Music Trade Review
Issue: 1954 Vol. 113 N. 7 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The (jUusic jftade
Established 1879
Vol. 113-No. 7
PIONEER
2 r 892nd Issue
REVIEW
75th Year
THE
July, 1954
PUBLICATION
75fh Year
O F T H E MUSIC
I N D U S T R Y
Members of Stein way Family Traveled
100,000 Miles Attending Centennial Concerts
the features of the annual
O NE July of convention
in Chicago of
the National Association of Music Mer-
chants this year was a report on the
Steinway & Sons 1953-54 Centennial
Celebration which comes to a close this
.summer and which was carried through
on two levels — national as well as
local. It was on the local level that
Steinway & Sons was equipped to con-
duct a program of nationwide activi-
ties through the coordinated efforts of
some 150 Steinway dealers who oper-
ate 350 retail outlets.
This Centennial Celebration was in
fact the result of a plan formulated
by a group of dealers, many of whom
held franchises for as long as eighty
years, who met in Chicago in July,
1950. and formed the Steinway Deal-
ers Centennial Committee, which has
been the guiding force in coordinating
local dealer projects with the national
picture. This self-organized effort was
aimed at utilizing Steinway & Sons'
Jubilee as an appropriate framework
on which to build a more intensive
public relations and sales program.
Among the many forms which in-
dividual dealers chose to promote the
Centennial year were special local re-
citals and symphony concerts, recep-
tions, tie-ins with music conferences,
radio and television advertising, and
direct mail contacts with customers and
prospects, all of which have been tak-
ing place since last October in count-
less cities throughout the nation.
Chief coordinator for the dealers in
their numerous Centennial events has
been Steinway & Sons' wholesale man-
ager. Roman de Majewski, acting in
his capacity as Secretary of the Stein-
way Dealers Centennial Committee.
Steinways Traveled 100,000 Miles
One of the most successful aspects
THE MUSIC TRADE REVIEW, JULY, 1954
of local dealers activities has been the
major role played by members of the
Steinway family who traveled through-
out America during the entire Centen-
nial vear. their visits timed to coincide
column inches or 5,220 lines in eight-
een northern California newspapers.
Other high points in their trip included
similar press conferences, radio inter-
views and concerts arranged by the
Among the many Centennial events organized by Frank Wilking of the Wilking Music Co.,
Indianapolis, was a special Steinway Centennial concert, featuring the Indianapolis Symphony.
This event was attended by: L. to R. Roman de Majewski, Wholesale Manager of Steinway
& Sons; Frank O. Wilking; John Steinway, Advertising Manager of Steinway & Sons; Theo-
dore E. Steinway, President of Steinway &. Sons and Mrs. Steinway; and Mrs. Wilking.
with each dealer's most important Cen-
tennial event. The combined distance
traveled by the Steinways during the
Centennial year reached the impressive
total of more than 100,000 miles.
These visits served not only to aid the
dealers in publicizing their Centennial
programs, but also to point up the fact
that Steinway & Sons is one of the very
few great family businesses left in
America today, numbering seven Stein-
way men of the third, fourth and fifth
generations actively engaged in carry-
ing on a great tradition.
Frederick Steinway, youngest of the
family in the firm, and his wife, com-
pleted one of the most strenuous tours
last fall, spending more than a month
in continual travel up and down the
West Coast and Pacific Northwest.
In San Francisco their activities,
supervised by Clay Sherman, of Sher-
man, Clay & Co.. who is also chairman
of the Steinway Dealers Centennial
Committee, resulted in a total of 380
Sherman, Clay branches in Presno,
Sacramento, and Seattle, Washington.
In San Diego, the Steinways were
guests at events planned by the Thearle
Music Co., under the direction of
Fielder K. Lutes, vice-president of the
company. Similar events attended by
Mr. and Mrs. Steinway in Santa Bar-
bara, sponsored by the Santa Barbara
Music Co. and in Spokane under the
auspices of the Hollenback Music Co.
brought additional publicity.
In Los Angeles, Mr. and Mrs. Stein-
way were honored guests at a large re-
ception given by Emory Penny of the
Penny Owsley Co. at the Coconut
Grove, attended by numerous Holly-
wood celebrities. Mr. and Mrs. Stein-
way were also present at a Steinway
Centennial TV show on KNXT which
was emceed by Johnny Green, musical
director of MGM. The Steinways' Los
Angeles stopover included many other
parties, luncheons and interviews, all
of which were covered by local papers.
The (jUusic jftade
Established 1879
Vol. 113-No. 7
PIONEER
2 r 892nd Issue
REVIEW
75th Year
THE
July, 1954
PUBLICATION
75fh Year
O F T H E MUSIC
I N D U S T R Y
Members of Stein way Family Traveled
100,000 Miles Attending Centennial Concerts
the features of the annual
O NE July of convention
in Chicago of
the National Association of Music Mer-
chants this year was a report on the
Steinway & Sons 1953-54 Centennial
Celebration which comes to a close this
.summer and which was carried through
on two levels — national as well as
local. It was on the local level that
Steinway & Sons was equipped to con-
duct a program of nationwide activi-
ties through the coordinated efforts of
some 150 Steinway dealers who oper-
ate 350 retail outlets.
This Centennial Celebration was in
fact the result of a plan formulated
by a group of dealers, many of whom
held franchises for as long as eighty
years, who met in Chicago in July,
1950. and formed the Steinway Deal-
ers Centennial Committee, which has
been the guiding force in coordinating
local dealer projects with the national
picture. This self-organized effort was
aimed at utilizing Steinway & Sons'
Jubilee as an appropriate framework
on which to build a more intensive
public relations and sales program.
Among the many forms which in-
dividual dealers chose to promote the
Centennial year were special local re-
citals and symphony concerts, recep-
tions, tie-ins with music conferences,
radio and television advertising, and
direct mail contacts with customers and
prospects, all of which have been tak-
ing place since last October in count-
less cities throughout the nation.
Chief coordinator for the dealers in
their numerous Centennial events has
been Steinway & Sons' wholesale man-
ager. Roman de Majewski, acting in
his capacity as Secretary of the Stein-
way Dealers Centennial Committee.
Steinways Traveled 100,000 Miles
One of the most successful aspects
THE MUSIC TRADE REVIEW, JULY, 1954
of local dealers activities has been the
major role played by members of the
Steinway family who traveled through-
out America during the entire Centen-
nial vear. their visits timed to coincide
column inches or 5,220 lines in eight-
een northern California newspapers.
Other high points in their trip included
similar press conferences, radio inter-
views and concerts arranged by the
Among the many Centennial events organized by Frank Wilking of the Wilking Music Co.,
Indianapolis, was a special Steinway Centennial concert, featuring the Indianapolis Symphony.
This event was attended by: L. to R. Roman de Majewski, Wholesale Manager of Steinway
& Sons; Frank O. Wilking; John Steinway, Advertising Manager of Steinway & Sons; Theo-
dore E. Steinway, President of Steinway &. Sons and Mrs. Steinway; and Mrs. Wilking.
with each dealer's most important Cen-
tennial event. The combined distance
traveled by the Steinways during the
Centennial year reached the impressive
total of more than 100,000 miles.
These visits served not only to aid the
dealers in publicizing their Centennial
programs, but also to point up the fact
that Steinway & Sons is one of the very
few great family businesses left in
America today, numbering seven Stein-
way men of the third, fourth and fifth
generations actively engaged in carry-
ing on a great tradition.
Frederick Steinway, youngest of the
family in the firm, and his wife, com-
pleted one of the most strenuous tours
last fall, spending more than a month
in continual travel up and down the
West Coast and Pacific Northwest.
In San Francisco their activities,
supervised by Clay Sherman, of Sher-
man, Clay & Co.. who is also chairman
of the Steinway Dealers Centennial
Committee, resulted in a total of 380
Sherman, Clay branches in Presno,
Sacramento, and Seattle, Washington.
In San Diego, the Steinways were
guests at events planned by the Thearle
Music Co., under the direction of
Fielder K. Lutes, vice-president of the
company. Similar events attended by
Mr. and Mrs. Steinway in Santa Bar-
bara, sponsored by the Santa Barbara
Music Co. and in Spokane under the
auspices of the Hollenback Music Co.
brought additional publicity.
In Los Angeles, Mr. and Mrs. Stein-
way were honored guests at a large re-
ception given by Emory Penny of the
Penny Owsley Co. at the Coconut
Grove, attended by numerous Holly-
wood celebrities. Mr. and Mrs. Stein-
way were also present at a Steinway
Centennial TV show on KNXT which
was emceed by Johnny Green, musical
director of MGM. The Steinways' Los
Angeles stopover included many other
parties, luncheons and interviews, all
of which were covered by local papers.
Future scanning projects are planned by the International Arcade Museum Library (IAML).