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THE MUSIC TRADE REVIEW
BIG RESULTS FROM ADVERTISING.
NEW EDISONJMSC PRODUCT
PHENOMENAL BUSINESS
H. A. Yerkes Reports Many Orders from Sat-
urday Evening Post Publicity—An Experi-
ence in Denver—Wittenberg Takes Columbia
Line in Brooklyn—Recent Visitors.
The Basis of Some Striking Advertisements in
the Saturday Evening Post.
Reported by the New York Talking Machine
Co.—Business Running 40 Per Cent. Over
Last Year—Call for Popular Priced Machines
In connection with its campaign in the national
magazines on behalf of the new Edison disc prod-
V. W. Moody, sales manager of the New York
"The tremendous demand for our new advertis- uct, Thomas A. Edison, Inc., has supplemented this
Talking Machine Co., 81 Chambers street, New
ing record announced in last week's Saturday campaign by the addition of a series of advertise-
York, states that the company is continuing to
Evening Post has exceeded all our expectations," ments featuring the Edison cylinder line, both ma-
maintain its phenomenal gain of mare than 40 per
stated H. A. Yerkes, manager of the wholesale chines and records. The first advertisements ir. cent, over last year's business. This remarkable
department of the Columbia Graphophone Co., this series appeared in last week's issue of the Sat- gain is doubly surprising in view of the fact that
"and we have received numerous letters of com- urday Evening Post, and in text and appearance last year was a record breaker and was far in ad-
mendation from our dealers and Columbia owners was in complete harmony with the usual high-
vance of the previous year's business.
relative to the merits of this record. As an ex- class Edison publicity.
Sales Manager Moody states that the demand
ample of these letters the following one received
for the more popular priced maenines is heavier
This advertisement served as the first formal
this week from a Denver dealer is Interesting:
this year than ever before, and although the com-
announcement to the public that the Edison
" 'To back up the Saturday Evening Post pull cylinder line would hereafter consist exclusively of
pany is able to supply all its dealers at the present
on the advertising record, we ran the attached ad- cabinet models without exposed horns. Attention time, there is a possibility that the stock of these
vertisement in our local newspapers Thursday. We was called to the wide range of prices offered by machines will not be large enough to lake care of
had received 300 records of the lot we ordered. the Edison cylinder line, and an excellent cut of all the demands of the trade.
Friday we disposed of '200 on our retail floor, to- diamond cylinder Amberola No. IV, price $100,
day, Saturday, it would seem to us that "all Denver completed a distinctly high-grade piece of adver-
A COLUMBIA BOOSTER FROM OHIO.
except the 'J00 who were in yesterday, have been tising copy.
Joseph N. Hassett, Manager for Fred W. Pea-
in to get that record. We consider it a great asset
body, Portsmouth, O., Makes First Visit to
to secure the names and addresses of the talkin"
RECEIVE CARLOAD OF VICTROLAS.
New York—Tells of Middle West Conditions.
machine owners in Denver, and acquaint them witn
Schiller Piano Co., of Davenport, la., Gets Big
the quality of Columbia records.'
Among the visitors the past week at the execu-
Shipment of Victrolas from the Mickel
"From an enthusiastic talking machine owner the
tive offices of the Columbia Graphophone Co. in the
Bros. Co.—A Productive Territory.
following letter was received: 'I received your ad-
Woolworth building. New York, was Joseph N.
vertising record and we are all delighted with
Hassett, manager of
(Special to The Review.)
same. To say that the quality and tone and sweet-
the establishment ot
DES MOINES, IOWA, November 24.—The Mickel
ness of this record has surpassed my fondest ex- Bros. Co., of this city, the well-known Victor dis-
Fred W. Peabody,
pectations is putting it mildly. I have placed an tributer, recently shipped a solid carload of Vic-
the progressive pi-
order with my dealer for a half dozen Columbia trolas to the Schiller Piano Co., of Davenport,
ano and talking ma-
records of our selection. Thanking you for the Towa. This is said to be the first shipment of this
chine d e a l e r of
record, and past and future favors, I remain.' "
Portsmouth, O. This
magnitude made to an Iowa dealer.
Charles S. Plummer, an enterprising Columbia
was Mr. Hassett's
This territory is proving a most productive one
dealer of Newport, R. I., was a visitor to the ex
first visit to the new
for the talking machine trade, and energetic dis-
ecutive offices of the Columbia Co. last week. Mr. tributers and dealers report the closing of a busi-
offices of the Co-
Plummer spoke very encouragingly of the growing ness far in excess of that closed last year. The
lumbia Co., and he
popularity of Columbia products in his territory.
w a s enthusiastic
Mickel Bros. Co. is one of the many Victor en-
Joseph N. Hassett.
Charles Wittenberg, 540 Chauncey street, thusiasts to report the best year in its history, and
over the attractive
Brooklyn, N. Y., is one of the latest additions to with carload orders of Victrolas now fairly started appearance and artistic decorations of the new
the ranks of Columbia dealers in the "City of
there is no predicting how heavy the business may home of Columbia products.
Churclres." Michaels Bros., who, as reported ex- be before the year is closed.
"Business conditions in general are very satisfac-
clusively in last week's issue of The Review, placed
tory," remarked Mr. Hassett in discussing the in-
a substantial order for Columbia products, have in- CONCERTS ATTRACT LARGE CROWDS. dustrial situation in the Middle West. "Our busi-
creased their order to include their two stores on
ness is showing a substantial gain over last year,
(Special to The Review.)
Ninth and Smith streets, respectively.
and our success with Columbia products has been
INDIANAPOLIS, IND., November 24.—The Stewart most gratifying. The new types of Columbia ma-
McCREERY CONCENTRATION. • Talking Machine Co., of this city, the prominent chines are meeting with popular favor throughout
Victor distributer, is conducting two concerts daily
Victrola Department in 23d Street Store Re-
our territory, and the new Columbia records are
ia the Keith Theater, at which an Auxetophone gaining in favor day by day. There is a demand
moved to New Store on 34th Street.
is featured. These concerts, which are proving in the Middle West for the better class of goods,
James McCreery & Co., the prominent New
very successful, last from 7.45 to 8.10 in the eve- and we have sold more high class Columbia ma-
York department store with stores on Thirty- ning and from 1.45 to 2 in the afternoon. They chines within the last month or so than ever be-
fourth street and Twenty-third street, announced in appear in the program as the first number of the fore."
the daily newspapers this week the closing of its regular entertainment. The name of each selection
Mr. Hassett stayed but a few days in the East,
Twenty-third street store and the removal of the and of the artists is printed on a large card and leaving for Portsmouth the latter part of the week.
stock and staff of employes to Thirty-fourth street, exhibited on the stage while the record is being His optimism and encouraging reports of general
which has been enlarged considerably. The Vic- played. This is the sort of publicity that cannot
business conditions are in accord with the true
trola department in the Thirty-fourth street store fail to be productive of gratifying results.
spirit of the energetic, aggressive Middle West
has scored a marked success since it was estab-
talking machine dealer.
lished early in the year, and its amalgamation with
VICTOR CHRISTMAS PUBLICITY.
the Victrola department in the Thirty-fourth street
COMMENTS ON JBMSON PUBLICITY.
The latest batch of Christmas advertising mat-
store will greatly enhance the success of the latter
Commenting on Edison advertising in the daily
department. Both of these departments are under ter sent out to its dealers by the Victor Talking
papers,
Printers' Ink says: "Thomas A. Edison,
Machine
Co.
contains
some
of
the
most
attractive
the jurisdiction of the Musical Instrument Sales
Co., New York, as James McCreery & Co. are and artistic window hangers and streamers pre- Inc., has adopted a combination reader and display
sented to the trade in some time. A beautiful win- style of copy for exploiting the 'New Edison.' A
members of the Claflin chain of stores.
dow poster entitled "A Home Christmas Scene," in one-column reader headed 'Success Again Crowns
an ensemble of harmonious colors, formed the the Labor of Edison' appears alongside a five-
COLUMBIA LINE^ WITH WISSNER.
nucleus of this special advertising matter, and column display advertisement illustrated with pic-
Wissner Piano Houses in New York and Brook-
this sales producer in itself is reinforced by at- tures of Thomas A. Edison and the new Louis
lyn to Handle Columbia Products.
tractive window streamers and folders. In connec- XV Style Edison phonograph. As an inducement
to get people to bring old disc records of any
The Columbia Graphophone Co. closed arrange- tion with the various holiday hints sent out last
ments this week with Otto Wissner, the prominent week to the trade, this latest Christmas advertising make to the stores and hear them on the new in-
piano house with stores in Brooklyn and New matter affords the Victor dealer a splendid oppor- strument a free concert is advertised from 11 a. m.
to 6 p. m. The concerts have been well attended
York, whereby the Columbia products will be han- tunity to carry on a publicity campaign that cannot
because the copy emphasizes these points: 'Abso-
dled by the Wissner store on Thirty-fourth street. fail to produce gratifying results.
lutely no obligations—hear your old records on a
New York, which was recently opened. An un-
new instrument even if you don't intend to buy—
The Munn Piano Co., Walton, N. Y., has opened
usually substantial initial order is now being
we want you to come so you will tell others.' "
a
branch
store
in
Hancock,
N.
Y
shipped to this Wissner store.