The talking machine world (July-Dec 1924)

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December 15, 1924 THE TALKING MACHINE WORLD 149 FROM OUR CHICAGO HEADQUARTERS— (Continued from page 148) month and got much information that will aid him in the work with the organization of the recently inaugurated radio department. Mr. Bennett is a strong believer in the larger future of the talking machine industry and does not believe for a moment that the radio and the talking machine are mutually antagonistic. Regarding conditions in the Northwest, he said the mental attitude in business circles in the Northwest is decidedly improved and business is showing a moderate but steady improvement that is encouraging. However, it would be nonsensical to believe all the flamboyant headlines in the daily papers. Crops were good this year and prices high and the farmers are in fundamentally better condition than they have been for years. Still, it must be remembered that they are cleaning up. Many of them have discharged 75 per cent of their obligations and some are clear with the world. This is prophetic of good things to come but while the man who has been going through this process may be able to buy a new pair of overalls and indulge in more of the necessities of life than he has been, and possibly a few of the luxuries, the purchasing capacity of the agricultural Northwest at present is more limited than many people would think. However, with another good crop next year and with good prices arising from the general tendency to diversification, it is reasonable to expect that with next Fall at the latest, an era of great prosperity will come, and in the meantime, the money spent by the farmers in liquidation of their indebtedness is getting into circulation and is causing a gradual improvement in which the talking machine and in fact all branches of the music business are sharing. Effects of Cheney National Advertising The Cheney Talking Machine Co. is reaping a harvest as the result of its national advertising campaign inaugurated this Fall. Its dealers are hitching up with this wonderful publicity in THE GEER REPEATER Doubles the joy of owning a phonograph! The Original, Standard Record Repeater REPEATS a phonograph record instantly and accurately without slightest injury to record, reproducer, or needle. As easy to use as a record. i g'Q Operates on any phonograph having a free swinging tone arm. List, each $ * • THE WALBERT MANUFACTURING COMPANY 925-941 Wrightwood Avenue Chicago, 111. many ways and they are being kept thoroughly posted by means of advance proofs of the attractive announcements that are read by millions of readers. The page used in the December 6 issue of the Saturday Evening Post was a triumph of artistry and of holiday appeal and the Cheney was effectively referred to as "the Christmas gift that never grows old." The character of the illustration used in this national publicity is exceptionally fine and in the holiday announcement referred to the beautiful Sheraton model was shown in all its beauty of line and finish in an exquisite home environment. In a recent letter to the trade concerning this campaign the company gives a list of important retail concerns throughout the country which have found in this publicity work on the (Continued on page ISO) 6 Tubes Built-in Loud Speaker Monarch PORTABLE Radio Long Distance Receiving Set Reception Any Place — Any Time The new 1925 Monarch model and the Monarch Jr. represent the most salable radio sets offered to the trade this year DEALERS AND JOBBERS! The biggest business today is radio. Our sixtube portable is the most complete and best radio set on the market. Gives finest tone, greatest distance, absolute selectivity. No outdoor aerial or wiring, no ground, no outside batteries. Can be carried like a suitcase. The season is here. Join us now and make a big clean up. New installment selling plan makes very quick sales. We have company that will handle the paper. Wire or write at once for particulars and temporary territory reservation. Your MONARCH Enclosed Ready to Be Taken With You The Monarch Portable Radio as Seen in Operation Write for Descriptive Literature of the New 1925 Models KRASCO MANUFACTURING CO., Inc. 451 East Ohio Street, Chicago, Illinois