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JULY 23, 1921
THE
MUSIC
TRADE
49
REVIEW
ADVERTISING AND THE VICTOR
NEW RICHARDSON BRANCH
INTRODUCES RED SEAL CLOCK
Ralph L. Freeman Shows How Constructive
Publicity Has Helped the Victor Products to
Attain and Maintain Their High Place
Victor Dealer Opens Artistic Branch in New
Ambassador Hotel, Los Angeles
Reincke-Ellis Co. Features New Sales Help-
Victor Dealers Regard It Favorably
Los ANGELES, CAL., July 16.—The original store
Under the heading of "What Advertising Has of Richardson's, Inc., at 727 West Seventh
Done to Make 1921 Victor's Best Year," there street, Victor dealer, is of such an artistic nature
appeared in last week's issue of Printers' Ink an and has attracted so many persons that imita-
interview by Roland Cole (a member of that
publication's editorial staff) with Ralph L. Free-
man, director of distribution of the Victor Tafk-
ing Machine Co. This article is one of the
most interesting and informative that has ap-
peared in Printers' Ink in recent years and has
attracted wide attention throughout the country.
In this article Mr. Freeman states that the
present satisfactory condition of Victor busi-
ness is due in a large measure to the conserva-
tive policy of the company, its knowledge of the
field and the quality of its product. He states
Entrance to Richardson's, Inc., New Branch
that sales for the first five months of 1921 were
considerably greater than any corresponding tion—the sincerest form of flattery—has ap-
period in Victor history and that the advertis- peared in many places. And now, as though to
ing appropriation for 1921 is far in excess of that "out-Richardson Richardson," the branch store
of 1920, which was the largest advertising year in the Ambassador Hotel is, if possible, more
beautiful still. It is a jewel in a handsome set-
for the company.
Mr. Freeman gives a brief resume of the im- ting—Richardson's in the Ambassador. The
portant part which the Victor Talking Machine illustration shows the beautiful front entrance,
Co. played in the world war, emphasizing the the architecture throughout being Spanish.
fact that when the armistice was signed in No-
vember, 1918, the output of Victor talking ma-
COLUMBIA GETS OFFICIAL SONG
chines was only about 12 per cent of the cus-
tomary peacetime production. In 1919 the com- "Hail, Chicago/' Prize-winner in Chicago Pag-
eant of Progress Contest, Will Be Recorded
pany was able to obtain releases from Govern-
by Columbia Co.—J. Kapp Important Factor
ment contracts and by October of that year
in Handling and Consummating Details
the Victor Co. had succeeded in bringing its
production of talking machines up to a normal
pre-war volume, so that the sales totals for 1919
CHICAGO, IIX., July 18.—In connection with the
were in excess of those of 1917. The sales Pageant of Progress, which will be held in this
during 1920 continued to increase and the total city from July 30 to August 14, $10,000 in prizes
for that year showed an increase of approxi- were offered by the Chicago Herald-Examiner
mately 40 per cent over the sales for 1919.
and other local business enterprises for the
At the present time the Victor factory is work- eight best songs to be submitted by local com-
ing a full forty-eight-hour week. Although the posers. Ten judges, all of whom are prominent
number of employes has been reduced about 20 in musical circles, were selected by the commit-
per cent during the past six months Mr. Free- tee in charge of the pageant musical arrange-
man states that this has been due to the re- ments, which are under the supervision of Milton
turn of many skilled workmen, who left the Severinghaus, who was appointed by Mayor
company during the war period for other work. Thompson for this event.
Over 1,200 compositions were submitted to
In this article Mr. Cole pays a well-deserved
tribute to Victor advertising, pointing out the the judges and the first prize of $2,000 was
individual characteristics of Victor publicity and awarded to a composition entitled "Hail, Chi-
expressing the opinion that the logic of the cago," which will be the official song of the
Pageant of Progress. When the judges con-
Victor advertising policy is inescapable.
One interesting paragraph contains the fol- vened for their final session J. Kapp, of the
lowing comment by Mr. Freeman, which is in- record service department of the Columbia
dicative of Victor strength and prestige: "Con- Graphophone Co., Chicago branch, was present,
ditions among our distributors and dealers are and after the judges had decided upon the actual
particularly gratifying. Stocks of cabinets and prize-winners he left immediately for New York,
records are low. We have not had the problem arriving there on July 9.
After a conference with the Columbia execu-
of unusual credit demands to deal with. Our in-
ventory on finished instruments and records tives work was started at once upon the record-
comprises only the last few days' output, now ing of "Hail, Chicago," which will be sung by
in process of being shipped. Our cash on hand Arthur Fields and the Criterion Quartet. On
the reverse side of this selection will be an in-
has increased by $2,500,000 since January."
strumental number, played as a march by
Prince's Band, which won the second prize in
PATHE PHONOGRAPH MOVIE
the contest, a $1,500 oil painting.
The official song record will be autographed
Latest Sales Help for Dealers "Puts Across"
by Mayor Thompson and will retail for eighty-
the Pathe Story Effectively
five cents. It will be merchandised exclusively
A Pathe movie is the latest sales help made through Columbia dealers, and the Columbia
available for Pathe dealers. The film is forty Graphophone Co. is to be congratulated upon
feet long and as a co-partner to Pathe movie its initiative and progressiveness in securing the
slides promises to "put across" the Pathe story sole rights to the official pageant song. The
in a very effective way. It starts showing a liv- record will be placed on sale on the opening
ing room, with father, mother and little child day of the pageant.
sitting near a No. 17 Pathe phonograph. The
lady rises and puts on a record and returns to
CHICAGO FIRM OBTAINS CHARTER
her seat. Out of the grille come flying notes
that go to the top of the screen and break into J. & M. Phonograph & Supply Co. Receives
letters to form the wording, "The Pathe Plays
Incorporation Papers
All Makes of Records." The Pathe rooster
comes on the screen, goes to the phonograph
The J. & M. Phonograph & Supply Co., of
and jumps on it, flaps his wings and crows, and Chicago, has been granted a charter of incor-
out of the crow come flying letters forming the poration, under the laws of the State of Illinois,
reading, "Play Pathe Records With Sapphire with a capital of $7,500. The incorporators are
Ball." The film is supplied to Pathe dealers Lester L. Bauer, Beatrix Weiss and Arthur
by Wright & Wilhelmy Co., Pathe distributor, Donoghue. The firm will deal in musical in-
at Tenth and Jackson streets, Omaha, Neb.
struments, supplies and sheet music.
CHICAGO, lix., July 18.—The Reincke-Ellis Co.,
which for many years has introduced timely
sales helps and novelties for Victor dealers, has
just completed plans for a campaign featuring a
wall or window clock, the face and dial of
which are made as an exact reproduction of a
Red Seal Victor record; Everybody looks at
a clock, and this one is not only attractive, cor-
The Red Seal Clock
rectly recording the time, but is an instant re-
minder and suggestion to the passer-by of the
product handled by the merchant.
Quite a number of exclusive Victor establish-
ments have purchased this clock to hang in their
store or windows or both, and stores carrying
other merchandise are hanging the clock in
other departments as a reminder that Victor
products are also handled. The Reincke-Ellis
Co., both in Chicago and New York, has met
with pleasing success in the introduction of
this new sales help.
AUGUST OKEH WINDOW DISPLAY
Every Phase of American Music Represented in
Latest Okeh Window Display
The August Okeh window display is worthy
of comment because of its striking brilliancy
and the wide range of appeal it makes to various
musical tastes. As indicated in the photograph,
it covers nearly every phase of American music.
From operatic selections to the latest popular
numbers the display appeals to all tastes.
The color scheme is of such a pleasing com-
bination that it is bound to arrest attention. It
Clever Window Display for Dealers
presents the Okeh list for August in such an
attractive way that record sales should follow.
Hundreds of Okeh dealers are getting the most
out of their windows by using this service.
D. E. BENSINGER SAILS FOR EUROPE
D. E. Bensinger, president of the Brunswick-
Balke-Collender Co., Chicago, sailed last week
for an extended trip to Europe. Mr. Bensinger
plans to visit all of the principal European
countries, and although his visit will combine
both business and pleasure he will probably
spend quite some time in the interests of the
Brunswick phonograph division. It is expected
that upon his return several important an-
nouncements will be made relative to various
matters closed abroad.