Music Trade Review

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48
THE
MUSIC TRADE REVIEW
AUGUST 21,
1920
THE AFTERMATH OF THE EDISON CARAVAN CONVENTION
D. E. Wheeler Reviews the Achievements of the Recent Gatherings in New York City, Chicago
and San Francisco, and Points Out the Benefits Which Are Bound to Accrue From Them
o double
VourIncome
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Name
Firm
Street
City and State
D. E. Wheeler, the editorial director of
Thomas A. Edison, Inc., in giving to some New
York friends his impressions of'the recent Edison
Caravan Convention which held its sessions in
the three cities of New York, Chicago and San
Francisco in July said:
"What impressed me most on our recent
phonograph pilgrimage was the undertone of
surprise bordering on unbelief in most every-
body that I met at these gatherings. Many of
the jobbers and dealers, as well as their sweet-
hearts and wives, seemed to be astonished at the
quality and quantity of the two-day program
we had prepared for them. They had come evi-
dently hoping that they were going to have a
good time but a little bit doubtful. They thought
the performances of the caravan were going to
be a little dull.
"I closely watched the attitude of our audi-
ences and noted the pleasant relief expressed in
many unconsciously eloquent faces as our pro-
gram unfolded itself. The plays, written by
Mr. Maxwell, on various phases of salesman-
ship, were particularly a delightful revelation to
the audience. There was nothing at all amateur-
ish about any one of them, being well written
and well acted by professionals.
"This attitude of unexpected pleasure was
also reflected in the faces and conversation of
various reporters, who came in to cover the
convention in the three cities at which they
were given. You know, as well as I do, how
bored and sophisticated the air of a city re-
porter can be, and I could see that they had
come in a perfunctory way with the intention
to be polite and to vanish at the earliest moment
possible. Therefore, it was an unusual experi-
ence to find them actually interested after they
had been present five or ten minutes. And not
a few of them, when their duty was over and
they had seen enough of the show to write a
story for their respective journals, returned to
see some more of the program on their own
initiative.
"Out in $an Francisco there was a newspaper
man who had the inclination- and authority to
make two special stories of our extraordinary
sessions. This was George C. Warren, the
dramatic and music critic of the San Francisco
Daily News. Also the Caravan got in one of
the 'colyums.' Charles M. Jackson, the humor-
ist of the San Francisco Bulletin, treated the
address of Dr. Bingham, the psychologist who
was with the Edison party, in a whimsical and
entertaining article. He wrote:
" 'In common with many others, we have
labored under the impression that a phono-
graph is an unmitigated nuisance, this impres-
sion having been, no doubt, created by the fact
that the next-door neighbor but two persistently
plays 'Sweet Rosie O'Grady' every night about
the time we turn the pillow over for the fourth
time in an effort to go to sleep.
"'But after hearing Colonel V. M. Bingham,
director of the division of applied psychology at
the Carnegie Institute at Pittsburgh, talk on this
instrument, or talk about this instrument, we
have revised our opinion.
" 'It appears that we have misjudged the
phonograph.,, Properly used, it has the same
effect on the human system that playing soli-
taire has. One xan play solitaire and think at
the same time.' Colonel Bingham cites many
instances showing the versatility of the phono-
graph in affecting the human brain. One mother
used it to induce her boys to bathe mornings
and by certain selections awaken in them wild
desires to dive into the tub. A tired business,
man found by listening to a phonograph he
could forget his office cares and concentrate his
mind on a coming horse race. Two architects
found the music of a phonograph useful when
drawing designs for a 'monumental' building, the
selections have been 'grave' ones, no doubt. Airs
like 'The Marseillaise' are said to have increased
physical strength in men and light and fanci-
iul music reproduced in a factory where girls
are employed augmented the output.
" 'After looking the matter over, we have de-
cided not to undergo an operation for the trans-
fer of goat glands into our system, but to get a
phonograph, with records containing all the
meters known to poets since the ode to Anacreon
was written, down to "Lest We Forget,' and
everyday we start this colyum to start the wheels
going at the same time.' "
JOHN FISCHER GOES TO WASHINGTON
Resigns as Head of Wholesale Victor Depart-
ment of C. C. Mellor Co. to Become Sales
Manager of Robt. C. Rogers Co.
PITTSBURGH, PA., August 16.—John Fischer,
for the past fourteen years manager of the
wholesale Victrola department of the C. C.
Mellor Co., Ltd., of Pittsburgh, has resigned.
The news of his resignation was received with
keen regret -by the talking machine fraternity of
the Steel City, as Mr. Fischer was one of the
charter members of the Pittsburgh Talking Ma-
chine Dealers' Association and was considered
one of the real live members. W T hen it became
known that Mr. Fischer had resigned to be-
come sales manager for the Robt. C. Rogers
Co., of Washington, D. C, wholesale Victor
dealers, Mr. B'ischer having acquired an interest
in the firm, he was heartily congratulated and
wished all sorts of success. There was also
some regret expressed that the members of the
trade here were not able, owing to the vacation
season, to give Mr. Fischer a formal send-off.
The successor of Mr. Fischer with the Mellor
Co. will be Thomas T. Evans, who is too well
known to the trade to require any extended
notice. For a number of years Mr. Evans
was the right-hand man of Mr. Fischer.
WINDOW WINS MUCH ATTENTION
Window Display of the "Love Nest" Records by
P. W. Simon, of Uniontown, Pa., Wins a
Front-page Story in the Local Newspaper
P. W. Simon, the aggressive Victor dealer of
Uniontown, Pa., prides himself upon the attrac-
tiveness of.his window display and put one over
recently that won a front-page story in the
local newspaper. The window display referred
Striking "Love Nest" Display
to featured the big song hit, "Love Nest," amid
surroundings that were particularly appropriate.
There was a miniature cottage with the interior
lighted and with a happy couple seated on the
porch and immediately opposite a large dog ken-
nel, from which proceeded a long line of Victor
dogs. Signs and posters about the window
called attention to the fact that records of the
"Love Nest" were on sale and were recom-
mended. Figuring the cost of advertising space
on the front page of the paper, Mr. Simon fig-
ures that the window display won for him sev-
eral dollars' worth of perfectly good publicity
through the printed word in addition to the direct
results from the window itself.
Consult the universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions
of any kind.