Presto

PLAN NOW FOR
NATIONAL MUSIC WEEK.'
IN
MAGAZINES....
IN NEWSPAPERS. . . .
W. A. MENN1E,
Secretary of the
ON THE AIR
National Piano Manufacturers As-
sociation, who has enabled
PRESTO
MUSIC TIMES to reproduce the ma-
terial on these pages.
ETAILED PLANS FOR NATIONAL MUSIC WEEK
—May 7 to 14 this year—are announced by W. A. Men-
nie, Secretary, and Lawrence H. Selz, Publicity Coun-
sel of the National Piano Manufacturers Association.
This year, more than ever before, manufacturers and dealers
all over the country will relate their own businesses to Na-
tional Music Week. Dealers from Maine to Texas will take
the lead in arranging celebrations in their own communities.
Every device of modern publicity will be used to arouse the
music consciousness of the American public to such a pitch
that it will be reflected in an increased volume of business for
the entire music industry, not only during Music Week, but
all through the late spring and summer months.
It is impossible for one agency to plan completely the de-
tails of Music Week for every city in the United States. Rather
than tackle an impossible task those in charge of the promo-
tional campaign have chosen to prepare an outline of radio
and newspaper publicity which can be readily adapted to any
D
r. R
T
community for use during the celebration period. Radio spot
announcements, newspaper stories, and even speeches have
been prepared which need only the insertion of the name of
the music dealer using them and the addition of a few local
details to fit them to any situation. This material is not of
the "canned" type with which most business men have long
been familiar; it is fresh, spontaneous and sufficiently subtle
for the job for which it is intended.
From the point of view of the sales expert. National Music
Week is a study in indirect selling. No attempt will be made
to shove two pianos into every parlor, to high-pressure Mr.
and Mrs. John Doe into buying little Willie a set of drums
and traps which he can't possibly use for six or seven years.
The music industry would defeat its own purpose if it de-
scended to such tricks. The claim of the music industry upon
a share of America's 1939 income does not need the support
of fancy arguments and fanciful claims.
Never before has music played such an important part in
N
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