Presto

Presto Buyers' Guide
Analyzes and Classifies
All American P i a n o s
and in Detail Tells of
Fheir Makers.
PRESTO
E.tabli.hed 1884. THE AMERICAN MUSIC TRADE WEEKLY
Presto Year Book
The Only Complete
Annual Review of the
American Music In-
dustries and Trades.
tO Cent,; $2.00 a Year
CHICAGO, SATURDAY, SEPTEMBER 12, 1925
NEW ELLINGTON
PIANO PUBLICITY
Series of Sales Messages to Be Printed in Na-
tional Magazine Offers Profit-making
Opportunity for Local Tie-up for
Energetic Piano Salesmen.
AIDS TO DEALERS
Cooperative Plan of Baldwin Piano Co. Includes
Striking Posters, Electros and Other Means of
Impressing Local Prospects.
When an announcement comes from the Baldwin
Piano Co. there must he in it something of more than
everyday importance to the piano trade and to the
piano huying public. That is not a novel statement,
for the House of Baldwin has been conspicuous for
its progressiveness too long to require any assurance
of that kind.
But just now the Baldwin Piano Co. makes an an-
nouncement which must prove of rather unusual in-
terest to a large army of dealers and their energetic
HLMNOTON .MODEL W>.
salesmen. It is the announcement of a newly im-
proved Ellington piano. It is the Model 326, and in
its manner of promotion there is so much that is
new and so clearly the evidence of a kind of promo-
tion in dealers' interests as to seem decidedly an
advance step.
An Improved "Ellington."
The Ellington piano stands well with the music
loving public. The trade recognizes it as one of the
money-making class of instruments, because it sells
well and "stays sold,".while helping to sell others. It
is a modern instrument—looks up-to-the-minute, is
beautifully finished and sturdily made, with the tone
quality that satisfies the discriminating.
The product of perfectly appointed factories and
the work of skill, experience and capital, this im-
proved "Ellington" is a reliable instrument and has
every advantage in the salesman's hands. A look at
the new Ellington Model 326 will be sufficient to
awaken attention, and what has been here said will be
fully justified.
local dealer than ever before. And the dealer realizes
that to profit most from Ellington advertising he
must tell his prospects that he is an Ellington dealer.
Tie-Up for Dealer.
To make the tie-up of the dealer with Ellington
national advertising easier, the Baldwin Piano Co.
has prepared an effective plan of co-operation. One
strong feature of this co-operation is a window
hanger to be mailed to the dealer each month in ad-
vance of the appearance of the Ellington national
advertising. The hanger will be a reproduction, in
an enlarged form, of the magazine ad and a decora-
tive and striking poster for the store window. An
extract from the big poster is to the point here:
"To every dealer who knows the real value of link-
ing-up his local newspaper advertising with Elling-
ton national advertising, we will furnish free news-
paper electros. These electros will be complete ad-
vertisements, featuring the Ellington, and with ample
space for a commanding display of your name."
The New Ellington.
The Baldwin Piano Co. announces fourteen new
and distinctive improvements in the Ellington piano.
"To the Ellington tone, which for nearly four decades
has won high favor among the discriminating for
its purity, have been added new brilliance and greater
volume," says the announcement. "The piano is en-
hanced by a smartness of style and refinement of de-
sign that appeals to advanced American taste. Al-
though the Ellington has attained the enviable meas-
ure of success that stamps it a leader, the improved
Ellington now strengthens that position with a new
standard of pianoforte construction and musical
excellence."
Appeal to School Heads.
The power of the Ellington piano in its appeal to
school heads is pointed out in the window hanger
giving details of the Ellington national advertising.
On a green ribbon of color on the hanger appear the
names of some of the 446 music schools, conserva-
tories, colleges and other institutions that use Elling-
ton pianos. The list includes school users in all parts
of the country. It is a remarkable demonstration of
favor for the Ellington by judges who discriminate
keenly in the chosing of a school instrument. It is
a test that convinces prospects and wins the support
of local teachers and musicians. As one of the para-
graphs in the giant poster says:
"This remarkable endorsement of the Ellington
piano, and many reasons why it is the outstanding
piano for the home, constitute the series of sales
messages to be broadcast to more than two and a
quarter million homes, during August, September,
October, November and December, through the
Saturday Evening Post. Full page and quarter page
advertisements will be used."
THE CLEVELAND TRADE
CONTRIBUTES SOME NEWS
Masonic Club Buys Baldwin Grand, Starr
Store Makes Fine Display and Adler
Royal Instruments Open Shop.
Joe J. Broestl has become manager of the Euclid
Music Co.'s downtown store, on East Ninth street,
and the Lakewood Store on Detroit avenue and
Warren road. Mr. Broestl is well-known to the
trade and has successfully managed the Lakewood
stores of the company. Recently the Euclid Music
Co. consolidated their two stores in Lakewood, and
their Detroit-Warren road store is conceded to be
one of the finest in the suburb. Mr. Broestl, who is
now a partner in the Euclid Music Co., announces
that business is improving right along.
Mr. Randolph, manager of the piano department,
has just sold to the Acacia Country Club a Baldwin
Grand piano. This club, which is a strictly Masonic
club, is one of the most popular places of its kind in
the city, and the selection of the Baldwin piano will
give that instrument very desirable publicity.
The entire stock of the Radiovox Co. is now prac-
tically all disposed of by the receiver appointed by
Municipal Court. This concern was one of the larg-
est radio jobbers in Cleveland and was distributor for
a number of nationally known sets and accessories.
Cleveland will soon become acquainted with the
Adler Royal line of phonographs and combination in-
struments. The Buehl Distributing Co., East 66th
street, near Euclid avenue, has been named distributor
for this section, and samples of the various models
are now on their way. These instruments will be
shown by the Buehl Co. at the Cincinnati show, and
also at the Radio Exposition in Cleveland in
November.
The Starr Piano Co. has installed a very unique
window that is attracting much attention. It is an
Indian window, and consists of a display of Indian
music and paintings, the latter by Elton Howard,
well-known local artist. The display has been ar-
ranged by Miss Renie Burdett, of the Starr Piano
Co., who has won much fame as a singer of Indian
songs and is a star of Station WTAM.
PROVING THE VALUE OF
A GOOD TRADE SLOGAN
"Buy for Less in the Mission," a Phrase Which
Brings Business to San Francisco District.
A ROCKFORD CORPORATION.
The value of a good slogan is said to be proved
in the case of the merchants of the Mission district
in San Francisco, whose "Buy for Less in the Mis-
sion" has been broadcasted as well as advertising
type can do it.
The Mission branch of Kohler & Chase presents
the evidences that the slogan is far-reaching in its
effect on piano prospects. The company is holding
an anniversary sale to commemorate the firm's
Diamond Jubilee, which is coincident with that of the
BEN WITLIN, STARR ENTHUSIAST.
city of California. During July as many as seventy-
Ben Witlin, head of the Witlin Musical Instru- one pianos were sold. The figures for August were,
ment Co., 904 Walnut street, Philadelphia, recently a shade better, but a correct estimate of sales has not
visited at the headquarters of the Starr Piano Co. in yet been made.
Speaking of these seventy-one pianos sold in July,
Richmond, lnd. Mr. Witlin is an enthusiastic Starr
dealer and is confident of a big fall and winter busi- Manager Tenney said that they went as far as Hilo,
in the Hawaiian Islands, as far north as Bend, Ore.,
ness for the nroducts of the Starr Piano Co.
Comprehensive Publicity.
as far south as Los Angeles, and they were also
The most striking phase in the publicity of the
purchased for many points in the Valley sections.
Baldwin Piano Co. is the national and local character
PARTNERSHIP DISSOLVED.
The slogan of all the Mission district merchants
of the advertising for the Ellington pianos and play-
The partnership between W. C. Brehm and E. P. helped the sales along, in the opinion of Mr. Tenney.
ers. According to the comprehensive scheme of the
He stated that collections are good and that August
company Ellington national advertising will be made Melvin, doing business as the musical merchandise has been a better month than was July.
retail
and
wholesale
firm
of
Brehm
&
Melvin,
Los
local for every dealer handling the instruments. To
the fame of an old name is added the distinction of a Angeles, Cal., has been dissolved and the business
will in future be conducted by W. C. Brehm, who
TUNER BUYS STORE.
new effort for sales achievement.
will continue to do business at 231 South Broadway.
Cecil Burton has bought the Pearson Piano Store
Every intelligent music dealer knows the meaning
at Columbus, I ml. Karl Elkins, manager of the
of "national advertising." He knows that an ad ap-
The Buescher Music Co , Huron road, Cleveland, store, will remain with Mr. Burton for a time. Mr.
pearing in a widely read magazine is in reality local
advertising. For instance, when people in a commu- Ohio, has taken over the music store operated by the Burton, who is an experienced piano tuner, plans to
nity read an Ellington advertisement in a national Euclid Music Co. at Euclid avenue near East 105th run the store on much the same scale as it has
hitherto been operated.
magazine they become more likely prospects for the street in that citv.
A. G. Ogren Music Store, 415 Seventh street, Rock-
ford, III., has incorporated with a capitalization of
$5,000 to manufacture and deal in music. Stockhold-
ers are A. G. Ogren and Mrs. J. E. Ogren, Rock-
ford, and Arthur H. Uhe, Lindsborg, Kan. Ogren
and Uhe have operated as a partnership, publishing
music, for about two vears.
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