Music Trade Review
Issue: 1923 Vol. 76 N. 8 - Page 9
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
FEBRUARY 17,
THE MUSIC TRADE REVIEW
1923
THE YEAR'S MUSIC TRADE ADVERTISING IN MILWAUKEE
Analysis by Lyric Music Co. Advertising Department Shows It Only. Exceeded by Department
Stores and Furniture and House Furnishing—Examination Shows Need of Improvement in Copy
MILWAUKEE, WIS., February 19.—An interesting
comparative record of advertising for the past
twelve months has been compiled by the adver-
tising department of the Lyric Music Co., the
Kimball branch here, under the able direction
of J. E. Roussellot.
Through it a situation has come to light
which has proven a surprise to some of the
best-posted advertising men in the city. Not
one of them was able to state off-hand with
any degree of correctness the relative amount
of advertising employed by the various busi-
ness interests. Almost every one consulted
was quite positive that the theatre, amusement
and motion picture advertising in the city
during the last year was greatly in excess of
the total advertising done by the musical in-
strument houses. Nevertheless, the actual fig-
ures disclose the astonishing fact that almost
9 per cent more money was spent by the musi-
cal instrument houses than by all the theatres,
amusement and moving picture interests com-
bined.
A comparison with the automobile industry
has proven an almost still greater surprise, the
total musical instrument advertising proving to
be 26 per cent greater than the entire auto-
mobile and automobile accessories advertising
during 1922. As a matter of fact, advertising
devoted to women's wear was somewhat greater
than the automobile advertising, whereas food
products, tobacco and beverages were somewhat
less. The total of musical instrument houses'
advertising, however, was 35 per cent greater
than the total for food, beverages and tobacco.
The furniture and house furnishing Interests
have been very extensive advertisers in Mil-
waukee. Some of the houses carry musical in-
struments and pianos. By including the total
advertising it is found that the musical instru-
ment business was exceeded by the furniture
interests by only 6 per cent. It is safe to
assume, however, that if the advertising expense
devoted to these music and musical instrument
departments by the furniture houses were elimi-
nated from the total furniture and house fur-
nishing advertising then the total of musi-
cal instrument advertising would be ahead. As
a matter of fact, there was during 1922 only
one business interest in Milwaukee, namely, the
department stores, which exceeded in total the
musical instrument advertising during that year.
The total advertising of interests such as
shoes or jewelry, while extensive, was, never-
theless, hardly equal to one-half of the total
musical instrument appropriation, all this in
spite of the fact that there is a vastly greater
number of concerns in Milwaukee of both shoes
and jewelry.
The question which confronts the thoughtful
musical instrument merchants of Milwaukee is,
therefore, can the trade as a whole afford to
spend the amount of money that was devoted
last year to advertising, and, secondly, is the
musical instrument advertising in Milwaukee as
forcefully impressive and attention-compelling
as is, for instance, the motion picture or theatre
American
Piano Wire
"Perfected"
"Crown"
Highest acoustic excellence dating back to the
days of Jonas Chickering. Took prize over whole
world at Paris, 1900. For generations the
standard, and used on the greatest number of
pianos in the world.
Services of our Acoustic Engineer always available — free
Illustrated books—free
American Steel & Wire
ACOUSTIC DEPARTMENT
tod S. LA SALLE ST., CHICAOO
advertising, or the automobile advertising. The
answer to the latter is unquestionably a nega-
tive one.
In checking up the total amount of adver-
tising done last year by the Milwaukee musical
instrument firms, one is led to the reluctant
conclusion that there has been little publicity
of a character that would make for permanent
or even a temporary impression. Very little of
it seems to have been devoted to the upbuilding
of the industry. Most of it has been of the
so-called "bargain counter character" of adver-
tising and "bargain counter" advertising of the
least desirable character. In fact, it has been
a matter of surprise that so much of the adver-
tising which has appeared in many large-size
ads has escaped the censure of the Better Busi-
ness Bureau of the Music Industries Chamber
of Commerce.
OABRIK IN CHARGE OF CREDITS
New Story & Clark Credit Man Appointed—
Eucker Homeward Bound—Attractive Win-
dow Display—F. F. Story at Palm Beach
J. Gabrik has been appointed credit manager
of the metropolitan stores of Story & Clark.
Mr. Gabrik has had considerable experience in
the credit, being connected with some of the
largest high-class furniture instalment houses
in the country.
G. H. Eucker, manager of the retail division
of the Story & Clark Piano Co., left Chicago
on Monday of this week on his way to New
York. En route he will make a stop at the
Philadelphia headquarters and he is expected
in New York at the end of the week.
All of the metropolitan district stores of the
Story & Clark Co. are either undergoing altera-
tion or plans for their alteration have been
made. The store at 12 West Thirty-second
street has a new display front which is quite
attractive. A Story & Clark grand occupies one
end of the window and a player-piano at the
other and artistically arranged around on the
floor of the window are yards of blue velvet
and a back-drop of the same material sets the
whole off to advantage.
F. F. Story, vice-president and treasurer of
the Story & Clark Co., is spending a few weeks'
vacation at Palm Beach. En route to Chicago
from Palm Beach he will visit the New York
offices of the organization for a few days to
survey the situation.
T. L. FLOYD=JONES IN WEST
T. L. Floyd-Jones, president of W. P. Haines
& Co., New York, left New York for a three-
week trip to the extreme West during the past
week. Before leaving he expressed himself
as well satisfied with the demand for the
instruments turned out by the Haines Co. He
states that the output for the next two months
has all been ordered and that the outlook at
the present time is very bright.
F. G. Smith, also of W. P. Haines & Co., left
New York the early part of this week on an
extended trip through the Middle West.
WOULD TRANSFER PATENT OFFICE
WASHINGTON, D. C. February 19.—Among the
recommendations made under the Administra-
tion's plan for the reorganizing of the various
Government departments is that the control of
the Patent Office be transferred from the De-
partment of the Interior to the Department of
Commerce.
Consult the universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Victrola No. 210
$100
Mahogany or walnut
Victor supremacy
is the supremacy
of performance
The great accomplish-
ments of the Victor are
the milestones along the
road that leads to suc-
cess in the musical in-
strument trade.
Victrola No. 240
$115
Mahogany, oak or walnut
Other styles $25 to $1500
*H1S MASTERJ5 VOICE"
Victrola
REG. US PAT. OFF
Important = Look for these trade -marks.
Under the lid. On the label.
Victor Talking
Machine Co.
Camden, N. J.
FEBRUARY 17,
THE MUSIC TRADE REVIEW
1923
THE YEAR'S MUSIC TRADE ADVERTISING IN MILWAUKEE
Analysis by Lyric Music Co. Advertising Department Shows It Only. Exceeded by Department
Stores and Furniture and House Furnishing—Examination Shows Need of Improvement in Copy
MILWAUKEE, WIS., February 19.—An interesting
comparative record of advertising for the past
twelve months has been compiled by the adver-
tising department of the Lyric Music Co., the
Kimball branch here, under the able direction
of J. E. Roussellot.
Through it a situation has come to light
which has proven a surprise to some of the
best-posted advertising men in the city. Not
one of them was able to state off-hand with
any degree of correctness the relative amount
of advertising employed by the various busi-
ness interests. Almost every one consulted
was quite positive that the theatre, amusement
and motion picture advertising in the city
during the last year was greatly in excess of
the total advertising done by the musical in-
strument houses. Nevertheless, the actual fig-
ures disclose the astonishing fact that almost
9 per cent more money was spent by the musi-
cal instrument houses than by all the theatres,
amusement and moving picture interests com-
bined.
A comparison with the automobile industry
has proven an almost still greater surprise, the
total musical instrument advertising proving to
be 26 per cent greater than the entire auto-
mobile and automobile accessories advertising
during 1922. As a matter of fact, advertising
devoted to women's wear was somewhat greater
than the automobile advertising, whereas food
products, tobacco and beverages were somewhat
less. The total of musical instrument houses'
advertising, however, was 35 per cent greater
than the total for food, beverages and tobacco.
The furniture and house furnishing Interests
have been very extensive advertisers in Mil-
waukee. Some of the houses carry musical in-
struments and pianos. By including the total
advertising it is found that the musical instru-
ment business was exceeded by the furniture
interests by only 6 per cent. It is safe to
assume, however, that if the advertising expense
devoted to these music and musical instrument
departments by the furniture houses were elimi-
nated from the total furniture and house fur-
nishing advertising then the total of musi-
cal instrument advertising would be ahead. As
a matter of fact, there was during 1922 only
one business interest in Milwaukee, namely, the
department stores, which exceeded in total the
musical instrument advertising during that year.
The total advertising of interests such as
shoes or jewelry, while extensive, was, never-
theless, hardly equal to one-half of the total
musical instrument appropriation, all this in
spite of the fact that there is a vastly greater
number of concerns in Milwaukee of both shoes
and jewelry.
The question which confronts the thoughtful
musical instrument merchants of Milwaukee is,
therefore, can the trade as a whole afford to
spend the amount of money that was devoted
last year to advertising, and, secondly, is the
musical instrument advertising in Milwaukee as
forcefully impressive and attention-compelling
as is, for instance, the motion picture or theatre
American
Piano Wire
"Perfected"
"Crown"
Highest acoustic excellence dating back to the
days of Jonas Chickering. Took prize over whole
world at Paris, 1900. For generations the
standard, and used on the greatest number of
pianos in the world.
Services of our Acoustic Engineer always available — free
Illustrated books—free
American Steel & Wire
ACOUSTIC DEPARTMENT
tod S. LA SALLE ST., CHICAOO
advertising, or the automobile advertising. The
answer to the latter is unquestionably a nega-
tive one.
In checking up the total amount of adver-
tising done last year by the Milwaukee musical
instrument firms, one is led to the reluctant
conclusion that there has been little publicity
of a character that would make for permanent
or even a temporary impression. Very little of
it seems to have been devoted to the upbuilding
of the industry. Most of it has been of the
so-called "bargain counter character" of adver-
tising and "bargain counter" advertising of the
least desirable character. In fact, it has been
a matter of surprise that so much of the adver-
tising which has appeared in many large-size
ads has escaped the censure of the Better Busi-
ness Bureau of the Music Industries Chamber
of Commerce.
OABRIK IN CHARGE OF CREDITS
New Story & Clark Credit Man Appointed—
Eucker Homeward Bound—Attractive Win-
dow Display—F. F. Story at Palm Beach
J. Gabrik has been appointed credit manager
of the metropolitan stores of Story & Clark.
Mr. Gabrik has had considerable experience in
the credit, being connected with some of the
largest high-class furniture instalment houses
in the country.
G. H. Eucker, manager of the retail division
of the Story & Clark Piano Co., left Chicago
on Monday of this week on his way to New
York. En route he will make a stop at the
Philadelphia headquarters and he is expected
in New York at the end of the week.
All of the metropolitan district stores of the
Story & Clark Co. are either undergoing altera-
tion or plans for their alteration have been
made. The store at 12 West Thirty-second
street has a new display front which is quite
attractive. A Story & Clark grand occupies one
end of the window and a player-piano at the
other and artistically arranged around on the
floor of the window are yards of blue velvet
and a back-drop of the same material sets the
whole off to advantage.
F. F. Story, vice-president and treasurer of
the Story & Clark Co., is spending a few weeks'
vacation at Palm Beach. En route to Chicago
from Palm Beach he will visit the New York
offices of the organization for a few days to
survey the situation.
T. L. FLOYD=JONES IN WEST
T. L. Floyd-Jones, president of W. P. Haines
& Co., New York, left New York for a three-
week trip to the extreme West during the past
week. Before leaving he expressed himself
as well satisfied with the demand for the
instruments turned out by the Haines Co. He
states that the output for the next two months
has all been ordered and that the outlook at
the present time is very bright.
F. G. Smith, also of W. P. Haines & Co., left
New York the early part of this week on an
extended trip through the Middle West.
WOULD TRANSFER PATENT OFFICE
WASHINGTON, D. C. February 19.—Among the
recommendations made under the Administra-
tion's plan for the reorganizing of the various
Government departments is that the control of
the Patent Office be transferred from the De-
partment of the Interior to the Department of
Commerce.
Consult the universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Victrola No. 210
$100
Mahogany or walnut
Victor supremacy
is the supremacy
of performance
The great accomplish-
ments of the Victor are
the milestones along the
road that leads to suc-
cess in the musical in-
strument trade.
Victrola No. 240
$115
Mahogany, oak or walnut
Other styles $25 to $1500
*H1S MASTERJ5 VOICE"
Victrola
REG. US PAT. OFF
Important = Look for these trade -marks.
Under the lid. On the label.
Victor Talking
Machine Co.
Camden, N. J.
Future scanning projects are planned by the International Arcade Museum Library (IAML).