Classic Mode

Presto

Issue: 1928 2204

MUSICAL
TIMES
PRESTO
Established
1881
Established
1884
THE AMERICAN MUSIC TRADE WEEKLY
10 Cents a Copy
CHICAGO, SATURDAY, OCTOBER 27, 1928
$2 The Year
JESSE FRENCH & SONS IN MEXICO
Through the Progressive Music House of J. F. Velazquez y Hno the Instruments Manufactured
by the Jesse French & Sons Piano Co., New Castle, Ind., Have Wide Use in Schools
Over a wide section of Mexico the music house of
J. F. Velazquez y Hno is known to the musicians,
both amateur and professional as well as school heads.
The principals are Jose F. and Ramon G. Velazquez,
both recognized as progressive business men. They
are young, active, well-educated and typical of the
polished, cosmopolitan Mexican. In addition to his
business abilities, Jose F. Velazquez is a musician of
(T)—Happy pupils of the Malinalxochitl School receiv-
ing with flowers and confetti their beautiful Baby Grand
Spanish Style L. Lagonda piano.
a high degree of ability. Ramon is a member of the
Mexican Rotary Club and recently attended at the
Rotary International in New York. He also attended
the music trade convention in New York last June.
Holds Music Contest.
The latest triumph of Velazquez y Hno, was a
gigantic music contest in which about everyone in
Mexico City seems to have taken part. The contest
them—were offered as prizes, and the interest in
the outcome of the contest reached a very high pitch.
Votes were earned by the score or more of schools
participating in many ways: Ballots were clipped
(3)—Ramon G. Velasquez at his desk in his private
office.
from newspapers, essays were written and, most
significant to the piano trade, the schools gave con-
certs and entertainments, in which piano music was
featured, and for which votes were given to the con-
testants in ratio to the attendance. It is indicative of
the scope of the contest that the total ballots counted
ran into the millions!
The publicity given the contest was excellent. Full
page ads were used in the daily and Sunday papers.
The front pages of two rotogravure sections were de-
voted to pictures of the winners and many news
stories reported the progress of the campaign. The
contest was an excellent thing for Mexican school
children and was recognized as such by the public and
the school authorities, who gave excellent coopera-
tion. It served a purpose both as an advertising fea-
ture for the dealers and as a public spirited project
in community building. The Velazquez brothers have
utilized a fact, long known to be such but too often
ignored by our own dealers: 'That the public will not
only encourage but will assist in any program that
has as its aim the spreading of propaganda for more
and better music."
Some inkling of the enthusiasm aroused may be
had from the accompanying cut which depicts the
incident at the awarding of the prizes. The audience
made the occasion one of carnival; flowers and con-
fetti were thrown at the contestants and at the donors
of the prizes and the same enthusiasm continued
(S)—Director and some of the pupils of the Gabriela
Mistral School, which won the Jesse French & Sons'
piano, Style 200, No. 1002983.
until the instruments had been delivered at the
schools of the winners.
Jesse French & Sons Pianos Awarded.
Jesse French & Sons pianos, internationally recog-
nized as among the finest instruments for school use,
were given as prizes. Grands and uprights, both of
the Lagonda and Jesse French lines, were joyously
received by the pupils of the schools winning them.
(10)—The Director and pupils of the School Cantro
Para Obreras, which won the Jesse French & Sons' piano,
Style 100, No. 1002986. This school is for working girls
of the poorer class.
(1))- -Director of tile .School Artcs y Orticio.- (seated),
surrounded by some of the pupils. The piano shown is
the Jesse French & Sons' piano, No. 1002975, which is one
of the prize instruments.
was designed to stimulate interest in inusic, with par-
ticular reference to the piano. Pianos—a dozen of
The instruments were all donated by J. F. Velazquez
y Hno. with the exception of the Jesse French and
Sons Grand, which was offered by the factory as one
of the capital prizes. The fact that Jesse French &
(2)—Jose F. and Ramon G. Velazquez, surrounded by
group of beautiful girls, representing schools which took
part in the contest soon after the prizes wer? awarded.
On the floor may be seen the flowers, confetti, etc.,
that was showered on them.
(4)—Ramon G. Velasquez giving a medal to Miss
Cecilia Dumaine of the School Gabriela Mistral for her
efforts in the campaign. Miss Dumaine is very popular
among the students in Mexico and was appointed "Prin-
cess of the Students."
(11)—Directors of the School Sor Juana Ines de la
Cruz a few minutes after receiving their Jesse French
& Sons' piano, Style 100, No. 1002976.
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/
October 27, 1928
PRESTO-TIMES
Sons pianos have long been sold in Mexico caused
them to be much sought for by the contesting schools.
Contestants Well Organized.
The internal organization of the contest was as fol-
lows: Representatives from the schools contesting
were chosen from the student bodies, and these, act-
All classes took part and some of the leading prizes
went to night schools, industrial schools and to pri-
mary schools in the poorest quarters of the city.
The Velazquez brothers have done a great work, both
promotional and charitable. Just how great may be
seen by any dealer who cares to try out the idea in
his own communitv.
Henry Junge of Steinway & Sons, New York,
Authorized by Mrs. Coolidge to An-
nounce the Following Dates.
The White House musicales are among the im-
portant artistic events in Washington during the
winter and the announcement of the dates is always
awaited with interest by the people in legislative and
diplomatic circles. For the season 1928-1929 Mrs.
Coolidge has authorized Henry Junge of Steinway &
Sons, New York, in charge of the musicales at the
White House, to release the following advance infor-
mation regarding the forthcoming musical functions:
November 8, 1928, musicale after the cabinet dinner.
November 22, 1928, musicale after the diplomatic
dinner.
December 13, 1928, musicale after the Supreme
Court dinner.
January 17, 1929, musicale after the Speaker's
dinner.
(12)—Principal and pupils of the School Amiga de la
Obrera, which was winner of a Jesse French & Sons'
piano, Style F, No. 10029S5.
ing with a committee of teachers, composed the ex-
ecutive body. The handsome building of J. F. Velaz-
quez y Hno. was headquarters. Each school had, in
addition, a committee composed of teachers and stu-
dents which acted as its leader in planning ways and
THE BOGY DEAD.
(1)—The committee of the contest in the entrance of
the aggressive firm of j . F. Velazquez y Hno. Each girl
is representative of hundreds of other girls.
In successes in the sales field in Mexico, the Jesse
French & Sons Piano Co. only repeats export achieve-
ments in other foreign fields. In other places in
Mexico besides Mexico City the fine pianos made
in the great factories at New Castle, Ind., are used in
the schools and in the homes of the musically appre-
c'ative people. The Jesse French & Sons pianos have
been known in Mexico for a good many years and
in that country no piano has so many admirers and
friends.
(5)—Miss Carlota Jasso (seated), director of the School
Ensananza Domestica; (right) Miss Amelia Silva, presi-
dent of the Society of Pupils of the school, which won
the Jesse French & Sons' grand, given by H. Edgar
French.
DATES OF WHITE HOUSE
MUSICALE ANNOUNCED
The present presidential campaign, unlike some
of its predecessors, has caused but slight interference
with business, William R. Dawes, vice-president of
the Central Trust Company of Illinois and president
of the Chicago Association of Commerce, 'declared the
other day. Mr. Dawes, who is a brother of the Vice-
President, made known his views when he visited the
Merchants' Association to study some of its methods,
with a view to applying them to the Chicago Asso-
ciation of Commerce. He said that he looked for a
volume of business in 1928 approximating that of
1927 and expected profits to be as good or better.
o
means. The students had a general organization in
each school called the Society of Pupils and these
societies joined in electing a "Princess of Students,"
from among those who had taken leading parts in
the promotion of the campaign throughout the city.
(6)—Miss Isaura Castillo (seated nearest to piano),
director of the Malinalxochitl School, with head? of com-
mittee which guided school in contest to win the beautiful
Lagonda Spanish style piano.
(13)—Girls who were the most energetic workers in the
contest for the School Escuela Nacional para Maestros,
which won a Jesse French & Sons' piano, Style 38, No.
1002928.
All parts of the world are served by the export
department in the big plant in New Castle which is
admirably situated for prompt shipping results. It is
on the Nickel Plate System and with Pennsylvania
Railroad and New York Central Railroad switch con-
nections. The Jesse French & Sons Piano Co.'s fac-
tory is by many considered to be the most admirably
equipped factory in the country for manufacturing,
shipping and fire protection facilities.
ALWAYS
a p r o d u c t w o r t h y of
"A Name Well Known Since
1875"
JESSE FRENCH & SONS PIANO CO.
NEW CASTLE, INDIANA
New Edition for 1929 In Preparation
PRESTO BUYERS' GUIDE
Will Contain Full Lists with Concise Classification and Description of all
American Pianos, Players and Reproducing Pianos, with Sketches of their
Makers. Essential to All Salemen. Price 50 cents, post paid.
NO PIANO DEALER OR PROSPECT CAN AFFORD TO BE WITHOUT IT.
PRESTO PUBLISHING CO.,
417 S. Dearborn St., CHICAGO
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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