Music Trade Review

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THE MUSIC TRADE REVIEW, JANUARY, 19U
Prominent Men to Speak at
Piano Sales Clinics Beginning Feb. 10th
Cities Include St. Louis, Mo. # Fort Worth, Texas, Los
Angeles, San Francisco, Portland, O., Washington, D. C.
Chicago, Cincinnati, Atlanta, New York, Boston
Prospects for the most outstanding the country, another clinic will be held in
group of retail sales clinics that have ever Washington on March 3rd at the Willard
been held by any industry look bright Hotel. Among the speakers at this ses-
for those to be conducted by the National sion will be A. D. Willard, Jr., general
Piano Manufacturers Association, with manager of station WJSV, and Leroy W.
some of the best known names in their Herron, advertising director of the Wash-
respective fields having accepted invita- ington Star.
tions to address the clinics to be held
CHICAGO, ILL., MARCH 7th
during February and March, it was an-
For the Chicago clinic at the Stevens
nounced by Lawrence H. Selz.
Hotel on March 7th some very important
ST. LOUIS, MO., FEBRUARY 10th
men have agreed to talk. These include
The first clinic will be held in St. Louis Emmons Carlson, promotion manager,
at the Hotel Jefferson on February 10th, central division of the National Broadcast-
and Brent Williams, advertising counselor ing Company, W. L. Stensgaard, president
of the Post-Dispatch, Arthur J. Casey, of W. L. Stensgaard and Associates, one
director of public relations at station of the nation's best known display adver-
KNOX, and C. Carter Lewis, chief illumi- tising organizations. Homer Buckley, presi-
nating engineer of the Union Electric Com- dent of Buckley Dement and Company,
pany, have already signed up to address outstanding direct mail firm, and Walter
Schwimmer of Schwimmer and Scott, the
the clinic.
FORT WORTH, TEXAS. FEBRUARY 13th advertising agency who created the prize
winning advertisement in the advertising
In Fort Worth on February 13th at the and window display contest held in con-
Hotel Texas, two of the foremost experts nection with the 1940 music industries
on their respective subjects will speak to Convention.
the Texas music dealers. J. N. Brannan,
CINCINNATI, O.. MARCH 17th
lighting engineer of the Texas Electric
Service Company, will talk on lighting,
In Cincinnati on March 17th at the
and Charles C. Johnson, Jr., manager of Netherland Plaza Hotel speakers will in-
the creative department of the Stafford- clude James D. Shouse, station manager
Lowdon Company, will discuss the use of of WLW, Frank King, advertising manager
direct by mail advertising to get new pros- for Mabley and Carew, outstanding de-
pects on the music dealers' prospect lists. partment store, Donald McDonald of Allen,
LOS. ANGELES, CAL.. FEBRUARY 18th Heaton and McDonald, advertising
At the Hotel Biltmore in Los Angeles agency, and Edward W. Hodgetts, assist-
on February 18th, George M. Rankin, ant supervisor of the lighting division at
director of lighting for the Southern Cali- the Cincinnati Gas and Electric Company.
fornia Edison Company, will talk on the
ATLANTA, GA., MARCH 20th
lighting subject, and Guy T. Burroughs,
At the Henry Grady Hotel in Atlanta
president of Burroughs, Inc., will talk on on March 20th, John M. Outler, Jr., com-
direct by mail.
mercial manager for station WSB will dis-
SAN FRANCISCO, CAL., FEBRUARY 21st cuss radio advertising and John K. Ottley,
Among the speakers at the San Fran- Jr., advertising director of the Constitu-
cisco clinic at the Hotel St. Francis on tion will talk on the ideal piano ad.
February 21st will be Gene Clark, NBC
NEW YORK, N. Y., MARCH 24th
sales promotion manager for KPO and
Chief speaker at the New York clinic
KGO, who will tell how music stores can
to
be held on March 24th at the Hotel
effectively use radio as an advertising
New
Yorker will be L. Rohe Walter, adver-
medium, and H. C. Bernsten, general man-
tising
manager of the Flintkote Company.
ager of the Pacific Coast division bureau
Mr.
Walter
is president of the National
of advertising of the American Newspaper
Direct
Mail
Advertisers Association and
Publishers Association, who will discuss
will
discuss
how to prospect by direct
the ideal piano ad.
mail.
PORTLAND, O., FEBRUARY 24th
BOSTON. MASS., MARCH 31st
At the Portland clinic to be held at the
The eleventh and final clinic will be
Hotel Multnomah on February 24th, Hil- held at the Parker House in Boston on
bert S. Johnson, illumination sales engi- March 31st. Clifford R. Davis of the Bos-
neer for the Portland General Electric ton Post's production department will talk
Company, will illustrate his talk on "Light- on the ideal piano ad and R. B. Brown,
ing a Music Store" with suitable charts Jr., of the power sales department of the
and displays.
Boston Edison Company will discuss light-
Swinging back to the eastern part of ing a music store.
11
The clinics will all start at 9:30 in the
morning, sharp, and will continue until
adjournment for luncheon at 12:30. They
will start again at two o'clock and ad-
journ at five. The banquet and evening
session will start at 6:30, and it is expected
that dealers will be free to return to their
homes by nine o'clock in the evening.
Reservation cards will go into the mail
immediately after the first of the year, and
dealers are expected to fill them in and
mail them as soon as they are received.
The clinic programs are divided into
three general classifications. The morning
sessions will be devoted entirely to the
subject, "Making a Profit in a Music
Store." Various devices that will increase
the profit of the average piano merchant
on his present volume will be discussed at
this session. Printed materials will be
handed out to all those attending the
clinics. These materials will not be avail-
able in any case to those dealers and
salesmen who do not attend.
The afternoon session will be devoted
to the subject of sales promotion for the
piano merchant.
Various important
speakers from outside the industry will
discuss fully how promotion may be used
to increase sales. Advertising men will
talk on the ideal piano ad; radio special-
ists 'will discuss how radio might be used
profitably; and window and lighting ex-
perts •will explain how additional custo-
mers may be brought into the store with-
out great expense by making windows at-
tractive.
The evening sessions will deal entirely
with the subject of getting new prospects.
This will be taken up in three divisions—
prospecting in person, prospecting by
direct mail and prospecting over the tele-
phone.
Any dealer or salesman attending
should, Mr. Selz said, be able to increase
his production by nearly double if he fol-
lows the rules given by the experts at
these clinics.
It is expected that more than 1500 piano
dealers and salesmen will attend these
sessions during the first three months of
1941.
Miessner Patents
ElectronicOrchestra
Among three new patents issued to B.
F. Miessner, head of Miessner Inventions
Inc., Millburn. N. J., is one covering the
electric orchestra with conductor's master
control system, as used in the Craycraft,
Wagner, Lynn and other groups during
the past two years, including further re-
finements. Among these are several in-
novations especially useful in broadcast-
ing.
Miessner Inventions Inc., to whom these
patents are assigned now holds fifty
patents in the electronic music field
under which it issues licenses on a royalty
basis.