Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
OCTOBER 9,
1920
THE
COMMUNICATION WITH NEXT WORLD
MUSIC
TRADE
REVIEW
FEATURING "HUMORESQUE"
45
EDISON JOBBERS HOLD CONFERENCE
Thomas A. Edison Said to Be Working on
Device Which Makes Spirit Messages Possible
—Departed Spirits Can Talk With Us at Will
If Present Plans Prove to Be Satisfactory
Dealer Service Department of Columbia Co. Pre- Western Regional Group Meets as Hosts of
Denver Dry Goods Co.—Edison Laboratories
pares Advertising Material Featuring Dvorak's
Classic in Connection With Popularity of
Represented by Thomas J. Leonard—Semi-
Motion Picture of That Name
Annual Conference Next Year in Vancouver
"Thomas A. Edison is hard at work on an
invention—what he calls 'an apparatus'—designed
to enable those who have left this earth to com-
municate with those of us who are still on the
earth," according to an article appearing in the
American Magazine for October, in which B. C.
Forbes quotes the inventor as saying:
"I am working on the theory that our person-
ality exists after what we call life leaves our
present material bodies. If our personality dies
what's the use of a hereafter? What would it
amount to? It wouldn't mean anything to us as
individuals. If there is a hereafter which is to do
UF any good, we want our personality to survive,
don't we?
"If our personality survives, then it is strictly
logical and scientific to assume that it retains
memory, intellect, and other faculties and knowl-
edge that we acquire on this earth. Therefore,
if personality exists, after what we call death, it
is reasonable to conclude that those who leave
this earth would like to communicate with those
they have left here. Accordingly, the thing to do
is to furnish the best conceivable means to make
it easy for them to open up communication with
us, and then see what happens.
"I am proceeding on the theory that in the very
nature of things the degree of material or phys-
ical power possessed by those in the next life
must be extremely slight; and that, therefore,
any instrument designed to be used to com-
municate with us must be super-delicate—as fine
and responsive as human ingenuity can make it.
For my part, I am inclined to believe that our
personality hereafter will be able to affect mat-
ter. If this reasoning be correct, then, if we can
evolve an instrument so delicate as to be affected,
or moved, or manipulated—whichever term you
want to use—-by our personality as it survives in
the next life, such an instrument, when made
available, ought to record something."
The article then goes on to say that Mr. Edison
would not be astonished if responses on his new
invention were to come, first of all, from
telegraphers, scientists, or others thoroughly un-
derstanding the use of delicate instruments and
electric currents. He is engaged in the construc-
tion of one such apparatus now and hopes to
finish it before very "many months.
The Dealer Service department of the Co-
lumbia Graphophone Co. has co-operated with
Columbia branches throughout the country in
the preparation of advertising material suitable
for use in connection with the famous photo-
play, "Humoresque." This film is attaining phe-
nomenal success everywhere, and is considered
one of the greatest motion pictures ever pro-
duced.
The Columbia Dealer Service department
suggests that the Columbia dealers take advan-
tage of the tremendous publicity used in behalf
of "Humoresque" by securing lobby cards,
posters, scenes from the film play, etc., from
the owners of the local moving picture theatres.
This publicity matter can be displayed by the
dealer in his store and windows, in connection
with show cards advising the public that
"Humoresque" can be secured on Columbia
records. As the entire theme of this famous
photoplay is based on Dvorak's classic, the Co-
lumbia dealer has an opportunity to feature this
record to advantage.
PARDEE RETIRES FROM BUSINESS
President and Treasurer of Pardee-Ellenberger
Co., Edison Jobbers of Boston, Severs Busi-
ness Connections—F.H.Silliman Succeeds Him
BOSTON, MASS., October 4.—Considerable surprise
greeted the announcement that William O. Par-
dee, for nearly twenty-five, years president and
treasurer of the Pardee-Ellenberger Co., Inc.,
Edison jobbers in Boston and New Haven, has
retired from the business. He will be succeeded
in that capacity by Frederick H. Silliman, re-
cently vice-president and in charge of the New
Haven office, who has been associated with the
company for nearly twenty years.
Frederick T. Keeney, whose services date back
to the organization of the business, has been
placed in charge of the New Haven office. The
Edison Shop in New Haven will continue under
the supervision of Henry L. Ellenberger."
NO SUCH THING AS BAD LUCK
There is no such thing as bad luck. It usually
comes as a direct result of mismanagement,
carelessness, or improvidence.
A SUCCESSFUL IDAHO MUSIC STORE
Auerbach's Music Store Finds Columbia Dealer
Helps Valuable in Improving Business
IDAHO FALLS, IDAHO, October 4.—One of the
most successful retail stores in this city is Auer-
bach's Music Store, which specializes in the sale
of Columbia Grafonolas and Columbia records.
This store is located on the principal business
street of this city, and through the use of ef-
ficient sales methods and timely publicity Mr.
View of Interior of Auerbach's Store
Auerbach has developed a profitable clientele
for Columbia product.
A section of this store is shown herewith, and
the refinement of the decorations, together with
the attractiveness of the store lay-out, have con-
tributed materially to the success of the estab-
lishment. Mr. Auerbach uses all of the sales
helps prepared by the Columbia Dealer Service
department, and has found them invaluable.
EFFECTIVE WINDOW TREATMENT
"Love Nest" Display Wins Front-page News-
paper Story in Uniontown
Manager E. F. Gebhard, of the store of P. W.
Simon, Victor dealer in Uniontown, Pa., ar-
ranged such an effective window display featur-
ing the musical comedy hit, "The Love Nest,"
that it won a front-page story in the local
newspapers. The scheme of the display in-
cluded a little cottage surrounded by rose
bushes, with a tree stump in the foreground
upon which a pair of birds were cooing. On the
porch of the house a happy couple carried out
the idea of the song and a Victor dog occupied
a prominent place on the lawn.
Unusual interest attended the second Western
Regional Conference of Edison jobbers, held on
September 20 and 21, in the beautiful conference
room of the Denver Dry Goods Co., Edison job-
bers in that city. Norman D. Tharp, who re-
cently succeeded Walter C. Wyatt as manager of
the Edison department of the Denver jobbing
organization, was host to the delegates and acted
as chairman of the business sessions. The Edison
Laboratories were represented at the conference
by General Sales Manager Thomas J. Leonard.
Despite the extensiveness of the program,
which was adhered to so far as possible through-
out the two-day session, it was found necessary
to expand it into consideration of several addi-
tional subjects. On the morning of the second
day, the open forum, led by Thomas J. Leonard,
excited considerable discussion and brought to
light several interesting phases in connection with
the 1920 sales promotion plans, around which the
interest of those present at the meeting was
chiefly centered.
Satisfaction and approval were expressed by
those present concerning the interlocking news-
paper advertising, which forms a part of the ex-
tensive advertising campaign launched by Edison
dealers with the co-operation of the Edison
Laboratories. Several jobbers cited instances
where dealers who ordinarily write their own
newspaper advertising copy reported a substan-
tial increase in business as the result of using the
copy furnished them by the Edison Laboratories.
It was decided to hold the next semi-annual
conference, to take place next Spring, at Van-
couver, British Columbia, where the Kent Piano
Co., Ltd., Edison jobbers located in that city, will
act as hosts.
The Denver Dry Goods Co. entertained the
delegates on both days at luncheons given in the
beautiful Denver Tea Room, which is located on
the same floor with the jobber's retail Edison de-
partment and which is considered as one of Den-
ver's most popular resorts.
The Western Regional Group of Edison Job-
bers comprises the following jobbing points:
San Francisco, Los. Angeles, Portland, Denver,
Ogden, Helena and Vancouver, British Columbia.
SENDS OUT JOJHNSON'S ADDRESS
General Manager of Eclipse Musical Co. of
Cleveland Discusses Its Importance and Value
The interesting address delivered by Eldridge
R. Johnson, president of the Victor Talking Ma-
chine Co., before the convention of the National
Association of Talking Machine Jobbers at At-
lantic City in July has been sent out in book
form by C. K. Bennett, general manager of the
Eclipse Musical Co., Cleveland, O., to all the
clients of the Eclipse Co. as well as friends and
associates in the industry. In this connection
Mr. Bennett said: "We believe the address of
Mr. Johnson is a masterpiece of thought, as it
deals in a strikingly creative manner with the
remedy for the ills of our country, and sets forth
very aptly our position in those countries across
the seas where turmoil now prevails. It is so
vital to our well-being and we deem it of such
importance to everyone that we are spreading
this gospel as widely as possible."
Geo. G. Fowler, who established the Phono-
Cycle & Supply Co., of Franklin, N. H., this
Summer, has now taken on a full line of talk-
ing machines and Okeh records. He reports
business excellent.