207 Steinway & Sons dealers receive telegrams inviting them to Steinway Hall in New York City on January 6, 1936. The purpose of the invitation is not announced. The suspenseful invitation is the part of N.W. Ayer & Son’s new advertising campaign (see one of the following entrees). Not knowing what to expect, many dealers believe that Steinway & Sons management is about to announce that the company is going out of business.