The talking machine world (Jan-June 1923)

January 15, 1923 THE TALKING MACHINE WORLD 73 It gives no opportunity for brilliant pyrotechnics, no dazzling display of skillful bowing, but the Angel's Serenade^' coming like a low, sweet song from the violin of Toscha Seidel creates the illusion of the faroff voice of an angel and the answering tones of a child. 98046. Columbia Graphophone Co NEW YORK cording of Beethoven's lovely and famous E flat major piano concerto, with Frederic Lamond at the piano and Sir Henry Wood conducting the Queen's Hall orchestra. This is note for note complete, in six double-faced records. No one doubts that this recording will soon appear in the American lists. Likewise another great American house is bringing out in London recordings of some movements of that astonishing orchestral "hit" of the first few years, Gustav Hoist's "The Planets," which has been performed with great success by most of the big American orchestras within the last season or so. And other efforts are praiseworthily being made, which can be watched now and commented on later. Practical Progress In a word, the tide has definitely turned and we are all due to see a big effort during the coming year to bring fine music and the people much closer together, by means of the talking machine. It would be entirely wrong if this were not so. For American musical taste is moving along by steps ever longer and more confident. Let any music merchant who allows himself to be deafened for the moment by the clamor of the ultra popular stuf¥ stop to realize how many symphony orchestras, of the first class and permanently organized, there are now in America compared with the number that existed, say, in 1914. To-day New York has half a dozen, among which three are of the highest .class. Chicago has three, one believed by many to be the first in America. Philadelphia has one, which disputes the primacy with Chicago, and with Chicago alone. Boston has a magnificent organization; so have Minneapolis, St. Louis, Los Angeles, San Francisco, Detroit. All these are in what may be called the first class. Of the second order there are already twice as many in smaller cities, and others are growing up every week almost. Chicago has never in past years been able to support chamber music organizations, so it seems. But to-day she has three string quartets of real merit, a piano trio of eminent merit and now a piano quartet (violin, viola, 'cello, piano), all devoting themselves with single-minded desire to the highest of art music. And so it goes everywhere. The people, the great American people, are waking up to the meaning, the beauty, the charm, the worth of good music. A Great Part to Play Now," the talking machine in all this development has a great, a very great, part to play. Whoever, indeed, can, should learn to play some musical instrument or to sing, no matter how amateurishly, for the greatest pleasure in music is the pleasure which one derives from making it. But next to actual making is the pleasure of appreciative critical listening. In fact, it is undoubtedly true to say that America has too many music makers and too few critical listeners. The talking machine is the finest maker of listeners, critical listeners, that can be imagined, next to the personal contact of the actual musicians. And in some ways the talking machine is better still, for with it there is no chance to have one's judgment warped by the personal magnetism of a performer whose face and manner constitute as much a part of his or her success as the music itself. The talking machine gives us the music undistorted by personality, but with all the charm of personality, nevertheless. Wake Up! Retailers It is time for the retail men to wake up. The big successes in this business "can only be built on the permanent things in music, which the talking machine does. The ephemeral stuff has its place and does its part in making sales, in piling up the needed revenues. But the permanent business comes to that store which becomes known as the place where the lover of high-class music can go and get high-class service. Now is the time to begin training one's clerks to sell better music or records intelligently. Now, in fact, is the time to explore one's own record bins to study the high-class numbers and come to some clear opinion about them; for from now onwards the tendency will be more and more strongly towards those records. He who best knows how to sell them will be he who is most likely to make an outstanding success in the talking machine business. NEW GRIFFITH PIANO CO. BRANCH Newark, N. J., January 8. — The Griffith Piano Co., with headquarters on Broad street, and operating a branch store in Scranton, Pa., has completed arrangements for the lease of another wareroom in the Paramount Theatre Building. The concern, in addition to handling a complete stock of fine pianos, is the northern New Jersey distributor for Sonora phonographs. Mrs. Loraine Guy, of the record department of the Wiley B. Allen Music Co., San Diego, Cal., recently resigned to be married. Mrs. Rhoda Rumsey is her successor. Dealers Everywhere Are "Cashing in" on VIOLIN SPRUCE REPRODUCERS Thousands of phonograph owners already agree with the verdict of famous artists who have tested the Violin Spruce Reproducer and pronounce it to be "the perfect reproducer." It will improve the tonal qualities of any good phonograph. Dealers featuring Violin Spruce Reproducers are making big profits in satisfying the growing popular demand. Our new Edison attachment opens the way to still more profitable business. It is the only attachment that really brings out the full possibilities of lateral cut records on Edison instruments. The earlier you stock these Reproducers, the greater will be your profits and the more secure your hold on future business in your locality. Don't delay — introduce these wonderful Violin Spruce Reproducers to your customers and let them hear and appreciate the improvement. Write Today Foir Full Information VIOLIN SPRUCE REPRODUCER fits all of the better known ptionogrraphs. The only reproducer which can competently play piano records — it is also notable for its clean-cut reproduction of instrumental music and its fidelity to voice. It eliminates all metallic sounds, and mellows with use like a violin. Retails for $7.50 (Usual Dealer's Discount) THE DIAPHRAGM COMPANY 5005 Euclid Avenue, CLEVELAND, OHIO Vlolta Spmee Diaphra^dn