Music Trade Review
Issue: 1924 Vol. 78 N. 10 - Page 51
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MARCH 8,
1924
THE
MUSIC TRADE
47
REVIEW
"Sonoradio," Combining Sonora Console
and a Radio Set, Proves a Good Seller
Combination Phonograph and Radio Now Being Manufactured by the Sonora Phonograph Co.
to Meet the Growing Tendency of Public to Secure Both Instruments in the Same Cabinet
During the past few weeks Sonora jobbers in
different sections of the country have been dem-
onstrating to their dealers a new instrument
known as the "Sonoradio," comprising a com-
bination of a Sonora console phonograph and
radio receiving set. The Sonora Phonograph
Co., Inc., New York, has not made any official
announcement regarding this new product, but
in a chat with The World Joseph Wolff, vice-
president and manager of production, referred
to the Sonoradio as follows: "The close rela-
tion between what is at present heard through
a radio receiving set and a phonograph has a
tendency to correlate them in the mind of the
average person. The manufacturers of radio
receiving sets have recognized this tendency
and the trend to-day is to build them in cabinets
similar to phonographs. Our company long ago
realized that there was a definite relation be-
tween radio receiving sets and phonographs,
and as early as 1921 we were experimenting
and developing receiving sets and obtaining very
good results. In March, 1922, the name
Sonoradio was conceived and registered for the
first combined Sonora phonograph and radio
which was placed on the market in a small
way. Immediate developments disclosed facts,
however, which made it prudent to postpone'
further public presentation of the Sonoradio
until a later date.
"Since then the radio industry has become
more stabilized, and it has developed receiving
sets and parts to a point where certain definite
things may be relied upon in their performance.
The time has now arrived when the Sonora
Phonograph Co. feels safe in presenting a com-
bination phonograph and radio. In our experi-
ments we discovered that the Sonora tone arm
and amplifier constitute a unit which is ideally
adaptable to the amplifying of radio reproduc-
tion. This fact should prove a strong factor
L. E. Hilduser With
the Columbia Go.
Appointed by Columbia Co. to Control Central
Pennsylvania Sales Territory—Has Record as
a Successful Salesman and Live Wire
PHILADELPHIA, PA., March 7.—L. E. Hil-
duser, who was recently placed in complete
charge of the Columbia Phonograph Co.'s ac-
in selling the Sonoradio. We have been work-
ing in close co-operation with the manufacturers
of the standard radio receiving sets to such an
extent that the manner in which the phonograph
and cabinet is constructed and the construction
and design of the radio receiving set are so
perfectly synchronized that the Sonora unit, we
believe, is far superior to the ordinary phono-
graph in which a radio set has been installed.
"The Sonoradio comprises an improved type
of radio receiver, consisting of a highly selec-
tive two-circuit tuner with detector and radio-
audio amplifier, using five U V No. 199 tubes
These tubes are dry-cell operated and all neces-
sary A, B and C batteries are contained in a
special battery box set into the cabinet. The
wave length range covers the entire broadcast-
ing band of 220 to 550 meters, and through the
use of specially designed radio frequency trans-
Sonoradio Trade-mark
formers practically equal sensitivity is secured
over the entire broadcasting wave length band.
Good results may be obtained with an indoor
antenna for local work, but for long-distance
reception an outdoor antenna may be preferable.
The Sonora phonograph equipment is built on
one side of the cabinet and the radio receiving
set on the other. Sounds from either phono-
graph or radio pass through the same tone arm
and amplifier or horn, the only change for either
being made at the small end of the tone arm
where the sound box is slipped on for phono-
graph reproductions and the radio reproducer
for the radio. The change is simple and can
be made in a few seconds."
his efforts in this position were well reflected
by continual yearly increases in sales.
Mr. Hilduser is well fitted for his appoint-
ment with the Columbia Co., as his accom-
plishments during his brief tenure in the new
post prove. He has opened some very im-
portant Columbia accounts and his record of
accomplishments stands well up at the head of
the list; showing material sales increases both
in New Process records and the new types of
Columbia phonographs.
Victor Weekly Releases
Are Now Listed on Cards
Usual Style of Weekly Supplement Replaced by
Attractive Folded Cards—Monthly Supple-
ments Another Important Innovation
A radical change in the weekly record sup-
plements, beginning with the releases of Febru-
ary 1, has been made by the Victor Talking
Machine Co. The usual four-page supplement
requiring an envelope for mailing has been
abandoned in favor of a most attractively de-
signed mailing card, which merely requires the
dealer's imprint and a 1-cent stamp for mailing.
If the first of these cards may be taken as an
indication, Victor dealers will find these weekly
releases much more effective in results. The
face of the card contains photographs of the
artists whose records are included in the cur-
L. E. Hilduser
tivities throughout central Pennsylvania, tak- rent release, and the inside is devoted to the
ing in such important cities as Harrisburg, record lists.
York, Lancaster, Chambersburg, Hazleton and
Another innovation consists of a monthly
surrounding territory, is one of the live wires supplement, which will be supplied beginning
in the selling end of the trade. Mr. Hilduser February 29, containing a recapitulation of all
was formerly district sales manager of the records listed during 1924. The monthly sup-
Torrington Co., located at New York City, and plement will be issued regularly.
io double
VourIncome
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 ?
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.
Don't miss your chance.
coupon now.
Send in the
TALKING MACHINE WORLD,
383 Madison Ave., New York City.
Please enter my subscription for one year. I want to
learn how to double my income via a talking machine
department. Rill me $2 at your convenience to cover cost
of same.
Name
Firm
Street
City and State
MARCH 8,
1924
THE
MUSIC TRADE
47
REVIEW
"Sonoradio," Combining Sonora Console
and a Radio Set, Proves a Good Seller
Combination Phonograph and Radio Now Being Manufactured by the Sonora Phonograph Co.
to Meet the Growing Tendency of Public to Secure Both Instruments in the Same Cabinet
During the past few weeks Sonora jobbers in
different sections of the country have been dem-
onstrating to their dealers a new instrument
known as the "Sonoradio," comprising a com-
bination of a Sonora console phonograph and
radio receiving set. The Sonora Phonograph
Co., Inc., New York, has not made any official
announcement regarding this new product, but
in a chat with The World Joseph Wolff, vice-
president and manager of production, referred
to the Sonoradio as follows: "The close rela-
tion between what is at present heard through
a radio receiving set and a phonograph has a
tendency to correlate them in the mind of the
average person. The manufacturers of radio
receiving sets have recognized this tendency
and the trend to-day is to build them in cabinets
similar to phonographs. Our company long ago
realized that there was a definite relation be-
tween radio receiving sets and phonographs,
and as early as 1921 we were experimenting
and developing receiving sets and obtaining very
good results. In March, 1922, the name
Sonoradio was conceived and registered for the
first combined Sonora phonograph and radio
which was placed on the market in a small
way. Immediate developments disclosed facts,
however, which made it prudent to postpone'
further public presentation of the Sonoradio
until a later date.
"Since then the radio industry has become
more stabilized, and it has developed receiving
sets and parts to a point where certain definite
things may be relied upon in their performance.
The time has now arrived when the Sonora
Phonograph Co. feels safe in presenting a com-
bination phonograph and radio. In our experi-
ments we discovered that the Sonora tone arm
and amplifier constitute a unit which is ideally
adaptable to the amplifying of radio reproduc-
tion. This fact should prove a strong factor
L. E. Hilduser With
the Columbia Go.
Appointed by Columbia Co. to Control Central
Pennsylvania Sales Territory—Has Record as
a Successful Salesman and Live Wire
PHILADELPHIA, PA., March 7.—L. E. Hil-
duser, who was recently placed in complete
charge of the Columbia Phonograph Co.'s ac-
in selling the Sonoradio. We have been work-
ing in close co-operation with the manufacturers
of the standard radio receiving sets to such an
extent that the manner in which the phonograph
and cabinet is constructed and the construction
and design of the radio receiving set are so
perfectly synchronized that the Sonora unit, we
believe, is far superior to the ordinary phono-
graph in which a radio set has been installed.
"The Sonoradio comprises an improved type
of radio receiver, consisting of a highly selec-
tive two-circuit tuner with detector and radio-
audio amplifier, using five U V No. 199 tubes
These tubes are dry-cell operated and all neces-
sary A, B and C batteries are contained in a
special battery box set into the cabinet. The
wave length range covers the entire broadcast-
ing band of 220 to 550 meters, and through the
use of specially designed radio frequency trans-
Sonoradio Trade-mark
formers practically equal sensitivity is secured
over the entire broadcasting wave length band.
Good results may be obtained with an indoor
antenna for local work, but for long-distance
reception an outdoor antenna may be preferable.
The Sonora phonograph equipment is built on
one side of the cabinet and the radio receiving
set on the other. Sounds from either phono-
graph or radio pass through the same tone arm
and amplifier or horn, the only change for either
being made at the small end of the tone arm
where the sound box is slipped on for phono-
graph reproductions and the radio reproducer
for the radio. The change is simple and can
be made in a few seconds."
his efforts in this position were well reflected
by continual yearly increases in sales.
Mr. Hilduser is well fitted for his appoint-
ment with the Columbia Co., as his accom-
plishments during his brief tenure in the new
post prove. He has opened some very im-
portant Columbia accounts and his record of
accomplishments stands well up at the head of
the list; showing material sales increases both
in New Process records and the new types of
Columbia phonographs.
Victor Weekly Releases
Are Now Listed on Cards
Usual Style of Weekly Supplement Replaced by
Attractive Folded Cards—Monthly Supple-
ments Another Important Innovation
A radical change in the weekly record sup-
plements, beginning with the releases of Febru-
ary 1, has been made by the Victor Talking
Machine Co. The usual four-page supplement
requiring an envelope for mailing has been
abandoned in favor of a most attractively de-
signed mailing card, which merely requires the
dealer's imprint and a 1-cent stamp for mailing.
If the first of these cards may be taken as an
indication, Victor dealers will find these weekly
releases much more effective in results. The
face of the card contains photographs of the
artists whose records are included in the cur-
L. E. Hilduser
tivities throughout central Pennsylvania, tak- rent release, and the inside is devoted to the
ing in such important cities as Harrisburg, record lists.
York, Lancaster, Chambersburg, Hazleton and
Another innovation consists of a monthly
surrounding territory, is one of the live wires supplement, which will be supplied beginning
in the selling end of the trade. Mr. Hilduser February 29, containing a recapitulation of all
was formerly district sales manager of the records listed during 1924. The monthly sup-
Torrington Co., located at New York City, and plement will be issued regularly.
io double
VourIncome
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 ?
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.
Don't miss your chance.
coupon now.
Send in the
TALKING MACHINE WORLD,
383 Madison Ave., New York City.
Please enter my subscription for one year. I want to
learn how to double my income via a talking machine
department. Rill me $2 at your convenience to cover cost
of same.
Name
Firm
Street
City and State
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