Classic Mode

Music Trade Review

Issue: 1922 Vol. 75 N. 6

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
6
THE MUSIC TRADE REVIEW
MILWAUKEE ASSOCIATION HOLDS IMPORTANT MEETING
Definite Plans Prepared Whereby Scope and Functions of the Organization Will Be Greatly En-
larged—New Second Vice-president Chosen—To Join Chicago Club in Joint Outing
MILWAUKEE, WIS., August 1.—The Milwaukee
Association of Music Industries, recognizing
that the times demand the closest application
possible to the task of making business better,
now and next Fall, did not omit as usual its
July meeting, but succeeded in gathering about
thirty-five members to sit around the luncheon
table at the Hotel Wisconsin and talk real busi-
ness for about two hours on Thursday, July 27.
Acceptance of a cordial invitation received
from the Piano Club of Chicago to join with
its members in the annual outing to be held at
Ravinia Park on Wednesday, August 9, and
preparation of plans for an enthusiastic partici-
pation in this big frolic of the Chicago piano
men was the high light of the meeting.
This was introduced following an executive
session at which President Frederick W. Car-
berry, Chickering and Brunswick dealer, and
Frank E. Morton, of the Jackson & Morton
Piano Co., as chairman of the ways and means
committee, presented a comprehensive plan of
work, the details of which are not yet ready
for the public eye. In fact, to discuss the pro-
gram publicly at this time might prejudice its
success, it is stated. The ways and means com-
mittee was instructed to proceed with its plan
and the executive committee of the Association,
consisting of the officers and chairmen of all
committees, will meet next Thursday and every
week thereafter until the general meeting to be
held Thursday, August 24.
Walter J. Przbylski, president and manager of
the Modern Music Shop, was elected second
vice-president, filling an office that recently was
created when the Association adopted a new con-
stitution and set of by-laws providing for two
vice-presidents. Hugh M. Holmes, sales man-
ager of the J. B. Bradford Piano Co., elected
vice-president at the annual meeting last Spring,
becomes first vice-president. The new second
vice-president was chosen as the representative
of the dealers in the outlying districts of the city,
Mr. Holmes being a member of one of the larg-
est of the concerns located in the heart of the
city, which, however, has a branch on the south
side.
The efforts of Chairman Leslie C. Parker, head
of the Badger Victrola Shop, were rewarded by
the admission of three new members at this
meeting. They include Irving H. Klein, who re-
cently joined the Badger Shop as manager of
the piano department; Charles A. Schowalter,
head of the Unique Music Shop, and W. E.
Pugh, assistant sales manager of the musical
merchandise department of the Yahr & Lange
Drug Co., distributor of the Mathushek piano,
Sonora phonograph and Okeh records in Wis-
consin and upper Michigan. J. A. Christopher-
son, manager of the division, is the secretary of
the Milwaukee Association.
Plans for the joint outing with the Piano
Club of Chicago are in charge of Henry M.
Steussy, sales manager of the Kesselman-
O'Driscoll Co., who is chairman of the local
Association's entertainment committee. It is
believed that sufficient acceptances can be se-
cured to run a special train over the Chicago,
1922
North Shore & Milwaukee Electric from Mil-
waukee to Ravinia Park and return on August
9. Members present at Thursday's luncheon
subscribed for about fifty guests, including them-
selves and members of their store organizations
and families. The Milwaukee party may reach
100 to 125 in number.
The formal invitation extended by President
W. S. Jenkins and Secretary John McKenna,
of the Chicago Club, was supplemented by a
warm greeting brought from the Windy City
by Frank E. Morton, who attended the monthly
luncheon at Chicago on July 26. There is some-
thing significant in the extension as well as ac-
ceptance of the invitation, for it is the first time
that the Chicago and Milwaukee clubs have
actually gotten together in social intercourse,
and this, it is believed, is going to result in a
form and spirit of co-operation that will benefit
materially the music business of the entire ter-
ritory lying along the southern shore of Lake
Michigan.
Elected President to Succeed George S. Glen—Several Attractive Window Displays Help Keep
Business Up to Fair Totals—Radio Proving a Stimulus—Other News
SALT LAKE CITY, UTAH, July 31.—Charles H.
Norberg, of the Daynes-Beebe Music Co., has
been elected president of the Utah Association of
Music Industries in the place of George S. Glen,
president of the Glen Bros.-Roberts Piano Co.,
resigned. Other changes in the organization
were the election of Albert L. Kirk, of the John
Elliot Clark Co., first vice-president; Harry
O'Loughlin, second vice-president, and Jay S.
Glen, Glen Bros.-Roberts Piano Co., third vice-
president. Further plans for Music Week in the
Fall were discussed.
The Cikaylo Violin Exchange and Restoring
Shop is the name of a concern that has been
established at 157 Regent street.
That radio would seem to be helping the music
dealers instead of hindering them, as some feared,
is shown by the fact that local retailers are being
asked occasionally for "records that I heard last
night at a radio concert."
The Daynes-Beebe Music Co. had a big nov-
elty in its window—at least, a novelty in this
section—which consisted of a large collection of
miniature pianos placed on the revolving stand
in their window. The little instruments were
only a few inches long and attracted much atten-
tion.
J. J. Daynes, head of the Daynes-Beebe Music
in quality and charm of tone"
The KIMBALL includes—
Grand Pianos
Ubright Pianos
Player-Pianos
Phrasonome Pianos
Reproducing Pianos
Phonographs
Pipe-Organs
Music Rolls
T
H E R E is a distinctive quality in the
K I M B A L L charming tone that can only
be described as "masterful."
World-famed
artists of the past and present have recognized
this distinguishing quality—and have accorded
to the K I M B A L L an enthusiastic endorsement.
Write for Agency
S,
CHARLES H. NORBERG HEADS UTAH TRADE ASSOCIATION
KIMBALL
"Masterful
AUGUST
Terms
W. W. KIMBALL CO.
(Established 1857)
Executive Offices: Kimball Bldg., CHICAGO, U. S. A.
Co., and family have returned from The Pines,
Weber Canyon, their Summer home.
The Consolidated Music Co. had a special win-
dow decoration in honor of the Utah Pioneer,
Utah, being seventy-five years old on July 24.
The window represented music of pioneer days.
An old piano of the period was draped in a rare
bit of old paisley, regarded in those days as a
choice possession. On the paisley rests an old
Bible of a 1665 edition. In contrast to the relics
is a fine modern piano. The Consolidated win-
dows are decorated by Dean Daynes, Manager
R. W. Daynes' popular brother, and are always
worth while.
H. J. Norris, of Smith, Barnes & Strohber
Piano Co., was a recent local visitor.
J. C. McClain, secretary-treasurer of the Utah
Music Co., East First South street, is planning a
trip to Seattle, Wash.
Some of the local dealers say the piano busi-
ness is quite good this Summer. Asked how they
account for it being good just now, they ex-
pressed the opinion that many parents consider
the Summer holidays a good time to teach their
children the use of the piano.
Miss Nan Browning, popular head of the small
goods department of the Glen Bros.-Roberts
Piano Co., is giving a series of recitals for the
Telegram broadcasting station. Records for the
talking machine music are being furnished by
Miss Browning's company.
Sidney D. Hampton, of the Consolidated
Music Co., is planning a trip to Yellowstone
Park. It will be made by auto and Mr. Hampton
will be accompanied by his wife and kiddies.
George A. Bolduc, manager of the talking ma-
chine department of the Glen Bros.-Roberts
Piano Co. until recently, has accepted the posi-
tion offered him by the Larson Music Co., Sid-
ney, Neb. Mr. Bolduc's successor has not been
appointed at this writing.
Harry O'Loughlin, president, and "Ukulele"
Hughes, manager of the small goods department
of O'Loughlin's, are planning a fishing trip in
southern Utah. Mr. O'Loughlin told the writer
that the small goods department has proved a
wonderful success, especially since being taken
over by Mr. Hughes.
The Beesley Music Co., 57 Main street, pioneer
piano people of this section, got out a neat little
pantomimic representation of those who blazed
the trails westward and the spirit of the songs
they carried with them. The leaflet was pub-
lished in celebration of the Utah diamond jubilee
on July 24. When the pioneers, under Brighatn
Young, famous Mormon leader, came to the
spot now occupied by Salt Lake City there was
nothing but sage brush and sand, except Indians,
who were worse than no neighbors, for they had
to be fought and watched. The history of the
State has been marked by musical activities
which were fostered by Brigham Young.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 5,
1922
THE MUSIC TRADE
REVIEW
The Value of Continuous Advertising
The Overwhelming
Value of a Consistent, Continuous Advertising
Program Forcefully Demonstrated
Through
Comparison of Business Done by a Non-Advertiser, a Seasonal Advertiser and a Continuous Advertiser
— Secret of Advertising Success Lies in Obtaining Benefit of Cumulative
Publicity
Advertising is regarded, and rightly so, as the
open sesame to success in business when rightly
used. Given an honest product, meeting a well-
defined need, plus the proper kind of advertising,
and success is certain to follow. So much has
been written concerning the value of advertising
that there is nothing new to be said on the sub-
ject, although one point that is, perhaps, not as
well understood as it should be is the fact that
advertising must be continuous to produce maxi-
mum results.
The piano industry, in common with all other
industries in the country, during the past decade
has depended upon advertising to a large degree
for its success. A comparison of present-day ad-
vertising in the piano field with the publicity
which was used ten or twelve years ago will
show a distinct improvement in design, subject
matter, effectiveness and logical sales-producing
appeal. The trade has learned these lessons, but
there is one lesson which many factors in the
trade have yet to comprehend—and that is the
power and value of continuous advertising.
It, perhaps, is not far wrong to say that hitherto
the industry has pursued one of two general
courses so far as advertising is concerned. The
first has been the policy of advertising only
when business was good—when orders were pil-
ing up, when accounts were in excellent shape
and when the financial statement showed a good,
substantial surplus of cash on hand. Under these
conditions some manufacturers and dealers have
felt that they should spend some of their money
for advertising, working possibly on the theory
that because business was good and they were
making money they could afford to spend a little
of it for printers' ink. Those who have pur-
sued this policy have curtailed their advertising
when times became hard—when money was not
so plentiful and when accounts collectible com-
menced to freeze up—arguing in defense of their
policy they could not afford to spend any money
at all for publicity.
The other policy which has been pursued by
some members of the trade has been that of ad-
vertising only when business was poor. When
times were good and orders were pouring in the
argument was that there was no need for adver-
tising because the factory or the store was doing
all the business it could handle. Only when
orders fell off and when workmen and salesmen
found time hanging heavy on their hands was
advertising employed in an effort to bring in
some additional business.
Both of these policies are fundamentally wrong,
as a little thought will show. They are wrong
because they provide only for spasmodic adver-
tising—even though the spasms occur under dis-
tinctly different conditions. The only way that
advertising in this or any other industry can be
made to produce maximum results is to elimi-
nate the spasmodic policy and adopt one of con-
tinuous, consistent advertising twelve months in
the year.
One of the most convincing proofs of the value
of continuous advertising is to be found in the
chart which accompanies this article. This chart
was prepared by the economic research depart-
ment of the Curtis Pub. Co., and shows graphi-
cally the varying volumes of business done by
three classes of merchants—those who do no
advertising, those who do seasonal advertising
and those who advertise thoughout the entire
year. An analysis of the chart shows that
the merchant or manufacturer who does not ad-
vertise starts the year with very little business.
His business then gradually increases, reaching
an apex in the month of May and then dropping
sharply to a very low level until the end of Au-
gust, when the volume gradually rises again,
the seasonal advertiser in turn doing perhaps 25
per cent more business than the non-advertiser.
This analysis shows conclusively that the con-
tinuous advertiser is the man who really gets the
greatest value for the money he spends in pub-
licity and shows further that the advertiser who
is committed to the seasonal policy does not get
full value for what money he does spend, because
he allows the cumulative effect of his publicity to
be lost almost entirely during the periods when
he does not advertise.
In last week's issue of The Review there
was shown the value of continuous advertising
as applied to the
piano industry in an
article which told of
the success of one
piano manufacturer
whose policy of con-
tinuous
advertising
has resulted in well-
filled order books
and a busy factory
during the time when
the so-called Sum-
mer slump in the
trade is supposed to
be greatest. There
are several other na-
tionally known piano
manufacturing con-
cerns which have
overcome the sea-
sonal bugaboo by
maintaining a policy
of consistent, contin-
uous advertising. It
is safe to say, how-
ever, that so far as
piano manufacturers
are concerned only
approximately one-
third of them are
pursuing a policy of
continuous,
consis-
tent advertising. Of
the other two-thirds
some are committed
to the policy of sea-
sonal
advertising,
while others adver-
tise only sporadical-
ly, if at all. It can-
not be gainsaid that
those manufacturers
who are advertising
Chart Showing Effect of Continuous Advertising
vcrtiser finds his business about on a par with consistently and continuously are doing the bulk
of the business in the piano industry, to the con-
the man who does no advertising at all.
The last diagram shows effectively the value sequent amazement of the non-advertisers, who
ol continuous, all-the-year-round advertising. sometimes wonder why certain firms are doing
The continuous advertiser begins his year with a such good business, although the answer is as
volume of business that is practically equivalent plain as the proverbial pike-staff.
The piano industry has gone through a rather
to the May peak enjoyed by the non-advertiser.
The volume rises in February to a point above critical period during the last eighteen months, an
the May peak of the non-advertiser and continues experience that has been common with prac-
to keep above that peak until the end of June. tically every other industry in the country. For-
During July and August there is a natural de- tunately, the turn has come, and the piano indus-
crease in business, but even the low level is only try, like all other industries, is definitely headed
slightly below the same May peak of the non- for better times. That this is recognized by the
advertiser. By the end of September the volume piano trade is shown by the fact that there is a
of sales again shows a steady increase, reaching general movement on foot among manufacturers
its apex in December and continuing at its high- to prepare for an increased demand this Fall
est level until almost the end of the month, by starting to make up a surplus stock of instru-
when there is a natural decrease shown, the de- ments. In other words, piano manufacturers are
crease being caused by the Christmas and New making pianos which they expect will be sold
this Fall, but only a few of them are far-sighted
Year holidays.
A further analysis will show that the total vol- enough to prepare merchandising plans for these
ume of sales for the year produced by continuous instruments through the medium of advertising.
advertising is nearly 40 per cent greater than It is practically certain that the normal Fall de-
(Continued on page 8)
the volume enjoyed by the seasonal advertiser,
reaches its peak early in December and then
drops abruptly to the low level experienced dur-
ing August. The merchant who endeavors to
increase his business through seasonal advertising
is in somewhat better position than the merchant
who does no advertising, for the chart shows
that during the months of March, April and May,
when the Spring advertising campaign is in ef-
fect, and during October, November and De-
cember, when the Fall campaign is on, the vol-
ume of business is somewhat greater than is that
of the non-advertiser, but during the months
when no advertising is carried the seasonal ad-

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