PRESTO
September 29, 1923
SOME EXCUSES FOR
CHRISTMAN THE SPECIAL SALES
Reproducing Grand
Equipped with the
Action
The most famous of all Electrically
operated reproducing Grands, exempli-
fying the highest achievement in the
piano maker's Art.
Its touch, tone, and artistic qualities
are superlative and will surely appeal
to the true Musician, claims which can
be verified by a personal trial.
CHRISTMAN
Studio Grand
Only 5 Feet Long
It was the CHRISTMAN GRAND that
first demonstrated the truth that size has
nothing to do with the depth and resonance
of a Grand Piano's tone.
Built with a careful eye to the exacting
requirements of the space at the command
of city dwellers and owners of small houses,
the CHRISTMAN GRAND combines every
essential that wins for the grand piano first
consideration in the mind of the artist.
HEARING IS BELIEVING
It lacks nothing save bulk, and in this
saving of valuable space, it places within
reach of every true musician, however lim-
ited his room, an instrument that measures
up to the most exacting requirements as to
range, richness and tonal qualities.
'The First Touch Tells"
Reg. U. S. Pat. Off.
Christ man Piano Co,
597 East 137th St.
New York
Many Not Plausible Enough to Warrant the
Blatant Announcements of Amazing
Bargains Made in Pages of Local
Newspapers.
tion toward putting music in Dallas homes and sun-
shine in Dallas hearts. Give the children the oppor-
tunity for music they deserve. No other branch of
education is more refined or elevating, and there is no
excuse for not having the piano you want when Bush
& Gerts is offering such wonderful bargains."
The figures in the window were cut-outs, realis-
tically colored, and the piano was a Matchless Mil-
ton, the Milton line being featured by the Bush &
Gerts Piano Co. of Texas.
VALUE OF REAL REASONS
PIANO FACTORY EMPLOYES
INAUGURATE BOWLING GAMES
Sales With Apparent Excuses for Their Inauguration
Usually Satisfactory in Sales and Profits.
Eight Teams in Gulbransen-Dickinson Co.'s Plant
Start Games for Cup and Prizes.
Experienced piano dealers know that the "clearance
sale" for cause has the best chance of success in
sales. That is to say the given reason for the sale
should be an obvious thing. Every week in every
city the announcements of special sales of pianos
appear in the local newspapers. But in many cases
the excuse for their occurrence is very slim.
The announcement of a remodeling sale previous
to the annual spring cleaning is one of the piano ad-
vertising jokes that evokes no laugh from serious
piano men. The advertised "bargains" may be hon-
est enough although the observant public sees noth-
ing in the cleaning incident to warrant abnormal re-
ductions in the piano prices. It is pretty difficult
today to convince the piano prospects of the reality
of piano bargains.
To be effective any piano bargain sale must have
a plausible excuse for taking place. The annual
cleaning up of stock is different from the annual
tinting of the walls and varnishing of the woodwork.
Actual remodeling plans, moving to new quarters
or a real fire belong to the plausible excuses for the
big featured clearance sale. The public sees the evi-
dent facts given as reasons. In theme are a suffi-
ciency of talking points to interest the public in the
opportunity. With the prospect convinced that the
reason for holding the sale is a real one, the quoted
bargain prices are powerful enough to do the rest.
The Grim Joke.
The practice of holding bargain sales without ap-
parent excuse is like the drug habit. The longer you
are a victim the greater the dose you require and
the shorter must be the intervening intervals. The
piano bargain sale as a serial is obviously silly. In
conservative dealers it evokes a smile that is some-
times grim because the continuous bargain sale is
hurtful to the trade generally. In the general public
it soon evokes little interest, when week after week
and month after month the bargains and sacrifices
and slaughtering prices assail the eyes of newspaper
readers.
Soon Wears Thin.
In time the continuous sale without legitimate ex-
cuse is not hurtful to the occasional sale with legiti-
mate excuse for its inauguration. The piano pros-
pect worth appealing to and going after is a discrim-
inative person who readily sees the difference between
the plausible reason for the piano sale and the rea-
sonless reason. The manager of the conservative
house believes in the intelligence of the piano buyiing
public. He knows that the publicity methods of a
house are creative of impressions. He knows that
the piano bargain sale played to death is usually
taken as an evidence of desperation.
But the wise piano house manager also knows the
value of a real opportunity to hold a sale. His wis-
dom, too, shows him the necessity of first of all im-
pressing the piano buying public with the plausibil-
ity of his reasons for holding the special sale. And
usually the facts he states in his newspaper adver-
tising are apparent to the readers of the newspapers.
Important remodeling plans or removal to another
location are important incidents sure to be recorded
by the editors. And a fire that destroys or partially
damages the stock of a music store is widely made
known. In fact his reason for holding the sale is a
talking point in every detail.
SCHOOL=ROOM IN SHOW
WINDOW FEATURES PIANO
Bush & Gerts Piano Co., Dallas, Adopt Attractive
Way to Display Milton.
The Bush & Gerts Piano Co., of Texas, with head-
quarters in Dallas, which handles the Milton piano,
employed a striking and timely idea in window dis-
play for the first week in September. The window
was arranged like a school-room with the flag and
picture of Washington giving a real school atmo-
sphere to the scene.
The selling message, written on the blackboard,
reads as follows: "This is Bush & Gerts' contribu-
The "Gulbransen Registering Piano Bowling
League," among employes of the Gulbransen-Dickin-
son Co., Chicago, inaugurated its 1923-1924 season at
Madison-Kedzie Arcade, 3127 West Madison street
last week. The eight participating teams are the
Regulators, Key-Fitters, Tuners, Action Finishers,
Finishers, Stringers, Foremen and Office. Prizes are
offered to all teams according to standing at the end
of the season, to the two teams having the highest
three-game averages, to the two-highest game teams,
fifteen individual prizes, the two highest individual
games, and the first and second weekly high games.
A loving cup will also be donated by the Gulbran-
sen-Dickinson Co. to the leading team, to be held by
that team for one year. In last week's opening games
G. Methling took high score prize, with 279, and he
also made the highest,three-game average, 218.
G. H. Hansen is president of the League; A. J.
Gerlack, secretary, and W. G. Schwan, treasurer.
The team captains are: Office, Gerlack; Regulators,
Methling; Finishers, Story; Key Fitters, Hansen;
Stringers, Kelly; Tuners, Lorenz; Foremen, Witt,
and Action Finishers, Sidlo.
NEW INCORPORATIONS
IN MUSIC GOODS TRADE
New and Old Concerns Secure Charters in Various
Places.
Gaiety Talking Machine Co., Manhattan; $5,000;
A. Markowitz, H. Gellman, W. Haines.
Eastern Kentucky Music Co., Pikeville, Ky.;
$25,000.
The American Talking Machine Co., Brooklyn,
N. Y., recently increased its capital stock from $10,000
to $515,000.
E. Blout, New York City; $100,000; E. and E. R.
Blout and E. R. Rye.
Equitable Music Co., Wilmington, Del.; $1,000,000;
to do a general music business.
St. Louis Music Co., 1083 Taylor street, St. Louis,
Mo.; $30,000.
Leader's Music Store, Liberty, N. Y.; $20,000; H.
Cohen and H. J. Steinbrink.
G. Geblane; to make orchestra instruments, in
New York City; $1,000; E. L. Unger and J. C.
Me Go wan.
Edward Strauss, pianos, Brooklyn, N. Y.; $50,000;
E. Strauss, E. Satlien and C. Cartoon.
Gaiety Talking Machine Co., 196 East Houston
street, New York City; $5,000.
SOME VERY LATE OPENINGS
IN THE RETAIL MUSIC TRADE
A Few of the New Ventures in the Best Business in
the World.
E. C. Sheets, Auburn, Jnd., opened his new piano
sales room in the Hotel Auburn building last week.
The new salesroom is in the store facing on South
Main street.
The Morgan Music Co., of 119 West Cherry street,
Herrin, 111., will move soon to the Raddle building,
at North Fifteenth street.
The Sager Music Shop was opened last week at
1539 Broadway, Detroit.
The Lazarus Music Shoppe will be opened next
week at 207 Market building, on Woodland avenue,
Cleveland, Ohio. The firm will carry a complete line
of musical instruments.
Dolman & Portz succeed C. F. Rockier in a music
business in San Rafael, Cal.
E. Seidel has opened a music store at 644 Indiana
avenue, Indianapolis, Ind., which will be known as the
Indiana Avenue Blues Shop.
The Rialto Music Shop was opened recently in the
Koutsky-Vana building in Omaha, Neb.
The Christona Teague Piano Co. recently opened
an attractive store at 237 North Pennsylvania avenue,
Indianapolis, Ind.
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