Classic Mode

Presto

Issue: 1922 1894

Page 3 Text:

Presto Buyers' Guide
Analyzes and Classifies
All American Pianos
and in Detail Tells of
Their Makers.
PRESTO
THE AMERICAN MUSIC TRADE WEEKLY
Presto Trade Lists
Three Uniform Book-
lets, the Only Complete
Directories of the Music
Industries.
#• cm., $HHI . r~,
CHICAGO, SATURDAY, NOVEMBER 11, 1922
PROMOTIONAL PLAN
OF DAILY PAPER
Instructive Correspondence Between Hearst
Manager and President T. M. Pletcher of
the Q R S Music Co., Tells of Jour-
nalistic Philanthropy.
It sometimes happens that flashes of light are
thrown upon the inner workings of the mysteries of
psycho-journalistic research, within special lines of
effort. A case has come to the attention of Presto
in which the National Bureau for the Advancement
of Music may also find interest, no less than the
trade papers, all of which have been exerting whole
lives to the propaganda of public education in the
art divine.
The new evidence of the universal striving comes
from a letter written by the manager o,f one of the
Hearst chain of newspapers, and the reply thereto
.T. M. PLETCHER.
by a member of the music industry whose name is
familiar wherever the things musical are sold and
used.
Suggestive of Doubt.
First, there is the newspaper man's letter, solicitous
of the welfare of the public in matters musical. It
bubbles with concern for the higher development,
possible, persumably, only through the medium of
sweet sounds properly sequenced and distributed.
The answer by Mr. Pletcher breathes equally a desire
to do everything possible to enlarge the public music-
love, but expresses well-defined doubts concerning
the manner of approach by the newspaper, and some
mild criticism as to why music, and the instruments
of music, have not been exploited with the same jour-
nalistic intensity as the automobile, and perhaps some
other things.
As some others may view the same subject, it
may be observed that the plan of bringing together
the real things of music and their imitators, or gro-
tesque associates of the saxophone trio and three-
men bands, is questioned by Mr. Pletcher. It is
about what has been suggested to the Music Indus-
tries Chamber of Commerce, or some of its depart-
ments, in the "advertising music" campaigns.
But read what the Hearst manager has conceived
to do for music—presumably on an advertising rate
basis—and the reply by the President of the Q R S
Music Co. The correspondence is illuminating-—
and here it is.
From the Hearst Paper.
November 6, 1922.
Mr. T. M. Pletcher,
Q R S Music Co.
Dear Mr. Pletcher: What is your opinion of the
enclosed proofs?
They embody a new type of musical instrument
promotional copy which we contemplate publishing
in the Sunday edition of the Chicago Herald and
Examiner if the men prominent in the industry be-
lieve with us that the copy is constructive—to the
point of educating the public and assisting in the de-
velopment of the musical instrument field.
Accordingly, we are keenly interested in receiving
any comment or criticism you may care to make.
Sincerely,
(Signed) J O H N A. DICKSON,
General Manager.
Mr. Pletcher's Reply.
(Copy.)
Chicago, U. S. A., Nov. 7, 1922.
Chicago Herald & Examiner,
336 West Madison Street,
Chicago.
Attention Mr. John A. Dickson.
Dear Sir:—I am in receipt of your letter of the
6th inst. I have read the proofs of the proposed
promotion copy on musical instruments.
I presume your criticisms and suggestions will be
limited only by your mailing list.
One of the many reasons why your automobile
advertising has exceeded your musical instrument
copy, is the fact that your paper, as well as others,
has always carried a generous amount of news items
and propaganda on the automobile industry, helping
to create interest and demand that justifies liberal
advertising by the manufacturer and dealer.
I am at a loss to understand, however, why you
should feature the Talking Machine, the Grand Piano,
the Jazz Orchestra, and even the Hurdy-Gurdy to
the exclusion of the Playerpiano, which is the dom-
inating line of 80% of the manufacturers and dealers.
The Piano is and always has been the musical
instrument, and the Playerpiano is the instrument
that provides music for all, and eliminates one of
the great fundamental weaknesses in the music mer-
chants' advertising problem.
The piano dealer, for example, advertises a Piano
and when the customer comes in, he, the merchant,
must admit that it will probably be three to four
years before they will get any enjoyment out of the
Piano because it will take that long for some one to
learn to play it, whereas the automobile dealer sells
an automobile and the purchaser begins enjoying it
the next day, because he can learn to drive it in an
hour or so. A man buys a talking machine and be-
gins to enjoy music the minute he gets it home. That
has been one of the great weaknesses of the Piano,
why the industry has never grown larger, in the
writer's opinion, because too many Pianos were
purely ornaments, but the Playerpiano has eliminated
this weakness. If the piano merchants would only
recognize that they could make much more headway
by concentrating their publicity campaigns on the
things that a man could enjoy immediately he pur-
chased it, the entire industry would be benefited.
And yet you are corning out with propaganda and
interest-creating publicity without even mentioning
the Playerpiano.
Yours very truly,
(Signed) T. M. PLETCHER,
President.
The Proofs Preserved.
In permitting Presto to present the instructive
proposition of the newspaper to set going a "con-
structive" campaign, designed to educate the public
and "assist in the development of the musical instru-
ment field"—strangely novel enterprise in this en-
lightened day—Mr. Pletcher says that he has. the
proofs of the proposed "promotional copy." It is,
he furthermore says, open to the inspection of any
journalistic investigator or research enthusiast who
may call at the offices of the Q R S Music Company.
GULBRANSEN'S RECORD MONTH.
The Gulbransen-Dickinson Company made a rec-
ord for piano shipments during the month of Octo-
ber, having shipped more pianos during that period
than in any previous month in its business. The
production of the Gulbransen factory is now being
speeded up to keep up as much as possible with the
orders. The production has now reached an average
of ten pianos a day more than during last month.
GREATER PROSPERITY
FOR PIANO DEALERS
President E. R. Jacobson, Judging by Straube
Piano Co. Activities, Sees Increasing Suc-
cess for All Who Work Hard.
With unusually substantial orders coming in from
the agricultural West, the present business of the
Straube Piano Company, of Hammond, Ind., seems
to indicate that the general prosperity of the indus-
try is due to better business throughout the country,
and that live piano merchants are taking advantage
of the situation. With the exception of a few states
in the East, the distribution of the Straube Piano
Company covers practically the entire country, and
never before in the history of the organization have
orders during a rush season come from the different
sections in such equitable proportion.
As further indication that the present business is
of the most desirable type, the Straube Piano Com-
pany reports that October was an excellent month
for dealer co-operation in connection with collections.
Orders continue to reach the Straube factory
daily, while the plant has been operated on an over-
time schedule for several weeks. There is no indica-
tion of any falling off in orders in the immediate
future, and Straube customers are being asked to
place their orders as far as possible in advance of the
delivery date. Rush orders are being cared for as
promptly as possible, although the company has
steadfastly refused to deviate from its policy of giv-
ing the maximum in quality. A special bulletin to
factory workers, calling attention to the necessity for
maintaining the quality standard, points out that,
under no conditions must work be rushed faster than
giving the best in workmanship will permit.
In commenting on the present situation, E. R.
Jacobson, president of the Straube Piano Company,
stated to a representative of Presto this week that he
looks upon the present revival in the industry as
something more than a seasonal increase in sales.
He believes that the way to continued better busi-
ness is paved by the general prosperity of the coun-
try, and that yet greater success awaits the piano
merchant who takes advantage of the situation.
PIANO AND ORGAN ASS'N
TO ELECT NEW OFFICERS
Aldo Del Messier Will Furnish Entertainment for
Annual Election Next Wednesday Noon.
The voting on the tickets of officers for the Chi-
cago Piano and Organ Association will take place at
the regular noon meeting of the organization at the
Palmer House next Wednesday, November 15.
The election of officers was to have been on the
Thursday of this week, but it was decided to post-
pone the voting until next Wednesday. As an added
attraction for this meeting, the officers of the clubs
have secured Aldo Del Messier, a talented young
violinist, who will present several selections. Messier
has recently come into notice because of his smooth
handling of difficult passages.
The meeting will begin at the usual hour of 12:30
noon. All members of the trade are asked to come.
ISSUE NEW FOLDER.
A new descriptive folder of the line of pianos and
players manufactured by the H. C. Bay Company, is
being mailed out to the trade. The new folder con-
tains sections describing and illustrating the Solo
Concerto player, the reproducing player, and the
Nita Grand. The advantages of each model are
fully told.
AN ADVERTISING COMPARISON.
Direct mail advertising last year amounted to $750,-
000,000, according to Joseph Meadon, president of the
Direct Mail Advertisers' Association, in the annual
convention at Detroit.
It was exceeded only by
newspaper and trade journal advertising, which were
considered the best mediums.
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/

Page 4 Text:

PRESTO
The American Music Trade Weekly
PUBLISHED EVERY SATURDAY AT 407 SOUTH DEAR-
BORN STREET, OLD COLONY BUILDING, CHICAGO, ILL.
C. A. DANIELL and FRANK D. ABBOTT
Editors
Telephones, Local and Long Distance, Harrison 234. Private Phones to all De-
partments. Cable Address (Commercial Cable Co.'s Code), " P R E S T O , " Chicago.
Entered as second-class matter Jan. 29, 1896, at the Post Office, Chicago. Illinois,
under Act of March 3, 1879.
_ ^
Subscription, $2 a year; 6 months, $1; Foreign, $4. Payable In advance. No extra
charge in United States possessions, Cuba and Mexico.
Address all communications for the editorial or business departments to PRESTO
PUBLISHING CO., 407 So. Dearborn Street, Chicago, III.
Advertising Rates:—Five dollars per Inch (13 ems pica) for single insertions.
Complete schedule of rates for standing cards and special displays will be furnished
on request. The Presto does not sell Its editorial space. Payment Is not accepted for
articles of descriptive character or other matter appearing In the news columns. Busi-
ness notices will be Indicated by the word "advertisement" In accordance with the
Act of August 24, 1912.
Photographs of general trade interest are always welcome, and when used, if of
special concern, a charge will be made to cover cost of the engravings.
Rates fqr advertising In Presto Tear Book Issue and Export Supplements of
Presto will be made known upon application. Presto Year Book and Export issues
have the most extensive circulation of any periodicals devoted to the musical in-
strument trades and industries in all parts of the world, and reach completely and
effectually all the houses handling musical instruments of both the Eastern and West-
ern hemispheres.
Presto Buyers' Guide is the only reliable index to the American Pianos and
Player-Pianos, it analyzes all instruments, classifies them, gives accurate estimates
of their value and contains a directory of their manufacturers.
Items of news and other matter of general interest to the music trades are in-
vited and when accepted will be paid for. All communications should be addressed to
Presto Publishing Co., 407 So. Dearborn Street. Chicago, III.
SATURDAY, NOVEMBER 11, 1922.
PRESTO CORRESPONDENCE
IT IS NOT CUSTOMARY WITH THIS PAPER TO PUBLISH REGU-
LAR CORRESPONDENCE FROM ANY POINTS. WE, HOWEVER,
HAVE RESIDENT REPRESENTATIVES IN NEW YORK, BOSTON,
SAN FRANCISCO, PORTLAND, CINCINNATI, INDIANAPOLIS, MIL-
WAUKEE AND OTHER LEADING MUSIC TRADE CENTERS, WHO
KEEP THIS PAPER INFORMED OF TRADE EVENTS AS THEY HAP-
PEN. AND PRESTO IS ALWAYS GLAD TO RECEIVE REAL NEWS
OF THE TRADE FROM WHATEVER SOURCES ANYWHERE AND
MATTER FROM SPECIAL CORRESPONDENTS, IF USED, WILL BE
PAID FOR AT SPACE RATES. USUALLY PIANO MERCHANTS OR
SALESMEN IN THE SMALLER CITIES, ARE THE BEST OCCA-
SIONAL CORRESPONDENTS. AND THEIR ASSISTANCE IS INVITED.
ADVERTISING INFORMATION
Forms close promptly at noon every Thursday. News matter for
publication should be in not later than eleven o'clock on the same
day. Advertising copy should be in hand before Tuesday, five p. m.,
to insure preferred position. Full page display copy should be in
hand by Monday noon preceding publication day. Want advs. for cur-
rent week, to insure classification, must be at office of publication not
later than Wednesday noon.
THE CAR SHORTAGE
A piano salesman, representing one of the active mid-west indus-
tries, made the statement that he didn't see of what good it was to
take any more orders at a time when the railroads would not furnish
means of deliveries. He had returned from a trip and found that
thousands of dollars' worth of instruments had not been shipped be-
cause of car shortages. Other salesmen have made the same com-
plaint. One successful traveler, representing New York instruments,
left Chicago last week for the sole purpose of "hurrying up"
shipments.
To a man whose education has not led him into the mysteries of
railroad transportation there seems to be something wrong about the
condition. The shopmen's strike no doubt has had something to do
with it. But that brake upon business does not explain it all. It cer-
tainly doesn't explain the paradoxical fact that, while some piano fac-
tories are filled with instruments because the facilities for shipping
cannot be had, other factories are in the same fix because the manu-
facturers are without orders and say they cannot find customers.
We know of both kinds. It recalls the favorite saying of a now
defunct trade editor, who liked to repeat that "when we have pianos
we have no orders, and when we have orders we have no pianos!"
But, whatever the cause, it is certain that the railroads are to blame
for existing conditions in cases where the pianos would be distributed
if the cars were to be furnished.
It has been said in the press that great strings of "empties" stand
on the railway sidings all over the country. It is also said that most
November 11, 1922.
of these "empties" are not in condition to carry pianos, or anything
else that calls for careful conveyance. But if the business of the
nation is to be stopped because of delapidated rolling stock, it isn't
difficult to see where the government might to advantage plant a few
of the millions which seem to be burning holes in Uncle Sam's pockets.
If the railroads are to defer the interests of industry for any rea-
son that they can obviate, there must be some way for the solicitous
statesmen to change the railroad management's minds. It might be
to the interest of the nation if the statesmen would forget some of
the other weighty matters, such as the wet and dry problem, the
length of the ladies' skirts, the price of the German mark—any of the
things that can wait—and look into this serious matter of transport-
ing the products of our industries. Here is where business lives. If
the railroads are so poorly equipped that the farm products must rot
on the ground, and the factories mnstscarry the goods that the mer-
chants demand in order to live, it must be about time something"
stirred up a change.
What has become, then, of the beautiful scheme of motor-car
service ? If the Good Roads movement has been as successful as
we know it has been, why is it that the long-distance deliveries by
giant trucks, which began during the war, seem to have slowed down
even more suddenly than they started? We must have some
way by which to "deliver the goods" if our industries are to thrive.
That is certain.
THE WINDOW TRIM
As the holidays approach the little things that help to induce
more business must have a share in the minds of the merchants. The
men who sell pianos are as much interested as any others, even if the,"
musical instrument is not quite so fully an article of Christmas giving
as the lesser things.
It is the general belief that the gift season just ahead will see a
better class of presents than usual. It is said by New York business
men that this is already to be seen, and the stores are laying in a
finer array of expensive goods than before in years. An item to this-
effect, from the New York Times, appeared in last week's Presto.
And the natural conclusion is that pianos—fine ones, too—will have a
better share in the gift-giving this year than has been customary.
The jewelers, and the furriers, will not have a monopoly this time.
And what, then, is the program of the piano dealers, in view of
what has been said and quoted? The piano stores must get ready.
It will be folly to put it oft" till too late to get a good share of the'
holiday harvest. Ovid says that "giving requires good sense." The
world is growing wiser, and good sense is the best proof of wis-
dom. Music, as "the fairest gift of God," is surely the best of all
things for the Christmas giving. And the piano is the highest ex-
pression of music in the home. So that the music store should be the
center of holiday attraction. That it has not been so may be, to some
extent, the fault of the music merchants.
If the approaching gift-season is to be good to the music dealers,
it is about time for the stores to begin to put on some of the outward
signs of expectation and invitation. It should be planned to give to
the music stores much more of the Christmas spirit and appearance
than has been customary.
Begin with the store-window display. Change it utterly. Take
out the fly-specked articles, the soiled sheet music titles, the faded
signs and the discolored small-goods samples. Make the window
shine, and fill it with the beauty of dignified but suggestive attractive-
ness. There are a thousand ways for doing it. The piano manufac-
turers furnish the very materials most adaptable to good displays. A
few of them come instantly to mind.
The Gulbransen baby—that ingenious little creeper at the player-
piano pedals—permits of almost endless variations. Let the little
one see a pretty doll perched upon the pedals, for which the baby is
reaching. The combination of baby and doll will draw crowds to
every music store front. The Q R S music roll pages from Presto
or any other trade paper, so arranged as to make a sequence of an-
nouncements, is a good idea where there is a player-piano in the
window. The "Diminutive Strohber" or some other tiny player,
automatically going, with a handsome dummy figure on the bench,
would prove irresistible. The small Gulbransen player, with the
"baby" pushing the pedals is absolutely effective. Mr. Sid Sachs' toy,
or advertising pianos are good. There is no lack of window-trims
possible, with which to halt the public and draw the holiday buyers
to investigate the contents of the music stores.
And it is time that the dealers began to give some sign that
they are looking for their share in the Christmas giving. Even the
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/

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