola — the name of your nearest distributor — details of our selling plan. 1928 is going to be a big year for dealers who handle the Carryola line. Now is the time for you to make this valuable con- nection. Write or wire today. THE CARRYOLA COMPANY of AMERICA 647 Clinton Street Milwaukee, Wisconsin ARRLJD LA E beyond this yon buy furniture Carryola Electric Pick-Up The pick-up itself replaces the reproducer of the phono- graph. Then by simply removing the detector tube of the radio set and inserting adaptor plug in its place, records may be played on the phonograph and electric- ally amplified. Volume may be controlled by merely turning the volume control knob. Packed in an attractive and colorful counter display box. $10.50 LIST East of the Rockies Carryola Porto Pick-Up To attach, simply replace the detector tube of radio set tvith adaptor plug. That's all. Play records in usual way — hear them from the loud speaker with all the added volume and richness of tone that is characteristic of electric reproduction. The pick'Up or electric reproducer is attached to acurved throw'hack arm which makes it easy to change needles. Volume control conveniently located on motor board enables operator to regulate volume anywhere within limits of receiving set and speaker. Box is beautifully finished in neat, durable Fabrikoid with nickel-plated fittings. 23.50 LIST a s t of the Rockies The Talking Machine World, New York, January, 1928 A NEW FARRAND SPEAKER Again a Farrand advancement in speaker de- sign . . . the Farrand Concert Speaker. Greater tonal depth than ever before ... richer, clearer bass tones, with all the pleasing treble retained. Exquisite in design and finish. Already a "best seller". Don't wait. Place your order now with your nearest Farrand distributor. FARRAND MANUFACTURING CO., INC., LONG ISLAND CITY, NEW YORK The Talking Machine World, New York, January, 1928 43 Edison Phonograph in the Far Corners of the World {Continued -from page 42) ments being known as "Kunstzaal Edison." The decorations and furnishings of the headquarters building both inside and out are in what is known as L'Art Nouveau style with stained glass in profusion, delicately tinted decorations, unusual lighting effects, and a profusion of flowery plants. Here music is presented in a distinctly appropriate harmonious atmosphere. Corner of Edison Demonstration Rooms of Compania Harris, Havana Elsewhere about the world also are found Edison distributors with establishments that in themselves reflect the substantial character of the demand and the wide appreciation for that St. Louis Radio Association Opposes Direct Advertising Trades Association Asks Members Not to Harm Broadcasting by Announcing Sales and Prices, But to Limit Themselves to Names of Companies and the Lines Being Featured The St. Louis Radio Trades Association has gone on record as opposing direct advertising over the air. According to announcement by Robert W. Bennett, president, the fifty mem- bers of the Associa- tion who sponsor pro- grams will in the fu- ture be limited to the announcement of their firm name and busi- ness. All direct adver- tising will be entirely eliminated. Under the sponsor- ship system the an- nouncer of the station carrying the dealer's program will say : "This program is sponsored by Blank & Co., dealers in radio sets and supplies, a member of the St. Louis Radio Trades Association." If the De EERSTE GRAM0PH00N in het hartje van NieuwGuinea. program is sponsored by the wholesale distributor the announcement will be: "This program is spon- sored by the wholesale distributor of Blank radio sets, a member of the St. Louis Radio Trades Association." If the wholesaler desires to use his firm name, mention of the equipment he dis- tributes is prohibited. The first action on elimination of direct ad- vertising was taken at a meeting of the Asso- ciation directors on November 1. The formula for the announcements was drawn up by Mr. Bennett, Wm. P. Mackle, secretary of the Asso- ciation, and Harold J. Wrape, former president of the St. Louis group and now president of the Federated Radio Trade Association. Letters have been sent to all members of the Association informing them of the action of the board and asking their co-operation. The Association hopes by its action to influence other radio advertisers throughout the country to eliminate long lists of articles for sale, prices, etc. It is felt by several members of the Asso- ciation that lengthy announcements in reality harm the broadcast advertiser, as it is believed the average fan will dial away to another sta- tion before the announcement is completed by the advertiser. Na oen strong ondcrzoeM filng Created for Allen portables Dealers taught us all we know about portables. Told us what they needed to make real profit. And that's why we have the greatest line ever pre- sented to the public. For there's no substitute for actual experience in this business. Only with full appreciation of the trade's needs can mer- chandise, in actual de= mandy be produced. Now take your profit. Start today to sell Allen Portables, Call upon the best Jobber tied you for samples. Or, write us direct for local Jobber's addiess, and attractive catalog. Act now— you built this profitable new line ! The Talking Machine World, Nezv York, January, 1928 PORTABLES Exclusively HAVING developed the one logical reproducer for portable phono- graphs, we were faced with the problem of selecting that manu- facturer who could give it broadest use. Looking over the entire field carefully, we chose the Allen Hough Manufacturing Company, Milwaukee. Their construc- tive policy of dealer development, and their long experience in portable manu- facturing, convinced us that an exclus- ive contract with them was the ideal arrangement for us and for the trade. This reproducer has a duraluminum diaphragm 10/1000 thick, triple suspended, and laquered to protect it against climatic changes. Compare this with the ordinary diaphragm of one- fourth its thickness, note the difference in volume, in tonal depth, in actual reproduction. Note the positive, fool- proof locking back, the live rubber gaskets, the double grip tone-arm screws, and other exclusive features. More sales and quic\er pro' fits for Dealers in Allen Portables'. You will be astounded by the remar\able volume and purity of tone ! E. TOMAN & CO. 2621 W. 21st PLACE CHICAGO, ILLINOIS The Talking Machine World, New York, January, 1928 51 Record Wholesale Shipment Made by Ernest Ingold, Inc. San Francisco Atwater Kent Jobber Shipped Merchandise Valued at $150,000 to 374 Ac- counts in 141 Cities in One Day A shipment of 4,756 packages in one day, December 8, 1927, made by eleven men and one redheaded boy in six hours and twenty- Part of Huge Atwater Kent Shipment two minutes is claimed to be a world's record by Ernest Ingold, Inc., of San Francisco. The shipment consisted of 821 Atwater Kent receivers, 782 Atwater Kent speakers, 5,164 Cunningham tubes, 524 Atwater Kent power units, 1,381 Eveready batteries and 84 Pooley cabinets. In addition to the sidewalk space used for this shipment, the entire shipping floor of the establishment was similarly crowded. The re- tail value of the shipments for the day was over $150,000 and it went to 141 cities and to 374 accounts. Ernest Ingold is shown con- gratulating F. N. Cassell, head shipper. To the right of him is H. C. Webb, Melvin DeLyons and H. S. Hinze. Eddy Thomas Is Signed as Exclusive Brunswick Artist An announcement was recently received from the general offices of the Brunswick- Kalke-Collender Co., Chicago, to the effect that Edward Francis Thomas, popularly known as Eddy Thomas, has been signed as an exclusive Brunswick recording artist. Mr. Thomas is a member of the Yacht Club Boys, one of the popular Brunswick recording organizations. Mr. Thomas was born in Philadelphia and received his early education in that city. After winning several amateur theatrical contests he decided to go to New York with the intention of making the best of his musical talent.- Being quite proficient on several musical instruments, he became affiliated with various orchestras entertaining the "400." His tenor voice is of the intimate type, with a style that is extremely popular, and he plays the guitar, banjo and violin. His first Brunswick record release will be on sale February 2. William A. Carroll, Inc., Is Allen Portable Jobber The Allen-Hough Mfg. Co., Milwaukee, re- cently "announced that William A. Carroll, Inc., of Detroit, has taken over the exclusive dis- tributorship of Allen portable phonographs in Detroit and adjacent territory. William A. Carroll, Inc., was recently reorganized. Located very fawrably in relation to the Ford plant and with a capable and aggressive personnel, ihe firm is laying ambitious sales plans for 1928 in the distribution of Allen portables. Jannacio Bros. Music Stores at 107 Main street and 77 Northern Boulevard, Flushing, N. Y., featured the Columbia-Kolster Electric Reproducing phonograph during the holiday season with great success. Booklet on Adaptations of F. R. Williamson With the Music Memory Contest Edison Distributing Branch National Bureau for the Advancement of Music Phonograph Salesman of Long Experience Completes Tenth Year of Promotion With ■, to Travel Out of Kansas City Branch of the an Informative New Booklet on the Subject • • Edison Phonograph Distributing Co. The National Bureau for the Advancement of Musk: has marked the completion of its tenth year of active promotion of the School Music Memory Contest with the publication of a new booklet on the subject entitled "Adap- tations of the Music Memory Contest." All the prominent music educators who received advance proofs have expressed their hearty approval of the booklet. Frank R. Williamson has joined forces with the Edison Phonograph Distributing Co. at its Kansas City, Mo., branch, and will henceforth travel in that territory. He was formerly in the employ of Harger & Blish, former Edison jobber at Des Moines, la., maintaining this connection for nine years, and later was dis- trict manager of the Maytag Co., in Miami, Fla. He has a wide merchandising knowledge. "Something wrong with the set? Sure, I'll send our service man over right away' Your Service Man's Time is Money money made or lost! YOUR service man can also sell. But, the best service man is only as efficient as the instruments he uses. Equip your service men and your store with complete portable special-purpose testing equipment that is designed for rapid servicing on all models of radio sets and power units, including the new electrically operated sets. Sterling Universal "B" Tester A complete portable testing laboratory for Power Units and all D-C circuits up to 300 v. Voltmeter (0-300 scale) and milli- ammeter (0-100 scale) are used inde- pendently or in combination. Light, com- pact, complete with plugs and adapters. R-410- • $30.00 Sterling "Universal Service" Tube and Set Tester Used with batteries or Power Units. Tests large and small tubes including 171 type. Milliammeter shows amplifying strength of tube. Combination voltmeter testsboth the "A" and "B" voltages, also locates de- fective circuit wiring, open transformers, poor contacts in sockets, etc. Voltmeter 0-10, 0-200 scale, Milliammeter 0-15 scale. R-412— List price $15. 00 Sterling "B" Power Tester A high resistance, low priced meter for checking the output of any Power Unit or B batteries and other D. C. circuits up to 300 volts. A necessary unit in the radio service man's equipment. R-4 1 5 D. C. Model, List price * • $8.50 R-417 A. C. Model, for testing line volt- ages and all A. C. circuits up to 150 volts, List price • • • - * $7*50 Sterling "Metered" Tube Reactivator Forlarge and small tubes, including 500- A, 171 and all tubes having thoriated fila- ments. Emission meter shows tube needs reactivation, also improvement after reac- tivation. Handle on back. Complete with adapters. R-403 — List prices: 50-60 cycle $12.50 25-40 cycle $14-00 The Sterling Manufacturing company 2831 Prospect Avenue • • • Cleveland, Ohio «fterliii& SERVICING EQUIPMENT 52 The Talking Machine World, New York, January, 1928 SYMBOL OF QUALITY Adaptable for Portables and Upright Machines Lyrephonic Tone Arm No. 2 Lyrephonic Junior Lyrephonic Products Will provide increased profits for 1928 Write for full details ANDREW P. FRANGIPANE & CO., Inc. Factory and offices: 261 Warren St., Lyndhurst, N. J. Western factory representative: Max Targ, 229 W. Randolph St., Chicago, IlL James P. Quam Aided in the Development of the Industry Designed Complete Line of Phonograph Mo- tors Made by United Air Cleaner Co. — In- vented Other Important Products One of the outstanding individuals in the music-radio industry from the standpoint of creative genius is James P. Quam, who has been active in the trade for over ten years. Mr. Quam designed the complete line of United United pick-up and amplifier for phonographs, which has met with a nation-wide response since it appeared upon the market a few months ago. At the present time he is experimenting on a new development which he believes will top all past achievements, and it is expected that an important announcement regarding this product will be made to the trade in the near future. After graduating from college, where he spe- cialized in engineering, Mr. Quam became asso- ciated with Westinghouse Electric & Mfg. Co. In 1915, with L. D. Rudolph, he founded the United Manufacturing & Distributing Co., now known as the United Air Cleaner Co., and dur- ing the World War his services and the facil- ities of the plant were taken over by the gov- ernment for the manufacture of French fuses. The manufacture of fuses is a delicate process and the United plant was one of the two fac- tories in the United States which successfully made these items. Mr. Quam also designed the Quam radio loud speaker which is now merchandised by the Quam Radio Corp., a subsidiary of the United Air Cleaner Co. 1928 Numerical List of Victor Records Issued James P. Quam phonograph motors manufactured by the United Air Cleaner Co., of Chicago, and when the company became one of the pioneers in the manufacture of radio parts in 1920, each part was a result of the inventive genius of Mr. Quam. One of his products which has been an outstanding success in the automotive field is the United air cleaner, now standard equipment upon the automobiles, trucks and tractors of over one hundred and fifty Ameri- can manufacturers. A similar product is the Quam vacuum system used in cleaning large hotels and office buildings. One of the most recently designed products to come from the hands of Mr. Quam is the The Victor Talking Machine Co. recently is- sued to its dealers the "1928 Numerical List of Victor Records" containing a complete list in numerical order of all records, in all languages, that are sold by dealers in the United States. This book is supplied dealers to provide them with a proved method of keeping track of their stock of records. This is a valuable reference book for dealers. Bonus to Fada Employes A holiday bonus to all Fada Radio employes in proportion to the amount drawn in annual pay was declared by F. A. D. Andrea, Inc., Long Island City. Employes in foreign branches shared in the distribution as well as those in this country. In announcing the bonus, Frank A. D. Andrea, president, voiced his pleasure in sharing Fada Radio's prosperity with every one in the organization. PHONOGRAPH CASES RADIO CASES Reinforced 3-ply Veneer The Standard Case for Talking Machines and Radio Sets Let at figure on your requirements MADE BY PLYWOOD CORPORATION, Goldsboro, N. C. Mill* in Va., N. C. and S. C. Berliner's Achievements Make Interesting Volume Frederic W. Wile Tells of His Labors in Tele- phone, Graphophone and Microphone Fields "Emile Berliner, Maker of the Microphone," is the title of a volume of some 353 pages, pub- lished by Bobbs-Merrill Co., Indianapolis, and written by Frederic William Wile, with a preface by Herbert C. Hoover, Secretary of Commerce. The book is an amazingly inter- esting story of an immigrant boy who by his inventions and tireless efforts in this great land of opportunity made history in the tele- phone, graphophone and microphone fields. Mr. Wile tells of Mr. Berliner's many con- tributions which are backed by authoritative data. Particularly interesting- are the chapters devoted to the telephone, the graphophone, the invention of the lateral-cut record, and the im- portant part Mr. Berliner has played in the radio industry through his contribution of the micro- phone, which has made possible broadcasting and the modern system of recording for talk- ing machines; Mr. Berliner's contribution to public health through his labors which led to the general pasteurization of milk on Govern- ment standards — an unknown side of Berliner's work — is a great tribute to the man who, now in his seventy-fifth year, is still discovering and inventing. Incidentally, the author of this volume pays a great tribute to the Victor Talk- ing Machine Co. and its achievements. In keeping with his early explorations in the field of acoustics which led to his success- ful work in the telephone and talking machine fields, Mr. Berliner is to-day keenly interested in hall acoustics; in other words, the produc- tion of acoustic tiles or a similar process that can be applied to the interior of halls, churches or public buildings, whereby improper hearing facilities so common now in public buildings may be obliterated. This is only one of the many subjects which are taking up the time of this tireless worker, whose fame is world-wide and whose achieve- ments are properly set forth in this volume as a tribute that will be stimulative to young men of ambition who are given such a wide field of opportunity in the United States. TEST IT. OUR VICTOR Record Service has a reputation for efficiency. Suppose you try it. E. F. DROOP & SONS CO. 1300 G. STREET, WASHINGTON, D. C. 204-6-8-10 CIiAY ST., BALTIMORE AID. The Talking Machine World, New York, January, 1928 53 An Amazing Record of "A" Power Reliability V I ^HE original Gould Unipower -■- was the first complete radio "A" power unit in the market. Early experience proved to Gould engineers that no ordinary flat plate battery element could ever stand up under trickle charge conditions and the stren- uous power demands of the modern set. That is the real reason why ordinary "A" power units have so frequently turned out costly failures. A New Invention To meet these conditions, an en- tirely new type of battery con- The new Kathanode struction, first developed for submarine service, was built into the new Gould Unipower. It is called the Gould Kathanode as- sembly (patented). Kathanode is the battery assembly with the pro- tected positive plate — protected by the use of a patented glass mat which assures long plate life under trickle charge operation. With the new Gould Kathanode Unipower, care is reduced to a minimum. Service expense has been practically eliminated. The actual record is amazing. Out of the first 4000 Gould Kathanode Unipowers placed in service only 4 have ever required attention — and these 4 cases were due to minor mechanical defects. Your Protection The new Gould Kathanode Uni- power pays you a full profit. And it is a clean profit, safe from later service expense. Dealers everywhere say that this new unit at last brings a real solution of the vexing "A" power problem. It will pay you too to investigate. Write direct today or get in touch with your nearest Gould jobber. Gould Storage Battery Co., Inc., Depew, N. Y. T Jnipower ^^|^r A JL GOULD PRODUCT IMPORTANT NOTE: Authorized Gould Unipower Service Stations located at strategic points are now equipped to repair the old type Gould Unipower with the new Kathanode elements at special reduced prices. Full details on request. 54 The Talking Machine World, New York, January, 1928 Crosley and Brunswick Representatives Hold Sales Conventions in Cincinnati Crosley Eastern and Central Western Divisional and District Managers Plan for Coming Year — Brunswick Representatives Hold Annual Meeting — Business Reported to Be Increasing Cincinnati, 0., January 7. — The usual post- holiday lull is disappearing rapidly and the de- mand for talking machines and records is increas- ing day by day. Taking the year 1927 as a whole, and taking the trade as a whole, the past year's business is regarded as being satisfactory. There was a good volume of holiday business and as a consequence stocks reached a very low point. Enthusiastic over business prospects for the coming year, twenty division and district man- agers of the Crosley Radio Corp. arrived in Cin- cinnati December 29 for their semi-annual con- ference at the Crosley factory. They represented Eastern and central Western territories. Visiting salesmen were addressed by Powel Crosley, Jr., president of the corporation. Mr. Crosley referred to 1927 as the biggest year in the history of the company, but optimistically pre- dicted even a larger volume of sales in 1928. He gave assurance of the company's ability to suc- cessfully meet competition and maintain its repu- tation for giving the radio public the best possible product at the lowest possible price. Carrying out such a policy, Mr. Crosley said, he is thor- oughly convinced will mean a continuation of its remarkable position in the radio field. Plans for carrying on a gigantic selling cam- paign during the next year were discussed, pre- liminary to the annual convention, which is to be held later on. Just before the first of the year representatives of the Brunswick-Balke-Collender Co. assembled in Cincinnati for their annual meeting. Plans were made for a vigorous campaign in 1928 and the various details were explained to the men. There were, of course, the usual social affairs, including a banquet. "Although we had just an- nounced the new 17-8 Panatrope-Radiola combina- tion instrument, there was a wonderful holiday demand for it, and this demand is increasing rapidly," explained H. H. Sellers, assistant man- ager. "The past year has been the most successful one we have had," stated C. H. North, vice-president of the Ohio Talking Machine Co., Victor jobber. "We expect to make another gain in 1928, but we realize that the 'easy' days are gone and know Famous Rola Reproducer Unit Cabinet and furniture manufacturers can pur- chase the reproducer units used in Rola loudspeakers for installation in cabinet and console sets. Attractive quantity prices on request. Write our nearest office The Rola Company 612 North Michigan Avenue, Chicago, 111. 45th & Hollis Streets, Oakland, Calif. that intensive sales efforts will be necessary to make the gain," he commented. "We have had splendid results from the broad- casting of Columbia records by Station WKNC, which takes place on mornings between 9.30 and 11.30, the Columbia-Kolster machine being em- ployed," said Miss Rose Helberg, manager of the local branch of the Columbia Phonograph Co. "Taking the past year as a whole, our talking machine sales were very satisfactory in our down- town store and in our Norwood store," stated Otto Grau, of the Otto Grau Piano Co. "We did two and one-half times more business in 1927 than we did in the preceding year, and it is hardly necessary for me to explain that we are more than well satisfied with our volume of sales," stated Morris Fantle, of the M. W. Fantle Co. At Steinway Hall, where a good-sized stock of the more expensive talking machines and records is carried in a special department, it was reported by A. W. Schu, who recently became manager of the store, that business in this line has been very satisfactory. With its recent additions, the store of the Starr Piano Co., which is Gennett headquarters,' has taken on the appearance of a combined art gal- lery and bazaar. The walls are covered with fine paintings, due to the fact that it is now the home of the Cincinnati art center, and in showcases there are to be seen the beautiful goods of the Gift Shop, which is operated by Miss Ruth Dray- sey. Another department which has just been opened up in the store is known as Biddle-Bruns- wick Shop, which also carries a full line of RCA sets. This department is along the west side of the room. At the rear is the Starr phonograph and Gennett record department, where com- plete stocks of these products are maintained. Richmond Music Trade Optimistic Regarding 1928 Richmond, Va., January 9.— Outlook for a good volume of business in the phonograph line in this territory during the new year is bright, in the opinion of representative jobbers and dealers. Expressing himself as highly pleased at results in 1927, C. E. Tincher, manager of the local branch of Stieff's, which handles the Brunswick line, is laying plans for a systematic and thorough canvass of the countryside around Richmond with a view of increasing his volume of business during the current year. Several motor trucks have been requisitioned for the purpose of carrying talking machines to homes in the rural districts to be left on trial or delivered, as the case may be. Mr. Tincher believes that this canvassing work is going to produce extra good results. Goldberg Bros., Lyric jobbers, announce that they have been working overtime bringing out some new Consolette models in this line so that they might be exhibited at the High Point, N. C, show in January. Work is proceeding apace on the new home of the Corley Co. here, which is being erected on the site of the one destroyed by fire last Fall, and the indications are that it will be ready for occupancy the latter part of the Spring or early Summer. Meanwhile the firm is doing business in tem- porary quarters a few doors removed from the site on Broad street. Sterchi Bros. & White, of Salem, Va., are new Victor dealers appointed by the Corley Co., distributor of this line. Joseph H. Steinbrecher, Jr., formerly man- ager of the retail record department of the Corley Co., is back again with this firm. He resigned last Summer to become manager of the phonograph department of Stieff's. Jose Ramos, formerly manager of Stieff's at Roanoke, is now associated with the local music store of Manly B. Ramos, operated for many years by his father, the late Manly B. Ramos. His mother, Mrs. Alice Burgess Ramos, has been carrying on the business since her husband's death. Charles J. Rey, manager of the Richmond branch of James K. Polk, Inc., distributor of Polkphones, spent the Christmas holidays at his old home in Atlanta, returning to Rich- mond in time to attend a conference of the sales force in the Richmond territory. The firm has introduced a new line of portables that promises to be very popular. John Cowan, who travels North Carolina and South Carolina for the James Cowan Co., of this city, is just back from a trip through that territory, reporting that business is open- ing up well for the new year in both States. E. W. Feltner, formerly manager of the Martin Music Store, which went out of busi- ness about a year ago, recently opened a business of his own at 325 North Adams street, known as the Adams Street Music Co. He is handling the Victor machines and several lines of records. Chicago Dealers Using the "Abox Girl" Window Display Display Stand Provided by Abox Co., Maker of Abox Eliminator, Used by Eighty-six Chicago Retailers in Less Than a Month "The Abox Girl," shown in a display stand which has played an important part in the campaign of the Abox Co., Chicago, appeared in the window displays of eighty-six dealers Using the "Abox Girl" in a Window in the City of Chicago in less than one month. The Abox Co., which manufactures Abox "A" battery eliminators, taking cognizance of the fact that eleven seconds is the average time a passer-by will devote to stopping and looking at a window display, designed a sales help which has proved its value in a very short period of time. The "Abox Girl" is posed in the act of put- ting the Abox "A" eliminator in the battery compartment of the radio cabinet, suggesting convenience and simplicity of operation and dramatizing the entire story of the Abox prod- uct. In co-operation with the Tay Sales Co., Abox distributor in Chicago, eighty-six dealer window displays were designed and placed on view within three weeks' time, each dealer utilizing different ideas and display schemes. In the accompanying illustration the Abox Girl is shown placing the Abox eliminator in a Sonora receiving set. Displays similar to the one pictured herewith appeared in many Chicago stores, including the Witzel Music House, O. R. Martin Co., the Benson Music Shop and Shalek's Music Shop. The display has also been used as an "over-night" display, just inside the store door, with a spotlight playing upon the "Abox Girl," eliminator and radio. New Store in Omaha A new music store was recently opened at 1415 Farnam street, Omaha, Neb., by V. L. Rolin. A complete line of Brunswick Pana- ^ropes, records and Radiolas is carried. Mr. Rolin was formerly connected with several of the leading music stores in Omaha. The Talking Machine World, New York, January, 1928 55 New Floor Cabinet, Model 17 $55.00 New Table Cabinet, Model 20 $35.00 Rola's Superb Performance Is Still Further Improved! ROLA was first in the development of the mod- ern, high-quality cone reproducer — a speaker ^ which re-created the entire tone-range of modern broadcasting. C, The advent of AC sets and the newer power tubes with high voltages, created a need for greater loud- speaker capabilities. Rola engineering now meets these new requirements with a new Rola reproducer, giving a performance far surpassing former Rola achievements. We offer in these improved instru- ments a performance that sets new standards in the industry. Tone Quality has been markedly improved by extending the response range in the bass register, and by eliminating all periodic resonances. The new bass response greatly enhances the illusion of reality. Resonance-free reproduction brings new delights to the listener. Power Capacity is practically unlimited and the new Rola can be used with any power amplifier at any output volume. The new Rola cannot be rattled or blasted. Stability is a new word in connection with loudspeakers. We apply it to these new Rola Speakers because of their ruggedness and dependability. The new Rola is positive in adjustment and foolproof in use. It can be depended upon for continuous, trouble-free performance — with any radio set and under all conditions. C. The new Rola offers a loudspeaker merchandising opportunity of tremendous potential value to the better class of distributors and dealers. It is a line at once beautiful in appearance, outstanding in per- formance, and remarkably jree jrom service require- ments. C. No other combination so surely makes for profit! Write our nearest office. THE ROLA COMPANY 612 NORTH MICHIGAN AVENUE, CHICAGO, ILLINOIS FORTY-FIFTH AND HOLLIS STREETS, OAKLAND, CALIFORNIA 56 The Talking Machine World, New York, January, 1928 New Principle in Acoustic Development Using Two Diaphragms Is Announced New Principle of Reproduction Claimed by Instrument Employing Two Separate Diaphragms and Two Separate Air Columns — Compactness of Machine Is One of Its Features A new patented principle in acoustic develop- ment has just made its appearance. The ma- chine is based on a new and different principle of reproduction, it is claimed. First, two diaphragms are used, one being Acoustical experimenters who have sought to amplify the lower frequencies have been faced with the fact that an extremely long air column was an absolute necessity, and after giving it due consideration from the commercial angle of both cost and housing space, have decided that rather than amplify the fundamental fre- quency, to call it a day and let the harmonic of the desired frequency serve instead. In most cases it is rather a poor substitute for the fundamental. As an alternative, there has been tried a lower-pitched reproducer, which, while greatly assisting the horn in the lower range, has also (he drawback of lowering the entire tonal regis- ter, so that a violin reproduces as a cello, etc. The problem has been accomplished in this in- strument as follows: Two separate air columns II CI FV'DER LINDENBAUM (Schubert). 11 in. $1.dO i? t> a Emmy Bettendorf, Soprano Okeh Phonograph Corporation OTTO HEINEMAN, President and Qeneral Manager 25 West 45th Street New York, N. Y. The Talking Machine World, New York, January, 1928 Okeh Phonograph Corporation OTTO HEINEMAN, President and Qeneral Manager The Talking Machine World, New York, January, 1928 59 You Can Get Your Product Into 1,000,000 Homes When You— i » Manufacturers of Syndicated Blotters Schilling Syndicated Blotters handsomely printed in 4 colors featuring your product, and resold to dealers with their names imprinted, bring results. Write for samples, prices and how to increase your dealers' business by the simple method of sales promotion. Made only by The Schilling Press, Inc. Direct Mail Headquarters Schilling Building New York City Sample Blotter Showing Style for Enclosures With Bills and Correspondence — Printed in 4 Colors Master-Phonic Portable Is Announced by Peerless Go. New Portable Phonograph Being Marketed by Peerless Album Co. Possesses Several New Features — Designed to Please Eye and Ear The Master-Phonic, a new portable phono- graph, described as "the extraordinary portable for 1928," has been announced to the trade by the Peerless Album Co., New York. This new in multi-color effects. Appearance, quality and tone are stressed by the manufacturer. The Master-Phonic lists at $25, and has been added to the line of Peerless portables which cover a range of list prices from $12 to $30. In a chat with a representative of The Talk- ing Machine World, Mr. Ravis stated that 1927 was the best year which the Peerless Co. had enjoyed since 1921, and all indications are that 1928 will be the best year in the history of the organization, judging from advance orders and new merchandising outlets. Mr. Ravis said that the Peerless Co. is rapidly outgrowing its present commodious quarters embracing 12,000 square feet, and plans are being made to obtain still larger manufacturing space which he expects will become necessary early in 1928. An Unusual Christmas Card From S. L. Scheer The unusually effective Christmas card illus- trated herewith was sent to his many friends by Sam L. Scheer, Long Island representative Victor Educational Catalog and Graded List Issued Peerless Master-Phonic Portable portable, which is illustrated herewith, was de- signed to appeal to the eye as well as to the ear, according to Phil Ravis, president of the Peerless Co. A four-foot concealed tone chamber, serpen- tine tone arm, special matched reproducer, record album with ten individual pockets and Heinemann motor are among the features of the Master-Phonic. It is covered with genuine DuPont fabrikoid, and is elaborately decorated The Victor Talking Machine Co. recently an- nounced a revised issue of the "Educational Catalog and Graded List," which has a com- plete listing of all records issued in the Educa- tional Specials Nos. 1, 2, 3 and 4. The catalog is divided into four parts: Lists graded for particular grades, classifications for use in teaching Music Appreciation, lists of correlations of Victor records with the teaching of other subjects, and a comprehensive list of composers and alphabetical and numerical in- dices. It is a necessary volume for dealers. THIS IS . SPEAKING . XOtshing you Uhe cJeason'sBest Greetings Farrand NORTH AMERICAN RADIO CORP. Perryman Tube Prices Cut S. L. Scheer's Xmas Card of the North American Radio Corp., New York, prominent distributor of leading radio lines. The products distributed by the North Ameri- can organization in its territory include Far- rand speakers, Zenith receivers, Eveready batteries, Cunningham and Raytheon tubes, etc. Lower list prices on several types of Perry- man tubes have been announced to the trade by H. B. Foster, general sales manager of the Perryman Electric Co., Inc. The new prices are as follows: RH-201A, reduced to $1.50; PA-112 and 112A, to $3.50; PA-171 and 171A, to $3.50, and PX-240, to $2. New Store Opened A new music store was recently opened in Plainview, Tex., by Jesse Jones and his son, Maxwell. The store will operate under the name of Plainview Music Co. and will carry a full line of Starr phonographs, Gennett records and other musical instruments. i 60 The Talking Machine World, Nezv York, January, 192S J. G. Frye Made Freshman Assistant Sales Manager Will Work Under Direction of Harry A. Beach, With Whom He Was Long Associated in the Victor Talking Machine Co. Jamas C. Frye, who has been associated with the merchandising end of the music industry for many years, has been appointed assistant sales manager of the Charles Freshman Co., Inc., New York. Much of Mr. Frye's earlier expe.-ience was gained in association with Harry A I.ijach, general sales manager of the Fresh- m in organization, who was in those days a field executive of the Victor Talking Machine Co. Mr. Frye's new connection brings him in close contact again with Mr. Beach, under whose immediate direction he will serve in an executive capacity with the Freshman Co. Until recently, Mr. Frye was New England representative of the Victor Talking Machine Co., following his activities for many years with the Victor Co. in various Eastern territories. He was at one time manager of the Victor de- partment of the Knight-Campbell Music Co., distributor, of Denver, Col. fi:lds. She has starred in thirty-two cinema pic- tures, including "The Unguarded Hour," and is also warmly praised on the concert stage. She has just been engaged as an exclusive Columbia recording artist. Other Columbia artists in this broadcast were Julian Oliver, Spanish tenor; Frank Harris, tenor; the American Singers, male quartet; the California Ramblers, orchestra; Ben Selvin and His Orchestra; Eddie Thomas Collegians, orchestra, and the Ideal Serenaders, orchestra. Important Executive Changes in Oro-Tone Go. Leigh Hunt Relinquishes Active Management of Company — Remains a Director — T. A. Gait, General Manager and Treasurer Leigh Hunt, actively identified for the past ten years as general manager of the Oro-Tone Co., Chicago, world's largest exclusive makers of reproducers, tone arms and amplifiers, has w. P. Hamilton Elected Houck Go. Vice-President Llttle Rock, Ark., January 3. — W. P. Ham- ilton, manager of the local store of the O. K. Houck l'iano Co., which has its headquarters in Memphis, was elected vice-president of the company at a meeting of the stockholders re- cently. Mr. Hamilton has been with the O. K. Houck Co. for twenty-two years, and was con- nected with the Nashville and Chattanooga stores before coming to Little Rock as book- keeper in 1910. He was made manager in 1919, and his recent promotion is in recognition of his proven ability. The officers of the Houck Co. are J. F. Houck, president; W. C. Suther- land, vice-president and general manager; W. P. Hamilton, vice-president; J. G. McConnell, treasurer, and Jesse F. Houck, Jr., secretary. Dolores Gassinelli Starred in Columbia Studio Party Dolores Cassinelli, film star and lyric so- prano, was starred in the Studio Party of the Columbia Phonograph Co. Hour of Decem- ber 28. Miss Cassinelli combines fame in two T. A. Gait taken permanent headquarters on the Pacific Coast. Mr. Hunt has enjoyed a signal success with this important manufacturer, and al- though he relinquishes active management, will continue on the directorate, handling the Coast business, and export contact in the Far East and British Columbia. Succeeding Mr. Hunt as general manager and treasurer is Thomas A. Gait, who has recently H. C. Schultz, Inc., 442 E. Lafayette Ave., ^p*"" Detroit, Mich. Gentlemen: I am interested in receiving copy of your 1928 Catalog. Name Address ^City _, State : ADY7 JUST out— 1928 Edition of H. C. •j? J Schultz, Inc. Wholesale Radio and Musical Merchandise catalog! The biggest thing from Detroit since Ford's new achievement! Every type of musical instrument. 401 Pages! Thou- sands of clear illustrations! Line up for a big year with SCHULTZ money- makers. Get your copy Now! This catalog of nationally - known radio and musical merchandise u>i!i sat>e you money — Send For It! H. C. SCHULTZ, INC. DETROIT, MICH. 442 E. Lafayette Ave. CLEVELAND, OHIO 1743 Chester Ave. . M'f'g. Radio & Phonograph HARDWARE PERFECT Portable Needle Cup Open Stays Open Closed Keeps Closed Star Mach. & Nov. Co. Bloomfield, N. J. acquired substantial stock holdings in this suc- cessful corporation. Mr. Gait is a dynamic, energetic man of excellent personality. He is an experienced manufacturer, having been con- nected in an executive capacity with the Adams & Westlake Co. for the past twenty years. In taking over the reins of Oro-Tone Mr. Gait is planning an active program of continued de- velopment in both engineering research and sales promotion. He will be ably assisted by Ray Hunt, who is well known to the trade for his energetic Leigh Hunt co-operation during recent years with this same company. Announcements of new plans will be released from time to time as developments are intro- Oro-Tone Plant and Employes duced, and the constructive Oro-Tone policy will continue with a determined emphasis upon the dealer-help department. C. C. Driskell Opens Third Music and Radio Store Visalia, ' Cal., January 4. — A new music and radio store has been opened in the Johnson Hotel Building by C. C. Driskell, who operates similar stores in Hanford and Coalinga. Kolster radio receivers and Brunswick Panatropes and records will be featured. The new store is under the management of Claude Campbell, who is assisted by J. G. Wade. Both have had wide experience in the radio and talking machine retail field. The new Kellogg socket power radio receiver was featured during the holiday season by Gould's Music Store, located at 37 Main street, Flushing, N. Y. The Talking Machine World, New York, January, 1928 61 / \ J \ r/1 A "V v i v , \ m A" incerity Endeavor Reliability rision Industry Cooperation iciency With contentment that is born of the knowledge of Serv- ice well rendered we enter the new year and face the new order ready to carry on and justify, as in the past, the confidence and trust of our many friends in the trade who have helped us to grow and whom we have helped to grow with us. Our hand is also outstretched to help those who, storm-bewildered, are seeking the way to safety. DISTRIBUTORS FOR Ei Vi Effic ORGS L E-Y KOLSTER Radiotrons and Rectrons TRILLING & MONTAGUE WHOLESALE RADIO MERCHANDISERS W. Cor. 7th and Arch Streets £/'VW With Us " PHILADELPHIA, PA. Pelham with "Ye Olde Time Carols," accom- panied by ninety-six singers, and chimes played by Charles Mahoney, who made the first chimes' record for the Victor Talking Machine Co., and the Troupe of Royal Trumpeters, the well- known quartet of lady trumpeters. Following a tour of the neighborhood the carolers were entertained on Monday evening with supper at the Pelham Country Club by Mr. and Mrs. Heppe. Last year this celebration was post- poned because of the serious illness of Mr. Heppe. New Guarantee Portables Coming With the mid-January days there will be placed on the market two new portable models by the Guarantee Talking Machine Supply Co. The new models, retailing for $12.50 and $22.50, will give a durable and attractive portable at popular prices and many improvements in tone appurtenances that will bring them up-to-date in line with the latest types of talking machines. The Guarantee Supply Co. is developing a wide market for its portables and repair parts and accessories in Central and Latin America, hav- ing distributors in Peru, Chile, Brazil and Co- lombia. There is a wide retail sale in Havana, where one of the leading dealers has made the Guarantee portable a feature in its particular class of machines. The Southern demands will be taken care of by E. Bauer, who is now traveling through the South as far as Miami, and who will make a stopping point at Havana in the wind-up of the itinerary. The early 1928 demand for Guarantee repair parts has been ex- ceptionally good and prospects are bright for this branch of the business. The Guarantee Talking Machine Supply Co. has been appointed a distributor for the Elec- trophonic tone arm. M. Grass & Son Expand M. Grass & Son will open the 1928 season with a much-enlarged store through the acquisi- tion of an additional floor in the present build- ing occupied by the firm at 27 South Sixtieth street. The second floor of the structure has been leased by the company for the purpose of opening a music department to be devoted to the instruction in piano and other musical instruments, and the rear section to the piano department. There will be placed in charge of this musical educational section Emanuel La Porte, who will feature the Melody Way and Shefte methods. With the transfer of the piano division to the second floor the lower store will be given over entirely to the radio and talk- ing machine departments with larger displays and to string and brass instruments. There will be featured the Atwater Kent, RCA, Fada and Zenith sets and Victor talking machines and supplies. Planning a Busy 1928 While the extension of radio sales makes pos- sible one of the most prosperous years for the various sets distributed through the Penn Phonograph Co., of which T. W. Barnhill is head, the early days of the month and new year are being devoted to sales conferences by fac- tory officials and executives both here and in the New York headquarters of the Fada and Zenith. Officials of the companies represented by the local distribution house entertained the sales staffs by educational and informative talks on the new set that will be featured in the current year. District Manager C. M. Sher- wood held conferences at headquarters here in Arch street the week-end after Christmas when he outlined the campaign on the Fada and the 1928 policies, creating much enthusiasm among the staff. President T. W. Barnhill {Continued on page 96) The Talking Machine World, New York, January, 1928 95 5-ampere Tungar The two-ampere Tungar has a special post which makes it a trickle charg- er, too. G-E Tungar Trickle Charger PROFIT BUILDER/? Hundreds of thousands of sets are now battery operated. For them, there's nothing like a General Electric Battery Charger for constant power. If it is permanently connected, throwing a switch at night means fully charged batteries in the morning. Tell your customers this — and sell them a Tungar — the original bulb charger, made and guaran- teed by General Electric. East of the Rockies 2-ampere Tungar — $14 5-ampere Tungar — $24 Trickle Charger — $10 Merchandise Department General Electric Company Bridgeport, Connecticut unpar REG. U.S. PAT. OFF. BATTERY CHARGER Tungar — a registered trademark — is found only on the genuine. Look for it on the name plate. Do you know allabout the THREE PUNCH PLAN? If you don't, ask us for the whole story — and do it now. GENERAL ELECTRIC 96 The Talking Machine World, New York, January, 1928 THE TRADE IN PHILADELPHIA AND LOCALITY — ( Continued from page 94) journeyed to the metropolis for the two-days' conferences with the Zenith and Fada manu- facturers, and going over the New Year pros- pects for the Pathex, moving picture products, also distributed through this local firm. While in the metropolis he was entertained at the McAlpin Hotel, where Vice-President Paul Klugh and W. B. Gaynor, district manager of Zenith Corp., laid before the jobbers in the district, at a social and business session plans for the 1928 sales promotion work on the Zenith. Mr. Ullman, from the Boston jobbing house of the Zenith, was entertained with President Barnhill. Following the Zenith dis- trict meeting at the McAlpin Mr. Barnhill and the sales manager of the Penn Phonograph Co. were entertained at luncheon on Friday of last week. Holiday demands for the new Electric Zenith were far in excess of the manufacturers' capacity, owing to the favorable reception by the public of the newest A.C. electric sets. New Firm Plans Expansion While the newly opened firm of C. Raymond Rudrauff, Inc., 2014 Market street, is now fea- turing the Victor and RCA lines the officers of the company are planning developing the busi- ness in the coming year with branching into other lines of merchandise. The heads of the firm long have been linked with the trade, both Mr. Rudrauff and J. S. Sibel having been iden- tified with the executive staffs of large central city dealers. George Reese in New Post George Reese, who formerly was identified with the talking machine department of the Gewehr Piano Co., Wilmington, Del., has be- come connected with the Robelen Piano Co. in the Diamond State Capital. He will be attached to the staff of the talking machine and radio department. New Catalog Attracts Attention The J. A. Fischer Co., 730 Market street, has been highly complimented by the trade on the thoroughness with which the new 1928 catalog of the Valley Forge mainspring and repair parts has been compiled. From all parts of the nation have come letters to the head of the firm, Julius A. Fischer, telling him how helpful the catalog has been in aiding selection of parts needed, and the economy in time as- sured by the tabulations under alphabetical ar- rangement and the illustrations showing clearly the articles that may be required. Dan Cupid was busy in the Yuletide holiday among the PATHEX Cameras and Projector CiflCi Radio Accessories Penn Phonograph Co. jJJ FLa d i o 913 Arch St. Philadelphia staff of the Fischer Co., two benedicts that were added in the month were Milton Leidner, head shipper, and Martin Krupnich, New York State traveling representative, who were united in matrimony at the same time and spent their honeymoon together at Niagara Falls and Que- bec, during the early weeks of the current month. Irvin Epstan, of the company, is mak- ing the rounds of the Ohio trade this week and will,, throughout January, complete his itinerary of the trade in that section. Quimby Radio Co. Renews Lease Although the leases on the Estey Piano Co. store at Seventeenth and Walnut streets, which were terminated under the receivership sales, affected other tenants on the property who sub- leased from the piano manufacturer, it did not interfere with the renewal of that of the Quimby Radio Co. occupying part of the property. The head of the Quimby Co. is Gerald Quimby, whose father, Louis Quimby, was formerly manager of the Estey Co. here, and with whom the younger Quimby was associated in the management of the radio department. Since severing his connection with the Estey Co. he has continued the radio business, featuring the Zenith and Radiola, which he will continue to represent. Walter Linton on the Job Again Walter Linton, who is among the prominent Victor dealers long associated with the Quaker City trade and operating two stores in this city, was confined to his home for several weeks suffering from bronchitis. He has now recov- ered and is back at the main store, 4713 Frank- ford avenue, having returned to business last week. Add New Lines Hugh B. Dunlap, 1118 Girard avenue, has 1928 begins our 64th year of service in the Musical Industry We sincerely appreciate the confidence our dealers have manifested in our house in the past and will exert even greater efforts to continue to merit this confidence during the year of 1928. H.A.WEYMANN & Son,InC: 1108 Chestnut Street -Philadelphia, Pa. Victor Wholesalers been extending his radio department, having now installed the Atwater Kent, and Mohawk and Sonora combinations in addition to his long-established piano business with its history of half a century in the industry. The C. & J. Campbell Co., 3330 G street, has added the Stromberg-Carlson radio to the RCA line which formerly was the sole feature of the radio department. The store of Emmerts added the Zenith A.C. radio to its talking machine and radio depart- ment, one of the largest in the Germantown avenue section, and located at 2626 German- town avenue. This department was further augmented by the addition of the Steinite to the Atwater Kent and RCA lines. The new sets were made features of the holiday. Eldridge R. Johnson Honored Announcement was made during December of the election of Eldridge R. Johnson, founder of the Victor Co., to a life membership on the Board of Trustees of the University of Penn- sylvania. On September 20, last, Mr. Johnson announced a gift of $800,000 to the university which was designated the "Eldridge R. John- son Foundation for Research in Medical Physics." He also is trustee of the University Museum. Stewart- Warner Get-Together Dinner Distributors and dealers of the Stewart-War- ner Speedometer Corp. radio products, coming from all parts of eastern Pennsylvania, southern New Jersey, Delaware and Maryland, compris- ing the Philadelphia district, attended the get- together dinner at the Penn Athletic Club held in late December. J. B. Suess, distributor of Stewart-Warner products for this district, pre- sided and welcomed the retailers and their al- lies in the distribution trade. He announced the appearance, with the new year, of the cor- poration's latest alternating current radio sets in all models, and his informative discussion on latest devices met an enthusiastic and re- sponsive participation by those assembled from the ranks of the dealers. Other notable speak- ers at the gathering were R. H. Woodford, radio sales manager from the factory, and J. M. Golten, radio engineer of the Stewart-War- ner Corp. One of the latest of the company's sets had been hooked up in the dining-room, and radio programs, including that of the com- pany's own station, supplied the entertainment throughout the dinner. More than 150 were present, with almost every community repre- sented in the district sending a dealer, or its lo- cal distributor. Installs "Talker" Department For the first time in the history of the business in the main store of the Lang Piano Co., at 1204 West Columbia avenue, there has been installed a talking machine department complete with records and accessories. The Lang Co. conducts four other stores in its chain, all featuring talking machines, but the first stocks of this branch of the industry to be installed in the original headquarters of the firm were the Brunswick line. After the new year is well on its way the company will open another store to be announced at a later date. Outlines Factors in 1928 Success A few factors for success in the new year were outlined in the following article laid be- The Talking Machine World, New York, January, 1928 97 Gross-Brennan, Inc., Organization Holds Its Third Annual Banquet at Hotel Astor Thirty-one Members of Staff of New York and Boston Stromberg-Carlson Representative Gather at Annual Event — Broadway Stars Entertain Diners — Interesting Talks Given The members of Gross-Brennan, Inc., Strom- berg-Carlson radio distributors, of New York, thirty-one strong, held their Third Annual Ban- rnorning, led by Jimmie Caruso's Orchestra, as- sisted by several Broadway stars, including Mor- ton Downey, of Excess Baggage and Club Rich- Third Annual Banquet of Gross-Brennan, Inc., Stromberg-Carlson Distributor quet, on Wednesday evening, December 28th, in the Rose Room of the Hotel Astor. The banquet this year was, to the minds of all present, the greatest which they have yet held and contained many interesting high spots. An unusual arrangement of toastmasters war followed in the persons of three new "babies" in the organization, Messrs. A. C. Barg, Frank Mc- Closkey and P. B. Collison. This distinction was a mark of appreciation from the heads of the firm as a tribute to the success which these newer members of the organization had made in their short period of employment. Ben Gross gave a very interesting talk on the subject of "Organization Development" and Herb Brennan talked at some length on the subject of "Our Ideals of the Past — Our Aims and Ideals for 1928." Several other members of the organi- zation were called upon and responded with inter- esting remarks and once again had the opportunity of referring to the happy connection which they claim with Gross-Brennan, Inc. A very interesting group of entertainers kept the crowd happy until the wee small hours of the man; Maxinc Lewis, of Club Richman; Danny Dare, of The 5 o'Clock Girl; Leo Donnelly, of White Lights, and several vaudeville artists, in- cluding Dave Franklin and Bert Gilbert and Eddie Mulcahey, the Irish monologuist. Gross-Brennan, Inc., had much cause for cele- bration this year by virtue of having for three successive years, including 1927, reached the point of sales in the last four months of the year ex- ceeding the twelve previous months. An analysis of sales during 1927 shows that the average retail sale unit was over $450 per set, indicating an ever increasing demand for better radios. Another point that gives this organization plenty of reasons to be proud is that the majority of Stromberg-Carlson dealers in the Gross-Bren- nan territory did over 50 per cent of their total radio business on Stromberg-Carlson merchandise and netted two-thirds of their profits on Strom- berg-Carlson sales alone. Otto B. Heaton recently took over the entire business of Heaton's Music Store, Columbus, O., following retirement of C. W. Heaton. The Neiv Improved Janette Rotary Converter Type CB \2-F, a heavy duty machine recommended {or dealer use. Will operate either A.C. radio or electric talking machine. Smaller Converters, with or •without filters, are also obtain- able. Converter must be equipped with filter when in- tended for radio operation. Boosting Radio Sales in Direct Current Districts Janette Rotary Converters are helping hundreds of dealers in direct current dis- tricts to boost their A.C. radio and elec- tric phonograph sales. Dealers who formerly were prevented from demonstrating their A.C. machines, can now give faultless demonstrations of ALL machines, grounded or ungrounded. The New Improved Filtering Device assures silent operation. Janette Con- verters occupy an extremely small space — easily placed out of sight. Write for low prices and full information Janette Manufacturing Co. 554 W. Monroe St. CHICAGO Singer Building Real Estate 147 Broadway, New York Trust Building Philadelphia Trade Activities in the Philadelphia Territory {Continued from page 96) fore the dealers and the trade generally by Sydney Schwartz, special Chicago representa- tive of the Brunswick Co., upon his recent visit to the Philadelphia offices: "The music retailer vs. the music merchant is the designation between future success and failure. Each year since the World War the absolute necessity of being a merchant in order to survive has been forcefully proved. No longer is it possible for the retailer to sit comfortably back in his 'oldest established music store in town' and live on the laurels of a past reputation. No longer can he an- ticipate the manufacturer taking the obligation of 'advertising' the customer into his front door. No longer can he say, 'I'll handle the line of least resistance.' There are no lines of least resistance. "Musical instruments must be sold. They are no longer being bought. In many ways this is a desirable condition; it will separate the chaff from the wheat; it will reduce retail competition; it will prove who are music mer- chants. The progressive music merchant makes his presence felt in his community. He is a factor in the social and commercial life and his townspeople recognize him as an authority in his line. He 'sells' himself; he sells his organization through having them thoroughly trained and in a position to repre- sent him at all times in a manner worthy of the music merchant. He uses progressive methods of selling — no antiquated mailing list, not checked up from year to year; no prospect list filed in alphabetical order for 'future refer- ence,' no 'take them in the booth record girl,' but an 'on the job' sales force with new and modern ideas." RCA Acquires Interest in FBO Pictures Corp. A substantial interest in the FBO Pictures Corp. has been acquired by the Radio Corp. of America, according to a recent announce- ment, through which it is expected that radio sound reproduction will be synchronized with motion picture production and presentation. Negotiations were successfully concluded by David Sarnoff, vice-president of the Radio Corp., and Joseph P. Kennedy, president of the FBO Corp. It was said that the devices and develop- ments controlled by RCA will not be exclusive to the FBO Co., but will be available to the entire motion picture industry. The announce- ment reads in part: "This affiliation opens for motion pictures for the first time the tremendous resources and potentialities of radio. It will give the movies the use of all present patents and prospective developments of sound reproduction and syn- chronization, broadcasting, television, etc., of the Radio Corp. of America, the General Elec- tric Co. and the Westinghouse Electric & Mfg. Co. A complete revolution of present-dav entertainment may easily develop as a result of this affiliation. "The first important development of the com- bination will be the presentation of a new method of sound reproduction and synchroni- zation perfected by General Electric." Superior Cabinet Corp. Expands to Better Service Due to expansion of manufacturing facilities, the Superior Cabinet Corp., of New York, an- nounces that it is now ready to take care of quantity orders for the production of cabinets of special designs for jobbers and distributors of radio set manufacturers. A very satisfactory business was enjoyed during 1927, according to executives of the Superior Cabinet Corp. 98 The Talking Machine World, New York, January, 1928 FERRYMAN Ferryman Radio Tubes Distance Without Distortion Latest Talkir^g Machine and Radio Patents Granted All the A, C Types. Sell your A* C* sets by demonstrating with Ferryman A. C. tubes, and make that triple extra profit* 1* Extra profit in the sales price. 2* Extra profit because they stay sold. No replacements to eat up profits (they must make good or we do). 3* Extra profits because they bring back new business on their excellent performance. Ferryman Electric Company, Inc. 33 West 60th Street New York, N. Y. Plant: North Bergen, New Jersey PERRYMAN RADIO TURES A Complete. Line of Standard Equipment for every Radio Purpose PERRYMAN ELECTRIC COMPANY, 33 West 60th Street, New York City Kindly send me complete information on the new Perryman A. C. Tubes. Name Address Hartwell W. Paul D. Bod- Pa., assignors Patent No. Sound-Box Coupler. William Trues, Chicago, 111., as- signor to the Oro-Tone Co., same place. Patent No. 1,- 648,080. Sound Reproducer for Phonographs and the Like. Daniel R. Wells, Reading, Pa. Patent No. 1,648,432. Phonograph. Joseph M. Lucarelle, Bridgeport, Conn., assignor to the Dictaphone Corp., same place. Patent No. 1,649,965. Phonograph Attachment. David H. Moss, Newark, N. J., assignor to Brandes Laboratories, Inc. Patent No. 1,650,089. Driving Mechanism for Phonographs and the Like. Morris H. Bennett and Henry C. Rochette, Waterbury, Conn. Patent No. 1,651,800. Horn for Talking Machines. Bagster Roads Sea- brook, Winnipeg, Manitoba, Canada. Patent No. 1,651,840. Tone Arm. Joseph N. Pepin, Chicago, 111. Patent No. 1,653,410. Method for Making Sound Records. Webb, Leonia, N. J. Patent No. 1,653,524. Record Holder for Talking Machines. well and Henry W. Bellows, Waynesboro, to the Deca-Disc Phonograph , Co., same place. 1,653,541. Combination Radio and Phonograph Apparatus. Frank Oberst, New York, N. Y., assignor to the Sonora Phono- graph Co., Inc., same place. Patent No. 1,653,725. Combination Rahio and Phonograph Apparatus. Frank Oberst, New York, N. Y., assignor to the Sonora Phono- graph Co., Inc., same place. Patent No. 1,653,726. Radiofrequency Transformer. Noble Gibbs Dowdell, Chicago, 111. Patent No. 1,651,515. Radio Receiving System. Leo C. Young, Washington, D. C. Patent No. 1,651,658. Support for Radio Apparatus. Arthur C. Hayden, Brockton, Mass. Patent No. 1,651,953. Radiocondenser. Monroe Guett, Hartford, Conn. Pat- ent No. 1,652,118. Radio Receiving Apparatus. Adolph Alexander Thomas, New York, N. Y. Patent No. 1,652,219. Composite Radiopanel and Sound Modifier. William B. Stevenson, Philadelphia, Pa. Patent No. 1,652,257. Loud Speaker Unit. Emil F. Holinger, New York, N. Y. Patent No. 1,653,045. Loud Speaker. Lawrence Alvin Smith, New Orleans, La. Patent No. 1,653,128. Radioreproducer. Walter L. Eckhardt, Philadelphia, Pa. Patent No. 1,653,158. Radiocontrol of Engine Speed. John Hays Hammond. Jr., Gloucester, Mass. Patent No. 1,653,172. Radio Reproducer. Frank Oberst, New York, N. Y., assignor to the Sonora Phonograph Co., Inc., same place. Patent No. 1,653,727. Radio Wave Control Switch. Jesse S. Wheeland, San Francisco, Cal. Patent No. 1,653,753. Concealed Loud Speaker for Radio Receiving Sets. Joseph Wolff, Brooklyn, N. Y., assignor to the Sonora Phonograph Co., New York. N. Y. Patent No. 1,653,795. Radio Apparatus. Joseph Wolff, Brooklyn, N. Y., assignor to the Sonora Phonograph Co., Inc., New York, N. Y. Patent No. 1,653,796. De Graff, New York, N. Y. Blanc, Detroit, Mich. Pat- Schulte, Madison, Wis., as- same place. Patent Radiospeaker. Howard P. Patent No. 1,653,891. Radioantenna. Adolph T ent No. 1,654,108. Radiobattery Walter B. signor to the Burgess Battery Co. No. 1,654,145. Radio Receiving Set. Agnar Wikstrom, Boston, Mass., assignor to the Flash Radio Corp., same place. Patent No. 1,648,521. Radio Loud Speaker. Walter Westphal, Los Angeles, Cal. Patent No. 1,648,668. Varying-Frequency System of Radio Signaling. John Hays Hammond, Jr., Gloucester, Mass. Patent No. 1,- 648,682. Two-Way Radio Communication System. Paul Ware, New York, N. Y., assignor to the Ware Radio, Inc., Delaware. Patent No. 1,648,835. Radio Receiving System. Walter N. Fanning, Vallejo, Calif. Patent No. 1,649,341. Combined Radio Receiving Set and Sound Amplifying Horn. Walter Lytton, Chicago, III. Patent No. 1,649,715. Radio Phonograph Combination Switch. Walter Lyt- ton, Chicago, 111. Patent No. 1,649,716. Aerial for Radioreception. Frederick Peitzman, Grimes, la. Patent No. 1,649,727. Radio Apparatus. Thomas E. New, Cincinnati, O., as- signor to the Teleforce Radio Laboratories Co., same place. Patent No. 1,650,032. Rheostat. Alva J. Carter, Chicago, 111., assignor to the Carter Radio Co., same place. Patent No. 1,650,008. Coin-Controlled Radioreceiver. Richard Sause, New York, N. Y. Patent No. 1,650,238. Radio Receiving Set. Hiram D. Currier, Chicago, 111., assignor to the Kellogg Switchboard and Supply Co., same place. Patent No. 1,650,432. Antenna Device. Arthur Reinhold Nilson, Brooklyn, N. Y. Patent No. 1,650,461. W. W. Reser has opened a new music and radio store in the See Building, Tonkawa, Okla., under the name of the Tonkawa Music & Radio Store. A complete line of musical instruments and radio is featured. The Talking Machine World, New York, January, 1928 99 Your Sales Will Increase If You Will Show the Organ-tones in This New Handsome Display Box L VJJy * Zj kTng of reproducers ***** ** Qet One of These Unique Display Boxes FREE With Every Six Organ-tones ^^REPRODUCTION r COMPANY Makers of Tone-Arms And ^Reproducers 32 Union So. Ttewyork.Wf. Blackman Distributing Co. Uses Demon- stration Car to Try Out Mohawk Sets Traveling Demonstration Car Is Fully Equipped to Demonstrate Mohawk Receiving Sets, Both A. C. and D. C. Operated — Appoint Many Dealers as Mohawk Representatives the progress made by the Blackman organiza- tion in developing interest in the Mohawk product, and during the coming year a series of intensive sales plans will be sponsored by Blackman in behalf of the Mohawk product. H. The Blackman Distributing Co., Inc., whole- saler of Victor and radio products and one of the foremost jobbing organizations in the country, recently introduced a unique sales Blackman Co.'s Demonstration Truck plan in behalf of Mohawk receiving sets, for which it is the distributor in metropolitan territory. A traveling demonstration car fully equipped to demonstrate Mohawk receiving sets, both A. C. and D. C. operated, was com- pleted a few months ago and has proven of considerable value in developing an interest in Mohawk products among the representative dealers in the Blackman Co.'s territory. This demonstration car, which is shown herewith, has visited the warerooms of hun- dreds of dealers, who have been delighted with the practical value of the demonstration idea and who have congratulated the Blackman Distributing Co. upon its progressiveness in sponsoring a sales plan of this type. The demonstration car has been utilized to intro- duce Mohawk products to dealers in many sections where Mo- hawk sets have been heretofore unknown, and in addition to giving the dealer an opportunity to hear the sets under work- ing conditions, the demonstration car has served to bring hundreds of inter- ested passersby to the dealers' ware- rooms. The demon- stration car features a series of artistic Mohawk signs and its illuminated plate- glass windows have attracted attention through the metropolitan territory. Thousands of Mohawk feather head- dresses have been distributed from the car and this sales plan will be used generally throughout the coming year. In a chat with The World, C. L. Johnston, vice-president and general manager of the Blackman Distributing Co., stated that the company has established about 100 active Mo- hawk dealers in metropolitan territory and considering the fact that the company has only been a distributor of Mohawk for the past few months, this dealer representation is very satisfactory. Mr. Johnston is well pleased with T. Melhuish Director N. E. M. A. Radio Division H. T. Melhuish has tendered his resignation as manager of sales administration of the Radio Corp. of America to become director of the radio division of the National Electrical Manu- facturers' Association, according to a recent announcement. For several years Mr. Mel- huish has represented the Radio Corp. in various trade associations and other outside affiliations, in addition to co-ordinating the activities of the several divisions of the RCA sales department. Mr. Melhuish practiced law for several years before joining the Radio Corp. in 1922 as man- ager of the Chicago office. Since that time he has held the positions of district sales manager, assistant sales manager and manager of sales administration. The resignation of Mr. Melhuish as a mem- ber of the board of directors of the Radio Manufacturers' Association was also announced. Dr. Albert N. Goldsmith Heads Radio Engineers Dr. Albert N. Goldsmith, chief broadcasting engineer of the Radio Corp. of America, was elected president of the Institute of Radio Engineers at the opening session of the Insti- tute's third annual convention, held in the Engineering Societies Building, New York, this week. Among the new managers elected by the Institute was R. H. Manson, chief engineer of the Stromberg-Carlson Telephone Mfg. Co., Rochester, N. Y. 100 The Talking Machine World, New York, January, 1928 Six Products to Be Included in Major Merchandise Line of Sonora Phonograph Co. Products Comprise Revolutionary Type of Mechanical Reproducing Phonograph, Electric Pick- up Instrument, Combination Electric Pick-up and Radio, Records, Radio Sets and Speakers P. L. Deutsch, president of the Acoustic Products Co., Inc., and the Sonora Phonograph Co., Inc., which it controls, recently sent out a very interesting letter to Sonora jobbers throughout the country outlining the company's plans for manufacturing and merchandising. In his letter Mr. Deutsch called attention to the important personnel and executive appoint- ments which have been announced in The Talk- ing Machine World during the past few months and emphasized the fact that there will be six products in the major merchandise lines of the Sonora Co., each being developed to a point where it will be a leading factor in its particular field. These products comprise: A revolutionary type of mechanical reproducing phonograph as applied to the low-priced field, including a port- able phonograph; an entirely new type of elec- tric pick-up instrument resembling a phono- graph only in its use of a record, but not in any way like the old-fashioned phonograph or gramophone, as every feature of it will be com- pletely modernized; a combination instrument, containing both the new type of electric pick-up phonograph as described above and a radio, both of which will use the same loud speaker which will also be of new design; a Sonora record of the highest grade possible and elec- trically recorded by a new process; radio re- ceiving isets built on new designs and princi- ples; radio loud speakers, constructed on an entirely new principle. Mr. Deutsch points out that it will, of course, take some little time to develop all the varied interests of an enterprise with the scope of the new Sonora Co., but he expects that by the second quarter of 1928 all of them will be in operation, and merchandise available for dis- tribution. The first of the new products to appear will be the Sonora record which, as stated several months ago, will be manufactured under the supervision of Walter G. Haenschen, nationally prominent as one of the foremost recording directors. It is the company's intention to build up gradually a record catalog of unusual merit and unlimited sales Dossibilities. aided improvements in recording methods which have been developed by the Premier Laboratories, one of the affiliated Sonora companies. Com- plete recording and manufacturing personnel have already been acquired by Mr. Haenschen, and the first of the Sonora records should be available in the early part of 1928. Another product to be released early in the year will be the electric pick-up instrument, entirely new in principle and capable of exceptional per- formance. The general offices of the Acoustic Products Co., the Premier Laboratories, the recording laboratories and the Eastern division offices of the Sonora Co. will be located in February in the new Sonora Building, 50 West Fifty-seventh- street, New York. The sales headquarters of the Sonora Co. are located at 64 East Jackson boulevard, Chicago, with A. J. Kendrick occupy- ing the post of vice-president in charge of sales. Frank V. Goodman has been appointed vic1- president and Eastern sales manager, with head quarters in New York. In conclusion Mr. Deutsch stated: "Mr. Kendrick will shortly outline the new plans and policies governing sales and distribution which have been adopted. Meanwhile, I trust thai with this broadening of Sonora operations and in view of the excellent prospect presented by these developments, Sonora distributors and dealers will more actively prosecute the sale of the present Sonora product, as its well-recog- nized value in the current market is quite obvi- ous to all." Decision Will Be Appealed The suit of the General Electric Co. against the De Forest Radio Co., in which it was sought to restrain the latter from making and using radio apparatus claiming the infringement of four basic patents, was dismissed last week by Federal Judge Morris sitting in Wilmington, Del. The De Forest Co. was charged with in- fringement of patents granted to Irving Lang- muir. and by him assigned to the General Elec- tric Co. for electrical discharge apparatus and the process of manufacture and use of tubes used in radio reception and broadcasting. They are what is known in the electrical world as the "high vacuum tube patents." The court decided that the first and main pat- ent of the four is invalid in view of prior art and because it lacked patentable novelty and for other reasons. The court held that only the third patent, on the use of potassium in radio tubes, was valid. It is understood that counsel for the General Electric Co. will take an appeal. Walter J. Staats Resigns Position With Victor Go. Will Devote Attention to Other Interests — Has Had Long Career With Victor Organization — Will Continue on Directorate Walter J. Staats, vice-president in charge of exports and foreign trade activities of the Vic- tor Talking Machine Co., has resigned to W. J. Staats devote his attention to his many financial in- terests, including the vice-presidency and treasureship of the Smith-Austermuhl Co., a leading insurance organization at Camden, N. J. Mr. Staats joined the Victor Co. in 1901. He was elected to the board of directors in 1910, was appointed comptroller in 1912. He then became assistant treasurer and later as- sistant secretary, being appointed treasurer in 1920. Mr. Staats will continue on the directorate of the Victor organization. He is also a direc- tor of the West Jersey- Parkside Trust Co. and the First National Bank of Philadelphia. Ortho-sonic Model D List Prices Reduced List prices on model D Federal Ortho-sonic receivers, including two all-electric models, have been reduced by the Federal Radio Corp., Buffalo, N. Y., according to a recent announce- ment. The changes are as follows: Model D10, formerly $100, now $75; D10-60, formerly $185, now $160; D40, formerly $200, now $175; and D40-60, formerly $285, now $260. Adjustments on stock on hand will be made direct to dealers by the Federal Radio Corp. on the basis of the reduced prices. Several officials of Thos. A. Edison, Inc., including Chas. Edison, president; Nelson C. Durand, in charge of the Ediphone activities, and Arthur L. Walsh, vice-president and gen- eral manager of the phonograph division of the company, attended the annual Ediphone Con- vention, held at the Hotel Cleveland, Cleve- land, O., on January 5, 6 and 7, at which were present Ediphone jobbers from all sections of the country. Consoles for R17 CONSOLE for Radiola 17 and 100A Speaker Built of Walnut Veneer beautifully finished. Price $35.00 RADIOLA 17 At water Kent 37 Crosley and other popular AC Operated Receivers Special Consoles for New ATWATER KENT 37 and CONE SPEAKER Send for complete information Plymouth Furniture Co. 25 E. Juneau Ave., Milwaukee, Wis. The Talking Machine World, New York, January, 1928 101 Blackman Launches Direct Mail Drive Direct-mail Campaign Being Used by Blackman Distributing Co. to Interest Dealers in Prod- ucts Distributed and Company's Policy A direct-mail campaign of unusual scope and value was introduced a few weeks ago by the Blackman Distributing Co., Inc., prominent wholesaler of Victor and radio products, for the purpose of interesting dealers in the met- ropolitan territory in the true meaning of Blackman service and the sales value of the products merchandised by this company. This campaign, consisting of eight pieces of mailing matter, was started on December 15 and the mailing list comprises 3,000 representative music and radio dealers in the territory served by the company. The literature in this unusual direct-mail campaign presents concretely the sales impor- tance of the various products merchandised by the Blackman Radio Co. and also emphasizes the salient features of Blackman service and co-operation. The first mailing piece featured the four well-known loud speaker lines dis- tributed by Blackman, comprising Rola, Utah, Fada and Mohawk. The center two pages of each piece of mailing matter illustrate the com- plete line of products distributed by the Blackman organization with appropriate text which is varied in each brochure. For exam- ple, the text in the first folder is headed "De- pendable Products," while on the reverse side is a most interesting talk under the heading of "Dependable Distribution." The second mailing piece features Fada products with the text on the inside entitled "A Big Source of Supply" and the text on the outside "In and Near New York." The third mailing piece is a general resume of all of the products in the Blackman radio line with the text entitled "Follow the Leaders" and "Ad- vertised Products Only." The fourth piece features Mohawk products with the text "Our Salesmen— Your Representatives" and "For Years and Years.." Power units are featured in the fifth mailing piece, including the Ma- jestic, Philco and the Powerizer, also acces- sories such as Brach, Birnbach, Polymet and R. C. A. Radiotrons. The sixth piece of mail- ing matter features the famous Victrola prod- ucts; the seventh, Fada radio products, and the eighth shows a few illustrations of the Blackman headquarters, including offices, ware- rooms, stock and service departments. This very interesting direct-mail campaign, prepared under the personal direction of C. L. Johnston, vice-president and general manager of the Blackman Co., is one of the most effec- tive sales campaigns sponsored by any jobber in metropolitan territory in recent years. Its success is assured, not only in behalf of the Blackman organization itself but as a sales help for the products distributed by this well- known jobber. Atlas Plywood Corp. Gets Stock of Allen & Sons Co. Boston, Mass., January 9.— The Atlas Plywood Corp. has acquired the entire capital stock of Otis Allen & Sons Co., of Lowell and Law- rence, Mass., maker of packing cases. E. I. MacPhie, president of the Allen Co., has been made general sales manager of the parent com- pany. It is stated that the Atlas Plywood Corp. furnishes approximately half a million packing cases a year for shipping radio and talking machines. The business of the Mickel Music House, Omaha, Neb., has been purchased and is being reorganized under the name of the Will E Mickel Music Co. Thos. A. Edison is in Florida on a Vacation Thos. A. Edison, with Mrs. Edison, left for his Winter home at Ft. Myers, Florida, on January 12, and announced before starting that he would continue there the work on rubber experiments that have kept him busy for some time past in Orange. Before leaving Mr. Edi- son attended the Automobile Show. Aeolian Go. of Missouri Suffers Heavy Fire Loss St. Louis, Mo., January 4. — One of the most spectacular fires of recent years virtually wiped out the building and stock of the Aeolian Co. of Missouri yesterday and did considerable damage to the Rudolph Wurlitzer Co. and other nearby buildings. Police estimated the loss to the building at approximately $350,000. It speeds the sale to say Cabinet Work by ADLER-ROYAL ABLER-ROYAL This "Jewel Casket" cabinet, fashioned from the choicest burl walnut, and exquisitely finished, has proven the season's popular choice. The front door panel opens down to form an attractive desk, and a lift top makes the chassis conveniently accessible. Height 39J/2 inches, width 30^4 inches, depth 1434 inches. Special Adler-Royal Console for RADIOLA 17 for ATWATER KENT 37 Designed by Adler-Royal craftsmen especially for A.C. Sets. The leaders say Adler-Royal cabinets contribute a noticeable sales advantage to the sets which they enclose. Give your dealers this sales help. Ai / A Ma DLER Mami/acturiwj Co. Your nearest R.C-A. or Atwater Kent Dis- tributor can supply you, or write to us. fncQrp orated. |ADLER-R0ml I RADIO I Kentucky 102 The Talking Machine World, New York, January, 1928 AN INVITATION to share our profits .... GO- Bo*80 1 Vocal edbvEatV RACE S088/Nf^CH STREET VAWAVAMABlE^Tro( Splayed by a- ~Pw T™f man ELECIRIC We are successful distributors of Okeh Records* Our profitable business is the result of our Okeh dealers selling Okeh Rec- ords in large quantities and at a good profit* If Okeh Records are not in your stock may we encourage you to SELL OKEH RECORDS? Consolidated Talking Machine Co* 227 West Washington Street Chicago, Illinois Branches: 2957 Gratiot Ave., Detroit, Mich. 1424 Washington Ave., So., Minneapolis, Minn. rom oim Oo REPtfBUC BrlDS,, 2QS> SOUTH STATE ST TELEPHONE WABASH 5241 LEONARD P. CANTY All Branches of Music-Radio Trade in Mid-West Enjoyed Satisfactory 1927 Holding of R. M. A. Convention and Trade Show in Chicago in June Started Buying Season Earlier Than Usual — Holiday Selling Season Proved Most Satisfactory — News of the Trade Chicago, III., January 9. — While the figures for talking machine and radio sales for the year 1927 are not ready for release at this writing, it is believed by trade authorities in this section that the allied industries centered in the Mid-West have completed a very successful year. Spurred on by the mu- sic trade convention and the R. M. A. trade show and convention held in this city in June, selling, both -by the manufacturer and distrib- utor to the dealer, and by the retailer to the consumer, started at an earlier date than here- tofore. This fact helps to offset the slump which occurred in late October and November, and to raise the yearly average to a satisfac- tory total. September sales in radio products and in talking machine records were exceed- ingly high, in some cases registering a great increase over those of 1926, and the demand for talking machines, while not as great in the larger cities, held up remarkably well in the smaller communities and farming districts. Portable phonograph manufacturers report an unusually satisfactory year, and are embarking upon even more ambitious sales program's in 1928, with more attractive models and improved quality of reproduction. The rapid growth of the portable phonograph industry in the short period of four years is regarded as little short of sensational in business circles, and that di- vision of the industry bids fair to outstrip its former achievements in 1928. Colder weather struck the Middle West short- ly before the holidays, and practically all music- radio dealers report a satisfactory Christmas selling season. The trade has found that the majority of radio prospects desire a completely equipped receiver, either A.C. operated, or elec- trified by the use of power units, installed in a cabinet, with a built-in speaker. Music dealers throughout the city report that displays of re- ceivers completely equipped in this manner are productive of the greatest number of inquiries and sales. According to figures compiled by the Federal Government, radio distributors in Chicago sold, in 1926, $34,315,800 worth of re- ceiving sets and accessories. This is more than three-fifths as much money as was paid for all the house furniture sold by Chicago whole- salers, and it is expected that the figure will be somewhat larger when the 1927 figures are compiled. Trade leaders in this territory are confident in their belief that the first three months of 1928 will surpass those of 1927. Hampered by warm weather in October and November and the early part of December, talking machine and radio sales were given a setback. Unem- ployment, confined mainly to Chicago and the larger cities in the Middle West, also con- tributed a harmful influence, but with the ad- vent of typical Winter weather, better employ- ment conditions, which are promised early this year, it is expected that those consumers who have delayed purchasing will devote a larger part of their earnings to the buying of the reproducing instruments offered by the trade. Jay Schwartz Represents Steinite in East Jay Schwartz was recently appointed Eastern sales promotion manager of the Steinite Labora- tories, Chicago. Mr. Schwartz has had con- siderable experience in the radio field, having served as assistant sales manager and managed the advertising department of Charles Fresh- man Co., sales promotion manager of the Freed- Eisemann Radio Corp and sales manager of the Knickerbocker Talking Machine Co., New York City. He will devote his entire time co-operat- ing with Steinite distributors and dealers in the Eastern half of the country. Silver Masked Tenor Enjoys Kellogg Radio The Silver Masked Tenor, one of radio's most popular artists, has installed a new Kellogg Famous Radio Artist Listening In Model 510 A. C. Receiver in his sumptuous new home on Long Island. He says that he prefers a Kellogg because of its absolutely faithful reproduction of the original studio pro- gram, its distance-getting powers and the mag- nificent beauty of its cabinet. Also, he main- tains that the Kellogg cabinet is one of the most decorative pieces of furniture in his living room. Recently the Silver Masked Tenor wrote to the Kellogg Co., this city, to express his apprecia- tion for what he termed "the masterpiece among radio sets," and in his letter stated that for the first time in his radio experience of six years he was able to sit in his Long Island home and bring in a Los Angeles station. He says that he is able to get out great distances all the time, despite the fact that his aerial is indoors around the picture molding. "It's a cinch for me to get Cleveland, Cincinnati, Chi- cago, Des Moines, Buffalo, Philadelphia, Pitts- burgh and Davenport," he declares. "This popular radio entertainer certainly knows music and what its reproduction ought to be, and we are mighty proud of his hearty endorsement of the Kellogg," says Fred Oliver, of the Boley-Oliver Co., New York distributor of Kellogg. Brunswick Artists Broadcast Jules Herbuveaux and his orchestra, Bruns- wick recording artists, was the first orchestra to broadcast from Chicago over the National Broadcasting Co. chain, which recently opened its Chicago office. Frank Sylvano, another Brunswick record star, did the vocal bits for the orchestra during the broadcast. B. H. Clark With Consolidated Radio Corp. Bayard H. Clark has joined the national sales organization of the Arborphone Division, Consolidated Radio Corp., Ann Arbor, Mich., taking charge of the Chicago territory, com- prising the States of Indiana, Illinois, Wiscon- sin, Minnesota, North and South Dakota, Iowa, Nebraska, Kansas and Missouri. His head- quarters will be at the offices of the Arbor- phone national representatives, Sanford Bros., 30 West Walton place, Chicago. Mr. Clark has had long experience and is well known in the music and radio industries. He is an engineering graduate of the Uni- versity of Illinois, was factory manager for (Continued on page 104) The NEW Phonographs Superiority in Tone Production KIMBALL Outstanding Values Several Styles Write or wire for complete information W. W. KIMBALL CO. Established 1857 306 S. Wabash Ave. 103 104 The Talking Machine World, New York, January, 1928 FROM OUR CHICAGO HEADQUARTERS — (Continued from page 103) the Q R S Music Co., for five years was sales and advertising manager for the Clark Orches- tra Roll Co. and conducted a successful retail radio store. He also spent two years as district supervisor of the Crosley Radio Corp. and a year in the same capacity with the American Bosch Magneto Corp., working with dis- tributors and dealers in the Chicago territory. E. Toman & Co. Open Export Office E. Toman & Co., Chicago, prominent manu- facturers of tone arms and reproducers, have opened a new export office at 189 West Madison street, Chicago. The business at this location is under the supervision of T. J. Davis and Victor Kohl, both formerly with T. J. Davis, exporters. Both men have had wide experience in export work and are ideally equipped to handle the rapidly increasing demand for To- man products. All export inquiries for E. To- man & Co. will be handled through the new office at 189 West Madison street. Appoint Steinite Distributors The Campbell Iron Co., St. Louis, Mo., has secured the exclusive distribution of Steinite radio receivers in the St. Louis territory, con- sisting of eastern Missouri and central southern Illinois. Other distributors recently appointed by the Steinite Laboratories, Chicago, are the Salt Lake Hardware Co., Salt Lake City, Utah; Roskin Bros., Middletown, N. Y., and the Mc- lntyre-Burrall Co., Green Bay, Wis. Patent Issued to Temple, Inc. Temple, Inc., Chicago, loud-speaker manu- facturer, on November 22, 1927, was issued patent number 1,650,307, in the name of Fred W. Temple, vice-president of the company. The title of the patent is: "Moulded Articles and Methods of and Apparatus for Producing Them." Sonotron Co. Launches Ad Drive The Sonotron Tube Co., Chicago, is inaugu- rating an impressive advertising campaign for the year 1928, the principal feature of which will be space in the Saturday Evening Post. The first advertisement of a series of four quarter pages and one full page will appear in the January 28th issue of the Post and the campaign will continue into March. The copy will show the completeness of the Sonotron line, which contains 33 different types of tubes, and will list the makers of radio sets and elim- inators who use Sonotron tubes as standard equipment. The officials of the company expect the Post campaign to give considerable impetus to Sonotron sales for the entire year. Kimball Co. Reports Brisk Sales The retail department of the W. W. Kimball Co., located at Wabash avenue and Jackson boulevard, has experienced a very successful Fall selling season with an increase over the corresponding period in 1926. Ruth C. Strick- land, manager of the retail department, states the fastest-selling radio equipment consists of a completely equipped unit, containing the radio receiver, power units and speaker, already in- stalled in a cabinet, retailing for less than $200. The Kimball retail department handles Atwater Kent, Zenith, Radiola and Freshman products. The wholesale phonograph department of the Kimball company also reports a very profitable season, with a healthy demand for phonographs, especially in small and medium-sized cities. Retail Store Bombed The front of the music-radio store of Louis Eller, 2702 West Division street, Chicago, was destroyed on the night of January 5 by the explosion of a dynamite bomb. Mr. Eller and his son, Louis, believe that Chicago racketeers, seeking to start a radio trade association, may have been responsible, for they were ap- proached recently by men representing them- selves as organizers. The Midwest Radio Trades Association, formed by the dealers themselves, has been making every effort to keep racketeers out of the business. The explo- sion tore away the plate glass window of the store and damaged several radio receivers. The total loss was estimated at more than $1,000. Housewarming at Plant of Temple, Inc. In December Temple, Inc., manufacturer of the Temple Air Column Speaker, had a house- warming in its new plant at 1925 South Western avenue, at which time some 600 guests were present. A very instructive and interesting tour of inspection was headed by Fred Temple, vice-president of Temple, Inc., in which he ex- plained the many up-to-date and new processes of manufacture of reproducing units. Temple's new factory is a three-story build- ing with floor capacity of over 30,000 square feet. It is lighted on four sides with windows from floor to ceiling, so that every department has perfect light. It is equipped with the most modern equipment for high production and is manned by a large force of skilled workmen, experienced in the manufacture of air-column Repair Parts For All and Every Motor That Was Ever Manufactured We can supply any part. The largest and most complete assortment of repair parts — in the United States — on hand, for old, obsolete and present-day motors. If your order cannot be filled from stock, we will make it up special. Special prices on main springs, governor springs, micas, repair parts, motors, tone arms, steel needles, etc., in quantity lots. Expert repairing on all makes of phonographs and motors. INCORPORATED UNDER LAWS OF ILLINOIS SUCCESSORS Standard Talking Machine Co. Vnitod Talking Machine Co. Harmony Talking Machine Co. ONalllJamte Co. Arottno Co. 2hGradeTa__ Talking Machine Supplies, Etc TRADE MARK •CONSOLA' 227-229 W. WASHINGTON ST. CHICAGO ILL. Bratnehee: l»B7 Oratlot At*., Detroit, Mich. 1424 Washington Ato., Bonth, HlnnoapoU*. Minn. Fibre needles, to deliver soft and mel- low tones, should be repointed with the ALTO Fibre Needle Cutter. LIST PRICE $1.00 ALTO MFG. CO. 1647 Wolfram St., Chicago, III. Ten Years of Service in the Industry speakers. Mr. Hernlund is factory superin- tendent. During the evening Eddie and Fannie Cava- naugh, the Gaelic Twins of KYW, and Al and Pete of KYW, broadcast a very interesting pro- gram from the experimental laboratories of the new plant. A delicious supper was served by Mrs. Temple, Mrs. Andres, Mrs. Hernlund and Mrs. Marchev. A space was cleared away on the first floor, where many of the guests danced by music broadcast from Chicago stations and brought in by the new Temple Powerola. In addition to the housewarming being the Temple Organization Enjoys Housewarming function of the evening, it was also a good-bye party to Mr. Marchev, president of Temple, Inc., and Mrs. Marchev, who left that night for New York and thence for a two months' tour of Eu- rope and England. Charles C. Henry With the Grigsby-Grunow-Hinds Go. Has Assumed Duties as Sales Engineer in In- terest of Majestic Line of Radio Power Units — Widely Experienced Charles C. Henry, for the past four years with the Sonora Phonograph Co. of New York, has joined the Grigsby-Grunow-Hinds Co, of Chicago, manufacturer of Majestic electric radio power units, and has already entered upon his duties in his new location. Mr. Henry occupied the post of radio sales engineer with the Sonora Co. and will continue as sales en- gineer for Grigsby-Grunow-Hinds Co. Mr. Henry's experience has been a long and varied one and it is generally conceded that he is especially well informed as to all phases of sales and technical problems relating to radio. Before going with Sonora, Mr. Henry was with the Federal Telephone & Telegraph Co., of Buffalo, N. Y., and prior to that was an expert radio consultant in the U. S. Navy. In the early days of radio Mr. Henry operated an amateur station from Dubuque, la. Noted Artists Visit U. S. Sir Thomas . Beecham, British conductor and world-famous musician, and Maurice Ravel, lead- ing French composer and conductor, both Co- lumbia artists, arrived in New York on January 4, both to go on tour as guest conductors with American orchestras. Both conductors are rep- resented in Columbia Masterworks Series. The Talking Machine World, New York, January, 1928 105 Phonographs The artistry and appeal of Eureka Cab- inets speak for themselves. They are built of very finest materials with pains- taking care by master craftsmen of 10 years' experience in the production of Eureka Phonographs. All mechanical parts are selected with a view to giving our customers the best and nothing but the best. The famous United Motor No. 5, known everywhere for its superior quality and satisfactory operation, is used exclusively. 40 in. high, 22 in. deep, 22 in. wide Mahogany or Walnut | 1 H Before placing your new contracts, it will pay you to find out first hand what our concentrated produc- tion for some of America's largest phonograph dis- tributors will save you. Write us. Eureka Model C Console 33 in. high, 22 in. deep, 33 in. wide Mahogany or Walnut Eureka Talking Machine Co* 5939 LOWE AVENUE CHICAGO, ILL./U.S. A. 106 The Talking Machine World, New York, January, 1928 Instrument for Receiving Programs Over Telephone and Power Wires Is Perfected General Squier, U. S. A., Working With Kellogg Switchboard & Supply Co., Announces the Perfection of New Method of Receiving Radio Programs Over Wires — Explains Operation MARSH Recording Studio "The Originators oj Electrical Recording" WK SPECIALIZE in the independent recording- field. We are prepared to do master recordings, and furnish the finished records in any quantity desired. OUR ELECTRICAL RECORDINGS are being used by record companies, dealers, musicians, schools, clubs, advertising concerns, concert agencies, etc., and used on such records as: Paramount Silvertone Puritan Gpnnett Rainbow Broadway Wallace Autograph Etc. Write for further particulars of this new plan. MARSH LABORATORIES, INC. 64 East Jackson Blvd. Chicago, Illinois Phone Wabash 7288 S. O. Martin Resigns as President of Sonora Go. Associated With Sonora Phonograph Co. Five Years, During Which Time He Made Many Friends in the Trade At a recent meeting of the directors of the Acoustic Products Co. and the Sonora Phono- graph Co., Inc., which it controls, S. O. Martin, formerly president of the Sonora Phonograph Co., tendered his resignation from the organ- ization. This resignation was accepted with keen regret by P. L. Deutsch, now president of the Acoustic Products Co. and the Sonora Phonograph Co., and Mr. Martin received the hearty good wishes of his former associates. During the five years in which Mr. Martin was associated with Sonora he won the esteem and friendship of the trade throughout the country. He is widely known in industrial and financial circles, and will shortly announce his plans for the future. Artist Opens Night Club Harold Leonard, exclusive Columbia artist, who has directed the orchestra at the Waldorf for three years,, has opened a night club. Mr. Leonard's recordings are popular throughout tin- country, and he is well known to dance devo- tees in New York. The sending of radio programs via telephone wires has been the subject of experiments by many different inventors during the past two years. Various difficulties have been encountered, chief of which has been the costliness of the in- stallation to the telephone company. Also, there was trouble because the radio carrying current interfered to some extent with the use of the telephone. Recently, General Squier, U. S. A., retired, an- nounced the perfection of a new method for re- ceiving radio programs over telephone and power wires. Because of its capable staff of telephone and radio engineers, and its research laboratories, General Squier joined forces with the Kellogg Switchboard & Supply Co., Chicago, in perfecting his invention. For several months trial tests of this new equipment for handling radio program service have been carried on in Freeport, III., but only recently General Squier and the Kellogg Co. jointly announced the perfection of the new inven- tion. • The programs to be furnished are sent over telephone wires at inaudible frequencies and re- ceived in the home by specially constructed re- ceivers that are comparatively simple in design. The method as now developed contemplates send- ing three different programs over one pair of tele- phone wires. Programs are selected at the receiv- ing set simply by pushing a switch button, and volume can be regulated in the same manner as on any radio receiver. As now contemplated, pro- gram service will be furnished by telephone com- panies at a nominal cost per month in exactly the same manner as telephone service is now sold. A specially constructed receiver is enclosed in a small floor cabinet, standing about 2l/i feet high and made of highly polished walnut. The cabinet contains a heavy horn reproducer and there are three tubes which change the high fre- quency waves to audio frequency so that the pro- grams can be heard. Under the overhanging cover of the cabinet are a small toggle switch, three push buttons and a small knob similar to the volume control on a radio set. From the back of the reproducer run three wires, one going to the telephone line, another to a ground, which may be attached to a nearby radiator, or water pipe, and a third wire is designed to plug into the light socket. All that is necessary to receive pro- grams is to press a button and adjust the volume control. All the receiving equipment for this new device will be installed and serviced by local tele- phone companies. At times when there is nothing of special inter- est to be picked out of the air or received over chain systems, it is possible for the local telephone company to install a high grade phonograph and broadcast the latest records. In fact, this is being clone in Freeport at the present time. As the service develops a group of companies probably will be organized into a network. Pro- grams originating in a central studio can be dis- tributed to all parts of the country over telephone wires. Thus it will be possible to secure the recreation of programs without any interference due to warm weather or any of the other causes of static. All the practical work on General Squier's n<- invention, including the Freeport installation, has been completely engineered by the Kellogg Switch- board & Supply Co., maker of Kellogg radio receivers and Kellogg A. C. radio tubes. Vincennes Phono. Mfg. Go. Announces New Automatic New Instrument Combines Exclusive Features of the Veraphonic — Changes Records Auto- matically— Plays Ten Records Vincennes, Ind., January 9. — The Vincennes Phonograph Mfg. Co., manufacturer of the Veraphonic phonograph, introduced to the trade with considerable success, announced re- cently an automatic instrument, combining all the exclusive features of the Veraphonic with the additional advantage of having a mechanism for the automatic changing of records. The Automatic will play ten records in rota- tion. These records are placed in the instru- ment in the order in which the listener wishes to hear them. A selector allows the operator to decide the number of records he wishes to hear, after which the machine will automatically stop. The Automatic, styled Model 250A, can be procured in either mahogany or walnut. It is less than four feet wide and two and a half feet deep. The new instrument is on display at the Furniture Mart, Chicago, III., this month. D. R. McKinnon Western Manager for Amrad Well Known in Middle West Radio Trade Circles — Now in Active Charge of Western Division of the Amrad Corp. D. R. McKinnon, a well known figure in Middle West radio circles, has joined the forces of the Amrad Corp., Medford Hillside, Mass., and on January 1 took active charge of the western sales division of the company. The western division of the Amrad Corp. serves a territory extending from the western boun- dary of Pennsylvania to the Pacific coast and from the Canadian boundary to the Gulf of Mexico, comprising over one-half of the United States. The firm maintains warehouses in Chi- cago, and serves about forty distributors from this point. Mr. McKinnon for the past three years has represented the Federal Radio Corp., Buffalo, N. Y., in the Middle West territory and numbers among his friends a Host of dealers and distrib- utors throughout the Middle West. His wide experience especially fits him for his present important post. FLORENCE MOORE BROOKLYN METAL STAMPING CORP. 719 ATLANTIC AVE. BROOKLYN N. Y. (Write for particulars) zvrites: "I put over a broadcasting stunt on some of my friends . . . and how! I'd call the B. M. S. Home Broadcaster the latest word in fun." Home Broadcaster is as easy to install as possible. You simply insert the adapter into the detector tube socket of any radio, run the extension cord into another room or closet and broadcast any- thing you want. Fun? Try it on your customers — they're all live prospects ! List price $7.50 complete. MISS MOORE IS THE STAR . FUN-MAKER OF "ARTISTS & MODELS" (She ought to knoiv!) It's the new idea for a radio party. ie Broadcaster The Talking Machine World, New York, January, 1928 107 \ | ll , (/J J.AJFISCHER COMPANY PHILADELPHIA- US-A- "1928 Will See Better Radio Merchandising" W. L. Jacoby, President of Kellogg Switch- board & Supply Co., Discusses Necessity of Attention Being Given to Dealer Problems W. L. Jacoby, president of Kellogg Switch- board & Supply Co., looks forward to better radio merchandising in 1928, saying: "The radio industry has suffered the growing pains natural to an industry that has expanded at a rate unequaled. Some of these pains may have resulted from a lack of balance between the engineering and merchandising departments of given institutions. The engineering and production divisions of some radio manufac- tories may have been more efficiently manned and better organized than the sales and mer- chandising divisions. Nineteen hundred and twenty-seven was the first year that a number of manufacturers attempted to remedy this con- dition. "It seems essential that as much attention be devoted to distributor and dealer problems as to engineering and production. Only on that basis can manufacturers continue to in- crease their business, or even hope to survive." Berg Sales Representative Starts on Mid- West Trip A. J. Engel, special representative of the Berg A. T. & S. Co., Long Island City, N. Y., maker of Berg Artone portables and phono- graphs, left on his first trip of the new year during the last week in December. Mr. Engel, who is well known in portable circles, covers the entire Middle Western territory for the Berg organization and is adding new territory for 1928. The new trip started in an auspicious man- ner. Mr. Engel has already reported that the Phonograph Repair & Accessory Co., St. Louis, has taken on the Artone line. Mrs. Engel, who had been visiting her parents at Butler, Mo., joined Mr. Engel at St. Louis at a house party given at the home of Oliver Grenzebach, of the Phonograph Re- pair & Accessory Co. * # * * IIIIIIIIIIINilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllNIIIIIIIIIIIIIIIIIIIIIIIIIJIIIIIIIIIII The Valley Forge catalog of re- placement materials for the talking machine, which was announced in last month's issue of The Talking Machine World, has been placed in the mail. The Valley Forge cat- alog in the past has proved a very valuable adjunct to the repair de- partment and the demand for the new catalog is reported excep- tional. The photograph to the left shows the very attractive appear- ance of the catalog and the minute listing, description and illustration of each part is readily referred to by means of a tabulated index. niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiuiiiiiiiiiiiiiiiiii H5 >K sis R. F. Bensinger Abroad R. F. Bensinger, vice-president of the Bruns- wick-Balke-Collender Co., accompanied by Mrs. Bensinger, sailed from New York on January 6 for a two months' tour of Europe, on which he is planning to combine both business and pleasure. Mr. Bensinger plans to diagnose trade con- ditions in Europe and visit the Brunswick offices there, to establish more definite contact and lake care of any situations that might arise. Mr. and Mrs. Bensinger will take the Mediter- ranean Cruise and tour through Italy, stopping in Rome, Florence, Naples and other cities. They will also visit Switzerland, Paris, London and many other important points of interest in Europe. Splitdorf Concentrates Activities in New Plant Acquisition of Building With 100,000 Additional Square Feet Meets Needs for Enlarged Radio Program — Every Facility Is Provided The Splitdorf Radio Corp., of Newark, N. J., has announced the concentration of its produc- tion activities in a new plant. To meet the needs for the enlarged radio program for 1928, the Splitdorf interests have acquired an addi- tional 100,000 feet of floor space. This was accomplished by taking over the building formerly occupied , by the Boyden Shoe Co., in close proximity to the other Splitdorf fac- tories. Every facility for the building of radio receivers and loud speakers is provided. At the same time announcement is made that the Splitdorf radio activities have been placed under the direction of Hal P. Shearer, general manager; Noel S. Dunbar, advertising man- ager; Paul Ware, director of the laboratory, and Sam SchaefFer as assistant advertising manager. Walter Rautenstrauch is president of the Splitdorf Radio Corp. and of the Split- dorf Bethlehem Electrical Co., and E. H. Schwab is chairman of the board. In addition to his duties in the laboratory, Mr. Ware will take active part in directing certain phases of Splitdorf radio production. New Display Box for the Organ-Tone Reproducers A new display box, attractively executed in blue and gold, has been designed by the Unique Reproduction Co., New York, as a retail mer- chandising aid for the Organ-Tone reproducer. The display box holds six reproducers and is available to all dealers on purchases of six or more Organ-Tones. The Unique Co. is enjoy- ing a lively demand for the Organ-Tone re- producer, which is claimed to be the only sound box on the market finished in color, thus adding the sales appeal of eye-value to its tone qualities. Herman Segal, executive head of the Unique organization, announces that samples are now ready on a new reproducer which has many appealing features. Details will be given to the trade very soon. Mr. Segal states that he is looking forward to a very satisfactory volume of business in 1928 on the Unique line. SINCE 1890! MASTERCRAFT products are the re- sult of long and successful experience in the manufacturing and merchandising field. Distinction of design comes from logical steps toward perfection in MASTERCRAFT cabinets and phono- graphs. The quality and beauty you see in MASTERCRAFT is created by extraordi- nary craftsmanship, the art of masters of cabinet making. Eleven sales and distributing offices cover every section of the United States. Phonographs The MASTERCRAFT phonograph is distinguished by a rich depth of tone and unusual volume. Master- phonic principle and scientifically designed tone chambers make it in- comparable. It sells quickly and profitably. Radio Consoles Bare radio sets and instruments are in themselves unsightly. MAS- TERCRAFT radio Console cabinets transform them into beautiful and useful furniture. Write us for de- scriptive literature and prices. The Wolf Industries kokomo Established 1890 INDIANA St. Paul 100 Midland Trust Bldg. New Orleans 1046 Camp Street Los Angeles, Calif. 1106 Masselin Ave. —BRANCHES— Boston 21 West Street Chicago 1500 Republic Bldg. New York City 44 Whitehall Street (Export Dept.) New York City 250 W. 57th Street Detroit 1501 Saratoga Ave. W. Denver 3235 W. 29th Street Dallai 908 S. St. Paul 103 The Talking Machine World, New York, January, 1928 Garryola Go. Introduces H. G. Schultz, Inc., Issues R. L. Speicher Now Freed- Pick-up to the Trade Radio and M. M. Catalog Kisemann Ad. Manager Porto Pick-up for Playing Phonograph Rec- ords With Radio Amplification — Company Also Has Perfected an Electric Pick-up Sonora Mid-West Distributor Prepares a Most Comprehensive Listing of Products Jobbed — Attractively Printed and Illustrated The Carryola Co. of America, portable pho- nograph manufacturer of Milwaukee, Wis., placed upon the market several weeks ago the Carryola Porto Pick-up, a product which en- ables radio users to have a complete and com- pact outfit for the playing of phonograph rec- ords with radio amplification. The Porto Pick- up, consisting of a turntable, motor, electric reproducer, volume control and all the neces- sary wiring, is enclosed in a fabrikoid case. The new product which retails for $23.50 is equipped with a single spring motor, and the electric reproducer is attached to a curved throw-back tone arm. The volume control is located on the motor board, enabling the opera- tor to regulate the volume within the limits of the loud speaker, and case is finished in fabri- koid with nickel plated fittings. For those who have both a radio receiver and a phonograph in their home, the Carryola Co. has perfected the Carryola Electric pick-up, which combines the phonograph and radio receiver into an electrical reproducing phono- graph. The pick-up itself replaces the repro- ducer on the phonograph, the detector tube of the radio receiver is removed and an adaptor inserted in its place. The volume is controlled by the turning of a volume control knob con- nected by wire to the adaptor. The Carryola Electric pick-up retails for $10.50. A most complete and comprehensive catalog covering the radio and musical merchandise fields has been issued by H. C. Schultz, Inc., of Detroit, Mich., and Cleveland, O. The catalog covers 408 pages, is attractively bound in a stiff cover in black, green and gold, and describes fully and illustrates in color the wide and varied lines of instruments carried by the company. Throughout the book special inserts of model descriptions printed on heavy plate paper give fine illustrations of the instruments. Among the lines listed in the catalog and which are distributed by H. C. Schultz, Inc., ex- clusively in Michigan, northern Ohio and west- ern Pennsylvania are: Sonora radios and phono- graphs, radio speakers and needles, portable phonographs, musical instruments and strings. Other products distributed include: radio cab- inets, console loud speakers, Timmons, Temple, Utah and Sandar speakers, a variety of power units, Abox "A" eliminator, Elkon "A" power, a wide range of other radio accessories, Cun- ningham tubes, Sterlin battery chargers, Ray-O- Vac batteries and Belden products. Wall Kane and Brilliantone needles, the Bosch recreator and the Audak line of reproducers is also carried. Piatt Music Go. in New Home Stages an "Old Home Week" In connection with the renovation of its retail department the Oliver Ditson Co., Bos- ton, Mass., set aside a week as "Old Home Week" to welcome its friends and patrons. Los Angeles, Cal., January 5. — -The Piatt Music Co. moved into its magnificent new building on Broadway between Eighth and Ninth streets on January 1. The exterior of the thirteen- story building has been designed on beautiful lines, dignified and inspirational. The six floors to be occupied by the Piatt organization are finished in Gothic stvle. At Last- A Practical Home Recording Instrument THE TALK-BACK now makes it possible for any- body to make worth while records on any phonograph. Talk-Back made records are full volume — long playing — permanent records. They stand up for 200 or 300 play- ings. Every Phonograph Owner Wants One The Talk-Back is a large and steady seller wherever introduced. Its price is within easy reach of all. Dealers who sell Talk-Backs have found that it increases the sales of portable and standard phonographs especially among orchestra and band leaders, mu- sicians, actors and actresses, and students and teachers of voice and music. Builds Profitable Repeat Business Every Talk-Back buyer becomes a blank recard buyer. The long-playing, 8-inch, double-faced Talk-Back Records sell at 3 for. $1.00 with a wide margin for the dealer. COMPLETE OUTFIT Nothing Else to Buy LIST Dealers— If your jobber cannot supply you, write to our factory for sample. jobbers— There is still some territory open. Write today for par- ticulars. h Talk-Back Phonograph Recording Co. 4703 East 50th St. Los Angeles, Calif. Has Background of Nine Years of Advertising, Merchandising and Publicity Experience in Silk and Electrical Industries The appointment of Ray L. Speicher as ad- vertising manager of the Freed-Eisemann Radio Corp., Brooklyn, N. Y., succeeding R. Robert Smith, has been announced. Mr. Smith resigned a few weeks ago to accept the post of advertising manager of the Geuting chain of shoe stores in Philadelphia, a position for which Mr. Smith's thorough experience in mer- chandising and advertising particularly fits him. Mr. Speicher comes to the Freed-Eisemann organization with a background of nine years of advertising, merchandising and publicity ex- perience in the silk and electrical industries. His acquaintance with the electrical trade served to familiarize him with various phases of the radio business. Mr. Speicher's head- quarters will be at the Brooklyn executive offices of the Freed-Eisemann Radio Corp. New Columbia Record by the "Two Black Crows" Parts 5 and 6 of Series Declared to be Even More Humorous Than Predecessors, That Have Registered Such Heavy Sales iMoran and Mack, Columbia's record-breaker irtists, have just released Parts 5 and 6 of "Two Black Crows," and those who have heard the record report the Crows to have achieved the impossible, to wit, that they are funnier than ever. They come through with an entirely new line of talk, yet retain the immortal mannerisms of the old, and a newly discovered animal, the "rhinohorse" makes its appearance. R. M. A. Holds Its First Meeting of the New Year A record attendance marked the first monthly meeting of the Radio Manufacturers' Association held during 1928, on Thursday, January 5, at the midday luncheon at the Bismarck Hotel. The meeting was addressed by Professor Paul G. Andres, of Temple, Inc., who spoke on the subject "The Best Reproduction in Radio and its Attainment." Bond Parker Geddes, executive vice-president of the R. M. A., New York City, made his initial appearance at a Western meeting and gave to the members some advance information on the June Trade Show to be held at the Hotel Stevens, Chicago, the week of June 11. Plans for this annual event have practically been com- pleted. A. J. Carter, chairman of the Patent Inter- change committee, reported the progress which had been made in securing information regard- ing patents held by R. M. A. members. W. W. Rogers, Washington, D. C, was a guest at the R. M. A. luncheon, and outlined the steps taken at the International Radio Telegraph con- ference, held in Washington in November. Stewart- Warner Corp. Expects Good Business During 1928 The January business of the Stewart-Warner Speedometer Corp. will represent one of its best months in the history of the organization, according to W. J. Zucker, vice-president and general sales manager. He stated that the company recently received some attractive orders for 1928, with more business of sizable proportions about to be closed. He said fur- ther that the radio branch of their business was satisfactory, with every indication of high volume operations during the new year. Talking Machine Dealer Uses Variety of Methods in Selling Musical Merchandise Canvassing, Advertising, Window Displays and Free Lesson Arrangements Are All Found to Be Effective in Stimulating the Sale of Band Instruments and Musical Merchandise This is the third of a series of articles dealing with various phases of the merchandising of band and orches- tra instruments and small goods by talking machine dealers. The facts presented are the result of a nationwide survey among the dealers recently concluded by The Talking Machine World. — Editor. SALES methods have a direct bearing on the volume of musical merchandise sold in the retail talking machine store, according to the replies received in answer to a questionnaire sent to dealers throughout the country by The Talking Machine World. This survey, as outlined in previous articles, emphasized several important points. First, a majority of the talking machine stores through- out the country handle small musical instru- ments. In some stores the department is ex- ceedingly small and in others the investment runs to well over five figures. Second, that experience has proved this department to be a profitable adjunct to the business. Third, that a musical merchandise department aids sales in all departments of the business. Sales Promotion Many methods of sales promotion are being used by talking machine dealers to insure turn- over of small goods. Some retailers seem to specialize in canvassing; others put their main effort on advertising and window displays, and quite a number have developed arrangements by which purchasers of a musical instrument are given a certain number of free lessons, enough so that at least the customer reaches the point where his knowledge of the instru- ment is sufficient to keep his interest alive. Some dealers utilize all of these efforts, and it is noteworthy that merchants who do this are the ones who apparently are the most success- ful and have the most profitable business. Sales Methods Versus Turnover The relation of sales methods to turnover is graphically illustrated by some of the in- dividual reports. For example, a dealer whose investment in small musical instruments is $10,000 states that his annual gross business is $20,000. This merchant declares that he finds advertising "good," canvassing "better" and window displays "good" as business builders. Another merchant who develops sales mainly by advertising, window displays and offering free lessons has an investment of $1,500, and reports a three-time turnover. One retailer secures a four-time turnover through sales pro- motion with the aid of music teachers. This merchant has become friendly with the teachers in his community, and has made arrangements with them whereby they are paid a commission on sales, just as would be paid to any other salesman. A dealer in Ohio states: "We utilize adver- tising, canvassing, window displays and free lessons without prejudice. We have no way of telling which method of sales promotion is most productive and we would not dispense with any, as it seems to us that the combina- tion is most effective." Complete Stock Is Necessary One particularly important suggestion made by several of the dealers who answered the questionnaire was the necessity for an adequate stock. Certainly it is impossible for the dealer to sell what he doesn't handle, and there are many merchants throughout the country who are steadily losing business because of the in- completeness of their stocks. At best the in- vestment in a musical merchandise section need not be large even if, from the standpoint of variety, the stock is fairly complete. The dealer who orders fifty ukuleles at one throw and then does not stock a few other in- struments of the more popular kind is making a foolish mistake. Cut down on the single item to get diversity. That is good business. The Ideal Sideline The survey brought home the fact that the musical merchandise department is without question the ideal sideline for the talking ma- chine store. First, because it is a kindred line and the merchant remains what he essentially is, a dealer in musical instruments. Second, the investment required is comparatively small, and for this reason the small goods department should be an attractive proposition for the dealer. Last, but not least: The musical mer- chandise section is a profit producer of the first magnitude, if properly handled. Protecting Your Profit SELLING musical merchandise demands time and energy. The dealer must go out and create business. He invests many dollars in developing prospects. Are you getting a full and fair return on your selling effort? The King Exclusive Franchise dealer receives absolute protection. Every inquiry is referred to him. He knows that he will get full profit on every sale in his territory. The complete protection cf the King plan and the high quality of King instruments make a good combination. Sales are easier and profits more certain. Full information is yours for the asking. There are enough rich territories still open to make your immediate inquiry well worth while. Write for our booklet on "The Advantages of Becoming a 'King' Dealer." THE H. N. WHITE CO, 5215-95 Superior Avenue, Cleveland, Ohio BAND ^Manufacturers of INSTRUMENTS 109 no IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 109) The Talking Machine World, New York, January, 1928 New Weymann Catalog Makes Its Appearance Complete Weymann Line Attractively Pictured and Graphically Described in Booklet — Dis- tinctive Features of Products Told Federal Figures on Band Instrument Sales Statistics Covering First Ten Months of 1927 Show a Falling Off of Nearly Eleven Per Cent in the Volume of Sales The new catalog of Weymann banjos, manu- factured by H. A. Weymann & Son, Inc., Phil- adelphia, Pa., made its appearance in the trade at the very beginning of the new year. It is attractively covered in orange and blue and pre- sents through half-tone illustrations and printed descriptions the many models and distinctive merits of the Weymann line. The center spread is devoted to a graphic description of "Four- teen Points of Weymann Superiority." Among the models presented are the Tenor Style No. 85, Orchestra Tenor Banjo Style A, Styles 1, 2 and 3 and DeLuxe models 4 and 5, Tenor Banjo Style 135-A, 140-A and 1S0-A, Mandolin- Banjo Style 25-A, 35-A, Weymann Banjola Style 30 and 60 and Weymann Ukulele-Banjo Style 225. The various distinctive features of the Wey- mann banjo also are described, including the Weymann megaphonic tone amplifying rim, Weymann "four-to-one" pegs, Weymann pat- ented tone resonator and banjo bridge. Buys King Saxophone San Jose, Cal., December 27. — T. French, saxo- phonist, who was formerly with Santreys' Or- chestra but now with Peter Paul Lyons and his American Theatre Orchestra, recently pur- chased an artist special gold King saxophone from the San Jose branch of Sherman, Clay & Co., the sale being made by A. Caro Miller, manager of the band and orchestra instrument department. Washington, D. C, January 6. — According to figures reported by the Department of Com- merce the ten months' period ending October 31, 1927, showed a 10.9 per cent decrease in the sale of band instruments from the corre- sponding period in 1926. Total shipments from the factories to points within the United States of cup mouthpiece and woodwind instruments and saxophones disclose a decline from $5,156,- 737 for the first ten months of 1926 to $4,595,112. An analysis of these figures shows that it was the cup-mouthpiece instruments and saxo- phones that fell off, the former dropping 11.6 per cent and the latter 11.4 per cent. Wood- wind instruments, however, showed an increase for the period of 5.8 per cent. According to leading dealers and manufac- turers the sales of band instruments have been improving steadily during the final two months of this year, and it is expected when the figures are in for November and December that the decrease in band instrument sales for the whole year will not be as large as the Depart- ment of Commerce figures indicate. Bacon Announces Smeck Stage Silver Bell Banjo Instrument Designed by Roy Smeck, Victor and Columbia Recording Artist and Vita- phone Player, Introduced to Trade Death of U. G. Turner Ulmer G. Turner, president of the music company bearing his name at 1100 Gervais street, Columbia, S. C, died at a local hospital in that city, after an illness of three months. He was about forty-five years old and had spent about twenty years in Columbia operat- ing his music store. Groton, Conn., January 3. — In a very attractive and unusual circular the Bacon Banjo Co. is introducing the new Roy Smeck stage model Silver Bell banjo. The circular shows in full natural colors, style No. 4, in this instrument. The instrument was designed for Roy Smeck, Victor and Columbia recording artist and the famous Vitaphone "Wizard of the Strings." It has vermilion neck, resonator and rim, golda- leur fingerboard and peghead with beautifully engraved embossed designs in black and gold. It has double resonating tone changes same as RUNQ The Oldest and Largest Musical Merchandise House in America Exclusively Wholesale ESTABLISHED 163* CBrxzno §• Sqn,Inc. 351-53 FovrthAve.NewYorkCity B & D -Silver Bell" BANJO ARTISTS MONTANA Cowboy Banjoist ROY SMECK Wizard of the Strings FRANK REINO Iianjoist, Ben Black's Orchestra Paramount Theatre, N. Y. City STEVE FRANGIPANE Banjoist, Levitow's Commodore Hotel Grill Orchestra SLEEPY HALL With His Orchestra at Castillian Royal Pelham Parkway New 1027-28 Illustrated 48 Page Combined Catalog and Silver News — Free. THE BACON BANJO CO., Inc. Groton, Connecticut on regular styles of Silver Bell banjos. Other features are B & D super strings, web-foot bridge, Oettinger separate tension tail piece and gear pegs. Telegraph orders for Bacon banjos have been coming in very freely, according to David L. Day, general manager of the Bacon Banjo Co., Inc. The Chicago Musical Instrument Co., Middle Western distributor, recently wired for three each of the Roy Smeck stage model gold banjos and Montana special gold banjos, selling at $270 each. Other telegrams received in one day came from the Progressive Musical Instru- ment Co. of New York and George A. Peate, Ltd., of Montreal for Montana Silver Bell ban- jos and No. 1 Silver Bell banjos. Macaulay Joins Hanson San Francisco, January 3. — A. D. Macaulay, who for six years has been with the retail band and orchestra instrument department of Sher- man, Clay & Co. in this city, has resigned to accept a post on the staff of the H. C. Hanson Music House. After a short stay at Hanson's main store it is expected that Mr. Macaulay will be attached to the Oakland store. Dan Coakley, drummer with Paul Kelly's Orchestra, has been placed in charge of the drum department of the H. C. Hanson Music House. Weyand Opens Quincy Branch The Weyand Repairing Co., Boston, Mass., which repairs all makes of phonographs and radio receivers, has opened a branch at 21 Wa- ban road, Quincy, Mass. William J. Weyand, general manager of the company, is well known in talking machine and radio circles, having been connected with a number of leading Bos- ton music houses. Foster Commemoration Hour In line with its commemorations of the deaths of Beethoven and Schubert, the Columbia Phonograph Co. broadcast on January 11, a radio hour devoted to the compositions of Stephen Foster, the beloved American composer of home songs, who died on January 13, 1864. Tommy Hill, well-known Irish entertainer, has opened a phonograph shop at 365 Willis avenue, the Bronx, New York City, where he will spe- cialize in Irish records. Music Publishers Demand Strict Adherence to Copyright Law From Record Makers Forty Publishers Serve Notice That They Expect Manufacturers to Comply With Law as It Applies to Royalties for Mechanical Reproduction and in All Other Directions Some forty music publishers, shortly before the first of the year, through the medium of E. C. Mills, served notice upon manufacturers of talking machine records and player piano rolls that on and after January 1, 1928, they would be expected to comply strictly with the provisions of the copyright law of 1909 as it applies to the payment of royalties for mechanical reproduc- tion and in all other directions. The notice calls attention to the fact that the law provides that when an owner of a musical copyright has himself used or permitted or knowingly allows another to use the work upon the parts of instruments serving to mechanically reproduce it, any other person might make similar use of the work upon serving notice of his intentions to do so and upon the payment of a royalty of two cents on each such part manufactured; that the copyright owner might require a report under oath each month of the number of parts of instruments manufactured during the previous month, and that royalties be due on the parts manufactured, payable within the following month; that definite penal- ties were provided for failure to meet the roy- alty provisions. Notwithstanding the clear intention of the law, say the publishers, manufacturers of me- chanically reproduced music have contrived to pay less than the law provides, through de- manding a discount of 10 per cent from the legal rate to cover "breakage," "discount for prompt payment of royalties" or some other reason, and also arrange to pay royalties quarterly in- stead of monthly as was also provided by law, Evasions of the provision providing for Un- filing of "notice of user," were also complained of, as was the practice of manufacturers secur- ing waivers of royalties on parts manufactured in the United States but subsequently exported to foreign countries. The suspension oi royalty payments in cases where compositions were in- volved in copyright suits and the boycotting ol works of copyright owners who refused to yield to their requirements are also charged against the manufacturers, as are various other evasions of the law. Among the complaints, too, is that the manu- facturers in many instances have not reported on the parts, "manufactured" as provided by law but only upon the parts "sold," and have, at times, insisted on contracts that have given them the performing as well as the reproducing rights. It is also held that manufacturers have made adaptations and revisions of copyrighted works in direct violation of the copyright own- ers' interests. The publishers declare that the laxness in the observance in the mechanical reproduction fea- 'ures of the copyright law has resulted in the development of numerous evils that are proving costly to copyright owners and that the cost of publishing and exploiting music has reached the point where publishers can no longer accept rhose losses quietly. In the notice to the manufac- turers of instruments and parts for the me- chanical reproduction of music it is announced that every effort will be made beginning Janu- ary 1 to see that the provisions of the copyright law of 1909 are fully and completely complied with in every instance; that royalties be paid in full without discount; that reports be ren- dered and payments made promptly; that notice of user be filed in proper form; and that all other details be handled in strict accordance with the provisions of the law. Following receipt of the notice it is under- stood that record manufacturers have held sev- eral conferences to determine the course oi ac- tion. The meetings have been held behind closed doors and no announcement of the action decided upon has been made, but it is believed that some interesting developments are in the offing. It is further hinted that the approaching tight on the existing copyright law will serve lurther to complicate the situation. "Rosita," Sam Fox Number, Used in "Gaucho" Prologue The prologue for the new photoplay "The Gaucho," with Douglas Fairbanks, now playing at the Liberty Theatre, New York, has won almost as many favorable comments as the pic- ture itself. It is the creation of Boris Petroff, who with the Sam Fox Publishing Co. song "Rosita" as the musical allurement, has pro- duced a unification of prologue and picture that can hardly be surpassed. An exquisite setting, fine voices, artistic na- tive dancing, all produce a spirit that wins en- noticed in heavily increased sales. It, too, must be recognized that the qualities of "Rosita" are unusual to be selected for such an important exclusive feature. "Rosita" also is used as the theme in the picture presentation. Scene From Prologue of "The Gaucho" thusiasm. The publisher of "Rosita" is most fortunate as the presentation gives this single- number such prominence that it is bound to be New Music Publishing Firm Middle West Music Publishers, Inc., a firm which will serve the trade as a jobber of popu- lar and classical music, and music books of all kinds, was founded in Chicago late in December and commenced active operation early in 1928. The firm is headed by Christ Serum, president, and the general man- ager of the business is Norris Gundersen. Mr. Gundersen has been active for a period of twelve years in the music field as manager of the jobbing depart- ment of Foster Music 1'ublisher, Inc. The firm, whose head- quarters are in the Starck Building, 228 South Wabash ave- nue, maintains a complete stock and has inaugurated a unique system of fill- ing orders for the city trade. New equip- ment throughout the office has been installed and all of the employes of the firm have had previous experience in the music business. FIVE RECORD RECORD RREAKERS / mm m m.b bbm\ If M !* Hi POOR LIZZIE u.-w m mama am- " " m m~m m m m m\ MARY ANN til M >f m m a mm a mm W J/mmm mmmm, / 1\ V, a a mm m m a m m\ N .... Hi fa fi I'LL JUST ROLL ALONG (Having My Ups and Downs) j \ ftmmmmaa jrft) : jrm m a rm m m 1 LOVELY LITTLE SILHOUETTE \ V FOUR WALLS m mm a a a mm i) m a m a a a m a ifm a a m m m m m , w a a am mama. ABOVE SONGS FEATURED BY ORCHESTRA AND VAUDEVILLE ACTS FROM COAST TO COAST IRVING BERLIN INC., 1607 Broadway, New York in 112 (World of Music) the Talking Machine World, New York, January, 1928 SONGS BY « « « JANE KRAZER EISH" AN ORIENTAL FOX-TROT "BLUE IDOL" SPECIALLY ARRANGED By LOUIS KATZMAN 1 .'mCDRPORATe^I 745Seventh Avenue NEVV YORK CITY A WALTZ ROMANCE "SILENT PLACES" A W. C. POLLA ARRANGEMENT ORCHESTRA 40c. De Francesco to Conduct "Wings" Coast Premiere While in California He Will Confer With J. S. Zamecnik on "Wedding March" Score — Will Contribute Compositions to Fox Catalog So important do the officials of the Para- mount Co. consider the Pacific Coast premiere of "Wings," the aviation film of which the musical score was written by J. S. Zamecnik and which has had such successful runs in East- ern cities, that Luigi De Francesco, general musical director of the Paramount road show department, has taken a trip across the con- tinent to conduct the opening at the Biltmore Theatre, Los Angeles, on January 15. The theme of the film is also entiled "Wings" and has been published by the Sam Fox Publishing Co. It has won great success in the East and the popularity of the song is expected to keep pace with that of the film in Pacific Coast cir- cles. While in California, Mr. De Francesco will confer with Mr. Zamecnik on the final stages of the score of "The Wedding March," which Mr. Zamecnik is composing. This film, which has had an unprecedented amount of advance publicity, all of it favorable, is scheduled to open in New York late this month or early in February. Reports from the Coast state that those who have heard Mr. Zamecnik's score for "The Wedding March" are enthusiastic over it and have commented most favorably on the amount of original and unusual material which is contained in it. The theme song, "Paradise," is the object of particular praise from those who have heard it. This number will be issued by the Sam Fox Publishing Co. in sheet music form when the film opens in New York. Mr. De Francesco, it might be mentioned, recently signed a contract to contribute original compositions to the Sam Fox catalog. He has specialized in scores for motion pic- ture films for a great number of years and has worked with leading directors. "Singapore Sorrows" Proves Popular With Orchestras The Broadway Music Corp. is putting an elaborate campaign behind "Singapore Sor- rows," the unusual fox-trot song which was such a decided hit with dance orchestra leaders. Will Von Tilzer, president of the Broadway Music Corp., states that requests for dance ar- langements are steadily growing and while it was expected that the number would have a wide appeal to orchestra leaders, a surprising and gratifying condition has arisen in that vaudeville singing acts have included "Singa- pore Sorrows" in their routine. Although the selection is of but recent issue it is being heard over the radio at frequent intervals and the leading metropolitan orches- tras are making it a regular feature as was the latest of the Broadway organization's hits, "Make My Cot Where the Cot-Cot-Cotton Grows." $1,000,000 Royalties for the Music Publishers Publishers' Protective Association Signs Con- tract With Electric Research Covering Royal- ties for Vitaphone and Movietone A contract has been signed by E. C. Mills, chairman of the board of directors of the Music Publishers' Protective Association, in negotia- tion with the Electric Research Products Corp., licensors of Vitaphone and Movietone, which is expected to result in over $1,000,000 in royalties for the sixty-three publishers of the association. By the terms of the contract the licensors of Movietone and Vitaphone acquire the right to use the music issued by the publishers, for which they guarantee royalties of $100,000 for the first year and $150,000 for the second. Mr. Mills said he expected the actual royal- ties to exceed the guarantees and that in the last three years of the contract the use of Movietone and Vitaphone would be so widespread that the income to the publishers would be greatly in- creased. Authors and composers will share in the royalties through separate agreements with their publishers. The real significance of the contract, accord- ing to Mr. Mills, is that people in small towns all over the country will have access to the best music available in the country. With the fore- most orchestras and singers appearing on the screen, and their music reproduced through the vocalizing machines, the man in the little movie theatre of the South or Middle West, or any- where else in the country, will have the best in opera and concerts brought to his own Main Street, he said. Forster Music Publisher, Inc., Discontinues Jobbing Due to Rapid Growth of Its Own Catalog Forster Organization Discontinues Its Job- bing Service After Twenty-five Years For the past twenty-five years Forster Music Publisher, Inc., Chicago, has been giving the general sheet music trade a jobbing service, but due to the rapid growth of its own catalog the Forster company officials have decided to dis- continue this jobbing service and devote their time and efforts to promoting Forster publica- tions. The stock of the jobbing department and its equipment has been disposed of to a new jobbing concern, Middle West Music Job- bers, Inc., who will confine their efforts ex- clusively to jobbing. Forster Music Publisher, Inc., will have no connection whatever with this new concern, but will devote all its efforts to its own publications. Forster Music Publisher, Inc., has a varied catalog and has justly earned the reputation of being original. Its latest idea, that of in- creasing the number of piano players by using a popular piano method, is meeting with tre- mendous success. It is interesting to note that the Shefte Rapid Course is being adopted by leading colleges, schools and individual teachers and bears the endorsement of outstanding au- thorities. The Forster Edition is also gaining considerable recognition in the standard field, containing as it does a song and piano number for almost every occasion and for every type and class of artist. Because of the interest that will be revived in the playing of popular songs through the Shefte Rapid Course, the Forster company in- tends to be very active in the popular field. This department will be under the supervision- of A. Olman, who will establish representatives in important sections. Forster has been responsible for some of the biggest hits in the industry, such as "Naughty Waltz," "Sweet and Low," "Hindustan," "Mis- souri Waltz," "Karavan," "Oh, Johnny," "It Ain't Gonna Rain No Mo'," "Mellow Moon" and "Lonesome That's All," and with its re- newed activity in this field, no doubt the sales of these hits will be duplicated on its newer issues. TRIANGLE'S "1928" SENSATIONAL WALTZ SONG HIT YOU'D RATHER «— FORGET THAN "i* ^ite;FORGIVE;^ L. By Howard Johnson <%/ Joe Davis y. •: y>N ^ Tf\lANGLE MUSIC PUB. CO. LESj: 1658 Broadwaq, Nc^ferk City The Talking Machine World, New York, January, 1928 (World of Music) 113 NNYou Cant Go Wrong With Any xFEISJi Song" H. A. Weymann & Sons, Philadelphia, Give Window to "Among My Souvenirs" Great English Success, Published in This Country by DeSylva, Brown & Henderson Made Basis of Entire Window Display by Quaker City Music House A highly effective show window, devoted txclusively to the display of the single num- ber, "Among My Souvenirs," was arranged recently by H. A. Weymann & Sons, of Phil- Co., original publishers of "Souvenirs" in Lon- don, who startled the whole sheet music world by running a full front page advertisement fea- turing the song hit in the London Daily Mail, Weymann Display of ' adelphia. This fox-trot song, published by De Sylva, Brown & Henderson, Inc., New York, for American and Canadian distribution, has shown unprecedented results in sales in the short time the publishers have been working on it, due to the merits of the song itself coupled with the confidence and co-operation of the trade in featuring it. The Weymann display represented a particu- larly astute bit of judgment in tieing up with the mechanical recordings of the number carried by the other departments of the firm. The fact that "Souvenirs" has already been recorded five ways by Victor is presented both by placard announcements and photographs of the various recording artists. These photographs include Paul Whiteman, who made a special twelve- inch concert record with his orchestra; Reinald Werrenrath, baritone, who recorded it as a vocal solo; Roger Wolfe Kahn, who recorded it for dance with his orchestra; Jesse Crawford, who made the organ recording, and the Revel- lers with a harmony vocal recording. The num- ber has also been recorded on all the leading music rolls and this fact too is announced by placard. As can be observed from the ac- companying illustration, sheet music copies of "Souvenirs" were attractively distributed through the window. The success being met by De Sylva, Brown & Henderson, Inc. with the song substantiates the confidence of the Lawrence Wright Music Among My Souvenirs" at the expense of several thousand dollars. The campaign placed behind the number by De Sylva, Brown & Henderson, Inc., demon- strates the willingness of the writer-publishers to give any song in the catalog the plug it de- serves, whether written by an outside contribu- tor or by their own collective efforts. This policy is again evidenced in the campaign being put behind "Henry's Made a Lady Out of Lizzie." Fred K. Steele, Inc., Places Catalog With London Firm Lawrence Wright Music Co. Secures Steele Catalog for London Exploitation — Predicts "Every Little While" Will Be Big Hit Fred K. Steele, Inc., which has to its credit one of the big hits of the season in "Every Little While" has placed its catalog for Lon- don exploitation with the Lawrence Wright Music Co. The number, "Every Little While," is registering very big in London, and Mr. Wright predicts it will be one of the outstand- ing hits of the season over, there. "Bells of Hawaii," "Yep! 'Long About June," "Will You Think of Me," "Close to Your Heart'", will also be exploited in London by the Lawrence Wright Music Co. which has expressed great pleasure in securing the Steele catalog. r?*S»W A Nevr Mother Song WBeautifully Told In \ Lyric and Melody j Donaldson's High-flying Dixie w. SONG HIT/ ^1 THERE AIN'T NO LAND LIKE DIXIELAND ^European Success/^CB IS! iMY MEYER?] fA Introduced t> BALIEFF J KML in *CHAUV£-S0ORIS* Jjg LEO. FEIST, Inc. FEIST BLDG. 231-5 W. 40TH ST., f*EW YORK CITY 114 (World of Music) The Talking Machine World, New York, January, 1928 In 1927 The Sensation of the Music Publishing Industry — In 1928 We will be even bigger ! ! With such songs as : Among My Souvenirs Together Without You Sweetheart The Tin Pan Parade Broken Hearted There's One Little Girl Who Loves Me Sweetheart Memories Plenty of Sunshine Who's That Knockin' at My Door Gee I I'm Glad I'm Home Didn't I Tell You (That You'd Come Back ?) There Ain't No Sweet Man Worth the Salt of My Tears Henry's Made a Lady Out of Lizzie Baby Feet Go Pitter Patter The following sensational songs from "GOOD NEWS" Varsity Drag Best Things in Life Lucky in Love Good News The greatest score a musical comedy ever had LOOK TO US FOR GREAT SONGS IN 192S DE SYLVA, BROWN & HENDERSON, Inc. ROBT. CRAWFORD, Pres. 745 Seventh Avenue NEW YORK CITY "Watching the World Go By" Gaining in Popularity Last Ballad of Gifted Composer, Ernest R. Ball, Has Steadily Increasing Number of Entertainers Using It, With Sales Increasing Just before he died last May, Ernest R. Ball had turned in to his publishers, M. Witmark & Sons, the MS. of his latest and what was to prove his last ballad, "Watching the World Go By." The popular composer-entertainer had already tried out the new song in his vaudeville act out West, and had "put it over" in great shape. The song had been sent to the engravers just about the time that its composer was stricken fatally in his theatre dressing-room, and in due time the song was published. Nat- urally, among the countless lovers of Ball bal- lads, there was keen interest in and curiosity over this last song from his gifted pen. Due in some measure to this unusual condition, "Watching the World Go By" has steadily forged ahead in sales, until to-day, without any extraneous publicity campaign such as the Witmark house usually conducted on a new and promising Ernest R. Ball song, this post- mortem number shows a lively promise of equaling some of the best of the late com- poser's big sellers. It stands to reason, however, that the keen interest evinced in this number by singers and singing acts all over the country is not based entirely on the facts already outlined. On all hands it is conceded that "Watching the World Go By" is not only a typical Ball ballad, done in the composer's best vein, but is actually as melodious, as simple and as singable a popular song as his famous "Let the Rest of the World Go By," which attained such tremendous popu- larity and sales and to which this last Ball number is indeed a fitting complement. Not a week goes by that does not see a substantial addition to the number of those using and fea- turing this song, and correspondingly, its sales have been and are steadily increasing. A. S. C. A. P. Publishing Journal of Its Activities First Issue of Journal of American Society of Composers, Authors and Publishers Has Many Interesting and Informative Articles The American Society of Composers, Authors and Publishers is publishing each month a journal devoted to the interests and activities of the society and containing articles by prominent composers, lyricists, publishers and others interested in the aims and purposes of the organization. The first number of the Journal made its appearance last month and presented an attractive appearance and con- tained much informative and interesting read- ing material. The first issue was fittingly dedicated to Victor Herbert, the cover bearing a sketch portrait of the famous composer. The first issue started with an editorial which explained the purposes and aims of the society and also included "Greetings From the President," by Gene Buck; an article on for- eign relations, by George Maxwell; "Doing the Score of an Operetta," by Sigmund Romberg, and interesting articles by Jerome Kern, Silvio Hein, Gus Kahn, Dorothy Morse and W. S. Handy. News items pertaining to the society and its individual members were also included. Mort Bosley in New Post Mort Bosley was recently appointed publicity manager for De Sylva, Brown & Henderson, Inc., succeeding Sam Wigler, who resigned January 1 to enter a new field. Mr. Bosley is well known in the publishing field and for the past six years was a road representative for Jerome H. Remick & Co. Harry Engel, Berlin Sales Manager, on Extended Trip Sales Executive of Irving Berlin, Inc., Making Trip to Coast in Interests of Berlin Standard Music Corp. — Will Return About February 12 Harry Engel, general sales manager of Irving Berlin, Inc., started on January 3 on a sales trip throughout the country to the Pacific Coast with stops at all the Berlin branch offices in the interests of the Irving Berlin Standard Music Corp. catalog. Mr. Engel is visiting dealers handling this class of sheet Harry Engel music and is opening up new accounts for the standard catalog. Mr. Engel will devote part of his time to visiting the retail trade handling the Irving Berlin popular catalog and will line up the most recent additions to the popular list with the various branches. He will pay particular attention to checking up with the activities of Irving Berlin Week, which takes place Janu- ary 14 to 21. On his trip Mr. Engel will cover such cen- ters as Chicago, Minneapolis, St. Paul, Seattle, San Francisco, Los Angeles, Salt Lake City, Denver, Kansas City and St. Louis. He will return to New York about February 12. Five New Publications Listed in Feist Bulletin "That Melody of Love," "My Heart Is in the Roses," "Changes," "What Are You Waiting For, Mary" and "The Sunrise" in Class "A" The Leo Feist, Inc., bulletin to dealers for January, 1928, lists five new publications which until January 31 are placed in Class A at 20 cents per copy and will on February 1 be rated as Class B at 22 cents per copy. They are: "That Melody of Love," theme song of Gil- bert-Garbo picture, "Love," written by Walter Donaldson; "My Heart Is in the Roses," melody ballad by Alfred Bryan and Fred Fisher; "Changes," described as another "Sam, the Old Accordion Man," by the same writer, Donaldson; "What Are You Waiting For, Mary?" fox-trot ballad by Walter Donaldson, and "The Sunrise" (Will Bring Another Day For You), ballad by Cliff Friend and Lester Santly. Sam Wigler in New Post Sam Wigler, who is well known in music publishing circles and who was publicity man- ager of De Sylva, Brown & Henderson, Inc., from the time of its formation up to January 1, 1928, has purchased an interest in the Allegro Music Printing Co., and is acting as manager. The Talking Machine World, New York, January, 1928 (World of Music) 115 Two Novel Offerings in Witmark Popular Catalog "Mamma's Little Baby" and "There's Always a Way to Remember," by Well Known Com- posers, Seem Certain of Winning Popularity Among the really attractive and often novel offerings recently put out in their popular cata- log by M. Witmark & Sons are two that are already outstanding favorites and seem destined to become substantial popular hits. Both of them are fox-trots, and each has a dance ar- rangement by two of the most adroit arrangers in the country. "Mamma's Little Baby" is number one of this duo of successes. It's by the two clever boys who were responsible for the same firm's snappy seller, "Two Little Pretty Birds," and it has the same delightful, unexpected bits and twists and fancies that made its predecessor so great a favorite with the dancers. The dance arrangement of the number is by Joseph Nusbaum. In "There's Always a Way To Remember" Lew Pollack has handed M. Witmark & Sons a real Pollack fox-trot sizzler. He is a writer, of course, who, in the language of the day, cer- tainly "knows his onions," otherwise he could hardly have to his credit such three emphatic popular hits at one time as "Charmaine," "Diane" and "Miss Annabelle Lee." To which must certainly now be added "There's Always a Way To Remember." The Witmark firm has a capital dance arrangement of it by Frank Skinner. Berlin Tenor Banjo and Saxophone Folios Released The Irving Berlin Standard Music Corp. an- nounces that it released on January 10th, the No. 4 Tenor Banjo Folio consisting of their latest hit songs. The first three releases of their Banjo Folio have enjoyed a very substan- tial sale, and new editions will be released about three times a year. They also announce the release of the No. 3 Saxophone Folio. Both of these folios will un- doubtedly be received with popular favor throughout the trade. Advance orders for the No. 4 Tenor Banjo Folio and the No. 3 Saxo- phone Folio are now being taken. "Henry's Made a Lady Out of Lizzie" a Sure-Fire Hit De Sylva, Brown & Henderson Publish Topical Comedy Song Which Tells of the Ford's Transition — Many Extra Choruses What promises to be the outstanding comedy- novelty song of the present day and of many days is being vigorously exploited by De Sylva, Brown & Henderson, Inc., who believe that "Henry's Made a Lady Out of Lizzie" will smash all records of this type song for years to come. The timeliness of the song, coming as it does immediately after the introduction of the new Ford line, the catchiness of the melody and the humor of the innumerable choruses have made the song a big favorite with vaude- ville, radio and recording artists. Believe it or not, the Ford after its many years of jeers comes in for praise and Walter Keefe, who wrote the lyrics and music of the number, has given the trade a topical song which is certain to be sung, hummed and whistled all over the country. Dan Winkler, sales manager of De Sylva, Brown & Hender- son, states that the song has been recorded 100 per cent and the recording companies are rush- ing releases on the number. The song bears the O. K. of the Ford Motor Co., which is pleased with the idea of boosting a car which heretofore has been a subject for jest. Ford dealers are being requested to tie up with the song, placing copies of it in novel backgrounds of their window displays. The Champion Sparkers, representing the makers of Champion spark plugs, which are used in Ford cars, have agreed to broadcast the num- ber every week over a chain hook-up for the next twenty weeks. Joe Cook, famous come- dian, recently broadcast the song. Fred K. Steele, Inc., Takes Over Jane Frazer Fish Songs "Blue Idol." With Arrangement by Louis Katzman, and "Silent Places," With W. C. Polla Arrangement, Additions to Steele List Fred. K. Steele, Inc., recently accepted two i:ew numbers by Jane Frazer Fish, "Blue Idol" and "Silent Places," for publication and the organization is putting a strong cam- paign behind the selections. Mr. Steele feels that in taking over the numbers he exercised excellent judgment, for favorable responses from both the trade and the mechanical mana- gers were heard immediately following the release of the numbers. Louis Katzman first heard "Blue Idol" and thought so well of it that he made a special arrangement for the Anglo-Persians to use it in their radio broadcasts. He then brought the song to the attention of Mr. Steele, who lost no time in adding it to his catalog. The arrangement by Louis Katzman is considered by many to be the best he has ever made. "Silent Places," the second Jane Frazer Fish number, has an arrangement by W. C. Polla. It is a beautiful waltz romance and Mr. Steele expects it will soon find a big demand both from musicians and the public. Harry Von Tilzer reports that "I'm Happy Now That You've Gone," which was placed on sale the first week of the year, found favor with the trade and public immediately. The song, which was released on records some time ago, is by Vic Meyers, Al Thompson and Harry Von Tilzer. Forster for Hits The following songs are among the best sellers and featured by theatres, orchestras and radios throughout the country. Tomorrow —Destined to become the biggest ballad hit of the season. Counting the Days — Wonderful fox-trot song. I'm Waiting for Ships That Never Come In — Staging a come back — the demand for this number is phenomenal. That Saxophone Waltz — The bread and butter tune. Please Tell Me — A fascinating fox-trot song. When You're in Love — Featured in all concerts by Tito Schipa. Written by Walter Blaufuss and Walter Donaldson. Fallen Leaf —By Frederic Knight Logan— and as good as his PALE MOON. Forster Music Publisher, Inc* 218 So. Wabash Ave. Chicago, 111. 116 (World of Music) The Talking Machine World, New York, January, 1928 Bernie Grossman Is Chicago Sam Fox Popular Numbers Manager for E. B. Marks Go. Accorded Hearty Welcome Well-Known Middle Western Music Man New Department of the Sam Fox Publishing Placed in Charge of Chicago Office— Formerly Co. Starts the New Year With a Sheaf of Connected With Marks Co. as Writer Hits— Trade Responds Enthusiastically. The Edward B. Marks Music Co. has an- nounced the appointment of Bernie Grossman as manager of its Chicago office. Mr. Gross- man, who is one of the best known music men in the Middle West, was formerly connected with the Marks organization as a staff writer. He wrote such successes as "When a Feller Needs a Friend," "You Didn't Want Me When You Had Me" and "Let's Help the Irish Now." Of recent date Mr. Grossman, in addition to his exploitation work, has found time to write a number of hits, a few of which are "After I Call You Sweetheart," "I Wonder if She's Lonely," "Tell Her at Twilight" and "Wherever You Go, Whatever You Do." The new Chicago manager made a trip to New York the latter part of last month to confer with E. B. Marks and the various heads of departments. The policy of the firm — "more standard popular songs and more popular stand- ard songs" — was impressed upon him and he started his duties on January 1 full of confi- dence. The Marks concern is about to start work upon the best of the new Grossman composi- tions, "To-morrow Is To-morrow," "Playing Hide and Go Seek" and "I'm Getting Used to It Now," written in collaboration with Arthur Sizemore and Sam Kaufman. Max Darewski to Write for the Sam Fox Catalog Famous English Composer and Pianist Will Write Series of Compositions — First Suite, "An Eastern Garden," Now in Preparation The Sam Fox Publishing Co. of New York and Cleveland, O., has closed arrangements with Max Darewski, the English composer and pianist, for a series of compositions. The first of these now in final preparation is an East Indian suite called "An Eastern Garden." The Fox Co. also has first call on further services of this eminent English composer, exclusive of popular or production compositions. Max Darewski is not so well known in this country, although for years he was billed in the British Isles as "the famous boy composer and pianist." His English compositions are published by Francis Day & Hunter, Chappell & Co., Ltd., and Ascherberg, Hopwood & Crew. Sam Fox, head of the Sam Fox Publishing Co., has discovered in the modern compositions of Mr. Darewski a type and treatment of mate- rial that offers unusual promise. Irving Berlin Week Winning Nation-wide Co-operation Irving Berlin, Inc., announce that their Spe- cial Irving Berlin Week, January 14th to 21st, is shaping up better than any campaign they have ever attempted. During this special week a tie-up has been effected with every leading theatre, dance or- chestra, singer and vaudeville act from coast to coast, featuring Mr. Berlin's two latest songs, "The Song Is Ended (But the Melody Lingers On") and "Together We Two." Phonograph companies are taking advantage of this unusual tie-up and have arranged win- dow displays with all record dealers. Live-wire sheet music dealers will profit by taking advan- tage of this unusual Berlin Week and, display these two songs in their windows during this special campaign. The firm reports that "The Song Is Ended" is proving one of the greatest songs Mr. Berlin has ever written. The new year opened auspiciously for the Sam Fox Publishing Co., for the introduction of the several numbers of the new Sam Fox popular department met with an immediate en- thusiastic welcome from the profession and trade. The initial selections, "Humoreskimo," "Starlight and Tulips," "Blueberry Lane," "Fascinatin' Vamp," "Wings," "Chopinata" and "Polly," the majority of which were issued in sheet music form but a short week, have won from dealers most gratifying expressions of praise. "Fascinatin' Vamp," a novelty fox-trot by Joseph Nussbaum, seems to be especially favored by orchestra leaders and others of the profession, and the well-named novelty, "Hu- moreskimo," by Alfred Bryan, Pete Wendling and Henri Berchman, seems certain of wide- spread popularity. "Polly," the successor to "Nola," a real piano and dance novelty, has already been recorded by the leading companies and is well established. "Wings," as the theme song of the film of the same name, is known to hundreds of thousands, and with the film being shown in new cities practically every day the song which is played many times during the showing of the film is certain to win more followers. In brief, it might be truthfully said that the popular department of the Sam Fox organiza- tion shows every indication of equaling the great success which this house has attained in all its ventures. "That Melody of Love" Is Theme Song of Film Success New Feist Number Played Constantly During Presentation of "Love," the Film Playing to Capacity at Embassy — Music by Donaldson The musical scores of feature moving pic- tures are playing an increasing major part in the success of these films. For the past year or more several of the outstanding song suc- cesses had their first hearing as theme songs of such scores. "That Melody of Love," pub- lished by Leo Feist, Inc., is the latest example of this type of song. The selection, worthy in itself of exploitation by a publisher, is by vir- tue of its "hook-up" with the film success "Love," featuring John Gilbert and Greta Garbo, playing at the Embassy Theatre, New York, certain of widespread popularity. The lyrics of the song were written by Ho- ward Dietz and the music by Walter Donald- son, who has written so many of the present- day successes, including "My Blue Heaven," "At Sundown," "A Shady Tree," "Changes" and a host of others. Leo Feist, Inc., is placing unstinted efforts behind "That Melody of Love" and is supplying dealers with display material of a wide and varied nature. Harry Von Tilzer reports that he has just finished writing two songs in collaboration with Dolf Singer. They are "Out of a Clear Blue Sky" and "If Mother Could Only See Me Now." Those who have heard the numbers are enthu- siastic in their praise. Mr. Von Tilzer has issued a special dance arrangement of his leader, "Whether It Rains," by W. C. Polla. The musical comedy, "Lovely Lady," which cpened at the Harris Theatre, New York, seems destined for a lengthy stay. Shapiro, Bernstein & Co. are publishing the music which contains two numbers which seem sure-fire hits, "Lovely Lady" and "Make Believe You're Happy." The production is presented by the Shuberts. 11 ■ LEO. FEIST inc 231-5 w. 40thst. mew ironi£9 *t.yt The Talking Machine WoricL, New York, January, 1928 117 Baltimore Distributors Report Past Year As Being Satisfactory, With Outlook Bright Brunswick Branch Manager States That 1927 Was Largest Year Ever Experienced by Bruns- wick Branch — Brafco Staff Visits Fischer Plant — New Brafco Catalog Ready Baltimore, Md., January 9. — Talking machine and radio dealers in this territory have con- cluded the holidays with a feeling of satisfac- tion because of the gratifying public demand for their products. The past year has been a good one and all join in looking forward to 1928 with feelings of unbounded optimism, which seems justified, for the public's interest in music-radio products is being sustained. M. P. Smith, assistant manager of Cohen & Hughes, Victor distributors, states: "Victor sales for the month of December were fully up to our expectations, and the month ended a most satisfactory year for Cohen & Hughes, Inc; We are looking forward with confidence to a continuance of the prosperity experienced in 1927, and predict another banner year for Victor. In fact, we believe that the business done during the past two years, great as it has been, has only scratched the surface, and feel that as the trade in general is more thoroughly impressed with the unprecedented and tremendous sales possibilities of the Ortho- phonic Victrola, the Electrola and the radio combination instruments, the Victor industry will reach heights heretofore unknown." I. Son Cohen, president of the organization, returned at Christmas from a trip through West Virginia and Virginia, where he spent a lot of time with each Victor dealer on his route. He reports enthusiasm on the part of practi- cally every individual retail account with the business done during the year and with pros- pects for the future of Victor products. J. G. Mullen, manager of the Panatrope divi- sion of the Brunswick Co., was elated at the sale volume of the past year, saying: "1927 proved to be the largest year in the history of the Baltimore branch of the Rruns- wick-Balke-Collender Co., and the outlook for 1928 is most optimistic." A sales meeting was held between Christmas and New Year's, after which a dinner was held and prizes for the year were awarded. A pold watch, suitably engraved, was presented to J. R Elliott. North Carolina representative. C. E. Childs, formerly covering the State of Maryland, has resigned, effective January 1, and will become associated with M. P. Moller Music Co., Hagerstown, Md. E. M. Krieger, formerly manager of the phonograph and radio department at Brager's of Baltimore, has been appointed sales representative to succeed Mr. Childs in the State of Maryland. The new combination model, the PR-17-8, containing the Radiola No. 17 in conjunction with the Panatrope, has been most enthusias- tically received by dealers who have had the opportunity of seeing and hearing the sample instrument on display at the branch offices. Orders received during the first week after the new machine was announced to the trade were far in excess of the shipment of instruments which will arrive in Baltimore about the middle of January. This new model seems destined to be one of the most popular of the entire line. During the past month, on December 27, the entire Braiterman-Fedder Co. sales staff took a good-will trip to the headquarters of the J. A. Fischer Co., of Philadelphia. Those making the trip were: William Fedder, William Brai- terman, Lou Fedder, E. Maurice Fedder, Phil Kaufman, I. Braiterman and Miss Nathanson. The entire day was consumed in a discussion of sales plans for Valley Forge merchandise for the coming year. Several effective plans were put forth by the members of the sales staffs of both organizations and some of them will be put into practice in the very near future. The new Brafco catalog is now ready for dis- tribution and will be sent to active dealer ac- counts who request a copy. In addition to a listing of the lines carried, including Valley Forge products, Brafco portables and Mel-O- Art player rolls, the catalog has many dealers' sales aids, merchandising plans and sales pro- motion ideas. Golden Anniversary Issue of the American Exporter The latest issue of The American Exporter of New York has just come out in gala dress ill honor of its fiftieth anniversary. It was founded in 1876 and in 1905 was purchased by Wm. J. Johnson, founder of The Electrical World, and since 1907 has been published by his sons. Editorially this Golden Anniversary issue is a most interesting number and em- phasizes that America's position in interna- tional trade is the result of a combination of the unique conditions of the home market and the enterprise of American industrial leaders untrammeled by conservatism or past tradi- tions. The changes that have occurred since the foundation of this paper are covered most adequately, and leading industries are repre- sented by articles written by editors of the various publications covering these fields, tell- ing of the developments in each respective industry within the half-century period. One of the features along this line is an article on the broadening influence of the phonograph, and the new acoustic principles developed with the advent of radio, written by Raymond Rill, editor of The Talking Machine World. An impressive idea of the position which This Is Record Weather NOW'S the time to push your record sales to new peaks. The weather is right, the eve- nings are long — and folks stay home. Columbia offers your customers every type of recorded music from which to make their choice. The compositions of the world's greatest composers, stand- ard selections, popular vocals, snappy dance num- bers— and, of course, the three "Two Black Crows" records. Keep playing Columbia Viva-tonal Records, and you'll keep ringing your cash register. ColumbiaWliole L.L.Andrews — Wm.H. Swart z " Exclusively Wholes ale 205 W Camden St.. Baltimore, Md. salers,l! 1C. The American Exporter holds in the esteem of leading manufacturers and business houses is to be found in the wonderful display of advertising which appears within its specially designed covers. United Air Gleaner Go. Markets New Portable Motor Chicago, III., January 9. — The United Air Cleaner Co., 9702 Cottage Grove avenue, maker of United phonograph motors, recently placed New United Portable Motor on the market a new United portable phono- graph motor. This new product has several outstanding features, chief among which are the cut spiral nickel steel winding gears and the placing of the winding crank on the motor in a position to allow free winding of the portable motor even when it rests on a table. William H. Lyon Is Sales Manager of Amrad Corp. Medford Hillside, Mass., January 9. — The Am- rad Corp., of this city, has announced the appointment of William H. Lyon as general sales manager of the corporation. Mr. Lyon was formerly connected with the Crown Light & Electric Co., Federal Ortho-Sonic distributor, of New Haven, Conn., and is well experienced in the radio field. Albert R. Ayers, who was formerly sales manager of the Amrad Corp., has now been general manager of the company for several months. Mr. Lyon will co-operate with Mr. Ayers and Major Hahn, president of the com- pany, in carrying out the policies laid down last June at their convention. Leo B. Bernstein Made Ad Manager of Plaza Music Go. H. Germain, president of the Plaza Music Co., New York City, has announced the ap- pointment of Leo R. Rernstein as advertising manager of the Plaza Music Co. Mr. Rernstein is a competent advertising executive of many years' experience and is technically equipped to handle the many details of the advertising of this large distributing house. EUROPEAN HEADQUARTER kUIV\^ I Wmm mil 68 Milton St. (Fore St.) E.C. 2. CUrken well 1448 ' Gramophone and Record Manufacturers Reserve Space for British Industries Fair Sixty-two Music Trade Firms Have Reserved Space in Music Section of Exposition — Electrical Reproducer and Automatic Instrument Have Scored Big Success — Sales Increasing London, Eng., January 4. — From all indications the activity in the gramophone trade, which I indicated last month as in the pre-Christmas trade, exceeded even the wonderful record of sales reached in the last three or four boom years. It is unnecessary to search far for the cause of this, for time and again in these columns the tremendous publicity to record sales given by the one-time feared radio broadcasting programs has been mentioned. Although the extensiveness of the programs is not comparable with those in the United States, yet there is no question but that listeners-in have been influenced very largely by the music coming over the wire. Dealers have linked up with broadcasting programs with the result that record sales have been tremendous with all the companies, according to reports. New Gramophone Products Score The new electrical reproducer and the new automatic magazine instruments introduced by the Gramophone Co. have scored a tremendous success, and the manufacturers have been in receipt not only of orders, but of congratula- tions on the wonderful merits of their latest creations. The music sections of the British Industries Fair for 1928 have been allotted and those who are expecting to get space after the first of the year will be disappointed. Among the gramophone and record firms who have taken space are: Collaro, Ltd. (Gramophone motors); James Eastwood & Sons, Ltd. (accessories); Edison Bell, Ltd. (Gramophones and records); Henry Elwin, Ltd. (record carriers); Garrard Engineering Co., Ltd. (motors); C. Gilbert & Co. (Gramophones); Golden Melody, Ltd. (Gramophones); E. M. G. (hand-made Gramo- phones); Perophone, Ltd. (Pixie Grippa Gramophones); Smith & Co. (Gramophones) Ltd. (Gramphones, "Itonia") ; and the Vo- cation Gramophone Co., Ltd. (Gramophones and records). The fair, as usual, will be held at White City, Shepherd Bush, from February 20 to March 2. Some sixty-two music trade firms have taken, space in the music section. Celebrity Co.'s Newest There is quite a trend both in the record and portable fields to introduce products at a popular price. Especially excellent is a port- able just introduced by the Celebrity Gramo- phone Co., Ltd., which retails at £2 5s and a Console Model No. 50, which retails at £6 15s. The cabinet is so arranged as to carry one hundred records. Some Staff Changes Changes at the His Master's Voice London headquarters are rumored. Already has been announced in the press that A. T. Tregurtha, of Allied Newspapers, has been appointed ad- vertising manager, and R. Swainston sales manager. Rumor has it that A. T. Lack is to be promoted, with consequent promotion of those hitherto holding a subsidiary capacity. More anon. Cyril Kempton's New Post I hear that Cyril Kempton, the manager of the recently formed Associated Service Co. (formed to factor Brunswick products) and who has been associated with Brunswick prod- ucts since the inception of the company, will this month be transferring his services to the parent company as general sales manager. Congratulations. British Brunswick, Ltd., now occupies spacious offices at 15-19 Cavendish Place. Fire Delayed Deliveries Barnett Samuel & Sons suffered a setback in the middle of the Christmas rush period through a small fire at their factory. Jess B. Hawley Discusses Past Year and Coming One Summing up radio conditions for the past year and looking forward to 1928, Jess B. Haw- ley, secretary-treasurer of Newcombe-Hawley, Inc., says: "The radio season of 1927-28 has been strik- ingly different in character from any preceding year. This was the first year during which a Trade Show was held and this show built up the interest of dealers and jobbers in the new lines during the Summer. With this as a stimulant and a Tunney-Dempsey fight, with its tremendous public interest, in September, followed by the football games, a very early seasonal demand was created for radio sets and accessories, with the result that jobbers and dealers called for a considerable volume of equipment ahead of the regular season. This was followed by a severe slump in November, at which time general features were introduced to disturb business, the principal one of which was the introduction of electrical sets equipped with AC tubes, late in the season, and the cuts in the list price of some of the standard makes. This tended to make the market un- easy and the public was confused and inclined to wait for the more modern AC electrically equipped apparatus. On top of this, general business conditions were not of the best and the buying power was reduced. "Looking forward to 1928, we are inclined to feel that the radio industry is settling down to a measurable volume. While the saturation point is nowhere nearly approached, competi- tion is becoming more keen in the city markets and the increase in volume from year to year will grow out of the improvement in broad- casting service and the establishment of the utility of the radio set to the public. The AC WANTED— SALESMEN. RADIO CABINETS, PHONO- GRAPHS. PIANO BENCHES. PRELIMINARY TO ANNOUNCING OUR APPOINTMENT AS NATIONAL FACTORY REPRESENTATIVES WE WANT TO COM- MUNICATE WITH SEVERAL SALESMEN WITH FOLLOWING. ESPECIALLY IN LARGE TRADE CENTERS. COMMISSION. BOX 1626. TALKING MACHINE WORLD, 420 LEXINGTON AVENUE, NEW YORE. tube of the past year adds greatly to the sim- plicity from the operating standpoint, and while it is impossible to forecast possible further developments, the public undoubtedly is com- mencing to recognize the present radio equip- ment as an efficient instrument and one developed to the point worthy of purchase. The general business predictions for the com- ing year are all optimistic and indications point to an increased volume of sales for 1928." Super-Phonograph Automatic Demonstrated in Denver Recent Edison Records of Particular Interest Denver, Col., January 6. — The first demon- stration of a combination talking machine and radio receiver, called the Superphonograph, invented by Malcolm Ord of this city, was given at the Brown Palace Hotel on December 21. The instrument plays eighteen records in succession, reverses the records by mechanical arm, repeats selections and is heralded as "fool- proof." A recent Edison release of particular inter- est is a set of two records by the Philharmonic String Quartet with E. Robert Schmitz at the piano in a rendition of Schubert's famous quin- tet in E-flat major, which makes a valuable addition to the Edison catalog of classics. There has also been issued the second record by the Two Dark Knights, bearing on one side the "Pullman Porters" and on the other "All at Sea." The success of the first record prompted the early release of the second. Annual Columbia Party Held The annual staff party of the Columbia Phonograph Co. was held in the recording studios at the main office at 1819 Broadway, New York, on Saturday, January 7. Practically continuous entertainment was provided by Columbia recording artists. All of the execu- tives, heads of departments and the entire office staff of the Columbia organization attended. Makes New Recording Wax F. W. Matthews, of East Orange, N. J., well known in talking machine circles as a manu- facturer of recording wax, has evolved a new type of wax which, he points out, greatly betters conditions in the recording room. This new wax has been designated as Type M Re- cording Wax, and is described as a very fine, soft wax, which does not require heating and works at 70 degrees, or normal room tempera- ture. It has been developed for electrical re- cording. Frangipane Has Good Year Andrew P. Frangipane & Co., Inc., Lynd- hurst, N. J., manufacturers of Lyrephonic reproducers and tone arms, report the new year has opened well with a bright outlook for the balance of the year. In addition to reproducer business, Mr. Frangipane reports that a number of contracts have been closed for making special parts for radio. R. H. Canning, special representative of the Federal Radio Corp,, has completed an exten- sive tour of every major city in the United States and Western Canada, gathering informa- tion of importance to the radio industry. Brunswick Dividend The directors of the Brunswick Co., Chicago, have authorized a dividend of 75 cents per share on the outstanding common stock, payable Feb- ruary 15, to holders of record as of February 5. ATTENTION JOBBERS and MANUFACTURERS Large radio cabinet manufacturer is now open for quantity production orders for cabinets of special design for jobbers or radio set manufacturers. SUPERIOR CABINET CORPORATION 206 Broadway New York City 118 The Latest Record Bulletins Victor Talking Machine Go. LIST FOR JANUARY 6 21084 Among My Souvenirs — Fox-trot, Roger Wolfe Kahn and His Orch. 10 What'U You Do?— Fox-trot, Johnny Hamp's Kentucky Serenaders 10 21093 Lonely in a Crowd — Fox-trot, Jacques Renard and His Cocoanut Grove Orch. 10 Beneath Venetian Skies — Waltz, Jacques Renard and His Cocoanut Grove Orch. 10 21092 My Blue Heaven Jesse Crawford 10 The Song Is Ended (But the Melofly Lingers On) Jesse Crawford 10 21081 Stay Out of the South! (If You Want to Miss a Heaven on Earth) .Jim Miller-Charlie Farrell 10 Joy Bells Jim Miller-Charlie Farrell 10 21091 That Old Wooden Rocker Frank Crumit 10 I Miss You 'Lize Frank Crumit 10 LIST FOR JANUARY 13 21099 Wob-a-ly Walk— Fox-trot, Waring's Pennsylvanians 10 I Scream, You Scream, We All Scream For — Ice Cream — Fox-trot. Waring's Pennsylvanians 10 21104 Miss Annabelle Lee (Who's Wonderful, Who's Marvelous) .... Paul Whiteman's Rhythm Boys 10 Everybody Loves My Girl. The Four Aristocrats 10 35877 Among My Souvenirs, Paul Whiteman and His Concert Orch. 12 Washboard Blues, Paul Whiteman and His Concert Orch. 12 21100 Among My Souvenirs The Revelers 10 Nola The Revelers 10 21105 Did You Mean It? (From "A Night in Spain") — Fox-trot The Virginians 10 Cobble-Stones — Fox-trot, Ted Weems and His Orch. 10 LIST FOR JANUARY 20 21098 The Lonesome Road Gene Austin 10 Wake Nicodemus Frank Crumit 10 21112 I Told Them All About You. National Cavaliers 10 Dear, On a Night Like This. National Cavaliers 10 21103 Mary (What Are You Waiting For?)— Fox-trot, Paul Whiteman and His Orch. 10 Changes — Fox-trot, Paul Whiteman and His Orch. 10 21107 Rain— Fox-trot, Jacques Renard and His Cocoanut Grove Orch. 10 Joy Bells — Fox-trot The Troubadours 10 21114 'S Wonderful — Fox-trot, Victor Arden-Phil Ohman and Their Orch. 10 Funny Face — Fox-trot, Victor Arden-Phil Ohman and Their Orch. 10 LIST FOR JANUARY 27 VOCAL AND INSTRUMENTAL 21146 Diane (I'm in Heaven When I See You Smile), Jesse Crawford 10 Among My Souvenirs Jesse Crawford 10 21055 Apache Dance (Offenbach) . .Victor Salon Orch. 10 La Golondrina (The Swallow) (Serradell), Victor Salon Orch. 10 21109 I Got a Home in-a Dat Rock Paul Robeson 10 Witness Paul Robeson-Lawrence Brown 10 21144 Mother of Mine, I Still Have You, The Silver-Masked Tenor 10 My Stormy Weather Pal, The Silver-Masked Tenor 10 21143 What'U You Do? Correll-Gosden 10 Oh, Look at That Baby Correll-Gosden 10 21145 My One and Only (What Am I Gonna Do?) (From "Funny Face") Jane Green 10 Mine — All Mine Jane Green 10 HUMOROUS MONOLOG 21115 The Human Chatterbox Plays Golf, Julius Tannen 10 More Chatter Julius Tannen 10 DANCE RECORDS 21097 Dawn (From "Golden Dawn")— Fox-trot, The Troubadours 10 We Two (From "Golden Dawn"), Fox Trot, The Troubadours 10 21113 Thou Swell (From "A Connecticut Yankee") — Fox-trot, Johnny Johnson and His Statler Pennsylvanians 10 My One and Only (What Am I Gonna Do?) (From "Funny Face") — Fox-trot, Johnny Johnson and His Statler Pennsylvanians 10 21101 Lovely Lady (From "Lovely Lady") — Fox-trot, Johnny Johnson and His Statler Pennsylvanians 10 Make Believe You're Happy (From "Lovely Lady"), — Fox-trot, Johnny Johnson and His Statler Pennsylvanians 10 21102 Bungalow of Dreams — Fox-trot, Frankie Masters and His Orch. 10 I'm Wlalkin' on Air — Fox-trot. Frankie Masters and His Orch. 10 MUSICAL MASTERPIECES M-l Symphony No. 5. "From the New World" (Dvorak, Op. 95), Leopold Stokowski Philadelphia Symphony Orch. Complete on 5 Double-Faced Victor Records, Numbers 6565 to 6569 Inclusive A Single-Faced Lecture Record (6743), by Leopold Stokowski VICTOR HERBERT'S MELODIES In Album C-l. On 5 Double-Faced Records (9145-9149) with Explanatory Folder Ah! Sweet Mystery of Life Victor Salon Orch. Selections from "Naughty Marietta" (From "Naughty Marietta") Victor Light Opera Company Kiss Me Again (From "Mile. Modiste"), Victor Salon Group Selections from "The Fortune Teller": "Gypsy Love Song" — "Romany Life" Victor Salon Group Badinage Victor Concert Orch. Air de Ballet and Al Fresco Victor Concert Orch. March of the Toys (From "Babes in Toyland"), Victor Concert Orch. Selections from "Babes in Toyland," Victor Light Opera Company Selections from "Sweetheart," Victor Light Opera Company Selections from "The Red Mill," Victor Light Opera Company FOR THE AUTOMATIC ORTHOPHONIC VICTROLA A-7 Symphony No. 8, in B Minor ("Unfinished") (Schubert), Invitation to The Waltz (Weber), Toccata and Fugue (Bach), Nutcracker Suite (Tschaikowsky), Afternoon of a Faun (Debussy), Tales from the Vienna Woods (Strauss) — Waltz, Blue Danube (Strauss) — Waltz, Leopold Stokowski-Philadelphia Symphony Orch. On 10 Double-Faced Records (6756-6765) in Unit Program Carrier Columbia Phono. Co., Inc. 7142-M 143-M 2056-M 2055-M 7141-M 5073-M 7140-M 1202-D 1201-D 50053- D 50054- D 1204-D 1211-D 1207-D 1205-D 1226-D 1222-D 1212-D 1210-D 1184-D 1213-D CELEBRITY SERIES Ay-Ay-Ay Schlaf ein, mein Blond-Engelein (Perez-Freire-Beda) — Tenor Solo, Richard C. Tauber Song of India (Sadko) (Rimsky-Korsakov) — Tenor Solo Richard C. Tauber Coq D'Or: Hymn to the Sun (Rimsky-Kor- sakov-Franko) — Violin Solo.... Eddy Brown Song of India (Sadko) (Rimsky-Korsakov- Brown) — Violin Solo Eddy Brown Andrea Chenier: Improvviso — Come un bel di (As on a Fair Spring Day), Parts 1 and 2 (Giordano) — Tenor Solo Aroldo Lindi La Boheme: Musetta's Waltz Song (Puccini) — Soprano Solo Maria Kurenko Mignon: Connais-tu le pays? (Knowest Thou the Land?) (Thomas) — Soprano Solo, Maria Kurenko Mazurka in B Minor (Chopin) — Piano Solo, Ignaz Friedman La Campanella (Liszt-Busoni) — Piano Solo, Ignaz Friedman Tannhauser: Song to the Evening Star (Wag- ner)— Baritone Solo Fraser Gange The Fortune Teller: Gypsy Love Song (Slum- ber On, My Little Gypsy Sweetheart) (Herbert) — Baritone Solo .... Fraser Gange The Little Minister: Overture — Parts 1 and 2 (Mackenzie) — Instrumental. New Queen's Hall Light Orch. (Sir Alexander Mackenzie, Con.) SACRED MUSIC America the Beautiful, Columbia Mixed Chorus Battle Hymn of the Republic. Columbia Mixed Chorus The Church by the Side of the Road- Vocal Duet. Homer A. Rodeheaver-Doris Doe Sweeter as the Years Go By — Vocal, Homer A. Rodeheaver INSTRUMENTAL MUSIC Poet and Peasant — Parts 1 and 2 (von Suppe), Columbia Symphony Orch. (Dir. R.H. Bowers) Voices of Spring (Fruhlingsstimmen) (Strauss; Op. 410)— Waltz, Johann Strauss and Symphony Orch. Enjoy Your Life (Freuet Euch Des Lebens) (Strauss; Op. 340)— Waltz. Johann Strauss and Symphony Orch. Llewellyn Waltz — Saxophone Solo, Rudy Wiedoeft Serenade — Saxophone Solo ...Rudy Wiedoeft Dainty Miss — Fox-trot; Piano Duet, Constance MeringMuriel Pollock Polly — Fox-trot; Piano Duet, Constance MeringMuriel Pollock DANCE MUSIC Is Everybody Happy Now? (From "Artists and Models") — Fox-trot, with Incidental Singing by Ted Lewis, Ted Lewis and His Band Down the Old Church Aisle — Fox-trot, with Incidental Singing by Ted Lewis, Ted Lewis and His Band Dawn (From "Golden Dawn") — Fox-trot, with Vocal Chorus.. Leo Reisman and His Orch. We Two (From "Golden Dawn") — Fox-trot, with Vocal Chorus, Leo Reisman and His Orch. Maybe I'll Baby You (From "Take the Air") — Fox-trot, with Vocal Chorus, Max Fisher and His California Orch. Lullaby (From "Take the Air") — Fox-trot, with Vocal Chorus by Johnny Murray, Max Fisher and His California Orch. Dear, on a Night Like This — Fox-trot, with Vocal Chorus by Lewis James, Cass Hagan and His Park Central Hotel Orch. I'll Think of You— Fox-trot, with Vocal Chorus Al Lentz and His Orch. What'U You Do? — Fox-trot, with Vocal Chorus, Leo Reisman and His Orch. There's One Little Girl Who Loves Me— Fox-trot, with Vocal Chorus by Harold Lambert, Ipana Troubadours (S. C. Lanin, Dir.) Girl of My Dreams— Waltz, with Vocal Chorus by Kenneth Sargent), Eddie Thomas' Collegians Tomorrow — Waltz, with Vocal Chorus by Vincent Van Tuyl. Eddie Thomas' Collegians Somebody Lied About Me — Waltz, with Vocal Chorus by Elliott Shaw ...The Columbians Rose of the Lane — Waltz, with Vocal Chorus by Elliott Shaw The Columbians 'S Wonderful (From "Funny Face") — Fox- trot, with Vocal Chorus by Harold Lambert. Ipana Troubadours (S. C. Lanin, Dir.) My One and Only (From "Funny Face") — Fox-trot, with Vocal Chorus by Tom Stacks, Clicquot Club Eskimos (Dir. Harry Reser) 119 1229-D Five Pennies — Fox-trot, The Charleston Chasers (Dir. "Red" Nichols) Feelin' No Pain — Fox-trot, The Charleston Chasers (Dir. "Red" Nichols) 1227- D I Told Them All About You— Fox-trot, with Vocal Chorus The Four Aristocrats Make My Cot Where the Cot-Cot-Cotton Grows — Fox-trot, with Vocal Chorus by Arthur Fields California Ramblers 1209-D The Song Is Ended (But the Melody Lingers On) — Waltz, with Vocal Chorus by James Melton The Columbians There Must Be Somebody Else — Fox-trot, with Vocal Chorus by Harold Lambert, The Radiolites 1157-D Hanohano Hanalei — Hawaiian Hula — Instru- mental and Vocal. .... .South Sea Islanders Liliu E — Hawaiian Hula — Instrumental ana Vocal South Sea Islanders 1197- D An Old Guitar and an Old Refrain— Fox-trot, with Vocal Chorus by Ralph Pollock, Ralph Pollock and His Orch. Why Should I Say That I'm Sorry— Waltz, Ralph Pollock and His Orch. VOCAL NUMBERS 1198- D Two Black Crows— Part 5— Comedv Sketch, Moran-Mack Two Black Crows— Part 6 — Comedy Sketch, Moran-Mack 1206-D Diane (From "Seventh Heaven") — Vocal, James Melton An Old Guitar and an Old Refrain— Vocal, James Melton 1208-D Blue River — Vocal Ruth Etting Love Is Just a Little Bit of Heaven— Vocal, Ruth Etting 1221-D There's a Rickety, Rackety Shack — Vocal Duet, Van-Schenck 12 Is She My Girl Friend? (How-de ow-dow! ) — Vocal Duet Van-Sclienck 12 1199-D Did You Mean It? (From "A Night in Spain") — Vocal Lee Morse 10 Old Fashioned Romance — Vocal... Lee Morse 1220-D After I've Called You Sweetheart— Vocal, 10 Charles Kaley A Shady Tree— Vocal Charles Kaley 1228- D Sweetheart Memories, 10 The Girl Baritone (Kitty O'Connor) Sailin' On — Vocal Harmonies, 10 Ethel and Dorothea Ponce 1203-D My Blue Heaven— Male Quintet, The Singing Sophomores 10 When Honey Sings an Old-Time Song, The Singing Sophomores-Vaughn de Leath 12 1215-D Wherever You Are (From "Sidewalks of New York") — Vocal Duet, 12 Vaughn de Leath-Franklyn Baur Play-Ground in the Sky (From "Sidewalks of 12 New York") — Vocal Duet, Vaughn de Leath-Frank Harris 1200-D Oshkosh— Vocal, 12 Dale Wimbrow, the Del-Mar-Va Songster and His Rubeville Tuners Roll Right Off-a My Green— Vocal, The Del-Mar-Va Songster 12 and His Rubeville Tuners FAMILIAR TUNES— OLD AND NEW 15201- D A Corn Licker Still in Georgia — Parts 1 and 12 2 — Featuring Clayton McMichen, Riley Puckett, Gid Tanner, Lowe Stokes, Fate 12 Norris, Bob Nichols and Bill Brown 15204- D Big Ball in Town, 10 Gid Tanner and His Skillet-Lickers. with Riley Puckett and Clayton McMichen 10 Old McDonald Had a Farm, Gid Tanner and His Skillet-Lickers. with Riley Puckett and Clayton McMichen 12 15207-D When the Roll Is Called Up Yonder, Rev. M. L. Thrasher and His Gospel Singers What Shall We Do With Mother?, 12 Rev. M. L. Thrasher and His Gospel Singers 15202- D Aloha Oe (Farewell to Thee), McMichen's Melody Men 12 The Missouri Waltz. McMichen's Melody Men 15203- D He Pardoned Me — Sacred Music, 10 Bush Brothers 10 Saved by His Sweet Grace — Sacred Music, Bush Brothers 10 15209-D Ladies on the Steamboat — Dance, Burnett-Rutherford 10 Billy in the Low Ground — Dance, Burnett-Rutherford 15205- D The Old Hat Leake County Revelers Monkey in the Dog Cart, Leake County Revelers 10 15210-D Old Aunt Betsy, Frank Blevins and His Tar Heel Rattlers Fly Around, My Pretty Little Miss, 10 Frank Blevins and His Tar Heel Ratllers 15208-D Gospel Waves Smith's Sacred Singers He Bore It All Smith's Sacred Singers 15206- D Red River Valley— Vocal Duet, Hugh Cross-Riley Puckett 10 When You Wore a Tulip — Vocal Duet, Hugh Cross-Riley Puckett IRISH RECORDS 10 33214-F Danny Boy; Come Back to Erin — Waltz, Dublin Orch. Believe Me If All Those Endearing Young 10 Charms; Wearin' of the Green — Waltz, Dublin Orch. 33215- F Heathery Breeze — Reel. 10 Sullivan's Shamrock Band The Mouse in the Cupboard — Jig, 10 Sullivan's Shamrock Band 33216- F The Maid of Ballintra — Reel; Violin, with 10 Lilting George Halpin-M. Stanford The Thrush on the Hedge — Jig; Violin, with Lilting George Halpin-M. Stanford 33217- F Open the Door Softly; Kitty, My Love, Will 10 You Marry Me? — Baritone Solo, Walter McNally Kathleen Mavourneen — Baritone Solo, 10 Walter McNally 33218- F Ireland Is Ireland to Me — Tenor Solo, Michael Ahern The Dear Little Shamrock — Tenor Solo, Michael Ahern 33219- F The Darlin' Girl From Clare — Tenor Solo, Seamus O'Doherty The Glen of Aherlow — Tenor Solo, Seamus O'Doherty 33220- F The Old Side Car— Flute Solo, John Griffin (The Fifth Ave. Bus Man) Three Little Leaves of Irish Green — Flute Solo, John Griffin (The Fifth Ave. Bus Man) (Continued on page 120) 10 10 10 120 The Talking Machine World, New York, January, 1928 THE LATEST RECORD BULLETINS— (Continued from page 119) Harry Von Tilzer's 3 Big Hits WHETHER IT RAINS WHETHER IT SHINES ALL I WANT IS JUST YOUR LOVE WHEN ITS NECKING TIME IN GREAT NECK HARRY VON TILZER MUSIC PUBLISHING CO. 1587 Broadway New York City 33221- F Ceoch O'Leary— Vocal Shaun O'Nolan The Irish Fiddler — Vocal Shaun O'Nolan 33222- F On the Road to the Fair — Jew's Harp and Guitar Duet Flanagan Brothers The Lietrim Thrush — Reel .. Flanagan Brothers 33223- F Cadden's Fancy— Jig Set; Violin Duet, Frank Quinn-Joe Maguire Donovan's Reel — Reel Set; Violin Duet, Frank Quinn-Joe Maguire Edison Disc Records SPECIALS 52141 The Song Is Ended (But the Melody Lingers On) (Berlin) J. Donald Parker Together, We Two (Berlin) J. Donald Parker 52145 Rhapsody in Blue— Part 1 (Gershwin), The Edisonians Rhapsody in Blue — Part 2 (Gershwin), The Edisonians 52144 The. Whole World Is Waiting (For Dreams to Come True) (Harrison-Moore) ... .Vernon Dalhart Where the Coosa River Flows (Johnson-Sher- man-Craver) Vernon Dalhart 52150 Among My Souvenirs (Leslie-Nicholls), Charles Harrison I'm in Heaven When I See You Smile, Diane (Rapee-Pollack) The Rollickers 52151 Pullman Porters — A Darky Sketch, Two Dark Knights All at Sea — A Darky Sketch Two Dark Knights 52146 Moonlight Lane (Green-Francis-Glogau) — Violin Solo Rae Eleanor Ball Yesterday (Harrison- Wilhite) — Violin Solo, Rae Eleanor Ball 52149 Go Home and Tell Your Mother (That I Love You) (Baer-Russell-Schuster) — Dave Kaplan at the Piano, The Happiness Boys (Billy Jones-Ernest Hare) Get 'Em in a Rumble Seat (Davidson-Lampl- Marshall) — Dave Kaplan at the Piano, The Happiness Boys (Billy Jones-Ernest Hare) 52152 Mine — All Mine (Ruby-Cowan-Stept), Frank Braidwood (The Cowboy Baritone) It All Belongs to Me (From "Ziegfeld Follies of 1927") (Berlin), F. Braidwood (The Cowboy Baritone) and His Uke 52157 Dear, On a Night Like This (Caesar-Conrad), Jack Parker-Will Donaldson Nothin' (Turk-Handman), Jack Parker-Will Donaldson 52158 (I Scream — You Scream — We All Scream (for Ice Cream) (Johnson-Moll-King) The Rollickers We (My Honey and Me) (Woods-Tobias-Sher- man) The Rollickers 52159 There Must Be Somebody Else (Gottler-Clare- Pinkard) Vaughn de Leath (The Radio Girl) What'll You Do? (Miller-Cohn), Vaughn de Leath (The Radio Girl) 52163 Old Man Noah — Male Voice Ritz Quartet Old Time Song Medley — Male Voice.,. Ritz Quartet 52161 Where in the World (Is There Someone for Me) (Lewis-Marks-Gill-Lombardo) — Tenor, Charles Harrison My Melancholy Baby (Norton-Burnett) — Tenor, Victor Hall 52153 When Shadows Fall (O'er the Canyon Wall) (Applegarth-Loth) Ernest Davis Brown October Ale (From "Robin Hood") (Smith-DeKoven) J. Lester Haberkorn FLASHES 52148 Dream Kisses (Yellen-Jerome) — Fox-trot, with Vocal Refrain by Vaughn de Leath, Irwin Abrams with His Orch. I'm Telling the World (That I Love You) (Ash- more-Clarke-Polla) — Fox-trot, with Vocal Chorus by J. Donald Parker, Al Lynn's Music Masters 52147 My New York (Berlin) — Fox-trot, with Vocal Chorus by Billy Jones, Dave Kaplan with His Happiness Orch. Five Pennies (Nichols) — Fox-trot, Phil Napoleon and His Orch. 52154 Mollv Malon» (From "The Merry Malones") (Cohan) — Waltz, with Incidental Singing by the Rollickers Jack Stillman's Orch. Moonlight Lane (Green-Francis-Glogau) — Waltz, with Incidental Singing by the Rollickers, Jack Stillman's Orch. 52155 Among My Souvenirs (Leslie-Nicholls) — Fox-trot, B.A.Rolfe(Trumpet Virtuoso)and Palais d'Or Orch. Rain (Ford) — Fox-trot, with Vocal Chorus by Ernest Hare, Al Friedman and His "Yoeng's" Orch 52156 Did You Mean It? (Baker-Silver-Lyman) — Fox- trot, with Vocal Chorus by Arthur Fields, Joe Green and His Novelty Orch. So Tired (Little-Sizemore) — Fox-trot, with Vocal Chorus by Arthur Fields, Joe Green and His Novelty Orch. 52162 Blue Baby (Why Are You Blue) (Klages Green- Haid) — Fox-trot, with Vocal Chorus by Ernest Hare Al Friedman and His " Voeng's" Orch Tell Me Little Daisy — Fox-trot (Lombardo-Miles) Golden Gate Orchestra with Vocal Chorus 52164 Make My Cot Where the Cot-Cot Cotton Grows (Le Soir-Doll-Klein)— Fox-trot. .Golden Gate Orch. For My Baby (Kahal-Wheeler-Snyder) — Fox- trot, with Vocal Chorus Golden Gate Orch. 52166 Singapore Sorrows (Le Soir-Doll) — Fox-trot, with Incidental Singing, B. A. Rolfe (Trumpet Virtuoso) and Palais d'Or Orch. Dawn (From "Golden Dawn") (Harbach-Ham- merstein Il-Stolz-Stothart) — Fox-trot. Frank Cornwell and His Orch. GERMAN 57026 Spielleut', spielfs auf (Play, People, Play) (Ed. Hoenes, Op. 44) — Walzer. Gottsmann's Zither Trio Die lustigen Dorfmusikanten — Landler (The Happy Peasant Musician) (Hans Dondl. Op. 197) Gottsmann's Zither Trio Okeh Records LIST FOR DECEMBER 25 DANCE MUSIC 40939 Dream Kisses (Yellen-Jerome) — Fox-trot, with Vocal Refrain The Gotham Troubadours In a Shady Nook by a Babbling Brook (Pease- Nelson) — Fox-trot, with Vocal Refrain, The Gotham Troubadours 40940 Blue Baby Why Are You Blue? (Klages-Green- Haid) — Fox-trot, with Vocal Refrain, The Goofus Five Is She My Girl Friend? (How-de-ow-dow!) (Yellen-Ager)— Fox-trot The Goofus Five 40941 The Beggar (Kahal-Wheeler-Snyder) — Fox-trot, with Vocal Duet The Okeh Melodians How Long Has This Been Goin' On? (Davis- Wendling) — Fox-trot, with Vocal Refrain, The Okeh Melodians 40945 Among My Souvenirs (Leslie-Nicholls) — Fox- trot, with Vocal Refrain .Justin Ring's Okeh Orch. Away Down South in Heaven (Green-Warren) — Fox-trot, with Vocal Refrain, Justin Ring's Okeh Orch. VOCAL RECORDS 40942 After I've Called You Sweetheart (How Can I Call You Friend?) (Grossman-Little) — Vocal, with Piano... Joe Davis (The Melody Man) The Hours I Spent With You (Lewis- Young- Little) — Vocal, with Piano, Joe Davis (The Melody Man) 40946 Oh! My Operation (Rose-McDonald-Greer) — Vocal, with Piano Jack Lynch Where Is My Meyer? (Where's Himalaya?) (From Balieff's "Chauve-Souris") (Gilbert- Prof es) — Vocal, with Piano Jack Lynch INSTRUMENTAL MUSIC 40943 Charmaine! (Rapee-Pollack) — Hawaiian Instru- mental Ferera-Paaluhi La Golondrina — Hawaiian Instrumental, Ferera-Paaluhi 40944 Yesterday (Harrison- Wilhite) — Pipe Orean Solo, with Vocal Refrain by Seger E'lis, Sigmund Krumgold My Blue Heaven (Donaldson) — Pipe Organ Solo, Sigmund Krumgold OLD TIME TUNES 45170 Don't Love a Smiling Sweetheart— Singing, with Banjo Mountain Dew Dare Courtin' the Widow — Singing, with Banjo, Mountain Dew Dare 45171 I've Got a Woman on Sourwood Mountain — Instrumental, with Singing, Earl Johnson and His Clodhoppers Johnnie, Get Your Gun — Vocal, with Instru- mental Earl Johnson and His Clodhoppers 45172 I'll Be Ready — Vocal Murphy Sacred S'ngers That Beautiful Home — Vocal. Murphy Sacred Singers RACE RECORDS 8525 (Norfolk) Church Street Sobbin'. Blues (Lada- Cawley-Nunez) — Fox-trot, Clarence Williams' Washboard Four Yama Yama Blues (Williams-Williams) — Fox-trot, Clarence Williams' Washboard Four 8526 Range in My Kitchen Blues (Alexander) — • Singing, with Guitar "Texas" Alexander Farm Hand Blues (Alexander) — Singing, with Piano "Texas" Alexander 8527 Deacon's Prayer Service — Sermon, Deacon Leon Davis, assisted by Sisters Jordan and Norman Experience Meeting — Sermon, Deacon Leon Davis, assisted by Sisters Jordan and Norman LIST FOR JANUARY 5 DANCE MUSIC 40947 Four String Joe (Venuti-Lang) — Fox-trot, Joe Venuti's Blue Four Penn Beach Blues (Venuti-Lang) — Fox-trot, Joe Venuti's Blue Four 40948 My Heart Stood Still (From "A Connecticut Yankee") (Hart-Rodgers) — Fox-trot, with Vocal Refrain, Irwin Abrams and His Hotel Manger Orch. I Feel at Home With You (From "A Connecti- cut Yankee") (Hart-Rodgers) — Fox-trot, with Vocal Refrain, Irwin Abrams and His Hotel Manger Orch. 40950 Girl of My Dreams (Clapp)— Waltz, with Vocal Refrain Southern Melody Artists The Hours I Spent With You (Lewis-Young- Little) — Waltz, with Vocal Refrain, Southern Melody Artists VOCAL RECORDS 40951 A Shady Tree (Donaldson)— Vocal, with Violin, 'Cello and Piano Mark Fisher Everywhere You Go (Shay-Goodwin-Fisher) — Vocal, with Violin, 'Cello and Piano. Mark Fisher 40952 Among My Souvenirs (Leslie-Nicholls) — Vocal, with Justin Ring's Salon Orch Seger Ellis It Was Only a Sun Shower (Kahal-Wheeler- Snyder) — Vocal, with Justin Ring's Salon Orch Seger Ellis INSTRUMENTAL 40949 Wabash Blues (Meinken) — Clarinet, with Piano; Guitar by Ed Lang Boyd Senter The Boss of the Stomps (Russell) — Clarinet, with Piano; Guitar by Ed Lang Boyd Senter OLD TIME TUNE RECORDS 45173 Scottdale Stomp — Instrumental. Scottdale String Band Old Folks Better Go to Bed — Instrumental, Scottdale String Band 45174 Daniel in the Den of Lions — Vocal Duet, with Instrumental Accomp., North Carolina Cooper Boys Red Rose of Texas — Vocal, with Instrumental Accomp North Carolina Cooper Boys 45175 Is It Well With Your Soul ?— Vocal Quartet, Carolina Quartet Saved by His Sweet Grace — Vocal Quartet, Carolina Quartet RACE RECORDS 8528 Blackbird Blues — Vocal, with Piano and Guitar, Raymond Boyd Unkind Mama (Harris) — Vocal, with Piano and Guitar Raymond Boyd 8529 Alligator Blues (Williams)— Vocal, with Guitars, Helen Humes Everybody Does It Now (Hughes) — Vocal, with Piano Helen Humes 8530 St. Louis Blues (Handy)— Guitar Duet. Weaver-Beasley Bottle Neck Blues (Weaver) — Guitar Duet, Weaver-Beasley EUROPEAN RECORDINGS (Odeon Label) 3214 Forget-Me-Not (Vergissmeinnicht) Parts 1 and 2 (Waldteufel) — Orchestra, Edith Lorand and Her Orch. 3215 Minuet in G (Beethoven); Fair Rosemary (Kreisler)— Violin Solo Edith Lorand Trio in G — Finale (Beethoven) — Instrumental Trio, with Violin, 'Cello and Piano, Edith Lorand Trio 5132 Lohengrin — Selections Parts 1 and 2 (Wagner) — Symphony Orchestra, Eduard Moerike and the Orchestra of the State Opera House, Berlin LIST FOR JANUARY 15 DANCE MUSIC 40953 Mari anette ( Nay lor- Hays- Alexander-Heracher) — Waltz, with Vocal Duet Refrain, Billy Hays and His Orch. There's a Rickety Rackety Shack (By a Rickety Rackety Road) (Tobias-Turk) — Fox-trot, with Vocal Duet Refrain. .Billy Hays and His Orch. 40954 'S Wonderful (From "Funny Face") (Gersh- win-Gershwin)— Fox-trot, with Vocal Refrain, Tom Stacks and His Orch. Maybe I'll Baby You (From "Take the Air") (Buck-Stamper) — Fox-trot, with Vocal Refrain, Tom Stacks and His Orch. 40955 Black and Tan Fantasy (Miley-Ellington) — Fox- trot Duke Ellington and His Orch. What Can a Poor Fellow Do? (Meyers- Schoebel) — Fox-trot, .Duke Ellington and His Orch. 40956 After We Kiss (Britt-Fiorito)— Waltz, with Vocal Refrain by Seger Ellis, The Royal Music Makers The Sweetheart of Sigma Chi (Stokes-Vernor) — Waltz, with Vocal Refrain by Seger Ellis, The Royal Music Makers VOCAL RECORDS 40957 I Nikiniki Malie (Hawaiian Yodel) — Vocal, with Hawaiian Guitars Kalama's Quartet Medley of Hulas — Vocal, with Hawaiian Guitars, Kalama's Quartet 40958 The Beggar (Kahal-Wheeler-Snyder) — Vocal, with Violin, Guitar and Piano Noel Taylor Girl of My Dreams (Clapp) — Vocal, with Orch., Noel Taylor OLD TIME TUNE RECORDS 45176 Did He Ever Return? — Vocal, with Instrumental, Fiddlin' John Carson and His Virginia Reelers Engineer on the Mogull — Vocal, with Instru- mental, Fiddlin' John Carson and His Virginia Reelers 45177 Little Maud — Vocal, with Guitar and Banjo, Bela Lam and His Greene County Singers Sweet Bye and Bye — Vocal, with Guitar and Banjo, Bela Lam and His Greene County Singers 45178 Kansas City Railroad Blues — Instrumental, George Walburn-Emmett Hethcox Polecat Blues — Instrumental, George Walburn-Emmett Hethcox RACE RECORDS 8531 Dope Head Blues (Spivey) — Vocal, with Piano and Guitar Victoria Spivey Blood Thirsty Blues (Spivey) — Vocal, with Piano and Guitar Victoria Spivey 8532 White Horse and His Rider — Sermon, Rev. J; M. Gates, Assisted by Deacon Leon Davis and Sisters Jordan and Norman Hell Bound Express Train — Sermon, Rev. J; M. Gates, Assisted by Deacon Leon Davis and Sisters Jordan and Norman 8533 Ballin' the Jack (Clark)— Fox-trot, The Chicago Footwarmers Grandma's Ball (Blythe) — Fox-trot, The Chicago Footwarmers 8454 8455 8456 8457 8458 8459 8460 8461 8462 8463 8464 8465 8466 8468 Regal Dance Records DANCE RECORDS Mary (What Are You Waiting For?) — Fox-trot, The Rounders Down South — Fox-trot Markel's Society Favorites Dream Kisses — Fox-trot. ... Fred Rich's Dance Orch. Sorry — Fox-trot Fletcher Henderson's Collegians I Fell Head Over Heels in Love — Fox-trot, Sam Lanin's Dance Orch. Who Knows — Fox-trot Sam Lanin's Dance Orch. Away Down South in Heaven — Fox-trot, Sam Lanin's Dance Orcn. Rain — Fox-trot Sam Lanin's Dance Orch. The Hours I Spent With You— Waltz, Adrian Schubert's Salon Orch My Ohio Lullaby — Waltz, Adrian Schubert's Salon Orch. Normandy — Fox-trot Markel's Society Favorites So Tired — Fox-trot Fred Rich's Dance Orch. Without You Sweetheart — Fox-trot. .. .The Rounders Our Bungalow of Dreams — Fox-trot, Fred Rich's Dance Or:h. Girl of My Dreams — Waltz, Adrian Schubert's Salon Orch. Where in the World (Is There Someone for Me) — Waltz Adrian Schubert's Salon Orch. My Heart Stood Still (From "A Connecticut Yankee') — Fox-trot ....Markel's Society Favorites Tin Pan Parade — Fox-trot The Rounder.' Let a Smile Be Your Umbrella — Fox-trot, Markel's Society Favorites Candied Sweets — Fox-trot . Jack Pettis and His Band VOCAL RECORDS Among My Souvenirs — Baritone Solo, with Orch. Accomp Harold Lambert My Melancholy Baby — Baritone Solo, with Orch. Accomp Harold Lambert I'm in Heaven When I See You Smile, Diane — Tenor Solo, with Orch. Accomp .. Charles Hariison My Dreams Are Dreams of You — Tenor Solo, with Orch. Accomp Charles Harrison Away Down South in Heaven — Male Duet, with Novelty Accomp Radio Eddie-Harold Lambert Did You Mean It? — Male Duet, with Novelty Accomp Radio Eddie-Harold Lambert Go Home and Tell Your Mother — Tenor So'.o, with Orch. Accomp Irving Kaufman You Can't Walk Back From an Aeroplane — Tenor Solo, with Orch. Accomp. . Irving Kaufman A PAIR OF BLACK ACES A Pair of Black Aces — Part 3 — "Gwine to Africa"- — Comedy Dialogue Miller-Lyles The Talking Machine World, New York, January, 1928 121 THE LATEST RECORD BULLETINS— (Continued from page 120) A Pair of Black Aces — Part 4 — "Moneyless Debts" — Comedy Dialogue Miller-Lyles NOVELTY RECORDS 8469 The Old Grey Mare— Tenor Solo, with Novelty Accomp Vernon Dalhart The Wreck of the C. & O. No. 5— Tenor Solo, with Novelty Accomp Vernon Dalhart 8470 When the Sun Goes Down Again — Male Duet, with Novelty Accomp Dalhart-Robison Hear Dem Bells — Male Duet, with Novelty Accomp Dalhart-Robison 8471 Weeping Willow Lane — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians My Hawaiian Star — Hawaian Guitars with Vocal Refrain Frank Ferera's Hawaiians 8472 My Blue Heaven — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians Hawaiian Eyes — Hawaiian Guitars, with Vocal Refrain , Frank Ferera's Hawaiians RACE RECORD 8473 Police Blues — Comedienne, with Novelty Accomp., Lizzie Miles You Can't Have It Unless I Give It to You — Comedienne, with Novelty Accomp. .. Lizzie Miles Gennett Records ELECTROBEAM (BLACK LABEL) RECORDS LIST FOR JANUARY 1 POPULAR DANCE RECORDS 6309 The Hours I Spent With You— Waltz, with Vocal Chorus Emil Seidel and His Orel). Down South — Fox-trot, with Vocal Ensemble, Emil Seidel and His Orch. 6310 I'll Think of You— Fox-trot, with Vocal Chorus, Bob Deikman and His Orch. Dancing Tambourine — Fox-trot, Bob Deikman and His Orch. 6311 One Night in Havana, Hoagy Carmichael and His Pals Stardust — Stomp ...Hoagy Carmichael and His Pals POPULAR VOCAL 6312 Where the Cot-Cot-Cotton Grows — Accomp. by Fred Roehr, The Monitor Boys of Crosley Radio WLW Gee! But I'm Lonesome To-night — Accomp. by Fred Roehr, The Monitor Boys of Crosley Radio WLW 6313 I Ain't Got Nobody (And Nobody Cares for Me) — Piano Accomp., Bailey-Barnum (The Banjo-ker and the Songster) I Told Them All About You— Piano Accomp., Bailey-Barnum (The Banjo-ker and the Songster) 6314 White Wings (Carry Me Home) — Baritone, with Orch. Accomp Edgar Welch Lonely in a Crowd — Tenor, with Orch. Accomp., Elliott Stewart 6315 Beneath Venetian Skies (With You), Radcliffe Brothers Are You Thinking of Me To-night?, Radcliffe Brothers STANDARD VOCAL 6316 When You're Gone I Won't Forget — Piano Accomp Woodlawn Quartet Darling Nellie Gray — Piano Accomp., Woodlawn Quartet YODEL 6317 In the Mountains High — Accomp. by Walt An- derson and Orch Les Backer Sleep Baby Sleep — Accomp. by Piano, Steel Hawaiian Guitar and Tenor Guitar Les Backer OLD TIME PLAYIN' 6318 The Old Fashioned Square Dance— Old Time Harmonica and Guitar Playin', Billy Milton and His One Man Band Dill Pickles — Old Time Harmonica and Guitar Playin' Billy Milton and His One Man Band OLD TIME SINGIN' AND PLAYIN' 6319 My Little Old Sod Shanty on the Claim- Banjo Accomp Chubby Parker His Parents Haven't Seen Him Since — Banjo Accomp Chubby Parker 6320 You Never Miss Your Mother Until She's Gone, Henry Whitter-G. B. Grayson Train No. 45 Henry Whitter-G. B. Grayson RACE RECORDS 6321 Mistreated Blues — Vocal Blues, with Accomp. by Celeste and Violin Katherine Baker Brick Flat Blues — Vocal Blues, with Accomp, by Piano and Violin Lizzie Washington 6322 Mean Dog Blues — Instrumental; Drag Blues, Dunk Rendleman and the Alabamians Canned Heat Blues — Instrumental; Drag Blues, Triangle Harmony Boys 6323 Funeral Sermon — Sermon, with Singing, Rev. J. F. Forest Prayer Meeting and Sermon — Sermon, with Singing Rev. J. F. Forest 6324 Together, We Two Emil Seidel and His Orch. Did You Mean It? Emil Seidel and His Orch LIST FOR JANUARY 15 POPULAR DANCE RECORDS 6324 Together, We Two— Fox-trot, Emil Seidel and His Orch. Did You Mean It? — Fox-trot, Emil Seidel and His Orch. 6325 Among My Souvenirs — Fox-trot, Bob Deikman and His Orch. Cobble-Stones — Fox-trot, Bob Deikman and His Orch. 6326 Bugs — Fox-trot Willie Jones and His Orch. Michigan Stomp (Stomp) Willie Jones and His Orch. 6327 The Song Is Ended (But the Melody Lingers On)— Waltz Emil Seidel and His Orch. For My Baby — Fox-trot. . Emil Seidel and His Orch. POPULAR VOCAL RECORDS 6328 Among My Souvenirs — Vocal Les Backer Mother, I Still Have You — Vocal Les Backer 6329 Got No Time — Vocal Grace Wilson Grass Is Always Greener — Vocal Grace Wilson 6330 Down Our Way— Vocal Duet, The Monitor Boys of Crosley Radio WLW The Hours I Spent With You— Vocal Duet, The Monitor Boys of Crosley Radio WLW NOVELTY RECORDS 6331 Hawaiian Waltz Medley — Hawaiian, Lei's Royal Hawaiians Kilima Waltz — Hawaiian Lei's Royal Hawaiians 6332 Massa's in De Cold, Cold Ground. .Banjo Novelty. Albert Bellson Scotch Patrol — Banjo Novelty Albert Bellson OLD TIME SINGIN' AND PLAYIN' 6333 Sweet Floetta David Miller Many Times With You I've Wandered. David Miller 6334 He Keeps Me Singing. .John McGhee-Frank Welling I've Been Redeemed .. .John McGhee-Frank Welling 6335 They Crucified My Savior The Eva Quartet Bringing in the Sheaves The Eva Quartet 6336 Cripple Creek — Old Time Fiddlin', Fiddlin' Doc Roberts Old Buzzard— Old Time Fiddlin' Fiddlin' Doc Roberts 6337 Barrel House Blues — Race Record; Vocal Blues, Sammy Brown The Jockey Blues — Descriptive Piano Novelty, Sammy Brown 6338 You Must Have That True Religion — Race Record; Spiritual Mt. Sinai Jubilee Quartet Live-a-Humble — Race Record; Spiritual, Brooklyn Male Choral Club Domino Records 4073 4075 4076 4074 4077 4071 4078 4072 4079 4080 4082 4081 4083 0207 DANCE RECORDS Mary (What Are You Waiting For?) — Fox-trot. The Rounders Down South — Fox-trot. . ..Markel's Society Favorites Dream Kisses — Fox-trot.. . .Fred Rich's Dance Orch. Sorry — Fox-trot ....Fletcher Henderson's Collegians I Fell Head Over Heels in Love — Fox-trot, Sam Lanin's Dance Orch. Who Knows — Fox-trot. ... Sam Lanin's Dance Orch. Away Down South in Heaven — Fox-trot, Sam Lanin's Dance Orch. Rain — Fox-trot Sam Lanin's Dance Orch. The Hours I Spent With You — Waltz, Adrian Schubert's Salon Orch. My Ohio Lullaby— Waltz, Adrian Schubert's Salon Orcn. Normandy — Fox-trot Markel's Society Favorites So Tired — Fox-trot Fred Rich's Dance Orch. Without You Sweetheart — Fox-trot. . .The Rounders Our Bungalow of Dreams — Fox-trot, Fred Rich's Dance Orch. Girl of My Dreams — Waltz, Adrian Schubert's Salon Orch. Where in the World (Is There Someone for Me) — Waltz Adrian Schubert's Salon Orch. Mv Heart Stood Still (From "A Connecticut Yankee') — Fox-trot ....Markel's Society Favorites Tin Pan Parade — Fox-trot The Rounders Let a Smile Be Your Umbrella — Fox-trot, Markel's Society Favorites Candied Sweets — Fox-trot The Rounders VOCAL RECORDS Among My Souvenirs — Baritone Solo, with Orch. Accomp Harold Lambert My Melancholy Baby — Baritone Solo, with Orch. Accomp Harold Lambeit I'm in Heaven When I See You Smile, Diane — Tenor Solo, with Orch. Accomp. .Charles Harrison My Dreams Are Dreams of You — Tenor Solo, with Orch. Accomp Charles Harrison Away Down South in Heaven — Male Duet, with Novelty Accomp Radio Eddie-Harold Lambert Did You Mean It? — Male Duet, with Novelty Accomp Radio Eddie-Harold Lambert Go Home and Tell Your Mother — Tenor Solo, with Orch. Accomp Irving Kaufman You Can't Walk Back From an Aeroplane — Tenor Solo, with Orch. Accomp. .Irving Kaufman A PAIR OF BLACK ACES A Pair of Black Aces — Part 3 — "Gwine to Africa" — Comedy Dialogue Miller-Lyles A Pair of Black Aces — Part 4 — "Moneyless Debts" — Comedy Dialogue Miller-Lyles (Continued on page 122) Ht AIR ©LANE FOX THQT l WINGS ZAMCCWXlS MASTHRLY ^OX-TROT V [LPS ION OF THE OUTSTANDING "THEME"' SONG FROM THZ xffilll SJJjjjt*^' GREATEST FILM SUCCESS OF THE DAY by BALLARD MACDQNALO i J S ZAMECNI* >S~ HUMORESKIMO AS ORIGINAL AND CATCHV AS ITS NAME A SURE, FJRE WINNER ELTY FOX TRQT SONG £>y PETE WENDLING • — HENRI fltffi &-Ai_FI?£0 BRYAN STARLIGHT ^° TULIPS A REFRESHING BIT Or MELODY THAT IS IRRESISTIBLE — A SWEET TUNE WITH A MELODY THAT HAUNTS YOU A MELODY FOX TROT SONO blf ALFRED BRYAN & PE^E WENDlING BLUEBERRY LANE A REP°Y POPULAR TUNE TiAT JUST SWINGS ALONG TO INSTANTANEOUS SUCCESS fox trot soma ^Alfred bryan s Herman paley FASCINATIN', VAMPS (A VAMPING EPISODE ) /■^l™Bg!ffigEU CHOP IN ATA * FOX toot FWTAS* 0\ THE MOTIFS 0C CHOPIN. PAF'S. LONDON S BEBUN HAVE ACCLAIMED IT AH >T - AND NOW NEW YQHH FOX trot "DELUXE' by CLEMENT OOUCET POLLY the Successor to' nola' Sweeping the. country A HEAL PIANO AND DANCE. NOuElLTy fOX TROT by J. S ZAWECHIn m 1 122 THE LATEST RECORD BULLETINS— (Continued from page 121) The Talking Machine World, New York, January, 1928 NOVELTY RECORDS 0209 The Old Grey Mare— Tenor Solo, with Novelty Accomp Vernon Dalhart The Wreck of the C & O No. 5— Tenor Solo, with Novelty Accomp Vernon Dalhart 0208 When the Sun Goes Down Again — Male Duet, with Novelty Accomp ..Dalhart-Robison Hear Dem Bells — Male Duet, with Novelty Accomp Dalhart-Robison 0210 Weeping Willow Lane — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians My Hawaiian Star — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians 0211 My Blue Heaven — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians Hawaiian Eyes — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians RACE RECORD 4085 Police Blues — Comedienne, with Novelty Accomp., Lizzie Miles You Can't Have It Unless I Give It to You — Comedienne, with Novelty Accomp. .. Lizzie Miles Banner Records DANCE RECORDS 6142 Away Down South in Heaven — Fox-trot, Sam Lanin's Dance Orch. Am I Happy (Yes I'm Happy) — Fox-trot, Hollywood Dance Orch. 6143 Mary (What Are You Waiting For?) — Fox-trot, Campus Boys Skies of Gray — Fox-trot Imperial Dance Orch. 6144 The Hours I Spent With You — Waltz, Majestic Dance Orch. I'd Rather Be Blue — Waltz. . .Majestic Dance Orch. 6145 Dream Kisses — Fox-trot ...Fred Rich's Dance Orch. I've Never Forgotten That I Love You — Fox- trot Hollywood Dance Orch. 6146 Let a Smile Be Your Umbrella — Fox-trot. Gotham Society Orch. Let's Try All Over Again — Fox-trot, Hollywood Dance Orch. 6147 Who Knows — Fox-trot. ... Sam Lanin's Dance Orch. Nobody Loves Me — Fox-trot. .Imperial Dance Orch. 6148 Our Bungalow of Dreams — Fox-trot, Fred Rich's Dance Orch. Rain — Fox-trot Sam Lanin's Dance Orch. 6149 I Fell Head Over Heels in Love — Fox-trot, Sam Lanin's Dance Orch. I'gi Gonna March in April With May — Fox-trot, Al Lynch's Dance Orch. 6150 Sweetheart Memories — Waltz, Adrian Schubert's Salon Orch. Love Comes But Once in a Lifetime — Waltz, Adrian Schubert's Salon Orch. 6151 Without You Sweetheart — Fox-trot. .. .Campus Boys Sweet Mandy — Fox-trot ...Al Lynch's Dance Orch. 6152 Tin Pan Parade — Fox-trot Campus Boys Down South — Foxtrot Al. Lynch's Dance Orch. 6153 Where in the World (Is There Someone for Me) — Waltz Majestic Dance Orch. My Ohio Lullaby — Waltz Majestic Dance Orch. 6154 So Tired — Fox-trot Fred Rich's Dance Orch. Sorry — .Fox-trot Roseland Dance Orch. 6155 Normandy — Fox-trot Gotham Society Orch. I'm Just Wondering — Fox-trot, Al Lynch's Dance Orch. VOCAL RECORDS 6156 I'm in Heaven When I See You Smile, Diane — Tenor Solo, with Orch. Accomp., Charles Harrison My Melancholy Baby — Baritone Solo, with Orch. Accomp Scrappy Lambert - 6157 Away Down South in Heaven — Male Duet, with Novelty Accomp Radio Ed-Scrappy Lambert Good Night, I'll See You in Dreamland — Bari- tone Solo, with Orch. Accomp. .. Scrappy Lambert 6158 Among My Souvenirs — Baritone Solo, -with Orch. Accomp Scrappy Lambert My Dreams Are Dreams of You — Tenor Solo, with Orch. Accomp Irving Kaufman 6159 You Can't Walk Back From an Aeroplane — Tenor Solo, with Orch. Accomp. .. Irving Kaufman You Can't Blame Me for That— Tenor Solo, with Orch. Accomp Irving Kaufman 6160 Did You Mean It? — Male Duet, with Novelty Accomp Radio Ed-Scrappy Lambert I Didn't Think She'd Do It— But She Did— Baritone Solo, with Orch. Accomp. .Arthur Fields 6161 Go Home and Tell Your Mother— Tenor Solo. with Orch. Accomp Irving Kaufman I'm in Love With Daddy's Sweetheart — Tenor Solo, with Orch. Accomp Irving Kaufman NOVELTY RECORDS 2178 The Charcoal Twins — "Gwine to Africa" — — Comedy Dialogue Miller-Lyles Two Licorice Drops — "Two Dark Knights" (All at Sea) — Comedy Dialogue ...Cook-Fleming 2179 The Charcoal Twins — "Moneyless Debts" — Comedy Dialogue Miller-Lyles Two Licorice Drops — "Pullman Porters" — Comedy Dialogue Cook-Fleming 2180 The Old Grey Mare— Tenor Solo, with Nov- elty Accomp Vernon Dalhart When the Sun Goes Down Again — Male Duet, with Noveltv Accomp Dalhart-Robison 2181 Hear Dem Bells— Male Duet, with Novelty Accomp Dalhart-Robison Shine On, Harvest Moon — Male Duet, with Novelty Accomp Dalhart-Robison 2182 My Blue Heaven — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians By the Calm Hawaiian Sea — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians 2183 Weeping Willow Lane — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians Hawaiian Eyes — Hawaiian Guitars, with Vocal Refrain Frank Ferera's Hawaiians RACE RECORD 6162 Peepin' Jim Blues — Comedienne, with Novelty Accomp Miss Frankie When You Get Tired of Your New Sweetie- — Comedienne, with Novelty Accomp. ... Lizzie Miles Harmony Records DANCE SELECTIONS 556- H Mary (What Are You Waiting For?)— Fox- trot, with Vocal Chorus, Lou Gold and His Orch. 10 I've Been Longing for a Girl Like You (For a Long, Long Time) — Fox-trot, with Vocal Chorus Lou Gold and His Orch. 10 552-H Sweet Stranger — Fox-trot, with Vocal Chorus, Manhattan Dance Makers 10 Yep! 'Long About June — Fox-trot, with Vocal Chorus Manhattan Dance Makers 10 551-H Changes — Fox-trot, with Vocal Chorus, University Six 10 There's Something Spanish in Your Eyes — Fox-trot, with Vocal Chorus, University Six 10 557- H Tell Me Little Daisy— Fox-trot, with Vocal Chorus Newport Society Orch. 10 Blue Baby (Why Are You Blue) — Fox-trot, with Vocal Chorus University Six 10 560-H Keep Sweeping the Cobwebs Off the Moon — Fox-trot, with Vocal Chorus, The Harmonians 10 The Sunrise (Will Bring Another Day for You) — Fox-trot, with Vocal Chorus, The Harmonians 10 550-H Dear, on a Night Like This — Fox-trot, with Vocal Chorus WMCA Broadcasters 10 An Old Guitar and an Old Refrain — Fox-trot, with Vocal Chorus. .. .WMCA Broadcasters 10 549-H Plenty of Sunshine — Fox-trot, with Vocal Chorus Lou Gold and His Orch. 10 Rain — Fox-trot, with Vocal Chorus, rT WMCA Broadcasters 11) 559-H Sweetheart Memories — Waltz, with Vocal Chorus Bar Harbor Society Orch. 10 Where in the World (Is There Someone For Me)— Waltz, with Vocal Chorus, Lou Gold and His Orch. 1Q 546- H For My Baby — Fox-trot, with Vocal Chorus, Broadway Bell-Hops 10 Summertime Sweethearts (Where Do They Go in the Fall?) — Fox-trot, with Vocal Chorus, Broadway Bell-Hops 10 545-H Goose Pimples — Fox-trot .. The Dixie Stompers 10 Cornfed! — Fox-trot The Dixie Stompers 10 547- H Away Down South in Heaven — Fox-trot, with Vocal Chorus The Westerners 10 There's a Rickety, Rackety Shack — Fox trot, with Vocal Chorus. . Newport Society Orch. 10 553- H The Sweetheart of Sigma Chi — Waltz, with Vocal Chorus ...Bar Harbor Society Orch. 10 The Hours I Spent With You — Waltz, with Vocal Chorus ..Bar Harbor Society Orch. 10 VOCAL SELECTIONS 544-H The Hours I Spent With You— Vocal, Irving Kaufman 10 My Heart Is Calling — Vocal. ... Colin O'More 10 554- H Girl of My Dreams — Vocal .. Irving Kaufman 10 Mother of Mine, I Still Have You — Vocal, Irving Kaufman 10 548- H He's Tall and Dark and Handsome — Vocal, Jane Gray 10 A Good Man Is Hard to Find — Vocal, Jane Gray 10 555- H Is She My Girl Friend? (How-de-ow-dow! )— Vocal Duet Harmony Brothers 10 I Scream — You Scream — We All Scream for Ice Cream — Vocal Duet. . Harmony Brothers 10 561-H You'd Rather Forget Than Forgive — Vocal, The Melody Man (Joe Davis) 10 Tomorrow — Vocal, The Melody Man (Joe Davis) 10 558-H A Day in Court — Comedy Dialogue, Jones-Crawford 10 The New Recruit — Comedy Dialogue, Jones-Crawford 10 Gimbel Bros, to Operate in Pittsburgh, Taking Over the Kaufmann & Baer Store Will Continue to Operate Large Talking Machine and Radio Department — New Model Atwater Kent Receiver Impresses Trade — Dealers Facing New Year with Utmost Confidence Pittsburgh, Pa., January 7. — Talking machine merchants and radio dealers in the Pittsburgh district are facing the new year with the ut- most confidence and are of the opinion that the next twelve months hold much of good in a business way for the trade here. A resume of the past year indicates that the total volume of sales for 1927 compared very favorably with that of the preceding year. Wallace Russell, of the Standard Talking Machine Co., Victor distributor, stated that the year closed for the company in a most satisfactory manner and that sales were de- cidedly brisk, especially of the higher-priced styles of the Victor line. The Standard com- pany is also distributor for the Sparton radio and found that the demand for this product far exceeded the supply. George H. Rewbridge, manager of the wholesale Victor department of the W. F. Frederick Co., stated that business was excep- tionally brisk and that he felt sure that the new year would be a very profitable one for the Victor dealers who seek business in a sys- tematic and progressive manner. The W. F. Frederick Co., according to E. B. Heyser, vice- president, had a very large sale of the Zenith radio, the firm being distributor here. "Sales of Brunswick Panatropes and records were very satisfactory the last quarter of the year," said Manager Lewis of the local Bruns- wick offices. The introduction of the new style Atwater Kent radio receiving set here produced quite an impression in radio circles and the local distributor, the Esenbe Co., according to H. M. Swartz, one of the officials of the company, was highly pleased with the volume of busi- ness handled within a few hours after the new model was placed on the market. Gimbel Bros., of New York and Philadel- phia, on January 2 took over the Kaufmann & Baer department store and hereafter the store will be known as "Gimbel Bros." The firm will continue to operate the large talking machine and radio department. Victor, Colum- bia and Brunswick lines are featured. J. H. Troup, the well-known music dealer of Harrisburg, was host at the Harrisburg Country Club to the members of the sales force of the J. H. Troup Music House, at which an elaborate turkey dinner was served. The Superior Auto Accessories Co., of 5117 Baura Boulevard, Pittsburgh, has been ap- pointed distributor for the Kolster radio sets. New Zenith radio dealers recently appointed by the W. F. Frederick Piano Co., sole dis- tributor in this territory, are: Henderson & Steele, Youngwood, Pa.; James G. John, Beallsville, Pa.; Harold E. Frederick, Bridge- ville, Pa.; McKnight & Sons, Brookville, Pa.; Joseph Funari, California, Pa.; W. F. Rossman, Franklin, Pa.; Silas C. Streams, Indiana, Pa.; B. F. Leitenberger Piano Co., and James Ger- ber, Johnstown; Veiock Music Co., New Brighton, Pa.; Curran Music Co., Sharon, Pa.; D. C. Beatty, Waynesburg, Pa.; M. Karl Smith, New Bethlehem; H. F. Albert Music Co., Millvale, Pa., and F. C. Wampler & Son, McKeesport, Pa. Dr. Miller Preceded Prof. Theremin in His Invention It appears from an article by E. S. Bisbee in the New York Sun that Prof. Leo Theremin, who recently arrived in New York from Russia via Paris, to announce his discovery and inven- tion of producing musical sounds by waving his hands about an electrically energized appa- ratus, is not the original inventor of this prin- ciple, for Dr. F. E. Miller, who for more than forty years has made a study of acoustic and electrical phenomena, secured U. S. Patent No. 1,376,288 on April 26, 1921, for an "electrical system for producing musical tones." It is es- sential to note that the apparatus does not reproduce, but produces, originates, creates mu- sical tones; it is not dependent upon creative music but creates its own, thus differing from the broadcasting by radio of sounds that have been created by other devices. Make 8-Inch Records Through an error in the advertisement of the Talk Back Phonographic Recording Co. of Los Angeles, which ran in the December issue of this publication, the records manufactured by this company were listed as 6" records whereas Talk Back records are 8" double-faced records. The Talking Machine World, New York, January, 1928 123 aKi|g[BiaBBBHHEilEjlEiiaBBBISIPraiaEl^ljTiim CONSTRUCTIVE ARTICLES IN THIS ISSUE OF THE WORLD Ready Reference for Salesmen, Dealers and Department Heads 1 jplliljlllEMI^ Building a Profit-Producing Sales Or- ganization 3-11 February Holidays Afford Opportuni- ties for Tie-ups , . . . . 4 Store Door Playing Builds Big Busi- ness 8 Reduce Repossessions by Eliminating Causes 10 Windows that "Sell" 12-14 Atmosphere in the Air 16 Dealer Education Program Respon- sible for the Success of Farrand Policy Sales Possibilities in Fine Records. 18 22 Dramatizing Radio Through the Me- dium of Displays 24-28 Profit-Winning Sales Wrinkles 26 Money-Making Suggestions for Ambi- tious Merchants 32 Last-Minute News of the Trade . . 34a-34d A Glance Into the Trade Future . . . 34b Getting All the Record Business .... 34c Realizing Two Profits on Music .... 34c Protection in Instalment Selling .... 34c They Came, Saw and Were Con- quered 34c Featuring Single Record in Window and Store Displays Increased Gil- lespie's Sales 1 35 Creating a Record Demand for Finest Music 38-40 Music Dealer Is Equipped to Profit from Radio 40 Edison Phonograph in Far Corners of the World .42-43 Music Shop in Small Town Wins Suc- cess Through Store Door Playing 46 New Principle in Acoustic Develop- ment Using Two Diaphragms is Announced 56 Workers Will Win in 1928— A Sym- posium by Leaders in the Talking Machine and Radio Industries on the Outlook for 1928 76-81 The Newest in Radio 89 Latest Talking Machine and Radio Patents Granted 97 Instruments for Repeating Programs Over Telephone and Power Wires Is Perfected 106 In the Musical Merchandise Field . 109-1 10 Talking Machine Dealers Use Variety of Methods in Selling Musical Merchandise 109 Gleanings Music from the World of 111-116 Music Publisher Demands Strict Ad- herence to Copyright Law from Record Makers HI The Latest Record Bulletins . . . .119-123 CORRESPONDENCE FROM LEADING CITIES Milwaukee, 50 — Cincinnati, 54 — Richmond, 54 — St. Louis, 64 — Toledo, 68* — Akron- Canton, 69 — Minneapolis and St. Paul, 70 — Boston, 74 — Cleveland, 82 — New York, 86 — Los Angeles, 88 — Kansas City, 91 — Philadelphia, 92-98 — Chicago, 102-106 Baltimore, 117 — News from the World's European Office, 118 — Salt Lake City, 123. Latest Summary of Exports and Imports of "Talkers" Figures on Exports and Imports of Talking Machines and Records for November — Gen- eral Increase Over the Year Previous Washington, D. C, January 8. — In the sum- mary of exports and imports of the com- merce of the United States for the month of November, 1927, the following are the figures bearing on talking machines and records. The dutiable imports of talking machines and parts during November, 1927, amounted in value to $58,220, as compared with $80,126 worth which were imported during the same period of 1926. The eleven months' total ended No- vember, 1927, showed importations, valued at $602,528; in the same period of 1926, $596,731, a very substantial increase. Talking machines to the number of 11,596, valued at $439,750, were exported in November, 1927, as compared with 8,657 talking machines, valued at $272,152, sent abroad in the same period of 1926. The eleven months' total showed that we exported 127,972 talking ma- chines, valued at $4,691,292, as against 92,822 lalking machines, valued at $2,863,984, in 1926. The total exports of records and supplies for November, 1927, were valued at $315,142, as compared with $204,153 in November, 1926. The eleven months ending November, 1927, show records and accessories exported valued at $2,757,718, as compared with $1,992,450 in 1926. The countries to which these machines were sent during November, and their values were as follows: Europe, $15,353; Canada, $17,189; Central America, $27,945; Mexico, $35,888; Cuba, $18,928; Argentina, $54,083; Brazil, $25,- 191; Chile, $48,906; Colombia, $59,094; Peru, $7,901; Other South America, $39,619; British India, $310; China, Hong Kong and Kwantung, $14,222; Philippine Islands, $20,580; Australia, $19,896; New Zealand, $2,237; British South Africa, $3,581; other countries, $28,827. Past Year One of the Best Says Salt Lake City Trade Salt Lake City, Utah, January 4. — The year that has just come to a close will go down as one of the best, if not the best, in local phono- graph sales history. Nearly every one in the business reported a big increase over last year's volume of business. Extra heavy gains were made in December. The Christmas shopping in Salt Lake City this year is reported by authorities to have been the heaviest for many years. The popularity of combination radio and phono- graphs is growing. This, local phonograph au- thorities say, is because of the fact that the two instruments or pieces of equipment occupy no more space when put together than the console phonograph, which is an item worth considering in these days of small bungalows and apartment houses. John Elliot Clark, president and manager of the John Elliot Clark Co., Victor distributor, said: "As far as we have been able to check up we had a wonderful Christmas business. All indications point to a big year in 1928. Every one feels optimistic. I think in most places business was considerably better than last year." Mr. Clark said 1927 was the biggest year they ever had. He spoke of "a growing demand for the combination radios and Victrolas." Mr. Clark reported a great deal of interest in music on the part of the schools, and said they were getting quite a lot of school business. At the Columbia Stores Co., distributor of the Columbia, the Christmas business was described as "beyond expectations. Better than last year's." This was said to apply to both instruments and records Manager G. C. Spratt, of the Salt Lake City division of the Brunswick-Balke-Collender Co., Brunswick distributor, said: "Have had a splendid Christmas business. The record business was exceptionally good." Mr. Spratt said they have just received samples of the new electrically oper- ated instrument, and that they hoped to make deliveries early in January. Salt Lake City music stores with big phono- graph departments generally reported a fine talk- ing machine business. The Consolidated Music Co. reported a run on combination phonographs and radios and a big record business. The phono- graph department was one of the leading depart- ments in this outstanding music house of the city. The Daynes-Beebe Music Co. reported a heavy de- mand for radios and higher priced phonographs, and a big record busines. The Glen Bros. -Roberts Piano Co. said sales of phonographs and records were "heavy." Local visitors include, O. G. Bates of the Wilson Bates Furniture Co., phonograph dealer, of Ely, Nev., and Lester Taylor, phonograph department manager of the Taylor Bros. Co., department store operators of Prove About two and one-half feet of snow has fallen in the valleys of the Salt Lake City territory dur- ing the past month, and authorities on irrigation matters say that this means that there will be an abundant supply of moisture for the crops in 1928, something vital to agricultural prosperity in the Rocky Mountain territory. Other industries are in splendid shape. The Columbia Steel Corp. will enlarge its output materially in January. A big building year for Salt Lake City is assured. Banks report plenty of money with interest rates steadv. Atwater Kent Foreign Sales Representative Returns William J. Avery, foreign sales representa- tive of the Atwater Kent Mfg. Co., Philadel- phia, Pa., returned home just before Christmas from his around-the-world trip with a vastly interesting story of radio conditions. New Columbia Race Artists Four new Race artists were signed to record exclusively for the Columbia Phonograph Co. during the recent Southern trip of Frank Walker, Columbia recording executive. They are Blind Willie Johnson, who sings sacred songs to a guitar accompaniment; Lillian Glinn, singer of blues; Washington Phillips presents gospel records; and Laughing Charley who sings blues with a laugh. The first releases of all these artists have just been listed for Columbia's next supplement. Otto Frankfort Bereaved The many friends of Otto N. Frankfort, vice- president and sales manager of the Mohawk Corp., of Illinois, tender their sympathy to him for the loss of his mother, aged 74, who died recently in Boston. Interment was in Flushing, N. Y. INDEX to ADVERTISERS .9-9 K » ■ .v Abox Co • 71 Adler Mfg. Co 101 Allen-Hough Mfg. Co Insert between pages 50 and 51 Alto Mfg. Co 104 Aluminum Specialty Co 11, 40 American Mica Works 82 American Sales Co 78 Atlas Plywood Corp 41 Atwater Kent Mfg. Co 63 Audak Co 16, Insert between pages 34 and 35 B Bacon Banjo Co 110 Barker Wholesale Co 27 Belmont Corp 27 Bell Record Co 34c Berg Auto Trunk & Specialty Co 72, 73 Berlin, Inc., Irving Ill Blackman Distributing Co 85 Brilliantone Steel Needle Co 93 Broadway Music Corp 119, 122 Brooklyn Metal Stamping Corp..., 106 Bruno & Son, Inc., C 110 Brunswick-Balke-Collender Co Front cover, 5, 7 Burke Co., J. H 27 Carroll, Inc., Wm. A 88 Carryola Co. of America. .Insert between pages 42 and 43 Claremont Waste Mfg. Co 46 Columbia Phonograph Co., Inc Insert facing page 18 Columbia Wholesalers, Inc 117 Consolidated Talking Machine Co 65, 102, 104 Crosley Radio Corp 87 D Deca Disc Phonograph Co 67 De Sylva, Brown & Henderson 114 Ditson & Co., Chas. H 74 Ditson & Co., Oliver 74 Doehler Die Casting Co 18 Droop & Sons, Co., E. F 52 Dubilier Condenser Corp 32 E Edison, Inc., Thos. A Back cover Electro-Phonic Needle Co 17 Empire Phono. Parts Co Insert facing page 42 Eureka T. M. Co 105 Excel Phonograph Mfg. Co 56 Fansteel Products Co., Inc 33 Farrand Mfg. Co Insert facing page 43 Federal-Brandes Corp 44, 45 Federal Radio Corp 39 Feist, Leo, Inc 113, 116 Fischer Co., J. A Insert facing page 26 Forster-Chicago 115 Fox Pub. Co., Sam 121 Frangipane & Co., Andrew P 52 Freshman Co., Chas 15 General Electric Co. General Industries Co 8, 25, 47 Gennett Records Inside back cover Gibson-Snow Co., Inc 27 Gold Seal Electrical Co 86 Golden Sun Co 61 Gould Storage Battery Co 53 Greater City Phonograph Co 27 Gri.gsby-Grunow-Hinds Co 58 Guarantee T. M. Supply Co .."."92 H Hassler Texas Co 27 Hyatt Electric Corp 62 I Ilsley, Doubleday & Co 56 International Mica Co 46 J Janette Mfg. Co 97 Jewell Elec. Inst. Co 64 Jewel Phonoparts Co 50 K Kellogg Switchboard & Supply Co 68, 69 Kent Co., F. C 91 Kimball Co., W. W 103 Kohler Distributing Co 27 Krasco Phono. Motor Co : 79 L Lincoln Fixture & Supply Co 90 Lorentzen, H. K . 34 M Magnavox Co 46 Marsh Laboratories, Inc 106 Mathews, F. W 88 Mayer & Co 27 Molded Wood Products Co 57 Moorei-Bird Co 27 N National Carbon Co 29 National Lock Co 82 National Publishing Co 14 New York Album & Card Co 4 Northern Maine Plywood Co 75 Northwestern Cooperage & Lumber Co 38 o Okeh Phonograph Corp 4S, Insert facing page 58 Oro-Tone Co 13 P Peckham Mfg. Co 80 Peerless Album Co 6 Peirce-Phelps, Inc 27 Penn Phono Co : 96 Perryman Elec. Co 98 Philadelphia Badge Co 94 Pierson Co 8 Player-Tone T. M. Co Insert facing page 27 Plaza Music Co Insert between pages 26 and 27 Plymouth Furniture Co 100 Plywood Corp 52 Polk Co., Inc., James K 27 Pollack-Welker, Ltd 19 Radio Corp. of America Insert facing page 10 Raytheon Mfg. Co 06 Red Lion Cabinet Co 43 Reliance Battery Products Co 27 Rene Mfg. Co go Richards, Inc., C. A 27 Rola Corp 54, 55 Sandar Corp 49 Schilling Press .■ 59 Schultz, Inc., H. C (a Sonora Phono Co., Inc 27, 30, 31 Southern Aluminum Co 22 Splitdorf Radio Corp. 75 Star Machine & Nov. Co Starr Piano Co 12, Inside back cover Steele, Inc., Fred K 112 Sterling Mfg. Co 51 Sterling Roll & Record Co 27 Stettner Phono Co 35 Stevens & Co 84 Strevell-Paterson Hdw. Co 27 Stromberg-Carlson Telephone Mfg. Co 9 Symphonic Sales Co 36, 37 Talk-Back Record Co 108 Tay Sales Co 27 Thorens, Inc 80 Toman & Co., E., Inside front cover and Insert facing page 51 Triangle Music Pub. Co 112 Trilling & Montague 94 Twentieth Century Radio Corp 27 u Udell Works 70 Unique Reproduction Co 99 United Air Cleaner Co Insert facing page 34 Utah Radio Products Co 23 Van Veen & Co., Inc 24 Victor Talking Machine Co 20, 21 Vincennes Phono Mfg. Co Insert facing page 35 Von Tilzer Music Co., Harry A 120 w Wall-Kane Needle Mfg. Co. Weston Elec. Inst. Corp Weymann & Son, H. A' White Co., H. N Wolf Mfg. Inds., The 28 26 96 109 107 Wondertone Phono. Co Inside front cover Zenith Radio Corp., 124 The Talking Machine World, New York, January, 1928 I 1 I i i HERE IT IS ! THE RECORD JUST A MELODY Vtrnon Dalhart A Canon Guiui. Violin * Callo Ace. A PROFIT i&tnnttt Black Label — Seventy-five Cents The improved Gennett Sales Plan eliminates all possibility of dead stock. New quotations guarantee larger profits. GENNETT RECORDS RICHMOND, INDIANA 1 1 1 1 I I Close-up Music" for All- Year Prosperity! Already amazing success has coine to the new Edisonic. Already discerning music- lovers have pronounced "close-up" music matchless in purity of tone, and room-filling volume. Already impartial tests have demonstrated that Mr. Edison's new invention re-creates soloist and orchestra with surpassing realism! Your 1928 Success Plans should include thorough in- vestigation of the new Edisonic — the product of world-famous research laboratories, backed by the greatest name in the O o phonograph industry, advertised extensively in a manner that is new, refreshing, and already evoking much favorable comment and action ! The astounding ED I S O N 1 o o o THOMAS A. EDISON, Inc., Orange, New Jersey ADDRESS THE DISTRIBUTOR NEAREST YOU: EDISON PHONOGRAPH DISTRIB- UTING CO., Orange, N. J.; 155 So. Forsyth St., Atlanta, Ga.; 185 State St., Boston, Mass.; 3130 So. Michigan Ave., Chicago, 111.; 500 Elm St., Dal- las, Tex.; 1636 Lawrence St., Denver, Colo.; 1215 McGee St., Kansas City, Mo.; 608 First Ave., No., Minneap- olis, Minn.; 128 Chartres St., New Orleans, La.; 909 Penn Ave., Pitts- burgh, Pa.; 1267 Mission St., San Francisco, Calif.; St. Thomas, Ont., Canada; W. A. Myers, 761 W. Edwin St., Williamsport, Pa.; B. W. Smith, Inc., 2019 Euclid Ave., Cleveland, Ohio; Proudfit Sporting Goods Co., 2327 Grant Ave., Ogden, Utah; Girard Phonograph Co., Broad and Wallace Sts., Philadelphia; C. B. Haynes Co., Inc., 19 W. Broad St., Richmond, Va.; Silverstone Music Co., 1114 Olive St., St. Louis, Mo. VOL. XXIV. NO. 2 SINGLE COPIES, 25 CENTS PER YEAR, TWO DOLLARS O for dealers -wholesalers* ^manufacturers ofpT,ono9mpb~ (/radioproducts Published Each Month by Federated Business Publications, Inc., at 420 Lexington Ave., New York, February, 1928 Entered as second-class matter May 2, 1905, at tbe cost office at New York, N. Y-. under the act of Congress nf March 3. 1C79. The Talking Machine World, New York, February, 1928 Patented Features Duraluminum dia- phragm— four times as thick as the ordinary metal diaphragm. |HESE new products bring you im- provements in construction which can be found only under the Toman name. Patented features — they be- long exclusively to the E. Toman Company, and cannot be duplicated. The No. 3 is the only reproducer made with a positive locking back— without a single screw to come loose and cause blasting. One of the most important advances in reproducer construction made in recent years. The No. 3 uses a triple suspended duraluminum dia- phragm 10/1000 thick — four times as sub- stantial as the ordinary 2 I//1000 diaphragm. It is hand lacquered to protect it against climatic changes. Special double grip screws securely hold the reproducer to tone arm, always in proper position. These features combine to produce a reproducer with full, deep, rich tone quality as well as great beauty of design. The Model E. Tone Arm embodies all of the best features of the Toman -Helical Arm. A full exponential taper with a full S curve. It does not infringe upon any existing patent. With the No. 3 reproducer, and the Model E tone arm, you have the finest possible com- bination from all standards of beauty or performance. No. 3 Most beautiful reproducer ever designed. Model E-3 Showing the finest possible combination. Th ese excellent neiv products are most favorably priced. 'I onian guar- anteed quality inside and out. We invite inquiry from Manufacturers, Jobbers and Dealers. Samples sen I promptly upon request. 'OMAN & COMPANY 2621 West 21st Place Sales Distributor WONDERTONE PHONOGRAPH CO. 216 No. Michigan Ave. Chicago, 111 CHICAGO, ILL. Export Office 189 W. MADISON ST. Chicago, 111. Cable SIVAD The Talking Machine World Vol. 24. No. 2 New York, February, 1928 Price Twenty-five Cents E Introduction of the AC receivers and devices for converting battery operated sets into AC receivers will make the next year a profitable one for the trade. Battery set market should not be neglected xpanded Sales Field Should Boost Trade Volume THE introduction of the AC radio receiv- ing set has brought about a condition in retail trade circles that should insure a satisfactory sales volume during the year. The strong demand for the all-electric radio, accord- ing to reports from dealers throughout the country, is an indication of the popularity of •these products. However, competition is just as keen as it was three or four or six months ago, and the dealer who expects to get volume business must hustle for it. The all-electric radio certainly will bring people into the store without any great effort on the part of the dealer. The only fly in the ointment is the fact that there are so many dealers. Naturally, a too great division of sales among these dealers will shorten, the profit for each individual en- gaged in the business. There is only one solu- tion as far as the talking machine-radio dealer is concerned, and that is he must work hard to get not only the business that would naturally come to him, but also cash in on the extra sales that can only be developed by merchandising along modern and intelligent lines. A Broad Market The market is there. Every home that is equipped with electricity, and where there is now no radio set, is of course a live prospect. How quickly and effectively the dealer sells this type of individual depends entirely upon the circumstances and the effort put forth. Then, too, a fair trade in replacement sales can be made without too much trouble. Many people who bought radio sets two or three years ago may be considered as prospects. There is no question about it; the performance of the mod- ern radio set is far superior to those constructed a few years ago, and it is performance and ease of operation that the dealer must sell. What every dealer wants when he is trying to put over a product is a good convincing "talking point," and this he has in the all-electric set. There can be no stronger argument to the man or woman interested in radio and not especially interested in fooling around with the mechanics of a set than to make clear the fact that all that is necessary to get reception is to simply plug in on the house current — a simple action that will appeal to most people. The market is there, and there is profit in this business.. Profits From Battery Operated Sets In spite of the widespread popularity of the new all-electric set, battery operated sets will still be sold. Throughout the country there are thousands of homes without electricity, and these are the logical battery operated set pros- pects. Perhaps the demand for battery sets may be smaller but nevertheless it is a foolish dealer who will overlook this source of busi- ness. The manager of one of the leading retail concerns in the East made the statement a short time ago that sales of battery operated sets were consistently good, although sales of all- electric receivers were more numerous. Analysis of the Field It is not a question of throwing out battery operated sets and concentrating on the line of least resistance, but it is more a question of careful analysis of the market for each of these The talking machine dealer who handles radio now has a three-fold market in that de- partment of his business. New products now being distributed give the merchant a well-de- veloped line of radio that is designed to meet every con- ceivable demand on the part of the public. Competition for sales makes necessary consist- ent promotion efforts if the re- tail merchant expects to cash in on his radio department. . . products. If investigation shows that the dealer may expect a fair amount of business in battery sets he should get behind them strong, and the dealer who does this will find that it will pay him handsomely, for the very simple reason that many of his competitors will undoubtedly be neglecting this market for radio. Nor should this statement be misconstrued to mean that the all-electric set should be neglected. On the con- trary the retail sales promotion campaign should include all the products the dealer han- dles. If the line of merchandise is not impor- tant enough to warrant sales effort, certainly it is not important enough to take space in the store. . Modern methods must be used to get profit- able sales volume to-day. The department stores realize this. So do the chain stores, and they get behind every department of their busi- ness and make each department pay, otherwise out it goes, and it is certain that where there is a market for a certain line of goods the de- partment is not thrown out, but it is forced to pay. If the man in charge is unable to cope with the situation they get a new man who can. The one point in all this is that in so far as battery sets are concerned, the dealer must de- termine his market, base his buying accordingly, and then go out and sell. On the other hand what about the thousands of radio sets in the homes to-day? All of these people certainly are not prospects for all-electric sets. While some may buy new sets, the vast majority will not do so, however much they would like to for the convenience of all-electric operation. New Opportunity for Sales New devices designed to convert the bat- tery-operated set into an AC receiver, are being introduced to the trade by various manufac- turers. These devices are already arousing the interest of the trade because retailers realize that many people who now own battery- operated sets are live prospects for them. All of these developments combined make the retail outlook for the next year eminently sat- isfactory. In radio alone the retailer now has three markets. First, there is the market for i lie new all-electric sets. Second, the market for battery sets. Third, the sales field for the devices for converting battery sets into AC receivers. In addition, the coming months should witness an excellent demand for loud speakers, AC tubes and eliminators. Another factor that should react to the profit of the dealer is the growing tendency of people who own table sets to house them in the attractive console and highboy cabinets now being placed on the market by leading cabinet makers. Because of these facts more than ever is it necessary for merchants to analyze their im- mediate markets. Buying the merchandise that can be sold quickly enough to give the retailer a profitable turnover will play an important part in the success of talking machine-radio merchants in the year to come — in fact, more so than at any other time in the history of the industry. Certainly, the dealer has diversity of mer- chandise with a wide appeal. He has the goods and it only is necessary that he present them in a manner calculated to create the desire on the part of the public. More intensive sales promotion campaigns, wider in scope, to in- clude all the products featured, is the answer to more frequent turnover in the various de- partments of the business. Consistent effort must be made by the merchant, not only be- cause modern merchandising and competition demand it, but because only in this way can he profit to the fullest extent. The Battle for Business In every community there can be only so much business. There may actually be only enough radio business to give adequate profits to two or three stores. On the other hand six or seven stores may be fighting for sales, and the result is that the dealer who fights the hard- est and most effectively is bound to profit most, and the more the individual gets above his quota by just so much more does some competitor fall down. The time is coming when the strongest, most intelligent dealers will be the survivors in the struggle for sales — an elimination that can only be of benefit to the trade. See second last page for Index of Articles of Interest in this issue of The World 3 Promises Don 't Sell Radio Quality Line Is Best Sales Builder Petersen's, of Chicago, Have Won Confidence of Public Because Their Policy Is to Satisfy " r | HE best way to make a dissat- isfied customer is to promise too much for a radio set when it is being sold," said W. F. McCarthy, manager of the radio department of Petersen's, Chicago. "We make a policy of promising much less for a radio re- ceiving set than it is capable of accomplishing. "When a customer asks how far a set will receive, we tell them we do not know, but that we guarantee the set will be entirely satisfac- tory, and if it isn't we will cheerfully refund the entire purchase price. We do not make a single claim for a set except that we guarantee it to give satisfaction. This guarantee has no strings to it whatsoever. We let the customer decide what we mean by 'satisfaction.' As a result, the customer tunes in his set the first night and more than likely receives a dozen or more dif- ferent distant stations. He finds that his set will do much more than we had led him to expect, and consequently he is thoroughly sat- isfied with it. On the other hand if we promised all we knew the set would do, he would not feel that same sense of delighted satisfaction. Owing to our conservative statements many of our patrons believe firmly that they have the best set the manufacturer ever turned out." Importance of Careful Selection of Line Four years ago, when radio was first sweep- ing the country, Petersen's decided to take on radio as a new department. Other firms were jumping into the radio business haphazardly, and were selling the first radios on which they could get their hands. Many of the types of radio were almost worthless, but the public was ignorant and could be sold almost anything in the shape of a radio set. "We, however, did not want easy sales and easy profits," said Mr. McCarthy. "The store's motto is 'What Petersen Promises, Petersen Does" and we had no in- tention of making an exception of radio. We did not want to sell a single set that would make a dissatisfied customer, for we knew that satisfied patrons are the best advertising a man can have. We also felt that the first 100 sets sold by us would determine the future success of our radio department. By W. B. Stoddard "To satisfy our old customers who were de- manding radio from us we had a small two-tube set designed under our own specifications. This little set was remarkable for its simplicity and clearness, and it thoroughly satisfied all of the purchasers. We then made a thorough investi- gation of radio, to find a set that would ful- fil all our requirements, which were: The set must give satisfaction with a minimum of serv- ice from us; it must give perfect reception; it must sell at a price suited to the bulk of our trade; and it must be manufactured by a well established, reliable manufacturer who would stand back of every set we purchased. We tested every set on the market that we thought would suit our requirements, and after a year's search we found one that satisfied us. "When we had chosen our set and were ready to sell it, the customers who had bought the small set of our own design were ready for the new one. They were so well sold on their first set they wanted to buy their new set from us. Had we rushed into the radio business with the first set we could buy, and sold it to our cus- tomers with no thought of future business, the chances are we would never have developed a good radio business. But our customers knew we had refused to sell radio on a big scale until we had the proper set, so when we were ready to begin in a big way, our customers had con- fidence in us and the set we had chosen to sell. Satisfying the Customer "The only way you can have a satisfied cus- tomer is first, to sell good -merchandise, and then render real service on every set sold. Our only charge is $6.00 for installing the set when it is bought. All other service calls are ren- dered free. Many radio dealers say this is bad business. But we can afford to do it because the sale of accessories and renewal supplies, such as batteries and tubes, amply pays for the service calls. And because we were careful to pick out sets that re- quire a minimum of service, we have to make very few calls. Had we been content to sell any kind of a radio set, we could not render free service, as the repair work and 'trouble calls' would very seriously eat into our profits." The success this firm has had with the sale of battery eliminators illustrates the importance of selling only the best equipment. When elim- inators first came on the market the firm made as thorough an investigation of them as they had of radio sets. When they had finally chosen what they considered the best on the market they tested out their customers. The names of 100 of the best customers that had bought radios of them were selected, and Mr. McCarthy called each of them on the telephone and explained the battery eliminator. The customers were so satisfied with their sets that the great majority of them bought eliminators simply on his sug- gestion. Features Three Lines of Radio At present the radio department carries only three makes of radio sets. "It increases the merchandising problem to sell more than three types and there is no real advantage to be gained by stocking an indefinite number of lines. The three we carry cover every pocket- book, and each in its way is the best we were able to find," said Mr. McCarthy. "We have also found that it does not pay to make trial demonstrations. When we first en- tered the radio field we sent out letters to 500 of our best customers asking permission to make trial demonstrations in their homes. We received very few requests, and in most cases had to take back the sets after the demonstra- tion. We now refuse to give them at all. We know that as long as we sell good sets and render good service, we will have no trouble in selling our radio sets right off the floor." The Taylor Music Co., Moberly, Mo., has been purchased by J. B. Ralston, formerly man- ager of the store, who will reorganize the busi- ness under the name of J. B. Ralston Music Co. "NYACCO" Manufactured Products NYACCO Record Albums NYACCO Radio Sets NYACCO Portable Phonographs NYACCO Photograph Albums NYACCO Autograph Albums Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven. Jobbers and Dealers: Write us for full information. NEW YORK ALBUM & CARD CO., Inc. Established 1907 Note New Address - - * - 64*68 Wooster Street, New York 4 The Talking Machine World, New York, February, 1928 5 runswic A nnounces Electrical Heproduction at Lower 'Prices BRUNSWICK it was who first offered the world music elec- trically reproduced and th us opened up a new avenue of profit to the Brunswick dealer. Brunswick now leads again with new low prices for 1928 on Bruns- wick Panatropes of both electrical and exponential types. Coming at the outset of the year, these new prices will stimulate early- year sales. Obviously, they greatly broaden the market for Brunswick instruments. And that means more business for the Brunswick dealer! Brunswick Panatrope (electrical type), Model P-ll. Former price $700. Noiv $550. Another Brnnsivick Panatrope (electrical type) is also noiv offered at a lower price: Model P-14. Former price $450. Nozv $365. THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO • NEW YORK In Canada: Toronto Branches in all Principal Cities 6 The Talking Machine World, Nezv York, February, 1928 Opportunity for Victor Dealers to Get Farm Trade Annual Pacific Radio Ex- Radio in Education Is position August 18 to 25 Urged by A. Atwater Kent The American Farm Bureau Federation, with a membership of about 3,000,000, is circulating a six-reel film, entitled, "The Romance of Sleepy Valley" in which many effective means of making farm life congenial are presented. One section of the picture has been devoted to an interesting presentation of the pleasures of an Orthophonic Victrola. The film will be shown at hundreds of meetings. The Farm Bu- reau has consented to permit Victor dealers to take charge of the musical entertainment when- ever the picture is shown, thus affording deal- ers with a gr.'at sales opportunity provided ef- fective tie-ups are arranged. The Fifth Annual Pacific Radio Exposition, conducted by the Pacific Radio Trade Associa- tion, will be held in the Civic Auditorium, San Francisco, August 18 to 25, inclusive. W. E. Darden has been appointed chairman of the 1928 Show Committee, the other members be- ing Hal King, C. L. McWhorter and C. S. Shar- rah. W. J. Aschenbrenner, secretary of the Association, was appointed manager of this year's exposition. The National Association of Music Mer- chants recently issued an interesting booklet to members and prospective members setting forth the history, achievements and aims of the organization. Long-Distance Reception Broadcasts from Australia and Japan are received regularly on the Kolster radio receiver operated by E. F. Bauer of Nome, Alaska, ac- cording to reports reaching the headquarters of Federal-Brandes, Inc., Newark, N. J. Honolulu, Hawaii, is also listed as one of Mr. Bauer's regulars. Reception in Alaska is excellent. Definite organization for the general use of radio in schools and colleges may be effected in the near future, as the result of a suggestion made to the Federal Radio Commission by A. Atwater Kent, Philadelphia manufacturer and broadcaster. In a letter dealing with ex- tension of the use of radio in education, Mr. Kent urges the Commission to bring together leaders in the radio and educational fields, for the purpose of working out a practical program. He also sounds a note of warning that the interests of education should be effec- tively considered before all the broadcasting hours are taken for entertainment. Senator Arthur Capper and Representative Clyde Kelly recently introduced in the House and Senate at Washington the revised Fair Trade Bill to prevent misleading price manip- ulation and to bring about price maintenance. ■■Jii^i&M m-&JiM83BLMMMM 3ZZJLMM MMTCJ^MMMM-MMMMJ^^M^-MM^M-MM 55 EWBSI 35 MMM MM MM MMM M M M Peerless Master-phonic the Extraordinary Portable for 1928 The Ultimate in Portables at $25*00 List A 4-foot concealed tone chamber Serpentine tone-arm Special matched reproducer Covered with genuine DuPont Fabrikoid of the heaviest quality Elaborately decorated in multi-color effects Genuine Heineman motor Peerless Master-Phonic Portable Appearance— Quality— Tone Peerless Vanity Portable List Price $12.00 In Attractive Colors 2>l/2 inches high Peerless Vanity - - - Peerless Junior - - - Peerless Master-phonic Peerless All Leather - - $12.00 List - $15-00 List - $25-00 List - $30.00 List ALL LEADERS IN THEIR FIELD Write for Samples and Prices Two Sales Winning Styles of Record Albums Peerless Artkraf t Album Beautiful Gold-embossed Cover — Heavy Brown Kraft Pockets Peerless Loose Leaf Album Removable Pockets for Records PEERLESS ALBUM CO. PHIL. RAVIS, President 636-638 BROADWAY, NEW YORK The Talking Machine World, New York, February, 1928 Still the Big News In Music! Brunswick's One-Price- for-All Policy on Records Gives New Impetus to Record Sales T7ROM every section of the country con- tinues to come dollars-and-cents approval of Brunswick's new policy on records, which has been widely advertised in the country's leading newspapers. Some Brunswick dealers are realizing the opportunities of this new policy more than others. They are displaying and advertising such wonderful music values as Brunswick's New Hall of Fame Symphony Series. Here is classic music by great symphony orchestras, under noted conductors, available at prices 50% less in many cases than similar music can be obtained for elsewhere. Have you stopped to consider what this new Bruns- wick policy means to you in profits? The increased turn- over in Gold and Purple Label Records, as well as the greater interest in popular records, makes Brunswick the most desirable line to promote. Not only has this new policy induced a remarkable response in the sale of symphonic and other classical numbers, but it has also served to emphasize Brunswick's prestige in the field of Popular Music. Are you, Mr. Brunswick Dealer, cashing in to the utmost on this new price policy? Remember,it is now Big News to the public. Get busy. Boost your sales of all Gold, Purple or Black Label Brunswick Records at the new prices. Just a Few of the Rare Values Now Available on Brunsivick Records Symphony Album Sets 12-inch electrical recordings of symphony classics and other ex- tended works played by State Opera, Berlin, and Berlin Phil- harmonic Orchestra; direction Richard Strauss, W'illem Furt- waengler, etc. Formerly $1.50 each. Now $1 each. Demonstrate these to music lovers, music clubs, schools and other prospects! * * * New Hall of Fame Electrical recordings by such 10-inch Gold, Purple and Black Label Records, formerly $1.50, $1.25 and $1, now 75c 12-inch Gold, Purple and Black Label Records, formerly $2, $1.75, $1.50 and $1.25, now $1 world-famous artists as Leopold Godowsky, Elisabeth Rethberg, Mario Chamlee, Edith Mason, New York Philharmonic Orches- tra, Cleveland Orchestra, Minne- apolis Symphony Orchestra and others, many of which formerly sold for $2, are now only $1 each (10-inch records, 75c). Certainly music's most amazing bargain. Songs, Ballads, etc. The pieces that never grow old — such as The Rosary, Schubert's Serenade, Traumerei, At Dawn- ing. Lost Chord — and dozens of others are now available on Brunswick Electrical Records at only 75c each. Each sung or played by an artist of national renown! There are many dollars' profit for the Brunswick dealer who points out the enormous savings now possible through Brunswick's new prices on Gold, Purple and Black Label Electrical Records. THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO • NEW YORK In Canada: TORONTO Profit Wnrai^ Sales Wrinkles Let the Non-Selling Staff Aid in Building Volume— Increasing the Record Sales Unit— Galperin Music Shop Builds Mail Order Record Business— Disposing of Radios Taken in Trade— Tell Passers-by What Record Is Being Played— Other Stunts Although a man or woman may be employed as a bookkeeper or stenographer or doorman or delivery clerk, it does not follow that he or she has not the capabilities of a good salesman or saleswoman. Every employe of a music-radio store should be given an opportunity to become one of the selling staff in making either direct sales or furnishing prospects, and should be re- warded for his efforts. Occasionally dealers solicit the help of their employes outside of the regular staff by sponsoring competitions with extra awards to those who secure the greatest volume of sales. In the current issue of The Voice of the Victor such a competition, as developed and used by the J. W. Jenkins' Sons Music Co., of Kansas City, is described as follows: "This sales plan does not interfere with regular business. It is designed to employ the interest and ability of those in the store organization who do not regularly sell musical instruments. The piano and Victrola salesmen make sales as usual . . . but do not compete in the contest. Thus it is entirely fair . . . each employe has the same chance. The plan is run on a system of points. A sale amounting to between $100 and $200 counts 1 point; $200 to $500, 2 points; $500 to $1,000, 3 points; $1,000 or over, 4 points. The awards, after the campaign has been in operation for twelve months, are as follows: First prize, baby grand piano; second prize, Victrola 8-30; third prize, Radiola." It might be interesting to note here that at the present time the leader in the contest is a mem- ber of the sheet music department and those occupying second and third places are both doormen. Increasing Unit of Sales Are your record salesmen or saleswomen really selling or are they content to fill the orders of customers entering the store because of advertising or a window display or because some friend has told them of a certain record? A short time ago Parham Werlein, president of the Philip Werlein Co., New Orleans, La., found that although the store was doing a good record business the average unit of sale seemed to be low. Investigation showed that the aver- age unit of sale had never been over $2 per sales girl. He decided to keep a definite record of the average unit sales each week and inform the salespeople of the result. This was what happened in the first two weeks: First Second Week Week Record Salesperson No. 1 $2.50 $3 03 l-These are Record Salesperson No. 2 3. OS 3.24 Record Salesperson No. 3 3.06 4.04faV?rage Record Salesperson No. 4 3.05 3.S3 J unit sales- These figures prove conclusively that the sales force was not selling to the best of its ability and that when real efforts were put into record selling a big improvement was noticed. Details, such as average unit sales in records or other small items, often escape the attention of the dealer, but careful supervision of all de- partments of the business, regardless of the price of the items of merchandise, is necessary if all possible profits are to be made. Pushing Soundboxes Many dealers are more or less actively pro- moting the sale of the new soundboxes designed to improve the tone of the old model phono- graphs. A New York dealer has secured ex- cellent sales results by placing a small placard in each of the record demonstrating booths, reading as follows: "Tone! The new soundbox on your old Victrola will make a marvelous difference in the tone of it. Plays your old records better and gives that wonderful new tone to the Orthophonic recordings. Ask to hear it." Sell Them by Mail It will be conceded by most dealers that if talking machine owners could have the new record releases brought to their attention regu- larly without the necessity of making a visit to the store, they would buy more records. It sometimes happens that a record customer lives at an inconvenient distance from the dealer's quarters and by the time he or she is in the vicinity of the store several releases have gone by and many possible record sales lost. The Galperin Music Shop, of Charleston, W. Va., has quite a number of these customers. In order that they continue as regular record buyers despite their inability to visit the store, or dis- inclination to do so at frequent intervals, the Galperin Music Shop has built up a mail order business through frequent advertisements. A list of record releases is published with the fol- lowing order blank attached: Out-of-town patrons may clip this ad, mark the numbers you want, mail to us with name and address, and we'll mail them to you — C. O. D. if you wish. (You save, how- ever, by enclosing money order and adding 15c, for post' age.) Name Address '. , Dealers, especially in the smaller cities and towns, will find that mail delivery will more than pay for the time and money expended in increasing sales by this means. Trade-in Bargains What are you doing with radio receivers taken in trade? In most cases the out-of-date instruments, because of their age or design, have but little value, and have no place on your store floor with the new and up-to-date receivers, yet they have some value, and the dealer should realize whatever profit there is in each set. Why not set aside a corner of the store as a bar- gain counter and display the traded-in sets? Display the price prominently and many people who would not be interested in buying a regu- lar new set will be attracted by the low price. Incidentally, accessories will be sold and the re- sale of the old set will offset whatever was given in the trade-in purchase. Should the number of sets so received reach a quantity it would be well every three or four months to advertise a sale of used receivers at low prices, for many would be attracted by the price who, having entered the store, might prove good prospects for the latest model receivers. Letting Them Know The Independent Radio & Electric Co., 2386 Broadway, New York City, Brunswick and Co- lumbia dealer, depends to some extent upon at- tracting record customers by playing an instru- ment immediately inside the store-door. In warm weather this instrument is so placed that it is visible to passers-by and can be depended upon to stop a certain percentage who, attracted by the selection being played, enter and pur- chase the record or records. With the coming of cold weather, when it became necessary to keep the store-door closed, a new stunt was tried and has proved successful. This consists of an attractive hanger which is attached to the inside of the door and is plainly visible from the street and which reads: "Columbia (or Bruns- wick) record now being played" and in an insert the record is placed. In order to secure the maximum results from store-door playing lis- teners should be informed of the number to which they are listening. The idea being used by the Independent store is good, as is the one used by another New York dealer, consisting of displaying a copy of the sheet music of the selection being played on the phonograph. Album Set Follow-ups There is perhaps no better example of the benefits which can be received by an intelligent and aggressive follow-up of a customer than that of securing orders for new album record sets from those who have already purchased this class of merchandise. Record buyers who are interested in music of the better class and gratify this interest by buying sets of sym- phonic works will welcome a reminder from the dealer when a new album set is placed on the market. A metropolitan dealer who does a large record business, including many sales of Victor, Columbia and Brunswick album sets, makes it a point to drop a line to each of these customers upon the introduction of a new series of records and does, as a conse- quence, a large amount of repeat business. Special attention to sales promotion of these recordings is certain to be profitable. Dulce-Con Radio Talking Machine Speaker Get In On These RADIO PROFITS WITH radio almost universal, it's easy to include a Dulce-Tone in every talking machine sale — and you might as well get that extra profit. Or sell Dulce-Tone to former talking machine buyers. Dulce-Tone makes an ideal loud speaker of any phonograph, and it fits any make and any radio set. Simply set the talking machine needle in the Dulce-Tone reed, plug in, and you have the full volume, the beauti- ful clear tone that only Dulce-Tone and a talking machine can give. The General Industries Co. Dulce-Tone Division Formerly named The General Phonocraph Mfc. Co. Elyria. Ohio 6 The Talking Machine World, New York, February, 1928 'J /^e distinguished 6fromberg<6arlson Broadcasting that helps the dealer Stromberg-Carlson broadcasting every Tuesday night at 8 o'clock over Stations of the Blue Network is definitely de- signed to aid the dealer in selling Stromberg-Carlson Receivers. The Distinguished Service Medal of the United States. Awarded to those who have distinguished themselves by deeds of valor on the field. one Quality Sells it , O) The broadest appeal to the radio buyer and one to which most people respond, is the Quality of Tone which the receiver possesses. As broadcast programs grow in splendor, Tone becomes more and more important. For true fidelity of tone only, can faithfully interpret these programs so that they may be fully appreciated to their fullest extent. This is the reason why many buyers who want finer radio reception select the Stromberg-Carlson, and the growing demand among people of musical discrimination for these receivers is indisputable evidence of the tone quality every Stromberg-Carlson possesses. 1 i_A. C. Stromberg-Carlsons range in -price: Sast of Rockies, Radio Sets, equipped with phonograph input jack, Szg j to $jj Radio and Phonograph Combined S124;; Rockies and West $31; to Sugg; Canada $}go to Si6so. Stromberg-Carlson Telephone Mfg. Co., Rochester, N. Y. SMakers of voice transmission and "voice reception apparatus for more than 30 years Open and Lease Accounts in Phono.-Radio Stores Increasing the Efficiency of the Credit De- partment— Collecting Past Due Accounts By R. J. Cassell R. J. Cassell, formerly collection manager of Grinnell Bros., Detroit, the author of this interesting article on handling of open accounts, is the author of "The Art of Collecting". Other articles by him on various phases ot the music business will appear in forthcoming issues of The Talking Machine World. — Editor. IN the radio and talking machine business we find two classes of accounts, namely, open accounts and lease accounts. The first of these, open accounts, is unsecured, while the second class is protected by a lien on the goods until fully paid. While the lease accounts will make up the bulk of the business, every dealer will find it necessary to open accounts with cus- tomers and extend the usual thirty days for payment. As the open account part of the business is not the largest part it is apt to be neglected, and it is for this reason that it is worthy of careful consideration to the end that this branch of the work may be kept up to the standard. When goods are sold in this manner they are sold without security, and a good rule when collecting from customers who may have both kinds of accounts is: Open accounts first, in- terest on contracts second, and lease accounts last. Many customers prefer to reverse this order, but if my advice is followed it will insure the collection of the unsecured accounts first, which is obviously the only safe method. See that your cashier and collector are so instructed. Monthly Statements It is the almost invariable rule to send the customer a statement on the first of the month following the purchase of the goods, and right here let me state that it is .very important that these statements on open accounts be sent out so they reach the customer on the first day of each month to insure prompt payment. Many customers will pay the first bills that come in, and then, if they have used up all the available cash, they will put the other over until a future date. Let me therefore urge you to realize the importance of getting statements on open accounts out on the first of the month follow- ing purchase. Second Statement We will suppose that the first statement gives the terms as cash, which usually means that payment is due on the mailing of the first state- ment where credit has been extended. Some houses do not send out another statement until the first of the following month. It is to be noted that the particular customer and his gen- eral standing will influence the method by which the account is handled. Many customers will call or remit on receipt of the first statement. To those who do not pay by the 15th of the month a second statement is sent out. The second statement is not itemized but gives merely the amount "as per statement rendered," thus referring to the itemized first statement. The fact that a good many houses do not send out a second statement will show the cus- tomer that you expect him to pay according to. the terms under which he purchased the goods, but at the same time he cannot take exception, as, you have said nothing that could be criticized. Try out the second statement on your open accounts. Nature of the Follow-up At this point, that is thirty days after sending out the first statement, put the account in the hands of your collector or write a personal let- ter. Some houses follow the practice, which used to obtain quite generally, of placing the account in the hands of their collector soon after the first statement was sent out. The practice is, however, nearly obsolete, and as a rule is neither economical nor advisable. Many busi- ness men of the present day are accustomed to receive statements and remit in payment by mail, and as long as they pay up promptly they are inclined to resent personal collections. Where collections can be made by mail, the economy is obvious. The letter — usually a form letter even though written to the individual, and signed — costs but a few cents to prepare and deliver to the recipient. A collection in per- son, on the other hand, requires the time of a collector, and in most cases, carfare, and save in the case of near-at-hand accounts, the ex- pense is material. Nor are the results produced such as to justify the extra cost. Indeed, in many cases better results are produced by the use of letters. Follow-up Letters The nature and number of the letters sent to delinquent debtors will be governed by the condition of the particular account. Form let- ters are sometimes used for this purpose, with blank spaces left for the insertion of the name, amount due, and any other special data. Where, however, an account is material in amount, or the customer is a regular or important one, it is much better to have each letter written on the typewriter, even though the wording is taken from form letters, and to sign it either with the name of the collection manager or the name of the house. When this is done the letter be- comes in fact a personal letter, and it will re- ceive far more consideration than would be ac- corded a form letter, no matter how excellent. Operation of the Follow-up When the time for an active follow-up is reached, two statements have already been sent to the delinquent debtor; his account is, nomi- nally at least, thirty days overdue; and the first of the month has been reached. On this day the first letter is sent to him, and if the follow- up is to be close, this is followed on the fifth and tenth of the month, or, in other words, the letters go out five days apart. The number of letters will depend on the nature of the ac- count. The matter is then allowed to rest un- til the first of the following month. The debtor has now been given sixty days from the date of sending the first statement, and if neither pay- ment nor any word of explanation has been re- ceived, the statement should be given to a col- lector with instructions to see the debtor and bring personal pressure to bear. The number of delinquents for the collector to look after will usually be small, as the statements, to- gether with the follow-up letters, are effective with all but the most difficult cases. The collector must use every effort to see the delinquent customer, and by direct request, argument, persuasion, and any other lawful methods, try to secure payment. If the custom- er succeeds in eluding the collector, or the con- ditions are such that the collector cannot see him, a special delivery or registered letter will generally impress him with the importance of settling up or explaining why he cannot settle, or, better still, induce him to call at the store and thus give an opportunity for a personal interview. The latter is most satisfactory. R. J. Cassell If the debtor can be influenced to call at the store, the collection manager has him on his own ground, and before he gets away, should be able to make some adjustment of his ac- count. It is obvious that the debtor has some income at least, that this will be spent, and that some one is going to get it; and the ques- tion is whether that some one will be your col- lection manager. He should keep firmly in mind the fact that the money is due; that the debtor is unjustly keeping it from your house, and he should not allow the debtor to take an injured air or in any other way place him at a disadvantage. The collection manager has a strong advantage in his surroundings and the conditions, and he should make the best of it. In any such case the debtor is almost sure to start out with the usual hard-luck story, which may or may not be true. Whether it is true or not, the collection manager should take an interest in it, and let the debtor feel that he is sympathetic and disposed to be friendly. This will frequently lead the debtor to tell more than he had originally intended and will thus give a better idea of the actual conditions, and show whether these really stand in the way of payment. It is usually good policy to make no offers of compromise or adjustments, but to take it for granted that the debtor will pay the full amount. There is a moral effect in this, for the debtor, feeling that the entire amount is expected, will frequently of his own accord suggest payment of a part. In such case he should be allowed to state just what he can do, and then such action should be taken as the conditions seem to indicate. Keeping in Touch With Delinquents Another point to be impressed on the debtor is the importance of keeping the house fully in- formed of his exact address, street and number, as much valuable time is lost in tracing debtors who have moved and who — though perhaps with no intention of evading payment — have failed to send their new address. It is a good plan to stamp on receipts, letters, and statements the following notice: IMPORTANT! Pleaso do not move without noti- fying us of your new address. This suggestion may seem simple, but in practice it will be found a great aid in keeping in touch with small debtors of the "moving" class. You want all the business you can get but you must have the money for the goods sold; so see to it that your credit man is care- ful to whom he extends credit and that your col- lection department follows-up the open ac- counts consistently and without loss of time. 10 The Talking Machine World, New York, February, 192$ A Radiotron for every purpose RADIOTRON UX-201-A Detector Amplifier RADIOTRON UV-199 Detector Amplifier RADIOTRON UX-199 Detector Amplifier RADIOTRON WD-11 Detector Amplifier RADIOTRON WX-12 Detector Amplifier RADIOTRON UX-200-A DeUdOr OtUtt RADIOTRON UX-120 Power Amplifier Last Audio Stage Only RADIOTRON UX-222 Screen Grid Railio Frequency Amplifier RADIOTRON UX-112-A Ptni'tr Amplifier RADIOTRON UX-171 Powrr Amplifier Last Audio .Stage Otiln RADIOTRON UX-210 Power Amplifier Oscillator RADIOTRON UX-240 Detector Amplifier fiir Rcsistanee-rmiphd Amplification RADIOTRON UX-213 Pull-Wart Rectifier RADIOTRON UX-226 A.C. Filament RADIOTRON UY-227 A.C. Heater RADIOTRON UX-280 Full- Ware Rectifier RADIOTRON UX-281 Half-Ware Rectifier RADIOTRON UX-874 Voltage Regulator TuU RADIOTRON UV-876 Ballast Tube RADIOTRON UV-886 Ballast Tube The standard by which other vacuum tubes are rated HADKJTRON UX-201-, 'RADIOTRCld UV-1B9 RADIOTRON UX-199 RADIOTRON WD-II RADIOTRON WX-12 RADIOTRON UX-HO-j RADIOTRON UX-120 RADIOTRON ut-ra RADIOTRON OX-IIZ-i RADIOTRON UX-171 RADIOTRON UX-210 UX-213 RADIOTRON UX-H6 RADIOTRON UY-22T RADIOTRON UX-280 RADIOTRON UX-281 RADIOTRON UX.H71 RADIOTRON UV-886 The standard by tubes arc taud Every Radiotron is tested and inspected in 41 different ways before it is approved ^f™ in the laboratories and fac- S§s tories of RCA, General |§i Electric and Westinghouse. The Radiotron is (he joint product of RCA, Westinghouse d»m^j and General Electric, developed and perfected in the same uS™» great laboratories which give you the Mazda limp. They auimui ate the creation of (he skilled radio engineers who made »>u»ii' modern broadcasting possible. Equip your set wich genuine strap. ■ RCA Radioirons. Never use new rubes with old ones that o have been in use t year or more. See rhat your set is com- tSA^S plctely equipped with RCA Radiodons once ■ year at leasr. FvCA Radiotron MADE BY THE MAKER.S OF THE K. A D I 0 L A Ml KADI 0 COKPOR AT ION- OF AMERICA FR.ANC1SCO The better the tube the bigger your sales. That's why it is good busi- ness to offer your customers RCA Radiotrons. Manufacturers of qual- ity receiving sets specify them for preliminary tests, for initial equip- ment and for replacement. And there is an RCA Radiotron for every purpose. It will pay you to carry the complete line. RADIO CORPORATION OF AMERICA NEW YORK CHICAGO The public knows the qual- ity of RCA Radiotrons be- cause more Radiotrons have been sold and are in use than any other make of vac- uum tube. In addition to the largest national maga- zine and newspaper cam- paign ever put behind a vacuum tube, RCA Radio- trons offer you powerful window and counter dis- plays and other novel sell- ing helps. SAN FRANCISCO RCA Radiotron A MADE BY MAKERS OF THE RADIOLA The Talking Machine World, New York, February, 1928 Announcin, another great RCA achievement The new RCA "B" Eliminator It's foohproof — 1. Requires no attention or replace- ments. 2 . Mechanism sealed in steel containers. 3- Very rugged construction. 4. Very low operating cost — less than a cent a day under average load. 5. Very compact — 6V2 in. high, 1V2 in. wide, 10% in. long. 6. Very long life. 7. Sufficient current for practically any type of radio receiver up to 8 tubes with a power tube in last audio stage. DeaJcrN 1 1 This sign marks the leading dealer every community ^^^/Z Terminals of RCA-B-Eliminator ^^^^^ w (^) Q (^p (+i>°) (3 RCA "B" Eliminator. Socket Power Unit. Model AP-1080. 105 to 125 volts, 50 to 60 cycles. $48 list. RADIO CORPORATION OF AMERICA NEW YORK CHICAGO SAN FRANCISCO RCA "B" Eli minator i MADE BY THE MAKERS OF THE RADIO LA The Talking Machine World, New York, February, 192S The " great advances in radio design are pioneered by RCA The four great weeklies— Collier's, Liberty, Literary Digest and Satur- day Evening Post — will carry page and double page RCA sales advertising through 1928. RCA RADIOLA 17 Equipped with Radtotrons $157.50 LIST RADIO CORPORATION OF AMERICA NEW YORK CHICAGO SAN FRANCISCO MADE BY THE MAKERS OF THE RADIOTRON The Talking Machine World, New York, February, 1928 The reproducer that is the standard of ♦ comparison in the radio industry ■ ^M^t*********-^ n,„li ■■ „,„a— -r RCA LOUDSPEAKER 100A. $35 LIST. This sign marks the leading ' RADIO CORPORATION OF AMERICA dealer in every community NEW YORK CHICAGO SAN FRANCISCO RCA Loudspeaker MADE BY THE MAKERS OF THE RADIOLA The Talking Machine World, New York, February, 1928 1 ) Maria Kurenko and Toscha Seidel on Columbia Hour Russian Coloratura Soprano and World-Famous Violinist, Exclusive Columbia Recording Artists, Heard in Company's Celebrity Hour Maria Kurenko, the "Russian Nightingale," coloratura soprano, and Toscha Seidel, Rus- sian-born violinist, both exclusive Columbia record artists, were the soloists in the Colum- Maria Kurenko bia Phonograph Co.'s Celebrity Hour on Feb- ruary 1 which was broadcast over the network of the Columbia Broadcasting System. Mme. Kurenko, born at Omsk, Siberia, has been prima donna at the Moscow and Chicago operas, and is at- present a favorite with a large following among concert-goers and is accepted Toscha Seidel as one of the leading sopranos before the Amer- ican public to-day. Toscha Seidel, world-famous violinist, was born at Odessa twenty-seven years ago and was brought to the United States by his teacher, Un- celebrated Auer. He achieved instant success and has since ranked as one of the foremost violinists on the concert platform. Mr. Seidel is now an American citizen. The Russian artist hour was in line with the policy of the Columbia Phonograph Co. to main- tain a cosmopolitan interest in its programs and to offer a diversity of entertainment to the army of listeners-in. Music Store Has Advantages as Radio Outlet, Says Survey Lawrence, Kan., February 7. — The Bureau of Business Research of the University of Kansas in its recent study of radio credit sales in Kan- sas summarizes the arguments favoring music and furniture stores as the main types of out- lets for radio sets and accessories, saying: "The receiving set is a drawing-room fixture and the expert advice of the furniture or music dealer as to the external appearance and models is necessary. "The musical instrument dealers have shown success in handling high-priced quality products and have been trained by the manufacturers for the greatest efficiency in demonstrations." Open Chicago Studio The Chicago studios of the National Broad- casting Co. were opened recently as a pick-up point for the Blue Network of which WJZ, New York, is the kev station. Engineering difficulties delayed the opening of this studio since last November, according to M. H. Aylesworth, president of N. B. C. The formal opening of the studios will mark the first utilization of the company's entire Blue Network facilities with a studio program orig- inating in Chicago. The program will be spon- sored by Montgomery Ward & Co., of Chicago. Cashing in on St. Patrick's Day by Staging a Tie- Up It goes without saying that music should be featured on St. Patrick's Day, or rather a week in advance, and an excellent sale of records for the phonograph can be achieved if appropriate selections are featured. A good example of publicity along this line was the two-column ad ox the Southern Cali- fornia Music Co., Los Angeles. It showed at the top a cut of an Irishman and his donkey, and also that o. a Victrola. The ad was captioned: Old Irish Melodies. Songs that never grow old — -Hear them now on your Victrola. Then followed a list from which to make se- lections; the name, the composer, price and record number all being given: "Old Irish Mother of Mine," "Just Like a Gipsy," "My Wild Irish Rose," "In the Garden of My Heart," "Where the River Shannon Flows," "I'll Take You Home Again, Kathleen," "Kil- larney," "Kathleen Mavourneen," "Mother Ma- chree," "A Little Bit of Heaven," "Macushla," "Come Back to Erin," "The Low Back Car," and "Wearing o' the Green." An Irish harp was the valued possession of an Irish colleen of the city, and she brought it to the store and gave two concerts on the Satur- day preceding St. Patricks Day. All of the selections rendered by her could be had in lecord form, and copies of same were hung on racks in the concert room for the inspection of all wishing to procure Irish music. The concert called anew attention to the haunting melodies, and many sales resulted therefrom. Pay Tribute to Berlin On January 18, the Columbia Phonograph Co. during its Radio Hour paid tribute to Irv- ing Berlin. A brief sketch of the composer started the presentation and was followed by the playing and singing of famous Berlin num- bers from "Alexander's Ragtime Band" up to the present song success, "The Song Is Ended." Husk O'Hare to Record for the Vocalion Catalog Jack Kapp, in Charge of Vocalion Division of Brunswick Co., Announces That Popular Leader Has Recorded "Hot" Numbers Chicago, III., February 7.— Jack Kapp, in charge of the Vocalion department of the Brunswick-Balke-Collender Co., recently an- Husk O'Hare nounced that Husk O'Hare and His Stage Band, now playing at the Capitol Theatre in this city, have just recorded a number of "hot" records for early release on Vocalion records. Husk O'Hare has been a popular favorite for the past eight years for his introduction of ex- cellent music of the "hot" type, and the an- nouncement of his engagement as a Vocalion artist is being well received by Vocalion job- bers and dealers throughout the country who anticipate a good demand for his records. Engineers Visit Fada Plant Members of the Institute of Radio Engineers, attending the third annual convention in New York, recently were guests of F. A. D. Andrea, Inc., at the Fada Radio plant in Long Island City. The visiting engineers were conducted through the factory in groups, and were in- terested in the evolution of Fada Radio from the raw material to the finished product. 12 The Talking Machine World, New York, February, 1928 Sonora Phonograph Go. Occupies Chicago Quarters Sonora Organization and Acoustic Products Co. Located in "Music Row" on East Jackson Boulevard — Convenient to the Trade A. J. Kendrick, vice-president and general sales manager of the Sonora Phonograph Co., Inc., announces that space in the splendidly located New Home of Sonora Phonograph Co. office building at 64 East Jackson boulevard, Chicago, widely known as the Lyon & Healy building, is now being occupied by the Sonora Phonograph Co. It is admittedly one of the most accessible business locations in the "Loop" and is especially convenient for the visiting trade as it is in the center of the district famil- iarly known as "Music Row." The offices are on the seventh floor and are served by two batteries of passenger elevators as well as freight elevators. The reception hall of the office facing on Wabash avenue is paneled in white marble and furnished in walnut. Here Sonora products, both the present AC radio line and the mechanical phonograph line, are on dis- play. Off this foyer are the Chicago offices of P. L. Deutsch, president of the Acoustic Prod- ucts Co., Inc., and the Sonora Phonograph Co., Inc., the offices of Mr. Kendrick, vice-president and general sales manager of the Sonora Phono- PHONOGRAPH « MOTORS i ^o- I WIDE variety of Motors made by Hermann Thorens, Ste. Croix, Switzer- land, Manufacturer of Europe's most celebrated phono- graph motor. High quality — rea- sonably priced. In different capacities, playing up to 10 records. THORENS, Inc. Sole Distributors for U. S. A. 450 Fourth Ave. New York City graph Co., Inc., and C. T. McKelvy, sales pro- motion manager. There will also be large, at- tractive demonstrating rooms where the new product which Sonora will soon announce can be seen and heard, as well as offices for the con- venience of out-of-town customers. Off the foyer will be quarters for the audit- ing department and general offices, and behind these the offices of the advertising and dealer service departments and the Midwest sales di- visions. Other executives of the company, in addition to above, having offices on the floor are L. O. Coulter, assistant sales manager, hav- ing supervision of advertising; D. C. McKinnon, record sales manager; H. D. Bibbs, in charge of Midwest sales, and Ray Reilly, district sales manager. Passing of Wm. E. Gilmore Is Regretted by the Trade Members of the phonograph industry, par- ticularly those associated with its pioneer days, learned with great regret of the death recently of Wm. E. Gilmore, who for many years was general manager of Thomas A. Edison, Inc., and who had also been president and general manager of the National Phonograph Co. Mr. Gilmore died on January 19, at St. Mary's Hospital, in Orange, N. J., after a two weeks' illness of pneumonia, aged sixty-five years. The funeral services were held at his home, 132 South Mountain avenue, Montclair, N. J. Mr. Gilmore is survived by his widow, a son, J. D. Gilmore, and two daughters. He was also a brother-in-law of Frank K. Dol- beer, at one time general sales manager of the Victor Talking Machine Co., Camden, N. J. Mr. Gilmore entered the Edison Electric Light field when he was eighteen years of age and later graduated into the phonograph field, where for many years he was a vigorous figure in the upbuilding of the industry. When he retired from the Edison business he became president of the Essex Press, a well-known pub- lishing concern. Rigoletto Quartet and Lucia Sextette on Victor Record The Victor Talking Machine Co. recently re- leased to its dealers a coupling of the Rigoletto Quartet and the Sextette from Lucia on record No. 10012. The selections are sung by a group of the greatest Victor artists: Galli-Curci, Homer, Gigli, De Luca, Bada and Pinza. The Victor Co. feels that the sales possibili- ties of this record, which lists at $3.50, are enormous. It will be featured in the company's national magazine advertising, will be given special treatment in the March record supple- ment, and window posters featuring it will be supplied all dealers. New Fada Distributor The Southern New York Electrical Supply Corp., Binghamton, N. Y., with a branch at Elmira, N. Y., has been appointed a Fada radio distributor for certain portions of New York and Pennsylvania, according to an an- nouncement by L. J. Chatten, general sales manager of F. A. D. Andrea, Inc. This jobbing house was established in 1873 and is one of the best-known organizations of its kind in the entire Eastern territory. J. Cameron Now General Manager of Freshman Go. Announcement Made to Trade in Letter by Charles Freshman — Company Did Largest Volume of Business in Its History in 1927 The year 1927 brought to the Charles Fresh- man Co., Inc., the largest volume of business in its history, Charles Freshman, president, stated in a recent letter to the trade. "We look for a busy and profitable year in 1928 and are strengthening every department of the company," Mr. Freshman's letter reads. "In this connection the executive and ad- ministrative division is augmented by James Cameron, of New York, as general manager. Mr. Cameron has been active in specialty mer- chandising for years- and is a student of economics and finance. Other than the resigna- tion of Mr. Myron Goldsoll as vice-president, there have been no further changes in our company. It will be the policy of the company to continue its efforts to serve you, to keep abreast with the achievements of the hour, and to pass on to you and through you to the public the results of such achievement." Mr. Freshman also declared that the radio business, as viewed by the Freshman organiza- tion, will reach the stabilization period much earlier in its life than has been ordinarily char- acteristic of a new industry. National Carbon Go. Host at "Radio Round Table" Metropolitan Newspaper Radio Critics Attend Dinner at Sherry-Netherland Hotel to Dis- cuss the Bettering of Radio Programs The National Carbon Co., sponsor of the Eveready Hour, which is broadcast each week over a wide network of stations, was the host to Metropolitan newspaper radio critics at a dinner held the latter part of last month at the Sherry-Netherland Hotel, New York. The event was styled a "Radio Round Table" and was devoted to a broadcast program discussion. George Furness, director of the Eveready Hour, presided and stated that a similar "Radio Round Table" would be held each year and that directors of other prominent broadcast programs would be invited for an interchange of opinion on the all-important subject of radio entertainment. Mr. Furness spoke and sounded the keynote of the Eveready Hour idea for imparting a stimulus to the discussion of program contents. Other speakers included Douglas Coulter, pro- gram director of the Eveready Hour; Paul Huffard, vice-president and general manager of the National Carbon Co.; Orrin Dunlap, of the New York Times, and Eric Palmer, of the Brooklyn Times. The consensus of opinion seemed to be that the radio program is most successful which does not strive to please all of its hearers at the same time. Specialized programs for specialized audiences, it was indicated, are the need of to-day. RCA Dividend At a meeting of the board of directors of the Radio Corp. of America, held on January 20, a dividend of 1J4 Per cent Ior tne nrst quarter of the year 1928 was declared. The dividend is payable April 1, 1928, to stock- holders of record of the A preferred stock as of March 1, 1928. ATTENTION JOBBERS and MANUFACTURERS Large radio cabinet manufacturer is now open for quantity production orders for cabinets of special design for jobbers or radio set manufacturers. SUPERIOR CABINET CORPORATION of New York City 206 Broadway Manhattan The Talking Machine World, New York, February, 1928 , •5'". rr"'" r MADE COMPLETE UNDER ONE ROOF 13 <9 VERY Oro-Tone Product is distinc- tive. Distinctive in appearance — in character and grace of design — in high performance standards — su- perior tone quality — definition and volume. And every Oro-Tone unit is made in our own plant. From the fabrication of raw materials to the last testing, Oro-Tone products are made in one factory — under one roof — our own. This means undivided responsibility which is your insurance of quality. By reason of manufacturing economies re- sulting from quantity production and by elimi- nating extra profits, Oro-Tone reproducers and tone arms offer greater value at no higher price than assembled products. We cheerfully cater to manufacturers, jobbers, and selected dealers. Send now for complete free catalogue. Oro-T one Factory — Home of World's Largest Exclusive Makers of Tone Arms, Reproducers, and Amplifiers. MODEL 101 Our newest reproducer, with all brass face guard, dia- phragm of Duro-Aluminum specially processed. The Model 101 renders excellent volume, and finest tone quality. List Prices — Nickel $3.50, Statuary $4.00, Old Copper $4.00, Gold or Oxi- dized $4.50. MODEL M-l Full curved &'/2 inch tone arm, special brass and copper alloy. Highly sensitive swinging action per- mits reproducer to fol- low record grooves without resistance. List Prices — N i c k e I $4.00, Statuary $5.00, Old Copper $5.00, Gold or Oxidized $6.00. CHICAGO, ILL. Specialize and Profit Fulton Bowman 's Merchandising Policy Has Made Him a Success FULTON BOWMAN, of the F. Bowman & Sons' store, has won trade from a wide territory in eastern Pennsylvania because he has won his customers when they entered his store by judiciously placing his specialties, and developing them and he has become The Edison phonograph and radio man in this par- ticular territory. Fulton Bowman began by carrying many lines of musical instruments, together with a sideline of art mantels, but an analysis of his trade soon By D. Allen DeLong Bowman. "Consequently, displays of phono- graphs and radios, I contend, are always well framed in such a background." The full depth of the Bowman store is finished in a soft ivory color. To a height of eight feet from the floor are wood panels of the same color, one of the cleverest ideas in the store's layout. These panels act as perfect Another noticeable feature is the absence of too many advertising placards and sales ap- peals. Mr. Bowman contends that a finely created instrument, such as a radio, or a phono- graph, has enough sales appeal in itself if it is properly displayed. To the rear of the neat display of cabinet models are the record and radio audition booths. Part of the booth space is occupied by the of- fices, so that the general decorative scheme is not interfered with. Workroom in the Rear There is a workroom in the extreme rear which customers do not see. Here are made the phonograph and radio repairs. Tubes and radio equipment are kept there. The Bowman store does replacement radio work for its cus- tomers, but does not make any particular effort to deal in accessories. They have striven to make the establishment a friendly one, in which they can adequately and quickly handle the needs of their patrons. By devoting their space and time and effort to the sales and upkeep of the Radiola and Atwater Kent radio, and Pooley cabinets, and the Edison phonograph, they have made an outstanding success of it- Attractive Interior of F. Bowman brought out the fact that the trend was mostly leading toward the phonograph and radio. The store organization was re-aligned into a specialized group on the Edison phonograph and radio and upon that foundation has been built one of the outstandingly successful music businesses for a third-class city. Artistic Interior as a Sales Aid Bowman's operates under the salesman plan, as well as through its store at 938 Hamilton street, Allentown, Pa. It is the store, however, which commands attention for neatness, sales appeal and comfort. Customers come because they like to. "Nothing brings out the striking beauty of a wonderful mahogany cabinet as does a light shade of wall, and particularly ivory," says Mr. & Sons' Store in Allentown, Pa. sounding boards for public demonstrations of talking machine and radio receiving sets. Avoid Crowding Floor With Models The F. Bowman establishment is noted for the fact that it makes much out of little. There is no crowding of models on the floor. The doorway leads into a display section, in which there is one group of phonographs to the right, and a small group of radio models to the left. The center is left bare. With a soft rug underfoot, and a wicker table and chair set in- vitingly in the center, the effect of mass is nil, while there is a certain elegance about it that kindles a chord in every neat woman's heart. And women are, after all, the buyers of home furnishings, although Friend Husband pays for them. Victor Announces the Orthophonic Model 4-20 The Victor Talking Machine Co. recently placed on the market a new attractive and com- pact Orthophonic Victrola, styled 4-20. The in- strument is of Classical English design with blended antique mahogany finish, mahogany knobs, antique brass winding key and escutch- eon with the inside finish in antique brass. It is thirty-six and one-half inches high, twenty-five and three-quarter inches wide and eighteen and a quarter inches deep. The usual features found in all Orthophonic Victrolas are incorporated in this instrument, with a non-set automatic eccentric groove brake, a spiral drive, long running motor, and a twelve-inch turntable. The formal opening of the Del Mar Music Shop, 5112 Market street, Hillyard, Wash., was held recently. A complete line of musical instruments, records and sheet music is carried. Marie Shellman and Howard Carr are the pro- prietors. AN IMPROVED RECORD ALBUM FOR the past few years little improvement has been made in the design of albums to hold talking machine records. NOW A NEW LOOSE LEAF ALBUM that will lie absolutely flat when opened, that has an all-metal back with protecting end pieces, making it more durable than any album heretofore made. It is handsome in appearance and will add to the beauty of any cabinet. Made in durable cloth or in Dupont Fabrikoid binding with super-finish design. PATENT APPLIED FOR Write for detailed information regarding this new loose-leaf album and other 1928 designs. NATIONAL PUBLISHING CO. Factory and Main Office 239-245 S. American Street Philadelphia, Pa. Sales Room 225 Fifth Avenue New York City 14 The Talking Machine World, New York, February, 1928 FRESHMAN ffiMffVZ RADIO Endorsed and Recommended by Outstanding Music Dealers! FOSTER&WALDO Today We're Unveiling — •A — A New Radio That Plays Your Phonograph Records! No Batteries No Liquids No Trouble No Excuses Licensed under patents RCA, General Electric Co., Westinghouse Elec. & Mfg. Co., and Amer- Tel. & Tel. Co. The entire line of Freshman Electric Radios complete with new AC Tubes and built-in cone speaker, ranging in price from $15300 to ®50000 complete, are sold only to Authorized Freshman Dealers. Battery operated receivers from $54-50 up. Complete Information on request Chas. Freshman Co., Inc. Freshman Building, New York 2626 W. Washington Blvd., Chicago The Talking Machine World, New York, February, 192& The Last Word in Acoustical AUDACHROME The Qhromatic "Reproducer BUILT ON A NEW PRINCIPLE This is the 1928 AUDAK Line of Reproducers ...a... XT AUDACHROME to retail at $10 .-CJ-... ■tr POLYPHASE to retail at $8.^2 tr Also the SINGLEPHASE and our special low-priced REVELATION t I UST as surely as results speak for I themselves, so surely has the unprece- ^9 dented volume of orders received from the trade for the wonderful new AUDACHROME Reproducer registered its unmistakable evidence — the revolutionary new AUDAK headliner has gone "over the top" with impetus beyond our most confident pre- dictions. It was a simple case of testing and proving, of listening, layman-like, to ordinary repro- duction—then listening to AUDACHROME— and comparing the difference. AUDAK repre- sentatives took the new product direct to leading members of the retail and wholesale trade, and, without wasting time in extravagant description, got right down to a "brass tacks" demonstration, showing how even the won- derful new records are interpreted as never before by AUDACHROME. The effect was eye-opening. Veteran, dyed-in-the-wool talking J The Demonstration with AUDACHROME is the Final Argument — Line Up with the Progressives for a Bigger Volume and Profit in 1928 r See another AUDAK announcement on page 41 ACCEPT NO IMITATIONS Every Audachrome and every other Audak instrument bears a protective tag like this — your guarantee ! The AUDAK 565 Fifth Avenue Makers of Acoustical and Electrical The Talking Machine World, New York, February, 1928 Reproduction "Another AUDAK Achievement " AUDACHROME List Price 10 machine men expressed the liveliest praise of AUDACHROME— and followed through with quantity orders* Seldom has an acoustical improvement made its mark with the trade so swiftly, so completely, so convincingly as has AUDACHROME. Now for the public! Wise jobbers are already booked for AUDACHROME. So are hundreds of wide-awake retailers. Aided by the illumin- ating consumer advertising prepared for this splendid new "interpreter of quality," dealers everywhere are beginning their drive on Mr. and Mrs. Public. Selling AUDACHROME will enable these dealers to sell more new electrical records. That means fuller appreci- ation of the best in modern music — which, gratifyingly, will lead to additional sales of new, scientific talking machines. Yes, there's a plot to it! COMPANY New York, N. Y. Apparatus for More Than 10 Years "One is a good sound box — the other is a wonderful instrument," said the head of one of the prin- cipal talking machine distributing companies, after comparing his previous equipment with AUDA- CHROME. "Marvelous!" exclaimed the execu- tive of a very large national or- ganization. After this company saw what AUDACHROME has ac- complished, they not only ordered a large number of units, but actu- ally set about reorganizing their sales policy to include the basic principles on which AUDA- CHROME itself has been built! Dealers, jobbers and manufac- turers have handed up some mighty fine bouquets to AUDA- CHROME. Perhaps the most elo- quent of all these spontaneous tes- timonials was that contributed by a prominent retailer in New Eng- land. After listening to a difficult orchestral selection played two different ways — the second time with AUDACHROME— he said sim- ply: "Thanks! You Audak people have doubled my 1928 record busi- ness." And thus we move on, from good to better — beating the best pre- vious AUDAK accomplishments; employing almost unlimited engi- neering and inventive resources to advance the interests of the music industry. All the splendid success the trade has enjoyed with AUDAK Reproducers, acknowledged leaders in their field by sheer merit, is as nothing compared with the flood of increased business which AUDA- CHROME will bring you. Old talking machines will be brought down from musty attics in thou- sands; shining new electrically cut records will be sold by tens of thousands; new appreciation of talking machine entertainment will result in vastly stimulated sales of new, higher priced ma- chines— thanks to the wonderful realism of AUDACHROME. "faith- ful to the echo." To dealers, wholesalers and talking machine and record producers alike. AUDACHROME brings the big, inspiring message of 1928. Yours to profit — by simply relay- ing the message to Mr. and Mrs. Public. We are helping with strong selling literature that aims at the average man and woman — tells them what good reproduction means — shows them why AUDACHROME is the instrument they have been waiting for — directs them to the trade for a demonstration. As for your part — it_is that of dis- tributor— no more, no less. You make your money buying and sell- ing ENTERTAINMENT. In AUDA- CHROME we have given you one of the mightiest single selling forces in the history of talking machines. All you have to do to CASH IN is to co-operate. The demonstration's the thing! 18 The Talking Machine World, New York, February, 1928 Splitdorf Radio Corp. Issues Service Manual First of Series of Articles on Servicing the All- Electric Set Lists Necessary Meters and Tools — Retail Dealers Instructed The Splitdorf Radio Corp., of Newark, N. J., which has issued a service manual for the all- electric receiver, in the first of a series of ar- ticles dealing with the servicing of these sets lists the necessary meters and tools for the serv- ice kit, as follows: Meters: Voltmeter 0-3 A. C, Voltmeter 0-10 A. C, Voltmeter 0-150 A. C, Ammeter 0-1 A. C, Milliammeter 0-2S D. C, Milliammeter 0-5 D. C. and Voltmeter 0-250 D. C. 800 to 1,000 ohms per volt; tools: 10-inch Yankee screwdriver, 54 inch bit, 4-inch Yankee screwdriver, Y& inch bit, pair side cutting flat nose pliers, pair diag- onal cutters, *4 inch tip soldering iron, bake- lite tuning rod and wrench, screws, nuts, fric- tion tape, amberoid, etc. "In presenting the information, of which the list of tools and meters is but a part — the rest to follow in subsequent articles — we feel that Splitdorf is performing a service for dealers and service men everywhere," said Hal P. Shearer, general manager of Splitdorf Radio Corp. "Occasions may arise when it is desirable to know the methods of servicing and maintaining the product, and for this reason we have made available the service information in complete form. Before the first of the new year we had sent ten men to various parts of the country to instruct dealers, jobbers and the service men employed by them in the proper method of servicing the new type of radio set — the all- electric. It was stated at the time, and we be- lieve it to be true, that this is the first service school available for the new electric receivers." The Columbia Music Shop, Buffalo, N. Y., was recently incorporated with a capital stock of $25,000. The incorporators are Nathan Rovner, Buelah C. Clifford and Ralph N. Kendall. Here's the Simplest Way To Change DC Receivers to AC Absolutely No Rewiring Necessary On Standard Sets The Eby AC Adaptor Harness can be used in practically any standard five or six tube set equipped with separate B battery and C bias feeders for the last AF stage without changing the wiring in any way. EBY AC ADAPTOR HARNESS Cable Has Only Eight Leads And six of them go to the transformer. It is as easy to hook up the Eby AC Adaptor Harness as it is to connect the set cable. The whole installation can be made in less than ten minutes. Made in Two Universal Models — Only Two Stocks to Carry The Eby AC Adapter Harness is made in one universal five and one universal six tube model. The five tube model lists for nine dollars and the six tube model for ten dollars. Designed for Use With Standard Tubes and Transformers The Eby Harness is designed for use with R. C. A. Radiotrons UX 226, UY 227, UX 171 and UX 112-A or with tubes having the same characteristics. Standard filament supply transformers made by Acme, Bremer-Tully, Jeffer- son, Karas, Silver-Marshall, Thordarson, and other manufacturers can be used with the harness. Improves Reception Without Changing Characteristics of Set The harness automatically rewires the set for AC tubes without changing its characteristics in any way. The new tubes improve reception. Complete, Simple Instructions Packed With Each Harness Our instruction booklet gives complete directions and tells the whole story. Write for it. The H. H. EBY MFG. CO., Inc. (W'^ 4710 Stenton Avenue Philadelphia fir Makers oj EBY Binding Posts and Sockets Long Cord for Gone Speaker Enables Its Proper Placing Ray H. Manson, Chief Engineer of the Strom- berg-Carlson Tel. Mfg. Co., Discusses the Merits of a Long Cord on the Cone Speaker "An unusually long cord on a cone speaker has many advantages that are at first not appar- ent," said Ray H. Manson, chief engineer Strom- berg-Carlson Tel. Mfg. Co., of Rochester, N. Y. "Every purchaser of a radio receiver knows that the receiver cannot be placed at any point in a living room, either because of its lack of har- mony with the other furnishings of a room in some locations, or because of the impossibility of bringing antenna and ground wires to that location. As a rule, the receiver must be placed where antenna and ground wires can be easily brought into the room, whereas the loud speaker is not dependent upon these limitations. "Thus, a loud speaker that can be easily moved to whatever position produces the best entertainment is to be desired. Stromberg- Carlson engineers provide their loud speakers with thirty-foot cords for this purpose. Whether best acoustical reception comes from the corner of a room or when the loud speaker is placed in front of tapestries or window draperies, a Ihirty-foot cord allows the speaker to be placed in that location. In addition to this advantage, it is sometimes desirable to move the loud speaker out to the sun porch or to another room. A long cord enables this to be done. "Not the least important of the arguments advanced by the engineers in favor of a sep- arate loud speaker is the fact that a cone speaker can be more correctly designed when it is not embodied within the cabinet of the re- ceiver. A cone speaker in order to reproduce faithfully all the tones of the musical scale should be at least twenty to twenty-two inches in diameter. Obviously, a speaker of such pro- portions would require too large a cabinet to inclose not only the speaker itself, but also the receiving mechanism and power equipment." Announces Promotions at Buffalo Sales Conference New Field Supervisors Named at Annual Mid- Winter Meeting of Federal Ortho-sonic Representatives at Factory in Buffalo The annual mid-Winter conference of sales representatives of the Federal Radio Corp., Buffalo, N. Y., was held at the factory during the week between Christmas and New Year's day. The entire week was devoted to open dis- cussions of field problems in meetings con- ducted by K. E. Reed, sales manager, and C. J. Jones, assistant sales manager. At the close of the conference Mr. Reed an- nounced the promotion of the following repre- sentatives to the position of Field Supervisor: R. H. Canning, R. F. Lovelee, E. C. Hill, P. J. Rundle, and W. R. McAllister. These men will undertake special missions for the Federal Radio Corp. in all parts of the United States and Canada, and will assist Federal wholesalers in solving unusual problems of sales and dis- tribution. Growth of Radio Industry The amazing growth of the radio industry in the past seven years was the subject of an interesting address recently by J. L. Limes, assistant sales manager of the Crosley Radio Corp., to the Rotary Club at Covington, Ken- tucky. In seven years the radio business went from practically nothing to sixth position among industries of the United States, he said. In 1921 the total volume of business in the en- tire industry was $2,000,000 and in 1927 the es- timated volume was $550,000,000, concrete evi- dence of the industry's development. The Talking Machine World, New York, February, 1928 Columbia Glance at the three pages following. Examine the wide range of selections and artists represented in Columbia's electrical recordings on Columbia New Process Records. Note the appeal made to every taste and every purse by the Viva-tonal Columbia Phonographs and the Columbia-Kolster Viva-tonal, The Electric Reproducing Phonograph, "like life itself." Then you will understand some of the reasons why more and more of your customers and potential customers say " Columbia. " Columbia Phonographs and Records Schubert Centennial* Organized bq Columbia Phonograph Compani] The Talking Machine World, New York, February, 1928 Columbia The Library of Masterworks* Pioneering in the field of the world's greatest music, completely recorded and bound in albums, THE COLUMBIA FINE ARTS LIBRARY OF MUSICAL MASTERWORKS now comprises SEVENTY-FIVE albums, representing major compositions of the masters — from Bach, Mozart, Beethoven, Schubert, Wagner, to the greatest living Composers. Columbia's nearest competitor in the field has a catalogue of TWENTY-THREE albums. Columbia's second nearest competitor has a catalogue of SEVEN albums. In scope, variety, and smoothness of recording the Columbia Library of Mas- terworks* records is also pre-eminent. Played on the marvelous new Columbia- Kolster Viva-tonal, The Electric Repro- ducing Phonograph, these reproductions are on a par with concert performances. eadership The Beethoven Celebration Columbia Leadership is likewise evidenced through the sponsorship of the recent Bee- thoven Week — a community enterprise in more than five hundred cities — establishing contacts for the dealer, not otherwise possible. And Now — Schubert Year Again Columbia Leadership is shown in the sponsorship and organization of the SCHUBERT CENTENNIAL, centering in the United States, but extending its influence over twenty-six coun- tries throughout the world, where committees have been formed, supplementing the American Advisory Body, of which Mr. Otto H. Kahn is Chairman. Again the dealer plays the dominant role in bringing the best music to the buyer. The program of Schubert Year will be carried out in one thousand American cities and has already contributed the greatest news item in the history of music — the International Composers Contest, organized by the Columbia Phonograph Company, for symphonic works that will cap- ture the spirit of Schubert's Unfinished Sym- phony. Write for full details educational material, and sales helps Columbia Phonograph Company, 1819 Broadway, New York City Canada: Columbia Phonograph Company, Ltd., Toronto Columbia ^Records Made the New Way - Electrically - Viva-tonal Recording - The Records without Scratch Schubert Centennial -Organized bq Columbia Phonograph Company. •Reg. U.S. Put. Otf. The Talking Machine World, New York, February, 1928 19 Leading Eastern Wholesalers Feature the Garryola Line Regular Shipments of Portables and Pick-up Devices Going Forward to Recently Ap- pointed Distributors in Eastern Territory The rapidly growing popularity of the Carryola line of portables is indicated by the fact that some of the leading jobbers of the East have recently taken on the complete line and are featuring it in a large way, according to A. F. Carter, Eastern sales representative of the Carryola Co. of America, Milwaukee, Wis. Mr. Carter, who has been covering the entire Eastern district for some time, announced that the following wholesalers are now Carryola distributors: Columbia Wholesalers, Inc., of Baltimore, Md., who will cover the Virginia and North and South Carolina territory; Girard Phonograph Co., of Philadelphia, Pa., which has as its territory the City of Philadelphia, eastern Pennsylvania and southern New Jer- sey; Richmond Hardware Co., one of the largest distributing organizations of the South, which has twenty-one men in the field, will operate from the headquarters in Richmond, Va., covering Virginia, West Virginia, North and South Carolina and eastern Kentucky; Van Zandt & Leftwich, Huntington, W. Va., will cover the State of West Virginia; Iroquois Sales Co., Buffalo, N. Y., one of the best-known wholesalers in New York, will cover New York State, north and west of Albany; Dray- ton-Erisman Co., of Boston, Mass., has the New England territory. All of these distributors have recently taken on the line and are now receiving regular ship- ments, according to Mr. Carter, and the extent to which they are featuring the Carryola line is indicated by the fact that an extensive tie-up is now under way with the national advertising of the Carryola Co. of America, in the Saturday Evening Post and Liberty Magazine of this month. Dealers are being circularized and the advantages of co-operative effort in this tie-up are being strongly emphasized. The Carryola line, which consists of the Carryola Master Portable, the Carryola Lassie, Carryola Porto-Pick-up and the Carryola Elec- tric Pick-up, has been enjoying tremendous sales throughout the Eastern territory, and re- ports from distributors and dealers point to a continuation of this excellent business during the remainder of the Winter and Spring sea- sons. "What We Hear in Music" Issued by the Victor Go. ( The Victor Talking Machine Co. recently an- nounced to its dealers a completely revised edi- tion of "What We Hear in Music," the book which is widely used in the teaching of Music Appreciation and Music History. Because of the many changes which have taken place it was necessary to make six additional lessons in each of the four parts of the book, bringing the size up to 640 pages with 984 selections on 714 Victor Orthophonic records, all annotated and analyzed. The book is printed on heavy paper and is bound in an attractive red cloth cover with gold lettering. It lists at $2.75. Dealers are urged to bring the new edition before the authorities of High Schools, Colleges, Universi- ties, Conservatories, club women and Red Seal customers. Abox Go. Moves Service Dept. The Abox Co., of Chicago, 111., manufacturer of the Abox eliminator, recently moved its New York service station from 142 Liberty street to 109 Lafayette street. The new telephone num- ber is Canal 3530. The station is under the su- pervision of M. J. Powers. FERRYMAN FERRYMAN RADIO TUBES Distance Without Distortion If the responsibility is yours— why not the profit too? Why not make a profit on radio tubes large enough to compensate for the responsibility of stocking them, selling them and making ad- justments when necessary? When a tube goes wrong, the customer doesn't take it back to the manufacturer. He brings it to you. You, in his mind, are the responsible party and you must make good if the tube doesn't. Consequently if you tell the truth, you can sell just as many Perryman tubes as you can sell less profitable tubes. Just say to your cus- tomers, "This Perryman tube is as good as or better than any other tube you can buy anywhere else at any price. 1 stand squarely behind this tube and if it doesn't satisfy you in every respect, I will make good." There are no better tubes than Perryman tubes. The guarantee you have is unlimited. And the extra profit for selling them is easily earned. Write in today for further information. Perryman Electric Company, Inc. 35 West 60th Street New York, N. Y. Plant: North Bergen, New Jersey PERRYMAN RADIO TUBES A Complete Line, of Standard Equipment for every Radio Purpose 20 The Talking Machine World, New York, February, 1928 Tke Revelers : ^ VICTOR DEALERS <^/2 world's most promt- In every field of music, whether it as being almost one and the same, be popular or classic, Victor admit- As a result, the Victor Record tedly has the artists. So consistently stock in your store has great draw- has this policy been followed, and ing-power. People go to their Vie- so well has it been advertised, that the tor dealer whenever they want musi- public has come to think of Victor cal entertainment for the home. Records and the world's greatest artists Many dealers have found the Victor VICTOR TALKING MACHINE COMPANY The Talking Machine World, New York, February, 1928 21 sotv Casals r <\ Av0<^ j/^V customers the nent musical artists ready-made advertisements very The fact that Victor Records are profitable. Each new release of Vic- the world's best music in permanent tor Records has strong news-value, form is a powerful magnet for your Another attention-getter is the giant store. By bringing it to the atten- Victor Record. Changeable labels for tion of your customers in every way this big record permit you to feature possible, you can make this sales- each hit while it is still hot. point pay big dividends. CAMDEN, NEW JERSEY, U. S. A. Maintaining Sales Enthusiasm Sales Manager Is Responsible for the Efficiency of the Organization ri^HE concern of the sales manager is not only to keep his organization intact, but also to keep each individual working at the highest point of efficiency. That, of course, is where the real worth of the sales manager is proved in a manner leaving no room for doubt. To keep the enthusiasm of the organization up to the highest point of efficiency there should be a short, snappy, ten or fifteen minute sales meeting every morning. There should never be any deviation from this rule and attendance should be compulsory. You can help to create interest in these meetings by making them brief and by giving the organization at each one some new idea or selling argument. The sales man- ager should point out the outstanding programs on the air that evening so that the salesmen may go out and talk about these events to their prospects and create desire for radios or com- binations. There should also be described and played at least a part of some outstanding record, so that the salesmen may become more familiar with the recorded music, and thus be in a better position to sell the record idea. Getting the Salesmen Out Early I believe that this early morning meeting is the most important part in the successful hand- ling of a large organization — for if your men all report in a body at this meeting you are sure that they are ready to go to work — whereas if you do not require such a meeting ofttimes the less energetic salesman will be sleeping through the morning hours when he should be working. Of course, he may telephone to you at about 8.30 that he must go direct to a pros- pect's home before coming to the store. In many cases said salesman, after hanging up the telephone receiver, crawls right back into bed and finishes his sleep. I know these things to be so, because I, too, was a phonograph sales- man for a number of years. By Clarence H. Mansfield Fitzgerald Music Co., Los Angeles Of course, you will have a difficult time get- ting 100 per cent attendance on time at these morning meetings, particularly at first, but roll C. H. Mansfield should be called each morning and a record kept. Some reward should be held up for the salesmen who are punctual regularly to give them an incentive. In our organization we have four men on the floor each day — these floor days are valuable — so they are given to the salesmen each week who are highest in point of sales volume for the preceding week, the high- est man getting first choice, next highest man mm i iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiliiiiiliiiii i mini minium mi iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniii iiiiiiiiiiiiiiiiinii iiiiiiiiiiiiiiiiiiiiiiiiiniiii i mum nil iiiiiiiiiiiiiiiiiinmj . i M.>4el A Dealers ! Understand this — The Hyatt Utility receiver is not competing with your line of larger receivers. Your best prospects for Hyatts are those to whom you have sold larger sets. A Hyatt six will provide — bed-time stories for children in the nursery — a lecture for father in his study — genuine entertainment for those con- fined by illness in their bedrooms. Sell Hyatt on this basis to old customers and, when price or home conditions are a factor, sell Hyatts to new customers. imiiiiiiiiiiiiiiiiiiniiniiniiiiiHiinniinnnnninnnnnnniinnii nnnnHnnnniiiiiininniiiiiinimiuiiiiiniiiiinnn iiiiiHniiiiniiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiuiimiiiiiiii innnnnmniniinnnn minimum 22 second choice, etc. However, if there are, out of the organization of 25 salesmen, only twelve or fourteen men who have accomplished busi- ness the preceding week, then the balance of floor positions are distributed or rather drawn for by the men who were "on time" at every morning meeting the previous week. Thus a salesman, who has earned a floor day through business consummated, has an opportunity of getting an additional day on the floor, provided he has been punctual every morning during the week and the man who has not been fortunate enough to consummate business also has an opportunity to win a floor day. Thus interest in punctuality is greatly increased. Keeping up the Enthusiasm Creating and keeping up enthusiasm among the salesmen is entirely up to the sales man- ager. He must continually praise and enthuse over the merchandise. At the morning meeting, especially, is the time to do this, when the minds of all are fresh. These meetings do more to eliminate turnover of salesmen than any other one thing. Salesmen realize they are actually part of an organization. They are made to feel a greater sense of responsibility and loyalty. No meeting should last over fifteen minutes- otherwise it loses much of its effect. A long- drawn-out meeting takes too much of the sales- man's valuable time and puts him in a bad hu- mor. The importance of keeping him in a good humor is great. A disgruntled salesman never can sell as efficiently as when he is in good humor, so it is a matter of good business to keep him as happy as possible. Most men get up in the morning in a bad humor. By creat- ing a cheerful atmosphere at the morning meet- ing—with a funny story— or the unbounded en- thusiasm of the sales manager, or a pat on the back either actually or verbally— the salesman is put in the proper frame of mind. This all helps build up that valuable asset to an organ- ization— "Esprit de corps." Encouragement Helps All men are more or less vain. All of us like applause. The average salesman is probably more that way than anyone else, in any other line of endeavor with the possible exception of actors. So when he puts over a good deal — when he accomplishes an unusual amount of business — or does anything else outstanding — compliment him in front of the entire organiza- tion. You'll be surprised to see how this will encourage him to do better work, and the desire for this appreciation and applause will also spur the other men to greater efforts. Here is a suggested outline for the regular morning meeting as used in our organization. 8. IS. Roll call. Sales manager points out high lights of evening radio programs. Sales manager plays and describes some outstanding record. Honorable mention for those who consummated business day before. Sales manager gives three-minute enthusiastic talk on merchandise and its advantages or gives some selling idea or argument. Adjourn. Weekly General Meetings In addition to morning meetings there should be held once a week, regularly, a general sales meeting lasting from one to one and a half hours. The merchandise, sales promotion plans, (Continued on baae 241 | 8.17. | 8.20. f 8.25. | | 8.28. 1 3.30. The Talking Machine World, New York, February, 1928 23 An'accoustical gem in a magnificent setting — Each SYMPHONIC and LOW-LOSS REPRO- DUCER is beautifully encased in a gold em- bossed silken container commanding attention and bespeaking its quality. There can be no substitute for SYMPHONIC REPRODUCERS. If your jobber does not stock genuine SYMPHONIC REPRODUCERS, write us. SYMPHONIC qA STANDARD PRODUCT NICKEL PLATED $1Q00 GOLD PLATED $1200 LOW (J LOSS iimnuunnir mnmrn reproducer I REPRODDCER Nickel Plated $8.00 Gold Plated . 10.00 This is the $8.00 number ihat has been so popular with phono- graph dealers everywhere. A wonderful reproducer whose performance is so unusual that it sells immediately on demon- stration. iveirtmiir© „T. , , ■ . „ phonograph reproducer Nickel Plated $5.00 Gold Plated . . 7.00 A remarkable reproducer ac a remarkable price. Beautifully finished in polished nickel or gold plate. A great seller. RADIO REPRODUCER $6.50 Try [his on your Orthoplionic Victrola or other new type pho- nograph, and you will be amazed. Booming basses, — highest treb- les,— marvelous detail Bushings to fit SYMPHONIC RADIO REPRODUCER to the old style Victrola, or to the Orthophonic Victrola. List price, 50c. (All prices slightly higher West of the Rockies.) / . \ It is safer to BUY a stan- dard product. It is safer to SELL a stan- dard product. That is why the ^pmpljoniC trade mark on a repro- ducer is of more importance than the price tag. SYMPHONIC SALES CORPORATION 370 SEVENTH AVE. Pioneers and Leaders in the Independent Reproducer Industry NEW YORK 24 The Talking Machine World, New York, February, 1928 L. H. White Made Managing Director Nipponophone Go. Comptroller of Columbia Phonograph Co. and Supervisor of Seven Departments in Bridge- port Factories Promoted — Other Changes Lester H. White, comptroller of the Columbia Phonograph Co., and supervisor of seven de- partments in Columbia's Bridgeport factories, farewell dinner in the State Apartment of the Waldorf Astoria. J. W. Murray, treasurer of the Okeh Phono- graph Corp., also owned by the Columbia in- terests, has been appointed assistant comptroller of Columbia, and has assumed charge of Mr. White's work at Bridgeport. Eli Oberstein, who has been connected with the treasurer's department of Columbia, succeeded Mr. Murray as treasurer of Okeh. Maintaining Sales En- thusiasm in Music Store Clark Music Go. Sponors Unusual Radio Program Presentation of Syracuse Composers' Series by Large Central New York Music House Aroused Wide Interest Among Music Lovers L. H. White has been appointed managing director of the Nipponophone Co. of Japan, recently acquired by the Columbia interests. Mr. White left America in mid-January, for an ad interim absence in his new position, from which it is hoped he can be recalled to the American field after a year. Mr. White, who is still in his mid-thirties, is one of Columbia's ablest executives, with a remarkable record for so young a man. A grad- uate of New York University, he was at first in the banking business, then with a leading firm of industrial engineers, and entered Co- lumbia's service in 1919, since which time his ac- tivities in the interest of the company have been countless and highly valued. As a testimonial of their regard and esteem the officers of the company and representatives of the various departments gave Mr. White a Syracuse, N. Y., February 6. — One of the most unique things which has been done in this city in recent months is the presentation of the Syracuse Composers' Series of programs, given via radio, and arranged and sponsored by the Clark Music Co., the largest music house in Central New York. The programs were pre- sented each Tuesday evening at 7.30 p. m. direct from the Clark Music Co. studio, by remote control, through station WSYR on the Hotel Syracuse and have been given over a period of three months. The studio is a large room on the main floor of the Clark Music Bldg., which is the phonograph and radio department of the store, and friends and customers are invited in to witness the actual broadcasting programs and the store is generally open to guests on that evening. In many instances the composers themselves actually took part in the presentation which made it possible for the radio audience to hear the true interpretation of their works. Also many of the selections presented were given from original manuscript and would never have been presented had it not been for this oppor- tunity. Hundreds of fine comments have come to the Clark Music Co. about the Composers' Series, thus showing an unusual interest in the fine music presented, and no doubt the series has been to the listening audience an aid in understanding and appreciating better music, which was the real object of the plan. It is the idea of the Clark Music Co. to endorse and encourage at all times the study, appreciation and advancement of fine music and the Compos- ers' Series was arranged in the hope that those who followed it would be much benefited by it. The Series was concluded on January 24. IN WIDE DEMAND Model 489 1,000 ohms per vol) WHAT about instruments for B-Eliminator operated sets? D. C. set owners, using battery substitutes, today form a large part of your market. A voltmeter that will ac- curately check the output of the Elim- inator is an absolutely essential require- ment for the best performance of such sets. Weston furnishes the ideal instrument for this service in the Model 489 Battery Eliminator Voltmeter. Its high internal resistance of 1,000 ohms per volt means that only 0.001 ampere is required for full scale deflection. Moderately priced for an instrument of such high quality and reliability, and in great demand every- where. WESTON ELECTRICAL INSTRUMENT CORPORATION 190 Frelinghuysen Ave. Newark, N. J. WESTON RADIO INSTRUMENTS (Continued from page 22) and actual selling methods should be discussed and intensively studied. I believe also that at every one of these sales meetings some sales- man should be called upon to actually go through the demonstration and selling of one of the instruments. These demonstrations should be freely criticized by the rest of the organization. It is often a "bitter pill" for the salesman to get up in front of the entire organ- ization and make such a demonstration, know- ing that he is to be severely criticized. But, nothing will help him more — and the rest of the organization as well. This, too, will do much to get all salesmen on the same selling track. It means that if this is done consistently one man will not be telling a prospect one thing and another salesman an- other thing. It makes for unity of selling and helps to eliminate objectionable remarks, man- nerisms, etc., of which the salesman himself may not have been conscious. It aids the sales manager in determining the sales ability of each man. Of course, you cannot expect a salesman, under the circumstances, to give as good a sales talk or demonstration as he would alone in the room with the customer, and allowance at first must be" made for that; but when the salesman learns to retain his poise and put over an effective demonstration in front of the organ- ization, then he can certainly put over an even more effective one alone with the customer. Exchanging Ideas There should be a period set aside at the weekly meetings for open forum — where ideas and criticisms of operating and sales promo- tion methods are presented and discussed. Many fine ideas will come from this. For the benefit of those who may be timid about making criti- cisms or suggestions, a suggestion box should be installed in which written suggestions may be dropped, either signed or unsigned, and read in the meeting by the sales manager. This last plan will bring out many things that may not come to light otherwise. Many sales managers say that one sales meeting a week is sufficient, but I contend that the short morning meeting, in addition to the long weekly sales meeting will give greater en- thusiasm and better co-ordination of effort to the entire organization. A salesman can run down to a pretty low ebb of enthusiasm be- tween the weekly meetings, but the morning meeting keeps him constantly pepped up to the highest point of efficiency. I liken the salesman to a battery — and the morning meeting to a trickle charger that keep him constantly charged to the highest point of enthusiasm. Leo Reisman to Give Concert Leo Reisman and His Orchestra, exclusive Columbia artists, will give their first concert of modern jazz compositions at Symphony Hall on Sunday evening, February 19. The orches- tra will be augmented to forty musicians for the occasion. The program will be a varied one with special compositions, current hit numbers and a group of dance tunes recently recorded for the Columbia catalog. Hazeltine Patent Suit The Hazeltine. Corp. announces that an order has been signed by Judge Henry W. Goddard, of the United States Southern District Court, to show cause why the Electric Service En- gineering Corp. should not be enjoined pending final hearing from transferring or selling its rights in United States Patent No. 1,605,411. The patent covers certain inventions in radio receiving apparatus and the order was issued in an action brought by the Hazeltine Corp. against the Electric Service Engineering Corp. wherein plaintiff seeks to have it declared void. The Talking Machine World, New York, February, 1928 25 UTAH RADIO PRODUCTS CO. 1615 S. Michigan Ave., CHICAGO The only complete line — ranging from $10 to $100 Coordination of Policy Factor in Success of Edgar Music Co. Tulsa, Okla., Dealer Has Built a Big Business on Principle That Woolworth Front and Tiffany Merchandise Don't Go Together YOU can't put up a Woolworth front and expect to sell Tiffany merchandise; you can't behave in a manner befitting a Sweeney and expect to sell to Mrs. Van der Sniff, of wealth and discrimination. That is the basic principle back of the rapid growth of the business of the Edgar Music Co., Tulsa, Okla. As the truth is applied in the firm, it is interpreted to mean that you can't expect to aim at one policy of merchandising, permit the employes to aim at another — or aim not at all — and hit the same spot. The firm has been built up around the owner's plan of hiring and handling his employes. "If a chain is no stronger than its weakest link," says Tom Edgar, founder and head of the concern bearing his name, "then a musical merchandising organization is no better than the men who represent it to the public. Re- gardless of what our aims may be, the conduct of the men who come in contact with the pub- lic most frequently is taken as the standard of our worth. The employes of the firm are to the firm itself, from the viewpoint of the public, what the front of the store is to the store itself. Each creates the first and most lasting impres- sion of the whole upon the prospective buyer." Believing explicitly" in the truthfulness of these ideas, Mr. Edgar has constantly borne them in mind in hiring and training the men and women who constitute the present force of eighteen employes. The favorable results from this care crop out in a number of ways. Employes Aid in Direct Mail For example, the company uses a personal letter now and then to send to a list of pros- pective customers; and Mr. Edgar believes that the reason that such letters generally have more than average pulling power is because they are prepared by the employes. The average such By Ruel McDaniel letter is a composite of what each employe, and Mr. Edgar himself, considers his best selling letter and this plan has proved practical. When Mr. Edgar is ready to send out a let- ter featuring a certain line of phonographs, or There is much valuable mer- chandising information in the accompanying article. The Ed- gar Music Co. has achieved a marked success by reason of its sound policies, not the least important of which is the man- ner in which the firm gets the co-operation of its employes in planning sales campaigns that accomplish their object — to sell the carefully selected line of instruments featured. . . . playing up the record department, he notifies every employe of the fact, outlines the general purpose of the advertising and asks each man and woman to write what he or she considers a good sales letter featuring the merchandise to be advertised. As a result,, a variety of letters are handed in. Some are bad, some are fair, and some are good. Even though none of them may be suit- able for a letter as it is, including the one Mr. Edgar prepares and hands in with the rest of them, almost always each letter contains at least one good selling idea. At a given time the employes meet with Mr. Edgar and each letter is read, certain sentences, paragraphs or selling arguments are marked, discussed, digested, and segregated. The let- ter Mr. Edgar prepares undergoes the same critical dissection as those of the employes. How Ideas Are Utilized "Out of this mass of data and the scores of selling points advanced, one composite letter is prepared that usually carries a full load of selling punch," says Mr. Edgar. "It is only natural that such a letter is usually more ap- propriate than one that any one man could pre- pare. Every person thinks primarily along cer- tain well-defined lines. He thinks of good sell- ing ideas in line with his type of thinking, but he overlooks entirely good ideas that are not in keeping with his line of thinking. Thus, in having all employes write a sales letter, we get all lines of thought developed. The mechanical- minded person dwells upon the mechanical su- periority of the machine. The things he says are interesting to some prospects; but not to all. Some people don't know or care about the me- chanical features of an instrument. They think of the beauty, tone or utility of the thing. So do some of our employes. Just as one thing appeals to one customer and something else entirely different catches the fancy of another, so runs the tone of the different letters written by employes. "Obviously it is impossible to put in all the good points found in each letter. That would make the composite letter too heavy. But with all this selling material massed, it is pos- sible to form a letter out of it that is not too long, not too heavy, and at the same time broad enough and convincing enough in its appeal to catch the fancy of a wide circle of prospects. "But in order to induce employes to co- operate in this manner, it is necessary to con- vince them that their services are really ap- preciated and to work with them as one of them. I believe that one of the biggest factors in their willingness to help in the preparation of sales letters is my preparing a letter and making it go through the same process of criti- cal slashing and bisecting as the rest of the letters. They have come to know that I do not want them to hesitate to criticize a letter just because it happens to be mine, through my continual insistence that they consider it in exactly the same light that they do those of the other employes." Some of the best merchandising ideas used in the store to-day are those suggested by em- ployes; and they make such suggestions be- cause they were hired and trained to do so. Training in Constructive Thinking "The first stage in such training," declares Mr. Edgar, "is in breaking down the first timid- ity of the employe and inducing him to think independently, then to express his thoughts to us. But that is only a starter. We found it comparatively easy to get employes to make half-baked suggestions after we had conquered their timidity; but a suggestion for the adop- tion of a certain plan is of little value without a complete plan for its adoption. "The average of our employes to-day does not come to us with a suggestion for the improve- ment of the business unless he also has with him a plan for adopting the suggestion. To-day {Continued on page 27) BEAUTY is selling radio today THE Splitdorf line alone meets the re- quirements of the new market in radio which demands a radio receiver as good to look at as it is to listen to. The new Splitdorf Receivers are designed from the most beautiful models of period furniture and are the only receivers offered today that combine decorative value with superlative radio performance. Twelve models priced from $45 to $800 Splitdorf Radio Corporation Subsidiary of Splitdorf-Bethlehem Electrical Company Newark, New Jersey THE LORENZO — A magnificent Italian Renais- sance model — equipped with the new Splitdorf all-electric receiver, operating directly from a light socket without batteries. No acids or eliminators. List price, with built-in loud speaker, $350. 26 The Talking Machine World, New York, February, 1928 REMAND the Improved VAL-PHQNIC Re< lueer for amy machine at 's eye ! A safe and sere aim, with astound* ingly pleasing results* Since its evolution, the Improved VAL^PHONIC Reproducer has been very carefully watched, and every little improvement possible added. Result, the most perfect reproducer ever yet produced. Reasons can be listed endlessly, why this and none other should be featured, but all we ask is that you give this product its merited test, and you will soon vision it, praise it, push it, display it, sell it ! We are willing to convince you. Just afford us the opportunity All the world knows a genuine VALLEY FORGE main spring. This is a branch of our line of which our organ- ization is justly proud. Have you ordered your require- ments of this non-jump, double polished, special wrapped, individually boxed product? A.FISCHER, COMPANY PHILADELPHIA • USA Jill The Talking Machine World, New York, February, 1928 "Follow the Leaders" The leading manufacturers, the leading dealers — and the leading distributor. Here's a combination hard to beat. Right here, in and about New York City, over 2,000 dealers, among them many of the leaders in the indus- try, are using the Blackman Distributing Company as a source of supply for their radio products and acces- sories, because they know that the manufacturers of the Blackman products are thoroughly reliable, that Black- man as a distributing organization is dependable. The Blackman dealers are in practically every corner of the metropolitan district — in the tenement neighbor- hood, the apartment house localities and in the sections in which private homes of the better class abound, — dealers who find in the Blackman line the requirements of their individual localities their individual customers. If you would be safe in establishing a source of supply for your business, follow the leaders. WHOLESALE DISTRIBUTORS VICTROLAS - RADIO — ACCESSORIES DISTRIBUTING CO., inc. 28-30 W. 23rd St.. New York, N. Y. "Follow the Leaders" is an excerpt from a very important mailing campaign we have just inaugu- rated. Are you on our mailing list? The Talking Machine World, New York, February, 1928 Model 110 35" wide— 34" high 22" deep makes them the greatest Phonograph "buy" on the market today. QUALITY that can be sold at a PRICE! Posi- tive turnover. Positive PROFIT! 15 POPULAR SELLING MODELS. Consoles, Consolettes, Uprights. Beautifully designed, splendidly finished. The New Phonic principle of tone creation at its BEST. Every tone frequency marvelously reproduced. Many models equipped with New Type UNITED MOTOR smooth running and noiseless; playing capacity 5 records AQENTS WANTED for choice territory still available. WRITE FOR BOOKLET AND PRICE LIST. Model 75 36" high, 20" wide, 21" deep Player-Tone Talking Machine Company Office and Sales Rooms: 632 Grant St. PITTSBURGH, PA. Model 90 41" high, 21" wide, 21" deep The Talking Machine World, New York, February, 1928 What Sells Portables? and What Keeps Them Sold? PRICE REDUCTION Pal De Luxe — the popular model pictured here — has been reduced in price ^amqq so as to retail at A De Luxe machine in every sense of the word rich in appearance, with a tone quality that is unusually fine, due to the forty-inch tone chamber. Fine Appearance? Pal has it! Rugged Construction? Pal has it! Perfect Performance? Pal has it! Excellent Tone Quality? Pal has it! Exceptional Mechanism? Pal has it! Enviable Reputation? Pal has it! Most Important of All Will it stand the "Gaff" after your customer takes it home and uses it — and uses it — and uses it? PAL WILL! That's why PALS are so popular and easy to sell! Eight years of severe test have proved it! 8 Models for You to Choose From Ranging in price from the smallest real phonograph made. Pal Kompact which retails at $10.00, to Pal Supreme, the sensational new model which retails at $30.00 Write for Complete Details of Our New Line! Plaza Music Co. 10 West 20th Street New York, N. Y. The Talking Machine World, New York, February, 1928 27 Factor in the Success of the Edgar Music Go. {Continued from page 26) a man comes to us with the assertion that he believes it would help if we would so-and-so. Then he tells exactly why he thinks it would be a good plan, and how he would put it into prac- tice. Requiring the men to do that eliminates a lot of idle talk just to try to prove that the talker has the interest of the firm in mind, and it encourages really constructive thinking. Any average person can find flaws with a merchan- dising program; but it requires constructive thinking to find practical remedies for the flaws thus found." Employes Taken From Other Fields The reason that it is possible for the firm to have such an organization is because most of the men and women were employed from other fields of selling or endeavor and trained to function in line with the company's policy. The assistant manager of the company was formerly a tool dresser in the oil fields. He liked musical instruments much better than wrenches and files and hack-saws. One day when Mr. Edgar mentioned to the young man's employer that he was looking for a man who could be developed into a good salesman, the employer recommended this chap. When he came in to see Mr. Edgar about the job they talked about nearly everything else but selling phonographs. Mr. Edgar liked the prospective salesman, but he was not certain whether or not he had as much determination as he wanted him to have. Finally he offered the young man a ridiculously low salary, to see what reaction it would create. The applicant considered the offer nothing less than an insult to his ability and intelligence, and he did not hesitate to say so. He got the job forthwith. Another youngster who has turned out to be a good salesman formerly worked in an au- tomotive jobbing house; but he liked musical merchandise and applied for a job. He got it because he seemed willing to learn the business. Form of Compensation The men work on salary, whether they sell on the floor, follow up leads, or do straight canvassing, as some of them do occasionally. They are offered no bonuses or commissions except occasionally when Mr. Edgar has a cer- tain type of machine which he wishes to dis- pose of quickly; then he offers a special bonus to every man who sells one of the machines. Reynold's Music House, 21 South Palafox street, Pensacola, Fla., which until recently carried the Victor line exclusively, has added leading makes of radio receivers and phono- graphs to its merchandise. THE INSIDE BACK COVER OF This issue of The WORLD has a very important message for phonograph manufacturers and dealers. Read it Carefully Crosley Station Celebrates Its Seventh Anniversary Sixty-tv/o Hours of Continuous Broadcasting Mark the Seventh Birthday Anniversary of Station WLW — Powel Crosley Speaks Cincinnati, O., February 6. — The seventh birth- day anniversary of broadcasting station WLW, owned and operated by the Crosley Radio Corp., of this city, was fittingly celebrated by sixty- two hours of continuous broadcasting, which, it is believed, established a world's record. WLW went on the air on Friday, January 27, at 8 a. m. and there was no break in the broad- casting until Sunday, January 29, at 10 p. m. More than 230 musicians and entertainers were heard from the studios of WLW during the celebration and 150 more were heard by re- mote control in chain programs. The Cincinnati Symphony Orchestra, under the direction of Fritz Reiner, was heard during the celebration program, as were representatives of all other of the city's musical institutions. Powel Crosley, Jr., president of the Crosley Radio Corp., officially dedicated the birthday program after the station had been on the air for twelve hours. He made a brief address from his home where WLW first went on the air seven years ago as an experimental sta- tion. He also spoke during the Bandbox hour on Sunday, January 29, when he reviewed the history of WLW and of broadcasting. Possible Reception Disturb- ances Are Listed by Fada Fada Service Department Gives Five Possible Causes of Reception Disturbances From Farm Lighting and Isolated Stations Five possible causes of reception disturbances from farm lighting and isolated gasoline electric generating stations are given by the service de- partment of Fada Radio as follows: Spark at spark plug of engine; spark at distributor; sparks in relays and governing mechanisms; sparking at commutator of generator and motors or other appliances connected to the load. These disturbances affect the receiver by producing noises, and the proper methods of eliminating this sort of interference are ex- plained in a bulletin which is available to all Fada dealers. Gramophone Exhibit One of the most interesting sections of the National Museum, Washington, D. C, is that devoted to an historical exhibit of His Master's Voice gramophones, invented, designed and pre- sented by Emile Berliner, inventor of the first disc gramophone. The exhibit contains first records and first instruments complete from 1887 to 1904, each instrument and each record showing a distinct step forward in the talking machine art. Enjoyed Vacation in South Paul B. Klugh, vice-president and general manager of the Zenith Radio Corp., accom- panied by his family, is back in Chicago, fol- lowing a two weeks' vacation in Florida. The Zenith Radio Corp. has enjoyed remarkable success under Mr. Klugh's direction, and this well-earned vacation, the first in three years, gave this popular and busy executive a much needed rest. Suffered Fire Loss The Conn-Portland Music Store, Portland, Ore., suffered recently from a fire that caused almost a complete loss of stock. I928's Fastest Selling Radio Combination with Atwater Kent 37 A. C, Big sales of Red Lion-Atwater Kent combinations in 1927 proved the popularity of medi- um priced sets. And 1928 will be even better. The unusual combination of a handsome, useful Red Lion Cabinet and a famous Atwater Kent A. C. Set makes a real business-getter. Your Atwater Kent Distribu- tor can supply you with Red Lion Cabinets in desk, console chest types for the new At- water Kent Model 37 A.C. Radio. But this will in no way inter- fere with the regular line of cabinets for Atwater Kent Models 35, 30, 33. One of these ideal combina- tions is shown above — Red Lion Cabinet with Red Lion Built-in Speaker using the Atwater Kent Unit and an Atwater Kent Model 37 A.C. Set— retails for $133. Write for full particulars of our new models and our new merchandising program RED LION CABINET COMPANY Red Lion, Pa. Money-Making Suggestions (or Ambitious Merchants Owners of Battery Sets Are Prospects for A.C. Receivers — Do Your Record Clerks Know What They Are Selling? — What One Dealer Suggests — Make Your Store a Community Center — Do You Co-operate With the Manufacturers You Represent? There is much discussion in radio circles at the present time as to the future of the battery- operated radio receiver. There can be no doubt that sets operated from the lighting current are steadily winning more favor, and with new models of A.C. operated receivers being an- nounced by the manufacturers almost daily, dealers are wondering what will happen to those sets requiring batteries which they have in stock. Reflection will show, however, that the market for battery units is far from being satu- rated. The same story was told some few years ago when the new-type phonograph was intro- duced and dealers put themselves to a lot of useless worry. Nevertheless the instruments were disposed of. There are still many homes that are not wired for electricity. There are many homes the house current of which is D.C. and not A.C, and there are many people who will continue to buy battery sets for reasons of their own. Forget the pessimistic angle and look on the brighter side. Think of what the new power-operated sets will mean. Not only new customers but resales to those who now own battery sets. These customers know the appeal of radio; they will not be without one, and with them the dealer's problem is half solved. He does not have to picture the de- lights of radio; that they already know. He must simply point out the desirable features of the electric set and the job is done. Just remember: there will still be a demand for the battery sets and the electric sets will appeal to new custom- ers and to the old. There is nothing dismal about the outlook, it is, instead, bright and shining for the aggressive dealer. Know Your Record Stock A leaflet was recently sent Victor dealers by the Victor Talking Machine Co., captioned "Is your head in the catalog or the catalog in your head?" The writer then went on to tell of two instances of record sales girls typifying the two classes, one who recognized musical titles and could supply the needs of a customer and the other who has immediate recourse to a catalog upon practically every request for a record. There can be no doubt but that the record salesman or saleswoman who has a knowledge of what he or she is selling has a decided ad- vantage over the one who can merely fill an order. This does not mean that every record clerk must be a musician and have an exhaustive knowledge of the great composers, their lives and works. Everyone should, however, be able to classify the different types of music and if a customer asks for a certain record the clerk should be able to suggest other records of a similar nature; record clerks should also be fa- miliar with the titles of classical and standard selections, and with the variations of the titles. A saleswoman who inquires if the customer wants anything else has the right intentions in trying to increase the sale, but how much better if instead she were able to suggest merchandise which would have an appeal. Clerks in other lines of trade do so at all times, why not the record clerk? A Dealer Suggests A prominent Western music dealer of many years' experience recently made some sugges- tions for his fellow dealers which are well- worth reproducing here. They are: "Limit your trade-in allowance on phonographs and radio from 5 per cent to 10 per cent of the marked price of the new instrument. Pay salesmen on a fair plan that rewards for good service and penalizes for mediocre or poor service. With present "overhead" dealers selling nationally priced phonographs and radios cannot afford to pay over 8 per cent commission for first class or "par sales." Each step below a par sale should cost the salesman 1 per cent, and where two salesmen work together on a sale it should be split fifty-fifty. A "par sale" is one closed by the salesman without assistance at regularly marked prices, for cash within thirty days, noth- ing to be taken in trade, no discounts, credits, premiums or expenses allowed, no outside com- missions to be paid. A "below par sale" is one where (a) a time sale runs over thirty days, (b) over-time sales are those exceeding fifteen months on phonographs and combination units and ten months on radios, (c) trade-in or spe- cial credit allowance sales, (d) over-trade-in or over-credit allowance sales are those where the amount allowed exceeds maximum trade-in per- centages of 10 per cent for used phonographs, provided the allowance figure does not exceed one-half the resale price of the trade-in. The weekly drawing account of a salesman should be fair and liberal, but not exceed one-half to two-thirds of his probable earning capacity, be- cause surplus earnings should always be pay- able the tenth of the month." Service Pays It will be readily admitted that the public appreciates service, so it naturally follows that the merchant who gives the best service will prosper the most through the public's apprecia- tion. How does your store rate in the manner of giving service to the customers and prospec- tive customers in your vicinity? Not service as regarded only with reference to caring for an instrument that has been sold, but service of all kinds. If two people are to meet in the vicin- ity of your store, will they select vour establish- ment as a place of meeting? If a lecture or musical event is to take place does your store act as a ticket agency? If a customer desires some information regarding where to purchase an item of merchandise other than musical in- struments, are your salespeople capable and will- ing to give the desired information? The music store, because of the very nature of the mer- chandise it sells, should be more than a mere establishment where goods are bought and sold. It should be a neighborhood center where the public is always welcome, whether the customer intends to purchase anything at the moment or not, for, rest assured, if the prospective buyer feels at home in your store he will come there when the need arises for purchasing anything musical. Co-operate and Benefit Practically every talking machine and radio dealer carries anywhere from six to a dozen products made by different manufacturers and, as a consequence, receives a large amount of mail matter, designed to inform him of new products, or of methods and means to help him sell the merchandise on his shelves. This ma- terial, if prepared by skilled experts — and the preparation of it costs many thousands of dol- lars— should merit the attention of the dealer for whom it is designed. That many dealers do not bother to read this material is well known, and proof of it is given in an item which re- cently appeared in the Voice of the Victor, the house organ of the Victor Talking Machine Co., which told how three organizations han- dling Victor products had returned consignments of a certain record to the factory with the pro- test that the records were defective. It seems that the portion of the record they thought de- fective was a novelty arrangement part of the selection and really heightens the record's ef- fectiveness. The advance record bulletin and the regular record supplement both made spe- cial note of this effect. This is but one instance. Tie-ups Bring Profits Are you enjoying the maximum benefits from visits of recording artists to your local thea- tres? A glance at the news letters in The Talk- ing Machine World each month usually shows that in more than one city live dealers are profiting from having vaudeville artists make personal appearances at their stores, autograph- ing records and perhaps singing a selection or two that they recently recorded. How about your store? Have you arranged for any such personal appearances? When a popular artist appears at the theatre in your vicinity, do you send an announcement to your mailing list that the records of the artist are available at your store? Do you arrange your window display with a photograph of the artist and an an- nouncement concerning his latest recordings? Opportunities such as these should be utilized by every dealer, for it is by taking advantage of every effective avenue for increasing sales that the volume reaches a satisfactory total. "Here's the best aerial to use with that set you've bought Just connect it to your set and plug into the nearest light socket. This little device uses absolutely no current, requires no lightning arrester, and cuts static down to almost zero. You will get the same perfect reception as you've just listened to here — because we always demonstrate with the Dubilier Light Socket Aerial. Expensive? No, sir! Only $1.50." More dealers than you can count are show- ing off their receivers to best advantage with this unique aerial, and then selling them at good profit with every set. Others are in- cluding the Dubilier Light Socket Aerial in the purchase price of equipped sets as an added inducement. Have you tried out either of these plans? If you're not equipped to collect on this nationally advertised aerial, phone your jobber today for a trial supply. Packed individually in attractive counter dis- play cartons of ten. They are available through any good radio distributor. Dubilier Condenser Corp. 4377 Bronx Blvd. New York Dubilier LIGHT- SOCKET AERIAL 28 The Talking Machine World, New York, February, 1928 Radio is better with Battery Power W^hy pay for waste space ? Buy the EvEREAWY Layerbilt -it's every inch a battery lhti Evrreatty Layvrbtlt, ffie l/r« nils; //■•• In IN DRY cell "B" batteries made up of cylin- drical cells more than one-third of llie space is wasted. That's inevitable. No matter how closely you pack a group of cylinders, there always will be spaces between them. Usually these spaces are filled in with pitch or other substances, to prevent movement of the cells during shipment and breakage of the wires connecting cell to cell. Think of it — over a third of the space inside the ordinary battery is filled with inert packing material! In the Eveready Layerbilt "B" Battery No. 486 there are no waste spaces between the cells and no useless materials. Instead of cylindrical cells, this extraordinary battery uses flat cell-.. It is built in layers and as- sembled under pressure into a solid block. Electrical connection between cell and cell is automatic, by pressure of the entire side of each cell against it> neighbor. The most surprising thing about this construction is that it actually makes the active ma- terials more efficient. A given weight of them produces more current, and lasts longer, than the same amount when put in the cylindrical cell form. This was the unexpected result of researches into methods of utilizing the hitherto waste spaces. Scientists now know that the flat shape is the most efficient form for the cells in a "B" battery. No wonder the Layerbilt is the longest lasting and therefore most conve- nient and economical of all the Eveieadys. Only Eveready makes the Layerbilt. Its exclusive, patented construction is Eveready's greatest contribution to radio enjoyment, giving new economy and convenience to bat- tery users. The Layerbilt. of course, prov ides Battery Power — silent, reliable, independent, guarantor of the best reception of which your receiver is capable. For modern sets, use the Eveready Layerbilt. NATIONAL CARBON COMPANY, Inc. New York San Francisco »hl i> Eveready Hour .Night The air is full of Ertil <>/ the Rockies 9 P. 81., Easicrn Standard Time Through W"EAF and associated N. B. C. stations On the Pacific Count 8 P. M.. Pacific Standard Time Through N. B. C. Pacific Coa^t network Radio Batteries ■■■■HHHMb* -they last longer things you shouldn't miss This is the February consumer advertisement, appearing in The Saturday Evening Post, February 4th, and in many other national publications, to assist you in selling Eveready Radio Batteries. 30 The Talking Machine World, New York, February, 1928 William L. Jacoby Discusses Selection of Personnel for a Business Organization President of the Kellogg Switchboard & Supply Co., of Chicago, 111., Outlines Methods of Select- ing Men in the Interests of Harmony and Efficiency of Operation sought than individual brilliance," said Mr. Jacoby. "A company may have, as the heads of its various departments, men who are leaders in their respective fields, but unless they are working together for a common cause, they are less valuable than a closely knit organization of more mediocre men." Mr. Jacoby then explained that in building an organization he sought men who regard the progress of a business above personal gain, men who would "mesh in" with other depart- ment heads and with members of their own departments. Because of this his judgment in selecting a man is affected by the other men in the department in which he is to work. Character and force are the qualities, in addi- tion to a desire to co-operate which Mr. Jacoby considers most important in selecting a man. Character, while a general term in this instance, means reliability and the keeping of one's word and countless other traits which, while not easily defined, leave a deep impression. By force, Mr. Jacoby means aggressiveness, di- rected in the right channels. In his business career, Mr. Jacoby has been connected with eight different companies, seven of which he has served as president. These include the Inter-Ocean Steel Co., American District Telegraph Co. and seventy other subsidiaries of the Western Union Tele- graph Co. and the Mitchell Motors Co. He has been directing head of the Kellogg organization for less than a year but the soundness of his policies has been concretely demonstrated. Praise Unit Construction of Federal Ortho-sonic The Federal Radio Corp., Buffalo, N. Y., has received many letters of commendation on the so-called "unit construction" method practiced in the manufacture of Federal Ortho-sonic re- ceivers. In these sets each R. F., A. F., and input unit is assembled separately, complete except for the bus system, and they are indi- vidually tested. It is therefore a simple matter, where any We take pleasure in announcing that FRANK V. GOODMAN has joined our company as General Sales Manager Radio Division For many years he has been associated with the Sonora Phonograph Co. as General Sales Manager and Director and has established a reputation for sound and well-organized merchandising methods. We feel sure that this announcement will not only be welcome news to his friends in the industry but also an indication of our intentions to still further strengthen our mutually profitable relationship with the thousands of successful dealers already associated with Bosch Quality Radio Products. AMERICAN BOSCH MAGNETO CORP. Springfield, Mass. • New York, N. Y. - Chicago, 111. - San Francisco, Cal. - Detroit, Mich. The selection of a personnel for an organiza- tion is, beyond a doubt, one of the most im- portant factors in the success of a concern, whether retail, wholesale or manufacturing. The men who represent a product, whether they are in the production end, in the office or on the selling line, can to a great degree make W. L. Jacoby or break the merchandise they represent. It is important, then, that in selecting men, attention should be given to ascertaining whether or not the applicants possess the proper qualifications to make them valuable members of the organi- zation. William L. Jacoby, president of the Kellogg Switchboard & Supply Co., of Chicago, 111., makers of Kellogg radio, has decided opinions on this important phase of business which he has put in effect in his organization. In an article entitled "Tests for Selecting Men," writ- ten by John L. Scott and appearing in a recent issue of Sales Management, Mr. Jacoby out- lined his views. "It has been one of my cardinal rules of busi- ness that harmony and co-operation between members of an organization are more to be one stage requires service, to replace it by an- other single-stage unit of similar characteris- tics, keeping the set in use while the defective stage is repaired. In addition, the liability of these sets to defects is greatly reduced by the fact that each stage is exhaustively tested be- fore the complete chassis is assembled. After assembly the complete receiver is again tested, giving a double check on each unit. The re- sulting immunity of Federal Ortho-sonic radio to subsequent weaknesses has been praised by many well-known radio men. The following letter from Robert R. Nordstrom, service man- ager of Silas E. Pearsall Co., New York Federal wholesaler, is typical: Gentlemen : You will no doubt be pleased to know of the ease we are enjoying in our servicing of Federal Ortho-sonic receivers. Although we are maintaining a surprisingly small force of service men, we have no difficulty in keeping the great number of Ortho-sonic receivers in our territory in good working order. I must confess I was quite surprised to find the new Electric sets required service on less than 3 per cent of all those shipped. Allow me to congratulate you on the good engineering, sturdy construction and excellent performance of the Ortho-sonic receivers. Cliff Edwards Is Latest Exclusive Columbia Artist The Columbia Phonograph Co. recently an- nounced its newest exclusive artist in the per- son of Cliff Edwards, the "Ukulele Ike" of *5i Cliff Edwards radio, record, vaudeville and musical comedy fame. „Mtv Edwards, who was featured in the latest Ziegfeld "Follies," is now making a twenty-six-week tour of the Orpheum. circuit on the Pacific Coast. He is unexcelled as a singer of novelty songs and ballads to his own clever ukulele accompaniment. His first Columbia re- leases are "After My Laughter Came Tears" and "I'm Cryin' 'Cause I Know I'm Losing You." Testimonial Dinner Given to Col. Henry A. Bellows Minneapolis, Minn., February 1. — A testi- monial dinner in recognition of the work ac- complished by Col. Henry A. Bellows as a former member of the Federal Radio Commis- sion was given Tuesday, January 24, at the Nicollet Hotel by the Northwest Radio Trade Association. Three hundred members of the Association and friends of Mr. Bellows at- tended. Addresses were made by prominent citizens and public officials, and R. M. Laird presented a scroll from the Northwest Radio Trade Association. G. P. Hough on Trip G. P. Hough, official of the Allen-Hough Manufacturing Co., is now making an extensive trip into the Eastern territories. He will spend some time in the Lifton Manufacturing Co.'s plant, which is now used for the exclusive pro- duction of Allen portables. Mr. Hough will also visit the Eastern trade with the increasingly popular line of Allen portable phonographs. The Talking Machine World, New York, February, 1928 5 Inches Counter Space JOBBERS! Write today for our Free Examination Offer. Line up with the fastest selling needle on the market. DEALERS: Order from your Jobber I NEW NEEDLES Electro-phonic Needles Made Especially for Flaying New Electrical Records "Electro-Phonic" needles are made of special composition to carry the tremendous volume of the new electrical recordings without the slightest suggestion of a blast or shiver. "Electro-Phonic" needles produce a tone rich — full — carry the shrillest high notes, the deepest bass tones. "Electro-Phonic" needles fill an overwhelming public demand for new needles for the new records. That's why "Electro-Phonic" needles are a sensation — the fastest selling needle on the market! Beautiful Colored Metal Revolving Display Stand Sells Needles Fast The Revolving "Electro-Phonic" Needle Display Stand keeps these new needles before the eyes of the public. It is a permanent sales stimulator — the finest needle display stand ever offered to the music trades. Revolves. Made of attractively colored heavy metal. Very compact — occupies only 5 inches of counter space. Measures 16}% inches high, 4% inches wide, 4)4 inches deep. Each stand contains complete assortment of three tones. Electro-Phonic Needles are packed in envelopes (50 needles), each envelope in a separate box, differently colored for each tone. Complete Stand Outsit LOUD— EXTRA LOUD— MEDIUM Refill Carbons lOO Pkgs. OO. PER, CABION ELECTRO-PHONIC NEEDLE COMPANY 506 SOUTH WABASH AVENUE CHICAGO, ILLINOIS Carrying Charge Method of Financing Instalment Sales Adding to Dealers' Profits THE carrying charge as a means of financ- ing instalment sales on a profitable basis was introduced to the music trade several years ago but it was not until a year or so ago that the system was adopted by dealers gen- erally. There are many dealers who oppose this method of having the customer pay a definite fixed charge for the privilege of buying on time, but it is significant that the dealers who have adopted the plan are enthusiastic over the results secured. The following statements from music dealers situated in leading cities in different parts of the country, can be taken as typical of the manner in which the carrying charge is operated and of the results which followed the adoption of the plan. Association's Carrying Charge Schedule The talking machine and radio trade in San Francisco and Northern California generally is using the carrying charge, following a recom- mendation by the Music Trades Association of Northern California. The schedule drawn up by the Association reads: Five per cent to be added to the balance of account after first payment is deducted if the contract is to run ten months or less. Six per cent to be added to the balance of account after first payment is deducted if the contract is to run eleven or twelve months. Seven per cent to be added to the balance of account after first payment is deducted if the contract is to run thirteen or fourteen months. Eight per cent to be added to the balance if account after first payment is deducted if the contract is to run fifteen months. Carrying charge to be canceled if account is paid up in full within sixty days from date of sale. Interest at 8 per cent per annum to be charged from date of maturity of contract on any balance remaining unpaid at that time. How the Plan Is Used James J. Black, treasurer of the Wiley B. Allen Co., San Francisco, in speaking of how this company regards the success of the carry- ing charge said: "We have discovered it works very satisfac- torily, and the old argument which the salesmen were obliged to overcome when the word in- terest was mentioned has now become a thing of the past. The attitude of the public as a whole is now entirely different toward a small carrying charge when the instrument is bought The accompanying article tells how dealers throughout the country utilize the carrying charge on instalment sales. The practice is rapidly becom- ing more popular with the re- tailers for the reason that this plan of charging for the privi- lege of making a purchase of an expensive instrument on the time-payment basis is giving the dealer the profit he should make on each sale. on time from the public's attitude toward the salesman's statement, 'Yes, we charge interest at the rate of 8 per cent per annum.' "People expect to pay more when they buy on time and have no objection whatever to a carrying charge. In fact, it seems to be under- stood and expected on the part of the pur- chaser. It simplifies the keeping of the instal- ment account and is more easily understood by the customers, who know exactly the amount each must pay, whereas the computing of the interest was something that many people did not understand. "All houses selling household appliances on time add a carrying charge and the Music Trades Association of Northern California in adopting the carrying charge on talking ma- chines and small goods has merely joined the rank and file of the progressive interests, han- dling and selling their merchandise on monthly instalments. "The talking machine departments of north- ern California dealers who are using this method have the carrying charge computed and added to the balance of the account after a first payment is made, as a part of the contract. The monthly instalments are then divided into the number of months required to complete the contract. Should the contract not be completed within the specified number of months, interest at 8 per cent' per annum is charged on any bal- ance remaining." The H. C. Hanson Music House has adopted the carrying charge method and gives it whole- hearted endorsement. W. M. Ringen, general manager of the H. C. Hanson Music House, said: "We have been operating the carrying charge system since February, 1927. We are more than pleased with the results. Our office force likes it as it eliminates figuring interest. Our customers like it. Salesmen at first objected, particularly the men who had been in the busi- ness for many years. "We charge 5 per cent x>l the full amount on band and string instruments for nine months and 1 per. cent per month thereafter. For in- stance, a customer buys a saxophone for cash priced at $100. The term price is: $105 for nine months, $106 for ten months, $107 for eleven months, $108 for twelve months, and so on to $114 for eighteen months, plus one-half of 1 per cent on payments not made when due. We now mark our band and string instruments with the term price for nine months. "In talking to the customer we say: 'That instrument will cost you $105; no interest or extra charges, providing you make the pay- ments as agreed.' It makes selling easier. For instance, one has a saxophone customer. First a salesman gives him the price of the saxo- phone, then sells him a case, and after that adds an interest charge, which means selling the same instrument over again to the customer and very often loses the deal. Carrying charge plan does not lose a customer. On radios, phonographs and pianos we charge one-half of 1 per cent per month after deducting the first payment and any trade-in. "We have found that the carrying charge eliminates the old argument, which is that the customer (on the old plan), after he has re- ceived the first month's statement, calls at the store and says he was not informed that there was interest to be charged, that the salesman told him he had not to pay any interest. Then it becomes necessary for the salesman to ex- plain the whole transaction." Sh erman, Clay & Co. also have found the carrying charge to be successful. George W. Bates, comptroller of the company, explained that a carrying charge was always made on instalment sales of band and orchestra instru- ments and that two years ago, a similar charge was made on instalment sales of radio and talk- ing machines. He said: "We find that it works very well and we have practically no trouble." Ohio Dealers Adopt Carrying Charge The Ohio Music Merchants' Association some lime ago recommended the adoption of a carry- ing charge by its members and scores of deal- ers throughout the State are using the method. (Continued on page 34) You Take Pride in Your Quality But— What About That Shipping Case ? You have spared no expense or effort to make your goods the finest of their kind that the market affords. You do this from pride and for the business reason of making them so attractive to your customers that they will buy and continue to buy. liUT — what about that important first impression on the buyer when he opens your shipping case? We Take Pride in Our Quality Birch and Maple plywood cases with Spruce cleats carry your product to destination with complete protection. There is no weaving, all rough handling shocks are absorbed, and the smooth one piece panels protect your goods from chafing, dust and moisture. And in addition there is neatness in appearance and a distinct saving in weight. Our excellent timber resources, new machinery equipment throughout and 18 years' experience in the manufacture of plywood cases enable us to produce a container of outstanding quality. And these quality cases cost no more. A trial car will convince you. Northern J§Maixie WwoodJRjCp. ^ , ^ iiMBBlyifciil Statler Building Boston, Mass. 32 The Talking Machine World, New York, February, 1928 COVER SNAPS DOWN — AND STAYS CLOSED NONSPILL NEEDLE CUP Patent Pending is now going into even the lowest priced Portable Phonographs because manufacturers, dealers and the buying public demand the best when the best can be had at the lowest price; and because they want a cup that stays closed and absolutely prevents spilling of needles when the portable's traveling, and when it's time to play, is ready for instant use — and stays open. Then besides they approve of its matchless, sturdy three-piece construc- tion and simplicity of design, compact yet ample size, and its beautiful, durable nickel finish. Finally they know that a cup which meets the exacting requirements of such leaders as the Western Electric Co. and the Bell Tele- phone Laboratories must be the best. Why shouldn't you offer the best, too, now that it is available at the lowest price? orentzen. COVER SNAPS UP —AND STAYS OPEN Mfr. Phonograph Hardware 155 LEONARD ST. NEW YORK, N. Y. PHONOGRAPH DEALERS EVERYWHERE are profiting by the large public demand for these cups for re- placement in phonographs. Packed in neat, individual boxes, and 24 of these to an at- tractive, self-demonstrating display container, NONSPILL Needle Cups sell on sight — at a popular price which nets you a long margin of profit. Get a display container for your counter. EVERYBODY WANTS THIS BETTER CUP Your jobber can supply you promptly 34 The Talking Machine World, New York, February, 1928 Order Assembled Cases The Atlas Plywood Corporation maintains six assembling plants for the convenience of their cus- tomers who prefer truck deliveries of nailed-up cases as they need them. You can be promptly serviced with assembled Atlas Plywood Cases from Camden, N. J.; Lawrence, Mass.; Lowell, Mass.; New Bed- ford, Mass.; Phillipsdale, R. I.; North Adams, Mass., or with cases in shook form direct from any of five large plywood case manufac- tories. It is this unexcelled delivery serv- ice and the genuine economy ef- fected by the use of Atlas Cases which have made them the stand- ard shipping containers of so many phonograph and radio manufac- turers. CARRY THE WEIGHT ~ FREIGHT ATLAS PLYWOOD CORPORATION PARK SQUARE BUILDING, BOSTON, MASS. New York Office Chicago Office 90 West Broadway 649 McCormick Building 1480 Carrying Charge on In- stalment Sales a Boon {Continued from page 32) Fred N. Goosman, president of the Goosman Piano Co., and a member of the committee which framed the carrying charge recommenda- tions, outlined them as follows: a charge of approximately 1^4 per cent a month, which on a $300 sale would amount to $45. This sum is added to the cost of the instrument when the contract is made out and applies to contracts which have thirty months to run. Another method is to add $1 per month. The system suggested by the Ohio Association is in many respects similar to the plan used by automobile dealers. Auto dealers add all of the costs entering into the safeguarding of an auto dur- ing the lifetime of the contract, and the pur- chaser signs this agreement or note. People who have purchased an automobile are much easier to convert to the carrying charge than others who have not met this situation. 100 Per Cent for Carrying Charge Seattle music dealers are practically 100 per cent standardized on the carrying charge sys- tem in selling phonographs and radio receivers on instalments. They report that the carrying charge is working out well, and they believe that the term itself is an asset and preferable to the word interest which seems to invoke dis- trust and argument. The financing of automo- biles has had a great deal to do with teaching the public and they accept the charge as a necessary part of a contract. The big feature which seems to hold the greatest appeal for the average customer is that the carrying charge is a fixed rate, one-half of 1 per cent per month, and they accept the fact that it is an accom- modation charge and pay it willingly. Some dealers in Seattle write a flat 5 per cent carrying charge into the contract, doing away with the monthly charge as the charge is taken into consideration with the principal. The method used by the Kansas City Power & Light Co., Kansas City, Mo., which handles radios and phonographs, is to require a certain per cent as a cash payment and then charge 6 per cent on the balance to be paid in twelve months. This is figured out for the customer on the basis of so much as a cash payment and so much a month for twelve months, this monthly amount including the interest charge. Thus there is no possibility of the customer misunderstanding just what he is to pay for his machine. For example, the price is quoted thus: the cash price is $205; the time price is $214.18; the down payment is $52, and the monthly payment is $13.52. In case the cus- tomer pays up before the end of the twelve months the firm refunds the interest for the months during which the account does not run. According to H. A. Spokesfield, manager of the department, they have had great success with this method of handling time payments. It leaves no doubt in the mind of the customer as to just what the price of his machine is going to be, and the firm believes it is the only satisfactory way of handling the situation. They encounter no objections to this method. In the case of radios the Kansas City Power & Light Co. requires a 25 per cent cash pay- ment. However, in selling Brunswicks, a line which it has added this Fall, it does not re- quire as large a down payment and it lets the payments run for eighteen months in some cases. When the payments last a year and a half it charges on the basis of 6 per cent per year, which makes the charge 9 per cent for a year and a half. The customer is told that he is paying 9 per cent, and it is explained to him that it is 6 per cent for the first year and 3 per cent for the second six months. This system is one devised by the Kansas City Power & Light Co. to meet the time pay- ment problem, and it has found it especially satisfactory because it is definite and easy to explain. Sound Business, Says Milwaukee Dealer A majority of the leading dealers in Milwau- kee are using the carrying charge although in a few instances there are some objections to its operation. Hugh M. Holmes, vice-president and sales manager of the J. B. Bradford Piano Co., which uses the system with success, says: "It is a sound business proposition and we can- not trace a single sale which was lost because of the carrying charge. We are well satisfied with the success of its operation and we have been enforcing it regularly. "Our selling force is well instructed on the carrying charge, and we operate it according to the general plan, charging one-half of one per cent on the balance due. The great ad- vantage of the carrying charge over the regu- lar interest charge lies, to my mind, in the fact that paying only the regular interest charge, the customer is in no great hurry to get through with his payments before the ap- pointed time, but with the carrying charge he sees that it is to his great advantage to clean up the account as soon as he can possibly do so and this brings in the money more quickly." The Luebtow Music Co., Milwaukee, has a carrying charge of one-half of one per cent on the balance between the down payment and the cost of the instrument. The great advantage of the carrying charge over the interest charge, it was stated, is that if a person realizes that he is paying 10 to 12 per cent interest he will come in and want to settle up. Henry M. Steussy, vice-president and gen- eral manager of the Kesselman-O'Driscoll Co., says: "There is no question of the success of the carrying charge, and if I had to be in business without it I'd quit business. The carry- ing charge can be sold to the public beyond any reasonable question of doubt, and in a successful and satisfactory manner if the cus- tomer is thoroughly posted and informed of its existence at the time of purchase. Crosley Radio Corp. Makes the "Icyball" Refrigerator Portable Hand-Operated Refrigerating Unit Placed on Market as Sideline of Crosley Organization — Lists for Very Low Price Cincinnati, O., February 6. — The Crosley Radio Corp., manufacturer of Crosley radio receivers and other radio products, recently placed on the market a new sideline, the "Icyball" refrigerator, which it is claimed, operates for two cents a day, keeps a refrigerator cold from 24 to 36 hours and provides ice cubes. "Icyball" is a portable, hand-operated refrigerating unit which was given a service test of nearly two years before being placed on the market. The unit consists of two spheres, approxi- mately ten inches in diameter, connected by a U-shaped tube. Once a day one sphere is heated over the stove, then the unit is placed in the icebox with the heated end projecting and the refrigerator is kept cool all day. A volatile liquefied gas is compressed within the spheres, and when the outside sphere is heated the liquid is gasefied and forced into the refrig- erator sphere which has been placed in cold water; here it condenses into liquid again. It is this ball which chills the icebox. The Icyball unit, including an ice tray and a galvanized cooling tub, lists for $40. A cabinet finished in white enamel and fully insulated with two wire shelves for food and with a capacity of more than four cubic feet of food space may be purchased for $35. Conditions in Sacramento Reported as Satisfactory Sacramento, Cal., February 3. — Music dealers of this section are looking forward to a year of prosperity, judging from the public's demand for musical instruments and radio receivers and from the statements of officials of financial in- stitutions. Ellas Marx,- of the music company bearing his name, gave some opinions on the outlook for the coming year from officials of the leading banks which bear out the opinions of the dealers. They read: Clarence E. Jarvis, of the Capital National Bank: "The West will show more activity than the East for 1928. In- dications point toward a prosperous year for 1928. Sacramento and the Valley should pros- per above normal for 1928." E. C. Peck, vice- president and manager of the United Bank & Trust Co.: "There is no reason why Sacra- mento's business and Sacramento farmers should not prosper in 1928. Plenty of rain and snow in the mountains. Banks have plenty of money to bolster up the needy merchants. In fact, they prefer the average merchants' paper to realty." George W. Peltier, president of the Farmers and Mechanics Bank: "Conditions in California are very satisfactory." Talking Machine World, Nezv York, February, 1928 Sole Sales Agents OTTO HEINEMAN, President and Qeneral Manager 25 West 45th Street New York, N. Y. The Talking Machine World, New York, February, 1928 Ft 4 Tucy KNOW THEIR JAZZ AND /© CHCC/E modernistic splash in harmony and dance rhythm 40966 Frankie Trumbauer & His Orch. "Crying All Day"— Fox Trot "A Good Man Is Hard To Find"— Fox Trot 40972 Justin Ring's Okeh Orchestra "The Sunrise"— Fox Trot "My Ohio Home"— Fox Trot 40977 Sam Lanin & His Famous Player j "The Man I Love"— Fox Trot "Let A Smile Be Your Umbrella"— Fox Trot LATEST 10 INCH Seger Ellis sings 40952 "Among My Souvenirs' "It Was Only A Sun- Shower" 40974 "After We Kiss" "Tomorrow" RECORDS ELECIRIC 75c Okeh Phonograph Corporation 0TT0 HEINEMAN, President and General Manager 25 West 45th Street New York, The Talking Machine World, New York, February, 1928 Giuseppe Verdi The Great Masters on QDEQN ELECTRIC RECORDS 3217 12 Inch $1.25 RIGOLETTO (Verdi) Selections, Part 1 and 2 Edith Lorand and Her Orchestra 5127 12 inch $1.50 AIDA (Verdi) 2nd Act, 2nd Scene: "Gloria all' Egitto, ad Iside," Part 1 and 2, Berlin State Opera Chorus and Orchestra, conducted by EDUARD MOERIKE, Emmy Bettendorf, Leading Soprano 5134 12 inch SI. 50 DANSE MACABRE, Dance of Death (C. Saint Saens ) Part 1 and 2, EnuARD Moerike and the Orchestra of the State Opera House, Berlin 5135 12 inch $1.50 DANSE MACABRE, Dance of Death (C. Saint-Saens) Part 3, Finale. Eduard Moerike and the Orchestra of the State Opera House, Berlin ALLEGRO APPASSIONATA (C. Saint- Saens) Emanuel Feuermann, Cello Solo with Piano accompaniment 3218 12 inch $1.25 r MIKADO (Gilbert & Sullivan) j Selections Part 1 and 2, Dajos Bela and His Orchestra 3204 12 inch $1.25 LIGHT CAVALRY (Suppe) Overture Part 1 and 2, Grand Symphony Orchestra Okeh Phonograph Corporation OTTO HEINEMAN, President and Qeneral Manager 25 West 45th Street New York, N. Y. The Talking Machine World, New York, February, 1928 CI We have put to work the best steel ... the result is a perfected needle ... a needle that keeps faith with music. OKih and Okeh Phonograph Corporation OTTO HEINEMAN, President and Qeneral Manager 25 West 45th Street New York, N. Y. Last-Minute News of the Trade A. Stein, Jr., Production Mgr. of Acoustic Products Co. New Executive Has Been Managing Engineer of Radio Department of General Electric Co. — Formerly With Marconi Co. P. L. Deutsch, president of the Acoustic Products Co., Inc., controlling the Sonora Phonograph Co., announced this week the ap- A. Stein, Jr. pointment of A. Stein, Jr., as general produc- tion manager of the organization. Mr. Stein will be in complete charge of all production and all engineering activities in connection with the various products to be manufactured by the organizations identified with the Acoustic Products Co. and he is ideally qualified to fill adequately this very important executive post. For the past eight years Mr. Stein has been identified with the General Electric Co. as managing engineer of its radio department, with headquarters at the company's mammoth plant in Schenectady, N. Y. He was in com- plete charge of all engineering and manufac- turing in the General Electric Co.'s radio division and he is recognized nationally as one of the foremost radio engineers in the country. Prior to joining the General Electric organiza- tion, Mr. Stein was associated with the Marconi Co. as works manager and assistant chief en- gineer, contributing materially to the inventive and experimental activities of this company. The Sonora organization is to be congratulated upon securing Mr. Stein's services, for during the past twelve years he has been an important factor in the tremendous growth of radio along engineering and scientific lines. Mr. Stein is a member of the American Institute of Elec- trical Engineers and of the Institute of Radio Engineers. Open Three New Brunswick Branches in Middle West W. C. Hutchings, assistant general sales man- ager of the Panatrope Division of The Bruns- wick-Balke-Collender Co., has just completed a trip to the new Middle Western branch of- fices of the Brunswick Co., which have been opened in the territory formerly covered by the Chicago branch office. In the cities of Indi- anapolis, Milwaukee and Detroit Mr. Hutchings built new organizations and started these branches in operation. In all three cases the salesman who covered the particular ter- ritory for the Chicago branch has been made district manager of that branch and the various branch organizations will be under these heads: Indianapolis, Ind. : J. P. Booker, branch man- ager; W. C. Mossbarger, district manager. Milwaukee, Wis.: T. I. Kidd, branch manager; Carl Lovejoy, district manager. Detroit, Mich.: B. Gostin, branch manager; H. P. Fitzpatrick, district manager. Mr. Hutchings reports that all three branches have started operation under the most aus- picious circumstances and give indication of much activity in the Middle West. The three district managers know the territories thor- oughly, are conversant with local conditions and are in excellent position to direct the sales from the branch office. Fred W. Piper Joins the United Radio Corp. Is Now Sales Manager in Charge of Western District of United Radio Corp., of Rochester. N. Y., Maker of Peerless Radio Speakers Rochester, N. Y., February 7. — Arthur T. Haugh, general sales manager of the United Radio Corp., of this city, manufacturer of Peer- less radio speaker products, has announced the appointment of Fred W. Piper as sales manager in charge of the Western district, with tem- porary headquarters at the Webster Hotel, in Chicago. Radio trade in the Middle West will be glad to know of Mr. Piper's connection with Peerless speakers, for he is well known throughout the radio industry and has worked in close co-operation with every factor of the trade in the Middle West. In 1922 Mr. Piper joined the Amplion Corp. of America as sales engineer and in this post Fred W. Piper covered the entire country, being in charge of speaker installations and Amplion sales to radio receiver manufacturers. During the past year he has concentrated his activities in the Middle Western territory, where he will now sponsor the development of Peerless activities. J. G. Hodge Appointed Okeh Sales Manager Otto Heineman, president of the Okeh Phonograph Corp. of New York, stated this week that his company had appointed J. C. Hodge as sales manager of the company, devot- ing his time to the promotion of Okeh record sales in the field. Mr. Hodge was formerly asso- ciated with the Columbia Phonograph Co., where he was very successful in the Beethoven campaign, and he is now working in close co- operation with Okeh wholesalers and retailers. Carl D. Boyd Now With the Metal Specialties Go. Widely Known Executive in the Radio Industry Made Vice-President in Charge of Sales of Chicago Manufacturing Concern Carl D. Boyd, for many years a prominent figure in the radio industry, has been appointed vice-president in charge of sales of the Metal Carl D. Boyd Specialties Co., 338 North Kedzie avenue, Chi- cago. Mr. Boyd was formerly vice-president and general sales manager of the United States Electric Corp., and tendered his resignation to that organization late in January, the resigna- tion taking effect February 1. He is widely known in the radio field, where he was a direc- tor and officer of the Radio Manufacturers' Association, from which he has also resigned. For twenty years prior to his entering the radio industry Mr. Boyd was prominent in telephone and electrical goods merchandising. The Metal Specialties Co. manufactures in its model plant automotive and electrical prod- ucts, and Mr. Boyd has announced the inten- tion of the company to make aeronautic parts and radio accessories and parts. Peirce-Phelps, Inc., Now Fada Radio Distributor Peirce-Phelps, Inc., one of the leading dis- tributing houses of Philadelphia, located at 224 North Thirteenth street, has been appointed a distributor for Fada Radio, manufactured by F. A. D. Andrea, Inc., Long Island City. Fifteen members of the Peirce-Phelps or- ganization paid a visit to the Fada plant a short time ago and inspected the manufactur- ing processes involved in the production of Fada receivers and speakers. The delegation was headed by W. G. Peirce, Jr., president; J. T. Peirce, vice-president and general man- ager, and Charles M. Phelps, secretary and treasurer. M. H. Glick Now Player- Tone Field Sales Manager I. Goldsmith, president of the Player-Tone Talking Machine Co., Pittsburgh, Pa., an- nounced this week the appointment of M. H. Glick as field sales manager. Mr. Goldsmith is now visiting the trade in the South, and, as a result of his first month's activities, a number of important Player-Tone accounts have been established in this territory. 34* 34A u> — » * c^or dealers ^ Wholesalers- pmanufachrm of phonograph" t>rddio products (Registered in the U. S. Patent Office) FEDERATED BUSINESS PUBLICATIONS, Inc. President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secre- tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald; Assistant Treasurer, Win. A. Low. RAYMOND BILL, Editor B. B. WILSON, BRAID WHITE, Associate Editors C. R. TIGHE, Managing Editor LEE ROBINSON, Business Manager FRANK L. AVERY, Circulation Manager Trade Representatives: E. B. Munch, Victor C. Gardner, V. E. MOYNAHAN, ROYCE CODY, A. J. NlCKLIN Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone, Wabash 5242. Leonard P. Canty, Manager. Boston : John H. Wilson, 324 Washington Street. London, Eng;., Office: 68 Milton St. (Fore St.) EC. 2. Clerkenwell 1448. The Talking Machine World has regular correspondents located in all of the principal cities throughout America. Published the 15th of every month at 420 Lexington Ave., New York SUBSCRIPTION (including postage): United States, Mexico, $2.00 per year; Canada, $3.00; all other countries, $4.00. Single copies, 25 cents. ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising pages, $172.00. On yearly contracts for display space a special discount is allowed. REMITTANCES should be made payable to The Talking Machine World by check or Post Office Money Order. IV NOTICE TO ADVERTISERS — Advertising copy should reach this office before the first of each month. By following this rule clients will greatly facilitate work at the publication headquarters. Long Distance Telephone — Number 1760 Lexington Cable Address: "Elbill," New York NEW YORK, FEBRUARY, 1928 Getting Refunds on Jewelry Tax ACCORDING to a report made by General Manager Smith, of the Music Industries Chamber of Commerce, the music mer- chants of the country are a generous lot. They are more or less quick to protest against the levying and collection of taxes that are deemed illegal, but when the Government officials agree with them, they hesitate about demanding the rebate of money that has been paid illegally and under duress. This idea of the music merchant's generosity may be a little ex- aggerated, but the fact remains that many of them apparently are unaware of the results of the recent test case of C. G. Conn, Ltd., vs. the United States in the matter of a so-called jewelry tax as ap- plied to band instruments decorated with precious metals where it was held that the collection of such taxes on musical instruments was unlawful and not in keeping with the intentions of the Revenue Act. It is understood that the same ruling will apply to taxes paid some years ago on various types of high class talking machines wherein the exposed metal parts were gold plated, although manu- facturers and dealers in collaboration managed to have such instru- ments exempted from the jewelry tax after a hard fight. As a result of the Conn decision it is held that some thousands of music merchants handling band instruments are entitled to a re- fund of taxes paid on such instruments under the jewelry clause of the Radio Act and they are urged by Mr. Smith to take immediate steps to have their attorneys act to the end of recovering such money. The Chamber of Commerce will be very glad to advise with the accountants or the attorneys of those who seek to make such tax recovery. An All-Embracing Market T^HE man who orders one of the $1,000 or $1,500 models of combined talking machine and radio instruments is likely to wait a week or two more for delivery, not that he may be im- pressed with the importance of the deal, but because the demand for such instruments is keeping up with the supply and in some cases a little bit ahead of it. At the same time one manufacturer The Talking Machine World, New York, February, 1928 of portable phonographs is credited with having manufactured and sold over a quarter of a million of those instruments last year. These facts are significant because they emphasize the wide- spread character of the present market for the modern phonographs of various types, wherein the dealer has the opportunity for de- veloping a big unit business and rapid turnover. The dealer who looks upon his talking machine business in the same light he did ten or even five years ago cannot have the proper conception of the opportunities that are his to-day. Then sales averaged something like $100 or less, while to-day instru- ments ranging in retail price from $500 to $1,500 or more can be sold with surprising ease if the market is properly studied and suitable effort made. The public is evidently educated to paying substantial sums for what it really desires, and for those not in a position naturally to gratify their desires in $500 or $1,000 chunks there still remains the large assortment of models ranging above and below $100. 5 The sale of the big units is in no sense automatic. It requires first, as a well-known sales manager puts it, the confidence of the dealer m the value of a product and in his ability to demonstrate it before the right people and to sell it. If he thinks in terms of $50 and $100 sales he is not going to force factory production on the $1,000 models, but if he thinks in terms of $500 or $1 000 and devotes himself to the field that can absorb those instruments, he is going to be rewarded in like proportion. Big unit sales represent the cream of the business and there still remain the thousands and hundreds of thousands 'of sales of the more moderate priced models that appeal to the man on the street, so to speak. Never in the history of the industry has there been such an opportunity to get in for big money in the talking machine business, while still profiting in the general market. Strengthening Public Confidence T-HK move of the Engineering Division of the Radio Manu- 1 factum's' Association in defining the terms "socket power" and "electric" as applied to radio receivers for the information and protection of both the trade and the public, is distinctly in the right direction, for within the past year or so there has developed much general confusion relative to the actual meaning of these terms. In defining what may be referred to as a "socket" power set or "electric" set the manufacturers have not only given the legiti- mate dealer a sound basis upon which to work, but have also opened the way for checking the activities of that element of the trade which is inclined to be a bit careless, to say the least, in advertised statements. The definitions offered by the engineers may be accepted as authoritative and final, and in the hands of the authorities should prove effective weapons in the prosecution of misleading advertisers. It represents another step in the de- velopment of public confidence in radio. Specializing in Home Entertainment THE announcement made recently by Sherman, Clay & Co., the prominent music house of the Pacific Coast, of the establish- ment of motion picture camera departments in all the stores of the company's extensive chain, is particularly significant, for the reason that the company explains the move as being logical from the standpoint that it is in the business of providing home enter- tainment, and that the motion picture camera and projector for the use of the amateur comes under that general head. In short, the new departments have not been installed to offset deficiencies in the music business, but rather as a means for extending the company's sphere of usefulness and service. If the new policy is carried out by the music dealers generally, or even by a fair percentage of them, it should lead to the develop- ment of a new type of emporium handling all those things which have to do with entertainment in the home. We have seen the original piano store branch out and handle phonographs, with the majority of them going further and installing stocks of wind and stringed instruments and sheet music. Then came radio and a ma- jority of the so-called general music stores began the retailing of radio apparatus, which at the present time represents the last word in musical entertainment in the home. The amateur motion pic- ture outfit distinctly fits into the family circle as a means of enter- The Talking Machine World, New York, February, 1928 34c tainment quite as much in a sense as a musical instrument, and there are likely to be found other products of similar character. In expanding the scope of the music store it is much more logical and desirable to confine the new lines to those that may be classed as entertainment media in the home than to branch out into other fields, such as the handling of electric refrigerators, wash- ing machines and vacuum cleaners, as has been advocated by cer- tain individuals. There is a wide difference between the financial and selling problems connected with an establishment confined to the handling of home entertainment media and one that attempts to embrace a variety of home-furnishing items. One represents specialization in a definite field, the other represents generalization and the varied responsibilities that it entails. Wisdom of Co-operative Effort ALTHOUGH the radio industry is an infant comparatively, al- though a lusty one, forsooth, its members have seen the wisdom of co-operative effort to the extent that there exists an active and functioning national association of manufacturers and likewise a representative national federation of dealers, made up of representatives of numerous local dealer associations throughout the country. Yet we find the talking machine trade, although well past the quarter of a century mark in age, still without any na- tional, and for that matter any sectional, organization. It is unfortunate that there exists no association of talking machine manufacturers or of retailers to represent the industry in those matters where an organized opinion or protest carries weight, and to bring about a better understanding wherever possible on matters of trade practice and problems. The time has arrived in American business when members of a specific industry, such as the talking machine trade, have as their competitors not men in the same line of business, but those in a hundred other lines of trade, all of them energetically seeking to get a share of the American dollar upon which there are at present so many demands. The time that is often wasted in competition within an in- dustry can be put to much better and more profitable use in de- veloping ways and means for keeping that industry strongly before the public to the general advantage of all concerned. The idea of a national association in the talking machine trade is not in any sense a new one. It has been advocated on numerous occasions and tentative but unsuccessful attempts have been made to organize. With the majority of the other industries presenting a united front to the country in the fight for business it seems that the time has arrived to give this matter of talking machine trade organizations further thought. Regulation of Convention Exhibits MEMBERS of the talking machine and radio industries who contemplate exhibiting at the Hotel Commodore for the conventions of the National Music Industries during the week of June 4, and who are not now affiliated with the Music Industries Chamber of Commerce, ma)' well give heed to the restrictions that are placed against exhibits by non-members. It has been the prac- tice in the past of some concerns to take membership in the Cham- ber at the last moment in order to secure exhibit privileges and then to withdraw that membership shortly after the close of the convention, and in order to check this practice it was decreed at the mid-Winter meeting of the Board of Directors of the Cham- ber that only concerns who were members as of March 1, 1928, would be permitted to exhibit. It will be well for those who dis- tribute through the music dealers and are desirous of displaying their wares at the June convention to take cognizance of the new regulations and govern themselves accordingly. Double Tax on Instalment Sales THE talking machine dealer who sells on instalments, and that may be taken to mean every dealer, is or should be vitally interested in the attempts that are being made in various quarters to have changed that provision of the new Revenue Bill, which as at present interpreted, is calculated to place a double tax upon income from instalment sales. The Music Industries Chamber of Commerce has been active in the fight to have this provision either eliminated from the bill or at least so changed as to lift the burden from the shoulders of thousands of dealers throughout the country, and that organization urges that dealers, either individually or in co-operation with it, enter the fight to have the Senate Finance Committee change the reading of the law. It is a matter that represents millions of dol- lars to the music industry and to others, and organizations in vari- ous lines of trade have moved to place their protests before the Finance Committee of the Senate. Protests were first made when the measure was under con- sideration by the House Committee, but owing to protests of the Treasury Department, it is said, the provisions covering double taxes on instalment sales returns were placed in the bill after hav- ing once been eliminated. Now the matter rests with the Senate, and strong pressure is being brought to bear on the Finance Com- mittee of that body. Among the organizations lined up in opposi- tion to the taxing of profits on instalment sales is the National Re- tail Drygoods Association with a national membership of some 3,000, and every branch of the music industry is vitally interested in the fight. The time is short for effective action, and those mem- bers not thoroughlv familiar with the drastic provisions of the law should get in touch with the Music Industries Chamber of Com- merce or some other authoritative body in order that the}' may par- ticipate in organized protests or be able to take up the matter in- telligently with the Senators from their respective States. Meeting Trade Problems Fairly MUCH of practical value to the industry in the handling of its problems is expected to result from the two-day session of the Federated Radio Trade Association being held in Milwaukee as this issue of The World goes to press. Dealers who make up the organization are earnest in their efforts to help solve the trade- in problem, to improve the character of advertising and to develop closer relationship between the various branches of the industry, and there is no question but that much good must develop from any movement designed to that end. for the problems are of the industry and not of the individual. B WE START THE NEW YEAR BY GIVING YOU A BETTER QUALITY, IMPROVED RECORDING, GREATER VOLUME AND CLARITY IN THE R E C O R E BELL RECORDS L Let us assist you in merchandising these records and from our long experience increase your selling L THE BELL RECORD CORPORATION 38 CLINTON STREET NEWARK, N. J. D S Last-Minute News of the Trade Harry L. Spencer Now New England Manager of Sonora Popular Executive Has Assumed New Duties as District Manager for the Sonora Phono- graph Co., Inc — Widely Known in the Trade A. J. Kendrick, vice-president and general manager of the Sonora Phonograph Co., Inc., has announced the appointment of Harry L. Harry L. Spencer Spencer as New England district manager of the company. Mr. Spencer assumed his new duties this week and his appointment will be welcome news to Sonora dealers throughout New England, for he is one of the most popu- lar members of the New England sales fra- ternity. The J. H. Burke Co., Sonora distributor, with headquarters in Boston, Mass., will continue to function in this capacity, as heretofore. Harry L. Spencer has been identified with phonograph activities in New England for many years, having been one of the members of the firm of Kraft, Bates & Spencer, Bruns- wick jobbers, and, more recently, Brunswick branch manager at Boston, Mass. During his activities in the phonograph industry since 1909 Mr. Spencer has served as president of the New England Music Trades Association and has always taken an important part in the activities of this organization. Prior to his departure from the Brunswick Co., in Boston, Mr. Spencer was the guest of honor at a dinner given to him by the mem- bers of his former organization, and during the course of the evening was presented with a very beautiful desk pen set as a token of esteem and affection. Indiana Electric & Mfg. Go. Acquires New Plant Marion, Ind., February 7. — Arthur E. Case, president of the Indiana Electric & Mfg. Co., of this city, manufacturer of Case receiving- sets, has acquired an efficient and up-to-date plant to replace the factory which was burned down recently. The new plant gives the com- pany the same facilities as in the past and the manufacture of Case radio products was re- sumed without delay. The fire caused damage estimated at $300,000, but Mr. Case lost no time in re-establishing manufacturing facilities. A. W. Fritzsche Resigns as Okeh Vice-President Will Devote Entire Time to His Duties as Vice-President of General Phonograph Corp. and General Phonograph Mfg. Co. Allan W. Fritzsche, one of the most popular executives in the phonograph industry, has resigned as vice-president of the Okeh Phono- graph Corp. and will devote all of his activities in the future to his duties as vice-president of the General Phonograph Corp. and the Gen- eral Phonograph Mfg. Co. Mr. Fritzsche's family and he personally have extensive financial interests in these two organizations and according to his present plans Mr. Fritzsche will concentrate his activities on the sale of Heineman motors and needles. He is well known throughout the trade, having spent considerable time in the field, and numbers among his friends manufacturers and whole- salers from coast to coast. Acme Electric & Mfg. Go. Announces Price Reduction Cleveland, O., February 8.— R. A. Lais, sales manager of the Acme Electric & Mfg. Co., of this city, manufacturer of Acme power unit products, has announced a reduction in price of the type A B C-5 converter from $34.50 to $32.50 and the harness for the six-tube set has been priced at $7. The reduction in price of the A B C-5 converter was made after the company's advertisement for this issue of The Talking Machine World went to press. Grigsby-Grunow-Hinds Go. Takes Over a Huge Plant Addition of Large Plant of Yellow Truck & Coach Co. in Chicago Gives G.-G.-H. Co. Nearly Half-Million Square Feet of Space With the acquisition, a short time ago, of the enormous plant of the Yellow Truck & Coach Mfg. Co., in Chicago, the Grigsby- Grunow-Hinds Co., maker of the famous Majes- ing purposes now totals nearly a half-million square feet. The accompanying photograph shows the Majestic plants Nos. 3, 4. 5 and 6, and gives a graphic idea of the tremendous facilities available for manufacturing purposes. These facilities, formerly occupied by the Yellow Coach organization, constitute an up-to-date property with every convenience and modern arrangement with which present-day factories are equipped. As will be noted, the plant stretches over many city blocks, all departments Sonora Executive Headquar- ters Now in New York Executive Offices to Be Transferred From Chicago to New Sonora Building at 50 West Fifty-seventh Street, New York City Large Plant of Yellow Truck & Coach tic line of radio products, has automatically become one of the largest radio manufacturing institutions in the world. A long-time lease on the Yellow Coach prop- erty has been taken by G.-G.-H. Co., the deal involving nearly a million dollars. The com- pany has just completed an addition to its original plant at 4540 Armitage avenue, which doubles the facilities of this plant. The two Armitage avenue plants will be known as Plants Nos. 1 and 2, and the Yellow Coach plants will be known as Majestic Plants Nos. 3, 4, 5 and 6. The total floor space of the Majestic organization available for manufactur- Co., Chicago, Now Owned by the Grigsby-Grunow-Hinds Co being on one floor, so that speed and efficiency in operations are always possible. The acquisition of this immense new plant and the completion of the Armitage avenue addition tells far better than words the enormous popularity which Majestic radio prod- ucts have enjoyed during the past several years. It also gives a hint as to the activities to be engaged in in the near future by G.-G.-H. Co. The executive headquarters of the Sonora Phonograph Co., Inc., which heretofore have been located at 64 East Jackson boulevard, Chicago, will in the future be established in New York City. The company is maintaining temporary headquarters at 16 East Fortieth street, New York, but within the next few weeks will move to the handsome Sonora Build- ing, at 50 West Fifty- seventh street, New York, in the heart of the city's finest busi- ness section. A. J. Kendrick, vice- president and general manager of the Sonora Phonograph Co., will make his headquarters in New York, while Harry Bibbs, whose appointment as a member of the Sonora organization is announced in the Chicago section of this issue of The Talking Machine World, will be in charge of the Sonora Chicago offices in the capacity of Middle West division sales manager. The Sonora Chicago offices will continue to be located at 64 East JKajestic W%: Jackson boulevard. A new feature of The Talking Machine World each month is a section devoted to "The Newest in Radio." which appears on pages 89-90 in this issue. Latest products introduced by radio manufacturers are illustrated and described. This is a valuable directory for retail dealers. The Talking Machine World, New York, February, 1928 Your Customers are waiting for with A HUGE VOLUME OF ORDERS HAS MADE POSSIBLE THIS NEW LOW LIST PRICE OF $8-75 for TYPE 12 Supplies filament potential for 12 tubes, as follows: 8 Hi volts Type 226 or 326 tubes, 2 2%-volt type 227 or 327 tubes, and 2 5-volt Type 171 tubes. TYPE 13 Supplies filament potential for 10 tubes, as follows: S Type 227 or 327. 2M. volt tubes, and 2 Type 171 5 (olt tubes, or 2 Type 210 tubes. $13.50 List Price Sell it to them and CASH IN on 1928 *s Qreatest Opportunity A-C- Former in conjunction with the Carter, Eby and other Cable Harnesses ?The big news of the day is conversion of battery sets to AC operation! You can sell the sensational new Karas A-C-Former, together with cable harness and tubes to every man to whom you have ever sold a battery set — and many more besides! Folks don't want to sacrifice their pet sets to get AC operation — and they don't have to! Thousands of consumer inquiries which have filled our mail since our announcement of this new product, indicate the strong influence which it will have on radio throughout the year. The Karas A-C-Former will be backed by a strong, consistent advertising cam- paign in magazines and newspapers which will bring you quick, profitable sales! QOOD BUSINESS ALL SPRINQ AND SUMMER/ A new source of business! No slump this summer for wide awake dealers who will carry a stock of Karas A C-Formers to meet the tremendous demand! Don't delay another moment! Get in touch with your jobber at once, and write us to-day, using the coupon below to obtain further details. KARAS ELECTRIC COMPANY 4040 N. Rockwell St., Dept. B, Chicago SALES BOOM! The new Karas A-C-Former delivers ] the correct voltage for the new J standard AC Tubes, types X-226 or CX-326 and Y-227 and CX-327. It does not permit the excessive voltage and current fluctuations which are ruinous to AC tubes, which is vitally important be- cause the slightest variation in building or wiring, or any appreciable surge or overload in the AC supply line will cause trouble. The Karas A-C-Former protects AC tubes and insures long life — and there is not a hum in a trainload. The A-C-Former needs no separate device for center tap. It has a convenient extra loop of wire for connection to the panel controlled switch. It is designed for mounting all connections beneath sub- panel or may be mounted on separable feet as shown above. It is sturdy, com- pact, powerful, silent, never heats up and always delivers an unvarying, absolutely correct filament voltage. It has plug-in connection for "B" eliminator. Convert Your Battery Sets, Too! fj[ There is no longer any reason to carry a dead stock of ] battery operated receivers when you can quickly convert J them to AC operation with the Karas A-C-Former fila- ment supply and a converting cable harness! Then watch them sell — and watch the profits roll in! No rewiring; har- ness connections are available for any 4, 5, 6, or 7 tube set. So simple, a boy can make the change. Mail this Coupon ! KARAS ELECTRIC COMPANY, 4040 N. Rockwell Street, Dept. B., Chicago, Illinois. Send me complete details and further information regarding the conversion of my customer's battery sets to AC operation with KARAS A-C-FORMER. My Name Address City State Jobber's Name All orders will Lie shipped through your jobber. 1 r The Talking Machine World, New York, February, 1928 Identifi i A f * I: Y f H /■ ies the of Portables Carryola Master A fine phonograph — portable — with features usually found only on expensive cabinet models. Audak JJltra (phonic) reproducer — curved, throw-back tone arm of Bakelite—~tone chamber of im' proved design , fitted with new-type metal grill, carrying case for 15 records. Motor designed, built and backed by the Carryola Company of America — theonly Portable manufacturers to make their own motors. The master is furnished in black, brown, blue, green or red Fabri' koid with embossing and air brushing to harmonize — handsome nickeled fittings. $25-00 List East of the Rockies Carryola Porto Pick-Up To attach, simply replace the detector tube of radio set with adaptor plug. That*s all. Play records in usual way — hear them from the loud speaker with all the added volume and richness of tone that is characteristic of elec- tric reproduction. The pick'Up or electric reproducer is attached to a curved, throw'back arm which makes it easy to change needles. Volume control con' veniently located on motor board enables operator to regulate volume anywhere within limits of receiving set and speaker. Box is beautifully finished in neat, durable Fabrikoid with nickel-plated fittings. Made for use with either D. C. or A. C. radio sets. $23-50 East of the Rockies Carryola Electric Pick-Up The pick-up itself replaces the reproducer of the phonograph. Then by simply removing the detector tube of the radio set and inserting adaptor plug in its place, records may be played on the phonograph and electrically amplified. Volume may be controlled by merely turning the volume control knob. Packed in an attractive and colorful counter display box. $10-50 List East of the Rockies Carryola Lassie Flat-type portable, furnished in black, blue or brown Fabrikoid. Both case and record album are embossed and air-brushed, latest design curved, throw-back, die-cast tone arm. Equipped with Audak reproducer. This Carryola model is the only port- able phonograph in its price class that has all these exclusive quality features. $15'00 List East of the Rockies WORLD'S LARGEST MAKERS The Talking Machine World, New York, February, 1928 Trade Mark Best and Fastest -Selling Line Ever Built I T'S a new trade mark, but it represents the world's largest manufacturer of portable phonographs. It identifies a line of products that are fast-moving and highly profitable to you as a music or radio dealer. See a Carryola Master or a Carryola Lassie. They look like real musical instruments. Hear them and you know they're even better than they look. Even the most casual inspection will prove to you that no portables in the price class can compare with these Carryolas. Quick Sales to Radio Fans Then see the new Carryola Porto Pick-Up. Try it out with any radio set. Play a record on it and see if you don't agree with us that every radio owner will want one of them on sight. And the Carryola Electric Pick-Up — what a market there is for it! Thousands of music lovers have allowed radio to replace the phonograph in their homes although they still have their old phono- graphs. Show them how easily this electric pick-up enables them to use their phonograph to reproduce records electrically and the sale is practically made. A World of Ne w Record Business We don't need to tell you the effect the Carryola line will have on your sales in the record depart- ment. Every time you sell an item bearing the Carryola name plate you have made a new customer for records. More sales. More profits. National Advertising on a Big Scale But we are not content merely to offer you a fast- selling, profitable line of merchandise and let it go at that. We help you sell it. We're backing you up with the biggest national advertising campaign the industry has ever seen. We're telling the world about Carryola portables and Carryola Pick-Ups. We're telling your customers to look for this Carryola trade mark and hear a Carryola Demon- stration in the store that displays it. In short, we are doing everything possible to help you make more sales, quick sales, more profitable sales. Get the Details Today Learn the name of the nearest Carryola distributor and details of our selling plan. The sooner you get in touch with us, the sooner you'll be in line for big profits. Write or wire us today. THE CARRYOLA COMPANY OF AMERICA 647 Clinton Street ... Milwaukee, Wisconsin ARRU DLA beyond tnis you Imy furniture E OF PORTABLE PHONOGRAPHS The Talking Machine World, New York, February, 1928 A BATTERY ELIMINATOR Now Ready ^ The 4 -Volt for Radiola Sets Replaces Dry Cells or Storage Battery and Charger Contains No Battery This new model for Radiola superheterodyne receivers and all. sets using 4-volt tubes now makes it possible to do away with all batteries. It accommodates itself perfectly to the special needs of this type of set with the utmost simplicity, efficiency and satisfaction — without change in wiring or tubes and at about one-half the cost of other methods of A. C. conversion. Extremely compact. Ideal size for any Radiola battery compartment, including table models. Will not interfere with the operation of any set regardless of how close it may be placed to the integral working parts. This newest ABOX development is the only one of its kind in this rich, virgin market. It deserves your unqualified endorsement and will prove to be one of the feature profit articles in your stock. ABOX is a nationally advertised name and every ABOX dealer is given intensive merchandising cooperation. Send for display material and cir- culars free to ABOX dealers. The /{box Compani] 215 North Michigan Avenue Chicago, Illinois Model 4-Volt ABOX Eliminator A new model for sets using 4-volt tubes. Fits Radiola battery compartment. Size 8% inches long, 4 inches wide, 6% inches high. Output — .6 amperes, 4 volts D. C. $ 275o 6- Volt ABOX Eliminator This model will operate any set using eight or less standard 6-volt tubes. Not necessary to change set wiring. Over 100,000 of this type in use. $ 32so The Talking Machine World, New York, February, 1928 35 Roy S. Dunn Appointed to Important Splitdorf Post Popular Executive Is Now Western Sales Manager of Splitdorf Radio Corp. — Hal P. Shearer Discusses the Business Outlook. Hal P. Shearer, general manager of the Split- dorf Radio Corp., Newark, N. J., has announced the appointment of Roy S. Dunn as Western cured an extensive knowledge of radio mer- chandising. On January 1, 1927, he joined the Brinkerhoff Piano Co. of Chicago as sales manager, and it was from this organization that Mr. Dunn resigned to become associated with Splitdorf. The appointment of Roy Dunn to cover the Western division of Splitdorf's activities is in line with Mr. Shearer's conviction that the music industry is going to "take up" radio on a scale hitherto undreamed of even by the most ardent advocates of the music store as the most logical outlet. Mr. Shearer has de- voted himself to special analysis of the situa- tion from a countrywide angle and states that the hour has struck for the music dealer to push radio to the limit. "It is not my idea that just because we manufacturers want as many good outlets as possible to handle radio that I am primarily interested in the music store," said Mr. Shearer announcing Mr. Dunn's appointment. "Having been a piano man myself I realize fully the problems of the music store. The time has come when the music store can make real money out of radio." F. A. D. Andrea Comments on New Fada AG Models States That New Sets Are the Result of Two Years Laboratory Work — Feels That Present Models Require a Minimum of Service Enterprise Mfg. Go. Starts Production of Radio Kits Roy S. Dunn radio sales manager handling all radio sales for that company in the North Central States. Roy Dunn, as he is familiarly known, has been iden- tified with the wholesale piano business for 18 years. During that period he gained a tre- mendous amount of goodwill and a wide circle of acquaintances in the Western territory. For four years Mr. Dunn was with the Zenith Radio Corp. of Chicago where he se- Philadelphia, Pa., February 6.— The Enterprise Mfg. Co., of this city, which recently was granted an RCA license, has engaged in the production of a complete kit of adapters, har- ness and transformers designed to convert bat- tery radio sets to AC operation. The Enter- prise Mfg. Co. is an old established hardware manufacturing house and has well equipped manufacturing facilities and an established sales organization. Commenting upon the three new models of Fada radio receivers using alternating current tubes, F. A. D. Andrea, president of F. A. D. Andrea, Inc., states that these new sets are the result of two years of laboratory work behind closed doors. "The so-called electric receiver is by no means a novelty with Fada radio," said Mr. Andrea. "As far back as January, 1926, we had built a laboratory model for the now well-known Fada Eight, and that was an all-electric job. But we were not ready then, nor did we become ready until now to market apparatus of this type. The two-year period between the building of the first all-electric receiver by Fada en- gineers and the entering into production of our latest models has been occupied with much study, research, testing and development work to the end that the product might be, in trade vernacular, right. In announcing the Fada AC Seven table, the Fada AC Seven console, and the Fada AC Special, we believe we are offering receivers that not only require an absolute minimum of service, but live up fully to the standards set in our receivers through which harmonated reception was given to the world." Alice Catherine Kester Born The William R. Galleger Co., Canton, O., recently added the Atwater Kent line and is featuring Model 37 in a sales drive. E. H. Kester, statistician of the Atwater Kent Mfg. Co., Philadelphia, Pa., paused long enough from estimating Atwater Kent 1928 sales to re- ceive the hearty congratulations of all his friends both in the Atwater Kent organization and in the trade upon the arrival on January 7 of a daughter, Alice Catherine Kester. The Full Automatic With Electric Amplification 45" high, 23" wide, 22" deep. The only automatic phonograph, fool-proof and satisfactory, for either home use or pub- lic entertainment. By turning on the switch, it plays continu- ously. No reloading necessary. Simple and compact, nothing to get out of order, and the cabinet is no larger than those playing only one record, contains a complete amplifying unit, loud speaker and electric pick- up. The panel in front contains a volume control, reject button, stop and start switch, also a switch to predetermine a definite number of records and stop automatically, should you de- sire to use it. Price practically the same as others playing only one record. Jobbers and Dealers Should Write for Information Manufactured by Deca-Disc Phonograph Co* Waynesboro, Pa. sr. The Talking Machine World, New York, February, 192ft necessary to Successful Radio Merchandising in Increased production for 1928 enables us to offer real profit opportunities to distributors and dealers in new territories. Applications are now being considered Full Natural Tone Quality , °s Concert Caliber Music Store Steadily Gaining in Im- portance as Logical Outlet for Radio Bond P. Geddes, Executive Vice-President of the RMA, Gives Some Thought-Provoking Facts Regarding Merchandising Radio Receiving Sets at Retail The increasing recognition of the music mer- chant as the logical outlet for radio receiving sets by the radio manufacturer and the reasons for this attitude, which in some cases is a re- versal of opinion, and the tendency on the part of dealers to devote their attention to radio as a staple item of merchandise, formed the basis of an interesting and instructive article by B. I'. Geddes, executive vice-president of the RMA, in the RMA News under the caption "Selling Radio Through Music Merchants." Radio is synonymous with music, at least in the public consciousness. While something more than a mere musical instrument, it has that classification in the mind of the buying public. This is a fundamental fact which neither the music merchant nor the radio manufacturer, jobber or dealer can ignore. Therefore, in approaching a discussion of the question of music dealer merchandising of radio this primary consideration, so often lost sight of, both by the radio manufacturer and the music merchant, should be kept firmly in mind. No oracular statements coming from the radio industry or, by the same token, from the music industry, can do more than accelerate a condition in both trades which, even the most casual analyst of the two industries must recog- nize, is now in progress. This is, that the radio manufacturer is availing himself more and more during each seasonal business cycle of the music merchant as an outlet for radio, and that the music merchant, in increasing numbers, is turn- ing, either again or for the first time, to radio. This movement is more than perceptible. True, it has not taken on the proportions of a land- slide, possibly, on either side of the fence, but it is an economic development whose force is increasingly evident. .The results, I believe, will be beneficial, as they should be, mutually. Water which has gone over the dam carries much debris but still contains a potential source of power and profit if utilized down stream. Any discussion of the many reasons in the early stages of the radio industry which caused the music merchant to reject or discard the radio before or after taking, causing the manu- facturer to place the music merchant on his "N. G." list as a merchandising outlet, and vice versa, is something of a post mortem process. Still the comparison of the past with the present and future of radio is not barren of enlightenment. The radio industry of to-day is far different from that of yesterday or to-morrow. In the product itself, in the development of broadcast- ing, in merchandising methods, trade practices, and many other respects the music dealer of a few years ago who placed radio on his "N. G." list would do well to study the new day in radio. Undoubtedly, the music dealer anti-radio • prejudice, developed to a considerable extent a few years ago, has not been altogether broken down. Neither has the manufacturer prejudice against the music merchant as a radio distribu- tor. But it is well to remember that prejudices obscure vision; also they cost money. And the circumstances which kept the radio manu- facturer and the music merchant at arm's length (or more) in the past have changed vastly. In the early stages of radio distribution there were the attendant evils of uncertain price maintenance, of "gyp" merchandise and "gyp" competition. Also there was the serious ques- tion of servicing the radio sets. The problem of service still remains, much less acute, how- ever, while the worst evils, naturally attendant upon a new industry and which caused the music merchant to "lay off" the radio, have largely disappeared. To-day, at least partially through the efforts of the Radio Manufacturers Association, the trade discounts and merchandising methods have been conservatively stabilized, as the whole industry has progressed to a position of permanency in stronger hands, and, therefore, with greater facilities for exercising responsibil- ity. No longer is the radio industry one for the fly-by-night and get-rich-quick profiteer. That stage, fortunately, has passed almost en- tirely as to the manufacturer, and to a minimum point, is gradually growing smaller, in the re- tail trade. The discounts of the radio manufacturer, smaller than usually enjoyed by the dealer in pianos and some other musical lines, also have become well stabilized. Many music merchants argue that they cannot show an adequate profit at the ruling discount rate of 40 per cent. On the other hand, it is certain that the manufac- turers' profits, considering invested capital, and some of it in past costly experiments from which the radio public is now benefiting, are not creat- ing a multitude of millionaires overnight. More music dealers are beginning to realize that the radio, with its quick turnover, can be made to show an adequate and sizable margin. The question of service largely is responsible for the increase, among the ranks of music and other radio retailers, in profitable mer- chandising of radio receiving sets. Drains for service charges upon radio derlers in the earlier years of development no longer exist. Servic- ing does not constitute a danger to the music or other merchant in marketing receiving sets. These have been perfected to a point even called "fool-proof." Conceding, for the pur- pose of argument only, of course, that this term may carry a slight tinge of poetic license, it is The Talking Machine World, New York, February, 1928 37 Charm and Distinction as Furniture ^ 1 KelloaS A** Radio n| -^LW" AMG Radio True if and sells others • Tube Kellogg Switchboard & Supply Co. Dept. Z5-92, Chicago Operation nevertheless undeniably true that the question of service should no longer deter the music merchant in placing the radio receiving set before his public. The receiver, complicated and delicately adjusted as it is, probably always will need some slight degree of servicing, but development has reached the stage where the service problem should not bar the radio from the music store. It is a problem with which the manufacturer has dealt and is dealing with as his primary responsibility. For the com- paratively little servicing and gradually dimin- ishing adjustment required of the radio receiv- ing set of the new day, the music merchant can cope, with every reasonable assurance of avoid- ing the losses which it formerly caused. One practice widely advocated is that of engaging an outside company for the service work of the music merchant. This practice has been de- veloped particularly among department stores. The field of radio distribution also is narrow- ing as some retail agencies — unnatural and un- economic ones in many instances — are falling by the wayside. In the writer's opinion the future holds the promise that the exclusive radio dealer and the music merchant will be the big competitive forces in retail distribution. There is much foundation for the opinion widely held that the music merchant to-day could occupy the dominant position in the retailing of radio, certainly receiving sets, if the opportu- nity to preempt the radio field had been seized a few years ago. Possibly as widely held is the opinion that the radio manufacturer failed to utilize the music merchant, in the early stages of the industry, to the fullest advantage. Re- gardless of the responsibility and without use- less recriminations about conditions in the past, it seems certain now that the exclusive radio dealer and the music merchant are entering upon a new era of dual leadership in the retail market. In this predicted competition and in spite of the exclusive radio dealer's evident ad- vantage in having technical experience behind him and experts on his staff, the music mer- chant has many natural offsetting advantages on his side in the distribution of receiving sets. Among these, as is well recognized, is his experience in selling tonal quality of musical in struments. No longer are receiving sets sold extensively by long-winded and technical dis- sertations on their interior mechanism, but in- stead there is increasingly persuasive sales ap- peal in tonal performance. Also the piano dealer is accustomed to meeting problems of acoustics in home installation, which have very parallel problems in radio installation. The piano dealer especially is backed furthermore by long expe- rience in selling high-class merchandise which becomes a cherished furnishing of the home. In this respect, too, the radio is taking its place in the development of rich cabinet housings. Furthermore, the music merchant is accustomed to instalment selling, which is becoming more prevalent in the marketing of radio as the qual- ity and price of receiving instruments are increas- ing to meet the public demand for beauty as well as utility in their family radio. The music merchant has an established and trained organ- ization. He has a list of prospects in every customer of the past for a piano or other musi- cal instrument — each one to-day being a pros- pect for the sale of a radio receiving set. The music merchant also has established credit lines and financing system. He, above all, is the musical merchandise mentor in his community. It will be noticed that emphasis has been placed on the advantage which music merchants might find in the marketing of radio receiving sets. It seems to be the better opinion among radio manufactu rers that the music merchant should confine himself to the handling of re- ceiving sets. It seems to be the consensus of opinion that the handling of radio parts has too many complications. It entails the carrying of a considerable inventory of varied lines, requir- ing technical knowledge of radio circuits and apparatus, as well as calling for different methods of merchandising. Therefore, it ap- pears that the music dealer should handle radio accessories only in a limited way and to such an extent as will enable him to sell a complete equipment. An exception might be the han- dling of a line of tubes. This has been found by many music dealers to be a successful ad- junct to a receiving set business. But in the distribution of complete sets with built-in re- producers and socket power equipment (which looms as the ultimate radio product) the music merchant is well equipped to function efficiently. The development and improvement of broad- casting has not only established the radio in- dustry but insures its future. Farsighted lead- ers among the manufacturers and broadcasters have laid well the foundation for a new and greater industry, which already is too big to be a mere adjunct of the electrical industry and also too vast for the marketing of its products under control of any one distribution agency or any one manufacturing group. While the inevitable competition of radio with other musical instruments has caused re- alignments and readjustments in the music in- dustry, the radio is not an element of injury to the music merchant — except to that music merchant who refuses to recognize the changed conditions in the radio industry. Plaza Music Go. Aids Dealers With Advertising The Plaza Music Co., 10 West Twentieth street, New York City, manufacturer of "Pal" portable phonographs, is co-operating with dealers in planning advertising designed to build sales. Some of the advertising very cleverly ties up with important sectional events. For example, the newspaper ad for January 19 tied up with the birthday of Robert E. Lee, of Civil War fame. This ad is, of course, of particular interest in the South. This is the kind of co-operation that is aiding dealers who handle the "Pal" line to build up a profitable sales volume. Each month W . Braid White will suggest methods of s t i mulating retail sales of high-class music Creating a Record Demand for Finest Music A SHORT time ago, the Victor Talking Machine Co. announced that it was pub- lishing a recording of the C minor Sym- phony of Johannes Brahms, by the world-fa- mous Philadelphia Symphony Orchestra, whose conductor is Leopold Stokowski, known throughout the country as one of the most in- teresting and skilful orchestral directors of the day. In fact it is not too much to say that the Philadelphia Orchestra is at this moment the Rockford Hardware is made to stand up under wear and tear. In beauty, workmanship and finish it is designed to give the utmost in service and sat- isfaction. Actual samples of any items you use gladly sent on request. Write for the Catalog, No. 18, and keep it handy. Rational frock Co.. Rockford, /II. U. S. A. Coble Address: NATLOCK Branch Sales Offices: Chicago, III. Cincinnati, O. Detroit, Mich. Evansville, Ind. Grand Rapids. Mich. Hi«h Point, N. C. Shebovean. Wis. St. Louis, Mo. Indianapolis, Ind. Jamestown, N. Y Los Angeles, Cal. Milwaukee, Wis. Seattle, Wash. By W. Braid White finest body of players in the United States, quite probably equal to any similar body to be found anywhere. I shall not indulge in a lot of silly loose talk about "world's best," because nobody knows just which orchestra is entitled to that distinction. Nor does it matter. What does matter is that the Philadelphia Orchestra is to- day generally regarded as the best in the U. S. A., which means in comparison with the New York, Boston, Chicago and Cleveland orchestras, all of which are very fine. What makes a symphony orchestra very fine? First, permanence; and second, a good con- ductor. It is not enough to get together a nucleus of players, whose numbers must be swelled for every unusual piece of work by the addition of outsiders hired for the occasion. The players must be hired by the year and held exclusively to this one work. Then also the conductor must be the same man year in and year out, at least so long as he can produce re- sults. Conditions of this kind are not easily managed, and much money is called for if they are to be realized; but in Philadelphia, in Bos- ton and in Chicago, as well as in New York, the ideal, to a greater or lesser extent, has been translated into fact. That is why these orches- tras are so good. Stokowski What makes the Philadelphia the best of all is probably the personality and skill of the con- ductor, Leopold Stokowski, a man still young, of remarkable ability, who began life as a pianist and has become one of the small company of great orchestral conductors. Stokowski is of mixed English and Polish ancestry, combining fire and practical wisdom to an astonishing ex- tent. When he took hold of the Philadelphia Orchestra, it ranked last among the great American bands. To-day it ranks first without a doubt. I say all this in order to make readers under- stand that it is not a small or a simple thing which the Victor Talking Machine Co. has done in thus obtaining the co-operation of the great- est American Orchestra in order to record so stupendous a work as Brahms' First Symphony. So accustomed are we in these days to the mar- velous that it is hard to awaken a sense of en- thusiasm even for a really big achievement. But I think it easy to show that here is something worthy the enthusiasm of even the most blase mind. The Music Maker Brahms died in 1897 at the age of 64. He had been composing since he was 17 years old, but he did not hasten to sound the trumpets and the drums. His first symphony was published and had its first performance only in 1876, when Brahms was already 43 years of age and had an European reputation. It is thus a quite ma- ture work, in which Brahms may be said to have put everything which he felt, thought and knew. Accepted at first with much reserve, and even attacked in some quarters as unduly austere and obscure, it has steadily made its way into public favor and is now the favorite (or one of the few real favorite) war-horses of great virtuoso American conductors like Frederick Stock of Chicago, Walter Damrosch of New York and Leopold Stokowski of Philadelphia. Chicago is said to be a hard-boiled town, but the audiences who for years have thronged Orchestra Hall during the nearly one hundred orchestral con- certs given each year under Stock's baton have learned to love this symphony so much that it Intelligent pro- motion of sales of good music means more sub- stantial success for the retailer is usually impossible to buy a seat on a Brahms First Symphony night, unless one goes to the box office a day or two ahead. Composer and Orchestra A great orchestral symphony represents an amount of thought, inspiration, labor and down- right skill simply incredible to the outsider. Consider that the composer must first think out his musical thoughts, then rough them out on paper, then distribute the musical ideas among first violins, second violins, violas, cellos, con- trabasses, flutes, piccolos, clarinets, oboes, Eng- lish horns, bassoons, contra-bassoons, French horns, trumpets, trombones, tuba, kettle drums; and even, if he wishes, harps, cornets, bass drums, snare drums, celesta, tam-tam, bells and so on. Of course a composer, even a very modern young wild man of music, need not use every instrument named above. But in any case he will have his choir of four kinds of stringed instruments, his wood-winds, his brass, and his percussions. The task before him will be to distribute his musical sounds among these instruments so as to produce from moment to moment the precise desired effect of tone-color, tone volume, emphasis, suspense, or whatever it may be. This distributing of the parts among the instruments is comparable tQ the art of the orator, who has to clothe his thoughts in appro- priate words. So, the restrained passion of Lin- coln's Gettysburg address, compared with the purple patches of Bryan's Cross of Gold Speech is like the quiet but penetrating and soul-mov- ing ardor of Brahms compared with the glit- tering verbosity of Berlioz. Brahms and Lin- coln, the names fit into each other as one con- templates the two personalities. Each was slow to speak, and rough outwardly, but within was gentler than a woman. Each was gifted with that supreme power of expressing in the most direct and straightforward language the deepest and most moving thoughts. Each was sneered at as uncouth, and each has come to be an im- mortal. Lincoln used words, Brahms tones, but the analogy is extraordinarily close. The Great Architect Brahms was above all a musical architect. His music has all the perfection of design, all the exquisite beauty and the unbounded wealth of detail which we find in great masterpieces of building, such as the Cathedral of Chartres, or the Basilica of Santa Sophia as it once was. He can no more be comprehended at a single hearing than the west front of Rheims at a single glance. Knowing this, the Victor Talk- ing Machine Co. hit upon the happy idea of providing upon a separate record a short talk by Mr. Stokowski, outlining the themes or melodies on which the symphony is built, and playing these upon the piano so that the hearer may have them "in his ear" when the symphony begins. Carrying on the same principle of ex- planation, they have provided a folder to go in the special record album, containing a short and clear description of the course of the music. A symphony is architecture in tone. All music is this more or less; but music has the disadvantage of coming to the percipient bit by bit, like a stream flowing past. It is as if one had to look at a picture through a narrow slit moving across the field of vision. Music, then, must be heard over and over again, but that in turn has the enormous advantage of fastening it upon the memory so firmly that, if it be in truth the tonal expression of a great man's thoughts, (Continued on page 40) 38 The Talking Machine World, 'New York, February, 1928 39 D-40 D-40 $175.00 D-40-60 260.00 D-40-25 260.00 D-10 D-10 $ 75.00 D- 10-60 160.00 D-10-25 160.00 D-5 Console 30.00 Federal Ortho- sonic line length* ened, strengthened and made more attractive than ever Prices *75°° to $1250°° Federal Announces — in effect at once, a longer price range — prices from $75 to $1250 (higher in Canada) — instead of $100 to $1250 as heretofore. — a sharp price-reduction on the D-10 and D-40 sets as here illustrated and priced. Here is fresh incentive for the designated Federal retailer to renew his efforts — and for the retailers not handling Federal to in- vestigate the line. A sales potential that has been greatly in- creased. A product that is exclusive — the only Ortho-sonic radio. A quality of radio per- formance that is absolutely non-competitive — with a price for every purse and satisfaction for every purchaser. The foundation for a flourishing retail trade and a permanently suc- cessful business . . . All this is offered — But get the whole story. Find out about the good profit margin, the protection, the freedom from red tape, the many other features going with the Federal designation. You'll say there's nothing in the industry like it — that it's just what you want. Get details at once from your wholesaler. If you don't know him, write us. FEDERAL RADIO CORPORATION, Buffalo, N. Y. (Division of the Federal Telephone Manufacturing Corp.) Operating Broadcast Station W'GR at Buffalo Federal Ortho-sonic Radio. Ltd.. Bridgeburg, Ont. The sign of the Designated Federal Retailer FEDERAL led by RADIO Reg. U. S. Pat. Off. Licensed under patents owned and/or controlled by Radio Corporation of America, and in Canada by Canadian. Radio Patents, Ltd BUILT TO EXCEED YOUR EXPECTATION 40 The Talking Machine World, New York, February, 1928 Creating a Demand for Finest Recorded Music (Continued from page 38) it will take possession of the sympathetic hearer with an authority and power hard to describe. Thus it is with a great piece of musical design and execution like the C minor Symphony of Brahms. The Revolution in Recording It is scarcely necessary to say again how much the electrical recording has altered phono- graph music for the better. To-day it is not a condensed "little" orchestra that huddles round a horn. The full band of performers is placed in their ordinary concert position, and the sound waves emanating from it fall upon the micro- phonic, receiver after they have had the full ad- vantage of reverberation from the walls of the room. In consequence the music is repro- duced, even on a small phonograph, with a sense of spaciousness, a volume of sound and an at- mosphere of reality never before attainable. The playing of the Philadelphia Orchestra throughout the Symphony is superb. Each tone-color comes out with astonishing :fidelity and power, while the conductor plays upon his great instrument like Paderewski at his key- board or Kreisler at his fiddle. How to Do It I hope, I hope very sincerely, that merchants will make a special sales effort on this wonder- ful Victor album. But one thing is sure: the way to sell music of this sort in album form, with all the profitable possibilities it holds, is by demonstration, on the large scale. I should put on a store concert, some evening, inviting the musicians of the town, and should present to them this great work, taking perhaps as counter- weight the same Philadelphia Orchestra's recording of the showy and brilliant Second Hungarian Rhapsody of Liszt, which is also a Victor electrically recorded product. And if the thing were being done really right, I should wish to complete the picture by putting in the middle the Brahms' piano Quintet, with Harold Bauer and the Flonzaley Quartet doing the play- ing. There would be a program, and a way of doing things. And in that way or in some way like it such things will have to be done. For the high-class record will be the profit maker of the future. Canadian and British Radio Men Visit Kolster Plant Four representatives of Canadian and British radio interests were recently entertained at the Kolster Radio plant, in Newark, N. J. They were J. B. Byers, vice-president and general manager, and J. Bacon Brodie, sales manager, of Canadian Brandes, Ltd., Toronto; W. A. Bartlett, managing director, and S. Wilding Cole, director of sales, of Brandes, Ltd., of London. They reported a rapidly growing radio market in both countries. New Columbia Artist Richard Tauber, German tenor, will record exclusively for the Columbia Phonograph Co. catalog. Mr. Tauber is a member of the Ber- lin, Dresden and Vienna State operas and has sung throughout Europe with increasing suc- cess. In addition to his vocal capabilities, Mr. Tauber is an orchestral conductor and com- poser. His first coupling for Columbia is, "Ay- Ay-Ay! Mein Blond-Engelein" and "Song of India." A Real Loud Speaker A demonstration of the latest developments in loud speakers was given last month when the Bell Telephone Co. sponsored a program in which the human voice was heard from Hoboken in New York. The TALK- BACK Anyone can make PHONOGRAPH RECORDS Makes Full-Volume, Permanent Records can be Made and Phonograph Records. Will Played on any standard phono- even record a whisper. graph, including electrical re- producing phonographs. Here at last is a practical record-making outfit for home use. With a TALK- BACK, anyone can make full-volume, double-faced records that can be played indefinitely without losing original volume. The TALK-BACK can be attached to any standard or portable phonograph in two minutes, and, after recording, simply loosen thumbscrew and remove recording equipment, leav- ing phonograph ready for regular use. TALK-BACK Records are ready to play as soon as cut — they require no processing. Method of recording is scientifically correct. Users marvel at the simplicity of unit and especially the results obtained. It's a HIT! — Everybody is Buying The TALK-BACK is a Hit wherever introduced. Everybody wants one. With it, one can keep in permanent form "sound pictures" of themselves, mem- bers of the family, parties of friends, or any program broadcast over the radio. Artists, musicians, students, teachers and laymen everywhere are build- ing extensive TALK-BACK Record libraries. Blank Double-faced TALK-BACK Talk-Back Complete RECORDS $*»SO ^roR$l<>0 £ LIST LIST Dealers- — // your Jobber can't supply you, write factory. Jobbers — Write for our proposition. Talk-Back Phonographic Recorder Co. 4703 East 50th Street Los Angeles, Cal. Attractive Stromberg- Garlson Window at McCoy's No. 744 Stromberg-Carlson Combination Is Shown in Homelike Setting in Display of McCoy's, Inc., Authorized Hartford Dealer Hartford, Conn., February 6. — Displaying the No. 744 Stromberg-Carlson combination instru- ment in 12" is not only a superb achievement but a fundamental advance in full and exact phonograph music reproduc- tion of surpassing beauty. The "Serpentine" Tone Arm supplies a long felt want of 10,000,000 phonograph owners in the United States. It has unique eye value in shape, quality of material and workmanship. It is beautifully plated in colonial bronze with a black ball-bearing base, precisely machined and war- ranted not to bind. It is indestructible in the ordinary course of usage. It produces the heretofore much sought sound volume and faithfully and richly brings forth every note, high and low, on the phonograph record and over the radio, loud and clear. It is unrivaled as a combination phonograph and radio attachment. This Tone Arm, an elongated air column, approxi- mately 27 in. in length, scientifically proportioned in Serpentine form, is at once adapted to radio with phonograph attachment. In effect, no radio loud speaker is comparable with the acoustics of a good, well seasoned tone chamber in a phonograph coupled to a Serpentine Tone Arm. Without it neither phono- graph nor radio receivers are up to date. The price, $12.50, meets the requirements of being within reach of every pocketbook. Through an error this price was announced elsewhere as $17.50. The correct price is $12.50. Serpentine Tone Arms can be shipped promptly in 8 in. and 9 in. lengths, in any quantity. JOBBERS and DEALERS . Write or Wire for Prices ASTRAL RADIO CORPORATION 1812 Chestnut Street Philadelphia, Pa. 50b The Talking Machine World, New York, February, 1928 Brunswick Co. Cleveland Branch Has Attractive Studio for Panatrope Displays Finished in Stucco With Stained Glass Windows and Artistic Lighting System — Cleveland Music Trades Association Holds Annual Banquet — Business Shows a Steady Gain Clevf.land, 0., February 9. — With employment on the increase on account of growing produc- tion in the automobile industry, business has shown a fairly steady gain throughout the month and gives every indication of continuing, according to reports of dealers. The annual banquet of the Cleveland Music Trades Association took place on February 8, and was well attended. This year the ladies were invited and the affair proved a very en- joyable one. .A. L. Maresh presided and gave a short speech in which he thanked the members for the honor bestowed upon him of being elected to a third term of office. There were several other speakers and vocal and instru- mental numbers to round out the evening. Morris Mattlin, father of M. O. Mattlin, of the Knabe warerooms, and I. J. Mattlin, of the Reliable Music Co., passed away at his home after a short illness. He had recently returned from California where he had gone for his health. Others surviving him are his widow, and 'two daughters, who are the wives of Sam Mintz and M. Rosen, both in the music business. The Cleveland branch of the Brunswick Co. has just completed a new Panatrope display studio which makes a beautiful setting for the various models. The studio is finished in stucco and has stained glass windows and a very artistic lighting system. Beautiful furnishings add to the attractiveness of the room. E. S. Germain, district manager, states that there has been an acute shortage of the new Panatrope- Radiola, combination model 17-8, and, as a re- sult, quite a large number of back orders have accumulated. Brunswick record sales for Janu- ary, 1928, were far beyond the expectations of Cleveland branch officials and show an increase of over 100 per cent as compared to January, 1927, it is declared. The management of the Euclid Music Co.'s Superior avenue store has been placed in the hands of Randall Miller, who came here from the East, where he was well known in talking machine trade circles. The radio and phonograph credit exchange group of the Cleveland Retail Merchants' Board is holding a meeting every two weeks for the discussion of various retail accounts, with the result that help is being extended to those in need of it, and the chronic bad account is being forced to reform or discontinue business. There has been a very marked improvement in credit conditions since the formation of this group. The Cleveland Talking Machine Co., distrib- utor of the Victor line, reports a heavy run on Victor Herbert records since the National Broadcasting Co. has been featuring this com- poser's operettas. Dealers report a considerable number of sales of album sets of these records. The company is continuing its regular monthly meetings for dealers' sales ladies which are proving more popular than ever. The Carro Accordion Co. has been incorpo- rated to do business in Cleveland by Jules Eshener and others. The George Worthington Co., distributor of Fada radio, has received the three new AC models and is receiving quite a number of orders from dealers throughout the territory. The new Atwater Kent AC receiver has proved very popular in Cleveland and northern Ohio, and the distributor, the Cleveland Igni- tion Co., has had considerable difficulty in securing enough sets to take care of the de- mand for them. The Metropolitan Grand Opera Company is to play a week's engagement here from April 30 to May 5, according to announcement made by Robert J. Bulkley, chairman of the Cleve- land committee of the opera. The visit of the Metropolitan is invariably followed by a big. increase in sales of operatic records, dealers featuring them in both window displays and newspaper advertising. Neil D. Bell, who was general manager of the Wolfe Music Co., located at the Prospect entrance of the Taylor Arcade, has resigned and is spending a few months in Florida with Mrs. Bell on a vacation. The Columbia branch has been busy filling orders for "Two Black Crows" records throughout the month. Moran and Mack, the originators of these dialogues, played a very successful engagement at the Ohio Theatre for two weeks. The Wflliam Taylor Co. has put on several special demonstrations of these records, and so great have been the crowds that the demonstrator and machine had to be moved into a specially, prepared space on the side of the arcade so as to permit passageway. A. L. Maresh is remodeling his store and putting in some demonstration booths. Utah Radio Products Go. a Lektophone Licensee . | The Utah Radio Products Co., Chicago, maker of Utah loud speakers, has acquired a Lektophone license, according to an. announce- ment made a few weeks ago by Henry Forster, treasurer of the Utah organization. New models of the Utah loud speaker are now being intro- duced to the trade, and among the featured products are speakers equipped with both a cone and an exponential horn. The Jackson Heights Battery & Radio Co., Long Island City, New York, was recently in- corporated with a capital stock of 9,000 shares of common. For America's Fastest Selling Sets RCA Radiola 17 Atwater Kent 37 No. 933 for Radiola No. 17 With 100A Speaker Finished to Match the Set RCA 100'A Speaker Built Into These Solid Mahogany Tables Speakers are installed in scientifically designed compart- ments attached to the tables to effectively absorb all vibration. 1? No. 934 1 for Atwater Kent 37 With 100A Speaker Beautiful Brown Mahogany Already Stocked by Some of America's Qreatest Stores Watsontown Table & Furniture Company Watsontown, Pennsylvania Successful Furniture Manufacturers Since 1893 The Talking Machine World, New York, February, 1928 51 Milton L. Leve High Sales- man in Fitzgerald Contest Salesmanship and Sales Managerial Ability Both Tested in Contest Conducted by the Fitzgerald Music Co. — Winner Had Handicap Los Angeles, Cal., February 4. — The Fitz- gerald Music Co., one of the leading retail mu- sic houses on the Pacific Coast, conducted dur- Milton L. Leve ing 1927 a sales contest with the intention of giving its sales force an incentive and of keep- ing them up to their best efforts throughout the entire year. C. H. Mansfield, manager of the phonograph and radio departments of the Fitzgerald Co., tells of the reasons for the contest and its re- sults, saying: "During the year 1927 we con- ducted a sales contest with our radio and phono- graph sales organization, offering as first prize a handsome gold watch, suitably inscribed. "Wishing to develop sales managerial ability, as well as sales ability, we operated the contest along the following lines: The two salesmen who were highest in point of volume in De- cember, 1926, automatically became sales manag- ers for the month of January, 1927. These two sales managers selected their own organization from our organization, choosing their teams as one would a football or baseball team. "At the end of the month the sales manager whose team, as a whole, consummated the greatest amount of business was awarded a star. This same process was carried out the following month and each month thereafter, and the man having the greatest number of stars credited to him during the year is the man who wins the watch for the year, and the title of not only the outstanding salesman but the out- standing sales manager of the entire Fitzgerald Music Co.'s organization. "The man to win the watch in 1927 was Mil- ton L. Leve, who deserves the utmost com- mendation for his success, and all in the or- ganization agree that Mr. Leve earned the prize with consistent, untiring effort. "Without taking any glory away from Mr. Leve, in justice to Charles R. Bowen, who for five or six years has been high man in our phonograph and radio sales organization in point of volume, we want to say that Mr. Bowen, due to the fact that he occupies the po- sition of assistant manager, was not allowed to enter the race. He still reigns supreme as the high man in point of sales. "To get back to Mr. Leve, we wish to say that he deserves additional praise because of the fact that he was only with the Fitzgerald organization for ten months during 1927, yet with this handicap won the prize." Whitsit Go. Appointed a Distributor for Kellogg Prominent Distributor of Columbus, C, to Cover the Territory Consisting of Parts of Ohio, Kentucky and West Virginia The Kellogg Switchboard & Supply Co., Chicago, recently announced the appointment of the Perry B. Whitsit Co., Columbus, O., as a Kellogg radio distributor for central and southern Ohio, eastern Kentucky and south- eastern West Virginia. The Whitsit Co. has been a distributor of Victor products for many years and is a pioneer in the music business in the Central West. It has a following of aggressive music merchants in Columbus and the adjacent ter- ritory and it is expected that Kellogg radio products will become even more popular under the direction of this well-known distributor. The territory allotted to the Whitsit Co. is consid- ered one of the richest in the Middle West. RCA Provides Dealers With Business Cards The advertising department of the Radio Corp. of America has made arrangements whereby RCA authorized dealers may obtain business cards bearing the Radiola dealer sign in two colors and their own store name, ad- dress, telephone number, etc., at nominal cost. Inquiries should be addressed to the nearest RCA district office. Stewart-Warner Prosperity The Stewart- Warner Speedometer Corp. re- ports for 1927 a net income of $5,201,053 after all charges and taxes, equivalent to $8.67 a share on 599,990 shares of capital no par stock, against $5,108,886 or $8.51 a share in 1926. OLA has built a new and finer loud- speaker with a truly remarkable ROLA TABLE CABINET, JVlodel 20 %OLA Reproducer Manufacturers: The new Rola Cone Reproducer Unit can be obtained for installation in your cabinets. . . Write or wire for samples and particulars. l$ola Table Cabinet K performance ... a speaker specially en- gineered to handle the greatest power and tone-range of the new socket- power sets. This new Rola speaker reproduces all musical tones, from the lowest to the highest, at full volume without trace of rattle or blasting . . . even when using "210" type power tubes with maximum plate voltage. This instrument may be installed with any radio set with complete assur- ance of perfect and permanent satisfac- tion to your customer. Write for the name of the nearest %ola jobber THE ROLA COMPANY 612 NORTH MICHIGAN AVENUE, CHICAGO, ILLINOIS FORTY-FIFTH OHOLLIS STREETS, OAKLAND, CALIFORNIA 52 The Talking Machine World, New York, February, 1928 Normal Demand for All Lines Featured in Opening Month of the New Year in Toledo Sales of Combination Instruments Lead at the Lion Store Music Rooms — Sparton Dealers Gath- er at Meeting Sponsored by Toledo Radio Co., Distributor — News of the Month II d FV'IHM Ml J " 1 1 . -. The Model No. 60 Freed-Eise- mann has been the most popular model that we have ever handled and all of our dealers are very enthusiastic regarding these sets. Wehavehadinnumerablecompli- ments on the operation of Model No. 60. In our estimation, it's op- erationhasbeen mostsatisfactory. The dealers and the customers have expressed their satisfaction in its operation, and we have been very successful with the receiver. Empire Furniture Co. Ctmfliu Horn Outftliri Although this letter has not been solicited in any way we feel that we must write you expressing our genuine enthusiasm and satisfac- tion over your new Model No. 60 electric radio receiver. We have listened to hundreds of radios but know that we have never seen nor heard a radio until we listened to one of these. It is our intention to push the sales of this receiver to the utmost. Gpinncll Urotlicps Victor Distributors We wish to advise that Model NR-60 has proven very satisfac- tory indeed to our trade, in fact, we believe it to be so good and at a price that appeals to the public that it will be practically impos- sible in the future to do any vol- ume of business on D.C. Models. SPMniMijWDAniixnrfioaoa We have sold these sets to prac- tically all of our dealers, and find that their reception has been en- tirely successful both to the deal- ers and to the consumer. We are sure that in this set you have the nearest approach to perfectradio, and we are of the opinion that you will be rewarded with a large volume of sales. Sljrncusi' Auto.Supplij Corporation UMHWMltmim <\tr**t ayrocuA*. N V. After two months of distributing and selling we are in a definite position to accurately give you the merits of this receiver, measured by performance and efficiency in our laboratory, together with the various compliments that have been received from the olddealers, new dealers and new owners. Briefly, in our opinion it is as fine as any receiver there is on the market. In our retail department we have demonstrated these models against receivers selling at double the price and we have never lost a sale yet. Our service has been cut down over fifty percent since we have decided to handle Freed- Eisemann radio exclusively. COMMERCIAL ELECTRICAL SUPPLY CO -Hf&nm EScfltt AmSxNCE - F A R*R AND MANUFACTURING CO 4 INC., LONG ISLAND CITY, NEW YORK fflPH IADELPNIA and IPCALI17 Demand for Records Outstanding Feature of Sales in the Quaker City Territory Distributors Report Heavy Reordering of Records — Retail Stocks Depleted — Miss Dorothy Martin, of the Victor Co., Scheduled to Address Record Sales Club Philadelphia, Pa., February 6. — Though sales of talking machines have run true to form in the slower pace of January, there has been a widely distributed demand for the various rec- ords of the leading talking machine manufac- turers throughout the past month and fairly well maintaining business for the newer elec- trical combination radios and talking machines. Those dealers featuring the newest of direct AC electrical radio combinations have been able to dispose of all sets that could be se- cured, there being a scarcity of these among the distributors of the leading manufacturers. Records have been continuing their upward swing in sales and as the second month of the new year dawns the distributors have a long list of orders that are waiting to be filled to replace depleted shelves and counters. All the popular numbers continue to hold public favor. Supplies for the accessory and repair trade have been moving fairly well in view of the duller mid-Winter trend customary at this season. Electrically operated radio, for the house cur- rent, continues to hold among the radio sets in popular favor and shortage of these types is the only bar to a prosperous season for the dealers handling the new inventions. Dis- tributors are shipping out all available factory shipments just as soon as they are received at headquarters here in an effort to meet their customers' needs and to speed up deliveries. Service for Victor Dealers A special service has been arranged for the dealers who are linked with the Victor talking machine retail trade by the Philadelphia Victor Distributors, Inc., 835 Arch street, for the con- version of the Orthophonic-radio combination 7-10 into an AC set. This service has been arranged under the direction of William An- derson, who now is prepared to accommodate the trade in the conversion of this model com- bination talking machine with radio into the latest popular electrical type that can be con- nected with the house current. President Louis Buehn, of the company, leaves in mid-February for a trip to Florida for a vacation. Dealers in the trade were able to tie up with the per- sonal appearance of Paul Whiteman at the Stanley Theatre by broad publicity assured through window displays, streamers and floaters supplied to the retailers by the Philadelphia Victor Distributors, Inc., and the head of the record department, J. Raymond Boldt. Other artists on the Victor list who were tied up with the various attractions appearing here in conjunction with the Sunday concerts at the Stanley Theatre and the Academy of Music were Feodor Chaliapin and Lawrence Tibbett. Publicity was given to the Victor dealers for tie-ups with their appearance and the sale of the recordings and Orthophonies. With the transfer of Al Hughes, of the sales staff of the Philadelphia Victor Distributors, from his former territory through Pennsylvania to the central city department store section his duties have been assumed by James Rob- inson, until recently with the Cohen & Hughes Co., of Baltimore, Md. V. Moore, who has been covering this section for the Victor Co. in special work during the past year, now is connected with the Cohen & Hughes Co. and will cover the State trade formerly traveled by Mr. Robinson. To Address Record Sales Club Miss Dorothy Martin, engaged in special promotion work for the record department of the Victor Co., will address the Record Sales Guarantee Special Furnished in COBRA GRAIN BLACK CROCODILE BROWN SPANISH BLUE SPANISH GREEN SPANISH RED Made to meet the popular demand COSTS YOU $8.00— RETAILS FOR $15.00 GUARANTEE TALKING MACHINE SUPPLY CO. 35 N. NINTH STREET PHILADELPHIA, PA. — ^M^sWrite for our latest Main Spring Chart — Club meeting to be held in the Philadelphia Chamber of Commerce tomorrow. Plan Victor Meeting Under the plans for the promotion of sales for the Victor during the coming months the wholesale Victor department of H. A. Wey- mann & Son, in conjunction with the factory officials of the Victor Co., will hold a meeting at the end of the current month in a local hotel. While only tentative arrangements have been made, the date and place are to be desig- nated within the coming week. Officials among the distributors and the Victor Co. will be the speakers who will outline the sales cam- paign for the Spring. Aids Sales of Brunswick Products Sydney Schwartz, who has been assigned to co-operate with the local branch officials of the Brunswick-Balke-Collender Co. in promot- ing the sales of the Panatrope and radio combinations, has been connected with the Philadelphia trade for the past month, aiding the dealers in the exploitation of the newest models. The Brunswick Co. just has released the 17-8 Panatrope combination with the Radiola No. 17 and the Electrola type of the Panatrope, this being the latest 1928 offering from the factory. Trade congratulations are extended to Manager George A. Lyons, of the Philadelphia branch, upon the advent of a new member to his family, Miss Elizabeth Alice, whose birth increased the family circle to three during the early days of January. Co-operative Drive on A. K. AC Set A vigorous campaign is being carried out by local Atwater Kent dealers on behalf of the new Atwater Kent AC model No. 37. Re- cently some fifty-five dealers, in conjunction with the Louis Buehn Co., had a full page ad- vertisement in local newspapers, featuring the new model exclusively. The Model No. 37 has also, during the past month, been the subject of a great number of attractive window displays. One of the most striking of these appeared in a window of the John Wanamaker store. This display has as its center piece the new Atwater Kent model. A bass viol was placed on one side and resting on a cushion was a piccolo. Some notes of music ranging from deep bass to high treble stood out against a dark background. On a small sign in the foreground the following message appeared: ". . . from the deepest mel- low notes of the bass viol ... to the high treble of the silvery piccolo . . . Atwater Kent, the new all in one! A touch of the switch starts the music." Urge Victor Herbert Album Drive The Philadelphia Victor Distributors, Inc., are urging dealers to put every possible sales effort behind the recently released "Victor Her- bert Memorial Album," containing ;five records of the composer's outstanding compositions. The distributing organization points out that the Victor Co. in its series of radio broadcasts is giving great publicity to Herbert's works, and in addition the Stanley Theatre orchestra, of this city, has agreed to play an overture of Herbert's compositions for a long period. Photo- graphs of Victor Herbert for window-display purposes can be procured by dealers at a nomi- nal sum. Columbia-Kolster Popular A very popular talking machine and radio combination is that of the newest addition to the Columbia Phonograph Co. line — the Colum- bia Viva-tonal Kolster electric reproducing instrument, introduced here last month. The new type has been so popular that it has been (Continued on page 80) 78 The Talking Machine World, New York, February, 1928 79 A Message to the dealer who says: "Show me one cAy Power Unit that stands up in modern radio service!" THE Gould Katha- node Unipower is fundamentally different from any other auto- matic trickle charging "A" power device in the market. And in that difference lies the secret of a new record for re- liability— long life — freedom from trouble. KATH ANODE CONSTRUCTION THE SECRET OF LONG BATTERY LIFE Note how positive plates are inclosed between porous protective retainer walls of woven glass. This is the secret of remarkable durability and long life. First developed for Goidd submarine batteries, this new pro- tected plate construction has proved equally valuable in radio and other constant trickle charge service. Practically all of your "A" power grief in the past has come from one cause — rapid dis- integration of the plates in the battery ele- ment of the unit. This is definitely elim- inated by Gould Kathanode construction. That is why the new Gould Kathanode Uni- power stays on the job day in and day out, beyond all previous expectations. Out of the first 4000 Gould Kathanode Uni- powers in use, only 4 have ever required ser- 1. Kathanode Neg. Plate 2. Specially treated ribbed wood separator 3. Woven glass mat retainer 4. Special Kathanode Pos. Plate of high capacity and long life vice. And these 4 were due to minor mechanical defects — not one battery failure has been found. This remarkable rec- ord is primarily due to Gould Kathanode bat- tery construction. Pat- ented glass retainer mats protect the plates against the destructive effect of trickle charge operation. See this new Unipower and judge for your- self. Your nearest Gould jobber will gladly show you one — at no cost and without obli- gation. If you have been having trouble with ordinary "A" power devices, write today for full information and descriptive literature. Gould Storage Battery Co., Inc., Depew, N. Y. The new Gould Kathanode TJnipower IMPORTANT NOTE: Authorized Gould Unipower Service Stations located at strategic points are now equipped to repair the old type Goidd Unipower with the netv Kathanode elements at special reduced prices. Full details on request. 80 THE TRADE IN PHILADELPHIA AND LOCALITY— The Talking Machine World, New York, February, 1928 (Continued from page 78) Velvaloid Record Brush Ideal for advertising purposes or resale. Write us for full information. PHILADELPHIA BADGE CO. Manufacturers 942 Market Street Philadelphia, Pa. impossible for the local branch to keep stocks on hand, shipments being made to the Colum- bia dealers just as soon as they come from the factory. The Columbia has signed up Cliff Edwards, Ukulele Ike, as its exclusive artist. The newest of recordings on the Dempsey- Tunney fight, a comedy pianologue, played by Clarence Senna, is likely to prove a big seller because of its novelty. H. Royer Smith Expands H. Royer Smith, head of the firm bearing his name and general dealer in talking machines and supplies, has extended his business by the addition of another store adjoining his old- established quarters at Tenth and Walnut streets. The new store property will be given over entirely to display of Victors and other talking machines, while the old home will be devoted to records and supplies. Q R S Co. Pushing Portables With the announcement of the latest develop- ments in portable talking machines to be dis- tributed through the Philadelphia branch of the Q R S Roll Co., the Quaker City trade extended a rousing welcome to the new line of talking machines to be featured by that nationally known roll company. During the first three days of February, when the first stocks of portables in the Q R S line were shown here, several hundred of the four models were immediately disposed of to the few dealers who saw them on display at headquar- ters of the local distributive branch, 1017 San- som street. They are made in three sizes and four colors of leather-finished Dupont Fabri- koid. Add "Icyball" to Line Trilling & Montague, distributors of Crosley, Zenith and Kolster radio, have added to their line "Icyball," the new refrigerator made by the Crosley Radio Corp., of Cincinnati, Ohio. Gain in Okeh Record Sales Okeh record distribution in the Philadelphia trade has increased 18 per cent since the Q R S Roll Co. took over the distribution here five months ago. There have been especially good sales of the organ recordings and since the introduction of the newest of artists to the Okeh, Billy Hayes, popular Quaker City song writer, who has been signed up exclusively by the company, further increases have been noted in the demand for his popular numbers. His first recordings which have been listed were 3% Inohw dluutar Patented 1922 his own songs, "Marionette," and the recent release, "Rickety-Rackety Shack," along with "I'm Always Smiling." Issues a New Catalog Everybody's Talking Machine Co., 810 Arch street, with the first days of this month sent out the newest and most complete catalog ever published by the company for its line of Hon- est Quaker Main Springs supplies and equip- ment. The new 1928 catalog, known as the "Forty-sixth Catalog," includes every new item that has been added to parts within the year and the most modern of devices that have been developed for the improved type of talking machines and accessories. A visitor to the Everybody's Co. during the month was O. H. Prime, president of the Carry- ola Co. of Chicago, who was entertained by the vice-president, treasurer and general man- ager of the Everybody's Talking Machine Co., Samuel Fingrudt, while in the city. Charles Luedeke Transferred Charles Luedeke, who has been manager of the Ludwig Piano Co. talking machine and radio departments in the Philadelphia store, has been transferred to the Burlington, N. J., house of the company as its manager. His successor in the Philadelphia store, at 1103 Chestnut street, is Miss Jane Kupisz, who is taking care of the Edisonic sales and the Vic- tor department. She was formerly assistant to Manager Luedeke. Recovered From Illness Mrs. Margaret Macabee, proprietor of the Macabee Music Co., of Wilmington, Del., who has been confined to her home for several days with grippe, is now able to be at her duties. The Macabee store features the Columbia and other musical merchandise. Trade associates who were participants in the annual frolic of the Poor Richard Club, the fraternity of advertising men of the Quaker City, during the 222nd anniversary of the birth of Benjamin Franklin, from January 16 to 19, and held at the Bellevue Stratford Hotel, were B. J. Munchweiler, buyer of the piano and musical instruments and talking machine de- partment of Lit Bros.' department store; Her- bert W. Weymann, advertising manager and associate in the firm of H. A. Weymann & Sons, and George W. Whitney, advertising manager and secretary of the C. J. Heppe & Son Co. W. H. Marshal, of the Victor Talking Machine Co., also was among the members of the Poor Richard Club present. Death of Mrs. Belle S. Bloomingdale Trade sympathies were extended to Henry S. Bloomingdale, of the firm of the Scherzer Piano Co., 539 North Eighth street, upon the death during the month of his mother, Mrs. Belle S. Bloomingdale, head of the firm. Has Added "Talkers" and Radios The newly remodeled store of the Base Piano Co., dealer in piano and talking machines and radio, 1115 West Girard avenue, was opened to the public during the month. The firm renovated the front portion of its music store into a modern display room, while the window has been lowered so that a full view of the interior is to be had from the street and the instruments are visible to the passing public. The firm is extending its business to the radio branch of the industry and recently has become local representative of the well-known talking machines and radios. The head of the firm is Jacob Rosenfeld, who long has been linked with the music trade here and in Atlantic City and other Jersey points. Phonograph Records in Library For the purpose of providing the public with practical scores of the various classics and popu- lar musical comedies of the past and present the Public Library of Philadelphia has included in its files 7,800 phonograph records that are open to the patrons in a specially prepared music department. Sir Harry Lauder has con- tributed sixty-eight of these records, while Sousa's Band is represented by thirty-one selec- tions and Conway's Band by thirty-five. These recordings are filed in the Music Room and are lined with the literary files and books relating to the notables of the music world and their achievements in the world of artists. They are housed in the handsome library recently opened in Logan Square by the city. Vacationed in Central America David Jacob, head of the Knabe Warerooms and dealer in the Victor talking machines, 1020 Walnut street, spent the early days of January on a vacation tour of Central America and Cuba. Accompanied by his brother, J. Herman Jacob, of the firm of S. Jacob & Son, 820 Columbia avenue, also linked with the piano and talking machine trade there, spent the fort- night sight-seeing in the Canal Zone, returning by way of Havana and other Cuban resorts and Florida points later in the month. Association Plans Convention Talking machine dealers and music houses of the State will join in the annual convention of the Pennsylvania Music Merchants' Asso- ciation, to be held this Spring in this city. President G. C. Ramsdell, of the Piano Dealers' Association of Philadelphia, is now co-operat- ing with President A. E. Moore, of the State merchants' organization, in promoting the coming convention, scheduled for the month of May at a date not yet decided. During the early days of the current month President Ramsdell offered the president of the State Association the services of the local body for the successful conduct of the coming conven- tion and its co-operation for the benefit of the (Continued on page 82) Distributors for Eastern Penna. and Southern New Jersey "GROW WITH US" is our slogan, and it expresses two things: I That our business is developed on the seeds of CONFIDENCE, planted by selling RELIABLE merchandise of nationally rec- ognized manufacturers ; and by giving our dealers a Service that leaves nothing to be desired. O That Trilling & Montague's dealers subscribe to the same business principles in their relationship with their customers in order to "grow with us." TRILLING