Presto

March 24, 1928
ACTIVE NEW YORK
MEN MAKE SALES
But Efforts to Move the Pianos Are Assu-
rances That Good Sales Will R e s u l t -
Show Windows Advertise Beauties
of the Period Models.
NEW PIANO ADVERTISING
P R E S T 0-T I M E S
A STRAUBE TRIUMPH
One of the most attractive numbers in the line of
the Straube Piano Co., Hammond, Ind., is the Straube
Sonata Grand Piano, a small grand with the accous-
tical properties of the large grand piano.
In addition to proper proportion of the sounding
board, one of the chief requirements of the true grand
piano tone is adequate string length, and proper pro-
portion of the strings. Merely reducing the scale to
fit a smaller case does not solve the problem. In
building a small grand piano it was the Straube ideal
stringing principle, a patented Straube feature, solved
the problem of how to maintain adequate string
length in a very small piano. The Straube Piano
Company now builds the smallest full scale upright
piano and the smallest full scale grand piano with a
string length and tonal power equal to instruments
at least a foot larger. "
The Straube Sonata Grand piano is made of the
finest materials with painstaking care by expert work-
men. A critical examination of a Straube piano is an
Up-to-Date Publicity Methods for the Pianos and
Novelty in Newspaper Displays Strong Factors
in Stimulating the Hesitating Prospect.
By HENRY MAC MULL AN.
The most cheering evidences of the piano sales
promotion work prescribed for the piano trade are
seen in the progressive retail piano houses in the
New York Metropolitan district. You may call it
the acceptance of a necessitous course or the activity
arising from ambition or plain pride in piano sales
achievement, but no matter what way you view their
activities, the piano dealers are making a supreme
effort for sales and are getting rewards.
Better Times, Says Jacob Doll.
That trade is decidedly better and that the year will
be a much better one than last year was the informa-
tion unhesitatingly conveyed by Jacob Doll at Jacob
Doll & Sons factory offices, Southern boulevard and
Cypress avenue. "It doesn't make any difference who
is elected president of the United States; business
takes its upturn from conditions rather than from
politics," said Mr. Doll. Mr. Doll intimated that ex-
perience had shown that as soon as the candidates
were named the big financiers cut loose with invest-
ments in utilities and other lines which brought about
a more general distribution of the means with which
to purchase anything as necessary to happiness and
culture as a piano.
Charm in Retail Advertising.
Aesthetic as New York is, there is a subtler charm
in nearly all of the- 1928 models of retail piano and
playerpiano advertising that is appearing occasionally
in the great dailies of the metropolis—occasionally,
because the charm would be spoiled by regular every-
day appearances. It was a pleasure, therefore, to run
across one of the men who create some of these
drawing ads, S. B. Fisher, assistant retail advertising
manager of the American Piano Company, 47th street
and Fifth avenue, who was met on the ninth floor of
that 43-story structure. He is so modest that he
would disclaim authorship of anything worth while,
but somebody does this wonderful work—that is evi-
dent. It is all done under the general supervision of
Advertising Manager F. H. P. Byrne, whose official
title, I believe, is Director of Publicity.
Chickering & Sons, 27 West 57th street, present
some very fine reading notices in connection with
the Ampico in the Marshall & Wendell Latin Design
Grand, at $2,075. ''Here is music for the eye—music
like a song of Italy, carved in dark harmonies of fig-
ured mahogany; curving to rich rhythms of exquisite
ornament; glowing with touches of dull gold and the
bloom of polychrome; waking any room to beauty
like a patch of golden light.
Staib-Abendschein Gets Contracts.
The Staib-Abendschein Company, 500 East 134th
street, corner of Brook avenue, New York, is still in
operation, getting a share of the contracts for making
piano actions, "although," as Albert Staib, head of
the company, expressed himself to Presto-Times rep-
resentative this week, "it requires work to get the
contracts." The company, he believes, has been
doing a business commensurate with the somewhat
reduced production of the piano factories of late.
J. H. Shale at Norwalk, Ohio.
J. H. Shale, head of the Celco Corporation, New
York and Norwalk, Ohio, was at Norwalk last week.
It is said the location of the New York offices would
be decided very soon. Everything connected with
getting the factory into more active production at
Norwalk is being pushed along and the outlook grows
brighter and brighter day by day.
Trade Improving, Says Sig. Gutman.
Sig. Gutman, who is wholesale man for the territory
in and near New York City for the Henkelman Piano
Manufacturing Company, 709-717 East 140th street,
said this week: ''We want nothing but orders, and
are getting them by going after then." Mr. Gutman
has developed a good clientele from long experience
on the road and of late years he has confined himself
more to the east than throughout the nation. He was
with the late Jack Coffin at the Gabler Piano Com-
pany for twelve years at one stretch and he has had
other experiences that amply qualify him for the work
he is now doing with effectiveness for the Henkelman
A. THE DUPLEX OVERSTRUNG SCALE OP
THE STRAUBE SONATA GRAND.
B. BACK OF STRAUBE SONATA GRAND,
SHOWING LAMINAL CONSTRUCTION.
to produce true grand qualities. And this has been
achieved! By the application of the exclusive Straube
method of duplex overstringing, we have produced in
a case but four feet four inches long, a scale with a
string length equal to a grand piano at least a foot
longer.
The illustration A shows how this has been accom-
plished. Note that the scale has been divided into
three sections, instead of the usual two. The lowest
section is strung over the other two, at an angle
which permits maximum length of string within the
smaller limits of the case. Patents are now pending
on this method which was originated and developed
by Straube.
At the left is an illustration revealing the high
quality of construction of the back of the Straube
Sonata Model Grand Piano.
Note the laminal post construction, a patented
Straube feature which is one of the outstanding char-
acteristics of all Straube Grand Pianos. This main-
tains the rigidity of the entire instrument, preserving
the tone quality and insuring long life.
An extra heavy plate, beautifully finished, adds to
the enduring quality. Also notice the "built-up"' key-
bed, another Straube feature, which permanently
maintains the proper level for the keys and action.
The size of each Straube piano, grand or upright,
is determined by the requirements which that par-
ticular instrument is designed to fulfill and every de-
tail is musically and structurally developed with
mathematical precision to make that instrument pre-
eminent for that special purpose. The duplex over-
education for a piano dealer and demonstrates the
rare attainments and inventive character of the de-
signers.
The Grand Division
The grand division of the Straube Piano Company,
Hammond, Ind., is particularly active. An exam-
ination of the unusual type of product which Straube
manufactures is no doubt one of the reasons why
this activity is so marked. The Straube Piano Com-
pany, in their grand key-bed use a unique and original
type of construction which is bound to impress favor-,
ably anyone who may investigate it. It would not
require a piano expert to sense the value of the
Straube grand key-bed. Its practical make-up assures
permanent level to the keys and action.
Sonata Grand.
The Sonata model grand, containing the famous
Duplex overstrung principle which Straube invented, .
is enjoying remarkable saleability. The string length
is about a foot longer than ordinary construction
would permit. This additional string length develops
an unusually beautiful quality of tone and it may be
assumed that this tonal superiority is permanent, in-
asmuch as the strings are neither radically weighted
nor strained.
Period designs by Straube in grand and upright
models are progressing very favorably. The Period
designs are Florentine, Italian, Spanish, Louis XVI
and Queen Anne. Period models in upright instru-
ments are furnished in the Style "L," which is the
smallest full scale ample string length upright piano
in the world, also the Style " H " and in addition the
Dominion model roll played piano, three very popular
instruments.
Piano Manufacturing Corporation. Trade is picking
up in his territory, he says.
Charles A. Loeser Dies.
Charles A. Loeser, aged 64 years, son of the late
Frederick Loeser, founder of the Frederick Loeser
& Co. store in Brooklyn, which for many years has
handled pianos, including the Brambach and the
Kranich & Bach, died at the Ritz-Carlton Hotel, New
York, March 15. He was the last surviving son of
the founder of the great store, and he was an art
collector and critic. He is survived by his widow,
Olga Liebert Loeser, a pianist, and one daughter, Ma-
tilda, 15 years old, who is at school in London.
Music Teachers for New York.
The Board of Examiners last week received appli-
cations from candidates for license as substitute teach-
ers of music and orchestral music in the High Schools
of New York City. By teaching music to all who
desire it, New York maintains its great reputation as
a musical center.
C. M. Tremaine a Busy Individual.
A call was made this week upon C. M. Tremaine,
head of promotional musical activities for piano men
throughout the United States, at his offices, 14th
floor of 45 West 45th street. Mr. Tremaine had just
returned from luncheon and tackled a stack of work
piled upon his desk.
"The work here doesn't
slacken, although piano business has not been at its
liveliest pace lately," he said. "We are busy on con-
structive work for music week, and there are many
forms of activity just now demanding our most care-
ful attention. We appreciate the tremendous power
of the trade press in aiding the cause of music gen-
erally."
Rodman Wanamaker's Successor.
William L. Nevon, age 68 years, under the will of
the late Rodman Wanamaker, becomes practically dic-
tator of both the Wanamaker stores and the series
of trust funds created for the great grandchildren.
He was a lawyer and handled real estate. He became
vice-president of the two corporations owning the
New York and Philadelphia stores in 1922 when Rod-
man Wanamaker became president. He lives in
Philadelphia.
Announcing AudioGraphic Music.
The Aeolian Company announces in the New York
Sun the Duo-Art Piano with the wonderful Audio-
Graphic Music. The ad. says in part: "The wide-
spread interest aroused by the new AudioGraphic
Music since its introduction in this country last
autumn has duplicated the great success previously
achieved in Europe and has developed a situation
which The Aeolian Company, after careful consid-
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