Classic Mode

Presto

Issue: 1927 2117

MUSICAL
TIMES
PRESTO
Established
1881
Established
1884
THE AMERICAN MUSIC TRADE WEEKLY
10 Cents a Copy
CHICAGO, SATURDAY, FEBRUARY 26, 1927
TEACHERS AND
DEALERS COOPERATE
New Conditions in the World of Music Have
Made the Cause of Piano Dealers That
of the Piano Teachers
as Well.
PURPOSES ARE SIMILAR
More Sales of Pianos by the Retailers Would Be
Accompanied by an Enlarged Local Field
of Piano Study.
In a day when the commission fiend shared music
trade odium with the stencil piano, the music teacher
was viewed in a different manner by different dealers.
Some were filled with the ethical fear that all teach-
ers dreamed of commissions on piano sales, while
others expressed a belief that the commission fiends
were not as black as painted by piano trade uplifters
and editorial purifiers on the music trade press. Al-
though some of the old feeling of antagonism towards
the teachers persists in the piano trade, the greater
number of piano dealers welcome cooperation with
the teachers in bringing about sales.
A change in conditions in the piano trade has
brought about a more friendly feeling towards the
teachers by the dealers. And the friendliness has
been considerably extended and increased by the
example of the musical merchandise dealers' action
towards the teaching profession. Among the dealers
in band and orchestra instruments there never has
been an antagonistic attitude toward the teachers
similar to that which evoked righteous wrath in the
piano trade. The musical merchandise dealers always
saw the value of cooperation with the teachers and
they have proved it of great mutual advantage.
The Advantages Plain.
The advantages of closer cooperation between the
dealers and the teachers are obvious in this new day
of piano promotion. No matter how natural the old
objection to the commission fiend semed, the teach-
ers and dealers today plainly are closely associated in
an effort to revive interest in the piano. And there
is no denying the fact that cooperation between those
who sell the pianos and those who teach the children
to play them is an advantage.
Many of the most observant dealers have recog-
nized that advantage in various ways, such as posting
a list of teachers or. the cards of individual ones in a
prominent way in the stores. The adoption of the
free piano instruction by dealers has caused the tie-up
with teachers in many places. That the sensible
teachers do not resent the free lessons in piano
houses is a sign of a correct understanding of the
situation by them. In fact the teachers generally
applaud the free courses in the fundamentals of piano
playing, knowing that they must ultimately benefit by
the desire of pupils to continue the instruction under
qualified teachers.
Teachers Are Satisfied.
The teachers who undertook the mass lesson
courses for the dealers in many places for a nominal
sum per head have been satisfied with the results.
Quite a large percentage of the free pupils continued
to take instruction at regular rates at the conclusion
of the dealers' free courses. The results were so
satisfactory to the teachers giving the free courses
that many teachers opposing the scheme at first were
quick to change their attitude and seek the privilege
of carrying on the work of a new course.
The teachers, too, have become active in encourag-
ing children to register for the free lessons in the
stores. It is effective propaganda for them. Teach-
ing the fundamentals is not profitable to the teachers
and anyway people in moderate circumstances are
loth to spend real money for the start in piano study.
But when the free lesson pupil develops a talent for
playing and shows a taste and aptitude for the study,
the ambition of parents usually is to have the gifted
ones continue the lessons under a paid teacher.
The Three-Fold Advantage.
The advantages are for dealer, pupil and teacher in
the free courses. They increase the opportunities of
$2 The Year
the dealer for piano sales; they cause publicity for
the teacher that eventually results in larger classes
of paying pupils and the benefits to the little pupils
are marked and pleasant. Studying with a class of
twenty or more kids in a way is a species of spirited
game that evokes the interest of the pupils in a man-
ner the lesson taken alone could never accomplish.
Why that psychological fact has never been taken into
consideration by the piano dealers is now surprising.
INDIANAPOLIS ITEMS
TELL OF GOOD TRADE
STEINWAY FRANCHISE
FOR LEVIS MUSIC STORE
The Christena-Teague Piano Company has placed
the second Style "E" Chickering & Sons' grand piano
in the new Masonic Temple at Muncie, Ind. The
instrument will be used in the auditorium. Mr. Chris-
tena reports a good demand for high grade instru-
ments and it appears that the spring season will see
a good record of sales of high grade pianos.
C. W. Freed, formerly with the Boyer Music Com-
pany of South Bend, Ind., has joined the sales force
of the Christena-Teague Piano Company.
Conditions in the trade are improving, says Mr.
Rapp, of the Rapp & Lennox Piano Company. The
public seems in a better frame of mind and prospects
are now dropping in the store looking for instruments.
The high grade instruments are more in demand than
heretofore.
This week the Knabe Concert Grand will be used
at Keith's Theater by Juan Reyes, Ampico artist, and
his wife, Merta Reyes, violinist.
The Pearson Piano Co. is featuring the "Duo Art"
in the Steinway, and other instruments, at the vari-
ous meetings of Parent Teachers' Associations in the
public schools over the city. The concert is fiee and
given only on request of the association and, in addi-
tion, the Pearson Company furnish an artist for the
occasion. Harry Wert, who originated the idea, says
that on every occasion the affair was well attended
and has proven a real advertising stunt.
Charles Burtzloff, recently appointed manager of
the Kohler & Campbell Industries, Chicago headquar-
ters, spent the day at Pearson's Music House last
week.
At the DePau University School of Music the Bald-
win Concert Grand was used by Harold Henry in a
well attended concert.
Purchase by Rochester, N. Y., Firm of Old
Martin & Bro. Business, Followed by
Coveted Steinway Appointment.
The Levis Music Store, 39 South avenue, Roches-
ter, N. Y., of which William H. Levis is manager, has
purchased the business of J. W. Martin & Bro., 73
State street, and has the appointment as Steinway
representative.
The Steinway agency has been held by J. W.
Martin & Bro. for the greater part of the time since
the business was established in 1861, by J. W. Martin.
The house is the oldest in Rochester. G. Clay Cox
was appointed manager in 1903 and continued in that
capacity up to the time of the sale of the business to
the Levis Music Store.
The Levis Music Store was established in 1903 by
Samuel W. Levis in the old Durand Block, on West
Main street. Seeking larger quarters he moved, in
1905, to 38 South avenue and again in 1907 to the
present location at 39-41 South avenue. When Sam-
uel Levis died, in 1912, his son, William H. Levis,
and his daughter, Miss Ruth I. Levis, undertook the
management of the business.
The progress of the house has been continuous.
In 1924 the Balcom Music Co., which carried the
Aeolian agency, was purchased and the business con-
solidated with the two Levis stores.
STORES CLOSED IN CLEVELAND.
The McMillin Music Co., of Cleveland, Ohio, lias
discontinued business and been placed in receiver's
hands. It was closed by a court order owing to a
number of judgments being rendered against it. Mc-
Millin's is one of the oldest music stores in Cleve-
land and was formerly one of the largest, doing both
a retail and wholesale business. Of late years it has
been principally a wholesale house, as the Euclid
Music Co. purchased the retail end some years ago.
Jerry Frieberger has closed his store at East 55th
street and Broadway and has opened an office in the
downtown section.
CLEVELAND DEALER DIES.
John C. Heuter, music dealer, of St. Clair avenue
near East 55th street, died suddenly of heart disease
February 14, while in the act of opening his store. He
had just unlocked the rear door when seized with a
heart attack and he was found by one of his clerks
dead a short time later. The business was founded
over fifty years ago, by Mr. Heuter's father, and he
took it over when 22 years of age and has run it
successfully ever since. He was 52 years of age at
the time of his death.
A CHANGE IN BALTIMORE.
E. Milton Wells, who for a number of years had
been associated with the Kranz-Smith Piano Com-
pany, in Baltimore, has severed his connections and
become associated with the Chickering Warerooms.
conducted by Hamilton & Co. at 309 North Charles
street. Mr. Wells is also organist at the Cathedral of
the Incarnation. His many years of association with
the piano business has made him a well-known figure
in the piano and musical instrument business.
INDICATION OF LARGE TRADE.
Check payments during the first week of February,
indicative of the general volume of trade, were larger
than in either the preceding week or the correspond-
ing week of 1926, according to the summary of
domestic business conditions issued by the Depart-
ment of Commerce on February 11.
Retail Houses in the Indiana Capital City Are
Meeting Increasing Demand for
High Grade Pianos.
WONDERFUL SPREAD OF
PIANO STUDY IN TENNESSEE
Fact Announced by President at Annual Election of
Clark-Jones-Sheeley Piano Co.
Frank Clark, Sr., has been re-elected president of
the Clark-Jones-Sheeley Piano Co., Knoxville, Tenn.
In appreciation of his services for more than 42 years,
the directors also presented Mr. Clark with a Chrys-
ler sedan. Other officers carried over for another
term were: Lynn Sheeley, vice-president and general
manager and Dan Orndorff, secretary. Following
directors were elected: Frank Clark, Sr.. Lynn Shee-
ley. Dan Orndorff, Frank Clark, Jr., Harold Clark,
C. M. McAlister and W. S. Myers. The business
meeting at 422 Gay street, was largely given over
to plans for the next year's work.
President Clark told members that hundreds of
East Tennessee girls are learning to play the piano,
where a few years ago there were one or two. He
characterized the spread of musical taste as "truly
wonderful."
Attending the meeting from out of town were:
C. M. McClister of Bristol, C. R. Jones of Morris-
town, and C. B. Whaley of Chattanooga. Each of
these are managers of stores in their respective cities.
DEPARTMENT STORE DISPLAY.
The Fair, one of Chicago's largest department
stores, arranged a special window display this week
in which are shown two piano models, indicative of the
present trend of piano buying—the small upright
and the small apartment size grand. Both arc rep-
resentative styles of the Wurlitzer line, which is
shown in the Fair piano department on the eighth
floor. The volume of business done by the piano
department there has established its permanency in
the big store.
"Conn's Is the World's Best Saxophone" is a fea-
tured advertisement of the Consolidated Music Co.,
Salt Lake City, Utah.
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-TIMES
mental step toward happiness, which cannot be easily
ignored. Therefore, perhaps, all we need, after all,
is a better knowledge of harmony, or rather of music,
for all true harmony is musical.
Yes, to make a long story short, it's music we need.
For again we say that "music, after all, is the true
Letter from Art Gillham, "the Whispering source
of joy and happiness."
Pianist," Attributes His Improved Record-
So, dear reader, after your long day at the office,
ing to Merits of Baldwin Grand.
or perhaps it's right in the home, caring for children,
The following letter from Art Gillham, "The Whis- or it might be a thousand and one little worries.
pering Pianist," to A. C. Hoffer, manager of the After that is over for the day, and your dear ones
Baldwin Piano Company, Indianapolis, recites a few again gather at home, and the soft glow of the eve-
facts of interest to prospective piano buyers and inci- ning- somehow or other suggests that happiness should
dentally to buyers of talking machine records and prevail, you will know how to find that happiness.
You'll know music is what you need. Instrumental
listeners-in on radio:
in expressing and fulfilling this need of harmony, a
"Dear Mr. Hoffer: I don't know whether you have good piano is most important. Your children should
noticed any difference in my Columbia records for be taught to play, or even you may be able to spare
the past six months or not, but beginning with the the time, for the sake of happiness. For those who
have not the time to study, a playerpiano is most
practical. Even the kiddies will rush to the player-
piano to show you their skill, though Mother and
Dad do know how easy it really is. And if by
chance you don't realize that fact, come in and try
one of our reproducing players. You'll be surprised,
too, and furthermore, you'll find happiness. Do visit
us and come soon.
Yours truly,
CHRISTMAN BROS.,
H. Elliot C.
RADIO PIANIST IS
"SOLD ON BALDWIN"
WARNING THE PROSPECTIVE
AMERICAN EXPORTERS
ART GILLJJAM.
release of 'I'm Leaving You,' and 'I Wish I Had My
Old Gal Back Again,' the piano used in the records
is my Baldwin Grand.
"I have noticed an increase in sales of my records
since the above mentioned record was released about
six months ago. I do not attribute it to any better
work upon my part, but I do attribute it to the won-
derful recording of the Baldwin piano.
"I think by comparing any of my previous Colum-
bia records to those of the present time, any one who
knows nothing about music can see there is a differ-
ence in the tone of the piano on the records.
"As usual, again, and from here out, I am still sold
on the Baldwin Piano. I am going to continue to use
it for recording and I wish to have you place one for
me in each House where I am playing in the future.
Further information on this will be sent to you.
"With kindest regards and best wishes for the suc-
cess of yourself and the Baldwin Company, I am,
Sincerely yours,
"ART GILLHAM."
HARMONY AND HAPPINESS
AS RELATED TO MUSIC
Incentive of Piano in the Home as Set Forth
by Christman Bros., New York, in
Letter to Prospects.
Bureau of Foreign and Domestic Commerce Prints
Advice as to What Not to Do.
A proposal from a foreign dealer or agent to rep-
resent an American line of goods should be scruti-
nized with due care, warns Commerce Reports, pub-
lished by the Bureau of Foreign and Domestic Com-
merce. Before committing himself to any arrange-
ment and before sending samples or terms, the
exporter should check up on the reliability of the
foreign firm.
If the article is protected by patents in the United
States, or if it is sold under distinctive trade-marks,
counsel should be taken as to the manner in which
those rights may be protected in the country in which
it is expected the goods will be sold. If the exporter
intends to apply for foreign patents, he should re-
frain from sending abroad samples or descriptions of
the article prior to the filing of his application, be-
cause the introduction into the foreign country of
either the article itself or a description of it, prior to
the filing of the application for patent, may forfeit the
right to obtain such patent.
DEMAND NELSON-WIGGEN LINE.
Trade conditions in the automatic piano field are
improving, is 'the opinion of O. Nelson, president of
the Nelson-Wiggen Piano Co., 1731 Belmont avenue,
Chicago, manufacturers of automatic instruments.
"The demand for all sizes and models in our line
is far better this month than the month just past,
and we are anticipating a good volume of business
during the next few months. Trade conditions are
improving and our line covers everything in the auto-
matic field," said Mr. Nelson to a Presto-Times rep-
resentative this week.
BUYS BALTIMORE STORE.
The Rosenstein Piano Company, 402 North How-
ard street, Baltimore, Md. } has discontinued business,
following the death of Sol Rosenstein, head of the
company. The entire stock, consisting entirely of
pianos, was purchased by the Charles M. SteifT, Inc.
The stock is being offered at the main store of Stieff,
at 315 North Howard street, and at the new branch
store of Stieff at 2321 East Monument street.
Following- is a copy of a prospect-finding letter
which has been sent out by mail to prospective piano
buyers. It was written by a member of the sales
staff of the Christman Sons Piano Co. of New York
DEDICATE AEOLIAN BUILDING.
and should be effective in increasing local trade
The new Aeolian Building at Fifty-fourth street and
almost anywhere:
Fifth avenue, New York, which won the Fifth Avenue
•New York, February 16, 1927.
Dear Reader: Have you ever watched a group of Association's medal for architectural beauty, was ded-
couples dancing? LIndoubtedly you have, and if so, icated on Wednesday of last week. Colonel Michael
even though you did not think of it at the time, you Friedsam, president of the Fifth Avenue Association,
were looking at happiness. Say, that does sound in- presented the award to Whitney Warren, represent-
teresting. If for no other reason than curiosity, let's ing the architects. E. L. Votey of the Aeolian Com-
try to analyze this word happiness.
pany delivered an address.
First we must ask ourselves, what brings happiness?
Or, perhaps, we should say, how can I obtain happi-
THE AMPICO IN MEXICO.
ness? In answer to these two questions, we might
The
Music
House of Velazquez, owned and con-
say that primarily, music is the source of all joy and
happiness. Why, we all know that to be happy, we ducted by Senors J. F. Velazquez & Brother at 5a.
must have music in our minds, our hearts, and our Balderas street, No. 74, Mexico City, Mexico, who
souls. In other words, we must be in harmony with specialize in the Ampico line of players and repro-
the world and each other. Yes, just the same as the ducing pianos. The Mexico City house has enjoyed
dancers we watched were in harmony with their an excellent Ampico business the past year and trade
music. They were in harmony, and so they were is looking up considerably of late, Presto-Times is
happy. Evidently this word harmony is a funda- informed.
February 26, 1927.
CHILDREN AS
PIANO PROSPECTS
Wee Folk of the Family Recognized as Big
Influence in Sales of Small Uprights and
Fact Is Impressed by Character of
Advertising for Little Models.
PLAYROOM WINDOWS
Exhibiting Particular Uses of Pianos of Small Dimen-
sions, a Successful Way of Associating Children
with the Little Instruments.
In featuring the small upright piano many dealers
are prompting owners of grands, and larger makes of
uprights, to add another piano to their homes. The
suggestion is being made by the means of specially
prepared printed inducements as well as by displays
in windows and the interiors of stores.
The plea to schools is an old one that continues to
prove successful. It is the most generally used form
of argument for the small uprights and one which
justifies itself in the great growth of upright pianos
of the "baby" variety.
The New Plea.
The newer plea for the small uprights involves the
suggestion to buy another piano for the use of the
youngsters of the family, and the publicity has been
effective in a highly satisfactory way where the meth-
ods of presentation have been novel. It is the crea-
tion of the thought of the little piano in the playroom
and the nursery, where its dimensions conform with
the general scheme of furniture and decorations.
The presentation of the little pianos in that setting
in show windows approaching the holidays last year
induced many a generous daddy to purchase one of
the little pianos for a beloved youngster. Christmas
gift advertising is largely for the influencing of
fathers and mothers, and featuring the little pianos
should be a prominent feature of the publicity and the
window displays.
What Windows Have Done.
Ingenious window display arrangers have extended
the idea and produced the nursery window, showing
the adaptability of the tiny upright pianos for the
child's nursery or playroom. Bright enameled fin-
ishes in the small models aided the suggestion of
appropriateness. Specially painted backgrounds, fur-
niture of small dimensions, toys and children's books,
completed the element of allurement in the displays.
At first the idea of devoting a whole show window
to a small upright, with accessories such as described,
was a novel departure from conventional methods,
but the very novelty was a help towards impressing
its purposes. Progressive piano houses which tried
it were so rewarded with the first impromptu trial
that they repeated the playroom display and called in
the aid of artists and first-class decorators in doing
so. Toy departments in the best department stores
were successfully appealed to for "properties," and
when the scenes were rendered more realistic by the
addition of little figures representing children at play,
the effects were potent suggestions to loving parents
with generous minds.
Active Piano Houses.
Some notable featuring for the little pianos has
been accomplished by the Cable Piano Co., Chicago,
and in several branches of the company. And while
the Cable Midget's claim to the distinction of suit-
ability to the playroom impressed, its possession of
the well known musical qualities of the standard size
Cable pianos was equally made clear.
In its show windows, at 433 Fifth avenue, New
York, Hardman, Peck & Co. was among the pioneers
in "character" displays, showing the Harrington
Junior uprights. These clever displays were creative
of a wonderful expression of interest on the famous
avenue. The idea in the window presention of chil-
dren as users of the little pianos impressed the little
folks themselves so that at every hour of the day
children were most numerous among the observers.
According to Calvin T. Purdy, manager of the Hard-
man warerooms, the first of the playroom scenes
resulted in the sale of the Harrington-Junior shown
in the window and four duplicate models.
In addition to presenting the little pianos as highly
suitable for schools and small apartments, other alert
dealers have directed the attention of parents to their
suitability for special use by children in rooms alloted
to their use in homes. The Knight-Campbell Music
Co., Denver; Rapp & Lennox, Indianapolis; the
Muehlhauser Bros. Co., Cleveland; Foster & Waldo,
Minneapolis, and others, have within the year made
striking window displays featuring the small uprights
as highly suitable to the equipment of rooms in the
home specially devoted to the children.
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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