Music Trade Review

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THE
VICTOR CO. EXPANSION.
Old Buildings to Be Enlarged and New Build-
ings to Be Erected to Meet Demands from
Dealers—Plans Call for Expenditure of Mil-
lion Dollars—Will Have Great Resources.
Despite the vastness of the plant of the Victor
Talking Machine Co., its seeming ability to take
care of a volume of business in talking machines
and records, almost beyond conception, it is
nevertheless a fact that the company has found
it necessary to arrange for the enlargement of the
MUSIC TRADE
REVIEW
manufacturing department, through to Front
street, which will make this one of the largest
manufacturing buildings in America.
Buildings Nos. 6 and 7, now used entirely for
storage, should be torn down to permit of build-
ing No. 8, cabinet factory, being carried through
to Front street.
An entirely new building, specially constructed
for the purpose of the shipping department, to
take the place of buildings Nos. 9 and 10, to be
erected on Market street, extending from Front
to Second street. This new shipping department
will save the company much loss and inconve-
cover the requirements of this branch of the
business.
In submitting these plans Mr. Johnson said:
"At first glance the changes enumerated above
may appear to be radical and even extravagant,
but I do not hesitate in stating that the suggested
improvements and additions are absolutely neces
sary and should be completed as soon as possible.
It is true that some of the buildings recommended
to be torn down would be quite serviceable for
ordinary manufacturing purposes, but the greatest
economy and highest efficiency is so necessary to
the future of the Victor Talking Machine Co.
The Plant of the Victor Talking Machine Co., Camden, N. J.
plant to almost double its present capacity for nience now caused by having the shipping depart-
the purpose of properly handling the business now ment so far removed from the factory.
After the removal of the shipping department to
on the books or in s ; ght.
the proposed new building on Market street, build-
The matter of increasing the size of the plant
was taken up by the board of directors of the Vic- ings Nos. 9 and 10 will be materially enlarged
tor Co. on and at the annual meeting of the and rearranged to meet the requirements of an
stockholders of the company held last month, up-to-date warehouse where materials for all de-
Eldridge R. Johnson, president of the company, partments can be received and properly stored
pending their use in the manufacturing depart-
announced the following plans :
Building No. 3 to be enlarged to six stories (a? ments.
A new building is needed immediately for the
shown in accompanying illustration), to increase
record material and grinding department, now lo-
capacity of record plant.
cated in buildings Nos. 14 and 15. Plans are un-
Building No. 2 to be torn down and replaced by
an extension of buildings Nos. 1 and 3, machine der way for a building specially constructed to
COLUMBIA NOTES.
CLEVER VICTOR PUBLICITY.
J. W. Binder, now a Woodrow Wilson Presi-
dential campaign manager, with headquarters at
42 Wall street, New York, was a caller at the
Columbia general offices Monday.
Joseph H. Willson, Dominion manager for the
Dictaphone, spent the week-end at headquarters,
New York.
Kenneth N. Johns, manager of the Columbia
Phonograph Co., General, store at Detroit, Mich.,
with his wife, spent the latter part of the week in
New York. Mr. and Mrs. Johns were entertained
Sunday at the New Jersey home of President E.
D. East on.
J. "Dictaphone" Westervelt. outside traveler for
the Dictaphone, is back at headquarters after an
absence of several days among the trade in the
South. He reports business conditions in the
South as improving rapidly.
The Victor Talking Machine Co., Camden, N. J.,
is sending to its dealers several advertising sheets
and window posters. That the advertising is com-
piled with the customary Victor care goes without
saying. The posters and record lists are of the
highest quality and are typical examples of Victor
advertising art. In the letter accompanying the
advertising matter the company further impresses
upon the minds of the dealers the fact that it is
only necessary to get the people of their communi-
ties to come to the store and hear some of the won-
derful Victor records. After that it is astonishing
how quickly the Victrola will find its way into their
homes.
The dealers, following up the Victor Co.'s na-
tional campaign of advertising with enthusiastic
support, will find the Victor business coming to
them almost quicker than they can take care of it.
We propose to (/ire fit'e dollars a week for a
short, chatty expression of v : ews upon interesting
topics. Consult our special announcement elsewhere.
Bochart & Kipp, Manhattan, Kan., will shortly
open a new branch in Wamego, Kan., with a good
line of instruments.
that there should be no hesitancy on account of the
large outlay involved. I feel that the present
time is the great opportunity to put ourselves in
an impregnable position as not only the largest
and best manufacturers of talking machines, but
as the most economical manufacturer."
"To you who are not familiar with the vast ex-
tent of these additions to the Victor factories,"
says the Voice of the Victor, "let us impress their
magnitude on you by stating in cold print that on
the completion of these buildings we will more
than double the Moor space of our present plant.
Their completion and equipment will entail an ex-
penditure of upward of a million dollars."
PHONOGRAPHS FOR LECTURING.
According to a dispatch from San Diego, Cal.,
the phonograph will replace the human lecturer
on the sight-seeing automobiles operated in that
city. It is planned to put into service new double
decked cars carrying fifty passengers and the
phonographs have been decided upon from the
viewpoint of both economy and accuracy. If the
experiment proves a success there is a strong
possibility that phonographs will supplant lecturers
on sight-seeing cars in other cities.
PUSHING THE COLUMBIA LINE.
(Special to The Review.)
Washington, D. C, April 10, 1012
The F. G. Smith Piano Co. has been doing some
strong advertising in the local papers for the pur-
pose of calling attention to the fact that a modernly
equipped department with a full line of Columbia
Graphophones and Grafonolas and a complete lib-
rary of all listed Columbia disc records in the
handsome building of the company at 1217 F
street. Joseph H. Chase is manager.