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JANUARY 9,
1926
THE MUSIC TRADE REVIEW
Cincinnati Music Merchants Report
That 1925 Ran Ahead of Previous Year
Practically All Local Dealers Report Volume of Sales Considerably Ahead of 1924—Holiday
Business in All Lines Was of a Record-breaking Nature
pINCINNATI, O., January 4.—While the
books for the year have not been closed,
thus making available exact figures, it is con-
ceded that more musical merchandise was sold
in this city in 1925 than in 1924. In the holi-
day season the demand for pianos, reproducing
pianos and player-pianos is said, by most deal-
ers, to have been of a record-breaking nature,
with an increased tendency toward the pur-
chase of the better grades of instruments. It
was the same with other kinds of musical mer-
chandise, and everything sold in good volume.
In some cases the stocks of musical goods
were almost exhausted, and in all cases the
sales brought them much below the normal
point, and for this reason it seems that manu-
facturers and wholesalers should be very active
for a time in making shipments of replenish-
ments.
In the Baldwin Co. Victrola Shop a splendid
holiday business was reported, in spite of the
fact that deliveries of the Orthophonic could
not be made in time to permit many of the in-
struments to be given as Christmas presents.
Baldwin executives are looking forward to the
opening of the company's new store in New
York City this month, which will be a grea^f
event. From an artistic standpoint, it is said,
this store will be very unusual. George W. Arm-
strong, Jr., president of the company, has gone
to Mexico, to take a short rest from business
cares.
At the local headquarters of the Starr Piano
Co. it was stated that the sales in the past year
showed a satisfactory gain and that the holiday
business was considerably larger than in the
previous year. The company expects a 25 per
cent increase in the demand for Starr pianos
next year, and its manufacturing schedule will
be increased accordingly. Player-pianos were
reported to be the best sellers, with medium-
priced instruments in the lead. A good demand
for talking machines and records was reported,
both in the retail section and in the wholesale
department. Ray Lammers, who conducts the
small goods department, stated that the King
line of band instruments moved wonderfully
well.
"We had a greater holiday demand for high-
grade grands and reproducing pianos than in
any previous year," stated Otto Grau, president
of the Otto Grau Piano Co. "The demand for
talking machines and records was also larger
than usual at that season, but of course our
sales were kept down to some extent by the fact
that the new machines were not available for
delivery. Our sales in 1925 were larger than
in the previous year, and we expect to make a
big gain in 1926."
"Our sales in 1925 were considerably larger
than those of the previous year," stated Walter
Canfield, of the Canfield Piano Co., which has
an uptown location at 1119 Main street. "The
greatest demand was for player-pianos, but there
was also a good demand for straight pianos and
phonographs. The medium-priced instruments
sold best, but other grades moved well. We
have had a satisfactory volume of sales in the
past twelve months, but we expect to make a
large gain in 1926."
"Taking everything into consideration, we had
a very good volume of sales in 1925," said
George P. Gross, head of the George P. Gross
Co., 1328 Main street. "We sold more goods
than in the previous year. During the holidays
we had an unexpectedly large demand for
straight pianos and player-pianos, and this
helped to swell the year's total sales.
"During the holidays there was a fine demand
for talking machines, especially for the Ortho-
phonic. Where we had taken orders for these
for delivery before Christmas we sent out an-
other instrument and at the same time wrote a
letter, in which it was explained that this was
merely a temporary substitute and that the
other machine would be delivered at a later
date. This plan worked to the satisfaction of
all, and nobody was disappointed."
In speaking of his radio department, which
was opened up in an adjoining store the first of
December, Mr. Gross stated that it is doing re-
markably well, in view of the fact that it has
been established so short a time.
Roswell B. Burchard, president of the John
Church Co., left December 23 for Rhode Island,
to spend the holidays with his family. Willis
L. Gibson, vice-president of the company, spent
the holidays in Columbia, S. C.
Louis A. Noelke, who has a suburban music
store at 977 East McMillan street, Walnut Hills,
reports that his holiday sales of instruments
and records were larger than usual.
"Our holiday business was very good," said
Herman Ritter, manager of the Fillmore Music
House, dealers in band and orchestra instru-
ments, at 528 Elm street, and exclusive agents
for the Buescher line. "Saxophones sold best,
but all other instruments were in good demand,"
he explained, "and we made a fine gain in sales
volume in 1925."
Another Brambach Billboard
Campaign by Loeser Store
Following Success of Recent Campaign Featur-
ing 110 Large Boards, the Big Brooklyn
Department Store Repeats Performance
Several months ago Frederick Loeser & Co.
"covered" Brooklyn with 110 twenty-four-sheet
Poster Campaigns on
posters in full color, telling the Brambach story
to several million persons. The coverage was so
resultful that this great store is again telling the
Brambach story through the billboard. Again,
110 giant boards placed in Brooklyn's most im-
portant centers are advertising the Brambach
baby grand to Brooklyn buyers.
The hearty boosting of Brambach by Freder-
ick Loeser & Co. has made the Brambach baby
grand one of the most popular pianos in this
city. The firm also backs up the poster cam-
paigns with extensive newspaper advertising
which reaches not only Brooklyn but all New
York City, covering the large population in this
territory.
The illustration below pictures the billboard
advertising of several other Brambach dealers
which is a slight indication of what is being
done throughout the country.
dePachmann Gables Praise
of Welte-Mignon Licensee
Noted Pianist Expresses Appreciation of Instru-
ment to W. C. Heaton, of Auto Pneumatic
Action Co., in Cablegram From Rome
W. C. Heaton, president of the Auto Pneu-
matic Action Co., New York, was particularly
gratified last week to receive a cablegram from
Vladimir dePachmann sent from Rome in which
the noted pianist expressed himself as follows:
"New Year's Greetings. My Welte-Mignon
(Licensee) exceeds my expectations. My home
would seem empty without it. dePachmann."
This measure of praise from an artist of
dePachmann's caliber is regarded as particularly
significant, though it was not entirely a sur-
prise to Mr. Heaton, for when dePachmann
made a series of new recordings last Summer
for the Licensee Welte he expressed in the most
enthusiastic terms the keen pleasure the perfec-
tion of the reproductions gave him. Clapping
his hands he exclaimed: "Bravo! Bravo! Mr.
Heaton!" and then added, with a sincerity and
warmth that was plainly evident, "Welte-
Mignon, you are my undying alta ego. Through
you I live forever!"
DePachmann at the time not only was deeply
impressed with the absolute fidelity with which
every detail of his interpretations had been reg-
istered in the master record and beautifully
brought out on the piano by the Licensee Welte
action, but also by the speed with which this
was accomplished. Each time he came to the
studio to record the many new records he made,
he was given the rare treat of hearing them
before he left. He did not have to spend a
moment's time "editing" any part of his record-
(
the Brambach Piano
ings, a task which he assured Mr. Heaton was
laborious and distasteful.
It was this remarkably accurate rendering of
his own playing by the Licensee Welte that won
dePachmann's interest, and led to his having
one sent to Rome for use in his own home.
The piano was shipped to him from the Auto
Pneumatic Action Co.'s factory in New York
City on last November 11.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.