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THE MUSIC TRADE REVIEW
49
OUTLOOK GOOD IN CANADA
NEW EDISON BOOKLET
VICTOR PUBLICITY CAMPAIGN
Otis C. Dorian, Assistant Canadian Manager for
Columbia Co., Brings Good Report Regarding
Conditions on Visit to New York
Supplement to Regular Catalog Is Issued
Under Title of "Mr. Edison's New Art"
Advertisements of Uniform Size Will Be Used
in An Increased List of Newspapers and Mag-
azines—Will Help Dealers
Otis C. Dorian, assistant Canadian manager
of the Columbia Graphophone Co., with head-
quarters in Toronto, was a visitor to New York
this week. Mr. Dorian stated that the business
outlook in Canada is most encouraging, and
that a shortage of product is the only handicap
encountered by the Canadian division of the
Columbia Co., as the demand for Columbia ma-
chines and records is far in excess of the
supply.
The general business situation in Canada
is showing a marked improvement, although
in certain industries there is a scarcity of help
owing to the desire of the employes to leave
for the front. Recruiting officers are visiting
the Columbia factory at frequent intervals, and
quite a number of workers in the Columbia
plant have volunteered and joined the British
army.
Henry D. King, manager of the Columbia
Co.'s professional department, announced this
week the consummation of arrangements
whereby Harry C. Browne, leading man with
the "House of Glass" company, will record for
the Columbia library. Mr. Browne has already
completed several records which will be an-
nounced in the near future. He is very popu-
lar in the musical and dramatic professions,
and is a son of Isaac C. Browne, formerly a
well-known composer for the banjo.
Several departments of the Columbia factory
division have moved into the new building at
Bridgeport, Conn., which was recently com-
pleted. As soon as this factory starts manu-
facturing operations the Columbia dealers will
receive the benefits of a greatly increased ca-
pacity, as the new plant is equipped to mate-
rially strengthen Columbia production re-
sources.
STEINOLA CO. ESTABLISHES PLANT
KANSAS CITY, MO V April 10.—The Steinola Co.,
manufacturers of the Steinola Talking Machine,
has established a manufacturing plant at Ninth and
Denver streets. R. H. Deweese is president of the
new concern, D. W. Gist is secretary and treasurer
and the sales force is in charge of D. C. Dixon.
The executive offices of the concern are located in
the Ridge Building.
"Mr. Edison's New Art" is the title of ;i most
The Victor Talking Machine Co. sent out to
interesting booklet just issued by the Musical
Phonograph Division of Thomas A. Edison, its dealers this week an announcement of a new
Inc., Orange, N. J. The title refers to Mr. Edi- style of newspaper advertising which will replace
son's marvelous accomplishment, the re-creation the former irregular sized advertising which has
of the human voice and the sound of musical been used in the newspapers throughout the coun-
instruments. This booklet is a supplement to try for a number of years. The new advertising
the new instrument catalog recently issued, and occupies larger space than the former style, and
is to be used by dealers where a complete cata- the following letter which was sent to the dealers
in company with the proofs of the April adver-
log is not required.
tisements
indicates the company's advertising poli-
An especially convenient size, 6*4 by 3J/2
for 1916:
inches, has been adopted for the booklet. This cies
"We enclose advance proofs of Victor newspaper adver-
size permits insertion in a 6^4 envelope, the tising which will appear in the newspapers of your city
standard small size business correspondence during the month of April. Advertisements of the same
envelope, and is readily slipped into the pocket forceful, dominating character (all of. this size) will ap-
pear in these papers every week in the year.
when handed out in the store.
"This constitutes a large increase in our newspaper ad-
Two colors, black and Persian orange, are used vertising space and takes the place of the irregular shaped
and the stock is a dull tone India tint, making advertisements that have been such a feature of your local
a very pleasing combination. The foreword newspapers for the past four years.
"This increased advertising in the iTewspapers has been
deals with the special features of the New placed
with the distinct understanding that dealers', dis-
Edison, including reference to the testing of tributors', or any other talking machine advertising shall
"Mr. Edison's New Art" in direct comparison not appear on this same page, and we feel sure that all
with the actual performances of great artists, Victor dealers and distributors will welcome this condi-
tion, because it will enable each dealer to advertise in some
which tests have been heard by over one hun- part of the paper and gather equal benefit from the big
dred thousand music lovers, musicians and the Victor advertisement.
"The necessity of enforcing this condition is due to the
critics of more than one hundred of America's
leading newspapers who "confess [here we quote fact that some publishers disposed of all the space be-
neath the irregular shaped advertisement to one dealer,
from the booklet itself] that their trained ears thus excluding all other dealers, which, as everyone will
are unable to distinguish between an artist's grant, was unfair and not in harmony with the Victor
performance and Edison's Re-Creation of that Co.'s policy of affording every dealer equal benefits from
artist's performance." The balance of the book- all Victor advertising.
"In many cities, additional newspapers have been added
let is taken up with illustrations of the various to our previous list, and, in addition to the cities that
models of the New Edison.
previously carried Victor advertising in their newspapers,
NEW MANAGER IN OMAHA
G. C. Kenny, formerly connected with the
Schmoller & Mueller Music Co., Omaha, Neb.,
has been appointed manager of the new Victrola
department in the store of Orchard & Wilhelm.
The new department is well equipped with a
handsome suite of sound-proof rooms.
TO MAKE DIALECT RECORDS
The Pathe Freres Phonograph Co., New York,
closed arrangements this week whereby Joe
Welch, the popular comedian, will make a num-
ber of dialect records for the Pathe record library.
Mr. Welch will record exclusively for the Pathe
Co.
JENNINGS & SONS HAVE UNUSUAL COLUMBIA DISPLAY
PORTLAND, ORE., April 7.—The accompanying
photograph presents a Columbia display of un-
usual magnitude and proportion which was used
recently by H. Jennings & Sons to feature the
and a very complete library of Columbia records.
H. Jennings & Sons occupy a five-story building
which is located on one of the city's best corners,
and the care which was bestowed upon this Colum-
there have been added about 200 other cities, taking in
practically every city of 25,000 population, and over, and
including quite a number of cities of less population.
"We want you to understand the motive that prompts
this enormous increase in our newspaper advertising at this
time, when the capacity of the factory is far behind the
demand of our distributors and dealers. We do not in-
tend, even in the face of our enormously increased busi-
ness, that the public shall, even for a moment, lose sight
ot the fact that the Victor is, and always will be, the
supreme musical instrument. We are not going to let any
parsimonious policy creep in and fool us into believing
that our advertising should be curtailed even though we
cannot fill our orders.
"In addition to this increase in newspaper advertising,
which amounts to many hundreds of thousands of dollars,
we have also greatly increased our big national adver-
tising in the magazines, and it is our desire to im-
press upon every dealer and distributor that we will
increase this already stupendous advertising just as fast
as the demand increases.
If we can, by our example,
make all Victor dealers understand that their business
and profits will grow with every increase in their ad-
vertising, we shall feel that our dealers have awakened
to a realization of their opportunities and have determined
to get their share of the enormous Victor business which
is so general all over the United States, and which is
growing bigger and bigger every day."
VICTROLAS FOR BATTLESHIP
Seven Machines Placed on U. S. S. "Nevada"
by Lord & Taylor Department
H. E. Spear, manager of the Victrola department
of Lord & Taylor, New York, closed a notable
deal last week when he arranged to place seven
Victrolas together with a satisfactory assortment
of records upon the United States battleship
"Nevada" now lying in the Brooklyn navy yard.
The machine assortment included four of the
$75 type and one each of the $100, $150 and $200
types.
A. H. BATES WANAMAKER MANAGER
The Columbia Grafonola Window at
Columbia line. The window served to impress
this city's music lovers with the fact that this
house is well equipped to render them real service
in supplying all the models of Columbia Grafonolas
H. Jennings & Sons, Portland, Ore.
bia display is characteristic of the firm's business
methods and policies. This display is an attractive
example of the "open-back" window, which is meet-
ing with much favor throughout the country.
A. H. Bates, who for more than two years has
been factory representative of the Victor Talking
Machine Co. in local territory, has been appointed
manager and buyer of the Victor department in
the John Wanamaker store, Philadelphia. Mr. Bates
is thoroughly versed in all divisions of Victor mer-
chandising, and is ideally equipped to achieve signal
success in his new position.