The Edison phonograph monthly (Dec 1914-Dec 1915)

EDISON PHONOGRAPH MONTHLY, SEPTEMBER, 1915 EDISON TONE-TEST THAT AMAZED THE DEALERS' CONFERENCE WHEN it was announced that Mile. Alice Verlet, the celebrated prima donna of the Paris Opera, would appear before the Dealers' Conference and sing in unison with her own records to demonstrate that the Edison Diamond Disc recreates the human voice with absolute fidelity, there were many in the audience who expected the experiment to be a fiasco. Mile. Verlet stepped to the platform and stood beside the instrument while it played the introduction to "Caro Nome." Her beautiful voice picked up the aria in unison with the record and held the audience spellbound. They forgot the phonograph until she ceased singing. Then, although her lips were silent, the aria went on and it was the same wonderful voice that carried it. In other words, the Alice Verlet of flesh and blood and the Alice Verlet of the Edison Diamond Disc were indistinguishable from each other. She sang again and paused, and sang again. With one's eyes closed one could not tell when she was singing and when she was not. Every minute detail of interpretation, every shade of her voice was as apparent in the Diamond Disc as in her own performance. Thunderous applause greeted the conclusion of the aria. This tone test demonstrated conclusively to every one present that no empty claim is made when we say that the Edison Diamond Disc reproduces music of the exact character and quality of the original. The complete program rendered by Mile. Verlet in unison with her Diamond Disc records was as follows: No. 82080 Caro Nome (Rigoletto) No. 82086 Air des Bijoux (Faust) Not v ( Addio del passato (Traviata) < Air du Rossignol [ O Beau pays (Huguenots) The applause increased with the rendition of each selection, and when Mile. Verlet, bowing happily, made her final exit, the audience rose to its feet and the air was electric with an enthusiasm that augurs well for the introduction of new and virile methods in merchandising the Edison Diamond Disc. For the purpose of demonstrating to the dealers present that it is not necessary to have an Edison artist in order to give an Edison Diamond Disc tone test, Mr. Verdi E. B. Fuller, conductor of the recital, called to the platform Mr. Arthur Walsh, a talented Newark violinist, who has had no experience in making records. Mr. Walsh played with selections recorded by Mr. Carl Flesch and Mr. Albert Spalding to demonstrate that the Edison Diamond Disc recreates the true violin tone. This demonstration made a very great impression on the audience. DO YOU WANT TO GIVE A TONETEST RECITAL? MR. FULLER, in addition to demonstrating how a tone-test recital should be conducted, commented on the manner of advertising and following up such recitals. He stated that it was a mistake to consider a tone-test recital merely as advertising. Properly handled, the name and address of practically every one who attends such recital can be obtained, and the experimental store in East Orange has carefully worked out a followup system which has made these recitals a most effective form of sales work. Every dealer realizes that in selling the new Edison Diamond Disc it is important to distinguish it in every way from so-called "talking machines." The tone-test is a test that only the Edison can sustain and therefore is one of the most effective means of establishing the true musical value of the Edison. Mr. Verdi E. B. Fuller, who conducted the tone-test at the dealers' conference, is making arrangements for a series of tone-tests in various parts of the country, and dealers who desire to use this method of exploiting the Edison Diamond Disc can arrange, by writing us immediately, to have one or more Edison artists appear in their behalf. We are making arrangements with these artists for what is called solid time, and accordingly the fee charged each dealer will be comparatively small. Write us at once if you desire to book an engagement. O WORKING THE SMALL TOWNS SIMMONS, President of the Simmons Talking Machine Company, Bristol, Va.-Tenn., spoke extemporaneously at the Dealers' Convention of his success in selling the Edison Diamond Disc in the numerous small towns surrounding Bristol, in which there are no resident dealers. Mr. Simmons' method of procedure is to load up several instruments, including the Edison and a well known "talking machine," go to one of these small towns and arrange for musicales in churches, private homes and elsewhere. Recently he took four instruments (three Edison and a talking machine) to a small hamlet and after a couple of days of demonstration work sold all three of the Edisons. He was unable, however, to dispose of the talking machine and had to take it back to Bristol.