The talking machine world (Jan-June 1918)

52 THE TALKING MACHINE WORLD April 15, 1918 INCREASE YOUR SALES Here is your chance, Mr. Edison Dealer, to close the undecided prospect. KENT Attachment and Sound Box FOR THE EDISON DISC PHONOGRAPH Patent No. 1,130.298 I Patented March 2, 1915 ^^jiim iii iniiniiiTiiii riilifi luniiuijii iiiinj ■miiiiii 1 1 iihi ti iuiui n mi 1 11 u ii ii 1111 1 u ti 11 ujj/iiii n n ifiji ei ifiiiii iil^ SIMPLE AND ACCURATE Made by manufacturers who have specialized in Edison attachments for years. This is not a new product — hundreds of dealers are now selling them, and thousands of them are on the machines of Edison owners. If you are not already acquainted with the Kent Attachment and Sound Box, don't lose time — send for one to-day. Most Edison jobbers handle our products. If yours does not write direct. F. C. KENT & CO. Manufacturers of Phonograph Accessories Cor. MULBERRY AND CHESTNUT STS. Newark New Jersey USES INFORMATIVE ADVERTISING Famous & Barr Co. Using Educative Copy in Their Announcements With Great Success — Featuring Victor Line Strongly St. Louis, Mo., April 8. — A novelty in the way of advertising of records has been the series of informative advertisements run in the newspapers by Manager Ditzell, of the Famous & Barr Co. The series is running and will continue indefinitely, according to present plans, and Mr. Ditzell hopes to gather a series that can be put into book form after they are run as ads. The text in the ad below, bearing on the soprano voice, will illustrate what the series is. The introduction reads: "There are two principal soprano voices — the coloratura and the lyric — each with its fair and measured province in the field of song. The first, or coloratura, corresponds with the flute in the orchestra — it is the sparkling, dazzling voice, abounding in trills, turns and tremolo — the 'showy' voice. Its most striking exponent is Galli-Curci, who sings the famous 'Bell Song' from Lakme with almost uncanny brilliance. "The lyric, on the other hand, is essentially the sweet voice, the voice -of romance, poetic fancy and emotion. Of the lyric voice, one of the best examples is that of Lucy Marsh, who sings 'Birth of Morn' divinely.'' Then follows a list of records set out as to the kind of soprano voice each presents. Other ads deal with the various kinds of voices, the quartet male and mixed, and then will come the various instruments. Mr. Ditzell says that in preparation of these ads he uses information gathered by work on the floor in the record department, where he asks customers as to which kind of soprano they wish and other leading questions to develop what will really be information to the average record buyer. Another novelty from the Famous & Barr Co. is the new form of announcement of the monthly record lists. This idea first was that of photographing the regulation Victor record list and reproducing it. But the list did not lend itself well to photographic reproduction by printing, so a redrawing of the Victor dog that illustrates the hanger was made and the names of the records set in type in exact facsimile of the original. The result is a neat mailing card that will easily catch the eye of the Victor record buyer. Of this Mr. Ditzell says: "Of course, next to the trade-mark dog, the most familiar advertisement to a Victrola owner is the monthly record bulletin. You will notice that a Victrola owner always is ready to stop and read the hanger. Now we hope to catch the eye in a way that the bulletin ordinarily mailed does not. Also some Victrola owners get the bulletins from the several sources, and we hope our announcement will be distinctive. We believe it is a move in the direction of conservation of paper, mail weight and in other ways meets the demands of the times." NEW PRICES ON LANSING COVERS E. H. Lansing Announces New Schedule, Owing to Greatly Increased Cost of Production Boston, Mass.. April 1. — E. H. Lansing, who manufactures the Lansing khaki moving cover for talking machines and accepted as the pioneer in that field, announces that he has been compelled to increase the prices of his various covers, and the new prices will be, Style A, SS.50. and Style R, $6. Mr. Lansing has been absorbing the increased cost of both materials and labor for some time past, and has found it impossible to do so any longer. The increase of $1 per cover, however, means the placing of as light a burden as possible on the purchaser. Incidentally, Mr. Lansing reports that the business is keeping up in good shape in all sections. Both prophets and profits are without honor in every country and just now. WS.S. WAR SAVINGS STAMPS ISSUED BY THE UNITED STATES GOVERNMENT The 1st of May Will Be Thrift Stamp Day In the U. S. A. The Active Co-operation of Every Reader of THE TALKING MACHINE WORLD Is Urgently Requested to Make It a Success May 1 st, 1918, will be observed throughout the United States as Thrift Stamp Day ! On that day retail stores everywhere in every line of business will ask customers to take PART OF THEIR CHANGE IN THRIFT Stamps ! It will be patriotic for every man, woman and child to accept at least one Thrift Stamp as change on every purchase made that day — and to make as many purchases as possible on May 1st. Here is a big, practical way of getting millions of Thrift Stamps into the hands of the people of the United States, and of insuring the success of the Government's War Savings Stamps campaign. Thrift Stamp Day will HELP EVERYONE. It will prove a tremendous boost to business. On May 1 st, 1918, the nation should do the biggest total retail business of any single day in our history! The beneficial habit of Thrift will be sown broadcast among the citizens of the U. S. A. ! Most important of all, Uncle Sam will be furnished with the sinews of War and Victory ! American business must go "over the top" AT ONCE in a quick drive to make Thrift Stamp Day an overwhelming success. You wholesalers, you jobbers, you salesmen, must TALK Thrift Stamp Day among your trade, arouse the ENTHUSIASM of the retailers, the storekeepers, the clerks behind the counters. Uncle Sam NEEDS YOUR HELP. A practical PLAN has been prepared showing how each one of you can "do your bit" to make Thrift Stamp Day a red letter day in American business annals. Write for this plan TO-DAY WITHOUT FAIL. Remember, in helping Uncle Sam you are helping business and helping yourselves. Address Mr. W. Ward Smith, National War Savings Committee, 5 1 Chambers St., New York City. WS.S. WAR SAVINGS STAMPS ISSUED SY THB UNITED STATES GOVERNMENT National War Savings Committee 51 Chambers St. New York City