The talking machine world (Jan-June 1918)

March 15, 1918 THE TALKING MACHINE WORLD 105 SERVICE FOR THE DEALER The Service Department of the New York Talking Machine Co. Has Prepared a Series of Artistic Posters for Use of Dealers The service department of the New York Talking Machine Co., Victor wholesaler, has prepared for the use of its dealers a series of unusually artistic feature posters that can be displayed to excellent advantage. It is the intention of this department to prepare one of these posters each month, and those issued to date have won the enthusiastic approval of the Victor dealers in metropolitan territory. One of these recent posters featured the Victor records made by Jascha Heifetz, the phenomenal young violinist, who has taken the country by storm, and who records for the Victor Talking Machine Co. exclusively. This poster presents a cutout of Heifetz in full pose, and was executed by Louis Fancher, one of the leading poster artists in New York. Another recent poster features the vocal record "Lorraine," which promises to be one of the most popular semi-patriotic songs that have been introduced during the past year. The subject of this poster is in keeping with the text of the song, and is well calculated to attract favorable attention from all Victrola owners. Another recent poster featured the Victor record of the "Missouri Waltz," one of the best selling waltz records that have been introduced in recent years. The service department of this company has also instituted a special combination service plan, which includes a one-page insert that can be enclosed with the monthly supplements. This insert features ten records which the company has in stock, and this list contains selections that make a definite appeal to all music lovers. The headings of each insert are especially attractive, and usually feature some of the latest hits of the day. In order to enhance the value of this insert a hanger has been prepared which also lists these ten records, and the progressive Victor dealer can use this hanger in conjunction with this insert, to stimulate the demand for ten records that can be promptly supplied. NEW SONORA AGENCY OPENED West Allis, Wis., March 12. — The exclusive agency for the Sonora phonograph in West Allis, one of the largest and most important suburbs of Milwaukee, has been placed with the Central Drug Co., 6324 Greenfield avenue, by Yahr & Lange, Milwaukee, distributors. The Central Co., owned by Theodore J. Mueller, is remodeling and enlarging its store in order to provide elaborate display and demonstration rooms. NEEDLE CUPS HEAVY NICKEL-PLATED OPEN Per 100 .. . $2.00 Per 1000 . . . $17.50 CLOSED Per 100 .. . $3.20 Per 1000 . . . $27.50 FAVORITE PHONOGRAPH ACCESSORY CO. 1491 DeKalb Avenue Brooklyn, N. Y. REMOVE TO LARGER QUARTERS Ready File Co., Inc., Compelled by Growth of Business to Move Executive Offices to the Fourth Floor of Castle Hall Building Indianapolis, Ind., March 8. — For the second time within the past year the Ready File Co., Inc., has been forced by the ever-growing volume of business to move to larger executive offices. This time the makers of this fast selling specialty for filing records have gone to the fourth floor of the Castle Hall Building, where they occupy a suite consisting of six departments and an experimental laboratory. When seen in his new private office, F. O. Wilking expressed great pleasure over the new experimental laboratory. He said in part: "We are all greatly gratified in having at last the laboratory that has been in our minds for the past several months. Here we can, I am sure, work out the plans for making the new specialties we have in mind. What these are I am not at liberty to disclose, as our patents have not yet been secured, but I may at least say that they are all related to the development of the talking machine. I rather think that before very long we will be in a position to supply many of the wants of the talking machine dealer, and to supply them better than has heretofore been done by any accessory company." APPOINT NEW BRUNSWICK AGENCIES Ten Dealers in This Section Take on Line During Month — Changes in Staff at New York Office— Staff Meeting of Sales Force Both the wholesale and retail departments of the Brunswick phonograph at the New York headquarters of the Brunswick-Balke-Collender Co. report generally good business. In the period from February 15 to date ten new agencies for the Brunswick phonograph were opened by this office. Seven of this number were opened since the first of the month. Various changes of territory were made in the sales staff. Chester Abelowitz, formerly in the New Haven district, is now in New York City. F. W. Johnston has been transferred from New Haven to Brooklyn. J. J. Brophy, formerly in New York City, is now in New Haven. A. E. Wengrovious is covering Albany and H. D. Clark, Newark. The salesmen met in the New York headquarters on Saturday last for a staff meeting at which time the new "Ultona" reproducer and tone arm for playing all records on the Brunswick phonograph was demonstrated. INCREASES CAPITAL STOCK Phonograph Co., of Milwaukee, Edison Jobber, Increases Capital From $30,000 to $50,000 ■ Milwaukee, Wis., March 13. — The capital stock of the Phonograph Co. of Milwaukee, 213-215 Second street, Edison jobber in Wisconsin and Upper Michigan, has been increased from $30,000 to $50,000. It is stated that there is no significance in the increase excepting that it is demanded by the constantly growing volume of business. William A. Schmidt is manager of the company, which also controls the Edison Shop, retailers for Milwaukee and vicinity. SONORA PRICE FOLDER ISSUED The Sonora Phonograph Sales Co. has just issued an attractive folder which presents photographs of the complete Sonora line, together with list prices. These photographs are clearcut and well defined, and as usual, carry out the Sonora idea of dignity and quality. The complete line of Sonora phonographs with their prices are as follows: "Supreme," $1000; "Invincible" No. 1, $375, No. 2, $500; "Grand," $300; "Laureate," $215; "Elite," $200; "Baby Grand," $180; "Intermezzo," $150; "Imperial," $115; "Troubadour," $90; "Rhapsody," $60; "Mendelssohn," $55; "Melodie," $50. / W/Pjk \ Read the Trade Mark carefully, / T^fB^f"fA\sw 1 hear the machine, and you'll agrree \ lndlr)p)\j( I _ that it is truly %^r^v The World's Musical Instrument N-S2««s£2J$-' Improves All Records Send for our Special Proposition HOFFA Y TALKING MACHINE CO., Inc. 3 West 29th Street New York City WHERE BUYING POWER LIES T0=DAY Some Interesting Comments on Changed Conditions From Edison Diamond Points It is no exaggeration to say that the earning capacity of the working man is to-day much higher than it has been in years>, says Edison Diamond Points. There are probably five million families in the United States and Canada who to-day are in a position to purchase what they had previously considered far beyond the reach of their purse. The high cost of living notwithstanding, the working man is better situated financially than he has ever been. The buying power to-day is in the hands of the working man. We believe that in certain localities the large percentage of buyers of New Edisons in 1918 will be working men, men who to-day can afford to have those things that have long been out of their financial reach. In January, we sent you a questionnaire about your business. The opening question was: "What percentage of your sales in November and December was made to the working class?" A good many replies have been received, enough, in fact, to shed a good deal of light on your business in the future. There are numerous cities and towns in this country where anywhere from 90 to 100 per cent, of our dealers' business is transacted with men of the working class. If you are situated in a large manufacturing community, you have an untouched field before you, but bear in mind that you are the one to do the tilling. Indications are that 1918 will be the best year on record for the man who goes after business — it may not be quite so good a year for the dealer who stands behind his counters and waits for business to come to him. The J. B. Greenhut Co., Inc., the big New York department store, are closing out their business. They, held a Victor jobber's license, although selling only at retail, and the Victor stock has been taken over by another local jobber. Wa.tcKir\J tSe Music Con-ve Out Magnola Message No. 2 Control of Loudness is essential to the modern successful Talking Machine, The TONEGRADUATOR carried by every MAGNOLA is simple, efficient and troubleproof. Send for handsome illustrated catalog. And look for other Magnola Messages on other pages of this paper; there are two more to find. MAGNOLA TALKING MACHINE COMPANY OTTO SCHULZ, President 711 MILWAUKEE AVENUE 1530 CANDLER BLOG. CHICAGO ATLANTA. GA.