The talking machine world (Jan-Dec 1914)

THE TALKING MACHINE WORLD. 45 2 GRESHAM BUILDING, BASINGHALL STREET E. C., LONDON, W. LIONEL STURDY, MANAGER. Review of Trade Conditions Shows That England Is Doing Well Considering the Circumstances— Some Active Advertising Being Conducted by Gramophone Men — Reynolds, War Supplement — Death of A. H. Littleton— O. Heinemann to Visit America — Columbia Co.'s Generosity Much Appreciated. (Special to The Talking Machine World.) London, E. C, December 5.— As the war proceeds, and the days lengthen into weeks, the weeks into months, the months into , commercial men have good cause to glorify the British fleet, which, by its vigilance alone, under the most trying conditions, insures for them an uninterrupted maintenance of business relations with oversea buyers. Dependent upon a continuity of general commerce is the very existence of the gramophone trade to-day. With supreme command of the seas, England's machinery of trade is comparatively unaffected, outside of course the severance of trade exchanges with enemy countries. Recent official returns provide an excellent index of internal conditions, in that unemployment generally compares to-day very favorably with even time last year. In no one field of industry can it be said that conditions are bad. If we take the gramophone trade as a pregnant example — it is one of the first to reflect the worst of such a position as we find ourselves in — what do we find? I will endeavor to answer in conformity with actual opinion as generally expressed in the course of interviews with prominent gramophone men. Let it be said at once that in some quarters trade is more or less at a standstill, partly on account of lack of supplies. British talking machine interests, however, present a condition of activity quite out of all proportion to the prospects when war was declared. Ln the main, record and machine sales are satisfactory, and more than one company has conclusively proved that even under present circumstances it is possible to maintain a substantial turnover. While employment is good, the spending power of the masses is somewhat restricted owing to the prevalence of salary reductions and consequent economy. Money being difficult to extract from the pockets of the public in the ordinary way, the larger record and musical instrument houses feel it necessary to invest in publicity with the object of breaking down this reluctance to part company with the "needful." The response has been good. Yet with it all there is a feeling of uncertainty abroad as to possible developments in the war area, and until some decisive conclusion may be drawn pertaining to the ultimate likely outcome of this gigantic struggle between the forces of right and might the gramophone industry cannot expect to recover stability. To sum up, the general view here is that things might be worse, but all influences of an ad verse nature considered, bulk trade is vastly better than anticipated. While every section of trade and the community at large continue to be animated with the patriotic and common-sense spirit of making the best of circumstances, maintenance of gramophone trade, even though on a reduced scale, is assured. Some Active Advertising Campaigns. A survey of the gramophone trade situation on this side would be quite incomplete without a reference to the splendid press advertising campaigns embarked upon by some of the leading record houses. All circumstances considered, it must be admitted' that publicity expenditure, with the object of stimulating sales of an article of luxury rather than necessity, more closely approximates to a speculation than an investment. This aspect of the situation has only to be realized by dealers to insure a more active co-operation than at present obtains. I do not hesitate to say that the success of this advertising rests almost entirely with the retail distributers upon whom mainly rest the opportunity of transforming mere inquiries into profitable orders. To the question. Do dealers systematically follow up inquiries? the answer could not be an unqualified affirmative one. It comes to this, that sooner or later manufacturers will realize the necessity of themselves clinching the deal direct, and afterward credit their best dealers in each locality from whence the original inquiry emanated. In passing, I must congratulate the Gramophone Co., Ltd., Zonophone and Columbia concerns upon their whole-hearted efforts to maintain talking machine sales "as usual," by consistent publicity, thus setting an encouraging example to the faint-hearted members of our industry. Coincident with the commencement of an extensive press advertising campaign, the British Zonophone Co., Ltd., announce a new list of patriotic records, bearing the pick of recent war compositions. These records have been recorded by eminent Zonophone artists., and may be accepted as lilting examples of the very high standard of quality which characterize in general Zonophone recording. The December supplementary list is replete with first-class selling titles, and should be in the hands of all oversea dealers who have a market for London's best. Reynolds' War Supplement. "The man of many parts," W. H. Reynolds advises us that he is now in a position to supply complete machines of British manufacture. These are built throughout in conformity with the best traditions of British workmanship, and thorough reliability. For the complete instrument, or any part thereof, competitive prices rule, and will be found to compare favorably with Continental rates. A war supplement giving full details of new lines is now ready. Traders abroad are asked to remember that "any part of any talking machine ever made" may still be obtained from this live firm. The Latest Beka Records. In the latest Beka supplement there is to be noted a further aggregation of good selling titles of a patriotic and Xmasy flavor, although in the latter regard a separate program has been issued, containing many well-known hymns, carols, descriptive and other suitable titles. A New "Meister" Record List. A further list of "Meister" twelve-inch records is now ready. It comprises a number of good operatic and ballad items which make a special appeal to high-class traders, whose clientele is mainly of the musically-educated type. Very special care has been devoted in the recording of these twelve-inch Beka records. Full lists and terms can only be obtained from O. Ruhl, Ltd., 77 City road, London, E. C. Trade Very Quiet in Russia. A significant indication of the quiet state of the interior of Russia is afforded by a communication from the "His Master's Voice" Russian manager, A. T. Lack, in which he asks his wife to leave the safe shores of England and join him in Petrograd. Mr. Lack, by the way, was in London when the war broke out, yet despite the closing of the usual Continental routes, he determined, if possible, to reach Petrograd by way of Scandinavia. It was a risky undertaking, but he got through notwithstanding the existence in the North Sea and the Baltic of German mines sown broadcast, men o' war, submarines, etc. A Remarkable Test of "Silver Sheath" Needles. Various patent needles have at times been condemned on account of the extra wear to which they subject records, and in this connection the rebutting claims made on behalf of the "Silver .Sheath'' needle are of interest. Daws Clarke, of Manchester, bears witness to the results of a remarkable test. A record carrying two verses was selected. The first verse has now been played 442 times ; the second verse only occasionally for purposes of comparison, and the result is no appreciable difference in tone. Excellent testimony surely to the non-wearing and smooth playing quality of this unique needle. Death of Alfred Henry Littleton. Widespread regret will be felt at the news of the death of Alfred Henry Littleton, chairman of Novello & Co., the well-known music publishers. He was born in London in 1845. He was a member of the Royal College of Music, the committee of the Royal Choral Society, and was master of the Musicians' Company in 1910-11. A personal friend of Verdi, Gounod (whom the firm of Novello paid {Continued on page 46.) THE MAN OF MANY FARTS 99 The only man in the world who can supply you with one part — or any number of parts for any Talking machine m ever made from Adam to Edison-Roosevelt. 64 Page Catalogue Yours for Asking W. H. REYNOLDS, Ltd. "KNOTASLEPE" London, England