Music Trade Review
Issue: 1929 Vol. 88 N. 21 - Page 59
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Musical Merchandise Section of The Music Trade Review
Five Weeks' Loan Plan Bringing
Prospects to Tom Brown Concern
{{ • "% ORROW an instrument for five weeks
I *N without rental charge," is the sugges-
tion that the Tom Brown Music Co.,
Chicago, is offering to prospects in its new
plan" to create players and ultimately sell musi-
cal instruments. In selling the idea that most
boys and girls have natural musical ability, the
company is encouraging and affording an op-
portunity to hundreds to learn how to play by
loaning an instrument for five weeks without
rental charge, which will enable the prospect
to take a series of test lessons.
The company contends that it is necessary to
convince the prospect that he can play and
when this is done the sale will follow. The
plan has been promoted through window dis-
play signs, advertising the message in local
neighborhood papers, and sending out a spe-
cial booklet describing the details in full.
The results so far obtained show that eighty
per cent of those who utilized the suggestion
;md took the five lessons bought instruments.
These instruments would probably not have
been sold otherwise, for what accomplished the
sale was solely educational and promotional
work and not because the prospect was in the
market to buy. He was, figuratively speaking,
in the market to learn how to play and the
buying of the instrument follows as a natural
sequence to convincing himself that he too
can play a musical instrument, and fulfilling a
desire which he probably always had but never
realized heretofore.
"Where is the person, boy or girl, man or
woman, who has not felt the desire to play
some musical instrument?" asked Mr. H. J.
Wallace, manager and secretary of the com-
pany. "The key to future sales of musical in-
struments," says Mr. Wallace, "is answering
this question by supplying the opportunity
which will enable the prospect to learn how
to play.
"Most people hesitate to try to learn because
they are not sure of success," he points out,
"and they do not want to buy an expensive in-
strument with the fear of failure so strongly
in their minds. We endeavor to eliminate this
teeling of hesitancy by allowing the prospect
Music Extension Courses
Offered in Music Gamp
ELKHORN
CASE MFG. CO.
Makers of Musical Instrument
Banjo
Saxophone
Combination Case
Trumpet
Guitar
Ukulele
Clarinet
Cornet
to select any instrument which he can keep
for five weeks without obligation. All we ask,
and in fact insist upon, is that he take the
five test lessons, one each week for five con-
secutive weeks, just to prove that he can learn
how to play.
"There is only a small nominal charge for
the five private lessons which are given by
competent instructors in our studios who know
how to bring out all the musical skill the pupil
may possess. As we believe that the first few
lessons are the most important of all in giving
the fundamentals of the art as applied to the
particular instrument, great care is taken to
have the best instructors prepare the foundation
for future instruction. The course is designed
to give the maximum amount of instruction
nnd advancement that can be crowded into
five half-hour periods. These lessons are cal-
culated to develop and bring to the surface all
of the latest talent the pupil may have and
serve to test his musical possibilities. In short,
the five-lesson test course gives a good start
in learning to play."
As another step in its efforts to encourage
ability the company provides ;i band practice
as a practical application for the private les-
ions. Included with any course of private in-
struction on any band or orchestra instrument
is the additional advantage of group instruc-
tion in the band room without extra charge.
This instruction is conducted by a leader of
ability and long experience in coaching bands
and orchestras of national importance.
That, in brief, are the methods that the Tom
Brown Music Co. is using to convince a pros-
pect that he can play a musical instrument. As
a result the company is selling a large variety
of orchestra instruments including the banjo,
saxophone, oboe, trombone, drums, etc.
Another feature of the plan, which should not
be overlooked in getting prospects interested,
is its adaptation to the group orchestra idea.
If the suggestion of forming an orchestra is
made to an industrial group and it is found
that one or two individuals cannot play any
instrument or do not know what instrument
Cases
Violin
Mandolin
Trombone
Sousophone
Flute
Alto
Baritone
Bass
Made of the very best material
Artistic in appearance
American and French Design
Durable and Indestructible
TRUMPET CASE
Florentine Lined
Velvet Lined
Royal Silk Plush Lined
Most reasonable price on the market
Send for Catalog and Sample
Elkhorn Case Mfg. Co.
35-37 So. Wisconsin St., Elkhorn, Wis.
MAYWOOD, Iir.., May 18.—Extension courses for
music supervisors are to be given at the Na-
tional High School Orchestra and Band Camp
this Summer by three of the foremost music
schools in America. These are Teachers Col-
lege, Columbia University, the Cincinnati Con-
servatory of Music and the Michigan Uni-
versity School of Music. The faculty for
these courses will include T. V. Giddings, I. E.
Maddy, William Naylor, A. R. McAllister and
David E Mattern. The cost of attending the
Supervisors' Summer School for four courses,
board and room for eight weeks and the use of
instruments will be approximately $250. In-
formation concerning these courses may be had
from Prof. Peter W. Dykema, Teachers Col-
lege, Columbia University, New York City;
Burnett C. Tuthill, Cincinnati Conservatory of
Music, Cincinnati, Ohio; or the University
School of Music, Ann Arbor, Mich.
Death of Arthur Thomas
SHAKON, PA., May 18.—Arthur Thomas, for
many years associated with the Thomas Music
House with his brother, John Thomas, died at
his home here after a long illness. He was a
native of Sharon and spent his entire life here.
Mr. Thomas was widely known in music
trade circles and was prominent in Masonic cir-
cles and the Odd Fellows and Moose.
they would like to play, the five weeks' free
trial will help them to join their fellow workers
in organizing an orchestra. If, however, the
orchestra never materializes on account of vari-
ous reasons which might be presented, at the
same time a percentage of prospects have been
cultivated by stimulating a,n interest in their
own ability.
Moreover, it is found that the average sale
is at a good price. After a pupil believes that
he can play he is more willing to pay a higher
price and get a good instrument. He finds that
a good instrument will help him progress more
quickly and is educated by the teacher to pur-
chase a higher-priced instrument in the begin-
ning. This and many other good sales points
are included in the process of helping the pros-
pect to learn how to play!
The New Duplex
•
99
Spirit of St. Louis
Snare Drum
Patented—Other Patents Pending
The "Spirit of St. Louis" Snare drum is
a most radical departure from the old
recognized standard of drum building
established by Duplex in 1883.
IT IS A DRUM BUILT TO CREATE
—NOT TO MEET—COMPETITION.
Never before has there been a drum
built to produce the sharp, crisp, snappy
DRUM TONE of the "Spirit of St.
Louis"—and it is sensitive to the slightest
touch.
The almost unbelievable quick response
of the snares, the tremendous volume and
the utmost ease in playing are all due to
the fact that the drum is built along new
improved principles far ahead of anything
ever offered in the entire history of the
snare drum.
A big opportunity awaits the wide-
awake dealer, as the avenue has been
opened for countless numbers of drum
sales.
INVESTIGATE TODAY. Beautiful
descriptive folder and dealer proposition
mailed promptly on request.
—and please remember—Du-
plex is the originator of the
all metal separate tension
snare drum. We challenge
anyone to disprove this state-
ment. Don't be misled by
wild claims and "trick adver-
tising."
DUPLEX MFG. CO.
2815-17 Henrietta St.
ST. LOUIS, MO.
Musical Merchandise Section of The Music Trade Review
Five Weeks' Loan Plan Bringing
Prospects to Tom Brown Concern
{{ • "% ORROW an instrument for five weeks
I *N without rental charge," is the sugges-
tion that the Tom Brown Music Co.,
Chicago, is offering to prospects in its new
plan" to create players and ultimately sell musi-
cal instruments. In selling the idea that most
boys and girls have natural musical ability, the
company is encouraging and affording an op-
portunity to hundreds to learn how to play by
loaning an instrument for five weeks without
rental charge, which will enable the prospect
to take a series of test lessons.
The company contends that it is necessary to
convince the prospect that he can play and
when this is done the sale will follow. The
plan has been promoted through window dis-
play signs, advertising the message in local
neighborhood papers, and sending out a spe-
cial booklet describing the details in full.
The results so far obtained show that eighty
per cent of those who utilized the suggestion
;md took the five lessons bought instruments.
These instruments would probably not have
been sold otherwise, for what accomplished the
sale was solely educational and promotional
work and not because the prospect was in the
market to buy. He was, figuratively speaking,
in the market to learn how to play and the
buying of the instrument follows as a natural
sequence to convincing himself that he too
can play a musical instrument, and fulfilling a
desire which he probably always had but never
realized heretofore.
"Where is the person, boy or girl, man or
woman, who has not felt the desire to play
some musical instrument?" asked Mr. H. J.
Wallace, manager and secretary of the com-
pany. "The key to future sales of musical in-
struments," says Mr. Wallace, "is answering
this question by supplying the opportunity
which will enable the prospect to learn how
to play.
"Most people hesitate to try to learn because
they are not sure of success," he points out,
"and they do not want to buy an expensive in-
strument with the fear of failure so strongly
in their minds. We endeavor to eliminate this
teeling of hesitancy by allowing the prospect
Music Extension Courses
Offered in Music Gamp
ELKHORN
CASE MFG. CO.
Makers of Musical Instrument
Banjo
Saxophone
Combination Case
Trumpet
Guitar
Ukulele
Clarinet
Cornet
to select any instrument which he can keep
for five weeks without obligation. All we ask,
and in fact insist upon, is that he take the
five test lessons, one each week for five con-
secutive weeks, just to prove that he can learn
how to play.
"There is only a small nominal charge for
the five private lessons which are given by
competent instructors in our studios who know
how to bring out all the musical skill the pupil
may possess. As we believe that the first few
lessons are the most important of all in giving
the fundamentals of the art as applied to the
particular instrument, great care is taken to
have the best instructors prepare the foundation
for future instruction. The course is designed
to give the maximum amount of instruction
nnd advancement that can be crowded into
five half-hour periods. These lessons are cal-
culated to develop and bring to the surface all
of the latest talent the pupil may have and
serve to test his musical possibilities. In short,
the five-lesson test course gives a good start
in learning to play."
As another step in its efforts to encourage
ability the company provides ;i band practice
as a practical application for the private les-
ions. Included with any course of private in-
struction on any band or orchestra instrument
is the additional advantage of group instruc-
tion in the band room without extra charge.
This instruction is conducted by a leader of
ability and long experience in coaching bands
and orchestras of national importance.
That, in brief, are the methods that the Tom
Brown Music Co. is using to convince a pros-
pect that he can play a musical instrument. As
a result the company is selling a large variety
of orchestra instruments including the banjo,
saxophone, oboe, trombone, drums, etc.
Another feature of the plan, which should not
be overlooked in getting prospects interested,
is its adaptation to the group orchestra idea.
If the suggestion of forming an orchestra is
made to an industrial group and it is found
that one or two individuals cannot play any
instrument or do not know what instrument
Cases
Violin
Mandolin
Trombone
Sousophone
Flute
Alto
Baritone
Bass
Made of the very best material
Artistic in appearance
American and French Design
Durable and Indestructible
TRUMPET CASE
Florentine Lined
Velvet Lined
Royal Silk Plush Lined
Most reasonable price on the market
Send for Catalog and Sample
Elkhorn Case Mfg. Co.
35-37 So. Wisconsin St., Elkhorn, Wis.
MAYWOOD, Iir.., May 18.—Extension courses for
music supervisors are to be given at the Na-
tional High School Orchestra and Band Camp
this Summer by three of the foremost music
schools in America. These are Teachers Col-
lege, Columbia University, the Cincinnati Con-
servatory of Music and the Michigan Uni-
versity School of Music. The faculty for
these courses will include T. V. Giddings, I. E.
Maddy, William Naylor, A. R. McAllister and
David E Mattern. The cost of attending the
Supervisors' Summer School for four courses,
board and room for eight weeks and the use of
instruments will be approximately $250. In-
formation concerning these courses may be had
from Prof. Peter W. Dykema, Teachers Col-
lege, Columbia University, New York City;
Burnett C. Tuthill, Cincinnati Conservatory of
Music, Cincinnati, Ohio; or the University
School of Music, Ann Arbor, Mich.
Death of Arthur Thomas
SHAKON, PA., May 18.—Arthur Thomas, for
many years associated with the Thomas Music
House with his brother, John Thomas, died at
his home here after a long illness. He was a
native of Sharon and spent his entire life here.
Mr. Thomas was widely known in music
trade circles and was prominent in Masonic cir-
cles and the Odd Fellows and Moose.
they would like to play, the five weeks' free
trial will help them to join their fellow workers
in organizing an orchestra. If, however, the
orchestra never materializes on account of vari-
ous reasons which might be presented, at the
same time a percentage of prospects have been
cultivated by stimulating a,n interest in their
own ability.
Moreover, it is found that the average sale
is at a good price. After a pupil believes that
he can play he is more willing to pay a higher
price and get a good instrument. He finds that
a good instrument will help him progress more
quickly and is educated by the teacher to pur-
chase a higher-priced instrument in the begin-
ning. This and many other good sales points
are included in the process of helping the pros-
pect to learn how to play!
The New Duplex
•
99
Spirit of St. Louis
Snare Drum
Patented—Other Patents Pending
The "Spirit of St. Louis" Snare drum is
a most radical departure from the old
recognized standard of drum building
established by Duplex in 1883.
IT IS A DRUM BUILT TO CREATE
—NOT TO MEET—COMPETITION.
Never before has there been a drum
built to produce the sharp, crisp, snappy
DRUM TONE of the "Spirit of St.
Louis"—and it is sensitive to the slightest
touch.
The almost unbelievable quick response
of the snares, the tremendous volume and
the utmost ease in playing are all due to
the fact that the drum is built along new
improved principles far ahead of anything
ever offered in the entire history of the
snare drum.
A big opportunity awaits the wide-
awake dealer, as the avenue has been
opened for countless numbers of drum
sales.
INVESTIGATE TODAY. Beautiful
descriptive folder and dealer proposition
mailed promptly on request.
—and please remember—Du-
plex is the originator of the
all metal separate tension
snare drum. We challenge
anyone to disprove this state-
ment. Don't be misled by
wild claims and "trick adver-
tising."
DUPLEX MFG. CO.
2815-17 Henrietta St.
ST. LOUIS, MO.
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