The talking machine world (July-Dec 1924)

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20 THE TALKING MACHINE WORLD October 15, 1924 How Live Dealers Tie Up With Halloween Wm. B. Stoddard Gives Some Concrete Instances Where Dealers Have Profited by Clever Tie-ups With This Merrymaking Holiday All Saints Eve, October 31, is the carnival night par excellence, and every dealer in talking machines and records should see to it that the public is fully acquainted with his complete stock of dance records, and mirth-provoking monologs, quartets and solos. Use plenty of the accepted symbols of the occasion — witches, black cats, bats, owls and the black and orange crepe paper— and thus tie up your line with Halloween festivities. A Sales-producing Halloween The day permits many picturesque advertisements and displays. Stix, Baer & Fuller, St. Louis, featured dance records for Halloween, showing three clowns dancing amid a shower of confetti, serpentines and toy balloons. It was ThePHONOMOTORCO. WM. F. HITCHCOCK, Proprietor 121 West Avenue Rochester, N. Y. An Electric Equipment for the PHONOGRAPH Fully GUARANTEED Universal — alternating or direct current. Complete, with every part ready to run. Sample, mounted on motor board, 12x12%. $25.00 C.O.D. Money back if not satisfactory. The PHONOSTOP An automatic stop for all talking machines, 100% efficient. STANDARD FOR EIGHT YEARS Guaranteed. Sold direct to manufacturers all over the world. Nickel or Gold. Your phonograph is worthy of the best stop. This is the only one. Your customers appreciate it Our NEED-A-CLIP A fibre needle clipper with hardened tool steel blade, retails at 75c, does its work perfectly, indefinitely. WE ALSO SELL GENERAL PHONOGRAPH HARDWARE Trade Prices upon application The PHONOMOTOR Trade-Mark Reg. V. S. Pat. Office captioned: "Of course you'll dance on Halloween. It will be the wee sma' hours before you stop if you dance to these fascinating records." Then followed a long list of releases, as well as the most popular dance records of recent months, the name, number and price of each being given. They complemented this with a gay window, which, though small, brought the joy of the Halloween dance strongly to mind. The floor was covered with a tarpaulin and was thickly sprinkled with confetti. From the ceiling descended myriads of serpentines of all colors. At one side was a phonograph, topped with the figure of a grotesque clown doll. In the center of the display was a young woman in dance frock of black and scarlet, with a black half mask. She held in her hand a dance program, and beside her was a big black cat with bristling tail. At the other side was a card with this message: "Of course, you'll dance on Halloween. Pick out some new records for the occasion. There is a selection in our music' room to suit every taste." Capitalizing the Holiday in Los Angeles Two of the leading music dealers in Los Angeles — the Piatt Music Co. and the Fitzgerald Music Co. — had special settings that brought their records and talking machines into prominence. The first named had three tall black standards each topped with a grinning Jack o'Lantern, while from the ceiling hung festoons of serpentines. Four different styles of cabinets were shown, each wreathed with serpentines. Down the front were set a number of the latest records and a card suggested: "Get Your Records Now for the Revels of All Saints Eve." The Fitzgerald Co. showed in the background a large circle five feet in diameter, covered with dark blue cloth. Holes were cut in this cloth in the shape of moon and stars, and these were covered with orange or silver gauze, with a strong light behind them, making the "starry heavens" stand out very distinctly. A cardboard fence was erected and on this, silhouetted against the moon, was a black cat with humped back and bristling tail. A platform covered with black felt had on either side tall torchieres with shades of orange silk, at the base of each being the life-size cut-out of a black cat. In the corners were piles of pumpkins, upon which were painted "Get Your Records for Halloween." Three phonographs were exhibited, on the top of each being a black cat, while at . the base was a pumpkin on which in black letters was printed the price of that particular machine. Fostering Home Pleasures Formerly the youngsters, especially boys, roamed the streets on this night, committing all sorts of depredations under the guise of "sport," but of late years the indoor gatherings have superseded to a great extent these nocturnal prowlings. The idea of the indoor "party" should be fostered by every music dealer, not only because it will help him sell records and machines, but because he will earn the good will of all law-abiding adults, who object to the bell-ringing and other Halloween pranks. The Sunday Schools, Boy Scouts, Camp Fire Girls and kindred organizations often hold gatherings on Halloween, and the loan of a phonograph for entertainment will build much good will. It is particularly valuable at this season, for most merchants are now getting things in shape to launch their Christmas selling campaign. One music firm brought its records prominently to mind as gifts by having printed in bold letters upon the envelope of each record: "Give Records for Christmas — something the whole family can enjoy." W henever they lent a machine for some festive occasion, such as a Halloween gathering, the records were naturally handled by a score of people during the evening, all of whom had a chance to see this suggestion. Cater to the Kiddies The children play a large part in Halloween festivities and records suitable for them should accordingly be featured. All of the records contained in the Bubble Books make good entertainment, and all of the Mother Goose rhymes should be suggested. They were advertised very strikingly by Robinson's, Los Angeles. Suspended by slender but stout wires from the ceiling was a big goose with outspread wings, on which was seated Mother Goose herself, in peak cap and garments of red, blue and gold. In one corner of the room was a juvenile phonograph, which was being operated by a small boy, while at the other end was a cabinet and an adult machine, on the top of which was a big black cat. Half a dozen little children were scattered about, some dancing, some listening to the music. The boys were dressed in clown suits of black and orange, while the little girls wore fluffy orange frocks. All of the children carried horns decked with orange and black ribbons. Around the white wall were hung a series of records, with borders of orange. In the center of each record was an orange circle upon which the name and price of the record were painted in black. A card suggested: "MUSIC FOR THE HALLOWEEN PARTY" Come to our big children's music department — on the toy floor — and hear the liveliest, funniest, dancingest tunes you ever listened to. Just the thing to make the kiddies shout with glee at the Halloween party. In the section devoted to children's music a phonograph was installed and on the Saturday preceding Halloween a number of children from local dancing schools, dressed as fairies and goblins, danced to the music of the phonograph before a delighted audience. Herb Wiedoeft's Orchestra on Long Concert Tour Herb Wiedoft's Orchestra, Brunswick artists, have signed bookings for a tour of fourteen weeks, extending from Cleveland to Pittsburgh, to New York, and then back to open for the Winter at The Cinderella Roof, Los Angeles. The tremendous success of Herb Wiedoft's Orchestra on tour has shown itself tangibly in record sales. Brunswick dealers in each instance have co-operated enthusiastically in advertising the appearance of these artists with excellent results. UNIFORM QUALITY = UNIFORM RESULTS You can safely rely upon the quality of our COTTON FLOCKS for PHONOGRAPH RECORDS Write for samples and quotations CLAREMONT WASTE MFG. CO. Claremont, N. H.