SINGLE COPIES. 25 CENTS VOL. XIV.No. 11. PER YEAR. TWO DOLLARS :00-1-11-4116balL.KINOcae-z Cfor Th&spis& makers iv sellers Published Each Month by Edward Lyman Bill, Inc., at 373 Fourth Ave., New York, November 15, 1918 S e= The instrument by which the value of all musical I instruments is measured air e. ' tot Victrola XVI, $225 Victrola XVI, electric, $282.50 Mahogany or Oak inmunitionenmannovntimmimmommilininunitomitnimiumumaimimoiniuminiiiimmitnommulimouititummunonoininimummoili....,,,,,1111111 I.. ,.1,111111 I. 11,1111tili.,11i1111111$11111.., 1, I; THE TALKING MACHINE WORLD NOVEMBER 15, 1918 Of Interest to the Entire Phonograph Trade onor Semi -Permanent, Silvered rrbir6 IN line with the well known policy of Sonora to endorse and market only that which represents the highest stand- ard of quality and efficiency, we are pleased to announce the perfection of a Semi -Permanent, Silvered Needle that possesses all the advantages possible with such a needle without carrying with it any disadvantages. The points of superiority of these DEALERS : needles are sufficient to make their Make your Needle Sales count use permanent with every phono- by selling the Sonora Semi-Perma- graph owner, and that of the Steel'-nent Silvered Needle.It runs into Needle, or other substitutes, for- volume quickly. These needles are ever undesirable. put up in packages of five, and are The three strong outstanding ad- sold for 30c retail.Attractive ad- vertising material will be sent with vantages of this needle are : each initial shipment of needles. Saves constant changing. Suitable matter descriptive of this Plays from 50 to 100 times before needle has been prepared and will wearing out. be sent on request. Adds to the life of the records, be- Send in your order for a sample cause the record engaging point does shipment. not enlarge as it wears, retaining the Sonora Semi -Permanent same diameter throughout. Silvered Needle After Being Used Fifty Times utturtt PlInnograpil ttles Company Incorporated George E. Brightson, President 279 Broadway, New York Canadian Office: Ryrie Building, Toronto Ordinary Steel New Sonora Needle Semi- - After Permanent Bei7.,Used Silvered Oe Needle NOTE THE BLUNT POINT Soitors\,Semi Prmanent SilvereaVedes ili Package of five -30c Three Grades-Loud, Medium, Soft New Steel Needle The Talking Machine World Vol. 14.No. 11 New York, November 15, 1918 Price Twenty-five Cents AN INSPIRATION TO THE ARTISTS COLUMBIA SERVICE FLAG DISCONTINUE APPROVAL SYSTEM Victor Trade -Mark Forms Basis for Two Clever Banner Displayed in Executive Office Has 534Talking Machine Dealers inLouisville Place and Pertinent Cartoons Which Are Founded Stars, With One Gold Star in Border the Ban on the Sending Out of Machines and on the Request of Germany for an Armistice Records on Trial-Also Limit Deliveries The Columbia Graphophone Co. are now dis- The famous Victor trade -mark rarely everplaying a service flag in their executive office in Lout SVTI,I,E, KY.,November1.-Thetalking escapes the cartoonist when he wants ideas tothe Woolworth Building, New York, which tellsmachine shops in Louisville at a conference held suit great national occasions. "His Master'sthe story that 534 of the great Columbia familyin the Hotel Henry \Vatterson last week con- Voice" has been an inspiration to artists nothave gone into the war and have been and aretributed their mite to America's might in the only in this country, but throughout the world.doing their mightiest to help Uncle Sam bringnationwide movement to win the war.Leading It is so uniquely effective that it adapts itselfdemocracy and a "square deal" to those nationsdealers in phonographs and phonograph records most happily in expressing much in the handsthat have been transcending the rights of hu-attended the meeting and decided that, as an HE HEARS THE WILSON REPLY RECORD manity and justice.In this service flag there is effort -saving measure, they would adhere strictly one gold star in the border, which signifies thathereafter to the policy of not sending out talk- one Columbia man has made the "supreme ef-ing machines and records on approval. fort" and honored himself in so doing. Only new machines and new recordswill It may be interesting to remark that one of figurein the business from now on.Further the stars of the 534 stands for President Fran-the dealers decided that beginning at once they cis II. \Vhitten, who is now in the U. S. Navy. -will abide by the one -delivery -a -day plan that is The Columbia men represented in this servicebeing urged on merchants by the Government. flag are serving in practically every- line of ac-These reforms in the business were made at the tivity on land and sea. request of Eugene Straus, chairman of the Com- mercial Economy Division, Kentucky Council of National Defense. A dinner preceded the meet- TAKES CHARGE IN BAYONNE ing at which the action was taken. SamuelJ.Smith, formerly connected with This policy of discontinuing the sending of New York establishments, has been selected asrecords on approval is one that is being gen- A Timely Cartoon From the Montreal Star the new manager of the Bayonne Talking Ma-erally adopted throughout the country. of those gifted men who discuss in a pictorialchine Co., Bayonne, N. J., succeeding the late The concerns present that voted for the poli- way the great questions of the day. Lewis Gurans, whose death caused such keencies outlined were Herman Straus & Sons, Stew- The recent correspondence between President regret among a large army of friends and busi- art Dry Goods Co., J. Bacon & Sons, Kaufman - Wilson and the German Government in regard ness associates.Mr. Smith intends to develop Straus, Central Furniture Co., Adler Manufac- to an armistice inspired the Montreal Daily Starbusiness for this house along progressive andturing Co., Schupp & Schmitt, Grafonola Co., of October 15 to put out the cartoon picturedefficient lines. and Trumbo Furniture Co. herewith, unquestionably the very best ofits kind that we have seen.Westerman, in the Ohio State Journal, also had a cartoon in thatMAUD POWELL TELLS HOW THE FIGHTING MEN LOVE MUSIC HIS MASSER'S VOICE Recently Returned From Tour of Camps and Tells How the Soldiers Like the Best in Music- Sends Autographed Records to Boys at Front-Encourages This Move Miss Maud Powell, the eminent American vio-ville act, for instance,' could see the boys' faces linist,whose Victor records have won suchand hear their applause. It would convince wide acclaim, has beenvisitingthemilitarythem, as it has me, that the men in service have camps of the country and is very enthusiasticas keen an appreciation of the best in music as over her reception, and the appreciation dis-any audience in the country." played by the soldiers for good music. Miss Powell pointed tothe records before "We have been underestimating thetaste,her in witness of her claim.Ever since Amer- the enthusiasm, the spirit of our fighting men,"ica entered the war she has been donating talk- declared Miss Powell as she turned from hering machine records for which the boys have desk to plunge wholeheartedly into a discus-asked. sion of one of her favorite topics-the boys in "By the way they ask for records, I know that the service.She was busy autographing talk-their enthusiasm for good music is not feigned," ing machine records, adding to each carefullyMiss Powell went on."It is one thing to ap- inscribed signature alittle individual message,plaud politely some one whom you know to have and on the last disc was written "Our heartscome miles over bad roads and on uncertain are with you."She might have said withouttrain schedules to play for you. Itisquite egotism "my heart," for the major part of heranother thing to request, as the talking machine time and practically her entire thought are given record you want most to have, a violin solo of Another Treatment in Ohio State Journal nowadays to the service of the American army. the 'high brow' type.That is why Isay we publication of October 21, which, while not so "I wish you could see them asI have seenhave underestimated the taste of American sol- effective as that of his Canadian confrere,is them," she went on, "crowding into Liberty the-diers by giving them low grade music, cheap also very pertinent. atres, sitting wedged together on hard benches,popular stuff.For the appeal of a selection Really, itis difficult to know what our car-the men on the very ends sitting back to theirmust be universal if it is to be played again and toonists could do with the Victor trade -mark on neighbors to hold themselves on the narrowagain to hundreds of men drawn from all walks great occasions. edge, some on the floor, others on the steps ofof life, without growing stale or boresome. Yet the stage, sometimes squatting right at my feetyou can see what they want: they have asked WATCHING DEPRECIATION asIplay, and all of them intent to the lastfor these"-and she indicated the pile she had note:Forty minutes is what I usually plan forautographed,withtheirvarying subjectsof Depreciationisan inevitable cost of doing a program. Sarasate, Beethoven and her own harmonizing business.Itisfelt that not until within the But I rarely play less than an hour, past decade have the grantors and receiversand often it runs into an hour and forty minutesof American negro melodies. of credit appreciated the character and extentor even two hours.\Vhen men will listen that "I have stripped my own cabinet bare," went of this depreciation cost, but the careful studentlong to music which the managers scornfullyon Miss Powell, "not of 'slacker records,' as the is beginning to realize that it is something whichcall 'high brow,' under the most uncomfortablePhonograph Record Recruiting Corps calls the ought to be taken account of in allits anglesphysical conditions, and beg for more and moreidle ones most people have, but of the records by merchants.