The Edison phonograph monthly (Jan-Dec 1916)

EDISON PHONOGRAPH MONTHLY, JUNE, 1916 GETTING AMBEROLAS BEFORE THE MOTION PICTURE AUDIENCES ARE there any motion picture theatres in your territory that do not have music or in which the musical program would be improved by the introduction of a few Amberola selections? We cannot imagine any territory in which there would not be one or more motion picture houses of this kind and we believe that they may be used as mediums for securing a considerable amount of very valuable advertising practically free. Before outlining any plan by which you may secure the benefits of this advertising the fact must be emphasized that the theatres to which this character of musical entertainment is suitable are not necessarily those of the poorer class. It makes no difference how large an orchestra or how fine an organ a picture house may have, the introduction of a few carefully chosen Amberola selections of a class appropriate to the appointments of the theatre and the class of pictures there shown is certain to effect a decided improvement in the musical program Theatrical managers are constantly endeavoring to reduce the expenses attendant upon the operation of their houses and we believe that many of them would be glad to make an arrangement by which they might secure the use of a machine in return for screen advertising. Without doubt this arrangement has been made in some cases but we do not know that any widespread or concerted effort has even been made to secure the immensely valuable advertising that might be obtained in this way. If such an arrangement can be made between a dealer and a theatrical manager it should be with the understanding that Edison ads be flashed on the screen either before or after each selection or both if possible. If a printed program is used by the^ theatre the Edison Diamond Amberola should have a credit line in this and if the house is one that is using newspaper advertising under a contract that gives it the use of readers it should not be difficult to secure an occasional line in them in reference to the Amberola. Through such an arrangement the dealer secures many possibilities for wide and forceful publicity for the mere accommodation of allowing a theatre to have the temporary use of a phonograph and supplying a few different records each week. B. M. Joy, Amberola dealer at Fort Dodge, la., has remodeled his store to provide a dancing floor. He also has rented a room in an adjoining building to be used as a piano sales and demonstration BURIED TREASURE THAT IS WAITING TO BE UNCOVERED SINCE the dawn of history men have been fascinated by stories of buried treasure and have been lured into various adventures by their endeavors to uncover the hoards that are known to have been gathered together but that have found unknown or inaccessible resting places. How few people ever stop to consider that in the modern business world there are buried treasures just as romantic and wonderful as ever have been lost in mines or ships. One striking example of buried business treasure lies in the old-style two-minute Edison phonographs that are scattered broadcast through the United States and many other countries. Approximately 2,000,000 of these machines were placed in homes where they gave splendid satisfaction in the early days of the phonograph. Evolution, however, resulted in the abandonment of the wax record and brought about the making of the Blue Amberol, one that plays more than twice as long as the old wax record. In justice to the owners of the old-style machines Thomas A. Edison, Inc., when it ceased the manufacture of wax records, arranged an attachment which makes possible the playing of the Blue Amberol records on the old type of machine. Several hundred thousand of these attachments have been disposed of and as many owners of the old-style Edison instrument are enjoying their phonographs, as they are able to play all the new Amberol records on them as well as all of their old records. Because they have purchased the attachment, these several hundred thousand machine owners have remained active purchasers of records and the sales to them of new Amberols result in a vast annual aggregate profit to the dealers who handle the Amberola line. But there are still more than a million Edison old-style machines in existence that have not been equipped with the Amberol attachment and these form one of the buried treasures of the phonograph business world. The owners of these machines cannot play the records that are being made to-day and, if they use their instruments at all, they are compelled to play and replay the records that will fit their old machine — records that are necessarily much out of date. If you can bring the Amberol attachment to the attention of Amberola owners in a manner that will impress them, there is no doubt as to the sales that will follow. And the sales of attachments will be followed by large sales of records. C. D. Grubbs, a phonograph expert of wide experience and high qualifications, has been added to the staff of the Houston Music Company, of Houston, Texas.