The talking machine world (Jan-June 1919)

106 THE TALKING MACHINE WORLD April 15, 1919 PERFECT BALANCE No. 4— Patent Applied For Bang! A Smashed Finger!! And Right in the Middle of a Demonstration ! How will you explain the mishap to your customer, the falling down of the cover at the critical moment, when all attention was concentrated on the beauty of the music ? Now if your machine had only been equipped with the Chicago Cover Balance Number 4 no excuses would be called for. Your prospect's attention would have remained concentra ed on the beauty and desirability of your machine, not on its defects. The cover is "PUT" and "STAYS PUT" WE ALSO MANUFACTURE CONTINUOUS AND GRAND TOP HINGES Chicago Hinged Cover Support and Balance Company 2242-44 W. 69th Street CHICAGO, ILLINOIS FROM OUR CHICAGO HEADQUARTERS— (Continued from page 104) ncction with talking machines. They have succeeded in working out a series of artistic designs in both cabinet and console styles that seem to attract a very high class of trade, and at the same time are priced retail at most moderate figures. Johnson Experimental Laboratory An interesting phase of the Johnson Motor Co.'s work in producing and developing an electric motor adapted to talking machines is that of the Johnson Experimental Laboratories at their office building on West Lake street. Here they have thoroughly investigated every motor trouble which has turned up throughout their long years of experience. The use of better material in one place, or the application of some ingenious invention to the motor in another, has invariably succeeded in overcoming every weakness. However, the activities of the experimental department are not confined to perfecting the Johnson motor. Much time is devoted to other possible inventions, especially Genuine Period Styles Authentic adaptations of Adam, Louis XVI, Sheraton and Queen Anne periods, harmonizing perfectly with the styles whose names they bear, are a feature of the case worl< on the Marvelous MAGNOLA "Built by Tone Specialists" Wa,tcKi(\5 tl^e/^^vjsic CovT\e Out Give us the Opportunity to tell you more about this and other sales-making features of MAGNOLA construction, by sending us your name and address. We have a handsome catalog, illustrated in colors, that tells Magnola's story — and is yours for the asking. MAGNOLA TALKING MACHINE COMPANY OTTO SCHULZ, President General Offices Southern Wholesale Branch 711 MILWAUKEE AVENUE 1530 CANDLER BLDG. CHICAGO ATLANTA, GA. accessories and attachments which might prove desirable purchases for owners or prospective owners of expensive machines. This laboratory employs ten men and is equipped with machinery specially adapted for experimental research. It has brought great results in the matter of giving dealer and customer alike better service. J. M. Johnson, president, is extremely enthusiastic over future conditions. It is his belief that prosperity in the talking machine business will last, not only for another year, but for another four or five years. As regards the electric talking machine business in particular, he is even more enthusiastic, founding his beliefs upon the idea that the public is always wanting something better and that the machine with the electric motor is the one they will eventually buy. Although Mr. Johnson is receiving foreign orders overy day he states that he is taking care of home trade first, and iritends immediately increasing his factory space to handle a larger volume of business. The Value of a Good Slogan The Western News Co. believes that after perfecting a talking machine and making it a musical instrument the next thing to do is find a suitable slogan which correctly impresses customers with the ideals embodied in their product. They attribute much of the success of the Tel-o-Tone models to their insistent repetition of the slogan, "The Soul of Music Dwells Within." When it is remembered that certain well-known slogans 'are household words throughout the country it will be agreed upon, that a good slogan is a great asset. They believe, also, that the class of trade a manufacturer wishes to attract can be influenced through the kind of slogan used. The men who are managing the Tel-o-Tone are confident that the present conditions of good business will continue for a long period, and, practicing as they preach, they are preparing for greatly increased output. They seem to be receiving a great many foreign inquiries at the present time, especially from Ireland. The main reason for the big business with the "Emerald Isle" is to be found in the dislocation of manufacturing throughout Great Britain during the war, which is not yet completely stabilized. Manufacture New Motor Previous to the war the Universal Stamping & Mfg. Co., of Chicago, were well known to the trade as talking machine motor manufacturers. When the war broke out they discontinued the manufacture of motors to devote the plant entirely to war work. They now announce that they have completed all war contracts and have again taken up Xh% nianufacture of motors. They intend to devote their entire building, which has forty thousand square feet of floor space, to the manufacture of high-grade talking machine motors, which will be known to the trade as "AS two-spring" and "A6 three-spring." They state that they have set a standard for themselves in the manufacture of these new motors which will require the use of the highest grade material obtainable. They are also manufacturing a complete line of phonograph accessories and are devoting much time to a patented automatic stop, known to the trade as the Universal automatic stop, the Universal sure stop and the Star stop. The return of the Universal Stamping & Mfg. Co. to the trade brings back a' number o.f men long experienced in the manufacture of talking machine motors and parts. A. W. Monson is president of the concern, John Kucki vice-president, and E. S. Gillespie sales manager. L. C. Wiswell Goes to Camden Leslie C. Wiswell, of Lyon & Healy, Victor distributors, left early in the month for a week's visit to the Victor factory at Camden, N. J. He says that. both retail and wholesale Lyon & Healy have enjoyed an e.xceptionally good trade during the last thirty days. Hiawatha in New Quarters The Hiawatha Phonograph Co., who were formerly located on the eighth floor of the Republic Building, have removed to 1200 in the same building. They now have three rooms, one of which will be used for the display of sample models, while the others will be a general office and a private ofifice. Plans are also being drawn up for the construction of an addition Manufacturers ! ! We desire to get in touch with reliable concerns manufacturing cabinets, motors, general hardware, and various phonograph accessories. We are in an excellent position to distribute your product throughout this territory. COLE & DUMAS MUSIC CO. 54 W. Lake St., Chicago, 111.