Music Trade Review
Issue: 1918 Vol. 66 N. 6 - Page 50
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
50
THE MUSIC TRADE REVIEW
PRIZES AWARDED FOR EDISON WEEK WINDOW DISPLAYS
Adam Schaaf, Chicago, Wins First Prize, With Capwell's Department Store, Oakland, Cal., Sec-
ond, and A. D. Elster, Meriden, Conn., Third—Great Interest in Contest
Winners of the three grand prizes of $300 for
first prize, $125 for second prize and $75 for
third prize in the Edison Week (1917) Dealers'
Window Display Contest have just been an-
nounced. They are: First, Adam Schaaf, Chi-
cago; second, Capwell's Department Store, Oak-
land, Cal.; third, A. D. Elster, Meriden, Conn.
This contest was entirely in the hands of
Edison jobbers with the exception that the Edi-
son Laboratories offered to give three prizes to
the best three photographs submitted in the
United States and Canada. Each jobber con-
ducted a contest in his zone in accordance with
rules laid down by him and gave from three to
seven prizes, winners of first and second prizes
being eligible for the grand prizes. This method
necessitated a considerable length of time to
eliminate non-winners in the various zones, to
forward all of the photographs to Orange and
have the non-winners in the grand prize contest
eliminated.
An unusually large number of attractive dis-
plays were entered in the contest which is indi-
cated by the three prize winners illustrated on
this page. A considerable improvement over the
previous year's display was readily noticeable,
not only from a purely decorative standpoint
but from the success of the dealers in telling the
story of Mr. Edison's new art—Music's Re-Crea-
tion—by means of their displays. Many displays
a clever illusion, was in continuous movement.
In front of the Faust scene were arranged six
FEBRUARY 9, 1918
Edison Re-Creations from "Faust" and the same
number of Gioconda selections in front of the
other scene.
Another interesting feature was the ten news
clippings from such well-known papers as the
New York Tribune, Philadelphia Ledger, Detroit
Free Press, San Francisco Chronicle and other
Adam Schaaf Store, Chicago, Winner of First Prize
^ — _ —
^
famous newspapers. The heading of each paper
was obtained and posted on the showcards and
the wording was arranged as on the front page
of the newspaper with cuts of the different Edi-
son artists as they appeared in the concerts
described.
The color scheme of the display was pink,
black and gold, and the friezes representing
grand opera were painted in light water colors
and mounted on black velvet which made a very
MUSICS
beautiful and strong contrast. Five New Edisons
RE-CREATIOM
IS TRULY
and twenty I{dison Re-Creations were displayed.
AN ART
NOW LOCATED IN MEMPHIS
John A. Hofheimer, who was formerly con-
nected with the Maison-Blanche Co., New Or-
leans, La., is now associated with B. Lowen-
stein & Bros., Memphis, Tenn., where he is
making an excellent record in the talking ma-
chine department of that business. Mr. Hof-
heimer is a practical, progressive man, who has
given much consideration to the problems of the
industry and their solution.
Capwell's Department Store, Oakland, Cal., Second Prize Winner
included life-size figures standing beside the
laboratory model of the New Edison to represent
Edison artists as they sing in direct comparison
with the New Edison at the tone tests, which
have been witnessed by upwards of 2,000,000
music lovefs and music critics on approximately
1,500 different occasions, with the result that the
auditors failed to distinguish the faintest differ-
ence between the actual voice and the New Edi-
son's Re-Creation of it. Thirty noted Edison
• artists have participated in these tests, which
have taken place in all parts of the United States
and most of Canada.
The first prize winning display in the Grand
Prize Contest was truly a masterpiece in the art
of window dressing, as one glance at the repro-
duction on this page will readily confirm. The
following description of this window will help to
-visualize its attractiveness:
Several novel ideas were introduced in this
display, among which the most noteworthy were
the' two stage pictures—the garden scene from
"Faust," portraying Alice Verlet singing the
Jewel aria, and the very beautiful ship scene from
"La Gioconda." These scenes were painted by
artists and arranged exactly like stage settings,
lighted by twenty incandescent concealed lights,
and made a very realistic appearance. Even
the moon appeared in one of the scenes and the
Display of A. D. Elster, Meriden, Conn., Which Won Third Prize
moonrays were playing on the water, which, by
\
/
•
'
,
50
THE MUSIC TRADE REVIEW
PRIZES AWARDED FOR EDISON WEEK WINDOW DISPLAYS
Adam Schaaf, Chicago, Wins First Prize, With Capwell's Department Store, Oakland, Cal., Sec-
ond, and A. D. Elster, Meriden, Conn., Third—Great Interest in Contest
Winners of the three grand prizes of $300 for
first prize, $125 for second prize and $75 for
third prize in the Edison Week (1917) Dealers'
Window Display Contest have just been an-
nounced. They are: First, Adam Schaaf, Chi-
cago; second, Capwell's Department Store, Oak-
land, Cal.; third, A. D. Elster, Meriden, Conn.
This contest was entirely in the hands of
Edison jobbers with the exception that the Edi-
son Laboratories offered to give three prizes to
the best three photographs submitted in the
United States and Canada. Each jobber con-
ducted a contest in his zone in accordance with
rules laid down by him and gave from three to
seven prizes, winners of first and second prizes
being eligible for the grand prizes. This method
necessitated a considerable length of time to
eliminate non-winners in the various zones, to
forward all of the photographs to Orange and
have the non-winners in the grand prize contest
eliminated.
An unusually large number of attractive dis-
plays were entered in the contest which is indi-
cated by the three prize winners illustrated on
this page. A considerable improvement over the
previous year's display was readily noticeable,
not only from a purely decorative standpoint
but from the success of the dealers in telling the
story of Mr. Edison's new art—Music's Re-Crea-
tion—by means of their displays. Many displays
a clever illusion, was in continuous movement.
In front of the Faust scene were arranged six
FEBRUARY 9, 1918
Edison Re-Creations from "Faust" and the same
number of Gioconda selections in front of the
other scene.
Another interesting feature was the ten news
clippings from such well-known papers as the
New York Tribune, Philadelphia Ledger, Detroit
Free Press, San Francisco Chronicle and other
Adam Schaaf Store, Chicago, Winner of First Prize
^ — _ —
^
famous newspapers. The heading of each paper
was obtained and posted on the showcards and
the wording was arranged as on the front page
of the newspaper with cuts of the different Edi-
son artists as they appeared in the concerts
described.
The color scheme of the display was pink,
black and gold, and the friezes representing
grand opera were painted in light water colors
and mounted on black velvet which made a very
MUSICS
beautiful and strong contrast. Five New Edisons
RE-CREATIOM
IS TRULY
and twenty I{dison Re-Creations were displayed.
AN ART
NOW LOCATED IN MEMPHIS
John A. Hofheimer, who was formerly con-
nected with the Maison-Blanche Co., New Or-
leans, La., is now associated with B. Lowen-
stein & Bros., Memphis, Tenn., where he is
making an excellent record in the talking ma-
chine department of that business. Mr. Hof-
heimer is a practical, progressive man, who has
given much consideration to the problems of the
industry and their solution.
Capwell's Department Store, Oakland, Cal., Second Prize Winner
included life-size figures standing beside the
laboratory model of the New Edison to represent
Edison artists as they sing in direct comparison
with the New Edison at the tone tests, which
have been witnessed by upwards of 2,000,000
music lovefs and music critics on approximately
1,500 different occasions, with the result that the
auditors failed to distinguish the faintest differ-
ence between the actual voice and the New Edi-
son's Re-Creation of it. Thirty noted Edison
• artists have participated in these tests, which
have taken place in all parts of the United States
and most of Canada.
The first prize winning display in the Grand
Prize Contest was truly a masterpiece in the art
of window dressing, as one glance at the repro-
duction on this page will readily confirm. The
following description of this window will help to
-visualize its attractiveness:
Several novel ideas were introduced in this
display, among which the most noteworthy were
the' two stage pictures—the garden scene from
"Faust," portraying Alice Verlet singing the
Jewel aria, and the very beautiful ship scene from
"La Gioconda." These scenes were painted by
artists and arranged exactly like stage settings,
lighted by twenty incandescent concealed lights,
and made a very realistic appearance. Even
the moon appeared in one of the scenes and the
Display of A. D. Elster, Meriden, Conn., Which Won Third Prize
moonrays were playing on the water, which, by
\
/
•
'
,
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