The talking machine world (Jan-Dec 1910)

6 THE TALKING MACHINE WORLD. A Columbia Christmas is a good climax to a year's Columbia business and also gives a new dealer a good start on his first year with the Columbia line. Don't hesitate— start right and right now. Columbia Phonograph Co., Genl., Tribune Building, New York NEWS FROM THE SAINTLY CITY. Business Shows an Upward Trend, with Excellent Holiday Prospects — Grafonola Popularity — F. G. Smith Piano Co. to Handle the Columbia Line — Aeolian Co.'s Big Victor Business — Thieoes Piano Co.'s Satisfactory Trade — Some Recent Visitors. (Special to The Talking Machine World.) St. Louis, Mo., November 1, 1910. ■ The talking machine business is having a good upward trend, and all reports are good, with prospects for a splendid fall and winter season's trade. E. B. Walthall, manager of the Columbia Phonograph Co., reports both wholesale and retail trade very good and the line of Grafonolas is" proving very popular with the demand for the Regent having the lead. Manager Walthall has just closed a big deal with the F. G. Smith Piano Co., who will carry the Columbia disc line complete. This concern is one of our piano houses here, and their prominence in the trade will add very materially to the prestige of the Columbia in this market. B. Feinberg, southern traveler for the Columbia Phonograph Co., was a recent visitor here Among the recent Columbia visitors here were W. W. Fisher, Murphysboro, 111.; C. N. Lanhert, Mattoon, 111. ; W. L. McAllister, Moberly, Mo, and Mr. Schell, of the Schell Music and Novelty Co., Jefferson City, Mo. The talking machine department of the Aeolian Co., report that October finished up with a rush. The "headliners" of the month were Victrolas, particularly the styles X and XI, which have made a decided hit with the Aeolian trade. L. A. Cummins, traveler for the Aeolian Co., returned recently from an extended trip through Illinois and Indiana. His order book was full of healthy orders, and he himself was full of enthusiastic reports regarding the fall and holiday business. O. A. Gressing, manager of the Victor departments of the Aeolian Co., spent a few days at Aeolian Hall last week. Needless to say, he was a very welcome visitor, and the only regret was that his sojourn in St. Louis was of such short duration. The Hawkins Music House, Decatur, 111., held their formal opening Oct. 22. This store is one of the finest equipped establishments in Illinois. Sound-proof demonstrating rooms have been installed, and the interior finishes are ivory white of the finest construction. D. K. Myers, the well known Zonophone jobber, reports October as having been quite an active month with him, and good prospects ahead. J. K. Savage, who is traveling for Mr. Myers, has been sending in some nice business. Miss Elizabeth Vandeventer, formerly in charge of the retail department of the Silverstone Talking Machine Co., has accepted the position as manager of the talking machine department of the Bollman Bros. Piano Co. She is succeeded at the Silverstone Talking Machine Co. by Miss Bertha Hirsch. Manager Robinson, of the talking machine department of the Thiebes Piano Co., reports business good. They sold eight Victrolas and two Reginaphones in one week recently. Miss Sadie Rosenblatt, manager of the talking machine department of May, Stern & Co., reports trade growing better. NEW VICTOR PUBLICITY PLAN. Use Miniature Theater in Connection with Victrola in Endeavor to Create Greater Public Interest in Operatic Music and to Stimulate Sales — How the Idea Has Been Worked Out Successfully in Columbus, O. (Special to The i'alking Machine World.) Columbus, O., Nov. 7, 1910. Talking machine dealers and jobbers in Columbus and vicinity are much interested in the latest idea of the Victor Talking Machine Co. for creating greater public interest in operatic music and in that way stimulating the sale of their machines and records of the better grade. The new scheme, which has been tried out very successfully in this city, is distinctly novel and is carried out in a thoroughly comprehensive manner in keeping with the previous publicity stunts of the Camden concern. The new scheme embraces a miniature theater, complete in all its details and exquisite in -its furnishings, which is used in conjunction with the Victor Victrola, for the demonstration of operatic records. This theater complete occupies a space of 9 x 11 feet, the proscenium arch being approximately four feet across. The scenery for it has been painted by an artist of repute, which is selfevident upon even a hasty examination. It is as completely equipped in the matter of lighting effects as a real playhouse. On entering the recital room the audience sees nothing of the theater — merely a well proportioned drapery of dark green plush. This is surmounted by a cornice of dull gold from which hangs a valence of the same material as the curtain. On this is embroidered in gold "Victor-Victrola" and at each end is a Napoleon wreath with a letter "V" in the center of each. Before the plush curtains are two Victrolas. Souvenir programs, with specially designed cover appropriate type, halftones and so forth, are distributed, together with leaflets bearing translations and the original verse of operatic arias. The recitals begin with one of the famous overtures. This may be followed by a standard song, the record being accompanied by a piano. The next number is usually chosen from opera. The room is darkened as the accompaniment begins. With the first notes of the singer's voice the heavy curtains draw apart and before one's eyes, with all the beauty of color, light and perspective, is the scene in which the selection is sung in grand opera. Not one but several such scenes are shown during each recital. The Victor Co. have wisely selected for this work its special representative, Ernest John, who talks music and opera in the manner of the man who knows his subject, and, moreover, he is able to talk convincingly to any class of audience. A running comment on the numbers in the program, the story of each operatic aria and its relation to the whole, is given in advance of each selection. With such an introduction operatic numbers, even for those whose acquaintance with the subject is limited, are no longer fanciful uncertainties but something to understand and enjoy. Mr. John's idea is that "one is much more apt to understand and sympathize with poor Pagliacci when one knows the reason and the circumstances of his poignant grief," and the correctness of this view has been demonstrated. In connection with the new educational campaign Perry B. Whitsit, president of the Perry B. Whitsit Co., said : "The recitals in Columbus compelled the attention of the best class of trade, called forth enthusiastic praise from the musical critics of the papers and made operatic music an open book to many for whom it had hitherto had no significance and no vital interest. Of this last we had ample evidence in our sales. In my experience no such co-operation as this has been attempted by any manufacturer of musical instruments, nor do I know of any so well calculated to produce results. "It is a matter of common knowledge that people grow more appreciative of classical music as their acquaintance with it grows and their understanding of it increases. Convert 'classical music' into the commercially equivalent phrase 'high priced records' and the magnitude of the Victor Co.'s' project becomes apparent." BURTON PIERCE A BASEBALL EXPERT. Burton Pierce, manager of the talking machine department of the J. W. Jenkins Sons Music Co., Kansas City, Mo., who participated in the famous game of baseball given by jobbers at^ Atlantic City last July, is keenly interested in athletics as well as baseball. He is a member of the Kansas City Athletic Club and also an active member of the local amateur baseball team which won the championship this year. His specialty is first base. It is now easy to understand why he displayed so much skill at Atlantic City. AN OMINOUS MOVE. C. C. Roush, brother of R. C. Roush, president of the Standard Talking Machine Co., and secretary of the National Talking Machine Jobbers' Association, has built a very cosy bungalow about twelve miles from Pittsburg. In view of the fact that he is a bachelor this move is significant. COLUMBIAS FOR U. S. WARSHIPS. The Columbia Phonograph Co., of Boston, Mass., on the 7th inst. sold a cash outfit to the "U. S. S. Celtic," stationed at the Charlestown Navy Yard. Some time ago the Columbia dealer at Quincy, Mass., sold a BKT cylinder machine to the engineer on the United States submarine boat "Holland."