Presto

PRESTO-TIMES
MUSIC WANTS ITS
RIGHTFUL PUCE
August 15, 1929
"In every respect, therefore, the slogan fulfills the
sales axiom, that the selling appeal must fit the article
sold. We must seek to introduce the child first to
the thrill of playing rhythm, then to the beauties of
melody and the raptures of harmony, and he will be
brought, unconsciously, to a true evaluation of music
through the playing of it, so that this playing will
thereafter become an inseparable and indispensable
part of his very life.
piano man. The hovel is truly beautiful, artistic,
well done.
While on the subject of shacks, there are several
new ones owned, operated and dw T elt in by local piano
men. A. C. Danz has but lately moved into as homey
and lovely a place as you can see in many an auto-
mobile ride. The Maws of San Diego have a beau-
Thoughts About Bringing the Child to a True
tiful "duck of a place" on Point Loma, and B. J.
Chandler of Santa Ana dwelleth in the midst of
Evaluation of Music Through the
orange groves. Whiteside of San Bernardino has
A
Natural
Instinct.
Playing of It, so That 'Twill
leased his new foothills home to some one, the while
"The Great Power above us has implanted in every
he and the missus have taken a place on a Rialto
Be Part of His Life.
human being a love for music. We have but to chicken ranch. This enabled Daddy Whiteside to
The new music slogan, "The richest child is poor kindle that divine spark, to arouse the desire, latent,
be near his daughter, and son-in-law Henry Roys,
without musical training," is elaborated upon by but universal, to express ourselves through, and by,
who are operating the chicken ranch. That is, Henry
Henry C. Lomb, who has just written a letter to the the playing of music, and we will have created a field
does the work and Nellie comes to San Bernardino
membership of the National Association of Musical for ourselves, the like of which no other industry can
daily to help the old man, and both go home at night
Instrument and Accessories Manufacturers, in which ever hope to have. Search the markets of the world;
to eat a chicken that Henry has raised.
he urges everyone to co-operate in the distribution of
review the whole range of business and commerce,
The Young Music Company at Venice made a
the slogan campaign leaflets. He says: "Order as and you will not find a single industry that can trace
special store effort with the advent of the new Victor,
many slogan folders as you can consistently use for the demand for its basic product to so deep a source,
and seems to have started something in the seaside
distribution to your dealers, provided, of course, that and can command for this product, no matter how
town. For that matter, I have yet to find a radio
you have not already done so.
strongly it wills, a potential market even slightly
dealer who handles the Victor who does not expect
"The members of this association must have this comparable to that which music and music playing
big things from it. 1 think so, too. More power to
slogan matter very much at heart, because, as you inherently enjoy.
all parties.
know, we were the prime movers in the slogan cam-
"No better means of reaching this advanced posi-
Went into the Imperial Valley the other day. Tn
paign, so that we are in duty bound to do all in our tion, and of building an impregnable defence, is now
that place the white heat will make your blooming
power to bring about its wide-spread adoption. The at hand than the slogan. Let us cease to bemoan our
eye-brows crawl. Still there are two or three good
cost of the material involved is comparatively trivial, fate, and utilize the resources we already have to
piano men in the valley. Don Jose Garcie is one,
and the labor, negligible, for it simply means adapting secure our rightful place in the ranks of American
Sig Simonson is another and the Imperial Valley
this material to our already existing sales helps.
industry."
Hardware Company the third. Radios are scattered
"This question of securing the nation-wide adoption
hither and there throughout the valley. It is not a
of the slogan really touches the very foundations of
good reception place in summer, but fine in winter.
our industry, and the failure to recognize this fact
The Imperial expects great things from Boulder dam.
must cause us grave concern. Regardless of what
The summer has been rather hard on radio out this
some sales psychologists of our acquaintance may tell
way, but the radio men contend, and rightly so, that
By MARSHALL BREEDEN
us, our slogan, 'The richest child is poor without
the fall will bring a good change upwards; if not,
C. Alexander & Co. have opened a new radio store.
musical'training,' is a good slogan, for it was selected
many of them are going to fall down and go boom.
from a huge number submitted in a campaign that This is not such a great achievement for Alexander.
was remarkable in the interest it aroused in all parts fTe has that opening habit. To date then he has radio
FRANCIS CO. GETS BUSINESS.
of the country and in all classes of the population, shops in Redondo Beach, Hermosa, Beach, and Tor-
"We
can't quite understand why any one should
ranee. Perhaps by the time this gets in print he may
and was chosen by a committee composed of some of
complain about the piano business," said E. A. Fran-
the most prominent and capable publicity men in the have more stores. That seems to be a radio habit—
cis, president of the Francis Piano Co., Galesburg,
to run several places of business. Some piano men
country. And, in any event, it now is our slogan.
111., to a Presto-Times representative last week. "At
have tried it—not so good.
Interest in Piano Playing.
Macomb, 111., where we recently sold several fine in-
The
other
day
I
went
into
the
store
owned
and
"Although it may not appear so at once, the slogan
struments, there are four firms carrying pianos."
embodies, in my judgment, precisely the appeal that operated by E. MacLartey and his four sons. The
Among recent sales in Galesburg by the Francis
this industry of ours requires at this, perhaps the "boss" was out dusting off a piano or something. 1
Piano Company are a Wurlitzer Grand to Elmer
most critical, moment in its history. More and more frequently use this store as a sort of way station.
Lindstedt, vice-president of the Macomb Mfg. Co.;
It
is
handy
because
of
its
location.
On
this
trip
Mr.
it is becoming clearly apparent that the salvation of
a beautiful Werner upright to Miss Hazel Mackey,
the music industry lies in arousing the masses of the MacLartey had installed a pay-as-you-enter telephone
telephone operator at Cameron; a playerpiano to A.
American people to actual participation in the playing register. There was a sign on it. It made my poor
F. Sandford of the W. O. W. Orchestra; a Pianista
of music, not necessarily as a means of earning a battered heart bleed with pity. The sign said: "De-
to Mrs. P. M. Wilson, 82 East Berrien street.
posit
five
cents
upon
using
the
phone."
My
heart
livelihood, but as a source of infinite pleasure, of un-
alloyed satisfaction, and of lasting happiness, and as was sore and frightened for MacLartey. 1 used the
VIOLIN SHOP OWNER WOUNDED.
a wholesome outlet for the expression of those emo- phone seven times and then ran out of friends and
The Associated Press on August 5 reported that
tions without which life would be a drab and dreary acquaintances to call up. I do feel sorry for Mac-
J. Clem, aged 69 years, proprietor of a violin repair
Lartey, but he should not attempt to get nickels
spectacle.
shop, Tulsa, Okla., was in a serious condition in a
"Now it is well known that once a person has from a piano traveler in August. You cannot expect
hospital, having been shot twice at Red Fork., Okla.,
passed the age of early youth, it becomes increasingly a turnip to have any blood.
by W. B. Williams, aged 52, twice convicted of mur-
difficult, if not impossible, to interest him in music
The last few days, or perhaps weeks, have pro-
der. Williams was shot dead by Clem.
playing. Whatever the cause may be, the fact re- duced a change in the California piano business. I
mains indisputable. It immediately follows that our know for a fact that the great Platt organization sold
PIANO PLANT MAKES CHAIRS.
purpose of securing actual participation in music a piano the other day. Whoopee, keep it up. I
playing can be accomplished only through the child, know also that John J. Foster of the Danz outfit sold
The former piano manufacturing plant of A. Gold-
and that is exactly what the slogan does. Moreover, a player-piano the other day. I shall some time give
smith, 1223 Miller street, Chicago, is now used by the
the indirect or inferential appeal to the parent adds John a leather bracelet.
Abco Chair Company, Mr. Silvers, proprietor, and is
to its all-compelling force.
busy making chairs of various patterns. Mr. Gold-
As a sort of celebration over the sale of the piano
smith has given up piano manufacturing entirely.
Spiritual and Cultural Values.
Ben Platt went and built himself a new hovel in
"Furthermore, the slogan irresistibly draws the at- which to dwell. Ben's shack is at the bottom of a
GIRL WINS PIANO CHAMPIONSHIP.
tention (again by compelling indirection) to the over- steep hill.' The hill rises to the horizon behind his
Miss Elizabeth Vandenberg of Grand Rapids won
powering and eternal significance of spiritual values dump. It is a beautiful hill. It is being landscaped
as against material values. The richest child is poor, and prepared for tennis and swimming. Maybe piano the piano championship in the annual solo contests
at the National High School Orchestra Camp, Trav-
etc' And so the slogan leads the mind to see that men do need baths now and then. The dwelling itself
erse City, Mich., Friday. She is a daughter of United
it is music, and the playing of it, that, above all else, is nothing short of a young palace. The Caesars of
States Senator Arthur H. Vandenberg.
holds these spiritual and cultural values in its heart. Rome had not a thing on the home of this successful
A VOICE FROM THE WEST
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DE KALB, ILL.
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