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P I A N O S
R A D I O S
ORGANS
SUPPLIES
Serving
the Entire
Vol. 90
fade Review
MUSICAL
MERCHANDISE
SHEET MUSIC
ACCESSORIES
MARCH, 1931
T HE REVIEW in its new format, with
its large and improved editorial
content and its industry-wide circula-
tion plan, has been accorded a recep-
tion in the trade that has passed even
the expectations of the publishers.
The paper had hardily been circulated
before complimentary messages began
arriving in the editorial offices to en-
courage us in efforts which we believe
are destined to prove of distinct value
in the work of rehabilitating the in-
dustry. The constant aim is a better
paper in every way.
/L S the dirt farmer who actually gets
behind the plow and produces the
crops differs from the gentleman
farm«r who talks about it, so does the
''dirt" piano salesman, if the term may
be used, who gets out into the country
and closes the sale on the prospect's
front porch, differ from the gentleman
type who rest at wareroom desks while
waiting for the business to come in.
Last month we told of the manner in
which one of these go-getters hitched
his piano to an automobile, instead
of his wagon to a star, and rolled up
an average of ten piano sales a month.
In this issue we tell how another
dealer has succeeded by taking his
piano with him when calling on the
prospect, and there are other examples
ready for exploitation in type. It's the
old army game, but it gets sales.
grandmas taking up piano
study in a serious way it would
appear that the average citizen in the
early thirties or forties is quite as
much a prospective piano student and
buyer as is the high school youth. The
dealer who places an age limit on his
appeals is simply killing part of his
logical market.
TABLE OF CONTENTS
The Phoenix Had Nothing on the Peffer Music Co. When Fire
Came
4
by S. Lewis Brevit
It's the Same Old Popular Song
6
by Peter F. Lux
Editorially Speaking
8
Gilman Catches 'Em Young
I I
by Chas. B. Barr
What the Trade Says of the "New" Review
12
Cullom Does His Piano Selling in the Home
15
There Are Newspaper Articles That Favor the Piano
21
REGULAR DEPARTMENTS
The World of Radio
30
Chicago and the Middle West
31
Piano Factory and Piano Servicing
34
(Dr. Wm. Braid White, Technical Editor)
Sheet Music and Books
37
Musical Merchandise
,
39
B. BRITTAIN WILSON, Editor
F. L. AVERY, Circulation Manager
E. B. M U N C H , Eastern Representative
CARLETON CHACE, Business Manager
RAY BILL, Associate Editor
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 Kill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secretary and Treasurer, Edward Lyman Bill; Comptroller, T. J.
Kelly; Assistant Treasurer Wm. A. Low.
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