The talking machine world (July-Dec 1923)

THE TALKING MACHINE WORLD © ©, ©, ©, ©. © © © ©, © ©, © ©: © ©) ©1 © ©: © ©: © © ©, © © © © © © © © © © © © © © © © © © © © © © © © © © © © © © © © © me SCOTFORD TONEARM & SUPERIOR REPRODUCER HOW TO SELL A PHONOGRAPH the Dealer or Salesman: 'OTie Scotford Tonearm and Superior Reproducer are used by a number of maniifacturers of hifeh grade phonographs. If your store handles any one of these instruments you can increase your sales and profits by thoroughly learning and then informing the customer of the "Twelve Points" of superiority given below. Remember it is no proof of selling ability to take an order for a phonograph, the preference for which has been fixed in the customer's mind by big national advertising campaigns. Such order taking proves the powerof advertising — not the sagacity of salesmanship. The saving in advertising cost is made up for by eietra quality and extra profit for the store in the Scotford equipped instrument. There is a better future for the business in the lasting satisfaction of the purchaser who takes an instrument of genuine music into his home. Give the customer a comparison of tone on all the different makes. If he is not deaf, he must appreciate the extraordinary difference in tone — theScotford's genuine musical reproduction, without the metallic sharpness, and without the scratch. Then proveyourself not an ordertakerbutasalesmaker by continuing with a detailed explanation of why the Scotford is better as analyzed in the ' 'Twelve Points . *' Keep the tonearm unscrewedat the base, so you may lift it ojf inyoup hand for thorough examination inside and out — not necessary to screw it down until sold and ready to deliver TWELVE POINTS 1 — Its good looks. A neat, trim, tailorraade appearance. Nicely proportioned lines which any artist will approve. Not the swollen appearance of the continuous taper nor angular lines in conflict with the cabinet design. 2 — ^The substantial, simple construction — cast parts of solid white brass, long straight tube of yello wbrass , hard rubber bushing to prevent metallic vibration at the reproducer connection elbow. 3 — ^No obstruction anywhere inside — an absolutely clear passage, with the approved two-inch inside diameter atbase^ and a solid 45-degree deflecting plane at the turn to direct the sound waves straight downward into the amplifying chamber. 4 — ^The simple swinging movement of the tonearm base — how freely it floats when lifted up onto the record — but how a supporting lug inside the base at back prevents the arm from swinging when off the record and does not allow the needle point to let down so low as to mar the cabinet. 5 — ^The handy lift-up or side t\im, affording two ways to change the needle. 6 — Light pressure on the record — the squareness of the tumcausing the weight to be supported by the base, whereas a more curving turn would throw too much weight forward to the needle point. 7 — How perfectly the needle centers the groove — turning the reproducer for playing lateral or vertical cut records leaves the needle on exactly the same point at the same and only correct angle. A minimum of surface noise on records noted for scratch. 8 — Reproducer frame split clear through — making it a spring, held under tension by the long screw which adjusts the pivotal mounting of the stylus bar. 9— Any looseness thatmighteverdevelopin the pivoting of the stylus bar may be readily detected and instantly corrected by adjusting the long screw until the needle holder and stylus bar feel tight. 10 — The inclined position of the reproducer and angle of the stylus bar by which a greater impulse is imparted to the diaphragm, with finer sensitiveness to minor vibrations than the ordinary straight upright design. 11 — Fineness of the mica diaphragm — a perfect crystal edge disc of selected clear India mica costing five times as much as the 'seconds "and"thins" used in cheap s oundboxes . 12 — Perfect insulation — a rubber gasket entirely separating the reproducer frame from the backplate, and again a complete break in the contact of metals by the hard rubber bushing in the tonearm. This double insulation insuring against metallic effect in the tone, and preventing the surface scratch being magnified by the metals of the reproducer and tonearm. ^Uhe Reproducer turns on its axis — the needle remaining on exactly the same center and at the same correct an^le in both positiojis The superior Lid Support balances the Lid at any point The final point of excellence in the eoruipment of a cabinet that often decides the sale. A touch of one finger lifts or closes the lid, which stops at any point desired. Cannot warp the cover. Noiseless in operation. The simplest support made. Easiest to install. We are prepared to supply this Tonearm and Reproducer to a number of additional manufacturers of phonographs incertain parts of the U nited States, and contracts remain open for some foreign countries. Wn'fe us for particulars and prices. We are able to supplythis Supportinany quantity. Made of steel, hi^h ^radenichel or ^old plate finish. Samples sent to manufacturers anywhere for trial. Write for low quantity prices. State type and weight of lid. Barnhart Brothers & Spindler SUPERIOR SPECIALTIES FOR PHONOGRAPHS MONROE & THROOP STREETS, CHICAGO ©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©(§©©(§©©©©©©