Music Trade Review
Issue: 1925 Vol. 81 N. 21 - Page 6
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
NOVEMBER 21,
Linking the Radio Department With
the Broadcasting Program
Methods by Which The Music Merchant Is Taking Advantage of the Improvement of Broadcasting Pro-
grams to Increase the Sales in His Radio Department—How Atwater Kent Dealers Are Using the
Atwater Kent Radio Hour in Their Publicity—Opportunities Which Exist for This Work
RE the retail music merchants taking full
advantage of the splendid opportunity
presented by the growing excellence of
broadcasting programs to enlist these programs
as aids in their selling campaigns on radio sets
and accessories?
The radio industry, as a whole, has made
A
Joint Concert by
MARY LEWIS, Soprano,
AND
PAUL KOCHANSKI, Violinist
i.
Aria: "Depuis le Jour ' from Louice . . . Charpentier
Mary Lewis.
II.
(a) Serenade
Arensky
(b) Gitana
Kreisler
(c) . Prize song from "Die Meistersinger." Wagner
Paul Kochanski.
III.
(a) From the Land of the Sky Blue Water.
Cadman
(b) Rain
Pearl Curran
(c) The Answer
J. Huntington Terry
Mary Lewis.
IV.
(a) Copak
Moussorgsky-Rathmaninoff
(b) Pale Moon
Logan-Kreisler
(c) Yota Aragoneza
Saracate
Paul Kochanski.
V.
(a) My Lovely Celia
Munro-Wilson
(b) Valgovinds Boat Song
Easthope Martin
(e) The Holy Child
Eaathope Martin
Mary Lewis.
VI.
"Ave Maria"
Bach-Gounod
Mary Lewis and Paul Kochanski.
Elegie
Massenet
Mr. Elmer Zoller.
At the Piano for Miss Lewis
Hear these famous Atwater Kent Radio Artists each
Sunday evening at 9.15 on an Atwater
Kent Radio.
Sold and Installed by
The Parmelee Co., Inc.
12 Crosby Street.
Telephone 1122.
How One Dealer Advertises
great strides toward perfection in 1925, and it
is significant that the broadcasting studios have
"kept up with the procession." The days of
amateurish and mediocre programs are past.
The programs of to-day are so arranged as to
cater to the widest latitude of taste, and there
is always something "on the air" to interest, en-
tertain or amuse the man, woman or child who
cares to turn the dials of a receiving set.
The advertising and selling opportunities of-
fered by these broadcasting programs are limit-
less, and every day the music merchant can
find a new way of using them to great advan-
tage in his efforts to turn good prospects into
good radio customers. Complete programs may
always be obtained by dealers from the radio
departments of local newspapers well in ad-
vance of the dates of appearance "on the air."
A series of direct mailings to selected lists of
prospects, calling atttention to forthcoming
events and entertainment to be broadcast, have
been found by many dealers to produce a grati-
fying number of sales. Other retailers buy
advertising space on the radio pages of the
local newspapers, and others prepare special
lists' of prospects whom they reach by tele-
phone at stated intervals. All of this sales
activity can be hooked up with the music mer-
chant's store by effective window trims and
various displays.
Take, for example, the series of Sunday eve-
ning concerts by world-famous artists now be-
ing broadcast, sponsored by A. Atwater Kent,
of the Atwater Kent Mfg. Co., of Philadelphia.
Many dealers report sales are being made on
the strength of these concerts, and practically
all announce a greatly increased interest in radio
in general on the part of their customers and
prospects. Forthcoming programs are mailed
to Atwater Kent dealers as far in advance of
the concerts as possible, and these are proving
of great value in the retailer's local advertising
and publicity on radio. Newspapers are usually
glad to give space to the programs of renowned
artists, such as Werrenrath, Homer, Seidel, Gar-
rison and the long list of stars included in the
series, and dealers thus secure a good deal of
effective publicity which is readily associated
with their stores by window displays and a
variety of posters, inside and outside the store.
One dealer prepared neatly printed formal pro-
grams which were mailed several days before
the concert to his prospects and customers. One
distributor has the programs printed on large
sheets which are mailed to all his dealers for
window use. Many other methods, all designed
to hook up the concert programs with sales of
radio, are being used effectively by Atwater
Kent dealers.
One of the most important features about
such programs in promoting actual sales is the
fact that Sunday evening is the logical time
with most families for "visiting." People who
already own a radio set are glad to have their
friends and relatives hear the artists and, in
many cases, as shown by the fan letters and
applause, large groups listen regularly to these
concerts. Any dealer knows that the best pos-
sible argument for radio is an efficient installa-
tion in the home of a satisfied customer. Prob-
ably more people have bought receiving sets
after hearing radio in the homes of friends than
for any other reason, and Atwater Kent dealers
have been quick to grasp this great advantage
brought to them by the broadcasts.
To all who write their appreciation of the
concerts, the Atwater Kent Mfg. Co. sends a
neatly printed sixteen-page booklet entitled "A
Trip Through a Modern Radio Factory." This
booklet tells the story of radio in interesting
narrative fashion which further strengthens the
dealer as the local representative of Atwater
Kent in the estimation of his public. A careful
analysis of the applause received from these
broadcasts has shown that a great many of
those who go to the trouble of writing are
not set owners, having heard the concert at the
home of a friend. Many of these ask for cata-
logs which are promptly sent in addition to the
regular booklet, thus doing much to pave the
way for the dealer who will eventually make
the sale.
Another phase of these concerts important to
the dealer is the fact that the internationally
famous stars who are being broadcast each
week are serving to attract the attention of
many who may otherwise not have thought of
purchasing radio for some time to come.
Schools have written to the Atwater Kent
Mfg. Co. telling of special attention being given
these concerts by members of their musical
appreciation classes. Others who have held
aloof from radio as a purveyor of only mediocre
entertainment are fast becoming enthusiastic
radio prospects and actual owners of sets, due
chiefly to the influence of these concerts.
Through this series of concerts, the greatest
musicians have become intimate household
guests over a territory that embraces more than
half the population of the United States, and
dealers are finding that not only are they bring-
ing prestige and increased business to them, but
also that a little additional sales and publicity
effort on their part to further associate these
broadcasts with their stores will pay propor-
tionately in dividends of increased sales and
good will.
Another major broadcasting event which can
be used by the music merchant in his radio
selling campaign is the series of notable con-
certs under the auspices of the Radio Corp. of
America and Steinway & Sons, now running
each week. Here is a wealth of good material
for selling purposes, and the advertising and
sales promotion department of the Radio Corp.
is always ready to assist the retail dealer in
ATOMERKENT
RADIO HOUR
On WJH
Louise Homer
at 9:15 (eastern time) Sunday evening, October 18,
Madame Louise Homer will broadcast. Madame
Homer, formerly leading contralto of the Metropol-
itan Opera and guest artist with the Chicago Civic
Opera, was recently elected one of the twelve
greatest living American women.
Her concert is one of the series of Atwater Kent
Radio Hour super-programs being brought over
the air to you each Sunday evening through the
courtesy of the Atwater Kent Manufacturing
Company.
DEALER'S NAME
ADDRESS
Atwater Kent Dealers' Publicity
working out new ways and means of utilizing
these selling aids.
How many music merchants took advantage
of the special programs broadcast throughout
the country on Armistice Day? Thanksgiving
Day is rapidly approaching, and there will be
particularly appropriate stunts "on the air" to
celebrate the occasion. The week of November
16 has been designated as "National Educa-
tion Week," and the government has re-
quested broadcasting stations to prepare pro-
grams of special significance to schools, col-
leges and other educational institutions. What
better time could there be to approach local
school associations, boards of education and
similar organizations with the idea of installing
a receiving set, stressing the instructive and
utility value of radio in addition to its enter-
tainment?
THE
MUSIC TRADE
REVIEW
NOVEMBER 21,
Linking the Radio Department With
the Broadcasting Program
Methods by Which The Music Merchant Is Taking Advantage of the Improvement of Broadcasting Pro-
grams to Increase the Sales in His Radio Department—How Atwater Kent Dealers Are Using the
Atwater Kent Radio Hour in Their Publicity—Opportunities Which Exist for This Work
RE the retail music merchants taking full
advantage of the splendid opportunity
presented by the growing excellence of
broadcasting programs to enlist these programs
as aids in their selling campaigns on radio sets
and accessories?
The radio industry, as a whole, has made
A
Joint Concert by
MARY LEWIS, Soprano,
AND
PAUL KOCHANSKI, Violinist
i.
Aria: "Depuis le Jour ' from Louice . . . Charpentier
Mary Lewis.
II.
(a) Serenade
Arensky
(b) Gitana
Kreisler
(c) . Prize song from "Die Meistersinger." Wagner
Paul Kochanski.
III.
(a) From the Land of the Sky Blue Water.
Cadman
(b) Rain
Pearl Curran
(c) The Answer
J. Huntington Terry
Mary Lewis.
IV.
(a) Copak
Moussorgsky-Rathmaninoff
(b) Pale Moon
Logan-Kreisler
(c) Yota Aragoneza
Saracate
Paul Kochanski.
V.
(a) My Lovely Celia
Munro-Wilson
(b) Valgovinds Boat Song
Easthope Martin
(e) The Holy Child
Eaathope Martin
Mary Lewis.
VI.
"Ave Maria"
Bach-Gounod
Mary Lewis and Paul Kochanski.
Elegie
Massenet
Mr. Elmer Zoller.
At the Piano for Miss Lewis
Hear these famous Atwater Kent Radio Artists each
Sunday evening at 9.15 on an Atwater
Kent Radio.
Sold and Installed by
The Parmelee Co., Inc.
12 Crosby Street.
Telephone 1122.
How One Dealer Advertises
great strides toward perfection in 1925, and it
is significant that the broadcasting studios have
"kept up with the procession." The days of
amateurish and mediocre programs are past.
The programs of to-day are so arranged as to
cater to the widest latitude of taste, and there
is always something "on the air" to interest, en-
tertain or amuse the man, woman or child who
cares to turn the dials of a receiving set.
The advertising and selling opportunities of-
fered by these broadcasting programs are limit-
less, and every day the music merchant can
find a new way of using them to great advan-
tage in his efforts to turn good prospects into
good radio customers. Complete programs may
always be obtained by dealers from the radio
departments of local newspapers well in ad-
vance of the dates of appearance "on the air."
A series of direct mailings to selected lists of
prospects, calling atttention to forthcoming
events and entertainment to be broadcast, have
been found by many dealers to produce a grati-
fying number of sales. Other retailers buy
advertising space on the radio pages of the
local newspapers, and others prepare special
lists' of prospects whom they reach by tele-
phone at stated intervals. All of this sales
activity can be hooked up with the music mer-
chant's store by effective window trims and
various displays.
Take, for example, the series of Sunday eve-
ning concerts by world-famous artists now be-
ing broadcast, sponsored by A. Atwater Kent,
of the Atwater Kent Mfg. Co., of Philadelphia.
Many dealers report sales are being made on
the strength of these concerts, and practically
all announce a greatly increased interest in radio
in general on the part of their customers and
prospects. Forthcoming programs are mailed
to Atwater Kent dealers as far in advance of
the concerts as possible, and these are proving
of great value in the retailer's local advertising
and publicity on radio. Newspapers are usually
glad to give space to the programs of renowned
artists, such as Werrenrath, Homer, Seidel, Gar-
rison and the long list of stars included in the
series, and dealers thus secure a good deal of
effective publicity which is readily associated
with their stores by window displays and a
variety of posters, inside and outside the store.
One dealer prepared neatly printed formal pro-
grams which were mailed several days before
the concert to his prospects and customers. One
distributor has the programs printed on large
sheets which are mailed to all his dealers for
window use. Many other methods, all designed
to hook up the concert programs with sales of
radio, are being used effectively by Atwater
Kent dealers.
One of the most important features about
such programs in promoting actual sales is the
fact that Sunday evening is the logical time
with most families for "visiting." People who
already own a radio set are glad to have their
friends and relatives hear the artists and, in
many cases, as shown by the fan letters and
applause, large groups listen regularly to these
concerts. Any dealer knows that the best pos-
sible argument for radio is an efficient installa-
tion in the home of a satisfied customer. Prob-
ably more people have bought receiving sets
after hearing radio in the homes of friends than
for any other reason, and Atwater Kent dealers
have been quick to grasp this great advantage
brought to them by the broadcasts.
To all who write their appreciation of the
concerts, the Atwater Kent Mfg. Co. sends a
neatly printed sixteen-page booklet entitled "A
Trip Through a Modern Radio Factory." This
booklet tells the story of radio in interesting
narrative fashion which further strengthens the
dealer as the local representative of Atwater
Kent in the estimation of his public. A careful
analysis of the applause received from these
broadcasts has shown that a great many of
those who go to the trouble of writing are
not set owners, having heard the concert at the
home of a friend. Many of these ask for cata-
logs which are promptly sent in addition to the
regular booklet, thus doing much to pave the
way for the dealer who will eventually make
the sale.
Another phase of these concerts important to
the dealer is the fact that the internationally
famous stars who are being broadcast each
week are serving to attract the attention of
many who may otherwise not have thought of
purchasing radio for some time to come.
Schools have written to the Atwater Kent
Mfg. Co. telling of special attention being given
these concerts by members of their musical
appreciation classes. Others who have held
aloof from radio as a purveyor of only mediocre
entertainment are fast becoming enthusiastic
radio prospects and actual owners of sets, due
chiefly to the influence of these concerts.
Through this series of concerts, the greatest
musicians have become intimate household
guests over a territory that embraces more than
half the population of the United States, and
dealers are finding that not only are they bring-
ing prestige and increased business to them, but
also that a little additional sales and publicity
effort on their part to further associate these
broadcasts with their stores will pay propor-
tionately in dividends of increased sales and
good will.
Another major broadcasting event which can
be used by the music merchant in his radio
selling campaign is the series of notable con-
certs under the auspices of the Radio Corp. of
America and Steinway & Sons, now running
each week. Here is a wealth of good material
for selling purposes, and the advertising and
sales promotion department of the Radio Corp.
is always ready to assist the retail dealer in
ATOMERKENT
RADIO HOUR
On WJH
Louise Homer
at 9:15 (eastern time) Sunday evening, October 18,
Madame Louise Homer will broadcast. Madame
Homer, formerly leading contralto of the Metropol-
itan Opera and guest artist with the Chicago Civic
Opera, was recently elected one of the twelve
greatest living American women.
Her concert is one of the series of Atwater Kent
Radio Hour super-programs being brought over
the air to you each Sunday evening through the
courtesy of the Atwater Kent Manufacturing
Company.
DEALER'S NAME
ADDRESS
Atwater Kent Dealers' Publicity
working out new ways and means of utilizing
these selling aids.
How many music merchants took advantage
of the special programs broadcast throughout
the country on Armistice Day? Thanksgiving
Day is rapidly approaching, and there will be
particularly appropriate stunts "on the air" to
celebrate the occasion. The week of November
16 has been designated as "National Educa-
tion Week," and the government has re-
quested broadcasting stations to prepare pro-
grams of special significance to schools, col-
leges and other educational institutions. What
better time could there be to approach local
school associations, boards of education and
similar organizations with the idea of installing
a receiving set, stressing the instructive and
utility value of radio in addition to its enter-
tainment?
Future scanning projects are planned by the International Arcade Museum Library (IAML).