The talking machine world (Jan-Mar 1921)

March 15, 1921 THE TALKING MACHINE WORLD 37 CONDITIONS STEADILY IMPROVING Wm. Maxwell, in Interview With The World, Says Retail Dealers Are Experiencing an Increasing Demand — Good Outlook Ahead Orange, N. J., March 2. — In an interview with The World, William Maxwell, vice-president of Thomas A. Edison, Inc., stated that conditions in the retail end of the Edison industry are satisfactory and that the outlook is very good. The Edison organization has received reports from a representative list of its dealers located in every section of the country and in Canada, covering the retail sales for each store during the month of January, 1921. These reports show that the retail merchants are moving goods on a healthy basis. In the Middle West, where the crop situation has been most severe, a shrinkage in sales has occurred, although a good volume of business is still being done. In practically every other section the sales are within 10 per cent of, equal to, or in excess of the instrument sales for January, 1920. The sale of Edison re-creations is in every case considerably in excess of that for January. 1920, so that nationally speaking the sales turnover in total for the retail merchants runs ahead of the same month last year. The telegraphic and other reports covering February already received show that sales that month ran ahead of the previous month. In view of these facts, Mr. Maxwell feels most optimistic because, after all, the success of the business depends primarily on the retailer moving his stock. He looks for a steady growth in sales from now on, and believes that the industry as a whole is now operating under normal conditions, which means products must be sold upon their own merit. Mr. Maxwell, vice-president of Thomas A. Edison, Inc., plans to leave for an extended Western trip this month, during which he will call on the Edison jobbers located in various sections of the country. USES THE MAGNAVOX IN PUBLICITY Ohio Dealer Uses Magnavox to Advantage in Publicity Work — Produces Tangible Results and Enhances Prestige of His House The Magnavox Co., Oakland, Cal., received recently an interesting letter from the Drake & Moninger Co., Alliance, O., successful talking machine dealer, stating how this .company is using the Magnavox in its publicity work. This letter, which is representative of many communications received by this company in the past few months, reads as follows: "We have had our Magnavox about three weeks now and each day new uses for it as a publicity agent are suggested. Possibly the best we have so far tried was its use last week in conjunction with the orchestra at one of the local theatres. "We used the record 'Whispering,' allowing it to play until just after the whistling part in the dark — then the spot light was thrown on the Magnavox, underneath which was a card announcing the name of the record and where it could be obtained. At this time the orchestra started playing with the record. We are still having calls for 'that record you played at the Columbia.' "We are sending you this because we feel that if passed on it may help some one to an idea on which they, too, may 'cash in.' There are, however, so many uses for the Magnavox that its value as an advertising medium is limitless. We have the Magnavox attached to our truck — this attracts attention wherever the truck goes. We are very enthusiastic about the Magnavox." Kapps Music Store, 2847 West Madison street, Chicago, is now attracting attention of the public, thanks to a huge electric Columbia Grafonola sign which has recently been erected in front of that building. The sign can be seen for blocks away. ARTISTS VISIT SCHMELZER CO. Efrem Zimbalist, Madame Homer and Her Daughter Speak to Dealers in Educational Classes Conducted by Kansas City Jobbers Kansas City, Mo., March 4. — The Schmelzer Co., wholesale Victor distributor of this city, recently received a visit from the famous vio-linist and Victor artist, Efrem Zimbalist, who was appearing here in concert. At the time of Zimbalist's visit to the store one of the educational classes was in progress in the Model Shop and the dealers present were delighted at the opportunity to meet the artist, who told them of his experiences in making Victor records. Madame Homer and her daughter also paid the Schmelzer store a visit and furnished the dealers with autographed photographs. The visit of these three Victor artists aroused great enthusiasm among the dealers. VICTROLA NO. 90 NOW ARRIVES Second New Model Announced by the Victor Talking Machine Co. Listed at $125 Closely following the_ announcement last month of the new Victrola No. 80, which was received with enthusiasm by all Victor dealers, the Victor Talking Machine Co. has put forth another new style, known as Victrola No. 90, listed at $125. This latest model is made in the usual variety of finishes, but for the time being will be available only in mahogany, English brown and American walnut. The Style X Victrola will be discontinued. Victrola No. 90 has concealed door hinges and the back of the cabinet is completely finished. It is equipped with all patented Victrola features. HANDLES KENT LINE IN NEW YORK Louis A. Schwarz, 1265 Broadway, New York City, the well-known manufacturers' representative, has been appointed an Eastern agent for Kent attachments, tone arms and small parts by the F. C. Kent Co., Irvington, N. J. This company specializes in attachments for the Edison, Victor and Columbia machines and manufactures tone arms and sound boxes, as well as steel, sapphire and diamond-point needles. Nothing can be put across in this world without enthusiasm. It is enthusiasm that makes long hours pass quickly, and hard work a pleasure. — John J. Commons. ARTIST'S TRIBUTE TO THE "TALKER" Famous Singer Philosophizes on Advantages Artists Now Possess Through the Preservation of Their Voices on the Record The wonderful perfection of the modern talking machine record has excited more interest among operatic singers than perhaps any other section of our community. The other day a great singer whose position many years ago in the operatic and concert field was the equal of many of our present-day artists was chatting in the lobby of the Manhattan Opera House between the acts of one of the performances of the Chicago Opera Co. "What a blessing," he remarked, "that these great voices that I have heard to-night will be preserved in all their glory and perfection for posterity. In my time," he continued, "the talking machine was in its infancy. It was merely a toy which nobody ever really conceived would be a factor of importance in the musical world. We singers of that day, of course, heard of what was being done, but we paid little attention to it. Moreover, the records of those days are not the records of to-day, owing to the amazing development of the art. To-day the singer whose tones are pouring forth so gloriously from those round, black dies can listen to himself almost as he actually is — in fact, the artist of the record is the artist whom I have been hearing to-night. The difference is so slight that even my trained ear can scarcely detect it." The remarks of this artist superinduced some comments on his own career, and he was taken back again to the past with its triumphs and an obvious desire was evident that he wished there existed some such perfected mechanism when he was in his prime so that his voice could have been so photographed and preserved for future generations. He really lived over again the scenes of many an operatic climax, amid the .enthusiasm of the public, regretting that his voice now is something beyond recall. But when you stop to consider it, what a tribute there is in the remarks of this artist to the power and potency of the talking machine record as a great factor for musical advancement in our community! Those who use the talking machine are not prone to look upon it in its true light as a missionary for musical advancement, more particularly of America, where real music, outside of the big cities, was practically unknown up to the production of the modern talking machine. No longer does a great singer's voice die with him. Business is being done. But not by the man who is still looking for the "soft things" of 1920. Elyea Talking Machine Co. Atlanta, Georgia Exclusively Victor Strictly Wholesale