Radio today (Sept 1935-Dec 1936)

SELLING RECORDS * FOR the past few years the record industry has entered the Fall season with optimism, confidence and faith. Sometimes the optimism has materialized into sales, while in other years the volume has been disappointing. This year, however, there is more than merely a feeling of optimism and faith in prognosticating record sales for the remainder of the year. For, strange as it may seem, the record industry this year went contrary to all precedents, and sales during the summer compared very favorably with the winter and fall sales volume of only a few years ago. Record sales are increasing, not like a sky-rocket, maybe, but going up just the same. This is true of all types of music. And for the first time in quite a while, there is a definite upward trend in the demand for the better class of music. Victor Library of Recorded Music • OUTSTANDING as an artistic achievement, as well as a merchandising feat in records, is RCA's new Victor Library of Recorded Music, undoubtedly the most luxurious collection of recorded music ever to come from the work of great artists. The taste which governed the selection of its 461 records is commanding and profound ; the set makes a real bid for the title of the musical anthology of all time. The new Library will be marketed this Fall — 94 richly-bound volumes presented in a specially designed cabinet, along with a cunning index system which instantly locates records. The makers of the Library thus emerge from what obviously has been a long, painstaking and intelligent search for genuine musical excellence. The experts behind such a presentation have recognized the nameless advantage of choosing musical units in their purest and grandest forms. The judges who selected the records for the Library include most of the critical genius of the country. The list includes Damrosch, Farrar, Heifetz, Rachmaninoff, Kreisler, Deems Taylor, Whiteman, and others. Their mission was to pick the music which meant the most to a knowing listener — their final list is more than notable — it is extraordinary. The key symphonies of musical history, concertos, and the finest solo instrumental works form the nucleus of the collection, and yet there is a discriminating attitude toward jazz, folk-songs, and "heart-songs" both modern and classic. The acknowledged operatic high-spots are included and all instruments are represented. In the attempt to give the set a basic educational quality, the judges were still able to select only the accepted masterpieces. The feat will be remembered as one of sheer discernment. Actually, the Library includes 13 symphony orchestras, 37 famous vocalists, 9 leading concert pianists, 2 great opera companies, 4 violinists, 2 organists, 13 of the best dance orchestras, and many other epic selections. Deems Taylor has said that "anyone owning this collection has at his command a source of endless pleasure and diversion, to say nothing of a complete musical education." The amazing range of the Library runs from solemn recordings of "Old (Please turn to page 34) Best sellers as we go to press BRUNSWICK Cheek to Cheek — Fox trot. No Strings — Fox trot. (Both from "Top Hat"). Vocal and tap dancing by Fred Astaire with Leo Reisman and his Orchestra — 7486. Isn't This a Lovely Day? — Fox trot. Top Hat, White Tie and Tails — Fox trot. (Both from "Top Hat"). Vocal and tap dancing by Fred Astaire with Johnny Green and his Orchestra — 74S7. The Plecolino — Fox trot. (From "Top Hat"). Vocal by Fred Astaire with Leo Reisman and his Orchestra. Toddlin' Along with You — Fox trot. (From "Broadway Joe"). Leo Reisman and his Orchestra with vocal by Frank Luther — 74S8. Rhythm Is Our Business — Fox trot. Star Dust — Fox trot. Jimmie Lunceford and his Orchestra — 369. Sugar Blues — Fox trot. Tear It Down — Fox trot. Clyde McCoy and his Orchestra— 381. East of the SunSome — Fox trot. Orchestra — 502. -Fox trot. And Then Bob Crosby and his VICTOR I'm Gonna Sit Right Down and Write Myself a Letter — Fox trot. You've Been Taking Lessons in Love — Fox trot. "Fats" Waller and his Rhythm — 25044. Let's Swing It — Fox trot. (From Earl Carroll's "Sketch Book of 1935"). Chinatown, My Chinatown — Fox trot. Ray Noble and his Orchestra — 25070. 12th Street Rag — Fox trot. Sweet Sue — Fox trot. "Fats" Waller and his Rhythm — 25087. RCA's sensational new Victor Recording Library, containing a distinguished collection of nearly 500 musical masterpieces 32 Radio Today