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20
Philco method
creates demand
THE MUSIC TRADE REVIEW, SEPTEMBER, 1U0
photo-electric cell, it was possible to set
up a controlling source of energy without
making the record do the work.
Vallee
Greets Hunter
To greet I. C. Hunter of Fort Wayne,
The radical departure from the accepted
sales manager of the Capehart division of
method of reproducing recorded music
Famsworth Television & Radio Corp.,
Victor Record Prices
found in the new Philco radio phonograph
(Continued from Page 19)
combinations, which -were displayed at
the recent convention in Chicago, is creat- famous 'Black Label Classics' series was
ing unusual attention.
introduced at the same low price. For the
The photo-electric phonograph was de- first time the music of the masters came
within the reach of everyone. The accept-
ance by the music loving public -was over-
whelming, and the sale of classical records
in all price brackets soared.
"Now the priceless treasures of re-
corded music built up over a period of
42 years is available to new millions,
while those already having record
libraries are afforded new opportunities to
enlarge their collections. That RCA Vic-
tor has been able to accomplish this aim
without sacrifice of artistry, quality of re-
cording and manufacture, or plans for
. . . . Showing the location of
continued research and development of
the light, the mirror and the
the
art, is a tribute to the remarkable his-
photo-electric cell in the PHILCO
tory of the organization and the world-
PHOTO-ELECTRIC REPRODUCER.
I. C. Hunter of Capehart and Rudy Vallee
wide reputation of its product."
What the new prices mean to music
lovers everywhere can be realized most Fort Wayne, Ind. and to inspect the new
vividly by considering the effect on typical Capehart models for 1941, Rudy Vallee
great recordings in the Victor catalog. visted the private showing held in the
Beethoven's Sixth Symphony ("Pastoral"), Waldorf-Astoria, Aug. 7, 8 and 9 for retail
conducted by Arturo Toscanini, has been dealers of the Atlantic seaboard. The
reduced from $10.00 to $5.50. Dvorak's famous radio star, who is currently pre-
New World Symphony, with Stokowski senting a weekly network show from
and the Philadelphia Orchestra, has been Radio City, New York, and Mr. Hunter are
reduced from $10.00 to $5.50. Schubert's friends of long-standing.
"Unfinished" Symphony, with Bruno Wal-
ter conducting the Vienna Philharmonic
As the mirror turns, a beam of light
Orchestra, a Black Label Classic, has been
moves back and forth across the
photo-electric cell. The degree of
reduced from $3.25 to $2.50. Kirsten Flag-
turn, from entirely on to entirely
stad can now be heard singing both
off, produces the variation of tones.
"Elsa's Dream" from "Lohengrin" and
Aids to selling the new 1941 RCA Vic-
signed, according to David Grimes, Philco "Oh! Hall of Song" from "Tannhauser" trolas are contained in a handy 16-page
chief engineer, to accomplish five impor- on a $1.00 Red Seal record which formerly pocket-size booklet being supplied by
tant objectives: 1, to eliminate the neces- sold many thousands of copies at $2.00.
RCA Victor distributors to dealers through-
sity of changing needles. 2, to increase
In the field of popular music, where out the country. It is entitled, "How To
record life at least ten times. 3, to obtain Victor record prices have been reduced Sell RCA Victrola Radio-Phonographs."
higher fidelity. 4, to secure greater vol- from 75 cents to 50 cents, the effect is just
The booklet raises and answers ques-
ume and tonal range with less record as startling. This is an all-time low for tions usually asked by prospects and, in
surface noise. 5, to prevent scratching the Victor records of Tommy Dorsey, Hal addition, points out methods to be em-
record or breaking the needle.
Kemp, Duke Ellington, Xavier Cugat, ployed in "selling up" a prospect from an
Phonographs have always operated on Larry Clinton, Bea Wain, and the host of ordinary radio to a combination instru-
the principle that the movements im- other Victor popular artists.
ment. It opens by declaring that "the
pressed on the needle by the recorded
Among the hundreds of famed Victor swing to phonograph-radio combinations
groove vibrated a diaphragm or, more artists whose records now sell at prices as against straight radios by all types of
lately, a crystal. Thus the energy for re- never before approached are the NBC customers makes it essential for every
production came from the needle's press- Symphony Orchestra, directed by Tos- dealer's salesman to know the technique of
ure on the walls of the groove. This meant canini; the Boston Symphony, directed by selling record-playing instruments. The
wear on both needle and record.
Koussevitzky; lose Iturbi and the Rochester technique is decidedly different, and those
Philco engineers decided on an outside Philharmonic; Arthur Fiedler and the Bos- who woud cash in on the trend must
source of energy, so that the record groove ton "Pops"; Ormandy and Stokowski and know the selling fundamentals."
and needle had only to control the flow the Philadelphia Orchestra; Heifetz, Kreis-
The booklet recommends the special
of energy.
ler, Spalding, Menuhin, and Renardy, album of demonstration records an-
Thus the Philco phonograph is designed violinists; Rachmaninoff, Paderewski, nounced several months ago, as being an
to "do it with mirrors." It was apparent Rubinstein, Horowitz and Brailowsky, essential tool for every modern musical
that little force would be required to pianists; Feuermann and Casals, cellists; merchandise store. It also emphasizes as
move a tiny mirror mounted on the ro- the Primrose and Coolidge Quartets; Kirs- an important selling point RCA Victor's
tating axis of which the mirror would ten Flagstad, Dorothy Maynor, Helen 42 year experience in building phono-
swing as the floating jewel (which re- Traubel, Marjorie Lawrence, Kerstin Thor- graphs, in addition to a wide background
placed the old-fashioned steel needle) borg, Marian Anderson, Caruso, Bjoerling, in designing and constructing sound re-
followed the curving record groove. Thus, Crooks, Melchoir, Melton, Tibbett, John producing equipment of all types. Each of
by directing a beam of light into this mir- Charles Thomas, Robeson, Kipnis and the many features of the 1941 models is
discussed as a selling point.
ror, at an angle which reflects it on the many others.
Booklet on
Victrola Sales