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THE MUSIC TRADE REVIEW
MERCHANTS MUST GO AFTER SALES
Must Redouble Efforts in Sales Production by
Means of Intensified Consumer Advertising,
Says President of Steger & Sons Co.
In a recent issue of Advertising and Selling,
in an article on general business conditions and
the relation of advertising to them, C. G. Steger,
president of the Steger & Sons Piano Mfg. Co.,
was quoted on the subject as follows:
"It is the duty of manufacturers and merchants
to redouble their efforts in sales-production by
means of intensified consumer advertising dur-
ing this period of readjustment. It has been
said that the public likes to go from one ex-
treme to another, but it would be danger-
ous for leaders of industry to do likewise.
"Well-planned advertising is conservative and
continuous. Some business men believe in
'splurging' when conditions are highly prosper-
ous and in stopping all advertising when times
become rather critical. Publicity that is con-
structive and consistently maintained throughout
•good times and bad is certain to prove most
profitable in the long run.
"When the buying demand of the public slows
up it is imperative that the manufacturer and
merchant should put on the accelerator in going
after sales, by making use of intensified con-
sumer advertising. The Steger institution in-
tends to drive all the harder, from the stand-
point of advertising and salesmanship, in cam-
paigning for sales of Steger pianos, player-pianos
and phonographs."
FORT WAYNE HOUSE TAKES LEASE
FORT WAYNE, IND., January 31.—The Ulrey Music
Shop, 1520 South Calhoun street, has taken a
long-time lease on the two upper floors above
the Windsor jewelry store, 1204 South Calhoun
street. Mr. Ulrey says an upstairs location with
cheaper rent will enable him to give better
values. He will carry all makes of records.
OPENS REPAIR SHOP
Clayton E. Holmes, formerly head of the
repair department at Watkins Bros., in Man-
chester, Conn., has opened a piano, player and
organ repair shop in that city.
The Cheney ZMotor
Is the Heart of the Instrument
Only by following these motors
through our factory can you realize
the care and precision with which
they are made. The real test comes,
however, in their use. Day after day,
year after year, Cheney Motors
deliver perfect service.
In these times when the buying
public is more critical than ever, we
look toward the future with supreme
confidence.This confidence is inspired
by knowing that our devotion to the
highest manufacturing standards,
coupled with the exclusive and basic
principles of Cheney construction
found in no other phonograph, will
always insure to Cheney dealers the
finest in reproducing instruments.
The Cheney Talking Machine Co.
New York
Chicago
FEBRUARY 5,
1921
INDIANAPOLIS TRADE KEEPS ACTIVE
Music Merchants Have Confidence in Early
Business Improvement—Lennox Co. Supplies
Grands for Theatre—Starr Co. Settled in New
Location—General Items of Interest
INDIANAPOLIS, IND., January 31.—Indianapolis mu-
sic dealers are working hard chiefly for the pur-
pose of keeping up their spirits. They are not
doing much business and they do not expect
to do much for a month or so, but they are
saying that the slump had to come, and that
it is bound to depart soon. Hence all are
optimistic and keeping on the job.
William Christena, of the E. L. Lennox
Piano Co., has been wearing an extra broad
smile the last two weeks for the reason that
he landed an order for two grand pianos to be
placed in the new Loew's State Theatre, which
is to be opened February 14. Christena says
his business generally is keeping up as well as
could be expected under the circumstances.
T. H. Bracken, of the Starr Piano Co., still
is in the midst of moving, although he has
gotten his stock arranged ready for business
as usual at the new location, 49-53 Monument
Circle. He has his salesrooms and music rolls
on the first floor, office on the second floor,
salesrooms on the third, and repair shop on
the fourth.
E. W. Stockdale, of the Pearson Piano Co.,
is keeping up his newspaper advertising, al-
though he admits the immediate returns are
not commensurate with the expense so far
as tangible results go. He is seeking to clean
up his stock by the offer of special prices, thus
shouldering some losses now rather than carry
high-priced stock over. He says he is adver-
tising heavily largely'for the purpose of stimu-
lating his sales force. He holds that a sales
force needs the whole-hearted backing of its
office at such times as this more than during
normal times. It is as important to stimulate
them as to stimulate the buying public, he says.
E. G. Hereth, of the Baldwin Piano Co., spent
a few days in Cincinnati in attendance on a
meeting of heads of departments of the Bald-
win Co. He returned with the same advice
he always gives, namely, that a man must work
if he wants his share of the business, no matter
what the weather may be or what the buying
public may think. He continues to circularize
His trade just as he always has done.
The severest strain on the music dealers of
the city generally is the daily sessions with
men who are out of work and unable to keep
up their instalments on instruments. Every
dealer is endeavoring to carry these risks until
May at least, especially those whom they know
to be good pay.
Retail business in Indianapolis in many lines
shows material improvement the last two weeks
of the month. Wholesale houses report a
record amount of merchandise handled, al-
though lower prices have made the turnover less
than during the corresponding period of last
year. Automobile factories are slowly putting
on more men, while at the same time they are
advertising extensively in anticipation of full
productio.n operation within a few months.
NEW QUARTERS IN MONTICELLO
The Ackerman Music Shop has just opened
handsome new quarters on Main street, Monti-
cello, Ind. The new store comprises two stories
and a balcony, all used for the display and sale
of musical instruments, and a number of sound-
proof booths have been installed. Mr. Acker-
man has conducted a music business in Monti-
cello for a number of years.
INDIANA DEALER BANKRUPT
The Cheney costs no >u<
than other phonographs
sells for $i?5 to $38;.
INDIANAPOLIS, IND., February 1.—Herbert D.
Bradshaw, a music dealer of Clinton, Ind., has
filed a voluntary petition in bankruptcy in the
Federal court. He lists liabilities aggregating
$2,669.99 and assets aggregating $2,075.30.