The talking machine world (Jan-Dec 1913)

4 THE TALKING MACHINE WORLD. AN EXCELLENT SUGGESTION FOR SUMMER PUBLICITY. How the Talking Machine Man Can Capitalize the Interest Displayed in Baseball in All Parts of the Country to Connect His Advertising with the National Game — One Dealer's Ability to Turn Mishap on Diamond to Good Account Worth Considering. The grandstand and bleachers were filled to overflowing with wildly enthusiastic rooters. A great game was in prospect, for the home team was to cross bats with its deadly rivals, the Giants. You know that supreme moment, Mr. Dealer, before a great game, when your nerves begin to tingle, and you indulge in exclamations far removed from those which grace your every-day conversation. Well, this moment' had arrived. The visiting team, having finished practise, was marching in toward the waiting throng, faces tense with the expectation of a hard-fought battle, when IT happened. Jones, the pitcher de luxe of the Giants' aggregation of stars, threw his arm out. You have heard of the chap who, after a drop of a sheer hundred feet, suffers nothing more than a sprained ankle or a severe shaking up ; then again, of the fellow who topples from the insignificant height of a peach basket and breaks his neck. This catastrophe which smote the valuable Jones was something like the latter. In a playful underhand. toss of the leather sphere to his catcher, by way of finale, before entering the serious business of the first inning, something snapped in the vicinity of his right elbow, and he was out of the game for that day at least. Talk about hard luck! After a half season's flawless pitching against the heaviest hitting teams of the league with not even a sore arm as a handicap, and then to have an underhand toss put him out; it was no wonder he maligned Fate behind her back. There was an enterprising talking machine dealer occupying a seat in the grandstand, and he was treated to an inspiration by the same fickle Fate who turned Jones down. She whispered in his ear and he raced to the 'phone in the ticket office. "Seven thirty one Main — Elite Talker Shop, quick please ! That you, Brown ? Send a talking machine with all records and literature relating to baseball out to the Athletic Ground P. D. Q. Good-bye." * * * * * * * The distant sharp penetrating note of a Claxon horn heralded the approach of a delivery automobile, and in less time than it takes to write it clown, Miss Ray Cox, dainty vaudeville actress, was entertaining the crowd with her side-splitting monologue, "The Baseball Girl." Mrs. B. B. Fan, probably the most ardent feminine rooter present, forgot her chagrin at the delayed game, and actually smiled. When Ray had retired amid great applause, Messrs. DeWolf Hopper, veteran comic opera star and comedian, and Digby Bell, noted actor and elocutionist, made their respective bows (phonographically speaking) and rendered "Casey at the Bat," "The Man Who Fanned Casey" and "The Boy on the Right Field Fence." By this time the audience didn't care a hang whether Jones was going to pitch or not. Those How Publicity Pays. baseball records were great and they wanted more of them. However, when a huge megaphone bellowed from the diamond that Jones had been replaced by Green and the game would proceed at once, the crowd was content. There was no cheering, though, until the voice behind the horn extended a vote of thanks to the Elite Talker Shop for its highly appropriate and exceedingly entertaining concert. Then the storm broke loose. While the enthusiasm was at fever heat, a small boy traversed the stand with attractive literature which was eagerly absorbed by all who were fortunate enough to reach the juvenile distributor. Even Mrs. B. B. Fan helped herself to a handful. Why go into details about the game? It was closely contested and well played throughout. While not as satisfying, perhaps, from the Giants' standpoint, as might have been the case if their idol, Jones, had twirled, it was some game at that. But here's the point, Mr. Dealer : Had you been making the rounds of the cigar stores, pool rooms and saloons, in a certain New Jersey county seat, during the evening of that eventful day, in quest of writing material, as was The World representative, you would have found the rooters talking, not about the score, but of the talking machine entertainment. Strolling into the sumptuously appointed Elite Talker Shop, J. Harry Stop, proprietor, you would have seen Mrs. B. B. Fan buying a talker outfit. "Everything with a baseball flavor, Mr. Stop, please. Your concert, at the game this afternoon was delightful." "Allow me to offer my most sincere congratulations." "Isn't that just great?" she appealed to Mr. Fan as "The Baseball Girl" once more delivered her irresistible recitation. "Oh, yes, indeed ! I'll take that record, of course." "That's a mighty clever idea of yours having your advertisement upon the signboard outside the grounds, too, Mr. Stop," she went on. "I saw ever so many people gazing at it as they were leaving after the game." "As for me, I marched Mr. Fan right up to it, poked at it dramatically with my parasol and demanded a talking machine." Now, honestly, Mr. Dealer, during the hot weather when selling talking machines is rather slow plodding, would not the baseball parks in the smaller towns offer you a superb advertising opportunity? Even if Jones does not throw his arm out, there is always ample time between the arrival of the rooters and the umpire's "Play ball !" for a short concert and distribution of literature. Have your publicity embodied in the score card and painted in flaring headlines upon the backstop and on the fence also. Here's another advertising idea for you: Why not erect a huge talking machine sign out in the -field "a la Bull Durham" and present a talker outfit to every batter who swats it. There's isn't any doubt about that creating enthusiasm, is there? The movie airdome screen will also give your summer trade a boost. The Columbia people have some brand new glass slides for just this purpose. Why not take a chance? Howard Taylor Middleton. Enthusiasm, like gold, should bear the stamp of the mint in order to be legal tender. PLEASE don't wait until the rush is on before stocking up on Victor and Edison Machines and Records. NOW IS THE TIME to prepare for the busy season. Now is the time to see that your record stock is brought up to high-water mark. Now is the time to accumulate a stock of machines of all types, so that later, when the rush is on, you will be in a position to supply your customers promptly. Think it over. Remember past experiences, THEN TAKE ADVANTAGE OF EASTERN SERVICE The service that means profits for you. The service that has back of it years of experience and the largest and cleanest stock of goods in New England. Concentration brings results. We concentrate on Talking Machines exclusively. EASTERN TALKING MACHINE COMPANY 177 TREMONT STREET, BOSTON, MASS. EDISON FOR NINETEEN YEARS TALKING MACHINES EXCLUSIVELY VICTOR