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OCTOBER 8,
1921
ARTISTIC FLOAT BOOSTS PUBLICITY
Roscoe Benjamin Features Victor Products in
Parade—Dancing Girls Attract Attention
D, CONN., October 3.—Prominent among
the many floats in a recent parade here, com-
memorating the 150th anniversary of the city,
was that of Roscoe Benjamin, an exclusive Vic-
THE
MUSIC
TRADE
REVIEW
BROCHURE O^jVlOOD MUSIC
Extremely Interesting Volume Just Issued by
Thos. A. Edison, Inc., Anent Experiments
Conducted by Dr. Bingham on the Effect
Which Music Produces Upon the Listener
ORANGE, N. J., October 3.—Thos. A. Edison,
Inc., has just issued a very interesting thirty-two-
page brochure, entitled Mood Music. It is
one of the most unique works ever published re-
garding the phonograph in relation to the effect
which its music produces upon the listener.
The book is a compilation of 112 Edison Re-'
creations, according to "What They Will Do
for You," and is based upon psychological ex-
periments conducted under the direction of
Dr. W. D. Bingham, director of the Department
of Applied Psychology, Carnegie Institute of
Technology, who has for some time been asso-
ciated with the Edison Co.
The following extract from the "Foreword"
gives an idea of the unique character of this
Roscoe Benjamin's Unique Float
tor dealer. The float, which was instrumental in booklet:
"On the following pages you will find 135
attracting considerable attention to the Victor
product and at the same time gaining publicity musical selections, arranged in twelve lists, but
for Mr. Benjamin, contained six Victor dogs, do not think, therefore, that this booklet is
one perched on the front of the truck, one on merely a compilation. You will look in vain
top of each of four pillars on the truck and the for 'Operatic Gems' or 'Band Music,' or any
other in the center of the float. Two dancing other of the familiar classifications. Instead you
girls, who danced to the music of a Victrola will find such helpful, suggestive headings as
whenever the float came to a standstill, com- 'To Bring You Peace of Mind,' 'To Make You
Joyous,' 'To Stimulate and Enrich Your Imagi-
pleted the ensemble.
nation'."
Following the "Foreword" is a discourse on
SINGLE ARTIST CONCERTS
mood music which is developed from an histori-
Recordings of One Well-known Artist Have cal viewpoint down to modern philosophers, such
Often Greater Power to Attract Certain Cus- as Emerson. It then treats upon Mr. Edison and
his vision in the field of re-creating music and
tomers Than the Usual Mixed Concerts
concludes with the more recent development by
A departure from the usual talking machine the Edison organization of the mood music idea.
Throughout the book are illustrations pictur-
concert has been adopted by the Victrola depart-
ment of the Griswold, Richmond & Glock Co., ing the contrast between the business man under
Meriden, Conn., which is stimulating interest in tense strain versus the business man enjoying
the department among the music lovers of the music's pleasant relief: the nervous and ex-
community. Instead of the usual arrangement hausted wife versus the wife soothed and re-
of selections, the entire concert is devoted to freshed by music: the stockbroker jarred by the
market versus the stockbroker steadied by
the recordings of one artist.
For example, the concert which is staged in music: the man of toil too tired to eat versus
the afternoon at this establishment is widely the man of toil refreshed by music: the lone-
announced through newspaper advertising and some woman versus the woman comforted by
publicity, and personal notices are sent to cus- music: the housewife too tired to get dinner
tomers stating the fact that a Gluck concert is versus the housewife whose "pep" has been re-
to be given on a certain afternoon. At this con- stored by music. There is also a reproduction
cert only the records of Alma Gluck will be of the mood change chart filled in by W. J.
played unless there is a special request from a Burns, the famous detective.
The complete classifications under which, in
member of the audience for a particular selection
each
case, about a dozen selections are listed
by another artist.
The plan outlined above can be followed with are made up as follows: To Bring You Peace of
advantage by other talking machine dealers. Of Mind, To Make You Joyous, In Mood of Wist-
the large percentage of music lovers in any com- fulness, Jolly Moods and Good Fellowship, For
munity, a number favor particularly a certain More Energy, Love and Its Mood, Moods of
artist, and consequently when the announcement Dignity and Grandeur, The Mood of Tender
of a concert by their favorite artist, whether it Memory, Devotion is also Mood Stirring for
be Caruso, Galli-Curci, Kreisler, Gigli, Tosca- the Children.
ki conclusion there is an article by Mr. Bing-
nini, or numerous others, comes to their atten-
tion they will be sure to attend, and in many ham on "Research of Moods in Music." The
cases it will be found worth while to have a whole conception of this work on mood music is
good stock of records similar to those played on most interesting and is likely to have a far-
hand to meet the sudden demand. A series of reaching effect insofar as providing a new type
concerts, one staged each week, will give the of sales ammunition for the salesman in the re-
dealer an opportunity to reach a great number tail establishment.
of people in his community and possibly many
in surrounding towns.
FIRST VICTOR RECORDS BY MORINI
FEATURES NEW RECORD REVIEWS
COLUMBUS', O., October 3.—A service as un-
usual as it is beneficial to the dealers is one just
inaugurated by the Perry B. Whitsit Co., Victor
wholesaler. 211 North Fifth street, through its
publicity director, T. T. Frankenberg, in secur-
ing a monthly review of Victor records, written
by H. E. Cherrington, well-known music and
dramatic critic, on the Columbus Dispatch. Mr.
Cherrington hears all of the records the week
before they are released and runs the review in
the Sunday music section of the Dispatch imme-
diately following their release, thus giving timely
information regarding the latest records.
49
io double
Vour Income
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
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 Talking Machine World is the
oldest and largest trade journal in the
world devoted exclusively to the talking
machine industry.
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
The Young Viennese Violinist Who Scored
Triumph in America During Past Concert
Season Makes Her First Records for the
Victor—Heralded as Violin Genius
The latest addition to the notable list of Vic-
tor recording artists is Miss Erika Morini,
whose first recordings have already been offered
to the public. Miss Morini is heralded as a
genius of the violin. She came to the United
States in January of this year, unheralded as
it were, and quickly won for herself a position
among violinists to-day. Her first concert ai
Carnegie Hall, New York, was a triumph, and
the triumph has continued since.
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
Fi rm
Street
City and State
'