The talking machine world (Jan-Dec 1914)

34 THE TALKING MACHINE WORLD. A DEALER WHOJiETS RESULTS. George J. Lenth, Although Located in a Town of Only 1,300 in Iowa Orders Full Carload of Edison Disc Machines and Records and Gets Right After the Business — Shipment Well Advertised En Route to His Town. When a phonograph dealer in a town of 1,:500 population orders a solid car-load of machines, in the parlance of the street, he is certainly "going some." This was the splendid record achieved hy Geo. J. Lenth, a hustling and progressive Edison disc dealer in Elkader, Clayton County, la. It is a safe bet that many talking machine dealers in the East have never heard of Elkader, la., but there is no doubt that Elkader will be well acquainted with the Edison phonograph before Mr. Lenth gets through. The solid carload of Edison disc phonographs and records intended for Mr. Lenth left the Edison factories on January 21, and in order that cities and towns along the route of shipment could be fully acquainted with Mr. Lentil's enterprise and energy, the following large-sized sign was placed on the side of the car: "Solid carload of the wonderful new Edison diamond disc phonographs, bought by George J. Lenth, Elkader, la., population 1.300." The mere fact of the carload shipment leaving the Edison plant was nothing unusual, but the 1,300 population was the impressive part of the sign. It is understood that Mr. Lenth, who is a firm believer in the value of personal solicitation, has also arranged for the giving of several concerts in the Elkader churches and places of amusement to feature the Edison disc phonograph. It is safe !o say that if these concerts meet with the same degree of success that Mr. Lenth's personal efforts evidently have, there will be another carload of Edison phonographs and records very shortly. being taken through the streets of VVaverly, en route to the store of A. A. Brodie & Bro. The wagon was snapped in front of the store, and underneath the picture was printed: "Your Victroh is in this load. Come on in." It is pleasing to note that this up-to-the-minute publicity produced excellent results commensurate with the distinctiveness of the idea. ORIGINAL PUBLICITY PAYS. How Brodie & Bro., of Waverly, la., Are Bringing the Victrola to the Attention of the People of That City with Excellent Results. (Special to The Talking Machine World.) Waverly, Iav February 9. — Taking advantage of all opportunities offered from a publicity standpoint is well illustrated in the postcards and circulars being sent out to their clientele by A. ABrodie & Bro., of this city, the hustling representatives of the Victor Talking Machine Co. in this territory. These postcards and circulars are the subjeot of general comment and attention, as they are decidedly original in their design. The purpose of this literature was to illustrate the extent of the company's business, as the scene presented was that of a wagon-load of Victrolas AID TO INCREASEDRECORD SALES. Special Cover to Hold Standard Record Catalogs Just Issued by the New York Post Card Co. and Meets with Immediate Demand. "We are now ready to announce to the talking machine dealers throughout the country, somethingnew that we are certain will prove a boom to their record sales," stated George Bates, of the New York Postcard Album Manufacturing Co., 23 Lispenard street, New York, manufacturers of talking machine record albums. "Our latest product consists of a handsome flexible cover arranged to hold the Victor or Columbia six-months' record catalog, and one monthly supplement if desired. This cover is artistic in its appearance, being bound in mahogany colored imitation leather and lined with black silk cloth. The catalogs are placed in the cover by means of an adjustable cord which permits of easy and quick insertion. The cover being flexible, is convenient to a degree, forming a permanent reminder of the record catalog inclosed, and the dealer's name thereon will naturally mean increased record sales. "In my travels around the country, many dealers have often expressed the thought that the handsome record catalogs issued regularly by the companies ate not properly handled by their clients. As the catalogs are only made of paper, it is but natural that they should soon tear or curl up, and not presenting the artistic appearance so desirable in a music room, are soon hidden out of sight. These dealers felt certain that something should be designed that "would permit of the inclosing of the record catalog in an attractive flexible cover, which the talking machine owner would always keep near at hand, instead of placing it in some drawer or out of the way place, as is the case with the present paper-covered catalog after it has been in use a short while. "Working along these lines we experimented for some time until we arrived at the decision that a catalog cover that would be really successful must not be bulky or ugly, but contain only two strings, one for the regular catalog and the other for one monthly supplement if desired. Our new cover is the result of our experimenting. "We have arranged to print the dealer's name on the face of the cover in gilt in lots of 100 and more, thereby making the cover a permanent ad vertisement when placed in the hands of his clients. The price of the cover has been placed1 so low that dealers will find it profitable to give one away with the first record catalog given to a client, or if they desire they may charge a nominal sum for the cover either on the first distribution or when the customer desires more than one cover. These are all details which the dealer can arrange in the way which will give him the most profit and advantageous publicity. Advance orders indicate the success of our new cover, as it forms a useful souvenir and a permanent advertisement.-' WHEN "NEXT" IS A PLEASANT WORD. Barbers and Bootblacks Appreciating Value of the Talking Machine in Keeping Their Overflow of Customers in Good Humor. The Italian has long been a strong devotee to the talking machine as a means for his own entertainment and as affording him an opportunity to listen to his favorite operas in his home, no matter how humble, and at his own convenience. He has also discovered that the talking machine is an excellent business partner under certain conditions, and recently in many sections of the country "talkers" with a plentiful supply of records have been found in barber shops and bootblack parlors. The man who is being shaved or having his boots blacked or is waiting his turn to receive the attention of the "artist" in charge is not likely to lose patience over the delay if he is able to enjoy music during the wait. SELECTED AS OFFICIAL MACHINE. Dictaphone Installed in Offices of Panama-Pacific International Exposition for Use of Officials in Various Departments — Many Machines Required. ( Special to The Talking Machine World.) San Francisco, Cal., February 9. — -As announced in The World two months ago, the Dictaphone has been installed as the official dictating machine of the PanamaPacific International Exposition, and many of these machines are now in use in the various departments, we understand. It is planned to secure for permanent record speeches delivered by Commissioners and distinguished visitors to the Exposition. This will be done by having them dictate their speeches or messages on a cylinder, which will be kept, and later made a part of the Columbia Graphophone Co.'s exhibit at the Exposition. W. S. Gray, Pacific Coast manager of the Co-lumbia Graphophone Co., declares that the exhibit of graphophone and dictaphones in the Palace of Liberal Arts, will be a remarkable one. JOBBERS intending to IMPORT Talking Machines, Motors, Disc-Records should visit OUR SHOW ROOMS AT THE LEIPZIG FAIR AND INSPECT OUR NEW MODELS POLYPHON MUSIKWERKE, A.-G. Representative: A. B. NEWCOMBE, New York, 71 West 23rd St. Works: LEIPZIG-WAHREN 41 Show Rooms: LEIPZIG, PETERS STR. 281