PRESTO
January 1, 1920.
THE
TALKING MACHINE
News of the Week in the Phonograph Field
QUOTING LOW PRICES
A misleading talking machine advertisement
is one which leads the prospective buyers and
the public generally to believe there is a super-
abundance of machines and that every ma-
chine can be sold at old-time prices. Such
advertisements are the exceptions, but they
have the worst possible influence in that they
raise false expectations in the minds of the
prospective buyers and in some measure un-
dermine the confidence of the public in the
members of the trade.
The value of a talking machine on the ware-
room floor today is not the straight purchase
price. It is that price with increased over-
head expense, war taxes, and hundreds of other
big and little items added. The talking ma-
chine dealers advertising in the exceptional
way alluded to seemingly do not realize this
fact. If they do realize it and to make an im-
pression on the prospective buyers, name or
suggest utterly impossible prices for new ma-
chines, they are casting reflections on the en-
tire retail talking machine trade of their vi-
cinity. They also are producing effects that
will react on themselves sooner or later.
LOOKING AHEAD AND ABROAD
Consuls and trade commissioners of the
United States, newspaper writers and export
experts are repeating, and each time with
added emphasis, that all trade-marks be regis-
tered immediately in South American coun-
tries where American manufacturers have
even a remote idea of doing business eventu-
ally. No one has any doubt of the great part
the talking machine plays in foreign trade nor
any doubt that the talking machine export
business will continue to grow as time
passes. The big talking machine manufac-
turers, realizing the possibilities of the Ameri-
can made phonograph abroad, have wisely
made provision for the protection of their
trade-marks in the South American republics
as they have elsewhere.
Has every ambitious small manufacturer
safely insured a possible future in the same
manner? Almost every week new talking ma-
chine names appear and in many cases the
machines are distinguished by some original
feature that gives them a claim to notice. In
a field of such amazing performances it be-
hooves every talking machine manufacturer to
look abroad as well as ahead. And looking
ahead means safeguarding the trade-mark in
the manner advised by the consuls and others
who are aware of the slick piratical tricks of
the trade-mark grabbers.
The Bureau of Foreign and Domestic Com-
merce keeps watch on attempts to register
American trade-marks in South American
countries for apparently fraudulent purposes,
and by active protests frequently stops any
such moves. But the whole field cannot be
watched because there are limitations to the
official vigilance. So it is up to the American
manufacturers to take all due precautions to
protect their interests. The best thing the
producer of a new line of talking machines
could do is to register trade-marks in South
America and elsewhere and to register them
now. This is the safe way.
There is no trade or industry tco old to
learn. For several years the piano dealers had
neglected the opportunities for publicity af-
forded by the state and county fairs held
throughout the country. Piano and player-
piano sales seemed to be spontaneous
happenings. In fact the business had become
too good to bother with the stimulations of
the fairs. The pianos and players are back in
numbers again in the fairs and the fact points
to the influence of the comparatively new talk-
ing machine. Talking machine business has
been good since the beginning, but the talking
machine business has been a persistent and a
consistent advertiser from the first day the
machine became a salable possibility. And to-
day when the talking machine is one of the
biggest claimants to the world's attention the
talking machine trade neglects no publicity
opportunities. People go to fairs in the mood
to see, to investigate and very frequently to
spend. The thought is suggestive.
* * *
Momentous things have happened in the
talking machine industry within the past few
years. In fact the industry and trade develop
so wonderfully and rapidly that one is amazed
when making a comparative observation. In
the music trade generally there have been de-
velopments so widespread and tremendous as
to prove almost confusing to veterans in the
various trades. It became clear that there was
the necessity for joint thought and co-opera-
tive effort in matters of general interest. Then
the Music Industries Chamber of Commerce
was created. The big talking machine inter-
ests are now associated with the Chamber.
Their action in joining was an evidence of the
wisdom that distinguishes them.
NEW EDISON SUPERVISOR.
Howard R. Holmes, the new territorial supervisor
for Thomas A. Edison, Inc., with territory in the
Middle West, is a veteran of the Canadian army,
from which he obtained his discharge last year.
Since that time he has been correspondent in the
sales department. He is an American, but enlisted
in the Fourth Canadian Rifles November, 1916, saw
service and was wounded at Passchandaele. He
was at one time on the advertising staff of the New
York Morning Telegraph.
GROWING IN WISCONSIN.
Four lines of talking machines are carried by
the Jacobs Novelty Co., 207 Strong avenue, Stevens
Point, Wis., now well established in its remodeled
building. The machines include the Sonora, Colum-
bus, Brunswick and Victrola. The equipment of the
store is up-to-date. Four new demonstration booths
have been added. The new store is an extension of
the old one at 209 Strong avenue.
25
MUSICAL THINGS IN DALLAS
Writer in Dallas Saturday Night Pays Tribute to
Influence of Bush & Gerts Piano Co.
"What city in Texas boasts of an institution that
can match our Bush Temple?" writes Idalea Ellis
Andrews in Dallas Saturday Night. "The Bush &
Gerts Company are real, true benefactors of the
music,: world. By a nicely balanced system they
proffer the teachers of music splendidly appointed
studios, together with the use of their concrete halls
at a price so reasonable that musicians coming here
from larger cities marvel at the quotations given.
..... "'It is truly inspiring to roam about Bush Temple
and note the earnest faces of the many teachers—
many of whom hold an enviable place in the sphere
of music. Then with the vast number of students
coming and going there is something in the very
atmosphere that reminds one of some of the great
schools of music in the East, that many of us so
frantically hasten to offer the privilege of absorbing
a noticeable part of our bank accounts, when right
here at home we can claim just the splendid musical
advantages for which others less fortunate long."
TALKING MACHINE NOTES
A store within a store for the effective display of
their phonograph department has been installed by
S. Davidson & Co., Des Moines, la.
The Chas. R. Kate Co., Sioux City, la., supplies
records free for one year with every purchase of a
Chancellor talking machine.
One of the most active jewelry stores handling
phonographs in Missouri is Porth's, Jefferson City.
The firm makes the talking machine department in
its handsome warerooms at 110 East High street,
one of the great attractions in the capital city.
Dewey's Drug Store, Sauk Rapids, Minn., is the
exclusive Victor agent for Benton County.
The Pandeon phonograph is handled by Cossell's,
1518 California street, Denver. Thirty-seven firms
in the state include the phonograph in its line.
Hopkins & Witty sell the Edison line in Du-
buque, la.
One hundred dealers, representing the Columbia
Graphophone Co. in Missouri, Kansas, Oklahoma
and Arkansas met last week at the Hotel Baltimore,
Kansas City, Mo., to discuss trade conditions.
A. L. Norton, Newark, O., has taken the agency
for the cardinal phonograph which was formerly
manufactured in Newark. The factory is now lo-
cated in Zanesville, O.
The store on the southwest corner of the Square
in Greenfield, la., is the most popular one in the
town since D. J. Short, the jeweler, added a line of
talking machines.
The first bricks of the new Sonora Phonograph
Corporation building at Saginaw, Mich., being erect-
ed opposite the present factory, were laid last week
at the northwest corner of the building.
Scores of people in Newport, Va., inquire daily
to find out "what that large factory-like building is"
on Virginia avenue near Twenty-fifth street. The
large factory-like building is the new home of the
American Cabinet Manufacturing Corporation, and
it will be ready for occupation and for the produc-
tion of 100 Leviola talking machines a day by the
first of February. The plant of the corporation will
cost when completed in the neighborhood of $300,000.
The Celeste Music Exchange, Pekin, 111., is now
located in the Arcade building, and F. C. Muehlen-
brink, proprietor, invites the public to visit and
inspect the immense line of musical instruments, etc.
The Music Shop, Inc., Kokomo, Ind., has been
incorporated with $20,000 capital; musical instru-
ments. The directors are A. H. Hunt, Raymond S.
Hunt and Pauline Hunt.
The new O'Donnell Music Shop, Washington,
Ind., in the Hyatt building, presents one of the most
attractive business houses in the city.
The Strevell-Paterson Hardware Company, Salt
Lake City, Utah, is a wholesale distributor of the
Sonora phonograph.
Big arrivals of phonographs just in time for
Christmas delivery made conditions favorable for the
Schell Music Co., Jefferson City, Mo.
The Puritan and Pathe talking machines are han-
dled by Johnston's, Sioux Falls, S. D.
NEW TENOR MAKE RECORDS.
Edward Johnson, the new tenor of the Chicago
Opera Company, has been engaged to make rec-
ords for the Victor Talking Machine Company- Mr.
Johnson, who has been abroad for several years, is
considered one of the great tenors in opera. He
was born in Canada of Irish parentage and spent his
boyhood in New York. He has studied in Florence
under Vincenzo Lombardi.
OPENS IN PEORIA, ILL.
Black, Derges & Marshall, Peoria, 111., the newest
firm of phonograph dealers in that city, opened for
business last week at 226 South Adams street, as
local representatives of Brunswick phonographs and
records. The personnel of the firm comprises Wil-
liam C. Black and Ivan H. Derges, both well known
Peorians, and Hugh F. Marshall of Detroit, Mich.
BRANCH FOR DECATUR.
H. C. Spencer, the manager of the new music
store for the Bruce Factory Piano Company, Spring-
field, 111., has opened a very modern store in the
Travy building.
A TOLEDO SHOP.
The Toledo Pathe Shoppe, a new and exclusive
talking machine shop at 313-315 Jefferson avenue,
Toledo, O., was opened Jast week. The new shop is
operated by W. S. Mefford & Co.
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