NOVEMBER
~
'"
FINE "TREASURE CHEST" WINDOW
VICTOR WEEKLY RELEASE POPULAR
.
Many Sales of Records and Several Machines
Result From Special Display Staged by M.
Rappaport, Gotham Victor Dealer
Double-Faced Red :Sea1 Records Bringing In
creased Business-f-Victor Co. Speeds 'Produc-
tion to' Meet the' Demand
.
M. Rappaport's Music Shop, 880 Westchester
avenue, New York City, recently featured the
"T reasure Chest," twelve selected Victor rec
ords of the music of the world packed in spe
cial containers originat~d by C. Bruno & Son,
Inc., New York Victor jobber, in a big way
through the medium of a special window dis
play and the distribution of prizes to customers .
The window display was probably one of the most
effective, from the standpoint of sales of both
the "Treasure Chest" and other re cords, and even
ta lkin g machines, that have ever been staged
in this section of N ew York. The floor of the
en ti re window was covered with white sand.
In the center was a "treasure ches t" filled with
coins and scatte red abo ut were the colorful
conta iners of the records. During the evening
"Captain Kidd," a man dressed as an old-time
buccaneer, stood in the window and the curious
of th e entire neighborhood gathered outside to
gaze at the display. They crowded the side
walk and street in front of the store and many
came in to sec ur e further information, a num
ber goi ng out with "Treasure Chests" und er
their arms, as well as various other records
which' they remained to purchase . During the
first evening several talkIng machines were
so ld. Such is the power of a desirable product,
plus a good wi ndow display!
During the first evening a number of promi
nent members of the trade visited the s tore, in
cluding W. J. Haussler, general ' manager of C.
Bruno & Son ; Miss H. Marjorie Brown, E . G.
Eva ns and Phillip S ilverman, of the same con
cern; B. F . Bibighaus, of the New York sales
or gani zat ion of the Victor Co., and Mr and
Mrs. N. Shilkret. Mr. Shilkret is in cha r ge of
the Victor foreign re co rd department, wit h
headquarters in New York.
The new Victor plan of weekly r elease of
records has had an a uspicious beginning and
ha s been granted a very favorable r ecep tio n
by both the Victor dealer trade and the con
sum er publi c, according to R. L. Freeman, direc
tor of distribution of . the' Victor Talking
Machine Co . Mr. Freeman added that th e
n ewspape r advertising program of th e Victor
Co. has been increased approximately 33 per
ce nt, so that the public thTough out the entire
country may be promptly informed of each new
weekly release of Victor recordings.
Th e recently adop ted plan of offering Red
Seal records, double-faced, and at greatl y re
duced prices, it ~as lea rned, has also met with
a very gratify in g response on the part of the
public. In fact, the numb er of copies of in
dividual Red Seal records that have been so ld
by cer tain dealers since the introduction of this
new policy has been of an astounding character.
Mr. F reeman a ls o sta ted that the Victor Co.
is pu s hed to capacity to meet the demand for
both Vi ctro las and records, and that as fast as
parts of the new addition to the V ic tor plant
a re comp leted, the company is iriuTlediately mov
ing in , thereby as rapid ly as possible in creasing
its output. This great new ad diti o n to the Vic
tor plant is a lready complete ly erected and pre
sents a very impressive appearance as one
approaches Camden from . the Philadelphia side.
The interior portions are being finished up a t
a rapid rate.
RESULT OF GOOD BUSINESS METHODS
-
The Song Shop, Lowell, Mass., Although in
Business Only a Year, Has Become Estab
lish~d With Public and Is a Success
VOWELL, MASS., October 29.-0ne of the most
suc~Jssful dealers in this vicinity is H. B. Leg
-.
ss
THE MUSIC TRADE REVIEW
3, 1923
gat t, proprietor of the Son g Shop, 127 Merri
» ... - ..... ..
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,
.
LUDWIG BAUMAN
« CO.'S
NEW STORE
Well-known Furniture House Opens Second
Newark Store-Victor, Brunswick and Sonora
Lines Featured in Fine Department
The Newark ta lking ma chine trade was well
in evidence at the opening of th e new store of
Ludwig Bauman & Co . on Broad street and
Central avenue.
This well-known furnitur e
hous e handles Victor, Brunswick and Sonora
products, and general newspaper publicity was
used featurin g the various lines coincident with
the opening of the s to re. The new establiSh
ment is in the so-called "high rent" dis tri ct of
Newark, adjacent to s uch well-known co nce rn s
as the Lauter Piano. Co., Griffith Piano Co. and
the large department s tore of Hahne & Co .
While th e Ludwig Bauman establishment is es
sentially a furniture store, the talking machine
department is located in a prominent section on
the g round floor and is one of the most attrac
ti ve departm ents in the New Jersey trade.
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 The
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.
VICTOR RECORD GIFT CERTIFICATES
.
...,:
Warerooms of Song Shop of Lowell
mack street, this city. Although the store was
opened less than a year ago, November 20, 1922,
to be exact, the business has been a success
from the start, largely through th e aggressive
policy inaugurated by Mr. Leggatt, and the
Song Shop is now a favorite rendezvous for
music love rs . The lines handled include Hallet
& Davis talking machines, portable instruments,
Okeh, Vocalion, Columbia and Banner reco rds,
as 'well as a complete line of sheet m usic.
CLEVER CARD BOOSTS RECORD SALES
PEORIA, ILL., October 27.- The P . A. Bergn er Co.,
this city, has issued an interestin g ca rd adver
tising Victor records. A li s t of two dozen rec
ords is given on a card of shopping list size and
each record numb er is followed by some mys
terious lett ers, suc h as V .V .G.-W. A key at
the bottom of the card ex plain s this to mean
"very-very good waltz."
.
The advertising department of th e - Victor
Talkin g Machine Co. has recent ly issued the
"Victor Record Certificate" for use during th e
Christmas season of 1923. This ce rtifi cat e,
which incorporates in general th e gift plan
which has bee n used in previous years, is printed
in gree n, orange and black on a white s to ck.
The ce nt er, in typography, resembles a bo nd or
stock cer tificate. The bord er presents sma ll
portrait s of distinguished Victor artists.
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
TAKES ON THE SONORA LINE
'The Ober Furniture Co., at Chagrin Falls, 0 .,
'has taken on the Son ora line of talkin g ma
chines, a nd alterations to the store to permit
the opening of a Sonora talking machine de
partment hav e be en started.
Smith's Brunswick Shop, one of the prominent
ta lkin g machine dealers of Jamaica, N . Y., has
been successfully tying up this line of machines
and records with the exhibitions of ele ctric al
homes arranged by the New York & . Queens
Electric Light Co.
TAf.K Tl\' G MACHINE WORL D,
383 Madison _\.ve., ,", ,: w York City.
P lease enter m y s ubscription for one year. I w a llt to
learn how to (iouble my income via a talking machin e
de partment. R ill me $2 at your convenienc..: to cover cos t
of same.
.
Name
Firm
Street
City and State . . . . • . . .. . . .