The talking machine world (Jan-Dec 1912)

36 THE TALKING MACHINE WORLD. FROM OUR CHICAGO HEADQUARTERS— (Continued from Page 35.) it was approximately $1.35 more, when there is, so far as shipping rates are concerned, no difference in the two instruments. Had the classification which the inspectors enforced been allowed to stand, the talking machine business in Far Western States would have been practically a money-losing proposition, owing to the high freight rates which would have made the cost of shipping a single machine from the factory to Montana about $22. When the dealers' side of the matter was explained the new classification was ordered nulled, Mr. Wiswell says, and a saving of thousands of dollars a year to dealers was accomplished. Attractive Talking Machine Quarters. Davidson Brothers, proprietors of the Talking Machine Shops, have now completed the interior finishing of their ware and sales rooms on the fourth floor of the Steger building. A complete stock of all styles of talking machines is carried on the floor and is displayed to extra advantage because of the fine general appearance of the room and excellent light that comes in from two sides of the building — the south and west. In accordance with their plans outlined in the World of last issue they have stocked their demonstration booths with lines of machines all in one finish. For instance, one booth contains all of the different styles of instruments in the mahogany finish; another those of golden oak finish. This gives the booths one of the most attractive window displays advertising the Victor that has appeared recently on Wabash avenue. A hunter's camp in the woods with all out-door-life utensils and accoutrements has been reproduced and prominent in the foreground of the scene is a much used Victrola and selection of records. The window is so attractive that there is a crowd in front of it from morning to night. Have Good Exhibit. The Chicago office of the Columbia Phonograph Co. has a most attractive exhibit at the Chicago household show which is in progress at the Coliseum this week. They are showing practically all types of their machines and are doing a nice business. A Universal Service. Lyon & Healy are not only able to give dealers a splendid service on Victor and Edison goods and talking machines auxiliaries of all kinds, but can also supply them with everything in the musical line, including Lyon & Healy and Washburn pianos and player-pianos from their own great factory, band instruments, small goods, sheet music and music books, etc. It constitutes a great, unified service which the trade should not lose sight of. Good Auto-Stop Trade. Mr. Carlton, the Western representative of the Condon-Auto Stop Co., is meeting with great sue New Quarters of the Talking Machine Shops. .i very pretty appearnce. On the main floor of the display rooms a number of instruments in different finishes and styles have been placed effectively. The floor has been carpeted to match the finishing of the woodwork and what furniture there is in the room, all of which is mahogany. In contrast with the dark richness of the woodwork are the ten demonstration booths grouped around the south and west walls, all of glass and white enameled woodwork. As soon as convenient a few additions are to be made to this room in the way of record cabinets. It is the intention of the Talking Machine Shops to carry a complete line of records on the floor. At least one of every number in the catalogue will be in this stock, while the reserve stock has a place to itself in the rear of the quarters near the repairing and shipping rooms. The interior photo shown herewith is a view of the quarters from the elevators with the camera pointing towards the southwest. The picture includes most of the booths, a number of the machines and the elegant furniture and appointments of the room. Wurlitzer's Victrola Advertising. Very attractive advertising is being used by the Chicago store of the Rudolph Wurlitzer Co. to push the $15 Victrola, upon which they are now making a special run. The ad calls attention to the fact that Music is no longer a luxury, but a necessity and that "the Victor brings ail the Music of all the world to you." In connection with the newspaper advertising campaign Wurlitzer's have cess on the company's specialty which automatically stops the record at its. conclusion. They are selling large quantities of these devices to the jobbers and is doing good missionary work with the dealers whose orders he takes but turns over to the jobber of their selection. Fibre Needle Cutter Sales. Wade & Wade, manufacturers of the Wade fibre needle cutter, have been getting some remarkablylarge orders from jobbers. The ease with which this cutter is handled and the accuracy of its work commends it to. the trade at large. • Visitors and Personals. E. D. Eastman, president of the Columbia Phonograph Co., was in Chicago last week on his way to the Coast. He reported the Columbia factories very busy, and says the outlook for the talking machine trade, and particularly for the Columbia product, is very promising. H. L. Willson, assistant to General Manager George W. Lyle, of the Columbia Co., was a recent visitor to the Chicago office, of which he was manager some years ago. He talked very optimistically regarding business. W. C. Fuhri, district manager of the Columbia Phonograph Co., returned this week from a trip to the head office in New York. New Traveler for Talking Machine Co. F. D. Moses, the latest addition to the Talking Machine Co.'s traveling force is a young man who will undoubtedly be a success in his work, which will be the State of Wisconsin and Northern Michigan. Mr. Moses is by no means new to the talking machine trade. While attending Beloit University, F. D. Moses. Beloit, Wis., he put in vacations and a -good deal of time during school terms at the talking machine store of Alva Snider and proved himself a young man of initiative and a high degree of ability. He is an athlete, was instructor in boxing and wrestling at Beloit University, and was an expert baseballist and footballist. From his appearance he evidently realized the ideal of a sound mind and a sound body, and with the remarkable facilities furnished travelers by .the Talking Machine Co. to visit dealers in their plan of sales promotion on Victor goods should get a splendid trade and make a great success in his new connection. AD SERVICE FOR THE SMALL DEALER. Trade Producing Assistance Offered by the E. C. Plume Advertising Agency — Combating the Mail Order Houses Successfully. (Special to The Talking Machine World.) Chicago, 111., May 8, 1912. Throughout the country Edward C. Plume, head of the E. C. Plume Advertising Agency, of Chicago, is becoming noted as an enemy of the mail order store and a champion of the interests of the small town merchant. His company was organized to furnish an advertising service to the small merchant which will enable him to secure the E. C. Plume. business in his own community that rightfully belongs to him. A few years ago it would have been practically impossible to -sell a bill of goods by mail order to the rural consumer, but with the advent of peculiarly seductive advertising methods which especially characterize the mail order schemes the business has now grown to an enor(Continued on page 38.)