Presto
Issue: 1924 1995 - Page 22
22
October 18, 1924.
P R E S T C
RADIO ADVERTISING
What Is Most Effective Publicity for New
Industry Now that It Has Entered
Music Trades.
The radio situation is interesting because radio is
new, says a writer in Printer's Ink Monthly. Early
advertisements on radio reveal the fact that adver-
tisers were trying to find the most effective sales
arguments. A study of the advertising of some suc-
cessful radio advertisers today shows, it may be as-
sumed, what is proving to be sales-bringing radio
advertising.
When the radio craze hit the public some two or
three years ago, manufacturers of parts and equip-
ment came into the market almost overnight. The
first big market was for parts with which the pur-
chaser could build his own set. Thousands of young
people became interested in radio for what they could
do in constructing sets of their own. This resulted
in an unprecedented merchandising situation. "Radio
Shops" sprang up in cities and towns like mushrooms.
Dealers in many lines put in radio departments—elec-
tric shops, hardware stores, drug stores, sporting
goods stores and many others. Five-and-ten-cent
stores as well as department stores carried radio
parts.
It was in the beginning a "parts" business and
local and national advertising featured parts and de-
scribed their qualities in language that was at first
altogether technical. Customers were invited to in-
spect plugs, batteries, tubes, aerials, amplifiers. Terms
like audio-frequency, neutrodyne, semi-dynamic, and
the like, became as common in radio advertising as
they were in conversation among radio fans.
Those in the industry far-visioned enough to see the
trend began to advocate the purchase of complete
sets. The tremendous growth of the "parts" busi-
ness threatened to carry radio beyond the control of
the manufacturer. The manufacturer might make
good parts but the dealer and consumer could not be
depended upon to put them together properly.
Then the music store came into the picture as a
retail outlet for radio "sets" and the leaders in the
industry saw a new vision. Why should the con-
sumer build his own radio set when he bought his
playerpiano and phonograph in assembled form?
Pianos and phonographs in beautiful cabinets and
period designs—ah, that was the goal to shoot at.
STANDARD
(CAMBRIDGE)
Piano Actions
THE EXPORTERS' INDEX.
The Bureau of Foreign and Domestic Commerce
calls the attention of American exporters to the "Ex-
porters' Index," a classified index of American mer-
chants and manufacturers interested in oversea trade.
The Bureau supplies them, without charge, with re-
served and confidential information on foreign trade
opportunities and trade lists and with other helpful
data received from commercial attaches, trade com-
missioners, consular officers and other official rep-
resentatives abroad. In order to have names re-
corded on the "Exporters' Index" it is necessary to
fill out a form, stating whether the 'applicant is a
manufacturer, manufacturers' agent, or similarly en-
gaged in commercial activity, and specifying the
goods manufactured or exported and giving certain
other details. This form (Form 57) may be had upon
application to the bureau or its district or co-operative
offices.
William B. Rankin has sold his jewelry and music
store at Rochelle, 111., to H. R. Weisenhame.
OTTO R. TREFZ, Jr.
PIANO BASS STRINGS
PIANO REPAIR SUPPLIES
She Standard Action Company
2110 Fainnount Ave.
Qambridi*, ^Massachusetts
PHILADELPHIA, PA.
AUSTRIAN HAS NEW VIOLIN
Dr. Thomastik Claims He Has Overcome Shortcom-
ings of the Modern Makers.
Dr. Thomastik, an Austrian, contends that he has
applied modern science to the art of violin making,
and under his new method of fiddle making the newer
the violin the better the tone and harmony. Greater
volume, strength, purity and sensibility are promised
for the up-to-date violin. The problem which Dr.
Thomastik asserts he has overcome was to make the
body of his violin really resound to its full capacity.
The body of the instrument, as in all violins, is in-
tended to act as a resonance chamber.
The inventor, and those critics who have heard the
new tones, claim that the development of the re-
sound to its full power has been obtained by con-
necting one of the feet of the bridge with the belly,
and carrying the other through on a pier which rests
on the back. In this way both the belly and the back
are brought into vibration.
EXPANDS IN WILLIAMSON, W. VA.
New quarters for the Mauley Piano Co., William-
son, W. Va., has been secured hy W. T. Manley,
owner of the company. The new quarters are in the
M. Z. White building opposite the court house and
Mr. Manley has secured a long term lease on the
room, which will be remodeled. Changes to be made
contemplate the finest display room in this section of
the state and all improvements will be made with the
view of accommodating a rapidly expanding business.
The new location is in the heart of the business dis-
trict of Williamson, and Mr. Manley expects to move
to the new room about November first. The Manley
Piano Co. was organized in a small way about fifteen
years ago with quarters on Third avenue, opposite the
city hall. The company has grown and expanded in
a wonderful way and now has a prosperous branch at
Welch.
RELIGION BY RADIO.
On Thursday, October 23, the 300th anniversary of
the first Lutheran services in America held in New
York will be celebrated. The historical address will
be delivered by Prof. A. R. Wentz, Ph. D., D. D., of
the Lntherhaad Theological Seminary of Gettysburg,
Pa. His highly interesting narrative will portray the
history of the denomination from the handful who
three centuries ago worshipped on the bleak New
England coast to the powerful organization of today
with over two million members on its roster. The
radio will play an important part in broadcasting the
activities of the convention's ten days' session.
Brodrib & Blair formally opened its new home at
97-99 Bank street, Waterbury, Conn., recently.
"SUPERIOR" PIANO PLATES
The Piano Repair Shop
Pianos and Phonographs Rebuilt by
Expert Workmen
Manufactured by
SUPERIOR FOUNDRY CO.
Cleveland, Ohio
Player-actions installed. Instruments
refinished or remodeled and actions and
keys repaired. Work guaranteed. Prices
reasonable.
Our-of-town dealers' repair work solic-
ited. Write for details and terms.
THE PIANO REPAIR SHOP
339 South Wabash Ave.
Chicago
PERFECTION
Benches and Cabinets
The line that sells on sight and satisfies always.
The only solid walnut benches built and sold at
regular prices.
Send for catalog and price list.
No. 25
Perfection Benches with Smith's Patented Interlock*
ing mitre joint.
PERFECTION PIANO BENCH MFG. COMPANY
1514-1520 Blue Island Ave.
Chicago, III.
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/
October 18, 1924.
P R E S T C
RADIO ADVERTISING
What Is Most Effective Publicity for New
Industry Now that It Has Entered
Music Trades.
The radio situation is interesting because radio is
new, says a writer in Printer's Ink Monthly. Early
advertisements on radio reveal the fact that adver-
tisers were trying to find the most effective sales
arguments. A study of the advertising of some suc-
cessful radio advertisers today shows, it may be as-
sumed, what is proving to be sales-bringing radio
advertising.
When the radio craze hit the public some two or
three years ago, manufacturers of parts and equip-
ment came into the market almost overnight. The
first big market was for parts with which the pur-
chaser could build his own set. Thousands of young
people became interested in radio for what they could
do in constructing sets of their own. This resulted
in an unprecedented merchandising situation. "Radio
Shops" sprang up in cities and towns like mushrooms.
Dealers in many lines put in radio departments—elec-
tric shops, hardware stores, drug stores, sporting
goods stores and many others. Five-and-ten-cent
stores as well as department stores carried radio
parts.
It was in the beginning a "parts" business and
local and national advertising featured parts and de-
scribed their qualities in language that was at first
altogether technical. Customers were invited to in-
spect plugs, batteries, tubes, aerials, amplifiers. Terms
like audio-frequency, neutrodyne, semi-dynamic, and
the like, became as common in radio advertising as
they were in conversation among radio fans.
Those in the industry far-visioned enough to see the
trend began to advocate the purchase of complete
sets. The tremendous growth of the "parts" busi-
ness threatened to carry radio beyond the control of
the manufacturer. The manufacturer might make
good parts but the dealer and consumer could not be
depended upon to put them together properly.
Then the music store came into the picture as a
retail outlet for radio "sets" and the leaders in the
industry saw a new vision. Why should the con-
sumer build his own radio set when he bought his
playerpiano and phonograph in assembled form?
Pianos and phonographs in beautiful cabinets and
period designs—ah, that was the goal to shoot at.
STANDARD
(CAMBRIDGE)
Piano Actions
THE EXPORTERS' INDEX.
The Bureau of Foreign and Domestic Commerce
calls the attention of American exporters to the "Ex-
porters' Index," a classified index of American mer-
chants and manufacturers interested in oversea trade.
The Bureau supplies them, without charge, with re-
served and confidential information on foreign trade
opportunities and trade lists and with other helpful
data received from commercial attaches, trade com-
missioners, consular officers and other official rep-
resentatives abroad. In order to have names re-
corded on the "Exporters' Index" it is necessary to
fill out a form, stating whether the 'applicant is a
manufacturer, manufacturers' agent, or similarly en-
gaged in commercial activity, and specifying the
goods manufactured or exported and giving certain
other details. This form (Form 57) may be had upon
application to the bureau or its district or co-operative
offices.
William B. Rankin has sold his jewelry and music
store at Rochelle, 111., to H. R. Weisenhame.
OTTO R. TREFZ, Jr.
PIANO BASS STRINGS
PIANO REPAIR SUPPLIES
She Standard Action Company
2110 Fainnount Ave.
Qambridi*, ^Massachusetts
PHILADELPHIA, PA.
AUSTRIAN HAS NEW VIOLIN
Dr. Thomastik Claims He Has Overcome Shortcom-
ings of the Modern Makers.
Dr. Thomastik, an Austrian, contends that he has
applied modern science to the art of violin making,
and under his new method of fiddle making the newer
the violin the better the tone and harmony. Greater
volume, strength, purity and sensibility are promised
for the up-to-date violin. The problem which Dr.
Thomastik asserts he has overcome was to make the
body of his violin really resound to its full capacity.
The body of the instrument, as in all violins, is in-
tended to act as a resonance chamber.
The inventor, and those critics who have heard the
new tones, claim that the development of the re-
sound to its full power has been obtained by con-
necting one of the feet of the bridge with the belly,
and carrying the other through on a pier which rests
on the back. In this way both the belly and the back
are brought into vibration.
EXPANDS IN WILLIAMSON, W. VA.
New quarters for the Mauley Piano Co., William-
son, W. Va., has been secured hy W. T. Manley,
owner of the company. The new quarters are in the
M. Z. White building opposite the court house and
Mr. Manley has secured a long term lease on the
room, which will be remodeled. Changes to be made
contemplate the finest display room in this section of
the state and all improvements will be made with the
view of accommodating a rapidly expanding business.
The new location is in the heart of the business dis-
trict of Williamson, and Mr. Manley expects to move
to the new room about November first. The Manley
Piano Co. was organized in a small way about fifteen
years ago with quarters on Third avenue, opposite the
city hall. The company has grown and expanded in
a wonderful way and now has a prosperous branch at
Welch.
RELIGION BY RADIO.
On Thursday, October 23, the 300th anniversary of
the first Lutheran services in America held in New
York will be celebrated. The historical address will
be delivered by Prof. A. R. Wentz, Ph. D., D. D., of
the Lntherhaad Theological Seminary of Gettysburg,
Pa. His highly interesting narrative will portray the
history of the denomination from the handful who
three centuries ago worshipped on the bleak New
England coast to the powerful organization of today
with over two million members on its roster. The
radio will play an important part in broadcasting the
activities of the convention's ten days' session.
Brodrib & Blair formally opened its new home at
97-99 Bank street, Waterbury, Conn., recently.
"SUPERIOR" PIANO PLATES
The Piano Repair Shop
Pianos and Phonographs Rebuilt by
Expert Workmen
Manufactured by
SUPERIOR FOUNDRY CO.
Cleveland, Ohio
Player-actions installed. Instruments
refinished or remodeled and actions and
keys repaired. Work guaranteed. Prices
reasonable.
Our-of-town dealers' repair work solic-
ited. Write for details and terms.
THE PIANO REPAIR SHOP
339 South Wabash Ave.
Chicago
PERFECTION
Benches and Cabinets
The line that sells on sight and satisfies always.
The only solid walnut benches built and sold at
regular prices.
Send for catalog and price list.
No. 25
Perfection Benches with Smith's Patented Interlock*
ing mitre joint.
PERFECTION PIANO BENCH MFG. COMPANY
1514-1520 Blue Island Ave.
Chicago, III.
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).