, 1925-01-25
Benefits Of
Advertising
By Radio Big
Victrola and Brunswick
Companies Show
Good Results
By J. C. ROYLE.

Copyright. 1925, Casper Tribune.
NEW YORK. Jan. 24.-Advertis-
ing is the answer. That is the rea-
son sales of records by the Viotrola
company at present are running as
heavy for a week as they have for
any month last year. This improve
ment followed the radio broadcast
ing of programs last week by Vic
trola artists. The Brunswick
Bake Collander company, which
also put selections by stars on the
air, has achieved somewhat similar
results.
These programs last week brought
in between 100000 and 500 900 let
tiers from dealers and listeners TO
stations WIZ and WEAF whenever
the programs were broadcast. 10
was necessary to put on additional
postal clerks temporarily in some
cities throughout the eastern section
OF the country to care for this vol
ume of mail.
It is MOI alone the volume of pub
lIcity given the artists on the air
which produced the added volume OF
business to the monograph COM
panies. Each Of them used news
paper advertising extensively in an
nouncing their programs through
out the territory covered by the
sending stations. The papers, In
their turn, undoubtedly have aided
materially through daily publication
of radio programs. In each case
by working together. the interests
involved-radio. monograph n
newspaper-have aided each other.
The photograph industry was
more dangerously threatened by
radio than any other. yet instead OF
attempting the almost hopeless task
of stemming the radio advance, the
monograph interests decided TO
adapt this development to their own
use. TAe majority of h theater
still are opposed to the
b~roadcasting of performances by art
lists under their control. In spite OF
the experiences of the phonograph
companies. Yet their claims that
the legitimate thester has been dam
aged by radio do not seem we'll sub
stantiated here. at least so far as
the theatrical successes are con-
cerned.
Attempts were made in vain TO
purchase tickets for recent week
day performances OF any one of v
en- -uccesses Seats could not be
had. either Mt the box offices or from
the more prominent ticket agencies.
In connection with theater ticket
prices. New York theaters are prov
ing repeatedly that there is no easy
mark like the one from a big town
One musical show recently charg-
ed SIT a seat for It's opening New
York performance and turned hun
dreds away. For succeeding per-
formances, It has packed h the
alter at $40 n scat. Yet this same
show played a whole week in Brook
lyn to half flied houses just before
the New York opening, with the
best seats in the house priced at
$3.50. The Brooklyn theater is but
tx minutes ride from the New York
theater where the show now is play
Ing.
Radio and photograph manufac-
turers are preparing TO protest 70
the Interstate Commerce Commits
sion against an increase In rates on
radio equipment of which they have
been notified by the official classifi-
cation committee Of the railroads.
The new rates affect shipments OF
less than car lots and car lots OF
less than 20 900 pounds and would
mean an added expense of about 49,
600, 900 a year, manufacturers esti-
mate. Tho shippers claim that a
full car of any other radio equip
ment than batteries would fall TO
weigh 10000 pounds.