The talking machine world (Jan-June 1928)

The Talking Machine World, New York, March, 1928 37 Keiiooa — has the Quality that sells! Tone quality! Furniture quality! Mechanical quality, assured by being built complete in the Kellogg plant and equipped with Kellogg's own A-C tubes, proved by three years' success. We will be able to supply new territories this year. Yours may be open. WRITE! Kellogg Switchboard 6c Supply Co. Dept. 25-93, Chicago and varying the character of music presented. A very important factor that assists the director's efforts materially is the construction of the continuity of a program. Where a program is a sort of a continuous story instead of a number of individual performances, it greatly influences the listener to give his attention to your program until its conclusion. Of course, it is highly desirable for the program director to construct his own continuity, but if he creates the ideas it is a simple matter to have the actual continuity written by a writer; but do not overlook the importance of this feature, as j»ood interesting continuity can make or mar your programs, and continuity also gives you the opportunity to do your advertising. However, this must be done subtly and not boldly and obviously. It is self-evident that in the middle of a group of beautiful musical numbers to suddenly blurt out the virtues of an automobile tire or a brand of clothes is neither dignified nor effective. A repetition of the name you are attempting to sell is highly desirable, but it must be done in a manner that appeals to the subconscious mind of the listener, rather than the conscious. He must hear it without realizing that he is hearing it. Of course, there are some things that the program director has no control over, and time alone will adjust these things. The quality of reception may be poor on the night he presents a most expensive program. The announcer may not always catch the spirit of the continuity that was written. The director's timing and that of the announcer and artists may not synchronize and so on. There are a thousand ■And one little details that are not important enough to dwell upon, always arising to thwart the director at every turn, but, as I said before, time will adjust these problems. In conclusion I wish to reiterate that I believe the program director of the future will be a most important cog in the wheel that eternally hums the song called "it pays to advertise." Damrosch Records in Columbia Series Conductor of New York Symphony Orchestra Makes First Complete Symphony for Columbia Masterworks The Columbia Phonograph Co. recently announced the release of the first complete symphonic recording by Walter Damrosch, con Masterworks Set, No. 81, also of recent release, is devoted to Brahms Quintet in F Minor for piano and strings. It is played by the Lener String Quartet with Olga Loeser-Lebert, the Viennese pianist, playing the piano scores. A rerecording of the Saint-Saens "Carnival of Animals," by the electrical process has been released as Set No. 80 of the Columbia Masterworks Series. The recording of this unusual and popular composition has been done under the baton of Georges True, noted Parisian conductor. Peerless to Introduce New Portable Portable Phonograph That Can Be Played With Lid Closed Is Latest Development of Peerless Album Co. — Trade Interested Walter Damrosch ductor of the New York Symphony Orchestra, an exclusive Columbia recording artist. The recording has been issued as Masterworks Set, No. 82, and gives a finished interpretation of the Brahms Second Symphony. It is contained on five twelve-inch double-faced records, and lists, complete with album, for $7.50. A new portable phonograph, with a horn which makes it possible to play the machine with the lid closed, thus eliminating surface scratch and noise, has been developed by the Peerless Album Co., New York, under the direction of Phil Ravis, president. Full details of this new portable will be announced to the trade in the April issue of The Talking Machine World. Samples, which have been shown to a few dealers and distributors, have aroused such interest that production on the new model has already started in the Peerless factory. "We are enjoying a wonderful business," Mr. Ravis said. "The success of the Peerless Vanity portable phonograph, introduced several months ago, has been beyond our expectations." Harry Currie, Brunswick dealer of Louisville, Ky., capitalized on the appearance of the Vitaphone production, "The Jazz Singer," in his city, and featured the Brunswick record of the theme song, "Mother of Mine, I Still Have You,"