The talking machine world (Jan-Dec 1907)

20 THE TALKING MACHINE WORLD. artistic arrangement of a few attractive machines and records. Simplicity is very often disregarded and more trimmers err in crowding windows than by displaying insufficient goods. However, when you use "stage effects," such as scrolls, flowers, ribbons, flags, colored electric lights, and all those things which special occasions and holiday seasons give an excuse for, always remember that after all, these are to be used only as a means of attracting attention to the goods, and of showing the latter to the best advantage. They must not be permitted to distract the attention from or obscure the goods you have to sell. No matter how beautiful and artistic a trim may be, if it does not result in sales it is not a good trim, because it does not serve the purpose for which it was intended. When you change your display carefully clean not only your machines and records, but also the show cards, pictures and window accessories that you have used in connection with the trim. All these things should be carefully wrapped, labeled and stored in an accessible place when not in use. They belong to the firm and should be taken as good care of as the stock. Thoughtless fellow employes may ask you for some of the trinkets you have used in a display, but I consider it bad policy to encourage such requests. They may be of small value, but you may find very good use for them some day, and in the long run save money for the house. DESCRIPTION OP ILLUSTRATIONS. Figure 1 shows a window dressed for Sherman, Clay & Co., of San Francisco, and which won the $50 cash prize offered by the Victor Company for the best window entered in their competition early last year. This window was an illustration of the monthly supplement, and exhibited all the records issued for February, 1906. The color scheme was in cream, white and gold. The records were arranged in two large ovals, each record having a circular label, such as described elsewhere, giving in bold letters the name of the selection and the name of the artist. In the center of each oval, and at three points in the foreground were machines displayed on pedestals with transparencies of the trade-mark lighted from behind with electric globes. In the background were five large machines. At the extreme right and left were two signs in gilt frames with the trade-mark worked into the frame. One of these signs exploited the Victor product. The other announced that Sherman, Ciay & Co. could supply from thirty-five to fifty new Victor selections every month, and asked those interested to step inside, add their name to the firm's mailing list, and receive a descriptive catalog monthly. Figure 2. — This display has a history. It was never taken out by human hands. It was made for Sherman, Clay & Co., in anticipation of the grand opera week in April of 1906, and was in when the building was destroyed by the terrible quake and fire of April 19. Unusually large photos of seven of the stars who were to appear were the features of the display. Around each portrait were grouped "Red Seal" records made by the artist. Each record had the circular label with the large V in which was set a small but distinct picture of the singer. Surmounting the large picture of each artist was a fancy, cut-out, gilded sign, giving the name of the artist. Back of each wall-group were two brass rods, crossed, and on the end of each rod was mounted a small frosted incandescent lamp. Scattered through the display were artificial Easter lilies and small incandescent lamps resembling lily buds. Only one machine was used as this was primarily a record window. This machine, a Victor 6, was placed on a piece of plate glass about six inches from the floor. The floor of the window was overlaid with white bunting and scattered here and there were fleur de lis, made of pasteboard and gilded. Natural Easter lilies and palms aided in suggesting the Easter season. This window was also a prize window. Figure 3 shows one of the several^ talking machine windows dressed for Lyon & Healy for the Christmas holiday season of 1906. In the center and on each side of the window were large oval frames to which were attached Victor records. It was an "all nation" display, and the records consisted of national airs, folk songs and instrumental selections, representing no less than twenty-four countries. At the bottom of the label and extending up over a portion of the record was a cut-out picture of a flag girl, clad in the costume of the country represented by the record and waving its flag. The center of the window was built up with a series of steps on which were displayed various types of machines, each with a card giving price and description. One of the large signs suggested that the person who wished to gladden the hearts of his German friends or those from France, Germany, Sweden or any other European country, could find a most acceptable gift among the foreign records. ELLIS HANSEN. Another sign exploited the talking machine as the most unselfish Christmas gift. "Bought for one it plays for all." Figure 4 shows the talking machine and record display used by Lyon & Healy during the week of June 17-22 last, when the great piano conventions were being held. In the first window were shown foreign records and three machines. The second window was devoted entirely to Melba records, and in the third were shown Red Seal records by different artists. The upper part of each window was occupied by a large scroll, with a circular opening in the center for the sign. Garlands of oak leaves arranged in graceful loops, decorated and connected these scrolls. On either side of each design were fastened torches cut out of cardboard. Suspended from each scroll was a wreath of oak leaves with a lyre cut out of cardboard in the center. In the first and third windows the records were arranged on half-oval shaped framework, while in the center window the Melba records were shown on a large triangular-shaped board, and on uprights on either side of this centerpiece. The different labels used are described elsewhere. The photo gives a good idea of the general arrangement. Figure 5 is a group showing the various labels used for records and machines. The labels, adorned with flag girls, are used for foreign records. The first one represents, of course, America. These flag girl pictures can be obtained at most stores where souvenir postcards are sold, and you will find nearly every country in the world represented by young girls clad In the National native dress, and with the National flag. The figures must, of course, be cut out carefully and pasted on the label. These circular labels are easily made out of thin cardboard. The circles must be a quarter inch less in diameter than the record, so that the edge of the record may be seen beyond the label. In the cut it will be noticed that the Irish selection label is smaller than the German and the American, as the record happens to be a ten-inch record, while the other two were twelve-inch. The Red Seal records have in the lower center a large "V," which, of course, stands for Victor, with the picture of the artist in the open space of the letter. The pictures of the singers are obtained from the catalogs and supplements issued by the manufacturers of the records. The smallest of the records shown is intended for an eightinch inexpensive record, It is less conspicuous than the others, but serves its purpose well. The circular label is attached to the record by means of two small clips on either side of the lap of the record. The only clip that I have found suited to the purpose is Dennison's No. 37 cardholder. In order to avoid the monotony arising from the use of only the circular labels I have devised others which are used occasionally with excellent effect. Two of these are shown in the illustration. The upper design is cut out and bronzed, while the inside is left unbronzed, so as to permit the writing of the texi. The lower card is an art nouveau design, treated in two colors. I have used it for Melba records, as seen in the window shown in Figure 4, and the graceful lines of the design will be found to adapt it beautifully to the exploitation of high-grade records. The torch shown in the cut is cut out of cardboard and treated in bronze and water colors. It is a very uweful ornament and can be used m a great many ways in window decoration. The small price card is intended for machines. The trade-mark is cut out and pasted on the card. If different styles are shown each one should have a card. These cards should be similar in general appearance with the exception of price and style name. * 4c ^ :i( The author of this article, Ellis Hansen, is a man able to speak with authority on the subject of window trimming in general, and on the displaying of musical instruments and talking machines in particular. He has had long experience in trimming all classes of windows, both in Europe and America, but for several years past has devoted himself exclusively to musical instruments and talker trims. His remarkable work for Sherman, Clay & Co., of San Francisco, attracted wide attention, and when the great earthquake and fire last year brought business temporarily to a stop in 'Frisco he was immediately engaged by Lyon & Healy. His expertness and originality are evidenced by the beautiful displays which characterize the imposing frontage of the big Chicago store. Mr. Hansen explains concisely the prime requisites of talking machine window trimming as he views them. He suggests some original trims and devices thoroughly within the reach of the dealer in the small town, as well as in the large city. The illustrations and descriptions of windows, labels, show cards and decorations will be found decidedly suggestive and helpful. PHONOGRAPH AIDS REHEARSALS. Milton Aborn rehearsed the chorus of the new opera company he is preparing for the Lincoln Square Theatre last week with the aid of a phonograph, it being impossible for the principals to attend. The instrument gave the solo numbers and the chorus followed the cues. IVIELLO-XOIVE Attachment a great improvement for the Talking Machine or Phonograph. Produces tones natural. Eliminates all metallic sounds and blasts. Regulates and mellows the tone. Can be adjusted while machine is playing. Goes in the horn, opens and shuts. RETAIL PRICE $1.00 EACH Discounts and Samples sent to dejiers on application IVIELLO-XONE CO., sfriimgfield, mass.