Music Trade Review
Issue: 1919 Vol. 69 N. 1 - Page 13
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JULY 5, 1919
THE
MUSIC TRADE
REVIEW
13
ARMY OF EDISON DEALERS ATTENDS VICTORY CONVENTION—(Continued from page 12)
the Edison Convention Jrleld at the Hotel Commodore, New York, June 24-27
make of vacuum bottie on their perilous trips world, and gave several instances in which his
across the ocean. How intensely interesting is company had rendered special service, with the
such advertising to the prospective purchaser result that very excellent sales were made.
of the respective products mentioned.
In closing the speaking program for Thurs-
"Remarkable in their field as such products day morning William Maxwell read a speech by
are, I am sure you will agree with me that we R. L. Aimone, head of the Aimone Mfg. Co.,
have a much more interesting and far more won- New York City. Mr. Aimone' had been un-
derful product and a still more interesting story expectedly called away by the death of a rela-
to tell—and I feel that we are getting our tive and was unable to attend the meeting. The
story across to the magazine-reading public subject of his address was a glowing tribute to
with what I might call a 'front-page punch,' the quality and design of the Edison period
and I feel that that is due to the news char- cabinets.
acter of each advertisement.
"Eye Value" Presented
The Thursday session closed with a very
Reiteration Alone Insufficient
"Do not misunderstand me. 1 am not lack- novel comedy in one act, entitled "Eye Value,"
ing in appreciation of the power of reiteration, written by William Maxwell and produced by
but in order to make an advertisement one that Verdi E. B. Fuller. After the play, which fin-
will tell an interesting story we must have ished about 2 p. m., the meeting was adjourned
*~
something more than mere reiteration of a basic until Friday.
theme. We must present our story in a new
llllllllllllllllllllllllllllllU^^^
garb each time it appears, we must dress it up.
1 Edison's Address Feature
§
We are endeavoring to do that by giving each
of the Session on Friday i
Edison advertisement an individual appeal, a I
newsy slant that will make it as palatable as "iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiii^
the news stories on the front page of your
The opening event of the Friday morning
paper.
session was the reading of Thomas A. Edison's
"It is our present intention to continue these message to the convention, which was delivered
advertisements that have news value so long as by William Maxwell, as follows:
"A new order of things is emerging from the
subjects hold out, perhaps here and there in-
jecting an advertisement like that of our recent events of the past five years. Whatever may
announcement of the new period cabinets.
intervene the ultimate result is going to ap-
"If we are correct in our judgment we are proach more closely a square deal—for labor,
making a favorable impression with our pres- for capital, for the merchant, for the farmer,
ent line of advertisements on the magazine read- for everyone. The employer who is not square
ers of the country. We are creating reader with his employes, or the employe who is not
interest right in the very neighborhood; in fact, square with his employer, is going to be out of
in the immediate vicinity of every dealer pres- step with the times.
ent. That interest is an asset. What have you
Capital and Labor
done about it? What are you going to do
"Demagogues may muster a following of il-
about it? We are planting the seeds of favor- logical radicals who advocate injustice as a
able ijnpression. Are you fertilizing the soil means of gaining justice, and stiff-necked re-
and are you nurturing the crop by running the actionaries may selfishly oppose the progress
interlocking advertisements? That reader inter- which destiny has decreed as humanity's re-
est will evaporate into thin air if you do not ward for the sacrifices that have been made, but
concentrate it on your store.
in the end there will prevail a just and honest
"'We should like to print the name of every basis for the relations between capital and
Edison dealer at the bottom of all our maga- labor.
zine advertisements. Of course, that is imprac-
"This new relationship cannot be legislated
ticable, but the next best thing is for you to into existence. It will spring from the con-
run the interlocking advertisements and shoot science and patriotism of the people. The time
out to your prospects the interlocking folders is coming when the unjust employer and the
which we furnish coincident with every maga- disloyal employe will share equal odium in the
zine advertisement we run. Get all that's com- esteem of society at large.
ing to you out of our national advertising.
The Efficacy of the Square Deal
"You will find it highly profitable to tie up
"The square deal is fatal to radicalism. There
your store with 'Advertising That Has News can be no social revolution in the United States
Value.' "
or Canada for the very simple reason that our
Government and the Canadian Government are
Other Important Talks
H. M. Purdy, an Edison dealer of Atlanta, Ga., founded on the idea of giving everybody a fair
followed Mr. Palmer with a talk on "Our One show. There will be few disturbances of con-
Best Bet—the Official Laboratory Model." He sequence if a majority of us adopt the square
explained why the laboratory model of the New deal as our business creed and our social creed.
Edison is the best seller, because it is the One lone man, who believes in the square deal
and has the courage of his convictions, might
model most extensively featured in Edison ad
very possibly convert a whole community. Ac-
vertising and tone-tests.
John A. Shearman next discussed "The Am- cordingly, the good citizen to-day, in addition
berola Co-operative Advertising Campaign" and to conducting his individual business in harmony
stated that the Amberola business is steadily with the Golden Rule, has the duty of raising
his voice and using his influence in behalf of
growing.
A. D. Ulster, Meriden, Conn., gave a very justice for all—justice as much for the rail-
interesting talk on "Making Inspection Serv- road corporation as for its employes, and for the
ice Pay." He emphasized the important part common laborer, as well as for the highly
that service occupies in the modern business skilled artisan. I believe that Edison dealers
Phtitd
by
«'.
!•'.
Allen
©
Talking
Machine
World.
will recognize this duty and that they will not
be found wanting in its performance.
"Of our own business I think I need speak
but briefly.
"A large production of disc Re-Creations is
already an accomplished fact and steps are being
taken practically to double our present produc-
tion. Our only problem at the present time is to
obtain a mould that will give us a definite pro-
duction of absolutely uniform quality. We are
introducing such a mould and its use will en-
able us to get out supplements on schedule and
give us a more uniform product.
"The shortage of disc phonographs has been
due to our uncompromising determination to
Thomas A. Edison
have cabinets of the finest quality. We have
finally succeeded in getting our standard accept-
ed by the various manufacturers and the short-
age of phonographs will be materially relieved in
the near future.
Service for Uncle Sam
"As most of you know, I devoted practically
all of my time to Government work from Janu-
ary 1, 1917, to November, 1918. It is not my
habit to lavish praise upon my business asso-
ciates and employes, but it is no more than fair
for me to say that in my absence our organiza-
tion made an extremely good showing in the
face of numerous difficulties. Thanks to the
responsibility placed on our organization dur-
ing the war I now find, much to my satisfaction,
that the business requires less attention from
me and that I accordingly have more time for
the phonograph research work, in which I take
such a keen interest and from which I derive
so much pleasure.
Symphony Orchestra Recordings
"I have already renewed the experiments on
symphony orchestra recording, which were in-
(Continued on page 14)
JULY 5, 1919
THE
MUSIC TRADE
REVIEW
13
ARMY OF EDISON DEALERS ATTENDS VICTORY CONVENTION—(Continued from page 12)
the Edison Convention Jrleld at the Hotel Commodore, New York, June 24-27
make of vacuum bottie on their perilous trips world, and gave several instances in which his
across the ocean. How intensely interesting is company had rendered special service, with the
such advertising to the prospective purchaser result that very excellent sales were made.
of the respective products mentioned.
In closing the speaking program for Thurs-
"Remarkable in their field as such products day morning William Maxwell read a speech by
are, I am sure you will agree with me that we R. L. Aimone, head of the Aimone Mfg. Co.,
have a much more interesting and far more won- New York City. Mr. Aimone' had been un-
derful product and a still more interesting story expectedly called away by the death of a rela-
to tell—and I feel that we are getting our tive and was unable to attend the meeting. The
story across to the magazine-reading public subject of his address was a glowing tribute to
with what I might call a 'front-page punch,' the quality and design of the Edison period
and I feel that that is due to the news char- cabinets.
acter of each advertisement.
"Eye Value" Presented
The Thursday session closed with a very
Reiteration Alone Insufficient
"Do not misunderstand me. 1 am not lack- novel comedy in one act, entitled "Eye Value,"
ing in appreciation of the power of reiteration, written by William Maxwell and produced by
but in order to make an advertisement one that Verdi E. B. Fuller. After the play, which fin-
will tell an interesting story we must have ished about 2 p. m., the meeting was adjourned
*~
something more than mere reiteration of a basic until Friday.
theme. We must present our story in a new
llllllllllllllllllllllllllllllU^^^
garb each time it appears, we must dress it up.
1 Edison's Address Feature
§
We are endeavoring to do that by giving each
of the Session on Friday i
Edison advertisement an individual appeal, a I
newsy slant that will make it as palatable as "iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiii^
the news stories on the front page of your
The opening event of the Friday morning
paper.
session was the reading of Thomas A. Edison's
"It is our present intention to continue these message to the convention, which was delivered
advertisements that have news value so long as by William Maxwell, as follows:
"A new order of things is emerging from the
subjects hold out, perhaps here and there in-
jecting an advertisement like that of our recent events of the past five years. Whatever may
announcement of the new period cabinets.
intervene the ultimate result is going to ap-
"If we are correct in our judgment we are proach more closely a square deal—for labor,
making a favorable impression with our pres- for capital, for the merchant, for the farmer,
ent line of advertisements on the magazine read- for everyone. The employer who is not square
ers of the country. We are creating reader with his employes, or the employe who is not
interest right in the very neighborhood; in fact, square with his employer, is going to be out of
in the immediate vicinity of every dealer pres- step with the times.
ent. That interest is an asset. What have you
Capital and Labor
done about it? What are you going to do
"Demagogues may muster a following of il-
about it? We are planting the seeds of favor- logical radicals who advocate injustice as a
able ijnpression. Are you fertilizing the soil means of gaining justice, and stiff-necked re-
and are you nurturing the crop by running the actionaries may selfishly oppose the progress
interlocking advertisements? That reader inter- which destiny has decreed as humanity's re-
est will evaporate into thin air if you do not ward for the sacrifices that have been made, but
concentrate it on your store.
in the end there will prevail a just and honest
"'We should like to print the name of every basis for the relations between capital and
Edison dealer at the bottom of all our maga- labor.
zine advertisements. Of course, that is imprac-
"This new relationship cannot be legislated
ticable, but the next best thing is for you to into existence. It will spring from the con-
run the interlocking advertisements and shoot science and patriotism of the people. The time
out to your prospects the interlocking folders is coming when the unjust employer and the
which we furnish coincident with every maga- disloyal employe will share equal odium in the
zine advertisement we run. Get all that's com- esteem of society at large.
ing to you out of our national advertising.
The Efficacy of the Square Deal
"You will find it highly profitable to tie up
"The square deal is fatal to radicalism. There
your store with 'Advertising That Has News can be no social revolution in the United States
Value.' "
or Canada for the very simple reason that our
Government and the Canadian Government are
Other Important Talks
H. M. Purdy, an Edison dealer of Atlanta, Ga., founded on the idea of giving everybody a fair
followed Mr. Palmer with a talk on "Our One show. There will be few disturbances of con-
Best Bet—the Official Laboratory Model." He sequence if a majority of us adopt the square
explained why the laboratory model of the New deal as our business creed and our social creed.
Edison is the best seller, because it is the One lone man, who believes in the square deal
and has the courage of his convictions, might
model most extensively featured in Edison ad
very possibly convert a whole community. Ac-
vertising and tone-tests.
John A. Shearman next discussed "The Am- cordingly, the good citizen to-day, in addition
berola Co-operative Advertising Campaign" and to conducting his individual business in harmony
stated that the Amberola business is steadily with the Golden Rule, has the duty of raising
his voice and using his influence in behalf of
growing.
A. D. Ulster, Meriden, Conn., gave a very justice for all—justice as much for the rail-
interesting talk on "Making Inspection Serv- road corporation as for its employes, and for the
ice Pay." He emphasized the important part common laborer, as well as for the highly
that service occupies in the modern business skilled artisan. I believe that Edison dealers
Phtitd
by
«'.
!•'.
Allen
©
Talking
Machine
World.
will recognize this duty and that they will not
be found wanting in its performance.
"Of our own business I think I need speak
but briefly.
"A large production of disc Re-Creations is
already an accomplished fact and steps are being
taken practically to double our present produc-
tion. Our only problem at the present time is to
obtain a mould that will give us a definite pro-
duction of absolutely uniform quality. We are
introducing such a mould and its use will en-
able us to get out supplements on schedule and
give us a more uniform product.
"The shortage of disc phonographs has been
due to our uncompromising determination to
Thomas A. Edison
have cabinets of the finest quality. We have
finally succeeded in getting our standard accept-
ed by the various manufacturers and the short-
age of phonographs will be materially relieved in
the near future.
Service for Uncle Sam
"As most of you know, I devoted practically
all of my time to Government work from Janu-
ary 1, 1917, to November, 1918. It is not my
habit to lavish praise upon my business asso-
ciates and employes, but it is no more than fair
for me to say that in my absence our organiza-
tion made an extremely good showing in the
face of numerous difficulties. Thanks to the
responsibility placed on our organization dur-
ing the war I now find, much to my satisfaction,
that the business requires less attention from
me and that I accordingly have more time for
the phonograph research work, in which I take
such a keen interest and from which I derive
so much pleasure.
Symphony Orchestra Recordings
"I have already renewed the experiments on
symphony orchestra recording, which were in-
(Continued on page 14)
Future scanning projects are planned by the International Arcade Museum Library (IAML).