Music Trade Review
Issue: 1932 Vol. 91 N. 3 - Page 13
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
DCK
PIANO
STYLES
Addition of Four-Foot Ten-Inch and Six-Foot
Grands Completes Unusual Line of Instruments
T
HE
REVIEW presents
on this and the fac-
ing page illustrations
of the instruments
composing the Wheelock
piano line which has re-
cently, as announced last
month, been augmented
with several noteworthv
models in new sizes and
with new scales.
Out-
standing, of course, is the
4- ft. 10 in. grand, known
as the style R W, offered
not only in what may be
termed conventional case
design
with
attractive
high-lighted veneers, but
also in three beautiful
casings conforming with
the three most favored
periods: the Queen Anne,
known as style R W - A ;
the William and Mary,
RW-B, and the Louis XV,
known as RW-C.
The
presentation
of
these new 4-foot 10-inch
grands comes as a result
of the success of the other Wheelock styles,
namely the 5-foot grand, G W, and the 5-foot
4-inch grand, H W, representing, as they do,
excellent craftsmanship in a price range that
has made a strong appeal to both dealers
and public.
To these has been added the new 6-foot
grand, known as E W.
This instrument
seems destined to become a wide favorite with
the more highly trained musical type of pur-
chaser who desires the fullness of tone avail-
able in a piano of this size, at a very mod-
erate price. The case of the E W is marked
by certain attractive embellishments, notably
a fancilv figured maple burr veneer strip run-
ning horizontally under the rim and above
the leg, and also with horizontal and per-
pendicular pieces on the music desk. The
top of the leg column and the maple field of
the music desk are also embellished with a
medallion design.
In the past a retailer in offering a piano
in the lower price range has usually been
restricted to one or two sizes of a giv.?n make.
MATHUSHEK SPINET GRAND
AT WASHINGTONIA EXHIBIT
One of the interesting features of the
comprehensive display of Washingtonia in
the department store of Arnold, Constable
& Co., New York, last month and this, in
celebration of the 200th anniversary of the
birth of George Washington was a Mathu-
shek Spinet Grand, loaned to the exhibit as
representative of the type of piano common
in Washington's time.
THE
MUSIC
TRADE
WHEELOCK GRAND, STYLE HW
If his customer proved to be interested in a
larger piano, he has found it necessary to
shift to another (probably much higher priced)
line of pianos, so being forced to sell his cus-
tomer all over again on another make. With
Wheelock grands available in 4-foot 10-inch,
5-foot, 5-foot 4-inch, and 6-foot sizes,
a customer once sold on the Wheelock can
then choose the size to fit his requirement.
The success of the Wheelock has been due
not alone to the excellent character of the
instruments themselves but to the prestige
that attaches to them, being made by the
Aeolian Co., and recognized as the companion
instruments to the Weber, a piano of fine
tradition and quality. For many years before
the Aeolian Co. took over the control of the
Weber, the Wheelock was manufactured in
the Weber plant and under Weber auspices,
and in the production of the current line this
fact has been kept in mind in adhering to
high principles in the maintenance of tonal
and structural quality.
Wheelock pianos have beei made since
The Spinet Grand w r as not only on display,
but was used on several occasions in con-
nection with musical programs given in the
store. At the opening of the exhibit, for in-
stance, a choral and orchestral concert was
given by 100 students of the New Utrecht
High School, Brooklyn, N. Y., with the Spinet
Grand used for the accompaniment.
John T. Glvnn, manager of the retail
warerooms of the Mathushek house, prepared
an interesting story of the spinet and of the
history of the piano itself, which was mimeo-
REVIEW,
M a r c h , 1932
1877 and, together with
the Weber, the control of
the sale and production of
that product was assumed
by the Aeolian Co. in
1903.
Since that date
there have been numer :
ous improvements made in
both tonal and structural
features, but always prem-
ised on the fact that the
Wheelock was basically a
fine instrument and had
already achieved a wide
reputation.
The value of the Aeo-
lian Co.'s immense manu-
facturing facilities and
technical resources in the
piano manufacturing field
is emphasized in the qual-
ity of these new Wheelock
models now being shipped
to A e o l i a n
dealers
throughout the country.
No concern without a
large and extremely well-
organized piano manufac-
turing operation, without
the wide distribution which is essential to
sales volume and without the ability to apply
high technical skill efficiently could produce
such attractive instruments of such sound
construction at th.e extremely moderate prices
at which these new Wheelocks may be sold
to the public.
To sav that the production of such pianos
would have been impossible under the manu-
facturing costs that prevailed two or three
years ago does not tell the whole story. Be-
cause it is very apparent, and this is to the
credit of the Aeolian management, that no
attempt has been made to make these pianos
to a price by trimming quality. In fact, it
is quite apparent that the Aeolian Co. has
endeavored to give the highest possible qual-
ity at moderate prices and what has been
accomplished in these new Wheelocks reflects
the extent to which a great piano manufactur-
ing house can take advantage of present-day
opportunities in the way of material and
labor costs. It reflects full confidence in the
immediate future of the trade.
graphed and distributed to the thousands of
visitors to the Arnold, Constable & Co. dis-
play.
The e itire exhibit was under the
direction of an advisory council of fifty
prominent men and women of New York.
I'aul Kink, wholesale sales manager for
the Aeolian Co., is now on one of his regular
trips to the Pacific Coast. He will he away
for several weeks and visit a great majority
of the Aeolian dealers en route.
13
DCK
PIANO
STYLES
Addition of Four-Foot Ten-Inch and Six-Foot
Grands Completes Unusual Line of Instruments
T
HE
REVIEW presents
on this and the fac-
ing page illustrations
of the instruments
composing the Wheelock
piano line which has re-
cently, as announced last
month, been augmented
with several noteworthv
models in new sizes and
with new scales.
Out-
standing, of course, is the
4- ft. 10 in. grand, known
as the style R W, offered
not only in what may be
termed conventional case
design
with
attractive
high-lighted veneers, but
also in three beautiful
casings conforming with
the three most favored
periods: the Queen Anne,
known as style R W - A ;
the William and Mary,
RW-B, and the Louis XV,
known as RW-C.
The
presentation
of
these new 4-foot 10-inch
grands comes as a result
of the success of the other Wheelock styles,
namely the 5-foot grand, G W, and the 5-foot
4-inch grand, H W, representing, as they do,
excellent craftsmanship in a price range that
has made a strong appeal to both dealers
and public.
To these has been added the new 6-foot
grand, known as E W.
This instrument
seems destined to become a wide favorite with
the more highly trained musical type of pur-
chaser who desires the fullness of tone avail-
able in a piano of this size, at a very mod-
erate price. The case of the E W is marked
by certain attractive embellishments, notably
a fancilv figured maple burr veneer strip run-
ning horizontally under the rim and above
the leg, and also with horizontal and per-
pendicular pieces on the music desk. The
top of the leg column and the maple field of
the music desk are also embellished with a
medallion design.
In the past a retailer in offering a piano
in the lower price range has usually been
restricted to one or two sizes of a giv.?n make.
MATHUSHEK SPINET GRAND
AT WASHINGTONIA EXHIBIT
One of the interesting features of the
comprehensive display of Washingtonia in
the department store of Arnold, Constable
& Co., New York, last month and this, in
celebration of the 200th anniversary of the
birth of George Washington was a Mathu-
shek Spinet Grand, loaned to the exhibit as
representative of the type of piano common
in Washington's time.
THE
MUSIC
TRADE
WHEELOCK GRAND, STYLE HW
If his customer proved to be interested in a
larger piano, he has found it necessary to
shift to another (probably much higher priced)
line of pianos, so being forced to sell his cus-
tomer all over again on another make. With
Wheelock grands available in 4-foot 10-inch,
5-foot, 5-foot 4-inch, and 6-foot sizes,
a customer once sold on the Wheelock can
then choose the size to fit his requirement.
The success of the Wheelock has been due
not alone to the excellent character of the
instruments themselves but to the prestige
that attaches to them, being made by the
Aeolian Co., and recognized as the companion
instruments to the Weber, a piano of fine
tradition and quality. For many years before
the Aeolian Co. took over the control of the
Weber, the Wheelock was manufactured in
the Weber plant and under Weber auspices,
and in the production of the current line this
fact has been kept in mind in adhering to
high principles in the maintenance of tonal
and structural quality.
Wheelock pianos have beei made since
The Spinet Grand w r as not only on display,
but was used on several occasions in con-
nection with musical programs given in the
store. At the opening of the exhibit, for in-
stance, a choral and orchestral concert was
given by 100 students of the New Utrecht
High School, Brooklyn, N. Y., with the Spinet
Grand used for the accompaniment.
John T. Glvnn, manager of the retail
warerooms of the Mathushek house, prepared
an interesting story of the spinet and of the
history of the piano itself, which was mimeo-
REVIEW,
M a r c h , 1932
1877 and, together with
the Weber, the control of
the sale and production of
that product was assumed
by the Aeolian Co. in
1903.
Since that date
there have been numer :
ous improvements made in
both tonal and structural
features, but always prem-
ised on the fact that the
Wheelock was basically a
fine instrument and had
already achieved a wide
reputation.
The value of the Aeo-
lian Co.'s immense manu-
facturing facilities and
technical resources in the
piano manufacturing field
is emphasized in the qual-
ity of these new Wheelock
models now being shipped
to A e o l i a n
dealers
throughout the country.
No concern without a
large and extremely well-
organized piano manufac-
turing operation, without
the wide distribution which is essential to
sales volume and without the ability to apply
high technical skill efficiently could produce
such attractive instruments of such sound
construction at th.e extremely moderate prices
at which these new Wheelocks may be sold
to the public.
To sav that the production of such pianos
would have been impossible under the manu-
facturing costs that prevailed two or three
years ago does not tell the whole story. Be-
cause it is very apparent, and this is to the
credit of the Aeolian management, that no
attempt has been made to make these pianos
to a price by trimming quality. In fact, it
is quite apparent that the Aeolian Co. has
endeavored to give the highest possible qual-
ity at moderate prices and what has been
accomplished in these new Wheelocks reflects
the extent to which a great piano manufactur-
ing house can take advantage of present-day
opportunities in the way of material and
labor costs. It reflects full confidence in the
immediate future of the trade.
graphed and distributed to the thousands of
visitors to the Arnold, Constable & Co. dis-
play.
The e itire exhibit was under the
direction of an advisory council of fifty
prominent men and women of New York.
I'aul Kink, wholesale sales manager for
the Aeolian Co., is now on one of his regular
trips to the Pacific Coast. He will he away
for several weeks and visit a great majority
of the Aeolian dealers en route.
13
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