Presto

PRESTO-TIMES
OPENING THE DOOR TO MORE PROFITS!
By H. E. CAPEHART,
President of The Capehart Corp., Fort Wayne, Ind.
About two years ago radio manufacturers put on
the market the radio-phonograph combination. While
it is true that the sale of this combination has not fully
equalled the predictions made for it at the time it was
introduced, nevertheless something over 200,0C0 of
these instruments were sold in 1929. This represents
by no means an inconsiderable volume of business.
Public Appreciates Phonograph Music
It proves that the public has retained its apprecia-
tion of phonograph music. I believe it has been pretty
well established that with the tremendous improve-
ments which have taken place in recording and in
electrical sound reproduction in recent years, there is
available today a much finer phonograph record prod-
uct than at any time in the past. Therefore, with the
public's manifest approval of radio it was only logical
that there should be a combination of the radio and
phonograph, providing thereby the perfect musical
instrument for the home.
This Automatic Age
But the radio-phonograph combination as it original-
ly appeared in the market had one major defect which
retarded its progress. Radio over a period of eight
years taught the public the luxury of automatic, effort-
less music. One need but turn a switch and sit and
listen. It eliminated completely the necessity of jump-
ing up every few minutes to change a record. This
is an automatic age. We like to do things without
effort. We like to have things done for us. Radio,
in addition to the entertainment, education and amuse-
ment which it affords, gives the public that one thing
which fits in with the temperament of the times—
automatic music.
The original radio-phonograph combination, with
its non-automatic sales appeal naturally found resist-
ance in building up a national sales volume. The public
recognized in this instrument a perfect combination
of radio miracles with the marvelous perfection of
present-day recording, but the instrument itself did
not keep pace with the present-day automatic age.
"Make It Automatic"
How then can there be a permanent and steady
development in the sale of record phonograph com-
binations? The answer is—make it automatic—make
it as convenient as the radio and the sales resistance
which, retarded the growth and popularity of the
original radio-phonograph combination will disappear
forever.
Automatic phonograph music for the home has
already appeared on the scene. It is still an infant
but it shows positive signs of phenomenal growth.
Radio manufacturers are now in a position to offer
automatic radio-phonograph combinations at prices
which only slightly exceed the cost of the original
radio-phonograph combination. The public has al-
ready shown a real desire to own a radio-phonograph
combination that requires the changing of each record
by hand. How much more readily will they turn to
the combination which plays phonograph records
automatically with all the convenience that they enjoy
in playing their radio, only the future—and the near
future—will tell.
Users to Become Real Music "Fans"
What does this new development mean to the radio-
music dealer? Why should he be so vitally interested
in its progress? And why should he do everything
in his power to promote the popularity of the radio-
phonograph combination with its automatic record
changer?
Because this instrument oilers him the opportunity
of building up a record business which will steadily
increase in volume and profit. The user of an auto-
matic radio-phonograph combination becomes a real
music "fan." He will use many more records each
year of high-priced classical music as well as popular
selections than the owner of a straight phonograph
ever thought of using. Why? Simply because the
owner of an automatic phonograph will play his in-
strument infinitely more than the owner of the old-
time phonograph—he wants to enjoy his favorite
numbers. It is a known fact that most people who
own an automatic phonograph today are constantly
purchasing new records, and where the old-time
phonograph owner thought of records singly, the own-
er of the automatic thinks of them in groups. He will
not only have his favorite individual records, but he
will enjoy the operas, the symphonies, the groups of
dance records, characteristic songs and dinner music.
And so, Mr. Dealer, every time you sell an auto-
matic radio-phonograph combination you are laying
the groundwork for additional business; you are put-
ting a string on your customers to bring them back
to your store time after time throughout the year, and
every time they walk into your store they bring you
additional profits that cost you nothing in sales
expense.
Actually a New Instrument
And here's another mighty important thought. If
you are trying to find some method of bringing into
your store regularly your customers who purchased
radio receivers a few years ago, you will find in the
automatic radio-phonograph combination the ideal so-
lution. This instrument will give you an opportunity
to tell your story to every name on your prospect
list, including the purchasers of standard radio re-
ceivers or the original radio-phonograph combination.
You can offer them not only a distinctive improve-
ment in tone and performance, but actually a new
instrument, the final and complete musical instrument
for the home, an instrument which reopens the door
to a world of musical enjoyment.
Increase in Sales Volume
With the growth of your automatic radio-phono-
graph combination business you will not only find an
increase in sales volume due to large units, plus a
splendid profit in record sales, but an enhanced interest
in your establishment by the community generally.
Music lovers in your vicinity will realize that the
up-to-date, progressive dealer is the one who merchan-
dises the most complete musical instrument, and your
establishment will gain a prestige and good-will that
is invaluable.
THE OLD AND THE NEW
AT BRADFORD PIANO CO.
dent of Bradford Studios, Milwaukee, Wis., which
was founded fifty-nine years ago.
"Those were the days when a piano tuner was
'professor,' in frock coat and high silk hat, when
square pianos had only seven octaves and 81 instead
of 88 notes, and it was then that James B. Bradford,
who was then 55 and knew all about the wholesale
dry goods business, started a music store at 411 Broad-
way.
"Mr. Bradford had retired, but when his old friend,
Jonas Chickering of Boston, asked him to take the
agency for his pianos in the small, German, music-
loving town of Milwaukee, Bradford accepted a car-
load and got a store to put them in. The entire store
in those days is only the entrance hall of the store
that occupies the site today.
"The square pianos in those days did not appeal so
strongly to customers, primarily because of the price.
They ranged from $400 to $1,000, and one could buy
a parlor organ for $150. Later the square piano gave
way to the upright and the piano stool went with it.
"The upright, in turn, was succeeded by the grand,
and then came the outside cabinet pianola player that
would play 58 notes and could be attached to any
piano. At that time the store installed a circulating
library of 20,000 piano rolls.
" 'Professor' H. S. Hayner, who traveled through
Wisconsin tuning pianos 40 or 50 years, used to drop
into Bradford's in the old days. During their noon
hours he would teach the boys who swept out the
store what he knew about piano tuning. The 'profes-
sor' was an excellent violinist and organist himself
Appointment of a New Sales Manager and
Other Changes Give Cause to Publish
History of Big Milwaukee House.
President Hugh W. Randall of the Bradford Piano
Co.. Milwaukee, Wis., has promoted C. E. Oerding
to the first vice-presidency of the corporation and
the sales managership. These positions were for-
merly held by Hugh M. Holmes. Under the reor-
ganization Adolph Althause becomes assistant sales
manager and H. W. Boone has charge of the radio
end of the business. Trade in July was good.
Apropos of the appointment of Mr. Oerding and the
other changes in the personnel of the Bradford Piano
Co., a recent interview with Hugh W. Randall be-
longs in this association. Mr. Randall talked reminis-
cently of older times in the piano trade to a Presto-
Times reporter and his remarks, given below, make
very interesting reading as they recall the old ways
of doing things and lead up to the very latest and
most progressive methods, and describe the great store
of today, and refer to its forty employes instead of
the three at the start-off.
"It is a long cry from the music store days of 1872
to the present time, and in those days the organ was
more popular than the piano," said Mr. Randall, presi-
September, 1930
and it was his joy to watch an apprentice increase in
proficiency over a seven-year period.
"Today a man can call himself a tuner if he takes a
six-months', course and he can repair everything from
pianos to sewing machines. Mr. Bradford always took
a great interest in the training of his 'boys' and at
least ten first-rate professional tuners came out o (
his shop.
"There was also an artists' corner in the shop then
when Marion Andrews had her concert bureau there.
Since then Tito Schipa, Mine. Melba, Irene Bordoni,
Antonio Scotti, Harold Bauer and Ossip Gabrilo-
witsch, Evan Williams, John McCormack, Reinald
Werrenrath, Caroline White, Rudolph Ganz, Fritzi
Scheff, Peggy Wood and other celebrities have spent
hours there.
"The store itself has changed in the 59 years. In-
stead of one room there are now four floors of rooms.
There are radios, phonographs, pipe organs, records.
There is a furniture and a gift shop in the orange and
black of the modern manner. Also there are now
forty employes where before there were three.
"And although the store has taken on additional
lines and has expanded greatly since its founding 59
years ago, nevertheless it still carries the name of
'Wisconsin's Leading Music House.' "
NEW SECRETARY OF
STORY & CLARK PIANO CO.
R. A. Burke Elected Secretary of the Big
Crporation and a Member of the
Board of Directors.
A deserved and well-earned promotion has come to
R. A. Burke, who at the annual meeting of the Story
& Clark Piano Co. a few days ago was elected a mem-
ber of the board of directors and secretary of the
company. Mr. Burke has been with the Story & Clark
Piano Co. for twenty \ears—the only job he has had
since arriving at maturity.
Frank F. Story was re-elected president of the com-
pany, a position he has held for some time with much
credit. Presto-Times is glad to report that Mr. Story
has recovered from the effects of a recent surgical
K. A. IHMUCK
operation and is back on the job, fuller of vim than
ever. In fact, he was over at the factory in Grand
Haven, Mich., on the day the Presto Times reporter
called recently.
Mr. Burke returned ten days ago from a trip
through Ohio, Kentucky and Tennessee, in which
states he made calls upon piano dealers in many im-
portant cities. He said to a representative of Presto-
Times after his return that he feels greatly encouraged
over the piano outlook for the fall and winter trade.
Seasonable improvement was noticeable. Piano stocks
are low in most stores and. as Mr. Burke expressed it,
"there is every indication of improvement. 1 look for-
ward to a nice business in pianos."
The radio department of the Story & Clark house is
signing up a lot of good orders, and Otto N. Frank-
fort, sales manager of that department, is one of the
busiest men on Michigan avenue. Mr. Frankfort went
to New York on September 6 to meet his wife on
her return from a three-months' vacation which she
spent at Southampton, England.
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