Music Trade Review

Issue: 1932 Vol. 91 N. 10

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
TELLING THE SALES STORY
O N MUSIC
VIA RADIO
A Half Hour Program of the
Schmidt Music Co., Davenport,
la., That Actually Made Sales
LARGE number of music houses,
large and small, have made use of
radio broadcasting for the purpose
of bringing their names and par-
ticularly their products before millions of
prospects in the quiet of their own homes.
Some of these radio campaigns have been
successful and others, probably because of the
material used in the broadcast, have proven
disappointing. Through the courtesy of the
Schmidt Music Co., Davenport, la., THE
REVIEW is privileged to reproduce the con-
tinuity of a full half-hour radio program,
typical of those that have been featured by
the company during the fall and winter and
which have been productive of most satisfying
results. Perhaps the material may prove of
assistance to other dealers planning radio
presentations.
A
SCHMIDT MUSIC CO. PROGRAM
November 9, 1932
(Prepared by Dr. Lyle Flanagan)
Opening Announcement: The Schmidt Music
Co., which so graciously gave its time on
several occasions in the last few weeks
that we might hear talks by the several
political candidates, opens another program
at this time. All the music used on this
program comes from the 38,000 copies of
sheet music which is constantly a part of
the stock at Schmidt Music Co. in Daven-
port, Iowa. Of course, the pianos used are
Everetts, with which the studios of WOC
are equipped, and for which the Schmidt
Music Co. is Tri-Citv agent. (Pause.) To-
night let us look in on the Wakefield fam-
ily. Mother and daughter are engaged in
conversation, and from the trend of things
well, we have an idea there is
going to be a wedding in the Wakefield
family. Let's see if we are right.
Music: "Ich Liebe Dich"—Grieg. (Just a
few bars to bring out the piano tone quite
brilliantly.)
Girl: Oh, mother! It seems too good to be
true! All I had expected of Dad was that
THE
MUSIC
TRADE
he would give me a pretty wedding. And
now he's bought me this beautiful grand
piano. Strike just another chord or two
so I can hear its tone.
Music: (Run a few chords.)
Mother: It is beautiful, isn't it . . . such
a resonant tone. I tried to get father to
trade in our old upright on the grand for
you.
Girl: But, mother! What would you do
for a piano?
Mother: That's just the point. What do
you think your father said!
Girl: (Ecstatically.) Tell me, quick!
Mother: He said he was going to trade
the old upright in on an Everett grand,
and that was to be my Christmas present!
Girl: That's splendid! Dad's an old dar-
ling!
Mother: You'll agree, then, that I had good
judgment when / got married?
Girl: I've always agreed to that. (Pause.)
But . . . say, mother! Let's sing a song
before Jack gets here. I want to have some
of the joy either sung out of my heart or
sung into it. . . .
I don't know which.
Let's do the waltz from "Romeo and
Juliet."
Singer: "Romeo and Juliet."
Girl: Mother! I feel as if I had all the
support in the world with that grand in
the background. Seems to me that I am
singing with half-a-dozen pianos.
Mother: And yet . . .
it doesn't drown
you out at all.
Jiiz: (Door bell).
Girl: There's Jack! Won't he be surprised?
Mother: And happy! I'll open the door!
liiz: (Door opens).
Girl: Hello, Jack, dear.
Mother: Come in, Jack. Always glad to
see you.
Jack: Thanks, mother Wakefield.
I'm
always glad to come. . . . Hello, Mary
darling. What makes you seem so strange
this evening? You act as if . . . well,
as if.
. . .
Girl: (Cutting in.) As if I am the happiest
REVIEW,
December,
1932
girl in the world! Jack . . . Just look
in the far end of the living-room.
Jack: Great Scott! A grand piano. Where'd
you get that?
Girl: Father . . . lie gave it to us for
a wedding present!
Jack: Can you beat that! That's mighty
wonderful of him . . . and it's going
to be mighty wonderful for us.
Girl: Slip off your topcoat, Jack, and let's
start singing right away.
Jack: All right . . . you sing a song
while I catch my breath . . . there's
Victor Herbert's "Kiss Me Again." Sing
that.
Girl: All right.
Singer: "Kiss Me Again."
Jack: I don't know whether to get more
enthused over the piano or the girl's voice.
Mother: Get enthused over the piano, Jack.
There'll be a time soon when you'll find
that you can tell the piano to be silent,
and it will . . . but a young girl!
Never!
Mother—Jack: (Both laugh).
Girl: Now, mother! Let's not talk non-
sense. Jack's going to sing. See here, Jack,
I've found three of your favorites. The
first one you'll sing for me is "Pale Moon."
Singer: "Pale Moon."
Mother: That's a beautiful number, Jack.
Jack: And that Everett grand piano is sim-
ply marvelous to sing with. So buoyant
in tone!
Girl: And you sing so beautifully, Jack.
Do another number . . . this one just
for me. "At Dawning" . . . the song
I want at our wedding.
Singer: "At Dawning."
Mother: Ohhhhh! . . . I like that, Jack.
I like the sentiment, and I like the way
you sing it.
Jack: Thanks, mother. (Coyly) And I rather
hope that Mary realized that every word
I sang was meant for her.
Girl: Of course, I did, silly. But don't
be getting sentimental, Jack.
(Please turn to page 11)
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
10
THE
MUSIC
TRADE
STEINWAY PIANOS SELECTED AS OFFICIAL
INSTRUMENTS FOR RADIO CITY CROUP
HE laurels held by the Steimvay piano
as an instrument of distinction have re-
cently been enhanced through the selec-
tion of the Steinvvay piano as the official
instrument of the Radio City enterprise in
T
Rockefeller Center, or Radio City, is out-
standing in the interest of the public at
large in New York and vicinity just now
for a number of reasons. First, it is one
of the largest building developments ever
REVIEW,
December,
1932
and the wide publicity given it, the selection
of Steinway pianos as official instruments is
particularly significant. In the music hall
they will be used in connection with musical
programs of the highest class presented on a
scale, it is said, surpassing in elaborateness
anything before attempted. The grand or-
chestra, under Arno Rapee, alone comprises
over one hundred selected musicians and there
will also be the large ballet to support the
The New Radio City Music Hall, Opening Dece Tiber 27 and Equipped With Steinway Pianos—
Left—Exterior; Above—Interior, Seating 6,200
the newly developed Rockefeller Center in
New York. The first unit of Radio City to
be opened to the public is the music hall,
where the first performance will be given on
December 27, and well before the opening
a score of Steinway instruments, the major-
ity of them grands of various sizes, were
delivered to Radio City for the use of the
orchestra and soloists in the auditorium
proper and for installation in the numerous
studios and rehearsal halls. By the time the
music hall and the adjoining RKO Roxy
Theatre are opened many more Steinways
will be in place.
carried on in the city, which fact is particu-
larly significant just now, and a majority
of building operations are being held in
abeyance. The music hall and the theatre,
together with the accompanying office build-
ings, are in the first unit to be opened to
the public, but several other units of the de-
velopment on adjoining sites are either near-
ing completion or will shortly be under way.
The building work has given employment
to over 2,500 men for over a year and will
continue to employ a substantial number of
artisans for many months to come.
In view of the extent of the development
stage presentations and a number of impor-
tant individual artists who have already
been placed under contract. In short, being
associated with the Radio City enterprise,
the Steinway piano will be much in the lime-
light for many months to come.
Just before the opening of the Radio City
Music Hall there was a special display fea-
tured in the show window of Steinway Hall,
calling attention to the selection of the Stein-
way as the official piano and showing letters
from the Radio-Keith-Orpheum interests and
from the executives of Radio City to that
effect.
New Stores and Changes
The Humes Music Co., Columbus, Ga.,
has had its charter amended to change its
name to the Humes Co., with authority to
deal in furniture and electrical appliances
as well as in music.
company's present quarters on Main street, to
allow for the expansion of the furniture de-
partment.
The Gibson Musical Instrument Co., Inc.,
Indianapolis, Ind., has recently been char-
tered for the purpose of manufacturing, sell-
ing and repairing musical instruments. The
incorporators are E. C. Bremerman, A. A.
Fairbanks, F. F. B. Hirsch and W. H. Gibson.
The Becker Music Co. has opened a new
store at 11 Main street, Potsdam, N. Y. The
company's main store is located at Long
Lake, N. Y. The Potsdam branch will be
under the management of Fred Becker.
The Houck Music Co., Little Rock, Ark.,
which for thirty-five years has been located
on Main street, recently moved to new
quarters at 113 East Fourth street. W. P.
Hamilton is president of the company, having
recently purchased the control from the Houck
interests.
The Frederickson-Constant Piano Co. has
succeeded the Frederickson Kroh Piano Co.,
the well-known music house of Oklahoma
City, Okla. The partners in the new com-
pany are George F. Frederickson and J. L.
Constant.
Dorer's Music Shop, Inc., New Haven,
Conn., has been incorporated with capital
stock of $50,000. The incorpoTators are
Emil and Lillian Dorer, of West Haven, and
Lillian Raisen, of New Haven.
The Peffer Music Co., Stockton, Cal., has
leased a floor in the building adjoining the
Miller's Music Store, Beverly, Mass., will
in future be known simply as Miller's, in
view of the fact that furniture and refriger-
ators have been added to the company's mu-
sic line.
The Aegenter & Odland Music Shoppe
has been opened at 109 West Ninth Street,
Sioux City, Iowa. Both members of the
company have been in the music business
for a number of years.
A. W. Maahs has opened a new music
store at 527 Fifth street, Santa Rosa, Cal.,
where he is handling Kimball pianos as
well as radios and sheet music.

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