Music Trade Review

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The Music Trade Review
Broadside Tells of
Piano Promotion Work
Various Activities and Accomplishments of
Sales Promotion Committee Set Forth in Dis-
tinctly Impressive Manner
In order that those who are contributing to,
and who are co-operating with, the Sales Pro-
motion Campaign of the National Piano Manu-
facturers' Association may visualize what has
already been done for the cause of piano promo-
tion since the campaign was launched some-
thing over a year ago, there has been issued by
the committee a broadside describing and illus-
trating, mostly in color, the various activities
and their scope.
The broadside opens with a list of the Com-
mittee for the Advancement of Piano Study
made up of close to twoscore prominent musi-
cians and musical authorities, then comes a
description of the "Everybody's Look-and-Play
Piano Book," and details of the manner in
which the campaign has been tied up with music
teachers, conservatories, women's clubs, music
dubs, and various civic and social organizations,
interior decorators, piano tuners, etc.
Impressive, too, is the outline of the national
advertising campaign that has been and is being
carried on by the committee, there being used
at present six leading national magazines with
an aggregate circulation of over seven million
and including Ladies' Home Journal, Good
Housekeeping, the American, Better Homes and
Gardens, The Etude, and Children.
A paragraph, too, is given to "Piano Facts
and Fancies," the news sheet that is at present
being sent out regularly to some 1,500 news-
papers throughout the country and containing
material which is reprinted in generous quanti-
ties. The piano-playing contest and class piano
instruction are also included among the activi-
ties of the campaign, as are prepared advertise-
ments to enable dealers to tie up with the na-
tional advertising, close to a thousand of them
having taken advantage of that opportunity.
There are also provided an interesting series of
"POPULAR
as MUSIC ITSELF"
DECEMBER 31, 1927
follow-up folders, chiefly on the piano and the
child, over a million copies of which have been
distributed up to the present time.
One of the outside pages is given over to a
list of the companies in the trade who are con-
tributing to the support of the campaign and
the membership of the Sales Promotion Com-
mittee, of which Max J. deRochemont is chair-
man and Edward C. Boykin executive secretary.
The whole broadside is calculated to give to the
trade members a new picture of the extent of
this work, the importance of which is set forth
in the following letter received by Mr. Boykin
from C. J. Roberts, president of the National
Association of Music Merchants.
"Your favor of the 13th inst. accompanying
six copies of a broadside outlining the work
of the sales promotion committee has been re-
ceived. I have examined the folder very care-
fully and certainly heartily approve of it. You
have been doing some splendid work. It is
not only necessary to do splendid work, but
it is also necessary to let those most interested
know all about it, and you certainly have
brought the principal activities of the Com-
mittee before the trade in a most forceful and
comprehensive manner.
"I have distributed the extra copies where I
think they will do the most good. I will ap-
preciate it if you will send me about six more
copies."
New Brunswick Record
Prices Boost Demand
Prompt Payments and
How to Qet Them
There are two ways to realize cash in exchange for your
stock of pianos.
The first way is to wait patiently for the customer who
wants a piano—any kind of piano.
The second and more certain way is to stock the pros-
perity Line, manufactured by Winter & Co.
A piano of the Prosperity Line is worth more to the
average American family than the money that must be
paid to own one, because of its exceptional quality, its
fine appearance and its excellent reputation as an instru-
ment of precision.
Our new cooperative sales plan for 1928 is worth inves-
tigating. Write for particulars.
Our Wish for Your Happy New Year
May the New Year Bring You
an Abundance of Prosperity
Also Makers of Rudolf and Heller & Co.
Pianos and Player Pianos
853 East 141st Street
NEW YORK
Style "F"—3 ft. 8 in. High
Popular Prices for Records by Noted Artists
Arouse Much Favorable Comment and Stim-
ulate Sales of Such Records Materially
The rapidly increasing demand for Brunswick
records, particularly those of the better type of
music and by prominent artists, has reflected the
wisdom of the company's move on December 1
in adjusting its record prices to 75 cents for
all 10-inch records, and $1 for all 12-inch
records, some of them having formerly sold for
;is high as $2.
The new products have made available to the
public records by such artists as Onegin and
Chamlee of the Metropolitan Opera; Edith
Mason and Bonelli of the Chicago Civic Opera,
^nd Josef Hofmann, Leopold Godowsky, Albert
Spalding, and other famous concert artists, at
prices which formerly applied to popular records
only. Music appreciation organizations and
music students have been particularly enthusi-
astic over the opportunity for building up record
libraries of authoritative works for study pur-
poses.
The throwing open of the entire catalog
recorded by noted artists to the public at large,
so to speak, has brought forth much favorable
comment and many messages of appreciation to
the Brunswick Co. from dealers throughout the
country.
Cincinnati Starr Store
Resembles Art Gallery
CINCINNATI, O., December 24.—The store of
the Starr Piano Co. has with recent additions
been made most attractive, and it now re-
sembles a fine art gallery and bazaar. The
walls are covered with scores of fine paintings,
hung by the Cincinnati Art Center, and there
are on display in showcases many beautiful
articles of the Gift Shop. There is also a
handsome display of small goods, the mer-
chandise of the Biddle Co., and, of course,
there is a large and fine display of Starr pianos.
Brunswick talking machines are shown in the
Biddle department, in the front of the store,
and Gennett machines and records are to be
found in a large department at the roar. K. F.
Franklin, well-known Brunswick man, has been
made outside sales manager of the Biddle
Brunswick shop.