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JANUARY 21, 1928
The Music Trade Review
Kansas City Advertising
Shows Big Improvement
Better Business Bureau of That City States "Bait Advertising"
in Music Field in Missouri City Has Fallen Off to Con-
siderable Degree — Conditions in Radio
1/"ANSAS CITY, MO., January 16.—The annual report of the Better Business Bureau of Kansas
*•*' City shows that there had been considerable improvement in the field of music advertising. Thr
report reads as follows:
" 'Bait advertising' in the music field has received attention, although this evil was considerably re-
duced over several years ago. Exaggerated value claims, misleading descriptions of a musical instru-
ment or radio set and knocking of competitors, has been curbed, largely by moral suasion methods.
(typ dealers selling from residences by misleading
advertising have been eliminated.
and reproducing grands, during the three weeks
"A number of important cases have been in- before Christmas, and sales of phonographs and
vestigated in the radio field. Owing to its phenom- radios, especially in the higher-priced instruments
enal growth and popular appeal the radio indus- and combination machines, were more than satis-
try has attracted some unfair competitors to its factory. According to a survey of music houses
ranks. While in the minority, such dealers have here, there was never a greater record season
been the cause of a tide of unfair advertising than that just before Christmas.
practices which the Bureau has helped to curb
Standke's Music Co. reports that last year was
during the year. Standards for advertising of
a very successful year with it, estimating that it
radios and supplies have been adopted by the increased its business three times over the pre-
industry at the suggestion of the Bureau, and the ceding year. Mr. Standke says Christmas busi-
next year should witness much improvement. ness with the house was very satisfactory.
Among evils corrected in this field are misstate-
The W. W. Kimball Piano Co. reports a very
trients as to price reductions, bait advertising, mis- good Christmas business. Activity centered largely
use of brand names, misrepresentations as to range on grands and reproducing grands. According to
of receptivity, tricky statements of what consti- R. J. O. Wickman, sales manager, it had an es-
tutes a complete set, over-statements of rating and pecially good business the two days before Christ-
performance, (such as offering an 80-ampere bat- mas. On the whole it states its volume of busi-
tery as 100), knocking competitors and other un- ness in ratio to the expense undergone to get it
fair methods."
compared very favorably with other years. Busi-
ness has kept up as well as could be expected
Holiday Business Good
With the Christmas season over, the music deal- just after Christmas, and indications are for a
ers of this city are able to report a very satisfac- good normal business throughout the winter.
tory activity in all music lines for the holiday
The Jones Store phonograph department is
buying. Although demand for pianos did not doing a very good business during the first half
reach an unusually high point, still there was of January, in view of the season of the year,
considerable activity in them, especially in grands and reports an excellent Christmas business.
Wilking Music Co., Indianapolis, Ind.,
Makes Special Showing of Jesse French
Indiana Capital City Firm Takes Additional Wareroom Space to Present Line to Buy-
ing Public There—Reports Large Attendance at Exhibits
*TpHE new Jesse French & Sons grands were
•*• given an auspicious introduction to the
music world shortly before the first of the year.
sand Indianapolis music lovers to attend it.
Among the instruments featured were an
exhibition model of crotch walnut, hand-made
Display
of Jesse
French Pianos
duplicated. The new Louis XVI in brown ma-
hogany, the Queen Anne in brown mahogany,
the Spanish Renaissance in hi-lited walnut and
two styles of the new art uprights formed the
rest of the display.
The rugs, lamps, furniture and decorations
used were furnished through the courtesy of
some of Mr. Wilking's neighbors, who provided
rugs, lamps and chairs which harmonized well
with the Oriental motif.
"The Tent of Omar," as the exhibition room
was termed, was visited by hundreds daily, and
the showing brought forth a very considerable
amount of favorable comment from the trade
and from the visitors.
Victor Go. President Home
From European Tour
E. E. Shumaker, president of the Victor Talk-
ing Machine Co., who returned last week from
a two months' European trip during which he
studied business conditions abroad, and visited
the plants of the companies affiliated with the
Victor, expressed the opinion that the talking
machine business in the British Isles and on
the Continent during 1928 would be the largest
in its history. He stated that Europe had been
reawakened to the cause of music through the
medium of the newly developed instruments
and records. He also expressed great satisfac-
tion of the progress made by the Victor Co.
Consult the Universal Want Directory of
The Review.
Pratt Read
Products
P i a n o Ivory
Piano Keys
Piano Actions
Player Actions
Established in
1806
at Deep River, Conn,
Still There
Standard Service and Highest
Quality
Special Repair Department*
Maintained for Convenience
of Dealers
by Wilking
Music Co.
PRATT, READ & CO.
THE PRATT READ
PLAYER ACTION CO.
The first public shewing was held by Fnuik
O. Wilking, of the Wilking Music Co., Indian-
apolis, who, for the purpose of the exhibition,
secured an adjoining storeroom, decorated it
beautifully after the manner of an Oriental pa-
vilion and issued invitations to several thou-
throughout and which, due to the peculiar and
beautiful figure of the wood, may never be
Oldest and Best
THIS YEAR IT'S LUDWIG PIANOS