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The Music Trade Review
MAY 4, 1929
Aeolian Concert Organ Is
Selected by P. S. duPont
Out May 11
Monthly "
Magazine Issue
of
THE
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mm
ffUJIC TIRADE
Who Buys the Musical Instruments ?
7 Out of 10 Times It's the Family
The music merchant who makes his advertising and
sales appeal to only one member of the family will be
interested in learning that the purchase of most musical
instruments is decided upon by two or more family
members.
The Radio Service Specialist Is
Worthy of His Hire
A radio dealer in New Orleans came to the conclusion
that radio owners are willing to pay properly for
prompt and expert service and has proven his theory
to his substantial financial advantage. He tells how
it's done.
Working in Cooperation With the
Teachers to Build Piano Sales
A description of the manner in which a Southern piano
merchant won the full support of the local music
teachers' association in carrying on a campaign to
determine the musical ability of children.
Adding the Carrying Charge or Giving
Discounts for Cash—Which?
How one Philadelphia music merchant believes he has
cut down sales resistance by including the carrying
charge in the list price of the piano and giving dis-
counts for short terms and cash payments.
The Musical Merchandise Section
of the Review
-
Show window displays that are unusual in character
are the sort that get unusual results, says Hunt of
Ditson's—Proper store lighting helps sell musical
instruments and the reason is given—How the Knight
Campbell Co. increased sales through its children's
orchestra.
IN ADDITION
A number of other merchandising articles covering every
side of the music merchant's merchandising activities, and
The Monthly Piano Technical Department, an exclusive
feature of The Review.
Out May 11
Instrument Has Been Ordered for Installation
in Private Country Estate of Prominent Capi-
talist and Manufacturer
Pierre S. duPont, the prominent capitalist
and manufacturer, has ordered a large Aeolian
concert organ for the conservatories at Long-
wood, Mr. dul'ont's country estate near Ken--
nett Square, Pa., twelve miles from Wilming-
ton, Del. These conservatories are a consider-
able distance from his residence and cover an
area of 107,825 square feet, being all under
glass.
This organ of 273 stops and couplers, includ-
ing five 32-foot pedal stops, will contain 10,010
pipes, 364 percussion tones, and a 9-foot Con-
cert Grand piano. It will weigh approximately
55 tons and be installed in a chamber 63 feet
wide, 23 feet deep and 40 feet high and sound
out into space equaling the combined space of
three large cathedrals. The wind will be sup-
plied by blowers operated by electric motors
of seventy horsepower.
The specifications for this organ were pre-
pared by Firmin Swinnen, Mr. duPont's private
organist, in co-operation with experts of the
Aeolian Co. During the past two years Mr.
Swinnen has played and tested or listened to
many of the largest and most important organs
in America and other countries for the purpose
of including in this organ the stops and features
most desirable in a concert organ of the first
magnitude, such as this one will be. It will
consist of seven complete divisions, but only
four manual claviers and a pedal clavier are
purposely included in the console, which will
have a total of 273 stops and couplers, and
sixty-one combination pistons. This organ will
also be played from a separate cabinet console
with the Duo-Art, which reproduces, with per-
forated music-rolls, the playing of organists.
This concert organ is to replace an organ of
seventy-six stops, built for Mr. duPont by the
Aeolian Co. in 1921, which now is not of suf-
ficient power and capacity for the present en-
larged conservatories. This organ has been
presented to the University of Delaware, New-
ark, Del.
The gardens and conservatories at "Long-
wood"' are open to the public every day of
the year excepting the second, fourth, and,
when they occur, the fifth Sundays of the
month. On the two open Sundays a small ad-
mission fee is charged, the entire proceeds of
which are turned over to Wilmington and West
Chester hospitals. Approximately 100,000 peo-
ple visit the place annually and on some Sun-
days as high as 6,000 have visited the conserva-
tories to inspect the floral exhibitions.
Brunswick Branch Opens
ATI^ANTIC CITY, N. J., April 28.—The formal
opening of the Brunswick Showrooms was held
here recently, the store being a branch of the
Brunswick Salon of Fifth avenue, New York,
of which Chester Abelowitz is proprietor. The
Brunswick Showrooms were previously oper-
ated here by the phonograph division of the
Brunswick-Balke-Collender Co., and details for
the transfer of ownership were completed at a
recent conference between B. E. Bensinger,
president; Edward Strauss, manager of the
Brunswick New York sales division; and Mr.
Abelowitz. Ben Bernie and his orchestra and
a host of other Brunswick recording stars sup-
plied the entertainment for the opening cere-
monies.
The Brinck Music Co., 213 North Main street,
Butte, Montana, recently took on the agency
for the Baldwin line of pianos and held a pub;
lie display of the instruments.
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