The talking machine world (July-Sept 1921)

August IS, 1921 THE TALKING MACHINE WORLD 51 ADVERTISINOJHAT PAYS Obsolete Methods of Advertising Still Practiced by Numerous Dealers Give Poor Results Many an advertising campaign has failed dismally because the ad man overlooked presenting the matter from the customer's viewpoint. It i> almost an impossibility to construct an advertisement which will get sure-fire results unless the appeal is based upon a knowledge of human nature and its desires. The talking machine dealer can make his advertising pay big dividends just as soon as he gets away from the usual haphazard method of listing his wares in an unattractive manner and inserting the whole in the local papers. By far the greater portion of the people in any community are music lovers and in order to arouse their interest in your establishment it is essential that the advertisement makes a strong appeal to this natural love of harmony. Merely placing the names of various instruments in your ad without supplementary data will not do this. When the industry was still in its infancy advertising was also in a crude state. While other merchants were sticking to the antiquated methods, a few of the more progressive dealers saw an opportunity of boosting their businesses by centering their advertising around the appeal to the love of music. Their ads dealt with the pleasure of harmony in the home, the restfulness of it and the advantage of good music to children and adults alike. Their efforts were richly rewarded and many merchants have followed thetr example. But it is surprising how many dealers still use the old obsolete methods, which, at this time more than ever before, fail to give adequate results. MUSIC CONDUCIVE TO HAPPINESS This Point Emphasized by Ross Crane in His Recent Lecture in Cleveland in Which He Was Aided by the Pathe Phonograph Cleveland, O., Aug. 1.— Much interest was taken in talking machine music as being conducive to the comfort and happiness of every-day home life at the Furniture Show Week which recently closed in Cleveland and which was conducted under the auspices of the Retail Furniture Dealers' Association. Ross Crane, head of the extension department of the Art Institute of Chicago, delivered a number of lectures with demonstrations. For these demonstrations Pathe phonograph period models were used, which were supplied by the Fischer Co., Pathe distributors of this city. Unusual interest was awakened by Mr. Crane in these lectures, and in the musical part of the program he paid a high compliment to the Pathe, saying that he considered the instruments replicas of the art periods they represented and emphasized the thought that no home was complete without the charm of music. One can learn moi talking. ■ from listening than from ROTTEN STONE We arc the only miners and manufacturers in this country of Rotten Stone for uie in Phonograph Record making. Our product is now in use by practically every record manufacturer in this country. We are also headquarters for all other minerals for record making and everything we handle is made especially for this purpose and absolutely guaranteed. Expert advice given upon any formula. KEYSTONE MINERALS CO. 41 Unloo Square, N.» York Cily Harponola the Phonograph with the "Golden Voice" Freedom from Trouble Most any talking machine can play a tune sweetly and can look pretty. It's the machine that continuously operates without trouble and with a minimum of repairs that is profitable for the dealer to sell. Write for the Harponola Proposition THE HARPONOLA COMPANY 101 MERCELINA PARK CELINA, OHIO Edmund Brandts, President Harponola Cabinets are built "by the Meraman Brandt* Brothers in a J. H. RUDDY A VISITOR Columbia Dealer Calls at New York Executive Offices on Return From European Trip J. H. Ruddy, of J. A. Ruddy & Son, Paducah, Ky., Columbia dealers, was a recent visitor to the executive offices of the Columbia Graphophone Co. in New York. Mr. Ruddy was on his way home after spending several weeks in Europe as a member of a party representing the National Retail Dry Goods Association. Sixtyfive members of this association were the guests of the British Drapers' Association, and they visited every large department store and the great majority of smaller retail establishments throughout England, Scotland and Wales. They were royally entertained by the British merchants, and wherever they visited were given an enthusiastic reception. After spending four weeks in Great Britain, Mr. and Mrs. Ruddy visited the Continent, and in the course of their trip spent several weeks in France, Belgium, Switzerland and Holland. Mr. Ruddy is returning to Kentucky greatly im<pressed with the spirit of good will and cooperation manifested towards the American retailers by the British merchants. LOUIS BUEHN BECOMES A DIRECTOR By virtue of his election as president of the National Association of Talking Machine Jobbers, Louis Buehn, of the Louis Buchn Co., Inc., Philadelphia, Pa., becomes a member of the board of directors of the Music Industries Chamber of Commerce, succeeding L. C. Wiswell, of Lyon & Hcaly, the former president. Mr. Wiswell while president of the Jobbers' Association was an active and interested worker in the Chamber and came to New York from Chicago to attend several meetings of the directors. Sig Muratorc, the great tenor with the Chicago Opera Co. and noted Pathe artist, is the author of a scenario in which his Cavalieri, is the principal figure. Lena