14
June 11, 1927.
PRESTO-TIMES
CHICKERING & SONS WINDOW DISPLAY
EXHIBIT OF PIANO
SALES PROMOTION PLAN
Committee Makes Convincing Showing of the
Potency of the Scheme to Visiting Piano
Merchants at Annual Convention,
An exhibit of the methods and means of the Sales
Promotion Committee of the National Piano Manu-
facturers' Association was one of the most interesting
and convincing among the numerous exhibits at the
convention of the music trades at the Stevens Hotel,
Chicago, this week. It proved to the dealer that the
plan was designed to help him and that the way to
avail himself of the aid of the committee was easy.
The exhibit was an amazing showing of how the
plan had grown in the course of a year from a bare
idea voiced by Max J. De Rochemont to a colossal
force for the sale of pianos and for the furtherance
of the schemes for piano instruction.
The exhibit includes the actual letters from piano
manufacturers and piano dealers showing their faith
in the piano sales promotion plan developed by the
Sales Promotion Committee. Hermann Irion of
Steinway & Sons calls it "an important and neces-
sary step that will have far-reaching and valuable
effects in the desired ways."
One phase of the exhibit of the Sales Promotion
Committee calculated to bring conviction to the minds
of indifferent music merchants was the array of
letters from piano firms and individuals who had
SHOWING HANDSOME AUSTRALIAN PIANO.
availed themselves of the help of the committee in
Of considerable interest and of much attention
this window display was given an added touch by a locally promoting activities resulting in more piano
value was the recent window display, illustrated here-
card on the other side of the window which listed sales.
with, in Chickering & Son's retail salesrooms at 27 other world renowned pianos equipped with the
West 57th Street, New York, listing the world re-
Ampico reading:
HALLET & DAVIS OFFICIAL PIANO.
nowned pianos in which the Ampico is installed.
"World-famous pianos in which is installed the
The Hallet & Davis Piano was the official piano
The feature of the display was a Beale piano, made incomparable Ampico—the only device that faithfully
of the National Educational Exposition at Madison
by Australia's greatest piano manufacturer. The fol-
re-enacts the playing of great pianists.
Square Garden, New York, May 24th to 28th, is one
lowing descriptive information, over the signature of
"In Australia—the Beale. In England—the Broad- of 'the oldest makes of American pianos. These in-
Beale & Company, Ltd., on a display card alongside
of the piano, gives an idea of the wonderful work- wood, the Hopkinson, the Collard & Collard, the struments were first made in Boston in 1839.
Challen, the Chappell, the Marshall & Rose, the The Hallet & Davis Angelus Reproducing Grand
manship that went into the case.
Rogers. In Germany—the Grotian-Steinweg. In was also exhibited, and at each demonstration Hernia
"The design of this instrument represents a definite
Austria—the Bosendorfer.
And in America—'the Menth played a portion of a classical selection, the
return to the true principles of furniture design which
Chickering, the Knabe, the Mason & Hamlin, the instrument then continuing with certain musical
were in vogue during the early 18th century. These
Marshall & Wendell, the Haines Bros., the J. & C. passages, by music roll, and the selection then re-
principles have been somewhat lost sight of in the Fischer, the Armstrong, the Brewster, the Foster."
sumed by this artist by hand without a break in the
evolution of the modern upright piano.
continuity. This was a remarkable exhibition of the
"The inlay work is based on the Italian vogue of
Intarsia decoration, the colors of which will improve
Knight-Campbell Music Company, Denver, Colo., artistry of both Miss Menth and the Angelus.
with the passing of years.
advertises: "Twenty, thirty and even forty years of
"The core of the encasement is the best Australian
perfect service is not unusual for a Steinway," and
The Charles M. Zitter Music Store, Mansfield, O.,
cedar-wood, overlaid with superbly figured Italian
attention is called to the fact that regular tuning pro- moved recently from 35 North Main street to 80
butt walnut.
longs the life of the piano.
North Main street.
"The colored panels, symbolic of Music, Happiness
and Hope, consist of marquetry inlays composed of
numerous pieces of different colored woods.
"The mirror-like lacquer polish—impervious to
water or finger marks—will preserve the rich color-
ings of the case-work against the ravages of 'time.
•THE HOUSE OF GRANDS"
"This magnificent instrument stands as an achieve-
ment that has rarely, if ever, been surpassed in the
Concert, Parlor and Small Grands
history of piano-building."
Period and Modern Designs
The Beale is one of the great instruments in which
the Amplico may be heard, and the effectiveness of
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