Record Society

Once a man contracts the habit of collecting phonograph records, it usually sticks like dandruff. Last year RCA Victor's canny Advertising Manager Thomas F. Joyce decided that: 1) the phonograph industry needed more incurable record collectors, 2) many potential incurables were being kept from record-collecting by the high price of good phonographs. On the market, but little appreciated by the public at the time, was a gadget known as a Record Player, which could convert any radio into a practical, high-fidelity phonograph. If, argued Advertising Manager Joyce, more Record Players could be sold, everybody who owned a radio might catch the itch. Upshot of this idea: the Victor Record Society. Membership (at $14.95) in the Society, entitled the member to a $14.95 Record Player and $9 worth of Victor records. It also included a subscription to the Victor Record Society Review, whose pages dangled constant temptations before the eyes of the budding collector. Last week the Victor Record Society, now 23 weeks old, was luring members at the rate of nearly 2,000 per week.

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