The talking machine world (Jan-Dec 1915)

30 THE TALKING MACHINE WORLD. GENERAL TRADE INCREASE REPORTED IN ST. LOUIS. Previous Records for Pre-Holiday Business Going by the Boards with Most Concerns — Stores and Departments Being Rearranged — Robert Hallahan Heads Local Vocalion Department — Successful Edison Tone Test Held by Silverstone — Other News. (Special to The Talking Machine World.) St. Louis, Mo., November 8. — There is a strong suspicion that if the talking machine dealers of St. Louis would publish their sales statements stock in their companies would become as popular as "war brides" on Wall Street, but with a much greater assurance of continued profits. That the business is better none will hesitate to say. All dealers are talking of increases over a year ago and the year before that. The Silverstone Music Co. has more than doubled previous records. Manager Noon, at the Stix, Baer & Fuller Dry Goods Co., says the totals run 400 per cent, above previous efforts. Others do not quote figures, but they talk of unprecedented sales. Just now it appears to be a question of stock. The Columbia Co. admits a temporary shortage in some styles, but is assured of a liberal supply within a few days. At Aeolian Hall the shortage of Aeolian-Vocalions is apparent, but relief has been promised within two weeks. Late reports indicate that there are in the neighborhood of seventy-five talking machine dealers in St. Louis, about fifty of whom sell Columbias, thirty-five Victors and twelve Edison disc dealers, and several others who still carry cylinder machines. Several of the dealers handle secondhand machines. With this number of dealers, practically all of whom are bidding for the record trade, it is not surprising that this feature is one of widespread interest. The jobbing business in records for city delivery has become a large interest in itself, and the retail trade has become an important factor in the outside trade districts as well as in the downtown shopping district. The Smith-Reis Piano Co. in a few days will be demonstrating records in its commodious, attractively arranged main floor rooms. Manager P. R. Oelman has been open for business in the household annex of the Nugent Bros, department store for several days. He is selling Edison disc and Columbia machines. The talking machine business at the Famous & Barr store persistently outgrows its quarters. When the Edison line was added to the Victor line the space was enlarged and the two lines were combined. Then the quarters were cramped and it became necessary to divorce the two to obtain satisfactory demonstration rooms. Now more room is necessary. The Artophone Co., of 454 North Boyle avenue, has been organized in this city to make talking machines by Amelia Cone, president; Florence E. Cone, secretary; Florence S. Cone, treasurer. R. H. Cone, Sr., is manager and wholesale salesman. The company will be incorporated within a few days. J. B. Fitzgerald is the retail sales agent. The local agency has been placed with the Thiebes Piano Co. The October business was very pleasing to Manager Irby W. Reid, of the Columbia warerooms, especially in the wholesale department. Both country and city trade made unexpected gains as viewed from the first of the month. Several excellent dealers were signed during the month, one being the Nugent Bros, department store in this city, which also handles the Edison disc; the MayStern Furniture Co., one of the largest time payment houses in this community, and the Gil Bias department store of Little Rock. Ike Kentor, of the last store, came to St. Louis to place his first order, and expressed himself highly pleased with the Columbia line. C. R. Salmon, in charge of the city wholesale department, said : "The national advertising campaign for advertising our records is one of the best pieces of work I have had any experience with. I can see the effect of these advertisements the day after the weekly papers that carry them reach St. Louis. The drafts made upon our stock for the special numbers advertised is felt the next day, both through our retail department and through the jobbing orders throughout the city." J. J. Bennett, the country trade pioneer for the Columbia line, is in Tennessee, headed for Arkansas, and is leaving a trail of new dealers along his route, due, of course, to the prosperity of the South at this time. Richard Odell, formerly in the service of the Columbia warerooms here, has returned from Los Angeles to take his old place as floor salesman. Manager Ching, of Aeolian Hall, has announced the appointment of Robert Hallahan, of the sales staff, as manager of the AeolianVocalion department, both wholesale and retail. This is the first step toward an aggressive selling campaign on a larger scale than has heretofore been attempted. The basement rooms that have been the home of the talking machine department will be devoted entirely to record sales, and the second and third floors of Aeolian Hall will be converted into phonograph display rooms. A large outside sales staff will be organized at once and there will be a special house sales force, an organization to compare favorably with the piano selling force. Mr. Hallahan was being introduced to his new work, beginning with the first of November, by Mr. Segar, of the home office wholesale staff, who remained here the first half of the month to assist in forming the organization. Concerning his new duties Mr. Hallahan said: "I am confident that this is to be a big business season, and from my observation of the Vocalion business that I have seen here since the machine was introduced, I am confident that we will do a large share of the talking machine business. For the present we will be handicapped by lack of stock, but that soon will be overcome. The magnificent phonograph that we are to sell has caught on wonderfully well in St. Louis." Mr. Hallahan has been in the piano business in St. Louis eleven years, and has been at Aeolian Hall four years. "Edison Week," although designed especially for the electric light folk, proved a gala occasion for the Edison disc talking machines in this community. Both the Stix, Baer & Fuller Dry Goods Co. and the Famous & Barr department store observed the week by making special displays of Edison instruments and by giving special recitals in their department halls. The biggest event of the week, however, was the invitation recital at the Victoria Theatre by the Silverstone Music Co., Edison jobbers, at which Miss Elizabeth §pencer sang with her own records and Prof. Charles A. Kaub, one of the first violinists of the Symphony Orchestra, played with violin records on Edison phonographs. The special numbers by these two artists were interspersed with regular record selections and it was hard to tell which numbers the audience of more than 2,000 persons applauded the most. It was amazing to see a house crowded until the manager closed the doors because of the fire law restrictions, perfectly quiet and full of attention as number after number was played on the machine, and responding generously with applause. The recital was announced as a "tone test," and this consisted of Miss Spencer's singing with her own records in such a way as to confuse the audience as to whether she was singing or not. While the lights were on the audience watched her closely to determine, and the tight closing of her lips as some of the high notes were reached, again as they were past, and other demonstrations of that kind brought applause. But when the lights were put out during the last verse of "Silver Threads Among the Gold," and when they were turned on and it was found that the human singer was gone, there were gasps of amazement. The entire affair was very cleverly handled by Mr. Silverstone and his force. Mr. Silverstone made the address of welcome, and it was short and well put. C. H. Burgess, territorial supervisor, was master of ceremonies and scored a success in this role. The next day there was a public reception at the Silverstone warerooms, and the 1,000 or more persons who had been shut out of the theatre were urged to come there and hear Miss Spencer sing. There was a constant throng all day at the store, and each caller was given a small "Life of Edison" in attractive book form. More than thirty Edison dealers were guests of the Silverstone Co. during the two days and at a luncheon at the Majestic Hotel. One of these dealers from an Illinois town 100 miles away brought with him a party of fourteen, several of whom were teachers in the music department of a State Normal School. They attended the recital and were delighted. Mr. Silverstone has, since the recital, acknowledged his debt to the 1,000 or more persons who were turned away in an advertisement in which he promises another similar recital as soon as an artist is available. THREE GREAT SELLERS IN RECORDS, ROLLS OR IN SHEET MUSIC FORM "Keep the Home-Fires Burning" (Till the . Boys Come Home) Words by Lena Guilbert Ford Music by Ivor Novello Keys: F, G and Ab "Land of the Long Ago" Words by Charles Knight Music by Lilian Ray Keys: Eb, F and G "The Perfect Song" Words by Clarence Lucas Music by Joseph Carl Breil (The Love Theme from "The Birth of a Nation") Keys D, Eb and F Be Prepared to Meet Your Share of That Demand. For Particulars Address : CHAPPELL & CO., Ltd. Music Publishers 347 Yonge Street, TORONTO 41 East 34th Street, NEW YORK HEINEMAN MOTORS "The Motor of Quality"