Music Trade Review

Issue: 1930 Vol. 89 N. 3

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Musical Merchandise Section oi The Music Trade Review
35
Musical Merchandise Manufacturers in
Fretted instrument Players
West Favor One National Organization t o C o n v e n ^ Providence
' T ' H E Association of Musical Merchandise
•*• Manufacturers of the Chicago zone held a
monthly meeting at the Hotel Auditorium Feb-
ruary 6. The business meeting was preceded
by a dinner and the members present were en-
tertained by an interesting musical program by
Johnson Baine, widely known guitar virtuoso.
Among other numbers he played one of his own
compositions, "Symphonic Poem," and the tech-
nique and tone color he displayed greatly inter-
ested the members, displaying the possibilities
of the guitar as a concert solo instrument.
President Jay Kraus (of the Harmony Co.)
presided, and, in addition to Secretary H. O.
Gable, there were also present Walter Gotsch,
J. R. Stewart, A. E. Hunter, H. H. Slingerland,
Wm. F. Ludwig, H. Kuhrmeyer, B. R. Hunt, F.
W. Fackler and T. Werner.
The most important business transacted was
the decision arrived at after a general discus-
sion to go on record as evincing a willingness
to disband the Chicago regional organization, if
the Eastern regional association was willing to
take the same action. If and when the Eastern
manufacturers agree to take the same course,
the present members of the Chicago zone, in-
cluding the States of Illinois, Wisconsin, In-
diana and Michigan, will enter the national body
as individual members. A committee was ap-
pointed to put this proposition before the mem-
bers of the Eastern regional organization and
to get their reaction to the suggestion.
The present members of the Chicago zone or-
ganization are American Gut String Mfg. Co.,
Armour & Co., American Plating & Mfg. Co.,
Consolidated Case Corp., Wm. Frank Co., Geib
& Schaeffer Co., Globe Music Co., Walter M.
Gotsch Co., The Harmony Co., Ludwig & Lud-
wig, Regal Musical Instrument Co., Richter
Mfg. Co., Slingerland Drum & Banjo Mfg. Co.,
J. R. Stewart Co., Stromberg-Voisinet Co., V. C.
Squier Co., and Wilson Bros. Mfg. Co.
The annual convention of the American Guild
of Mandolinists, Banjoists and Guitarists will
be held at the Providence Biltmore Hotel,
Providence, R. I., on May 25, 26 and 27, the gen-
eral direction of the convention arrangements
being in charge of William Place, Jr., of Provi-
dence.
A particularly interesting feat of the program
will be the presentation of a musical comedy,
"Listen to Me," written expressly for fretted
instruments, and which will be given with a cast
of over a hundred at the Carleton Theatre. In
addition there will be an artists' recital in
accordance with the regular Guild custom in
which artists of national repute will appear.
Mr. Place is making a special effort this year
to have manufacturers and jobbers of fretted in-
struments not only attend and exhibit at the
convention, but to bring with them as many
dealers as possible in order that the latter may
gain a popular conception of the artistic possi-
bilities of fretted instruments and of the oppor-
tunities that are offered for their exploitation.
Prominent Artists Using
Martin Band Instrument Co.
New Maybell Guitars and
Vega Banjos and Trumpets Now Controls Pedlar & Co.
Banjos Popular With Trade
Two artists have recently been added to the
long list of musicians who use Vega banjos
and trumpets, manufactured by the Vega Co.,
Boston, Mass. One of these is Roy Pietsch,
Al Morey With Vegaphone Banjo
trumpeter in the Oriental and Uptown Theatres
in Chicago, who is shown in one of the accom-
panying illustrations with Al Kvale, master of
ceremonies, and Milton G. Wolf.
The other artist who is now using the Vega-
Al Kvale, Roy Pietsch and Milton G. Wolf
phone banjo is Al Morey, master of ceremonies
of the Michigan Theatre, Detroit, Mich., and
who at various times has been master of cere-
monies at the Texas Theatre, San Antonio;
Worth Theatre, Fort Worth; Paramount The-
atre, Omaha; Harding Theatre, Chicago.
ELKHART, IND.—O. P. Bassett, president and ma-
jority stockholder of the Martin Band Instru-
ment Co., announced recently the purchase by
that company of a controlling interest in Harry
Pedlar & Co. after several months of nego-
tiations. Harry W. Pedlar, Sr., founder of the
company bearing his name, and who held 65
per cent of the stock, sold his interests to the
Martin Co.
The Pedlar Co. was organized in 1915 and is
said to be the largest institution in the coun-
try engaged exclusively in the manufacture of
clarinets.
In announcing the deal Mr. Bassett stated
that no merger of the Martin and Pedlar com-
panies is planned, but that the latter concern
will operate as a separate entity with Harry
Pedlar, Sr., as general manager, and his son,
Harry Pedlar, Jr., as sales manager. Mr. Bas-
sett has been elected president of the Pedlar
Co.
"Both the Martin and Pedlar companies are
in healthy condition and prospects are that
1930 will prove a very satisfactory year,"
declared Mr. Bassett.
"We consider the
acquisition of the control of the Pedlar Co. a
most important move for the Martin Co." Mr.
Bassett secured control of the Martin Co. in
August, 1919, since which time the business has
increased materially.
The H. H. Slingerland Banjo & Drum Co.
has met with an unusually cordial dealer re-
sponse to their new Maybell guitars and banjos.
The Maybell guitars are made in seven models
with a retail price range from $7.50 to $50.00.
The Maybell banjos retail from $7.50 to $350.00.
Talking with a representative of The Review,
President H. H. Slingerland said, "Naturally we
are gratified by the response we have had to
these new models but I am even more pleased
to say that business has pepped up remarkably
in the last thirty days and the orders we get
from every part of the country for all the in-
struments in our line, including our drums, in-
dicate that the small goods dealer is up on his
toes and making many sales in his community."
Milwaukee Rural Schools
Plan Orchestra Contest
MILWAUKEE,
WIS.—The orchestra
contest
for
suburban schools will be held at the West Allis
high school on Saturday, March 22, and the
event has already aroused much interest through
the various suburbs. Plans are also going for-
ward for the band tournament which is to be
held at Wauwatosa on May 17.
Advanced Musical Instrument Study
Introduced in Schools of Milwaukee
X / I I L W A U K E E , Wis.—One of the most im- non-producers so far as music was concerned.
portant moves in the promotion of interest
The music department of the public schools
in production of orchestral and band music has has now arranged that these people may con-
been taken by the Milwaukee public schools, and tinue to receive instruction through the great
is being applauded by musical merchandise re- number of social centers which are established
tailers of the city.
throughout the city, so that every section of the
For some years Milwaukee schools have been city will have a place where instruction on or-
advancing steadily in the courses given in piano chestral and band instruments may be obtained.
music and in instrumental music, and the forma- These social centers are usually established in
tion of numerous bands and orchestras in public schools which are given over in the eve-
schools throughout the city. However, outside nings to the work of adult education. Under the
of the recently formed Young People's Orches- new plan music will have an important place in
tra of Milwaukee there has been no real effort adult education work in Milwaukee. The direc-
made to continue these young people in their in- tor of orchestral music for all public schools in
terest in playing in orchestras and bands after the city will also have charge of the evening
they have left school. As a result many boys orchestras. Particular effort will be made to
and girls who were making good progress in ' attract those who have played in orchestras, but
school in their instrumental work in music lost who have fallen away from their interest in
interest in playing after graduation, and became music.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
36
Musical Merchandise Section oi The Music Trade Review
Hunting the Fretted
Instrument Prospect
(Continued from page 33)
By the time the last mailing has "gone home"
to the prospect, both Gibson, Inc., and the local
distributor have sufficient data to definitely
"catalogue" this particular party as to where
the individual stands in relation to a possible
sale. If no immediate results are forthcoming,
the prospect is induced to state definitely the
reason why—also when, in the future, he may
be expected to come into the picture as a "live"
prospect.
In addition to the prospects located through
the medium of national advertising, Gibson,
Inc., also operates what it terms its "Still
Hunt" system.
This is based upon lists of possibl-e prospects
filled out by the distributor and mailed into
the home office. Without expense to the dis-
tributor, Gibson, Inc., undertakes to warm up
as many as possible from these lists into
profitable sales. This work is carried out by
means of an efficient direct-mail sales promo-
tion department. Does it pay? Well, the
percentage of actual closed business, as revealed
by a well-kept-up series of graphic charts, is
most surprising to me, to say the least, and
gives a new and vastly increased respect for
the power of Uncle Sam's mails as a business
builder.
But sales effort docs not end here with the
Gibson Co. by any means. All prospects are
personally checked and if possible called upon
by the Gibson field men, who call frequently
upon all local distributors.
In many cases,
through their personal contact, sales are closed
even after the mailing campaign has failed to
produce favorable results.
In addition, the field men are under instruc-
tions to gather all available names of prospec-
tive fretted instrument players on each call.
They make it a point to build up these lists
by personally visiting all active fretted instru-
ment players and teachers in each locality.
This not only yields many live leads, to be
built up into sales for local distributors, but
helps to keep fretted instrument interest keenly
alive.
Sales effort such as this, properly directed and
followed through, is certain to produce results,
of course. But there is still more.
Among Gibson boosters are to be found
many leading artists and instrumentalists in
well-known orchestras who are constantly
traveling about the country.
Through the warm, friendly spirit and loyal
adherence which these artists hold for the
makers of their favorite instruments many of
them make a point of visiting the local dis-
tributor in whatever city they may happen to
be billed at the time. While they are not in
any sense salespeople or an employed part of
the Gibson organization, their enthusiasm for
fretted instruments in general—and Gibson's in
particular—paves the way to many additional
sales.
Gibson distributors, too, are shown how to
make the most of such opportunities. For in-
stance, the famous guitarist, Nick Lucas, makes
an annual tour of the country, appearing at
the leading vaudeville houses. The distributor
is advised beforehand of the date of his appear-
ance and usually arranges to tie-in with the
extensive publicity put out by the theatre, by
dressing a special window featuring Nick
Lucas, the particular model guitar that he uses
for his programs, some of his most popular
records and other pertinent material.
The unusual window of the Janseen Bros.'
Brunswick shop, shown on page 33, is a good
example of such a tie-up, effectively used.
Another is the window of the Platte Music
Co., Los Angeles, featuring the appearance of
Eddie Lang in connection with the Paul White-
man Orchestra. Both produced splendid results
and definitely "paid their way" by the sales
they influenced.
It is obvious that such sales promotion
activity has a great deal to do with the grow-
ing wave of fretted instrument popularity that
is sweeping the country to-day. It is not just
luck or accident, but the fruit of careful plan-
ning and effective carrying out of the plan in
a regular and consistent manner.
The volume of fretted instrument business
secured by the wide-awake members of the
music trade last year was surprisingly large.
The start, so far, indicates that 1930 will per-
haps set a new high record for fretted instru-
ment sales.
Yet, according to data shown me during my
interesting visit to Kalamazoo, it is safe to
say that there is far more business to be se-
cured in the future than has ever been dreamed
of in the past in this particular field.
Good hunting?
Yes, indeed.
That is for
those who catch the vision and are prepared
to put forth the necessary effort to capitalize
fully upon their opportunities.
J. W. Nicomede Home
From Long Western Trip
Joseph W. Nicomede, president of the Nico-
mede Music Co., Altoona, Pa., has recently re-
turned to his office after an absence of four
weeks calling upon the trade throughout the
Middle West.
He reports a steady demand for their pro-
ducts, especially the new improved Morris
Modern Method for Tenor Banjo in two vol-
umes and their new popular Royal Method for
Piano Accordion.
New Store in Portland
Sherman, Clay & Co. have moved their store
at Portland, Ore., from Sixth and Morrison
streets where it has been located for twenty-
five years, to larger quarters in the Woodlark
Building, West Park and Adler streets.
A New Merchandising Idea
with
Greater Margin of Profit!
'
<
f
•' . .-
A new merchandising idea for string instruments is
now in effect on two of the most popular Vega
Banjos. It will help you to overcome the trade-in
problem; it will stimulate your string instrument
sales with more profit for your store.
For the dealer who specializes and regularly stocks
the Vega line we also have a very interesting propo-
sition.
Write for complete information
The
161 Columbus Ave.
Co.
Boston, Mass.

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