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THE MUSIC TRADE REVIEW
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_,
HOFFAY TALKING MACHINE CO.. Inc.
3 Weit 29th Street
New York City
of general principles of merchandising to the
talking machine industry, showing the dealers
how the merchandising of talking machines does
not differ from the selling of automobiles, chew-
ing gum or groceries. It is all based on the
same sound principles which he illustrated and
which evoked the enthusiastic applause of his
auditors.
During the course of his address, Mr. Hop-
kins referred to the tremendous importance of
the retail clerk and told the dealers that the
clerks must be "sold" on their proposition be-
fore they can be enthusiastic and successful.
He gave many instances to support his con-
tention regarding the clerk's value and sug-
gested that the dealers allow their clerks to
use their own judgment and broaden them-
selves in every possible way.
Mr. Hopkins is a much sought after speaker
in the advertising and sales fields, but his ad-
dress on Wednesday was considered by many
as the finest that he has ever made at any
public gathering. Enthusiastic and sincere, he
impressed his auditors with the fact that the
Columbia organization in every department is
working for the dealer, and with the dealer,
and that all the problems and troubles which
confront Columbia dealers are considered as
the troubles and problems of the Columbia ex-
ecutive and sales organization.
He gave the
dealers an outline of the general plan which
the Columbia Co. has in view for the coming
year, and at the close of his address was not
only heartily applauded but was personally
congratulated by every member of the party.
The afternoon was devoted to an inspection of
the new East plant of the Columbia Co., which
was recently completed. This factory is de-
voted exclusively to the production of Colum-
bia records and is equipped throughout with
the most improved types of machinery. It is
ideally located and affords the employes maxi-
mum convenience and comfort.
The dealers left for New York on the 5.30
train, in two special cars, and every member of
the party was most enthusiastic in praise of
the Columbia Co.'s hospitality and the splendid
manufacturing organization which the company
has perfected.
69
EDISON CONVENTION IN ATLANTA
COLUMBIA CHANGE IN LOUISVILLE
Dealers Listen to Wise Counsels of Vice-Presi-
dent Maxwell—Tone Test and Banquet
Retail Branch Taken Over by Grafonola Co.—
Wholesale Division Goes to Indianapolis
ATLANTA, GA V October 22.—More than one hun-
dred Edison dealers attended the second annual
convention held in this city, October 11, 12
and 13. The meeting was held in the recital
hall of the retail store of Phonographs, Inc.,
and an address of welcome was made by Mayor
Candler, who gave the boys a hearty welcome
to the city. This was folldwed by addresses
by Harrison Jones and W. B. Word. The prin-
cipal address was made by Wm. Maxwell, vice-
president and general manager of the musical
phonograph division of Thos. A. Edison, Inc.,
at a luncheon held in the Piedmont Hotel.
The great feature of the convention was the
tone test at the Atlanta Theatre at 2.15, which
was participated in by Mme. Rappold, Guido
Ciccolini and Elias Breeskin.
After the tone test the dealers again assem-
bled in the recital hall of Phonographs, Inc.,
and the question box was opened by Mr. Max-
well, who gave a very interesting talk on the
various phases of the new Edison and Dia-
mond Amberola.
There was a second tone
test by Mme. Rappold and Mr. Breeskin at
the Atlanta Auditorium on Friday evening be-
fore a large audience.
The formal banquet of the convention, with
Mr. Maxwell presiding, was given at the Cap-
ital City Club on Friday night, and it was a
most delightful affair.
The convention closed on Saturday morning
with a presentation of Mr. Maxwell's sales
playlet, "Mr. Guy Wise, Esq.," which was fol-
lowed by a brief business session and luncheon
at the Winecoff Hotel.
The Columbia Graphophone Co., New York,
has disposed of its branch in Louisville, Ky.,
the retail division being purchased by a new
concern, the Grafonola
Co., and the wholesale
division
being
trans-
ferred to the Indianap-
olis branch. F. F. Daw-
^
„ ^ ^ _ son, formerly manager
iL "" - ^ ^ ^ H of the L o u i s v i l l e
I^^•P'j^^^l
branch, returned to New
York this week and will
be associated with the
general sales department,
in charge of special
Ben L. Loventhal
work for the company
which will be announced in detail later.
The Grafonola Co., which purchased the re-
tail division of the Columbia business, is owned
by Ben L. Loventhal, a popular business man
of Louisville, with whom is associated Gus
Holdt, Jr., his brother-in-law, who will be in
charge of the Dictaphone end of the business.
Miss Carrie Althouse, formerly assistant man-
ager of the branch and connected with the Co-
lumbia Co. for the past fourteen years, remains
with the Grafonola Co. and will occupy an im-
portant post.
Columbia dealers in the Louisville territory
are assured of hearty co-operation from Indian-
apolis, as Ben L. Brown, manager of this branch,
was formerly manager at Louisville and is there-
fore thoroughly conversant with the require-
ments of Columbia dealers in this section of
the country.
NOTED EDISON ARTISTS SING FOR BENEFIT OF SOLDIERS
As was reported in The Review last week
Edison artists and the Army and Navy phono-
graph were strongly featured at the benefit
held in the Broad Street Theatre, Newark, N.
J., on October 14, under the auspices of the
Newark Sunday Call for the purpose of raising
funds for the purchase of Army and Navy pho-
nographs for every New Jersey regiment in the
service. The benefit, for which the services
of the Edison artists, the theatre attaches and
others taking part were given free, the use of
the theatre donated and a Steinway piano sup-
Middleton, basso; Marie Sundelius, soprano, and
Guido Ciccolini, tenor, grouped around the Army
and Navy phonograph. These three famous
Edison artists, together with Elias Breeskin, vio-
linist; Grace Freeman, violinist; Carlo Edwards,
accompanist; Wilfred Pelletier, accompanist, and
NEW VICTROLAJ^OLDER ISSUED
Various Types of Victrolas Illustrated With the
Increased Prices Plainly Marked
The Victor Talking Machine Co., following
their announcement of increased prices for the
various types of Victrolas, effective October 20,
and which was published in The Review last
week, have issued a new folder showing the
various types of Victrolas from the Victrola
IV-A to Victrola XVII with the new prices
attached. Special arrangements were made to
get the supplement into the hands of the dealer
before the new prices went into effect in order
to facilitate the work of selling. The folder is
of convenient size, both for wareroom use and
mailing purposes.
AEOLIAN LINE IJ^COLOMBIA, S. A.
Ramon Rada, of Popayan, Will Represent the
Pianola, Vocalion and Straight Pianos Made
by the Aeolian Co. of New York
The export department of the Aeolian Co.,
New York, anounced this week the consum-
mation of arrangements whereby Ramon Rada,
Popayan, Colombia, S. A., will handle the com-
plete line of Aeolian products, including the
Pianola, Vocalion and straight pianos manu-
factured by the Aeolian Co. Mr. Rada con-
ducts a large and successful establishment,
which is one of the most popular piano stores
in his section of the country.
Arthur Middleton, Marie Sundelius, Guido Ciccolini, and the Army and Navy Edison Phonograph
plied by the Griffith Piano Co., resulted in the Arthur Fields, of the Seventy-first Regiment,
raising of $1,100 net, which will be applied to baritone, all contributed their services for the
the purchase of eleven phonographs and a lib- benefit and drew a record-breaking crowd. The
eral supply of records for each one.
eleven phonographs purchased with the pro-
The accompanying photograph shows Arthurceeds will go forward to the soldiers next week.