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50
THE
MUSIC TRADE
REVIEW
ERECTING MORE_EDISON FACTORIES.
A POPULAR COLUMBIA STYLE.
Expansion of Business Compels the Erection of
Two Enormous Plants—Edison Records and
Machines Are in Great Demand and the En-
tire Force Is Working 'Way Into the Nights
in an Effort to Fill Orders as Requested.
Is the Grafonola De Luxe Which Sells for $200
— H . A. Yerkes, Manager of the Wholesale
Department, Says That It Is Difficult to Sup-
ply Dealers' Demands for This Instrument.
In line with the general expansive policy of Thos.
A. Edison, Inc., Orange, N. J., comes the announce-
ment of the drafting of plans and specifications for
two new buildings to be erected opposite the labora-
tory of its present factories. It is a little too early
at the present writing to secure authentic informa-
tion anent the sizes and the proposed uses of these
structures, but both will be of concrete and glass
and one will be six stories high. The lot of land
upon which these two buildings will be built is
about a block and a half long and a block wide,
which gives some idea of their size.
Quite the most unhappy man in the Edison or-
ganization these days is F. K. Dolbeer, manager of
sales, who is at present between the devil and the
deep sea, as the saying goes. With a factory work-
ing only 24 hours a day to turn out Edison phono-
graphs and records, and a corps of energetic Edi-
son jobbers and dealers requiring about 48 hours'
output a day and all hollering for "more goods," it
must certainly 'be a peaceful spot—F. K.'s office.
When Mr. Dolbeer comes in each morning a pack-
age of letters greets him, all reading as though they
were written by the same person for these all say:
"Rush more goods." The new list of Amberol
records is going rapidly—'way above the produc-
tion—while the new disc machines and records are
making their appearance and are eagerly wel-
comed.
Thos. A. Edison has now taken hold as president
of tht company, and is giving a great deal of his
time to the development of the business.
MANY INQUIRIES FROM SCHOOLS.
The educational department of the Columbia
Phonograph Co., which is under the capable man-
agement of Prof. Frederic Goodwin is accomplish-
ing excellent work in the realm of school-room
music. "Our national advertising campaign is
bringing us spleudid results," states Prof. Good-
win in a chat with The Review. "We are receiving
many inquiries from school principals and teachers
in every section of the country, and our policy of
impressing upon the teachers that we want to as-
sist them in their work is gaining us many friends
in the scholastic world."
DECEMBER VICTOR PUBLICATIONS.
The advertising department of the Victor Talk-
ing Machine Co. is sending out to its extensive
dealers list proofs of the Victor advertisements
which will appear in the local newspapers during
tb? month of December. The advertisements
scheduled for the first four weeks of the month
bear the familiar and catchy headline, "Will there
be a Victrola in your home this Christmas?" As
was the case with the November advertisements,
cuts of the various models of the Victrola appear
in one section of the advertisement; and, accord-
ing to the Victor dealers, this style of advertise-
ment has brought excellent returns during the
month of November. The advertisement sched-
uled for the fifth week of the month bears a dif-
ferent heading than the others owing to the pass-
ing of Christmas, but the headline is equally as
attractive as that used in the other four weeks of
the month.
If you are a salesman, tuner or traveler, and
desire a position, forward your wants in an ad-
vertisement to The Review in space not to ex-
ceed four lines and it will be inserted free of
charge and replies *ent to you.
H. A. Yerkes, manager of the wholesale depart-
ment of the Columbia Phonograph Co., General, is
enthusiastic over the splendid sale of the Columbia
Grafonola De Luxe, which sells for $200. This
popular model is one of the leaders of the exten-
sive Columbia line, and Mr. Yerkes states that the
dealers' demands for the machine is 'way beyond all
expectations. Some of the features of this hand-
some product which have contributed to its rapid
growth in popularity are its splendid finish, beauti-
ful lines, open top, gold-plated trimmings, the ex-
clusive feature of the drop record trays and its
marvelous tone. This latter attribute is especially
prominent, and its purity of tone has won this
model universal commendation. It comes finished
in mahogany and various oaks at $200 and in Cir-
cassian walnut at $250.
CANNED VOICES IN THE SUBWAY.
They Are to Announce What the Train Is and
"Watch Your Step."
You "watch your step" in the subway station
these days to the order of a mechanical caller out.
They are "trying it on the dogs" at the place of
greatest rush, the Grand Central Station, at Forty-
second street.
There, if you happen to be around when the
canned voice is at work you will see above the
platform what looks to be a double-ended mega-
phone. One big opening points in the direction
of the express trains, and the other toward the
locals.
When a train appears the canned voice appar-
ently starts up of its own accord, and requests the
passengers to mind their steps, announces the
Broadway, Bronx Park, or whatever the train is.
The calls are not spontaneous, however, but are
telephoned up to the machine. At present it is a
great source of amusement to both the station men
and passengers.
The new announcer, or at least one of them, is a
magniphone. There are two or three companies
trying for the contract of putting them in, and so
far the instruments have not been able to make
themselves heard at any distance above the roar of
the station traffic. Another one is to be tried
later, hoping to have better results.
BUSINESS IS EXPANDING.
Big Call for New Victor Records and Machines
Reported by the Aeolian Co.
"Our Victor business is going along splendidly,"
states Charles Bobzin, manager of the talking ma-
chine and retail music roll departments of the
Aeolian Co. "Our recitals are drawing large
crowds each day, and this mode of publicity is re-
sulting in many good sales.
Our record sales
are a source of great gratification, and the new
records by Titto Ruffo, the famous baritone, are
meeting with a truly remarkable success. One of
the features of our recent business since coming
into our new quarters has been the steady increase
in record cabinet sales. This is probably due to the
fact that we did not have adequate room in the old
building, and now that we are able to properly
display the cabinets the sales have been rapidly
growing. We carry a complete line of the well-
known Pooley record cabinets in all styles and
prices and the public's appreciation of the fine
qualities of this cabinet is evidenced by the sub-
stantial number of sales closed each day."
GIMBEL BROS. OFFER.
Their Plan of Loaning 100 Victrolas to Ac-
ceptable Homes Attracts Much Attention.
Gimbel Bros, recently carried some very attrac-
tive talking machine advertising in the local news-
papers and in one of their advertisements they
made the following offer:
ONE HUNDRED VICTROLAS TO BE LOANED.
We have set aside a stock of just one hundred
of these magnificent instruments to place in accept-
able homes. When this number is allotted the
offer will be cancelled—and in any event this effer
terminates on November 25. The Victrolas will
be delivered entirely free, anywhere within the
limits of our regular delivery service. Of course
this offer cannot be made to people living outside
of our own delivery territory. There will be no
rental or delivery charge of any kind for the Vic-
trola loaned under this offer. But of course you
will need music, and Victor records are never ex-
changeable, and it is impossible for us to accept
the total loss of all the records which may be sent
out, so we will ask those to whom we loan the
Victrola to purchase a dozen Victor records, the
cost of which will be a very insignificant price for
the pleasure secured during the fortnight the in-
strument is in your possession. Uf course you will
realize that it will cost us much more to deliver
the Victrola to you and take it back to the store
again than the small amount you pay for these
records. You may select from the entire Victor
catalog, according to the price you wish to pay.
When this purchase is made and satisfactory refer-
ences are given the Victrola will be delivered on
trial for two weeks, absolutely without cost to
you. At the end of two weeks if you wish us to
take the Victrola back we will do so—the records,
of course, remaining your property.
CATALOG IN PORTUGUESE.
The Columbia Phonograph Co.'s export depart-
ment has just issued a handsome Portuguese cata-
log of 160 pages for distribution in Portugal and
Brazil. The first 41 pagis are devoted exclusively
to Portuguese records, and the remaining pages to
Spanish, Portuguese and operatic selections. A
prominent feature of the catalog is the combina-
tion alphabetical and classified index that occupies
several pages in the back of the booklet, and which
is of great value to Columbia dealers. The catalog
is adequately illustrated and is an admirable ex-
ample of Columbia export literature.
VICTOR HOLIDAY POSTER.
Records for December and Special Selections
for Christmas Attractively Set Forth—Hand-
some Picture of Titta Ruffo.
In connection with an elaborate poster with
holly border, showing new records for December,
as well as a special list of records suitable for use
at Christmas time, the Victor Co. has sent to the
dealers a handsome poster of large size and show-
ing a big portrait of Titta Ruffo, the new baritone
who has created such a furore in opera circles, in
the role of Hamlet. On the poster, in large let-
ters, appears: "Come in and Hear the New Vic-
tor Records by Titta Ruffo." It is a poster that is
sure to attract attention when hung in the dealer's
window.
The Columbia Phonograph Co. announces the
publication of several new records by Orville
Harrold, the phenomenal American tenor. These
records were not scheduled for issuance until next
January, but owing to the wonderful success Mr.
Harrold has attained in his recent performances
the Columbia Co. was convinced that the time was
ripe for the production of these records.