25
September 11, 1920.
TALKI
in music. And the man or woman in the talk-
ing machine business is very dull who does
Every small business should be a big busi- not see the relation of this propaganda to his
ness in the growing. And to make it grow the or her business. A wider appreciation of
owner must know men and how to bring out music must naturally result in a greater de-
the best that is in them. In attaining this mand for the means to create music. The talk-
result personality is indispensable. The desir- ing machine man who identifies himself in
able personality of course and in this case it every way with the movement for the ad-
is the ability to create an atmosphere of per- vancement of music is not only helping his
sonal relationship between employer and em- business but is also helping his community
ployees which develops the individualism of and the nation as a whole.
the latter, the power which inspires them with
loyalty and earnestness of effort. To produce
USING TONOFONE NEEDLES
these desirable results the employer must
properly appreciate the salary worth of the Leading Stores of Chicago Have Demonstrations of
employes, in short, justly reward them. A
These Needles, and Displays.
satisfied, loyal organization is one of the most
Tonofone needle demonstrations and window dis-
important success-building factors in business plays are among Chicago's attractive things in the
today.
downtown section this week. Over at the Grafonola
Shop at 14 North Michigan avenue is the first of
A talking machine business may continue these window displays of the needles, and this is a
to exist without growing, for a time anyway. beautiful window scene.
Building up a business is building up an or- The window decorator has piled a great heap of
needles on a plate or disk and they look golden,
ganization. Thus business acquires a deeper the
so bright are they. He has surrounded this heap
meaning when it involves such a preparation. with the little boxes, each containing four of the
Money and credit are useless without an or- needles, and this again suggests that there are plenty
needles manufactured to supply all wants.
ganization, For without a loyal, efficient or- of A the
little card stands up in the window announcing:
ganization the business cannot contend with "We use Tonofone needles for demonstrating. Place
those difficulties which usually must be en- on record gently; rough usage might bend the flexi-
countered in the struggle for progress and ble point. Observe the clear, pure tones, the ac-
curate reproduction, the freedom from surface noise.
success.
Do not remove needle. One needle will play 20 to
THE GROWING BUSINESS
Many men who are pointed out as the big
men in the talking machine business today
started big when they started small. The ex-
planation of the paradox is in the understand-
ing of their motives at the outset. They had
motives that inspired constant endeavor to
attain success. They aimed at something
broad and comprehensive which involved the
building up of a loyal, efficient organization.
DEALER IS HELPED
There is one thing that should stimulate
everybody engaged in the selling .of music
goods, and that is the position that music now
occupies in the minds of the people. The
higher forms of music such as opera and sym-
phony orchestras are more appreciated and
better supported than ever before. At every
point one notes the formation of the com-
munity choruses, singing societies, orchestras
and bands. Every form of musical expression
is in evidence to prove that music is today a
supreme factor in our civilization. It is a very
insensible man or woman in the talking ma-
chine business who does not see the signifi-
cance of all this. The community chorus, the
local band, the family gathered around the
piano or the phonograph are all intensifying
the growing desire for music and musical
expression.
It is a very unobservant talking machine
dealer or salesman or saleswoman who does
not note the wide efforts to foster an interest
50 records. Take a package home today."
And back upon the post is a larger sign, reading:
''At last a perfect phonograph needle. No more
need for loud, soft or medium needles. No more
changing needles after changing one record. Tono-
fone, the needle with a flexible point, has solved the
problem. One Tonofone will play 20 to 50 records;
any disc record on any phonograph in the original
tone pitch and volume, be it loud, soft or medium.
The point being flexible and softer than the records
will neither wear nor injure them—in fact, the needle
wears, the records doesn't. Come in and hear it play
—then take home a box and surprise your friends.
Four for 10 cents."
The Tonofone Company is now making several
new machines and expects to have these new phono-
graphs completed within the next few days. The
Tonofone Company is preparing for a big fall trade.
BIG PLANS OF STRADIVARA CO.
Phonograph Industry of Portland, Ore., Lays Out
Publicity Campaign and Elects Officers.
The Strarlivara Phonograph Co., Portland, Ore.,
incorporated under the laws of Delaware, has suc-
ceeded the Pacific Phonograph Co., makers of the
Stradivara phonograph. The authorized capital of
the Stradivara is $20,000,000, $5,000,000 of which is
at present available.
A nation-wide campaign of merchandising will be
carried on by the company, which was organized
first to purchase the business and entire plant, includ-
ing machinery, tools, materials, phonographs, manu-
factured and in process of manufacture, fixtures, pat-
terns, trade name and patent rights and interests
and good will of the Pacific Manufacturing Com-
pany, of Portland, which was the largest phono-
graph manufacturing company on the Pacific Coast
and which manufactured the Stradivara phonograph.
To further develop and enlarge the plant and its out-
put, and to develop a larger market for its products,
are other plans.
The officers of the new company are: F. A. Douty,
president; F. N. Clark, vice-president; S. L. Eddy,
treasurer, and E. W. Barlow, secretary and general
manager.
DETERLING
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.
THE WONDERFUL
"FAIRY" Phonograph Lamp
Truly a Work of Art. Scientifically Contracted
Sale* Unprecedented. Secure Agency Now.
The
greatest
practical nov-
elty offered to
the Phonograph
trade—
The
IMPROVES MIDDLETON STORE.
Due to a large increase in business at The Music
Shop, the firm of Gunher-Kenney, Inc., Middletown,
N. Y., has found it necessary to entirely remodel
its store at 59 North street. Workmen started the
new improvements last week. They include two
more spacious individual demonstration booths,
making four in all; newly arranged concert room, a
reception room and additional furnishings. When
this work is finished The Music Shop will be one of
the best equipped and one of the largest shops of
its kind in that section of the state.
THE HEYWOOD-WAKEFIELD.
The 1 ley wood Brothers & Wakcfield Co., branch
in San Francisco, with offices and warerooms at
737-743 Howard street, has announced a new phono-
graph, the Heywood-Wakefield, a distinguishing fea-
ture of which is reed and wicker cabinets. The
new instrument is manufactured under the Perfek's
tone patents.
Jos. N. Ewald, a furniture dealer in Tiffin, O., last
week invited the public to exhibition recitals that
will be given this week on the Actuelle.
> "FAIRY"
A Phonograph
P
Lamp
" l o o k s" a n d
" s p e a k s" for
Itself.
In ap-
pearance luxur-
ious, it achieves
its g r e a t e s t
triumph in Us
tone.
A newly pat-
ented s o u n d
a m p 1 1 f y In g
chamber, radi-
cally
differing
from the con-
ventional
de-
signs, gives a
true m e l l o w
tone of volume
equalling that
of
most ex-
pensive instru-
ments.
Electrically operated and equipped with a specially
designed invisible switch, regulator and tone modifier.
Let us tell how sales of the "FAIRY" have re-
quired our maximum output ever since its appear-
ance In 191J.
ENDLESS GRAPH MANUFACTURING COMPANY
4200-02 W e s t Adams Street
CHICAGO, ILL.
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