The talking machine world (Jan-June 1920)

4 THE TALKING MACHINE WORLD January 15, 1920 |!llllllllll!lllinilllllll!lllllllllllllillllllllllllllllllll Why Not Use Substitutes for Records by Noted Singers as | Valentines ? By w. b. stoddard I iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ Sentiment is by no means dead, and the lovers of the present day are just as eager to send tokens of their regard to their lady loves as in the past, but tempora mutantur, et nos in illis — and the modern youth wishes to express his sentiments in a modern way. Instead of sending a sentimental verse, he sends a tender ballad, sung by one of the leading artists of the day — "O, Promise Me," "The Sweetest Story Ever Told," "Forgotten," — inscribed on a record. This is a gift that will be remembered and appreciated long after the satin and lace paper affair has been consigned to the flames. John McCormack, Alma Gluck and many of the lesser lights of the sweet singers have recorded the most beautiful sentiments of the present and past, and no more appropriate Valentine could be imagined than a single high grade record, or, if the sender chose, a book containing a selection of half a dozen. The dealer who does not push this idea in every possible way is certainly not awake to his opportunity. One of the leading music dealers of Wilmington, Del., tried out this plan last season with most gratifying results. During the latter part of January he gave much time and thought to the composition of a circular letter, which he sent, under letter postage, with the name and address filled in on the typewriter, to all the high school and college students, while another letter was addressed to a list of business and professional men. The first of these letters read: "VALENTINE IS COMING "What Are You Going to Send Your Lady Faire? "Could anything be more appropriate than a first class record on which is recorded a ballad — old or new— rendered by a sweet-voiced singer? Come in and look over our stock. Here are a few that may offer suggestions:" (In parallel columns are the names of about fifty songs, together with the names of the singers and price of the record.) "Such a gift will appeal, both by reason of its beauty and its novelty, and will recall the sender each time the record is played. "Make Valentine Day Phonograph Record Day." To the older men, another letter was sent: — "Dear Sir:— You have probably long intended to invest in a Victrola or talking machine of some kind, but have kept putting it off waiting for a more opportune season. "Valentine Day is now approaching. What better valentine remembrance could you make the good wife and the younger members of the family than a phonograph and a good selection of records? "You will find songs for all occasions, and on St. Valentine's Day you will undoubtedly want to hear 'Love's Old Sweet Song.' Then you can listen to the song you heard on your wedding day, 'O, Promise Me,' and after that the serenades of your youthful days. The children will probably prefer the later ballads — but you can have something for every age and every taste. "If you already have a talking machine, why not surprise the Little Mother with a book of records, containing half a dozen gems from opera and concert hall. Make Valentine Day Phonograph Record Day." About the first of February they installed a special Valentine Day display. The floor was covered with billows of black velvet, and set upright in the center was a cardboard heart six feet high entirely bordered with phonograph records. Tall poles were set at either side, on which were a number of hooks, and to each hook was suspended a record, with a red heart fastened to the center of it, on which the name of the song or instrumental selection was printed in black letters. Down in front was a low gilded table, covered with red velvet, and at either end of it were cardboard cutouts of Cupids. On the table were laid a number of boxes, each containing a phonograph, each box being tied with red ribbons. There was also a portfolio containing a half dozen records. To each package was fastened a tag, on which could be printed or written the name and address, while on a card set in a rack was the catchy stanza: pers, and had a number of these struck off in the form of handbills, which were placed in the autos from the rural districts and neighboring towns, as they came in from day to day. These ads, which attracted a considerable amount of attenion, read as follows: MAKE VALENTINE DAY PHONOGRAPH DAY Attend our Valentine Record and Phonograph Sale on February 10. Select a record, or any number of them, to send to The Best Beloved on Valentine Day. We will wrap them in a dainty manner, and deliver them to any part of the city on St. Valentine Day. Careful attention given to mail orders. Select the records you wish sent and we will attend to the packing and mailing of them. See our Valentine Record Window — It may offer you suggestions. The magic darts from Cupid's bow have had their day, they had to go ; But if you'll send ME with a line, I'll make a dandy Valentine. At the time the window was placed on display they ran an advertisement in the local pa On the day of the sale, which was held early enough to allow of careful selection of records being made, the store was hung from one end to the other with red cords, on which were strung red cardboard hearts. Hung to the pillars were cards bearing in illumined letters the names of a number of the best love songs of ancient and modern times, offering many valuable suggestions as to the records to be purchased. In the (several) demonstration rooms the phonographs were kept busy showing appropriate selections and just inside the door a machine was installed, with an electric motor attachment, which rendered sweet music that was wafted out on the wintry air each time the door of the store was opened. They likewise received considerable publicity from their method of delivery. On St. Valentine's Day a motorcycle with side car attachment was secured — one that was painted a brilliant red. A kewpie, with bow and arrow, was perched on the handle bars, and the side car bore a canvas sign, "St. Valentine's Messenger." The young man who acted as chauffeur carried with him a large quantity of cards, on which was a large heart, and the inquiry, "Have You Sent HER a Valentine phonograph — If not, better hurry down to STEPHENSON'S and secure one before the day is over. 'Everybody's Doing It' and you don't want -to feel lonesome when SHE plays the record that another fellow sent." This is a "live" idea which other dealers could adopt with profit. BE6.US.PAT.OFF Victor Victrolas and Victor Records A PREDICTION 1 920 will be a successful year for Ormes Victor Dealers. Increased shipments by the Victor Company plus Ormes cooperative service assure this. ORMES, inc. Wholesale Exclusively 26 East 125th Street NEW YORK