The talking machine world (Jan-Dec 1913)

48 THE TALKING MACHINE WORLD. Famous Record albums AT VERY LOW PRICES TO MEET COMPETITION For Durability, Artistic Design and Finish, our Albums have no equal. The^ are made in the most substantial manner by skilled workmen. Our Albums are firstclass in every particular, and are sold at very low prices. DISC RECORD ALBUMS ARE WHAT EVERY Talking Machine Owner NEEDS AND MUST HAVE With the index they make a complete system for filing away all disc Records, and can be added to, Album by Album, as Records accumulate, like books in a library. OUR SUPERB ALBUMS SHOWN OPEN AND CLOSED. MADE IN TWO SIZES TO FIT ALL lO AND 12-INCH DISC RECORDS. These Albums contain 17 pockets made of strong fibre paper, each pocket having a hole in the center, as shown in the picture. These pockets are so made that they show very plainly both the single and double face titles on the Records. The Albums are bound in the finest quality of Brown Silk Finish Cloth, with gilt title on front cover. They are also bound in imitation leather. Write for sample and prices of our Albums, which are superior to all others. Address NATIONAL PUBLISHING CO., 235 South American St., Philadelphia, Pa. WINS INTERFERENCE SUIT. Keen-O-phone Co. of Philadelphia Publishes Interesting Correspondence Received from Its Lawyers Anent Validity of Its Patents. A member of the Keen-O-Phone Co. said : "The above verifies the stand taken by us last September, when we sent a general notice to the trade that we would successfully defend all charges of infringement brought against us concerning any of our products or parts." (Special to The Talking Machine World.) Philadelphia, Pa., April 12, 1913. The Keen-O-Phone Co., whose general offices are at 227 South Broad street, this city, has just received notice of the decision in its favor in an interference action brought by the Victor Talking Machine Co. The following statements from the Keen-O-Phone Co.'s legal department explain the matter in full : Philadelphia, April 5, 1913. Keen-O-Phone Co., Philadelphia, Pa. Gentlemen ; We beg to advise you that we have received notice from the Patent Office that a concession of priority of invention to Browning has been filed by Johnson & English in the matter of interference No. 33,738, and that therefore priority of invention of the subject matter in issue is awarded to Mr. Browning. Right of appeal having been waived, no time for appeal is therefore allowed. Very truly yours, (Signed) Ernest Howard Hunter. Philadelphia, April 7, 1913. Keen-O-Phone Co., Philadelphia, Pa. Gentlemen : The interference m the United States Patent Office between an application of John B. Browning, owned by the Keen-O-Phone Co., of Philadelphia, and an application of Johnson & English, of the Victor Talking Machine Co., has been decided in favor of Browning. The improvement relates to a cabinet talking machine, in which the sound arm is connected by a hollow hinged connection extending outside of the casing with a horn or amplifyer in a cover, which may be either movable or stationary. Yours very truly, (Signed) Ernest Howard Hunter. "IT PAYS TO ADVERTISE." An Illustration of the Success Achieved by John Wanamaker — Advertising Has Kept Hand in Hand with Business Growth. John Wanamaker is credited with saying that "it pays to advertise." Then someone says, "I would advertise, too, if I had a great, big business like John Wanamaker." But wait a minute. There was a time when the business of John Wanamaker was not "big," when the name did not bear the weight in commercial circles that it does to-day, when the store building occupied one street number instead of an entire city square, when the advertising was measured by inches instead of by entire newspaper pages. How was this great business of to-day builded? Honest values and fair prices were two essentials, but there were many merchants who had been giving both for many years when John Wanamaker first started into business, merchants whose enterprises are now only history, enterprises that died with the generations which started them. In every stride forward there is always one feature that proves itself of paramount importance. Mr. Wanamaker intimates what he considers "was the paramount feature in the building of his present business when he says, "It pays to advertise." And the report comes from the Wanamaker organization that, while competent managers are now bearing many of the burdens formerly shouldered by Mr. Wanamaker, he still keeps in close touch with the department of advertising — that this department receives more of his personal attention than any other branch of the business. But, as we set out to say, Wanamaker's store was once small ; likewise the size of his advertisements. Nor did his advertising "copy" show the skill in preparation that characterizes the announcements now issued by this house from day to day. With this article Better Business reproduced a John Wanamaker advertisement that appeared in an issue of the Philadelphia Press during the year 1875. In size and character it is representative of the advertising used during that year's campaign. Compared with his present-day announcements this little ad is insignificant in point of size and attractveness. But it shows that John Wanamaker had faith in the value of public appeal ; that he advertised in proportion to what his business would warrant, and that he made those advertisements as attractive as a limited space and a limited experience in an art that was then new would permit. No, little ads like the one illustrated did not build up John Wanamaker's present truly tremendous trade. But they served their purpose at the time, brought in a sufficient business increase to enable an advertising increase from time to time. In short, as the business increased, the advertising space increased, and, as the advertising space increased the business increased, until to-day "sky-scraping" stores are occupied. Now, how about your own business? Does the public know that there's not another store in town that can equal the values you have to offer? Or that you can save them money on the prices they are now paying? Plan a publicity campaign in proportion to the size of your present business. Make your advertisements attractive; back them up with the right kind of goods at the right kind of prices, and this time next year you will be increasing your advertising appropriation in order to keep pace with the past year's business increase. Remember, "It pays to advertise," even though your store does not begin to compare with the present size of John Wanamaker's.