Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Record Industry Association to
Find What Makes Sales Tick
A test sales campaign and market
survey designed to ascertain scientifi-
cally the long-range effect on record
sales from increased sales of phono-
graphs will be the Record Industry As-
sociation's second promotional effort.
v|^Let the key to music
be the key to profits for you
in '53
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LOOK TO THE FUTUHE WITH BREMEN
remen Piano Corporation
9200 WEST BELMONT AVENUE, FRANKLIN PARK, ILLINOIS
Purpose of the industry-wide, coopera-
tive effort is to uncover the answers to
the following questions. What moti-
vates the purchase of a record player
and records? To what extent are newly
purchased phonographs used? In ad-
dition to the records initially purchased
for the new phonograph, how many and
what types of recordings are purchased
during subsequent months? Does the
sale of an inexpensive record playing
unit lend to the later sale of better
equipment and more records to the same
individuals?
The decision to embark upon this
promotional effort was made at the
last scheduled meeting of the R.I.A.A.
Board of Directors at which time the
marketing and promotion committees
were instructed to draw up complete
plans for the test campaign and sur-
vey. Immediate activities of these two
committees will be to decide upon the
test city (200,000 to 500,000 popula-
tion), provide a blue print for the sales
campaign, promotional activities and
market survey, and to set the date for
the kick-off of the promotion.
Tentative plans call for each of the
cooperating manufacturers to concen-
trate sales and merchandising activities
in the test city for a specified period.
The Association will concentrate on
selling as many record playing units of
all types as possible. Following the sales
drive by several months will be the sur-
vey of all people who bought phono-
graphs during the test period.
JOIN
STOPS
• STICKING PIANO AND ORGAN KEYS
• SLUGGISH ACTION
•DAMPNESS
•RUST
THE
NATIONAL
ASSOCIATION
REG. U. S. PAT. OFF.
o f
PIANO TUNERS
DAMPP-CHASER
ELECTRIC HEATER
Underwriters'
Approved
5 LIST
plus your installation charge
Standard Discounts to
dealers and technicians
• Easy to Install—Fits all styles
• Safe: For AC or DC current 117 volts
Other voltages on special order
• Five Year Factory Guarantee
• Packed in attractive display box
• Comes complete—ready to install
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DESCRIPTIVE LITERATURE
26
D A M P P - C H A S E R , INC
BOX 5 2 0 , HENDERSONVILLE, N. C.
Organized To Maintain The Highest Tech-
nical And Professional Standards In The
Practice Of Piano Service.
Originators of a Nation-Wide System of
Qualified Piano Service Identified by a
Membership Certificate of "REGISTERED
TUNER and REBUILDER of Pianos." This
certificate is issued each year for the pro-
tection of the Tuner and his Clientele.
NATIONAL ASSOCIATION OF
PIANO TUNERS
MEMBERSHIP OFFICE:
957 EAST 78th ST., CLEVELAND 3, OHIO
TUNERS' JOURNAL OFFICE:
7420 Buffalo Ave,. Takotna Park 12. Md.
READ THE TUNERS' JOURNAL
THE MUSIC TRADE REVIEW, MARCH, 1953