PRESTO
June 5, 1920.
THE
TALKING MACHINE
News of the Week in the Phonograph Field
NOW READY
Phonograph Directory and Guide
The first complete Lists of all departments of the
industry and trade — manufacturers, supplies,
dealers and distributers — with descriptions of
the foremost instruments.
184 Pages===Y0U WANT IT—25 Cents
PRESTO
PUBLISHING CO.
SAYING JUST ENOUGH
A moving picture play with a business motif
is supposedly a serious drama but a great many
business men will get a laugh where no laugh
is supposed to be evoked. It is where the hero,
the young commercial giant, jumps for his
desk, grabs a pen, dips it in an inkwell until it
drips and then dashes off a page ad in about
EMERSONIINiNEW BUILDING
Five Floors at 206 Fifth Avenue, New York, to Be
Occupied.
So rapid has been the growth of business for the
Emerson Phonograph Company, Inc., New York,
during the past year that the company has found it
necessary to move into larger quarters. The con-
cern has taken over the modern five-story biulding
at 206 Fifth avenue, opposite Madison Square, and
will occupy all five floors.
This splendidly central location is ideal for the
purposes of the Emerson company. The Emerson
activities are now centered in the new building.
Here are the general offices, as well as the record-
ing rooms, where the song hits and dance hits are
produced by the Emerson artists and musical or-
ganizations.
The development of the Emerson company from
the days when it was producing the small six-inch
records a few short years ago to the present time
when it is one of the leaders in the field of popular
song recorders has been remarkable. So far as
years are concerned the Emerson company is still
in its infancy, but in the development of its business
it has grown to a powerful stature towering among
the highest in the phonograph field.
BIG CINCINNATI CABINET CO.
One of Cincinnati's largest industries for the next
year or more will be the manufacture of phonograph
cabinets, A. M. Boulware, Chamber of Commerce
industrial expansion department manager, believes.
ten feet of reel. In this effort, which is to Mr. Boulware says one company has contracted for
$1,000,000 worth of cabinets and other companies
save the house in a critical situation, there is have contracts that will bring the total to about
no word chasing, substitution, rewriting or $2,500,000. They will employ about 1,500 skilled
condensing. The film genius feels none of the workmen, most of whom, Mr. Boulware reports,
live in the city. "This business results from an ab-
worries of the professional ad copy maker of normal supply," he explains. "Eastern houses have
real life but in his first draft for that page of more material to make than they can handle and
than build additional factories they prefer to
type he gets his arguments clear, brief and rather
farm out these jobs to smaller plants. They con-
strong and his sentences crisp and readable. tinue to make their own motors."
407 South Dearborn Street
The talking machine dealer should not sub-
scribe to the gospel of silence. But when he
talks he should talk to some purpose. To begin
with, talking machine advertising should ac-
curately reflect and implicitly conform to the
policy of the house. For it is to be presumed
that the house which has created a system of
advertising has a well-defined policy. It is
true a lot of poor advertising has blundered
into success. But of this you may be sure:
If it were handled better the results would be
better.
In any year the business man who adver-
tises can get a lot of object lessons from the
political field. Every day in that wide ex-
panse are many who are talking themselves
into prominence. But in pursuing the lesson
you will recall many who have talked them-
selves into the front row and the spot light,
and then talked themselves on to the grave-
yard of political hopes and aspirations. And
remember this: Businesses as well as political
interests have arrived at oblivion via the yap
route.
The talking machine business is a new one
and it is to be noted that generally its adver-
tising methods are not governed too much by
precedents. It is a trade whose advertising
literature is full of new facts. Or you might
properly say newsy facts. Every week, even
every day the record department has things to
state never stated before. It is where the copy
comes before the pictorial accessories, bizarre
layouts and typographical gingerbread.
The fact that talking machine and record
advertising has such a large place in advertis-
ing is the best proof that it is read with inter-
est. You may include it in the literature of
the masses. Millions of people would miss the
talking machine and record advertising from
the printed pages. It is the aid to a continu-
ous enjoyment by the owners of the machines.
25
CHICAGO
Sometimes the movies are not very educative.
* * *
Almost any talking machine salesman can
give personal instances by the dozen in which
persistency has played a prominent part in
making a prospective customer an actual one.
In fact, judging from the stories of experi-
ences, no buyer, in normal times, ever wrote
his name on the dotted line without being
verbally pushed to it after a hard and some-
times a long effort. And salesmen, too, dis-
cover that persistency without horse-sense is
about as futile as most misdirected efforts.
i'.:
*
HEAR INDIAN PRINCESS.
Princess Watahwaso, a full-blooded Indian of the
Penobscot tribe, and the Orlopp Trio provided the
entertainment at municipal concerts in Indianapolis,
Ind., last week in Caleb Mills hall. The princess,
who was obtained through the Stewart Talking Ma-
chine Company for a four-day tour through Indiana,
appeared in full tribal costume and sang selections
of tribal and popular music. The concert was one
of a series being given under the auspices of the
nark board and the school board.
DETERLING
*
It is a good thing to remember that all talk-
ing machine sales have a beginning in the
mind of the prospective customer. To bring
buying ideas to fruition is the mission of the
salesman.
The next thing after procuring the line of
talking machines is to notify the prospective
customers by means of printed publicity.
* * *
The talking machine salesman with a knowl-
edge of the goods and an agreeable personal-
ity has a two-fisted punch.
PHONOGRAPH-ALARM CLOCK.
The daily torture of the toiler's aural nerve by a
strident alarm clock can be avoided in several ways,
says Popular Mechanics Magazine. He may sleep
all morning, or he may buy a gentle avvakener now
on the market. This new alarm clock rings no bell
at the rising hour; instead, it starts a phonograph!
Think of the delight of being awakened by the
strains of "I Don't Care If You Never Come Back,"
or "Everybody Wants the Key to My Cellar."
VICTOR IN NEBRASKA.
The Ross P. Curtice Co., Lincoln, Nebr., Victor
wholesaler has bought the wholesale stock of the
A. Hospe Co., Omaha, and it is understood that the
Ross P. Curtice Co. will move its entire wholesale
organization to Omaha, and will handle the business
of its territory from that city. The A. Hospe Co.
will continue as a Victor dealer and will also retain
the other departments of its business,
Talking Machines
Challenge Comparison in
every point from cabinets to
tonal results.
Prices attractive for fine
goods. Write us.
Deterling Mfg. Co., Inc.
TIPTON, IND.
fct
Guesswork Won't Do"
—TJic ACME allows test with
the drag of the needle throughout
the length of the
record.
Acme Speed Indicator
—in precision made.
—clears the tone arm.
—locates
motor
troubles.
—registers 78 and 8 0
revolutions.
Made by
The Acme Engineering & Mfg. Co.
1622 Fulton St.
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CHICAGO
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