The talking machine world (Apr-June 1921)

April 15, 1921 THE TALKING MACHINE WORLD 139 FROM OUR CHICAGO HEADQUARTERS— (Continued from page 138) "SAY IT WITH MUSIC" Brunswick Co. Inaugurates Great Plan in Honor of "Mothers' Day" — Weds Music and Motherhood in a Beautiful Sentiment Chicago, III., April 7. — To-day sees initiated a campaign by Brunswick dealers which for novelty and ingenious appeal is quite unique. In fact, it promises to develop one of the biggest ideas the talking machine industry has yet brought forth. This campaign is being based on the rapidly m Order From This Ad. Nupoint Ass't 100 Pkgs. Assorted Dealer's Price S7.00 Retail Value $15.00 FREE!! Display Stand and Sample Packages With Each Order PHONOGRAPH SURGERY LET US CO-OPERATE WITH YOU We Operate the Largest and Most Up-to-date Equipped Phonograph Repair Shop in the West Phonograph Motors Tone Arms Records Hardware Needles and Repair Parts All Makes Loud — Extra Loud Medium 50 Needles, 15 Cents MAIN OFFICE 1867 Milwaukee Avenue Have You a Phonograph Repair Agency? Send for our Caiclo$ and Particulars. It Tells You What We Can Do for You The Co-Operative Manufacturing Company ALL PHONES, HUMBOLDT 3345 CHICAGO SALES OFFICE & SHOWROOM 687 Milwaukee Avenue One of the "Mothers' Day" Delivery Envelopes growing custom among Americans of honoring mothers on the second Sunday in May of each year, when it has been quite popular to wear upon that day a flower as a symbol of love and devotion to the maternal parent. It has been conceived that devotion to one's irother can be very beautifully expressed by the presentation of a talking machine or records. In fact, the slogan is to be "Say It With Music," as well as "Say It With Flowers." The Brunswick Co. has developed a complete campaign, which includes provision for the organization by Brunswick dealers of Mothers' Day Clubs. These clubs will provide for the delivery of Brunswicks on the morning of May 8, "Mothers' Day," and thus start "mother's heart singing." With the delivery of the machine will come an inscribed gift card, especially designed for the day, with ten double-face records, in a "Mothers' Day" envelope, bearing, in four beautiful colors, a representation of a mother and babe, sy_mbolizing the ineffable beauty of motherhood. The advertising work has started off in full swing and is conducted upon a co-operative basis between the parent company and Brunswick dealers. It lays special stress upon the element of secrecy and the necessity for the family to conspire together to make mother's surprise complete. The Brunswick Co.'s preparations for supporting this typically Brunswick idea have been very thorough. A large assortment of advertising lay-outs is provided, in regular series designed to foster the idea of the campaign so as to reach its culmination in time for the actual work ot closing sales and preparing deliveries. The Brunswick model 112 is particularly featured as the most appropriate style for a "Mothers' Day" gift. It is also expected that the idea of keeping "mother's heart singing" will involve the purchase, on each succeeding "Mothers' Day," of new records, etc. SOME "REASON WHY" ADVERTISING A writer in a recent issue of Printers' Ink, in calling attention to the fact that the public demands plausible arguments to influence them to buy advertised goods, and that advertising writers have recognized that demand by returning to the "reason why" form of publicity, refers to the presentation by the Sonora Phonograph Co. of "Fourteen Decisive Reasons Why Your Choice Should Be a Sonora." The reasons are presented in the form of a window poster for the use of dealers, the poster measuring twentytwo by twenty-eight inches, being lithographed in four colors. BUYS HALF INTEREST Ralph Lohr has purchased the half interest of his former partner. Miles Bristol, in the Victrola Shop, Muscatine, la., and is now sole proprietor. Efficiency — Simpiicity— AttractivenessEconomy— Safety These are the features embodied in the new Blood non-inf ringing tone arm, all of which you require at this time to sell your machines. We can fill your order promptly with mica or Blood diaphragms. BLOOD & KLOER 400-12 West Erie Street Cliicago, lU.