The talking machine world (Apr-June 1921)

April IS, 1921 THE TALKING MACHINE WORLD 29 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii»^ Memorial Day Publicity as a Means of At1 tracting Attention to the Store By w. bhss stoddard | iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii With the constantly thinning ranks of the veterans of the Civil War and the sad recollections of the thousands of brave boys who fell in the recent great struggle, Memorial Day takes on a reverent aspect and the dealer must proceed very warily so as not to exceed the bounds of good taste in attempting to make the occasion serve his own ends. There are a few articles, however, which can be advertised with the greatest propriety and among them are talking machines and records. Music forms a large part of every memorial program and there is no higher tribute we can pay than to sing the old songs — the marches, ballads and camp-fire selections b'eloved by the boys of '61 and '18. A number of stores handling these records last year announced regular concerts for the afternoon of Memorial Day. The Wiley B. Allen Co., of San Francisco, sent out cards bordered with red and blue, on which were printed the program and a cordial invitation to all music lovers to attend. The selections ranged from "Yankee Doodle" and "The Girl I Left Behind Me" to "The Battle Hymn of the Republic" and "Rock of Ages." There were included many of the songs of '61, such as "Marching Through Georgia," "Tenting on the Old Camp Ground" and "Rally Round the Flag"; those popular during the Spanish War and, of course, a number of the late popular favorites, "Keep the Home Fires Burning," "The Yanks Are Coming" and the beautiful "Flanders Fields." As each record was placed upon the machine the young woman in "charge of the concert gave a short talk on the origin of the song and something of the composer. At the conclusion the entire audience was invited to join in singing "America." To call special attention to its Memorial Day records a beautiful window was arranged. It was backed with a big flag, which occupied the entire rear wall. At either side were placed talking machines and in the center was a pedestal draped with a flag and topped with a gilded eagle. Strewn over the floor were a number of patriotic records— "America," "Star-Spangled Banner," "God Be With Our Boys To-night" and a great many others. Tall cards of green, lettered in gold, leaning against the Victrolas, observed: "Let's keep the old songs alive," "These songs gave the boys their fighting spirit that won the war" and "You should have these record's in your collection." A tall card in the center bore a score of martial songs and marches and a vase filled with blue flowers gave the finishing touch to the display. The Byron-Mauzy Co., San Francisco, is another company that arranged a beautiful memorial window featuring talking machines. On a platform draped with deep blue cloth were placed three talking machines, to the center one being attached a large wreath of glossy leaves and palm, branches and from which extended long, broad streamers of red, white and blue ribbon. Against the platform was a gilded card, lettered in black, "War Songs are memorials — they are preserved for all time on the Victor and Columbia records." Behind the card were placed two American flags. At either side were record's arranged in a rack in pyramid form, back of the topmost record being placed a vase of white lilies. At one side, on the floor, was a Victrola, with motor attachment, which rendered over and over again one of the patriotic songs — the music being wafted through the open doorway to the passing crowds. Sherman, Clay & Co., San Francisco, had a large window, the background of which was draped with two large flags. A panel in the center of red and white was topped with an American shield. In the center of the display was a large mound covered with an army llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllU blanket, on which were a bass and a snare drum, bugle and silk flag. At either side were shown Victrolas with flags draped across them. Close to one of them was a large framed picture of John McCormack, beneath which was a card, to which was fastened a record of the "Star-Spangled Banner." The card advised: "When John McCormack received his citizenship papers last year the first song he sang was 'The StarSpangled Banner.' Hear it on the Victrola to-day." The Oakland Phonograph Co., Oakland, Cal., showed a wax model of a U. S. marine standing back of a machine gun, in front of which was a large American shield. At either side were guns and sabres, while perched on the gun carriage was one of the Victor dogs. Near it was a Victrola, on the top of which was another dog. The window was backed with a large flag and on the floor close to the glass were strewn a number of patriotic records. A large card on an easel suggested: YOU HAVE HEARD OF THE GRIM DOGS OF WAR But here are the DOGS OF PEACE They say that music hath charms to soothe the savage breast. Try the effect of some of these records when weary of the day's strife. "And the night shall be filled with music, And the cares that infest the day Shall fold their tents like Arabs — And as silently steal away." The Hauschildt Music Co., Oakland, Cal., had a coniibined Memorial Day and forest outing iiiiyiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ window. The ground was covered with pine needles and cones. Branches of eucalyptus foliage were massed in the background, amid which were clusters of wild flowers. In one corner was a small tent with a blanket inside and a flag flying from the ridge pole. (This flag was kept in motion by an electric fan concealed from view.) On a packing box was a portable phonograph, with records strewn about. The machine was playing the "Star-Spangled Banner" and a little fellow in the uniform of a Boy Scout was standing at attention. A card on the easel at one side suggested: "TAKE A PHONOGRAPH WITH YOU ON YOUR OUTING— Stock up with a selection of patriotic records and you can celebrate Memorial Day, Flag Day or Fourth of July with as much fervor as though you were in the midst of throngs of people." SOL LAZARUS BUYS BUILDING Sol Lazarus, the well-known talking machine dealer of New York, who has for some years been located at 216 East Fifty-ninth street, has purchased from Joseph E. Bloomingdale the three-story building at 221 East Fifty-ninth street, which will house the Lazarus talking machine business at an early date. The Du/buque Music House, Dubuque, la., has arranged for remodeling its store and installing six new booths of modern design. M. S. Germain, the proprietor, is a great admirer of the Victor, which he handles. This will be a Victrola Summer! Dance Any Time^^ YOUR VICTROLA IS ALWAYS READY ! with a KNICKERBOCKER READY-TOPLAY CARRYING CASE For Victrola IV Case $20.00 List For Victrola VI Case $22.00 List Trade prices upon application to your nearest Victor wholesaler, or KNICKERBOCKER TALKING MACHINE CO. INCORPORA TED METROPOLITAN VICTOR WHOLESALERS ABRAM DAVEGA, Vice Pres. 138-140 West 124th Street New York City