Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
48
THE MUSIC TRADE REVIEW
PREPARING FOR CHRISTMAS TRADE
COLUMBIA HOLIDAY ADVERTISING
THIBAUD RECORDING FOR PATHE
Victor Co. Issues Many Advertising Folders and
Window Hangers to Aid the Dealer in Secur-
ing a Full Share of Holiday Trade
Window Hangers, Booklets, Motion Picture
Slides, and Many Other Forms of Publicity
Are Included in Christmas Campaign
Pathe Freres Will Shortly Announce Records
by Famous French Violinist
The dealer in Victrolas and records cannot at-
tribute any dearth in holiday business to the
fact that he did not have the material where;
with to advertise the Victor products in his
store, for the Victor Co., as has long been its
custom, has taken care of this matter most ef-
fectively this year. For the dealer's window
the company has just sent out some elaborate
posters and hangers with the holly of Yuletide
conspicuously present. The material includes
a large poster with a holly wreath border in
colors and showing the words: "There Should
Be Music in Every Home on Christmas Morn-
ing." To go with this there is supplied a strik-
ing strip in red and gold with a holly decoration
at one end, bearing the Victor slogan: "Will
There Re a Victrola in Your Home This Christ-
mas?" "His Master's Voice" trade-mark is also
supplied, set in the center of a handsome holly
wreath.
For the attention of record buyers, there is
provided two handsome posters for window dis-
plays, one listing forty-nine records, particu-
larly appropriate to the Christmas season, and
taken from the general catalog, together with
sixteen special Christmas records from the
German catalog. The other poster also gives
a list of Victor records for Christmas taken
from the foreign catalogs of the company, in-
cluding Bohemian, Slovak, Swedish, Finnish,
Italian, German, Danish, Norwegian, French
and Spanish numbers.
With this wealth of material comes a sug-
gestion for a Christmas window display, where-
by the posters and other features may be used
to the best advantage.
For the use of the customer the Victor Co.
has sent out a special lithographed Christmas
folder showing the full range of Victrola styles
in natural colors. The cover page of the folder
shows, through a snow encased window, a fam-
ily group arranging presents on Christmas Eve,
with a Victrola prominently in the foreground.
A second folder features the Victrola TV, to-
gether with a specially selected list of records,
and a third folder is devoted exclusively to
Victor records for Christmas.
With the window signs and the folders, com-
bined with a little energy, the dealer should
have everything he requires to stimulate an un-
usual holiday business, and it must be remem-
bered that Christmas is only three weeks off.
The advertising department of the Columbia
Graphophone Co., New York, has just pre-
pared one of the most extensive advertising
campaigns on behalf of Christmas business,
which has yet been introduced to the talking
machine trade. Every conceivable form of ad-
vertising is included in this campaign, which
is certain to act as a marked stimulus to Co-
lumbia Grafonola and record sales from now
until Christmas.
For several years past the Columbia Co.'s
advertising division has paid particular atten-
tion to the preparation of Christmas season ad-
vertising, and each year's publicity has been
more attractive and effective than its prede-
cessor. It was thought that last year's series
of advertisements and literature reached the
acme of perfection in this field, but the 1916
publicity outdistances the 1915 material by a
considerable margin.
Artistic window hangers, booklets featuring
Grafonolas, circulars suggesting timely record
outfits as Christmas gifts, hangers devoted to
records especially adaptable for the Christmas
season, moving picture slides, car cards, and
newspaper advertisements, are all included in
this mammoth campaign which is offered to the
dealers as another link in Columbia co-operation
and 'Service.
The entire set of Columbia
Christmas advertising embodies the attractive
set of colors, green and red, which have al-
ways been associated with the Christmas spirit
and season.
WORDS OF PRAISE FROM LAZARO
Famous Tenor Comments on the Fidelity of the
Columbia Recordings of His Voice
The Columbia Graphophone Co., New York,
is now featuring in its newspaper advertising
the following letter written by Hipolito La-
zaro, the famous Spanish' tenor and Columbia
artist, whose first Columbia records were an-
nounced recently:
"The Columbia records of my voice made in
your laboratory under my exclusive contract
with you are truly wonderful in the fidelity of
their reproduction.
Tn justice to your com-
pany and the American public I make the state-
ment' that the only records that reflect my pres-
ent ability as a singer and give a true repro-
duction of my art are the Columbia records I
recently made.
"The records I sung for another company
more than five years ago were made when my
voice was immature and are unsatisfactory to
me.
Columbia records are the only perfect
reproduction of my voice. Very truly yours
(Signed), Hipolito Lazaro."
SOME GOOD VOCALION PUBLICITY
Aeolian Co. Features Recognition of the Vocal-
ion by His Holiness, Pope Benedict XV
The Aeolian Co. carried an artistic advertise-
ment in the Sunday's newspapers featuring the
royal recognition granted the Vocalion by His
Holiness, Pope Benedict XV. Last week the
Vocalion advertising was devoted to the presen-
tation of this instrument at the Court of King
Alphonso XTIT, and these two advertisements
served to emphasize the prestige and interna-
tional renown which has already been accorded
the Vocalion.
The text of this week's advertisement was in-
teresting and instructive, as it gave a brief ac-
count of the circumstances incidental to the
presentment of the Vocalion to His Holiness.
The human interest in this copy, and the artis-
tic nature of the illustration used combined to
make one of the most effective phonograph ad-
vertisements which has appeared in the news-
papers for some time past.
EXHIBITS EDISON FILM
R. C. Bollinger Music Co. Secures Some Good
Publicity Through Use of Motion Picture
Film in Local Theatre
MCALESTER, OKLA., November 27.—The R. C.
Bollinger Music Co. recently secured some very
profitable advertising through exhibiting the
motion picture film, "The Voice of the Violin"
at the Busby Theatre here. The film deals
with the Edison laboratories at Orange, N. J.,
and in addition to the interesting story it tells,
detailed scenes of the Edison plant are shown.
During the showing of the film, S. B. Mosher,
manager of the Bollinger store, entertained the
audience with a number of high-class musical
selections on the Edison Diamond Disc phono-
graph, demonstrating its various good qualities
in a most effective manner.
A recent visitor to the recording laboratories
and executive offices of the Pathe Freres Pho-
nograph Co., New York, was Jacques Thibaud,
Jacques Thibaud
the famous French violinist. Mr. Thibaud is
under exclusive contract with Pathe Freres, and
in the very near future a number of his Pathe
records will be announced. Mr. Thibaud is
starting on a tour of this country, which calls
for his appearance on the concert stage in the
leading American cities.
Jacques Thibaud is well-known in musical cir-
cles both here and abroad, having won inter-
national recognition as one of the leading vio-
linists of the present day. 11 is fame was first
achieved in Paris, and in 1903 he made his
initial American tour, which was a signal suc-
cess.
His second visit to this country was
made during the season 1913-1914, when he
made a deeper and even more favorable im-
pression than on his previous visit. A third
tour, booked for the following season was pre-
vented by the outbreak of the war, and Mr.
Thibaud is now here on a year's leave of ab-
sence from the French army, to recover from
injuries received in battle.
As a representative of the French school of
violinists, Mr. Thibaud is one of the foremost
artists now before the public, and his playing
has won enthusiastic praise and admiration from
critics here and abroad.
ATTRACTIVE DIAMOND DISC EXHIBIT
NEW OI.EANS, LA., November 27.—The Diamond
Disc Shop held a very attractive exhibit at the
National Farm and Live Stock Show recently.
Recitals were given frequently, and the hand-
somely decorated booth attracted much atten-
tion from the throngs who visited the show.
The exhibit was in charge of S. T. Brannan,
manager of the Diamond Disc Shop, assisted
by salesmen Plaxco and Brillett, and many good
prospects were secured.
E. L. GINSBERG WITH PATHE FRERES
E. L. Ginsberg, formerly connected with Lan-
day Bros., and with Win, Knabe & Co., has joined
the sales staff of Pathe Freres Phonograph Co.,
and will work out several plans of dealer? co-
operation, which the company has prepared 7 for
the coming year.