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THE MUSIC TRADE REVIEW
EMPHASIZING PATRIOTIC RECORDS
CONDUCTING A LIVE DEPARTMENT
Victor Talking Machine Co. in Its Newspaper
Advertising and in Special Supplements Pays
Particular Attention to That Class of Music
Mason Furniture Co., Huntsville, Ala., Has At-
tractively Arranged Department for Columbia
Goods and Believes in Modern Methods
Among the advertisements to he inserted in
the newspapers of the country by the Victor
Talking Machine Co. is a particularly effective
one that will appear during the week of June
18, and is designed to stimulate a demand for
patriotic records for • July 4. The advertise-
ment occupies the usual Victor space and shows
"standing at attention" the figures of a soldier
and a sailor. A dozen or more of the most
popular patriotic records are listed, and atten-
tion is called to about one hundred or more
records of similar character which are to be
found in the Victor catalog.
In order to facilitate the work of dealers in
supplying the present heavy J demand -for
patriotic records of all r kinds, the. VJcjtprVJCp-
has prepared and issued a special order'Sheet
covering Victor records of patriotic musjc. " Not
only are the American patriotic songs to the
number of 100 or more carefully listed, but
there are also listed national patriotic airs of
the allied countries, including Belgium, Canada,
China, Cuba, France, Great Britain, Russia,
Servia, etc.
HUNTSVILLE, ALA., June 4.—One of the most at-
tractive talking machine departments in this
vicinity is that of the Mason Furniture Co., of
which James R. Mason is president.
Mr.
Mason believes in proper surroundings to en-
courage buying, and has arranged his entire
store with that end in view. He takes par-
ticular interest in attractive window displays,
and has so arranged his windows that there is
no back to them, but one gazes right through
the window display into the attractive interior
of the store itself.
He features the Columbia Grafonolas and
records, and while he appreciates the beauty of
Grafonola music, he believes that the music of
the cash register is the music that soothes and,
therefore, bends every effort to make much of
such music. In the Grafonola department Mr.
Mason has installed two rooms divided by a
partition made up of record racks, with slid-
ing glass doors on each side. As the partition
is over twelve inches thick, and practically
filled with records, it has the advantage of dou-
ble doors and shuts off the sound from one
room to the other, and is about as effective as
any other system. Also having record racks
between the rooms facilitates demonstrating, for
the records can be taken out from either side
as desired. Then, too, the position of the racks
helps to utilise space otherwise wasted.
Mr. Mason also believes in concerts, and re-
cently announced a special program interpreted
by the Grafonola and some local talent. The
result was that the available space in the store
was filled on the night of the concert, and there
were many who could not get in. This was ac-
complished in a town of a population of be-
tween 10,000 and 15,000 people. There are five
other concerns in the place handling talking
machines.
TRADE VISITING WASHINGTON
Talking Machine Men Go to Discuss Proposed
Stamp Tax on Talking Machines and Records
A number of talking machine men visited
Washington this week in the interests of; the
talking machine industry in connection with the
proposed stamp tax on "musical instruments
mechanically operated." Among the members
of the party who visited Washington to inter-
view the Senators were H. C. Brown, of the
Victor Talking Machine Co.; Marion Dorian,
of the Columbia Graphophone Co.; J. Newcomb
Blackmail, of the Blackmail Talking Machine
Co., Victor distributors; E. C. Rauth, president
of the National Association of Talking .Ma-
chine Jobbers, and Joseph Roush,' 1 Standard
Talking Machine Co., Victor distributor.
FEATURING VICTROLA OUTFITS
Lyon & Healy Pushing Victrolas for Camp Use
—Adaptable for the Army
1
CHICAGO, 1M.., June 4.—Realizing the demand
that now exists for a portable Victrola outfit
as a part of the equipment of our soldiers and
sailors, Lyon & Healy are featuring two camper
outfits, one priced at $32.50 and the other at
$44.50. Outfit No. 1 includes a waterproof
carrying case that can be checked or carried
as baggage and style IV Victrola and $10 worth
of ten-inch records, the purchaser doing his own
choosing. Outfit No. 2 includes a Victrola VI
with $12 worth of records.
These special outfits are featured strongly in
local newspaper advertising—one illustration
showing the soldiers in camp enjoying their
Victrola entertainment, and the other showing
the details of the outfit.
In connection with this idea, dealers will be
interested to know that a fund of $3,000,000 is
now being raised for army Y. M. C. A. work,
and that it is the plan for every unit in this
great Y. M. C. A. organization to have as part
of its equipment a talking machine and a sup-
ply of records for the entertainment of the boys
at the front.
It is evident that there will be, during the next
few months, an unusual opportunity to sell
portable outfits.
THE CALIFORNIA PHONOGRAPH CO.
SAN FRANCISCO, CAT.., June 1.—The Filers Talk-
ing Machine Co., 975 Market street, this city,
has changed its name to the California Phono-
graph Co. The change was made to avoid con-
fusion with other houses in the trade.
LUBRICATION OF VICTOR MOTORS
Victor Co. Adopts New Composition, Known
as "Victor Motor Grease" and Recommends
Its Use by the Trade on All Victor Motors
W. B. Fulghum, manager of the order de-
partment for Victor Talking Machine Co., has
sent out the following letter to the trade re-
garding the new Victor motor grease:
Proper lubrication of Victor motors is a very
important matter. Heretofore we have recom-
mended pure vaseline for the lubrication of the
teeth of the gears and spiral of the spindles of
all Victor motors. After careful experiments,
we have adopted a new composition which will
be known as "Victor Motor Grease."
We strongly urge that you order a supply
of this grease through your distributors at once.
Use it on the gears and spindles of all types of
Victor or Victrola motors, spring or electric.
The grease may also be used in the grease cups
of the electric motor.
We are prepared to supply the Victor motor
grease in one-fourth pint cans at the following
prices:
Part Xo. •
List
Dealers
-5635A
$0.25
$0.16 net
UNVEIL ELECTRJCJJBERTY TORCH
ORANGE, N. J., June 4.—The Electric Liberty
Torch was unveiled by employees of the Edi-
son Company in West Orange, N. J., last week.
Mr. Edison had worked all the preceding night
and was asleep when the time came for the
unveiling. His son Charles took his place. A
parade of 7,000 employees of the Edison plants
preceded the unveiling on a signal from Secre-
tary of the Treasury McAdoo. It has a ther-
mometer arrangement indicating the total sub-
scribed by Edison employees. These have
promised to take $300,000 of the bonds. The
indicator at present registers $120,000.
53
Increase Your
Income
Piano merchants, who
have not investigated
the talking machine
field, will find that the
subject is one of deep
interest to them and
they will also learn that
talking machines con-
stitute a line which can
be admirably blended
with piano selling.
The advance that has
been m a d e in this
special field has been
phenomenal and every
dealer w h o desires
s p e c i f ic information
concerning talking ma-
chines should receive
The Talking Machine
World regularly.
This is the only publi-
cation in A m e r i c a
devoted exclusively to
the interests of the talk-
ing machine, and each
issue contains a vast
fund of valuable in-
formation which the
talking machine job-
bers and dealers say is
worth ten times the cost
of the paper to them.
You can receive the
paper regularly at a cost
of $1.00 a year and we
know of no manner in
which $1.00 can be ex-
pended which will sup-
ply as much valuable
information.
EDWARD LYMAN BILL
Publisher
373 Fourth Ave.
NEW YORK