Well before the War, had
argued that most effort should put into the choice of
recordings, rather than the design the machine, but
unfortunately the management TAE Inc. stayed true the "old man's"
philosophy and supported the cylinder users the very end,
incurring heavy loses throughout the 1920s. The phonograph was longer novelty depending
on brand new technology, but article mass consumption. Maxwell was a
professional salesman who had made living business
consultant before joining TAE Inc.
Yet the greatest problem the Edison phonograph
business was the records rather than the machines; the
selections Edison discs were not appealing those of
the competition. This weakness had been identified William
Maxwell, who led the musical phonograph division. paid little attention
to him. Edison concentrated the latter and his meddling
in the former was ultimately disastrous for the amusement
phonograph. Despite
tumbling sales, TAE Inc.
Maxwell salesman could see the writing the
. was Maxwell who saw the future the industry in
the quality the recorded music and not the quality the
recording. Maxwell predicted that "our commercial success will
hinge upon our production recorded music," but this was the
weakest part the Edison organization which shunned the
famous names and musical "fads" concentrate the truest
reproduction.XIII- 7
Amberola was the last the cylinder machines and was
contemptuously regarded obsolete the competition
