Music Trade Review

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MAKING THE
NEWS COLUMNS
of the LOCAL PAPER
T
HE music merchant who has been prone to complain
because newspapers seem inclined to give publicity to
practically every other commodity except musical instru-
ments may have himself to blame for this situation,
if he has made no effort to secure such publicity on his own
account. As a matter of fact, there are many ways in which
a music merchant can burst into the editorial columns of
newspapers if he has the right material to offer and presents
it in the proper way. This is especially true of the music
dealer located in a small city, although the large city also
offers excellent chances for publicity through newspapers if
the matter is handled intelligently.
In Milwaukee, for example, there are over twenty com-
munity papers, published every week or every other week and
distributed to thousands of homes in the community in which
they are published. These papers are constantly seeking
news material having a local appeal. The daily newspapers
publish outstanding city, national and state items in their
columns, but do not give space to less important happenings
BANJO PLAYING
EASY TO LEARN]
SOME
EXAMPLES
OF
BEIHOFF'S
PUBLICITY
IN
MILWAUKEE
NEWSPAPERS
By Norbert J. Beihoff Mas. B.,
the Beihoff Music Co., 5121 W.
North Ave.
One of the most popular instru-1
ments because of its varied possi- ]
bilities is the tenor banjo.
It can be played at home with |
others or alone, in orchestras, j
with any combination of instru-
ments, as soloist, for vocal accom- j
paniment and was recently intro-j
duced in military band.
Violinists and cellists can learn I
to do professional banjo playing j
in a few months, and beginners
without any previous knowledge of
music can play chords for vocal
accompaniment in just a couple of J
weeks.
Banjoists can either play melo-
dies or harmonies and advanced
performers do both at the same
time.
As banjos are very inexpensive
especially those made for begin-
ners it is within reach of anyone
wishing to play it and can be pur- I
chased for as little as five dollars, ra
The splendid feature of knowing J
how to play banjo is that it can u
be used for vocal accompaniment I
and is portable; at the same t i m e !
it is one of the most valuable in? m
struments for dance orchestras. II
People with joints of the fingers | |
of the -right hajlL. missive fincj
How N. J. BEIHOFF,
Milwaukee, gets free
publicity that is both
helpful and interesting
that occur in the various communities of the average city.
It is these small items which make the community paper
of value to its readers. The editors of these papers realize
this fact and consequently are anxious to secure this type of
news. In order to secure space, it should be remembered
that the articles for publication should contain a certain
amount of news value in them.
An article which reads as an advertisement will not find
its way into the news columns. Accordingly, when a mer-
chant redecorates, remodels or renovates his store, or adds
new fixtures, that is news and makes good publicity. When
the merchant makes improvements it is for the purpose of
better serving his patrons and they in turn are always glad
to be acquainted of this fact.
There are numerous other methods of boosting the music
merchant's business. Active participation in community asso-
ciations and affairs endow him with the stamp of being good
news copy. Anniversaries in business, the introduction of a
{Please turn to page 26)
Music Hints
By N. J. Beihoff, Mus. B.
WOOD CLARINETS
Editor's Note—Mr. N. J. Beihoff,
Mus. B., of the Beihoff Music Co.,
5121 North ave., is writing a se-
ries of short articles on the care
of instruments, prepared especial-
ly for the Northwest Times.. Mr.
Beihoff is an authority on music
and - musical instruments and his
suggestions should prove of value.
Watch for the article on your fa-
vorite instrument. Here's the
first:
The wood clarinet is an instru-
ment which requires considerable
care, although this care becomes
Simple after a while. Use olive
oil,
saturate a cloth and run
through the instrument every few
weeks, seeing that the joins are
especially covered with a coating
of oil. In doing this, cover the
pads of the instrument with pieces
I of blotter to prevent the pads from
\absorbing any oil.
I The corks should be greased as'
often as is necessary to make the
dismantling easy, and the assem-
bling quick.
The keys of the instrument
should occasionally be oiled with
a light machine oil.
The instrument should never be
placed near any source of great
heat nor exposed very long in
great cold. The instrument must
be wiped dry after playing to pre-
vent cracking. Metal clarinets
need only be oiled with machine
THE
MUSIC
TRADE
MUSIC STUDY i
NOT ARDUOUS
By Norbert J. Beihoff, Mus. B.,
author of "Modern Embellish-
ment," "Modern Harmony," "Pro-
fcsisonal
Saxophone Technic,"
"Transposition Simplified," etc.
Many times when you listened
to an orchestra, you wished you
could play some instrument, and
when the music held you in its
grip of enchantment you wished
for one of the instruments right
then so that you could play along,
but a great obstacle seemed to
prevent your ever attempting
play.
You thought it would take years
and never realized it could
done in just a few months.
Certain instruments like piano,
violin, cello, organ are different to
learn but many others like saxo-
phone, clarinet, banjo, guitar,
ukelele, trumpet, trombone, drums
are comparatively easy to learn.
On these instruments popular
or classical music can be played
with just a few months of study,
and frequently within a few weeks
depending upon the students ef-
fort and adaptability.
Series ofArticles
In this series of articles we
explain the various instruments^
REVIEW.
January,
1932