Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE: MUSIC TRADE:
That condition of affairs certainly must be most gratifying to
those whose capital and energy is employed in this special field.
'T~ V HERE is no question but that the piano to-day is looked upon
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as an actual home necessity, and not as a luxury as in bygone
years. The universal methods adopted whereby instruments can be
secured on easy instalments has enormously widened the possibili-
ties of the retail distribution of pianos. Again a powerful factor in
increasing piano sales has been the emphasis placed upon lines of
publicity which have encouraged the public to take an added interest
in musical instruments. The necessity of using local and national
mediums to interest people in musical wares was never more widely
recognized than to-day.
IANO manufacturers have been liberal advertisers in the lead-
ing magazines and periodicals, thus carrying a knowledge of
special products into the homes of millions outside of those directly
interested in the sale of musical wares. In this way they have not
only interested a portion of the public which possibly otherwise may
have remained indifferent to the charms of musical instruments, but
they have aided in a most practical way their regular representatives
in every section of the country.
HP* HIS widespread advertising has unquestionably had a directly
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beneficial effect and it has impressed upon the minds of the
public not only the necessity of a piano in the household, but it has
also dignified the industry in the estimation of millions of Ameri-
cans. Then, too, the piano merchants are beginning to realize more
than ever before the advantage of keeping their wares persistently
and intelligently before the people within their own territorial limits.
Advertising has been a powerful lever in promoting interest in
musical instruments.
This campaign of publicity will not be abandoned. On the con-
trary, piano men will be encouraged to take a renewed interest in it,
because they realize the many benefits direct, indirect and cumula-
tive, which results from the expenditure of monies through legit-
imate channels of publicity.
OME of the best posted men in America—including that au-
thority Mr. Pope—say that the neglect of advertising had
more to do with the decline of public interest in bicycles than any
other cause, and it is now stated that plans are being developed
along lines of publicity to have the bicycle, which has fallen into
comparative disuse, pushed with such energy and enterprise that
there will be a renewal of interest in the wheel. It had unquestion-
ably a prominent place in the market as a vehicle for the purpose of
pleasure or business, but when any particular industry ceases to
advertise the public loses interest in these articles, the men who sell
"them at retail do not feel encouraged to place any special emphasis
upon a product the manufacturers of which show lukewarmness in
exploiting. Now many piano merchants have felt encouraged and
stimulated to push certain lines of instruments because the manu-
facturers were assisting in a practical way by making their names
well known in their vicinage.
'T™*HERE could not have been such a widespread interest in the
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piano players unless the makers had interested the purchasing
public, and in this way created a demand before the dealers them-
selves had secured territorial rights.
The piano player business has developed into a most important
REVIEW
adjunct to the piano and related lines. Dealers are realizing more
than ever the necessity of specializing the player business. They
cannot secure the agency for a particular player and expect to reap
rich results from it, unless they do consistent work along lines of
publicity. They must have special rooms fitted up, have competent
men in charge who are player experts, have musical entertainments,
and then the player business will show a most satisfactory response
to the treatment which it receives.
ERHAPS the most remarkable of all the special developments
in the regular piano line for the past year has been the
phenomenal increase in the production of small grands. These have
been exploited under a number of names adopted and trade-marked
by some leading manufacturers. The small grand as we predicted
some years ago is fast becoming an important factor in the piano
output of America. More small grands were placed upon the market
last year than during any previous year of piano history. They have
occupied a special position in the advertising columns of papers of
local and national circulation, and the public has been informed of
the beauties of this latest creation of the grand family.
*~r* HERE are a number of manufacturers who are now organizing
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to produce small grands on a larger scale than ever before.
With the increased wealth of the country there is a natural inclina-
tion to expend more money for home accessories. The small grands
while costing more than the uprights can be used to excellent ad-
vantage in rooms of moderate size. Their graceful outlines appeal
to the aesthetic tastes of the people, and they are destined not only
to become greater favorites, but to occupy a prominent place for all
time in the distribution of musical instruments.
k
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HERE has been a stronger desire manifest on the part of piano
men everywhere to improve trade ethics than has been notice-
able in former years. There is unquestionably a sentiment extend-
ing throughout the entire trade tending to bring the work of all
piano men into closer and more harmonic relations. There is a de-
sire to work in unison in the accomplishment of trade betterment.
This we have seen in the actions of the various associations towards
the elimination of objectionable advertising of every nature what-
soever.
Advertising which tends to degrade the industry will happily
soon be of the past. Concerted action has brought about a change
of sentiment in this particular, and the piano industry which has
developed a big broadminded constituency will be more emphatic
than ever in its condemnation of fake, falsehood, and misrepresenta-
tion. Time has mellowed and intercourse has softened many of the
bitter feelings and feuds which existed in former years. There is
more evident, everywhere, a feeling to respect the rights and wishes
of others.
HE one price system at retail which The Review has persist-
ently advocated for years is becoming now more generally
recognized as a business principle, which should be cultivated by all
piano men. Men, who years ago had no fixed policy regarding
prices are to-day one price enthusiasts. They have found one price
to be not only a good talking point, but profitable from a business
standpoint as well.
In the universal adoption of the one price system the piano in-
dustry is only conforming to the generally accepted principle in all
mercantile circles.
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