The talking machine world (Jan-Dec 1916)

THE TALKING MACHINE WORLD 55 SECURE THE SONORA AGENCY Chas. J. Orth, the Prominent Piano Dealer of Milwaukee, Plans to Feature This Instrument in a Prominent Way in His Locality NEW STYLE OF NEWSPAPER ADS. TO RECORD FOR COLUMBIA LIBRARY Milwaukee, Wis., April 5. — The agency for the Sonora line of talking machines, manufactured by the Sonora Phonograph Corporation of New York, has been taken on in Milwaukee by Charles J. Orth, one of the best known piano men and composers in this city. Mr. Orth is the composer of the famous descriptive piece, "In a Clock Store," of which many thousand Charles J. Orth phonographic records have been made and the news that he is now selling talking machines will be of interest to thousands of dealers all over the country. When Mr. Orth made a recent trip through the East he was warmly greeted everywhere by talking machine men, who were glad to become acquainted with the composer of "In a Clock Store." Mr. Orth has arranged special quarters in his store at 274 West Water street for the new Sonora line, where he is displaying a large stock of goods. The well-known piano man and composer is most enthusiastic over the manner in which the Sonora goods are selling in Milwaukee. Peter J. Kraus, formerly a Victor dealer at Port Washington, now a member of the Orth sales force, will be in direct charge of the new Sonora department at the Orth store. Handsome new demonstration booths and other facilities have been provided at the Orth' establishment. The Gotham Shop, dealers in talking machines, has been incorporated at Albany by M. Freedman, S. M. Louis and L. Kurtz, of 135 Broadway, New York City: The J. A. A. Sohms music store, at Walden, N. Y., is running a series of Victrola concerts afternoons and evenings, which are very popular and which have resulted in some good sales. Victor Co. Makes Announcement Regarding Advertising in Daily Papers Which Will Give More Distinctiveness to Its Publicity Harry C. Browne, of "House of Glass" Company, to Make Records for Columbia Library The Viotor Talking Machine Co. sent out to its dealers this week an announcement of a new style of newspaper advertising which will replace the former irregular sized advertising which has been used in the newspapers throughout the country for a number of years. The new advertising occupies larger space than the former style, and the following letter which was sent to the dealers in company with the proofs of the April advertisements indicates the company's advertising policies for 1916, which, in all ways, is a most comprehensive one. ''We enclose advance proofs of Victor newspaper advertising which will appear in the newspapers of your city during the month' of April. Advertisements of the same forceful, dominating character (all of this size) will appear in these papers every week in the year. "This constitutes a large increase in our newspaper advertising space and takes the place of the irregular shaped advertisements that have been such a feature of your local newspapers for the past four years. "This increased advertising in the newspapers has been placed with the distinct understanding that Dealers', distributors', or any other talking machine advertising shall not appear on this same page, and we feel sure that all Victor dealers and distributors will welcome this condition, because it will enable each dealer to advertise in some part of the paper and gather equal benefit from the big Victor advertisement. "The necessity of enforcing this condition is due to the fact that some publishers disposed of all the space beneath the irregular shaped advertisement to one dealer, thus excluding all other dealers, which, as everyone will grant, was unfair and not in harmony with the Victor Co.'s policy of affording every dealer equal benefits from all Victor advertising. "In many cities, additional newspapers have been added to our previous list, and, in addition to the cities that previously carried Victor advertising in their newspapers, there have been added about 200 other cities, taking in practically every city of 25,000 population, and over, and including quite a number of cities of less population. "We want you to understand the motive that prompts this enormous increase in our newspaper advertising at this time, when the capacity of the factory is far behind the demand of our distributors and dealers. We do not intend, even in the face of our enormously increased business, that the public shall, even for a moment, lose sight of the fact that the Victor is, and always will be, the supreme musical instrument. We are not going to let any parsimonious policy creep ill and fool us into believing that our advertising should be curtailed even though we cannot fill our orders. "In addition to this increase in newspaper advertising, which amounts to many hundreds of thousands of dollars, we have also greatly increased out big national advertising in the magazines, and it is our desire to impress upon every dealer and distributor that we will increase this already stupendous advertising just as fast as the demand increases. If we can, by our example, make all Victor dealers understand that their business and profits will grow with every increase in their advertising, we shall feel that our dealers have awakened to a realization of their opportunities and have determined to get their share of the enormous Victor business which is so general all over the United States, and which is growing bigger and bigger every day." NEW DIRECTORS FOR SONORA CORP. At a recent meeting of the Board of Directors of the Sonora Phonograph Corp., 57 Reade street, New York, it was decided to fill certain vacancies that had been in existence on the Board of Directors, and the following now represents the full Directorate of the company: George E. Brightson, S. D. Brightson, Joseph Wolff, Henry P. Chilton and Waldo G. Morse. Do You Sell Your Customers Improved Half-Tone Needles? If not, why not ? A trial will convince. Fit all talking machines. Smooth, Clear, Sweet tone. Save Records, Eliminate Harshness. Sample and Prices on Request BURLEY & BIESINGER 278 West Ferry St. Talking Machine specialists Buffalo, N. Y. Henry D. King, manager of the Columbia Graphophone Co's professional department, announced this week the consummation of arrangements whereby Harry C. Browne, leading man with the "House of Glass" company, will record for the Columbia library. Mr. Browne has already completed several records which will be announced in the near future. He is very popular in the musical and dramatic professions, and is a son of Isaac C. Browne, formerly a well-known composer for the banjo. INCORPORATED The National Talking Machine Co., manufacturer of sound-reproducing machines and musical instruments, was incorporated this week by Barnet, Simon and Albert Epstein, of 792 Greene avenue, Brooklyn, N. Y. The capitalization of the new concern is $10,000. 610 610 — The very best Cabinet made. Mahogany, Golden Oak, Fumed Oak, Weathered Oak. Nickel plated trimmings. Lock and key. Height, 34 inches. Top, 17 x 20J-S. Holds 192 twelve-inch Records. Matches New Victrola IX. WHY Do we receive so many repeat ORDERS ? There must be a REASON Order samples to-day and find out why "The Very Best" Disc Record Cabinets are made by SCHLOSS BROTHERS 637-645 West 55th St., New York Telephone. Columbus 7947 Get Our Catalogue at Once