The talking machine world (Jan-June 1928)

90 The Talking Machine World, New York, January, 1928 Northwestern Victor Co. of Seattle Presents Automatic Electrola Radiola Scries of Recitals Was Given at the Olympic Hotel to Selected Audiences of 3,500 of the City's Leading Residents — Dealers Benefit From the Exploitation Work and Publicity A series of recitals arranged by the Northwestern Victor Company of Seattle was given at the Olympic Hotel in presenting to the public the new model machines of which the Au Demonstrating the Victor Automatic tomatic-Electrola-Radiola was the machine of leading interest. Before the public inspection a dealers' meeting and pre-showing was arranged. On one evening at a dinner given by the company the principals and officials of the three newspapers were given a demonstration. An impressive talk stressing quality, simplicity and ease of operation was given by C. B. Gilbert, president of the company. He also discussed selectivity of program. Invitations were sent out to 3,500 of the best people of Seattle, and in the two-day public demonstration approximately 1,500 attended. Several good prospects were lined up, which were turned over to the dealers. All, however, were enthusiastic over the instruments and generous in their praise. On the day following the pre-view the dealers were supplied with the instruments, for display in their individual stores. The machines characterize the grace and beauty of the Italian Renaissance period, and are of eloquent design. During demonstrations the machines were operated at half-volume, and only once was the full power turned on. On that occasion people in far parts of the hotel were conscious of the music and thought a symphony recital was being offered. When operated at the smallest possible volume, the tones are still perfectly distinct, soft and resonant, resulting from perfection in reproduction. One-half of the Automatic-Electrola-Radiola encloses a powerful eight-tube Radiola superheterodyne. Shaded lights illuminate the dials, within the cabinet the loop antennae is concealed, and a beautiful radio in keeping with the Victrola is available when desired. Main offices of the Northwest Victor Distributing Company are maintained in Seattle with a branch office in Portland. C. B. Gilbert is president, Thomas T. Evans, sales manager, and Joseph Tami, factory expert. "Talk-Back" Phonographic Recorder in Big Demand Distributors Being Appointed in Important Trade Centers — Being Used by Musicians and Entertainers in Homes and Studios A new product, the "Talk-Back" phonographic recorder, which was introduced to the trade a short time ago by the Talk-Back Phonographic Recorder Co., Los Angeles, Cal., is meeting with a healthy demand throughout the country, and has been received enthusiastically by distributors in various cities, including those located in Chicago, St. Louis, Detroit and other centers. The "Talk-Back" enables the user to make his own vocal, instrumental or speakingrecords at home on any. phonograph, and it may also be utilized to preserve on records radio programs of famous entertainers, operas, musical organizations and singers. Through its use, many musicians are improving their technique, and in Chicago the "TalkBack" is in use in the studios and homes of many stage and musical celebrities, including Benny Meroff, Al Kvale, Charles Kaley, Tom Brown, Ben Pollack, Fannie Brice, Sophie Tucker and Myrtle Gordon. The instrument is also finding increasing favor in dramatic, vocal and foreign-language schools. The records made with the "Talk-Back" are said to play with plenty of volume, and may be played over and over again. The manufacturers have experimented with and perfected the product over a period of five years, and have announced that a quarter of a million dollars have been invested in experimental work, laboratory and manufacturing equipment. E. Lindell, in charge of sales for the TalkBack Phonographic Recorder Co., has spent the past few weeks in the Middle West, making his headquarters in Chicago. He reports that very satisfactory progress in the distribution and sale of the product has been made during the past few months, and an aggressive plan of sales promotion is to be placed behind the "Talk-Back" recorder in 1928. E. S. Schenkel Go. to Act as Manufacturers' Agent New Company Headed by Emil S. Schenkel, Well Known in Trade, to Specialize in Radio Merchandising in New York Area The E. S. Schenkel Co. has been formed in New York City as a manufacturers' representa Emil Schenkel at His Desk tive specializing exclusively in radio merchandising in the New York territory. Emil S. Schenkel, head of the new organization, needs no introduction in either the talking machine or radio field. For many years he was connected with the Plaza Music Co., New York City, which earned for him a wide circle of acquaintances and a host of friends in both these allied industries. Here he also gained an intimate knowledge of the needs of the trade. The plans of the new company are interestingly set forth in an attractive leaflet entitled, "Put it up to men who know New York's vast radio market." To quote from this leaflet: "The metropolitan market presents a complex problem to the radio manufacturer seeking to enter it. The area to be covered is so vast, so compact, so varied, so intensely competitive that the manner of selling it becomes almost bewildering. The Schenkel Co. are marketers. But they have no set or pet plan. They do not go about the marketing of every product in the same prescribed or stilted way. That is because we recognize that there is no one way, and at the same time, no sure way, of doing the thing. But in those cases where our personnel have been called in at the outset we have been able to devise methods that have accomplished the results sought." The E. S. Schenkel Co. took possession of its new offices at 45 West Fortyfifth street on January 1. Sonora Line in Demand St. Louis, Mo., January 5. — A. B. Mayer of Mayer & Co., Inc., Sonora distributor, rerorts that dealers are showing much interest in the new Sonora plans and products and are enjoying a good demand for the Sonora phonograph and radio models Territorial franchises are being granted rapidly. Through Eye and Ear Columbia Tells the World Columbia products are being impressed upon the minds of the great consumer public both through the eye, by national newspaper and magazine advertising; and the ear, via radio broadcasting. The radio programs of the Columbia Phonograph Company are attracting nation-wide attention. Featuring exclusive Columbia recording artists, the outstanding stars in their particular field of music, a great demand is being stimulated not only for their recordings, but for all Columbia Viva-tonal Records and the entire Columbia line. Cash in with Columbia. Let us tell you how Lincoln Fixture and Supply Company 828-834 P Street, Lincoln, Neb.