Music Trade Review
Issue: 1915 Vol. 61 N. 25 - Page 48
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THE MUSIC TRADE REVIEW
IMPORTANT COLUMBIA CATALOGS.
C. F. LIGHTNER DESCANTS ON SELLING IN ARGENTINA.
Semi-Annual Record Catalog and New Grafonola
Book Just Issued—Numerous Text and De-
sign Improvements to Be Found Therein.
Manager of Argentine Branch of Victor Talking Machine Co. Gives Interesting Experiences
Bearing Upon Export Trade to That Country Which Is Instructive and Educational.
The advertising department of the Columbia
Graphophone Co. has just issued two new catalogs
of vital import to the trade, which indicate the
"quality" atmosphere which characterizes every di-
vision of the Columbia publicity achievements.
One of these new catalogs is the semi-annual
record catalog, which includes all records issued to
date. This book contains 41(i pages, 384 white
pages and thirty-two tinted pages, and is indexed
and cross-indexed in such a way that every selec-
tion is listed from eight to ten times. Every con-
ceivable division under which a selection may be
considered as belonging has been given considera-
tion, and the result is a book which permits of
maximum convenience in handling. The tinted
pages are devoted to the recordings of the sym-
phony and operatic artists in the Columbia record
library. The cover of the new Columbia catalog
is vastly superior to former editions, the design
being both striking and artistic. The typography
is excellent, and the catalog as a whole is deserv-
ing of hearty commendation.
The other new catalog, which is also a model of
typographical excellence, is devoted to illustrations
and descriptions of the complete Grafonola line,
accompanied by an interesting story of the develop-
ment of these popular instruments. The most strik-
ing feature of this new catalog is the elimination
of all names and the substitution of numbers cor-
responding with the prices. The "Favorite" will be
known as "Grafonola -50," the leader as "Grafonola
7-5," etc.
JAMES I. LYONS INCORPORATED.
(Special to The Review.)
CHICAGO, ILL V December 11.—James I. Lyons,
well-known dealer and jobber in talking machines
and accessories, of 25 West Lake street, was grant-
ed a charter by the Secretary of State this week
for the Lyons Phonograph Co., with a capital stock
of $50,000.
"1 am not in a position to give any details at
present," said Mr. Lyons, "but the purpose is to
enable us to get additional capital to enlarge our
business. The only line of machines of which we
are jobbers is the Edison cylinder phonographs, and
records, and it is our purpose, when the necessary
arrangements have been made, to engage in this
line on a much more extensive scale than in the
past. Contrary to reports, we haven't the slightest
idea of engaging in the manufacture of talking
machines in any way. The thing has not been con-
templated for one minute."
TO HANDLE THE^EDISON LINE
Christman Sons, who recently opened new ware-
rooms at 753 Sixth avenue, New York, have ar-
ranged to handle the Edison diamond disc line,
and a number of sound-proof demonstration rooms
are now being constructed to properly present this
high-class line. Newspaper advertising will be
used to feature the Edison diamond disc phono-
graphs and records.
INCORPORATED.
The Albany Diarrlond Disc Studio was incorpo-
rated with the Secretary of the State at Albany.
N. Y., this week, for the purpose of dealing in
talking machines, with a capital stock of $22,000.
The incorporators are: Edward R. Hoffman, Ru-
dolph Horst, Richard M. Nelson, 465 Broadway,
Albany, N. Y.
A full line of Edison diamond disc phonographs
are displayed in the new store opened by the Wal-
ton Music Co., Gardner Place, Walton, N. Y.
C. F. Ligh.ner, manager of the Argentine branch
of the Victor Talking Machine Co., gives some in-
teresting experiences in The Americas, in which he
says that, after fifteen years' experience, starting
with early commercial missionary work in the
Americas south of the Rio Grande, the changes
have been of such magnitude, have shown such
rapid development, and such striking improvements,
from the exporter's, importer's, manufacturer's, and
banker's point of view, that all of us, who have
been so long in the field, cannot help taking a cer-
tain amount of personal pride, and feel that each
one's personal efforts have helped this development,
and it is with t.iat feeling that we wish to encour-
age the great improvement which must still come,
to give us the commercial and social position which
eventually must exist between these two great con-
tinents.
The primary requirements for manufacturers, im-
porters and shippers who wish to get their portion
of the business from this great Argentine Republic
and Uruguay, whether importing or exporting, is
lirst to get the proper representation, whether they
be selling or buying. The representative must speak
the language of the country and must adapt him-
self to the ways of the people he is doing business
with, not losing his own personality, which, if
worthy of acceptance, will soon make itself felt.
Don't try to tell a customer that his ways of do-
ing business are wrong, for if he is really worth
doing business with he will soon grasp any new
idea you have dropped, if it is worthy of his con-
sideration.
Don't send either a cheap buyer or salesman, as
his transactions are invariably in the same class.
Don't let a man come with the sole idea of teach-
ing; the learning end of the game is just as im-
portant as the teaching. We all have certain ideas,
but the man with good ones always goes away with
better ones.
The South American has been much longer in
the general importing business than we have in the
exporting, and very frequently tells us things we
have really known but neglected to practice. The
man at home, in charge of a foreign business, must
just as essentially know the foreign field as the
man who is working it, otherwise his lack of real
knowledge is often the greatest obstacle the man
in the field has to contend with. Correspondence
school knowledge, or even book learning, has never
been able to get the best out of a problem, without
the real practical knowledge, which can only be
gained first hand.
Printed matter and all correspondence should be
in Spanish. Don't send your Brazilian literature to
the Argentine or vice versa. All illustrated catalogs
should give exact metric measurements, also net
and gross weights in kilograms.
Packing and shipping instructions must be fol-
lowed absolutely. Pack in cases capable of stand-
ing many rehandliiigs, and for possible discharging
into lighters. Mark all cases plainly with the mark
of the consignee. Also mark clearly exact weights
in kilograms, net and gross. An error in this di-
rection is liable to cause future trouble to the client
and shipper in the way of lines and delays.
Last, but not least, the question of credits and
propaganda must be seriously considered before
even attempting to enter the tield, for if the manu-
facturer is not prepared to quote liberal terms to
linns worthy of consideration, the same as his Eu-
ropean competitors, and, furthermore, is not pre-
pared to spend money in making his article known,
then experience tells me that it is preferable for
him to continue his domestic business, and not look
for a place in the export trade.
Shop, 861 Broad street, Newark, N. J.; George
Fennell & Co., 2929 Third avenue, New York;
December 11 Issue of the Saturday Evening
Alphonzo Smith, Jr., 23 Flatbush avenue, Brook-
Post Contained Many Notable Advertise-
lyn, N. Y.j.Edison Diamond Disc Studio, 3841
ments of Talking Machine Manufacturers.
Broadway; B. Guy Warner, 1223 Bedford avenue.,
Brooklyn, N. Y.; Fred G. Loeffler, 260 Bergenfihe
The December 11 issue of the Saturday Evening avenue, Union Hill, N. J.; Hardman, Peck & Co.,
Post contained a group of splendid talking ma- 4'-Y,\ Fifth avenue, New York, and 524 Fulton
chine advertisements which formed a significant street, Brooklyn, N. Y.; Diamond Disc Shop, 10
indication of the prosperity of the industry at the Fifth avenue, New York.
present time and the co-operation which the com-
panies are extending their dealers.
NEW COLUMBIA^MANAGERS. *>,
The back cover of this issue was occupied by
William E. Henry has been appointed manager
the Victor Talking Machine Co. with one of its of the San Francisco, Cal., store of the Columbia
usual artistic advertisements, designed in numerous Graphophone Co., succeeding F. Anglemeier, re-
colors, with an appropriate Christmas illustration signed. Mr. Henry is familiar with the Coast
as the keynote. On page 1 the Columbia Grapho- situation, having been associated with the Columbia
phone Co. carried a striking and effective black- Co. some years ago in the Portland, Ore., head-
and-white page, featuring the Columbia Grafonola quarters. He is an enthusiastic admirer of the
110 with graphic charts pointing out the various Columbia products, and will doubtless be very suc-
features of this machine. Tn the center of the pub- cessful in his new post.
lication appeared a full-page advertisement of the
Another change in the management of the Co-
Pathe Freres Phonograph Co., which was one of lumbia stores is the appointment of O. M. Kiess
the most attractive pieces of copy in the book
as manager of the Toledo store, succeeding F. G.
The Pathephone was featured in the center of a Flrghtner, resigned. Mr. Kiess has been connected
scene showing "Christmas Eve" in New York, with the Columbia Co. for several years.
and the art work of this advertisemnt was worthy
of the highest commendation.
INCORPORATIONS.
ARTISTIC NAT]ONAL PUBLICITY.
The Union Talking Machine Co., 555 Elizabeth
avenue. Elizabeth, N. J., has applied for a New
An interesting full-page newspaper advertise- Jersey charter to manufacture and deal in phono-
ment exploiting the Edison diamond disc phono- graphs and musical instruments. The capital is
graph appeared in Monday's papers. This adver- $5,000, divided into fifty shares of $100 each.
* * *
tisement, in addition to giving a well-prepared
The Toledo Pathephone Co.. Toledo, O., filed
story of the creation of the phonograph, featured
at the bottom the names of several Edison dealers articles of incorporation at Cleveland. The incor-
in local territory. This list included the Edison porators comprise Rob V. Phillips, A. C. Steven-
Shop, 473 Fifth avenue. New York; Christman son, F. K. Doty, E. H. Fforton and Sholts M.
Sons, 753 Sixth avenue, New York; the Edison Douglas, with $5,000 capital.
EDISON DEALERS' PUBLICITY.
THE MUSIC TRADE REVIEW
IMPORTANT COLUMBIA CATALOGS.
C. F. LIGHTNER DESCANTS ON SELLING IN ARGENTINA.
Semi-Annual Record Catalog and New Grafonola
Book Just Issued—Numerous Text and De-
sign Improvements to Be Found Therein.
Manager of Argentine Branch of Victor Talking Machine Co. Gives Interesting Experiences
Bearing Upon Export Trade to That Country Which Is Instructive and Educational.
The advertising department of the Columbia
Graphophone Co. has just issued two new catalogs
of vital import to the trade, which indicate the
"quality" atmosphere which characterizes every di-
vision of the Columbia publicity achievements.
One of these new catalogs is the semi-annual
record catalog, which includes all records issued to
date. This book contains 41(i pages, 384 white
pages and thirty-two tinted pages, and is indexed
and cross-indexed in such a way that every selec-
tion is listed from eight to ten times. Every con-
ceivable division under which a selection may be
considered as belonging has been given considera-
tion, and the result is a book which permits of
maximum convenience in handling. The tinted
pages are devoted to the recordings of the sym-
phony and operatic artists in the Columbia record
library. The cover of the new Columbia catalog
is vastly superior to former editions, the design
being both striking and artistic. The typography
is excellent, and the catalog as a whole is deserv-
ing of hearty commendation.
The other new catalog, which is also a model of
typographical excellence, is devoted to illustrations
and descriptions of the complete Grafonola line,
accompanied by an interesting story of the develop-
ment of these popular instruments. The most strik-
ing feature of this new catalog is the elimination
of all names and the substitution of numbers cor-
responding with the prices. The "Favorite" will be
known as "Grafonola -50," the leader as "Grafonola
7-5," etc.
JAMES I. LYONS INCORPORATED.
(Special to The Review.)
CHICAGO, ILL V December 11.—James I. Lyons,
well-known dealer and jobber in talking machines
and accessories, of 25 West Lake street, was grant-
ed a charter by the Secretary of State this week
for the Lyons Phonograph Co., with a capital stock
of $50,000.
"1 am not in a position to give any details at
present," said Mr. Lyons, "but the purpose is to
enable us to get additional capital to enlarge our
business. The only line of machines of which we
are jobbers is the Edison cylinder phonographs, and
records, and it is our purpose, when the necessary
arrangements have been made, to engage in this
line on a much more extensive scale than in the
past. Contrary to reports, we haven't the slightest
idea of engaging in the manufacture of talking
machines in any way. The thing has not been con-
templated for one minute."
TO HANDLE THE^EDISON LINE
Christman Sons, who recently opened new ware-
rooms at 753 Sixth avenue, New York, have ar-
ranged to handle the Edison diamond disc line,
and a number of sound-proof demonstration rooms
are now being constructed to properly present this
high-class line. Newspaper advertising will be
used to feature the Edison diamond disc phono-
graphs and records.
INCORPORATED.
The Albany Diarrlond Disc Studio was incorpo-
rated with the Secretary of the State at Albany.
N. Y., this week, for the purpose of dealing in
talking machines, with a capital stock of $22,000.
The incorporators are: Edward R. Hoffman, Ru-
dolph Horst, Richard M. Nelson, 465 Broadway,
Albany, N. Y.
A full line of Edison diamond disc phonographs
are displayed in the new store opened by the Wal-
ton Music Co., Gardner Place, Walton, N. Y.
C. F. Ligh.ner, manager of the Argentine branch
of the Victor Talking Machine Co., gives some in-
teresting experiences in The Americas, in which he
says that, after fifteen years' experience, starting
with early commercial missionary work in the
Americas south of the Rio Grande, the changes
have been of such magnitude, have shown such
rapid development, and such striking improvements,
from the exporter's, importer's, manufacturer's, and
banker's point of view, that all of us, who have
been so long in the field, cannot help taking a cer-
tain amount of personal pride, and feel that each
one's personal efforts have helped this development,
and it is with t.iat feeling that we wish to encour-
age the great improvement which must still come,
to give us the commercial and social position which
eventually must exist between these two great con-
tinents.
The primary requirements for manufacturers, im-
porters and shippers who wish to get their portion
of the business from this great Argentine Republic
and Uruguay, whether importing or exporting, is
lirst to get the proper representation, whether they
be selling or buying. The representative must speak
the language of the country and must adapt him-
self to the ways of the people he is doing business
with, not losing his own personality, which, if
worthy of acceptance, will soon make itself felt.
Don't try to tell a customer that his ways of do-
ing business are wrong, for if he is really worth
doing business with he will soon grasp any new
idea you have dropped, if it is worthy of his con-
sideration.
Don't send either a cheap buyer or salesman, as
his transactions are invariably in the same class.
Don't let a man come with the sole idea of teach-
ing; the learning end of the game is just as im-
portant as the teaching. We all have certain ideas,
but the man with good ones always goes away with
better ones.
The South American has been much longer in
the general importing business than we have in the
exporting, and very frequently tells us things we
have really known but neglected to practice. The
man at home, in charge of a foreign business, must
just as essentially know the foreign field as the
man who is working it, otherwise his lack of real
knowledge is often the greatest obstacle the man
in the field has to contend with. Correspondence
school knowledge, or even book learning, has never
been able to get the best out of a problem, without
the real practical knowledge, which can only be
gained first hand.
Printed matter and all correspondence should be
in Spanish. Don't send your Brazilian literature to
the Argentine or vice versa. All illustrated catalogs
should give exact metric measurements, also net
and gross weights in kilograms.
Packing and shipping instructions must be fol-
lowed absolutely. Pack in cases capable of stand-
ing many rehandliiigs, and for possible discharging
into lighters. Mark all cases plainly with the mark
of the consignee. Also mark clearly exact weights
in kilograms, net and gross. An error in this di-
rection is liable to cause future trouble to the client
and shipper in the way of lines and delays.
Last, but not least, the question of credits and
propaganda must be seriously considered before
even attempting to enter the tield, for if the manu-
facturer is not prepared to quote liberal terms to
linns worthy of consideration, the same as his Eu-
ropean competitors, and, furthermore, is not pre-
pared to spend money in making his article known,
then experience tells me that it is preferable for
him to continue his domestic business, and not look
for a place in the export trade.
Shop, 861 Broad street, Newark, N. J.; George
Fennell & Co., 2929 Third avenue, New York;
December 11 Issue of the Saturday Evening
Alphonzo Smith, Jr., 23 Flatbush avenue, Brook-
Post Contained Many Notable Advertise-
lyn, N. Y.j.Edison Diamond Disc Studio, 3841
ments of Talking Machine Manufacturers.
Broadway; B. Guy Warner, 1223 Bedford avenue.,
Brooklyn, N. Y.; Fred G. Loeffler, 260 Bergenfihe
The December 11 issue of the Saturday Evening avenue, Union Hill, N. J.; Hardman, Peck & Co.,
Post contained a group of splendid talking ma- 4'-Y,\ Fifth avenue, New York, and 524 Fulton
chine advertisements which formed a significant street, Brooklyn, N. Y.; Diamond Disc Shop, 10
indication of the prosperity of the industry at the Fifth avenue, New York.
present time and the co-operation which the com-
panies are extending their dealers.
NEW COLUMBIA^MANAGERS. *>,
The back cover of this issue was occupied by
William E. Henry has been appointed manager
the Victor Talking Machine Co. with one of its of the San Francisco, Cal., store of the Columbia
usual artistic advertisements, designed in numerous Graphophone Co., succeeding F. Anglemeier, re-
colors, with an appropriate Christmas illustration signed. Mr. Henry is familiar with the Coast
as the keynote. On page 1 the Columbia Grapho- situation, having been associated with the Columbia
phone Co. carried a striking and effective black- Co. some years ago in the Portland, Ore., head-
and-white page, featuring the Columbia Grafonola quarters. He is an enthusiastic admirer of the
110 with graphic charts pointing out the various Columbia products, and will doubtless be very suc-
features of this machine. Tn the center of the pub- cessful in his new post.
lication appeared a full-page advertisement of the
Another change in the management of the Co-
Pathe Freres Phonograph Co., which was one of lumbia stores is the appointment of O. M. Kiess
the most attractive pieces of copy in the book
as manager of the Toledo store, succeeding F. G.
The Pathephone was featured in the center of a Flrghtner, resigned. Mr. Kiess has been connected
scene showing "Christmas Eve" in New York, with the Columbia Co. for several years.
and the art work of this advertisemnt was worthy
of the highest commendation.
INCORPORATIONS.
ARTISTIC NAT]ONAL PUBLICITY.
The Union Talking Machine Co., 555 Elizabeth
avenue. Elizabeth, N. J., has applied for a New
An interesting full-page newspaper advertise- Jersey charter to manufacture and deal in phono-
ment exploiting the Edison diamond disc phono- graphs and musical instruments. The capital is
graph appeared in Monday's papers. This adver- $5,000, divided into fifty shares of $100 each.
* * *
tisement, in addition to giving a well-prepared
The Toledo Pathephone Co.. Toledo, O., filed
story of the creation of the phonograph, featured
at the bottom the names of several Edison dealers articles of incorporation at Cleveland. The incor-
in local territory. This list included the Edison porators comprise Rob V. Phillips, A. C. Steven-
Shop, 473 Fifth avenue. New York; Christman son, F. K. Doty, E. H. Fforton and Sholts M.
Sons, 753 Sixth avenue, New York; the Edison Douglas, with $5,000 capital.
EDISON DEALERS' PUBLICITY.
Future scanning projects are planned by the International Arcade Museum Library (IAML).