The talking machine world (Jan-June 1928)

60 The Talking Machine World, New York, March, 1928 Co-Operative National Publicity Bessie Brown Makes Needed in Radio, Says Harlan BrunswickRecording Advertising Manager of Kellogg Switchboard & Supply Co. Makes Interesting Analysis of One of the Outstanding Needs of the Radio Industry "During the past five years we have seen the rapid development and increasing use of group advertising. Some of these group or association campaigns have been notably successful, while others have been of little value to the industries which they were supposed to benefit," declared Mac Harlan, advertising manager of the Kellogg Switchboard & Supply Co., of Chicago, in an interesting analysis of the needs of the radio industry. "Without doubt the outstanding co-operative advertising campaign has been that of the California Fruit Growers. Campaigns of the Lumber Association, the Brick Manufacturers, the Sauerkraut Makers, the Paint Manufacturers, the Oil Burner Industry, et al., have been more or less successful. Generally speaking, association advertising has proved very beneficial to the industries it has served. "But none of these various associations has ever had a greater need for co-operative national advertising than has the radio industry at this time. Right now the public of the nation is hungry for facts about the radio business, especially the kind of facts that will give them confidence in their radio purchases. "Radio manufacturers must remember that their chief competition does not come from other radio manufacturers. The whole radio industry is in competition with dozens of other industries for a share of the consumer's luxury dollar. Manufacturers of all luxuries and nearluxuries are giving radio manufacturers the ftiffest kind of competition. Therefore, if radio manufacturers are to present a solid front in this battle for the consumer's luxury dollar, it is high time that they get into co-operative advertising action. Certainly much good willresult from radio association advertising, provided it is intelligently planned and efficiently administered. "In the beginning any industry having as wide a popular appeal as radio finds the demand greater than can be supplied. No outstanding sales ability is required to satisfy this spontaneous demand. The chief problem of producers is to keep up with orders. In the radio industry it is safe to assume that by this time the "spontaneous" demand has been practically satisfied. So producers are planning more intensive selling which, of course, includes more and better advertising. Such intensive sales and advertising effort necessarily must be directed toward that group of radio prospects whose desire for radio is lukewarm, or who may even be opposed to the use of radio in their homes. This group of radio prospects represents a vast section of the market. Most of the people in this group are ultra conservative in their purchases. They are the ones who never try anything when it is new. "Most of the people in such a group are conlused by the various claims of radio manufacturers. Their natural conservativeness is heightened because of this confusion, so they do not buy. A campaign of association advertising setting forth, in a straightforward manner, the benefits of radio will do more to sell this group than all the advertising of individual manufacturers put together. "In addition to advertising the benefits of owning a radio set, there is a real opportunity for broadcasters to advertise their outstanding programs. Since the success of both broadcasters and set manufacturers is interdependent, it is logical to suggest that any campaign of eroup advertising should be financed by both. So it may be advisable for radio manufacturers and leading broadcasters to get together. We suggest a combination of the brains and resources of these two groups for the purpose of financing a campaign of national advertising to include national magazines, newspapers and various outdoor media." New Freed-Eisemann Jobbers Appointed D. W. May, Inc., Newark; Horrock-Ibbotson Co., Utica, and Barrett Electric Supply Co., St. Louis, Feature Line Three prominent distributors were recently added to the Freed-Eisemann merchandising organization, according to an announcement by Arthur Freed, vice-president of the FreedEisemann Radio Corp., Brooklyn, N. Y. They are D. W. May, Inc., Newark, N. J.; the Horrock-Ibbotson Co., Utica, N. Y., and the Barrett Electric Supply Co., St. Louis, Mo. Freed-Eisemann production is being maintained on a large scale, Mr. Freed states, since the introduction of the new AC and DC and 25-cycle electric sets. It is said that the FreedEisemann dealer organization is constantly expanding, and sales prospects for 1928 are very encouraging. Vern Calder, formerly with the Daynes-Beebe Music Co., Salt Lake City, Utah, has joined the sales staff of the Consolidated Music Co. of the same city. "Cleveland's Queen of the Blues" Sings "Chloe" (the Song of the Swamp), Blues Number, for Brunswick Catalog "Chloe" (the Song of the Swamp), an original blues number, was chosen as the first Brunswick record by Bessie Brown, "Cleveland's Bessie Brown Queen of the Blues," because of the sensational success she has created with that number. Bessie Brown was discovered by one of the foremost American critics, George Davis, in "The Sixty Club," one of the exclusive night clubs of Cleveland, where she has scored tremendous success. The Brunswick record has been released as a special by the Brunswick Co. Earle V. Hennecke, Inc., Is Organized Earle V. Hennecke, Inc., has been organized in New York City to furnish sales and advertising counsel to manufacturers of radio, automotive and electrical products and to act as a sales organization handling distribution for several well-known manufacturers. In addition to these activities, it is announced that the company will develop its own manufacturing facilities and will shortly market a new form of phonograph of portable design. The organization is headed by E. V. Hennecke, formerly vice-president and general manager of the Moto Meter Co., and a prominent figure in the Automotive Equipment Association and the Motor and Accessory Manufacturers' Association, as well as the National Hardware Association. FOR YEARS THE JEWEL PRODUCTS have been known to the trade for their quality, and the Jewel Reproducer No. 33 adds to their reputation. This reproducer is the result of several years experimental research and there are certain principles included in its construction which are not to be found in any other phonograph reproducer. The size and weight are scientifically correct to bring out all tones of the electrically recorded records with that wonderful solidity of tone which has great carrying power and eliminates the metallic twang and shrillness which some call volume. There is no jangling distortion no tin-canny noise nothing but perfect harmony from the rumble of the kettledrums to the high, tremulous tones of the violin and flute; every instrument is distinctly heard yet combined in one glorious, harmonious whole. The most rigidly constructed reproducer on the market. Beautiful in appearance and practically "fool-proof." Costs more but worth it. Prices: Nickel Plate, $7.50; Gold Plate, $8.50. JEWEL PHONOPARTS CO. 510 N. Dearborn St. CHICAGO, ILL.