Music Trade Review

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Demonstrating the
Paramount Brings Sales
How Hicks Brothers, the Well Known Banjoists, Demonstrate
the Paramount Banjo in the Stores of Local Paramount
Representatives and the Way in Which This Increases Sales
mount dealers through the work of these two
sterling players, there is in it an exposition oi
fundamental merchandising practices which any
musical dealer can employ to increase his sales.
A.tists of the calibre of the Hicks brothers
who are engaged in theatrical work can be
liiany times secured by local music dealers t<
establish I he prestige and quality of musical
instiu,nenls. The fact that players engaged
in public work can be considered as excelling
cm their instruments and authority as to tonal
qualities, workmanship, etc., combined with the
aura of fame which surrounds the artists who
appear publicly, can be very well turned to
Hicks Brothers
the music dealer's advantage.
In the Hicks brothers, Mr. Lange has se-
4 C T ' ' were an author I would sit down
I to-day and write a story called 'How cured two exceptionally capable artists to
Buddy North Learned 10 Play the demonstrate the quality of Paramount banjos,
Banjo,' and another entitled 'Jack Finch of and, in fact, establish the dependability of all
Boston Masters Banjo Technic,' " so said J. R. l.ange-made instruments.
Hoth of the Hicks brothers are adept at the
McCarthy, advertising manager for William L.
Lange, manufacturer of Paramount Langstile, Tenor and Plectrum type of banjo and they
Orpheum, Banner Blue and Challenger banjos, have done a treme"ndous amount of good work
225 East Twenty-fourth street, New York, last in propagating the Plectrum, or long-necked
banjo, in these demonstrations. They are ex-
week.
All of which means that Mr. McCarthy was ponents of the Harry Reser style of banjo
looking over several letters received from Bob playing and make their demonstrations both
and Duke Hicks, banjoists, who have been varied and interesting.
In each city where the Hicks brothers have
putting on a banjo act on the Orpheum circuit
and tying up effectively with Paramount dealers demonstrated Paramount banjos, the local
dealer has put forth newspaper advertising ex-
in every city.
The Buddy North is a twelve-year-old boy in tensively and tied up with this publicity through
Pittsburgh, who was attracted to the Hicks elaborate window display, posters and every
Bros, banjo demonstration at the J. H. Troup available form of general publicity.
An evidence of the value of expending every
store in that city and purchased a Langstile.
And the Jack Finch is a Boston gentleman effort to inform the public widely regarding
who had been trying all his life to master the demonstration is shown in the case oi
banjo technic and just when discouragement Volkwein Bros., of Pittsburgh. The Hicks
was closing in on him he attended the Hicks brothers gave two demonstrations at Pitts-
demonstration at the Conn store in Boston. burgh. The first, early in the week, was not
Here he discovered that his failure was due
largely to attempting to play unplayable in-
VIOLINS
struments, and with his new Paramount he is
BOWS
STRINGS
already on the road to success.
While this article refers particularly to the
AND
co-operation offered by Wm. L. Lange to Para-
preceded by newspaper advertising and other
publicity because of a lack of advance notice.
A second demonstration in the latter part of
lhe week, supplemented by every form of pub-
licity including newspaper advertisements and
window display with posters, resulted in an
audience of about 150 players at the second
demonstration, whereas the earlier one, with-
out advertising, brought only a small crowd.
Mr. Lange, who has made possible these fine
selling helps for his dealers, has been rewarded
with many letters of warm appreciation, show-
ing the value of this form of co-operation and
proving the results are very far reaching, not
alone for Paramount banjos in particular, but
for the general interest in banjos and banjo
music.
Fred C. Craig, manager of the Conn Balti-
more store, wrote regarding the demonstration
as follows: "The Hicks brothers really put it
over! They gave a demonstration here in our
store lasting over two hours. This time, of
course, included a lot of talking.
"There were about 100 here. They had
planned to play only a short time, but the
enthusiasm was so great that they continued,
answering questions and playing requested
numbers until closing time.
"At the theatre their act is fine, and we feel
that the tie-up will prove quite profitable.
"Please accept our hearty thanks for your
co-operation."
In New Haven, where the Hicks brothers
performed, R. A. Wrozina was most enthusias-
tic. He said: "We have just closed the most
successful demonstration ever held in our store
or locality for that matter, due, I should say,
entirely to the Hicks brothers, who show re-
markable talent, most pleasing personality and
(Continued on page 28)
DURRO
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