Music Trade Review

Issue: 1928 Vol. 87 N. 7

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Music Trade Review
18
Store Demonstration Not Essential
in Retail Musical Instrument Selling
Manager of Band Instrument Department in Milwaukee Music Store Finds the Sales-
man Who Cannot Play Sells More at a Better Profit
AUGUST 18, 1928
public meetings. The playground band is com-
posed of boys from all Los Angeles' Play-
grounds and is directed by Edwin E. Suman.
These boys have just returned to Los Angeles
from a trip to the Playground Boys' Camp
where they spent a vacation of combined re-
hearsal and play. In the past few weeks the
band has played over several local radio sta-
tions and at the International Pageant of Music
recently held in Los Angeles. Other engage-
ments have taken the band to Ocean Park and
Owensmouth and they are scheduled to play
to the Long Reach Exposition in August.
\/fILWAUKEE, WIS., August 13.—It is pos-
sible to sell musical instruments with good
effect without demonstration, and such selling
is more economical to the store, and is far more
profitable, according to one manager of a band
instrument department in a large Milwaukee
music house.
While many local firms favor the idea of
having a large number of the sales staff com-
prised of persons with ability to perform on a
number of musical instruments, this dealer
rather favors getting salesmen who will be in-
telligent enough to study up their merchandise
from the standpoint of its manufacture, but
who at the same time will make selling their
chief concern.
"I find that in many cases the salesman who
is demonstrating is just wasting a lot of the
firm's time, and that his results do not equal
those of the man who will simply sell on the
merit of the instrument," stated this dealer.
"In the first place a demonstration by a musi-
cian of ordinary ability is not always effective
and may not do the instrument he is playing
justice. The salesman who insists on demon-
strating will likely wish to sell more than one
instrument in this way, and he usually has a
very mediocre proficiency on the other instru-
ment. Yet he will be playing away in the store
all day, giving more attention to this than to
the study of the construction of the instrument,
and analyzing his customer's needs.
"I had a salesman of this type in my depart-
ment some time ago, and I insisted that he
stop demonstrating. He maintained that it was
necessary to demonstrate in order to sell, so we
arranged an informal contest, with the permis-
sion of the manager of the concern. I was to
sell without any demonstration, and at the end
of the period our record stood two to one in
my favor. He was simply wasting his time, Jack Powell, Now on Public Circuit, Has Used
demonstrating one instrument after another, and
the Ludwig & Ludwig Product for Past
frequently boring a customer by insisting that
Twelve Years
he listen to the instrument.
"There are cases in which a demonstration
Jack Powell, famous black-face vaudcvi.le
may be necessary to close the sale, but I believe artist now playing the entire circuit of large
that the principle taken by many salesmen that Publix movie houses in a presentation act, is the
they must play on practically every instrument
they bring out before a customer buys, slows
up their selling and makes them ineffective in
their real purpose.
"Where teaching and salesmanship are com-
bined, the qualifications of a selling staff may
differ, but on the whole I believe that a selling
staff should be imbued with the idea that its
work is to sell, to show new merchandise, and
to explain departures from old manufacturing
methods as evidenced by the new lines. This
and an intelligent conception of merchandise
will suffice in most cases to sell the customer,
and with much less time and effort, and at the
same time it will accelerate store business."
Guitars and Banjos
Are Succeeding Ukuleles
according to Mr. Walker. During the last few
weeks there has been a gradual livening, and
Mr. Walker states that he looks forward to a
good Fall and Winter business.
Vcscy Walker Finds Buyers Desire Instru-
ments More Difficult to Play Than Has Been
the Case in the Past
MII.WAUKKK, Wis., August 11.—The demand for
guitars and banjos has increased as musical
education has become more general, in the
opinion of Vesey Walker of the Walker Music
Shoppe here. Mr. Walker reports that the sale
of ukuleles this year has been considerably
under that of other years, but that banjos and
guitars are demanded in increasing numbers.
"I attribute this fact to the more widespread
appreciation of music," said Mr. Walker.
"People are no longer satisfied with being able
to strum a ukulele. They do not consider that
a real art. To be able to play a guitar, how-
ever, carries with it a certain prestige, and con-
sequently the demand for the instrument has
increased."
Business at the Walker Music Shoppe has
been about on an average with other years,
Only Single Drum
Act Uses Ludwig
Hurtt-Jones-Koeder Go.
Has Begun Production
PEKIN, III., August
13.—The Hurtt-Jones-Kocder
Co. has started production on its line of band
and orchestra instruments. The company is
manufacturing Koeder's Majestic cornets,
trumpets, cornet horns, trombones and bugles,
and Hurtt Tuport line consists of trumpets,
cornets and French horns. Euphoniums and
basses will be added to the line later.
Los Angeles Playground
Boys' Band Concerts
The Los Angeles Playground Boys' Band,
which was organized with fifteen boys less than
a year ago, has developed into a sixty-piece
band and is being called upon to play at many
OlDEST AND LAH6EST HOUSE IN I H E I R A K
Dependable
WHOLESALE
ONLY
CATALOG ON
APPLICATION
BRUNO Mcnns SECURITY
MUSICAL
MERCHANDISE
CHA
3
ESTABLISHED
ESTABLISHED 1834
Cfiruno &Son Inc.
951*953 FOURTH AVE-N.V.C.
VICTOR
TALKING
MACHINES
only siiii4It- drum act on the stage. His work
as a "dumb" act, tickling out eccentric rhythms,
drum-stick juggling, using a small Ludwig bass
drum and snare drum to syncopated rhythms,
is stopping nearly every show.
He has been doing this act as a single for
the past year. For ten years before that he
worked the drums with a family musical act in
vaudeville. A European tour will follow as soon
as he completes his Publix contract. For twelve
years he has been using Ludwig drums. He
just bought a new set on his visit to Chicago
where William F. Ludwig worked out a special
display set of drums in a special size and dis-
play combination. He wears out a set of
drums every year.
Waukesha Band Leads in
Northwestern Glass B
MILWAUKEE, WIS., August 11.—Vesey Walker
of the Walker Musical Shoppe, Milwaukee,
Wis., has requested that a correction be made
in Music Trade Review as to the winner of
the Northwestern Ba,nd tournament held at
Oconomowoc, Wis., July 22. In the August 4
issue a statement was made that the Lebanon
Band won first honors in the Class B. event.
According to Mr. Walker, the Waukesha band
won first honors and was followed closely by
the Hartland Band. The Lebanon Band took
third pl?.ce, and the Cuday Band fourth place.
The Hartland, Waukesha and Cudahy bands,
however, were not eligible for the prize cup
due to the fact that they had not been voted
on for membership, and the cup was therefore
given to the Lebanon Band.
BRUNO Mennr SECURITY
Consult the Universal Want Directory of
The Review.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 18, 1928
Chicago Leads in
Music String Production
Unfailing Supply of Superior Raw Material
Primary Factor in Developing This Branch
of the Music Industries
CHICAGO, III., August 13.—The importance of
Chicago as a manufacturing center of music
strings, as well as musical instruments is out-
lined in a recent issue of Chicago Commerce
in pointing out that musical instruments, music
publishers, and musical clubs and orchestras go
hand in hand to make this city a musical center.
"Out in Chicago's world famous stockyards
they speak of the lowing of cattle and the baa-
ing of sheep as being the 'song of the yards.' "
Chicago Commerce states. "But the yards are
productive of more far-reaching music, for they
have become the headquarters for the manufac-
ture of music strings such as are essential to
the violin, viola, 'cello, double bass, guitar, and
the more humble but not less popular ukulele.
"Music strings are made of the intestines of
sheep. After their removal from the carcass
they are thoroughly cleaned, scraped, split,
chemically treated, bleached, spun, seasoned or
dried, polished, gauged, coiled and packed for
shipment.
"The music string industry originated in
Italy, according to common report, and for
many years Italy and Germany dominated the
manufacture of strings for musical instruments.
In 1912 Armour & Co. began to experiment
with livestock intestinal material, which was
being exported to Italy and Germany in its
raw state and imported as a finished product
from these countries.
"Certain tests among the products of the
first gut-string manufacturers in America in-
dicated that the finest materials were being
produced in the United States, and that the
strings were of better qua,lity if they were made
from sheep intestines while they were in the
best condition. This infant industry grew nor-
mally until, in 1914, the war hastened its growth
in remarkable fashion, and American manufac-
turers were soon supplying the world demand.
Without the unfailing supply of this by-product
from meat-packing plants of Chicago, the violin
industry, as well as the manufacture of 'cellos,
guitars, banjos, ukuleles, etc., would have been
compelled to cease operations during the great
war.
"The music string industry in the United
States became so important during this time,
due to the expanding operations of the meat
packers and the increased slaughter of Ameri-
can sheep that the manufacture of violins in
the United States actually increased 100 per
cent. The manufacture of other musical instru-
ments, including all of the stringed variety,
also increased, but the violin led them all. New
factories for the manufacture of stringed in-
struments were established and the output of
all musical instrument factories increased.
BACON
BANJOS
Played by Leading
Musicians and Orchestras
Sold by Representative
Music Merchants
19
The Music Trade Review
"Among its many other claims for greatness,
Chicago enjoys the distinction of being the
largest music string manufacturing center in
the world, and Armour & Co. in its gut-string
department in the stockyards, has made, and
is maintaining this reputation. The advantage
which the Chicago-made product enjoys ovei
its foreign competitor is that the sheep intes-
tines do not have a chance to deteriorate by
being shipped abroad before being treated and
processed preparatory to their manufacture
into musical strings. Here in the Chicago stock-
yards, highly skilled workers, and the last word
in mechanical perfection, produce a product
that has been declared by musicians to be far
superior to that which our foreign competitors
can make."
Delano Heads No. Calif.
Band Instrument Dealers
SAN FRANCISCO, CAL., August 9.—The Northern
California Retail Band Instrument Dealers'
Association held its annual meeting a few days
ago and E. J. Delano of Sherman, Clay & Co.,
was elected president in place of F. A. Norton
who recently became a wholesaler. Daniel
Miller, president of the Conn San Francisco
Co., was re-elected secretary of the Association
which works unostentatiously but effectively
for the good of the trade.
OLIVER DITSON CQ
BOSTON. AlASS
Leedy Issues New
Catalog of Entire Line
Ninety-six Pages Required to Describe and
Illustrate Wide Variety of Leedy Products
for Drummers' Use
INDIANAPOLIS, IND., August 13.—The 'new cata-
log R recently issued by the Leedy Manufac-
turing Co. illustrates and describes in an at-
tractive manner its complete line of instru-
ments.
The introduction feature is the line of snare
drums styled after the brilliant colors of rare
gems. The complete line is well handled in
this new catalog, which consists of drums,
drum heads (with painted scenes and silhou-
ettes), trap console sets, torn toms, tympani,
Vibraphone, Harpaphone, xylophones, chimes
and many other instruments required by the
drummer.
A richly illustrated cover binds ninety-six
pages of descriptive matter on its instruments.
The first fourteen pages are used to illustrate
in beautiful colors, well done, their line of
"Full Dress" snare drums and silhouette drum
heads.
Prominent band and orchestra leaders who
endorse Leedy products are an important fea-
ture. Two pages are devoted to this. The cen-
ter spread shows the pictures and names of
the executive staff. Leedy Drum Topics, a six-
teen-page magazine, is also outlined in the
folder.
Manufacturers
Importers and Jobbers of
MUSICAL
MERCHANDISE
Attractive
Modern
Specialties
Service
ESTAlAlSHED 1834
DURRO
The Union Music Co., Toledo, recently
equipped the drum and bugle corps of Post 113
American Legion, Port Clinton, O., with Lud-
wig drums and bugles. This is a new 30-piece
outfit.
The Electric-Phonograph and Variety Store,
Columbus, O., located on Main street, recently
purchased the Columbia phonograph and record
stock of R. Ruddock, who has retired.
Howard Young, proprietor of the Home
Music Store, Columbus, O., has purchased the
Harmony Music Shoppe on Mt. Vernon avenue,
formerly owned by R. A. Ginby. He is also
the proud father of a fine baby boy.
VIOLINS
BOWS
STRINGS
AND
STEWART
BANJOS
MANDOLINS
GUITARS
Largest Wholesale
Musical Merchandise
House in America
Buegeleisen & Jacobson
S-7-9 Union Square
NEW YORK
You have tried the rest
—Now use the BEST
Joseph Rogers' Son
"XXX" and "STANDARD" Brand
Drum and Banjo Heads
Made from Genuine
Ludwigs for Legion Band
LJ
Calfskin
The Frederick Rogers Co.
17 Jackson Are.
Middletown, N. Y.
Black Diamond
Strings
THE WORLD'S BEST
National Musical String Co.
New Brunswick, N. J.
for musical instruments
Gold-plated Steel and
Wound Strings
Gibson Musical String Co.
SEND FOR TRADE PRICE LIST OF
for
Violin, Viola,
'Cello and Bass
BACON BANJO CO., Inc.
GROTON, CONN.
MULLER & KAPLAN
154 East 85th St., N. Y.

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