The talking machine world (Jan-June 1928)

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 diverse 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, stunninglooking 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 between 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 substituting "February" for it. For example, one said, "Are you February on new records? If so, March right in and inspect our latest arrivals." A "Lincoln" Sales Drive Strain Bros., Great Falls, Mont., had a special Lincoln Sale running for twelve days and terminating 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 number of extras were struck off and used as circulars, 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. Handling 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 saying: "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 Rudolph Wurlitzer Co., St. Louis, Mo., the idea for a Valentine music campaign. They announced 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 heartshaped invitations were extended. The invitation in gold letters was printed on the red cover and inside was the very carefully planned program 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 intermission 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 nevertheless. 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 included 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, suggested "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