The talking machine world (Jan-Dec 1913)

THE TALKING MACHINE WORLD. 19 DIFFICULTY OF MAKING RECORDS. Many Noted Grand Opera Stars Would Much Rather Sing Before the Most Critical Audience Than Before a Talking Machine, for the Talking Machine Record Never Overlooks Mistake — See the Point? It is well known that the grand opera stars make a great deal of money singing into the talking machines of various concerns in order that these companies may manufacture the records for sale, but tli e fact that almost without exception a grand opera star would much rather sing before the most critical audience than before a talking machine is by no means generally known. In the first place it is rather uncanny, standing in a big empty room before a mammoth horn protruding from between curtains, with the conductor away up high where he will not interrupt the sound waves, and the "orchestra" composed of weird looking instruments made especially for this work. The singer stands on a little wooden platform at the mouth of the receiving trumpet. A red light is flashed, and the queer little orchestra gets to work. Then at the crucial moment the artist has to sing to this strange little assembly with the same zest he would under the inspiration of brilliant lights, beautiful clothes, splendid settings and an applauding audience. It is an ordeal, because he has to sing with far greater care in front of the talking machine than is required when an audience is to be pleased. The slightest variation means a start over, a slight clearing of the throat, a deep breath or slight shuffle of the feet — and the revolving discs record every one of these faults — and the record is spoiled. But these faults are all criticised by an experienced record director, and it is his business to see that nothing short of the perfect records is produced — because from these first molds are made all of the thousands of records that go into so many homes. When the artist has finished, the record is played over and the imperfections criticised. The weak spots are rehearsed, and the whole trying business commenced over again. And so it is acknowledged by many of the theatrical and music hall stars that to produce a record of pure and distinct tone is far harder than to make their way successfully through a whole operatic score. It is a tremendous task to get a set of the perfect records from the opera favorites. It has been said that Caruso has been forced to spend over four hours of untiring work before he was able to perfect his "Ridi Pagliacci" in the opera of "I Pagliacci," and in that time he was forced to make over thirty fresh starts before a disc of pure and distinct tone was obtained. EDISON DISC RECORD PUBLICITY. Thomas A. Edison, Inc., Orange, N. J., has just issued an interesting catalog containing a preliminary list of Edison disc records, together with a partial list of artists who have made and will make Edison disc records. This publication is possessed of added interest because of its being the first catalog of Edison disc records to be presented to the grade. The list of artists and organizations who have made or will make Edison disc records presents an imposing array of talent that will undoubtedly prove of interest to the Edison disc dealer as indicative of the high class of the Edison records that will be presented to the trade for the new Edison disc product. Under the heading. "Operatic Artists Who Have Made or Will Make Edison Disc Records" are listed over fifty artists who arc famous the world over as symbolic of the very highest types of present-day operatic performers. The records listed merely constitute a preliminary list which will be considerably strengthened and enlarged when the next catalog is issued in the verv near future. L. B. Divelbiss is building up an excellent trade in Victor Victrolas in Columbus, Miss., where he has been located for the last twelve years, and whose display rooms are most attractively arranged. In addition to talking machines Mr. Divelbiss is a book seller and office outfitter. A SECRET TOO GOOD TO KEEP THE "SECRET" IS A "HABIT" GOOD TO KEEP. There is little, if any, excuse for a modern merchant, at least in the talking machine business, not being always busy. It's an old story with us that "Blackman is always busy — either with business, or getting business." SOW IN THE SUMMER AND REAP IN THE WINTER. This applies to our business, for the aftermath of a strenuous busy season with a shortage of goods, causing a loss of profits, should disclose ways for improvement and preparation to avoid a repetition. WHERE IS THE MAN WHO CAN'T IMPROVE? He was never born or probably has passed away. The dull summer months are often as dull as you make them. It is the time to improve your system, get in touch with your customers, find your weak points, secure a new field of operation, and generally improve your efficiency and service. HAS YOUR JOBBER STOOD THE TEST OF HOLIDAY DEMANDS? If not, now is the time for you to investigate the records of service among different jobbers. HERE IS THE "BLACKMAN RECORD"— THINK IT OVER. We gave service for the third holiday season on the "Reciprocity plan," that is, those who always gave us "first call" or might be termed "Regular Dealers" received first attention, and we spared no effort to protect them on sales. UNDERSTAND US RIGHT— READ CAREFULLY! We did not have all the goods needed or wanted, but the Dealer who was a Blackman Dealer during the summer months and gave us first call when goods were not scarce, was not permitted to lose a single actual sale. WE DID NOT "ROB PETER TO PAY PAUL." "Peter" was the regular Blackman Dealer. "Paul" was the one who said he would be some day, if we would "Rob Peter," but as we had to draw the line, and could not serve both, Peter was favored, and some of the Pauls were sore. "ON THE LEVEL, ISN'T THAT THE RIGHT POLICY?" If every Jobber treated his regular Dealers in that manner and adopted a system which we have of seeing that every machine during a strenuous time of shortage, was sent only where needed, and to protect actual sales first, the same number of machines would go further, and it would help Dealers, Jobbers, and the factory. HERE IS THE "MILK IN THE COCOANUT." If you are not now a regular Blackman Dealer, put us to the test by patronizing us during the summer months, and you will have earned a membership card in the "Peter class," and agree that "Paul" should be on the outside looking in, when there aren't enough goods to go around. WE ARE GETTING IN SHAPE FOR INCREASED BUSINESS. We positively will not take on new business at the expense of the old trade, but with increased SDace, stock, and better facilities for service in general, we can now handle additional business under the Blackman Policy. IT'S THE STYLE NOW, AND THE PROPER THING, APPARENTLY, FOR CORPORATIONS TO BE INVESTIGATED. Investigate us, Mr. Dealer — our policv, our methods, and if you find a "Trust," it will be one of the good kind — the kind that will make you stick — stick to us, us to you. You see, there is a difference in "trusts." WE BELIEVE IN "OPEN CO-OPERATION." Take out a good policy and then "sit tight" until you can find a better one. We believe in the "Blackman policy." It "protects" you during the holidays, and the "premiums" are no higher than those charged for "policies" that do not carry out their mission. We're here to serve you on Victor or Edison, and now is as good a time as any. Yours for service, BLACKMAN TALKING MACHINE CO, J. NEWCOMB BLACKMAN, Pres. 97 CHAMBERS ST., NEW YORK