The talking machine world (Jan-June 1919)

May 15, 1919 THE TALKING MACHINE WORLD 9 history. To the estimated winter yield of 837,000,000 bushels announced recently we can now add a spring wheat crop that will bring the total of all wheat up to 1,100,000,000 bushels this year, and it may run beyond that figure. The only crops ever approximating this were a winter yield in Russia of 800,000,000 bushels in 1913 and a single billion-bushel yield in the United States. This promised 1919 yield, with a guaranteed price of $2.26 per bushel by the Government, means a return of approximately $2,500,000,000 to our farmers. This is a stupendous sum of money, and it is logical to assume that a large share of it will find its way into the coffers of dealers and manufacturers of musical instruments. Never in history were the prospects so bright for a tremendous volume of business as in the year 1919, and it is up to the manufacturers and dealers to prepare to meet the situation as it now exists — it is a time for broad-gauged action in the matter of manufacturing, and retail expansion along safe lines, and the employment of carefully prepared publicity that will bring the products of our manufacturers to the attention of the purchasing public. TALKING machine men throughout the country should lend encouragement to the movement to bring about , the establishment of a permanent memorial to the soldier heroes of the world war — the form suggested being an auditorium for the use of the public, and primarily for the propagation of music. A memorial of this kind is better than a slab of marble — it represents a permanent tribute to the men who have given their lives for the preservation of civilization — a tribute doubly appreciated, because it serves a noble and useful public purpose in a town or city. The talking machine has been a potent factor during the war in stimulating confidence and courage among the men who entered the camps— the men who went to the sea in ships — the men who entered the trenches and went into the great battles of the war with music in their hearts. And what is more appropriate than that the love of music be stimulated through a memorial auditorium of this kind? No better means can be conceived of keeping the impression in the minds of the public of the debt they owe to the men who served in France than such a structure. It will have an educational force that will be tremendous. , Among all thinking men one of the great questions of the day is what will supplant the saloon among the men who make it their social center, or exchange for ideas. It seems to us that an auditorium in the leading cities and towns throughout the country, as outlined above, would constitute the basis of a community or social center movement that would do much to replace the saloon, which will soon disappear from "our midst." In the programs of events possible in such a memorial auditorium the talking machine would necessarily play a prominent part combined with lectures and other educational features as attractions. In this way the auditorium could be made a center of social activity and intercourse that would be more effective than the moving picture theatre as a replacement center for the men who formerly found the saloon indispensable. The suggestion of an auditorium as a permanent memorial to our soldier boys emphasizes in most pleasing form public appreciation of their services, and moreover brings this fact to the minds of the people each time it is used. It represents practical patriotism in an eminent degree and marks a movement along commonsense, constructive lines, that merits the highest encouragement. ONCE again and for the fifth time have the music interests of the country gone over the top in support of the Government in subscribing to and influencing subscriptions for the Liberty Loans. This time it was the Victory Loan, announced as the last of the series, and designed to clean up the war debt and bring the soldiers home from France, as well as to take care of those who have suffered from the war. Not only have the music interests been instrumental in raising many millions of dollars in subscriptions to the Victory Loan in their own ranks, but music itself has proven a powerful factor in promoting the campaign in other directions, for it is doubtful if a meeting or rally was held at which music in some form or another was not a strong attraction. To the credit of the talking machine trade be it said that every member responded whole-heartedly to the call, that not only did the manufacturers, wholesalers and dealers buy liberally, in some cases to the extent of a million dollars or more, but that the artists whose names are found on the record lists, such as Heifetz, for instance, were quick to volunteer their services to stimulate Victory Note sales. Perhaps the talking machine men put forth just a little extra efl^ort this time in the belief that with this final loan out of the way there will be nothing further to interfere with the purchasing power of the public. The needs of the Government, of course, come first, but with those needs satisfied the talking machine men feel that there will be considerable money ready for machine and record purchases and ready to be released in other channels of trade. THE victories of business, as in life, are won not in the marts, nor in the fields, where the decisive struggle takes place, but in the obscure and forgotten hours of preparation. Success or failure lies in the hands of the individual long before the final test comes, and this is particularly true in all lines of trade in American to-day, for the greatest test of business comes with the war's end. The business man who believes in the value of his name and his product and maintains this position before the^ public will be best prepared to reap the reward of increased business and increased appreciation for his product when peace is officially proclaimed throughout the world. Compensation for war waste, according to a leading student of economics, will be found in an enormous non-material wealth in the form of improved habits, a finer temper among the people, as well as in quasi-material wealth such as improved methods of production. Rake Up the Garden T TPTURN a bunch of planted dollars by rak^ ing harder in the Red Seal Record Garden. The dollars are there — right under the top soil. Help yourself in this spring gardening by using Pear sail Service. Our stock of Red Seals enables efficient deliveries. SILAS E. PEARSALL COMPANY WHOLESALE ONLY Victrolas and Victor Records 10 East 39th Street, New York