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THE MUSIC TRADE REVIEW
DECEMBER 6, 1924
Light and the Good Window Display—(Con. from page 3)
mounted and tilted at such an angle as to throw
the maximum amount of light onto the two in-
struments standing near the windows. Thin
white paper, rubbed with a little chalk or char-
coal, will give the windows an opaque, "glassy"
appearance and will aid in diffusing the light.
An amber-color screen over these spotlights
will produce a sunlight effect, while blue will
produce moonlight.
Lighting that contributes to the holiday spirit
within the store will please the customer who
has responded to the cheery invitation of the
windows. The general lighting within the store
itself should not be diminished or colored by
any decorations covering the lighting units.
When a customer makes a selection he wants
to be sure of the color and finish of the instru-
ment, and he will be considerably aided in mak-
ing his choice and being satisfied if the light is
clear, glareless, evenly distributed and of almost
daylight quality. Deep shadows and spotty re-
flections that result from strong local lighting
or from units that do not diffuse and distribute
the light depreciate the "quality" impression
that all reputable instruments should give.
One ingenious piano dealer, so we are told,
had the lighting of his store so controlled that
when he wanted to sell a certain instrument he
directed light of a higher intensity on that
piano, and invariably found that the customer
favored that instrument. While this scheme
would not be prescribed for general practice,
we do know that articles that are lighted to a
higher intensity than their surroundings attract
a great deal more attention.
The holiday season offers numerous possibili-
ties for capitalizing this idea. By directing an
amber or rose colored light on a young woman
playing a piano or phonograph records in some
conspicuous part of the store, the attention of
everyone who enters the store will be drawn to
this center of attraction. The novelty of this
pleasing picture will create an added interest
in your best lines.
Light commands interest and attention. With
simple equipment you can create any variety of
effects without a great outlay of expense all
of which bring results.
Nashville, Tenn., Has the Country's
Leading Family of Ampico Enthusiasts
Family of Joel O. Cheek, Well-known Nashville Coffee Man, Probably Leads the List—Father
and Four Sons at the Present Time Own Instruments and More Are Being Purchased
A MONG those prominent in the commercial
^^ world of the country who are in the class
of Ampico owners and enthusiasts are to be
included the members of the Cheek family, of
of Mr. Cheek's sons also became Ampico own-
ers and Mr. Cheek, Sr., has already declared
that when he returns from a Winter spent in
Florida he will buy a new Chickering Ampico
In Nashville Mr. Cheek, Sr., is a notable
person, and only recently one of the local news-
papers carried a long special interview with him
in which he explained how he had been suc-
cessful in keeping his eight boys working with
him in his firm.
Herewith is presented a photograph of the
Cheek family, which represents a group hard to
duplicate in the commercial world.
J. M. Hoffman Go. Buys
Building in Pittsburgh
Purchases Four-story Structure at 537 Wood
Street Which the Company Has Occupied for
the Past Eleven Years—New Frederick Store
PITTSBURGH, PA., December
1.—Announcement
has been made by the J. M. Hoffman Co. of the
purchase of the building it has occupied at 537
Wood street for the past eleven years. The
J. M. Hoffman music house was founded in 1863
and is one of the best-known music houses in
western Pennsylvania.
The building purchased is in the heart of the
downtown business section, is four stories high
and the consideration was $150,000. The active
members of the firm at present are Theodore
Hoffman and Edward Hoffman, both of whom
are well known to the trade and are also affil-
iated with the Piano Merchants' Association of
Pittsburgh.
The J. M. Hoffman Co. handles the Sohmer,
Gulbransen, Jesse French and Stoddard pianos,
the Brunswick phonographs and Brunswick-
Radiola, as well as a line of small musical in-
struments and sheet music.
Theodore Hoffman in discussing business con-
ditions said: "The outlook as I view it indi-
cates a very satisfactory volume of business for
the month of December. The excellent indus-
trial conditions that prevail are bound to have
the effect of stimulating all kinds of business
and in this the music business necessarily must
share."
The W. F. Frederick Piano Co. has an-
nounced that it will open a new store at 317
Main street, Johnstown, Pa., on January 1, the
new location to supersede the present location
at 406 Franklin street, Johnstown.
The new location is directly opposite the Ma-
jestic Theatre and is in an ideal business block.
The new store will carry a full line of the
Knabe, Haines Bros., Marshall & Wendell, Price
& Teeple, Estey and Francis Bacon pianos, the
Ampico in the Knabe, Haines Bros, and Mar-
shall & Wendell, and the Victrola and Victor
records.
A special "throwing out sale" of pianos is
being carried on by the piano department of
Boggs & Buhl in the old Leader Building, 435
Fifth avenue. The sale was liberally advertised
and brought many patrons.
The F. A. North Co., of Greensburg, Pa., is
making a special drive on a sale of Lester
player-pianos. The store is under the manage-
ment of Ira Orr, who reports a very satisfac-
tory volume of business.
A. B. Chase Line in Alliance
ALLIANCE, O., November 30.—Announcement is
A Family of Ampico Enthusiasts
Here is the family of Cheek & Sons, Ampico enthusiasts, with the senior partner, Joel O. Cheek, Sr., and the eight
"junior members" of the organization. From left to right they are, Front row: Joel O. Cheek, Jr., Leon T., Joel
()., Sr., Robert S., William T. Top row: John Cheek, Newman, Frank and James Cheek.
Nashville, Tenn., who operate the Cheek-Neal
Coffee Co., packers and marketers of the well-
known Maxwell House coffee.
The Ampico craze with the Cheek family be-
gan a couple of years ago when Joel O. Cheek,
Sr., purchased a Chickering Ampico grand from
the Claude P. Street Piano Co., of Nashville,
through the efforts of Mrs. Sallie C. Bentley,
of that company. As a result of that sale four
Highest
Quality
grand and will give his first instrument to an-
other of his sons.
As it stands now 50 per cent of the Cheek
boys are possessors of Ampicos, the contem-
plated gift next Spring will bring the average
up to 62 l / 2 per cent, leaving only 37l4 per cent
unsold. If past performances amount to any-
thing the remaining members of the family will
soon have their homes Ampico equipped.
made that the Roath Piano Co. has been ap-
pointed the exclusive selling agents in Alliance!
and vicinity for the A. B. Chase pianos. The
complete line will be carried by this store and
stocks have already been received, according
to officials of the company.
Opens New Branch Store
BLYTHEVILLE, ARK., November 30.—W. J. Beard,
who conducts Beard's Temple of Music at Para-
gould, Ark., has opened a branch store here.
Highest
Quality