MUSICAL
TIMES
PRESTO
Established
1881
Established
1884
THE AMERICAN MUSIC TRADE WEEKLY
10 Cents a Copy
CHICAGO, SATURDAY, JANUARY 19, 1929.
BALDWIN PIANO COMPANY'S
PLANS FOR PIANO PROMOTION
Strong Advertising Publicity, Special Efforts by Dealers and Salesmen, and
Weekly Radio Program Over National Broadcasting
Chain Phases in Ambitious Scheme
The Baldwin Piano Company, Cincinnati, is carry-
ing out a series of activities, all part of its great
plan to show millions of people how the piano en-
riches home life. The aid of printing press and radio
will lie invoked to carry out the scheme to create
more interest in piano music and convince the pub-
lic generally of the importance of the piano in pro-
ducing fine music.
Everywhere the Baldwin forces are being organ-
ized to further the ambitious plans of the company.
Dealers and salesmen are being impressed with the
opportunities of the year 1929 and are urged to con-
centrate their energies on selling pianos. The im-
portance of group piano classes in public and private
schools and the music activities of colleges are im-
pressed on everybody. The possibilities of the classes
of young pupils in influencing future sales are pointed
out.
The Radio Program.
Millions of radio listeners will soon enjoy a new
period of entertainment of Sunday evenings when
the Baldwin Piano Company, Cincinnati, Ohio, will
be heard over the Blue Chain. The progressive Cin-
cinnati industry will show how the piano enriches the
home life to millions of radio listeners, not only in
the United States, but throughout the North Amer-
ican continent and w r herever American radio pro-
grams are heard.
The Baldwin company is the first piano industry
to take on a campaign of such magnitude, sincerely
striving to create more piano music lovers and keep
the piano in its rightful position as the basic instru-
ment of music. The letter of announcement to the
trade says:
"Baldwin has closed a contract with the National
Broadcasting Company for a series of nation-wide
programs 'At the Baldwin' over the Blue Network
every Sunday evening commencing February 3. The
purpose of these programs is to show the possibili-
ties of the piano in the home, to present a vivid pic-
ture of the piano's place in the family circle, to show
the part it plays in enriching ever}-day life and in
bringing a wealth of happiness and inspiration to the
social hours.
Piano in the Home.
"The scene is laid in a music-loving home. Dinner
over, the artists and other guests assemble in the
living room and enjoy a half-hour of music—with the
Baldwin. The characteristic informality of the occa-
sion will be brought out in conversation to add inter-
est to the programs of standard compositions, old
favorites and popular selections.
"All the possibilities of the piano for inspiration
and enjoyment will be presented—a notable Baldwin
enterprise to promote the piano as the essential
musical instrument in every home."
The first program will be on February 3, 7:30 to
8 p. m.. Eastern standard time; 6:30 to 7 p. m., cen-
tral standard time; 5:30 to 6 p. m , mountain time.
The stations broadcasting the Baldwin program
are: New York, WJZ; Boston, WBZA; Springfield,
WBZ; Baltimore, WBAL; Rochester, WHAM; De-
troit, WJR; Cincinnati, W L W ; Chicago, KYW; St.
Louis, KWK; Kansas City, W R E N ; Atlanta, WSB;
Nashville. WSM; Louisville, W H A S ; Oklahoma
City, WKY; Dallas-Ft. Worth, WFAA; Houston,
KPRC; San Antonio, WOAI; Denver, KOA.
The Chicago Meeting.
A meeting of travelers of Chicago Division of the
Baldwin Piano Company was held Friday and Sat-
urday, January 4 and 5. A dinner was given at the
Palmer House Friday evening, at which short talks
were given by several of the senior travelers. The
meetings w r ere optimistic throughout, where the pros-
pects for 1929 were topics of discussion.
P. Wyman of Cincinnati, in charge of the publicity
department, outlined at the meeting the exploita-
tion plans for 1929, which met enthusiastic re-
ception. The advertising scheme of the Baldwin
Piano Company for 1929 is broad and comprehensive
and expresses an assurance of purpose that is sig-
nificant. The announcement was one of the most
cheering and encouraging incidents of the meetings
in Chicago. The publicity campaign of the company
for 1929 is the most ambitious and elaborate ever
conceived in the history of the progressive Cincin-
nati house. Its great scope and assurances of results
are features to inspire everybody associated with the
selling phases of the business.
Among those present were: T. R. Huston, W. H.
Fowler, J. M. Wylie, M. A. Anderson, R. T. Arm-
strong, C. E. Peterson, G. W r . Herrick, H. C. Dick-
inson, E. P. Williams, J. Rodman, W. A. Smith, L. E.
Maynard, W. P. Glentzer, C. H. Julius, E. G. Mor-
ris, R. G. Boland, G. W. Lawrence.
Poster Is Inspiration.
The Baldwin Piano Company, Cincinnati, has pro-
vided a poster for dealers that is a means for inspira-
tion to every member of a music house staff. The
poster, which is embellished with the seal of the
House of Baldwin, printed in red and gold, names
1929 as "the Year of Opportunity."
The poster is a suggestion to everybody to concen-
trate his or her energies on selling pianos and an
advice to promote the piano as the essential musical
instrument for every home.
The poster particularly advises the music house
staff to "work more closely with music teachers" and
the dealer is reminded to "urge group piano instruc-
tion in public and private schools, and to give special
attention to music departments in colleges and insti-
tutions. In fact, he is enjoined to join the musical
life of his community, to canvass for prospects and
to "talk and think pianos so that wealth, happiness
and prosperity may be yours for 1929."
Convincing Facts in Portfolio.
The new portfolio of the Baldwin Piano Company,
Cincinnati, just.off the press, is one of the most elo-
quent bits of evidence of absolute truth in the possi-
bilities of 1929 by the house. It is equal to the high
standards of advertising matter which distinguish the
company. The advice on the flyleaf to "Choose Your
Piano as the Artists Do" is not merely a suggestive
phrase but is supported by convincing text and al-
luring pictures.
The new portfolio is a most forceful means for
evoking the interest of prospective piano buyers and
an admirable element of strength for the representa-
tives of the House of Baldwin. The story tells the
history of the house and its achievements in piano
building and developing. "The history of Baldwin
is an ideal—to build the piano that will provide the
perfect medium for musical expression. This was
the dream of the men who founded the House of
Baldwin, and to this end they and their successors
have labored," is a statement that tells of great things
done and the purpose to continue in an effective
policy.
In addition to the contents of the portfolio—ten
large halftone plates of leading Baldwin models—are
the artistic etchings of famous artists whose names
are associated with the Baldwin piano. The main
building of the factories of the Baldwin Piano Com-
pany at Cincinnati is also shown in an attractive
picture.
The earnestness of Baldwin purpose is expressed
in this quotation from the new book: "Baldwin sup-
ports the largest research staff in the piano field,
with chemical and physical laboratories second to
none. It combs the world for new ideas and new
$2 The Yea*
NEW DEPARTMENT,
MERCHANTS' ASSN.
New Feature in the Activities of the National
Association of Music Merchants to Be De-
voted Almost Entirely to Promotional
Work of Various Kinds.
Amplifying the work in the Executive Office of
the National Association ot Music Merchants which
has been devoted in recent months almost entirely to
promotional work, a department known as the Mem-
bership Service Department will be inaugurated early
in 1929. In this new department it will be the pur-
pose of the executive office to provide various kinds
of service for members and this department will be
enlarged from time to time as funds are available. As
previously indicated, certain legal service will be at-
tempted and attention will also be given to selling
helps of various kinds.
A Publicity Aid.
One of the first items of member service to be
provided by the new department will be decalcomania
transfers for use on show windows. These transfers
will be circular, about six inches in diameter, and will
present an artistic design carrying the words Member
1929, National Association of Music Merchants, and
also a message which will convey in substance:
"For the Promotion of the Cause of Music and Music
Trade Interests. Dedicated to the service of the
public and the furtherance of music education nation-
ally." The transfer will be in three colors—black,
gold and blue.
An Attractive Sign.
The idea of the executive office is that this will
provide members with an attractive artistic sign
which will not be too conspicuous but will be suffi-
ciently so as to attract desirable attention and it
will, because of the standing of the National Asso-
ciation in trade circles, appear substantially as an
endorsement of the standing and position in the com-
munity of the merchant displaying the sign.
The transfer will be ready for delivery to members
probably before the end of January and when they
are sent from the Executive Office they will carry
definite instructions as to the manner of applying the
signs to the windows.
It is possible that the association will adopt the
design used for the transfers as the official seal of the
association. This subject will be presented at the
next board of control meeting for approval and if
it meets with the approval of the board, will be pre-
sented at one of the business sessions at the next
convention.
LONG ROAD TRIP BEGUN
BY ROMAN DE MAJEWSKI
General Wholesale Traveler for Steinway & Sons,
New York, to Cover Two Countries.
Roman de Majewski, general wholesale representa-
tive of Steinway & Sons, New York, has set out on a
big trip in two nations that will keep him out until
the 12th of February.
Mr. Majewski goes first to Quebec, Montreal,
Ottawa and Toronto. After transacting business
with the dealers in the provinces of Quebec and On-
tario, he will next appear in Chicago, then Milwau-
kee, Madison, Minneapolis, St. Paul Sioux Falls and
Winnipeg, Manitoba. Then on the way back he
will make calls on the trade in Detroit and Cleve-
land. He says trade has been very good with Stein-
way & Sons, 1928 having bten a very good year
and 1929 looking even more promising.
features of piano design and construction.
The
House of Baldwin is a house of piano progress."
Among the list of great pianists whose opinions
of the Baldwin piano are quoted in the book are:
Wilhelm Backaus, Walter Gieseking, Vladimir de
Pachmann, Charles Naegele, Mieczyslaw Munz, Rich-
ard Zuhlig, Maria Carrenas and Dorsey Whittington.
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