The talking machine world (Jan-June 1928)

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Circus Methods Sell Radio Sets for CD. Cheatham Jamaica, N. Y., Dealer Arouses Interest of Public in Radio by Unusual Sales Plan By Clarence J. O'Neil WHEN the title of being a "big show man" is tacked on to an individual, we immediately think of P. T. Barnum and elephants and clowns. But when the residents of Jamaica, N. Y., hear of the big show man they immediately think of C. D. Cheatham and his annual radio show. He also tells the community of his coming radio exhibit through the same ballyhoo medium that Barnum made so JffkGJVAYOX R500 Unit Dynamic Power Speaker and power amplifier combination THE wonderful Magnavox Dynamic Speaker, with a matched power unit, self-contained on steel frame, is ready for installation in any radio set or phonograph cabinet having space available of 14 in. wide and 12 in. high. Power unit for 105-125 volts 60cycle A. C. supply. Requires one 3163 type rectifying tube and one 310 or 210 type amplifying tube. Can replace last audio tube of set or use all tubes of the set. For use with phonograph electrical pickup head two additional audio stages recommended between pickup and R500 unit. Only the dynamic type of speaker can bring out the full qualities of reproduction demanded today. With this carefully matched power unit the combination is the highest grade of radio device. Price $120 for complete unit less tubes. Write for speaker bulletin. LOBOY MODEL R500 Unit in handsome cabinet, finished in rich old English brown mahogany. $165.00, less tubes. The Magnavox Company Oakland, California popular, posters — posters and more posters; eye-arresting, attention-getting publicity. Posters "Tell The World" Not a newspaper in the city carries an advertisement of Cheatham's, nor does he resort to circularizing through the mail. He is a firm believer in adding color to his appeal and therefore broadcasts through huge forty-two by thirty-six-inch, yellow and black posters pasted on every elevated station, building and fence within a radius of five miles. He pays dearly for his poster advertising hobby but he also gets a good refund through radio sales. It is too soon to tabulate how much he will realize on his Second Annual Radio Show, held in January, but on the basis of last year's performances, and broadcasting it through the same advertising program, Cheatham expects to make it another success. Cost of Poster Advertising The one outstanding feature of his advertising is the seemingly expensive angle of it. The cost of posting the billboards alone averages twenty cents a poster. He estimates 1,000 posters will be sufficient to cover every available blank wall space for miles about his district. The posters are printed in black type with an elaborate yellow shade background. Cheatham's printing bill, exclusive of the $200 for posting, amounted to $60. The posters read: MICA DIAPHRAGMS Immediate delivery — all sizes Send for free samples and prices All Mica Products INTERNATIONAL MICA CO. Baring 535 PHILADELPHIA, PA. niuSS, Vhlta. C. D. Cheatham presents Jamaica's Second Annual Radio Show at 147-18-20 Jamaica avenue, Jamaica, N. Y. Mr. Cheatham allotted a full day for his squad of eight men to cover the posting area with four trucks. Uses Barnum Tactics Even the interior decorations of the "radio show" were done in Barnum fashion. Having two separate stores, adjoining each other, offering a combined floor space of fifty by one hundred feet, Mr. Cheatham arranged and decorated one store exclusively for his show. Yellow and black were the uniform colors, used throughout the store. The entire ceiling was elaborately decorated with streamers to match the windows, doors and wall finish. On entering, the visitor viewed an assortment of complete sets occupying the front half of the store. As he walked further back he saw an assorted array of accessories neatly stacked up on two shelves. Five salesmen under the supervision of E. Spero, manager, were ready to answer any questions asked by visitors. Mr. Cheatham's final cost for staging his two weeks' show last year, including printing, posting and labor, was estimated at about $500. His net result, however, was the sale of $8,000 in radios and plenty of vacant space for a fresh stock of radio merchandise. L. D. Heater Go. Opens a Branch in Seattle, Wash. Portland, Ore., February 3. — The L. D. Heater Co., jobber of phonographs, records, radios and accessories, has opened a branch department in Seattle and has placed J. E. Brown in charge. Mr. Heater, who spent the past month in Seattle planning the opening, quietly purchased the $12,500 bankrupt stock of the Harold Weeks Brunswick Shop and distributed it to the various dealers in that city. While there he also purchased the Arborphone stock of the Globe Electric Co., and has taken over the northwestern distribution. At the Portland headquarters Al Cooney, who has been associated with Mr. Heater for many years, has been placed in charge of the Okeh and Odeon record department. John N. Armfield has been placed in charge of the Victrola and radio department of Sherman, Clay & Co., Portland branch, and his wife in charge of the record department of the firm. Mr. Armfield takes the place occupied by R. W. Newhouse and Mrs. Armfield that of Miss Cora Richie, both of whom have been transferred to California houses of the firm. C. B. Gilbert, of Seattle, and president of the Northwestern Victor Distribution Co., met the Victor dealers and salesmen at a luncheon at the Hotel Portland, January 11, at which time he gave them an excellent sales talk and demonstrated for them for the first time the new model Victor Electrola No. 1215. Elmer Hunt, in charge of the Portland branch of the Victor Distribution Co., announced that the J. K. Gill Co. has added the Victor line. When the department was opened the Brunswick and Columbia lines were installed. Winton Balzell Drops Dead Winton Balzell, musician, educator and author, of Brooklyn, N. Y., dropped dead from heart disease while visiting with a friend, H. L. Hunt, head of the instrument department of the Charles H. Ditson Co., at the company's quarters at 8 East Thirty-fourth street, New York. \ Rappaport Files Schedule A schedule in bankruptcy was recently filed by Morris Rappaport, proprietor of the M. Rappaport Music & Radio Shop, 880 Westchester avenue, New York City, Liabilities are listed at $36,040 with assets at $26,397. PHONOGRAPH CASES RADIO CASES Reinforced 3-ply Veneer The Standard Case for Talking Machines and Radio Sets Let us f'gure on your requirements MADE BY PLYWOOD CORPORATION, Goldsboro, N. C. Mills in Va., N. C. and S. C. 46