Presto

PRESTO-TIMES
The American Music Trade Weekly
Published Every Saturday at 417 South Dearborn
Street, Chicago, Illinois.
C. A. DANIELL and FRANK D. ABBOTT •
mind to the opportunities advanced, and the
individual needs and purchasing capacity
which, in the piano buying, is about as easy
as taking candy from the baby. The adver-
tising campaign is on. About all the dealers
have to do is to follow.
• Editors
Telephones, Local and Long Distance, Harrison 234.
Private Phones to all Departments. Cable Address (Com-
mercial Cable Co.'s Code), "PRESTO," Chicago.
A GREAT TIE-UP
The broadcast "buy more pianos" campaign
Entered as a«-cond-<;lass matter Jan. 29, 1896, at the
•—though
that isn't the literal slogan—will af-
Post Office, Chicago. Illinois, under Act of March 3, 1879.
ford
the
dealers
a great opportunity to pro-
Subscription, $2 a year; 6 months, $1; Foreign, 94.
Payable In advance. No extra charge In United States
mote
locally
the
instruments
in their stock. It
possessions. Cuba and Mexico. Rates for advertising on
application.
will create the best tie-up possible, for the
Items of news and other matter are solicited and if dealers will, aside from all other forms of sell-
of general interest to the music trade will be paid for ing energy, have the trade papers always
at space rates. Usually piano merchants or salesmen
in the smaller cities are the best occasional corre- ready to sustain the suggestive publicity of
spondents, and their assistance is invited.
the general propaganda.
The manufacturers use the advertising
Payment is not accepted for matter printed in the
editorial or news columns of Presto-Times.
pages of the trade papers with which to keep
Where half-tones are made the actual cost of pro- the dealers in close touch. And the trade pa-
duction will be charged if of commercial character,
pers are always prepared to tell their adver-
or other than strictly news interest.
When electrotypes are sent for publication it is tisers what the manufacturers are doing, and
requested that their subjects and senders be carefully to "feature" the appearance of new styles or
indicated.
other matters which help to induce sales. The
Forms close at noon every Thursday. News mat- dealers naturally prefer to sell instruments
ter should be in not later than eleven o'clock on the
same day. Advertising copy should be in hand before with which they are familiar, because they find
Tuesday, five p. m., to insure preferred position. Full them exploited in the trade papers. And he
page display copy snould be in hand by Monday noon
preceding publication day. Want advs. for current must be a dull salesman who can not employ
week, to insure classification, must not be later than the trade paper as an influence in closing sales.
Wednesday noon.
So that the tie-up, as between the general
Address all communications for the editorial or business
departments to PRESTO PUBLISHING CO., 417 South publicity and the trade press, must be the
Dearborn Street, Chicago, III.
most powerful sales stimulant. And the man-
SATURDAY, JANUARY 29, 1927.
ufacturers who take advantage of the tie-up
will profit by the increased activity of the
The last form of Presto-Times goes to press dealers who take advantage of the special op-
at 11 a. m. Thursday. Any news transpiring portunities suggested.
after that hour cannot be expected in the cur-
The promise now is that the year will be a
rent issue. Nothing received at the office that
good
one for pianos. The trade papers will
is not strictly news of importance can have
necessarily
do their share in the realization of
attention after 9 a. m. on Thursday. If they
concern the interests of manufacturers or the broadcast advertising plan. To make the
dealers such items will appear the week follow- campaign complete the manufacturers realize
ing. Copy for advertising designed for the
current issue must reach the office not later that the trade papers can not be left out of the
picture. And aside from any question of in-
than Wednesday noon of each week.
dividuals who, for any reason may fail to sus-
tain the co-operative effort the results must
THE CAMPAIGN IS ON
prove adequate to the money invested and
The first of the series of display advertise- non-subscribers must alike profit by it.
ments prepared by the Music Industries
Chamber publicity department has appeared in
The "Aeolian" sensibly says: "We have never be-
print. It is a dignified setting forth of the lieved
in any form of publicity featuring your editor—
need of the "basic instrument" in the homes our opinion being that members of this profession
should be 'heard but not seen.'" And that is the
of America. It should prove effective.
opinion of all sane publications, notwithstanding a
But in order to bring about the best re- few of the weak-minded trade papers continue the
sults, the retail dealers must be ready to take old custom of self-bloviation indulged so largely in
advantage of the propaganda of the commit- years long past. The editor's picture in his own
paper is usually suggestive of Andy Gump and his
tee in control of the general publicity effort. type of genius.
Every piano dealer should study the adver-
* * *
tisements as they appear and employ them in
A Philadelphia furniture house was ordered by the
Federal Trade Commission 'to desist from advertising
his business.
that their goods were sold "direct from factory." It
There will be thousands of requests for the was declared an illegal species of advertising. How
material promised by the national associa- many retail piano concerns are doing the same thing?
* * *
tion, and no doubt the requests may lead to
Even the weather prophets seem to be plugging for
the discovery of live prospects which will the "buy more pianos" campaign. They now declare
be turned over to sources which may reach the that we are to have no summer this year, so that
dealers for final disposition. That is, no indoor delights will continue throughout the year. The
should have clear sailing.
doubt, the purpose of the advertising spon- piano and music generally
* * *
sored by the manufacturers.
It seems that just now is the opportunity for invest-
The enterprise of the manufacturers thus ments in piano manufacture as well as in their retail
presents great opportunities for all piano re- buying. Any ambitious manufacturer may now take
his pick of several going piano industries, all of which
tailers. All of them who are in condition to have great possibilities of fortune-making.
* * *
augment the broadcast plan by local advertis-
There is no longer any special stigma attached to
ing will help themselves in proportion to the
term "stencil." But "they are all doing it," or at
intelligence with which they apply the pub- the
least a good sized "all" are doing it. Nevertheless,
licity plan of the National Association to their one of the greatest assets in the piano business is
that of a well recognized name.
own special needs and conditions.
* * *
Immediate results are seldom expected from
Never
before
within
recollection has the inter-
any plan of broadcast advertising. It is a mat- est in the annual spring our
music trade conventions been
ter of time and the adjustment of the public so clearly marked early in the year. It is a sure sign
January 29, 1927.
of an unusually large gathering of the music 'trade
next June.
* * *
Piano dealers who hook up with the broadcast
advertising of the National Association will be sure
to make this year a good one. Cooperation is essen-
tial to success in this effort as with most others.
* * *
If there is anything in signs this is destined to be
a high-water mark year in the piano industry. Some
of the factories are already going full tilt, and others
are getting ready to do the same thing.
* * *
The outlook of the music trade has not before been
so good as now in many years past. It's up to the
dealers.
WHAT WE WERE DOING
And Saying When the Trade
Was Young
35 YEARS AGO IN THE TRADE
(From Presto, January 23, 1892.)
Four hundred piano cases burned and factory No.
two in ruins was last Monday's greeting to Messrs.
Smith & Barnes, Chicago.
Mr. M. J. Chase, president of the Chase Bros.
Piano Co., has been tendered and has accepted 'the
chairmanship of the musical committee of the Michi-
gan Commission for the World's Columbian Exposi-
tion.
Steinway & Sons for the year 1890, notwithstand-
ing the varnishers' strike of seven weeks in the fall
of that year, did the largest and most profitable busi-
ness in the concern's existence up to January 1, 1891.
The two Patti concerts at the Auditorium next
Tuesday evening and Saturday matinee will be musi-
cal events of great interest. Patti's present tour is
the most successful she has ever made in this coun-
try.
Within Our Gates: J. D. Pease (Pease Piano Co.),
New York.—Thos. Scanlan and R. S. Howard (New
England Piano Co.), Boston.—Louis Kurtzmann
(Kurtzmann & Co.), Buffalo.—W. C. Burgess (Weg-
man & Co.), Auburn, N. Y.—W. W. Griggs (Chicago
Cottage Organ Co.), Des Moines, Iowa.—Leon E.
Chase (Chase Bros. Piano Co.), Muskegon, Mich.—
J. J . Lister, Glidden, Iowa.—E. Huchendorf, Atlantic,
la.—W. Hughes, Iowa City, la—A. W. Moore, Inde-
pendence, la.—G. Housel, Rock Island.—Lee B.
Grabbe, Davenport, la.—J. C. Bartlett (Indiana rep-
resentative W. W. Kimball Co.)—Will French and
Geo. B. Colvert, Frankfort, Ind.—Geo. E. Mills and
Ed. Lennox (Mills, Lennox & Zumpfe), Indianapolis,
Indiana.
25 YEARS AGO THIS WEEK
(From Presto, January 30, 1902.)
Old Chickering Hall, at Fifth avenue and Eigh-
teenth street, New York, is to be torn down shortly
to make room for a more modern and pretentious
building.
There is \vide-spread regret in the trade at the
death of Mr. Helmuth Kranich, senior member, presi-
dent and one of the founders of the house of Kranich
& Bach, and expressions of sympathy arc heard on all
sides. He was sixty-eight years of age.
D. D. Luxton, the Vose traveler, looking "spick
and span," as usual, passed through Chicago on Sat-
urday last. Mr. Luxton is invariably modest in his
accounts of his achievements, notwithstanding his un-
deniable ability as a piano salesman. He, however,
reports Vose business to be brisk all along the line.
We understand that Mr. James E. Healy, who, ac-
cording to reports recently, contemplated entering the
ranks of piano manufacturers, is now in California,
having in view the purchase of a ranch and settle-
ment in that salubrious climate.
GET BEHIND IT.
If you've anything to do
That you're eager to put through
Get behind it;
Keep your feet firm on the earth,
Never let a fear have birth;
With an ear for joy and mirth,
Push for all that you are worth—
Get behind it!
If the cause is worth your while
Dig in hard and with a smile
Get behind it;
Bend your back and with a will
Find the place that you can fill,
Working hard, and harder still,
Push the burden up the hill,
Get behind it!
Never murmur or complain
That the effort may be vain,
Get behind it;
When it comes your way to share
In some effort broad and fair,
Good for all and everywhere,
Never mind the cost or care—
Get behind it!
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/