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Published by The Music Trade Review, 420 Lexington Avenue, New York
Fretted
Instrument
Prospect
the
By B. B. WILSON
A Platt Music Co. Display
HE old saying, "There are larger fish in musical merchandisers outside of active dis- in the musical merchandising industry.
the sea than have ever been caught," tributors of Gibson products.
Perhaps it may seem odd to refer to a mer-
might be paraphrased to read, "There
It is interesting to note that the Gibson Co., chandising policy as a "system." Yet "system"
are more fretted instrument prospects in through its distributors, enjoys a profitable is the right word, for Gibson progress has been
the U. S. A. than have ever been dreamed of." volume of sales of these lesser-known instru- based, first and last, upon the adopting of a
This thought was suggested by a visit to the ments, as well as the banjo, guitar, mandolin carefully thought-out plan of action to which
factory of Gibson, Inc., Kalamazoo, Mich., and and ukulele. And—as the story writers would it has strictly adhered.
an opportunity to study, at close range, the phrase it—"thereby hangs a tale."
First in importance, at least to many musical
methods used by this organization to create
How does the Gibson company go about merchandisers, is the consistent program of
and ripen an unusually large volume of annual creating an active and profitable demand for national advertising. Followed year in and year
fretted instrument sales.
these instruments? That was the leading ques- out, using a moderate but effective space in a
Fretted instruments, of course, are familiar tion in my thoughts as I chatted with Guy dozen or so of the leading national magazines,
to all members of the musical merchandising Hart, general manager, and Frank Campbell, the number of live leads produced over an an-
trade as the banjo, guitar, mandolin and ukulele. sales manager of Gibson, Inc., and in answer nual period is a revelation both to the power
Since having the advantage of a "close-up" to a question I was permitted an intimate view of the advertising dollar, properly expended,
view of the fretted instrument industry as rep- of the effective system which has brought this and to the active interest of the American pub-
resented by the Gibson organization, we learn organization to the front as one of the leaders lic in tilings musical. This may appear to be
a wasteful expenditure of money,
that there are many more mem-
but if someone does not keep
bers of this interesting family.
the thought before the general
For example, we listen to the
public interest in fretted instru-
entrancing strains of the man-
ments will soon die out.
dola—an instrument correspond-
ing to the viola of the violin
These leads art- not only
family. To the baritone voice of
turned over to the local distrib-
the mando-cello, which is, of
utor in each community for per-
course, the cello, played a la
sonal contact and attention, but
plectrum or pick—and to the
are also followed up direct with
deep, pulsating rhythm notes of
a strong mail campaign from the
the mando-bass.
home office.
As a variation there is the be-
A close inspection of this fol-
witching music produced by in-
low-up reveals that it is no ordi-
struments known as the man-
nary mailing campaign, but a
dolin-banjo, the cello-banjo, the
well-rounded affair in which the
guitar-banjo and the bass-banjo.
prospect is appealed to from
every possible angle to induce
In fact, the fretted instrument
action. Cold indeed would be
family has revealed itself as lack-
the individual who does not re-
ing nothing to complete its pos-
spond actively to one or another
sibilities as a full symphonic en-
of these appeals.
semble—something that may be,
perhaps, a surprise to many
(Please turn to page 36)
How Janseen Bros. Tie-up Window Display and Artist
33
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