"
Edison's laboratory had normally set the technical
standards that the competition had follow, but the disc
phonograph the shoe was the other foot. Edison's own account the introduction of
the disc machine (produced for advertising purposes) was that
. TAE Inc.IX-11
laboratory" (or "laboratories") rather than "Made the Edison
Phonograph Works, West Orange."
Research was not only used produce the innovation, was
also used sell it. Edison's customers often
referred their machines "Edison Victrolas" which greatly
upset him.
had convince people that the Diamond Disc was entirely
new product, technological breakthrough talking machines. The Edison advertising department
faced difficult marketing task; the public had taken the
Victrola heart and its popularity made the name Victrola a
household word, came stand for all phonographs-
- like
Hoover did for vacuum cleaners. The Company had convince the public that Edison
disc phonograph was not just another Victrola but completely
new and different machine, and neither the lab nor the company
wanted the Edison disc judged Victrola standards. The Edison disc phonograph was portrayed
as the ultimate sound reproduction which could capture the
slightest nuance sound, "the overtones," even demanding
classical music. Victor set the
standards disc machines.
The marketing department pulled out all the stops the
Edison myth so; its advertising glorified the process of
R&D and stressed the cost developing "Edison's masterpiece
