Music Trade Review
Issue: 1918 Vol. 67 N. 13 - Page 52
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
52
THE MUSIC TRADE REVIEW
EDISON MESSAGES A VALUABLEJFORM OF ADVERTISING
SEPTEMBER 28,
1918
UNUSUAL V0CAL10N PUBLICITY
Series of Talks With the Trade, Prepared by Thomas A. Edison, Inc., a Striking Example of How Plan of Featuring the Individual Artist and a
Single Record Proves a Decided Success
the Advertiser Can Link Up the Topics of the Day With His Business
Gladstone was an omnivorous reader of
American magazines, and at one time said that
he found the advertising pages as interesting—
sometimes even more so—as the text matter.
He said he always turned to the advertising sec-
tions first, because advertising reflected the in-
dividuality, the enterprise and progressiveness
of the nation. Moreover, it was presented in a
form typographically that invited consideration.
This tribute to American advertising by the
former Premier of England emphasizes the
value of the 'policy of the great manufacturers
and business men of this country of getting in
touch with their customers and the public
through the medium of national magazines and
trade papers.
In our own industry nothing in years has at-
tracted more favorable attention and comment
than the series of advertisements published by
Thomas A. Edison, Inc., in The Review and
other music trade papers, under the designation
"Edison Messages."
Twenty-seven of these
remarkable "Talks With the Trade" have ap-
peared, and each one in itself is an interesting
essay—a , constructive piece of writing that
stimulates and educates.
These messages have covered almost every
phase of thought, but more particularly during
the past nine months they have kept in touch
with the great questions and movements in our
paramount national affairs, such as the value
of music in the home; its influence as a factor
in the war, particularly with our military forces
abroad and at home; the encouragement of com-
munity singing; the importance of music in pre-
serving the morale of the nation during war-
time.
There have also been a series of impressive
Continuing its distinctive campaign featuring
talks on backing up the boys at the front by
supporting the Liberty Loan, the War Savings individual artists recording for the Vocalion
campaign, the Red Cross drives—in fact, no sub-
ject of national importance has been over-
looked, and yet every message has been wedded
in the happiest manner with a lesson or moral
in its trade application, so that these advertise-
ments have, as we before remarked, proven in-
tensely educational and productive of a spirit
of patriotism and optimism.
These Edison messages illustrate a most ad-
vanced and effective form of publicity, and by
the character of their content they dignify the
industry and elevate, in the opinion of the
readers and the public generally, the standing
of the house issuing them. Moreover, they are
a tremendous impetus to imparting a proper
viewpoint to the dealer of the great mission of
the phonograph, and its advanced place in mu-
sical affairs in America to-dav.
CHANGE IN SONA TONE CO.
Arthur J. Mears has sold his interests in
the Sona Tone Co., Glens Falls, N. Y., to his
partners, Francis H. and Jane M. Packer, who
will continue the two stores at 126 Glen street,
this city, and 12 Main street, Hudson Falls.
The company carries a full line of Victor and
Edison machines and records and also Sona
Tone machines.
May Peterson
record library, the Aeolian Co. has been using in
the local newspapers an artistic advertisement
presenting a Vocalion record sung by Miss May
BUT WAR SAVINGS STAMPS
REGULARLY
OPEN NEW VICTOR STORE
M. C. Conlin & Son, Victor dealers of Chi-
cago, 111., have occupied a handsome new store
at 2322 West Madison street, that city, to be
known as ".Conlin's Talking Machine Shop."
\ummer
SOLDIERS MAKE INSPECTION OF EDISON LABORATORIES
The accompanying illustration shows a group
of American convalescent soldiers who have
been staying in homes near Llewellyn Park,
son recently took them through the Edison
laboratories, explaining the work that was being
done. Some of the boys tired before the trip
?*rima£)orr/ra Soprano
irralK and ctmem hAd during her ihurt
t M l u m carer..
Mm Ptunon mtdt hrr tUbui m
dpnf" as pvuMdottn* utpww
roi
Optra Comiquc
of the
A l rht btgutmng
iJu war, this dunnguiikcd y&ung *rtu(
turned U> Amcru.a Jen an orlcndeJ cvn-
t roUs lit Oie Mctrvpuliun Upcia Houar
One of the New
VOCALION RECORDS
Advertising the Peterson Record
Peterson. This campaign is unusual in many
respects in the use of advertising concentrated
on a single record and the individual artist.
The results of this campaign to date indicate
that this departure from the stereotyped form
of advertising is a signal success.
Miss May Peterson, who will record exclu-
sively for the Vocalion record library, is a young
American soprano who has risen rapidly to
fame in the operatic and concert field during her
short but brilliant career. Miss Peterson made
her debut in "Lakme" as prima donna soprano
of the Paris Opera Comique. At the beginning
of the war she returned to America for an
extended concert tour and is, at the present
time, singing important roles at the Metro-
politan Opera House.
Miss Peterson's Vocalion record of "The
Last Rose of Summer" has been praised by
musical critics and experts as one of the finest
renditions of this famous selection that has
ever been presented to the music-loving public.
The record has met with a ready sale through-
out the country, and this advertising campaign
is contributing materially to its success.
Some of the Convalescent Soldiers Who Visited the Edison Plant Recently
where the home of Thomas A. Edison is located. was completed and a subsequent visit was made
The boys were anxious to see how Edison in- another day to give them a better idea of the
struments and records are made, and Mrs. Edi- phonograph business.
Let us not be so engrossed in our little indi-
vidual business establishments that we cannot
give some time and thought to aiding in the
big business of 1918, the feeding, clothing and
freeing of the world.
52
THE MUSIC TRADE REVIEW
EDISON MESSAGES A VALUABLEJFORM OF ADVERTISING
SEPTEMBER 28,
1918
UNUSUAL V0CAL10N PUBLICITY
Series of Talks With the Trade, Prepared by Thomas A. Edison, Inc., a Striking Example of How Plan of Featuring the Individual Artist and a
Single Record Proves a Decided Success
the Advertiser Can Link Up the Topics of the Day With His Business
Gladstone was an omnivorous reader of
American magazines, and at one time said that
he found the advertising pages as interesting—
sometimes even more so—as the text matter.
He said he always turned to the advertising sec-
tions first, because advertising reflected the in-
dividuality, the enterprise and progressiveness
of the nation. Moreover, it was presented in a
form typographically that invited consideration.
This tribute to American advertising by the
former Premier of England emphasizes the
value of the 'policy of the great manufacturers
and business men of this country of getting in
touch with their customers and the public
through the medium of national magazines and
trade papers.
In our own industry nothing in years has at-
tracted more favorable attention and comment
than the series of advertisements published by
Thomas A. Edison, Inc., in The Review and
other music trade papers, under the designation
"Edison Messages."
Twenty-seven of these
remarkable "Talks With the Trade" have ap-
peared, and each one in itself is an interesting
essay—a , constructive piece of writing that
stimulates and educates.
These messages have covered almost every
phase of thought, but more particularly during
the past nine months they have kept in touch
with the great questions and movements in our
paramount national affairs, such as the value
of music in the home; its influence as a factor
in the war, particularly with our military forces
abroad and at home; the encouragement of com-
munity singing; the importance of music in pre-
serving the morale of the nation during war-
time.
There have also been a series of impressive
Continuing its distinctive campaign featuring
talks on backing up the boys at the front by
supporting the Liberty Loan, the War Savings individual artists recording for the Vocalion
campaign, the Red Cross drives—in fact, no sub-
ject of national importance has been over-
looked, and yet every message has been wedded
in the happiest manner with a lesson or moral
in its trade application, so that these advertise-
ments have, as we before remarked, proven in-
tensely educational and productive of a spirit
of patriotism and optimism.
These Edison messages illustrate a most ad-
vanced and effective form of publicity, and by
the character of their content they dignify the
industry and elevate, in the opinion of the
readers and the public generally, the standing
of the house issuing them. Moreover, they are
a tremendous impetus to imparting a proper
viewpoint to the dealer of the great mission of
the phonograph, and its advanced place in mu-
sical affairs in America to-dav.
CHANGE IN SONA TONE CO.
Arthur J. Mears has sold his interests in
the Sona Tone Co., Glens Falls, N. Y., to his
partners, Francis H. and Jane M. Packer, who
will continue the two stores at 126 Glen street,
this city, and 12 Main street, Hudson Falls.
The company carries a full line of Victor and
Edison machines and records and also Sona
Tone machines.
May Peterson
record library, the Aeolian Co. has been using in
the local newspapers an artistic advertisement
presenting a Vocalion record sung by Miss May
BUT WAR SAVINGS STAMPS
REGULARLY
OPEN NEW VICTOR STORE
M. C. Conlin & Son, Victor dealers of Chi-
cago, 111., have occupied a handsome new store
at 2322 West Madison street, that city, to be
known as ".Conlin's Talking Machine Shop."
\ummer
SOLDIERS MAKE INSPECTION OF EDISON LABORATORIES
The accompanying illustration shows a group
of American convalescent soldiers who have
been staying in homes near Llewellyn Park,
son recently took them through the Edison
laboratories, explaining the work that was being
done. Some of the boys tired before the trip
?*rima£)orr/ra Soprano
irralK and ctmem hAd during her ihurt
t M l u m carer..
Mm Ptunon mtdt hrr tUbui m
dpnf" as pvuMdottn* utpww
roi
Optra Comiquc
of the
A l rht btgutmng
iJu war, this dunnguiikcd y&ung *rtu(
turned U> Amcru.a Jen an orlcndeJ cvn-
t roUs lit Oie Mctrvpuliun Upcia Houar
One of the New
VOCALION RECORDS
Advertising the Peterson Record
Peterson. This campaign is unusual in many
respects in the use of advertising concentrated
on a single record and the individual artist.
The results of this campaign to date indicate
that this departure from the stereotyped form
of advertising is a signal success.
Miss May Peterson, who will record exclu-
sively for the Vocalion record library, is a young
American soprano who has risen rapidly to
fame in the operatic and concert field during her
short but brilliant career. Miss Peterson made
her debut in "Lakme" as prima donna soprano
of the Paris Opera Comique. At the beginning
of the war she returned to America for an
extended concert tour and is, at the present
time, singing important roles at the Metro-
politan Opera House.
Miss Peterson's Vocalion record of "The
Last Rose of Summer" has been praised by
musical critics and experts as one of the finest
renditions of this famous selection that has
ever been presented to the music-loving public.
The record has met with a ready sale through-
out the country, and this advertising campaign
is contributing materially to its success.
Some of the Convalescent Soldiers Who Visited the Edison Plant Recently
where the home of Thomas A. Edison is located. was completed and a subsequent visit was made
The boys were anxious to see how Edison in- another day to give them a better idea of the
struments and records are made, and Mrs. Edi- phonograph business.
Let us not be so engrossed in our little indi-
vidual business establishments that we cannot
give some time and thought to aiding in the
big business of 1918, the feeding, clothing and
freeing of the world.
Future scanning projects are planned by the International Arcade Museum Library (IAML).