Music Trade Review
Issue: 1931 Vol. 90 N. 2 - Page 4
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Walter Damrosch Broadcasting One of His Lecture Recitals. Standing, President M. H.
Aylesworth of the National Broadcasting Company
500,000 NEW PIANO STUDENTS
CREATED BY RADIO
O
N January 10, as intimated in The Review last
month, there was launched the greatest campaign in
history for the development of a nation-wide inter-
est in the piano and particularly in the playing of that
instrument, with a national radio hook-up over the two great
NBC networks as the medium.
The plan calls for the
broadcasting of two programs every week. One, entitled
"Music on the Air," will be broadcast over W J Z , New
York, and the NBC blue network every Tuesday afternoon
from three to three-thirty, Eastern Standard Time, and is
designed to develop general interest in piano music, its pro-
duction and its value in the home. The other program is
entitled "Keys to Happiness," and will be broadcast on Sat-
urday morning from eleven-thirty to noon over WEAF, New
York, and the NBC red network. This program will be
designed to develop interest in the playing of the piano
through the medium of a series of ten easy piano lessons given
over the air. For the lessons, special books of the "Look and
Play" style, familiar to the trade, will be distributed without
charge to the public either direct from the broadcasting sta-
tion or through local music dealers.
It is the particular
desire of those sponsoring the programs to have the dealers-
tie-up to the extent, at least, of having the lesson booklets
available for distribution on request.
This campaign in the interest of the piano, which will be
continued throughout 1931, has the earnest endorsement of
M. H. Aylesworth, president of the National Broadcasting
Co., which is evident in the fact that the company itself is
donating the time without any outside remuneration, this
time being estimated at regular station service rates to be
worth nearly $300,000 for the year. The plan itself was
conceived by E. C. Mills, president of the Radio Music Co.,
a subsidiary of the National Broadcasting Co., who discussed
the matter over a period of several months with many dif-
ferent factors in the music field, including piano manufac-
turers and dealers. When the plan finally reached the point
THE
MUSIC
TRADE
REVIEW,
February, 1931
Walter Damrosch Broadcasting One of His Lecture Recitals. Standing, President M. H.
Aylesworth of the National Broadcasting Company
500,000 NEW PIANO STUDENTS
CREATED BY RADIO
O
N January 10, as intimated in The Review last
month, there was launched the greatest campaign in
history for the development of a nation-wide inter-
est in the piano and particularly in the playing of that
instrument, with a national radio hook-up over the two great
NBC networks as the medium.
The plan calls for the
broadcasting of two programs every week. One, entitled
"Music on the Air," will be broadcast over W J Z , New
York, and the NBC blue network every Tuesday afternoon
from three to three-thirty, Eastern Standard Time, and is
designed to develop general interest in piano music, its pro-
duction and its value in the home. The other program is
entitled "Keys to Happiness," and will be broadcast on Sat-
urday morning from eleven-thirty to noon over WEAF, New
York, and the NBC red network. This program will be
designed to develop interest in the playing of the piano
through the medium of a series of ten easy piano lessons given
over the air. For the lessons, special books of the "Look and
Play" style, familiar to the trade, will be distributed without
charge to the public either direct from the broadcasting sta-
tion or through local music dealers.
It is the particular
desire of those sponsoring the programs to have the dealers-
tie-up to the extent, at least, of having the lesson booklets
available for distribution on request.
This campaign in the interest of the piano, which will be
continued throughout 1931, has the earnest endorsement of
M. H. Aylesworth, president of the National Broadcasting
Co., which is evident in the fact that the company itself is
donating the time without any outside remuneration, this
time being estimated at regular station service rates to be
worth nearly $300,000 for the year. The plan itself was
conceived by E. C. Mills, president of the Radio Music Co.,
a subsidiary of the National Broadcasting Co., who discussed
the matter over a period of several months with many dif-
ferent factors in the music field, including piano manufac-
turers and dealers. When the plan finally reached the point
THE
MUSIC
TRADE
REVIEW,
February, 1931
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