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SINGLE; COPIES. 20 CENTS VOL. XII.No. 11. PE :2YEAR, ONE DOLLAR c?idD '7,aZiPksk&C17-11:NEft sellers of aplet13 Published Each Month by Estate of Edward Lyman Bill at 373 Fourth Ave., NewYork, November 15,1916 The instrument by which the value of all musical instruments is measured e se z -c matt r May 2191)5,at the post office atNeu, York, Y., under the act of Congress of March 2, 1S79. THE TALKING MACHINE WORLD Sold before the invoice arrived! A dealer who was handling the....phonograph decided that his stock was not movingfast enough.After careful consideration he decided to store his line and to take over the Sonora agency. He sent in an initial order that he thought wouldcarefor his business till just prior to Christmas, if not till New Year's. In 3 days before the invoice reached him, he had sold the greater part of his order and had telephoned inanadditional order for double the number of machines.He will sell about five times the number of Sonoras that he had estimated. THE INSTRUMENT OF QUALITY CLEAR AS A BELL is admittedly The Highest Class Talking Machine in the World and the public never forgets (Sonora's steady, keen advertising sees to this) that "The only jury which heard and tested all of the phonographs at the Panama -Pacific Exposition recommended that Sonora be given a marking for tone quality higher than th given to any other phonograph or talking machine." No dealer can afford not to consider the remarkable advantages which a Sonora agen offers.Write today and learn whether your territory is still open. TEN UNEQUALLED MODELS $45$60 $75 $100 $150 $175 $190 $225 $350 $100 SONORA PHONOGRAPH CORPORATION GEORGE E. BRIGHTSON, President EXECUTIVE OFFICES, 57 Reade Street, NEW YORK CITY CHICAGO, 320 S. Wabash Avenue SAN FRANCISCO, 109 Stockton Each Sonora is guaranteed for one year DEALERS PROTECT YOURSELVES ! The Sonora Phonograph is manufactured and sold under an agreement which permits it to operate under the GREAT BASIC PATENTS of the phonograph industry. Therefore dealers selling the Sonora are safe from troublesome litigation. 1 The Talking Machine World Vol. 12.No. 11 New York, November 15, 1916 Price Twenty Cents THE DIFFICULTY OF TURNIN.G FIGURES INTO DOLLARS DETROIT SCALE OF ALLOWANCES Can't Be Done Without a Makeup in These Days of Big Business-Something of the FellowLocal Association Fixes Figures at Which Used Who Follows the Janitor's Example and Tries to Clean Up-Interesting Disquisition Machines Are to Be Taken in Exchange "Figuresdon'tlie. Of coursenot,they made, will be the result of hard work and per- DETROIT, M IC If, November 6.-Thescaleof stand up.That's about as far as the old proverbsistent effort.A quick realization of that factallowancesontraded -inmachinesrecently works. Figures-just plainlittlenumerals-will save somebody money." adopted by the Detroit Talking Machine Asso- have started up more trouble for these get - ciationisbcing adhered tostrictly by mem- rich -quick boys than anything that has ever "TALKER" AIDS OPERA ARTISTS bers of that organization with most satisfactory come over the river.Figures about the other results.The schedule was approved only after fellow's business have caused more would-beOwing to War Dangers, Singers in Americathe most careful consideration, and has been captains of industry to hit the skids than any Record Vokes so That London Managersprinted up on convenient cards so that it may other one factor," said the Old Timer."Many May Make Decisions-Plan Works Out Wellbe presented to a customer in understandable a young and trusting heart who has read the form.The text is as follows: Talking machinerecords made bygrand reports of a machine shortage and seen the "Scale of allowances adopted by the Detroit figures showing the millions in profits made byopera singers in America for the purpose of se- curing engagements to sing in European centers Talking Machine Association: the big talking machine concerns staring himare being used to great advantage by both "On all old horn or cylinder machines not in the next column, immediately the face in singers and managers. over 5 per cent. of the machine purchased. goes over to Riverside drive or the Lake Front There have been sev- "On all other instruments full value may be eralengagementssecuredbygrandopera and picks out where he is going to build his allowed in exchange for a higher pricedin- mansion; does a little Weston through Benzineartists by this means, among them being Freda Gallick Baker, American soprano, whose sing -strument within three (3) months from date of Buggy Row, and picks out the twelve -cylinder purchase, providing, however, old machineis locomotive that is going to haul him around;ing through the medium of the record has se-m" perfect condition. and counts up his cash and finds that he hascured her an engagement to sing "Carmen" at Covent Garden during the coming winter. Machine not over six (6) months old, 80 per got $147.14, but with no placetogo. The An-cent. of the original cost. next morning sees him launched as a talkingother singer who has made a wonderful record "Machine not over one (1) year old 60 per machine manufacturer. He -.buys a dozen toneis a Miss Martin, of San Francisco, who has a remarkable coloratura voice.Her record ofcent. of the original cost. arms, a dozen reproduFers, and as many motors the Caro Nome from "Rigoletto" may be the "Machine not over two (2) years old 50 per and turn -tables, then a few boxes to put themmeans of getting her an engagement to singcent. of the original cost. in and hangs out a sip. " at La Scala, which every American artistso Machine not over three (3) years old 40 per "Then comes the big slam.The three spe- cent. of the original cost. cial cops hired to keep the crowd away fromcovets. In these days of perilous ocean voyages, sub- "Machine not over four (4) years old 30 per the door haven't a thing to do.He wears out cent. of the original cost himself, and de-marining, etc., incident to the great war, the several records playing for convenience of sending a voice record and a "Machine not over five (5) years old 25 per cides that instead of making two millions the cent. of the original cost." first year, he will be satisfied with a millionphonograph across the seas is one that cannot be denied. However, the records should be and a -half.Later on the prospects are reduced NEW BUILDING FOR STARR CO. to a million profit, but still few buyers.Thevery carefully made under direction of a com- young man then remembers the story of thepetent conductor, and should include not only RICHMOND, IND., November 8.-Work has begun man who declared that if he had $1.85 he wouldarias from operas in the repertoire of the singer,on the new building to be used as sales and spend the 85 cents in stock and the dollar for butscales,roulades,trills,and everyvocal display rooms of the Starr Piano Co. inthis city. advertising. Then he advertises, and he getsexercise calculated to show the range, flexibil- The store, which has been at 931-935 That's the trouble.He fills the or-ity and quality of the voice, as well as theMain street,for a number of years, will be results. singer's qualifications in phrasing and generalmoved to 10-12 North Eighth street, to meet ders. His capitalistied up for thirty days or more.He gets more orders that he cannotvocalization.But few of the records sent overthe requirements of more room.The com- are complete in all these respects.Merely topany's property on Eighth street will be re - fill. He wiggles around and gets an 'angel.' modeled at a cost of over $6,000.There will The 'angel'sticks some change inthepot,have a record of an aria or two is not enough but 'taint enough.The millions of profits areto permit the impresario to form a judgmentbe a new front of stone, the ceiling will be getting smaller every minute, and bye and byeupon the artist's abilities.The more completeraised, as well as rearranging the interior for the one drops off and there is nothing but a rowthe repertoire in record form the better it will greater display space.Since the Starr phono- of goose eggs. please those who have to pass upon the capa-graph has been placed on the market the need "They talk about poker being a hard way tobilities of the singer. of more room in this territory has been felt. make an easy living, but it is like finding money compared to going intothe talking machine NEBRASKA DEALERS ORGANIZE VICTOR ASSOCIATION business, or any other business without prep-Have Get -Together Meeting in Omaha and Form Permanent Organization-Elect Officers-Ne- aration or capital.These annual profits of hun- braska Cycle Co. Entertains Visitors of a Banquet at the Rome Hotel dreds of thousands or millions of dollars are OmAnA, NED., November 2.-There is consider- of Norfolk. treasurer; W. E.Mickel, of the 11 not earned on a shoe string investment.They able general interest manifested in the recentNebraska Cycle Co., this city, secretary.J.E. come out of businesses that have tremendous machine Gaston, of Nebraska City. and C. Robertson, plants and tremendous outputs, that have dis-organizationoftheVictortalking tributing facilities and are in every way pre-dealersinthiscity by the Nebraska Victorof Omaha, were chosen members of the execu-, pared. When the new concerns in the field startDealers' Association, anditisprobable thattive committee.