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THE MUSIC TRADE REVIEW
52
COLUMBIA GRAPHOPHONE CO. INVADES FIFTH AVENUE.
To Have Splendid Quarters in Heart of Shopping District at Fifth Avenue and
Street—Full Line of Instruments and Records to Be Displayed.
The Columbia Graphoplione Co. is invading up-
per Fifth avenue, New York City. By arrange-
ment with its dealers, the F. G. Smith Piano Co.,
there is to be a Columbia corner at Fifth avenue
and Thirty-third street.
Here, opposite the Waldorf-Astoria, and in the
center of New York's most fashionable shopping
district, the Columbia Graphophone Co.'s product
is to be displayed in a store conspicuously hand-
some even on that great avenue of handsome
stores. There is tremendous spread of plate glass
show window facing on Thirty-third street and
also on Fifth avenue, permitting a magnificent dis-
play of talking machine products.
The basement, ground floor and mezzanine of
the store provide 7,500 square feet of space for
this new home of Columbia. The entire interior
of the store is being reconstructed, refurnished
Thirty-thrd
and redecorated, and the three essentials that have
been adhered to in this work are the comfort of
customers, the efficiency of the service and artistic
presentation in all things. It is safe to say that
all three are being achieved.
The scheme of decoration followed is dis-
tinguished by artistic elegance and studied atten-
tion has been paid to the most effective display
of product in every detail.
There will be, of course, an absolutely complete
line of instruments and records. Demonstration
booths are being built on each floor and every fa-
cility has been provided for the maintenance of a
retail service in keeping with the locality.
This move may be regarded as an eloquent in-
dication of the vigor with which the Columbia
Graphophone Co. is strengthening its position in
New York and the East in general.
ARTISTIC VICTOR DEPARTMENT.
COLUMBIAJiLEANINGS.
Feature of New Lord & Taylor Store Which
Was Opened Last Week in New York—
New Quarters Are Handsomely Fitted Up.
E. D. Easton to Bermuda—E. N. Burns Return-
ing—Recent Visitors—To Feature New Jewel
Machine—Mr. Yerkes Reports Gains.
Edward D. Easton, president of the Columbia
Graphophone Co., accompanied by Mrs. and Miss
Easton, sailed Saturday for Bermuda for a few
weeks' well-deserved rest, planning to return to
New York by March 12.
Edward N. Burns, vice-president of the Colum-
bia Co. and manager of the export department, is
expected back next week from an extended trip
to Europe, which has been in the nature of a com-
bined business and pleasure trip.
John Dorian, the popular treasurer of the Co-
lumbia Co., returned Tuesday from one of his
frequent trips through the South and West. A
keen student of industrial conditions, Mr. Dorian's
optimism regarding his recent trip is a certain in-
dication of good times with the Columbia dealers.
One of the many visitors this week to the offices
of the Columbia Graphophone Co. was President
Holmes, of the Holmes Music Co., Middletown,
N. Y., an enthusiastic Columbia representative.
Mr. Holmes placed a substantial order for Colum-
bia products, as he contemplates enlarging his Co-
lumbia department in the very near future to
accommodate a fast-growing business.
The Columbia Co. will make the first public an-
nouncement of its new "Jewel" machine through
the medium of a striking advertisement in the
Several Members of Local Talking Machine
March 21 issue of the Saturday Evening Post. In
Trade Escape Some of New York's Winter
addition to featuring this popular $35 machine, this
Weather by Sojourning in Bermuda.
advertisement will offer a special $50 combination,
including the "Jewel," twenty records, two record
J. H. Dodin, in charge of the talking machine albums and 1,000 needles. In a letter to its trade
department of Gimbel Bros., under Manager
the Columbia Co. suggested the advisability of
George W. Morgan, who has been spending sev- placing orders for "Jewels" immediately.
eral weeks at Hamilton, Bermuda, accompanied by
"Our gain over last year's business for the first
Mrs. Dodin and a party of friends, returned to two months of the year has exceeded all expecta-
New York on Saturday just in time to "enjoy" the tions," said H. A. Yerkes, wholesale manager of
worst storm of the winter. There was quite a the Columbia Co. "Both in machines and records
little convention of talking machine men in Ber- our sales total for the past two months shows a
muda about the middle of February, the "conven- splendid increase that is a tribute to the quality
tioners" being E. Paul Hamilton, manager of the and value of Columbia product."
piano and talking machine departments of Loeser
& Co., Brooklyn, N. Y., with Mrs. Hamilton, Sol.
VICTOR GROWTH THE TEXT
Lazarus, the well-known dealer of New York, and
Of a Striking Advertisement Issued by the
Thomas Green, the popular Victor Co. salesman,
Curtis Publishing Co.—Tells of Victor Ex-
accompanied by Mrs. Green.
pansion and the Moral It Conveys.
With the opening of the new Lord & Taylor
store a week ago Tuesday, one of the most artistic
Victor departments in the local trade waS added to
the imposing list of Victor dealers in this territory.
Although Lord & Taylor had maintained a Victor
department at "its old store for some time prior
to its removal to Thirty-eighth street and Fifth
avenue, that department in no sense compared with
the beautiful show rooms that now form a sub-
stantial part of the Lord & Taylor "Music Rooms"
on the seventh floor of its new building.
Ihis
Victor department is under the direction of the
Musical Instrument Sales Co., the Lord & Taylor
store being a member of the Claflin chain of stores.
Five large display rooms presenting all the popu-
lar types of Victors and Victrolas are devoted to
the exclusive demonstration of machines, while
five tastefully furnished smaller rooms are used
only for the demonstration of Victor records. C.
R. Wagner is head of this new department, and,
assisted by an unusually capable sales staff, is al-
ready making sales records that would be gratify-
ing as an excellent holiday business, instead of
a spring trade.
FROM
i ^ f l
John Cavanaugh, the popular manager of the
Edison disc department of A. I. Namm & Son,
Brooklyn, N. Y., was congratulated this week on
the addition to his family on Sunday night of a
bouncing baby boy. Mr. Cavanaugh's enthusiasm
over the Edison disc line is well illustrated by the
fact that the new arrival will be named Edison
Cavanaugh.
Curtis Publishing Co., was entitled "When these
men can't afford to stop, can you afford not to be-
gin?" and portrayed a small illustration of the
original one-story home of the Victor Talking Ma-
chine Co., and underneath a bird's-eye view of the
immense plant now turning out Victor machines
and records. The text of this advertisement by the
Curtis Publishing Co. gave a brief resume of the
phenomenal growth of the Victor Talking Machine
Co., together with a few paragraphs on what ad-
vertising has accomplished for the Victor Co., with
the moral that others can achieve similar results.
NEW EDISON DEALERS.
Just Announced for Eastern Points by Thomas
A. Edison Inc.—An Imposing List—Edison
Advertising Impresses General Public.
In the most recent advertisement issued by
Thomas A. Edison, Inc., inviting the public to at-
tend informal demonstrations of the new Edison
diamond disc phonograph at the establishments of
Edison dealers in New York and vicinity, is pre-
sented a number of new names that indicate clearly
the rapid strides in popularity that the Edison disc
products arc making in the East.
In addition to the impressive list of Edison disc
dealers published exclusively in the columns of
The Review during the past few weeks, the follow-
ing new names are appearing in the latest Edison
disc advertisement: J. V. Flynn, Haverstraw, N.
Y.; Rockland Talking Machine Co., Spring Valley,
N. Y.; W. H. Pine, Asbury Park, N. J.; Estate of
William W r right, Dover, N. J.; Gerber & Rau,
Lakewood, N. J.; W. K. Muchmore, Morristown,
N. J.; E. F. Glover, I'lainlk-Id, N. J.; The Jigger
Shop, Princeton, N. J.; James McCollum, Rahway,
N. J.; Frank C. Dob'ert, Rutherford, N. J.; C. F.
Wolf & Bros., Somerville, N. J.; Stoll Blank Book
& Stationery Co., Trenton, N. J.
Henry
l'ishop, Babylon, L. I., N. Y.; Benj. Rosen,
Southampton, N. Y.; I. P. Hallock, Greenport,
L. I., N. Y., and G. R. Pattison, West 125th street,
Xew York. Mr. Hallock is one of the best known
"talker" dealers on Long Island, catering to an
extensive clientele, while Mr. Pattison but recently
purchased the Harlem store of the Hallet & Davis
Co., the prominent piano house.
The individual form of advertising inaugurated
by Thomas A. Edison, Inc., is meeting with marked
success. The public seems to appreciate the selling
argument of a demonstration being the best pos-
sible means of acquiring a proper knowledge of
the musical values of the Edison disc phonograph,
and is visiting the Edison disc dealers in response
to the invitation extended in the advertisements.
TO SUPERVISEJDANCE RECORDS.
Mr. and Mrs. Vernon Castle Engaged by the
Victor Co. to Supervise Records for Dancing
Purposes—Have
Acquired
Country-wide
Reputation.
Tn a letter enclosing an advance copy of new
records for the month of April, the Victor Co.
sent out to its trade this week an important notice
to the effect that Mr. and Mrs. Vernon Cast'e, the
prominent exponents of the modern dance, had
been engaged to supervise the making of all Victor
dance records. The first records produced under
this supervision are included in the April list.
Mr. and Mrs. Vernon Castle have acquired a
country-wide reputation for their splendid inter-
pretation of the modern dances, and Victor dealers
are afforded a valuable selling argument in this
announcement by the Victor Co. that the new
Victor dance records will not only meet with the
approval of Mr. and Mrs. Castle but will be re-
corded under their direct supervision.
The Victor Talking Machine Co. sent out to the
trade this week a letter enclosing a very interest-
ing full-page advertisement taken from the adver-
tising pages of the Philadelphia Ledger, one of the
leading newspapers in that city and owned by Cy-
Oreste Vessella, the famous bandmaster has
rus H. Curtis, proprietor of the Saturday Evening
opened a talking machine store at 1436 At'ahtic
Post and the Ladies' Home Journal.
This advertisement, which was inserted by the -avenue, Atlantic City, N. J.