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MUSICAL MERCHANDISE
Pan-American Distributors Meet
in Elkhart for Annual Conclave
Adopt Strict Policy Regarding Discounts—Company Plans Notable Advertising Cam-
paign and Release of Window Display Material
Pan-American Executives and Wholesale Distributors at Elkhart. Seated from left to right—
F. C. Howard, M. H. Berlin, John L. Luellen, R. H. Bressler and George Sundberg. Stand-
ing—Paul Monnig, H. W. Schwartz, Charles Sonfield, C. D. Greenleaf, Russell C. Poyser,
Lynn Sams and James F. Boyer
tfLKHART, INI)., January 21.—lJeforu a with stores. This will eliminate the serious
meeting of its wholesale distributors, held condition which has heretofore existed in which
here last week, the Pan-American Band Instru- wholesale discounts have been allowed to teach-
ment and Case Co. announced its plans of sales ers of studios, music supervisors and other
and promotional effort for 1929 that represent school authorities.
The distributors also recognized the need for
the most ambitious program ever undertaken in
the history of the company. This program in- a closer tie-up between the distributor and the
cludes a comprehensive national advertising dealer. They recognized the recent tendency of
campaign that will reach into every nook and distributors, not only of musical merchandise
corner of the land; the publication of a monthly but of all lines of merchandise, to do more pro-
house organ for the benefit of its retail dealers, motional work for the manufacturer. Specifi-
and also the release of sales and promotional cally, Pan-American distributors will co-oper-
helps, including window display material, adver- ate in 1929 in placing window transfers in the
dealers' windows, distributing counter cards and
tising matter, etc.
Another outstanding feature of this conference complete window displays of Pan-American in-
of wholesalers was the unequivocal indorsement struments.
Recognition was also given to the value of
of a strict policy on discounts. These distribu-
tors pledged their complete support of a more an advertised line of band instruments. All
rigid policy regarding discounts on band instru- the distributors agreed that the national adver-
tising being conducted by the Pan-American Co.
ments.
To carry out tliis policy, distributors agreed is winning a general acceptance of their product
to sell instruments only to bona fide dealer- with the public, and making these instruments
more easy to sell than instruments not na-
tionally advertised.
Those Present
The following distributors were in attendance
;il this meeting:
F. C. Howard of J. W. Jenkins & Sons, Kan-
sas City, Mo.; M. H. Berlin of the Chicago
Musical Instrument Co., Chicago; John L.
i.uellen of the Continental Music Co. of Chicago
;md San Francisco; (ieorge Sundberg of the H.
C. Schult/., Inc., of Cleveland and Detroit;
( harlcs Sonfield of C. liruno & Son, Inc., New
York; Paul Monnig of Tonk Brothers Co.,
'. hicago. Can-American instruments arc also
distributed by the Southern California Music
Sold by Representative
Co., Los Angeles, but a representative of this
Music Merchants
company was unable to be present.
These distributors were entertained at a din-
ner given at Hotel Elkhart, the evening of Janu-
ary 8.
' '
GROTON, CONN.
National Advertising Campaign
Can-American advertising will appear over
BACON
BANJOS
Played by Leading
Musicians and Orchestras
BACON BANJO CO., Inc.
14
.
25,000,000 times in 1929, according to the an-
nouncement made by Russell C. Poyser, sales
manager of the Pan-American Band Instrument
& Case Co., before the annual distributors'
meeting.
"This is the largest advertising campaign ever
inaugurated by a moderately priced line of band
instruments," Mr. Poyser said. "The campaign
has been carefully planned both as to copy ap-
peal and magazines selected. It will continue
the Pan-American policy of making this line a
nationally known product."
The magazines selected to carry this advertis-
ing are the American Magazine, American Boy,
Hoys' Life, American Legion Monthly, College
Humor, Etude, Children—the Magazine for
Parents, Motion Picture Classic, Music Super-
visors' Journal, Physical Culture, Popular Me-
chanics, Popular Science Monthly, Scrccnland
and Science & Invention.
Window Display Material
The Pan-American company also announced
its plan to furnish complete window displays to
the retail trade. "Neglecting show windows is
just like hiring an expensive salesman and then
letting him sit around idle," said Mr. Poyser.
"For this reason we are going to help the
music retail dealer dress his windows. We have
started production on two complete window
displays which will give the retail music dealer
two sales-producing windows featuring band in-
struments. If these two windows find a wel-
come with the retail music dealer, we will pro-
duce others during the year.
"The show window is the most expensive
space in the dealer's store and should be given
special attention. Business authorities have es-
timated that window^ space represents from 15
1>er cent to 50 per cent of the total rental. One
expert says that a show window occupying 12
per cent of the floor space should be charged
with 35 per cent of the total rental.
"Little material has been furnished the retail
music merchant for putting in window displays
of band instruments, and we feel that these
windows will be of real service to the dealer."
To Publish Magazine
Another interesting feature of the Pan-Ameri-
can Co.'s plans for this year is the announce-
ment that a monthly magazine for retailers will
he published under the title "The Pan-American
Dealer."
Wildwood Band Again Wins
Prize in Mummers' Parade
Wildwood, N. J., String Band Awarded Second
Prize for the Third Consecutive Time—Will
Play at New Jersey Inaugural
The Wildwood string band, Wildwood, N. J.,
lor the third time captured the second prize in
the Mummers' Parade held in Philadelphia on
January 1, in competition with eight bands. The
Wildwood band, under the direction of Harry
Keating, received a cash award of $1,100.
The band, the activities of which were recently
described in The Review, goes to Trenton on
January 15 to take part in the inaugural parade
of Governor-elect Larson of New Jersey, and
will fill numerous other important engagements
during the vear.
The Flatbush Music House, 15M Flat bush
avenue, Brooklyn, N. Y., has been incorporated.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.