Music Trade Review

Issue: 1940 Vol. 99 N. 10

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW, OCTOBER, 1H0
18
Demand for "The Virginian"
proves worth of truly American design
Hammond National
Adv. Campaign
To Include Color Displays In
Magazines On Organ, No-
vachord and Solovox
The
Popular
Virginian
Console
Piano
by
Krakauer
Bros.
New York
The value of an appealing American
design and one that fits in with American
ideas of furnishing has been manifested
in the marked popularity "The Virginian"
console piano -which was recently intro-
duced by Krakauer Bros., New York. Not
only has the general public evidenced its
acceptance but interior decorators have
praised it highly as being truly American
design.
In addition to the design which was
created after much study and thought on
the part of the designing and engineering
staff as well as the executives of Krakauer
Bros., this piano is equipped with a
modern tone chamber, concealed, but re-
markably effective. Although only 36
inches in height this piano has received
innumerable commendations for its re-
strikingly
markable volume and resonance of tone
for such a small instrument.
Regarding its design Krakauer Bros.
states:
"During the early days of America, two
creative elements met in Old Virginia and
united the strong traditions and beauties
of the Old World with the fresh vigors of
the New World. From this combination
came a truly "Great American Style."
One of the Virginia heirlooms has served
as the inspiration in designing this charm-
ing new 'Virginian' style by Krakauer
Bros."
The Krakauer plant in New York is
working to capacity. Several new outlets
have been established during the past
few months according to Arthur Hahn,
president.
simple 'Player Console, 40 inches high of exquisite tone and beauty
"The only Console
P L A Y E R
P I A N O
manufactured
and the only
Company devoted exclusively
to
the marketing of
Player Pianos".
Available in rich -Dlahogany and Walnut
Dealers interested in ADDED PROFIT and ADDED IMPETUS to
their business and the joy that comes in selling merchandise that will
give continued happiness to their customers should ask for the most
valuable FRANCHISE offered the piano trade in two decades.
THE CRIPPEN COMPANY
^
llfCOJRgOKATED
WESTPO%T TOINT,
The Purchase of a Player Piano Js an Investment in Happiness
A nationwide advertising campaign
for the Hammond Instrument Co., manu-
facturers of the Hammond electric organ,
the Novachord, and the Solovox, was
launched last month by the George H.
Hartman agency in Chicago. One of the
most comprehensive campaigns ever un-
dertaken in the music industry, it will
utilize color advertisements in the Satur-
day Evening Post and Newsweek, as well
as black and 'white ads for trade publi-
cations and dealer advertising, based on
the theme, "The Hammond Organ is
easy to buy, easy to learn, easy to play."
A radical departure from the previous
advertising policy of the Hammond com-
pany, the campaign is using color ad-
vertisements in mass media for the first
time. The initial insertion in two colors
appeared in the September 14th issue of
the Saturday Evening Post and will be
followed by color insertions in Newsweek,
starting Sept. 21. Advertisements are
scheduled in both publications for the
balance of the year.
Mass media advertising will be sup-
ported by ads in trade and religious pub-
lications as well as by point of sale dis-
play and promotional material. Adver-
tising of the Novachord will continue in
the New Yorker magazine as previously
scheduled with additional media being
employed to bolster this campaign.
The major objective of the new Ham-
mond Organ campaign according to
George Hartman, agency president, is
to stress the ease of purchase of the com-
pact electrical organ for home use. A
$150 down purchase and payment plan,
the.advertisement read, places the instru-
ment within easy reach of the average
pocketbook. Insertions will also stress
the fact that free lessons are offered by
Hammond dealers to organ purchasers.
20 Wurlitzers in Recital
According to Mr. E. E. Woods, presi-
dent, the Roat Music Company, Battle
Creek, Mich., will sponsor a huge piano
recital in conjunction with the State Music
Teachers Convention. The affair is to be
held Thursday evening, October 17, and
it is expected that thousands of people will
attend. Twenty Wurlitzer Pianos will be
used in a recital. They will be played
simultaneously under the direction of a
prominent guest conductor.
lerry Donnelly of the Donnelly Music
Co., Blackwell, Okla., recently sold a Wur-
litzer Spinette finished in White Kordevon
for one of the finest homes in that city.
The piano was chosen to fit the luxurious
furnishings.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW,
OCTOBER, 19J>O
Chicago and the Mid- West
T
HE 34th Blufiton Street Fair took place
in Bluffton, Ind. from September 24th
to 28th inclusive and -was the largest by
far ihat has been held. On Monday, Sep-
tember 28th the Evening News Banner of
Bluii.on published a special edition on
the Fair in which the Estey Piano Corp.
inserted a full page advertisement illus-
trated with the Estey grand and console
models and in -which visitors to the Fair
were invited to call at the Estey plant and
see Estey pianos in the making. "The
Piano Supreme, the new Estey is the Ideal
Piano for your Home" said the advertise-
ment and continuing: "There is an inesti-
mable value that cannot be properly de-
scribed as to the important place an Estey
piano will play in your home. A home
wiih a piano is more closely knit with
harmonious relations. Old songs and old
friendships come to life when your family
is gathered around your piano. The music
training that this excellent instrument
affords your children will repay you in
pleasure and happines many times over."
Aproximately 50,000 people visited the
Fair.
Reports from the Estey plant are to the
effect that this is proving to be one of the
busiest seasons the company has experi-
enced in many years.
"PRESIDENT Leslie L. Steward of the
• t Music Merchants Association of Ohio
has appointed a special committee to
represent the Association in connection
with a similar committee appointed by the
Ohio Music Teachers' Association.
The committe is composed of Al. S.
Arnstam of Cincinnati, chairman; Eugene
Smart of Mansfield, and George F.
Schulte of Cleveland. Announcement is
made by the Ohio Music Teachers' Asso-
ciation that they have appointed as their
committee, George J. Heckman of Cleve-
land, chairman; Herbert Markle of Dayton,
and Paul T. Flood of Cleveland.
These two committes will meet during
October or November.
* * *
O
N September 23, at 6:15 P. M. Chicago
daylight saving time, over Radio
Station WENR and the Blue Network a
program entitled "Radio Magic" by Dr. O.
H. Caldwell, was broadcast, in which he
discussed electronic instruments and elec-
tronic amplification, including the Story-
tone, Voiced by RCA-Victor, a product of
the Story & Clark Piano Co., the Solovox,
a product of Hammond Instrument Co.;
and instruments using the Miessner elec-
trostatic pick-ups. Miss Rosa Rio, NBC
staff artist, played the Storytone.
* * *
D
ARK clouds and threatening showers
didn't hold back Wurlitzer employ-
ees of the DeKalb Division and their
families Saturday, August 24. Approxi-
mately 1,500 turned out for the annual
picnic which was held at the Elburn For-
est Preserve. Games, contests, basket
lunches and everything that goes to make
up a successful outing were enjoyed by
both adults and children.
An exciting feature in the afternoon was
actual horse racing. A number of rid-
ing horses were used and employees
from various departments were selected
as jockeys. Prizes were given the winners
of each race.
Recordings of Lawrence Welk, his
Wurlitzer Accordion and his fine orch-
estra were played throughout the day
over a special loud speaker system. After
the scheduled program was completed,
all gathered for a delightful evening of
dancing in the large shelter house on the
grounds.
* * *
A
N excerpt from a letter recently re-
ceived by The Rudolph Wurlitzer
Co., DeKalb. 111., from G. C. McKinnon.
McKinnon Music House, Inc., Wurlitzer
dealer at Pensacola, Florida, stated:
"Earlier in the day I reported the sale
of a Model 1411 Wurlitzer Grand to Mrs.
A. D. Harkins of Marianna, Florida. Mrs.
Harkins has just moved into her new
$42,000 home and the piano matched
beautifully 'with the finest new furniture
money would buy. She assurred me that
she was well pleased with the selection
that she had made and that I was most
welcome at all times to bring or send pros-
pects to see her piano."
* * *
W
ORD has been received by the
Story & Clark Piano Co., that Edward
Dittert, 18 years of age. New Mexico Uni-
versity student, grandson of O. A. May,
founder of May's Music Co., Albuquerque,
N. M.. and nephew of President Bernie
May, fell 4,000 feet in his airplane August
21st and lived to tell the story.
Young Dittert is employed by May's
Music Co., Inc., Story & Clark distributor
for New Mexico. He is a flying student of
the Civil Aeronautics Authority and has
to complete but three hours solo flying to
gain his license.
Dittert suffered a fractured jaw and
other injuries, but will be on his feet in a
few weeks. Federal inspectors are inter-
ested in his experience, as he is the only
C. A. A. student to fall that distance and
live.
Dittert's uncle, Bernie May, popular
New Mexico music merchant is a licensed
pilot and flys throughout the state selling
pianos.
r p HE W. W. Kimball Co. has been sup-
i . plying its dealers this year with a
series of four color folders which have
become most serviceable in promoting
the Kimball grands and console pianos
to the consumer. The folders have been
carefully executed and each one shows a
different model in natural colors in an
attractive setting. One of these is devot-
ed to exploiting the Kimball Style 79
Consolette. Besides the attractive four
color reproduction.on the front and back
is a message -which states: "For a period
of 83 years the W. W. Kimball Co., has
operated continuously without reorgani-
zation or change of family ownership—
a record seldom surpassed in American
industry to-day. The Kimball has been
used more widely by great musical cele-
brities—in musical conservatories, in pub-
lic institutions and in homes of America
than any other make of piano. There is
a Kimball to please every taste, to fit every
purse from the small console models 37"
high to the Kimball concert grand." The
style 79 is 37" high and one of the most
attractive models produced by the Kim-
ball Co.
Congratulate William Perlman
From now on Sept. 10 th will always be
a notable one for William Perlman, presi-
dent of the National Piano Corp., New
York. On that day arrived Susan J. Perl-
man, first born.

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