The Edison phonograph monthly (Jan-Dec 1912)

Edison Phonograph Monthly, March, 1912 5 Edison Window Display for Easter (SEE COVER ILLUSTRATION) "One touch of nature" added to your show window display at the opening the Spring season will be gladly welcomed by the public. We cannot comment on this display as being wonderful. But we can say that it is a wonderful value at $3.50 and that its simplicity and color contrasts are beautiful. It can be used by either small or large service fixture users, and it does seem that every Edison Dealer who has a set of fixtures should be anxious to get this material and make good use of the show window space at his disposal. You cannot get results in any line of advertising without some expenditure. Window display material at the low prices at which we furnish it is your best and cheapest method of direct publicity. Dealers who use these displays with regularity are highly pleased with results. Remember that the profit on only one outfit sold through these displays goes a good ways towards paying for a regular monthly service. You must change your displays often to create interest. Keep the displays in your windows only while they attract — that is, do not expect a dirty faded arrangement to attract attention. Be a live Dealer! Look around you! The most successful merchants in your city spend many dollars in keeping their display windows up to date. They realize that it is absolutely necessary to show their merchandise in an attractive manner. It pays them to do so and you ought to take a tip and follow in the footsteps of a successful merchant, even if his line is different from yours. Remember, that Easter Sunday is near. Order this setting now; get the benefit of a timely and artistic display. Artists' Itineraries A great many Dealers make a study of musical and theatrical news, in order to watch the movements of the various artists who have made Edison Records, so that they can make their advertisements of these artists' Records simultaneous with the various singers' appearances in different localities. This is one (of the cheapest and most effective means of advertising, for the singer really does the greater part of the advertising. One good scheme is to have the Dealers' announcement appear immediately under the artists' advertisement. For instance, if Irer Franklin were performing in your city, her advertisement would appear every day in the newspapers for at least a week. Every day during that time your advertisement of her Records, appearing directly under the theatre announcement, or very near it, would attract a great deal of attention. Your store would be associated with the artist in the minds of many who would want to hear her perform again. Moreover, there are always people who wish they had gone to the show that week, but didn't. While these people are still regretting having missed hearing the headliner, announce a special Irene Franklin concert at your store, for the week immediately following her appearance. A concert of this kind would be particularly profitable because those who would attend would be either enthusiastic over the singer's performance, or anxious to hear the Records because they had missed hearing her at the theatre. Marie Rappold has been engaged to sing at the Cleveland Festival on May 1st and at the Denver Festival on May 10th. Dealers in and around those cities should feature her Records at that time and arrange special concerts at which all of her Records are played. What has been said about these two artists applies equally well to every other vaudeville or concert singer whose Records appear on our list. It is merely a case of letting the singer do the larger share of your advertising while you reap the benefit. To many Dealers, all this is old, but we offer it for the assistance of those who have not availed themselves of the opportunities thus afforded. Long Island Trade Boom It must be a pretty mean thief who would steal a Phonograph from a school house. Yet that is just what has happened at Bayport. The local board of education is advertising that if the party who took the music machine out of the school building during the Christmas vacation will return it at once they will avoid trouble. Probably if the machine isn't returned the pilferer will be made to dance to music of a different tune. — Babylon, N. Y., Signal. All of which would seem to indicate that there is an unsatisfied demand for Phonographs on Long Island. An enterprising Dealer might load a few Edisons into a wagon and make a very profitable tour of the Island — provided he was armed with a shotgun to defend himself against the more desperate characters among the music-mad. Dealers should be particularly careful to have machines running at 160 revolutions per minute. No Phonograph should be permitted to leave the store until it has been carefully tested and regulated