The talking machine world (Jan-Dec 1913)

36 THE TALKING MACHINE WORLD. TRADE UNUSUALLY ACTIVE IN ST. LOUIS. The Silverstone Co. in Its New Store — I. W. Reid Now Columbia Manager — Thiebes Co.'s Victor Stock Attracts Attention — E. C. Rauth Chats of His Eastern Trip — Valuable Letter from St. Louis University Praisiing the Favorite Grafonola — Exhibitors at the Household Show — Densmore Piano Co. Takes Victor Agency — Other Happenings. (Special to The Talking Machine World.) ist. Louis, Mo, Feb. 8, 1913. Local talking machine dealers have closed their books on the largest January business they have ever done, and all are optimistic for the year. "It is only natural that we should do a larger business than last year," said one jobber, "for ours is a growing business, growing at a rate that taxes the capacity of the factories that supply us with merchandise. We must go ahead each year or we are losing doubly. To simply equal last year's record would be a loss." But judging by the humor and the freedom with which they discuss prospects, shipments and prospects, none of the local jobbers are in the danger zone of loss. Scarcity of some models of Victor machines, lack of records for the Edison discs, and the failure of the Columbia grands to arrive are the embarrasing points. January orders were ample proof that the Christmas trade left stocks depleted to the famine point. Splendid stock of smaller machines of all makes have made the jobbers able to satisfy customers who were inclined to grumble at need of special machines. The Silverstone Music Co. is in its new store at 1124 Olive street, with all departments of business, pianos added to the old store stock, but is not entirely settled, and President Mark Silverstone asks time before he attempts to tell of his new advantages. That he has equipped himself for the better handling of executive affairs and his salesforce for handling the trade is apparent ac a glance, although things are not yet in order. Irby W. Reid is the new manager at ths Columbia store. Mr. Reid was for thirteen years head accountant for the Columbia Co, but for the last two years has been associated with the Packard Motor Car Co, in Boston. This is his first residence in the West and he has not been here long enough at this writing to express himself on his surroundings. "I like the talking machine game," he says, "but thought myself out of it until Mr. Lyle made me an offer to take charge of this store that I could not afford to turn down. Of course, I understand Columbia methods as I installed their accounting system, but my experience in the sales department has been limited to manager pro tern of several Eastern stores during the interim of transfers, perhaps a few weeks. "When I looked over the field here I realized the work cut out for me. I am very much in earnest, however, and do not intend to give up a fight that I have undertaken. I have a good many plans in forming for the immediate future, but I have hardly got settled enough in my job to have details worked out for these. I am feeling my way and hope to make a stir later." Mr. Reid succeeds D. S. Ramsdell, who was transferred to Louisville to take charge of the Columbia store there. The change at Louisville, which opened the way for Mr. Ramsdall there also is of interest to St. Louis folk, as it was brought about by Manager E. B. Walthall leaving the Columbia service to take charge of the Wurlitzer store there. Mr. Ramsdall succeeded Mr. Walthall here when the latter left the Columbia service hereto join the O. K. Houck sales force in Memphis. Later Mr. Walthall returned to the Columbia Co. and now he leaves it again and Mr. Ramsdall succeeds him. The Thiebes Piano Co. have a sign that is attracting much attention. It is a framed square of piano felt on which small enamel letters tell of qualities of Victor machines. The white letters on the dark red surface command a second glance. Mark Silverstone, president of the Silverstone Music Co, the rechristened Silverstone Talking Machine Co, is exhibiting a letter from F. K. Dolbeer, salesmanager of the Edison Co, that approves of the change of name. Mr. Silverstone wrote to the Edison Co. regarding his move and stated that his reason was that he thought "Edison machines were now musical instruments above all doubt, and that it was a mistake to market them under the name of a 'talking machine company.' " Mr. Dolbeer wrote back his approval of the change and remarked that only two days before the receipt of Mr. Silverstone's letter, Mr. Edison had spoken to him on the same subject, voicing practically what Mr. Silverstone had written. The letter concludes : "Your appreciated action in all probability forestalls a request from us for you to make this move." Kleekamp Bros. Piano Co, Victor dealers at Grand avenue and Arsenal street, have caused a good many smiles by putting a muzzle on the Victor dog. There has been a crusade here by the health department for the muzzling of all dogs and the stand taken by the doctors was so opposite to all previous notions of mad dogs and the like that there has been a bitter controversy which has ended in ungracious acceptance of an order to muzzle all dogs. To see the attractive little Victor dog wearing a muzzel brought smiles to every one who observed it. E. A. Schriber, of the St. Charles (Mo.) Music House, was a first of the month caller on talking machine jobbers. The Silverstone Music Co. is calling attention to the strong qualities of the new Edison records with a fragment of one that Mr. Silverstone broke with a hammer. He offers a machine free to the person who will again break the fragment of the record with his bands. So far no one has succeeded. Harry Levy, manager of the Aeolian Co.'s talking machine department, is as optimistic as usual. "We have been having a nice run of business," he said, "and everything is in good shape except the supply of Victor XVI machines. I have made so many excuses to anxious dealers that they are beginning to make them to me. First thing Monday morning my telephone rang and Val. Reis, of the Val. Reis Piano Co, said : 'I've got the real excuse for those sixteens now. Heavy snows, trains cannot get through the tunnels.' You see that is the way it goes. The dealers understand and are taking their loss of business good naturedly and all are looking for big things when we are permitted to turn loose. 'We have been much gratified to open two accounts in splendid trade districts in St. Louis. The Densmore Piano Co. is removing from North Grand avenue to 3565 Olive street, which is regarded as the best trade district outside of the downtown shopping center in the city. This company will add the Victor line to its merchandise and should do well. Another new account is the Sanitary Sales Supply Co, 5012 Delmar avenue, which means another excellent store in the wealthy West end. I look for both of these firms to add considerable to the volume of business." E. C. Rauth, secretary of the Koerber-Brenner Music Co, Victor jobbers, returned the first of the month from an extended Eastern trip, during which he visited the Victor factory and called upon a number of Eastern retailers and jobbers to catch up with the latest selling styles. Mr. Rauth is an enthusiastic talking machine man although he is engaged in jobbing all sorts of small musical merchandise. "I found the East very enthusiastic over talking machines," he says, "and picked up some ideas. But I do not see that they render a better account for population served than does the West. One thing I liked there was the exclusive talking machine stores, and also I was impressed with the greater appreciation of the line shown by the department stores. To my mind, Western department store managers have failed to see the possibilities and the managers are not permitted to 'cut loose, Record business for January was excellent and the machine trade surprised us. The smaller retail stores, those in the city outskirts, are showing great improvement as to record business and naturally with increased trade they are increasingstocks." ' Salesmanager Byars, of the Columbia Co, recently sold a Favorite Grafonola to St. Louis Uni^ ■ versity, the leading Jesuit institution of higher education in this section. He called at the college once afterward and was taken to various parts of the main building that he might hear how well the instrument fulfilled its mission. He knew that the faculty was delighted with the purchase, but ho was much pleased to receive this letter: "Columbia Phonograph Co, St. Louis, Mo. Gentlemen : — The Grafonola you delivered the other day is giving perfect satisfaction and our professors and students are unanimous in the opinion that it is the most marvelous talking machine they have ever heard. "We were deliberate and careful in our selection of our instrument in preference to your competitors and the recent tests we have made with the Grafonola in our large auditorium exceeded our anticipation. The most artistic grand opera selections can be heard from one end of our large building to the. other and even to the second and third floods. The tone is so clear and resonant that it has been niistaken for the artist himself by persons in other parts of the University. "It is our opinion that the Grafonola is a most valuable asset in the educational field and should be in every public and private and parochial school or other institution of learning. We take pleasure in recommending the Grafonola to all who are interested in music in its highest forms and are confident that it will fill its mission whether it be entertainment or educational. "Yours very truly, "Charles Desnoyes, Secretary." The Silverstone Music Co. and the Edison Co. are jointly arranging for a booth at the annual Household Show, one of the big industrial exhibits of the year here, for space in which to exhibit the Edison disk machines. They want the exclusive phonograph exhibition privileges if that is possible, but will have an exhibit at all odds. President Silverstone says the new machines are going nicely and that the $225 model is proving the best seller. The handicap of a lack of a large library of records is not proving as serious as was feared since a liberal supply of the records already issued has been received. Mr. Silverstone is perfecting a device whereby Victor and Columbia records can be played on the Edison machine despite the different fundamental principals of their construction. He had intended to keep this project a secret from the trade for a time, but already jobbers have heard of it, and recently an Indianapolis jobber called on him to arrange to buy such sound boxes. Mr. Silverstone has exhibited his device to several customers who insisted that while they wanted the Edison machines, they also wanted to play their present stock of Victor or Columbia records. He will not push the device or permit descriptions of k until he has investigated the patent possibilities. A record saleswoman at the Silverstone Music Co. tells of a customer who selected four Edison records during the cut price sale. She was told tha't in half dozen lots they were sold at thirty-one cents, and that she could get six for less than she was paying for the four. She said. that she did not want any more and cheerfully paid the $2.40 when she could have gotten six for $1.86. Manager Reid, of the Columbia Co, has completed arrangements for a grand opera concert at Beethoven Hall, one of the largest chamber music halls in the city, at a date to be announced as soon as the Columbia Grand machines arrive. He hopes to be able to continue the concerts as an advertising feature. Bollman Bros, are boosting their talking machine department by gifts of special needles to talking machine owners who will call at their store. During the holiday time this company found their booths entirely inadequate and permitted the talking machines to invade some of the piano rooms and the corridor of the office department.