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The Music Trade Review
DECEMBER 24, 1927
Philip Werlein, New Orleans, La.,
Using Forty-four Billboards in Drive
CLEVELAND, O., December 20.—The Starr Piano
Co. have completely remodeled the main floor
of their Huron Road store. Heretofore it has
been used for a display room of the company's
line of pianos and phonographs. It has now
been transformed into an arcade in which there
are a number of specialty shops and studios in
which are featured millinery, gifts, Klay Kraft
and other lines. The piano and phonograph
showrooms have been placed on the third and
fourth floors.
WERUIN'S
Baldwin Pianos in Concert
Special Xmas Terms
OrfbopUiic VictrolaJ95 up
Baby Gran
XT EW ORLEANS, LA., December 16.—What
^ is believed to be the biggest billboard cam-
paign ever undertaken single-handed by a retail
music dealer in this section of the country was
launched early this month by Philip Werlein,
Ltd., in order to stimulate holiday business.
The Werlein store leased forty-four boards,
representing the complete coverage of the city,
and backed the outdoor advertising with liberal
display space in newspapers and with special
advertising in the thirty-six theatres in the su-
burbs of New Orleans.
Heretofore on several occasions the various
music dealers of the city have co-operated in
a billboard campaign just prior to the holiday
season featuring musical instruments as gifts,
but this year no co-operative effort was
launched by Philip Werlein, Ltd.
Effective Use of Photos
of Recording Artists
"There is nothing like being able to observe
fust hand," he said this week to The Review,
"the actual progress which is being made in the
H. C. Bay factory. For the past year every
effort has been made to improve the product
and that these efforts have borne fruit is cer-
tainly shown in-the instruments that arc now
coming through. Take for instance the H. C.
Bay period models. They are true periods not
(.nly artistic in design but with as fine a finish
as I have ever seen. Special care has also been
shown in the selection of the veneers for the
cases. Nor has the improvement in tone quality
been overlooked, as may readily be realized by
playing the new small grands. We have been
having continuous success in securing dealers
for this line, and my inspection of the instru-
ments at the plant shows clearly that the H. C.
!'ay line to-day is worthy in every sense of
the consideration of the piano merchants."
Tolzier Music Store Demonstrates Manner in
Which Such Photographs May Be Utilized to
Advantage in Window Displays
The advantage of having and using photo-
graphs of recording artists is demonstrated by
the Tolzier Music Store, of Amarilla, Texas,
Mehlin Grand Installed
in New Arizona Hotel
Using Recording Artists' Portraits
the accompanying illustration showing how ef-
fectively this music dealer has used artists'
photographs to make a most attractive window
display. His order of arrangement is well bal-
anced, as he shows almost every class of artist,
from the dance orchestra to the concert violin
ist. Then, too, his display of the Panatrope is
attractive. The stage of display with the artist,
the finished record and then the Panatrope for
reproduction, is very complete. The Tolzier
Music Store reports a large increase in it-
record and instrument sales due to this attrac-
tive display.
Julian T. Mayer Back
From H. G. Bay Factory
New York Distributor of H. C. Bay Line Re-
ports Progress Being Made at Bluffton, Ind.,
Plant
Julian T. Mayor, New York distributor for
the H. C. Bay Co., Chicago, returned recently
from a trip to Bluffton, Ind., where he made a
thorough inspection of the improvements which
are being made in the H. C. Bay grands, up-
rights and player pianos
Starr Piano Go. Remodel
Quarters in Cleveland
Instrument Occupies Prominent Place in the
Lobby of the Hassyampa Hotel, a Community
Hostelry, Opened Recently in Prescott
I'uiSdiTr, AKIZ.. December 16.--In the lobby of
the new Hassyampa Hotel, opened recently in
this city, and the second largest community ho-
BOSTON, MASS., December 20.—Baldwin pianos
will be used by two well-known artists within
the next few days. Gebhardt will use one to-
night when he is to be the soloist at the first
concert of the newly formed Chamber Orches-
tra in Jordan Hall, and Miss d'Oranyi is using
one at Groton School, Groton, to-morrow eve-
ning. This same artist also was heard with a
Baldwin at Wellesley and Smith colleges within
the last few days.
Rosso Music Shop Moves
The Rosso Music Shop, formerly located at
10 Walnut street, Mt. Clemens, Mich., has re-
moved to 53 North Walnut street, where a
large stock of pianos, Columbia and Victor
phonographs, Buescher and Martin band instru-
ments and sheet music has been placed on dis-
play.
Alex Smith and Robert U. Slayback have
cpened a new music store, called the Radiola-
Brunswick Shop, at 364 Central avenue, East,
Highland Park, 111.
Consult the Universal Want Directory of
The Review.
Something NEW!
Word Rolls for EXPRESSION
REPRODUCING PIANOS at
prevailing popular
tional prices.
Interna-
Beginning with January releases,
International Rolls are adapted to play
on all 88-note Players, also foot and
electric Expression Pianos, using
Standardized Tracker Bar.
This new TWO-IN-ONE roll
eliminates the necessity and expense
of carrying two separate stocks, with
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Thirty releases in January and thirty a month
thereafter. Send for a sample roll. No
obligations.
INTERNATIONAL PLAYER
ROLL CO.
Mehlin in Hassyampa Hotel
tel in Arizona, is a Mehlin five-foot-nine-inch
grand, occupying a prominent position in the
lobby. The hotel is a strictly community propo-
sition, built by the business men and citizens
of Prescott, and with the building of the Errcn-
burg Bridge will be on the main highway to
southern California. The Mehlin piano was in-
stalled by the Music Store, which maintains
headquarters here and has branches in Jerome
and Clarkdale.
Established 1919
66 Water St., Brooklyn, N. Y.
125 N. 9th St., Philadelphia, Pa.
3/ I
*"Q I
,£"
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The
quality
International
Roll, plus the desirable fea-
ture of playing on Expres-
sion Reproducing: Pianos at
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Or NO ADVANCE in PRICE