Classic Mode

Music Trade Review

Issue: 1932 Vol. 91 N. 1

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
MAKING THE
NEWS COLUMNS
of the LOCAL PAPER
T
HE music merchant who has been prone to complain
because newspapers seem inclined to give publicity to
practically every other commodity except musical instru-
ments may have himself to blame for this situation,
if he has made no effort to secure such publicity on his own
account. As a matter of fact, there are many ways in which
a music merchant can burst into the editorial columns of
newspapers if he has the right material to offer and presents
it in the proper way. This is especially true of the music
dealer located in a small city, although the large city also
offers excellent chances for publicity through newspapers if
the matter is handled intelligently.
In Milwaukee, for example, there are over twenty com-
munity papers, published every week or every other week and
distributed to thousands of homes in the community in which
they are published. These papers are constantly seeking
news material having a local appeal. The daily newspapers
publish outstanding city, national and state items in their
columns, but do not give space to less important happenings
BANJO PLAYING
EASY TO LEARN]
SOME
EXAMPLES
OF
BEIHOFF'S
PUBLICITY
IN
MILWAUKEE
NEWSPAPERS
By Norbert J. Beihoff Mas. B.,
the Beihoff Music Co., 5121 W.
North Ave.
One of the most popular instru-1
ments because of its varied possi- ]
bilities is the tenor banjo.
It can be played at home with |
others or alone, in orchestras, j
with any combination of instru-
ments, as soloist, for vocal accom- j
paniment and was recently intro-j
duced in military band.
Violinists and cellists can learn I
to do professional banjo playing j
in a few months, and beginners
without any previous knowledge of
music can play chords for vocal
accompaniment in just a couple of J
weeks.
Banjoists can either play melo-
dies or harmonies and advanced
performers do both at the same
time.
As banjos are very inexpensive
especially those made for begin-
ners it is within reach of anyone
wishing to play it and can be pur- I
chased for as little as five dollars, ra
The splendid feature of knowing J
how to play banjo is that it can u
be used for vocal accompaniment I
and is portable; at the same t i m e !
it is one of the most valuable in? m
struments for dance orchestras. II
People with joints of the fingers | |
of the -right hajlL. missive fincj
How N. J. BEIHOFF,
Milwaukee, gets free
publicity that is both
helpful and interesting
that occur in the various communities of the average city.
It is these small items which make the community paper
of value to its readers. The editors of these papers realize
this fact and consequently are anxious to secure this type of
news. In order to secure space, it should be remembered
that the articles for publication should contain a certain
amount of news value in them.
An article which reads as an advertisement will not find
its way into the news columns. Accordingly, when a mer-
chant redecorates, remodels or renovates his store, or adds
new fixtures, that is news and makes good publicity. When
the merchant makes improvements it is for the purpose of
better serving his patrons and they in turn are always glad
to be acquainted of this fact.
There are numerous other methods of boosting the music
merchant's business. Active participation in community asso-
ciations and affairs endow him with the stamp of being good
news copy. Anniversaries in business, the introduction of a
{Please turn to page 26)
Music Hints
By N. J. Beihoff, Mus. B.
WOOD CLARINETS
Editor's Note—Mr. N. J. Beihoff,
Mus. B., of the Beihoff Music Co.,
5121 North ave., is writing a se-
ries of short articles on the care
of instruments, prepared especial-
ly for the Northwest Times.. Mr.
Beihoff is an authority on music
and - musical instruments and his
suggestions should prove of value.
Watch for the article on your fa-
vorite instrument. Here's the
first:
The wood clarinet is an instru-
ment which requires considerable
care, although this care becomes
Simple after a while. Use olive
oil,
saturate a cloth and run
through the instrument every few
weeks, seeing that the joins are
especially covered with a coating
of oil. In doing this, cover the
pads of the instrument with pieces
I of blotter to prevent the pads from
\absorbing any oil.
I The corks should be greased as'
often as is necessary to make the
dismantling easy, and the assem-
bling quick.
The keys of the instrument
should occasionally be oiled with
a light machine oil.
The instrument should never be
placed near any source of great
heat nor exposed very long in
great cold. The instrument must
be wiped dry after playing to pre-
vent cracking. Metal clarinets
need only be oiled with machine
THE
MUSIC
TRADE
MUSIC STUDY i
NOT ARDUOUS
By Norbert J. Beihoff, Mus. B.,
author of "Modern Embellish-
ment," "Modern Harmony," "Pro-
fcsisonal
Saxophone Technic,"
"Transposition Simplified," etc.
Many times when you listened
to an orchestra, you wished you
could play some instrument, and
when the music held you in its
grip of enchantment you wished
for one of the instruments right
then so that you could play along,
but a great obstacle seemed to
prevent your ever attempting
play.
You thought it would take years
and never realized it could
done in just a few months.
Certain instruments like piano,
violin, cello, organ are different to
learn but many others like saxo-
phone, clarinet, banjo, guitar,
ukelele, trumpet, trombone, drums
are comparatively easy to learn.
On these instruments popular
or classical music can be played
with just a few months of study,
and frequently within a few weeks
depending upon the students ef-
fort and adaptability.
Series ofArticles
In this series of articles we
explain the various instruments^
REVIEW.
January,
1932
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
SHEET MUSIC
and Its Influence on
INSTRUMENT SALES
W
E call our place a
which result in the purchasers
Music S u p p l y
enjoying the instruments they
own and who may at some
House. It is de-
Sheet music is as important to the student
time in the future want newer
signed to sell mu-
and musician as is gasoline to the motor
and more expensive instru-
sical instruments, sheet music
ments.
and an understanding of music,
and an adequate supply is essential in a real
and to keep owners of musical
In the sale of sheet music,
music store, declares Edwin F. Kimbrel,
instruments so interested in
the merchant must take many
things into consideration. He
them that they will continue
of Kimbrel's Music Co., Greeley, Colorado.
must sell the number by ex-
buying music. We sell pianos
plaining why it is beautiful,
and small instruments, but we
^^ J . J . Jt ^ J . J .^... J .^^^.
why it should provide enjoy-
do not overlook the possibilities
~~~
ment to those who play it. The
of the sheet music department
because it is largely through the sheet music that interest in score is not merely a bunch of printed notes, any more than
music and musical instruments is sustained. Furthermore, an automobile is merely a bunch of steel, rubber and other
if one has sufficient volume of sales the sheet music department metals, or gasoline merely a liquid that is dangerous when it
will be found to be just as profitable as any other section of is in the close vicinity of fire.
the business. And a well-functioning sheet music department
One wide-awake oil company is selling gallons of pleasure
is conducive to the sale of pianos and other musical instru- instead of gallons of gasoline, and the situation in regard to
ments.
the sale of sheet music is analogous. I feel that the more
You will admit that unless a motorist finds it convenient time we can spend with our sheet music customer and the
to purchase gasoline and oil he will not obtain much pleasure more pleasure in music we will sell them, the more sales of
from his motor car. In fact, the more difficult it is to music we will make.
obtain good gasoline, or any kind of gasoline, for that matter,
Not only must the dealer take the merchandise into con-
the less frequently he will operate his car, yet the gasoline sideration, but he must also take the temperament of the
costs so little in comparison to the car.
customer into the problem. Every person is temperamental
Likewise the more difficult it is for a musician—amateur to a certain degree and along certain lines. A person may
or professional—to obtain music to play, the less he will play, become "drunk" on music just as readily as he may become
and the less interest he has in the instrument.
"drunk" from oversmoking, or overindulgence in intoxicating
Also, if a motorist is unable to make repairs and adjust- liquors. If the temperament of the dealer athd that of the
ments on his car and must take it to a commercial garage customer are active at the same time, difficulties are certain
to arise. It is to the dealer's advantage to "sober" up the
for service, he will not be enthusiastic over his machine if
he finds it difficult to locate a service station when he needs customer the first thing. This is accomplished by getting
it. In connection with musical instruments, both large and his mind off of music for a minute or two by discussing some-
small, we realize that the owners must find it easy to get thing entirely foreign such as fishing, new styles in dress,
service on them. It is to our advantage that the instruments motoring. After he is "sober" then get back to the matter
be used to the maximum, for that means more enjoyment of at hand and the interview will continue along more pleasant
and profitable lines. The number will sound altogether
music.
All of this leads up to the necessity of the music company different to the customer after he is "sober" than it would
providing a means by which the customers may get the most while he was "drunk."
out of their investments. Hence we are ever willing to take
We cater to orchestras, choirs, glee clubs, teachers and
the time to make some minor adjustment to a horn, a stringed students, as well as to the general public who are interested
instrument, or any kind of an instrument that makes music in in the popular numbers. When we are endeavoring to find
case the owner is so inexperienced that he cannot make the something for a student, we take into consideration the age
adjustment himself.
and whether or not it is a boy or a girl and then we seek
Our sheet music department follows up by supplying the something among our stock that we feel will appeal. That
instrument owners with music to play, and it is here that reduces the sales effort and increases the possibilities of the
many dealers fall down. They have their eyes on the sale student being satisfied with our service and merchandise.
of a piano, or some musical instrument involving a large
One of the sources of business for the sheet music de-
sum of money, instead of watching those little 35 cent sales
(P lease turn to page 23)
THE
MUSIC
TRADE
REVIEW,
January, 1932

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