Presto
Issue: 1929 2222 - Page 10
10
March 1, 1929
PRESTO-TIMES
PLANS TO EXPLOIT
USE OF NEW SLOGAN
Music Industries Chamber of Commerce to
Appoint Special Committee to Push Gen-
eral and Vigorous Use of the Stimu-
lative Phrase.
The Music Industries Chamber of Commerce an-
nounces that a new committee will be appointed to
carry out the task of fully exploiting the slogan,
"The Richest Child is Poor Without Musical Train-
ing." Pending the organization of this new commit-
tee, the Music Industries Chamber of Commerce has
issued a statement urging the entire industry to get
behind the slogan and push it.
"Now that the industry has a slogan calculated to
stimulate public interest in playing, the obvious thing
is for us to use that slogan—to bring it to the atten-
tion of everyone," is the statement. "The slogan
should be taken up as a rallying cry of the industry.
It was acquired at the cost of some expenditure of
money and really enormous effort, and it would be a
regrettable waste of time, effort and money if it is
permitted to fall into the discard by default or
through indifference. Now comes the task of the
components of the music trades to put the slogan
over with the public. It will require persistent work,
but it is the experience of other industries that it
will pay."
Way to Results.
There are three channels suggested through which
the new slogan may be exploited, as follows: 1, Pub-
licity; 2, Advertising; 3, Merchandising. Pending
the organization and meeting of the new committee,
the Music Industries Chamber of Commerce believes
that no time should be lost by manufacturers, job-
bers and dealers in availing themselves of these three
media.
With regard to general national publicity, the
Chamber of Commerce is preparing material for
women's pages of the daily papers, for women's
magazines, educational journals and newspaper syndi-
cates, this type of publicity being based on Mrs.
Wilson as a personality.
It is suggested, however, that manufacturers and
jobbers can still obtain effective within-the-trade pub-
licity by carrying straight news announcements in
their direct-by-mail matter to dealers, in their house
organs and on such other literature as they regularly
distribute to the trade. This type of publicity should
reiterate the necessity for all dealers to get behind the
DISTINCTIVE
TONE QUALITY
For generations Poehlmann
Music Wire and Fly Brand
Tuning Pins have made
many pianos famous for
their r e n o w n c d tonal
qualities.
The continued prestige of Fly Bran Pins and Poehlmann Wire is due solely
to quality. Every detail is watched
minutely. Made from special drawn wire
by men who have done nothing else for a
lifetime, they embody every known
requisite for quality. That is why many
manufacturers of high grade pianos de-
mand Poehlmann W i r e a n d Fly
Brand Pins.
SOLE AGENT, U. S. A.
AMERICAN PIANO SUPPLY CO.
Division of
HAMMACHER-SCHLEMMER & CO.
104-106 East 13th St.
New York, N. Y.
slogan and employ the advertising and merchandising
suggestions which will reach them from time to
time.
Advertising.
The slogan should have a conspicuous place in all
future dealer-help booklets and leaflets put out by
the individual manufacturers and jobbers, is the sug-
gestion. If funds are available, a special slogan leaflet
should be prepared for consumer distribution, incorpo-
rating the slogan with sales material with regard to
the particular instrument it is desired to exploit.
Use on letterheads is an orthodox, but nevertheless
effective, means of using a slogan. The wording can
either be used alone, preferably in a distinctive col-
ored ink at the bottom of the letterhead, or it might
be incorporated in a special design.
If a manufacturer or jobber distributes window-
cards or posters, regularly or on special occasions,
the wording of the slogan should be placed as con-
spicuously as possible on such cards. The wording
of the slogan, or the slogan arranged in some plain
design, would be highly effective if placed perma-
nently in a corner of the store window or on the
entrance door to stores, lettered in gold-leaf.
A suggestion will be placed before the new slogan
exploitation committee for the design of a colored
sticker, carrying the words of the slogan, this is to
be manufactured in wholesale lots for distribution
throughout the trade.
For Manufacturers and Jobbers.
Manufacturers, jobbers and dealers who regularly
use newspaper and magazine space are urged to con-
sider the use of the slogan in their copy, either by
employing a cut or boxed-type arrangement of the
slogan. National advertisers who use magazine space
would give the slogan a splendid boost into the pub-
lic's thoughts by using the slogan somewhere in their
ads.
Merchandising.
In the matter of exploiting the slogan by merchan-
dising, the methods necessarily will vary according to
local conditions, and no doubt the mere suggestion of
its exploitation in this way will be fruitful in starting
the individual dealer upon the consideration of the
ways best adapted to his own circumstances and
locality. One suggestion, however, that would seem
to be possible of adoption anywhere is that in the
first six months of the slogan exploitation campaign,
"Slogan Sales" should be held at regular intervals.
That is, special price inducements should be given
to all student purchasers of musical goods, the offer
to be coupled with the slogan as practical evidence of
the dealer's belief in its truth and his desire to apply
it in practice.
The Music Industries Chamber of Commerce would
like to get the reaction of the industry to the slogan
itself and would appreciate reports from manufactur-
ers or jobbers as to what they are doing to get behind
the move to thoroughly exploit it.
RADIO INDUSTRY GATHERING
The meeting of the Radio Manufacturers' Asso-
ciation's board of directors at The Homestead, Hot
Springs, Va., on March 7-8, is developing into a radio
industry gathering. In addition to the radio manufac-
turers' representatives, officers and directors of other
industry trade associations will attend the Hot
Springs meeting for a general discussion of industry
problems. The presidents and leaders of the National
Association of Broadcasters and the Federated Radio
Trade Association, the national organization of radio
jobbers and dealers, have been invited by the RMA
to join the manufacturers' directors at Hot Springs,
which follows the inauguration of the new Hoover
administration and precedes the extra session of Con-
gress from which important radio legislation is ex-
pected.
E. F. LAPHAM TO FLORIDA.
E. F. Lapham left Chicago yesterday for a three
weeks' visit to Florida. He goes first to Pensacola
to look at a piece of land near that city of which
he recently came into possession. He will visit
Miami and St. Petersburg and expects to enjoy sev-
eral days' visit with his old-time friend and former
partner, B. Grosvenor, who for the past two years
has resided at Orlando, Florida.
F. F. STORY PLAYS GOLF.
F. F. Story, vice-president of the Story & Clark
Piano Co., Chicago, and Mrs. Story are still enjoying
their visit to E. H. Story, president of the Company,
who lives at 1145 Hillcrest avenue, Pasadena, Calif.
Mr. and Mrs. Story, who have enjoyed a pleasant
season of golf, will possibly return in a few weeks.
NEW RADIO SHOP.
A. F. Brethauer has opened the Brethauer Music
and Radio Shop at Seymour, Ind. Mr. Brethauer is
well known in local musical circles. The new store
is attractively fitted and carries an entire new stock
of musical instruments and records and sheet music.
The Background
A BUSY ROLL
DEPARTMENT
THE NEW
CAPITOL
WORD ROLLS
Extra Choruses
A Longer Roll
Seventy-five cents
Printed Words
Hand Played
Quality and price make Capitol
rolls the dealer's best profit
producer in a roll department.
Double
Your Sales by Pleasing
Your Trade
CAPITOL ROLLS
for all
ELECTRIC PIANOS
MORE VARIETY
MORE PROFIT
There Is a Capitol Roll for Every
Purpose
Recognized for over ten years as
THE BEST for all electric pianos,
orchestrions and pipe organs.
It will pay you to use and supply
others with
CAPITOL ROLLS
Twice-a-month lists of very latest
hits. Send for Bulletins and full
information.
Capitol Music Roll Co.
721 N. Kedzie Ave., CHICAGO, ILL.
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/
March 1, 1929
PRESTO-TIMES
PLANS TO EXPLOIT
USE OF NEW SLOGAN
Music Industries Chamber of Commerce to
Appoint Special Committee to Push Gen-
eral and Vigorous Use of the Stimu-
lative Phrase.
The Music Industries Chamber of Commerce an-
nounces that a new committee will be appointed to
carry out the task of fully exploiting the slogan,
"The Richest Child is Poor Without Musical Train-
ing." Pending the organization of this new commit-
tee, the Music Industries Chamber of Commerce has
issued a statement urging the entire industry to get
behind the slogan and push it.
"Now that the industry has a slogan calculated to
stimulate public interest in playing, the obvious thing
is for us to use that slogan—to bring it to the atten-
tion of everyone," is the statement. "The slogan
should be taken up as a rallying cry of the industry.
It was acquired at the cost of some expenditure of
money and really enormous effort, and it would be a
regrettable waste of time, effort and money if it is
permitted to fall into the discard by default or
through indifference. Now comes the task of the
components of the music trades to put the slogan
over with the public. It will require persistent work,
but it is the experience of other industries that it
will pay."
Way to Results.
There are three channels suggested through which
the new slogan may be exploited, as follows: 1, Pub-
licity; 2, Advertising; 3, Merchandising. Pending
the organization and meeting of the new committee,
the Music Industries Chamber of Commerce believes
that no time should be lost by manufacturers, job-
bers and dealers in availing themselves of these three
media.
With regard to general national publicity, the
Chamber of Commerce is preparing material for
women's pages of the daily papers, for women's
magazines, educational journals and newspaper syndi-
cates, this type of publicity being based on Mrs.
Wilson as a personality.
It is suggested, however, that manufacturers and
jobbers can still obtain effective within-the-trade pub-
licity by carrying straight news announcements in
their direct-by-mail matter to dealers, in their house
organs and on such other literature as they regularly
distribute to the trade. This type of publicity should
reiterate the necessity for all dealers to get behind the
DISTINCTIVE
TONE QUALITY
For generations Poehlmann
Music Wire and Fly Brand
Tuning Pins have made
many pianos famous for
their r e n o w n c d tonal
qualities.
The continued prestige of Fly Bran Pins and Poehlmann Wire is due solely
to quality. Every detail is watched
minutely. Made from special drawn wire
by men who have done nothing else for a
lifetime, they embody every known
requisite for quality. That is why many
manufacturers of high grade pianos de-
mand Poehlmann W i r e a n d Fly
Brand Pins.
SOLE AGENT, U. S. A.
AMERICAN PIANO SUPPLY CO.
Division of
HAMMACHER-SCHLEMMER & CO.
104-106 East 13th St.
New York, N. Y.
slogan and employ the advertising and merchandising
suggestions which will reach them from time to
time.
Advertising.
The slogan should have a conspicuous place in all
future dealer-help booklets and leaflets put out by
the individual manufacturers and jobbers, is the sug-
gestion. If funds are available, a special slogan leaflet
should be prepared for consumer distribution, incorpo-
rating the slogan with sales material with regard to
the particular instrument it is desired to exploit.
Use on letterheads is an orthodox, but nevertheless
effective, means of using a slogan. The wording can
either be used alone, preferably in a distinctive col-
ored ink at the bottom of the letterhead, or it might
be incorporated in a special design.
If a manufacturer or jobber distributes window-
cards or posters, regularly or on special occasions,
the wording of the slogan should be placed as con-
spicuously as possible on such cards. The wording
of the slogan, or the slogan arranged in some plain
design, would be highly effective if placed perma-
nently in a corner of the store window or on the
entrance door to stores, lettered in gold-leaf.
A suggestion will be placed before the new slogan
exploitation committee for the design of a colored
sticker, carrying the words of the slogan, this is to
be manufactured in wholesale lots for distribution
throughout the trade.
For Manufacturers and Jobbers.
Manufacturers, jobbers and dealers who regularly
use newspaper and magazine space are urged to con-
sider the use of the slogan in their copy, either by
employing a cut or boxed-type arrangement of the
slogan. National advertisers who use magazine space
would give the slogan a splendid boost into the pub-
lic's thoughts by using the slogan somewhere in their
ads.
Merchandising.
In the matter of exploiting the slogan by merchan-
dising, the methods necessarily will vary according to
local conditions, and no doubt the mere suggestion of
its exploitation in this way will be fruitful in starting
the individual dealer upon the consideration of the
ways best adapted to his own circumstances and
locality. One suggestion, however, that would seem
to be possible of adoption anywhere is that in the
first six months of the slogan exploitation campaign,
"Slogan Sales" should be held at regular intervals.
That is, special price inducements should be given
to all student purchasers of musical goods, the offer
to be coupled with the slogan as practical evidence of
the dealer's belief in its truth and his desire to apply
it in practice.
The Music Industries Chamber of Commerce would
like to get the reaction of the industry to the slogan
itself and would appreciate reports from manufactur-
ers or jobbers as to what they are doing to get behind
the move to thoroughly exploit it.
RADIO INDUSTRY GATHERING
The meeting of the Radio Manufacturers' Asso-
ciation's board of directors at The Homestead, Hot
Springs, Va., on March 7-8, is developing into a radio
industry gathering. In addition to the radio manufac-
turers' representatives, officers and directors of other
industry trade associations will attend the Hot
Springs meeting for a general discussion of industry
problems. The presidents and leaders of the National
Association of Broadcasters and the Federated Radio
Trade Association, the national organization of radio
jobbers and dealers, have been invited by the RMA
to join the manufacturers' directors at Hot Springs,
which follows the inauguration of the new Hoover
administration and precedes the extra session of Con-
gress from which important radio legislation is ex-
pected.
E. F. LAPHAM TO FLORIDA.
E. F. Lapham left Chicago yesterday for a three
weeks' visit to Florida. He goes first to Pensacola
to look at a piece of land near that city of which
he recently came into possession. He will visit
Miami and St. Petersburg and expects to enjoy sev-
eral days' visit with his old-time friend and former
partner, B. Grosvenor, who for the past two years
has resided at Orlando, Florida.
F. F. STORY PLAYS GOLF.
F. F. Story, vice-president of the Story & Clark
Piano Co., Chicago, and Mrs. Story are still enjoying
their visit to E. H. Story, president of the Company,
who lives at 1145 Hillcrest avenue, Pasadena, Calif.
Mr. and Mrs. Story, who have enjoyed a pleasant
season of golf, will possibly return in a few weeks.
NEW RADIO SHOP.
A. F. Brethauer has opened the Brethauer Music
and Radio Shop at Seymour, Ind. Mr. Brethauer is
well known in local musical circles. The new store
is attractively fitted and carries an entire new stock
of musical instruments and records and sheet music.
The Background
A BUSY ROLL
DEPARTMENT
THE NEW
CAPITOL
WORD ROLLS
Extra Choruses
A Longer Roll
Seventy-five cents
Printed Words
Hand Played
Quality and price make Capitol
rolls the dealer's best profit
producer in a roll department.
Double
Your Sales by Pleasing
Your Trade
CAPITOL ROLLS
for all
ELECTRIC PIANOS
MORE VARIETY
MORE PROFIT
There Is a Capitol Roll for Every
Purpose
Recognized for over ten years as
THE BEST for all electric pianos,
orchestrions and pipe organs.
It will pay you to use and supply
others with
CAPITOL ROLLS
Twice-a-month lists of very latest
hits. Send for Bulletins and full
information.
Capitol Music Roll Co.
721 N. Kedzie Ave., CHICAGO, ILL.
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).