Music Trade Review
Issue: 1924 Vol. 79 N. 9 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 30,
THE
1924
MUSIC TRADE
REVIEW
Here Is a Traveling Window Display
Advertising Department of Charles M. Stieff, Inc., Works Out Plan of Display for Dealers' Windows Which
It Places at Disposal of All of Its Retail Representatives—Each Display Tested for Results in
Its Own Headquarters Before Being Sent Out on the Road
WINDOW display service not only elab-
orate in character but unique in the piano
trade has just been developed by the ad-
vertising department of Chas. M. Stieff, Inc.,
Baltimore, under the personal direction of J. A.
Helprin, advertising manager. It has already
been made available to the managers of the
many Stieff branch stores and to the dealers
handling the company's products.
It is not to say that piano manufacturers have
in the past neglected window displays, for a
number of them at various times have not only
taken occasion to offer awards for particularly
effective window treatments as arranged by the
dealer, but have been free in suggesting special
arrangements to be followed by the dealer in
his own store window. The great difficulty has
been, however, that regardless of how elaborate
the service might be from the manufacturer's
end, the actual arrangement of the window has
been left largely in the hands of the dealer and
subject to his personal ideas.
The new Stieff plan calls in a sense for travel-
ing window displays, the first of which is illus-
trated herewith. In this particular case the
window was designed by Mr. Helprin, the piano
being painted by a Baltimore artist who won
first prize for a similar design in a recent art
exhibition in that city. The Chinese screen,
the pedestals, the draperies, etc., are all a fixed
part of the display, and the dealer, when receiv-
ing the material, receives a blue print showing
exactly where each item must be placed to get
the proper effect.
The big point of the plan is that not only
are the materials shipped to the dealer but he
also receives the complete lighting equipment
to go with the window with a chart showing
how it must be placed. This equipment in-
cludes not only the necessary border foots and
spotlights, but the specially colored lamps to
go with the same and which really make the
display well worth while. In fact, duplicate sets
of lamps go to the dealer so that should one
be broken in transit he will have another lamp
of the same color at hand and will not have to
experiment to get the right shade locally.
The display illustrated is arranged to be
packed in eight specially designed cases, prop-
erly cleated and fastened with screws. The
dealer gets directions with the shipment for
opening the crates so that the materials can be
removed without damage as well as directions
for repacking. At the outset it is planned to
keep the display in each city to which it is
shipped for a period of four weeks. A regular
route list has been mapped out for the display
similar to that followed by a theatrical com-
pany, and when a dealer has finished with it he
has at hand directions as to what the next point
is to which he is to ship, the material. All
transportation is at the expense of Chas. M.
Stieff, Inc.
In addition to the display pictured there are
now being completed three additional window
displays, all of which are to be circulated among
Stieff representatives on the same basis. It
is planned to add to the number within the near
future. Each of these will be complete in itself,
will have its own lighting effects and equipment
and will be accompanied by blue prints to show
the dealer just how it is to be arranged.
When the dealer's window is wider or deeper
than the space provided for the display, he will
find accompanying it directions for utilizing this
A
Highest
Quality
extra space in a way that will add to, rather
than detract from, the effectiveness of the ar-
rangement.
Each of the displays has been tested out at
the Stieff headquarters in Baltimore, a careful
checkup being made of the number of people
who stop to admire the setting especially during
the evening hours as compared with those who
trade, to provide the dealer with specially de-
signed window displays, complete with every
detail, including the piano, the necessary furni-
ture and the lighting equipment, together with
blueprints to insure a standard arrangement of
iiie display in every store.
Although the piano trade is steadily improving
the character of its window treatments there
Traveling Window Display
are attracted by the ordinary window arrange-
ment. The same rule will be followed in all
future displays, so that the results to the indi-
vidual dealer using them will not be disap-
pointing.
So far as is known this is certainly the first
attempt in the piano trade, and probably the
first attempt in any other branch of the music
of Charles M. Stieff, Inc.
R. W. Lawrence to Speak
in Toronto on August 28
members of that bureau in Toronto on August
28, which has been designated as "Music Day"
at the Canadian National Exposition. Mr. Law-
rence will have as his subject "The Civic Value
of Music." In addition to the members of the
Bureau for the Advancement of Music, there
are expected to be present at the banquet many
members of the Canadian music trade, as well
as prominent musicians, critics, etc., all of
whom are interested in the work.
Will Address the Canadian Bureau for the
Advancement of Music in That City on
"Music Day"—Members of Trade to Attend
Luncheon
Richard W. Lawrence, in his capacity as
president of the Music Industries Chamber of
Commerce, has accepted the invitation of J. F.
Atkinson, Director of the Canadian Bureau for
the Advancement of Music, to address the
are still many retailers who, while progressive,
lack the experience and facilities necessary to
the arrangement of a. window according to
metropolitan ideas, and the Stieff plan solves
this problem for them. It is an idea which
will be watched with interest, for it is assuredly
worthy of success and should be very valuable
to Stieff dealers.
The A. L. Arvidson Piano Co., Denver, Colo.,
is now located in its new quarters at 210 Six-
teenth street, that city.
Highest
Quality
AUGUST 30,
THE
1924
MUSIC TRADE
REVIEW
Here Is a Traveling Window Display
Advertising Department of Charles M. Stieff, Inc., Works Out Plan of Display for Dealers' Windows Which
It Places at Disposal of All of Its Retail Representatives—Each Display Tested for Results in
Its Own Headquarters Before Being Sent Out on the Road
WINDOW display service not only elab-
orate in character but unique in the piano
trade has just been developed by the ad-
vertising department of Chas. M. Stieff, Inc.,
Baltimore, under the personal direction of J. A.
Helprin, advertising manager. It has already
been made available to the managers of the
many Stieff branch stores and to the dealers
handling the company's products.
It is not to say that piano manufacturers have
in the past neglected window displays, for a
number of them at various times have not only
taken occasion to offer awards for particularly
effective window treatments as arranged by the
dealer, but have been free in suggesting special
arrangements to be followed by the dealer in
his own store window. The great difficulty has
been, however, that regardless of how elaborate
the service might be from the manufacturer's
end, the actual arrangement of the window has
been left largely in the hands of the dealer and
subject to his personal ideas.
The new Stieff plan calls in a sense for travel-
ing window displays, the first of which is illus-
trated herewith. In this particular case the
window was designed by Mr. Helprin, the piano
being painted by a Baltimore artist who won
first prize for a similar design in a recent art
exhibition in that city. The Chinese screen,
the pedestals, the draperies, etc., are all a fixed
part of the display, and the dealer, when receiv-
ing the material, receives a blue print showing
exactly where each item must be placed to get
the proper effect.
The big point of the plan is that not only
are the materials shipped to the dealer but he
also receives the complete lighting equipment
to go with the window with a chart showing
how it must be placed. This equipment in-
cludes not only the necessary border foots and
spotlights, but the specially colored lamps to
go with the same and which really make the
display well worth while. In fact, duplicate sets
of lamps go to the dealer so that should one
be broken in transit he will have another lamp
of the same color at hand and will not have to
experiment to get the right shade locally.
The display illustrated is arranged to be
packed in eight specially designed cases, prop-
erly cleated and fastened with screws. The
dealer gets directions with the shipment for
opening the crates so that the materials can be
removed without damage as well as directions
for repacking. At the outset it is planned to
keep the display in each city to which it is
shipped for a period of four weeks. A regular
route list has been mapped out for the display
similar to that followed by a theatrical com-
pany, and when a dealer has finished with it he
has at hand directions as to what the next point
is to which he is to ship, the material. All
transportation is at the expense of Chas. M.
Stieff, Inc.
In addition to the display pictured there are
now being completed three additional window
displays, all of which are to be circulated among
Stieff representatives on the same basis. It
is planned to add to the number within the near
future. Each of these will be complete in itself,
will have its own lighting effects and equipment
and will be accompanied by blue prints to show
the dealer just how it is to be arranged.
When the dealer's window is wider or deeper
than the space provided for the display, he will
find accompanying it directions for utilizing this
A
Highest
Quality
extra space in a way that will add to, rather
than detract from, the effectiveness of the ar-
rangement.
Each of the displays has been tested out at
the Stieff headquarters in Baltimore, a careful
checkup being made of the number of people
who stop to admire the setting especially during
the evening hours as compared with those who
trade, to provide the dealer with specially de-
signed window displays, complete with every
detail, including the piano, the necessary furni-
ture and the lighting equipment, together with
blueprints to insure a standard arrangement of
iiie display in every store.
Although the piano trade is steadily improving
the character of its window treatments there
Traveling Window Display
are attracted by the ordinary window arrange-
ment. The same rule will be followed in all
future displays, so that the results to the indi-
vidual dealer using them will not be disap-
pointing.
So far as is known this is certainly the first
attempt in the piano trade, and probably the
first attempt in any other branch of the music
of Charles M. Stieff, Inc.
R. W. Lawrence to Speak
in Toronto on August 28
members of that bureau in Toronto on August
28, which has been designated as "Music Day"
at the Canadian National Exposition. Mr. Law-
rence will have as his subject "The Civic Value
of Music." In addition to the members of the
Bureau for the Advancement of Music, there
are expected to be present at the banquet many
members of the Canadian music trade, as well
as prominent musicians, critics, etc., all of
whom are interested in the work.
Will Address the Canadian Bureau for the
Advancement of Music in That City on
"Music Day"—Members of Trade to Attend
Luncheon
Richard W. Lawrence, in his capacity as
president of the Music Industries Chamber of
Commerce, has accepted the invitation of J. F.
Atkinson, Director of the Canadian Bureau for
the Advancement of Music, to address the
are still many retailers who, while progressive,
lack the experience and facilities necessary to
the arrangement of a. window according to
metropolitan ideas, and the Stieff plan solves
this problem for them. It is an idea which
will be watched with interest, for it is assuredly
worthy of success and should be very valuable
to Stieff dealers.
The A. L. Arvidson Piano Co., Denver, Colo.,
is now located in its new quarters at 210 Six-
teenth street, that city.
Highest
Quality
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