Classic Mode

Music Trade Review

Issue: 1912 Vol. 54 N. 19

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Stall:
GLAD. HENDERSON,
A. J. NICKHN,
H. E. JAMASON,
AUGUST J. TIMPE,
BOSTON OFFICE:
JOHN H. WILSON, 324 Washington St.
C. CHACE,
B. BRITTAIN WILSON,
WM. B. WHITE,
L. E. BOWERS.
REVIEW
president and general manager of the Mason & Hamlin Co., he
said: "The high grade piano is, after all, 'the bulwark of the
piano business.' While I know it is true that the percentage of
profit made on a single sale of an artistic piano, as against a single
sale of a cheap piano at an enormous price, is smaller, I can prove
to any business man that the selling of high grade pianos shows
not only a bigger percentage of return on cash investments in that
part of his business, for the reason that he can turn the given
amount of cash over much oftener in the high grade business than
he can a similar amount in the cheap business. In the first place
he will get either all cash or very large payments covering a short
time period and no credit risk as against questionable paper cover-
ing three, four and five years' time."
CHICAGO OFFICE:
E. P. VAN HARLINGEN, 37 South Wabash Avc.
W
ITHIN the past few years death has been active in remov-
ing from the ranks of the living some of the most dis-
PHILADELPHIA:
tinguished
and capable men in the music trade, and last week we
R. W. KAUFFMAN.
ADOLF EDSTEN.
CLYDE JENNINGS
SAN FRANCISCO: S. H. GRAY, 88 First St.
DETROIT, MICH.: MORRIS J. WHITE.
were called upon to record the death of James R. Mason, whose
CINCINNATI, O.: JACOB W. WALTERS.
INDIANAPOLIS, IND.: STANLEY H. SMITH.
loss will not only be felt by his immediate business associates, but
BALTIMORE, MD.s A. ROBERT FRENCH.
MILWAUKEE, WIS.: L. E. MEYER.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., E. C.
by the entire trade at large.
Pnbllshed Every Saturday at 373 Fourth Avenue, New York
Mr. Mason was a conspicuous figure in the industry and rose
Enteted at the New York Post Office as Second Class Matter.
by
a
staunch adherence to exalted business ideals to a high posi-
SUBSCRIPTION, (including postage), United States and Mexico, $2.00 per year; Canada,
$3.50; all other countries, $4.00.
tion not only in the trade with which he had been closely affiliated,
ADVERTISEMENTS, $2.50 per inch, single column, per insertion. On quarterly or
but in outside circles as well.
yearly contracts, a special discount is allowed. Advertising Pages, $75.00.
REMITTANCES, in other than currency forms, should be made payable to Edward
Aside from his official connection with the Sterling Co: and
Lyman Bill.
other prominent music trade corporations, he stood very high in
Departments conducted by an expert wherein all ques
Player-Piano and
tions of a technical nature relating to the tuning, regu-
the community in which he lived and was prominently connected
Ilonartmoiltc
latinjr and repairing of pianos and player-pianos arc
I i e p d l U l l t l l O . dealth with, will be found in another section of this
with official and business organizations in his home city.
paper. We also publish a number of reliable tecnical works, information concerning which
will be cheerfully given upon request.
As a tribute to the memory of Mr. Mason, many of the busi-
Exposition Honors Won by The Review
ness houses in Derby were closed during the hours at which time
Grand Prix
Paris Exposition, 1900 Silver Medal. . .Charleston Exposition, 1902
his funeral occurred and many of the business organizations with
Diploma. .. .Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
Gold Medal. .L.ewis-Clark Exposition, 1905
which he was associated in the city were represented at the funeral
LONG DISTANCE TELEPHONES-NUMBERS 5982-5983 MADISON SQUARE
by
officers and directors.
Connecting all Departments.
Cable address •• "Elbill. N e w York."
One of the touching incidents of the funeral service imme-
diately
after the close of the ceremonies was the filing of the men
NEW YORK, MAY 11, 1 9 1 2 .
from both the Sterling and Huntington piano factories by the grave,
and as each one passed he removed from his coat a white carna-
tion and a piece of green which he had been wearing and dropped
EDITORIAL
it upon the coffin—a tribute that was both touching and impressive.
The Derby Sentinel had the following editorial regarding Mr.
IANO merchants of repute throughout the country are be- Mason:
"The death of James R. Mason, of Derby, removes from these
coming weary;, if not disgusted, with the retail sales cam-
united communities one of its foremost citizens and most success-
paigns, full of misrepresentation, which are in evidence on all sides
ful and thoroughly representative business men. To him must be
these days. The temptation to sell pianos out of their class, in
given the credit for the remarkable development of the Sterling
other words to exalt the commercial, or cheap piano, to a position
Company, of which he was the president, and which has become
to which it is not entitled, has brought about a condition that is
an industry of large proportions, in fact, one of the mainstays in
deplorable. Claims made to purchasers regarding durability and
the city in which it is located and one of the best known companies
tone quality have not been substantiated and the result is that deal-
of its kind in the country. If there were no other business in-
ers have suffered in prestige through this method of developing
terests to reflect credit upon his progressiveness, this of itself
business.
would be a sufficient monument to prove the unusually successful
It is a matter for reflection and satisfaction that those piano
business career which he led and to show, also, that his life was
merchants who are selling pianos in their class and giving the high
one
of inestimable value to the community. But aside from this
grade artistic products, made by the leading piano manufacturers
he was a director in a number of notable financial enterprises which
in the country, a proper position in their sales campaigns, are being
had come to rely much upon his sound judgment and keen fore-
properly rewarded.
sight. His executive ability was extraordinary and his integrity
Despite the great demand for the commercial piano, it is safe
was never questioned. He had the reputation of being unquali-
to say that there never was a time in trade history when there was
fiedly faithful to those who trusted him and he liberally imposed
such a chance for securing a proper return on intelligent effort in
the same confidence in others as long as he found them worthy ot
pushing the high grade artistic piano as to-day.
it. He was plain and to the point, and yet full of tact. A hard
The American people always desire the best, and in the ninety
worker himself, he prized this quality in others and placed a reason-
odd millions to whom the piano merchants of this country cater,
able estimate upon the value of it. His associations with men of
there is a very large percentage of them possessing a sufficient
recognized business standing in the community were pleasant and
degree of culture and wealth to desire the best in their homes.
helpful. Socially he was a man among men, genial, generous and
Some of these people may be fooled by misrepresentation, but
broadminded. He was approachable, affable and sympathetic, and
in the end the honest, straightforward method of handling and
because of these characteristics, inborn and inbred, he was re-
exploiting high grade, artistic pianos, will pay a handsome profit
spected and liked by those who looked to him for employment.
to the piano merchant. There must be, however, sincerity and
His
death results in a heavy and thoroughly regrettable loss to
enthusiasm back of this effort in order to win out.
his
home
city and in these united towns, and the vacancy which he
Piano merchants should not get away from the fact that the
leaves
will
not be easily filled."
great names in the piano world are to-day as potent a power in
trade promotion as ever, and they can be made more so through
T is amazing how some men ordinarily broadminded on many
their efforts. It will pay to keep the high grade piano standard
questions bearing upon business government and its expan-
flying at the masthead.
sion, are so narrow and conservative regarding the advertising
This reminds us that in a recent chat with A. M. Wright, vice-
Telephone, Main 6950.
Telephone, Central 414.
Room 806.
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
P
I
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
end of the business. These are the men who fail to comprehend
that advertising is not an expense, but an investment—and a mighty
profitable one when properly prepared so that it attracts and inter-
ests the public. And the advertising need not be direct either,
for there are hundreds of indirect ways, all of which properly
comes under the heading of publicity, whereby business is benefited.
The other day the head of a big national concern was visiting
the office of one of the editors of Printers' Ink, and noticing on
his desk a list of such titles as "Price Maintenance," "Dealers'
Work," "Letter Campaigns," etc., asked: "What have these sub-
jects to do with advertising?" He seemed to think that advertising
was the preparation of suitable copy for periodicals and circulars.
He was seemingly not aware of the evolution of the last few years,
by which the attention of advertising men has been turned from
the consideration of such subjects as copy and mediums to the
entire range of subjects comprehended in the science of merchan-
dising. The man to-day who has no interest in window work, in
sampling methods, in distribution, dealers' methods, etc., is not in
the band wagon of progress. The national man here referred to,
remarked the Little Schoolmaster, was something like that head of
a large Eastern store who, when asked if he would not care to have
his department heads and principal salesmen hear a noted big-store
advertising and sales manager speak, said that he did not see that
a discussion of advertising and sales plans would mean anything
to his people. He could not be made to see, either, that any good
would come of stimulating them to think out good advertising
suggestions or effective sales plans. The advertising man was
paid to do that! Another merchant in the same city, responding
to the same invitation, said that if there was a single department
head in his store who wasn't interested in hearing such a talk he
would be interested in knowing who that man was.
D
EVELOPMENTS during the past year emphasize the tre-
mendous growth in popularity of the player-piano. The
output of these instruments has exceeded expectations, and this is
due in a large measure to the increased attention given to the per-
fection of their manufacture, to the end that they should be simple
of operation and effective in results. This is particularly true of
those products popularly designated automatic, or coin-operated,
players.
The technical forces connected with the creation and pro-
duction of these instruments have really achieved wonders in de-
veloping their perfection to its present standard, and althougn
automatically operated they give thousands of people musically
inclined a large degree of satisfaction and pleasure.
The purchasing public has evidently appreciated the efforts
made by the manufacturers of automatic player-pianos, for the
growth in demand for these instruments during the past two years,
particularly during 1911, has exceeded the most sanguine expecta-
tions.
Dealers who have taken the agency for these instruments, and
brought their merits to the attention of the special people to whom
they appeal, have worked up a most profitable line of business.
The terms of sale are such that practically the instruments pay
for themselves, hence the matter of sales is comparatively easy.
The greatest work, of course, is to develop prospects and
enthuse them to the point of becoming interested in the automatic
player-piano. The popularity of these instruments in public re-
sorts of all kinds is such that very few can afford to overlook the
automatic player-piano as a trade stimulator and entertainer in any
establishment.
The manufacturers who are giving serious thought to the
production of instruments of real merit—substantial, reliable,
products—are overwhelmed with business, and this is one of the
important affiliated lines in the player-piano field that promises big
results both for the manufacturer and the dealer this year.
Too much praise cannot be given the manufacturers of the
automatic player-piano for the great improvements evident in the
perfection of the action and the control of the music roll, and the
great artistic taste displayed in the designing of piano cases.
C
AN players be successfully sold by men who chiefly devote
themselves to the selling of straight pianos? The question is
not without a large and practical interest. Those houses which
have made a success of the player business have specialized from
REVIEW
Legal Questions Answered for the
Benefit of Review Readers
questions, which have direct bearing on music
trade affairs, will be answered free of charge.
<]|This Department is under the supervision of
Messrs. Wentworth, Lowenstein & Stern, attor-
neys at law, of 60 Wall Street, New York.
^Matter intended for this Department should be
addressed plainly, Legal Department, The Music
Trade Review.
the very first. And it is hardly to be doubted that a similar state
of affairs may be found in any line of business where technical and
other considerations give to one kind of commodity a value or a
public appeal different from that which is given to another.
Specialization, in fact, is not alone logical, but also indispensa-
ble if the best efforts of a man are to be given to his business.
The appeal of the piano, as against that of the player, is of a type
requiring one sort of attack, one sort of persuasion, while con-
trariwise the appeal which wins player sales is actually almost dia-
metrically different.
Both instruments are pianos, but the straight instrument is
sold on the basis of its utility as a means for enabling someone to
learn to conquer its technic, or to put into practical use a technic
already acquired. The player is sold on the basis of its utility as
dispensing with the otherwise necessary performer. And natu-
rally, the point of view is in each case quite different. Not only
so, but the method of appeal is dissimilar in each case. In fact, a
type of mind is required for successfully selling player-pianos,
quite different from, and generally superior to, that which suffices
for the disposal of ordinary instruments.
W
HEN, however, it is impossible for a house to maintain an
entirely separate department for the sale of player-pianos,
it is at least generally possible to obtain the services of one man
who alone shall have charge of the demonstration of players and
the sale of roll music. Ridiculous as the public attitude toward
the refinements of playing may be, it is nevertheless manifestly
foolish to bank too much on this and to assume in consequence
that nobody appreciates, cares for, or wants to be able to imitate,
good playing.
To put a salesman in as a demonstrator who knows nothing,
and cares less, for either music or its-rendering through the player-
piano, is to put a trust in public indifference and ignorance which
may succeed for a time, but cannot be recommended as a policy.
Whether the public has, or has not, any definite and settled ideas
on the subject of playing music, at least there can be no harm in
taking care that when we do play we shall play well. Certainly no
one who is not tone deaf—and very few people are—prefers that
what he hears shall be well performed. This is a point by no
means well enough recognized by many piano merchants through-
out the country. It is apparent that those who are giving the
player-piano, its sale and exploitation, special consideration, are
transacting an increasing volume of business.
H
AROLD BAUER, whose recitals have been among the sea-
son's most enjoyable ones, made a remark the other day
which is worth quoting: "Some students," he said, "sit down before
the keyboard to 'play' the piano precisely as though they were going
to play a game of cards. They have learned certain rules govern-
ing the game, and they do not dare disobey these rules. They
think of rules rather than of the ultimate result—the music itself.
The idiom of the Italian language is appropriate here. The Italians
do not say, T play the piano,' but rather 'I sound the piano.'
(Suono il pianoforte.) If we had a little more 'sounding' of the
piano, that is, producing real musical effects, and a little less play-
ing on ivory keys, the playing of our students would be more in-
teresting."

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