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62
THE TALKING MACHINE WORLD
VICTOR"-izing A Big City
Sounds like a man's job, doesn't it? Well, that's just what happened to Pittsburgh during the week of March 19-25, when that big city literally turned itself inside out in the biggest campaign of its kind in the history of the talking machine business.
A $15,000 Caruso Concert Over-Subscribed in Two Days
Through Standard's Victor Dealers and without opening the box office at that — almost two months previous to the date of the concert. Which you'll say is going some.
This remarkable interest directed straight to Victor Dealers — that was the object Standard Service had in view in contracting for this engagement by the world's most widely known record artist. Moreover, to keep them in the limelight— the sale of seats was handled through Victor Dealers.
Sale of Caruso and other Victor Red Seal Records stimulated — that was the big idea back of it all, of course, and the expenditure of some $2000 in one week's advertising was one of the dealer helps utilized to put it across. NO LIVE DEALER will therefore overlook this great big sales opportunity to develop a run on Caruso and other Red Seal records and to pry loose a good sized piece of brand new Victor record money.
This Big Victor Drive
on Caruso and other Red Sealers will culminate with a big Caruso Week, ending in a final climax Saturday, May 5th, at the great concert itself and a Caruso reception to Victor Dealers.
Caruso will experience an ovation in Pittsburgh the like of which he has found in no other American City — if ever — in his wonderful career. He will discover an out-and-out "Caruso City"— a big city " VICTOR;'-ized.
This Is Example ONE of Standard's New Dealer Service
STANDARD TALKING MACHINE CO.
Joseph C. Roush, President
119-121 Ninth St. Pittsburgh
ENRICO CARUSO The Great Victor Red Seal Tenor who sings in Pittsburgh, May 5 under contract with "Standard"