The talking machine world (Jan-June 1927)

March, 1927 THE TALKING MACHINE WORLD 135 IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 134) J. W. Greene Music Co., Toledo, Ohio, Launches Specialized Sales Campaign Manager of the Musical Merchandise Department Divides Prospects According to Instrument Played and Makes Special Mail Drive on Each Classification addressed a letter to students which has acted as an encouragement in the school work and has drawn a considerable number of beginners into the classes just starting. Toledo, O., February 28. — There exists excellent opportunities, at this season of the year, for small goods dealers to corral a fine volume of trade among professional musicians for many among them, after working since early in the Fall, are ready for a new saxophone, banjo or other instrument and for new accessories. Musicians are in the market constantly for musical merchandise and therefore improvements, additions and changes which are ever being made give the dealer many opportunities to acquire new business and new friends. A Specialized Campaign Idea Sam Sautelli, recently appointed manager of the J. Wi Greene Co. small goods department, has launched a letter campaign which is proving highly successful. He is a member of the local musicians' union which places him in touch with practically every professional musician in the city. It also enables him to reach beginners studying under teachers, who, for the most part, are also members of the organization. The drive is divided into divisions, such as clarinet players, banjo, drums, violin and so on. A separate letter is being sent to each of these groups announcing that Mr. Sautelli has taken charge of the department and during the coming week will have a special display of banjos, for instance, for the inspection of those interested in that instrument. New modeis and improved features are stressed. The campaign is not alone different but its appeal is directed solely at the person interested in a particular instrument. In this manner waste is reduced to a minimum. Dealer helps are used as envelope stuffers in this drive. Display floor and wall cases have been retrimmed with green velvet backgrounds which permits the exhibit of merchandise to best advantage. The department is also using a large number of catalogs and small dealer helps in window displays. These are placed, opened, close to the instrument to which they relate. Kenneth Kneisel formerly with the J. W. Greene Co., has joined forces with the new Wurlitzer store in Detroit. Irving Lohr representing William Lang, Paramount banjos, called oh local dealers on his recent Western trip which took him as far as Omaha. Few Really Good Old Violins Clarence S. Buchanan, violin maker, who has his work and service shop in connection with the music store of D. M. Caughling & Co., on Adams street, decries the old violin hoax, which has been practiced for years and is still paying big dividends to the perpetrators. He says the large and most reliable dealers in America have been going to Europe for years in search of old violins and many have agents abroad to pick up every instrument which is worthy of the name old. The truth of the matter is that relatively few violins can stand the test of age and quality. The majority of old violins should, more properly, be called second-hand violins, he believes. Mr. Buchanan stated that violin sales have been more numerous lately. Apparently more young folks are becoming interested in violin music. Making Good Use of Trade Papers Fischer's Music Store is using trade paper stories and illustrations of successful school bands, prominent orchestras as well as noted artists, as window display material to show beginners what may be accomplished if efforts to master an instrument are properly applied. The store proposes to train students in the store studios where five instructors teach the various instruments of the orchestra. The purchase price of a horn includes five lessons which are enough to give the prospective player an insight into the work and effort necessary to become a worth-while player. The store goes further than this, according to Hyman Rothenstein, president, for it not alone trains the musician but endeavors to place him in an orchestra after he has reached a certain standard of perfection. If orchestra openings are scarce the house organizes a band among its students and through this system pupils are practically assured of work. Bacon banjos, Martin band instruments and Ludwig drums are included in the lines carried. Good Work for Musical Education The Musical Education Association recently Buys Out Partner Ernest Dahlen, who with Fred Worch has been operating the small goods department of the S. W. Goldsmith Music & Furniture Store, Columbus, O., has purchased his partner's interest in the business. Organizing Harmonica Bands Miss Ruth Townsend, supervisor of music in the public schools of Paducah, Ky., is organizing harmonica bands among the pupils. F. F. Friday has purchased the band and orchestral instrument department in the Wiley B. Alien Co. store, Los Angeles, Cal. A VEGA Banjo with resonator and flanges for $75. and $100. retail DEALERS — You can talk, about artistic appearance, a wonder for tone, and the highest attainable quality for the price. The "Little Wonder" and "Whyte Laydie" Special Models have these admired qualities, and a trial will convince the prospect. Their flashy appearance, durable and sturdy construction, and rich, penetrating tone are features that give a lifetime of service and enjoyment to either amateur or professional ban joists. Every individual is a "Little Wonder" or "Whyte Laydie" Special Model prospect. "Whyte Laydie'' Special List $125.00 Case $15 extra In the "Little Wonder" and "Whyte Laydie" Special Models the tone is clear and brilliant, due to the ring mounted under the head, giving forth that distinct banjo twang which is characteristic of Vega Banjos. The high polish natural wood finish and the beautiful flange design make these models exceptionally attractive. A real buy for your customer. Write today for further details. The 155-6 Columbus Ave., Boston