Music Trade Review

Issue: 1929 Vol. 88 N. 17

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Music Trade Review
APRIL 27, 1929
Newspaper Ads That Pay Sales Dividends
A Series of Impressive Advertising Layouts That Tell a Real Story for the Baldwin
Piano
A DVERTISING
authorities
have
been
^ much impressed with the calibre of the ad-
vertising being used in the New York news-
papers by the eastern division of the Baldwin
Piano Co. The copy, several examples of which
are reproduced herewith, is particularly inter-
esting in that in a general way there is a close
tie-up between the various illustrations used.
The subjects of course vary with each adver-
tisement, but the general design follows along
a given plan, and has for its purpose the cen-
tering of attention upon the piano itself. In
short, whether or not the text of the adver-
tisement is read, anyone who glances at it
cannot avoid tying up the illustration with the
instrument.
The space used for the advertising is two
columns wide and seven and one-half inches
deep, and the general layout is such that the
copy is not easily dominated by other pub-
licity on the same page. Each announcement
seems to put over some particular message
regarding the piano music, the value of the
piano in the home and in the school, and par-
ticularly the standing and reputation of the
Baldwin instruments. The main point to be
emphasized is that the advertising has brought
traceable results in the form of many inquiries
that have been most gratifying to the company
itself.
Toledo Tuners Hold Their
Tenth Annual Conference
"Pianos should be tuned at least twice a
year and four times a year as advocated by
leading manufacturers is still better, for it keeps
the instrument in tip-top condition," he said.
Vice-president Minifie, in his talk, told how
he and other tuners are increasing their busi-
ness and raising their incomes. Advertising,
he said, was the most effective means for ac-
complishing this. He solicits regularly a list
of 500 names by direct mail, using letter, fold-
ers and blotters, each carrying a message re-
garding the care of the piano.
Out-of-town guests attending included: D. S.
Farmer, A. V. Minifie, T. M. Wise, Max Gor-
don, R. Oaks, D. D. Brown and A. Kanousc,
all members of the Detroit division. Hirem
Bessinger, Lima, Ohio; Chas. O'Harrow, Find-
lay, Ohio; O. W. Newman, Francis Newman,
Tiffin, Ohio and W. E. Brown, of the Baldwin
Piano Co.
Officers of the. Toledo division are: E. J.
Disler, president; Herbert Calbeaux, vice-presi-
dent and H. P. Gurney, secretary and treasurer.
New Officers Elected
for Martin Music Go.
Nels C. Boe, President of National Association,
Among the Speakers on Interesting Program
Before Large Attendance
TOLEDO, OHIO, April 22.—The tenth annual
Spring meeting and dinner of the Toledo divi-
sion of the National Association of Piano
Tuners was held in the Commodore Perry
hotel last week. More than fifty tuners and
guests were in attendance. Several national
officials were present, including:
National
President Nels C. Boe, of Chicago; A. V.
Minifie, vice-president, Detroit, and Chas.
O'Harrow, Findlay, O., a board member. At
the speakers' table were seated, in addition to
the above, D. S. Farmer, in charge of the tun-
ing department of Grinnell Bros., Detroit; T.
M. Wise, Mount .Clements, Mich., and toast-
master E. J. Disler, president of the Toledo
division. Also L. W. Lehkuhle, convention
secretary of the Toledo Chamber of Commerce,
who invited the officers to hold the national
convention in Toledo in 1930. Those present
were favorable to this sentiment.
In his address President Nels C. Boe urged
tuners to co-opera,te with the national body as
well as with their local Associations to the end
that the profession of tuning may be still fur-
ther elevated. Due to the more thorough train-
ing and knowledge required of the tuners to-
day the barber and the blacksmith are no longer
competitors for the job of tuning the family
piano.
Akron Concern to Vacate
AKRON, OHIO, April 22.—The Windsor-Poling
Music Co., one of the largest in Akron, an-
nounces plans to vacate its present location
at Mill and South Howard streets within a
short time. A twenty-foiir-story bank building
is to be erected on the site this year. Mr.
Poling has made no announcement as yet where
he will move his store, but announces plans are
under way to reduce the stock immediately
preparatory to seeking a new location
Los ANGELES, CAL., April 20.—At a meeting of
the Board of Directors of the Martin Music
Co. M. F. Martin was elected president and
L. E. Fontron, vice-president and general man-
ager. The election was necessary on account
of the death on March 4 of John D. Martin,
who was president of the organization at that
time. Mr. Fontron stated that there would not
be any material changes in the organization
which has conducted a general music and radio
business as well as acting both in a retail and
wholesale capacity as distributors of the Gul-
bransen piano.
Erion Department Opened
BUFFALO, N. Y., April 23.—Formal opening of
the new piano and general music section of
the Erion department store in Buffalo has just
taken place in the new quarters assigned to
the music department in the Erion Building at
1021-1027 Broadway. A. W. Erion, who was
sales manager of the company's former William
street music store, holds a like position in the
new department. He is being assisted by Mar-
tin Schwahl, who has been assistant sales man-
ager of the William street store, which has
been discontinued.
The United Music Co. has opened a new
branch store at 387 Bank street, New London,
Conn., with Frank Cable in charge.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Copimittees Are Named for Coining
Music-Radio Conclave in Salt Lake
Large Attendance Is Expected to Gathering of Western Trades Association in June
—Elaborate Exhibit of Products to Be a Feature
OALT LAKE CITY, UTAH, April 22.—The
^ following well-known Salt Lake City music
trades leaders will serve on the committees in
connection with the annual convention of the
Western Music and Radio Trades' Association,
to be held in this city in June, the first time
Utah has been honored by having the conven-
tion within her borders:
George S. Glen, president of the Glen Bros.-
Roberts Piano Co. of Utah and Idaho, chair-
man of the entertainment committee; Colonel
Joseph J. Daynes, president, Daynes-Beebe
Music Co., chairman of the finance committee;
Alvin A. Beesley, manager of the Beeslcy
Music Co., chairman of the registration and
reception committee; Dean R. Daynes, Con-
solidated Music Co., chairman of the hotel and
exhibits committee; Thomas J. Holland, Glen
Bros.-Roberts Piano Co., chairman of the pub-
licity committee; Harry O'Loughlin, O'Lough-
iin's, Inc., chairman of the golf committee, and
John Elliot Clark, John Elliot Clark Co., Vic-
tor distributors, chairman of the attendance
committee.
Others who arc actively assisting in making
plans for the convention are: Elias Mark and
Shirley Walker, respectively of Sacramento and
San Francisco, vice-presidents of the associa-
tion; J. Donald Daynes, Daynes-Beebe Music
Co., Salt Lake City, treasurer; Jacob A. Kahn
and C. B. Hawley, wholesale radio distributors
of Salt Lake City; G. A. Rogers, president of
the Mountain States Music and Raidio Trades
R.M.A. to Discuss the
the Progress of Television
Recent developments in television are to be
considered by the Television Committee of the
Radio Manufacturers' Association, May 15, at
Washington. Mr. H. B. Richmond, director
of the RMA Engineering Division, announces
that a meeting of the Television Committee and
also of members interested in television has
been called by D. E. Replogle of Cambridge,
Mass., chairman of the RMA Television Com-
mittee. The meeting will be held at the Hotel
Mayflower, Washington, D. C, on Wednesday,
May 15, at 10.00 a. m. This will be convenient
for radio engineers as the Television Commit-
tee meeting is called following the convention
of the Institute of Radio Engineers at Wash-
ington during which the IRE will consider
picture transmission.
Displays Temple Radios
MILWAUKEE, WIS., April 22.—The Empire Elec-
tric Manufacturing Co., 25 East Juneau avenue,
distributors for the new Temple radio, held a
show and demonstration of the Temple receiv-
ers at the Marquette Hotel during the past
week. A number of Milwaukee radio dealers
attended the demonstration. The Temple Com-
pany will announce the new set shortly before
May 1, according to their distributors in this
city.
Consult the Universal Want Directory of
The Review.
Association, and R. M. McMurray, Glen Bros.-
Roberts Piano Co.
Plans for the convention are rapidly nearim;
completion, officers of the Association said.
Annual Curve in Radio
Sales Being Straightened
Retail Sales of Radios Now Being Spread More
Evenly Over the Twelve Months of the Year,
Reports R. M. A.
Information compiled by the Merchandising
Division of the Radio Manufacturers Associa-
tion indicates that the public buys 56 per cent
of its radio products in the last four months of
the year. The three Summer months of June,
July and August account for a total of only 14
per cent of the year's sales. An analysis of
1928 retail radio sales, which approximated
$650,000,000, shows that the monthly percent-
ages are divided as follows: January, six per
cent; February, seven per cent; March, eight
per cent; April, five per cent; May, four per
cent; June, four per cent; July, three per cent;
August, seven per cent; September, thirteen
per cent; October, seventeen per cent; Novem-
ber, twelve per cent; and December, fourteen
per cent.
The sales curve in radio thus still has a de-
cided slump in the Summer months, although a
comparison of the 1928 sales curve with those
of previous years shows that more radio busi-
ness is being done in the warm weather, while
the Winter peak is tapering off.
Previous to 1928 an average of only nine per
cent of the total yearly sales was done in the
Summertime, while the Fall and Winter
months accounted for almost 75 per cent of
sales to the public.
Thus it will be seen that, while the yearly
curve is slowly straightening out, the radio in-
dustry still has much to do to strengthen the
sale of radio in the Summer months.
Large Building Program
For Grosley Radio Corp.
CINCINNATI, O., April 23.—Coincident with the
start of construction on its new $750,000 manu-
facturing plant and office building this week,
the Crosley Radio Corp. has announced tin
acquisition of two and a half square blocks of
property adjoining its present plant.
Plans for another building in addition to the
one that is already under construction have also
been completed, and construction will start
immediately. The land just purchased, and
the first building that will be erected on it, it
was estimated would cost $500,000.
With the purchase of the additional land the
Crosley corporation will have room for ex-
pansion for years to come. Construction of a
building one story in height, which will be 580
feet long and 100 feet wide, will be started
immediately. This building will be used as a
loading shed and final assembly department.
New Radio Distributors
DENVER, COLO., April 22.—The Columbia Stores
Co., this city, has been appointed Kolster and
Brandes distributors for Montana and Northern
Wyoming and has opened another distribu-
tion branch at Butte to handle this additional
business. The Columbia Stores Co. now oper-
ates branches at Salt Lake City, Utah, Spokane,
Wash., and Butte, Mont., with headquarters in
Denver. C. H. Delzcll, president, is now mak-
ing a tour of the branches and reports the
greatest outlook for the coming year ever ex-
perienced by his company. Roth Denver and
Butte being distributors for Kolster-Brandes
gives these two branches the distribution of
Kolster-Brandes from Old Mexico to Canada.
Orval Peterson, for many years associated
with Kolster and radio in Denver, is radio
sales manager of the Columia Stores Co.
Lanes' Music Store, in the Crescent Theatre
Building, Temple, Tex., together with other ad-
joining business establishments, was destroyed
by fire recently with a heavy loss.
E. M. and E. H. Jones will shortly hold the
formal opening of their new music store in the
Trimble Block, Sioux City, Iowa.
Spad Stores, Operating Radio Chain
in New Jersey, to Sell Edison Line
of considerable im- Corp.; E. H. Philips, general credit manager
A CELEBRATION
portance was held recently at the Klein of Thos. A. Edison, Inc.; and Richard F.
Hotel in New Brunswick, N. J., to mark the
decision of the Spad Stores, operators of a,
chain of radio stores throughout New Jersey,
to install the Edison radio line in all the com-
pany's stores.
More than forty members of the Spad Stores'
organization, together with officials of Thos.
A. Edison, Inc., and the Edison Distributing
Corp., attended the banquet, the outstanding
feature of which, of course, was the demonstra-
tion of the new Edison radio.
T. J. Burns, manager of the Edison Dis-
tributing Corp., Orange division, was toastmas-
ter, and his ready Irish wit was much appre-
ciated. Other speakers were Paul J. McGee,
technical assistant to Arthur L. Walsh, vice-
president of Thos. A. Edison, Inc.; R. R. Carch,
general supervisor* of the Edison Distributing
10
French, E. A. Dunn, Edward Paszamant, Jack
Stadler, Dave Bennett, Andrew Eisler and
Earl Lucas, of the Spad organization.
The Spad Stores Corp. have their main office
at 106 French street, New Brunswick, N. J.
They opera,te stores in New Brunswick, Somcr-
ville and Plainficld and are now contemplating
the opening of additional stores at which the
Edison radio will also be featured. The offi-
cers of the corporation are Edwa,rd Paszamant,
president; Jesse Straus, vice-president; E. A.
Dunn, secretary, and Haxry Strauss, treasurer.
These four officials planned a selling and ad-
vertising campaign that was launched simul-
taneously with the announcement of the intro-
duction of Edison radios at the Spad Stores.
This campaign went over so big that a second
order had to be placed at once.

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