SEPTEMBER
22, 1923
THE
MUSIC
TRADE
REVIEW
E. H. VOGEL TO JOIN THE ESTEY-WELTE CORP. FORCES
Will Take New Position on October 1 to Direct Extensive Dealer Co-operation Campaign That
Will Shortly Begin-Formerly Advertising Manager of the Kohler Industries
Geor ge W. Gittins, presi dent of the Estey
Welte Corp., an nounc ed thi s week that E. H.
Vogel will join that organization on October I
to direct the exte nsi ve dealer co-operation plans
that will be instituted shortl y on both the
Vvelt e-Mignon products made by that company
and th e Estey line of pia no s. Mr. Vogel has for
the past five years been ac ti ve ly connected with
the advertising and sales promotion division of
the Kohler Indus tries and has durin g 't hat time
been instrum ent a l in dev eloping retail selling
plans that ha ve been used with splendid results
by dealers in practically every large city
throu gho ut the country.
Mr. Vogel, through his work with the Kohler
Ind'.lstrics, ha s been ab le to make a tho rough
ana lysis of retail piano merchandising. He ha s
sought in a ll his sales plans and advertising
will be presented to th e dealers in all the largel
cities by Hy Eilers who, as was announced last
week, has bee n retained by the Estey-Vv'elte
Corp. for this important work.
Mr. Gittins, in making the announcement of
Mr. Vogel's appoin tme nt, said: "Mr. Vogel's
co nnection with our companies will be a de
ci ded ass et to the dealers handling any of our
products. He has mad e an exacting- st udy of
retail piano cond itions and has been notably
s ll cce ssful in pr epa rin g for the dealer th e kind
of advertising copy that he wants . He has the
lInique advan ta ge of five years ' co nstructiv e
training in thi s character of work and is, in my
estima tion , one of th e keenest authorities on
retail piano merchandising in the gam e. He ha s
the hap py faculty of combining in hi s adve r
tising copy a s lant that builds prestige for the
deal er and at th e same time brings active pros
pects to his place of business. This, if you
analyze it, is the most important function of
a ny advertising.
"We hav e in preparation now aggressive ad
vertising and sa les co-operation plans for both
our Es tey line of pianos and Our Welte-Mignon
instruments. These plans are now only in a
nebulous sta te, but will be quickly rounded into
concrete form after Mr. Vogel joins our organ
ization. I feel sure that the policies as we
have planned them will enjoy a hearty response
from our e ntir e dealer di stribution and that the
actual advertising materials as prepared by Mr.
Vogel will give the dealer th e best possible
means of capitalizing on these plans to his best
advant age."
9
Player-Piano
NOTES
FROM THE LAUTERcHUMANA
FACTORY, NEWARK, N. J.
DEALERS HAVE NO TROUBLE
WITH LAUTER-HUMANA
Suct~on
Pump Is Very Valuable Feature
Good Talking Point-and it Enables Customer
to Keep Instrument in Perfect Playing Con
dition at All Times
It is doubtful if any other player-piano made
to-day possesses so many distinctive features
as the Lauter-Humana. The suction pump, for
ins tance, is one of the outstanding points of
importance. This device not only afford s sa les
men an excell ent opportunity for some strong
sale s talk, but it also greatly reduces the num
ber of trips that the player-piano repair man
has to make during the first year's free servi ce.
As the music roll passes over the tracker bar
UNITED CHANGE PLEASES DEALERS
Improved Servic e Expected as Result of Moving
Executive Offices to Norwalk
E. H . Vogel
copy to ll1j ect the dealer's point of view, rather
than that of the manufacturer. In this way his
sales plans have alwa ys had a h earty reception
by th e retail merchant, who realized th at he
had at his disposal a di s tin ctive line of adver
tising copy that not on ly added prestige to his
organization, but at the same tim e con tained
the necessary selling pll nch to produce the
business.
Mr. Vogel, as head of the sa les promotion
di vision of th e Kohler Industries, has been
notably successful in developing the splendid
plans of national publicity and
'tion that have been behind the B,ambach baby
grand and during th e past yea,' the plan used
in exploiting the Welte-Mignon (L ice nsee)
product, made by the Auto P n.e umatic Action
Co., of New York.
. .. , ' :.
In his new connection with ·-dle · Estey-Welte
Corp ., Mr. Vogel enters into " it' fert ile fi eld in
which 't o ap ply his particular ;n ercha ndi s in g
ability. Estey pianos en jo y a natio na l distribu
tion witlt. some of th e finest and la "ges t dealers
of the country, who will undoubtedly apprec iate
a contin uou s sa les co-operation serv ice th at will
help them to co rr ect ly present and. sell this
line of instruments to their communities.
Th e Welte-Mignon products, made by the
Es tey- vV cite Co rp ., possess un USlla I sa les po s
sibilities. The policy of unrestricted territory,
recently announced by that compa ny, as regards
the vVelte-Mignon autograph piano a nd the
Welte-Mignon cab in et:;, has opened up it re
. tail fie ld of g reat importance and p : ofil. Ex
tensive plans are now in work fo r a ~D-o perati ve
advertis ing serv ice that w ill permit these d ea l
ers to· best take advantage of th e sales pos
s ibilities of these two uni ts, Annonn cement of
the completed plans will be ma de s hortl y and
NORWALK, 0., September 17.- That the moving
of th e exec utive offices of the United Piano
Corp. from New York to the factory head
quarters in this city ~a$ proved pleasing to the
company 's dealers is indi cated by the numerous
lette rs that have been received from representa
tives all over the country telling of their ex
pectations of receiving improved service on
,hipments as a result of the change. As a mat
ter of fact, it was stated at the facto ry here
that m ore orders are coming in the front door
a nd more instruments being shipp ed out of
the back than at any tim e during th e past two
years, which is indicative not only of present
deman d but of th e tendenc y of many dealers
to stock up as much as possibl e in anticipation
of Fall busi ness.
:
A. C. MacLean, factory manage r for the
United Pi ano Corp., with headquarters in Nor
walk, 0., recently returned to that city after a
vacation spent at his former home in Bosto n.
He w ill move his famil y to Norwalk on Oc
tober 1.
BALDWIN STYLE SHOW COMING
Special Displays and Concerts to Be Featured
at Baldwin Piano Co. Headquarters in Cin
cinnati puring Week of October 1-6
C[NCJ.N :-I'AT!, 0., September 17.· -The Bald win
Piano Co. has evolved an int eresting plan for
bringing prospective piano purchasers into their
loca l warerooms and making them acq ua inted
dicectly with the latest products of the compa ny.
The plan calls for the holdin g of a "S tyle Show"
at the Baldwin hea dquart ers during th e week
of October 1-6, when a complete sh?wing of
tlte cO' ll pany 's instrU1l1 e nt s will be made and re
c ital s by art is t, of standi ng giv en twice daily.
The Style S how will be widely advert ised in
the local newspapers, the initial announcement
occupying a full page and the com pany officials
are co nfident that direct results will be realized.
SUCTION PUMP IN OPERATION
va rious particles of paper, dust, etc., are drawn
th rough the small holes by the suction. Even
tually the valves become clogged, which pre
vents the in s tru me nt from playing properly .
The suctio n pump which is built right into th e
Lauter-Humana overcomes this condition.
By pl acing the mouth of the pump over the
sm all hol es and operating the pedals a ll foreign
matter that may be lod ged in the valves or
tracker bar is dravvn out.
\"Iholesale Manage r A. E. Schmalzigan ha s
just r eturned from a Southern trip. "The pro s
perity and optimism of the South are noticeabl e
on all s id es," he said. "Piano dealers look for
ward to a big holida y trade and are ordering
accor dingly." On the return trip Mr. Schmalzi
gan stop ped off at Baltimore and Philad elphia
and dealers in those cities report a very brisk
demand for the Lauter-Humana player-piano.
At rnidnight, Sunday, September 17, one of
Lau ter Co.'s larges t motor trucks, load ed wi th
a spec ial s hipment of Lauter instruments, left
for the Cameron Piano Co., Allentown, Pa. This
progressive firm took a la rge space in the
Allentown Fair, which is one of the largest
('v ents in the entire East, and devoted it ex
clusively to the display and demon s tration of
Lauter-Humana player-pianos. Thousands of
people from all parts of th e country attend this
annua l fair and ::VIr. E. D. Ca meron expects to
close a good number of deal s as a result of it.
LAUTER-HUMANA
"The World's Finest
Player- Piano' ,