Music Trade Review

Issue: 1953 Vol. 112 N. 4

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Baldwin Piano Co. Announces Spinet
Organ; Increases Directorate at Meeting
At the Annual Meeting of Stockhold-
ers of The Baldwin Company, Cincin-
nati, 0., Lucien Wulsin, President, re-
ported 1952 sales of the Company and
LUCIEN WULSIN
its subsidiary. The Baldwin Piano Co.,
of $21,607,000.00 as compared with
$17,218,000.00 for 1951. Net profits
after taxes were $681,000.00 as against
$657,000.00 in 1951. In his Annual Re-
port to Stockholders, Mr. Wulsin re-
viewed progress during the past year,
Stockholders approved increase of
the Board of Directors from seven to
nine. Robert E. Fanning, Manager of
Baldwin's Chicago Sales Division, and
Harold S. Morse, Manager of the New
York Sales Division were elected new
directors. Other directors, all re-elected
are Lucien Wulsin, J. P. Thornton,
Philip Wyman, Geo. W. Lawrence, A. J.
Schoenberger, Lawrence H. Kyte, and
Eugene Wulsin.
Announcement was made at the
meeting of Baldwin's newest product—
the Orga-sonic—a small spinet-type
two keyboard electronic organ. This
instrument is now in production and
will soon be introduced to the public
through Baldwin's nation-wide dealer
organization. The addition of the Orga-
sonic to the Baldwin line of organs as
a companion to the Baldwin Electronic
Organ represents expansion of this
phase of the business into the home
organ field.
Subsequent to the stockholders meet-
ing, the Board of Directors announced
the re-election of officers as follows:
Lucien Wulsin, President; J. P. Thorn-
ton, Vice President; Philip Wyman,
Vice President; A. J. Schoenberger,
Vice President and Treasurer; Eugene
Wulsin, Vice President; R. F. Coghill,
EUGENE WULSIN, J. P. THORNTON, HAROLD S. MORSE AND R. E. FANNING.
and looked forward to 1953 regulations
with reasonable confidence.
Mr. Wulsin told the stockholders of
the decision of J. P. Thornton, Vice-
president in charge of Manufacturing
to retire from active direction of pro-
duction operations. In October of this
year Mr. Thornton will have served
fifty years in the Baldwin organization.
He will remain on the Board of Direc-
tors and will continue with the Com-
pany in an advisory capacity. Appoint-
ment of Mr. Eugene Wulsin to take
direct charge of Manufacturing opera-
tions as of May 1, 1953 was announced.
THE MUSIC TRADE REVIEW, APRIL, 1953
Secretary; Wm. H. Smith, Assistant
Treasurer; Irwin Stumborg, Assisiant
Treasurer; L. H. Ellis, Assistant Secre-
tary.
Fire in Laughead Spray Booth
Does Not Delay Shipping
Fire in the plant of the Gordon
Laughhead Co., plant at Grand Haven,
Mich, last month was confined to the
spray booth. No other damage was done
in any other part of the plant. Pianos
were shipped as scheduled and all de-
partments were operating as usual on
April 10th.
"Music In Industry"
Booklet by the AMC
To meet a growing demand for in-
formation about music as a part of in-
dustrial recreation programs, the Amer-
ican Music Conference has compiled a
booklet, "Music in Industry." The how
and why of employee participation in
musical recreation is explained in de-
tailed accounts of successful industrial
music programs.
The stories included in the booklet,
all reprinted from the Industrial Sports
Journal, give industries interested in
musical recreation the groundwork—in
the form of others' experiences — for
establishing their own music programs.
To Encourage Industry
Dr. John C. Kendel, vice-president of
AMC,
pointed out:
"We hope to encourage industry to
seek the benefits of music in industrial
relations by pointing out its success in
many instances. The AMC staff of field
specialists is available without charge
to assist any industrial organizations in
developing music programs."
The new AMC booklet is available
on request and is being distributed to
industrial recreation leaders, industrial
executives and music merchants across
the country.
The music programs included in the
booklet range from marching bands to
choruses, organ groups and guitai
classes.
Among the stories are those about the
Norfolk and Western Railway 68-year-
old band, International Harvester's
Louisville guitar class, the Raybestos-
Manhattan Inc., "Rhythm Boys," Dow
Chemical Co.'s outstanding music pro-
gram that ranges from symphony or-
chestras to singing groups, National
Cash Register's teen-age band, and many
others.
Widely Illustrated
The booklet is widely illustrated with
photographs. Value of the articles lies
not alone in the descriptive material on
financing, organization and mechanics
of membership maintenance, Dr. Ken-
del points out. They also tell the value
of creative recreational outlets as a
morale builder for workers.
The music programs of industry also
satisfy the needs of management, as
pointed out in the final article of the
booklet. Executives are finding music
as a hobby soothes and relaxes pent-up
nerves as well as providing a pleasant
pasttime.
II
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Brown Music Co. Takes Advantage of
Perfect Musette Tie-In with Lombard Concert
Although many piano manufacturers
spend thousands of dollar in national
advertising each year and always re-
quest their dealers tie-in with this ad-
vertising in their local communities,
it isn't very often that the perfect tie-
Musette conscious. A Colonial Musette
appeared in the lobby of the Jeffer-
son Davis Hotel and beside it was
placed the five foot picture poster of
Lombardo pointing to the piano. The
Lombardo-Musette card reporting that
with a two column, twelve inch ad-
vertisement in the Vicksburg paper an-
nouncing that Brown Music Co. of
Jackson, Mississippi was the exclusive
piano dealer in the area for the Mus-
ette. The piano advertisement carried
a picture of the French Provincial
Musette which had been displayed in
the auditorium f o y e r the previous
Thursday. Those who saw the piano
Display of Colonial Musette in lobby of Jefferson Davis Hotel in Vicksbura, Miss. Center—Backstage from I. to r. R. C. Wilkerson who pro-
moted the Lombardo concert for the YMCA Men's Club, Guy Lombardo wearing the Confederate cap, Miss Mary Louise Jolley of Brown Music
Co.. and Jerry Silver, President of the YMCA Men's Club and Man of the Year in Vicksburg. Right: French Provincial Musette with Guy
.ombardo picture poster displayed in foyer of Vicksburg Auditorium.
in happens the same as it did for
the Brown Music Co., Jackson, Miss.,
who handle the Musette manufactured
by Winter & Co., New York.
Winter & Co.'s current advertising
campaign is built around an endorse-
ment of the Musette by Guy Lom-
bardo.
When the Brown Music Co. learned
that the YMCA Men's Club in Vicks-
burg, Miss., 50 miles away, had en-
gaged Guy Lombardo and his orches-
tra for the second year to play a con-
cert in the Vicksurg City Auditorium
on February 26, they went to work
with a real plan.
Fortunately, one of the top sales-
men for Brown Music Co. happens to
be Miss Mary Louise Jolley who is a
native of Vicksburg and who knows
the city and its people.
On Monday and Tuesday before the
concert, window streamers in blue and
white such as have been furnished
Musette dealers appeared all over
town. These streamers carried the
"Guy Lombardo says Musette is my
Piano" slogan and were put up with
scotch tape in all hotels, filling sta-
tions, drug stores, florists, beauty and •
barber shops, laundries, cleaners, bars,
and even on buildings under construc-
tion. One whole empty store window
was turned into a huge Guy Lom-
bardo-Musette display on the city's
main street.
Hardly anyone visiting the business
section could miss seeing one of these
signs.
This was only the first part of
Brown's campaign to make Vicksburg
12
Musette is Guy Lombardo's piano was
placed on top of the piano. This dis-
play was set up on Wednesday before
the concert and remained there in the
hotel lobby until the following Mon-
day afternoon. As a result it was
seen by the guests who stopped at the
Jefferson Davis, by the 1800 people
who ate Sunday meals in its famous
dining room, and by about 300 people
who attended the Red Cross Campaign
breakfast at the hotel Monday morn-
ing.
Vicksburg is proud of its new City
Auditorium, the grand piano for
which, Miss Jolley was instrumental in
obtaining. This auditorium scene of
the concert, received the full impact
of the promotion. More than 2300
tickets had been sold for the Lom-
bardo concert. When these people ar-
rived in the foyer of the auditorium
on the night of the concert, the first
thing they saw was a French Provin-
cial Musette together with a Guy Lom-
bardo picture poster and the card
announcing that they were looking at
Guy Lombardo's choice of pianos not
only for tone but for style. The foy-
er, hallways, and even the ladies' and
Men's washrooms also had placards
on the walls announcing that "Guv
Lombardo says Musette is my piano."
No attempt was made to prevent
anyone from playing on the Musette
and during intermission many people
did just that.
Guy Lombardo and his orchestra
played on a Thursday night. The fol-
lowing Sunday. Mr. Brown followed
up his unusually effective promotion
at the concert immediately recognized
it in the advertisement.
The Brown Music Co. in this in-
stance made excellent use of any op-
portunity to tie in with a community
event and aside from the display of
the pianos with their name on a small
card, made no commercial overtures to
anyone. It was simply a matter of
asking permission and then doing a
tastefully, effective job.
Wurlitzer Inventory Week
A notice has been sent out by Hugh
Stewart, Vice-President and Sales Man-
ager of the Rudolph Wurlitzer Co.,
DeKalb, 111. that the factory will be
closed for inventory from March 30th
to April 6th, and that the shipping de-
partment only was open March 30th
and 31st.
The announcement a l s o states:
"Those desiring pianos shipped on or
before the 31st should order promptly.
The length of time required to obtain
normal production after the plant re-
opens is a week to ten days.*'
Otto Heaton Displays the Derby
In February of this year. Otto B.
Heaton. head of the Heaton Music Co.,
Columbus, Ohio celebrated his 52nd
year as a music merchant. The people
in Columbus always know this, because
at that time, every anniversary, Mr.
Heaton publishes an advertisement in
the Columbus newspapers including a
picture of him in a derby hat, which
he wore when he entered business. He
never explained, however, whether it is
a black or a brown derby.
THE MUSIC TRADE REVIEW, APRIL, 1953

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