Music Trade Review

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THE MUSIC TRADE REVIEW
DECEMBER 30, 1922
EFFECTIVE WINDOW DISPLAYS
UNUSUAL DISPLAY BOOSTS SALES
Collins Piano Co., of New Orleans, Features
Timely Windows—"Ned" Wilson Firm Be-
liever in This Type of Publicity
Giant Reproduction of Sheet Music Aids Clark
& Jones Piano Co. to Dispose of Many
Records of the Number Featured
NKW OKI.KANS, LA., December 23.—The Collins
Piano Co., at 155 Baronne street, Victor dealer,
has been featuring recently a series of effective
window displays that have not only attracted
the attention of passers-by, but have produced
direct sales. One of these windows featured
the popular Feist hit, "Why Should I Cry Over
You?" and as a result of this display the Collins
Piano Co. sold an exceptionally large number
of Victor records featuring this hit.
"Ned" Wilson, manager of the Collins Piano
Co., and one of the most popular men in the
local trade, is a firm believer in the value of
distinctive window displays and under his di-
rection the Collins windows are changed fre-
quently and almost invariably present displays
well calculated to produce direct results. He
takes advantage of holidays and other timely
events to prepare windows particularly perti-
nent to the season of the year or to the
character of the events uppermost in the minds
of the public.
BIRMINGHAM, ALA., December 22.—A sheet of
music ten or twelve feet high behind a plate-
glass window is so unusual and so easy to
read that scarcely anyone who passes will fail
to stop and read it. This is the novel idea
employed by the Clark & Jones Piano Co.,
of this city, to run the sales of a single record
up to more than 500 a week. The display has
been patented by them. Each year they use
it only once, featuring a popular number, reap-
ing the benefit of this unique display through
increased sales.
A talking machine, which does not show in
the accompanying picture, is always used in
connection with the giant sheet of music. Not
only does the display attract attention because
of its unusualness, but it also affords an easy,
effective aid to the observant to learn the words
of the song being advertised. All through any
day the window was so arranged people were
seen to stop, take out their note books and
EDISON DISPLAYS FOR THRIFT WEEK
Window Arrangements Hooking Up With An-
nual Thrift Celebration in January Offered
to the Edison Dealers for Local Use
Thos. A. Edison, Inc., in the January Kdison
Instruction Sheet, which covers the window
displays arranged for the use of the retailers,
recognizes the element of timeliness by hooking
up the prepared displays witli the annual Thrift
Week campaign, which begins on January 17,
Benjamin Franklin's birthday. Two impressive
arrangements are offered to the dealers, both of
them urging the inclusion of the New Edison
in the budget plan for next year as a step
thoroughly in keeping with the thrift spirit.
SONORA STYLES FOR 1923
Artistic New Models to Make Their Debut—
The Entire Line Will Be Representative of
This Celebrated Firm—Preparing Publicity
The Sonora Phonograph Co., New York, an-
nounced to its trade this week that it had
decided upon its 1923 line. In preparing the
Sonora line for the coming year, the company
decided to have it embody a representative
group of instruments that would give the dealer
an opportunity to take advantage of every sales
possibility. With this idea in mind, certain
models appearing in the 1922 line will be re-
placed by new ones, among which are the four
instruments known as the "Melodic," "Bar-
carolle," "Serenade" and "Marlborough" and
which will be featured by the company during
the next twelve months through the medium of
the same high-grade publicity that has charac-
terized Sonora activities for so many years.
Attractive catalogs are now being prepared for
the trade.
The complete 1923 Sonora line with retail
list prices is as follows: "Portable," $60; up-
rights: "Melodie," $75; "Etude," $115; "Bar-
carolle," $150; "Baby Grand," $200, and "Elite,"
$265. The standard line of Sonora period
models for 1923 will be the following: "Mar-
quette," $125; "Serenade," $150; "Pembroke,"
$175; "Marlborough," $185; "Canterbury," $225;
"Queen Anne," $275; "Louis XV," $325.
The instruments in the de luxe period model
line will be as follows: "Bardini," "Italian
Renaissance" (polychrome and antique); "Eng-
lish Renaissance" (polychrome and antique);
"Louis XV," "Gothic" (polychrome and an-
tique); "Traymore," "Jacobean" (polychrome
and antique); "Chippendale," "Adam," "Shera-
ton," "William and Mary" and "Colonial."
It is the stoppage of leaks, such as preventing
the loss of small sales, which bring success.
SELLING MUSICAL
MERCHANDISE
By J. R. FREW
This is a practical book that describes
the methods pursued by a successful
music dealer in conducting his musical
merchandise departments. It covers
every routine problem incident to es-
tablishing and operating a depart-
ment devoted to band and orchestra
instruments.
This branch of the music industry
has had a very prosperous year and
an excellent opportunity awaits other
dealers who take it up. It requires a
small investment, gets quick turnover,
involves no risk and, in addition to
being highly profitable itself, increases
the sale of talking machines, records,
etc., and helps make a given store the
music center of its community.
READ THE GONTENTSo/
THIS PRACTICAL BOOK
Chapter
From the Publisher.
Introduction.
PART I
THK PKOIJLEM OF lil'YINCi
1
I. Buying in General.
TI.
Importance of Quality in Buying 1 .
III.
Where to Buy.
IV.
Future Buying:.
V. Buying for Special Sales.
VI.
Some Don'ts for the Buyer.
PART II
THK PROBLEM OF PUBLICITY
VII.
Advertising 1 in General.
VIII. Space or Display Advertising.
IX. Advertising- by Personal Contact.
X. Advertising Through Service.
XI. Direct and Mail Advertising.
XII. Advertising Through Musical
Attractions.
PART III
THE PROBLEM OF MANAGEMENT
XIII. Management in General.
XIV. Stock Display.
XV. The Care of Stock.
XVI. Inventory ami Sales Analysis.
XVII. The Question of Credit.
XVIII. The Repair Department.
XIX. The Value of Co-operation.
PART IV
THK PROBLEM OF SELLING
XX. Selling in General.
XXI. The Sales Organization.
XXII. Psychology of Salesmanship.
XXIII. Collective Selling.
XXIV. Organizing a Band or Orchestra.
XXV. The Used Instrument Problem.
PART V
INSTRUMENTATION
XXVI. Musical Organizations and their
Instrumentation.
XXVII. The Principal Instruments of the
Band and Orchestra Described.
APPENDIX
List of Principal Musical Merchandise
Products
FREE INSPECTION OFFER
Edward Lymtin Bill, Inc.
373 Fourth Avenue, » w York.
You may send me, on five days' free inspec-
tion, your book SELLING MUSICAI, MER-
CHANDISE. T agree to return it to you
within five days, or remit $2.00
Name
Address
City
An Original and Effective Window
pencils and copy down the words to the song,
which was "Three o'Clock in the Morning"
this year. Most of those who did not copy
the words stood about and hummed them along
with John McCormack, Victor artist, whose
record of this number is featured and was
played constantly for the benefit of passers-by.
According to Robert P. McDavid, manager
of the talking machine department of the Clark
& Jones Piano Co., several large publishing
houses of sheet music have opened negotia-
tions with them regarding the purchasing of
the national rights on their patents to this
display.
BIGGEST YEAR WILL BE 1923
B. R. Forster, President of Brilliantone Steel
Needle Co., Optimistic Regarding the Busi-
ness Outlook—Reasons for This Belief
Byron R. Forster, president of the Brillian-
tone Steel Needle Co., reports that November
was the best month in the history of the Bril-
liantone organization, and that 1922 proved a
very successful year for Brilliantone business
in every way. In referring to 1923 President
Forster said: "I expect that 1923 will prove
our biggest year. The popularity of Brillian-
tone needles has steadily increased and they
have the happy faculty of when once sold stay-
ing sold. This has been the secret of the steady
increase of our business. We find that dealers'
and distributors' stocks of needles are very
low and this fact, together with the generally
good business conditions which will undoubt-
edly continue throughout the coming year,
makes the future look very bright indeed."
The new Brilliantone needle box, which is a
combined receptacle for 500 needles and a rec-
ord cleaner as well, is proving very popular
and will, undoubtedly, be in great demand dur-
ing the coming year.
Don't think! Know! In other words, make
a study of your business and knew its ramifi-
cations.