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Musical Merchandise Section of The Music Trade Review
It is readily apparent that herein lies the
dealer's greatest medium for the disposal of
their fretted instruments. And few indeed arc
the Gibson dealers who do not appreciate this
fact fully. Many dealers, in fact, rely almost
(Continued from page 27)
entirely upon their teacher allies to sell their
Rudy Vallee and his Connecticut Yankees. small goods, for which the teacher, naturally,
Vallee's banjoist-guitarist is Charlie Peterson,
receives reimbursement in kind.
who uses Gibson instruments exclusively. B. A.
Gibson dealers are aided further in this re-
Rolfe's Orchestra, of which Frank Patruccia is
spect through the manufacturer's connections
the banjoist; Coon-Sander's Original Kansas
with universally known and recognized fretted
City Night Hawks, featuring Russell Stout, ban-
instrument teachers, who write and publish
joist; Vincent Lopez and His Orchestra, W E A F
methods for mastering these instruments, and
favorites, in which Joe Ribaud and Anthony
folios of fretted instrument solos and orchestra-
Oliver, banjoist and guitarist, play important
tions. In this category come such widely known
roles; Andy Sannella, feature artist on the
teachers as Don Santos, Rochester, N. Y.; Wal-
Hawaiian guitar, and the famous Carson Robi-
ter Bauer, Hartford, Conn.; Joseph Nicomede,
son, guitarist.
Altoona, Pa.; Albert Bellson, St. Paul, Minn.;
All these artists have large followings in the George Landry, Lancaster, Pa., and numerous
radio and picture worlds. They are stanch others. In every one of these cases, Gibson
supporters of the manufacturing firm of Gibson, instruments are recommended to customers and
Inc., and are always only too willing to recom- pupils of these noted instructors.
mend Gibson instruments, backed by their own
It becomes obvious, from the innumerable
experiences with them. This, of course, puts
avenues that are opened up to the dealer, that
it squarely up to the dealer to make the most
the possibilities for building a profitable fretted
of the appearance of one of these celebrities in
instrument business are practically limitless. By
his home city.
taking every advantage of the co-operation
Gibson also boasts an enviable stage artist
which the manufacturer is not only willing but
tie-up, which can be used to advantage by the
anxious to give there seems no reason why
dealer. Among the favorites of the footlights
any dealer should want for sales.
Artists' Tie-ups Aid
Fretted Instrument Sales
The Lauter Piano Co., Newark, N. J., has
opened a branch store at 155 Broadway, Long
Branch, N. J., with Thomas R. Borden as man-
ager.
Consult the Universal Want Directory of
The Review.
29
W. M. Frank Co. Issues New
Band Instrument Catalog
Started in 1909 and rising steadily to its pres-
ent size and importance, the William Frank Co.
of 2029-33 Clybourn avenue, Chicago, has, with
William Frank as president and managing owner,
won for itself a valuable place in the trade as
makers of a complete line of brass band instru-
ments of all types.
William Frank himself has spent a lifetime in
this specialty and by his special aptitude for mak-
ing brass band instruments of quality has built
up this present plant of 40,000 square feet of floor
space equipped with up-to-date machinery and
manned by a large group of able workmen.
Federation of Musicians
to Convene in Boston
BOSTON, MASS.—The
American
Federation
of
Musicians will hold its convention in Bos-
ton this summer, for the first time in twen-
ty-seven years. The date is the second week
in June, and more than 1,000 delegates and
guests are expected. It will be the thirty-fifth
annual assemblage and the headquarters will
be at the Copley-Plaza Hotel.
Buegeleisen & Jacobson, New York, an-
nounced this month that they are taking on the
line of the Silver Brand guitars manufactured
by the National Musical Instrument C<>.
THE NEW SENSATION
The "SULTANA"
REG. u.s.
gaaa
PAT. OFF.
SILVER BELL
BANJO
WOUND VIOLIN STRINGS
Otto Gray's Cowboys
who use and live by their Gibson instruments
are Bobby Grice and her Fourteen Brick Tops;
Jeanne Rankins and her Bluebells; Charles
Dornberger and His Orchestra; The Dave Har-
ris Reviews; The Ingenues, and Otto Gray and
his Oklahoma Cowboys.
The Gibson fretted instrument specialists in
these acts are Grace Hays, who plays the tenor
banjo with the Fourteen Brick Tops; Louise
Metzler, Gibson banjoist with the Bluebells;
I'erry Dring, popular banjo strummer with the
Charles Dornberger orchestra. In the Dave
Harris Reviews, Harris plays a Gibson guitar,
and Pain and Peggy Garvin are featured as gui-
tarist and mandolinist. Otto Gray features Gib-
son fretted instruments exclusively, and in the
Ingenues, that lavish feminine musical act which
is the favorite of a million people, there are
six Gibson banjoists, and a complete mandolin
sextette, composed of two first mandolins, one
second mandolin, a mandola, mando cello and
mando bass.
It is the teacher-dealer tie-up which is of
prime importance in the execution of the Gib-
son policy of distribution, however, and few
i.rganizations have worked out a more thor-
ough, all-inclusive method of allying two units
of their service.
Teachers of their musical instruments, Gibson
officials believe, are the very backbone of the
dealer's retail business. For although the tie-
up of dealers with professional fretted instru-
mentalists is indispensable to both manufacturer
and merchandiser, it is a well-known fact that
the present crop of professionals are not going
to last always.
And here is where the teacher comes in. To
supply the music world with new artists is the
duty and purpose of every teacher. To provide
these artists-to-be with reliable instruments,
which, after all, are the tools of their trade,
should be the aim of the dealer.
Each string packed in an individual tub<\
Dealer stocks always in perfect condition.
The B?con
Banjo Co., Inc.
Groton, Conn.
They all like the packing
JOBBER—DKALElt—MUSICIAN
V. C. SQUIER COMPANY
BATTLE CREEK, MICH.
Order from your jobber.
Manufacturers
OF
Metal Accessories
FOR
Stringed Instruments
KAPLAN MUSICAL STRING CO.
South Norwalk
Manufacturers of
Conn.
STRINGS and SPECIALTIES
R
ED-O-RAVW
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1
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