The original scan for this article is at: http://chroniclingamerica.loc.gov/lccn/sn83030193/1911-04-26/ed-1/seq-2/
New York Evening World, April 26, 1911, page 2:
"I'M ALL ALONE" SONG SETS THE WIRES AFIRE.
Musical Telephone Instruments Blaze Up as Soon as It's Turned On--Broadway Blocked.
Fire in the office of the United States Telephone Herald on the fourth floor of No. 132 West Thirty-fourth street at the luncheon hour to-day blocked traffic on Broadway in the shopping district for over half an hour.
No. 132 is next door to the Herald Square Hotel, only a few doors from Broadway, and close to several of the city's largest department stores. There was a good deal of excitement among the clerks and shoppers, and a call was sent in to the West Thirtieth street station for extra police to hold the lines, which extended to Broadway.
The United States Telephone Herald is a corporation that furnishes musical compositions to subscribers over the telephone. In response to a call, A. E. Memmert, the chief engineer, had just turned on a song called "I'm All Alone," when there was a flare and an explosion and the woodwork of the instruments caught fire from the defective insulation. Memmert didn't wait to see if "I m All Alone" had been properly connected, but yelled "Fire!" and ran for an alarm box.
The fire was put out with little trouble and the damage is reckoned at about $50.