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THE MUSIC TRADE REVIEW
MONTALVO OPENS NEW QUARTERS
SENDS RECORDS BY PARCEL POST
Handsome Temple of Music Formally Dedicated
by Live Dealer in New Brunswick, N. J.
Columbia Co. at Bridgeport Has Own Post Of-
fice Branch in Factory—Several Tons of
Records Sent by Mail Every Day
JULY 31, 1920
NEW BRUNSWICK, N. J., July 26.—There was for-
mally opened recently on Albany street a new
Temple of Music of a character that cannot be
surpassed in many cities of the country regard-
less of size. The new temple is incorporated in
the establishment of Ramon Montalvo, who in
the course of a number of years has developed
the largest talking machine business in this sec-
tion of the country.
The new building is devoted entirely to the
cause of music, and in addition to handsomely
equipped, elaborately furnished and well-stocked
showrooms, together with generous batteries of
demonstrating rooms for Victor and Edison ma-
chines and records, includes a recital hall ca-
pable of seating several hundred people and which
it is believed will become a musical center.
The new recital hall was put to good use dur-
ing the opening celebration. A number of well-
known singers and instrumental soloists from
New York and other cities were brought to New
Brunswick to take part in the elaborate pro-
gram prepared by Mr. Montalvo, and following
the formal entertainment there was plenty of
dancing to the accompaniment of lively music.
The new Temple of Music is a tribute not
only to the business success of Mr. Montalvo,
but to the musical importance of New Bruns-
wick, and representatives of the talking ma-
chine manufacturers with which Mr. Montalvo
does business attended the opening in person
to extend their congratulations.
COULD NOT BELIEVE THEIR EARS
Edison Tone-test Recital in Iola, Kan., Shows
Good Qualities of Edison Reproduction
Vernon Dalhart, who is one of the widely
known Edison artists, was sitting beside the
New Edison on the stage during the recital held
in Iola, Kan. The instrument was playing Van
Eps' "Dixie Melody." The reproduction was
so exact that many of the audience thought Mr.
Dalhart was playing the banjo and stood up or
craned their necks in order to get a better view.
The newspaper account of the affair was as
follows:
"The phonograph proved its ability to repro-
duce violin, piano and banjo music, as well as
the human voice. The crowd was very much
amused in connection with the banjo type of
instrument to see the puzzlement of the spec-
tators who had overflowed into the choir loft.
These were unable to see the stage and were
obviously at a loss to tell whether a real banjo
was being played or not and every time they
craned forward trying to see, the rest of the
crowd laughed in a way that increased their
.• curiosity until several of them finally stood up
and openly walked far enough aroun
r able to see what was going on."
MAKING DELIVERY^ BY "FLIVVER"
MEMPHIS, TENN., July 26—jXhe customers of
Zumsteg Bros, are so ^an.xious to get Sonora ma-
chines that the dealers have to work fast. As
BRIDGEPORT, CONN., July 26.—There is hardly a
factory or manufacturing establishment in this
city which is not using the parcel post to place
its products on the market in the face of the
great difficulties in making shipments by freight
or express. The Columbia Graphophone Co.,
for example, is making large shipments of rec-
ords by parcel post, often sending out as many
as two or three tons a day in this way. Two
regular postal distributors are now on duty at
the plant sorting the packages and placing them
in'the mail sacks. So great has been the de-
mand on the postal facilities that additional
equipment is being arranged for.
PURCHASES_NEW BUILDING
Talking Machine Co. of Texas Buys Spacious
Structure in Houston to Be Devoted to
Wholesaling of Victor Machines and Records
io double
yourlncome
HOUSTON, TEX., July 26.—The Talking Machine
Co. of Texas, Victor wholesalers, located in this
city has just purchased a new two-story build-
Wholesale Home of Talking Mach. Co., Houston
ing located in the heart of Houston and within
a block of all the railroad freight stations and
across the street from the express depot. T. E.
Swan, president of the company, in chatting with
The World said the new building will soon
be occupied and will be exclusively devoted to
Victor wholesaling. The purchase price was
$90,000 and floors measure 100 feet by 110 feet.
Mr. Swan, in addition to his Victor business
and the chain of retail furniture stores he owns
and operates in many Texas cities, has recently
arranged to aggressively wholesale Q R S music
rolls in Texas, Louisiana, Oklahoma, Arkansas.
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 ?
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.
VICTROLA IN FOX NEWS FILM
Knight-Campbell Co., of Denver, Introduces
Victrola in Scenes of Bathing Beauties
DENVER, COL., July 26.—The Knight-Campbell
Music Co., of this city, scored a big success in
advertising the Victrola through the medium of
the motion picture film. The Fox News Service
was taking pictures of some of the bathing
belles on the beaches near the city and during
the filming of the pictures the Knight-Campbell
Music Co. placed a Victrola on the lawns of one
of the estates and the bathers came up and
danced to the strains of "The Yellow Dog
Blues." Miss Alice Schneider, champion woman
swimmer and high-diving expert of Colorado,
was shown in a close-up changing a record on
the rpachine. The Victrola carried a large sign
with the name of the Knight-Campbell Co. on
it and in this way the store was well advertised.
The film was shown at the local theatres and
provided advertising which could not be bought
at any price.
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
TALKERS FOR SUMMER ENJOYMENT
Houseboats and yachts as well as smaller
boats and canoes have found a talking machine
a useful and pleasurable thing to have on a
cruise or even while lying at anchor in the
harbor.
How Zumsteg Bros. Deliver
the illustration shows, they simply hoist a
Sonora on a "flivver" and rush it off to the buy-
er's home in a couple of minutes. This not only
saves delay, but makes packing unnecessary.
W. A. Wilson has opened a new Columbia
Grafonola store in Des Moines, la. The build-
ing which he has just occupied has been en-
tirely remodeled and four demonstration booths
have been built.
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.
N ame
Firm
Street
City and State