The talking machine world (July-Dec 1918)

July 15, 1918 THE TALKING MACHINE WORLD 71 FROM OUR CHICAGO HEADQUARTERS (Continued from page 69) trade and through them the owners of machines become acquainted with its merits. "Once the customer learns how to use the Repointer properly he becomes very enthusiastic regarding its use," said President F. D. Hall, "and we have received many letters telling us of the improved tone produced through its use and that the needle repointed with our device reproduces the record better than when it is taken straight from the package. The principle on which this Repointer was made is becoming recognized as the correct one. It is the natural method. Anything that is to be pointed is shaved on the side like a lead pencil. The machinist in grinding a tool grinds on the side. This method not only saves the needle, but produces a most perfect point;" The company's letter files are becoming crowded with letters from both dealers and users testifying to the satisfaction of the B. & H. Repointer. Increasing Price of Magnola Talking Machines The demand for the Magnola talking machine in all styles is not only increasing steadily, but continues to tax quite seriously the facilities of the company's large plant. Such persistent demand is of course gratifying, although the equally persistent rise in cost of production militates against the otherwise perfect happiness that would reign in the Magnola offices. President Otto Schulz has recently been obliged to notify his dealers of increases in the retail prices of Magnola styles. Magnola 65 is now to retail at $75, Magnola 85 now retails at $100, Magnola 100 at $125 and Magnola 150 at $175. Wholesale discounts remain as liberal as before, so that this general raising of prices will enable Magnola dealers to sell at a better profit. This action is forced upon the Magnola Talking Machine Co. by pressure of actual manufacturing conditions and is quite in line with the policy of other leading manufacturers. Magnola is now produced in seven styles, ranging from the moderate priced Magnola 75 to the elaborate and beautiful Magnola 200, in pure Adam style, with veneers, hardware and finish equal to that of the finest piano, with extra large and powerful motor, sound-box and tone chamber. All Magnola models, save the lowest priced, have the vertical filing cabinet built in, for record-filing, while all styles without exception have universal sound box playing all makes of record, tone-graduator for controlling loudness at will and tone wave deflecting system in tone chamber for assuring clear reproduction. The handsome Magnola catalog, illustrated in colors, has proved to be a potent sales maker among prospective purchasers and copies of it will be mailed to any dealer who would like to see ,what good sales helps the Magnola Talking Machine Co. supplies to its retail representatives. Magnola is now in its third year of continuous production and has been thoroughly tested in respect of all its special constructional features. The company is controlled by the stockholders of the famous M. Schulz Co., manufacturers of the famous M. Schulz Co. pianos and player-pianos, of which more than 130,000 have been made and sold. The M. Schulz Co., founded in 1869, is one of the most powerful factors in the music trade of the Middle West. A Seasonable Cognomen Wm. E. Cotter, manager of the talking machine department of Thos. E. Wilson & Co., is very jubilant over the advent of a new small daughter at his home last month. She will be known as "June," after the month of her birth. A Splendid Showing A visit to the factory of the Chicago Hinged Cover Support & Balance Co., 2242 West Sixtyninth street, the other day, found the officers in charge of its destinies very well satisfied with the situation as viewed from their standpoint. The Chicago cover balance is the original device of the kind and its remarkable progress since it was first put on the market about two and a half years ago is shown by the fact that no less than seventy-four manufacturers of talking machines are regularly using it on their product. The company foresaw the present conditions in the material market and provided against them. They have a stock of steel on hand sufficient to take care of their normal demands for many months to come. " J. L. Abbott, manager, has just received the conventional post card announcing that his son, Russell Abbott, who was very recently in training at Ft. Sam Houston, San Antonio, Tex., has arrived safely in France. He is a corporal in the quartermaster's department. Tells of Prosperity in the South Westervelt Terhune, manager of the Columbia Graphophone Co.'s wholesale branch at Atlanta, Ga., was a caller on the Chicago trade this week. "One who has not actually studied conditions existing in the Southern trade at present," stated Mr. Terhune, "cannot conceive of the wonderful proportions to which it has grown within the past year. The tremendous amount of war work going on down South, combined with the large crops of last year, has been a great stimulus to the Southern trade and they have plenty of money and are spending it. We anticipate a very favorable fall and winter season in the South, which is based upon the Government's statistical reports that the cotton crop will be next to the biggest one ever picked in the South. The biggest cotton crop we ever had down there was in 1914, but the increased prices that growers are getting for their cotton this year will make the coming crop far overshadow the receipts of 1914. W. W. Wilson Visits W. W. Wilson, manager of the educational department of the Columbia Graphophone Co., New York, was a visitor to Chicago recently. While here Mr. Wilson spent several days in conference with the salesmen of the Chicago branch and held a number of interesting meetings during which new and improved educational features were advanced for the benefit of the dealer handling the Columbia line. (Continued on page 72) the Machine that Plays any Record It will pay you to look into this popular line of Talking Machines. The Empire Talking Machine has every worth while feature of all other makes in addition to several exclusive features. Dominates all others in perfection of tonal quality and sales value. The Empire stands second to none in design and finish and enables you to meet the tastes and requirements of every buyer. Made in eleven models, prices at retail from $32.50 to $500.00. We also make a line of Empire records which retail at popular prices. These are vertical cut records and are played with the reproducer in the vertical position. Selections consist of popular vocal and instrumental and high class grand opera numbers. EMPIRE RECORDS RETAIL AT POPULAR PRICES Ask Us for a 'Dorothy Booklet" Write today for our complete catalogs of Empire Machines and Empire Records, and full information regarding our Splendid Dealer Helps Empire Talking Machine Co. JOHN H. STEINMETZ, President 429 South Wabash Avenue Chicago, 111.