Presto

Issue: 1923 1953

PRESTO
December 29,. 1923.
CHRISTMAN
tt
The First Touch
Tells"
TRUE AIM OF THE
PIANO ADVERTISER
On Whom Does He Depend for Responses to
Appeals Is Question Propounded and
in Turn Answered in
Detail.
DUMMY WITH THE WALLET
Mr. Man's Functions Are Merely Honorary When
Milady Adds Him to Her Piano Store
Party.
Every day you are
without the CHRISTMAN
agency you overlook
a good source of profit.
The Christman
Electrically Operated
Reproducing
Grands and Uprights
Meet the Most Exacting Require-
ments of the Most Critical. To be
Satisfactory the Reproducing Piano
must be the best representation of the
Piano Maker's Skill.
The Christman is recognized as the
very highest type of the most ad-
vanced development of the Reproduc-
ing Piano. It has no superior and it
is representative of the
Entire Christman Line
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.
t€
The First Touch Tells"
Reg. U S. Pat. Off.
Christman Piano Co.
597 East 137th St.
New York
Upon whom do music dealers depend for responses
to their advertising appeals, men or women? At first
glance it seems like a foolish question. One may say
the value of an advertising appeal depends solely on
the article advertised. But wait. Before getting down
to facts and figures it may be well to consider the
matter from a purely personal standpoint. Which sex
would naturally be supposed to be most influenced by
an ad appearing in any medium?
Some interesting facts were recently compiled by
an expert concerning advertising along this view-
point. A careful summing up of ads as they appear
in the most prominent publications would indicate
the fact that about 15 per cent of the articles sold by
mail appeal directly to men. Possibly 25 per cent
will interest women directly. The remaining 60 per
cent may be classed as household articles, interesting
alike to both sexes. This being the case it is only
necessary to state that in nine cases out of ten a
woman will write for, bargain for and buy the article
of general use, and so far as the mail order business
is concerned we may safely say that women are re-
sponsible for at least eighty per cent of the business
done.
Man's Part in Scheme.
Still discussing the general proposition, consider
the man. As a rule the male head of the household
has the purse strings in his control and the woman is
usually dependent on his consent before money is
spent for anything outside of the household require-
ment, the necessities supplied by the butcher, baker
and grocer. No matter how much the women of the
family discuss the desirability of a new small grand,
a new player or a new reproducing piano the ques-
tion must be formally laid before Friend Husband,
chancellor of the exchequer.
Mr. Man even exercises a sort of censorship over
madam's purchases to a certain degree. From which
fact one might deduce the fact that man is indirectly
concerned in all sales whether of potatoes, petticoats
or pianos. And although indirectly you can't mini-
mize its importance remember the man is the wallet
holder!
How Advertiser Sees.
But the piano advertiser, for instance, does not see
anything to distress him in the fact of the big chief's
grip on the finances. He sees things in a light quite
cheery to the advertiser. Male members of the house
are as a rule busy people. When the family decides
to buy a piano or player the man's appearance with
the female entourage that comes to the music store is
merely a formality. Usually he is frankly bored
and shows animation only when he signs his name on
the dotted line and fills out the check for the first
payment.
The Wallet Holder.
The wallet holder has little opportunity even if he
has the inclination to read the ad columns. That is a
luxury monopolized by the female portion of the
family. News, features, editorials, all come after the
ads in importance in the minds of milady. The aver-
age city man skims the morning paper and the skim-
ming is done in the news columns.
The difference in tastes and temperaments of the
sexes is shown in a marked way by the different va-
rieties of interest evoked by the newspapers and other
reading matter. In her first choice a woman shows
her domestic disposition. Long before men were
aware of the reproducing piano women of a musical
turn knew the characteristics that made it different
from the playerpianos. The reading matter was
wisely directed to the female members of the families.
It was to the women the dealers directed their atten-
tion when the reproducing piano first came to be
presented. Women composed the invited audiences
in the recital halls of the music firms.
Talks to Women.
If the piano dealers among the retailers depended
on the male readers of newspapers for results a de-
pressing air of calm would be found in the ware-
rooms and the cold chain of silence would perpetually
hang 'round the cash register. The respected wallet
holder is usually blind and deaf and generally in-
sensible to the fetching appeals of the bright young
men of the ad department.
Here stands the insensible wallet holder and there
the piano, playerpiano and reproducing piano adver-
tiser with an eye on the bulging rotundity of the wal-
let. The piano advertiser has an affinity for that
wallet. On the other hand the deaf, blind and in-
sensible wallet holder hates to let go. But in between
steps the medium—the woman. There you have the
desirable combination potent for results. The adver-
tiser, the woman who is impressed with the instru-
ment and the silly with the wallet. Seeing the com-
bination the department head murmurs, "There's
Nothing to it," which means that the instrument is as
good as sold.
GULBRANSEN=DICKINSON
BABY FOR PARTY QUESTS
Interesting Incident at Joint Christmas Party of Ad-
vertising Councils at La Salle Hotel.
The Advertising Council of the Chicago Associa-
tion of Commerce and the Women's Advertising Club
gave a joint Christmas Party last week in the Ball
Room of the La Salle Hotel. The program presented
for the entertainment of the more than 500 men and
women of the advertising world who attended the
luncheon had on it a number of headliners in musical
and dramatic art, and was acclaimed one of the most
successful of the many arranged by the Advertising
Council.
Those who entertained were Florence Macbeth,
coloratura soprano of the Chicago Civic Opera Co.,
Florence Hedges and Yerkes Happy Six Jazz Or-
chestra of the "I'll Say She Is" company; the Chi-
cago Association of Commerce Glee Club; Grace
Trost, whistler, and Bill Riedell, manager Oxford
Quartette.
At the close of the performance Santa Claus ap-
peared and distributed more than 500 shopping bags
filled with presents from national and local advertise-
ers, such as Wrigley's, Quaker Oats Co., Cudahy
Packing Co., Gulbransen-Dickinson Co. and a score
of others. The Gulbransen-Dickinson Co. contributed
to each shopping bag one Gulbransen miniature Baby
cut-out with 1924 calendars.
STUDY IN PIANO ANATOMY
HELPS PIANO SALES STAFF
Reader of Tonk Topics Offers Suggestion That
Would Be of Value to Salesmen.
A large western dealer whose manager is a very
practical piano man, as well as a thorough sales man-
ager, has procured from a factory that furnishes his
pianos, a back of a piano together with the parts that
go into the upbuilding from that point, and every so
often at their salesmen meetings, which occurs regu-
larly, they build up a piano, says Tonk Topics.
Of course the whole task cannot be accomplished
at one meeting, but it is built up progressively from
one point to the other. This shows the salesmen
just how the job is done, the quality of material going
into the piano, and naturally it makes him much better
able to answer questions when his customer asks
them, and enthuses him very greatly on the quality
of workmanship that is put into that particular
instrument.
NEW TACOMA BRANCH STORE.
The Montelius Music House, Seattle, Wash., last
week opened a branch store at 736 St. Helens avenue,
Tacoma, Wash. Space suited to the anticipated big
business in Tacoma has been secured in the choice
location.
Fred E. Cromwell, well known in the
Tacoma world of music and in the trade, is the
manager.
ADD PIANOS TO FURNITURE.
The John A. Ryan Furniture Company, 122 Collins-
ville avenue, East St. Louis, 111., has opened a piano
department and at present is marking the event by
a widely advertised sale of pianos. John A. Ryan,
the proprietor, is confident that his new department
will be a great success.
NEW STRAUBE TRAVELER.
Harry Snyder has been added to the wholesale
traveling staff of the Straube Piano Co., Hammond,
Ind., and will at once begin his activities. His field
will include New York, New Jersey, Pennsylvania,
Maryland, the District of Columbia and'" the New
England states.
The music store of Henry Morans, 365 Main street,
New Britain, Conn., was recently remodeled.
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/
PRESTO
AN ADVENTUROUS
CUSTOMER QUEST
Veteran Traveler Recalls Calvin Lee, Old
Organ Man of the Ozarks, the Search
for Whom Happily Ended
Before It Began.
BUMPED INTO CUSTOMER
A Literal Instance Which Shows Every Day Is a
Lucky One if Events Happen Right and at
Proper Time.
Some of the piano travelers' customers are in-
herited, some are made by the cold, unemotional re-
cital of irrefutable facts about good instruments;
some are blarneyed into line in psychological mo-
ments, some are decoyed into interest in the piano
line by unconventional but honest methods, and one
I know was literally bumped into under unusual cir-
cumstances.
If you corner one of the real veterans of the road
you can start him on the reminiscent conversation by
a discreet lead. Most of them, even though their
heads are hoary and moustaches grizzled, live too
much in the present to become retrospective. They
keep pace so well with new conditions that they sug-
gest immortality.
But in a mollifying mood in a cozy hotel lobby in
Des Moines last week a suggestive remark led an old
boy to unreel about the various ways in which he had
built up his list of customers and what he said
brought back to my memory the day I bumped into
Calvin Lee, the old organ man of the Ozarks.
Recalls Calvin Lee.
Calvin Lee was a singing teacher with Camden,
Miller, Morgan and Laclede counties, Missouri, as
his field of operation. In a natural way he saw the
opportunities for organ sales and in time became an
important distributor. Even if it were commonplace
my first meeting with him would have been impor-
tant. He became my biggest customer for organs.
I had heard about him from a St. Louis shoe
traveler whose territory was identical with that of the
old organ man. He directed me to go to Lebanon
in Laclede county and there trust to luck in finding
him in any of the four counties. The directions were
vague, but I was young enough to be allured by the
adventurous feature in the circumstances.
Lesson in Contracts.
Lebanon was organ territory in those days. Today
it is in the reproducing piano class. Sleek piano
travelers who shave every day and preserve the
trouser crease as a duty to society know the Lebanon
of today; a city of well-dressed people, comfortable
homes, graded streets, canning industries, modern
stores, ice cream parlors, movie shows with pipe
organs, automobiles and other evidences of the pres-
ent year of grace. But Lebanon in 1883 was a burg
of another aspect.
The trip from St. Louis was uneventful. I recall
I had the same old rabbit's foot luck in a game of
draw in the smoker and gleefully remember how I
filled a pair of queeus, and—but that's another story.
When I hopped off the train at Lebanon, Medicine
Hat, or wherever the blizzards come from, was de-
livering a ripsnorter that has since that day pro-
vided a historic fact, for I—remember—well—saga
spinners of the Laclede Hotel. In that favored re-
gion of mild winters and glorious falls that day in
1883 is remembered as something anomalous and
irregular.
A Head-on Collision.
I dodged for the shelter of the station, which
loomed darkly but invitingly at the side of the track.
The door resisted my efforts to push it open. I
ducked my head to save my face from the pin-pointed
sleet and ran around the building to try the door on
the other side. It was then I bumped into another
frantic unfortunate humping in the opposite direction.
Bang! Swoosh! We were sloshing in a mix-up in
the sleety drift that covered the ground.
With shame I admit I launched a fusilade of warm
language which brought a counterfire of torrid words
that sizzled in the frigid atmosphere. But I believe
the recording angel made his fountain pen purposely
splutter to make the entries indistinct. There are
occasions when the free and unlimited coinage of cuss
words are justifiable. When I got to my feet my
irascibility had vanished. I found a happy coinci-
dence in the feelings of the bumpee when I explained
and apologized.
The Happy Denouement.
In the shelter of the station we laughed over our
experiences in the head-on collision. I gave him my
name and he told me his. The cussing antagonist of
a few minutes before was none other than Calvin L.
Lee, the man I had set out from St. Louis to find,
with four big Missouri counties as the hunting
ground. I had bumped into a good customer and a
friend even after the era of the organ had come to
an end in that section.
M. D. S
ii assured the dealer who takes advantage of
THE BALDWIN CO-OPERATION P U N
which offers every opportunity to represent
under the most favorable conditions a com-
plete line of high grade pianos, players and
reproducers.
%%t JBaUrtm'n fJtano Company
Incorporate
tovmrtuLM
omi
Energy of Music Merchants in Freely Advertising
Brings Satisfactory Results.
The Pittsburgh, Pa., music trade generally is sat-
isfied with the amount of Christmas piano sales ac-
complished. The sales for the week before Christ-
mas were very cheering in their number and in the
character of the instruments chosen. As much as
$6,000,000 in Christmas Savings Fund checks were
distributed by the city banks, and a considerable
amount of that money was invested in first piano
payments by thrifty ones.
Of course the music dealers employed the adver-
tising means provided by the newspapers and show
windows in music houses were more suggestive of the
buying purpose than usual. The Sunday newspapers
all through December were used to good purpose
by the music houses, in creating and fostering the
desire to own a piano or player.
A great many small grands were sold in Pitts-
burgh for Christmas gifts. This pleasant fact was
the result of the grand propaganda which was such
a prominent feature of pre-Christmas advertising.
F. D. Hastings is the proprietor of The Music Box
recently opened at 150 Asylum street, Hartford,
Conn.
Restrictions in Imports of Pianos to Be Removed,
Is Stated.
The U. S. Trade Commissioner in London has fur-
nished an interesting report to the Commerce Depart-
ment about conditions governing the British market.
The report says that American manufacturers and
exporters of pianos need have no hesitancy in enter-
ing the British market since the British government
has no intention of attempting to restrict imports of
such articles.
At the present time imports into England of pianos,
although somewhat lower than during the pre-war
years 1909-13, are holding up better than are imports
of other classes of commodities. The average monthly
value of piano imports during the present year was
£41,395, as compared with £46,856 in 1922, and a
pre-war average of £48,250, according to figures
gleaned from official sources in England. In 1919
the average monthly imports of pianos were valued
at £1,986, being low due to the fact that Germany
was not open to trade.
In dealing with the question of luxury restriction,
the British Government has found it very difficult to
draw the line between luxuries and essential goods.
Pianos are considered an element in education and
are necessaries. Further, many of the commodities
that are imported are also articles of export and the
freight and insurance from the imports help to pay
the cost of exporting British goods.
The railroads of the United States during the first
ten months this year handled the greatest freight
traffic in their history, according to reports of the
Bureau of Railway Economics. The traffic for that
period amounted to 386,027,840,000 net ton miles, an
increase of 2 2/5 per cent over the corresponding
period in 1920, which marked the previous high rec-
ord and which amounted to 377,025,000,000 miles.
Compared with the first -ten months last year the
total for the same period in 1923 was an increase of
84,495,485,000, or 28 per cent.
The Beppe, Marcellus and Edouard Jfules Plaoo
manufactured by the
HEPPE PIANO COMPANY , «
are the only pianos In the world with
Three Sounding Boards.
Patented In the United States, Great Britain,
Prance, Germany and Canada.
Liberal arrangements to responsible agents only.
Main Office, 1117 Chestnut St.
PHILADELPHIA. PA.
I
= tester 1
Grand Piano
| One of the old, reli-
= able m a k e s . For
terms and territory
1 write.
[
Lester Piano Co.
1
1306 Chestnut St.
Philadelphia
^4HB
i
i
—— m > m
~ri 7^p
MRS. C. C. MULLEN CONVALESCENT.
SUCCESS
muuo
PITTSBURGH DEALERS ENJOY
GOOD CHRISTMAS TRADE
U. S. TRADE COMMISSION
SENDS GOOD REPORT
YEAR'S FREIGHT TRAFFIC.
Ciackraati Factories of The Baldwin Piano Company
December 29, 1923.
BAN FlANCMCO
Mrs. C. C. Mullen, secretary and treasurer of the
Henricks Piano Co., Pittsburgh, Pa., who recently
underwent an operation for appendicitis, is on the
high road to recovery. The Piano Merchants' Asso-
ciation of Pittsburgh, with which organization the
Henricks Piano Co. is affiliated, sent a bouquet of
flowers to Mrs. Mullen while she was a patient at the
Presbyterian Hospital, together with a card express-
ing the hope for her speedy return to her accus-
tomed post.
Widener's Cushman Music Store, Hartford, Conn.,
celebrated its sevetnh anniversary recently by con-
ducting a special sale, which was highly successful
When in doubt refer to
PRESTO BUYERS GUIDE
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/

Download Page 5: PDF File | Image

Download Page 6 PDF File | Image

Future scanning projects are planned by the International Arcade Museum Library (IAML).

Pro Tip: You can flip pages on the issue easily by using the left and right arrow keys on your keyboard.