The talking machine world (Jan-June 1925)

104 THE TALKING MACHINE WORLD May 15, 1925 Reasons Back of Music Master Corp.'s Growth Walter L. Eckhardt, President of Company, Largely Responsible for Development of the Enterprise Which Is a Leader in the Field In the man behind the product is often found the basic cause of the success of an organization. In the case of the Music Master Corp., Philadelphia, it is no secret that the untiring efforts of Walter L. Eckhardt, its president, has Walter L. Eckhardt been the determining factor that has brought the Music Master Corp. to its present high position and it may also be said that the results of his efforts have not alone been confined to his own corporation but have benefited the entire radio industry as well. Mr. Eckhardt is well known to the talking machine industry. Twenty-five years ago he saw the latent possibilities of the talking machine as a contribution to American culture, education and refinement and for many years he contributed his tremendous physical and mental energies to raising the talking machine to the position of dignity which he visualized for it. After many years of conspicuous work with the Columbia Phonograph Co. Mr. Eckhardt joined the Pathe organization and opened the Pathe Shop in Philadelphia, which did a milliondollar business in 1917. He later managed the general sales for Pathe and it is said that within a period of three years had raised the figure of sales from $1,200,000 to $10,000,000. Upon the development of radio Mr. Eckhardt saw the same elements which had impressed themselves upon him concerning the talking machine, and in 1922 formed the General Radio Corp., which was later superseded by the Music Master Corp., and the remarkable growth and expansion of this latter company is a matter of common knowledge throughout the length and breadth of the talking machine industry. One of the most important contributing factors to Mr. Eckhardt's merchandising success has been his peculiarly fine sense of the responsibility which devolves upon a seller of merchandise and an equally fine appreciation of the type of merchants who should be allowed to offer certain merchandise to the public. He has already formulated and proved the soundness of the merchandising quality which will be back of all Music Master products. Mr. Eckhardt's plans for the coming season are more extensive than ever before and at the forthcoming congress of his distributors and dealers he will outline the 'merchandising plans of the company for the coming year. Special Window Display Material for Pal Portable The Plaza Music Co., 10 West Twentieth street, New York City, is forwarding to the trade some special window display material for use in making exclusive window showings of the Pal portable. This material is in seven colors showing the availability, by illustration, of the portable machine in the home and for outdoor events. This layout is of good size and allows for the insertion of an actual machine in one of its panels. In addition, the advertising department of the company has issued a two-color broadside which is appropriate as a window hanger or can be placed in a conspicuous position in the interior of the store. The above sales helps together with consumer circulars should create many sales for Pal portables. Artistic Publicity Tells the Gulbransen Story "The Finishing Touch" Is Title of Handsome Brochure Featuring Gulbransen Registering Grand and Straight Grand "The Finishing Touch" is the title of a very handsome brochure issued recently by the Gulbransen Co. of Chicago, featuring the Gulbransen registering grand and straight grand. The publication is noteworthy for the use of two e finishing touci Cover of Gulbransen Brochure handsome large-sized illustrations showing in detail the attractive design of these instruments and emphasizing their artistic -beauty. The text consists of a few important paragraphs telling how world famous pianists have made music rolls for the Gulbransen registering grand and emphasizing the fact that the owner of one of these instruments has at his disposal all the beautiful things in the world of music. The Gulbransen registering grand is playable by roll and pedals or by hand and may be played also as a straight grand piano. The same instrument, so far as size and proportions are concerned, is available as a straight grand piano without the registering feature and for hand playing only. Children's Playtime Records Grow in Favor The Playtime records for children distributed by the Plaza Music Co., 10 West Twentieth street, New York City, now comprise a catalog of close to a hundred selections, covering practically every idea that appeals to the child mind, including songs, games and stories. The sales department of the Plaza Music Co. states that the demand for these popular priced children's records continues active. Undoubtedly, the featuring of these records throughout all seasons makes possible sales in any month, due to the particular titles available and appropriate for practically every occasion. In order to continue the dealer and consumer interest in these Playtime records and set them apart from seasonable goods, the Plaza Co. has issued some window display material and advertising cut-outs for counter display. These should help considerably in keeping Playtime records before prospective purchasers. Holds Formal Opening Royal Oak, Mich., May 6. — A special musical program has been given by the Royal Oak Music House on the occasion of the dedication of its new quarters at 307 South' Center street. Several radio artists from station WCX rendered selections and a large crowd of patrons was entertained. Now — You can sell QKtfv Needles in packages imprinted with Your Name! THIS new Okeh service has a two-fold value. First, it is real advertising for you. Your name imprinted in bold type on the needle envelope gets into the home and registers your name on the mind of the purchaser. Secondly, by selling these superior needles you are giving greater customer satisfaction and consequently protecting your record sales. Write at once for prices and complete information, OKeL Needles A Product of the GENERAL PHONOGRAPH CORPORATION 25 West 45th St. otto heineman, pr«.. New York, N. Y.