The talking machine world (Jan-Dec 1908)

THE TALKING MACHINE WORLD. 41 TIMELY TALKS ON TIMELY TOPICS The three big manufacturing companies are again resuming their old-time activity and reports of congested conditions are once more rife. With the Amberol record a huge success, the works of the National Phonograph Co., Orange, N. J., have never been so busy. Their payroll last week, according to General Manager Wilson, was the heaviest in the history of the company, and the demand for the new record and attachments has not abated a particle; on the contrary, their sales have increased. The situation is about the same with the Victor Talking Machine Co., at Camden, N. J., who are behind on Auxetophones and double-sided records, with the plant running overtime. The factory of the Columbia Phonograph Co., General, Bridgeport, Conn., according to the officers of the company, is being operated full up in every department, as is also their Indestructible cylinder plant in Albany, N. Y. Jobbers and dealers are preparing for a holiday trade of unusual proportions and quite in contrast with that of last year. Early indications of an active business are already in evidence. Notwithstanding the attitude of the jobbeis, it is believed by a number of the observing distributers that the duplex or double-faced disc record will be supported and approved by the consumer or buying public. Possibly It is too soon to pass judgment on this veiy important question, and therefore The World only records an impression gathered in confidential discussions of the outlook with keen, far-sighted concerns, who may have preconceived, prejudicial notions as to the value of a selling proposition, but are ready to reverse themselves should facts prove their judgment at fault. Think of a company incorporated with a capital of over a million dollars to manufacture and market a reproducer! H is a fact, nevertheless. The inventor is a "rank outsider," so to speak, having been a telephone lineman, and is quite a young man. The company or the sanguine originator of this device are not inclined to exhibit it as yet for trade inspection or criticism, but will later when their plans are perfected. The reproducer is to be sold in connection with a tone arm, and for the modest price of $15! That is going some. One of the "talent," a well-known artist in his special line, who has traveled the country over many times as a theatrical headliner, in speaking of the great campaign of advertising carried on by the companies whose names are as household words, said: "In going through the Far West I never saw so much enterprise displayed as is shown by the talking machine people. For example, in Colorado^ where the law prohibits the use of scenery and public places for advertising purposes, at one time a very enterprising chap went through the mountains decorating the most prominent and picturesque places with wellexecuted signs of 'the Victor dog.' They looked beautiful; but the authorities got offer the aggressive advertising proposition, and in fear of having the statute enforced he followed his own tracks, obliterating every sign under pressure. I also observed that the 'old couple' in Massenet's painting, the rapt listeners to the Edison phonograph, were also pictured in the most unexpected places. Both of these examples of publicity appealed to me as excellent examples of great advertising, and the effect on the public must have been as impressive as on myself." A short time since a plan for controlling the output of shellac — ^that essential material in the manufacture of disc records — was proposed to a group of New York capitalists. The scheme, as figured by the daring promoter, would require from $12,000,000 to $20,000,000, and the proposal was given attention by the financiers approached. In truth, the matter is still under advisement. getting a set-back not long ago by the failure of one, if not the largest, importers of shellac in this country, involving over $2,000,000. One of the largest disc record makers in the world was approached previous to seeing the moneyed men, but they declined to take hold, though it was demonstrated that there would be a saving of half a million dollars on their pait, not to mention other sources of profit. One of the drawbacks connected with the use of the phonograph is the constant attention which it required to give the instrument during its operation so that it is almost impossible for the operator to derive any great amount of pleasure from the performance. Others sit around and drink in the sweet strains of the music or the merriment of the monologue, but the operator must be on the alert constantly to see that the records are not damaged and that they must be changed as desired. If an encore is desired it is necessary for him to turn the needle back to the starting point. An inventor of Canton, O., has made an attachment by which the operation of the instrument is controlled automatically with the exception of the winding. The modern phonographs are supplied with powerful springs so that this task is reduced to a minimum. With the new feature it is possible to have the instrument play any part or the whole of the record and then stop or repeat as desired. The invention is not yet on the market, but will be at an early date. The mail order houses in the Middle West are cutting into the record sales of the regular dealer and jobber. Of course, the records handled by these price-cutting establishments are not the protected lines, whose excellence as to finish, tone quality and variety of repertoire stand unequaled. The usual methods followed by the catalog concerns are being closely adhered to, and the buying public are more or lessdeceived in the character of the goods offered. To be sure, the mail order houses in question buy records— disc exclusively — in great quantities, and these orders are eagerly sought by manufacturers who are desirous of such business, and as no legal restraint can be invoked against them for selling at any old price they please, naturally they have an advantage over the legitimate talking machine dealer, whose trade is t'lreatened. These catalog house records are stencil goods, and the wide-awake, aggressive dealer should take particular pains to make his trade acquainted with this condemning fact, and impart such other information as will make everyone fully acquainted with the merits and demerits between the legitimate and the mail order line of records. Recording laboratories are busier now than they have been for mouths, preparing for the fall trade. The "talent" have hailed this revival with pseons of joy, as their services are again steadily in demand. For a while the artists commenced to recognize something was wrong in the business of the country, a condition decidedly unpalatable to the gentlemen of the millifluous voices. Now that a change has come, and their services are once more figured by "dates," they are happy accordingly, and refer to the coming fall trade in a florid vein of optimism. Never has the moving picture business been so prosperous as at the present time, especially when they are operated in connection with the talking machine. This combination is the great attraction wherever introduced, and the demand for the synchronous machine is heavy. The results obtained are very satisfactory, indeed; in fact, the illusion is well-nigh perfect. On top of this press of business comes the report that price-cutting is rapidly becoming a bane among the moving picture manufacturers, who are rushing their goods on the market and selling at figures that the conservative concerns declare is ruinous. It is therefore proposed that the principal firms get together before too much damage is infiicted, and establish a schedule of selling rates which will return a fair profit and at the same time be conducive to a healthy tone of the business as a whole. At this time and date when the talking machine is no longer considered a wonder, but almost a necessity, the early days of the business are fondly recalled by the "old timers." Using this description advisedly of the men who were in the game from the first, as they are very few who are indeed old as to age, excepting possibly Thomas A. Edison and Edward N. Easton, and both of these eminent gentlemen would rather resent the soft impeachment, stories are narrated of the financial difficulties encountered in those strenuous times as well as other incidents of "field and fiood," so to speak. These tales are usually brought forth by some reference to the apparently endless litigation that has followed every development of the trade that has Canadian Representatives THE R. S. WILUAMS & SONS COMPANY TORONTO and WINNIPEG Trays and Labels Used in connection with The Monarch Midget Special THE illustration shows our popular Monarch Midget Revolving Rack with special openings of a sufficient size to accommodate Blackman's Folding Record Trays or other standard size tray equipped with Rapke Labels. The price of the Rack is the same as the Standard, but in ordering, be particular to mention the word SPECIAL. Holds 200 records ; does one-half of your selling. Get busy to-day. PRICE TO DEALERS. $10.00 Order from your Jobber — he has them Syracuse Wire Works SYRACUSE, NEW YORK