Music Trade Review

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TELLING THE SALES STORY
O N MUSIC
VIA RADIO
A Half Hour Program of the
Schmidt Music Co., Davenport,
la., That Actually Made Sales
LARGE number of music houses,
large and small, have made use of
radio broadcasting for the purpose
of bringing their names and par-
ticularly their products before millions of
prospects in the quiet of their own homes.
Some of these radio campaigns have been
successful and others, probably because of the
material used in the broadcast, have proven
disappointing. Through the courtesy of the
Schmidt Music Co., Davenport, la., THE
REVIEW is privileged to reproduce the con-
tinuity of a full half-hour radio program,
typical of those that have been featured by
the company during the fall and winter and
which have been productive of most satisfying
results. Perhaps the material may prove of
assistance to other dealers planning radio
presentations.
A
SCHMIDT MUSIC CO. PROGRAM
November 9, 1932
(Prepared by Dr. Lyle Flanagan)
Opening Announcement: The Schmidt Music
Co., which so graciously gave its time on
several occasions in the last few weeks
that we might hear talks by the several
political candidates, opens another program
at this time. All the music used on this
program comes from the 38,000 copies of
sheet music which is constantly a part of
the stock at Schmidt Music Co. in Daven-
port, Iowa. Of course, the pianos used are
Everetts, with which the studios of WOC
are equipped, and for which the Schmidt
Music Co. is Tri-Citv agent. (Pause.) To-
night let us look in on the Wakefield fam-
ily. Mother and daughter are engaged in
conversation, and from the trend of things
well, we have an idea there is
going to be a wedding in the Wakefield
family. Let's see if we are right.
Music: "Ich Liebe Dich"—Grieg. (Just a
few bars to bring out the piano tone quite
brilliantly.)
Girl: Oh, mother! It seems too good to be
true! All I had expected of Dad was that
THE
MUSIC
TRADE
he would give me a pretty wedding. And
now he's bought me this beautiful grand
piano. Strike just another chord or two
so I can hear its tone.
Music: (Run a few chords.)
Mother: It is beautiful, isn't it . . . such
a resonant tone. I tried to get father to
trade in our old upright on the grand for
you.
Girl: But, mother! What would you do
for a piano?
Mother: That's just the point. What do
you think your father said!
Girl: (Ecstatically.) Tell me, quick!
Mother: He said he was going to trade
the old upright in on an Everett grand,
and that was to be my Christmas present!
Girl: That's splendid! Dad's an old dar-
ling!
Mother: You'll agree, then, that I had good
judgment when / got married?
Girl: I've always agreed to that. (Pause.)
But . . . say, mother! Let's sing a song
before Jack gets here. I want to have some
of the joy either sung out of my heart or
sung into it. . . .
I don't know which.
Let's do the waltz from "Romeo and
Juliet."
Singer: "Romeo and Juliet."
Girl: Mother! I feel as if I had all the
support in the world with that grand in
the background. Seems to me that I am
singing with half-a-dozen pianos.
Mother: And yet . . .
it doesn't drown
you out at all.
Jiiz: (Door bell).
Girl: There's Jack! Won't he be surprised?
Mother: And happy! I'll open the door!
liiz: (Door opens).
Girl: Hello, Jack, dear.
Mother: Come in, Jack. Always glad to
see you.
Jack: Thanks, mother Wakefield.
I'm
always glad to come. . . . Hello, Mary
darling. What makes you seem so strange
this evening? You act as if . . . well,
as if.
. . .
Girl: (Cutting in.) As if I am the happiest
REVIEW,
December,
1932
girl in the world! Jack . . . Just look
in the far end of the living-room.
Jack: Great Scott! A grand piano. Where'd
you get that?
Girl: Father . . . lie gave it to us for
a wedding present!
Jack: Can you beat that! That's mighty
wonderful of him . . . and it's going
to be mighty wonderful for us.
Girl: Slip off your topcoat, Jack, and let's
start singing right away.
Jack: All right . . . you sing a song
while I catch my breath . . . there's
Victor Herbert's "Kiss Me Again." Sing
that.
Girl: All right.
Singer: "Kiss Me Again."
Jack: I don't know whether to get more
enthused over the piano or the girl's voice.
Mother: Get enthused over the piano, Jack.
There'll be a time soon when you'll find
that you can tell the piano to be silent,
and it will . . . but a young girl!
Never!
Mother—Jack: (Both laugh).
Girl: Now, mother! Let's not talk non-
sense. Jack's going to sing. See here, Jack,
I've found three of your favorites. The
first one you'll sing for me is "Pale Moon."
Singer: "Pale Moon."
Mother: That's a beautiful number, Jack.
Jack: And that Everett grand piano is sim-
ply marvelous to sing with. So buoyant
in tone!
Girl: And you sing so beautifully, Jack.
Do another number . . . this one just
for me. "At Dawning" . . . the song
I want at our wedding.
Singer: "At Dawning."
Mother: Ohhhhh! . . . I like that, Jack.
I like the sentiment, and I like the way
you sing it.
Jack: Thanks, mother. (Coyly) And I rather
hope that Mary realized that every word
I sang was meant for her.
Girl: Of course, I did, silly. But don't
be getting sentimental, Jack.
(Please turn to page 11)