Music Trade Review
Issue: 1923 Vol. 76 N. 17 - Page 62
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
APRIL 28,
1923
EFFECTIVE TIE=UP WITH THEATRE
NEW VICTOR DEALER PUBLICITY
COLUMBIA TRAVELERS RETURN
Schlegel's Rexall Drug Stores Utilize Windows,
Advertising and the Theatre Itself in Com-
plete Link-up With Moving Picture
Electros for Reproduction on Postal Cards for
Circularization of Record Prospects an Im-
portant Innovation in Dealer Publicity
Optimistic Over Outlook—B. W. Jennings
Planned Summer Business With Branch
Managers While Away Upon Trip
DAVENPORT, IA., April 23.—Schlegel's Rexall Drug
Stores, operating two stores in this city, which
feature the Edison machines and records, re-
cently staged a tie-up with a local theatre
which was both unusual and successful in at-
tracting attention to the merits of the Edison
line. The tie-up was prepared when the mov-
ing picture, "When Knighthood W a s in
Flower," was shown at the Capitol Theatre.
An Edison instrument, to which was attached
an amplifier, concealed behind the screen,
played twice during each performance of the
picture, accompanied by the orchestra or organ.
Another Edison phonograph, a William and
Mary model, was placed in the foyer of the
theatre with an artistically prepared card,
bringing out the idea of the play. A spotlight
directed at the card and phonograph brought
both out in sharp relief and attracted attention
toward this exhibit.
Another important feature of this tie-up was
the extensive advertising of the concern during
the time the picture was shown. The ads, which
appeared in the local newspapers, featured the
play and the period designs which it is possible
to secure in the Edison, as well as the repro-
ducing quality of the instruments. Window dis-
plays in both stores, linked with the picture,
were also resorted to.
This is a fine example of how dealers can
cash in on local events by thorough co-operation
of all the publicity forces at their command.
The results are always worth time and money
spent because the cumulative effect eventually
brings a big return.
Something entirely new and original in the
way of a dealer publicity help has just been
placed at the disposal of the trade by the Victor
Talking Machine Co., Camden, N. J. This con-
sists of a series of electros especially designed
for reproduction on the ordinary postal card
for the exploitation of special records. A two-
color effect can be obtained with these electros
by printing upon colored stock. The Victor
Co. advises dealers that specially attractive
effects are obtained by printing black on salmon
stock, green on grey stock, red on light salmon,
blue on grey, red on buff, sepia on light blue.
This is really an innovation in dealer helps
and marks a step forward in manufacturer co-
operation which fills a distinct want in making
more effective the circularization of customers
in behalf of Victor records.
B. W. Jennings, branch service manager of
the Columbia Graphophone Co., New York, re-
turned this week from an extended trip through
Cleveland, Detroit and Cincinnati territory. Mr.
Jennings spent considerable time with branch
managers in each of these cities, co-operating
with them in inaugurating plans for Summer
business. He reports that business in the ter-
ritory he visited was excellent and that Colum
hia dealers are getting their share.
Robert Porter, field sales manager, who has
been away from Columbia headquarters in New
York for the past month, which he spent on
the West Coast, is now back again at his desk.
Westervelt Terhune, manager of the Atlanta
branch, was a visitor to Columbia headquarters
this week, conferring with the sales department
on plans for the coming Summer months.
J. N. BREWSTER PROMOTED
EDISON RECORD CATALOG FOR TRADE
Appointed an Assistant Manager of Pittsburgh
Branch of the Columbia Co.
Imposing Volume of 500 Pages, Cloth Bound,
Just Issued for Use of Dealers
The headquarters of the Columbia Grapho-
phone Co., New York, announced this week
J. N. Brewster, formerly assistant manager of
the Detroit branch, has been appointed assistant
manager of the Pittsburgh branch, the change
to be effected this week. Mr. Brewster has
been connected with the Detroit branch for
some time past and his appointment to the Pitts-
burgh branch is in the way of promotion merited
by his splendid work which he has done in the
Detroit territory.
J. J. McGeehan, whose place Mr. Brewster is
taking in Pittsburgh, has been assigned the im-
portant city territory of Pittsburgh, which he
will look after from now on.
The Edison annual record catalog for 1923,
which is designed for the use of retail Edison
dealers, recently made its appearance. It is a
volume of over 500 pages, cloth bound with a
red cover stamped in gold. It includes a por-
trait of Thomas A. Edison; a list of the artists
whose selections have been recorded by the
Edison Co., classified according to types of
voice, types of instruments, ensembles, etc.;
list prices of Edison records, and a special insert
entitled "Thomas A. Edison Re-Creation of
Music," with which is incorporated a full-page
illustration of each standard model of the New
Edison phonograph and the price thereof. The
rest of the book is given over to a complete list-
ing of all Edison records and classifications are
made according to names of individual selec-
tions. Records by given artists are according
to the nature of the music, such as the various
voices, the various instruments, etc.
This special dealer catalog is equipped with a
chain so that it can be installed as equipment in
demonstration booths, etc. It is neatly printed
and a convenient work of reference.
PEARSALL CO. ENLARGES OFFICES
Metropolitan Victor Wholesaler Now Occupies
Entire Floor—Additional Space Required to
Handle Greatly Increased Business
Spring cleaning has been the order of the day
at the offices of the Silas E. Pearsall Co., 10
East Thirty-ninth street, New York, and with
the completion of renovations and decorations
this well-known wholesaler will have additional
floor space that has been needed for a long
time past. Under the direction of Thomas F.
Green, president of the company, the entire
front part of the company's floor has been com-
pletely renovated, with every inch of available
space utilized to excellent advantage.
When the Silas E. Pearsall Co. took posses-
sion of its present quarters at 10 East Thirty-
ninth street, the company was unable to use the
whole floor until the lease of another occupant
had expired. When this took place steps were
immediately taken to give the Pearsall execu-
tive and sales staff additional floor space, in or-
der to handle the company's fast-growing busi-
ness. These changes are now completed and
the Pearsall Co. occupies the entire floor, add-
ing greatly to merchandising efficiency.
BRUNSWICKS FOR "LEVIATHAN"
Four Brunswick art console phonographs have
been selected from Gimbel Bros., large New
York department store, to grace the salons of
the giant trans-Atlantic liner "Leviathan," which
will start its first cruise under the American
flag on July 4. The instruments were selected
to harmonize with the other fittings of the vari-
ous salons in which they will be placed. Large
record libraries will also be installed on this
ship, the largest vessel afloat.
EDISON TONE=TESTS IN ENGLAND
Helen Davis and Victor Young Booked for
Series of Tone-tests in Great Britain
Word comes from abroad that Helen Davis,
mezzo-soprano, and Victor Young, pianist, both
Edison artists, have been booked for a series of
Edison tone-tests in England. Miss Davis, or
rather Mrs. Victor Young, is one of the most
popular of the Edison tone-test artists. With
her husband she planned to spend six months
in Paris, but news of their fame as tone-test
artists soon reached the Edison dealers in Eng-
land and a series of tone-tests was therefore
arranged for the British Isles.
RESIGNATION OF M. H. WHEAT
MOBILE, ALA., April 23.—M. H. Wheat, for the
past two years in charge of the sales activities
of W. H. Reynalds, Victor wholesaler of this
city, has resigned that position and is returning
to his former home in Chicago, where he plans
future activities. Mr. Wheat has been long con-
nected with the talking machine trade, handling
both the Victor and Brunswick lines in the
course of his career. He has not announced
his future plans.
UNION T. M. CO. BANKRUPT
Schedules in bankruptcy have been filed by
Nathan Smith, doing business as the Union
Talking Machine Co., 16 Avenue B, New York
City. Liabilities are stated as $31,642, and as-
sets at $5,000.
H. L. IRELAND IN NEW POST
Made Assistant Manager of New York Whole-
sale Branch of the Columbia Co.
George W. Hopkins, vice-president and gen-
eral sales manager of the Columbia Grapho-
phone Co., New York, announced this week
that H. L. Ireland, formerly a salesman in the
Pittsburgh branch, has been appointed assistant
manager of the New York wholesale branch,
New York City. Mr. Ireland will be assistant
to Kenneth Mills, manager of this important
branch, and his experience gained in the Pitts-
burgh territory qualifies him for this new posi-
tion. This change takes effect this week and
Mr. Ireland is now at his desk taking up his
active duties, pertinent to creating a contact
with Columbia dealers in this territory.
VICTOR FOREIGN RECORDINGS
The Victor Talking Machine Co. has released
recordings in the following languages in the
May supplement: French-Canadian, German,
Greek, Hebrew, Yiddish, Italian, Lithuanian,
Mexican, Norwegian, Polish, Slovene and
Swedish.
THE MUSIC TRADE REVIEW
APRIL 28,
1923
EFFECTIVE TIE=UP WITH THEATRE
NEW VICTOR DEALER PUBLICITY
COLUMBIA TRAVELERS RETURN
Schlegel's Rexall Drug Stores Utilize Windows,
Advertising and the Theatre Itself in Com-
plete Link-up With Moving Picture
Electros for Reproduction on Postal Cards for
Circularization of Record Prospects an Im-
portant Innovation in Dealer Publicity
Optimistic Over Outlook—B. W. Jennings
Planned Summer Business With Branch
Managers While Away Upon Trip
DAVENPORT, IA., April 23.—Schlegel's Rexall Drug
Stores, operating two stores in this city, which
feature the Edison machines and records, re-
cently staged a tie-up with a local theatre
which was both unusual and successful in at-
tracting attention to the merits of the Edison
line. The tie-up was prepared when the mov-
ing picture, "When Knighthood W a s in
Flower," was shown at the Capitol Theatre.
An Edison instrument, to which was attached
an amplifier, concealed behind the screen,
played twice during each performance of the
picture, accompanied by the orchestra or organ.
Another Edison phonograph, a William and
Mary model, was placed in the foyer of the
theatre with an artistically prepared card,
bringing out the idea of the play. A spotlight
directed at the card and phonograph brought
both out in sharp relief and attracted attention
toward this exhibit.
Another important feature of this tie-up was
the extensive advertising of the concern during
the time the picture was shown. The ads, which
appeared in the local newspapers, featured the
play and the period designs which it is possible
to secure in the Edison, as well as the repro-
ducing quality of the instruments. Window dis-
plays in both stores, linked with the picture,
were also resorted to.
This is a fine example of how dealers can
cash in on local events by thorough co-operation
of all the publicity forces at their command.
The results are always worth time and money
spent because the cumulative effect eventually
brings a big return.
Something entirely new and original in the
way of a dealer publicity help has just been
placed at the disposal of the trade by the Victor
Talking Machine Co., Camden, N. J. This con-
sists of a series of electros especially designed
for reproduction on the ordinary postal card
for the exploitation of special records. A two-
color effect can be obtained with these electros
by printing upon colored stock. The Victor
Co. advises dealers that specially attractive
effects are obtained by printing black on salmon
stock, green on grey stock, red on light salmon,
blue on grey, red on buff, sepia on light blue.
This is really an innovation in dealer helps
and marks a step forward in manufacturer co-
operation which fills a distinct want in making
more effective the circularization of customers
in behalf of Victor records.
B. W. Jennings, branch service manager of
the Columbia Graphophone Co., New York, re-
turned this week from an extended trip through
Cleveland, Detroit and Cincinnati territory. Mr.
Jennings spent considerable time with branch
managers in each of these cities, co-operating
with them in inaugurating plans for Summer
business. He reports that business in the ter-
ritory he visited was excellent and that Colum
hia dealers are getting their share.
Robert Porter, field sales manager, who has
been away from Columbia headquarters in New
York for the past month, which he spent on
the West Coast, is now back again at his desk.
Westervelt Terhune, manager of the Atlanta
branch, was a visitor to Columbia headquarters
this week, conferring with the sales department
on plans for the coming Summer months.
J. N. BREWSTER PROMOTED
EDISON RECORD CATALOG FOR TRADE
Appointed an Assistant Manager of Pittsburgh
Branch of the Columbia Co.
Imposing Volume of 500 Pages, Cloth Bound,
Just Issued for Use of Dealers
The headquarters of the Columbia Grapho-
phone Co., New York, announced this week
J. N. Brewster, formerly assistant manager of
the Detroit branch, has been appointed assistant
manager of the Pittsburgh branch, the change
to be effected this week. Mr. Brewster has
been connected with the Detroit branch for
some time past and his appointment to the Pitts-
burgh branch is in the way of promotion merited
by his splendid work which he has done in the
Detroit territory.
J. J. McGeehan, whose place Mr. Brewster is
taking in Pittsburgh, has been assigned the im-
portant city territory of Pittsburgh, which he
will look after from now on.
The Edison annual record catalog for 1923,
which is designed for the use of retail Edison
dealers, recently made its appearance. It is a
volume of over 500 pages, cloth bound with a
red cover stamped in gold. It includes a por-
trait of Thomas A. Edison; a list of the artists
whose selections have been recorded by the
Edison Co., classified according to types of
voice, types of instruments, ensembles, etc.;
list prices of Edison records, and a special insert
entitled "Thomas A. Edison Re-Creation of
Music," with which is incorporated a full-page
illustration of each standard model of the New
Edison phonograph and the price thereof. The
rest of the book is given over to a complete list-
ing of all Edison records and classifications are
made according to names of individual selec-
tions. Records by given artists are according
to the nature of the music, such as the various
voices, the various instruments, etc.
This special dealer catalog is equipped with a
chain so that it can be installed as equipment in
demonstration booths, etc. It is neatly printed
and a convenient work of reference.
PEARSALL CO. ENLARGES OFFICES
Metropolitan Victor Wholesaler Now Occupies
Entire Floor—Additional Space Required to
Handle Greatly Increased Business
Spring cleaning has been the order of the day
at the offices of the Silas E. Pearsall Co., 10
East Thirty-ninth street, New York, and with
the completion of renovations and decorations
this well-known wholesaler will have additional
floor space that has been needed for a long
time past. Under the direction of Thomas F.
Green, president of the company, the entire
front part of the company's floor has been com-
pletely renovated, with every inch of available
space utilized to excellent advantage.
When the Silas E. Pearsall Co. took posses-
sion of its present quarters at 10 East Thirty-
ninth street, the company was unable to use the
whole floor until the lease of another occupant
had expired. When this took place steps were
immediately taken to give the Pearsall execu-
tive and sales staff additional floor space, in or-
der to handle the company's fast-growing busi-
ness. These changes are now completed and
the Pearsall Co. occupies the entire floor, add-
ing greatly to merchandising efficiency.
BRUNSWICKS FOR "LEVIATHAN"
Four Brunswick art console phonographs have
been selected from Gimbel Bros., large New
York department store, to grace the salons of
the giant trans-Atlantic liner "Leviathan," which
will start its first cruise under the American
flag on July 4. The instruments were selected
to harmonize with the other fittings of the vari-
ous salons in which they will be placed. Large
record libraries will also be installed on this
ship, the largest vessel afloat.
EDISON TONE=TESTS IN ENGLAND
Helen Davis and Victor Young Booked for
Series of Tone-tests in Great Britain
Word comes from abroad that Helen Davis,
mezzo-soprano, and Victor Young, pianist, both
Edison artists, have been booked for a series of
Edison tone-tests in England. Miss Davis, or
rather Mrs. Victor Young, is one of the most
popular of the Edison tone-test artists. With
her husband she planned to spend six months
in Paris, but news of their fame as tone-test
artists soon reached the Edison dealers in Eng-
land and a series of tone-tests was therefore
arranged for the British Isles.
RESIGNATION OF M. H. WHEAT
MOBILE, ALA., April 23.—M. H. Wheat, for the
past two years in charge of the sales activities
of W. H. Reynalds, Victor wholesaler of this
city, has resigned that position and is returning
to his former home in Chicago, where he plans
future activities. Mr. Wheat has been long con-
nected with the talking machine trade, handling
both the Victor and Brunswick lines in the
course of his career. He has not announced
his future plans.
UNION T. M. CO. BANKRUPT
Schedules in bankruptcy have been filed by
Nathan Smith, doing business as the Union
Talking Machine Co., 16 Avenue B, New York
City. Liabilities are stated as $31,642, and as-
sets at $5,000.
H. L. IRELAND IN NEW POST
Made Assistant Manager of New York Whole-
sale Branch of the Columbia Co.
George W. Hopkins, vice-president and gen-
eral sales manager of the Columbia Grapho-
phone Co., New York, announced this week
that H. L. Ireland, formerly a salesman in the
Pittsburgh branch, has been appointed assistant
manager of the New York wholesale branch,
New York City. Mr. Ireland will be assistant
to Kenneth Mills, manager of this important
branch, and his experience gained in the Pitts-
burgh territory qualifies him for this new posi-
tion. This change takes effect this week and
Mr. Ireland is now at his desk taking up his
active duties, pertinent to creating a contact
with Columbia dealers in this territory.
VICTOR FOREIGN RECORDINGS
The Victor Talking Machine Co. has released
recordings in the following languages in the
May supplement: French-Canadian, German,
Greek, Hebrew, Yiddish, Italian, Lithuanian,
Mexican, Norwegian, Polish, Slovene and
Swedish.
Future scanning projects are planned by the International Arcade Museum Library (IAML).