Presto
Issue: 1922 1894 - Page 3
Presto Buyers' Guide
Analyzes and Classifies
All American Pianos
and in Detail Tells of
Their Makers.
PRESTO
THE AMERICAN MUSIC TRADE WEEKLY
Presto Trade Lists
Three Uniform Book-
lets, the Only Complete
Directories of the Music
Industries.
#• cm., $HHI . r~,
CHICAGO, SATURDAY, NOVEMBER 11, 1922
PROMOTIONAL PLAN
OF DAILY PAPER
Instructive Correspondence Between Hearst
Manager and President T. M. Pletcher of
the Q R S Music Co., Tells of Jour-
nalistic Philanthropy.
It sometimes happens that flashes of light are
thrown upon the inner workings of the mysteries of
psycho-journalistic research, within special lines of
effort. A case has come to the attention of Presto
in which the National Bureau for the Advancement
of Music may also find interest, no less than the
trade papers, all of which have been exerting whole
lives to the propaganda of public education in the
art divine.
The new evidence of the universal striving comes
from a letter written by the manager o,f one of the
Hearst chain of newspapers, and the reply thereto
.T. M. PLETCHER.
by a member of the music industry whose name is
familiar wherever the things musical are sold and
used.
Suggestive of Doubt.
First, there is the newspaper man's letter, solicitous
of the welfare of the public in matters musical. It
bubbles with concern for the higher development,
possible, persumably, only through the medium of
sweet sounds properly sequenced and distributed.
The answer by Mr. Pletcher breathes equally a desire
to do everything possible to enlarge the public music-
love, but expresses well-defined doubts concerning
the manner of approach by the newspaper, and some
mild criticism as to why music, and the instruments
of music, have not been exploited with the same jour-
nalistic intensity as the automobile, and perhaps some
other things.
As some others may view the same subject, it
may be observed that the plan of bringing together
the real things of music and their imitators, or gro-
tesque associates of the saxophone trio and three-
men bands, is questioned by Mr. Pletcher. It is
about what has been suggested to the Music Indus-
tries Chamber of Commerce, or some of its depart-
ments, in the "advertising music" campaigns.
But read what the Hearst manager has conceived
to do for music—presumably on an advertising rate
basis—and the reply by the President of the Q R S
Music Co. The correspondence is illuminating-—
and here it is.
From the Hearst Paper.
November 6, 1922.
Mr. T. M. Pletcher,
Q R S Music Co.
Dear Mr. Pletcher: What is your opinion of the
enclosed proofs?
They embody a new type of musical instrument
promotional copy which we contemplate publishing
in the Sunday edition of the Chicago Herald and
Examiner if the men prominent in the industry be-
lieve with us that the copy is constructive—to the
point of educating the public and assisting in the de-
velopment of the musical instrument field.
Accordingly, we are keenly interested in receiving
any comment or criticism you may care to make.
Sincerely,
(Signed) J O H N A. DICKSON,
General Manager.
Mr. Pletcher's Reply.
(Copy.)
Chicago, U. S. A., Nov. 7, 1922.
Chicago Herald & Examiner,
336 West Madison Street,
Chicago.
Attention Mr. John A. Dickson.
Dear Sir:—I am in receipt of your letter of the
6th inst. I have read the proofs of the proposed
promotion copy on musical instruments.
I presume your criticisms and suggestions will be
limited only by your mailing list.
One of the many reasons why your automobile
advertising has exceeded your musical instrument
copy, is the fact that your paper, as well as others,
has always carried a generous amount of news items
and propaganda on the automobile industry, helping
to create interest and demand that justifies liberal
advertising by the manufacturer and dealer.
I am at a loss to understand, however, why you
should feature the Talking Machine, the Grand Piano,
the Jazz Orchestra, and even the Hurdy-Gurdy to
the exclusion of the Playerpiano, which is the dom-
inating line of 80% of the manufacturers and dealers.
The Piano is and always has been the musical
instrument, and the Playerpiano is the instrument
that provides music for all, and eliminates one of
the great fundamental weaknesses in the music mer-
chants' advertising problem.
The piano dealer, for example, advertises a Piano
and when the customer comes in, he, the merchant,
must admit that it will probably be three to four
years before they will get any enjoyment out of the
Piano because it will take that long for some one to
learn to play it, whereas the automobile dealer sells
an automobile and the purchaser begins enjoying it
the next day, because he can learn to drive it in an
hour or so. A man buys a talking machine and be-
gins to enjoy music the minute he gets it home. That
has been one of the great weaknesses of the Piano,
why the industry has never grown larger, in the
writer's opinion, because too many Pianos were
purely ornaments, but the Playerpiano has eliminated
this weakness. If the piano merchants would only
recognize that they could make much more headway
by concentrating their publicity campaigns on the
things that a man could enjoy immediately he pur-
chased it, the entire industry would be benefited.
And yet you are corning out with propaganda and
interest-creating publicity without even mentioning
the Playerpiano.
Yours very truly,
(Signed) T. M. PLETCHER,
President.
The Proofs Preserved.
In permitting Presto to present the instructive
proposition of the newspaper to set going a "con-
structive" campaign, designed to educate the public
and "assist in the development of the musical instru-
ment field"—strangely novel enterprise in this en-
lightened day—Mr. Pletcher says that he has. the
proofs of the proposed "promotional copy." It is,
he furthermore says, open to the inspection of any
journalistic investigator or research enthusiast who
may call at the offices of the Q R S Music Company.
GULBRANSEN'S RECORD MONTH.
The Gulbransen-Dickinson Company made a rec-
ord for piano shipments during the month of Octo-
ber, having shipped more pianos during that period
than in any previous month in its business. The
production of the Gulbransen factory is now being
speeded up to keep up as much as possible with the
orders. The production has now reached an average
of ten pianos a day more than during last month.
GREATER PROSPERITY
FOR PIANO DEALERS
President E. R. Jacobson, Judging by Straube
Piano Co. Activities, Sees Increasing Suc-
cess for All Who Work Hard.
With unusually substantial orders coming in from
the agricultural West, the present business of the
Straube Piano Company, of Hammond, Ind., seems
to indicate that the general prosperity of the indus-
try is due to better business throughout the country,
and that live piano merchants are taking advantage
of the situation. With the exception of a few states
in the East, the distribution of the Straube Piano
Company covers practically the entire country, and
never before in the history of the organization have
orders during a rush season come from the different
sections in such equitable proportion.
As further indication that the present business is
of the most desirable type, the Straube Piano Com-
pany reports that October was an excellent month
for dealer co-operation in connection with collections.
Orders continue to reach the Straube factory
daily, while the plant has been operated on an over-
time schedule for several weeks. There is no indica-
tion of any falling off in orders in the immediate
future, and Straube customers are being asked to
place their orders as far as possible in advance of the
delivery date. Rush orders are being cared for as
promptly as possible, although the company has
steadfastly refused to deviate from its policy of giv-
ing the maximum in quality. A special bulletin to
factory workers, calling attention to the necessity for
maintaining the quality standard, points out that,
under no conditions must work be rushed faster than
giving the best in workmanship will permit.
In commenting on the present situation, E. R.
Jacobson, president of the Straube Piano Company,
stated to a representative of Presto this week that he
looks upon the present revival in the industry as
something more than a seasonal increase in sales.
He believes that the way to continued better busi-
ness is paved by the general prosperity of the coun-
try, and that yet greater success awaits the piano
merchant who takes advantage of the situation.
PIANO AND ORGAN ASS'N
TO ELECT NEW OFFICERS
Aldo Del Messier Will Furnish Entertainment for
Annual Election Next Wednesday Noon.
The voting on the tickets of officers for the Chi-
cago Piano and Organ Association will take place at
the regular noon meeting of the organization at the
Palmer House next Wednesday, November 15.
The election of officers was to have been on the
Thursday of this week, but it was decided to post-
pone the voting until next Wednesday. As an added
attraction for this meeting, the officers of the clubs
have secured Aldo Del Messier, a talented young
violinist, who will present several selections. Messier
has recently come into notice because of his smooth
handling of difficult passages.
The meeting will begin at the usual hour of 12:30
noon. All members of the trade are asked to come.
ISSUE NEW FOLDER.
A new descriptive folder of the line of pianos and
players manufactured by the H. C. Bay Company, is
being mailed out to the trade. The new folder con-
tains sections describing and illustrating the Solo
Concerto player, the reproducing player, and the
Nita Grand. The advantages of each model are
fully told.
AN ADVERTISING COMPARISON.
Direct mail advertising last year amounted to $750,-
000,000, according to Joseph Meadon, president of the
Direct Mail Advertisers' Association, in the annual
convention at Detroit.
It was exceeded only by
newspaper and trade journal advertising, which were
considered the best mediums.
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
Analyzes and Classifies
All American Pianos
and in Detail Tells of
Their Makers.
PRESTO
THE AMERICAN MUSIC TRADE WEEKLY
Presto Trade Lists
Three Uniform Book-
lets, the Only Complete
Directories of the Music
Industries.
#• cm., $HHI . r~,
CHICAGO, SATURDAY, NOVEMBER 11, 1922
PROMOTIONAL PLAN
OF DAILY PAPER
Instructive Correspondence Between Hearst
Manager and President T. M. Pletcher of
the Q R S Music Co., Tells of Jour-
nalistic Philanthropy.
It sometimes happens that flashes of light are
thrown upon the inner workings of the mysteries of
psycho-journalistic research, within special lines of
effort. A case has come to the attention of Presto
in which the National Bureau for the Advancement
of Music may also find interest, no less than the
trade papers, all of which have been exerting whole
lives to the propaganda of public education in the
art divine.
The new evidence of the universal striving comes
from a letter written by the manager o,f one of the
Hearst chain of newspapers, and the reply thereto
.T. M. PLETCHER.
by a member of the music industry whose name is
familiar wherever the things musical are sold and
used.
Suggestive of Doubt.
First, there is the newspaper man's letter, solicitous
of the welfare of the public in matters musical. It
bubbles with concern for the higher development,
possible, persumably, only through the medium of
sweet sounds properly sequenced and distributed.
The answer by Mr. Pletcher breathes equally a desire
to do everything possible to enlarge the public music-
love, but expresses well-defined doubts concerning
the manner of approach by the newspaper, and some
mild criticism as to why music, and the instruments
of music, have not been exploited with the same jour-
nalistic intensity as the automobile, and perhaps some
other things.
As some others may view the same subject, it
may be observed that the plan of bringing together
the real things of music and their imitators, or gro-
tesque associates of the saxophone trio and three-
men bands, is questioned by Mr. Pletcher. It is
about what has been suggested to the Music Indus-
tries Chamber of Commerce, or some of its depart-
ments, in the "advertising music" campaigns.
But read what the Hearst manager has conceived
to do for music—presumably on an advertising rate
basis—and the reply by the President of the Q R S
Music Co. The correspondence is illuminating-—
and here it is.
From the Hearst Paper.
November 6, 1922.
Mr. T. M. Pletcher,
Q R S Music Co.
Dear Mr. Pletcher: What is your opinion of the
enclosed proofs?
They embody a new type of musical instrument
promotional copy which we contemplate publishing
in the Sunday edition of the Chicago Herald and
Examiner if the men prominent in the industry be-
lieve with us that the copy is constructive—to the
point of educating the public and assisting in the de-
velopment of the musical instrument field.
Accordingly, we are keenly interested in receiving
any comment or criticism you may care to make.
Sincerely,
(Signed) J O H N A. DICKSON,
General Manager.
Mr. Pletcher's Reply.
(Copy.)
Chicago, U. S. A., Nov. 7, 1922.
Chicago Herald & Examiner,
336 West Madison Street,
Chicago.
Attention Mr. John A. Dickson.
Dear Sir:—I am in receipt of your letter of the
6th inst. I have read the proofs of the proposed
promotion copy on musical instruments.
I presume your criticisms and suggestions will be
limited only by your mailing list.
One of the many reasons why your automobile
advertising has exceeded your musical instrument
copy, is the fact that your paper, as well as others,
has always carried a generous amount of news items
and propaganda on the automobile industry, helping
to create interest and demand that justifies liberal
advertising by the manufacturer and dealer.
I am at a loss to understand, however, why you
should feature the Talking Machine, the Grand Piano,
the Jazz Orchestra, and even the Hurdy-Gurdy to
the exclusion of the Playerpiano, which is the dom-
inating line of 80% of the manufacturers and dealers.
The Piano is and always has been the musical
instrument, and the Playerpiano is the instrument
that provides music for all, and eliminates one of
the great fundamental weaknesses in the music mer-
chants' advertising problem.
The piano dealer, for example, advertises a Piano
and when the customer comes in, he, the merchant,
must admit that it will probably be three to four
years before they will get any enjoyment out of the
Piano because it will take that long for some one to
learn to play it, whereas the automobile dealer sells
an automobile and the purchaser begins enjoying it
the next day, because he can learn to drive it in an
hour or so. A man buys a talking machine and be-
gins to enjoy music the minute he gets it home. That
has been one of the great weaknesses of the Piano,
why the industry has never grown larger, in the
writer's opinion, because too many Pianos were
purely ornaments, but the Playerpiano has eliminated
this weakness. If the piano merchants would only
recognize that they could make much more headway
by concentrating their publicity campaigns on the
things that a man could enjoy immediately he pur-
chased it, the entire industry would be benefited.
And yet you are corning out with propaganda and
interest-creating publicity without even mentioning
the Playerpiano.
Yours very truly,
(Signed) T. M. PLETCHER,
President.
The Proofs Preserved.
In permitting Presto to present the instructive
proposition of the newspaper to set going a "con-
structive" campaign, designed to educate the public
and "assist in the development of the musical instru-
ment field"—strangely novel enterprise in this en-
lightened day—Mr. Pletcher says that he has. the
proofs of the proposed "promotional copy." It is,
he furthermore says, open to the inspection of any
journalistic investigator or research enthusiast who
may call at the offices of the Q R S Music Company.
GULBRANSEN'S RECORD MONTH.
The Gulbransen-Dickinson Company made a rec-
ord for piano shipments during the month of Octo-
ber, having shipped more pianos during that period
than in any previous month in its business. The
production of the Gulbransen factory is now being
speeded up to keep up as much as possible with the
orders. The production has now reached an average
of ten pianos a day more than during last month.
GREATER PROSPERITY
FOR PIANO DEALERS
President E. R. Jacobson, Judging by Straube
Piano Co. Activities, Sees Increasing Suc-
cess for All Who Work Hard.
With unusually substantial orders coming in from
the agricultural West, the present business of the
Straube Piano Company, of Hammond, Ind., seems
to indicate that the general prosperity of the indus-
try is due to better business throughout the country,
and that live piano merchants are taking advantage
of the situation. With the exception of a few states
in the East, the distribution of the Straube Piano
Company covers practically the entire country, and
never before in the history of the organization have
orders during a rush season come from the different
sections in such equitable proportion.
As further indication that the present business is
of the most desirable type, the Straube Piano Com-
pany reports that October was an excellent month
for dealer co-operation in connection with collections.
Orders continue to reach the Straube factory
daily, while the plant has been operated on an over-
time schedule for several weeks. There is no indica-
tion of any falling off in orders in the immediate
future, and Straube customers are being asked to
place their orders as far as possible in advance of the
delivery date. Rush orders are being cared for as
promptly as possible, although the company has
steadfastly refused to deviate from its policy of giv-
ing the maximum in quality. A special bulletin to
factory workers, calling attention to the necessity for
maintaining the quality standard, points out that,
under no conditions must work be rushed faster than
giving the best in workmanship will permit.
In commenting on the present situation, E. R.
Jacobson, president of the Straube Piano Company,
stated to a representative of Presto this week that he
looks upon the present revival in the industry as
something more than a seasonal increase in sales.
He believes that the way to continued better busi-
ness is paved by the general prosperity of the coun-
try, and that yet greater success awaits the piano
merchant who takes advantage of the situation.
PIANO AND ORGAN ASS'N
TO ELECT NEW OFFICERS
Aldo Del Messier Will Furnish Entertainment for
Annual Election Next Wednesday Noon.
The voting on the tickets of officers for the Chi-
cago Piano and Organ Association will take place at
the regular noon meeting of the organization at the
Palmer House next Wednesday, November 15.
The election of officers was to have been on the
Thursday of this week, but it was decided to post-
pone the voting until next Wednesday. As an added
attraction for this meeting, the officers of the clubs
have secured Aldo Del Messier, a talented young
violinist, who will present several selections. Messier
has recently come into notice because of his smooth
handling of difficult passages.
The meeting will begin at the usual hour of 12:30
noon. All members of the trade are asked to come.
ISSUE NEW FOLDER.
A new descriptive folder of the line of pianos and
players manufactured by the H. C. Bay Company, is
being mailed out to the trade. The new folder con-
tains sections describing and illustrating the Solo
Concerto player, the reproducing player, and the
Nita Grand. The advantages of each model are
fully told.
AN ADVERTISING COMPARISON.
Direct mail advertising last year amounted to $750,-
000,000, according to Joseph Meadon, president of the
Direct Mail Advertisers' Association, in the annual
convention at Detroit.
It was exceeded only by
newspaper and trade journal advertising, which were
considered the best mediums.
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
Future scanning projects are planned by the International Arcade Museum Library (IAML).