December 6, 1924.
23
PRESTO
SHOWING THE B A N D I N S T R U M E N T S
IN SMALL Q00DS
DEPARTMENT
Greater Interest in Musical Merchandise Shows in
New Stores and Old Ones.
The Standard Talking Machine Co., 305 Pennsyl-
vania avenue, Pittsburgh, Pa., well-known Victor
jobber, recently purchased the wholesale Victor busi-
ness, building, stock and good will of the C. C.
Mellor Co., also a Victor jobber in Pittsburgh.
The record service now being given the Pacific
Coast by the Victor Talking Machine Co.'s record
manufacturing plant at Oakland, Cal., is meeting with
a great deal of approbation and is the subject of much
favorable comment.
Announcement was made recently by the whole-
sale musical merchandise firm of Gretsch & Brenner,
Inc., 46 East Twentieth street, New York, of the ap-
pointment of Fred Brenner as a member of the staff
of traveling representatives of the firm.
Dealers in Buffalo, N. Y., are experiencing a strong
demand for talking machines and all the well known
makes are included in the increased volume of sales.
In fact, it is reported by a number of retailers that
talking machine sales have taken a decided jump.
A patent covering the invention of a piano key
mechanism for accordions has been allowed to James
Palmer, Philadelphia. The patent is No. 1,505,486,
dated August 19.
The W. Morgan Electrical Co., Commercial street,
Inglewood, Cal., has added a big line of pianos and
phonographs.
An impressive display of
Lyon & Healy Couturier
Rand instruments was ex-
hibited in the larger corner
window at Jackson and Wa-
bash, Chicago, during the last
two weeks in November. The
instruments finished in silver
were arranged before a back-
ground of rich green plush
drapes. The effect, as can be
seen in the accompanying cut.
was very striking. An idea of
the size of the display may be
secured by comparing the
giant Lyon & Healy bell front
Helicons with the other ob-
jects in the window.
makes of instruments must tie up with the national
advertising by making known the name of the makers
of the instruments.
The saxophone business is good, but dealers seem-
Keen Pursuit of the Musical Merchandise ingly do not want to neglect the instrument in the
NEW INCORPORATION.
advertising. Every city has had its epidemic of
Customer by Dealers Is Creating a Lively
Imlay Radio Electric Corp., Niagara Falls, N. Y.;
saxophone
advertising
in
the
local
newspapers,
which
Publicity Condition.
signified a great deal of competition for saxophone calculating machines, 500 shares preferred stock, $100
each; 1,000 common, no par value; F. Irwin, A. E.
Musical merchandise dealers everywhere have
business. This competition was fair but keen, and it
Kitchen, A. S. Norris.
adopted more vigorous methods of advertising, and
brought out some very interesting advertisements.
the Christmas publicity now so forceful is only a sea-
Empire Musical Instruments, Wilmington, Del.;
sonable increase in the continuous effort that has no
manufacture; $300,000.
ANTICIPATES
BIG
DRUM
TRADE.
let-up throughout the year. The advertising gener-
General Operating Co., Wilmington, Del.; phono-
With the drummer realizing his importance, and
ally is for all the instruments of the line and not con-
graphs; $5,000.
with drummer's salaries commensurate with that, it
fined to the saxophone as heretofore.
is only natural to expect that he will be in the mar-
Violins, banjos, ukuleles, band instruments anr
ket for a good bit of equipment. The fact is recog-
drums are being put forward in a forceful manner
that is creating a bigger and growing interest in the nized by observant dealers who are playing up the
drum department, according to the manager of a
goods. A feature to be noted in the present style
successful musical merchandise jobbing house in
of retail dealer small goods advertising is the offer-
ing of outfits instead of the mere instrument. It is Chicago. He declares that the coming months will
see one of the greatest revivals in drum business that
found much more effective, for instance, to show a
the
trade has yet undergone, basing his prediction
cut of an entire trap drum outfit at a certain figure
upon an experience in selling all kinds of musical in-
than the bare drum alone. The same applies to
struments over a long period of years.
violins, saxophones, banjos and other instruments.
Low first payments and easy terms are not stressed
EQUIPPED WITH MARTINS.
in the copy, although mention is invariably made in
The splendid Rockford High School Band, Rock-
small type of the fact that convenient terms can be
arranged when the customer visits the store. As a ford, 111., was recently equipped completely with Mar-
tin Handcraft instruments. In deciding upon Mar-
rule in dealers' newspaper advertising everything in
tin Handcraft instruments as standard equipment for
the copy is directed toward getting the prospect into
the store where the salesman is expected to do the its band, the Rockford Board of Education carefully
While our surplus stock of Loaders lasts
considered oilier makes of instruments and also got
your check for
work.
expressions of opinion from many members of the
The advertisements prepared by the band instru-
$60—SIXTY DOLLARS—$60
band. The Rockford Band is one of the best known
ment manufacturers provide good models for the re-
Gets One "BILGER" Loader
high school bands in the country and their splendid
tailers. These advertisements follow the fundamental
Satisfaction, or Money Back
performance at various gatherings has won for them
principles of good advertising, and a study of them
Trucks,
Hoists, Covers etc.
national
prominence.
shows the dealer that there are certain subjects that
Address
must be covered as often as practicable in advertise-
CONCERTS HELP SALES.
ments. In the first place, the advertisements must
sell the prestige, good-will and service of the house.
Charles Mauzy, manager of the phonograph and
Manufacturers
Secondly, the house that handles nationally known
radio departments of the Emporium, San Francisco,
Lancaster, Penna.
is giving a series of concerts in the auditorium of
the company in which the phonographs and radio
sets are featured. Prominent vocalists engaged sing
the songs for which they have made records. The
department is holding a successful sale on console
A Pneumatic Action bearing the name
models in talking machines. The radio department
handles the Radiola, Atwater-Kent, Eagle Neutrodyne
and the Magnavox.
ADVERTISING SMALL GOODS
Piano Movers Supply Co.
OTTO R. TREFZ, Jr.
PIANO BASS STRINGS
PIANO REPAIR SUPPLIES
2110 Fainnount Aye.
PHILADELPHIA, PA.
STRAUCH BROS.
STANDARD
(CAMBRIDGE)
The Piano Repair Shop
Piano Actions
THE PIANO REPAIR SHOP
339 South Wabash Ave.
Chicago
The high quality which has characterized
the Strauch Bros. Piano Actions and Ham-
mers for almost sixty years, distinguishes
our latest product., the
STRAUCH BROS.
PNEUMATIC ACTIONS
Pianos and Phonographs Rebuilt by
Expert Workmen
Player-actions installed. Instruments
refinished or remodeled and actions and
keys repaired. Work guaranteed. Prices
reasonable.
Our-of-town dealers' repair work solic-
ited. Write for details and terms.
is your guide for unfailing quality.
Simple \n construction they are
dependhble in every particular.
Standard Action Company
Csmbridit, JAassachusitti
STRAUCH BROS., INC.
327 Walnut Arc.
New York City
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