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THE
MUSIC TRADE REVIEW
COLUMBIA NEWS BUDGET
OPENS MANY NEW SONORA ACCOUNTS
H" IP. VVillson Returns From Trip Abroad—
&V W. "Porter Makes Flying Trip to Branches
—New Process Record Campaign Producing
Results—Visitors of Week to Headquarters
Griffith Piano Co., Sonora Distributor, of
Newark, N. J., Places Sonora With Live
Dealers—Intensive Drive Now Under Way
HvVL." Wiltson, president and general rrianager
otj'uiej Columbia Qraphophone Co., arrived in
New York Friday on the steamer "Mauretania"
after t a "three, weeks' trip abroad. In all prob-
aJ}1utV'' l3 Mr, ' Will son will have an interesting
announcement to make regarding his trip in
tjie course of the next week or so.
Among the recent visitors at the executive
offices of' the Columbia Graphophone Co. were
K. H. Woodford, manager of the company's
Cincinnati branch, and Fred R. Erisman, man-
ager, of the Dallas branch. Both of these visi-
tors'spoke enthusiastically of the business con-
ditions : in their respective territories, stating
that the newspaper campaign inaugurated by
tlie Columbia Co. in" behalf of Columbia New
Process records had been producing remarkable
results.
Robert W. Porter, field sa'es manager of the
Columbia. .Co.,. is b.ack at his desk after a visit
to Columbia branches in Philadelphia, St. Louis,
New Qrleans, .Chicago and Buffalo. As usual,
Mr. porter made a flying trip, but managed
to'get a close insight into the business situation
in these various localities. He found Columbia
branch managers and dealers optimistic to a
degree regarding the outlook for holiday busi-
ness and this optimism was substantiated by
ve,ry Satisfactory sales totals.
,
A CLEVER PUBLICITY STUNT
Brandeis Store in Omaha Brings Victrola and
Records to the Attention of Diners in Store
• : Restaurants in an Unusual Manner
OMAHA, NEB., November 27.—One of the clever-
est, stunts to bring the talking machine and
recdrds forcibly to the attention of the public
Was recently put into effect by the J. L. Bran-
deis & Sons department store of this city. The
company occupies a ten-story building in the
heart of the business section of the city and
conducts a restaurant and grill room for the,
convenience of patrons.
'rhVse restaurants are usually crowded andi
Peter G. Spitz, manager of the talking machine'
department, decided to cash in on this through
tfte medium of carefully arranged concerts. Ac-
cordingly^ programs were mapped out and in-
o^rpora|^d. in an artistically arranged booklet
which announced that "This program is pre-
sented m the interest of the Fine Arts, partic-
ularly music," etc. Succeeding pages were de-
voted. tQ. brief character sketches of various
a^iftists secured for the occasion. These artists
\^ere ail 'very young and- all reside in Omaha.
[jSublletyi was' used in the arrangement of the
program. ••; Instead of featuring the talking ma-
cHine and records so prominently that the char-
acter of the performance would bear the ear-.
mjarks ,pf an ad, the program for one day was.
Opened J wfth a piano selection. This was fol-
lowed* fty a violin selection with piano accom-
paniment 'and then came a brief talk on the
Stjyle aritt'seope'Ttf the program by E. B. Good-
man, r^ep re sending the Brande\s talking machine
department. This was followed by the playing
cH four Red Seal Victor records on a Victrola.
(j)ifT6ulrse~ th"e records were announced on the
fljifogramn and attracted the attention of the
diners. Music appreciation talks, a dance num-
ber and vocal singing by hired artists followed,-
rnfaking r up a well-balanced program of enter-
inment. The other programs were of" an
^ l l y h i g h or/ier, creating considerable jnter
—
c'sT 1 and "c^rflnTerit.
' ''"
"
NEWARK, N. J., November 28.—ThVGrimth Piano
Co., Sonora wholesaler for the State of New
Jersey, is extremely busy at this time taking
care of Sonora dealers throughout the State.
Iians formulated a short time ago which called
for an intensive campaign are now bearing fruit
and very gratifying results in sales of all models
of Sonora phonographs are being enjoyed. Her-
bert Young, who has been doing special work
for this progressive wholesaler, and who recently
joined the organization, is spending considerable
time with dealers everywhere, helping them
make plans for the holiday rush and putting
their stores in first-class shape. This service
is keenly appreciated by Sonora dealers, who
have been materially helped in many ways.
Mr. Young in his trips around the State has
found dealers very optimistic concerning busi-
ness this Winter and prophesies one of the most
prosperous seasons on record. Sales of all
Sonora models have been very gratifying and
especially so has this been true in the sales of
the Marquette, Lafayette and Queen Anne
models, which were recently added to the
Sonora catalog.
Several new Sonora dealers have been estab-
lished, including H. Pinsky & Son Co., which
conducts a live talking machine store on Broad-
way, Camden, N. J. This new account is one
of the largest yet secured by the company and
in a short time will be housed in a large new
store which Mr. Pinsky is erecting a few blocks
from his present location. A complete line of
Sonora models has been installed by Mr. Pinsky,
who is engaged in a vigorous sales drive. The
Sonora was featured by him in a very attractive
window display, which created considerable in-
terest. Other new dealers are Fred Michaelis,
who has conducted a talking machine business
for some time past on Jackson street, Jersey
City, and the Hyde Music Shop, 366 Central
avenue, Jersey City; Weeguahic Music Shop, at
1001J/2 Bergen avenue, Newark, which has taken
DECEMBER 2, 1922
on the complete Sonora line. This concern was
introduced to the Newark public by,an, informal.,,
opening, which was attended,by a large numbjpr"
of people. F. Allen/of the .Griffith Piano tfq.,
accompanied by Herbert YoUng, was in charge
of the opening. Another dealer opened recently
is the store conducted by A. Renenschneider, of
this city. This store carried a very attractive,win-
dow display, resulting in the sale of a Quqen
Anne $250 Sonora model and an Imperial $150.
Attractive literature was distributed to a large,
number of persons and numbers of the Sonera
walking dolls were given away. The interest
aroused at the opening augurs well for a pros-
perous future.
ANNOUNCE PLANS FOR RADIO WEEK ^
Week of December 23-30 Designated as'Radio
Week—Committee Appointed to Handle
Publicity—Extensive Promotion Campaign
!
in the Interest of Radio Is Planned
"
The American Radio Exposition," which iV
sponsoring a radio show to be held at the Grand
Central Palace, New York, December 21 to 30,
was the host at a luncheon given recently: to
the editors of various radio publications. At_
this luncheon plans were formulated whereby
the week of December 23 to 30 will be desig-
nated as Radio Week. It is planned to have Radio
Week activities in the hands of a general com-
mittee which will include' the editors of radid
trade papers, trade papers in allied industries
and radio editors of daily newspapers. This
committee in turn will be represented by an
executive committee of five members which'will
be in charge of the actual work.
'•
Major J. Andrew White, editor of Wireless
Age, was appointed chairman of the executive
committee and his associates will be the editors
of several radio trade papers. It is planned to
use every possible form of publicity in behalf
of radio week arid it is expected that the broads-
casting stations will co-operate to the fullest
extent. L. S. Byers, executive secretary of the"
American Radio Exposition Co., presided at the
luncheon and gave encouraging reports' 3s* J td'
the progress of the exposition.
•.••••*.'+ v^ft
DEVELOPING SALES OF ACCESSORIES DURING HOLIDAYS
Energetic Drive on Accessories Should Be Made an Integral Part of Holiday Campaign—Proper
Presentation Will Find the Public in a Receptive Mood, Especially at This Season v ^
portion of all advertising should, i h t h £ mdst
attractive and forcible manner possible, call the
attention of the public to the necessity of cer-
tain accessories, such as sound boxes, recofd t
albums, record repeaters, record brushes,' etc.,
for the enjoyment of their instruments.
Nor is it necessary to devote an entire window
display to accessories. The po\ver o'f sugges-
tion is a great force arid a window in which a
talking machine, a few records and accessories
are displayed in such a manner that the nefce's-*
sity of each for the other 'is bVought out will
produce results. Placard's, neatly printed, could'
be used to advantage in'showing a display t'6 1 *
explain the functioning of• eaeh'Sc'ceSs'orr'artd;
be Used* to suggest certain' accessories^as'gtftS-/
Every organization is rnSdV ; up' i of a 'derrafrr
number
of units arid'
itr'tr• busiirre's's-"carr"be ' ari i
.______..-,
v
outstanding success if c^rtairi Uni'ts of-ther feusP'
ness are pushed ib''the v exclusion of : ot1iers: ! ft*.
;
is - " a "->
game
of ™-™ P rV+i'hw-;mif*rir
ing g r e a t e r effjoymerit.'to Vis* dustOrn'ers from
—- «f
their talking. machines and opening up pos- in" the "tsrlkmgTrrac+irne business
means'
turnover ofi each trfijt,, i: v e^ talkm^^machines, j:
sibilities for' increased reQorf sales.'
How to do this is the "question, buf the an- records, acces5jprie,s.
swer is simple enough—merely adveftisirig and sories" takes,- a..^considerable^' investment,
window. disp]ay5 along the same lines used in while not jreajEljis
r|,ri j
E a^s
^ larger
g as J;h^t;,required
^
p
a
compfet«rtnis&^^
library
mot
the holidaY campaigns• on talking machines and
merchant can afford to negfect this j>E*rtcJ€/ of [
reco'f&s. ft is not necessary tQ devbte ejcciuJsivii
advertising space to accessaries aitin^ 1 , but a' h i s - b t i s i n e s s . — —
With the holiday season almost at hand and
dealers everywhere preparing elaborate adver-
tising and sales campaigns to bring their wares
forcibly before the public, the question, of push-
ing accessories, no doubt, will be overlooked
by many. Most of these drives will take the
form of urging the public to consider talking
machines and records as gifts. It is safe to
say, however, that many merchants have given
little or no thought to pushing equally hard the
many talking machine accessories now on the
market which add so greatly to the effectiveness
and enjoyment of the instrument.
Now, accessories, especially at this time, can
be made are important part of the business and,
mareov.er r .sitace' Quick stock, turnover measures,
profit the. dealer will be .given, an opportunity
of disposing! of .stock which has -graced, hi?
shelves for some-4ime r ~thu8-*realizing a profit
on his investment ajad at the, »$me_time provid-
a