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THE MUSIC TRADE REVIEW
EDISON PLANT HUMS AGAIN.
Turning Out Products Night and Day Despite
$2,000,000 Fire—Get Back to Normal.
(Special to The Review.)
WEST ORANGE, N. ]., January 25.—A little over
six weeks after the fire which on December 9 de-
stroyed the majority of the buildings at the Edison
plant here, entailing a loss of about $2,000,000, the
various industries affected are again normal, and
to-day Mr. Edison declared that "things are going
along merrily and without a hitch. We are rapidly
becoming normal, and we are turning out products
night and day."
Already the five-story concrete administration
building is in use, after having been repaired, and
the large six-story-building is again being used to
manufacture records. Men in the storage battery
building are working night and day.
Orange and West Orange are both considering
the improvement of their water supply, and the
Edison Co. is taking additional measures to safe-
guard its property against fire hazard.
FEATURED THE PATHEPHONE.
Hardman, Peck & Co., 433 Fifth avenue, New
York, used an attractive advertisement in Sunday
newspapers to feature the $175 Pathephone manu-
factured by the Pathe Freres Phonograph Co., 29
West Thirty-eighth street, New York. This popu-
lar selling instrument of the Pathe line is equipped
with two sound-boxes, one for playing Pathe discs
and Edison records and the other for playing
Victor and Columbia records. The advertisement
mentioned several of the salient features of the
Pathephone and an illustration of the machine
was used.
Hardman, Peck & Co. has handled the Pathe
line for the past few months and is well pleased
with the success being achieved with it. In a re-
cent window display at Hardman House two
Pathephones were included in the several machines
shown.
TO MAKE TALKING PICTURES.
The Dinshah Photokinsphone Co., Newark, N.
J., has filed papers of incorporation under the laws
of that State for the purpose of manufacturing a
new type of talking motion picture machine, the
invention of Dr. Dinshah P. Chadiali, of Newark.
The new company, which is claimed to have the
backing of a number of wealthy promoters con-
nected with the moving picture field, has a capital
stock of $150,000.
TO SPECIALIZE^ VICTOR LINE.
(Special to The Review.)
PHILADELPHIA, PA., January 25.—The Penn
Phonograph Co. has sold its stock of Edison
cylinder phonographs and records to the Girard
Phonograph Co. of this city. The Penn Co. is
also giving up the jobbing agency for these goods
and in the future will specialize upon Victor
products.
COURT CONFIRMS SALE.
Judge Morton, in the United States
Court, Boston, has confirmed the sale
property of the Boston Talking Machine
Charles E. Whitman for $30,000. E. F.
is receiver for the company.
FEATURING FOREIGN RECORDS.
COLUMBIA CO. NEWS GLEANINGS.
The Publicity of the Victor Co. for February In-
cludes Supplements of new Mexican, Polish,
Norwegian, French and German Records.
President Easton and His Son, Mortimer D.
Easton. Off to Pacific Coast—Start Great Ad-
vertising Campaign—New Machine Listed—
New Wholesale Headquarters Near Completion.
The Victor Talking Machine Co. sent to its
dealers this week its usual monthly batch of liter-
ature for use in developing February business. In
addition to the customary new publicity helps, there
was included in this month's literature special
supplements of new Mexican, Polish, Norwegian,
French and German records. Victor dealers
throughout the country report a phenomenal de-
mand for foreign records, and these new supple-
ments should act as an incentive to increased busi-
ness in this field.
Hangers for the new Victor records for Feb-
ruary were also included in this "opening day
material for February," and the diversified char-
acter of the new Victor records for next month
should be a valuable asset to Victor dealers in
their February record trade. Operatic selections,
operetta gems, popular songs and dance music are
all prominently featured in next month's Victor
records.
TALKING MACflINE_AS LIFE SAVER.
Plays ''Tipperary" to Calm 1,000 Pupils March-
ing Out of Blazing School.
The practical value of the talking machine as a
life saver was demonstrated last week in Public
School Xo. 90, at Church and Bedford avenues,
Brooklyn, X. Y., when, upon discovery of a fire
in the building, the thousand or more pupils
marched out in safety to the accompaniment of the
strains of "It's a Long, Long Way to Tipperary"
pouring from the horn of a talking machine on the
first floor. Such service on only one occasion
should pay for the talking machine equipment for
the entire school.
GLASS MAGNIFIES DETAILS
Of the Mechanical Feature of the Tone Arm and
Diamond Point of the Edison Disc Phono-
graph—Clever Window Feature.
A feature of of the window display, of the Edi-
son Shop, 473 Fifth avenue, New York, is in the
use of a large magnifying glass to show in detail
the mechanical features of the tone arm and dia-
mond point of the new Edison disc phonograph.
The reproducer is shown on a background of
black velvet, and the use of the magnifying glass
serves to attract the attention of all passers-by
along Fifth avenue. Another interesting feature
of this week's display is a picture of the Edison
plant at West Orange, N. J., with Mr. Edison's
portrait and several of his time slips which he
punched when he worked at the Edison laboratories
on the same terms as his employes.
Edward D. Easton, president of the Columbia
Graphophone Co., and his son, Mortimer D.
Easton, manager of Dictaphone advertising, ac-
companied by Mrs. E. D. and M. D. Easton, formed
a party which left Sunday night for the Coast to
visit the Panama-Pacific Exposition. President
Easton will remain away from New York for
about two months, while M. D. Easton's visit will
consume all of ten months, as he will be in direct
charge of the Columbia exhibit at the exposition.
Marion Dorian, treasurer of the Columbia Co.,
also left for the Coast the firs', of the week, and
plans to make several calls to the large cities on
the way West. Mr. Dorian, who has arranged
the many preliminary details incidental to the
Columbia fair exhibit, will return to New York in
about seven weeks.
The advertising department of the Columbia Co.
inaugurated last week the largest local advertis-
ing campaign that it has launched in quite some
time. This campaign, which included all the lead-
ing local newspapers, was centered around the
new Columbia record, "Sister Susie's Sewing Shirts
for Soldiers," sung by A'l. Jolson, the popular
vaudeville artist. Other big sellers in the Colum-
bia record catalog were listed in this advertising,
and a large cut of Al. Jolson p.dded to the force
of the copy. At the bottom of the advertise-
ment were listed the names of Columbia dealers
in near-by territory who carry Columbia records.
The Columbia Co. has added to its machine
catalog a new machine of the horn type, known
as Columbia No. 20. This machine has been used
for export trade for some time past and its suc-
cess has been so great that it was deemed ad-
visable to add it to the domestic machine catalog.
The new home of the Columbia Co.'s wholesale
headquarters at 83 Chambers street, New York,
is rapidly being completed and all indications point
to its being ready for occupancy the early part of
the week. Manager Bolton is well pleased at the
prospect of moving, as in the new quarters the
business will have ample room for expansion.
P. M. Brown, who has been connected with
Columbia export advertising for the past few
years, has broadened his scope and now includes
in his sphere certain matters connected with the
sales end of the export business.
RETURNS TO^CTIVE WORK.
Frank Roberts, of the sales department of the
Blackman Talking Machine Co., 97 Chambers
street, New York, Victor distributer, and the dean
of the Blackman staff, returned to his desk Satur-
day after being confined to his home for nearly
two months with a severe attack of grippe.
SILESTRO^PPLIANCE CO.
The Silestro Appliance Co., New York, has
been incorporated with capital stock of $100,000
for the purpose of manufacturing and marketing
talking machines and accessories.
District
of the
HONOR MEDA1FOR EDISON.
Co., to
The Medal of Honor for Distinguished Public
Aldrich
Service, established by the Civic Forum, has .been
awarded by the National Council to Thomas A.
Edison, and will be presented to him at a public
The Atlantic Talking Machine Co., of Boston, meeting in March. The medal, from a design by
has been incorporated with a capital stock of
Paul H. Manship, was bestowed last year upon
$25,000 by Oliver A. and A. A. Wyman and H. G. Colonel Goethals.
O'Connor, of Boston, Mass.
The talking machine department of the Field-
A report of the meeting of the executive com- Lippman Piano Stores in Kansas City, Mo., has
mittee of the Talking Machine Jobbers' Associa- been discontinued in order to permit the company
tion, held in Chicago last Sunday, appears in the to devote its entire attention to the handling of
Western section of this issue.
pianos and player-pianos.
ffofqs
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