The talking machine world (Jan-Dec 1914)

THE TALKING MACHINE WORLD. UP-TO-THE-MINUTE "PURE ADVERTISING" LABORATORY. The Interesting Story of the Edward C. Plume Co., a House Which Creates Strong, Ethical, Convincing Advertising Matter for Talker Merchants and Those in Other Lines of Trade — Some Excellent Views of the Model Establishment in Chicago and Its Trained Staff. ( Special to The Talking Machine World.) Chicago, 111., February 10. — The World takes genuine pleasure in presenting views of the general office, copy and art rooms of the Edward C. Plume Co., of this city. The reason for the "pleasure" is that the company is doing a work thoroughly in slides for the use of the merchant in exploiting his product in moving picture theaters. Reproductions of some of the advertisements put out by the Edward C. Plume Co. have already appeared in The Music Trade Review. The series is a remarkable one in that the announcements while forceful, pany's excellent and result productive advertising service. The offices, however, are splendidly equipped for the great educational campaign which Mr. Plume has under way, and which means so much for the uplift of advertising. Those members of the trade who have already made use of the Plume Co.'s advertising service are enthusiastic regarding the originality of the ideas embodied therein and the character of the copy, as Well as of the results produced thereby, in the line of prospects and sales. It is the sort of advertising that stands the test. accord with the private convictions and public propaganda of The World along the lines of "pure advertising." The Edward C. Plume Co., as the readers of The World well know, was founded several years ago by E. C. Plume, who was for a number of years the Western wholesale manager for the Columbia Graphophone Co., and in that capacity came in contact with many talking machine and ieneral Offices of the Edward C. Plume Co., Chicac convincing and calculated to get results, are absolutely ethical and are such as to exalt the standard of the individual merchant and the trade in the mind of the public. The first of the three views here presented shows the company's general offices, which occupy a large part of the third floor of 417-421 South Dearborn street and the entire street frontage. Mr. Plume's office is in the front on the right hand side. Mr. NEW VICTOR DANCE RECORDS. Interesting List Issued to the Trade Recently by the New York Talking Machine Co. The New York Talking Machine Co., 81 Chambers street, New York, the prominent Victor distributer, sent out to its clientele a fortnight .since a special list of new Victor dance records which was compiled after due consideration. These rec The Laboratory. piano dealers and naturally is conversant with conditions in this trade. In the period between his resignation from the Columbia Co. and the founding of his present business Mr. Plume had associated with him-^BT T>Ke.Jley in an advertising concern, and his experience, in that line opened his eyes to the wide field for the right kind of advertising matter in rthe -talking machine and other lines of trade. The Edward C. Plume Co. was established with ample financial backing, with Mr. Plume as president and Mr. Kelley as assistant treasurer and secretary. While the activities of the company along advertising lines run in various channels, it features high grade newspaper advertising copy handsomely illustrated, artistic mailing folders and advertising Kelley can be seen in his office at the right in the rear, and to the left is shown the office of J. L. Fraser, sales manager. The copy and art room is next to Mr. Plume's office, but is not shown in the general view. In the second view Mr. Plume is seen " in his private office in consultation with W. F. Schramm, the advertising manager. We cannot just recall whether this picture was taken at the time when they were discussing the securing of the services of "Penny" Ross, in devising, a series of Mamma's Angel Child folders, or whether it was when the Plume Co. bought out a large Cincinnati advertising service concern. After careful reflection, however, we are inclined to think that it shows the presidential and copy-creating brains working on an important extension of the corn he President's Private Office. ords were listed on a specially printed sheet, and labeled "The New York Talking Machine Co.'s Extra Special." The company had expected that the list would ■ be favorably received by its dealers but were unprepared for the remarkably large number of orders that were received within two days after the list was mailed. Mariy dealers ordered 100 apiece of all the records listed, and some of the company's patrons used the telephone and telegraph to place their orders at the earliest possible moment. The success of the list was a significant indication of the popularity of Victor dance records, and an impressive endorsement of the livewire, methods of the New York Talking Machine Co.