The talking machine world (Aug-Dec 1919)

82 THE TALKING MACHINE WORLD December 15, 1919 WHY WALL-KANE NEEDLES ARE SUPERIOR The highest grade steel needle of American manufacture, and playing only one record, is put through a complicated, scientific, chemical process, by which the point of needle is greatly improved. The popular explanation of the method is as follows: An ordinary steel needle is made of wire, which consists of long, parallel running grains on the inside. This wire is inserted in automatic machines, which automatically cut off the steel needles. The friction of the revolving record grooves will gradually flatten out the point of the needle, so that more and more grain of the steel will reach the record grooves. The WALL-KANE needle will eliminate the grain of the steel coming into contact with the grooves by a process which is accomplished as follows: The steel needle is first dipped into a chemical solution which will take out most of the charcoal, making a closer unit of the needle. While in this process the needle looks all black like illustration. Then the needles are dipped in several solutions, which place three different coatings on the top of the point, so that an entirely separate unit is created on the point, which unit is 25 to 30 per cent, softer than an ordinary steel needle's point. While in this process the needle point looks like illustration. More than three thousand revolutions are required to take off these three coatings by the friction of the point with the record. The playing surface of more than ten records do not amount to 3000 revolutions—that is why WALL-KANE needles will play at least ten records perfectly, and will make less surface noise, and by the distribution of the solution into the grooves of the record, the record itself will be greatly benefited, and its life prolonged. BEWARE OF IMITATIONS This handsome colored metal enameled display stand hold 60 packages, 24 extra loud, 24 loud and 12 medium packages and cotts the dealer $4.60,($4.90 in the Far West) and retails for $9. Each package of 50 WALL-KANE Needles costs the dealer 7 } 2c (8c in the far West) and retails for 15c. JOBBING TERRITORIES OPEN Progressive Phonographic Supply Co , Inc. 145 West 45th Street, New York UNUSUAL NEWSPAPER CAMPAIGN Sonora Featured in Full Page Advertising in Leading New York Newspapers — Campaign Producing Excellent Results for Dealers nora advertisements, mention is made that special models will be made to order, and that the Sonora Phonograph Sales Co. is ready to install Sonora equipment in valuable cabinets which prospective customers may already own. In addition to its regular campaign of advertising in the New York City newspapers, the Sonora Phonograph Sales Co. introduced during the first week in December an unusual advertising drive in the Metropolitan press. Seven full page advertisements were published, one in each of seven leading papers. Each of these advertisements was different from the others, and the series was extremely forceful and effective. One of the advertisements showed a cheery Santa Glaus placing a Sonora in a Christmas stocking, the illustration occupying the greater part of the page with the text being brief and utilizing but a small space. The attention value of this page and the other advertisements in the series was exceptionally marked, and Sonora dealers report many sales and inquiries as a direct result of the advertising. In this series of So ADVANCE IN CARDINAL PRICES Change Affecting Several Models Made — New Display Cards Attractively Designed Newark, O., December 5. — An advance in prices in the Hearth, Pierre and Stratford models of the Cardinal line of phonographs was announced last week by the Cardinal Phonograph Co. of this^ city. The advance is slight and only affects three out of the five models of the line. An attractive price card and a window display card have been produced in colors. Of particular note is the window display card, for with its printed matter and trade-mark in colors and in relief the effect is very pleasing. The card is equipped with an easel back and can be readily and artistically displayed to advantage. No. 5 Height — 40 in. Width— 17 Yi in. Depth — 18!^ in. No. 9 Height — 45 in. Width— 20 in. Depth— 21 in. No. 11 Height — 51 in. Width— 23 in. Depth — 24 in. AMERICAN TN the AMERICAN line you have a model for every prospective buyer. Seven models. Mahogany, Golden Oak, and Fumed Oak finishes. The AMERICAN remains sold when delivered. Plays all records. Made in Grand Rapids. Guaranteed Throughout Meisselbach equipment. One dealer in a town, make deliveries. Can It would take an entire page to tell about the various particular feature of the sound chambers, tone, motor, sound boxes, etc. Try a sample, then you will know all about it, American Phonograph Go. 17 N. Ionia Ave., Grand Rapids, Mich. No. 14 Height — 46 M in. Width— 19 Yi in. Depth — 2o)4 in. No. 8 Height — 43 in. Width — 19 in Depth — 20 in. No. 10 Height — 48 in. Width— 20 lA in Depth — 22 in. No. 22 Height — 50 in. Width— 22 in. Depth — 23 y2 in.