Music Trade Review

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52
THE
MUSIC TRADE REVIEW
TWO COLUMBIA ELECTRIC SIGNS
BABE RUTH A PATHE STAR
Dealer Service Department of Columbia Grapho-
phone Co. Prepares Two Distinctive Electric
Store Signs for Use of Retailers
Will Record Exclusively for Pathe Co. Some
Interesting Talks—Move of Interest to Trade
The Dealer Service department of the Colum-
bia Graphophone Co. has just advised Columbia
dealers of the completion of two new exterior
electric signs that embody many distinctive fea-
tures and which
constitute effec-
t i v e publicity
for the dealer's
establishment.
Unlike
ordi-
n a r y exterior
electric s i g n s ,
the vertical sign
has a unique,
changeable let-
ter system in the
small block at
t h e b a s e by
means of which
dealers can ar-
range .short sales
messages. These
J
^^SP" I
talks
j;
I —
ciij §
r%li
I
The important announcement has emanated
from the headquarters of the Pathe Freres
Phonograph Co. in Brooklyn that the great
Babe Ruth is now an exclusive Pathe star. This
great hero of the diamond always draws record-
breaking crowds whenever he plays and the
Pathe Co. believe that his record will have the
same pulling effect for the Pathe dealer. Babe
Ruth will tell in this record his thrilling and
exciting story, which will be available on both
the Pathe Sapphire record and the Actuelle
needle cut record. It is planned to give an
autographed photograph of Babe Ruth with
io double
your Income
be
and the proposition could be proved
sound from every angle, you wouldn't
hesitate, would you? Of course not,
but do you realize that a talking machine
department can be made to provide
sufficient revenue to take care of the
overhead on your entire establishment ?
made
to
suit
local
events,
seasonable sales
SFT-MSLJ
nssi»?>^^^^
—
^
can
appeals
or
SEPTEMBER 18, 1920
the
~
promotion of a
artist's
r S p ec j a j
records.
There
are two lines of
fifteen l e t t e r s
e a c h , punched
o u t of s t e e l
squares, enam-
The Vertical Sign
eled in colors
to conform with the design of the sign back-
ground and are backed by opal glass. The il-
lumination is rich and full and the message
stands out prominently. An assortment of one
hundred and fifty of these letters accompanies
the vertical sign.
The vertical sign measures thirteen feet six
inches high by four feet six inches wide. It is
Thousands of other retail music mer-
chants have proved the above made
statement true and thousands of retail
music merchants have looked to T h e
Talking Machine World for guidance
in the matter of selecting the make of
talking machines they would handle, the
way they would map out their talking
machine department, etc.
The Famous Babe Ruth
Horizontal Columbia Electric Sign
particularly suited for furniture houses and de-
partment stores where the whole building is
occupied. In cases where dealers do not own
the entire building permission to extend the sign
to floors above can usually be secured. The
vertical sign has the advantage of great dis-
tance visibility, standing out above the glare
from windows or street lights. The sign burns
thirty-six 25-watt lamps, which are easily acces-
sible by a steel ladder and inside trap doors—
all part of the regular sign equipment.
Both the horizontal and the vertical signs
are double-faced, to be seen from either direc-
tion. The brilliantly enameled colors of blue,
yellow and orange that are bound to catch the
eye, the heavy border outline of each letter,
together with the special magnifying lens let-
ters, insure a day as well as a night attraction
value. These letters are not flat glass, but a
series of from ten to fifteen lenses, which mag-
nify the illumination at night of shine iridescent
in the sun. The effect is that of a series of small
electric lights in each letter which, in reality, is
just the intens'tied light of a single lamp be-
hind. For this reason the cost of operating
either sign is nominally small.
every record. The fact that his talk will be re-
produced on both Pathe and Actuelle records
means that his message will be available to own-
ers of every kind of a phonograph that can play.
Interesting display and advertising matter is
being prepared and the announcement to the
general public of this important news is being
made through a full-page advertisement in the
columns of the Saturday Evening Post.
DORIAN OPENS LAW OFFICES
Former Chief Auditor for Columbia Co. Now
Established in Washington, D. C.
Marion Dorian, for over twenty years con-
nected with the Columbia Graphophone Co. as
chief auditor, has opened up law offices in the
District National Bank Building, Washington,
D. C, where he will represent the Columbia
Graphophone Co. and other prominent concerns
who have many interests at the national capital.
Marion Dorian is one of the best-known mem-
bers of the talking machine field, and his thor-
ough knowledge of every phase of the industry,
together with his legal ability, will undoubtedly
enable him to attain signal success in his new
connection.
The Talking Machine World is the
oldest and largest trade journal in the
world devoted exclusively to the talking
machine industry. N o w running over
250 pages per issue.
Some book, eh? Yes, and some encyclo-
pedia of the kind of information that
will positively double your income.
Don't miss your chance.
coupon now.
Send in the
TALKING MACHINE WORLD,
373 Fourth Ave., New York .City.
Please enter my subscription for one year. I want to
learn how to double my income via a talking machine
department. Bill me $2 at your convenience to cover
cost of same.
Name
Firm
Street
Citv and State
• • •