Projection engineering (Sept 1929-Nov 1930)

Page 18 Projection Engineering, April, 1930 Sound Amplification As a Business f A Commercial Application of Music, Speech and Audio Amplification Which Reaches Every Individual and Every Business Activity By Norman M. Simons* WE all remember what happened to the phonograph industry upon the introduction of broadcasting and the development of the amateur radiophone receiving set. At first the phonograph industry merely looked upon it as a toy or passing fancy. Radio in its introductory period was not even considered as competition by the world's foremost phonograph manufacturers. Then the public's fancy held on ; broadcasting improved and radio became an industry with the outlook for the phonograph manufacturer looking blacker than ever. Their problem was serious inasmuch as it threatened their very existence. At that time it was answered by the introduction of the air column or "orthophonic" type of phonograph and reproducer with greatly improved tonal qualities. This was good but not good enough to fight off the new competitor. The phonograph people then annexed the young giant called "radio." They were sufficiently awake to realize the value of using the electric pickup for an electrically recorded phonograph record. Then came automatic record changing mechanisms and universal use of electrically driven phonograph turntables as against the old spring types requiring hand winding. With these soon came the 33% r. p, m. motor for sound and talking pictures which play for twenty minutes. Then the sound amplifier with the well-known "push-pull" circuit and today the phonograph industry is stronger than ever. Competition made them plan and finally annex a vital competitor. Sound Pictures We all remember the announcement of talking pictures, or "talkies" as some refer to "sound discs" or "sound films." The popularity of radio was t American Exporter, March, 1930. * The H. Simons <& Son Company. NORMAN M. SIMONS now making inroads into motion picture attendance and the theatre. Again we find competition annexing the services of an aggressive competitor. Synchronous sound and talking pictures are only possible because of power amplifiers. Today we see conventions being held in spacious auditoriums and sometimes the crowds are so large that many of the people must remain outside. Today a speaker on the auditorium platform calmly and without raising his voice, with clarity and force addresses these people, including the audience remaining outdoors. Power amplifiers have become carriers of speech and the so-called publicaddress system is being employed by all industries, amusements and in every walk of life. In far off Trinidad a short-wave radio receiver tuned in one evening on Eindhoven, Holland, and its owner was thrilled at the very idea of such a thing being possible. It occurred to him that others would like to "listenin" on a trans-Atlantic program particularly as radio conditions in Trinidad are anything but favorable. Again the power amplifier answered the need and a large dealer of radio fittings and accessories at Port of Spain (Trinidad) clearly distributed the Holland broadcast in front of his establishment to a crowd of 5,000 people who heard European broadcasting for the first time. The newspapers acclaimed the demonstration and many new radio "fans" were created, with a resulting profit to this progressive distributor. Power amplifiers had made history for far off Trinidad and increased the profits of a house which realized its possibilities. A Talking Cow In Seattle, Washington, a food show and exhibition was being held in the local town hall. A dummy cow was set up in the hall and completely covered with cans" of a well-known brand of condensed milk. A small calf was adorned likewise. Both were set on a green rug surrounded by a low fence to resemble cattle grazing in a field. No booth attendants were present at the display but the cow did more to popularize the milk than any salesman could have possibly accomplished. A sign before the display read "The Talking Cow — answers all questions." An operator situated in the cellar or elsewhere described the merits of the product through a microphone, power amplifier and loudspeaker located in the cow's head. He stopped talking and reversed the circuit with a simple switch and questions being asked of the cow by the spectators came forward to him via a loudspeaker in his booth or througn a pair of headphones. Amateur comedians usually are prompted to ask facetious questions. A clever operator in the cellar makes a witty reply — crowds gather and soon everyone in the hall surrounds the cow trying to ask question after question about the time and what not. Will they forget the display? Power amplifiers have now entered the advertising business. fn*, Right: A microphone amplifier for public address systems. Left: An electro-chromatic pickup.