Music Trade Review

Issue: 1932 Vol. 91 N. 2

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC
TRADE
REVIEW,
NEW VIGOR FOR THE
PIANO BUSINESS
(Continued from page 5)
February, 1932
17
observation purposes. It is a pure commer-
cial plan that works. There are many pit-
falls in the way, but after several years of
experimental work these have been removed
and others can avoid these pitfalls by keep-
ing in close communication with our or-
ganization. It requires energetic work and
no lazy person or organization can succeed
in it. It is equally applicable to a one-man
organization or to a large organization. It
is the most interesting work in which we
have ever engaged and the people we sell
to are most appreciative of our efforts and
are extremely enthusiastic in their friendship
for us and for our plan. It is 100% con-
structive and has no destructiveness in it.
We sold one-half more pianos at retail in
our city and close-by community in Decem-
ber, 1931, than we did in December, 1930,
and nearly all of these pianos were sold
under this constructive plan, mostly to people
who had no idea of purchasing a piano be-
fore we approached them and invited their
children for a test lesson. We never ad-
vertise for pupils as we desire pupils only
from the homes where there are no pianos
and where we feel there is a reasonable
chance to sell a piano.
If every community in the United States
were to have this plan in operation in 1932, and
if it wer.e worked as successfully as we have
been able to work it in the last three months
after having developed it through several
years of experimentation, all the inventories
of repossessed pianos would vanish and the
present capacity for manufacturing pianos in
the United States would not be able to supply
the demand. We say this advisedly and with
fear and trembling lest some might assume
that we have become vainglorious.
RCA VICTOR CO.
DISTRIBUTORS MEET
More than 200 distributors of RCA Victor
Co. products, together with their representa-
tives, recently attended a two-day meeting at
French Lick Spring, Ind., where they dis-
cussed at length plans for the 1932 campaign.
Various department officials addressed the
distributors and outlined the company's pro-
gram for the year. Among them Ernest H.
Vogel, instrument sales manager, who ex-
hibited and explained the new line and told
of the increased efficiency at the factory;
Pierre Boucheron, advertising and sales pro-
motion manager, who told of the strong cam-
paign planned around the slogan "Step ahead
with RCA Victor in 1932." And C. L.
Egner, record sales manager, who told of the
increased public interest in records which had
been stimulated through the introduction of
long-playing discs. Other department execu-
tives also talked at some length.
We have the parents join in a community
sing with their own children accompanying
them on a group of pianos, and before the
day of the recital a number of the parents
have already purchased pianos in order that
their children may play better in the recital.
After the recital we sell to as many as pos-
sible of those who have not previously pur-
chased. Then we promptly start preparation
for the next recital and keep on repeating
this operation.
In the meantime, we have been glorifying
the piano and piano instruction in advertise-
ments which we have been publishing daily
in our local newspapers for two years or
more. These advertisements are published
in the form of local news items in the local
news pages of the newspapers. This ad-
vertising has had a telling effect in this com-
munity in causing people to place a high
OHIO ASSOCIATION N O W
valuation on the importance of piano instruc-
tion for children. We never publish a dis-
PUBLISHES NEW MONTHLY
play advertisement without having some
"child appeal" in it also. We glorify the
The Music Merchants' Nrivs is the latest
piano and piano instruction at every oppor-
publication to make its bow to the music
tunity and never try to sell purely on the
trade, it being the official organ of the Music
price appeal. Our humble opinion is that
Merchants' Association of Ohio. The first
price appeal is out of date. We never sold
issue contained general news of the associa-
as high a percentage of pianos without di-
tion's activities, together with an open forum
rect competition with our competitors as we
in which members aired their views of trade
do under the above method.
topics. Carl E. Summers, president of the
association, offered an interesting message to
At our last recital we had a woman
members and the radio address of Past Presi-
present who is at the head of one of the
dent Otto Heaton, of which over 70,000 copies
Educational Departments of the Pennsyl-
were distributed, was published in full.
vania State Federation of Women's Clubs.
Edgar C. Hanford, Springfield, O., is editor
She came over 150 miles to witness this reci-
of the new paper and has done a good job.
tal and expects to recommend to the next
The Ramp Music Store, Spokane, Wash.,
State Convention of Women's Clubs in Penn-
The Thomas Music House, Sharon, Pa.,
sylvania that the Federation of Women's has been incorporated with capital stock of
Clubs start an active campaign to encourage $15,000, by George L. Allen, Rudy N. Allen has purchased the stock of the Curran Music
Co., that city, and is closing it out.
class piano instruction in the public schools. and Julius P. Steele.
We also had present dealers from various
parts of Pennsylvania, some of them who
came in desperation and about ready to de-
cide to give up the piano business, but they
returned to their homes determined to go
after the piano business under this new plan
with renewed vigor and had full faith that
it could be done successfully.
Other dealers desiring to witness a recital
can, by writing to the Weaver Piano Co.,
"A Leader Among Leaders"
York, Pa., be advised of each following reci-
tal and receive an invitation to attend for
MEHLIN
PIANOS
PAUL G. MEHLIN 6c SONS
Warerooms:
509 Fifth Ave., near 42nd St.
NEW YORK
Main Office and Factories
Broadway from 20th to 21st Sts.
WEST NEW YORK, N. J.
Backed by Family Pride
BOGART PIANO
COMPANY
500 E. 134th St., New York
GRANDS
UPRIGHTS
PLAYER-PIANOS
KRAKAUER BROS.
Cypress Ave., 136th and 137th Sts.
NEW YORK
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE WORLD OF RADIO
NEW ATWATER KENT LINE INTRODUCED
AT CONVENTION OF DISTRIBUTORS
N important two-day conference of
Atwater Kent distributors from all
sections of the country was held at
the Bellevue-Stratford Hotel, Philadelphia,
on January 7 and 8, at which time there was
introduced an imposing new line of Atwater
Kent radio receivers.
The new models include Model 99, a ten-
tube superheterodyne, available in either
highboy or lowboy cabinet with visual tuning
by means of a neon automatic indicator light
as the chief feature. The highboy is listed
at $122 and the lowboy at $112.
What will prove one of the most popular
receivers in the line is Model 96, an eight-
tube superheterodyne, using three 35's, two
27's, one 24, one 47, and one 80. This also
has visual tuning as well as a full-vision dial
automatic volume control, tone control, static
reducer, etc., and is equipped with an electro-
dynamic speaker. The highboy is listed at
$99 and the lowboy at $89.
Model 94 is a seven-tube superheterodyne
without visual tuning, but embodying enough
of other important features. In this model
the highboy is listed at $79 and the lowboy
at $69.
Model 92 is an attractive compact with an
eight-tube superheterodyne chassis, an electro-
dynamic speaker, full-vision dial, tone con-
trol, automatic volume control, etc. This is
listed at $59.50.
A
Model 90 is a seven-tube superheterodyne
compact, listing at $49.50, and there are in-
cluded in the line the Atwater Kent auto-
mobile radio, two direct current sets, and two
battery sets, which remain unchanged.
The business sessions, which were held on
Friday, were preceded by a banquet at the
Bellevue-Stratford on Thursday evening,
where a topical playlet served to amuse the
guests greatly, particularly as it was woven
around Atwater Kent radio activities and the
doings of the distributors. A "Court Astrol-
oger" read in the stars a mighty fine thing
for the Atwater Kent Co., the distributors
and dealers during 1932. Following the ban-
quet, the guests were supplied with bundles
of stage money and spent an hour or so flirt-
ing with the goddess of chance in an impro-
vised gambling hall.
At the business session, F. E. Basler, gen-
eral sales manager, acted as chairman and
reviewed the radio situation briefly, referring
particularly to the fact that a roll of over
240 radio manufacturers had dwindled to a
scant score, although the Atwater Kent Co.
has continued right along. After referring
to the new line and to possibilities, he intro-
duced A. Atwater Kent, president of the
company, who gave a brief talk. During the
course of the day other executives also ad-
dressed the distributors, among them being
P. A. Ware, David Bauer and Frank Aiken.
RADIO MANUFACTURERS
PROTEST SPECIAL SALES TAX
Means Committee at the hearing arranged by
the Radio Manufacturers' Association in-
cluded Hon. Frank D. Scott, legislative coun-
sel of the association; Arthur T. Murray, of
Springfield, Mass., president of the United
American Bosch Corp.; B. J. Grigsby, of
Chicago, president of the Grigsby-Grunow
Co.; William J. Barkley, of Newark, N. J.,
president of the DeForest Radio Co., and A.
M. Ferry, of Washington, representing radio
tube manufacturers. Major I. E. Lambert,
of Camden, N. J., counsel for RCA Victor
Co., and several other industry representa-
tives also were present at the hearing.
Leaders of the radio industry appeared
January 23 before the Ways and Means Com-
mittee of the House of Representatives in
opposition to the proposed 5 per cent sales
tax on radio and accessories, declaring that
such a tax would cause increased prices to
the public, reduce sales, increase unemploy-
ment and would raise negligible additional
taxes for the government. The radio spokes-
men were followed immediately before the
House Committee by a large delegation of
automobile industry leaders in a similar plea
against increased taxes on their industries.
That radio is not a luxury but a great
agency of communication and human devel-
opment was strongly urged by the industry
spokesmen. For over a year radio receiving
sets and tubes have been generally sold to the
public below cost with great losses to all but
a few manufacturers, it was stated. It was
emphasized that the proposed special and dis-
criminatory tax on radio could not be ab-
sorbed and must be passed on to the public.
That the radio industry was willing to
bear its share of the additional needs for
federal revenue and would recommend in-
stead a small general sales tax on all manu-
factures was stated by the industry witnesses
before the House Committee.
Those testifying before the Ways and
18
TWO NEW ASSOCIATIONS
FORMED IN RADIO FIELD
Fred Wiebe, of the Brown Supply Co., St.
Louis, Mo., was recently elected president of
the National Federation of Radio and Elec-
trical Associations; and James Aitken, of the
Aitken Radio Corp., Toledo, O., president of
the National Association of Radio, Refriger-
ation and Electrical Distributors.
These two associations supersede the Na-
tional Federation of Radio Associations and
the Radio Wholesalers Association. The
names were officially changed by action of the
board of directors in order that they might
encompass the broadened scope of activities
of the former organizations and provide for
their expansion.
THE
MUSIC
TENTH ANNUAL CHICAGO
RADIO-ELECTRICAL SHOW
The Tenth Annual Chicago Radio-Elec-
trical Show held at the Coliseum during the
week of January 18-24 emphasized very
strongly the fact that the radio industry, or at
least the distributing element, has branched
out sharply into many other lines of electrical
home equipment, although radio still holds a
very prominent place in their plans. Alto-
gether, there were displayed forty-two new
models of radio receivers, ranging in price
from $27.50 to $1,095; the great majority
of them being of the super-heterodyne type,
indicating that this circuit will still be the
most popular in the coming months.
The total attendance at the show w~as
215,491, which exceeded the expectations of
the show- management. This figure exceeds
by over 21,000 the number who attended the
last show and was held to indicate the gen-
eral interest of the public in home electrical
equipment of all types.
The radio manufacturers who had added
other lines, particularly refrigerators, were
much in evidence and in these electric ice
boxes the public showed particular interest;
a large number of them bringing rules and
tape measures with them to select models
which would fit in special positions in their
homes.
One of the novelties of the show was
"Ernie" the electrical maid, which not only
washes and irons clothes, but washes the
dishes and performs some fourteen other
household tasks, disappearing under the sink
when not in use. The actual sales of radio
equipment to wholesalers exceeded all pre-
vious figures and in some cases were so much
that manufacturers will be forced to increase
factory production.
J. R. McDONOUGH NAMED
RCA VICTOR CO. HEAD
J. R. McDonough, formerly executive vice-
president of the RCA Victor Co., has been
named president of that company to succeed
E. E. Shumaker, who resigned recently. Mr.
McDonough, who is thirty-seven years old,
entered the employ of the Radio Corp. of
America in 1924 and later became assistant
to the president of that corporation. He joined
the RCA Victor Co. in 1931.
COMBINE PHOTOPHONE
WITH RCA VICTOR CO.
RCA Photophone, Inc., has been consol-
idated with the RCA Victor Co. The lines
of the two companies are closely associated
and it is expected that the connection of
sound motion picture recording and reproduc-
ing with the radio laboratory should give
impetus to the introduction of sound repro-
ducing equipment in homes, schools, etc., as
well as in theatres. The staff of the Photo-
phone Co. has been transferred to Camden,
N. J.
TRADE
REVIEW,
February, 1932

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