The talking machine world (July-Dec 1918)

July IS, 1918 THE TALKING MACHINE WORLD 43 Advantages of Street Gar Advertising Outlined for the Benefit of the Dealer :: "My very best salesmen, young men that I had trained for years, joined the colors. Yes, certainly, 1 was glad they signed up with Uncle Sam — I encouraged them, but later I found it necessary to advertise immediately for men to replace my experienced salesmen temporarily. The labor market had apparently gone dry. Then I realized that energetic, experienced sales Sacred Music on the Victrola ybu may enjoy your favorite Hymns anytime The Appeal to the Church-Goer men were becoming increasingly difficult to secure. "To increase my local advertising seemed the only possible way to fill in the breach. Yes, it paid. While it's not business 'better than usual,' it's business on a most satisfactory 'paying basis.' Your street car cards helped me With a may choose ownp^li For the Interest of the Music Lover when I needed help, and I shall continue to use them." The foregoing by an enterprising Victor merchant prompts us to bring to your attention the value of street car advertising in order that you may keep your business on the same "pay ing basis." Our Uncle Sam comes first, but downhill business won't help win the war. Thrift and prosperity will. Of all the better-known forms of publicity, street car advertising is perhaps one of the most effective methods of reaching the greatest number of people at a minimum of expense. No one will deny that our national advertising is far reaching and influential, yet there is a gap that every Victor merchant should fill. While we can and do create the demand, you can with profit to yourself inform the people of your community that you stand ready to serve them. Years ago we concluded to ass u m e a considerable j portion of the expense of lu. al street ear ad vertising. Our share is to supply attractive cards, beautifully printed or lithographed in four or more brilliant colors. Furthermore, we imprint your name and address on as many cards as you contract to use. Right now we have in stock sixteen different styles, each particular style carrying a convincing message, readable at a single glance, a message that couples your name with our national advertising, designed to catch the eye of prospective customers when they are in a most favorable position. Conditions favor in the highest degree the enterprising merchant who realizes the possibilities of advertising to the passengers on street railways very often confronted with a long, uninteresting ride with nothing to occupy their immediate attention. Furthermore, they may intend to shop in your very neighborhood, -yes, even in the store next door to you. If you prefer to determine for the value of street car advertising, on a small scale, probably beginning :: By W. Leroy Marshall Advertising Dep't Victor Co. advertisement day by day. Street car advertising will back up the efforts of your sales organization as well as fill in the breach created by the shortage of efficient salesmen. A postal card will bring you samples and suggestions, if you desire. If you want blank cards for your show window, they may be secured from the wholesaler. Imprinted cards may be The Argument for the Summer Hostess ordered direct from the Victor Co. This is in vei y truth the age of advertising and talking machine men must not lag behind.' MUSIC FORJTHE ITALIANS American Red Cross Places Orders So That Music May Play Its Part on the Italian Front yourself start in with those cars that pass your store or within a few blocks of your store. The cost in practically every case is relatively small as compared to the number of people that will read your Finding that twenty-five out of every hundred Italian soldiers stopping at the rolling canteens of the American Red Cross along the Italian front are able to play some instrument, Lieutenant McKay, in charge, has ordered a number of mandolins and guitars. From volunteers he has organized an orchestra to entertain the two thousand to twenty-five hundred men who daily enjoy bread, jam, hot coffee and cigarettes at the canteen. The personnel of the orchestra changes as the men come and go to the front. The talking machine, which plays when the orchestra is not on duty, has proved so popular that it will be loaded on a mule and sent to outlying batteries along the Italian front. The Automatic Entertainers Corp., of Manhattan, was incorporated at Albany this week, for the purpose of conducting a phonograph business. Capital $25,000. Those interested are P. J. Donohue, W. J. Kelly and W. J. Peavey. The New Phonograph (phon d ^mour The New Wonder that no Reproducer Our patented diaphragm and reproducer give clean, clear, snappy, mellow tone. There is mushiness, no sharp or tinny sound. Our reproducer is suited for every purpose. It is adapted for brass band, popular song work, for violin and piano solos and for operatic sopranos, taking the high notes with such clearness and distinctness that it is the marvel of musicians and singers of renown. Copyright, 1917, by The Fritzsch Phonograph Trade Mark Co. THE FRITZSCH PHONOGRAPH COMPANY 228-230 West 7th Street CINCINNATI, OHIO