The talking machine world (July-Dec 1924)

THE TALKING MACHINE WORLD December 15, 1924 Brunswick Co. Announces Purchase of Vocalion Record Division of Aeolian Co. Deal Closed by P. L. Deutsch Goes Into Effect January 2 — To Maintain Separate Organization to Merchandise Vocalion Records — New York Aeolian Retail Stores to Handle Brunswick The Brunswick-Balke-Collender Co., Chicago, announced, on December 1, the purchase of the Vocalion record division of the Aeolian Co., New York. This important deal was closed by P. L. Deutsch, vice-president of the BrunswickBalke-Collender Co. and the guiding spirit in the company's phenomenal progress the past six years. The new arrangement goes into effect January 2, and in his announcement Mr. Deutsch said: "The Brunswick Co. has, for a long time, felt that a large market exists for a high quality record such as the Vocalion, outside of, or additional to, the channels through which Brunswick records are now being sold. "The demand for Brunswick records has been greater than could be met in being merchandised only through regular Brunswick dealers. Owing to the desire of the Brunswick Co. to protect those dealers through limited distribution policies governing Brunswick products the wide span of opportunity for the Brunswick record could not be covered. "Necessarily, a product selling from 75 cents to $2.00 should be given wider distribution than that of higher-priced products, such as Brunswick phonographs and Brunswick-Radiolas, if full advantage of the demand is to be taken. Therefore, in confining the distribution of Brunswick records to the Brunswick phonograph dealers a great existing market could not be reached for such a product. The Vocalion record has been selected as the only record of sufficiently high quality which the Brunswick Co. cared to sponsor and present in addition to the Brunswick record. "We wish to express, in a definite way, the high regard we have for this fine record, and for the distinguished company which has brought it to its present state of perfection — a company whose prestige in the music field predates the phonograph industry. In taking over the recording and manufacturing of the Vocalion record and its firm name we will be guided by the same excellent principles which have been used in the past by the Aeolian Co. We will continue much the same policies of distribution through jobbers, amplified by the best merchandising and advertising facilities at the command of the Brunswick Co. A separate selling organization, to carry out the Vocalion merchandising plans, will be maintained in order to do justice to this excellent record. "The complete line of Brunswick phonographs, Brunswick-Radiolas, and Brunswick records will be extensively merchandised P. L. Deutsch through the Aeolian Co.'s retail stores, inclusive of Aeolian Hall on Forty-second street, New York City." W. H. Alfring's Statement In a chat with The World, W. H. Alfring, vice-president and general manager of the Aeolian Co., New York, commented as follows upon the consummation of the BrunswickVocalion arrangement: "We are pleased to announce that all of the retail stores controlled by the Aeolian Co. in Greater New York will merchandise Brunswick products, including Brunswick-Radiolas, all details concerning these arrangements, as well as the sale of our Vocalion record business, taking effect Januarv 2, 1925. "For some time past we have recognized the ' 'Brass tacl^s 9> HpALKING business straight from the shoulder you have A to admit that the word Service is like the proverbial "step-child," badly mistreated. Everybody talks the "stuff" but few deliver. The proof of good service is not in saying a whole lot about it, but giving it and that's what we are doing. Our advertising man can write pages of copy on what we do for the dealer but that won't prove anything to you until you try us out. Talk over your merchandising problems with our representative, let him give you the benefit of his wide contact. On this matter of service, our policy is to get down to "brass-tacks" and deliver. " ' htm *va»»i<ML NM| THE CLEVELAND TALKING MACHINE CO. Wholesalers of Victor Products CLEVELAND, OHIO fact that the phonograph record industry calls for a steady program of expansion, which is absolutely necessary to keep pace with standard competition. After considering all these facts, however, the Aeolian Co. believed it advantageous to its organization to withdraw from the record field in order to permit of expansion and development with the products which have made our company internationally famous — pianos, reproducing pianos and playerpianos. It was solely for this reason that we decided to dispose of our Vocalion record business. "Our policy will provide for a very important expansion in the manufacturing and marketing of all our piano products, and this applies particularly to Duo-Art activities. As is generally known, the demand for Duo-Art reproducing pianos has increased tremendously during the past few years, and our manufacturing facilities must be enlarged in order to keep pace with this demand. With the sale of our Vocalion record business we have now concentrated our activities in such a way that in the manufacturing field we will make pianos, reproducing pianos, player-pianos and music rolls, and in our retail sales department we will merchandise, in addition to these products, Vocalion phonographs, radio products, records, etc. We will also continue to make Vocalion phonographs, as heretofore."' The control of the Vocalion record and its continuance through a separate division of the Brunswick organization represents one of the most important developments in the record industry in recent years. The fact that the Brunswick Co. will market the new Vocalion record through the existing Vocalion agencies and along independent lines of distribution, distinct from Brunswick, is an interesting solution to the problem of keeping the two names separate. In Brunswick's announcement to its organization of retail dealers it is pointed out that the acquisition of the Vocalion record in no way affects the vigor with which Brunswick records will be marketed. This new arrangement brings under the colors many new artists of world renown, such as Rosa Raisa, May Peterson, Colin O'More, and others. In the popular music field there will be many favorites continued on Vocalion records, such as Ben Bernie and His Hotel Roosevelt Orchestra, Ben Selvin's Orchestra, Ambassador Orchestra, Bar Harbor Society Orchestra, Irving Kaufman, popular tenor, and many others. Since making this announcement the Brunswick-Balke-Collender Co. has received thousands of letters and telegrams of congratulation from the trade everywhere, and the importance of the deal is keenly appreciated by all factors of the phonograph industry. W. A. Hurd Joins Forces of F. A. D. Andrea, Inc. Connected With Merchandising Department — Duties Consist of Dealer Co-operation and Editing Dealer House Organ F. A. D. Andrea, Inc., manufacturer of Fada neutrodyne radio receiving sets, recently announced the addition of W. A. Hurd to its personnel. Mr. Hurd was formerly merchandising specialist of the Western Electric Co. and more recently associate editor of a radio publication. By virtue of his past experience he has been able to study at close range the problems in regard to the sale of radio. Mr. Hurd will be connected with the company in its merchandising department, his function being to add to the merchandising activities and supervise the publication of a monthly dealer house organ, entitled "Fada Sales." He will also add to the general plan of fostering dealer sales by more effective and closer co-operation of Fada national advertising with the local efforts of all dealers, thus forming an important link in the sales promotion plans of the retail trade.