The talking machine world (July-Dec 1924)

144 THE TALKING MACHINE WORLD September 15, 1924 First Victor Co. Concert at Atlantic City Auditorium Attracts Large Crowd More Than Five Hundred Music Lovers Crowd Beautiful Concert Hall at New Atlantic City Showroom— Galaxy of Victor Stars Entertain — Concerts to Be Daily Event More than five hundred lovers of music crowded the beautiful auditorium of the Victor Talking Machine Co.'s display rooms at Atlantic City, N. J., on the evening of Wednesday, September 3, for the first of a series of concerts, open to the public, which have been arranged by the Victor Co. for the pleasure of the cosmopolitan thousands gathered daily at this lamous resort. The concert was unique in many respects. The artists included the Peerless Quartet — Albert Campbell, Henry Burr, John Meyer and Frank Croxton, with Frank Banta at the piano; the Victor Concert Orchestra, under the baton of Rosario Bourdon, and Alexander Schmidt, solo violinist. The entire program was received with remarkable enthusiasm, due both to the excellence of the performance and the ideal setting provided by the Victor Co. — an auditorium decorated by artists, insulated from the noises of the Boardwalk by its position on the second floor, and commanding a sweeping view of the Atlantic. The Peerless Quartet members are familiar figures on the popular concert stage and were icceived with the acclaim that always accompanies their appearance. The Victor Concert Orchestra, though known through Victor records in millions of homes, is practically never heard as an organization in public and excited much interest on that account. The fact that the orchestra, under the leadership of Mr. Bourdon, has been trained for years in the absolute perfection of performance required for recording purposes, assured a standard of performance not to be excelled by any body of musicians, and this fact, coupled with the charming and well-arranged program, brought forth expressions of the keenest satisfaction on the part of the discriminating audience. The interest of the Atlantic City crowds in the Victor exhibit and concert series is attested by the fact that while only 550 cards of admission to the concert were issued, 515 persons attended the concert, practically the capacity of the auditorium. Late-comers swelled this number until very regretfully Thomas Husselton, manager of the Victor Co.'s display, was compelled to close the doors of the concert room. Mr. Husselton, during the brief intermission in the concert, welcomed the audience to the Victor display and explained its purpose. The \ ictor Co. has occupied the quarters at 1731 Boardwalk, adjacent to the Traymorc, and including an exquisitely appointed display room, the complete library of Victor records, the entire line of Victrola instruments from the small portable type to art models executed in the Victor art shop at Camden; demonstrating booths, a pleasant room for the children's hour, a spacious deck commanding a view of the boardwalk and the sea, and other interesting and unique features. Here an expert staff welcomes many visitors from every part of the world, every day. Records — "The whole library if you wish," Mr. Husselton said — and Victrolas of all types are explained and demonstrated. There is absolutely no solicitation of business, visitors being referred to dealers in their home town. The Victor Co. maintains the display rooms and the concert series in order that music lovers visiting Atlantic City may have every opportunity of becoming more familiar with the musical service performed by the Victrola and Victor records. They are invited to spend as much time as they wish in the luxuriously appointed display rooms, where requests for any record can be met in a second, and where music can be heard in its perfection under the most favorable conditions. A feature of the Victor Co.'s service at Atlantic City is the class conducted for children by Miss Mabel Rich, of the Educational Department of the Victor Talking Machine Co. Classes are held several times a week, one for the little tots and one for older children. While their parents are enjoying music in the main auditorium or watching the ever-changing spectacle of the Boardwalk and the sea from the spacious and comfortable open-air deck on the second floor, the children are being entertained profitably in the classes. More than a hundred children, coming from every corner of the United Slates, have been registered for the classes, and many more have attended who have not been registered. Several of the great hotels of the famous resort have seized the opportunity of giving their Biggest Sellers for Livest Dealers — Greater Results Than Ever! Here is a tube that acts as both oscillator and modulator in the Super-Heterodyne Circuit and also as both detector and amplifier (dual amplification) in the reflex circuit, thereby, in each case, entirely elim inating one tube. The Nutron Solodyne (double-grid) Tube does the work of two tubes at once and L-ii.- better results. 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To Drakri: To be absolutely sure of perfect tube operation on SuperHeterodyne and rfflftS Id rOU should recommend (he uho of Nutron Matched Tubet and Nutnn Solodyne (double rid > Tubes. The silben Spot (Fat, Pending) is your guarantee ol perfect results with any set on which the> IN lifted, Nutron Matched Tub* Set of .1. Mat 111*00. Deftlfn $7.40; set of 0. U-f $81,00, Dealers $10.80; Nutron Solodyne (double (iridi TuIm-s. l,Ut $0.00. Dealer $4.20. I Hstributoi s Protected, Silben" Spot NUTRON MANUFACTURING CO. 731 Main Avenue Passaic, N J. guests extra service by providing them with invitations and programs for the concerts at the Victor display rooms. More than thirty conventions are to be held at Atlantic City during September, bringing delegates from all corners of the world. Hundreds of these will visit the Victor exhibit and have the quality of the service rendered by the dealer and the Victor Co. strikingly brought home to them. One of the striking developments of the record concerts conducted at the display rooms is the fact that the crowds, though certainly in the holiday spirit and not inclined to take anything very seriously, have demanded programs of the highest grade. The record concerts had been planned to include some of the light popular and modern music in order to appeal to all musical tastes, but to the surprise of those in charge, on several occasions the audience expressed its desire that the programs be made up of music of the more serious type. This development has special significance at this time when the discussion of jazz is occupying so much of the attention of the musical world. Some idea of the effect of the comment that accompanies the record concerts may be gained from an experience of Miss Rich with one of her audience. It happened that the "William Tell" overture was on the program, and Miss Rich told the story of the opera, some facts about the composer, and the meaning of music. Afterward a gentleman approached her to thank her for the pleasure he had been given, and to tell her that though he regards the Rossini overture as one of his favorites, he never before knew that it had any connection with the opera, or that it was descriptive of any incident. He added that he counted his experience at the Victor display rooms as the most pleasant of his Atlantic City vacation. This experience is typical of many, according to the comments heard in and about the Victor establishment on the night of the concert, and is bound to reflect in added appreciation of the work of dealers in Victor products throughout the country, since all visitors are referred to local dealers. The large and cosmopolitan crowds, the non-solicitation of business, the unique character of the Victor establishment and the pleasure that is to be had there, the ever-increasing numbers who visit the showrooms, all are certain to have a marked effect upon the public and therefore upon the dealer and the Victor Co. The display will remain open throughout the year and thus will reach every class of customer with the Victor message. Devendorf 's Shop Enlarged Flixt, Mich., September 8. — Growth of business, steadily progressing for the past five years, is given as the reason for the enlarging of the store of Devendorf's Brunswick Shop at 125 East Kearsley street, here. In addition to enlarging the floor space of the store complete renovations and redecorations will add to the general attractiveness of the shop. Fred Devendorf, who conducts the business, has had many years' experience in the retailing of musical instruments. A branch store was recently opened in Lapeer to render service to patrons in the eastern section of the county. Feature Brunswick Special Brunswick dealers in metropolitan territory have been featuring to timely advantage a special Brunswick release designated as No. 2(>b9, featuring two of the most popular hits from t he current Broadway musical comedies. These two numbers played by Ray Miller and His Orchestra, exclusive Brunswick artists, are "Lonely Little Melody." from the "1924 Ziegfeld Follies," and "Somebody Loves Ale," from George White's "Scandals of 1924." These two selections have already won tremendous success in tlic metropolitan district and arc fast becoming popular throughout the country.