Music Trade Review
Issue: 1912 Vol. 55 N. 2 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
will be able to argue your side of it very well if you read the book-
let that I refer to, as well as other articles which our company and
others have issued."
Another point in his address showing the educational work
which the Victor Talking Machine Co. is doing in the public schools.
He said:
"To give you some idea of what we have done in that depart-
ment for you in the way of publicity, in order to send the public
school people into the stores of our dealers in quest of information
on the subject of 'The Victor in the Public Schools,' I would state
that we have mailed during the past year, direct and personally
addressed to the music and public school teachers of America, over
7,000,000 separate and different pieces of literature. Imagine han-
dling and sending out, by the Victor Co., with its own staff, that
amount of matter concentrated upon a special subject like the 'Vic-
tor in the Public Schools'—7,000,000 pieces—but there are 500,000
public schools in America to be reached.
"The interest taken by the associations and conventions that are
held throughout America in this subject is so great that a most
unique situation is presented. You can all well imagine how the
book companies, desk factories and other people interested in sell-
ing materials to the public schools of the country importune them
at their conventions for privileges of showing their wares, and
usually without success. They are ruled again, as I understand it,
in almost all great gatherings of public school interests."
N
O one who has not investigated the tremendous educational
power of the talking machine can fully appreciate its won-
derful possibilities when interwoven with our educational work.
To the business concerns who are afraid to push forward and
adopt liberal methods of publicity, Mr. Geissler's views on pub-
licity should act as a tonic.
A good many people seem to have the idea that when a de-
mand is created for a particular product that the manufacturers
can afford to slow up in advertising.
It does not work that way and the views of the business head
of a great corporation are worthy of the closest reading, particu-
larly when his belief is backed by an expenditure of more than
$600,000, added to an investment this year of a million dollars, in
factory additions, it will show that the Victor Talking Machine Co.
has belief in the country's 1 future and belief in the business to that
extent that its directors do not hesitate to throw millions into their
creative and publicity plans.
Here are some of Mr. Geissler's views:
"The year 1912 was again launched with the largest advertis-
ing appropriation in the history of the company. I hope that our
enlarged newspaper campaign is appreciated and that it will prove
effective. In connection with this increased advertising a man said
to me: 'Geissler, you are foolish. You're now always advertising
goods before you can furnish them. Isn't your factory rushed to
death? Are you not selling all the goods you can manufacture?
Doesn't everybody know the Victor? That little dog is the best
known and most valuable advertisement in the world. Why don't
you save half a million this year instead of spending it? It will
make a difference of a million dollars in profits to your company.'
"Our reply was that 'we were spending nearly a million dol-
lars extra this year in extensions to our plant. We are trying to
sell the output of that factory two years hence and not to-day,' and
I believe we will do it, and then some.
"The daily newspaper advertising which the Victor name is
receiving I have had carefully estimated by our advertising mana-
gers, and find that that effort alone is costing $600,000 per annum.
"Our appropriations for advertising in the magazines, week-
lies, agricultural, school and trade papers, export and foreign pub-
lications have, through this year's increase, reached a stupendous
sum, but I assure you that we are not appalled thereby, and it
would not be at all like us if we did not soon increase it again."
In midsummer, when the spirits of men are naturally "at a
somewhat low ebb, the reading of the above views of an aggressive
and progressive business man should be helpful and stimulating.
REVIEW
company, with headquarters in Minneapolis, and Edward H.
Griffin, his associate, recently arraigned on the charge of using the
United States mails to defraud, pleaded guilty in the United States
District Court in Milwaukee on Saturday and were fined $1,000
each by Judge F. A. Geiger. Both men paid their fines.
The news that Fredrikson and Griffin had changed their plea
to one of guilty and had been fined by the court came as a great
surprise. On June 19, when "both men had been arraigned before
the Federal court in Milwaukee, after having been indicted by the
Federal Grand Jury, they pleaded not guilty and were released
under bonds of $2,000 each. The case was scheduled to come up
in the October term of court. Evidently the defendants, believing
that the evidence against them warranted no other course, decided
to change their plea and to throw themselves upon the mercy of the
court
Fredrikson and Griffin were arrested and indicted as a result
of the alleged operation of a scheme to secure mailing lists. The
plan followed was to publish advertisements containing puzzle
pictures and offering to give prizes' for the neatest and most accu-
rate solution. The prizes were supposed to come from the Minne-
apolis branch of the Story & Clark Piano Co. It was charged that
when the solutions were received, no matter what the people sent,
Mr. Fredrikson would send out a so-called "credit letter," purport-
ing to be written in Minneapolis, but many of them at least being
mailed in Milwaukee. The letter would say that because of the
neatness and correctness of the solution the writer had been as-
signed one of the highest prizes, worth $216, to be applied on the
purchase of a $250 upright piano by paying the balance of $34.
The company even went so far in this letter as to offer to pay the
fare of the puzzle solver to Minneapolis.
The specific letters on which the indictment was based were
alleged to have been mailed in Milwaukee on December 5 and 6,
1911, and were similar in text. They were addressed to Bennie
Void, Maynard, Minn.; Elmer- D. Dykeman, Newfolden, Minn.;
Miss Mabel Eriksen, Maynard, Minn., and Miss Mamie Zimmer-
man, St. Paul, Minn. The letter dated December 5, 1911, ad-
dressed to Bennie Void, on the regular Story & Clark Piano Co.
letterhead, giving the salesrooms in the various cities, factory and
office address, as well as' the name of Carl A. Fredrikson, manager,
1106 Hennepin avenue, Minneapolis, Minn., follows:
$216. One of the largest awards transferred to you. You
must call within three days. A full size upright piano will cost
only $34.
Bennie Void, Maynard, Minn.
Dear Sir:—This letter represents $216 cash value toward the
purchase of any new upright piano in our store of our own make.
One-half the amount on any of the twenty other makes we carry.
REMEMBER, WE PAY YOUR RAILROAD FARE.
Don't fail to see the beautiful full-sized upright $250 piano,
marked special, $142, which will cost you $34 and this letter.
This offer must be accepted by you before Saturday evening,
December 9, 1911. Terms of payment on our own make pianos,
$1 cash and $1.25 per week. Ten per cent, discount for all cash.
Very truly yours,
STORY & CLARK PIANO CO,,
C. A. Fredrikson, Manager.
P. S.—Ask for a half pound of candy when you call.
The indictment charges "that the said Carl A. Fredrikson,
under the name of the Story & Clark Piano Co., or otherwise,
never made or intended to make one of the largest awards or any
award, worth the sum of $216 or any sum whatever to said per-
sons, so intended to be defrauded, and that he never paid and never
intended to pay the railroad fare as aforesaid of said persons, and
that he never intended to allow said persons to purchase said up-
right piano as aforesaid; but that the said Carl A. Fredrikson, as
aforesaid, intended to cheat and defraud said persons, so intended
to be defrauded as aforesaid, by inducing and procuring and at-
tempting to induce and procure said persons to visit, without
remuneration and without the payment of any railroad fare what-
ever, the said salesrooms of the said Story & Clark Piano Co."
It is charged further in the indictment "that the said Carl A.
N The Review of last week there appeared an important item of
news from Milwaukee. It was to the effect that Carl A. Fredrikson intended by means and pretenses aforesaid, and in the
manner aforesaid, to induce and procure the said persons, so in-
Fredrikson, formerly in charge of the Milwaukee branch store of
(Continued on page 6.)
the Story & Clark Piano Co., now Northwestern manager of the
I
THE
MUSIC TRADE
will be able to argue your side of it very well if you read the book-
let that I refer to, as well as other articles which our company and
others have issued."
Another point in his address showing the educational work
which the Victor Talking Machine Co. is doing in the public schools.
He said:
"To give you some idea of what we have done in that depart-
ment for you in the way of publicity, in order to send the public
school people into the stores of our dealers in quest of information
on the subject of 'The Victor in the Public Schools,' I would state
that we have mailed during the past year, direct and personally
addressed to the music and public school teachers of America, over
7,000,000 separate and different pieces of literature. Imagine han-
dling and sending out, by the Victor Co., with its own staff, that
amount of matter concentrated upon a special subject like the 'Vic-
tor in the Public Schools'—7,000,000 pieces—but there are 500,000
public schools in America to be reached.
"The interest taken by the associations and conventions that are
held throughout America in this subject is so great that a most
unique situation is presented. You can all well imagine how the
book companies, desk factories and other people interested in sell-
ing materials to the public schools of the country importune them
at their conventions for privileges of showing their wares, and
usually without success. They are ruled again, as I understand it,
in almost all great gatherings of public school interests."
N
O one who has not investigated the tremendous educational
power of the talking machine can fully appreciate its won-
derful possibilities when interwoven with our educational work.
To the business concerns who are afraid to push forward and
adopt liberal methods of publicity, Mr. Geissler's views on pub-
licity should act as a tonic.
A good many people seem to have the idea that when a de-
mand is created for a particular product that the manufacturers
can afford to slow up in advertising.
It does not work that way and the views of the business head
of a great corporation are worthy of the closest reading, particu-
larly when his belief is backed by an expenditure of more than
$600,000, added to an investment this year of a million dollars, in
factory additions, it will show that the Victor Talking Machine Co.
has belief in the country's 1 future and belief in the business to that
extent that its directors do not hesitate to throw millions into their
creative and publicity plans.
Here are some of Mr. Geissler's views:
"The year 1912 was again launched with the largest advertis-
ing appropriation in the history of the company. I hope that our
enlarged newspaper campaign is appreciated and that it will prove
effective. In connection with this increased advertising a man said
to me: 'Geissler, you are foolish. You're now always advertising
goods before you can furnish them. Isn't your factory rushed to
death? Are you not selling all the goods you can manufacture?
Doesn't everybody know the Victor? That little dog is the best
known and most valuable advertisement in the world. Why don't
you save half a million this year instead of spending it? It will
make a difference of a million dollars in profits to your company.'
"Our reply was that 'we were spending nearly a million dol-
lars extra this year in extensions to our plant. We are trying to
sell the output of that factory two years hence and not to-day,' and
I believe we will do it, and then some.
"The daily newspaper advertising which the Victor name is
receiving I have had carefully estimated by our advertising mana-
gers, and find that that effort alone is costing $600,000 per annum.
"Our appropriations for advertising in the magazines, week-
lies, agricultural, school and trade papers, export and foreign pub-
lications have, through this year's increase, reached a stupendous
sum, but I assure you that we are not appalled thereby, and it
would not be at all like us if we did not soon increase it again."
In midsummer, when the spirits of men are naturally "at a
somewhat low ebb, the reading of the above views of an aggressive
and progressive business man should be helpful and stimulating.
REVIEW
company, with headquarters in Minneapolis, and Edward H.
Griffin, his associate, recently arraigned on the charge of using the
United States mails to defraud, pleaded guilty in the United States
District Court in Milwaukee on Saturday and were fined $1,000
each by Judge F. A. Geiger. Both men paid their fines.
The news that Fredrikson and Griffin had changed their plea
to one of guilty and had been fined by the court came as a great
surprise. On June 19, when "both men had been arraigned before
the Federal court in Milwaukee, after having been indicted by the
Federal Grand Jury, they pleaded not guilty and were released
under bonds of $2,000 each. The case was scheduled to come up
in the October term of court. Evidently the defendants, believing
that the evidence against them warranted no other course, decided
to change their plea and to throw themselves upon the mercy of the
court
Fredrikson and Griffin were arrested and indicted as a result
of the alleged operation of a scheme to secure mailing lists. The
plan followed was to publish advertisements containing puzzle
pictures and offering to give prizes' for the neatest and most accu-
rate solution. The prizes were supposed to come from the Minne-
apolis branch of the Story & Clark Piano Co. It was charged that
when the solutions were received, no matter what the people sent,
Mr. Fredrikson would send out a so-called "credit letter," purport-
ing to be written in Minneapolis, but many of them at least being
mailed in Milwaukee. The letter would say that because of the
neatness and correctness of the solution the writer had been as-
signed one of the highest prizes, worth $216, to be applied on the
purchase of a $250 upright piano by paying the balance of $34.
The company even went so far in this letter as to offer to pay the
fare of the puzzle solver to Minneapolis.
The specific letters on which the indictment was based were
alleged to have been mailed in Milwaukee on December 5 and 6,
1911, and were similar in text. They were addressed to Bennie
Void, Maynard, Minn.; Elmer- D. Dykeman, Newfolden, Minn.;
Miss Mabel Eriksen, Maynard, Minn., and Miss Mamie Zimmer-
man, St. Paul, Minn. The letter dated December 5, 1911, ad-
dressed to Bennie Void, on the regular Story & Clark Piano Co.
letterhead, giving the salesrooms in the various cities, factory and
office address, as well as' the name of Carl A. Fredrikson, manager,
1106 Hennepin avenue, Minneapolis, Minn., follows:
$216. One of the largest awards transferred to you. You
must call within three days. A full size upright piano will cost
only $34.
Bennie Void, Maynard, Minn.
Dear Sir:—This letter represents $216 cash value toward the
purchase of any new upright piano in our store of our own make.
One-half the amount on any of the twenty other makes we carry.
REMEMBER, WE PAY YOUR RAILROAD FARE.
Don't fail to see the beautiful full-sized upright $250 piano,
marked special, $142, which will cost you $34 and this letter.
This offer must be accepted by you before Saturday evening,
December 9, 1911. Terms of payment on our own make pianos,
$1 cash and $1.25 per week. Ten per cent, discount for all cash.
Very truly yours,
STORY & CLARK PIANO CO,,
C. A. Fredrikson, Manager.
P. S.—Ask for a half pound of candy when you call.
The indictment charges "that the said Carl A. Fredrikson,
under the name of the Story & Clark Piano Co., or otherwise,
never made or intended to make one of the largest awards or any
award, worth the sum of $216 or any sum whatever to said per-
sons, so intended to be defrauded, and that he never paid and never
intended to pay the railroad fare as aforesaid of said persons, and
that he never intended to allow said persons to purchase said up-
right piano as aforesaid; but that the said Carl A. Fredrikson, as
aforesaid, intended to cheat and defraud said persons, so intended
to be defrauded as aforesaid, by inducing and procuring and at-
tempting to induce and procure said persons to visit, without
remuneration and without the payment of any railroad fare what-
ever, the said salesrooms of the said Story & Clark Piano Co."
It is charged further in the indictment "that the said Carl A.
N The Review of last week there appeared an important item of
news from Milwaukee. It was to the effect that Carl A. Fredrikson intended by means and pretenses aforesaid, and in the
manner aforesaid, to induce and procure the said persons, so in-
Fredrikson, formerly in charge of the Milwaukee branch store of
(Continued on page 6.)
the Story & Clark Piano Co., now Northwestern manager of the
I
Future scanning projects are planned by the International Arcade Museum Library (IAML).