Music Trade Review

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The Music Trade Review
Committee Will Be Named to Properly
Promote Music Industry's New Slogan
*~pHE prize slogan: "The Richest Child Is
*• Poor Without Musical Training," having
been selected and the $1,000 prize for it paid to
Mrs. Linnie L. Wilson of Hamilton, Mont., The
Music Industries Chamber of Commerce an-
nounces a new committee will be appointed to
carry on the task of fully exploiting the slogan,
for it is emphasized that it is only by constant
iteration that such a slogan can be given cur-
rency.
Pending the appointment of the new com-
mittee the Chamber urges that the trade give
consideration to three channels through which
the new slogan may be exploited, namely, pub-
licity, advertising and merchandising. Along
the line of publicity the Chamber is preparing
material for the women's pages of daily papers,
for women's magazines and educational jour-
nals, based on Mrs. Wilson as a personality,
and it is urged that manufacturers and jobbers
may assist in the work within the trade by
carrying straight news announcements regard-
ing the slogan to their dealers by direct mail,
through house organs, etc.
In the matter of advertising, it is urged that
the slogan should have a conspicuous place in
all advertising matter issued by the manufac-
turers and jobbers, including dealer-help book-
lets and leaflets, etc., and where possible a spe-
cial slogan leaflet should be issued. It is also
urged that the slogan be used on all letter-
heads of houses in the trade, as well as on
. window cards and posters, on show windows,
and in all newspaper and magazine advertising
whether national or local. It is very likely that
the Chamber committee will prepare stickers
carrying the slogan designed for general dis-
tribution and sold to the trade at cost.
In the matter of exploiting the slogan by
merchandising, the methods necessarily will
vary according to local conditions, and no
doubt the mere suggestion of its exploitation in
this way will be fruitful in starting the indi-
vidual dealer upon the consideration of the
ways best adapted to his own circumstances
and locality. One suggestion, however, that
would seem to be possible of adoption any-
where is that in the first six months of the
slogan exploitation campaign, "Slogan Sales"
should be held at regular intervals. That is,
special price inducements should be given to
all student purchasers of musical goods, the
offer to be coupled with the slogan as practical
evidence of the dealer's belief in its truth and
his desire to apply it in practice.
The Music Industries Chamber of Commerce
would like to get the reaction of the industry
to the slogan itself and would appreciate re-
ports from manufacturers or jobbers as to
what they are doing to get behind the move to
thoroughly exploit it.
Henry A. Winkelman Retires
From Oliver Ditson Co.
BOSTON, MASS., February 18.—Henry A. Winkel-
man, for many years manager of the Victor
department of the Oliver Ditson Co., has re-
signed his position with that concern and his
successor has not yet been announced.
Mr. Winkelman has not been in the best of
health for some time, and plans to take a
lengthy rest at his country home some distance
from the city. He has been one of the most
popular figures in the local music trade and
his retirement from the business will be greatly
regretted.
FEBRUARY 23, 1929
Where Instalment Sales
Are an Unknown Factor
Everyone Pays Cash for Musical Instruments
in Guatemala, According to Joseph Martinez,
a Dealer of That Country
SAN FRANCISCO, CAL., February 16.—How popu-
lar bands create great public enthusiasm for
music was explained to-day by Joseph Mar-
tinez, music dealer from Quezaltenango, Guate-
mala. Mr. Martinez was visiting C. P. Mac-
Gregor, manager for the Brunswick Phono-
graph Co. here. All the company's exporting
is done from the New York office of the
Brunswick, but West Coast dealers from
Latin America find it convenient to look at the
models on the Pacific Coast, and select their
styles. Speaking of Quezaltenango, which he
said is a city of 45,000 people, Mr. Martinez
said that they have about the finest Marimba
band in the country.
Buying musical instruments on the instal-
ment plan is unknown in Guatemala. Everyone
pays cash. Most of the people are either very
rich or very poor. They are all very fond of
phonographs, the cost of which is increased by
an import duty. The rich buy costly instru-
ments. Some of the poor will almost go with-
out food to buy an inexpensive phonograph and
records. Radios are very little used in Guate-
mala. Mr. Martinez is a Brunswick dealer, and
he says his,, customers want straight models.
The Union Music Co. is expanding by taking
in the second floor and placing its piano de-
partment there. This gives larger space for
displaying pianos. They have the Lester and
the Jesse French lines. D. A. Hennessey, the
proprietor, says they had a very good month's
business in January, especially in radio. He
believes there is nothing made by expecting
customers to come in so is having house-to-
house canvassing, and finds results satisfactory.
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