Music Trade Review
Issue: 1932 Vol. 91 N. 2 - Page 17
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC
TRADE
REVIEW,
NEW VIGOR FOR THE
PIANO BUSINESS
(Continued from page 5)
February, 1932
17
observation purposes. It is a pure commer-
cial plan that works. There are many pit-
falls in the way, but after several years of
experimental work these have been removed
and others can avoid these pitfalls by keep-
ing in close communication with our or-
ganization. It requires energetic work and
no lazy person or organization can succeed
in it. It is equally applicable to a one-man
organization or to a large organization. It
is the most interesting work in which we
have ever engaged and the people we sell
to are most appreciative of our efforts and
are extremely enthusiastic in their friendship
for us and for our plan. It is 100% con-
structive and has no destructiveness in it.
We sold one-half more pianos at retail in
our city and close-by community in Decem-
ber, 1931, than we did in December, 1930,
and nearly all of these pianos were sold
under this constructive plan, mostly to people
who had no idea of purchasing a piano be-
fore we approached them and invited their
children for a test lesson. We never ad-
vertise for pupils as we desire pupils only
from the homes where there are no pianos
and where we feel there is a reasonable
chance to sell a piano.
If every community in the United States
were to have this plan in operation in 1932, and
if it wer.e worked as successfully as we have
been able to work it in the last three months
after having developed it through several
years of experimentation, all the inventories
of repossessed pianos would vanish and the
present capacity for manufacturing pianos in
the United States would not be able to supply
the demand. We say this advisedly and with
fear and trembling lest some might assume
that we have become vainglorious.
RCA VICTOR CO.
DISTRIBUTORS MEET
More than 200 distributors of RCA Victor
Co. products, together with their representa-
tives, recently attended a two-day meeting at
French Lick Spring, Ind., where they dis-
cussed at length plans for the 1932 campaign.
Various department officials addressed the
distributors and outlined the company's pro-
gram for the year. Among them Ernest H.
Vogel, instrument sales manager, who ex-
hibited and explained the new line and told
of the increased efficiency at the factory;
Pierre Boucheron, advertising and sales pro-
motion manager, who told of the strong cam-
paign planned around the slogan "Step ahead
with RCA Victor in 1932." And C. L.
Egner, record sales manager, who told of the
increased public interest in records which had
been stimulated through the introduction of
long-playing discs. Other department execu-
tives also talked at some length.
We have the parents join in a community
sing with their own children accompanying
them on a group of pianos, and before the
day of the recital a number of the parents
have already purchased pianos in order that
their children may play better in the recital.
After the recital we sell to as many as pos-
sible of those who have not previously pur-
chased. Then we promptly start preparation
for the next recital and keep on repeating
this operation.
In the meantime, we have been glorifying
the piano and piano instruction in advertise-
ments which we have been publishing daily
in our local newspapers for two years or
more. These advertisements are published
in the form of local news items in the local
news pages of the newspapers. This ad-
vertising has had a telling effect in this com-
munity in causing people to place a high
OHIO ASSOCIATION N O W
valuation on the importance of piano instruc-
tion for children. We never publish a dis-
PUBLISHES NEW MONTHLY
play advertisement without having some
"child appeal" in it also. We glorify the
The Music Merchants' Nrivs is the latest
piano and piano instruction at every oppor-
publication to make its bow to the music
tunity and never try to sell purely on the
trade, it being the official organ of the Music
price appeal. Our humble opinion is that
Merchants' Association of Ohio. The first
price appeal is out of date. We never sold
issue contained general news of the associa-
as high a percentage of pianos without di-
tion's activities, together with an open forum
rect competition with our competitors as we
in which members aired their views of trade
do under the above method.
topics. Carl E. Summers, president of the
association, offered an interesting message to
At our last recital we had a woman
members and the radio address of Past Presi-
present who is at the head of one of the
dent Otto Heaton, of which over 70,000 copies
Educational Departments of the Pennsyl-
were distributed, was published in full.
vania State Federation of Women's Clubs.
Edgar C. Hanford, Springfield, O., is editor
She came over 150 miles to witness this reci-
of the new paper and has done a good job.
tal and expects to recommend to the next
The Ramp Music Store, Spokane, Wash.,
State Convention of Women's Clubs in Penn-
The Thomas Music House, Sharon, Pa.,
sylvania that the Federation of Women's has been incorporated with capital stock of
Clubs start an active campaign to encourage $15,000, by George L. Allen, Rudy N. Allen has purchased the stock of the Curran Music
Co., that city, and is closing it out.
class piano instruction in the public schools. and Julius P. Steele.
We also had present dealers from various
parts of Pennsylvania, some of them who
came in desperation and about ready to de-
cide to give up the piano business, but they
returned to their homes determined to go
after the piano business under this new plan
with renewed vigor and had full faith that
it could be done successfully.
Other dealers desiring to witness a recital
can, by writing to the Weaver Piano Co.,
"A Leader Among Leaders"
York, Pa., be advised of each following reci-
tal and receive an invitation to attend for
MEHLIN
PIANOS
PAUL G. MEHLIN 6c SONS
Warerooms:
509 Fifth Ave., near 42nd St.
NEW YORK
Main Office and Factories
Broadway from 20th to 21st Sts.
WEST NEW YORK, N. J.
Backed by Family Pride
BOGART PIANO
COMPANY
500 E. 134th St., New York
GRANDS
UPRIGHTS
PLAYER-PIANOS
KRAKAUER BROS.
Cypress Ave., 136th and 137th Sts.
NEW YORK
THE
MUSIC
TRADE
REVIEW,
NEW VIGOR FOR THE
PIANO BUSINESS
(Continued from page 5)
February, 1932
17
observation purposes. It is a pure commer-
cial plan that works. There are many pit-
falls in the way, but after several years of
experimental work these have been removed
and others can avoid these pitfalls by keep-
ing in close communication with our or-
ganization. It requires energetic work and
no lazy person or organization can succeed
in it. It is equally applicable to a one-man
organization or to a large organization. It
is the most interesting work in which we
have ever engaged and the people we sell
to are most appreciative of our efforts and
are extremely enthusiastic in their friendship
for us and for our plan. It is 100% con-
structive and has no destructiveness in it.
We sold one-half more pianos at retail in
our city and close-by community in Decem-
ber, 1931, than we did in December, 1930,
and nearly all of these pianos were sold
under this constructive plan, mostly to people
who had no idea of purchasing a piano be-
fore we approached them and invited their
children for a test lesson. We never ad-
vertise for pupils as we desire pupils only
from the homes where there are no pianos
and where we feel there is a reasonable
chance to sell a piano.
If every community in the United States
were to have this plan in operation in 1932, and
if it wer.e worked as successfully as we have
been able to work it in the last three months
after having developed it through several
years of experimentation, all the inventories
of repossessed pianos would vanish and the
present capacity for manufacturing pianos in
the United States would not be able to supply
the demand. We say this advisedly and with
fear and trembling lest some might assume
that we have become vainglorious.
RCA VICTOR CO.
DISTRIBUTORS MEET
More than 200 distributors of RCA Victor
Co. products, together with their representa-
tives, recently attended a two-day meeting at
French Lick Spring, Ind., where they dis-
cussed at length plans for the 1932 campaign.
Various department officials addressed the
distributors and outlined the company's pro-
gram for the year. Among them Ernest H.
Vogel, instrument sales manager, who ex-
hibited and explained the new line and told
of the increased efficiency at the factory;
Pierre Boucheron, advertising and sales pro-
motion manager, who told of the strong cam-
paign planned around the slogan "Step ahead
with RCA Victor in 1932." And C. L.
Egner, record sales manager, who told of the
increased public interest in records which had
been stimulated through the introduction of
long-playing discs. Other department execu-
tives also talked at some length.
We have the parents join in a community
sing with their own children accompanying
them on a group of pianos, and before the
day of the recital a number of the parents
have already purchased pianos in order that
their children may play better in the recital.
After the recital we sell to as many as pos-
sible of those who have not previously pur-
chased. Then we promptly start preparation
for the next recital and keep on repeating
this operation.
In the meantime, we have been glorifying
the piano and piano instruction in advertise-
ments which we have been publishing daily
in our local newspapers for two years or
more. These advertisements are published
in the form of local news items in the local
news pages of the newspapers. This ad-
vertising has had a telling effect in this com-
munity in causing people to place a high
OHIO ASSOCIATION N O W
valuation on the importance of piano instruc-
tion for children. We never publish a dis-
PUBLISHES NEW MONTHLY
play advertisement without having some
"child appeal" in it also. We glorify the
The Music Merchants' Nrivs is the latest
piano and piano instruction at every oppor-
publication to make its bow to the music
tunity and never try to sell purely on the
trade, it being the official organ of the Music
price appeal. Our humble opinion is that
Merchants' Association of Ohio. The first
price appeal is out of date. We never sold
issue contained general news of the associa-
as high a percentage of pianos without di-
tion's activities, together with an open forum
rect competition with our competitors as we
in which members aired their views of trade
do under the above method.
topics. Carl E. Summers, president of the
association, offered an interesting message to
At our last recital we had a woman
members and the radio address of Past Presi-
present who is at the head of one of the
dent Otto Heaton, of which over 70,000 copies
Educational Departments of the Pennsyl-
were distributed, was published in full.
vania State Federation of Women's Clubs.
Edgar C. Hanford, Springfield, O., is editor
She came over 150 miles to witness this reci-
of the new paper and has done a good job.
tal and expects to recommend to the next
The Ramp Music Store, Spokane, Wash.,
State Convention of Women's Clubs in Penn-
The Thomas Music House, Sharon, Pa.,
sylvania that the Federation of Women's has been incorporated with capital stock of
Clubs start an active campaign to encourage $15,000, by George L. Allen, Rudy N. Allen has purchased the stock of the Curran Music
Co., that city, and is closing it out.
class piano instruction in the public schools. and Julius P. Steele.
We also had present dealers from various
parts of Pennsylvania, some of them who
came in desperation and about ready to de-
cide to give up the piano business, but they
returned to their homes determined to go
after the piano business under this new plan
with renewed vigor and had full faith that
it could be done successfully.
Other dealers desiring to witness a recital
can, by writing to the Weaver Piano Co.,
"A Leader Among Leaders"
York, Pa., be advised of each following reci-
tal and receive an invitation to attend for
MEHLIN
PIANOS
PAUL G. MEHLIN 6c SONS
Warerooms:
509 Fifth Ave., near 42nd St.
NEW YORK
Main Office and Factories
Broadway from 20th to 21st Sts.
WEST NEW YORK, N. J.
Backed by Family Pride
BOGART PIANO
COMPANY
500 E. 134th St., New York
GRANDS
UPRIGHTS
PLAYER-PIANOS
KRAKAUER BROS.
Cypress Ave., 136th and 137th Sts.
NEW YORK
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