Music Trade Review

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Baldwin Launches Intensive National
and Local Organ Advertising Campaign
An intensive national advertising and
promotion campaign on a local level to
step up sales of The Baldwin Piano
Company's full line of electronic or-
gans will be conducted in connection
with the Company's fall and winter ad-
vertising schedule in "Life" magazine,
James M. E. Mixter. Baldwin's adver-
tising manager, has announced. The
campaign will run for five weeks be-
ginning with the appearance of the first
of three "Life" advertisements in the
September 13 issue. It will be a grass
roots drive capitalizing locally on the
interest aroused nationally by the ad-
vertisements, Mixter said.
public institutions to families will be
reached in this campaign." Mixter said.
"It is Baldwin's biggest organ drive to
date and it comes at a time when we
have a fuller line of the instruments
and greater values to offer than ever
before."
Fullbriqht Scholars Take Tour
Through Pratt, Read Plant
Eight Fulbright scholars arrived re-
cently in Connecticut to spend several
weeks in Essex and Deep River before
they disperse to various colleges and
universities where they will study for
one year.
They were recently taken on a tour
of the Pratt, Read & Co. plant and es-
pecially those musically inclined were
very iterested to see the "making" of
a piano.
Although the primary purpose of the
drive is to sell Baldwin organs in homes
—the advertisement carries an illustra-
tion of a family of four grouped about
a spinet organ — churches, hotels,
schools and restaurants will be includ-
ed in the sales effort. Baldwin salesmen
will visit all dealers personally to ex-
plain the details of the campaign and
offer help in planning dealer participa-
tion.
Baldwin is making available to its
dealers a choice of matted advertise-
ments in four sizes, 168, 200, 294 and
500 lines. Salesmen will help place
these in local papers advantageously.
Illustration on the local ads is the same
as that used in "Life." The local copy,
while similar, has a slightly more direct
sales punch than the magazine message.
Radio and TV material is being given
the dealers as well as an attractive line
of window display cards and mailing
pieces. To make the most profitable use
of the latter, Baldwin salesmen will as-
sist dealers in bringing their mailing
lists up to date.
Store demonstrations of the organs
and recitals at times when traffic is heav-
iest past each location will be arranged
by the visiting salesmen.
An important part of the campaign
is a certificated offer of five free les-
sons to each person buying an organ
before the end of the year. This fea-
ture will keep the drive's sales poten-
tial active through December 31.
The opening "Life" advertisement
will be a double-page spread, the sec-
ond a full-page on October 4. A half-
page on November 22 will be aimed at
the Christmas market.
"Every prospect for an organ from
THE MUSIC TRADE REVIEW, SEPTEMBER, 1954
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