Music Trade Review

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The Jtusk
Established 1879
REVIEW
VOL 110-No. 11
THE
PIONEER
PUBLICATION
November, 1951
2,860th Issue
O F T H E MUSIC
I N D U S T R Y
"Music Store Brand Name Retailer Of
The Year" To Be Named In April, 1952
HE nation's outstanding music store
T tailers
retailer will be among twenty re-
to be named "Brand Name Re-
tailers of the Year" by Brand Names
Foundation in recognition of national
leadership in the presentation of fa-
mous manufacturers' brands to the pub-
lic during 1951. Additionally, up to
four other merchants in each of the
twenty categories will receive "Certifi-
cates of Distinction."
The awards and citations will be pre-
sented at the Foundation's annual Brand
Names Day conference at the Waldorf-
Astoria in New York City on April 16,
1952, before an audience of more than
1,500 top executives in manufacturing,
advertising and retailing.
Last Year's top "Brand Name Re-
tailer of the Year" award brought na-
tional publicity and prestige to the
Morgan Company in Miami, Florida.
The runner-up in 1950, San Antonio
Music Co., San Antonio, Texas, received
a "Certificate of Distinction."
The Morgan Piano Co. was selected
as the nation's outstanding music mer-
chant on the basis of a specific brand
promotion of Steinway pianos. The pro-
motion included newspaper advertising,
numerous direct mail pieces, use of
manufacturers' tie-in materials, window
displays, in-store displays and an edu-
cational lecture and demonstration for
students.
In addition to specific brand promo-
tions retailers may present an over-all
picture of their promotion of manufac-
turers' brands.
This year, more than twenty retail
trade associations and over forty trade
magazines, including this publication,
are cooperating with the Foundation in
this national event. Complete details
THE MUSIC TRADE REVIEW, NOVEMBER, I95I
about the awards and an entry form
originality with which the store has
may be had by writing to the Brand
combined institutional copy about
Names Foundation, 37 W. 57th St.,
brands with straight product copy in
New York. This year's entries are ex- its promotional material; and 3) the
pected to more than triple 1950's when
use and coordination of available local
nominations were received from more
media in telling the brand story.
than 2,000 stores and dealers.
Business volume or the size of a pro-
In announcing that nominations were
motional and advertising budget is un-
open for this Year's awards, Henry E.
important. Last Year's winners, Mr. Abt
Abt, Foundation president, said that
pointed out, included stores and outlets
they could be made by an executive of both large and small, representing cities
a store or outlet, trade association,
and towns with populations ranging
chamber of commerce or advertising
from 2,536 all the way up to New York
club; an executive of a manufacturer,
City's more than 8,000,000.
. .
wholesaler of jobber; or a representa-
tive of a newspaper, trade magazine,
radio or television station. No entry or
registration fee of any kind is required.
Deadline for preliminary nominations
is January 25, 1952.
Marguerite Hood, President of the
Music Educators National Conference,
Preliminary nominations will be
has appointed Mrs. Fay Templeton
screened by a qualified committee of
Frisch as National
manufacturing and retailing executives.
Chairman of the
A limited number of outstanding nom-
C o m m i t t e e on
inations will be selected as finalists in
''Basic Music
each of the twenty fields. Finalists will
Through P i a n o
then be asked to submit tear sheets of
I n s t r u c t i o n " of
ads, radio and TV scripts and other
that organization.
material which will show to best ad-
vantage how they presented the brand
In her capacity
story to the public and their customers
as National Chair-
during 1951.
man, Mrs. Frisch
MRS.
F. T. FRISCH
The judging committee which will
conducted a piano
name the winners will consist of the teaching clinic at the Georgia Music
eighteen "Brand Name Retailers of the
Education Association meeting held on
Year" named last year.
Nov. 30th and Dec. 1st in that state.
Three major criteria, according to
For many years Mrs. Frisch has been
Mr. Abt, will guide the judge in making
Supervisor of Class Piano Instruction
their decisions. They are: 1) the ex- in the elementary schools of New Ro-
tent to which the store has explained
chelle, N. Y. and has been a successful
the integrity, ingenuity and values back
teacher with a background that includes
of manufacturers' brands in its adver-
Columbia Lhiiversity, New York Uni-
tising, employee training, display and
versity, the Diller Quaille School and
other promotional material; 2) the
(Turn to Page 13)
Mrs. Fay Templeton Frisch
MENC National Piano Chairman