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[he MnsicTrade Review
P I A N O S
R A D I O S
ORGANS
SUPPLIES
|_J ERE
Vol.90
is THE REVIEW in its
W / H A T has been the experience of
^* piano merchants with radio broad-
casting? In view of the launching of
the $300,000 campaign in the interest
of piano playing by the National
Co., THE REVIEW
FEBRUARY, 1931
No. 2
new
** size and its new dress, which we
believe will not only make it more
convenient to read and handle, but
will reflect to the credit of the indus-
try represented. The constant aim in the
future as in the past will be to make
the paper better in very way each
month and to increase its value and
helpfulness to every department of
the music trade. The comments of
our readers will be welcomed and ap-
preciated as a guide in carrying on
our work.
Broadcasting
MUSICAL
MERCHANDISE
SHEET MUSIC
ACCESSORIES
Serving
i ^ K ^ ^ Music
the Entire ^ | | § r
Industry
felt
that such experiences should be of
value in mapping out tie-up cam-
paigns. The result is the publishing
in this issue of what several promi-
nent dealers report for their own
broadcasting ventures. It is interest-
ing and valuable reading.
I ESS than two years ago Kastel, of
*• Chico, Cal., entered the retail piano
business without any illusions about
prospects coming into the store and
begging for instruments. He got him-
self an automobile and a loader, put
a piano thereon and went out on the
highways and byways and to neighbor-
ing towns in search of buyers. The re-
sult was that in nineteen months he
sold 164 new pianos and nineteen trade-
ins, or close to ten instruments a
month in a territory with a population
of approximately 150,000 souls. Kastel
just traveled along the beaten path
of a generation or so ago, using an
automobile instead of a wagon, but
getting there just the same. His story,
published elsewhere in THE REVIEW
this month, should prove an eye-opener
for those who believe that canvassing
is undignified and old-fashioned.
TABLE OF CONTENTS
500,000 New Piano Students Created by Radio
4
First Steps in Music by Some Prominent Leaders
6
by B. Brittain Wilson
Getting the Most Out of Band and Orchestra Instruments
8
by C. B. Reber
Editorially Speaking
10
183 Pianos in Nineteen Months Sold by This One Man
Outfit
13
The Piano As a Factor in Educational Institutions
14
'.
Putting More Speed Into the Sheet Music Department
17
by C. M. Patterson
How Sherman, Clay & Co. Got Results Through Radio
(With experiences of other dealers)
21
The News in Pictures
30
REGULAR DEPARTMENTS
The World of Radio
37
Chicago and the Middle West
39
Piano Factory and Piano Servicing
(Dr. Wm. Braid White, Technical
42
Editor)
Sheet Music and Books
45
Musical Merchandise
47
B. BRITTAIN WILSON, Editor
CARLETON CHACE, Business Manager
F. L AVERY, Circulation Manager
RAY BILL. Associate Editor
E. B. MUNCH, Eastern Representative
WESTERN DIVISION: FRANK W. KIRK, Manager
333 No. Michigan Ave., Chicago
Published on the First of the Month by Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
President Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secretary and Treasurer, Edward Lyman Bill; Comptroller, T. J.
Kelly; Assistant Treasurer, Wm. A. I^ow.
Publishers of Antiquarian, Automotive Electricity, India Rubber World, Materials Handling & Distribution, Music Trade Review, Novelty
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in association with Building Investment, Draperies and Tire Rate-Book.