Music Trade Review

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The Music Trade Review
APRIL 27, 1929
Newspaper Ads That Pay Sales Dividends
A Series of Impressive Advertising Layouts That Tell a Real Story for the Baldwin
Piano
A DVERTISING
authorities
have
been
^ much impressed with the calibre of the ad-
vertising being used in the New York news-
papers by the eastern division of the Baldwin
Piano Co. The copy, several examples of which
are reproduced herewith, is particularly inter-
esting in that in a general way there is a close
tie-up between the various illustrations used.
The subjects of course vary with each adver-
tisement, but the general design follows along
a given plan, and has for its purpose the cen-
tering of attention upon the piano itself. In
short, whether or not the text of the adver-
tisement is read, anyone who glances at it
cannot avoid tying up the illustration with the
instrument.
The space used for the advertising is two
columns wide and seven and one-half inches
deep, and the general layout is such that the
copy is not easily dominated by other pub-
licity on the same page. Each announcement
seems to put over some particular message
regarding the piano music, the value of the
piano in the home and in the school, and par-
ticularly the standing and reputation of the
Baldwin instruments. The main point to be
emphasized is that the advertising has brought
traceable results in the form of many inquiries
that have been most gratifying to the company
itself.
Toledo Tuners Hold Their
Tenth Annual Conference
"Pianos should be tuned at least twice a
year and four times a year as advocated by
leading manufacturers is still better, for it keeps
the instrument in tip-top condition," he said.
Vice-president Minifie, in his talk, told how
he and other tuners are increasing their busi-
ness and raising their incomes. Advertising,
he said, was the most effective means for ac-
complishing this. He solicits regularly a list
of 500 names by direct mail, using letter, fold-
ers and blotters, each carrying a message re-
garding the care of the piano.
Out-of-town guests attending included: D. S.
Farmer, A. V. Minifie, T. M. Wise, Max Gor-
don, R. Oaks, D. D. Brown and A. Kanousc,
all members of the Detroit division. Hirem
Bessinger, Lima, Ohio; Chas. O'Harrow, Find-
lay, Ohio; O. W. Newman, Francis Newman,
Tiffin, Ohio and W. E. Brown, of the Baldwin
Piano Co.
Officers of the. Toledo division are: E. J.
Disler, president; Herbert Calbeaux, vice-presi-
dent and H. P. Gurney, secretary and treasurer.
New Officers Elected
for Martin Music Go.
Nels C. Boe, President of National Association,
Among the Speakers on Interesting Program
Before Large Attendance
TOLEDO, OHIO, April 22.—The tenth annual
Spring meeting and dinner of the Toledo divi-
sion of the National Association of Piano
Tuners was held in the Commodore Perry
hotel last week. More than fifty tuners and
guests were in attendance. Several national
officials were present, including:
National
President Nels C. Boe, of Chicago; A. V.
Minifie, vice-president, Detroit, and Chas.
O'Harrow, Findlay, O., a board member. At
the speakers' table were seated, in addition to
the above, D. S. Farmer, in charge of the tun-
ing department of Grinnell Bros., Detroit; T.
M. Wise, Mount .Clements, Mich., and toast-
master E. J. Disler, president of the Toledo
division. Also L. W. Lehkuhle, convention
secretary of the Toledo Chamber of Commerce,
who invited the officers to hold the national
convention in Toledo in 1930. Those present
were favorable to this sentiment.
In his address President Nels C. Boe urged
tuners to co-opera,te with the national body as
well as with their local Associations to the end
that the profession of tuning may be still fur-
ther elevated. Due to the more thorough train-
ing and knowledge required of the tuners to-
day the barber and the blacksmith are no longer
competitors for the job of tuning the family
piano.
Akron Concern to Vacate
AKRON, OHIO, April 22.—The Windsor-Poling
Music Co., one of the largest in Akron, an-
nounces plans to vacate its present location
at Mill and South Howard streets within a
short time. A twenty-foiir-story bank building
is to be erected on the site this year. Mr.
Poling has made no announcement as yet where
he will move his store, but announces plans are
under way to reduce the stock immediately
preparatory to seeking a new location
Los ANGELES, CAL., April 20.—At a meeting of
the Board of Directors of the Martin Music
Co. M. F. Martin was elected president and
L. E. Fontron, vice-president and general man-
ager. The election was necessary on account
of the death on March 4 of John D. Martin,
who was president of the organization at that
time. Mr. Fontron stated that there would not
be any material changes in the organization
which has conducted a general music and radio
business as well as acting both in a retail and
wholesale capacity as distributors of the Gul-
bransen piano.
Erion Department Opened
BUFFALO, N. Y., April 23.—Formal opening of
the new piano and general music section of
the Erion department store in Buffalo has just
taken place in the new quarters assigned to
the music department in the Erion Building at
1021-1027 Broadway. A. W. Erion, who was
sales manager of the company's former William
street music store, holds a like position in the
new department. He is being assisted by Mar-
tin Schwahl, who has been assistant sales man-
ager of the William street store, which has
been discontinued.
The United Music Co. has opened a new
branch store at 387 Bank street, New London,
Conn., with Frank Cable in charge.