Music Trade Review

Issue: 1924 Vol. 79 N. 18

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
10
MUSIC TRADE
REVIEW
New Stores and Changes Among Retail
Music Merchants During the Past Month
A Compilation of the New Stores Established and Changes in Ownership and Management for
the Information of the Manufacturer and the Traveler
Alabama
Birmingham, Ala.—The Cable-Shelby-Burton Piano
Co. has purchased the entire stock of the C. C. Hol-
combe Music Co.
Arizona
Globe, Ariz.—A branch of the Leonard Piano &
Music Co., of Miami, Ariz., nas been opened.
Arkansas
Fayetteville, Ark.—The Guisinger Music House has
moved into its new building on the southeast corner
of the square.
California
South Berkeley, Cal.—The Ashby Piano Co. has
opened a store at 3317-19 Adeline street, carrying the
Baldwin line, with Mrs. B. K. Chisholm as manager.
Modesto, Cal.—Alterations have been completed in
the store of the Pacific Music Co., on Tenth street,
to increase the floor space.
Long Beach, Cal.—Earl C. Dible has been ap-
pointed manager of Barker Bros, local branch music
store.
Hollywood, Cal.—The Hollywood Music Co., at 6019
Hollywood boulevard, has remodeled its warerooms.
8an Diego, Cal.—The new department store of
Holzwasser, Inc., this city, has opened a piano de-
partment, carrying the Lester line, with Roy T.
Davis in charge.
Los Angeles, Cal.—The Barks Music Co. has been
formed here to represent the Wiley B. Allen Co.
and opened warerooms at Wilton avenue and Forty-
eighth street.
Palo Alto, Cal.—Glann's Music Shop, handling
phonographs and records, has removed to 379 Uni-
versity avenue.
Connecticut
Waterbury, Conn.—The new warerooms of Brodrib
& Blair, at 97-99 Bank street, have been formally
opened, carrying the Sterling and Lester pianos.
Danbury, Conn.—The local warerooms of Heim's
Music Store have been moved from 270 Main street
to 221 Main street.
Stafford Springs, Conn.—Improvements have been
completed in the local branch of the United Music
Co. chain.
Stafford Springs, Conn.—A new music store, carry-
ing Cable & Sons pianos, has been opened on West-
ford avenue by Theodore Placek and Daniel Haigh.
Illinois
Rockford, 111.—The retail store of the Schumann
Piano Co., here, has suffered a flre loss, estimated
at $12,000 to $15,000.
Herrin, 111.—The Morgan Music Co., of Murphys-
boro, 111., has opened a branch store here.
Iowa
Lanonl, la.—New quarters have been selected by
the Fleet Music Co. in a store east of the present
location.
Kansas
Sallna, Kan.—Improvements in the warerooms of
the Terry Music Store, on East Iron street, have
been completed, adding to the display space.
Pratt, Kan.—A new music store, carrying Kimball
pianos and talking machines, has been opened by
Miltner & Cunningham at 314 Main street.
Wichita, Kan.—D. W. Miles and A. A. Myers have
opened a new music store at 132 North Market street,
handling Baldwin, Hobart M. Cable and Brinkerhoff
pianos.
Maryland
Baltimore, Md.—Another store of the chain of the
Mueller Music Shops has been opened at 500-508
South Third street.
Massachusetts
Franklin, Mass.—F. W. Weaver has opened a new
music store here, handling the Brunswick phono-
graph and York and Mercer pianos.
Holyoke, Mass.—The new and larger store of the
Brunswick Shop of Holyoke, Inc., has been formally
opened at 283 ^2 Maple street,
Pittsfleld, Mass.—The Pierce Music Co. has opened
a new store at 254 Worthington street, with F. W.
Edwards as manager.
Boston, Mass.—The Hallet & Davis warerooms,
operated under the name of the John L. Cotter Piano
Co., at 061 Boylston street, have been formally
opened.
Michigan
Holland City, Mich.—J. H. DePree has been ap-
pofhted receiver for the Everet J. Pruim House oper-
ating a chain of stores.
Lansing, Mich.—The Jury-Rowe store, on West
Michigan avenue, has opened a piano department
and will handle the Baldwin line.
Detroit, Mich.—The Sadowski Music Store has
moved to new quarters on Chene street, affording
larger display space.
Detroit, Mich.—The John Church Chain O'Piano
Stores has opened a retail store at 154 Bagley ave-
nue.
Missouri
" Kansas City, Mo.—The Brunswick Studio has been
opened as a branch of the Brunswick Shop at
Country Club Plaza by George C. Anderson.
St. L.ouis, Mo.—The store of the Krite-Boyens Piano
Co. has been remodeled to have greater facilities
for talking machines, and has added the Brunswick
line.
Kansas City, Mo.—The Wunderlich Piano Co. has
opened a broadcasting station in its store.
Bethany, Mo.—The Shroyer Music Co. has moved
to its new home in the Deal Building, which has
been purchased by H. C. Shroyer.
Jefferson City, Mo.—The Henry F. Miller Stores
Co. has been granted a charter to operate retail
piano stores in Kansas City.
Joplin, Mo.—The music business of J. W. Mc-
Millan, formerly at 212 West Fourth street, has
been moved to 311 Main street.
St. I,ouis, Mo.—The Aeolian Co. of Missouri has
purchased the business of the Mengel Music Co.
St. Louis, Mo.—The second floor of the Kieselhorst
Piano Co. store has been remodeled.
Minnesota
Minneapolis, Minn.—The Howard-Farwell Co. has
opened a new store at 806 La Calle avenue, carrying
Chickering, Gulbransen and Brambach pianos.
Minneapolis, Minn.—John Lang, formerly with the
Dayton Co., has been made manager of the Victrola
and Brunswick departments of the Metropolitan
Store.
New Jersey
Montclair, N. J.—The retail phonograph store of
Joseph Lawlor has been moved to new quarters in
the Wellmont Theatre Building, 404 Bloomfleld ave-
nue.
Newark, N. J.—Thomas P. Chakeris, identified
with the Broad & Market Music Co. for ten years,
lias opened the Ideal Phonograph Shop at 867 Broad
street.
Trenton, N. J.—A new piano store lias been opened
at 1100 Chestnut avenue by Miss Melanie Badstueb-
ner, formerly manager of the local Griffith Piano
Co. store.
Trenton, N. J.—A branch store of the F. A. North
Co., of Philadelphia, has been opened at 223 Kast
State street.
New Mexico
Albuquerque, N. M.—H. A. Maisen has organized
the New Mexico Piano Co., at 116 North Second
street, handling Steinway and Gulbransen pianos.
New York
Niagara Falls, N. Y.—The Falls Music Co., of this
city, has been incorporated with $10,000 capital and
will handle pianos and radio.
New York City.—The Victor store, known as the
Lenox Talking Machine Co., at 312 West 145th street,
has been purchased by William Waldman.
Brooklyn, N. Y.—The retail piano warerooms of
the Allied Piano Manufacturers, Inc., at 1128 Broad-
way and at 645 Fulton street, have been remodeled.
New York City.—The new warerooms of Chicker-
ing & Sons, 27 West Fifty-seventh street, have been
formally opened.
Brooklyn, N. Y.—Papers of incorporation have been
filed by Mulfords, Music, which will engage in the
sale of musical instruments, with $5,000 capital.
Albany, N. Y.—The branch stores operated by the
Baker Music House, Inc., at Utica, Hoosic Falls and
Glens Falls have been discontinued.
New York City.—The retail phonograph store of
Daniel Castellanos at 4 South street has been com-
pletely destroyed by flre.
Rochester, N. Y.—The Levis Music Store has pur-
chased the business of the Balcom Music Co., retain-
ing Alfred H. Warren as manager.
Lockport, N. Y.—Alfred J. Newman has opened a
new piano store at 43 Locust street, carrying pianos,
phonographs and Q R S rolls.
Ohio
Byesville, O.—A new music store has been opened
here by the A. C. House Co., of Cambridge, handling
a full line of music goods.
Akron, O.—A larger store has been taken by the
Superior Music Co. at 91 South Howard street.
Canton, O.—A branch piano store, known as the
Globe Piano Co., with headquarters in Cleveland,
has been opened at 410 Market avenue South.
Cleveland, O.—The Lad Music Co. has been in-
corporated to deal in music goods with $10,000 cap-
ital.
Akron, O.—Miss Jane Lewis has been made man-
ager of the talking machine department of the George
S. Dales Co., South Main street.
Cleveland, O.—The Fayette Piano Co. has been
granted a charter with $10,000 capital, Julius Bloom-
berg and E. E. Wolf being the incorporators.
Akron, O.—The George S. Dales Co. has opened
its enlarged and remodeled music store, handling
Steinway pianos, Brunswick and Victory talking ma-
chines.
Cleveland, O.—The "business of the Eclipse Musical
Co. has been purchased by the Cleveland Talking
Machine Co.
NOVEMBER 1,
1924
Norwalk, O.—The Norwalk Piano Co., established
here since 1902, has been discontinued.
Cleveland, O.—Muehlhauser Bros. Piano Co. has
opened a West Side branch close to the Intersection
of Lorain avenue and West Twenty-flfth street.
Columbus, O.—Ralph G. Martin, local attorney, has
been appointed receiver for the Robert L. Seeds
Music Co., bankrupt.
Lorain, <).—The A. B. Sauer Music Co. has been
organized to take over the phonograph business of
the George A. Clark Co., and has a capital of
$35,000.
Pennsylvania
Pittsburgh, Pa.—The Wagner-Bund Music Co. has
been incorporated to deal in general music goods,
headed by S. G. Wagner and Emil Bund.
Pittsburgh, Pa.—H. A. Becker has been granted
a charter to operate a music store here under the
laws of Delaware.
New Bethlehem, Pa.—A new piano store has been
opened in the George A. Woods Block featuring the
Hardman piano.
Washington, Pa.—The Scott Brunswick Phono-
graph Co. has been opened in the Reuben Building,
45 West Chestnut street by H. B. Scott. Jr.
Pittsburgh, Pa.—R. M. Perry, formerly with the
Story & Clark Piano Co., has been appointed man-
ager of the W. F. Frederick Piano Co.
Erie Pa.—A new musical merchandise store has
been opened at 403 East Eleventh street, by Wil-
liam J. Krill, Jr.
Oklahoma
Bartlesville, Okla.—The Barnett Music Co., former-
ly located on Dewey avenue, has moved to new
quarters at 120 East Third street.
Tennessee
Murfreesboro, Trnn.—The formal opening of the
piano department of the C. H. Byrn & Son's store
has been opened, carrying the Waltham line.
Texas
San Antonio, Tex.—A. F. Beyer has moved his
phonograph business from Commerce street to 318
Houston street, where he has leased a store and
basement.
El Paso, Tex.—The phonograph and radio shop
of the American Furniture Co., 112-122 South Stan-
ton street, has been formally opened.
Utah
Salt Lake City, Utah.—Alterations have been com-
pleted in the Baldwin Piano Rooms in the Hooper
Building, on East First South street.
Salt T,ake City, I'tah.—Lucile's Song Shop has been
moved from Second South street to a location on
South Main street.
Salt "Lake City, Utah.—The musical merchandise
department of the Glen Bros.-Roberts Piano Co.'
has been enlarged.
Ogdcn, I'tah.—The M. E. Pantone Music Co. has
been incorporated here with $25,000 capital, to handle
a general line of music goods.
Virginia
L.ynchburg, Va.—O. E. Kellogg, formerly of Al-
bany, N. Y., has been made manager of the local
branch of Chas. M. Stioff, Inc.
Washington
Seattle, Wash.—Improvements have been completed
in the local retail store of the Bush & Lane Piano
Co. and include additional demonstration booths.
West Virginia
Wheeling, W. Va.—The balcony of the Burkham
& Stamm Piano Co.'s local store has been filled
in to afford larger display quarters.
Wisconsin
Milwaukee, Wis.—The music department of Gimbel
Bros, store here has been remodeled, giving the
entire sixth floor to pianos, phonographs and radios.
Milwaukee, Wls.—E. S. Fischer & Co. has been
granted a charter to handle radio goods.
Kcnosha, Wis.—Joseph Cardinal, handling Kim-
ball pianos and phonographs has leased the building
adjoining his store, at 211 Main street, as an annex.
Four More McPhail Grands
for the College of Emporia
Prominent Musical Educational Institution of
Kansas Now Has Twenty-one McPhail Pianos
in Use, Some of Them Fourteen Years Old
EMPORIA, KAN., October 25.—The Pioneer Music
Co., of this city, of which R. E. Wartman is
the proprietor, has recently installed four new
McPhail grands in the College of Emporia, a
noted college for music teachers. This college
first began using McPhail pianos fourteen years
ago, and several of the original shipments are
still in constant use. At the present time, with
four grands in place, there are now twenty-one
McPhail pianos in the institution. E. A. Hirsch-
ler, an organist of national reputation, is dean
of the college.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
NoVKMBF.R 1, 1924
THE
MUSIC TRADE
11
REVIEW
Using Manufacturers' Dealers' Helps
J. A. Jacober of the Otto Grau Piano Co., Cincinnati, Ohio, Describes the Method by Which His Firm Ties Up
Its Name With the Literature Furnished by the Manufacturers Whose Lines It Handles, in
Its Direct Mail Campaigns to Prospective Customers
H
EARTY co-operation between the music
merchant and the manufacturer whose
instrument he handled was urged by J.
A. Jacober, advertising manager of the Otto
Grau Piano Co., of Cincinnati, in addressing the
direct-mail department of ihe Advertisers Club
of Cincinnati during the past week.
Mr. Jacober outlined the plan that is used
by his company to interest the present cus-
tomers and prospective customers in pianos and
other musical instruments, as well as talking ma-
chine records and player-piano rolls. The Otto
Grau Piano Co.when sending out to the consumer
any direct-mail matter, such as booklets, broad-
sides, letters, etc., always sends with it a letter
from the company. This is a personal note to
the consumer and often results in more interest
being displayed by the prospective customer in
the booklet or other direct-mail matter enclosed.
Mr. Jacober, in speaking of the manufacturer,
said that the distribution of his literature is a
problem that the dealer can help to solve to a
great extent. The dealer actually becomes the
direct distributor to the prospect, and it rests
with him as to what percentage of the literature
actually reaches the prospect's hands. For the
manufacturer to publish a great quantity of
booklets and have but a small percentage of
them ieach the consumers or prospects is a
form of waste with which every manufacturer
at all times has to contend.
"It is my opinion," said Mr. Jacober, "that
a great deal of this waste is a direct result of
lack of interest or, we might say, of apprecia-
tion of the sales creative value of such literature
on the part of the dealer. The fact that he is
sent a large quantity of such material and not
advised of any plan that would stimulate his
interest to the extent of actually using it is
unquestionably the cause of the major part of
such waste. Any direct-mail matter sent out
should be a part of a set plan. It should tie
dealer with manufacturer. It should crystallize
in the mind of the prospect the fact that he (the
dealer) handles the particular make or brand
being advertised, around which a brief and con-
vincing story should be written, that the pros-
pect may almost at a glance grasp the funda-
mental idea that he is trying to convey.
"The trouble in mailing a booklet, or any
bulky piece of direct-mail matter, is that the
prospect not infrequently fails to read the text,
and even though he should read what you have
written in such a booklet, you must remember
that there is always a possibility of his over-
looking the particular or essential features that
differentiate your product from that of your
competitor. Unless your direct-mail matter is
in such a form that it will prove interesting,
even at first glance, to your prospect, it cannot
accomplish your object; consequently you will
not secure the results that you anticipate.
"I believe you will agree with me that a
piano is about one of the most difficult things
in the world to sell. It is one of the few articles
manufactured from which the purchaser not
only expects, but actually demands, a lifetime
of satisfactory service, and, strange as it may
seem, but few are disappointed in this respect.
Another article of this kind is a watch—you
buy it, and ever thereafter expect it to keep
perfect time. Do you ever have it oiled, cleaned
or looked over? Yes—when it actually cannot
go another tick. So not infrequently it is with
a piano.
"One of the peculiarities about pianos is that,
while practically all of them look alike, there
are vast differences and points of superiority
pne from the other, and this brings us to the
important role which the direct-mail advertising
of our house is made to assume.
"We begin with a definite plan, calling the
prospect's especial attention in a series of brief
letters to these essential differences and points
of superiority. We tell him why he should con-
sider these points of real importance to him.
Just to mail the booklet would compel him to
read same through to get the story, and even
then he may miss the point we are trying to
bring out. These letters, if carefully written,
•will very nearly interest him to the point of
reading the booklet sent. You may doubt the
wisdom of such a plan, but when I tell you thai
it has worked with complete success in our
business, you must admit that such a plan
actually possesses merit. To attain this end
the literature of the manufacturer in most in-
stances is used as shown in these samples.
"We at no time send literature created by a
factory featuring their particular line without a
direct tie-up with our store in the form of such
a letter. The few samples I have here will illus-
trate to you how this is done, and you may use
your own judgment as to their effectiveness.
Suffice to say that our business has shown a
phenomenal increase in those departments
where the plan has been tried, and is rapidly
being extended to cover every department.
"Just recently during a conversation with a
dealer in this city, he bewailed the fact that one
department of his business continually operated
at a loss, this in spite of the fact that he was
prepared to take care of his customers' wants.
He had a nice clean stock, but his location was
a little out of the shopping district. Inquiry
developed the fact that he had on hand approx-
imately thirty thousand circulars of a monthly
series which had not been mailed, because the
head of that department felt that the business
depression or vacation period, or some such
alibi, kept patrons from coming to his store,
and the postage, addressing and envelopes
would just add to the expense of his department
and not produce results for the reasons stated.
This is criminal waste and absolute short-
sightedness, for no mail matter sent to a pros-
pect can really be considered a waste.
"Another department in this dealer's business
used a regular direct-mail service and increased
the business in that department almost 300 per
cent during the same period; and yet the head
of that department questioned the advisability
of using the direct-mail plan in this particular
department, thereby wasting all of the thirty
thousand circulars.
"Direct-mail advertising always accomplishes
one of two things, and not infrequently both.
It either produces immediate results in the form
of sales, or what is of great value to any busi-
ness, it creates good-will through the fact that
in keeping a customer on your mailing list dis-
plays your continued interest in him, and this
in time will stimulate his interest in your line
of merchandise.
"If you are buying from a man who is giving
you dependable merchandise and satisfactory
service, it is unreasonable to assume that a
series of letters or circulars from a competing
house would cause you to change, but if your
direct mail is couched diplomatically and sent
consistently, when an opening is created it is
almost a foregone conclusion that you will be
in line for first consideration.
"In our own business we cover very carefully
all new prospects, using all available good litera-
ture published by the factories we represent;
this we link up with our own publications, there-
by greatly reducing our publicity costs. We
also cover all whom we have sold, keying up
their interest in the instrument we have sold
them, and continuing to impress upon them the
obligation we have assumed in selling them an
instrument. This displays our interest in them,
and as a result we acquire their good-will and
they recommend their friends to us. This
creates new business, and that in the final
analysis is the function of a direct-mail depart-
ment."
Sonora Phonograph Go. Stops
Use of the Name "Sonata"
Well-known Phonograph Manufacturer Again
Called Upon to Take Action Against Western
Concern Using "Sonata" on Phonographs
Another attempt to bring out a phonograph
bearing the name "Sonata" was stopped recently
by the counsel of the Sonora Phonograph Co.
Several years ago a concern operating under
the name of the Sonata Phonograph Co. dis-
continued the use of this name when the patent
office adjudicated that the word "Sonata" is
an infringement of the name Sonora.
The latest attempt was made by a Western
manufacturer who apparently did not know of
this decision and unfortunately several inno-
cent dealers purchased these machines before
learning the correct status of the phonograph
bearing this name.
It was said at the office of the Sonora Phono-
graph Co. that they intend to enforce vigorously
their rights with all manufacturers and venders
of "Sonata" phonographs.
Mason & Hamlin Agency
With A. B. Clinton Go.
Well-known Music House of New Haven,
Conn., to Feature the Entire Mason & Hamlin
Line, Including the Ampico, in That City
BOSTON, MASS., October 27.—Henry L. Mason,
president of the Mason & Hamlin Co., has an-
nounced that the agency for the Mason & Ham-
lin line, including the Mason & Hamlin with
the Ampico, had been placed with the A. B.
Clinton Co. in New Haven, Conn. The Clin-
ton Co. is an old-established and prominent
music house and a most fitting representative
for the Mason & Hamlin product.
Broadcasting Piano Gare
A talk on the "Care of the Piano" was broad-
cast from Station WJZ Tuesday, October 28,
at 11 a. m., by Stephen Czukor, social repre-
sentative of Hardman, Peck & Co., New York.
Mr. Czukor has had about fifteen years' ex-
perience in the industry as tuner, regulator,
factory superintendent and retail salesman and
was well qualified to speak on this topic. Ac-
cording to several prominent radio announcers
this the first talk of its kind ever broadcast
over the radio.
A. B. Gone on Vacation
Ashley B. Cone, vice-president of Hardman,
Peck & Co., New York, is taking a short vaca-
tion with his wife and sister at French Lick,
Ind. Mr. Cone and his party made the trip by
motor from New York, and are expected back
this week.

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