Music Trade Review
Issue: 1931 Vol. 90 N. 3 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
A BLAZE THAT APPEARED DISASTROUS ACTUALLY
ACTED AS A STIMULANT TO THE BUSINESS—WITH
THE NEW STORE CAME NEW SELLING ENERGY AND
IMPROVED AND SUCCESSFUL METHODS
THE PEFFER MUSIC CO.
WHEN
FIRE
CAME
THE SHEET MUSIC DEPARTMENT IS SPACIOUS AND COMFORTABLE
When, in the early Summer of 1930, Peffer's own broad-
casting station KGDM (started about four years ago as a
5-watt and then a 50-watt station) installed its new 250-
watt transmitter under license from the Federal Radio Com-
mission, the 9tation on May 3 held "open house" for all of
interior California. This was "live news" for both the adver-
tisements and the news columns of the newspapers.
The installation of a three-manual Moller pipe organ at
the radio station and its dedication on September 9 was
another live subject for news, used to full advantage.
Then—each arrival of a large shipment of merchandise is
of course played up, the effort being, however, to develop
some striking and unusual angle of the event so as to merit
news treatment and to depart as much as possible from the
conventional "big shipment arrives" idea. For example, on
October 9 the arrival of a train of six carloads of pianos from
Chicago—all for Peffer—was the signal for a two-page adver-
tisement and much well-earned publicity, for the train came
into Stockton down one of the main streets by special per-
mission from the city fathers—a "stunt," by the way, never
before accomplished.
On October 18 the arrival for installation at Station
KGDM of a Bechstein piano from Germany—also ln>e news;
and so on, without end.
Of course, the astounding variety of lines handled by
Peffer makes it easy to fill each "newsvertisement" with
meaty "ad-news items." Besides full lines of radios, pianos,
sheet music, music rolls, radio-phonograph combinations, rec-
ords, band and stringed instruments, etc., Peffer .has a com-
plete household electric-appliance department selling electric
toasters, electric percolators, waffle irons, vacuum cleaners,
electric ranges, washing machines, electric refrigerators and
electric sewing machines, etc. He also features electric clocks,
THE
MUSIC
TRADE
REVIEW,
March, 1931
GOOD INTtRIOR DISPLAYS, HELP SALES
portable
typewriters,
home movie outfits,
and other lines which
fit in ideally with the
program of a page full
of "ad-news."
TELEWOMAN STILL
THE BEST WAY
But all this exterior
publicity is, after all, A BIS FIREPLACE LENDS A HOME-
LIKE ATMOSPHERE
the means to an end—
that of bringing the
customer into the store. Many place orders with Peffer by
mail or 'phone, but the majority still prefer to do their
(Please turn to page 29)
A BLAZE THAT APPEARED DISASTROUS ACTUALLY
ACTED AS A STIMULANT TO THE BUSINESS—WITH
THE NEW STORE CAME NEW SELLING ENERGY AND
IMPROVED AND SUCCESSFUL METHODS
THE PEFFER MUSIC CO.
WHEN
FIRE
CAME
THE SHEET MUSIC DEPARTMENT IS SPACIOUS AND COMFORTABLE
When, in the early Summer of 1930, Peffer's own broad-
casting station KGDM (started about four years ago as a
5-watt and then a 50-watt station) installed its new 250-
watt transmitter under license from the Federal Radio Com-
mission, the 9tation on May 3 held "open house" for all of
interior California. This was "live news" for both the adver-
tisements and the news columns of the newspapers.
The installation of a three-manual Moller pipe organ at
the radio station and its dedication on September 9 was
another live subject for news, used to full advantage.
Then—each arrival of a large shipment of merchandise is
of course played up, the effort being, however, to develop
some striking and unusual angle of the event so as to merit
news treatment and to depart as much as possible from the
conventional "big shipment arrives" idea. For example, on
October 9 the arrival of a train of six carloads of pianos from
Chicago—all for Peffer—was the signal for a two-page adver-
tisement and much well-earned publicity, for the train came
into Stockton down one of the main streets by special per-
mission from the city fathers—a "stunt," by the way, never
before accomplished.
On October 18 the arrival for installation at Station
KGDM of a Bechstein piano from Germany—also ln>e news;
and so on, without end.
Of course, the astounding variety of lines handled by
Peffer makes it easy to fill each "newsvertisement" with
meaty "ad-news items." Besides full lines of radios, pianos,
sheet music, music rolls, radio-phonograph combinations, rec-
ords, band and stringed instruments, etc., Peffer .has a com-
plete household electric-appliance department selling electric
toasters, electric percolators, waffle irons, vacuum cleaners,
electric ranges, washing machines, electric refrigerators and
electric sewing machines, etc. He also features electric clocks,
THE
MUSIC
TRADE
REVIEW,
March, 1931
GOOD INTtRIOR DISPLAYS, HELP SALES
portable
typewriters,
home movie outfits,
and other lines which
fit in ideally with the
program of a page full
of "ad-news."
TELEWOMAN STILL
THE BEST WAY
But all this exterior
publicity is, after all, A BIS FIREPLACE LENDS A HOME-
LIKE ATMOSPHERE
the means to an end—
that of bringing the
customer into the store. Many place orders with Peffer by
mail or 'phone, but the majority still prefer to do their
(Please turn to page 29)
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