Clever sales and promotion techniques were industry hallmarks as manufacturers and retailers struggled to survive. The Grinnell Brothers of Detroit pioneered one of the most novel concepts: mass piano concerts that featured up to 300 pianos, all played at once. They later sold the instruments at a “favorable price.”

Accordion dealers were also ambitious. They developed accordion bands and pushed the step-up plan to encourage students to buy the next, bigger-sized instrument. Aggressive door-to-door sales techniques coupled with new, streamlined accordion styling boosted profits and the popularity of the instrument.

Guitars also became a focus for advertising during World War II because they were slightly more available on dealers’ shelves than war-restricted brass instruments. Retailers started giving guitar lessons and making use of aggressive radio advertising. The new International Guitar League sparked interest in the guitar by promoting nationwide contests. “Music versus Delinquency” was the theme of the League’s 1945 convention.

Learning the Joys of Making Music

Wanted: Professional musician familiar with all instruments to establish youth band in West Frankfort, Illinois. Applicants should contact Sherman Alemanrode, Manager, C.G. Conn Musical Instrument Co.

C.G. Conn placed the above ad in Billboard magazine in 1930. Like other companies, Conn promoted its instruments by sending salesmen into small towns to rent instruments to the parents of school children. The rental fee was ten dollars. Seven dollars was applied to the purchase price at the end of four weeks.

The students were promised a month of lessons, an instruction book and a wire music stand to get them started. The parents were promised a concert. In West Frankfort, Illinois, 74 children started lessons. Twenty-eight picked the popular saxophone while most of the rest began playing a metal clarinet.