The Edison phonograph monthly (Jan-Dec 1908)

2 Edison Phonograph Monthly, August, 1908 For t~VlP Mpu/ F)pa1pr 1"llP swing arm and remove the Record with the right ' hand by inserting two fingers in the end and NeW Clerk and the spreading them apart. New Owner After our advertising has created an interest — after your advertising has brought an interested prospect to your store — then it is up to the Phonograph. The demonstration is the important thing. It either clinches or kills the sale. Most Edison Dealers are experts in the handling of the Phonograph. These suggestions on how to play a Record are for Dealers who have just taken on the line, for the new clerk of an old Dealer and possibly, for all Dealers to reprint and give to purchasers so that they may get the same results at home as the demonstration at the store afforded. Wind the motor by inserting the winding crank in its hole at the right end and turning it to the right with an even, steady motion. Be very careful not to over-wind. Stop winding when the spring seems to "give." Open the swing arm at the right end of the Record cylinder. Put the Record on the cylinder, having the title end next to the swing arm. Push it as far as it will go with a slight pressure. Close the swing arm. Make sure that the horn is swinging just right by sliding the reproducer to the center of the Record cylinder and regulating the length of the chain rod so that the chain hangs perfectly straight looked at from the end of the machine. Start the Phonograph running by pushing the starting lever to the left. (On the Gem, turn the starting knob to the right to the first stop.) Slide the reproducer arm to the point where the threads of the Record begin. Let the reproducer down by pulling out the button on the Gem and Standard or by pushing down the liftlever on the Home and Triumph. This brings the sapphire point of the reproducer in contact with the surface of the Record, when it will track in the minute grooves, following exactly all of the numerous indentations. When the Record is played, lift the reproducer by the opposite method from that used to lower it, and stop the machine's playing by pushing the starting lever to the right. (On the Gem the starting knob is turned to the left.) Slide the reproducer to the left about halfway and loosen the Record from the cylinder by pushing gently on the left end with the thumb and forefinger of the left hand. Open the A "Bryan" Window A very clever and original window display on the Bryan Records was that gotten up by the Silverstone Talking Machine Co., St. Louis. A Ferris Wheel nine feet in diameter was made of wire. Edison Record cartons were fastened around the inside of the rim and seventeen 14inch horns were placed around a smaller circle half way between the center and the outside rim. "Gem" machines where suspended from the cross beams to represent the cars of the Ferris Wheel and on each was a price ticket. In front of the hub Bryan's picture and the words, "Records by Wm. J. Bryan For Sale Here" were shown on a pasteboard card. On the spokes of the wheel were pasted strips with the titles and numbers of the different Bryan Records. All of the lettering was taken from one of the Bryan hangers sent out with the Records. The wheel carried twelve red, white and blue electric lights and revolved slowly so that all of the wording could be read. Across the bottom of the window at the front there were nine Standard machines bearing price cards. A Fourth of July Float The Winnek Co., Prineville, Ore., have been responsible for some clever Edison advertising. Their latest "stunt" was a Fourth of July float which made a decided hit. The float consisted of a rough copy of a large Edison Phonograph and Record mounted on a flat-top wagon. The machine cabinet was a 6x3^2 feet box, with the word "Edison," on all four sides. The Record was on top of this and was 4 feet long by 3 feet in diameter. The words, "Edison Phonographs and Records" were pasted on the black Record in large white letters and the Record was made to revolve slowly by a rope belt running from a drive wheel at its end to a drive wheel on the hub of a wagon wheel. The horn was 8 feet long and 4 feet across the bell end. It was made of y2 by Y\ inch strips covered with red cloth, which was striped with gilt. A large cloth sign hung on each side of the wagon below the machine and bore the name of the firm. The Winnek Co. write, "Advertising pays. July 1st we thought we had enough goods to last through the season. When we closed the store the evening of July 4th, we had only one Standard machine left. All 'Homes' had been sold, also two that were on the way."