Presto
Issue: 1929 2231 - Page 10
10
July 15, 1929
P R E S T O-T I M E S
SALES PROMOTION IS
A PRIME NECESSITY
Homer J. Buckley Brings Out Some Construc-
tive Suggestions at the Piano Men's
Convention.
In the average home when a piano is purchased
there is no chance of selling another piano for a
number of years. It is possible, however, to introduce
other musical instruments into that home—the banjo,
the mandolin, the ukulele are only a few of the in-
struments that are always popular.
High School Bands.
If there is a high school band in the community,
you can promote the sale of brass instruments
through this band, by suggesting to the parents that
the youngsters be given the brass instruments with
the idea of possibly becoming a member of the high
school band.
The Man at the Head.
One tiling more that is ef great importance—that
is, no business grows faster than the man at the
head of it. Your employes look upon yon for their
ideas, for suggestions, for the working out of con-
structive selling and advertising programs to be car-
ried out throughout the year.
If I were in the music business, one of the first
things I would do would be to plan a definite sales
promotion program covering the entire year—sending
out a piece of advertising literature once or twice a
year is not enough. Some advertising should go
into the mail every thirty days or at least every
sixty days, to prospects and to customers—building
up good will and sales for your store.
You have got to keep your business growing.
Nothing in this world stands still. Your business is
either going forward or going back. It is up to you
to determine in which direction it will go.
Homer J. Buckley, president of Buckley. Dement
& Co., Chicago, advertising expert, addressing the
National Association of Music Merchants at Hotel
Drake, Chicago, June 5, on "What I Must Do to
Stay in Business and Meet the New Competition,"
said:
The music dealers of today are face to face with
a problem that must be recognized and for which
a proper solution must be worked out to bring about
increased music interest in the home.
The merchandising methods that succeeded ten
or twenty years ago are woefully out of step with the
times in this age of speed and entertainment, the
like of which has never been known in the history
of the world. Where ten or twenty years ago a
high-class orchestra was a novelty, it is comparatively
commonplace today—when all that is necessary is
to pull the switch on your radio and you have a selec-
tion from any one of a dozen different radio broad-
casting stations.
Music Promotion Necessary.
Another vital factor affecting the sale of musical
instruments and sheet music is the fact that music
is everywhere in evidence. Everyone wants music
with their entertainment, with the : r meals and even
for the morning setting-up exercises. Every first-
class restaurant, country club, moving p : cture house,
candy store, cigar store and even in the women's National Bureau for the Advancement of Music Sub-
ordinates General Promotion to Direct.
beauty shops there are musical instruments for the
entertainment of the public. This music is in direct
Business conditions in the music industry during
competition with the music in the home, and in order the past year have emphasized more than ever before
to bring about an increased interest in music in the the great need and importance of the activities of the
home, some definite form of music promotion is National Bureau for the Advancement of Music.
necessary.
While the general music promotional activities of the
As music dealers you should naturally be interested Bureau have been maintained, most of the time and
and doing everything possible to promote music in energy of the Bureau staff have been devoted to
your individual community. To bring about a more direct promotions for the benefit and at the expense
favorable condition, two important facts are neces- of the various branches of the industry directly in-
sary—first, you must sell more to the customers you terested.
now have, and, second, you must get more customers.
Direct promotions during the year have been (1)
How are you going to sell more musical instruments class piano instruction, (2) school bands, (3) school
to the customers you now have? ,
orchestras, and (4) fretted instrument promotion in
Twenty years or so ago, the upright piano was camps, playgrounds and other recreational agencies.
The following figures on the number of individual
the pride of many homes. Then the player-piano was
introduced, bringing about a new style element while correspondents will indicate the tremendous growth
also making it possible to have piano music in every of the bureau's operations: 1925, 4,831; 1926, 9,740;
home, even though no one in the family was capable 1927, 13,208; 1928, 16,544.
of playing the instrument by hand. The introduction
of the player made the old upright piano more or
less obsolete, so that hundreds of thousands of own-
ers of the old upright type were ready to trade in
the old instrument and get a player-piano.
For some years the player-piano was qu : te popular.
Then came the reproducing grand which today is A Market of Increasing Potentialities Lies in the
Countries to the South of Us.
right in step with the times—and without doubt one
of the greatest of all home instruments.
In the nonindustrial countries of Latin America
The Style Element Leads.
the United States has every advantage over its Euro-
Today more than at any time in history, the style pean competitors. Its great automotive industry
element enters into the sale of all merchandise— gives it an unparalleled home market, so that no
whether cabinets for the kitchen or musical instru- other nation can hope to equal the United States in
ments for the living room. In your local advertising the economies of mass lacquer production. The
you can feature this style element to great advan- United States is the chief source of supply of cotton
tage—playing up in a dramatic manner the outstand- linters, and Europe must import large qualities of
American linters for its own lacquer production. The
ing features of your musical instruments.
resulting freight differential on raw T materials is thus
Promotional Work.
Constructive sales promotional work should in- an important item in favor of American producers,
corporate the idea of introducing the study of music while proximity to the Latin-American market,
into the schools of your community. In many of rapidity of deliveries, and American advertising and
the large cities, the teaching of music is a definite sales methods give this country a decided advantage
part of the grade and high school curriculum, but in that part of the globe.
On the whole the most attractive export field open
there still remains much to be done.
for the medium-sized lacquer manufacturer would
In your own community you can work up a real seem to lie in the countries to the south. Latin
interest in the purchase of musical instruments by co- America is one of the most receptive markets for
operating with the local school board, as well as new ideas and merchandise. In pianos, automobiles,
the teachers in the schools. Through the teachers radio equipment, phonographs, electric refrigerators,
you may be able to secure the names of pupils who moving pictures, and numerous other new lines,
are particularly interested in music, so that you can Latin America lias developed into one of the leading
build up a marling list, which ultimately should in- customers of the United States. It possesses a re-
clude the name and address of every home where markable degree of loyalty to established brands.
there is a boy or girl who is interested in music, or An agent, well selected and given proper considera-
would like to take music lessons on one or another tion in all dealings, will not readily shift to a rival
of the large variety of musical instruments.
product: the channel of trade once opened requires
If possible at the same time you secure the name, only good will and moderate effort for maintenance.
you should secure the date of the birthday of these
musically inclined students, so that at various times
ASK RADIO EDUCATION SURVEY.
in the year you can send some special sales promo-
A radio education conference held in Washington,
tion material to the parents, encouraging instruments
D. C, recently, passed a resolution asking President
as gifts.
This material can be mailed out not only shortly Hoover to appoint a fact rinding commission to
before the birthday, but also at graduation times, for ascertain what radio can do for education and the
Christmas, before school starts and on other occa- part the Federal Government should play in any
such program.
sions.
DIRECT PROMOTION MUSIC
BUREAU'S CHIEF METHOD
U. S. IN FINE POSITION
FOR LATIN=AMERICAN TRADE
MINNESOTA
The Blakestad Music Company has moved from
710 Marquette avenue to 23 South 8th street. Minne-
apolis. The company had been at the Marquette ave-
nue address for thirty years. The new location of
the store is known as "Melody Lane," for within the
last few years 8th street, between Marquette and Hen-
nepin avenues, a distance of three blocks, has been
rapidly taken up by music stores, until today these
firms far outnumber those of any other sort on both
sides of the street.
The Metropolitan Music Company, 57-43 South
6th street, is in the process of a removal sale.
More than 300 radio dealers from seven states at-
tended the conference, held recently in Minneap-
olis under the auspices of the Radio-Victor Corpora-
tion of America. Speakers were George M. Farrin
and Charles Isaacson, both of Camden, N. J. New
models of the combined radio and phonograph ma-
chines were displayed on the mezzanine of the Nicol-
lct Hotel, where the conference was held.
Deceptive advertising is the use of words to conceal
the advertiser's real thoughts.
THE
SELECTRAPHONE
AH Automatic and Selective
Amplified Phonograph
Standard Types of Pianos and
Orchestrions
Selectra (Tune Selecting), an Exclusive
Feature
THE DERBY
NOVELTY PIANO
The Most Complete Line of Automatic
Musical Instruments
Western Electric Piano Co.
832-850 Blackhawk Street
CHICAGO
The World Famous
Me KINLEY EDITION
OF 20 CENT MUSIC
adds prestige to your store—at-
tracts new customers and helps
retain those established.
Over 6000 Dealers Now Taking Advan-
tage of the
LARGE PROFITS
derived from the sale of McKinley
20 cent music, comprising over
1200 selections of
STANDARD CLASSIC and
TEACHING MUSIC
Write for Samples and Particulars Today
Me KINLEY MUSIC CO.
1501-1515 E. 55th St.
CHICAGO
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/
July 15, 1929
P R E S T O-T I M E S
SALES PROMOTION IS
A PRIME NECESSITY
Homer J. Buckley Brings Out Some Construc-
tive Suggestions at the Piano Men's
Convention.
In the average home when a piano is purchased
there is no chance of selling another piano for a
number of years. It is possible, however, to introduce
other musical instruments into that home—the banjo,
the mandolin, the ukulele are only a few of the in-
struments that are always popular.
High School Bands.
If there is a high school band in the community,
you can promote the sale of brass instruments
through this band, by suggesting to the parents that
the youngsters be given the brass instruments with
the idea of possibly becoming a member of the high
school band.
The Man at the Head.
One tiling more that is ef great importance—that
is, no business grows faster than the man at the
head of it. Your employes look upon yon for their
ideas, for suggestions, for the working out of con-
structive selling and advertising programs to be car-
ried out throughout the year.
If I were in the music business, one of the first
things I would do would be to plan a definite sales
promotion program covering the entire year—sending
out a piece of advertising literature once or twice a
year is not enough. Some advertising should go
into the mail every thirty days or at least every
sixty days, to prospects and to customers—building
up good will and sales for your store.
You have got to keep your business growing.
Nothing in this world stands still. Your business is
either going forward or going back. It is up to you
to determine in which direction it will go.
Homer J. Buckley, president of Buckley. Dement
& Co., Chicago, advertising expert, addressing the
National Association of Music Merchants at Hotel
Drake, Chicago, June 5, on "What I Must Do to
Stay in Business and Meet the New Competition,"
said:
The music dealers of today are face to face with
a problem that must be recognized and for which
a proper solution must be worked out to bring about
increased music interest in the home.
The merchandising methods that succeeded ten
or twenty years ago are woefully out of step with the
times in this age of speed and entertainment, the
like of which has never been known in the history
of the world. Where ten or twenty years ago a
high-class orchestra was a novelty, it is comparatively
commonplace today—when all that is necessary is
to pull the switch on your radio and you have a selec-
tion from any one of a dozen different radio broad-
casting stations.
Music Promotion Necessary.
Another vital factor affecting the sale of musical
instruments and sheet music is the fact that music
is everywhere in evidence. Everyone wants music
with their entertainment, with the : r meals and even
for the morning setting-up exercises. Every first-
class restaurant, country club, moving p : cture house,
candy store, cigar store and even in the women's National Bureau for the Advancement of Music Sub-
ordinates General Promotion to Direct.
beauty shops there are musical instruments for the
entertainment of the public. This music is in direct
Business conditions in the music industry during
competition with the music in the home, and in order the past year have emphasized more than ever before
to bring about an increased interest in music in the the great need and importance of the activities of the
home, some definite form of music promotion is National Bureau for the Advancement of Music.
necessary.
While the general music promotional activities of the
As music dealers you should naturally be interested Bureau have been maintained, most of the time and
and doing everything possible to promote music in energy of the Bureau staff have been devoted to
your individual community. To bring about a more direct promotions for the benefit and at the expense
favorable condition, two important facts are neces- of the various branches of the industry directly in-
sary—first, you must sell more to the customers you terested.
now have, and, second, you must get more customers.
Direct promotions during the year have been (1)
How are you going to sell more musical instruments class piano instruction, (2) school bands, (3) school
to the customers you now have? ,
orchestras, and (4) fretted instrument promotion in
Twenty years or so ago, the upright piano was camps, playgrounds and other recreational agencies.
The following figures on the number of individual
the pride of many homes. Then the player-piano was
introduced, bringing about a new style element while correspondents will indicate the tremendous growth
also making it possible to have piano music in every of the bureau's operations: 1925, 4,831; 1926, 9,740;
home, even though no one in the family was capable 1927, 13,208; 1928, 16,544.
of playing the instrument by hand. The introduction
of the player made the old upright piano more or
less obsolete, so that hundreds of thousands of own-
ers of the old upright type were ready to trade in
the old instrument and get a player-piano.
For some years the player-piano was qu : te popular.
Then came the reproducing grand which today is A Market of Increasing Potentialities Lies in the
Countries to the South of Us.
right in step with the times—and without doubt one
of the greatest of all home instruments.
In the nonindustrial countries of Latin America
The Style Element Leads.
the United States has every advantage over its Euro-
Today more than at any time in history, the style pean competitors. Its great automotive industry
element enters into the sale of all merchandise— gives it an unparalleled home market, so that no
whether cabinets for the kitchen or musical instru- other nation can hope to equal the United States in
ments for the living room. In your local advertising the economies of mass lacquer production. The
you can feature this style element to great advan- United States is the chief source of supply of cotton
tage—playing up in a dramatic manner the outstand- linters, and Europe must import large qualities of
American linters for its own lacquer production. The
ing features of your musical instruments.
resulting freight differential on raw T materials is thus
Promotional Work.
Constructive sales promotional work should in- an important item in favor of American producers,
corporate the idea of introducing the study of music while proximity to the Latin-American market,
into the schools of your community. In many of rapidity of deliveries, and American advertising and
the large cities, the teaching of music is a definite sales methods give this country a decided advantage
part of the grade and high school curriculum, but in that part of the globe.
On the whole the most attractive export field open
there still remains much to be done.
for the medium-sized lacquer manufacturer would
In your own community you can work up a real seem to lie in the countries to the south. Latin
interest in the purchase of musical instruments by co- America is one of the most receptive markets for
operating with the local school board, as well as new ideas and merchandise. In pianos, automobiles,
the teachers in the schools. Through the teachers radio equipment, phonographs, electric refrigerators,
you may be able to secure the names of pupils who moving pictures, and numerous other new lines,
are particularly interested in music, so that you can Latin America lias developed into one of the leading
build up a marling list, which ultimately should in- customers of the United States. It possesses a re-
clude the name and address of every home where markable degree of loyalty to established brands.
there is a boy or girl who is interested in music, or An agent, well selected and given proper considera-
would like to take music lessons on one or another tion in all dealings, will not readily shift to a rival
of the large variety of musical instruments.
product: the channel of trade once opened requires
If possible at the same time you secure the name, only good will and moderate effort for maintenance.
you should secure the date of the birthday of these
musically inclined students, so that at various times
ASK RADIO EDUCATION SURVEY.
in the year you can send some special sales promo-
A radio education conference held in Washington,
tion material to the parents, encouraging instruments
D. C, recently, passed a resolution asking President
as gifts.
This material can be mailed out not only shortly Hoover to appoint a fact rinding commission to
before the birthday, but also at graduation times, for ascertain what radio can do for education and the
Christmas, before school starts and on other occa- part the Federal Government should play in any
such program.
sions.
DIRECT PROMOTION MUSIC
BUREAU'S CHIEF METHOD
U. S. IN FINE POSITION
FOR LATIN=AMERICAN TRADE
MINNESOTA
The Blakestad Music Company has moved from
710 Marquette avenue to 23 South 8th street. Minne-
apolis. The company had been at the Marquette ave-
nue address for thirty years. The new location of
the store is known as "Melody Lane," for within the
last few years 8th street, between Marquette and Hen-
nepin avenues, a distance of three blocks, has been
rapidly taken up by music stores, until today these
firms far outnumber those of any other sort on both
sides of the street.
The Metropolitan Music Company, 57-43 South
6th street, is in the process of a removal sale.
More than 300 radio dealers from seven states at-
tended the conference, held recently in Minneap-
olis under the auspices of the Radio-Victor Corpora-
tion of America. Speakers were George M. Farrin
and Charles Isaacson, both of Camden, N. J. New
models of the combined radio and phonograph ma-
chines were displayed on the mezzanine of the Nicol-
lct Hotel, where the conference was held.
Deceptive advertising is the use of words to conceal
the advertiser's real thoughts.
THE
SELECTRAPHONE
AH Automatic and Selective
Amplified Phonograph
Standard Types of Pianos and
Orchestrions
Selectra (Tune Selecting), an Exclusive
Feature
THE DERBY
NOVELTY PIANO
The Most Complete Line of Automatic
Musical Instruments
Western Electric Piano Co.
832-850 Blackhawk Street
CHICAGO
The World Famous
Me KINLEY EDITION
OF 20 CENT MUSIC
adds prestige to your store—at-
tracts new customers and helps
retain those established.
Over 6000 Dealers Now Taking Advan-
tage of the
LARGE PROFITS
derived from the sale of McKinley
20 cent music, comprising over
1200 selections of
STANDARD CLASSIC and
TEACHING MUSIC
Write for Samples and Particulars Today
Me KINLEY MUSIC CO.
1501-1515 E. 55th St.
CHICAGO
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).