Music Trade Review

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6
THE
Its three 0
clock in the morn
MUSIC TRADE REVIEW
-
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ni^ht
THIS YEARS BIG WALTZ HIT IS
JUNE 24.
1922
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lUreeOClock
the Morning
NEARIT
NOW
That Entrancing Melody You Hear Everywhere
PLAYER DEMONSTRATION WEEK A TREMENDOUS SUCCESS
H. E. Lawrence, of the Standard Pneumatic Action Co., Reports a Total of 3,218 Music Mer-
chants Participated in Recent Player-piano Week Campaign—New Campaign for the Fall
That dealers all over the country took enthu-
siastic interest in Player-piano Demonstration
Week, recently conducted by the Standard Pneu-
matic Action Co., 638-652 West Fifty-second
street, New York, is manifested in the report
which has been made by H. E. Lawrence, adver-
tising manager of the company, which shows
that 3,218 music merchants were supplied with
sales literature, mailing folders, sales letters, win-
dow trimmings, etc.; that 507 merchants ran the
special newspaper advertising campaign pre-
pared for that section and that 2,778 news-
paper advertisements were contracted for by
these dealers. The report also shows that 7,924
inches or 1,503,936 lines of space were used. Re-
garding this splendid issue Mr. Lawrence stated
this week to a representative of The Review:
"Of course, it has been impossible for us to
get a definite check on all Demonstration Week
advertisements run, because we can't get the
dealers to send them in. We did, however, con-
tract with a clipping bureau to send us all player-
piano clippings during the last two weeks of
April.
"These clippings were taken exclusively from
a few of the larger newspapers located in the
larger cities. The several thousand smaller
newspapers circularized in smaller cities and
towns—where dealers were keenly interested in
the campaign and took large space—are not rep-
resented above.
"The several hundred clippings sent to us
showed that 15,949 inches of space were used
by dealers who ran the ads prepared by the Stand-
ard Co. for the Demonstration Week campaign.
"For comparison sake, we also tabulated the
amount of space taken by a large national adver-
tiser of player-pianos. This advertiser and
dealer took 1,578 inches of space during the two
weeks—in contrast to. our total of 15,949 inches.
"While, as explained above, these figures are
not at all complete, they will at least give you a
ratio of proportion. The survey proves that
Standard dealers dominated the advertising field
during that period.
"Approximately 75 per cent of all dealers who
have replied to our questionnaire regarding re-
sults of the Demonstration Week campaign had
an increase in sales. Most of them did not re-
port an overwhelming increase in business—but
an increase sufficient to be gratifying and make
it worth their while taking part in subsequent
campaigns.
"Among the most gratifying reports was_ one
from Bush & Gerts' Dallas store, who write that
Demonstration Week made possible the largest
month's business in the store's history. Another
encouraging report comes from the Ponca City
store of the McDowell & Castator Music Co.
A. E. Eckla, their manager, reports that the
salesmen sold every player on the floor—eleven
in all—besides several straight pianos, and that
they could have sold more had they had them.
"The Jones Piano Co., Mansfield, O., reports
fifteen sales. A. C. Huff, Bethlehem, Pa., experi-
enced a substantial increase in business.
"The Hollenberg Music Co., of Little Rock,
Ark., says: 'We believe that our Demonstration
Week campaign created considerable interest in
player-pianos.' The H. V. Beasley Music Co., of
Texarkana, Ark.-Tex., reports: 'Ou r National
Player-piano Demonstration Week campaign
proved a success. We wish to state in the first
place that the plan has resulted in an increase
of player sales. In the second place, it has also
increased our sale of player rolls. People have
u
spoken to us about the campaign so that it made
a very decided impression.'
"The J. H. Troup Music Co., Lancaster, Pa.,
says: 'It gives us great pleasure to say that we
are well pleased with- the results of the Demon-
stration Week campaign. We secured some im-"
mediate business and it stirred up considerable
enthusiasm.'
"The Reed French Piano Co., Portland, Ore.,
say: 'Our player sales have increased. Your
campaign was excellent for dealers' benefit.'
"On the whole, the Standard Pneumatic Action
Co. is mighty well pleased with the results. They
are so gratifying it is going ahead with a very
extensive Fall campaign, which will be ready for
the dealer about September 1."
HEARD AT PLAINFIELD CONCERT
C. A. Reid Piano Co. Gives Impressive Demon-
stration of Welte-Mignon (Licensee) Repro-
ducing Piano at New Jersey Warerooms
The concert hall of the C. A. Reid Piano Co.,
Plainfield, N. J., was filled to capacity recently,
at a concert rendered by the Auto De Luxe
Welte-Mignon (Licensee) reproducing piano.
This concert was given in conjunction with a
recital played by the students of Miss May Vin-
cent Whitney and Segee Bull.
Paderewski playing for the Welte-Mignon li-
brary was featured during the evening, through
his famed recordings of the selections, "Polonaise
A Major," by Chopin, and the Tenth Hungarian
Rhapsody by Liszt. Mettler Davis, a new T>z
Luxe Welte-Mignon star, rendered through the
medium of the piano a fanciful characteristic se-
lection entitled "Night," by N. Dett.
U. Urquhart, of the Auto Pneumatic Action
Co., New York, maker of the famed Auto De
Luxe (Licensee) reproducing action, with which
the piano was equipped, gave a splendid and
elucidating talk concerning it.
l/oucan'tgo wrong w/ffi dnyje/st 'song "