Music Trade Review
Issue: 1923 Vol. 76 N. 20 - Page 9
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
MAY
19, 1923
THE MUSIC TRADE REVIEW
9
STERLING PIANO CORP.J>UTS OUT ENTIRELY NEW LINE
Firm's Instruments Include Sterling, Huntington and Mendelssohn—Factory at Shelton, Conn.,
Reopened After Being Closed Three Years—Sales Organization Being Built Up
Developments have taken place during the intendent, shop foremen, etc., the entire organ-
last year which have placed the Sterling ization is gradually welding itself together and
Piano Corp., Derby, Conn., in a better position moving along most satisfactorily. At a dinner
for handling the increased demand for Sterling given at the Clark Hotel the latter part of
pianos and player-pianos than ever before.
April to the superintendent and foremen of the
During the latter part of 1922 a general sur- departments of both factories the enthusiasm
vey of piano conditions was made, with the expressed by all present assured the principals
result that the directors voted to expand the of the corporation of our success from the
manufacturing output of the corporation as rap- production standpoint; and, at a get-together
idly as possible. The result of this has not meeting of the sales organization the early part
only been the establishing of additional manu- of May, this organization pledged itself to keep
facturing facilities, but the creation of an en- the orders ahead of the factory, regardless of
tirely new line of instruments, including the the production. With these two departments of
Sterling, Huntington and Mendelssohn pianos distribution and production well established ami
and player-pianos, shipments of which, it was represented by men of ability and enthusiasm
minimum!
Extensive Factory of the Sterling Co. at Derby, Conn.
the corporation is now prepared to increase its
announced this week, can now be guaranteed
growth as rapidly as conditions will allow.
to dealers throughout the United States and
"We are in the most advantageous geographi-
foreign countries from June 1 on. In fact, sam-
ple shipments of part of this new line were cal location in New England, whereby we can
make shipments by rail, trolley express or
made last week.
The first step in the expansion program was freight to all points; and, within two hundred
the renovating and reopening of the Hunting- miles of the factory, we will make delivery by
ton factory in Shelton, Conn., which had been our own large motor trucks, assuring our deal-
closed for three years. This factory has a ca- ers that orders will be delivered the day after
pacity of 5,000 instruments per annum and, add- they are placed, either by letter, telephone or
ed to the Sterling Co., in Derby, Conn., which 'wire. We will also truck pianos through to
permits a production of 8,000 instruments per New York, to be routed by water to our South-
year, the Sterling Piano Corp. has been placed ern points and the Pacific Coast, thereby as-
in a position where it can manufacture pianos suring rapid transportation and no delays be-
in volume and assure the trade of prompt de- tween Derby and New York City.
liveries of three lines of instruments. Not only
"We have made reservations at the Drake
were the entire manufacturing facilities reor- Hotel for Suites 611, 612, 614 and 615 during
ganized, but the factory and sales forces have
Convention Week and will display samples of
been strengthened and put on an entirely new the entire new lines of Sterling, Huntington
basis.
and Mendelssohn straights and players. We
Regarding the rejuvenation of this enterprise have also forwarded invitations to our dealers,
O. A. Card, general sales manager of this cor- inviting them to attend the convention and in-
poration, stated to a representative of The Re- spect our new product."
view :
"We arc now manufacturing three distinct
BROADCASTING FROM AEOLIAN HALL
lines: the Sterling, which is a high-grade prod-
uct from every standpoint; the Huntington, a Elaborate New Station Opened This Week by
medium-priced instrument, and the Mendels-
Radio Corporation of America to Broadcast
sohn, a merchandising quality instrument of an
Two Programs Simultaneously
exceptional value at a low price. After we had
re-established the Huntington factory in con-
The formal opening of the new radio broad-
junction with the main Sterling plant we next
casting station atop Aeolian Hall, New York,
turned our attention to creating this new line. was held on Monday evening of this week and
All the milling and woodworking forces are in
regular broadcasting programs were sent out
the Sterling plant, combined with the assem- for the first time on Tuesday night. This sta-
bling departments of the Huntington plant."
tion is operated by the Westinghousc Electric
The company has also inaugurated a plan to & Engineering Co. and the Radio Corporation
build up a substantial sales organization. At of America, and replaces the station WJZ, for-
the present time J. H. Thompson is looking merly operated by those interests in Newark,
after local wholesale trade; A. J. r>rooks, the N. J. The new station will send out two pro-
New England trade; H. W. Hart, Michigan and grams simultaneously, one of popular music on
Indiana; J. R. Massic, the Southern trade; H. a 405-wave length and one of standard and clas-
B. Pattison, New York State, Pennsylvania and sical music, etc., on a 455-wave length. The
Maryland; A. A. Brown, California, Oregon and station is a double one, operated on the shorter
Washington; H. T. Marsh, Nebraska, Iowa, wave as WJZ and on the longer wave as WJX.
North and South Dakota and Minnesota.
It is announced that the Steinway piano and
"We are preparing," continued Mr. Card, "to the Steinway Duo-Art will be used exclusively
increase the sales organization and it is our in all broadcasting programs from the new sta-
desire to have the entire country well covered tion.
by the latter part of June.
"With the development of the sales organ-
MEHL1N FOR CHICAGO CHURCH
ization well under way, with the production at
the two factories now to the point where we
A Mehlin grand piano, coming from the ware-
are beginning to make shipments of the new
rooms of Grosvenor & Lapham, Chicago, has
line and with our factories well departmentized been presented to the new church home of the
and organized, and with the results which have, First Baptist Church by Mrs. Robert L. Scott,
matured from our monthly meetings of super- 144 Greenwood boulevard.
Victrola No. 215
$150
Mahogany or walnut
Victor supremacy
is the supremacy
of performance
Dealers in Victor prod-
ucts e x p e r i e n c e a high
d e g r e e of satisfaction in
knowing the g o o d s they
handle have proved their
superiority and are recog-
nized as the standard of the
world.
Victrola No. 280
$200
Mahogany or walnut
Other styles $25 to $1500
*H1S MASTER'SVOICE"
Victrola
REG US. PAT OFF.
Look under the lid and on the labels
for these Victor trade -marks
Victor Talking
Machine Co.
Camden,N.J.
MAY
19, 1923
THE MUSIC TRADE REVIEW
9
STERLING PIANO CORP.J>UTS OUT ENTIRELY NEW LINE
Firm's Instruments Include Sterling, Huntington and Mendelssohn—Factory at Shelton, Conn.,
Reopened After Being Closed Three Years—Sales Organization Being Built Up
Developments have taken place during the intendent, shop foremen, etc., the entire organ-
last year which have placed the Sterling ization is gradually welding itself together and
Piano Corp., Derby, Conn., in a better position moving along most satisfactorily. At a dinner
for handling the increased demand for Sterling given at the Clark Hotel the latter part of
pianos and player-pianos than ever before.
April to the superintendent and foremen of the
During the latter part of 1922 a general sur- departments of both factories the enthusiasm
vey of piano conditions was made, with the expressed by all present assured the principals
result that the directors voted to expand the of the corporation of our success from the
manufacturing output of the corporation as rap- production standpoint; and, at a get-together
idly as possible. The result of this has not meeting of the sales organization the early part
only been the establishing of additional manu- of May, this organization pledged itself to keep
facturing facilities, but the creation of an en- the orders ahead of the factory, regardless of
tirely new line of instruments, including the the production. With these two departments of
Sterling, Huntington and Mendelssohn pianos distribution and production well established ami
and player-pianos, shipments of which, it was represented by men of ability and enthusiasm
minimum!
Extensive Factory of the Sterling Co. at Derby, Conn.
the corporation is now prepared to increase its
announced this week, can now be guaranteed
growth as rapidly as conditions will allow.
to dealers throughout the United States and
"We are in the most advantageous geographi-
foreign countries from June 1 on. In fact, sam-
ple shipments of part of this new line were cal location in New England, whereby we can
make shipments by rail, trolley express or
made last week.
The first step in the expansion program was freight to all points; and, within two hundred
the renovating and reopening of the Hunting- miles of the factory, we will make delivery by
ton factory in Shelton, Conn., which had been our own large motor trucks, assuring our deal-
closed for three years. This factory has a ca- ers that orders will be delivered the day after
pacity of 5,000 instruments per annum and, add- they are placed, either by letter, telephone or
ed to the Sterling Co., in Derby, Conn., which 'wire. We will also truck pianos through to
permits a production of 8,000 instruments per New York, to be routed by water to our South-
year, the Sterling Piano Corp. has been placed ern points and the Pacific Coast, thereby as-
in a position where it can manufacture pianos suring rapid transportation and no delays be-
in volume and assure the trade of prompt de- tween Derby and New York City.
liveries of three lines of instruments. Not only
"We have made reservations at the Drake
were the entire manufacturing facilities reor- Hotel for Suites 611, 612, 614 and 615 during
ganized, but the factory and sales forces have
Convention Week and will display samples of
been strengthened and put on an entirely new the entire new lines of Sterling, Huntington
basis.
and Mendelssohn straights and players. We
Regarding the rejuvenation of this enterprise have also forwarded invitations to our dealers,
O. A. Card, general sales manager of this cor- inviting them to attend the convention and in-
poration, stated to a representative of The Re- spect our new product."
view :
"We arc now manufacturing three distinct
BROADCASTING FROM AEOLIAN HALL
lines: the Sterling, which is a high-grade prod-
uct from every standpoint; the Huntington, a Elaborate New Station Opened This Week by
medium-priced instrument, and the Mendels-
Radio Corporation of America to Broadcast
sohn, a merchandising quality instrument of an
Two Programs Simultaneously
exceptional value at a low price. After we had
re-established the Huntington factory in con-
The formal opening of the new radio broad-
junction with the main Sterling plant we next
casting station atop Aeolian Hall, New York,
turned our attention to creating this new line. was held on Monday evening of this week and
All the milling and woodworking forces are in
regular broadcasting programs were sent out
the Sterling plant, combined with the assem- for the first time on Tuesday night. This sta-
bling departments of the Huntington plant."
tion is operated by the Westinghousc Electric
The company has also inaugurated a plan to & Engineering Co. and the Radio Corporation
build up a substantial sales organization. At of America, and replaces the station WJZ, for-
the present time J. H. Thompson is looking merly operated by those interests in Newark,
after local wholesale trade; A. J. r>rooks, the N. J. The new station will send out two pro-
New England trade; H. W. Hart, Michigan and grams simultaneously, one of popular music on
Indiana; J. R. Massic, the Southern trade; H. a 405-wave length and one of standard and clas-
B. Pattison, New York State, Pennsylvania and sical music, etc., on a 455-wave length. The
Maryland; A. A. Brown, California, Oregon and station is a double one, operated on the shorter
Washington; H. T. Marsh, Nebraska, Iowa, wave as WJZ and on the longer wave as WJX.
North and South Dakota and Minnesota.
It is announced that the Steinway piano and
"We are preparing," continued Mr. Card, "to the Steinway Duo-Art will be used exclusively
increase the sales organization and it is our in all broadcasting programs from the new sta-
desire to have the entire country well covered tion.
by the latter part of June.
"With the development of the sales organ-
MEHL1N FOR CHICAGO CHURCH
ization well under way, with the production at
the two factories now to the point where we
A Mehlin grand piano, coming from the ware-
are beginning to make shipments of the new
rooms of Grosvenor & Lapham, Chicago, has
line and with our factories well departmentized been presented to the new church home of the
and organized, and with the results which have, First Baptist Church by Mrs. Robert L. Scott,
matured from our monthly meetings of super- 144 Greenwood boulevard.
Victrola No. 215
$150
Mahogany or walnut
Victor supremacy
is the supremacy
of performance
Dealers in Victor prod-
ucts e x p e r i e n c e a high
d e g r e e of satisfaction in
knowing the g o o d s they
handle have proved their
superiority and are recog-
nized as the standard of the
world.
Victrola No. 280
$200
Mahogany or walnut
Other styles $25 to $1500
*H1S MASTER'SVOICE"
Victrola
REG US. PAT OFF.
Look under the lid and on the labels
for these Victor trade -marks
Victor Talking
Machine Co.
Camden,N.J.
Future scanning projects are planned by the International Arcade Museum Library (IAML).