The talking machine world (Jan-Dec 1914)

THE TALKING MACHINE WORLD. 31 GREAT TRIBUTE TO THE VICTROLA As an Educational Developer in the School Room Paid by Ernest G. Hesser, Supervisor of Music in the Schools of Pasadena, CaT. — Details of Great Work Accomplished. With the rapid strides which the educational department of the Victor Talking Machine Co. has been making in the short while that it has been established, it is indeed pleasing to note that this shown in use in the school room of a large school in Pasadena, Cal., where it is assisting the teacher in telling the children the story of "Lohengrin." The teacher is personally explaining the story of this famous opera and by throwing the scenes from the opera on the screen and accompanying it on the Victrola, is giving a detailed lesson on this opera which is being greatly appreciated by the pupils. In connection with this photograph, Ernest G.' Hesser, supervisor of music in the schools of Pas Using the Victor to Explain '' department is in daily receipt of photographs accompanied by letters of appreciation, portraying in detail how the Victrola is being used ii school rooms from coast to coast. These photographs indicate clearly the practical value of the Victrola in the school room as an educational factor, and the endorsements by the supervisors of music and individual teachers signify impressively the cooperation which exists between the educational authorities and the school room talking machine. In the accompanying illustration a Victrola is Simplest and Most Accurate. Net weight only ll/2 oz. Standard Automatic Stop Nickel . Gold . $2.00 3.00 Send 25 cents stamps for free sample Order through your jobber. Liberal Discounts. Standard Gramaphone Appliance Co. 173 Lafayette St., New York Lohengrin" In Pasadena School. adena, has written the following letter of appreciation to the Victor Talking Machine Co. : "Last year I put five Victrolas and five sets of records into our twenty grammar schools, one school keeping it a month and then moving it on to another. This year two of the schools have bought their own. They have been of special value in our seventh, eighth and ninth grades, or intermediate schools, where we study the musical forms, both vocal and instrumental. After the music form has been explained then we illustrate with the best records. The use of the Victrola has made this study of forms very interesting to the chi' Iren. "We also use them for folk dancing and marching, and for general culture work in all the grades from the kindergarten on up. They are also used at our parent-teacher association meetings both for culture and enjoyment. "It has been of great value to the teachers and to me personally in that it has brought such a great wealth of music literature to us and, too, so much that we do not often hear. It is the greatest educational device of the age. "I have been giving our pupils in the upper grades something new — I think it is original, at least I have not heard of it being done elsewhere. After having finished with the explaining of all the component parts of grand opera, then telling the children the story of "Lohengrin" act by act and throwing the scenes from the opera on the screen (lantern) and accompanied with the Victrola, giving the music that goes with the picture, ft has been very successful — not only the children enjoying it, but the parents have turned out and tilled our auditorium. I will send you a picture of this work which shows the class of eighth grade pupils, the lantern, screen, Victrola, etc. (Signed) Rrnest G. Hesser, Supervisor of Music." J. H. BECKER WITH HOEFFLER CO. (Special to The Talking Machine World.) Milwaukee, Wis., April 7. — J. H. Becker, Jr., one of Milwaukee's best known talking machine men, has. returned to the Hoeffler Mfg. Co., 306 W. Water street, where he has assumed his former position of general manager of the talking machine department, where the Victor line is featured. Mr. Becker, who has been engaged in the talking machine business in Milwaukee for the past ten years, has been away from the Hoeffler house for the past two years, during which time he has been manager of the Victor department, formerly .conducted at the Espenhain department store, and manager of retail sales for Miss Gertrude Gannon. NEW EDISON STORE IN MILWAUKEE. Milwaukee Phonograph Co. Formally Opens Handsome New Quarters at 213-215 Second Street, That City — More Than 2,000 Visitors. (Special to The t alking Machine World.) Milwaukee, Wis., April 7.— The Milwaukee Phonograph Co., jobber for the Edison line in Wisconsin and Upper Michigan, formally opened its handsome new retail Edison store at 213-215 Second street on March 21. More than 2,000 people visited the establishment, and the Edison line has been given such wide publicity in Milwaukee that sales of machines and records climbed higher during the first two weeks than Manager William A. Schmidt had ever anticipated. The honor of making the first sale on the opening day went to Miss Margaret Schumacher, office manager of the Milwaukee Phonograph Co. The machine was a $250 Edison disc ard was sold on hour after the store was opened. True to the predictions of Manager William A. Schmidt, the new Edison store proved to be something entirely different and more elaborate than any retail talking machine establishment ever opened in Milwaukee. More than $7,000 was spent in remodeling and in the fixtures and decorations. The fixtures and woodwork are in silver gray oak and the inferior of the store shows excellent taste. The general color sclreme is black, gray and gold. The walls in the main demonstration room and in the various other demonstration parlors are covered with silk tapestry, while the stencil workon each panel is different and is done in six different colors. The various lighting fixtures are of special design and have attracted much favorable comment. The entire work of arranging the store and providing the fixtures was done by the Xiedecken-Wallbridge Co., interior architects of Milwaukee. There is more than 15,000 square feet of floor space in the two floors. Five large demonstration rooms, the offices and shipping rooms take up the first floor, while the second floor is given up to the warerooms of the wholesale department of the Milwaukee Phonograph Co. The new retail department is in charge of Frank Tipton, formerly with the Phonograph Co., of Chicago, although William A. Schmidt, manager of the Milwaukee Phonograph Co., has general supervision. Three new sales people have been added, while the office force has been increased. VISITING THE UNITED STATES. (Special to The Talking Machine World.) London, England, April 5. — Two prominent graphophone men left these shores March 28 on a few weeks' visit to the States. They are Louis S. Sterling, British manager, and G. L. Funnell, works manager, of the Columbia Graphophone Co., London. They were given a hearty send-off by a select gathering of trade friends who journeyed to Waterloo for that purpose. NATURE OUTDOES TALKER MAN. Benjamin Switky, the well-known local Victor distributer, sends the following characteristic paragraph on a postcard from Hamilton, Bermuda, where he is spending a short vacation with his family: "Nature has been so wonderfully kind and generous to Bermuda that local talking machine men find it hard to interest the people in manmade wonders." Incidentally, Mr. Switky reports that he is enjoying himself immensely. Wanted Job lot of disc machines, disc records, motors, tone-arms, sound boxes, etc. Send complete description in first letter. Address "Dealer," care of The Talking Machine World, 220 So. State St., Chicago, 111.