Music Trade Review
Issue: 1929 Vol. 88 N. 26 - Page 67
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Musical Merchandise Section oi The Music Trade Review
Lomb Urges Musical Merchandise
Trade to Use Slogan More Extensively
*Tp HE new music slogan, "The Richest Child
•*• Is Poor Without Musical Training,'' is a
good slogan, according to Henry C. Lomb, who
has just written a letter to the membership of
the National Association of Musical Instrument
& Accessories Manufacturers in which he urges
everyone to co-operate in the distribution of
the slogan campaign leaflets.
The text of the letter follows: "Our Secre-
tary's office informs me that the response to the
letter describing the 'Slogan Material,' now
available for distribution, has been very disap-
Henry C. Lomb
pointing. Enclosed you will find another copy
of the Slogan folder, and I earnestly ask you
to look over it again and order as many of these
folders as you can consistently use for distribu-
tion to your dealers, provided, of course, that
you have not already done so.
"The members of this Association must have
this Slogan matter very much at heart, because,
"as you know, we were the prime movers in the
Slogan Campaign so that we are in duty bound
to do all in our power to bring about its wide-
spread adoption. The cost of the material in-
volved is comparatively trivial and the labor
negligible, for it simply means adapting this
material to our already existing sales-helps.
"This question of securing the nation-wide
adoption of the slogan really touches the very
foundations of our industry and the failure to
recognize this fact must cause us grave con-
cern. Regardless of what some sales-psy-
chologists of our acquaintance may tell us, our
Slogan, 'The Richest Child Is Poor Without
Musical Training,' is a good slogan, for it was
selected from a huge number submitted in a
campaign that was remarkable in the interest it
aroused in all parts of the country and in all
classes of the population, and was chosen by a
committee composed of some of the most prom-
inent and capable publicity men in the country.
And, in any event, it now is our slogan.
"Although it may not appear so at once, the
Slogan embodies, in my judgment, precisely the
appeal that this industry of ours requires at this,
perhaps the most critical moment in its history.
More and more it is becoming clearly apparent
that the salvation of the music industry lies in
arousing the masses of the American people to
actual participation in the playing of music,
not necessarily as a means of earning a liveli-
hood, but as a source of infinite pleasure, of un-
alloyed satisfaction and of lasting happiness
and as a wholesome outlet for the expression
of those emotions without which life would be
a drab and dreary spectacle.
"Now it is well known that once a person has
passed the age of early youth, it becomes in-
creasingly difficult, if not impossible, to interest
him in music-playing. Whatever the cause may
be, the fact remains indisputable. It immediate-
ly follows that our purpose of securing actual
participation in music-playing can be accom-
plished only through the child and that is ex-
actly what the Slogan does. Moreover, the in-
direct or inferential appeal to the parent adds
to its all-compelling force.
"Furthermore, the Slogan irresistibly draws
the attention (again by compelling indirection)
to the overpowering and eternal significance of
spiritual values as against material values, "The
Richest Child Is Poor, etc." And so the Slogan
leads the mind to see that it is music and the
playing of it that, above all else, holds these
spiritual and cultural values in its heart.
"In every respect, therefore, the Slogan ful-
fills the sales-axiom that the selling appeal must
fit the article sold. We must seek to introduce
the child first to the thrill of playing rhythm,
then to the beauties of melody and the raptures
of harmony, and he will be brought, uncon-
sciously, to a true evaluation of music through
the playing of it, so that this playing will
thereafter become an inseparable and indispen-
sable part of his very life.
"The Great Power above us has implanted in
every human being a love for music. We have
but to kindle that divine spark to arouse the
desire, latent but universal, to express ourselves
through and by the playing of music and we
will have created a field for ourselves the like
of which no other industry can ever hope to
have. Search the markets of the world, review
Dependable
MUSICAL
MERCHANDISE
HAN
ESTABUSMSO 1034
351-SSa FOURTH AVC - H.V.C.
the whole range of business and commerce and
you will not find a single industry that can
trace the demand for its basic product to so
deep a source and can command for this prod-
uct, no matter how strongly it wills, a potential
market even slightly comparable to that which
music and music-playing inherently enjoy.
"No better means of reaching this advanced
position and of building an impregnable defense
is now at hand than the Slogan. Let us cease
to bemoan our fate and utilize the resources
we already have to secure our rightful place in
the ranks of American industry."
Lombardo Royal Canadians
Winning Great Popularity
Down out of Canada came Guy Lombardo
and His Royal Canadians. An orchestra from a
cold country, but what hot rhythm these young
and peppy musicians offered to lovers of the
Francis Henry and Guy Lombardo
;
dance and radio fans everywhere. They have
won many thousands of friends who proclaim
the Lombardo Combination one of the greatest
musical units before the public.
Even blase Chicago, usually a rather icy spot
for traveling orchestras, has melted before the
charms of their dulcet tones and steamy
choruses. Established at the widely known
Granada Cafe, they have taken the air nightly
and spread a feast of musical good things from
coast to coast, as well as before the more inti-
mate audience composed of patrons of the cafe.
In Francis "Muff" Henry, Mr. Lombardo has
found a banjoist-guitarist of unusual ability with
the frets and for this reason the Lombardo com-
bination is heard more often than most using
arrangements in which these instruments are
featured.
Mr. Henry uses a Florentine Model, built by
Gibson, Inc., of Kalamazoo, Mich. He also uses
a Gibson guitar. And can he use them? Well,
listen in and form your own conclusions.
Attractive New Folder
Devoted to Leedy Chinese
OIOCST AKOUMBT MOUSE IN I K
WHOLESALE
ONLY
CATALOG ON
APPLICATION
65
VICTOR
TALKING
MACHINES
The Leedy Manufacturing Co., Inc., Indian-
apolis, Ind., has just issued a comprehensive
illustrated folder devoted to the various types
of chimes made by the company for use with
orchestras. One page of the folder is given
over to the origin and history of chimes, stone
chimes having been used by the Chinese as early
as 5,000 B. C, and the various chimes in the
company's line, together with accessories, are
illustrated and described at length.
The Carnegie Music Co., Carnegie, Okla., suf-
fered damage of stock in a fire which occurred
in the business district of that town recently.
Musical Merchandise Section oi The Music Trade Review
Lomb Urges Musical Merchandise
Trade to Use Slogan More Extensively
*Tp HE new music slogan, "The Richest Child
•*• Is Poor Without Musical Training,'' is a
good slogan, according to Henry C. Lomb, who
has just written a letter to the membership of
the National Association of Musical Instrument
& Accessories Manufacturers in which he urges
everyone to co-operate in the distribution of
the slogan campaign leaflets.
The text of the letter follows: "Our Secre-
tary's office informs me that the response to the
letter describing the 'Slogan Material,' now
available for distribution, has been very disap-
Henry C. Lomb
pointing. Enclosed you will find another copy
of the Slogan folder, and I earnestly ask you
to look over it again and order as many of these
folders as you can consistently use for distribu-
tion to your dealers, provided, of course, that
you have not already done so.
"The members of this Association must have
this Slogan matter very much at heart, because,
"as you know, we were the prime movers in the
Slogan Campaign so that we are in duty bound
to do all in our power to bring about its wide-
spread adoption. The cost of the material in-
volved is comparatively trivial and the labor
negligible, for it simply means adapting this
material to our already existing sales-helps.
"This question of securing the nation-wide
adoption of the slogan really touches the very
foundations of our industry and the failure to
recognize this fact must cause us grave con-
cern. Regardless of what some sales-psy-
chologists of our acquaintance may tell us, our
Slogan, 'The Richest Child Is Poor Without
Musical Training,' is a good slogan, for it was
selected from a huge number submitted in a
campaign that was remarkable in the interest it
aroused in all parts of the country and in all
classes of the population, and was chosen by a
committee composed of some of the most prom-
inent and capable publicity men in the country.
And, in any event, it now is our slogan.
"Although it may not appear so at once, the
Slogan embodies, in my judgment, precisely the
appeal that this industry of ours requires at this,
perhaps the most critical moment in its history.
More and more it is becoming clearly apparent
that the salvation of the music industry lies in
arousing the masses of the American people to
actual participation in the playing of music,
not necessarily as a means of earning a liveli-
hood, but as a source of infinite pleasure, of un-
alloyed satisfaction and of lasting happiness
and as a wholesome outlet for the expression
of those emotions without which life would be
a drab and dreary spectacle.
"Now it is well known that once a person has
passed the age of early youth, it becomes in-
creasingly difficult, if not impossible, to interest
him in music-playing. Whatever the cause may
be, the fact remains indisputable. It immediate-
ly follows that our purpose of securing actual
participation in music-playing can be accom-
plished only through the child and that is ex-
actly what the Slogan does. Moreover, the in-
direct or inferential appeal to the parent adds
to its all-compelling force.
"Furthermore, the Slogan irresistibly draws
the attention (again by compelling indirection)
to the overpowering and eternal significance of
spiritual values as against material values, "The
Richest Child Is Poor, etc." And so the Slogan
leads the mind to see that it is music and the
playing of it that, above all else, holds these
spiritual and cultural values in its heart.
"In every respect, therefore, the Slogan ful-
fills the sales-axiom that the selling appeal must
fit the article sold. We must seek to introduce
the child first to the thrill of playing rhythm,
then to the beauties of melody and the raptures
of harmony, and he will be brought, uncon-
sciously, to a true evaluation of music through
the playing of it, so that this playing will
thereafter become an inseparable and indispen-
sable part of his very life.
"The Great Power above us has implanted in
every human being a love for music. We have
but to kindle that divine spark to arouse the
desire, latent but universal, to express ourselves
through and by the playing of music and we
will have created a field for ourselves the like
of which no other industry can ever hope to
have. Search the markets of the world, review
Dependable
MUSICAL
MERCHANDISE
HAN
ESTABUSMSO 1034
351-SSa FOURTH AVC - H.V.C.
the whole range of business and commerce and
you will not find a single industry that can
trace the demand for its basic product to so
deep a source and can command for this prod-
uct, no matter how strongly it wills, a potential
market even slightly comparable to that which
music and music-playing inherently enjoy.
"No better means of reaching this advanced
position and of building an impregnable defense
is now at hand than the Slogan. Let us cease
to bemoan our fate and utilize the resources
we already have to secure our rightful place in
the ranks of American industry."
Lombardo Royal Canadians
Winning Great Popularity
Down out of Canada came Guy Lombardo
and His Royal Canadians. An orchestra from a
cold country, but what hot rhythm these young
and peppy musicians offered to lovers of the
Francis Henry and Guy Lombardo
;
dance and radio fans everywhere. They have
won many thousands of friends who proclaim
the Lombardo Combination one of the greatest
musical units before the public.
Even blase Chicago, usually a rather icy spot
for traveling orchestras, has melted before the
charms of their dulcet tones and steamy
choruses. Established at the widely known
Granada Cafe, they have taken the air nightly
and spread a feast of musical good things from
coast to coast, as well as before the more inti-
mate audience composed of patrons of the cafe.
In Francis "Muff" Henry, Mr. Lombardo has
found a banjoist-guitarist of unusual ability with
the frets and for this reason the Lombardo com-
bination is heard more often than most using
arrangements in which these instruments are
featured.
Mr. Henry uses a Florentine Model, built by
Gibson, Inc., of Kalamazoo, Mich. He also uses
a Gibson guitar. And can he use them? Well,
listen in and form your own conclusions.
Attractive New Folder
Devoted to Leedy Chinese
OIOCST AKOUMBT MOUSE IN I K
WHOLESALE
ONLY
CATALOG ON
APPLICATION
65
VICTOR
TALKING
MACHINES
The Leedy Manufacturing Co., Inc., Indian-
apolis, Ind., has just issued a comprehensive
illustrated folder devoted to the various types
of chimes made by the company for use with
orchestras. One page of the folder is given
over to the origin and history of chimes, stone
chimes having been used by the Chinese as early
as 5,000 B. C, and the various chimes in the
company's line, together with accessories, are
illustrated and described at length.
The Carnegie Music Co., Carnegie, Okla., suf-
fered damage of stock in a fire which occurred
in the business district of that town recently.
Future scanning projects are planned by the International Arcade Museum Library (IAML).