The talking machine world (Jan-June 1928)

Last-Minute News of the Trade E. E. Shumaker Finds Europe Enthusiastic Over New Type Victrolas and Records Reception Accorded "His Master's Voice" Instruments and Records Points to 1928 Being the Best Year on Continent, Says President of the Victor Talking Machine Co. With all of Europe enthusiastic about the new types of "His Master's Voice" instruments and the new "His Master's Voice" electrically recorded records, the talking machine business Edward E. Shumaker in the British Isles and on the Continent is certain in the next year to be the largest in the history of the industry, according to E. E. Shumaker, president of the Victor Talking Machine Co., who has just returned from a two months' European trip, during which he studied business conditions abroad and visited the plants of the companies affiliated with Victor. "The instruments corresponding to the Orthophonic Victrola, the Automatic Victrola and the instruments which reproduce and amplify electrically are just being shown in Europe and the reception they are having is amazing," Mr. Shumaker said on his return. "It is impossible to keep the supply equal to the demand. In every large city the display of any instrument in a shop window, even though it is of a type that has been on the market for some time, causes crowds to gather. On trains people discuss the new records and instruments the way we, a few years ago in America, discussed radio and some outstanding concert which had just been broadcast. In Paris, London. Berlin or Bucharest it is the same. Stores selling records are crowded with lines of people waiting to get into the demonstration booths. Europe has suddenly become awake to recorded music." During his trip Mr. Shumaker visited the British Isles, France, Italy, Jugo-Slavia, Rumania, Austria, Germany and Belgium and in each country made a careful survey of business conditions, especially as they affected the talking machine and record market. In England, France, Belgium, Italy, Germany and Austria he visited the plants of the companies associated with Victor. This tremendous interest in recorded music which has sprung up in Europe in the past two years Mr. Shumaker believes is due, in a great measure, to the new and greatly improved instruments and the new method of recording. "Europeans are born music lovers," he said in discussing his trip. "They are perhaps more exacting in their tastes than we are and I believe that under the old system of recording they were never completely satisfied. Now, when it is possible to reproduce a complete symphony orchestra or a world-famous voice with perfect realism, they are finding that they can have in their own homes just what they would hear in the concert hall. Where a few years ago people of culture did not consider the talking machine seriously and refused to have them in their houses, to-day they exhibit their new instruments with pride. Conversation constantly turns on the subject of new recordings and people await with interest each announcement of new releases. "Not only are they interested in music recorded by their own artists and in their own languages. American Jazz and the fame of American orchestras are sweeping the world through our recordings. I visited a good many cities during my trip and I do not remember one in which I did not hear American music played, both by orchestras and talking machines. There is no question in my mind that the Victor Company and its associated companies have ahead of them the greatest business they have ever experienced." In addition to his enthusiasm for the foreign market, Mr. Shumaker expressed himself as exceedingly pleased with the results accomplished by the Victor Company during his absence. "It is most gratifying," he said, "to return to find that our sales of records during the period of my absence have been beyond our expectations. Instruments, too, have had a remarkable sale and we experienced a shortage in most models. Our line of de luxe models and high-priced radio combinations was practically exhausted even before the usual holiday gift buying." C. D. MacKinnon and C. T. McKelvy Occupy Important Posts With Sonora Phonograph Co. Both Executives Have Been Identified With Phonograph Industry for Many Years — Mr. MacKinnon Is Sales Manager of Record Division and Mr. McKelvy Is Sales Promotion Manager P. L. Deutsch, president of the Acoustic Products Co., Inc., and the Sonora Phonograph Co., which it controls, announced this week the appointment of C. D. MacKinnon as general sales manager of the Sonora record division and C. T. McKelvy as sales promotion manager of the Sonora Co. Both of these popular executives have already assumed their new duties, Mr MacKinnon making his headquarters at the Sonora Eastern offices in New York and Mr. McKelvy at the Sonora general offices in Chicago. C. D. MacKinnon and C. T. McKelvy will need no introduction to talking machine dealers territorial salesman, special representative and sales promotion manager, and more recently general manager of the H. T. Roberts Co. He achieved outstanding success in the preparation of sales promotion campaigns and is eenerally recognized as one of the most capa C. D. MacKinnon and jobbers throughout the country, for they have both been identified with the phonograph industry for many years and have hosts of friends among retailers and wholesalers from coast to coast. Mr. MacKinnon was for seven years assistant general sales manager of the Vocalion division of the Aeolian Co. and for three years served as manager of record sales for the Brunswick-Balke-Collender Co. More recently he was Eastern sales manager for the H. T. Roberts Co. and he brings to his new post an intimate familiarity with every phase of record merchandising.. C. T. McKelvy was associated with the Brunswick-Balke-Collender Co. for several years, occupying, respectively, the posts of 34a C. T. McKelvy ble executives in the development of profitable and productive sales ideas. Gold Seal Electrical Go. Takes Over Appliance Firm The Gold Seal Electrical Co., New York, manufacturer of Gold Seal tubes, has announced the acquisition of the business of the Gold Seal Electric Co., of Cleveland, O., manufacturer of household electrical appliances. This is the first step in an extensive program of expansion. Factories will be maintained at Cleveland, O., and Newark, N. J., with executive and sales offices in New York.