The talking machine world (Jan-Dec 1913)

18c LOCATION PROBLEM WORRIES CINCINNATI DEALERS. Rerouting of Many of the Street Car Lines Keeping Many Merchants "On the Fence" Regarding the Effect the Changes Will Have on Their Business — Heavy Advertising the Rule — Columbia "Grand" in Fashion Display — Dance Records in Demand. (.Special to The Talking Machine World.) Cincinnati, O., October 3. — Some of the members of the talking machine fraternity about Cincinnati are somewhat unsettled these days. This applies to those who have had locations which were not exactly ideal and wanted new stands. The street car lines have been rerouted during the past fifteen days, and the work is still under way. So far as can be observed no particular member of the trade has been benefited, and those on the fence don't know exactly where it would be best to locate under these conditions. A new feature of the business about Cincinnati these days appears to be the willingness of the trade to use space in the newspapers, advertising the advantages of having talking machines in the homes. Practically all of the houses are doing this these days, and hardly a day passes but what some member of the trade is doing some publicity stunt. Manager Whelen, of the Columbia Co., talked very optimistically of conditions, and with his usual genial smile said: "Yes, we closed up September with a boom, and the boom is still on. Throughout the month there were days when things looked bad for the final windup of the month, but the good days were far in the majority, and on the whole the month's business was very satisfactory. 'Fashion Week' brought large crowds of people to Cincinnati from the surrounding territory, and the beautiful Columbia models displayed in our show windows received their share of admiration." During the present week David Bispham, who sings exclusively for the Columbia Co., is on the Keith vaudeville bill, and we understand that his records are greatly in demand. During the fall opening at Kline's, Cincinnati's only exclusive women's outfitting establishment, the $500 "Columbia Grand" was on display in their beautiful Race street windows. The setting could not have been more perfect, and we congratulate Kline's on the arrangement of the window. The exquisite gowns displayed and the beautiful lines of the Columbia Grand blended perfectly, and the result was one of the most artistic windows in the city. W. S. Givler, traveling salesman for the local Columbia store, has just returned from a very successful trip through Kentucky, and reports that conditions all along the line are good and all the dealers are looking forward to an unusual holiday demand and are placing their orders accordingly. Manager Dittrich, of the talking machine department of the Rudolph Wurlitzer Co., is a busy man these days, getting ready for the fall and holiday business. Here are some of his ideas about the present and future possibilities: "The warm weather which existed during a part of the month of September very seriously affected the Victrola business, and it was only at the latter part of the month that the business reached the usual September volume. The summer resorts and outside amusements still held the interest of the public, and as a result the business was slow in developing. "The new dance records are in great demand. The dances which have been very popular at all the summer resorts still are in fashion, and as a result every Victor owner is including some of these dance records in his collection. The business is opening up and the prospects look very bright, and advance orders for machines are greater than they have ever been before. The dealers are preparing in advance for the big business that is bound to result later in the fall." John Arnold, of Fifth and Elm streets, is about the only member of the trade in Cincinnati who keeps open at night. He believes it to be a paying proposition, particularly attractive to the man who has to work all day. It gives the head of the house an opportunity to accompany his wife in making record selections. Arnold has been enjoy ing a very good record business during the past mouth and is well pleased with the new Edison hornless phonograph, which has met with favor with his customers. The Aeolian Co. says : "The expected fall rush "A study of the results obtained from the use of the various kinds of needles is something which up to this time has received too little attention in the talking machine business, but which merits most diligent investigation and study," says H. L. Willson, assistant general manager of the Columbia Graphophone Co., in the current issue of the Columbia Record. "There are many conditions which enter into the selection of needles conducive to the best reproducing results. First of all, perhaps, is the character of the record to be reproduced. The heavy tones produced by a brass band, or the full, low notes of baritone or bass when reproduced with a short pointed or 'loud tone' needle are decidedly less pleasing than when a longer pointed 'soft tone' or 'fiber' needle is used. "Another element to be taken into consideration is the distance the music is intended to reach — in other words, the size of the room. For example, when loud tone needles are used in a small room with a low ceiling the volume is often too great to be pleasing, whereas the same record played with the same needle in a large room or in the open air would be entirely satisfactory. "The manner in which a room is furnished plays no small part in the choice of needles. A room with thick rugs and heavy hanging tapestries which absorb the sound may require full volume, when the same room sparsely furnished and with few rugs, if any, will need perhaps only half the volume. "The intelligent handling of these niceties in the demonstration of records, and the education of customers in the correct use of needles, will, in Pat. Pend. on Victrolas has started at Aeolian Hall sooner than expected. September was a splendid month, and October is going to be away ahead of previous showings, judged by the early business of the month. Record business showed remarkable improvement the past month — in fact, the increase in record sales was larger than that of machines. The Aeolian Co. continues its large advertising in the Cincinnati dailies, laying especial stress on its Victor service. Results have been flattering. The company plans to continue its advertising on an even larger scale without any interruption." J the opinion of the writer, play a big part in the increase of record sales in your store. "Many a record has been condemned as below standard, many a reproducer has been discarded as worthless, because of failure to use the needle meeting the record's individual requirements. "In the home it is necessary to a great extent to use the same reproducer for all classes of music, and it is because of this necessity that provision has been made, in the different styles of needles, to offset the inflexibility of the reproducer. "Our best salesmen, on the receipt of sample records, will play each record carefully with the different style needles, and determine from this demonstration and their previous experience what needle should be used. This is noted and the information used in subsequent demonstrations to customers. "However, we want to carry this subject much further than a store demonstration. We want every Columbia double disc purchaser to receive the maximum pleasure and satisfaction from his records, and therefore urge every salesman to pass his knowledge along to his customers. Thus will the education of customers in this regard be more readily accomplished and the result will be better satisfied customers and larger record and needle sales. Study the needle question — and pass it along." Time is meant to use to good advantage, not to waste in worry and idleness. Labor and time are wasted if they are not directed to certain definite ends. Pat. Pend. SELECTING NEEDLES THAT WILL GIVE BEST RESULTS. H. L. Willson, In the Columbia Record, Discusses the Various Factors That Enter Into the Selection of the Proper Needles for Certain Classes of Records — Much Depends upon Size and Furnishings of Room — Making Tests with Records Most Interesting. Union Modifier for Edison Machine Pat. Pend. Improved Tone ^ Control UNION No. 1 Some jobbers are sending in monthly orders for Union Modifiers in gross and % gross lots. Are you getting your share of the profits in TTNIHW PHONOGRAPH UlllUll SPECIALTIES? Union Modifiers are so simple in principle and so easy to attach that they sell on sight to Edison, Columbia and Victor owners. Union No. 1, for playing Victor, Columbia and other records on an Edison machine, contains its own modifier. Our catalog describes all the quick-selling UNION LINE. Have you seen it? If not, WRITE NOW. The Union Specialty & Plating Co. 409 Prospect Ave., Cleveland, Ohio UNION MODIFIER for Victor Machine, Gold Plate, $1.50 Nickel, $1.00 UNION MODIFIER for Columbia Machine, Gold Plate, $1.50 Nickel, $1.00 Gold Plated, $1.50 Nickel Oxidized Bronze, $1.00