The talking machine world (Jan-Dec 1912)

The Talking Machine World Vol.8. No. 3. New York, March 15, 1912. Price Ten Cents PROVEN VALUE OF RECITALS TO THE DEALER. Some Interesting Views of the Subject Set Forth Herewith — Recitals Tend to Lift the Talking Machine Above Commercialism and Appeal to the Artistic Sense — How a Recital Should Be Conducted to Secure Best Results — Interesting Pointers in This Connection. From the very earliest days of the talking machine business The World has preached, consistently and persistently, on the value of recitals as a means of developing business. There is no more dignified, forceful and effective means of demonstrating the value of the talking machine than through recitals. It not only interests, instructs and broadens the intelligence of those invited to participate, but it insures the dealer who develops the recital idea of an enlargement of a knowledge of his respective lines among the class of people who will surely buy, because they are interested in music of some sort, whether it be popular or classical. While a great many dealers have adopted the recital plan of publicity yet it is well to bear in mind that it is of little avail unless it is done right, and some valuable and practical suggestions regarding this work are contained in the following views of O. A. Kellog, who placed his experiences before the trade as follows : "Beyond a doubt, public recitals wherever tried have given the business an impetus and resulted m sales. However, the number of sales depends largely, if not entirely, on just how the recitals are conducted. This feature of the talking machine business, although showing some improvement, is still sadly neglected. This is an epoch of demonstration, therefore it behooves the dealer to inform the public of the great artists through the 'talkers' and records. Whenever possible, give these recitals in your warerooms. Train the public to understand that your establishment is the abode of great artists' voices. If you rent a hall, aside from the extra expense, the surroundings are only usual, and you lose a valuable asset. "My idea of the recital feature is to eliminate commercialism. Don't advertise that 'Smith & Brown Co.' invite you to a recital; rather say the management of 'Grand Opera Hall,' 'Victor Hall,' 'Edison Hall,' or any other suggestive name, will present Caruso, Melba, Farrar, Sousa's Band, etc. Do not add that the 'Victrola' will do the work You arouse curiosity by not doing so. "The program must be arranged tactfully and tastefully. If you are not educated in music and have never studied the arrangement of programs, secure some musician to assist you, and you can also draw on local talent to aid you. In following this plan you secure gratuitous publicity through the society columns and music pages of the papers before and after the recitals. The Victrola advertisement should appear on the same page, and next to, if possible, the write-up of the recital. "The attendant at the machine should describe each record before it is played. Tell your audience where the number appears in the opera, or, if it is a ballad, give an outline of the composer; say when and where born, the prominent compositions of the author, and then recite the poem that you are about to demonstrate. Also, mention the artist who renders the selection. This plan is much more effective than merely methodically playing one record after another in a sort of a mechanical manner. As to the attendance — request the presence, of the leading musicians and society people, and provide them with reserved seats. You will find a fair percentage of those in attendance, although they may have attended from curiosity, will have developed into good customers. "One evening an old gentleman sat near the Victrola, very much interested. He shook hands with me on retiring, and remarked he hadn't expected to hear anything so grand. A few days later his daughters presented him with a Victrola, remarking to me that all he could think of fjince hearing fhe recital was grand, opera. "Ascertain the studies in the public schools and search your catalogs for compositions by the authors they are studying, then invite the teachers to demonstrations. By so doing you will receive free announcements in the schools, with the request that the pupils attend. I invited the professor of music of the public schools of Dayton to spend an evening with me hearing grand opera. He grasped the possibilities of the talking machine as an educator and induced the superintendent to secure the purchase of a machine by the school board. Three other schools have since been supplied, and soon all the schools of that city will possess a Victor. "A lady came in the other day and asked to see and hear a machine like the one used in the school, remarking that her children were becoming so familiar with classical music that she had herself become interested, and wanted a machine at home, so as further to develop her children's minds in good music. "Excellent results will be obtained in giving well devised recitals. David Bispham is on record as saying that a talking machine and player-piano should be used in every school. Other prominent educators are getting in line, and the question is. Will you be the dealer to profit in your locality?" VICTOR LINE FOR JACOB BROS. Prominent Piano Conern Handles Victor Line in all Retail Stores. Jacob Brothers, the prominent piano manufacturing and retailing concern of New York, have made arrangements for handling the entire Victor line of talking machines and records exclusively in all the retail stores which they control in New York city and other nearby cities. The extent of the field covered in a retail way by the concern and the high standing of the various stores in their respective communities, the deal is an important one for all concerned. An initial stock of Victor goods has already been placed in each of the Jacob Bros, stores. EDISON EDUCATIONAL EXHIBIT Held in St. Louis in Conjunction with the Convention of the National School Superintendents' Association — Talking Machines and Moving Pictures as Aids to the Teacher. (Special to The Talking Machine World.) St. Louis, Mo., March 9, 1912. During the recent convention of the National School Superintendents' Association, held in this city, Thomas A. Edison, Inc., took advantage of the occasion to maintain an educational exhibit in the Jefferson Hotel, the use of both talking machines and moving pictures as aids to teachers being demonstrated in a thoroughly interesting and convincing manner. The exhibit was in charge of W. H. Ives, head of the educational department of the Edison Co. and well known to the educators as originator of text books, and two assistants. Prof. Ives' reputation as a practical and progressive school man had much to do with the generous reception accorded his innovation, which was shown before a teachers' organization here for the first time. The Edison idea does not conflict directly with the Victor Co.'s music plan as it is the Ives idea to relieve the teacher of much of the routine work, and his records speak examples, such as "multiply 52 by 7." These records are designed to give the teacher relief from what is universally admitted {a be the most nerve racking and fatiguing par| of the teacher's work and to permit her to devote time to the government of the school. The idea will be carried into spelling and other lines. The dealers' interest in these records were largely due to the new composition used in these cylinders, which are indestructible and which local dealers assert mean an innovation in the Edison record business. The records were spoken on an Opera machine supplied Mr. Ives by the Silverstone Talking Machine Co., the local Edison jobber, and many favorable comments were heard from the teachers and others on the effective production. The moving picture machine, with its historical scenes and the neatness and compact films, aroused great interest and was accepted by the teachers instantly as being a great help in the school work. COLUMBIA AGENCY IN BROOKLYN. House of F. G. Smith to Give That Company's Products Live Representation — Handsome New Quarters in Flatbush Avenue — Other Big Deals Closed or Pending. The Columbia Phonograph Co. has recently completed a big deal in Brooklyn, N. Y., whereby the great piano house of F. G. Smith, manufacturers and retailers of the Bradbury piano, of which there are thousands in Brooklyn homes, has made arrangements to handle the Columbia line of graphophones and grafonolas and double disc records in the new four-story F. G. Smith building on Flatbush avenue. The new deal provides for what will be one of the most representative talking machine establishments in the borough, the trade up to the present being handled chiefly by a number of small dealers. With the new branch as a basis the Columbia Co. look for a rapid development of its trade on the other side of the bridge. George W. Lyle, general manager of the Columbia Co., announces that the company has recently sold its business in Denver, Colo., and turned over the exclusive jobbing rights for that territory to Dalzell Bros. & Scheuber, who, upon completion of the new arrangement, placed an initial order for $20,000 worth of Columbia products. "This transaction," added Mr. Lyle, "is in accordance with the policy which we have already announced of turning over our own business to dealers at such time as suitable arrangements can be made to take care of the territory effectively. In the same way our store in Little Rock, Ark., has been sold to J. C. Nielsen, and our store in Oakland, Cal., has been taken over by L. O. Clancy. In each case a healthy, flourishing business was developed before these stores were disposed of. We are, of course, satisfied that in each case our interests will be properly taken care of." Mr. Lyle added "that negotiations are pending for similar transfers in other cities." PHONOGRAPHSFOR LECTURING. To Be Used in Future on the Sightseeing Automobiles in San Diego, Ca!. — Economy and Accuracy Given as the Reason. According to a dispatch from San Diego, Cal., the phonograph will replace the human lecturer on the sight-seeing automobiles operated in that city. It is planned to put into service new double decked cars carrying fifty passengers and the phonographs have been decided upon from the viewpoint of both economy and accuracy. If the experiment proves a success there is a strong possibility that phonographs -will supplant lecturers on sight-seeing cars in other cities. NAME OF FIRM CHANGED. In order to standardize its office work the firm heretofore known as "The Tone Controller Co.," of Providence, R. I., will hereafter be consolidated with "The Minute Shine Co." The Dust Off Record Cleaner products will be marketed under this latter firm style,