Music Trade Review

Issue: 1913 Vol. 56 N. 13

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MU3IC TRADE
REVIEW
SELLING PLAYER-PIANOS IN THE SMALLER CITIES.
Arousing Interest in the Player-Piano.
Communities of Limited Population Offer Excellent Opportunities for the Dealer if He Studies
the Problem Seriously and Displays Real Energy in Going After Business—Getting Close to
Prospects Through the Medium of Recitals and by Other Means.
The manufacturer and seller of player-pianos
have from the first enjoyed the best results in the
larger cities and centers of population. It has al-
most come to be a by-word that the small town is
not a good hunting-ground for player-piano pros-
pects. The smaller dealers, apart from their nat-
ural skepticism regarding an instrument of such
price as the average player-piano, have taken on
themselves to believe that there are many other
obstacles against the profitable pushing of player-
pianos in cities and towns of the smaller type, and
the belief has appeared often to be supported by
the results of experience. Thus, the small town
field has come to be regarded as unfavorable for
the profitable selling of player-pianos.
We submit that the view is mistaken, at least
so far as it is considered to furnish grounds for
any general assumption to that effect. The small
town has selling difficulties and problems of its
own, but these are neither necessarily insuperable
nor even very great, if attacked in the right sort of
way. Player-pianos may be sold and sold profitably
in the small town—as in the large city—if only one
knows what to do.
The small town, from certain viewpoints, ought
to be actually the best possible field for player-
piano exploitation. In the first place, the small
town has a community feeling which is lacking to
the larger center of population. The small town
is a gathering of people who all more or less know
each other, whose relations with one another are
closer and more intimate than would be possible
in each other's extensive environment, and who
take a keen interest in each other's doing. The
small town is the home of the club and of the so-
cial circle.
Now it is to be observed that this social instinct,
so thoroughly dominating the small town, is pre-
cisely the sort of framework which is best adapted
for building up a good player business. For the
player-piano itself is a social means, an instrument
for the tightening and developing of social and
common ideas. The player-piano is distinctly a
social weapon and implement.
t
To put the matter in a thoroughly practical and
concrete way, the player-piano is an instrument
which tends to bind people together. It furnishes
a bond of common interest for the family. But it
also furnishes a similar bond for groups of fami-
lies. In the small town, means for stimulating
common interest in matters of the mind are not
always readily available. Especially is this so in
the matter of musical appreciation. The musical
clubs in the small towns are always hampered by
the difficulty of obtaining the right sort of talent,
either for recitals or for teaching. Here the
player-piano steps in and helps to close the gap.
The wise dealer in the small town who wants to
make a success in the player game would do well
to consider carefully this phase of the subject.
How Recitals Help.
Consider a.gain the matter of putting the matter
of player sales in a small town on this social basis.
Suppose, for example, that the dealer arranges
with manufacturers for recitals in his town. Sup-
pose that these recitals are always of two k i n d s -
one entirely for the local musical cognoscenti
(usually the woman's music club) and one for the
general crowd. Suppose that the dealer starts a
campaign to get the musical people interested in
the purchase of players for the purpose of estab-
lishing a player club. Suppose he even goes so
far as to assist in the organization of such a clu'b.
Is he doing anything out of the way? If he gets
results, what else is neded?
Of course, it is easier to talk about these things
than to put them into action. Yet, the dealer who
knows his business will be able to achieve great
results if he will go after his player business with
some sort of comprehension of the facts as they
exist in his town.
Take the matter of recitals again. In a large
city one player recital, more or less, is of little
importance. On the other hand, the small town
will welcome such an event, if only as a diversion.
Suppose a dealer gives a series of such recitals
during the course of a year. He can, if he will
go about it in the right way, awaken interest and
even enthusiasm on the part of local music lovers.
He can get the crowds into his store and can in-
terest them in the whole proposition as in no
other way. The player-piano is a simple enough
proposition after all. It is an entertainment propo-
sition.
The hard-headed farmer or business man n
the small town and country regions is ready to
pay out $000 for an automobile, with the expecta-
tion of buying a new one every three or four years.
If not an automobile, why not also a player-piano
which will not wear out in four years? It is all
up to the dealer, and his job is to show the pros-
pects in his town what the player will do for them.
When he has done this, he can sell, and sell in
proportion more than his brother of the city. As
a means for exhibiting the real use and value of
the player-piano and of bringing the facts forcibly
before the minds of all concerned, the wholesale
demonstration that we call a recital is the best
scheme yet discovered,
Demonstrate, demonstrate, demonstrate. Ar-
range recitals at people's houses. It gives them a
chance to invite their friends, to have a good time,
and to get a line on the player proposition as it
appears in home surroundings. In this way, too,
the local talent, the violinists, the singers and the
self-appointed critics get a chance at the game.
All this brings about interest and enthusiasm. In
time, such a policy means sales, and many of them.
Once get the ball rolling and its own momentum
will carry it.
When a man says that the people in his town
have no interest in the player-piano, he really
means that he has taken no trouble to study how
that interest may be aroused. It is not to be ex-
pected that a small, self-centered, mutually jealous
community will eagerly jump at new things on the
principle of each individual for himself. It is pre-
cisely in the small community that the fact of a
certain social leader having taken up with a thing
will start the others along the same trail. But
people in small towns have to be led gently. The
social leader herself is likely to be much more
skeptical about a new thing than her sister in the
large city. Hence, she must be caught first, and
the hunter must proceed warily.
All this means really that the small town prob-
lem looks a good deal more like a social than an
individual affair. It is true that the medium sized
city of from 25,000 inhabitants up will not fall so
easily into the classifications here suggested. But
what has been said here is distinctly true for the
city of 10,000 people, or for a smaller community.
Tn almost every such city, anyway, there is one
music store which is regarded more or less as the
musical headquarters of local society. Such a
store has the best chance of making a great and
general success in the player line. There is no
more reason why a dealer should not establish a
big personal following in players than there is to
prevent him having the headquarters for the bet-
ter class of sheet music or of small goods.
One point remains. Demonstration can no
longer be the sloppy sort of thing it has been in
the past. Some intelligence and study must be
applied these days by any one who expects his
claims to be taken seriously. The day has passed
when the player-piano can be profitably sold on
the basis of being merely a "self-playing piano."
People's eyes have been opened and they are now
demanding that the claims so much made in the
past be redeemed in fact. That means good
demonstration, and it also means ability to teach
others—purchasers—the rudiments of the player-
pianist's art. The dealer who overlooks this im-
portant point will probably find the suggestions
made above to be of little value.
ISSUE SUPPLEMENTARY CATALOG.
The Peerless Piano Player Co., of St. Johns-
ville, N. Y., has just issued its supplementary cata-
log of perforated music rolls for Peerless auto-
matic piano and orchestrion. It is a compilation
of its monthly bulletins of music rolls since the
general catalog was printed.
The perforated rolls listed in this volume are
arranged in groups, under the proper serial num-
ber, and in a manner to enable the reader to select
what he wants at a glance.
The Peerless perforated music rolls are manu-
factured in the company's factories at St. Johns-
ville from original master stencils, on a special
paper that insures superior wearing quality. The
music is cut and edited by experts, and constitutes
an excellent repertoire of pleasing music.
A LL fooling is not of the "April first"
•^"^ variety, as you probably know from your
miscellaneous purchases of piano hammers.
The name "Schmidt" on a hammer insures a sincerity of
every purpose—quality, shape, workmanship and dependability.
It is the sign of hammer perfection.
You can eliminate hammer troubles by con-
centrating upon the David H. Schmidt service.
DAVID
H. SCHMIDT
CO., Poughkeepsie,
Western representatives: Widney & Widney,
5 South Wabash Avenue, Chicago, 111.
N. Y.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
8
THE: MUSIC TRADE:
REVIEW
THE PLAYER-PIANISTS' DEPARTMENT
Lit is in every way eminently desirable that a publication
which undertakes to give so much space and so authoritative
a treatment to the great player industry, as does The .Re-
view, should not neglect what is after all the real excuse
for the player's existence, namely, the music that is evoked
irom it. Recognizing the extraordinary importance of do-
ing everything possible to spread more widely appreciation
and love for music among player-pianists, The .Review's
i'layer Section for the present month contains below, and
will in future regularly contain, a department devoted to
the musical interests ot player-pianists and of the player-
piano. Each month one musical article of general interest
will appear, together with useful hints, notes and comments.
This is in addition to the regular sub-section of the Player
Section, which analyzes the monthly issues of music rolls.
Professional demonstrators, salesmen and player-pianists of
every degree will find each month on the '"Player-Pianist's"
page of the Player Section much valuable information. And
the Editor of the Player Section will at all times be glad
to answer inquiries on any and all musical player matters.]
CLUBS AND THE PLAYER=P1ANO.
Foresighted members of the piano trade who are
on the lookout for new ideas might do worse than
consider the relation that may be brought to sub-
sist between the player-piano and the various or-
ganizations scattered everywhere, which exist for
mutual musical culture. Not speaking at all of clubs
devoted to the interest of professional musicians,
there are in this country hundreds of organizations
made up of gifted and enthusiastic amateurs, who
meet at stated intervals for the purpose not only
of social intercourse but of serious musical study.
The National Federation of Musical Clubs spreads
its branches over the whole country and its mem-
bership increases annually.
Now, it would seem to be plain enough that if
the musical clubs and other similar organizations,
as such, could be brought into sympathetic contact
with the player-piano, the results could not but be
favorable to both. The player-piano is, as we of
the trade know or ought to know, an instrument
just as useful to the trained as to the untrained
music lover. To the former its greatest value
comes as an aid in the comparative study of music,
in practical musical appreciation, and in the analysis
of scores. It would by no means be either sensible
or practical to suggest that the player-piano could
take among trained music lovers the place of key-
board technic. But it is perfectly proper to point
out that in the directions suggested the player is
without a rival.
Need it be said that a growing appreciation of
the value of the player-piano, if manifested by
these musical organizations, would be of the utmost
advantage to the trade?
Need it be said that the musical position of the
player-piano would be vastly improved in this way,
and that it would be closer to coming into its own
than has ever yet seemed possible?
Perhaps no better way could be found to intro-
duce the matter to those who would be benefited
by better acquaintance with it than to explain
shortly some of the practical uses of the player-
piano to an organization of music lovers who are
striving to perfect their knowledge and under-
standing of the art. We have already spoken of
same of these. Let us develop the idea a little.
The comparative study of music is immensely
valuable to the sincere music lover. It is only by
comparative study that we can thoroughly trace
the gradual development of the art from its earliest
beginnings. Only by comparative study can we
distinguish the extraordinary and essential differ-
ences in principle which render the music of Orient
and Occident mutually unintelligible. Only in the
same way can we gain some approximately correct
notion as to the true position of music among the
people of all times and of to-day.
Now, the comparative study of music requires
the ability to perform at any time any amount of
musical material that may be brought forward.
The average amateur, no matter how gifted, is
unable to devote the immense amount of time that
is necessarily required to the task of mastering
this material. Here the player-piano comes for-
ward and offers its unlimited technic freely, solv-
ing the problem at once.
Again, another necessary study is that of musical
appreciation. This means the cultivation of the
faculty of critical understanding, whereby listening
becomes more than merely passive, and whereby
the negative receptivity of the mind is replaced by
an active critical participation; the hearer being
able to understand what is going on, to form a
conception of the structure of a musical work, to
realize the relations of the various parts as these
successively appear, and to read the composer's
message while understanding his methods, in or-
der to cultivate the faculty of appreciation, it is
necessary that the music lover should be thoroughly
acquainted with every branch of musical form.
He must know to what type a certain construction
belongs, to what period it adheres and what are the
principles of its fashioning. He must not only like
a symphony, but must like it because it is made as
it is. He must be able to know whether a given
symphony is a good expression of the symphonic
form. He must know why he approves, not merely
that he does approve.
The cultivation of this splendid faculty, involv-
ing as it does a critical knowledge of musical form
and of the history of music, requires that the music
lover should be familiar with an immense amount
of orchestral and other music. Not only so, but
the understanding should be intimate. A sym-
phony, for instance, is never thoroughly understood
until the score has been studied. Yet the art of
playing from score is exceedingly difficult. Few
professional and still fewer amateur musicians
possess it. Merely to play two and four-hand ar-
rangements for piano is not enough. Here the
player-piano again shows its usefulness. It enables
the student to keep the full score before his eyes
while reproducing it through the medium of a four
or eight-hand arrangement. Or, if necessary, the
music roll can be cut direct from the full score,
thus giving a faithful picture of the work without
alteration or editing.
The analysis of scores is a necessary accompani-
ment to the study of musical appreciation. It is
a work which must be prosecuted under vast diffi-
culties, unless the services of a tonal translator,
as it were, are ever at hand. Here again, just as
was remarked above, the player-piano is not only
willing, but would seem to be almost indispensable.
In order that the ideas here suggested should be
brought effectively before the people to whom they
are to appeal, it is necessary that the prejudice
against the alleged musical shortcomings of the
player-piano should he combatted. Music lovers
of the more serious sort do not take kindly to the
player-piano, simply because their unmusical neigh-
bors, who have generally monopolized its use, have
soured their stomachs to it. Still, a little clever
demonstration is worth tons of talk and theory,
and it will be found that whenever the attention
of musical organizations is brought towards the
player-piano by persons capable of exhibiting
worthily its capacities, criticism is stilled. In mak-
ing such attempts, however, it is well to keep in
mind the possibility of claiming too much and then
failing to substantiate the claim. Persons who
know music are not to be expected to swallow any-
thing that may be given them. It is well, in fact,
expressly to disclaim any expectation of competing
with the ordinary piano, while calling attention
to the fact that the player-piano has its own field
to cover and covers it in a way which no other
instrument can make possible. This is true; and
the best of it is that it can be proved.
The musical activities of the country as ex*
pressed by its multitude of clever amateurs need
the player-piano. Will the wise men of the player
business see and recognize their duty?
A HEART TO HEART TALK
Artists become absorbed in their work to an ex-
tent sometimes unintelligible to those who do not,
or cannot, share their feelings. In the case of the
musician the necessity for public performance in-
duces a certain stage presence, as it were, which
in many cases becomes distorted by ungainly man-
nerisms. Painful self-consciousness is a cause of
many such mannerisms, while on the other hand
the peculiar nature of the musical art renders al-
most inevitable a certain amount of extrudent
.gesture and pose. Nevertheless, we always find
that the great masters of the musical art do by
no means extrude their personality upon their
audiences. Kreisler at the violin is as quiet as
Hoffman at the piano. The personality indeed
works its way, but subjectively, not objectively.
It is always the "gifted amateur," the second-rate
professional and people of that sort who think it
necessary to distort their faces, limbs and bodies
when playing music. This is sad, but true. We all
have seen and suffered from exhibitions of this
kind.
Now, it is a curious fact, yet not entirely inex-
plicable, that persons who play upon the player-
piano grow into habits of attitudinizing quite as
absurd, and perhaps less defensible from the spec-
tator's point of view. The piano trade has often
laughed over the attitudinizing salesman who finds
that he can play the instrument pretty well and
proceeds to act as if he were a great artist, or as
if he were as he thinks a great artist would be.
(This is English, not Cubism, although it looks
involved enough to be the latter.) But it is a fact
that player-pianists do get into the bad habit of
performing acrobatic feats at the instrument, to
The Master Player-Piano
is now equipped with an
AUTOMATIC TRACKING DEVICE
Which guarantees absolutely correct tracking of even the most imperfect music rolls
W I N T E R & CO., 220 Southern Boulevard, New York City

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