The talking machine world (July-Dec 1923)

August IS, 1923 THE TALKING MACHINE WORLD 121 The NEW EDISON tn New Models, New Prices EDISON FEATURES Permanent Diamond Point Reproducer. PI ays all Mak es of Records Better. Ed ison Records Play Longer, Wear Longer. New Improved Records. Dealers proposition submitted upon request SYRACUSE Jobbers Est. 1889 Fall and holiday season in order to impress upon the public the distinctive musical qualities of the Edison Diamond Disc phonograph and the new Edison Re-creations. Summer business has been very gratifying and there is a general feeling of optimism among the dealers that makes predictions for the coming season of more than usual interest. DEAD MEN ARE POOR PROSPECTS Sending Literature and Mail to Prospects That Do Not Exist Can Be Eliminated by Revising and Correcting the Mailing List A writer in one of the advertising journals recently pointed out that "Dead men buy no shoes, or soap or mining stocks." This writer then went on to say that thousands of advertisers make the mistake of buying .or compiling a fairly accurate mailing list and then forgetting all about it. Mailing pieces go out more or less regularly. And a certain percentage of them come back marked "Dead," "Moved," "Out of Business," "Not at Address Given," etc. Nobody thinks to check off these names from the mailing list. Again mailing pieces go out to these same "dead" names. And again they are returned undelivered. When this condition has obtained for a year or, as is frequently the case, for several years the mailing list is carrying enough dead wood to blast the hopes of even the best of direct advertising campaigns, says Office Topics. A recent investigation in a typical retail field disclosed the fact that there were in a single year 24 per cent changes in addresses. On this basis an uncorrected mailing list four years old, let us say, would be practically worthless. In your field the percentage of change may be more. It might, quite possibly, -be a little less. But, at best, it is certainly sufficient to warrant the closest kind of check to avoid errors. An even stronger argument for keeping the mailing list in tune with the times is the fact that new prospects for your merchandise or your service are continually entering the field. You want to get your story before these folks. The only sure way to do is to make certain that their names are properly entered on your mailing list. Failure to remove a "dead" name means at worst that you have simply wasted money in printing and postage. But failure to get a "live" name on your list may mean the loss of a great deal of profitable business. Perhaps the greatest single fault of an average mailing list is its incompleteness. Initials wrong. Names spelled incorrectly. Street addresses omitted. All these are common evidences of carelessness. And yet some men wonder why direct advertising doesn't bring better results for them. NEW EMERSON ARTISTS ANNOUNCED Will Soon Release New Series of Records by the Hotel Astor Orchestra, Popular New York City Musical Combination PATHE LINE EXHIBITED AT FAIR Line of Phonographs and Radio Accessories Displayed at National Merchandise Fair in New York Attracted Attention The Emerson Phonograph Co., Inc., will The exhibit of the Pathe Phonograph & Radio shortly announce a new series of records by the Corp., Brooklyn, N. Y., at the National MerHotel Astor Orchestra, one of the most popular chandise Fair held in the Grand Central Palace, additions to Broadway's musical combinations from July 23 to August 3, was a decided sucof last season. Al Epstein, formerly of Small cess from every angle. The exhibit covered the entire Pathe line and was attractively displayed. In the center of the space was a new Pathe portable, with a background furnished through the artistic display of Models 36, 40 and IS from the Pathe line, as well as the Pathe Actuelle. Pathe Actuelle records were displayed in the new skyscraper racks, which resulted not only in orders for records themselves, but also for racks. Hotel Astor Orchestra Recording for Emerson Phonograph Corp. jj^ (.jjg radio field the wood's Glenwood Lodge, Glen Head, L. I., directs this youthful organization which, in addition to its popularity on the Hotel Astor Roof, has achieved additional success as a program feature for Radio Station WJZ, through a microphone connection with the Hotel Astor Roof. All the late popular numbers have thus been broadcasted over a wide territory by this arrangement, thereby making the name of the orchestra and its rendition familiar to many radio enthusiasts. Pathe loud speaker and the various molded parts made by the Pathe Co. were shown. A generous display of Pathe literature was on hand. Charles F. Usher, general field representative of the Pathe Phonograph & Radio Corp., was in charge of the exhibit. Mr. Usher stated that the line seemed to appeal stronglj' to the visiting buyers and that orders received greatly exceeded the expenses involved and made the exhibit well worth while. The firm of Tull & Gibbs, prominent talking machine dealer of Spokane, Wash., has added the Sonora to its varied talking machine stock. H. V. Taylor, formerly manager of the Bruce Co., 118 East William street, Decatur, 111., has opened the Taylor Music Shop, at 241 East Eldorado street, handling "talkers," records, etc. No. 33769/11 A r e c a Plant, natural p r e pared, 36 inches high, with 11 leaves and pot, complete $3.50 each, per dozen .$3.5.00. Our Fall Catalogue No. 3.5 with illustrations in colors of Artificial Flowers, Plants, Vines, Trees, etc.. Mailed Free On Keqiiest. FRANK NETSCHERT,liic. 61 BARCLAY ST. NEW YORK, N. Y. m TheWaltz Sensation f/y^3 Nearly as^ood as Three O'Clockin theMorning 'You, can't 4° vi-on/^-With any