Music Trade Review

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MAY
THE
6, 1922
MUSIC TRADE
REVIEW
CREATING SALES FROM THE BROADCASTING OF RECORDS
How Thomas K. Henderson, of Munger & Long, of Camden, N. J., Hooked Up Profitably With the
Radio Craze—Gets Many Orders and a Flood of Letters From Near and Far
In contrast to those members of the industry
who regard the radio as a certain menace to the
talking machine business there are many who take
the other viewpoint and have made every en-
deavor to see how they may hook up profitably
with the radio craze and get some publicity for
themselves and the products they handle.
Among those who have taken advantage of the
radio for publicity purposes is Thomas K. Hen-
derson, manager of the Victrola department of
Munger & Long, Camden, N. J., Who some months
°
'
ago responded to a request from John L. Hill, of
the Federal Institute of Radio Telegraphy, in that
city, to co-operate with him in the broadcasting
of record music, providing for that purpose a
' *
&
f
f
Small Victrola and some records.
The demonstrations proved successful and
aroused a great amount of interest, with the re-
suit that the Camden Daily Courier, one of the
progressive newspapers of the city, began to take
notice of the opportunity and opened a radio
department, publishing the various broadcasting
programs. At the suggestion of the newspaper
Mr. Henderson has for some time past been pre-
paring regular musical programs for each day,
featuring Victor records. These programs are
published each evening with the exception of Sat-
urday and are strictly adhered to. The operator
announces that the records are furnished by the
talking machine department of Munger & Long
and at the end of the selection announces the
number of the record for the benefit of those who
may desire to obtain it. As a matter of fact, the
practice of announcing record numbers started at
the suggestion of a radio fan who held the opinion
that many people might be interested in purchas-
ing the records they heard broadcasted.
Good Advertising Results
In discussing the publicity value of the broad-
casting of the record lists Mr. Henderson said:
"I am convinced that this is splendid advertising
and that the use of the radio will help rather than
retard our business. As evidence of this I might
cite the fact that one day recently a gentleman
wrote us to send him the records of the entire
program he had heard the evening before. Shortly
before that we had a 'phone call from a lady who
"The radio is here to stay. Some think it will
injure our business, but I do not. The talking
machine as a home entertainer is a fixture, and
with the improvements which are bound to come
will prove even more popular in the future."
The following program, selected at random, is
indicative of the caliber of the records selected by
Mr. Henderson:
1.
-
,
3.
Waltz—"Blue Danube"
Philadelphia Orchestra
"Where the Morning Glories Grow,"
„
_,
,._.,,. _ ,
Spencer and Sterling Trio
Bass Solo— Till the Sands of the Desert Grow Cold,
G^enn
4. Tenor Solo—"In Sweet Inniscarra"
Miller
5
- Monologue—"Virginia Judge"
Kelly
2
f £ aPca . rol !f r ( ™V™° f 1 *? f f m a n n )
Giuck and Homer
7 M arc ),—"General Mixup
Sincc
the
has been
Pryor s Band
Added Popular Selections
b r o a d c asting of the Victor records
under
w a y there
has been
received
of
borO; N
c
in t h e South> a n d f r o m
as far
West
Buffalo, affording some idea of the broad tcrri-
tory covered by the radio service as a regu i ar
thine
as
s
and the proposition could be proved
sound from every angle, you wouldn't
hesitate, would you? Of course not,
but do you realize that a talking machine
department can be made to provide
sufficient revenue to take care of the
overhead on your entire establishment ?
I\JpU/ CfllMADA Virt? DDECinPMT
1>CVV a u i
^ U K A V K/E-KKEMUCm
Office-Well
Q M a r t i n Elected to i mpor tant
Known in Industrial and Commercial Circles
f o r m e r l y a n executive of the
International Corp., New York, one
o f t h e c o u n t r y ' s greatest industrial organizations,
h a s b e e n e l e c t e d first V j ce - P resident of the So-
phonograph Co., Inc., New York. Mr.
nora
Martin, who is widely known in business circles,
was in charge of the American International
Corp.'s commercial research and investigation
department, and in this important post he was in
intimate touch with a great, ^ a n y prominent in-
dustrial concerns. He brings to the Sonora
Phonograph Co. a wealth of executive and de-
monstrative ability that makes him a valuable
addition to the Sonora personnel.
s
0
Martiri|
Ameri can
wanted the Caruso record that had been broad-
BRISTOL & BARBER TO MANUFACTURE
casted the previous evening. She had forgotten
the title, but, of course, we knew what she
wanted. These are only two of many similar in-
stances and show that a record demonstrated by
the radio will catch a customer just as it would
if demonstrated in a store in the regular way.
Demonstrations sell records, ergo, the more dem-
onstrations the more sales. It must be remem-
bered that the radio receiver will not play a
record, and if the fan likes the records he has
heard he will, in many cases, buy them.
"In constructing our programs I have endeav-
ored to strike the happy medium in music—noth-
ing too high-brow and nothing trashy. The pop-
ular selections and dance music are not included
in the printed programs, but are added numbers.
Prominent New York Distributors Will Shortly
Place Talking Machine on the Market
-I
Bristol & Barber of 3 West Fourteenth street,
New York City, well known throughout the talk-
ing machine'trade as distributors of talking ma-
chines, records, accessories, etc., have announced
that they will shortly place upon the market a
talking machine of their own. While full details
are not as yet available it is expected that the
new machine will be of the console type, to retail
at $125. One of the features of the machine will
be a motor of exceptional quality, which will be
sold with a five-year guarantee.
So far our efforts seem to have given satisfaction.
AKRON DEPARTMENT ENLARGED
"In our newspaper advertising we make known
the fact that all of the records used in the 3-Y-Q
programs from the Courier station can be ob-
tained at our store. We also have copies of the
programs in our books and they are good sales-
men. 3-Y-Q, which broadcasts on a 400-meter
wave, is one of the most powerful stations in the
East, having a radius of 1,000 miles. At times our
concerts have been heard at much greater dis-
tances, in one instance in the Saskatchewan dis-
trict in the Canadian Northwest, about 1,700 miles
from the broadcasting station.
Record Business Is Helped
"While our own record business has been helped
materially by tlrese radio concerts, I have no
doubt but that dealers in other New Jersey cities
and towns have also been helped through our
efforts, and if such is the case all I can say is
that it is, in my opinion, a .splendid way to tell
the world what you've got.
io double
VourIncome
a
, e t t e r s f r o m v a r i o . l s s c c t j o n s commenting
enthusiastically upon the various programs or
These messages come
n u m b e r s f o u n d therein.
f r o m W alkerville, Ont., in the North, and Wades-
flood
Thousands of other retail music
chants have proved the above made
statement true and thousands of retail
music merchants have looked to The
Talking Machine World for guidance
in the matter of selecting the make of
talking machines they would handle, the
way they would map out their talking
machine department, etc.
The Talking Machine World is the
oldest and largest trade journal in the
world devoted exclusively to the talking
machine industry.
Some book, eh? Yes, and some encyclo'
pedia of the kind of information that
will positively double your income.
More Room for Display of Talking Machines in
M. O'Neil Co. Store
AKRON, O., May 1.—To take care of the increased
business, extensive alterations are being made to
the talking machine department of the M. O'Neil
Co., largest department store here, which has
added the Brunswick line. When improvements
a r e completed the department will have much
needed space at the disposal of its sales floor and
f our m ore demonstration booths, which will bring
the total number up to twenty. According to
Miss Elsie Baer, manager of the department,
business has topped all other departments in the
store, and for this reason officials of the store
allotted the additional floor space.
:—
A new music store has been opened in Pike-
ville, Term., by B. W. Boyd and J. V. Wiggle.
Don't miss your chance.
coupon now.
Send in the
TALKING MACHINE WORLD,
373 Fourth Avc, New York City.
Please enter my subscription for one year. I want to
learn how to double my income via a talking machine
department. Bill me $2 at your convenience to cover cost
of same.
• : if
Name
Firm
Street
City and Sutt