Music Trade Review
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Musical
Merchandise
Section of The Music
Trade
costs are bound to go up. Consequently,
the period of the past few years has actually
brought about an increase in costs. Now—
while costs have actually risen, prices have
actually gone down, which means that a
great many producers have lost money. In
a time like the present, forced distribution is
invariably followed by a headache. I hon-
estly believe that many producers and deal-
ers will make profits in 1931—but mark this
—those dealers and producers who do make
profits in 1931 are the ones who will trim
their sails and clean off all barnacles. The
trouble with many high-pressure sales plans
is that $2.00 has to be spent to bring back
$1.00. Any sales activity that does not show
a profit should be thrown into the discard
today. This might result in a shrinkage in
volume, but one should not lose sight of
the fact that a thousand dollars' worth of
business on which a profit is made is cer-
tainly worth wore than two thousand dol-
lars' worth of business that involves a loss.
Henry C. Lomb, President, National Musical
Merchandise Manufacturers' Association:
The year just closing has been one in
which the music industry has shared the for-
tunes, no less than the misfortunes of Amer-
ican business. With the whole world eco-
nomically out of joint, with a widespread
but scarcely justifiable feeling of dread and
anxiety on every hand, it would have been
akin to a miracle if we had not felt the
pressure of circumstances more or less
acutely. Through it all, however, the mem-
bers of the trade and of the industry have
kept their faith and by their resourcefulness
and energy have met each emergency as it
has arisen.
Perhaps the most cogent evidence of this
enduring faith of the industry in itself is
to be found in the heroic backing that it is
giving to the promotion of the general cause
of music, upon which, as we all agree, our
future rests. By virtue of the unblemished
conduct and the unimpeachable administra-
tion of its promotional activities in the past
through the National Bureau for the Ad-
vancement of Music, the industry has now
been able to enlist in its cause the active
support of certain highly important philan-
thropic bodies whose expressed purpose it is
to foster and encourage all instrumentalities
that go to improve the material well-being
and ensure the happiness of mankind. As-
suredly it is a compliment of the highest
order to the far-seeing men who years ago
founded the National Bureau to have their
aims and aspirations thus receive definite
and helpful recognition and it becomes more
THE
DEALER W H O HANDLES
THE NEW
RICHTER
line in 1931
is assured of the most profitable
year he has ever had.
Every RICHTER instrument is a
quality product, and this fact,
vital to dealer and user alike, has
kept our factory busy for many
months.
The RICHTER line is original, dis-
tinctive and widely popular.
ASK
YOUR JOBBER ABOUT IT!
RICHTER MFG. CO.
2532 Irving Park Blvd.
CHICAGO, ILL
than ever before the unequivocal obligation
of every member of the industry to do his
part in this great work of ours of accelerat-
ing the progress of an already astounding
interest in the appreciation of music and the
cultivation of music-playing. For we have
in that an incalculably valuable asset, an
inalienable right, that challenges any other
industry that can be named.
Undismayed, then, by the trend of current
events that we know to be only transitory;
firm in the knowledge of an invincible claim,
through our music, upon the best interests
of all our people; equipped, finally, with the
means of bringing our message to the peo-
ple; and with supreme confidence and head
held high, we face the future.
Rudy Vallee Now Plays
a Vega vox Banjo
While playing the saxophone is recognized as
Rudy Vallee's vocation coupled with directing
his orchestra and other activities, it develops
that the playing of the banjo is his avocation
and he gets much personal satisfaction from the
Eddie Peabody, Bill Nelson and Rudy Vallee
strumming of the strings. Nor is he a novice
with the banjo, as was evident recently when,
while a special guest at the Paramount Grill,
he played a banjo duet with Eddie Peabody,
the noted banjoist. The accompanying photo-
graph shows Eddie Peabody at the left and
Rudy Vallee at the right holding a special cus-
tom built Vegavox banjo presented to him by
Mr. Peabody. In the center is Bill Nelson gen-
eral manager of the Vega Co., whose company
made the banjo. Bill certainly picks his com-
pany.
Geib 6c Schaefier Megaphones
Are o£ Superior Quality
MADE IN FOUR GRADES
Popular, Standard, College
and Artist
JOBBERS write us for complete list of megaphones and
meg-o-racks.
GEIB 6c SCHAEFER COMPANY
Eitabllihed 1899
Manufacturers of Superior Quality
MUSICAL INSTRUMENT CASES
1751-1757 NORTH CENTRAL PARK AVENUE
Humboldt Park Station
. •".
CHICAGO, ILL.
Baby Sousaphone Added
to f m . Frank & Co. Line
The baby sousaphone is the latest member
of the William Frank band instrument line.
It has a twenty-two inch bell, made in E and
I', flat. As the name suggests, it is a smaller
and lighter edition of their regular sousaphone
and fully rounds out the William Frank line,
which now includes every instrument used in the
brass section of band or orchestra. Already
this baby sousaphone has won commendation
from every musician who has tried it. These
(Mi-dorscments arc to be expected, as the' Wil-
liam Frank line of band instruments has long
enjoyed high repute in the trade and among
musicians.
William Frank himself and his brother J G.
Frank have spent their entire lifetime in the
manufacture of these and of brass band instru-
ments, and their aptitude for this work is a
matter of family pride so that they are build-
ing up a tradition of thorough workmanship
and musical excellence for each of the instru-
ments they build. The result has been a stead-
ily growing demand.
THE
FRANK CATALOG
JUST OFF THE PRESS
describing three distinct lines of quality
band instruments of our own manufacture
for the Professional, School
Musician and the be-
ginner—a combination
QO dealer can af-
ford to overlook.
Consult the Universal Want Directory of
The Review.
Looking for a Thrill?
try a
MAJESTIC
Write for
your copy and
dealer proposition
KOEDER'S MAJESTIC
BAND INSTRUMENTS
made by
JONES-KOEDER CO.
Pekin, 111.
Brass and woodwind repairing
29
WILLIAM FRANK CO.
2029 Clybourn Ave.,
CHICAGO
ILLINOIS
Manufacturers to the trade since 1909
Write for circular
582090A