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THE
MUSIC TRADE
REVIEW
OPENS NEW STORE IN MILWAUKEE.
This catalog also includes all the records listed
in the new General Record Catalog and the fol-
J. H. Becker, Jr., Weil-Known Talking Machine
lowing foreign record catalogs, advance copies of
Man and Formerly Manager of That Depart-
which were sent out this' week: Italian, Spanish,
ment for the Hoeffler Manufacturing Co., German, Portuguese, Hawaiian, Turkish, Swedish,
Now Head of His Own Establishment—Lady
Danish, Finnish, Norwegian, Gregorian and Sis-
Manager for Hoeffler Department.'
tine Choir, two Arabian, Bohemian, Hungarian,
Russian, Polish. Hebrew, French and French-
J. H. Becker, Jr., one of Milwaukee's best
Canadian, Greek.
known and enterprising young talking machine
These foreign catalogs are most attractively got
men, has resigned as manager of the talker depart-
ten up and should prove most stimulative 1o
ment of the Hoeffler Manufacturing Co., 306-308 dealers desiring to cater to the large foreign com
West Water street, and is in charge of a new retail
tnumties in the United States.
store which has been opened at 1120 Walnut street.
This is a character of trade which dealers should
The new establishment is located in an excellent
concentrate on, because people born in foreign
business location on the North Side and Mr. countries always like records of old folk songs as
Becker is meeting with a brisk trade from the very
well as the other standard compositions identified
Ftart. He had ben connected with the Hoeffler
with the land of their birth. With such a formid-
Manufacturing Co. for five years and during that
able list as is here presented by the Victor Co.
period has made hosts of friends. The entire Vic- dealers can be well prepared to cater to all demands.
tor line is carried and Mr. Becker is offering an
In conjunction with the foregoing catalogs the
exceptionally large stock to his trade.
Neither
Victor Co. also includes a cut-out list which com-
money nor time has been spared in making the
prises the records withdrawn from the general
store one of the finest retail establishments of its
catalog and which do not appear in the Januarj
kind in the city. Soundproof booths and the en-
edition.
tire furnishings of the store are of mahogany.
While with the Hoeffler Manufacturing Co. Mr.
BIG DEALJNJT. LOUIS.
Becker established a reputation for having the
finest window displays in Milwaukee, and judging Silverstone Talking Machine Co. to Become
from the exhibit in the windows of the new Wal-
Edison Jobber in That Territory
While
nut street store he will maintain his reputation.
Koerber-Brenner Music Co. Will Handle
Miss Elsie Meiser, a capable young talking ma-
Victor Line Exclusively—Decide That Best
chine woman, who has acted as assistant manager
Results Are Gained by Handling Only One
to Mr. Becker for the past two years, is now in
Line of Goods.
charge of the talking machine department of the
(Special to The Review.)
Hoeffler Manufacturing Co., assisted by Mr.
St. Louis, Mo., Feb. 20, 1912.
Hoeffler. Miss Meiser is a well-known vocalist, is
A deal whereby the Silverstone Talking Machine
prominent musically, and is well fitted for her new
Co. becomes the sole Edison jobber in St. Louis
I osition.
and the Koerber-Brenner Music Co. will handle
only the Victor line has been completed by Mark
PACIFIC COAST MEN MEET.
Silverstone and E. C. Rauth, the latter secretary of
the Koerber-Brenner Co. Mr. Silverstone, who
Form Club in San Francisco for Weekly Eatfest.
also conducts a retail business, has transferred his
entire stock of Victor-Victrolas and Victor rec-
The talking machine men of San Francisco and ords to the Koerber-Brenner Co. and will hereafter
the Pacific Coast have formed a new club, a
handle only the Edison line at retail.
luncheon club, to be known as the Oakland Gra-
"Our company felt," said Mr. Rauth in speaking
fonola-Victrola-Amberola Club. The first meet- of the deal, "that a firm could only do justice to one
ing was called at the lunch hour, Wednesday, line of merchandise like talking machines. The
January 24, at Pabst's Cafe, San Francisco. trade is so nearly alike that to handle two lines
Among those present were Walter S. Gray, Pacific brings one into conflict with himself at times. Also
Coast manager for the Columbia Phonograph Co., we felt that perhaps when the Edison disc machine
General; L. V. Hill, manager of the Kohler & is put on the market that there is a likelihood of
Chase store; Charles L. Moore, traveler for the exclusive contracts being asked from jobbers and
Columbia Co.; Thomas B. Watson, manager of the
that we would rather get from under first. We
Oakland Phonograph Co.; James L. Clancy, of the
liked the Victor line best, hence our selection."
new firm of Clancy & .Le Claire, who recently
"I like the Edison line," said Mr. Silverstone,
bought out the Kohler & Chase department, and
"and I believe the time is coming for a dealer to
L. Le Claire, the second member of the new firm. handle one line. I thought I could better my busi-
A guest at the festivities was Lewis H. Bishop, ness by taking this line exclusively, hence my giv
of Oakland, familiarly known as the "Bishop of
ing up of the Victors. I had a nice business with
Oakland."
the Victors, but felt that the 'one line' advantages,
Subjects of interest to the trade were discussed, would offset the profits from the other line. Also
as well as general topics of common interest. with the larger Edison stock I will carry I need
Everybody was happy over the past year's excellent all of my space."
business and a very optimistic feeling, regarding
Mr. Silverstone is an excellent mechanic and does
1912 was apparent. The club has designated or oversees the expert repairing that comes to his
Wednesday of each week at the same hour and store and is famous among talking machine men of
same place, as its official abode.
this section for his ability to overcome mechanical
difficulties that come up in talking machine work.
His jobbing territory is southern Illinois, Mis-
IMPORTANT VICTOR CATALOGS.
souri and a part of Arkansas.
Imposing Numerical Catalog Just Issued with
Smaller Lists of Records Covering Twenty
Different Languages.
The Victor Talking Machine Co. has just issued
its Numerical Record Cata'og, containing a com-
plete list in numerical order of all records that are
on sale in the United States. This book is gotten
up for the convenience of users with a side index
containing the various numbers so that the record
desired can be looked up without effort.
G. T. Williams, general manager of the New
York Talking Machine Co., 81 Chambers street,
and Mrs. Williams were called to Hendersonville,
N. C , Saturday, to attend the funeral of Mrs.
Williams' mother, who died in that city Friday last.
The Victrola department recently installed at the
new and elaborate piano store of Emil O. Schmidt,
at 310 Grand avenue, Chicago, is under the man-
agement of Otto F. Leidel.
FHONOGRAPH SURVIVES FLOOD.
Edison Machine Rescued from Ruins of
Austin, Pa., Runs as Though Nothing Had
Happened—Proof of Durability.
While calamities such as the flood in Austin,
Pa., last fall result in untold suffering and finan-
cial loss to local interests, nevertheless they have
the virtue in many cases of proving the quality
of certain products that have survived the strenu-
PHONOGRAPH THAT WENT THROUGH FLOOD.
ous experience. In the case of the Austin flood,
for instance, John W. Greenan, a resident of that
town, lost all his personal and household effects in
the flood, but later found his Edison phonograph in
the ruins.
The machine later was shipped back to the
factory, where it was wound up and ran as though
it had never been in a flood. Thomas A. Edison,
Inc., state that the machine offers rather eloquent
testimony regarding Edison quality, despite the fact
that the machines are not guaranteed to be calam-
ity proof.—Talking Machine World.
NEW VICTOR RECORD CATALOG.
Som« of the New Features Announced in Con-
nection with New Volume.
The Victor Talking Machine Co. announces, in
the February number of The Voice of the Victor, a
new alphabetical and subject catalog of Victor rec-
ords, which is expected to result in a material in-
crease in the sale of Victor records. In the new
catalog the names of the composers, the prominent
artists and selections are all arranged in alphabeti-
cal order and in sequence, while the selections are
also listed under subject headings, such as Scotch
songs, etc. In the case of double-sided records
both titles are given, that in alphabetical order be-
ing in heavy type with the name of the selection
on the back of the record to prevent confusion, the
reverse being the case in the alphabetical listing of
the selection on the back of the record. In the last
pages of the new catalog will be found a list of
Victor singers and players, under whose names all
records made by them will be listed in the catalog.
List of subject headings under which records will
be classified. Pronunciation table of singers names
and pronunciation table of operas and composers.
Gauge your competitor by what he does rather
than what he says and thereby save much worry-
ing. If hot air was music some of the other fel-
lows would be brass bands.
The "man from Missouri" says, "Show Me,"
but the man from Texas says, "You've got to put
it in my hand." The free recital gives the Texan
his chance.
O. P. Graffen, a traveler for the wholesale de-
partment of the Columbia Phonograph Co., Gen-
eral, at 89 Chambers street, New York, is on a
tour of New York State in the interests of his
firm.