The talking machine world (Jan-June 1928)

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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 advertising 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 announcement. The account has been placed with The Geyer Co., of Dayton, O., national advertising agency, which is directing the advertising for Frigidaire Corp. and the Delco-Light Co., two General Motors subsidiaries now holding commanding positions in their respective fields. It also places advertising for a score of other nationally known firms. In naming The Geyer Co. as advertising counsellor, 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 Machine 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 entirely different from any other reproducer. It is built on an entirely new principle. Every part of it is new and different, even to the setscrew for the needle. The Polyphase reproducer 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 construction of the Audachrome everything that has been put into the record is reproduced. It reproduces not only the complete musical register, 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 DelcoLight 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 American 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 specialists 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 several of the country's leading weekly magazines, as well as in foremost trade journals of the industry. Important improvements in the Carryola, announced recently, will be brought to public notice by means of this enlarged advertising schedule, according to present plans. New markets 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 reproducers 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 Electrical Co. Mr. Dunbar is an advertising man of many years' experience. For a number of years Mr. Dunbar was connected with Dorrance-Sullivan & Co., New York City, and prior to that with Lord and Thomas. Both these agencies rank particularly high in the advertising profession, 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 Splitdorf Radio Corp. for some time in an advisory capacity and took over the advertising department 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 Woodside, L. I. — Covers About 10,000 Square Feet The Starr Piano Co., manufacturer of Gennett 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 recording 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 company'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 manager of the recording division; Ben Witlin, Eastern sales manager; Gordon Soule, musical director, and Arthur J. Lyons, technical recording manager, are all making their headquarters at the Woodside plant. Brunswick Go. Announces New Vocalion Distributors Elion Bros., El Paso, Tex.; Harbison Manufacturing Co., Kansas City, Mo., and Cleveland Phonograph Co. to Job Vocalion Record Line From the general offices of the BrunswickBalke-Collender Co., Chicago, comes the announcement of the following jobbers of Vocalion 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 Cleveland 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 treasurer of the Allen-Hough Mfg. Co., Milwaukee, Wis., maker of Allen portable phonographs. Mr. Allen, who is a brother of Don T. Allen, president of the company, is in charge of factory production. Prior to his joining the AllenHough 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//