March 15, 1929
PRESTO-TIMES
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PRESTO PUBLISHING CO.
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The American Music Trade Journal
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Entered as second-class matter Jan. 29, 1896, at the than strictly news interest.
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Editor
F R A N K D. A B B O T T
- - - - - - - -
(C. A. DANIELL—1904-1927.)
Managing Editor
J. FERGUS O'RYAN
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CHICAGO, MARCH 15, 1929
OBJECT OF THE CONVENTIONS
interest in the forthcoming conventions of the music trade associations and those of the radio
X industry in Chicago, the week of June 3, is an earnest of the success of the gatherings. The feeling of
the members of the music trade groups is evinced in letters from individuals, all of whom express hope-
ful expectations of effective action at the conventions, for the improvement of trade conditions.
The value of practical operations for the increase of interest in piano playing is easily understood
by even the most indifferent music dealer. That an increase in the numbers of students of the piano
means greater possibilities for piano sales, is an obvious result. And when it is made plain that collective
efforts for creating the increase towards piano instruction are more potent than individual action, the in-
different dealer is amenable to the call to plain duty—membership in his national association.
The movement for the introduction of piano classes in schools has grown in an encouraging way
within the past few years and the stimulus may be credited in a great measure to the inspiration of the
trade organizations. Encouragement of a similar kind has led to the formation of school bands and
orchestras. Group piano classes in stores are other effective means towards creating piano prospects,
that are fostered by the national associations. The natural assumption is that a dealer who is a member
will also be a power in the spread of the group classes and in assuring future piano buyers.
The cheering certainty is that the piano group classes are increasing in an amazing way and the
alert dealers are enjoying the numerous sales resulting from their intelligent action. The operation of
the group classes, more than anything else, has the effect of interesting parents in the pianos. And
whether the children get their lessons in a store or in a school the effect is the same.
RADIO AS MEANS TO PIANO SALES
r
I ^HAT the spread in the use of radio has had an effect on piano sales as well as the sales of other musi-
X cal instruments is the general belief in the trade but observant ones see in radio itself a sales redeem-
ing quality. Radio, in a powerful degree, is helping to revive interest in piano playing by the broadcast-
ing of programs in which the piano has an important part. Two prominent piano manufacturing com-
panies, in an impressive way, have conceded the power of radio to increase the interest in the piano and
incidentally help in increasing its sale.
The entire country is now aware of the services to the cause of piano music caused by the "At the
Baldwin" hour of radio program every Sunday. Both the prominence of the artists engaged by the
Baldwin Piano Co., and the clever manner of staging the event, make it a welcome distinctive feature in
radio programs.
And now the M. Schulz Co., Chicago, makes use of radio to stimulate and perpetuate interest in piano
playing by sponsoring the scheme of broadcasting piano lessons originated by WGN, the Chicago Tribune
station under direction of Edward Barry. It is a free course for the radio students but it entails a consider-
able amount of expense and service for the M. Schulz Co. Therein is made plain the public-spirited char-
acter of the company's new responsibility.
"We feel that no other form of advertising could prove such a boon to the piano itself and to the whole
piano industry as the support of Edward Barry's weekly half hour of piano lessons in WGN " said Otto
Schulz, Jr. We are not so much interested in our direct gain as we are in helping to encourage interest in
piano playing. WGN is a wonderful medium for this service. We urge music dealers everywhere to
listen in on Mr. Barry to familiarize themselves with the scope and method of the lessons."
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