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TUNE 14,
1924
THE
MUSIC TRADE
REVIEW
55
THE TALKING MACHINE TRADE
Novel Stunt Helped G. F.
Efird Store Observes
Great Britain Educators
Wing Co. Sell Records
Aeolian-Vocation Week
Favor the Gramophone
Unusual Theatre Tie-up by New Bedford, Mass.,
Talking Machine Concern Stimulated Interest
in Records and Large Sales Followed
An Elaborate Display of Vocalion Period
Models Featured at Headquarters of Big
Department Store in Charlotte, N. C.
Considered Important Factor in Musical Educa-
tion—Plan Under Way to Provide Schools in
Wales With Instruments
Here is a plan that was originated and suc-
cessfully used by the C. F. Wing Co. and the
State Theatre, of New Bedford, Mass., resulting
in a decided increase in record sales during a
recent week. It is a plan that can be used by
any talking machine dealer in nearly every town
or city in the country.
A popular record—or one with a strong gen-
eral appeal—Was played on the stage of the the-
atre, accompanied by the organist, the talking
machine being brought in tune with the organ
by regulating its speed.
"During State-Wing Victor Week," remarked
Stuart Robertson, advertising manager for
Wing's, "we were very fortunate to have for
the accompanist the eminent organist, Prof. E.
Flat Bent. The first four days of the week
the Victor record by Caruso, singing, in English,
Bartlett's 'A Dream,' was used, and during the
latter part of the week Rudy Wiedoeft's saxo-
phone hit 'Saxophobia.'
"A very complete tie-up of advertising was
effected by both Wing's and the State. In the
newspaper advertising of both space was used
featuring 'State-Wing Victor Week.' One of
Wing's windows displayed Caruso's picture,
around which was grouped some of his records,
some of Wiedoeft's and a card calling attention
to the Music Week at the Theatre. This helped
put over the idea and sold records.
"At the theatre, just inside the door, in the
most conspicuous place beside the ticket win-
dow, stood a large display poster telling every-
one about the pieces to be featured on the day's
program. Again, on the programs themselves
the musical numbers were featured, and here it
definitely stated that the records played could be
secured at the C. F. Wing Co., conveniently
giving their numbers.
"The finishing touch, however, was a Victrola,
made out of brown cloth, stretched over an
easily constructed frame, inside of which there
was a boy. When the burst of applause for the
wonderful playing of E. Flat Bent was quieting
down and he had bowed his acknowledgment
the spotlight switched from the organist to the
cloth Victrola, which, with great dignity, walked
to the front of the stage and bowed.
"Laughter was everywhere. The idea had
gone across and many record sales resulted."
CHARLOTTE, N. C, June 4.—Aeolian-Vocalion
week was observed here recently by Efird's
Department Store, the principal feature being
a display of Vocalicm period models. The ex-
hibition attracted widespread public notice and
brought many sales. Among the instruments
sold early in the week was an eighteenth cen-
tury Venetian model Vocalion with cabinet, de-
signed in the Baumgarten Studios, New York.
In connection with observance of Aeolian-
Vocalion week the music department of the
Efird store made a special advertising appeal to
the public, featuring Vocalion period models.
One advertisement included a photograph of
Miss Thelma Alexander, of the Efird store force,
posed in a way to bring out prominently the
advantage of the Graduola attachment, exclusive
with the Vocalion.
The show windows of the Efird store were
specially dressed'for Aeolian-Vocalion week.
An artistic home setting was utilized, artistic
draperies, a chair, lamps, rugs, a small figure
of the Venus de Milo and wrought-iron fern
stands bringing out in sharp relief the Vocalion
period models.
Efird's Department Store is one of a great
chain w : hich includes thirty-four stores in North
Carolina, South Carolina and Virginia.
The findings as regards the talking machine
as an educational factor of the Board of Educa-
tion's Adult Education Committee of Great
Britian should prove interesting to talking ma-
chine dealers and manufacturers in this country.
The talking machine, according to the finding
of the committee, is the most potent factor in
musical education in Great Britain. Sir Wal-
ford Davies, chairman of the National Council
of Music in Wales, gave evidence before the
committee, using an instrument to illustrate his
talk. He recently launched a scheme to provide
every school in Wales with a gramophone on
the condition that it is to be used for educa-
tional records that have the approval of the
Council. He also suggested that public libraries
might have a sound-proof chamber where lovers
of music could have the best music on the talk-
ing machine.
Goon-Saunders Nighthawk
Serenaders Victor Artists
Announcement was recently made by the Vic-
tor Talking Machine Co. of a new dance record-
ing organization known as the Coon-Saunders
Original Nighthawk Serenaders. This odd name
was taken from their practice of broadcasting at
radio stations after midnight. They have built
up an excellent reputation for themselves in the
Middle West, having just completed a sixty-
three week engagement at the Newman Theatre,
Kansas City. They are now playing at the
Missouri Theatre, St. Louis, and will shortly
begin an engagement at Lincoln Tavern in Chi-
cago, where they will continue all Summer.
The first release by this orchestra will be avail-
able to Victor patrons on May 23.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Declare Radio Not Harm-
ful to Machine Business
Retailers in Bronx Section of New York Believe
There Is Room for All Instruments—Cite
Permanency of Talking Machines
The effect of radio on the talking machine
trade as seen by several dealers in the Bronx
section of New York City is interesting at the
present time. Henry Jacobi, of 402 East 149th
street, states that the talking machine, because
of its permanency, will never be displaced by
the radio. As proof of this he said in part:
"Enrico Caruso is dead. He cannot be heard
over the radio. Yet his voice is preserved on
phonograph records. And there are other stars
who, perhaps, are not as great as they once
were, since the voice eventually fails. Their
greatness is also preserved on phonograph rec-
ords."
Mr. Jacobi also stated that radio has helped the
sale of records to a great extent. A person
hearing a selection that strikes his fancy over
the radio and desiring it for his permanent pos-
session purchases it for his talking machine
record collection.
Other dealers who, when questioned, denied
they found that the radio is having a detrimental
effect on the sale of talking machines were
Charles J. Franznick, of Horace Waters & Co.,
371 East 149th street, and H. Brodwin, of H.
Brodwin & Co., Courtland avenue and 149th
street. In speaking of the radio and talking
machine business Mr. Brodwin aptly summed
up the situation by saying, "I don't see that
there is any comparison or that they should be
regarded as rival instruments in any way.
Neither the radio nor the phonograph can take
the place of the piano and this general example
holds true for each of the three."
Every instalment sale should be marked price
plus the interest.
Why People Visit Stores
and Leave Without Buying
Fort Wayne Store Executive Points Out That
When "Lookers" Fail to Buy Something Is
Wrong With the Sales Organization
FOKT WAYNK, IND., June 7.--The clerks in the
department store of Wolf & Dessauer recently
listened to a very interesting talk on the sub-
ject of "Knowing Our Merchandise and Sug-
gestive Selling" by J. Pierce. It was pointed
out in the course of the talk that a recent
analysis of the store showed that out of every
100 people that entered the store fifty-five went
out without purchasing, giving as a reason the
inability of the sales clerks to know and use
that appeal which would arouse the buying in-
terest of the customer. He classified the differ-
ent types of women who visit the stores and
said that the clerks must study the customers
and stress the points which would appeal most
to each type.
Milliard's a Busy Store
WiLMiNCTuN, ])KI.., June 9.—Milliard's Music
Store, one of the largest and best-known talk-
ing machine dealers in the State, reports a very
good business for the past month. Sonora, Co-
lumbia and Vocalion machines are carried and
the company specializes in Okeh records. Mil-
liard E. Coffin, manager of the store, in addi-
tion to being a live-wire talking machine dealer,
is well known in musical circles, having written
several popular songs, among them "Carolina
Twilight," "Tar Heel Blues," "You're Just a
Pal I Can't Forget," "Oh! Oh! Sweet Daddy"
and "Jump Steady Blues."
Perth Amboy Firm Moves
PKRTH AMHOY, \ . J., June 7.—The music store
of B. Dzielak was recently moved to its new
quarters at Oak and Smith streets. In addition
to the lines of musical instruments formerly
carried by this progressive establishment, sev-
eral new lines have been added, notably that of
the Conn band instruments. The new store is
beautifully finished in ivory and gold and con-
tains four record demonstration booths and
every modern convenience.