Music Trade Review
Issue: 1949 Vol. 108 N. 3 - Page 27
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Chickering & Sons Retail Ads
Stress Reputation, Quality
The Chickering & Sons Division of
the Aeolian American Corp., East Ro-
chester. N. Y., just issued a 40-page
booklet with very carefully prepared
newspaper advertising in various forms
The Instrument You'll Proclaim
WICKHAM
Piano Plates
Your Proudest Possession
WICKHAM piano plates with over SIXTY YEARS of
"KNOW HOW" and experience in GREY IRON
FOUNDRY PRACTICE behind them, continue to be a
strict specification in the building of America's finest
pianos, BECAUSE . . .
1. The great WICKHAM GREY IRON FOUNDRY
is the largest and oldest piano plate foundry in the
United States making plates for the piano trade. The
WICKHAM organization has consistently carried on
extensive research work to improve the physical
properties of piano plates so necessary to the long
life of fine pianos.
•u proudly inven in (hi* truly mkgnificer
priced piano. Recipient of the world'* i
. . . rndoned through the yrari by the wo
2. WICKHAM PLATES are made from high quality
pig irons carefully selected and blended by chemical
analysis resulting in GREY IRON CAST PLATES of
the tensile strength and rigidness required to prop-
erly withstand the tremendous string tension of the
piano scale for the lifetime of the piano.
D I A l l l ' S NAMI
as well as several spot announcements
of thirty seconds and under for the
radio. These books are sent to the
Chickering & Sons dealers and included
is a form for ordering the mats for this
advertising.
In the foreword, the company states
under the heading of "Chickering News-
paper Ads"—"Top help you maintain
your reputation as a leading piano
dealer in your community, we have
prepared for yours use a complete series
of dealer newspaper ads and radio spot
announcements which cover not only
the important features of the Chicker-
ing piano but also vital 'merchandis-
ing' phases of piano advertising."
The various themes which are taken
up in this advertising treat on Chicker-
ing leadership, Chickering models,
Christmas and other gift occasions.
There are also illustrations of individ-
ual pianos of Chickering logatype for
making up an ad with the dealer's copy.
The advertisements run from 3 columns
by 10 inches, down to 1 column by 6
inches Line drawings of the first Chick-
ering piano made in 1823, the first
Chickering upright made in 1830 and
the first Chickering grand made in
1837 are also displayed.
THE MUSIC TRADE REVIEW, MARCH, 1949
3. WICKHAM PLATES are the finest quality GREY
CAST IRON and no SOFT or LIGHTWEIGHT
METALS such as magnesium, aluminum, etc., are
used as substitutes. Piano manufacturers insist on
the WICKHAM CAST GREY IRON PIANO PLATES
so vitaliy necessary to give the piano a long life of
fine service.
HENRY
WICKHAM,
FOUNDER.
ESTABLISHED 1885
INCORPORATED 1903
27
Chickering & Sons Retail Ads
Stress Reputation, Quality
The Chickering & Sons Division of
the Aeolian American Corp., East Ro-
chester. N. Y., just issued a 40-page
booklet with very carefully prepared
newspaper advertising in various forms
The Instrument You'll Proclaim
WICKHAM
Piano Plates
Your Proudest Possession
WICKHAM piano plates with over SIXTY YEARS of
"KNOW HOW" and experience in GREY IRON
FOUNDRY PRACTICE behind them, continue to be a
strict specification in the building of America's finest
pianos, BECAUSE . . .
1. The great WICKHAM GREY IRON FOUNDRY
is the largest and oldest piano plate foundry in the
United States making plates for the piano trade. The
WICKHAM organization has consistently carried on
extensive research work to improve the physical
properties of piano plates so necessary to the long
life of fine pianos.
•u proudly inven in (hi* truly mkgnificer
priced piano. Recipient of the world'* i
. . . rndoned through the yrari by the wo
2. WICKHAM PLATES are made from high quality
pig irons carefully selected and blended by chemical
analysis resulting in GREY IRON CAST PLATES of
the tensile strength and rigidness required to prop-
erly withstand the tremendous string tension of the
piano scale for the lifetime of the piano.
D I A l l l ' S NAMI
as well as several spot announcements
of thirty seconds and under for the
radio. These books are sent to the
Chickering & Sons dealers and included
is a form for ordering the mats for this
advertising.
In the foreword, the company states
under the heading of "Chickering News-
paper Ads"—"Top help you maintain
your reputation as a leading piano
dealer in your community, we have
prepared for yours use a complete series
of dealer newspaper ads and radio spot
announcements which cover not only
the important features of the Chicker-
ing piano but also vital 'merchandis-
ing' phases of piano advertising."
The various themes which are taken
up in this advertising treat on Chicker-
ing leadership, Chickering models,
Christmas and other gift occasions.
There are also illustrations of individ-
ual pianos of Chickering logatype for
making up an ad with the dealer's copy.
The advertisements run from 3 columns
by 10 inches, down to 1 column by 6
inches Line drawings of the first Chick-
ering piano made in 1823, the first
Chickering upright made in 1830 and
the first Chickering grand made in
1837 are also displayed.
THE MUSIC TRADE REVIEW, MARCH, 1949
3. WICKHAM PLATES are the finest quality GREY
CAST IRON and no SOFT or LIGHTWEIGHT
METALS such as magnesium, aluminum, etc., are
used as substitutes. Piano manufacturers insist on
the WICKHAM CAST GREY IRON PIANO PLATES
so vitaliy necessary to give the piano a long life of
fine service.
HENRY
WICKHAM,
FOUNDER.
ESTABLISHED 1885
INCORPORATED 1903
27
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