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Ea:* VOL. XIV. SINGLE COPIES. 25 CENTS No. 9. PER YEAR. TWO DOLLARS ea:*"11744,..LICINOcase --0 rrib&i.AN.A.C1111makers iv sellers of ntacs oectu Published Each Month by Edward Lyman Bill, Inc., at 373 Fourth Ave., New York, September 15, 1918 1 - 1 ' 4.at ,its. .. ....OZ.. ., df; ,...;;S. .... ..... .. ...: .. -,,,,,,,. lklk pae fal69 i1.'3I 4 : 4/.k, . :4 . ::, ,.. ! ,:.....--, 1 'Li flttsee *1.:rt.to. > 4- i 1-k The instrument by which the value of all musical instruments is measured Victrola XVII, $275 Victrola XVII, electric, $332.50 Mahogany or Oak ,,,,,mdela,s matterMay2,1905,atthepo,t k, Y., under the act of Congress of March 2, 1679. THE TALKING MACHINE WORLD SEPTEMBER 15, 1918 1 THE INSTRUMENT -OF QUALITY CA.EARtt AS A BELL t The Highest Class Talking Machine in the World Maintains Its Supremacy Always IN this era of costly materials, high-priced labor, and scarcity of skilled workers, there are temptations to substitute things not quite so good for materials and designs known to be best. Sonora, however, maintains itsquality Handle the instrument that sells easily through and through. You can rely on for cash because of the owner's pride of this.It is made up to meet lofty stand- possession. Sonora is in popular favor, ards, not down to meet a low price. andfirmlyholds supremacy inthe For the best proof dissect a Sonora and phonograph industry. compare its individual parts with those - Write us today regarding the Sonora. of other phonographs,The evidence in Sonora's favor is startling. Period models now ready for delivery. onora bonograpb 5ateil Company, int. GEORGE E. BRIGHTSON, President Executive Offices, 279 Broadway, New York t"). M111;i1111111111111011MAI Sonora operates and is licensed under Basic Patents of the phonograph industry. The Talking Machine World Vol. 14.No. 9 New York, September 15, 1918 Price Twenty-five Cents ENTHUSIASM A GREAT ASSET STADLMAIR NEW ASSOCIATION HEAD THE PHONE AS A SALES MEDIUM The Real Secret of Salesmanship in the TalkingPresident ofC. Bruno & Son,Inc.,Elected Proof That the Phone Is a Profitable Sales Ve- Machine Field Is Locked Up in Energy Which President of National Musical Merchandise hicle in Developing Talking Machine Trade if Can Be Unlocked Only by Enthusiasm Association Which Was Organized Recently It Is Wisely and Intelligently Used Success in selling taking machines and records Henry Stadlmair, president of C. Bruno & The World recently published an article on is up to the individual salesman.The man who Son, Inc., Victor wholesalers and musical mer-the value of the 'phone as a sales medium, and fails will try to find excuses for his failure, butchandise importers and wholesalers, has beenduring the past month we have received no almost always the real reason for his failure iselected president of the National Musical Mer-less than forty letters from dealers telling us to be found in the fact that he did not put suffi- chandise Association of the United States, anthat they have employed the 'phone in bringing cient interest and energy into his work. organization which was formed last month intheir monthly lists of records to the attention of Before the ocean linerleaves her pier theNew York.This association includes amongcustomers with splendid success.In one in- agents know that the ship has plenty of energy its members allof the leading musical mer-stance a dealer states that he got in touch by stored in her bunkers-plenty of coal, the ele-chandise manufacturers andjobbersinthis 'phone with several customers after he had re- ment that goes to make up propelling power.country, and it has been formed to promote theceived a new style of talking machine on the The ship has on board the potential energy tointerests of this important branch of the musi-floor and made a sale without much difficulty. stem the tide of opposition. cal instrument business and enable the differ-There is no question but that the 'phone is a The anchor, the searchlight, the wireless, theent members of the industry to co-operate withvaluable factor in sales development ifintelli- fog horn, are necessities-after the energy. Tact,one another along efficient and practical lines. gently and persistently utilized. politeness, personal appearance are necessities- Mr. Stadlmair has for many years been an after the energy. active figure in Victor talking machine circles, ORGANIZE $100,000 COMPANY Strength of will, measure of capacity, magneticand his thorough knowledge of executive andOhio Sales Co., Inc., Will Act as Sonora Dis- influence over men, the dynamic force of en- tributors in the State of Ohio thusiasm, are all the natural outcome of physical strength, good health-energy. DETROIT, Micti., September 4.-Charles L. Mar- Men without energy are without enthusiasm. shall & Co., 810 Empire Building, Michigan dis- There are peddlers, there are undertakers, there tributors for the Sonora phonograph, are closing are traveling men, and there are real salesmen. a remarkably fine business, and Mr. Marshall You can tell them by their enthusiasm. stated recently thatthe demand for Sonora The real secret of salesmanship is locked up products in this territory isfar outdistancing in energy and unlocked by enthusiasm. the supply. The company is endeavoring to co- No adverse circumstances, no human power operate with the Sonora representatives along can hold back a man in selling, if be has force, practical and result -productive lines, and these courage.Give a man pluck, will power, a settled efforts are meeting with gratifying success. purpose, an overmastering energy, and barrels Mr. Marshall announced recently the incorpo- and barrels of enthusiasm, and he will sell talk- ration of a $100,000 company, to be known as ing machines, records, pins or pumpkins and the Ohio Sales Co., Inc., which will act as dis- make a success of it, too. tributors for the Sonora line in the State of Ohio. According to present plans, this new company TALKING MACHINES ON THE PRAIRIE will carry warehouse stock in Canton and Day- Instance of How Instrument Has Brought Music ton, 0., and for the time being will have its Far Into the Interior of Canada executive offices at 810 Empire Building, in this city. The manner in which the talking machine has penetrated far into the country districts and Henry Stadlmair VALUABLE RECORD SALES HELP miles from the frade centers is indicated in themerchandising problems has won for him anIntroduced by I. Davega, Jr.,Inc., New York, following .item which appeared recently in theenviable position in both the Victor and musical Is Highly Spoken of By Dealers "Music in the Home Page" in a newspaper in merchandise industries.His electionasthe Edmondton, Alta.: first president of this new and important asso- I.Davega, J r.,Inc., 125 West 125th street, A young woman called at the warerooms ofciation, which has become a member of theNew York City.., Victor distributors, are offering a -music dealer in Saskatoon 'to see some talking Music Industries Chamber of Commerce, is aa sales help that is proving itself to be very machine records.She mentioned that her home tributeto Mr. Stadlmair's indefatigable workvaluable at this present time of record scarcity. was two hundred miles from the railway, andto further the best interest of the industries withIt consists of a display rack for two records to that she had come to the city by motor car.which he is associated. be hung in the demonstration booth.The cap- Naturally enough the dealer began to show her tion reads, "Play these records while you wait." some of the newer and more popular records. The waiting customer in a demonstration booth She was not particularly interested."We have HOW GODOWSKV WAS FEATURED upon this invitation is very often sold a record this one," was her invariable remark. After Decatur Dealers Gave Public an Idea of Histhat he would not ordinarily buy from the read- inquiry, the dealer learned that the family re- Ability Through Columbia Records ing of the title on a list.They report that many ceived every month the catalog of one of the dealers are already using this new fixture to leading companies, and purchased largely of the Bachman Bros. & Martin Co., of Decatur, Ill.,their great benefit.It has been found by them records by mail order. took splendid advantage of the recent appear-an important factor in moving records of which When a family living on the prairie, two hun-ance of Godowsky, the distinguished pianist, whothey have a large supply. dred miles from arailway,isinclose touchwas to play at University Auditorium of the with the trend of modern music, one may begin School of Music, hi that city, and sent out invi- SOUTH AMERICAN DEMAND GROWS to realize the marvelous effect which thisin- tations to the public to hear the Columbia rec- vention is bound to have on the general stateords of this artist's playing.A well -prepared WASHINGTON, D. C., September 4.-There is an of musical culture in Canada.It used to be that enormous demand for talking machines and rec- newspaper campaign was conducted in this con-ords at the present time in Argentina and Brazil, only the men and women living in the largest nection, as well as special window displays, with cities had the opportunity tohear thebest the result that not only were many Godowskyand large orders are being placed with Ameri- music played by the best artists.Yet to -day records sold, but the Bachman Bros. & Martincan manufacturers which are not easy tofill "to earth's remotest bound" Mischa Elman, andCo. secured an acquaintance with a number ofowing to the shortage of ships.Many inquiries Caruso, and McCormack, and Scotti, and thepeople who, were it not for this concert, wouldregarding these goods are reaching the local ChicagoSymphonyOrchestraareaswell not know the artist or the house as well asembassy, and, owing to the scarcity of talking known as they are in New York or Toronto.
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