Music Trade Review
Issue: 1929 Vol. 88 N. 23 - Page 8
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
a Musical
Your Reta
an
Builds Up
By WILLIAM
Many Homes Like These Were Reached With Census Cards
O YOU KNOW?
(a)—How many musical instruments
there are in the community you serve?
(b)—How many per home?
(c)—How many homes have more than one
instrument?
(d)—Which is the most popular instrument?
(e)—How many children are studying some
musical instrument, and which is the most
popular?
(f)—Which instrument would the family pre-
fer to keep if all but one had to be disposed of?
(g)—How many members per family play a
musical instrument?
The foregoing are questions of an exceed-
ingly pertinent value to every music dealer the
country over. And every merchant would find,
without any question, that such information, at
his disposal, is exceptionally valuable to him
in doing business.
A well-known music stdre in the Southland
has given the trade an excellent example of this
modern method of laying a merchandising
foundation, through its very thorough musical
census of the community it serves.
"Esse Quam Videri."
It is the foregoing motto of the State of
North Carolina that inspired Charles S. An-
drews, head of the Andrews Music House in
Charlotte, one of the leading retail music stores
in the country, to apply the yardstick of an-
alysis to the territory his store serves and un-
cover a wealth of valuable information on "The
Musical Instrument in the Home."
"To Be Rather Than to Seem," is the official
slogan of all North Carolinans and Mr. An-
drews took this motto as the inspiration for a
definite probe into the musical situation of his
section.
He conceived it as his business duty not to
"seem" to know the music-buying potentialities
of the families in the community he serves with
" Everything in Music.' 1 Rather he went straight
to the heart of his market and dug out a detailed
analysis of the use of all musical instruments
by both the young and old of that section.
What Mr. Andrews uncovered in this new
musical census reveals some very interesting
as well as valuable information—the kind of
facts that every man in the music business
should have on his particular market.
D
As a result of his cleverly planned question-
naire system, Mr. Andrews reached into prac-
tically every home in the community and had
returned to his offices the very definite informa-
tion as to what musical instrument is most
popular in the homes of that section of North
Carolina. How many different instruments are
there to a home? How many children are there
I 'iano
Talking Machine
Violin
Guitar
If you had to dispose of all instruments
one which would you retain?
l'iano
Radio
Talking Machine
Violin
Harmonica
Which of the following instruments do
have in your home?
Radio
Piano
Talking Machine
Violin
Banjo
Saxophone
Guitar
Orchestra Bells
Cornet
Cello
Trombone
Clarinet
Ukulele
Flute
Mandolin
Organ
No instrument
58
41
3
1
but
91
84
26
5
1
you
163
153
159
43
20
3
25
1
7
2
3
5
5
1
2
2
11
H o w many children under 16—1.19 per home
Charles S. Andrews, Author of the Census
and how many play? How many homes with-
out a musical instrument?
And considerable other correlated statistics
were developed through this plan.
The Andrews Music House had as its primary
purpose in this questionnaire survey to ascer-
tain the status of the musical instrument in the
homes of that section, and this is what it found
out through its effective method:
What is the most popular instrument in your
home?
Radio
107
8
in 141 homes, or 57 per cent.
How many play an instrument—.64 per home
in 102 homes, or 41 per cent.
Through the Andrews survey it was estab-
lished that among the homes reporting only 11
or less than 8 per cent had no musical instru-
ments of any kind. If this proportion can be
accepted as holding good for the entire popula-
tion of Charlotte and vicinity, which was 46,338
according to the last Federal census, then there
would be only 3,707 homes in the district with-
out some kind of musical instrument. Even
granting that Mr. Andrews picked the cream of
the population, and that there might be a large
section of the community not so well supplied,
the showing is an interesting one and indicates
that musical interest in the section is alive and
worth cultivating.
Radio proved to be the most popular instru-
ment in the census, 107 reporting as against 58
a Musical
Your Reta
an
Builds Up
By WILLIAM
Many Homes Like These Were Reached With Census Cards
O YOU KNOW?
(a)—How many musical instruments
there are in the community you serve?
(b)—How many per home?
(c)—How many homes have more than one
instrument?
(d)—Which is the most popular instrument?
(e)—How many children are studying some
musical instrument, and which is the most
popular?
(f)—Which instrument would the family pre-
fer to keep if all but one had to be disposed of?
(g)—How many members per family play a
musical instrument?
The foregoing are questions of an exceed-
ingly pertinent value to every music dealer the
country over. And every merchant would find,
without any question, that such information, at
his disposal, is exceptionally valuable to him
in doing business.
A well-known music stdre in the Southland
has given the trade an excellent example of this
modern method of laying a merchandising
foundation, through its very thorough musical
census of the community it serves.
"Esse Quam Videri."
It is the foregoing motto of the State of
North Carolina that inspired Charles S. An-
drews, head of the Andrews Music House in
Charlotte, one of the leading retail music stores
in the country, to apply the yardstick of an-
alysis to the territory his store serves and un-
cover a wealth of valuable information on "The
Musical Instrument in the Home."
"To Be Rather Than to Seem," is the official
slogan of all North Carolinans and Mr. An-
drews took this motto as the inspiration for a
definite probe into the musical situation of his
section.
He conceived it as his business duty not to
"seem" to know the music-buying potentialities
of the families in the community he serves with
" Everything in Music.' 1 Rather he went straight
to the heart of his market and dug out a detailed
analysis of the use of all musical instruments
by both the young and old of that section.
What Mr. Andrews uncovered in this new
musical census reveals some very interesting
as well as valuable information—the kind of
facts that every man in the music business
should have on his particular market.
D
As a result of his cleverly planned question-
naire system, Mr. Andrews reached into prac-
tically every home in the community and had
returned to his offices the very definite informa-
tion as to what musical instrument is most
popular in the homes of that section of North
Carolina. How many different instruments are
there to a home? How many children are there
I 'iano
Talking Machine
Violin
Guitar
If you had to dispose of all instruments
one which would you retain?
l'iano
Radio
Talking Machine
Violin
Harmonica
Which of the following instruments do
have in your home?
Radio
Piano
Talking Machine
Violin
Banjo
Saxophone
Guitar
Orchestra Bells
Cornet
Cello
Trombone
Clarinet
Ukulele
Flute
Mandolin
Organ
No instrument
58
41
3
1
but
91
84
26
5
1
you
163
153
159
43
20
3
25
1
7
2
3
5
5
1
2
2
11
H o w many children under 16—1.19 per home
Charles S. Andrews, Author of the Census
and how many play? How many homes with-
out a musical instrument?
And considerable other correlated statistics
were developed through this plan.
The Andrews Music House had as its primary
purpose in this questionnaire survey to ascer-
tain the status of the musical instrument in the
homes of that section, and this is what it found
out through its effective method:
What is the most popular instrument in your
home?
Radio
107
8
in 141 homes, or 57 per cent.
How many play an instrument—.64 per home
in 102 homes, or 41 per cent.
Through the Andrews survey it was estab-
lished that among the homes reporting only 11
or less than 8 per cent had no musical instru-
ments of any kind. If this proportion can be
accepted as holding good for the entire popula-
tion of Charlotte and vicinity, which was 46,338
according to the last Federal census, then there
would be only 3,707 homes in the district with-
out some kind of musical instrument. Even
granting that Mr. Andrews picked the cream of
the population, and that there might be a large
section of the community not so well supplied,
the showing is an interesting one and indicates
that musical interest in the section is alive and
worth cultivating.
Radio proved to be the most popular instru-
ment in the census, 107 reporting as against 58
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