Music Trade Review

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THE MUSIC TRADE REVIEW
50
the A-eolian-Vocalion representation, and on my H. C. BROWN TALKS ON ADVERTISING.
present trip I expect to close several of these deals.
Advertising Manager of Victor Co. Condemns
W. H. Alfring to Make Extended Trip Through
We have been well pleased with the success of
Free-Space Seekers—Believes in Use of
the West and South to Arrange for a Num-
our wholesale business to date, and from present
Large Displays to Build Up Future Trade.
v ber of New Aeolian-Vocalion Agencies.
indications our 1916 business will be a forerunner
for an active wholesale trade with the Aeolian-
H. C. Brown, advertising manager of the Victor
W. H. Alfring, wholesale manager^ of the Vocalion in all parts of the country."
Talking Machine Co., Camden, N. J., was the host
Aeolian-Vocalion division of the Aeolian Co., New
recently at a dinner given the advertising com-
York, left Thursday for an extended Western and
NEW
VICTOR
STORE
IN
BALTIMORE.
mittee of the Camden Civic Week celebration at
Southern trip. Mr. Adfring will visit the Aeolian-
Vocalion dealers in this territory, and will also Cohen & Hughes Arrange to Open Third Es- the Victor Lunch Club. Immediately after the
dinner Mr. Brown gave an address of unusual
consummate a number of deals with prominent
tablishment in That City—Plan Elaborate
interest, and after referring to Camden as the best
concerns which have applied for the Aeolian-Vo-
and Exclusive Quarters.
city on earth for factories, said in part:
calion representation since the first of the year.
"I believe in advertising. When a manufacturer
Before leaving for the West Mr. Alfring briefly
(Special to The Review.)
discussed the fundamental principles of the
BALTIMORE, M D , March 13.—Baltimore is going or merchant wants a local demand he can get it
Aeolian-Vocalion wholesale campaign and com- to have one of the most exclusive Victrola stores only by advertising in the newspapers. I don't
mented upon the policies which dominate this very in this country. This is the announcement made believe in one and two-inch display advertisements.
I believe in going it to the limit. Instead of a
successful department of the Aeolian Co.'s busi- by I. Son Cohen, of Cohen & Hughes, Inc., Victor
small space, try a full-page advertisement, and you
ness. Mr. Alfring said:
distributers, who already have two stores in this
will note the remarkable results as compared with
"One of the very first things which the A.eolian city. This will make the third establishment, and
the smaller space. The manufacturer who sells to
unlike
the
other
two
that
handle
the
Victor
line
Co. decided upon when its wholesale division was
a nation, of course, must reach the people through
and pianos, the new place will be distinctly a talk-
both newspapers and magazines. The reason so
ing machine house handling exclusively the com-
many have failed in this direction is the fact that
plete Victor line, and will be located at 14 North
Charles street, the most prominent point in the
downtown section. The new place will be ready
for operation about the latter part of the month.
Mr. Cohen stated that no expense would be spared
to make the new establishment an institution in
itself that would commend itself to all lovers of
the Victor line as well as attracting new business.
TO VISIT VOCALION DEALERS.
AUTOMATIC MUSIC CO. PROSPERING.
Recently Opened Talking Machine Concern,
of Dallas, Tex., Is Enjoying Fine Trade.
(Special to The Review.)
DALLAS, TEX., March 13.—The Western Auto-
matic Music Co., opened for business two weeks
ago, is doing a phenomenal business in the Edison
Diamond Disc phonographs, and has also closed
several sales of Wurlitzer orchestra organs. Con-
certs are given regularly in the parlors of the store,
at 1604 Elm street, where the concern occupies
the entire three story building. The officers of the
company are D. L. Whittle, president; O. W.
Blankenbecker, vice-president, and W. W. Mac-
beth, secretary and treasurer.
H. C. Brown.
they use very little advertising in the magazines
and then depend upon the newspaper to carry the
so-called reading matter without payment.
"I have absolutely no regard for these free-space
W. H. Alfring.
thieves. Within the past few weeks I have re-
organized was the policy of placing the Aeolian-
ceived approximately a dozen requests from
Vocalion line as an exclusive proposition with the
theatrical producers offering for a certain price per
leading dealer of a city. We felt that dealers of
week to advertise the Victor talking machines in
the high class and standing which is characteristic
TWO FIRMS CLAIM "MINIPHONE."
their plays. Some have gone so far as to ask us
of all Aeolian representatives would require defi-
to supply a machine without charge and then to
nite assurance as to the quality of competition.
The Austin Co., of Providence, R. I., has applied
By giving a dealer an exclusive agency we were to the Patent Office at Washington for permission to pay so much per week for using it on the stage.
certain that the quality and prestige of our prod- register the trade name "Miniphone" for use on Moving picture producers on numerous occasions
have asked us for similar propositions. But to all
ucts would be best maintained at all times.
talking machines, claiming to have used that name
"The value to the dealer of this exclusive terri- since June 29 last year. The Strobel & Wilken Co., of these we tell them frankly that we do not pur-
torial arrangement is naturally very great. He of Cincinnati, O., has made similar application on chase advertising by that method. If they want a
can feature his line with the full assurance that the same name, its claim stating that it has used the Victrola they can do the same as any other person
his expenditures and efforts will produce tangible trade-mark on a talking machine since August, —go to any Victor dealer and purchase a machine
and direct results, and he need never be concerned 1915. No decision as to which firm will be given at its advertised price, just as you and I, and every
other member of the firm, must do if we want a
with the possibility of a competitive music house the privilege of registry has been made so far.
machine.
opening an establishment around the corner; pro-
"On the other hand, if they feel disposed to men-
vided, of course, that he exploits and handles the
MONEY LOST BY INATTENTION.
tion the Victor the favor will be greatly appre-
Aeolian-Vocalion as the leading instrument of the
ciated, but we certainly will not pay a price for
phonograph type and gives it a representation
"I won't buy anything more there," said a man
commensurate with its quality and musical merit.
of our acquaintance just the other day, in refer- that service. The moment we pay for that type
"It is not the policy of this company to make
ring to a retail store. Of course, the inevitable of advertising our legitimate advertising loses its
frequent changes in the personnel of its dealer
"come-back" was, "Why?" "Because," he said, value and the public would be justified in losing
organization. We have, therefore, moved with
"they don't seem to care whether they sell me any- it? faith in our product.
"The great fault with manufacturers and mer-
comparative deliberation in the selection of our thing or not." There's nothing of the hysterical
chants
is the fact that they are satisfied to plug
Aeolian-Vocalion representatives, and every dealer
sister about this man. He's a man's man all
along at the same rate of speed without looking
who has arranged to handle the Aeolian-Vocalion
through and hates palaver. I think he would
has done so with the definite understanding that
smite anybody who attempted to "faire le gentil" into the future. If that were the policy of the
Victor Co., we would worry ourselves to our
his appointment will be a permanent one so long as
with him, but he'd just had enough of that par-
he fulfils his part of the arrangement, and that he ticular store. A little more inquiry and we learn graves. You here to-day remember the great holi-
will receive the co-operation of the Aeolian Co.'s the trouble. It was pure, unadulterated inatten- day advertising of the Victor Co. in the news-
tion and indifference on the part of the clerks. papers and magazines. But you don't know that
organization in every single department.
we spent $250,000 in Christmas advertising in news-
"But," said our friend, "the proprietor is always
"It is hardly necessary to point out that the
the one who is really to blame in such cases. He's papers alone for a product that was greatly over-
Aeolian-Vocalion has been and is being featured
sold long before our advertising began.
'firing' the old bunch they tell me, but I'll bet that
in' a national advertising cam; aign of vast magni-
"I want to be frank, and will tell you that we
store's got a black eye that they won't get over in
tude. An impressive list of the leading magazines
years." This is a true story, gentlemen, and the would not be satisfied if we did not have orders
contain one and two-page advertisements devoted
on hand sufficient to run our plant for several
moral's as plain as the nose on our editorial face
to the Aeolian-Vocalion, and this publicity is being
—which is going some, says the Voice of the Vic- years without taking another order. But we must
turned into profitable sales by our dealers, who,
tor. It's a new year. You'll be putting all sorts keep this condition going, and we succeed only by
with their exclusive arrangements, are in a position
of ideas into commission in the next few weeks. the fact that we are continuing to advertise, and
to handle each and every inquiry in their city.
Just see how high your clerks assay to the ton will continue to do so as long as newspapers and
"Since the first of the year we have received
magazines are published."
numerous applications from successful houses for in courtesy and eagerness to serve.