Presto
Issue: 1928 2173 - Page 6
March 24, 1928
PRESTO-TIMES
The American Music Trade Weekly
Published Every Saturday at 417 South Dearborn
Street, Chicago, Illinois.
PRESTO P U B L I S H I N G CO., Publishers.
F R A N K D. A B B O T T - - - - - - - - - -
Editor
(C. A. DAN I ELL—1904-1927.)
J. FERGUS O'RYAN
_ _ _ _ _ Managing Editor
Telephones, Local and Long Distance, Harrison 0234.
Private Phones to all Departments. Cable Address (Com-
mercial Cable Co.'s Code), "PRESTO," Chicago.
Entered as second-class matter Jan. 29, 1896, at the
Post Office, Chicago, 111., under Act of March 3, 1879.
Subscription, $2 a year; 6 months, $1.25; Foreign, $4.
Payable in advance. No extra charge in United States
possessions, Cuba and Mexico. Rates for advertising on
application.
Items of news and other matter are solicited and if of
general interest to the music trade will be paid for at
space rates. Usually piano merchants or salesmen in the
smaller cities are the best occasional correspondents, and
their assistance is invited.
Payment is not accepted for matter printed in the edi-
torial or news columns of Presto-Times.
Where half-tones are made the actual cost of produc-
tion will be charged if of commercial character of other
than strictly news interest.
When electrotypes are sent for publication it is re-
quested that their subjects and senders be carefully indi-
cated.
Forms close at noon on Thursday. Late news matter
should be in not later than 11 o'clock on that day. Ad-
vertising copy should be in hand before Tuesday, 5 p. m.,
to insure preferred position. Pull page display copy
should be in hand by Tuesday noon preceding publication
day. Want advertisements for current week, to insure
classification, should be in by Wednesday noon.
Address all communications for the editorial or business
departments to PRESTO PUBLISHING CO., 417 South
Dearborn Street, Chicago, III.
SATURDAY, MARCH 24, 1928.
The last form of Presto-Times goes to press
at 11 a. m. Thursday. Any news transpiring
after that hour cannot be expected in the cur-
rent issue. Nothing received at the office that
is not strictly news of importance can have
attention after 9 a. m. on Thursday. If they
concern the interests of manufacturers or
dealers such items will appear the week follow-
ing. Copy for advertising designed for the
current issue must reach the office not later
(ban Wednesday noon of each week.
THE OHIO QUESTION
The Music Merchants' Association of Ohio,
is not affiliated with the National Association
of Music Merchants and what action the state
body will take on the affiliation question will
be decided by a vote by mail to be taken this
month. The action to take the vote was
authorized at the last Cleveland convention,
and the results will be announced at the meet-
ing- of the special committee March 26.
Mr. Otto B. Heaton of Columbus, is consid-
ered leader of the members sponsoring" the af-
filiation movement and Mr. Dan F. Summey
of Cincinnati, represents the negative side.
Each has written arguments supporting his
stand and these are inclosed with the vote
blank to members. Mr. Heaton believes the
state body should affiliate with the national
body "for the same reason that our great state
is an integral part of the United States." Mr.
Summey comes back with: "Why change the
status of an association of five hundred for no
reason other than the desire of a few?" If,
through a charter, the Ohio association could
accomplish a solution of its retail problems,
we might consider it." That, he states, is pre-
vented by Article XI. But no matter what
the result may be, the vote will be a full one,
according to the piano travelers.
But it ought to be a satisfactory one as well.
That is, satisfactory to the music trade the
interests of which should come above those
of any local organization. The purposes of the
music trade are broad and at no time in its
history has there been such a need of national
unity as at present exists. The problems of
the Obit) association are similar to those of all
other state and local associations and the best
help in solving them is naturally expected from
a music trade association as wide as the coun-
try in its scope.
An additional $5 in dues to the national as-
sociation by a member of the Ohio association,
if affiliation carries, is a consideration that
should not deter a dealer from voting "yes."
Such an objection to affiliation obviously is
weak to any member who considers the main
purpose of organization in the music trade.
The organized strength of the national asso-
ciation of Music Merchants and the prestige
and powerfully practical aid of the Music In-
dustries Chamber of Commerce are well worth
the price.
NEW CONVENTION IDEAS
towards the commodities offered for sale by
the dealers. Blatant piano advertising which
makes the inducements and allurements more
prominent than the piano itself, is less in evi-
dence in the daily newspapers. That is be-
cause the musical character of the piano has
become of greater importance than the price
cuts, and ridiculously-extended terms and gifts.
Bringing about such discriminative condition
of mind in the public is, in itself, a notable
achievement of the piano promotion schemes.
We see the cause and the effects ; now 7 it is
up to the piano dealers to carry on with their
own intensive local piano promotion schemes.
Their appeals are of the intimate kind more
closely followed by actual sales. Dealers any-
where can apply the results of the big national
promotion activities or can nullify their ef-
fects. A couple of columns of piano adver-
tising bunk can render ineffective the best
efforts of the ambitious piano sales promoters;
a fishy piano sales proposition can get the de-
risive laugh for the clean doctrine of piano
sales methods. The piano dealer who believes
the end justifies the means, no matter how
rotten that may be, is a drag on the piano pro-
motional activities.
The convention committee of the National
Association of Music Merchants met in New
York last week to evolve plans for a success-
ful meeting at the Hotel Commodore in June.
The committee did not go to the extent of fix-
ing details, but considered the creation of an
entirely new scheme of procedure for the bus-
iness sessions. It promises something it be-
lieves will inject a more active interest in the
The piano dealer who has ambitions for the
sessions and promote a keener desire in mem- revitalizing of the piano trade does not con-
bers to be present.
sider his job a lone one. Rather, he looks at
The committee does not, by its proposed himself as one of the great army striving to
action, mean to belittle the plans of previous attain a desirable and necessary objective. His
committees, but believes the convention of fellow dealers are comrades, not competitors.
Fighting the cause of the trade is essentially
1928 calls for a character of greater novelty
an
effort for himself. He serves the cause of
and attractiveness in the important business
piano
sales generally as well as his own im-
sessions. It is in these sessions the spirit,
mediate
objects when he employs a sufficient
impulses and ambitions of the retail music
number
of competent salesmen for his pur-
trade are expressed, its processes explained
poses.
There
is a vital consideration. Trained
and its ambitions made clear.
salesmen and enough of them are necessities
The committee does not ignore the distrac-
in the dealer's part of piano promotion.
tions that tend to lessen the number of audi-
tors at the business sessions. Committees in
FIXING THE BLAME
the past have officially closed the exhibits dur-
The trouble with many of the retail piano
ing the hours of the business sessions ; have
discouraged trade breakfasts, theater matinees advertisers is that they do not talk the lan-
and other events possible of lessening the at- guage of the piano prospect. The newspaper
tendance of conventioners at the business ses- displays which often are bright, original and
sions, but everybody knows what a strenuous striking in layout and type, arc weak in the
time the sergeant-at-arms and his posses usu- power to convince because they are written
ally have in rounding up the members and from the standpoint of the store rather than
from the standpoint of the consumer. The
herding- them to convention halls.
advertising
man of the music store should
The committee has done little more than
put
himself
in
the prospective customer's place
reclare an intention, but from its make-up the
and
should
frame
his appeal from the cus-
trade may expect action resulting in the real-
tomer's
point
of
view.
ization of the desirable object—making the
But the blame for much of the failure in
business sessions occasions of the greatest at-
results of piano advertising, for instance,
tractiveness in a busy convention week.
should not be placed on the advertising de-
partment. The pianos may not be merchan-
EVERYBODY MAY HELP
dised right. The scheme of selling may not
Piano promotion plans now appear in the be in accordance with the proper approach,
music trade in various forms and different de- which involves a number of requirements for
grees of potency, but nearly all effect the end successfully impressing the prospect. The
for which they were created.
failure of any piano house advertising depart-
Promotion plans, national in their scope, ment should never be blamed on the publicity
launched by the National Piano Manufactur- itself until a careful analysis has been made
ers' Association, are producing effects in the of the real merchandising situation behind the
attitude of the public which are heartening goods. If the selling policy is not in accord-
to the dealers who co-operate with them. The ance with the fundamentals of sound mer-
broad, dignified publicity is a strong incentive chandising, the advertisement must necessarily
to the observant piano merchant, not only to be ineffective.
make use of the publicity, but also to inaug-
urate local activities of his own. Other pro-
The public has been educated to a point zvhere
motional schemes of trade associations, man- it rejects all obsolete merchandise except the
ufacturers and individual dealers are of re- piano. Piano relics arc still the rule in too many
markable intensity and show results in their homes. Public consciousness has not been aroused
to the fact that tremendous developments have
ambitious purposes.
One plain effect of the joint efforts to pro- been made in modernizing the piano to make it fit
in zvith other modern home furnishings.—A. G.
mote the piano is the attitude of the public Gulbransen, President, The Gulbransen Co.
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/
PRESTO-TIMES
The American Music Trade Weekly
Published Every Saturday at 417 South Dearborn
Street, Chicago, Illinois.
PRESTO P U B L I S H I N G CO., Publishers.
F R A N K D. A B B O T T - - - - - - - - - -
Editor
(C. A. DAN I ELL—1904-1927.)
J. FERGUS O'RYAN
_ _ _ _ _ Managing Editor
Telephones, Local and Long Distance, Harrison 0234.
Private Phones to all Departments. Cable Address (Com-
mercial Cable Co.'s Code), "PRESTO," Chicago.
Entered as second-class matter Jan. 29, 1896, at the
Post Office, Chicago, 111., under Act of March 3, 1879.
Subscription, $2 a year; 6 months, $1.25; Foreign, $4.
Payable in advance. No extra charge in United States
possessions, Cuba and Mexico. Rates for advertising on
application.
Items of news and other matter are solicited and if of
general interest to the music trade will be paid for at
space rates. Usually piano merchants or salesmen in the
smaller cities are the best occasional correspondents, and
their assistance is invited.
Payment is not accepted for matter printed in the edi-
torial or news columns of Presto-Times.
Where half-tones are made the actual cost of produc-
tion will be charged if of commercial character of other
than strictly news interest.
When electrotypes are sent for publication it is re-
quested that their subjects and senders be carefully indi-
cated.
Forms close at noon on Thursday. Late news matter
should be in not later than 11 o'clock on that day. Ad-
vertising copy should be in hand before Tuesday, 5 p. m.,
to insure preferred position. Pull page display copy
should be in hand by Tuesday noon preceding publication
day. Want advertisements for current week, to insure
classification, should be in by Wednesday noon.
Address all communications for the editorial or business
departments to PRESTO PUBLISHING CO., 417 South
Dearborn Street, Chicago, III.
SATURDAY, MARCH 24, 1928.
The last form of Presto-Times goes to press
at 11 a. m. Thursday. Any news transpiring
after that hour cannot be expected in the cur-
rent issue. Nothing received at the office that
is not strictly news of importance can have
attention after 9 a. m. on Thursday. If they
concern the interests of manufacturers or
dealers such items will appear the week follow-
ing. Copy for advertising designed for the
current issue must reach the office not later
(ban Wednesday noon of each week.
THE OHIO QUESTION
The Music Merchants' Association of Ohio,
is not affiliated with the National Association
of Music Merchants and what action the state
body will take on the affiliation question will
be decided by a vote by mail to be taken this
month. The action to take the vote was
authorized at the last Cleveland convention,
and the results will be announced at the meet-
ing- of the special committee March 26.
Mr. Otto B. Heaton of Columbus, is consid-
ered leader of the members sponsoring" the af-
filiation movement and Mr. Dan F. Summey
of Cincinnati, represents the negative side.
Each has written arguments supporting his
stand and these are inclosed with the vote
blank to members. Mr. Heaton believes the
state body should affiliate with the national
body "for the same reason that our great state
is an integral part of the United States." Mr.
Summey comes back with: "Why change the
status of an association of five hundred for no
reason other than the desire of a few?" If,
through a charter, the Ohio association could
accomplish a solution of its retail problems,
we might consider it." That, he states, is pre-
vented by Article XI. But no matter what
the result may be, the vote will be a full one,
according to the piano travelers.
But it ought to be a satisfactory one as well.
That is, satisfactory to the music trade the
interests of which should come above those
of any local organization. The purposes of the
music trade are broad and at no time in its
history has there been such a need of national
unity as at present exists. The problems of
the Obit) association are similar to those of all
other state and local associations and the best
help in solving them is naturally expected from
a music trade association as wide as the coun-
try in its scope.
An additional $5 in dues to the national as-
sociation by a member of the Ohio association,
if affiliation carries, is a consideration that
should not deter a dealer from voting "yes."
Such an objection to affiliation obviously is
weak to any member who considers the main
purpose of organization in the music trade.
The organized strength of the national asso-
ciation of Music Merchants and the prestige
and powerfully practical aid of the Music In-
dustries Chamber of Commerce are well worth
the price.
NEW CONVENTION IDEAS
towards the commodities offered for sale by
the dealers. Blatant piano advertising which
makes the inducements and allurements more
prominent than the piano itself, is less in evi-
dence in the daily newspapers. That is be-
cause the musical character of the piano has
become of greater importance than the price
cuts, and ridiculously-extended terms and gifts.
Bringing about such discriminative condition
of mind in the public is, in itself, a notable
achievement of the piano promotion schemes.
We see the cause and the effects ; now 7 it is
up to the piano dealers to carry on with their
own intensive local piano promotion schemes.
Their appeals are of the intimate kind more
closely followed by actual sales. Dealers any-
where can apply the results of the big national
promotion activities or can nullify their ef-
fects. A couple of columns of piano adver-
tising bunk can render ineffective the best
efforts of the ambitious piano sales promoters;
a fishy piano sales proposition can get the de-
risive laugh for the clean doctrine of piano
sales methods. The piano dealer who believes
the end justifies the means, no matter how
rotten that may be, is a drag on the piano pro-
motional activities.
The convention committee of the National
Association of Music Merchants met in New
York last week to evolve plans for a success-
ful meeting at the Hotel Commodore in June.
The committee did not go to the extent of fix-
ing details, but considered the creation of an
entirely new scheme of procedure for the bus-
iness sessions. It promises something it be-
lieves will inject a more active interest in the
The piano dealer who has ambitions for the
sessions and promote a keener desire in mem- revitalizing of the piano trade does not con-
bers to be present.
sider his job a lone one. Rather, he looks at
The committee does not, by its proposed himself as one of the great army striving to
action, mean to belittle the plans of previous attain a desirable and necessary objective. His
committees, but believes the convention of fellow dealers are comrades, not competitors.
Fighting the cause of the trade is essentially
1928 calls for a character of greater novelty
an
effort for himself. He serves the cause of
and attractiveness in the important business
piano
sales generally as well as his own im-
sessions. It is in these sessions the spirit,
mediate
objects when he employs a sufficient
impulses and ambitions of the retail music
number
of competent salesmen for his pur-
trade are expressed, its processes explained
poses.
There
is a vital consideration. Trained
and its ambitions made clear.
salesmen and enough of them are necessities
The committee does not ignore the distrac-
in the dealer's part of piano promotion.
tions that tend to lessen the number of audi-
tors at the business sessions. Committees in
FIXING THE BLAME
the past have officially closed the exhibits dur-
The trouble with many of the retail piano
ing the hours of the business sessions ; have
discouraged trade breakfasts, theater matinees advertisers is that they do not talk the lan-
and other events possible of lessening the at- guage of the piano prospect. The newspaper
tendance of conventioners at the business ses- displays which often are bright, original and
sions, but everybody knows what a strenuous striking in layout and type, arc weak in the
time the sergeant-at-arms and his posses usu- power to convince because they are written
ally have in rounding up the members and from the standpoint of the store rather than
from the standpoint of the consumer. The
herding- them to convention halls.
advertising
man of the music store should
The committee has done little more than
put
himself
in
the prospective customer's place
reclare an intention, but from its make-up the
and
should
frame
his appeal from the cus-
trade may expect action resulting in the real-
tomer's
point
of
view.
ization of the desirable object—making the
But the blame for much of the failure in
business sessions occasions of the greatest at-
results of piano advertising, for instance,
tractiveness in a busy convention week.
should not be placed on the advertising de-
partment. The pianos may not be merchan-
EVERYBODY MAY HELP
dised right. The scheme of selling may not
Piano promotion plans now appear in the be in accordance with the proper approach,
music trade in various forms and different de- which involves a number of requirements for
grees of potency, but nearly all effect the end successfully impressing the prospect. The
for which they were created.
failure of any piano house advertising depart-
Promotion plans, national in their scope, ment should never be blamed on the publicity
launched by the National Piano Manufactur- itself until a careful analysis has been made
ers' Association, are producing effects in the of the real merchandising situation behind the
attitude of the public which are heartening goods. If the selling policy is not in accord-
to the dealers who co-operate with them. The ance with the fundamentals of sound mer-
broad, dignified publicity is a strong incentive chandising, the advertisement must necessarily
to the observant piano merchant, not only to be ineffective.
make use of the publicity, but also to inaug-
urate local activities of his own. Other pro-
The public has been educated to a point zvhere
motional schemes of trade associations, man- it rejects all obsolete merchandise except the
ufacturers and individual dealers are of re- piano. Piano relics arc still the rule in too many
markable intensity and show results in their homes. Public consciousness has not been aroused
to the fact that tremendous developments have
ambitious purposes.
One plain effect of the joint efforts to pro- been made in modernizing the piano to make it fit
in zvith other modern home furnishings.—A. G.
mote the piano is the attitude of the public Gulbransen, President, The Gulbransen Co.
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).