The talking machine world (July-Dec 1918)

July 15, 1918 THE TALKING MACHINE WORLD 13 Plenty of time yet to Sell Vacation Models —Keep right along with the good work. —Make July beat January. Columbia Graphophone Co. NEW YORK FEATURED McCORMACK RECORDS ENJOY ANNUAL OUTING IN TORONTO PATHE PUBLICITY CAMPAIGN Wm. Berdy's Artistic Window Display of "Keep the Home Fires Burning" Wm. Berdy, well-known Victor dealer at 1198 Fulton street, Brooklyn, N. Y., has been devoting a considerable portion of his time the past few months to the preparation of artistic and effective window displays. These displays have Mr. Berdy's Attractive Victor Window featured Victrolas and Victor records to excellent advantage, and Mr. Berdy attributes a goodly proportion of his sales totals to the impression created by these attractive windows. The accompanying photograph presents a recent display installed by Mr. Berdy to feature the John McCormack Victor record "Keep the Home Fires Burning." This display attracted considerable attention, and during the time that it was in the window the sales of this popular record increased steadily. A WINDOW-DRESSING IDEA Repetition With Variation Claimed to Be a Good Rule to Observe by Merchants Repetition with variation, in the opinion of a merchant noted for his excellent window arrangements, is a good rule for window displays that get results. A musical comedy gave him the idea, according to C. C. Le Vade in a little article in System. "You know how they work the members of the company in groups," he says. "Two or three come on the stage in one arrangement, they go off, another group appears, they exit, and a new combination of both groups appears. "I apply the same principle in my window dressing. After any setting that has been on display for a time is changed, I select a few of the articles to use again in the next display. Thus the articles repeated gain emphasis from being shown in a variety of combinations." The chief troubles in this country this year are going to be troubles of transportation. And right here is where the auto truck steps in and fills the bill. Employes of R. S. Williams & Sons Co. Participate in Very Pleasant Affair Toronto, Ont., July 2. — The employes of the R. S. Williams & Sons Co., Ltd., this city, held their tenth annual outing at Queenston Heights recently, which proved one of the most successful affairs in the history of the company. Williams & Sons Co. are Edison jobbers in this section, and a number of their dealers took advantage of the invitation to join with their employes in the enjoyment of the outing. The party journeyed from Toronto to the grove on a chartered steamer, and during the trip there were a number of games and contests to keep all hands interested. Upon arrival at the grounds there were more games of all sorts, including bowling contests, racing and a football game. Members of the staff provided an excellent musical program during the boat ride, and there was dancing at the grove. A pleasing patriotic touch was given to the outing by the fact that invitations had been extended to a number of convalescent soldiers to join the party, and quite a number accepted. As was apparent in the photograph, so kindly sent The World, the soldiers were given the position of honor in the front. Interesting Series of Advertisements Inaugurated in the Saturday Evening Post — Specific Records Being Featured by the Company The Pathe Freres Phonograph Co., Brooklyn, N. Y., used in the June IS issue of the Saturday Evening Post a striking quarter-page advertisement which inaugurated a new idea in Pathe na-tional advertising. According to the plans of the company similar advertisements will appear e\ ery week in the Saturday Evening Post for some time to come, and this publicity is welL calculated to impress the millions of readers of this publication with the distinctive merits of Pathe products and the musical value of Pathe records. In the June 15 advertisement two records were mentioned by name and number, and it is the intention of the Pathe advertising department to continue featuring specific records so that the dealers may receive the benefits of this direct advertising. Emphasis was placed upon the fact that "You can play Pathe records on any make of machine," and this phrase will also be used in the entire series of advertisements. A portrait of Muratore, the world-famous tenor who sings exclusively for the Pathe library, gave a personal touch to this advertisement which enhanced its value considerably. Every dealer can tell you the exact amount of his gross sales for the month, but can he tell you the exact cost of getting his business? Hope, when not harnessed to hustle, is really a handicap. THIS ALBUM MADE US FAMOUS by selling it. Why don't you try? Pat. Dec. 15, 1914. Buy Your Albums Direct From the Manufacturer 43-51 W. Fourth St. New York. N. Y. THE BOSTON BOOK CO., Inc. chi""om" 1470 Ss.Hickifu Art. The only exclusive Record Album Factory in the world.