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DECEMBER 23, 1922
THE MUSIC TRADE REVIEW
ORIGINALITY IN WINDOW DISPLAY A BIG TRADE FACTOR
AUSTRALIAN PIANO IMPORTS GAIN
Butler Music Co., of Marion, Ind., Believes in the Value of the Window as a Trade Developer
—A Recent Window Devoted Entirely to Ampico Display Illustrates This Viewpoint
American-made Pianos and Player-pianos More
Popular Than Domestic Products
The store show window offers a form of
publicity that is particularly interesting in that
it presents the same opportunity to the small-
town merchant as it does to his brother in the
great trade centers, and, in fact, has a greater
proportion of va'ue for the man in the smaller
town than the one in the city, owing to the
scarcity of competing displays.
In newspaper advertising the big-town dealer
has somewhat of an advantage over the small-
town contemporary in that he has available
larger mediums with great circulation and can
speak- to several million people each week
through the medium of type. But the show
window, whether it be on Fifth avenue, New
York; Michigan boulevard, Chicago, or Main
WASHINGTON, December 18.—Notwithstanding
the development of the piano industry in
Australia, importation of American-made pianos
has increased regularly and will, it is believed,
continue to do so, according to advices received
by the Bureau of Foreign and Domestic Com-
merce from Vice-consul P. Harley Moseley,
stationed at Sydney. American player-pianos
are very popular in that country. One factory
in Sydney and another in Melbourne produce
between 3,500 and 4,000 instruments annually.
Australian pianos do not, and'will not for some
time, enjoy the same popularity as the Ameri-
can pianos.
The military-band and orchestral instrument
trade is chiefly in the hands of tli£ British manu-
facturers because the majority of the musicians
in the local organizations are trained in Great
Britain. However, the United States is improv-
ing its position in this special line, as well as
in all other lines, except organs.
In miscellaneous instruments, such as uku-
leles, guitars and banjos, the manufacturers of
the United States have developed a steady and
growing business in this market.
made to pay actual dividends in the matter of
increased business.
The accompanying illustration affords an ex-
cellent idea of the originality that is shown in
the arrangement of some of the Butler Co. dis-
plays. The Ampico grand dominates the dis-
play as the centerpiece, but it is the background
that tends to command attention and to arouse
the necessary interest.
The Review has on numerous occasions re-
produced window displays arranged by piano
concerns and general music houses, the majority
of them distinctly meritorious and displaying a
fund of originality that would do credit to
any line of industry.
General improvement in show window con-
TAMPA FIRM ADDS GULBRANSEN
J. P. Hamilton Piano Co. Secures Agency for
This Line of Player-pianos
TAMPA, FI.A., December 18. -J. P. Hamilton, of
An Effective Window Display by the Butler Music Co., Marion, Ind.
street, Smithtown, appeals directly to approxi- struction, which in some cases makes the win-
dow a part of the showroom itself, thereby
mately the same sized crowd.
That the show window represents a goodly affording abundant space for the display and
proportion of the merchant's rental is generally arrangement of even larger instruments, makes
recognized as is the fact that the proper use it more necessary than ever that the treatment
of the show window is the only means for of the window receive more consideration than
heretofore.
capitalizing the rent investment.
In all well-regulated stores considerable
Those merchants who have given proper
thought to the arrangement of their window thought is given to the decorating and furnish-
displays, making them original and attractive ing of the showrooms and the arrangement of
and changing them frequently, are getting re- stock, for the benefit of the prospect after
sults in the way of more prospects and sales. entering the store proper. How much more
In fact, the results are in direct ratio to the important it is that equal or greater attention
interest that is manifested in the window and be given to the arrangement of the show win-
dow which is depended upon to first attract the
its arrangement.
There are a goodly number of music houses prospect's attention and create in him a desire
throughout the country that have won reputa- to inspect and perhaps purchase the goods
tions for effective window treatment, among within.
As has been said before, the attractive and
them the Butler Music Co., of Marion, Ind., of
which J. Edwin llutlcr, president of the Na- attention-compelling show window is not in any
tional Association of Music Merchants, is the sense the monopoly of the big city dealer, but
is a form of publicity llurt can be adopted suc-
active factor.
The Butler Music Co. is fortunate in that it cessfully by every merchant, no matter where
handles band instruments, musical merchandise located, and, in fact, becomes increasingly pro-
and sheet music, in addition to pianos and ductive in direct ratio to decrease in the size
talking machines, and thus has material avail- of the city or town.
able for well diversified displays. It is a rule
There is a fairly steady demand through-
of the house, however, that the window arrange-
ment must be changed each week, or, at most, out Cuba for musical instruments, such as
each fortnight and that originality is considered pianos, orchestral instruments, talking machines,
of prime importance in the window treatments. etc., the demand being supplied chiefly by
Marion, Ind., is a city of approximately 25,000 wholesale dealers located at Havana and San-
inhabitants, yet it lias been found by the Butler tiago. The bulk of musical instruments in use
Music Co. that modern publicity methods not are of American manufacture, according to
only through the medium of newspaper adver- United States Consul Horace J. Dickinson, at
tisements, but through window displays, can be Antilla.
the Hamilton Piano Co., this city, has been
awarded the agency in this section for the Gul-
bransen line of player-pianos.
Kenneth Hamilton, associated with his father
in the piano business, leaves to-night for Rome,
Ga., to assist in caring for the Christmas trade
of their thriving jewelry business in that city.
He expects to be gone about three weeks and
during his absence the wants of the Tampa
music lovers* will be taken care of by the senior
member of the firm, who, by the way, looks
forward to an exceptionally big business.
R. 0. PERKINS BUYS CURRAY STORE
EAST PALESTINE, O., December 18.—R. O. Per-
kins, proprietor of the Perkins Music Store,
Salem, O., has purchased the Curray Music
Store, this city. Mr. Perkins will operate the
local establishment as a branch store and will
continue to sell pianos, talking machines, musi-
cal instruments, etc. The Curray store is the
oldest music concern in this section, having
been in existence for thirty-five years.
CHASE HACKLEY CO. AIDS DEALERS
In line with its broad policy of extending the
most constructive help to its dealers throughout
the country the Chase Hacklcy Piano Co., man-
ufacturer of the Chase Bros, pianos, with head-
quarters in Muskcgon, Mich., has prepared a
number of largo placards for window use de-
signed to stimulate the purchase of musical in-
struments as gifts. The placard is composed
of white, heavily coated paper with a red border.
A simple inscription in red letters reads as fol-
lows: "Make this a musical Christmas."
MORE SPACE FOR GOTHAM SHOPS
The Gotham Shops, Inc., dealers in musical
instruments, which recently secured quarters at
\7 John street, New York City, have secured
additional space at 50 Broadway.
For over 25 years Specialists
in high grade Piano Cases
Paterson Piano
Case Co.
PATERSON, N. J.