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THE MUSIC TRADE REVIEW
EDISON DEALERS IN WISCONSIN TERRITORY CONVENE
Very Successful Gathering of Edison Dealers Held in Milwaukee—Tone Test Given at the Pabst
Theatre a Feature of the Convention—Many Interesting Papers Read—Officials Present
MILWAUKEE, WIS., December 24.—One of the listed therein is a good title for a window dis-
recent successful conventions of Edison dealers play; for instance:
"Your Hawaiian records suggest a Hawaiian
was that held at the Hotel Wisconsin, this city,
recently and which was attended by approxi- window and that interests people who have a
mately ISO dealers in the Wisconsin zone, many machine in Hawaiian records, also it interests
of them accompanied by their wives. F. K. people that love Hawaiian music in a machine.
Babson and C. E. Goodwin, of the Phonograph 'Old Folks at Home,' 'My Old Kentucky Home,'
Co., of Chicago; T. J. Leonard, general sales 'Dixie' and other Southern melodies suggest a
manager of the musical phonograph division of display of Southern folk songs. Such a window
Thomas A. Edison, Inc.; L. A. Zollner, super- sells Southern melody records as well as ma-
visor for Thomas A. Edison, Inc., in the Mil- chines to people that like the old songs of the
waukee zone; and A. E. Schiller, mechanical in- South. Patriotic music suggests a patriotic dis-
structor for Thomas A. Edison, Inc., in the play.
Milwaukee zone, also were present.
One of the features of the convention was a VICTOR CO. SUES FOR INFRINGEMENT
tone test at the Pabst Theatre, given by Julia Brings Action Against Brodegaard Bros. Co.,
Heinrich, formerly of the Metropolitan Opera
Omaha, for Featuring Machine Named "Vic-
Co.; the lecturer representing the Edison labora-
toria"—Injunction and Damages Asked
tories was Miss Huldah Voedisch. This tone
test was given to a capacity house and aroused
OMAHA, NEB., December 24.—The Victor Talk-
much enthusiasm.
ing Machine Co., of Camden, N. J., filed suit in
Another feature of the convention was the Federal Court last week against Brodegaard
banquet at the Hotel Wisconsin, which was at- Bros. Co., operating a jewelry store at Sixteenth
tended by most of the dealers and their wives and Douglas streets. The plaintiff alleges that
who attended the convention.
the defendant is infringing the plaintiff's trade
As is the rule at all the dealers' conventions mark and trade name and misleading the public.
the addresses of company officials were supple-
The complaint states that Brodegaard Bros.
mented by business papers read by the dealers Co. is selling the "Victoria"; that the name
themselves. One of the most interesting of "Victoria" is placed on the machine in the same
these was that of W. E. Bosshard, of Tomah, position as the name "Victor" on the plaintiff's
Wis., on the subject of "How I Make Tone Tests well-known machine and that folders are printed
Pay." Mr. Bosshard described in detail how in such a way as to mislead the public into be-
he had gone about arousing interest in tone lieving that the "Victoria" talking machine is
tests and sent out invitations to 600 people and the "Victor."
had succeeded in packing the local armory to
Samples of the folders advertising the machine
the doors, although its seating capacity was 600. are appended to the complaint. It is pointed out
He told of the work done by the artists and that one of these folders shows a picture of a
how he had followed up the tone tests by keep- man standing beside the "Victoria" machine and
ing in touch with those who had attended. One holding in his hands a "Victor" record, all of
of the immediate results of the test was two which, it is alleged, is part of an intention to
cash sales of C-250 instruments. Mr. Bosshard mislead and deceive the public. A photograph
concluded by saying that he had been repaid of the window at Sixteenth and Douglas streets
many times for the expense connected with the containing the display of the machines is also
tone tests by the interest it aroused locally in appended. The window has a sign reading,
the New Edison and the actual business booked "Victoria talking machine, $45."
as a result.
The folders advertising the machine are
Another particularly interesting paper was that printed in forejgn languages.
on "Window Displays," read by Geo. Eicholz,
The petition is signed by Charles K. Haddon,
of Milwaukee, who said in part:
vice-president of the Victor Talking Machine
"When you first look for a location for your Co. It states also that the trade name, good
store you take into consideration three things— will, etc., of the Victor Co. "are worth far more
floor space for selling your goods; your window than $1,000,000."
space; and how many people pass the location
Damages are asked from the defendant and
of your selection. The value of your location an injunction preventing the defendant from
is judged by the latter two things and from continuing to offer the "Victoria" machine for
your window and the passer-by you must get sale under that name.
your money back. As the speaker before me
said, you must create a desire before you can BUYS VICTOR AGJENCY IN SCRANTON
sell, so your window display must be staged in
such a manner as to create a desire to own in Scranton Talking Machine Co., Columbia Deal-
ers, Now Have Victor Department
the passer-by.
"If you advertise in a newspaper (which is
SCRANTON, PA., December 24.—The Scranton
considered the best form of advertising) and Talking Machine Co., 215 Lackawanna avenue,
you get IS per cent, of its readers to see your this city, has purchased the Victor agency and
ad, you certainly get returns; but with a good
window display you can stop SO per cent, of the a substantial stock of Victrolas and records from
people passing; therefore, I say your window is the E. A. Fenstermacher Co., of 215 Wyoming
the best form of advertising, with the newspaper avenue. The stock was removed to the Scranton
Co.'s store, where a large Victor department
second.
has been opened in addition to the Columbia
"You may say, 'I have often tried to stage a department operated successfully by the com-
good window but failed.' I say try until you
get one or two good displays and they will sug- pany for several years.
gest other good displays, and after once suc-
NEW QUARTERSJNJSAN FRANCISCO
ceeding you will wonder why you ever failed in
displaying your goods to the best possible ad-
The California Phonograph Co., San Fran-
vantage.
cisco, Cal., has moved from 975 Market street
''You will ask, What do you consider a good to much larger quarters at 1009 Market street,
window or what constitutes a good window? that city, where two floors are occupied and an
Your record catalog will give you many ideas equipment of fifteen soundproof booths has
as to a good display; almost each selection been installed.
"I find that the most attractive displays can
always be made by a combination of machines
and records. Opera music suggests an operatic
window. There are many scenes from operas
that can easily be incorporated in your window
displays.
Instrumental solo records, dance
music, music for special occasions such as
Easter, the Fourth of July, Christmas, Wash-
ington's Birthday, all suggest good ideas for
window trimming.
''And now I am going to tell you what we do
if we want to make an especially good display.
We call all the boys together in the store and
tell them to suggest something for a good dis-
play. Each makes a suggestion and then we
work it out together, so that our best windows
have never been a one man's idea."
COLUMBIA MANAGERS TO MEET
Conference of District and Branch Managers of
the Columbia Graphophone Co. Will Be Held
in New York City January 3 to 5, 1918
The sales department of the Columbia Grapho-
phone Co., New York, announced this week that
a conference of the company's district managers
and branch managers will be held in New York
January 3 to 5 inclusive. This conference will
consist of a resume of plans and policies for
the new year, with a discussion of technical
subjects incidental to the merchandising and
distribution of Columbia products.
When the visiting managers reach New York
Thursday there will be a get-together meeting
at the Columbia executive offices in the Wool-
worth Building, and according to present plans
the party, accompanied by members of the ex-
ecutive staff, will leave for the Columbia factories
at Bridgeport, Conn., and will spend the day at
the plant. Luncheon will be served at the Hotel
Stratfield and informal addresses will be made
by several of the officers, including Vice-Presi-
dent and General Manager H. L. Willson and C.
A. Hanson, factory superintendent. On Thurs-
day evening the visitors will be the guests of the
Dictaphone division at a dinner to be given in
the "Little Hungary" restaurant.
Business sessions, which will be opened on
Friday morning by President Whitten, will be
held all day in the auditorium of the Columbia
Shop, 411 Fifth avenue, New York, and on Fri-
day evening the visitors will attend the Hip-
podrome. . Business meetings will be resumed on
Saturday, and on Saturday evening a banquet
will be held in the ballroom of the Hotel Mc-
Alpin, New York. This banquet promises to
be an event of, more than passing interest, for
the Dictaphone division will also be in attend-
ance. It is understood that the entertainment
for this banquet will be provided by some of the
most prominent and successful artists record-
ing for the Columbia library. Plans have been
practically completed for the entire conference.
NEW VICTOR REPAIR PART CATALOGS
The Victor Talking Machine Co. has just is-
sued for the use of its dealers a new repair
part catalog for Victrolas VIII-A and IX-A,
and also for the latest type Victrola XXV.
Owing to change in the mechanical equipment
of the new model as compared with the old
type, the new repair part catalogs are very neces-
sary to the dealer and should be filed carefully.
The Victor Co.'s suggestion that the repair part
catalogs be preserved in the new style patent
spring binder, supplied at cost by the company,
is a good one. It will keep the catalogs all to-
gether and available whenever required.
Extensive improvements have been made in
the music store of Harold N. Stillwell, talking
machine dealer on East Main street, Freehold,
N. J.