The Ludwig Book

Rating:
Summary: The Music Business
Review: This effort by Rob Cook is well researched and well presented. It includes the history of the Ludwig company from its start in 1909 down to the present time. Along the way, William F. Ludwig Senior and his son Bill Ludwig Junior persisted in their efforts at establishing the Ludwig name. There are many photographs of Ludwig merchandise as it evolved through the years. Especially interesting are the interviews that Rob Cook had with some of the principal players in the Ludwig saga. What follows herewith are embellishments and observations which occured to this correspondent while reading this book.

Dick Schory: In addition to his position as advertising manager for Ludwig, Schory was a talented orchestra leader and recording artist. Schory's visibility in the music business was a big asset for the Ludwig company. He knew many of the musicians in the business, and he took advantage of this situation while attracting these musicians to Ludwig. During one of the music industry conventions(usually held in Chicago during the 60's and 70's) Ludwig rented a theatre in the downtown area and Schory conducted with his orchestra at a show for the music trade. This was a big promotional plus for the Ludwig company. Most of the dealers attended. The three generations of the Ludwigs, Ludwig I, Ludwig II, and Ludwig III performed together during this show.
Also, the book covers the failure of Ludwig Electronics and its Phase II synthesizer, with which Schory was involved. However, in addition to the synthesizer, Ludwig failed in its effors to market an electronic celeste. This celeste was manufactured for Ludwig by Starck Piano Company in Chicago . In the end, unable to sell these units Ludwig gave these celestes away. Several of them turned up at a piano teaching studio in suburban Chicago. Taken altogether, however, Dick Schory was a real asset to the Ludwig company.

Frank Baxpehler: An energetic, agressive asset to Ludwig who would expand his efforts beyond his area of direct responsibility. Baxpehler began as the international sales manager at Ludwig. He established the Ludwig name in the export market at a time when each European country needed to have its own exclusive distributor. This was before the European Market and its common monetary unit, the Euro. In addition, however, he would successfully complete projects which rightfully were the responsibility of other VPs within the company. Example: when the Musser people complained about the quality of the rosewood lumber used to make the bars for their marimbas and xylophones, Baxpehler negotiated a relationship with a supplier in Central America. After Schory left Ludwig in 1971, Baxpehler assumed the additional responsibilities of advertising and education manager. Frank Baxpehler was another big asset to Ludwig.

Dick Gerlach: He had many contacts with the dealers and the salesmen. He had excellent knowledge of everything in the Ludwig catalog. Woody Allen once said that half of the battle in getting ahead in life is just showing up every day. Gerlach proved this point for over 40 years.

One final observation: any visitor who took a tour of the Ludwig factory in Chicago should agree that this was a special experience. The Ludwig facility had grown over the years at the same location on Damen Avenue. As a result, the factory tour was conducted over a circuitous route through old and new factory additions. In the wood shop a visitor could see hot bending of drum shells, and flying wood chips from cutting machines. Also, wire brushes being assembled, timpani being tuned, calfskin drum heads being mounted, snare drums being assembled, and mylar drum heads being produced. This factory tour was quite an interesting trip.