Music Trade Review
Issue: 1927 Vol. 84 N. 26 - Page 7
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Columbia Viva-tonal Records
made the new way -electrically without scratch
Choose a
yours
HEAR THE NEW VIVA-TONAL COLUMBIA
7 MODELS ~~ ~~ PRICES *90*300
Three Panel Colored Poster Which Appears in 200 Fifth Avenue Bussesi, New York
Landayi
f
~~~um *"*
H
Getting the Message
to the Masses
Landay Bros. Feature Columbia Phonograph Co. Line
in a Unique Advertising Campaign in New York City
ISTINCTIVE publicity of a type ment, by having enlarged reproduc-
that marks a departure from the tions of the advertisements made, and
conventional form of advertising by inserting them in frames for window
talking machine records was inaugurated display. Similar posters also occupy a
two months ago by the Landay Bros, or- prominent space on^the record counter
ganization, operating eleven music so that every possible medium for at-
stores in the metropolitan district, and tracting the attention of the prospec-
it has proved decidedly successful. The tive customer is used. These three
s t e p s , Mr. Nathan
newspaper a d v e r-
f e e l s , form the
tisements f e a t u r e
nearest possible ap-
Columbia r e c o rds
Landay's Column
proach to a com-
and are designed not
Happiness Boys!
plete tie-up between
Oh, Boysl Oodles and Oodles of
only to attract the
Happiness I
the advertising and
readers' a 11 e ntion
Come to Landay's and get your
the stores.
share. Smiles, giggles and hearty
but also to hold it
guffaws aplenty in these new Co-
and cause them to
lumbia Viva-tonal Records; made
In a recent ran-,
the new way—electrically.
look forward to the
vass of the various
Crazy Words—Crazy Tune
next of the series.
Landay stores, the
I Gotta Get Myself Somebody to
Love • - The Happiness Boys
fact was brought out
The a d v e r t ise-
that the advertised
You'll want an encore and you'll get
ments are a news-
it at Landay's, with as many smiles
records sold prac-
p a p e r column in
as there are in these other_ Happi-
ness Boys' scratchless recordings of:
tically automatically
width and length
and the only sales
I've Never Seen a Straight Banana
and are s t y l e d
Take Your Finger Out of Your
efforts n e c e ssary
"Landay's Columbia
Mouth - - The Happiness Boys
were to sell records
Column." I n a p -
And for those tvho take their music
which had not been
pearance they are
more seriously:
Second Hungarian Rhapsody (4
mentioned
in t h e
eye-arresting a n d
parts—2 records) - - Sir Henry
newspaper ad.
J. Wood and 'The New Queen's
the t e x t
matter
Hall Orchestra.
reads interestingly,
Another form of
Come to Landay's—•
Happiness Headquarters
giving i n f o rmation
Columbia advertis-
c o n c e r n i n g the
ing w h i c h was
selection, the com-
started the early
D
Spring! g
&***'Romance!
Curtain!
If you feel the urge
of youth—rush to
Landays and listen
to Columbia's New-
Process, Scratchless,
electrical recording
(1 Could Waltj Forever with You
'Sweetheart.
The Love Walti
I
The Cavaliers Orchestra
Then rush back
home (yours or
SOMEONE'S) and
watch for results.
There's magic too in
these ot^her latest
Columbia releases
which you can hear
under ideal condi-
tions at Landays.
(Vocal Gems-Oh K«v
Columbia Light Opera Co.
i Where's That Rainbow
L
_
,
[PeggvAnn]
iSing-rBetiv]
'
The Singing Sophomores
For the classicists,
the new Viva-tonal
recording of
Magic Flute, Overture
Pan, I and II. Sir Thorn.
Beecham. Bart., * London
Symphony.
Yours for sentiment
and action.
Landay's C. C.
Conductor
P$-The full line of
Columbia Viva-tonal in-
struments on exhibition.
poser or the artists who recorded. In
each advertisement, the records of a
certain artist or of a special type are
featured and the illustrations are in
keeping with the text matter. The ac-
companying reproductions and ex-
amples of the advertisements which
have appeared tell, without further
comment, of the appeal of Landay's
Columbia Column
At the present time this advertise-
ment is inserted in metropolitan news-
papers eight times a week. The papers
used are the Times, Sun, Journal and
News. The copy is changed twice a
week. Despite the fact that the expense
of these advertisements totals between
$4,000 and $5,000, Max Landay, presi-
dent of Landay Bros, stated to a rep-
resentative of The Talking Machine
World, that the results have been most
satisfactory and record sales have
equaled and exceeded expectations.
Alfred R. Nathan, advertising man-
ager of Landay Bros., has solved to
a great extent the difficulty of tying
up the store's name to the advertise-
p a r t o f
last month by Landay Bros, is
the insertion of a large three-panel
poster in the top section of each of
the 200 canvas-covered Fifth avenue
busses. The poster is printed in sev-
eral attractive colors and features the
Columbia line of phonographs and
records and has sketches of several of
the outstanding recording artists. One
panel is devoted to the addresses of
the eleven Landay stores. The poster
occupies the only space available for
advertising on the top deck of these
busses and inasmuch as it is seen by
hundreds of thousands of people daily
Landay officials feel that it will prove
a big factor in increasing interest.
Although the popular selection re-
cordings are being featured in these ad-
vertisements, the Columbia library of
Masterworks recordings are not being
neglected and in practically every ad-
vertisement which appears mention is
made of some one of the album sets of
Masterworks recordings, or of the Co-
lumbia celebrity series, and sales arc
assuming big volume.
7
TED LEWIS
high hat you!
right off the griddle
from Le Mai re's
Affairs, come these
wonderful song hits
recorded only as Ted
Lewis can play 'em.
And why? Because
they are Columbia
Viva-tonal records,
made the new way,
electrically.
And how—without
scratch!
, Lily (Le Moire's Affairs)
' Wandering in
Dreamland
I (Le Maire's Affairs)
\
Ted Letiis' Orch.
When My Baby
Smiles at Me
Keep a Little Sunshine
in Your Heart for Me
Ted Lewis' Orch
And what else?
/ My Sunday Qirl
} At Sundown
i Cliquot Club Orchestra
\
with vocal chorus
More space at Landay
stores than in this
column to continue
with the list. A much
better chance for you
to appreciate the
records if you come
in and listen.
Landay's C. C.
Conductor
P.S.-The full line of
Columbia Viva-tonal in-
struments on exhibition.
Columbia Viva-tonal Records
made the new way -electrically without scratch
Choose a
yours
HEAR THE NEW VIVA-TONAL COLUMBIA
7 MODELS ~~ ~~ PRICES *90*300
Three Panel Colored Poster Which Appears in 200 Fifth Avenue Bussesi, New York
Landayi
f
~~~um *"*
H
Getting the Message
to the Masses
Landay Bros. Feature Columbia Phonograph Co. Line
in a Unique Advertising Campaign in New York City
ISTINCTIVE publicity of a type ment, by having enlarged reproduc-
that marks a departure from the tions of the advertisements made, and
conventional form of advertising by inserting them in frames for window
talking machine records was inaugurated display. Similar posters also occupy a
two months ago by the Landay Bros, or- prominent space on^the record counter
ganization, operating eleven music so that every possible medium for at-
stores in the metropolitan district, and tracting the attention of the prospec-
it has proved decidedly successful. The tive customer is used. These three
s t e p s , Mr. Nathan
newspaper a d v e r-
f e e l s , form the
tisements f e a t u r e
nearest possible ap-
Columbia r e c o rds
Landay's Column
proach to a com-
and are designed not
Happiness Boys!
plete tie-up between
Oh, Boysl Oodles and Oodles of
only to attract the
Happiness I
the advertising and
readers' a 11 e ntion
Come to Landay's and get your
the stores.
share. Smiles, giggles and hearty
but also to hold it
guffaws aplenty in these new Co-
and cause them to
lumbia Viva-tonal Records; made
In a recent ran-,
the new way—electrically.
look forward to the
vass of the various
Crazy Words—Crazy Tune
next of the series.
Landay stores, the
I Gotta Get Myself Somebody to
Love • - The Happiness Boys
fact was brought out
The a d v e r t ise-
that the advertised
You'll want an encore and you'll get
ments are a news-
it at Landay's, with as many smiles
records sold prac-
p a p e r column in
as there are in these other_ Happi-
ness Boys' scratchless recordings of:
tically automatically
width and length
and the only sales
I've Never Seen a Straight Banana
and are s t y l e d
Take Your Finger Out of Your
efforts n e c e ssary
"Landay's Columbia
Mouth - - The Happiness Boys
were to sell records
Column." I n a p -
And for those tvho take their music
which had not been
pearance they are
more seriously:
Second Hungarian Rhapsody (4
mentioned
in t h e
eye-arresting a n d
parts—2 records) - - Sir Henry
newspaper ad.
J. Wood and 'The New Queen's
the t e x t
matter
Hall Orchestra.
reads interestingly,
Another form of
Come to Landay's—•
Happiness Headquarters
giving i n f o rmation
Columbia advertis-
c o n c e r n i n g the
ing w h i c h was
selection, the com-
started the early
D
Spring! g
&***'Romance!
Curtain!
If you feel the urge
of youth—rush to
Landays and listen
to Columbia's New-
Process, Scratchless,
electrical recording
(1 Could Waltj Forever with You
'Sweetheart.
The Love Walti
I
The Cavaliers Orchestra
Then rush back
home (yours or
SOMEONE'S) and
watch for results.
There's magic too in
these ot^her latest
Columbia releases
which you can hear
under ideal condi-
tions at Landays.
(Vocal Gems-Oh K«v
Columbia Light Opera Co.
i Where's That Rainbow
L
_
,
[PeggvAnn]
iSing-rBetiv]
'
The Singing Sophomores
For the classicists,
the new Viva-tonal
recording of
Magic Flute, Overture
Pan, I and II. Sir Thorn.
Beecham. Bart., * London
Symphony.
Yours for sentiment
and action.
Landay's C. C.
Conductor
P$-The full line of
Columbia Viva-tonal in-
struments on exhibition.
poser or the artists who recorded. In
each advertisement, the records of a
certain artist or of a special type are
featured and the illustrations are in
keeping with the text matter. The ac-
companying reproductions and ex-
amples of the advertisements which
have appeared tell, without further
comment, of the appeal of Landay's
Columbia Column
At the present time this advertise-
ment is inserted in metropolitan news-
papers eight times a week. The papers
used are the Times, Sun, Journal and
News. The copy is changed twice a
week. Despite the fact that the expense
of these advertisements totals between
$4,000 and $5,000, Max Landay, presi-
dent of Landay Bros, stated to a rep-
resentative of The Talking Machine
World, that the results have been most
satisfactory and record sales have
equaled and exceeded expectations.
Alfred R. Nathan, advertising man-
ager of Landay Bros., has solved to
a great extent the difficulty of tying
up the store's name to the advertise-
p a r t o f
last month by Landay Bros, is
the insertion of a large three-panel
poster in the top section of each of
the 200 canvas-covered Fifth avenue
busses. The poster is printed in sev-
eral attractive colors and features the
Columbia line of phonographs and
records and has sketches of several of
the outstanding recording artists. One
panel is devoted to the addresses of
the eleven Landay stores. The poster
occupies the only space available for
advertising on the top deck of these
busses and inasmuch as it is seen by
hundreds of thousands of people daily
Landay officials feel that it will prove
a big factor in increasing interest.
Although the popular selection re-
cordings are being featured in these ad-
vertisements, the Columbia library of
Masterworks recordings are not being
neglected and in practically every ad-
vertisement which appears mention is
made of some one of the album sets of
Masterworks recordings, or of the Co-
lumbia celebrity series, and sales arc
assuming big volume.
7
TED LEWIS
high hat you!
right off the griddle
from Le Mai re's
Affairs, come these
wonderful song hits
recorded only as Ted
Lewis can play 'em.
And why? Because
they are Columbia
Viva-tonal records,
made the new way,
electrically.
And how—without
scratch!
, Lily (Le Moire's Affairs)
' Wandering in
Dreamland
I (Le Maire's Affairs)
\
Ted Letiis' Orch.
When My Baby
Smiles at Me
Keep a Little Sunshine
in Your Heart for Me
Ted Lewis' Orch
And what else?
/ My Sunday Qirl
} At Sundown
i Cliquot Club Orchestra
\
with vocal chorus
More space at Landay
stores than in this
column to continue
with the list. A much
better chance for you
to appreciate the
records if you come
in and listen.
Landay's C. C.
Conductor
P.S.-The full line of
Columbia Viva-tonal in-
struments on exhibition.
Future scanning projects are planned by the International Arcade Museum Library (IAML).