Music Trade Review

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THE MUSIC TRADE REVIEW
DECEMBER 6,
1924
THE TALKING MACHINE TRADE
Attractive New Victrola
Developing a Sale for a
Devotes Double Display
Catalog Is Now Ready
New Type of Instrument
Window to the Sonora
Hartman Furniture Store Makes Handsome
Display of Entire Line With Remarkable
Returns in Ultimate Sales
CHICAGO, I I I . , December 1.—The Hartman
Furniture Stores, one of the largest furniture
establishment in the Middle West, with a large
Newest Volume Issued by Victor Co. Illus-
trates and Describes Entire Range of Stand-
ard Victrola Models From Portable to Flat
Tops—Handsome Selling Literature
There has just been issued by the Victor
Talking Machine Co. a new Victrola instru-
Display of Sonoras by Hartman Furniture Stores
ment catalog that sets a high mark for publi-
cations of that class in that it contains illustra-
tions, specifications and interesting descriptive
matter covering the twenty-five instruments in
the present standard Victor line ranging from
the portables and small table models to the elab-
orate upright and console types. In at least
three of the console models it is possible to
install radio receivers and this fact is noted in
the catalog.
The booklet itself is imposing, being bound
in a rich brown paper, embossed in gold. The
first two pages are given over to descriptive
matter regarding the Victrola and Victor rec-
The concerts given each evening at the show- ords and their possibilities, and the remainder
rooms of the Victor Talking Machine Co. on- of the volume is devoted exclusively to a pres-
the boardwalk at Atlantic City, N. J., continue entation of Victrola instruments. Even the
to rank high in popular favor. The showrooms descriptive matter is out of the usual form and
and auditorium have established themselves as is interesting in itself. Coming as it does just
being among the stellar attractions at this seaside
before the holidays the new catalog should
resort ^and thousands of visitors from every sec- prove a medium for bringing in numerous Vic-
tion of the country have had demonstrated the trola sales.
Victrola and Victor records as a means of enter-
tainment and education. The explanatory talks
given with the concerts have proved to be a
popular feature. As typical of the concerts given
each evening, the following, chosen at random
from the programs for the past month, are in- Prominent Talking Machine Firm to Operate
teresting: October 15, "Why Is Jazz?" October
Separately in New York and Brooklyn Under
22, "From Vaudeville to Grand Opera"; October
Different Corporate Names
29, "Famous Victor Artists as Composers"; Oc-
tober 30, "The Halloween Spirit in Music";
The talking machine firm of Owens & Beers,
November 4, "Is America Musical?" November which has served the music-loving public for
11, "Armistice Day—Music of the Great War."
a great many years at 81 Chambers street, New
Once each week an operalogue is given, with
York, and 1074 Flatbush avenue, Brooklyn, N.
the most famous operatic artists being heard Y., was recently dissolved and each store will
through the medium of Victor records. Other be a separate corporation. The New York store
popular programs are those devoted to one type
will be known as A. J. Beers, Inc., having re-
of artists, such as, "An Hour With the Greatest
cently been incorporated at Albany with a cap-
Baritones and Tenors" and "The Greatest Vio- ital stock of sixty-six shares of common stock
linists and 'Cellists."
of no par value. The incorporators are A. J.
Beers, J. T. Owens and C. J. O'Donoghue. The
Brooklyn establishment will in the future be
known as J. T. Owens, Inc., having recently
EL PASO, TEX., December 3.—The phonograph been incorporated to deal in talking machines
and radio shop of the American Furniture Co., with a capital stock of 134 shares of common
stock of no par value. The incorporators are
112-122 South Stanton street, has recently been
formally opened with a musical program. The J. T. Owens, V. H. J. Beers and C. J. O'Dono-
store will carry the. Brunswick and Sonora. ghue, all well known to the trade.
department devoted to the sale of Sonora
phonographs, recently devoted a big double win-
dow display to Sonoras and Sonoradios as well
as Sonora radio speakers.
Manager Stracha, of the phonograph depart-
ment, originated and executed the display shown
in the accompanying illustration, which was one
of the most successful windows ever installed
by the Hartman organization.
Concerts at Victor Atlantic
City Showrooms Popular
Owens & Beers Form
Separate Corporations
Open New Department
How the William Gushard Dry Goods Co., of
Decatur, 111., Introduced the Brunswick Radi-
ola in Its Territory
The difference between merchants is the
interest taken from the starting point. On the
occasion of the Brunswick-Balke-Collender Co.
announcing to its dealers that they would soon,
furnish them with a new musical instrument,
the Brunswick Radiola, the William Gushard
Dry Goods Co., Decatur, 111., promptly made it
a point to get in touch with the St. Louis
branch serving them with Brunswick merchan-
dise, stating that on the occasion of the branch
being in position to show them samples of the
new musical instrument they would be most
pleased to make a visit for the purpose of thor-
oughly .inspecting it. This they did. They
gathered all the information they wanted, de-
cided that they would launch forth with Bruns-
wick Radiolas, and immediately laid plans for
procedure.
The first thing was to study the instrument
in every respect, gather all the information re-
garding radio that could be procured, then ar-
range their Brunswick department to accept it.
Following this, they called in the advertising
manager, told him what had been learned and
found, and requested that an advertising cam-
paign be prepared immediately. They carefully
checked over the city of some 25,000 population,
analyzing the possibilities for placing this new
musical instrument in many homes, then pre-
pared invitations of a most attractive character,
and these went forth to a selected list, reaching
the prospects the day before the newspaper
copy appeared. The display in the store was all
set, the instruments equipped for demonstra-
tion, and the most prominent show window at
their disposal was tastefully arranged with
Brunswick Radiolas. The initial announcement
was followed closely by another, and then again
with still some more. Results? They are sell-
ing this new musical instrument, and, what is
more, reaping profit from a field that they feel
heretofore they had not touched.
Wilkinson to Move
The Wilkinson Music House, Des Moines, la.,
is planning to move into new and larger quar-
ters the latter part of this month. In the new
store 6,000 square feet will be available which is
necessary due to the growing amount of busi-
ness done by this firm.