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THE
MUSIC TRADE
MAKING MONEY IN HANDLING MUSIC ROLLS?
REVIEW
turn-over, is as vicious to the customer as to the
dealer. It merely means that customers, after a
Disturbing Situation Analyzed and Some Conclusions Arrived at Which Are Worthy of Consid-
while, are getting a new roll (and making it into
eration—They Are, of Course, Open to Amendment—The Main Object Is to Endeavor to Put
an old one) for the price of about ten cents. Pos-
the Music Roll Business on a Sounder and More Profitable Basis—Abolishing Roll Gifts.
sibly the same roll may go from hand to hand
until its full retail value has been paid in. But
In the Player Section last month were pub- ers would be rendered easier if there were a general
the truth is that demand for rolls among people
reduction in the listed prices of music rolls. It is
lished several expressions of opinion from leading
who are not satisfied to keep something good, but
piano merchants on the question of making the well known that a majority of dealers do give dis-
must be forever looking for new things to play,
music roll business more profitable. It would per- counts, and if the actual list price were lowered,
comes in masses, not in series. Thus, the sort of
haps be more correct to say that the gentlemen say 20 per cent., it would be possible to do more
people who make the greatest number of exchanges
who expressed their opinions were concerned business with the retail buyers without that beat-
in a year are the people who all want the same
chiefly in making the roll business not so much ing around the bush that discounts from lists al-
•piece at the same time. Where, then, does the
'"more" profitable as just plain ''profitable." Music ways suggest. The retail buyer should be made to
profit come in? Is it not probably true that the
roll departments have not generaly been large in- know from the start that an investment of from
average roll is by no means paid for before it is
come producers, and all of us arc beginning to see ten to fifty dollars in music is a necessary feature
worn out? And is it not worn out generally in
that the trouble is due to past methods of handling in the buying of a player-piano. The way to this
a very short time? People do not take as much
the business. It would not be difficult to show can, of course, be greatly smoothed by including
care of what they rent as of what they own.
what the fault in these methods has been—where the price of the rolls, together with those of bench
On the other hand, the old style of circulating
they have been wrong. But mere destructive criti- and cabinet or other accessories, in the general
library seems to us to be much more sensible.
cism will not help us very much. Let us see lease, so that the retail buyer, if purchasing on
Here the consumer pays a definite sum annually,
whether anything can be done toward making the time, can have the advantages of the instalment
semi-annually or quarterly, generally at the rate
sale
expanded
to
cover
music
and
all.
This
will
wrong right, toward adopting methods which will
of about twenty-five dollars a year, and for that
sugar-coat the pill effectively.
turn a burden into a profit.
fee is entitled to take out and use a definite number
The first purchase of this sort for real money
It will be agreed, no doubt, by all that the two
of rolls for a definite time; generally fourteen rolls
chief profit consumers in the roll business have will always have the effect of increasing the pur-
for fourteen days. At the end of each fourteen
been, and are, the universal exchange and the free chaser's respect for the music roll as a commodity.
days unreturned rolls are charged to the customer
gift at time of purchase. In the one case the pur- The idea that we all want to impress on that pur-
at the retail prices as sold.
chaser is given the opportunity to exchange any chaser is that music rolls are made to be sold and
Now this is a good plan. Customers are made
roll once bought, at a nominal rate of a few cents that it is a desirable thing to buy a lot of them.
to see from the start that tfTe roll has a value.
on each turn-over. In the second case the practice In order to inculcate this idea, it is desirable that
the customer's tastes should be ascertained and as Then, they know that they must take care of what
has grown up of presenting to each purchaser of
they rent or have it charged to them. Then also,
a player-piano a definite number of rolls, say a nearly as possible satisfied. To be satisfied with
they have a chance to try out music long enough
dozen or twenty-five. These two simple, and ap- the music is a long step toward being satisfied
with the player itself. A well-stocked library, to know whether they want it or not. In fact, if
parently sane, methods have been the cause of
such a library be worked on the idea that it exists
much evil and are directly responsible for the therefore, in charge of a salesman who is compe-
principally to assist people in choosing music rolls
failure of the retail music-roll business to produce tent, and whose knowledge of the stock in his
wisely for permanent possession, it is best fulfilling
charge is more than merely superficial, is required
adequate profits.
its obvious destiny. .
in
the
beginning.
A
bright
music
student,
caught
Must Establish Standard of Value.
Time to Recover Lost Ground.
young, often makes an ideal librarian.
There is just exactly one primary ride for the
Let us wake up to the facts before us and realize
successful building of a permanent demand in any
Circulating Libraries and Their Value.
that there is still time to recover lost ground be-
line. That is the creation of a permanent standard
fere the roll business goes to pieces. If some
Hut what about the circulating library? So far
of value. The buying public must come to believe as concerns the universal exchange plan, experience
manufacturers could find a lawful way of protect-
that the value assigned to a saleable article is in- shows that the circulating scheme is not a money
ing their retail prices through their patent rights,
trinsic, and not out of proportion to the price maker, but rather a loser all round. It does not
just as the talking machine manufacturers do, the
asked for it. When the public are assured that a work out well, because it tends to unsettle, not to situation would at once clear up. Until that hap-
certain article which they are invited to buy is steady, market values. The idea of being allowed
pens, such discussions as the present will have some
really and truly possessed of an intrinsic and per- to exchange as often as possible after having once value in bringing the actual facts before the notice
manent value, then they will buy it if they can use bought a roll, merely paying a nominal fee at each of the trade.
it The thing is plain enough and need not be
insisted on further.
for-busiuess player, the Peerless, constructed not merely to
TELLING PEERLESS PUBLICITY.
sell, hut to establish a standard and set a pace for auto-
If, however, this sense of value is destroyed, or
matic piano, and to give full value and interest on the
never aroused; if the public learn to believe that a Some Post Cards for Circulation Among Pros- money to the purchaser.
pective
Purchasers
Which
Contain
a
Real
certain article can be had for nothing, then the
Long life is the logical accompaniment of a magnificent
"Punch" and Get Results—Clever Advertis- constitution. The users of Peerless instruments know that
attempt to sell it at something like its cost will be
they last longer and work harder than any other instrument.
ing Has Been Instrumental in Bringing Suc-
difficult and often hopeless.
Our competitors say "They ought to—they have been
cess to the Peerless Line.
That is what is the matter with the music roll
longer on the market." Well, they do!!!
business. Intrinsic value is there, but the public
Economy is the natural complement of endurance and
Much of the success of the Peerless automatic long life. Obviously if you only replace an article half
have been educated into the idea that they can get
rolls for nothing, or for next to nothing. Hence piano is due to the excellent line of advertising as often as another of equal cost it is only half as expen-
sive. The longevity of the Peerless is due to its careful
they do not rush to buy. They take as much free that has been issued by the Peerless Piano-Player adjustment
by practical builders, who have made a life-study
Co.
(F.
Kngelhardt
&
Sons,
proprietors),
St.
Johns-
graft as they can get, and cannot see why they
of piano actions.
should spend good money on something of which ville, N. Y., and an excellent example of which
Satisfaction with a purchase is the best excuse for an in-
the asking price seems to them absurdly high. And, has just been received by the members of the vestment. Instruments which are in the repair shop half
the time, or out of commission because no repair shop is
mark you, this asking price only seems absurdly trade.
are a thorn in tile side. This aspect of the busi-
The latest publicity is in the nature of post available,
high because in the first place there were given
ness should be given careful consideration in purchasing.
away enough rolls to make—at the asking price— cards of original and interesting form, and bear- The Peerless has a reputation for long-termed service with-
quite a large apparent loss to the seller. So the ing text matter that shows attention and ability in out overhauling.
public reason that if the seller can afford to give its get-up. The post cards are intended for the Standardization of coin-operated pianos is the achieve-
upon which the Peerless Piano Player Company bases
away music rolls whereof the list value is fifty perusal of the prospective purchaser and put forth ment
its claim to your consideration. The Peerless is the first
a
series
of
thoroughly
convincing
arguments
re-
dollars or so, said list price must be excessive;
and the best coin-operated piano ever built. They have
or else the profits in the player-piano sale must garding the virtues of the Peerless line, especially been recognized at National and International expositions
have been enormous. In either case the cause of in the matter of making money for the owners. as standard for excellence, endurance and final economy.
The Peerless Automatic Piano Supports Itself and You.
The largest of the post cards has one of its edges
retail roll selling is distinctly hurt.
There is no maintenance cost to a Peerless purchase.
folded
over
with
the
text,
"It
supports
itself
and
It feeds uii nickels, it is true, BUT—
How to Make Things Better.
you," in heavy black type with red border. The They are supplied by the "other fellow," and ultimately
So much for the critical side of the discussion. text matter itself, which follows herewith, has find their way into your pocket.
The facts will be very generally admitted, nor need what is aptly termed a real "punch," and is well
Hook it up to any desired point or points and make a
new entry in your ledger—
we continue to impress them on the minds of read- worth reading.
Credit by Automatic Piano Proceeds, $$$$$$
ers. The latter want to know whether anything can
For full information about the Peerless Automatic Pianos
Prominent in the list of virtues of the Peerless Auto-
write direct to the makers and we will put you iti touch
be done to make things better.
matic Piano is the absolute dependence that may be placed
with the dealer for your territory.
The very first step should be, in our opinion, the on it.
T H E PEERLESS PIANO PLAYER CO.
Every user of the various slot apparatuses that have been
abolition of free gifts. If the buyer argues that he
(F. Engelhardt S: Suns, Proprietors)
St. Johiibville, N. Y.
Chicago
must have music rolls in order to play the player- placed on the market from time to time have a wholesome New York
horror of their capacity to take the money and not to deliver
Other cards sent out by the company are also
piano, the only answer is that the player-piano the goods.
up to the high standard, and according to the
manufacturer does not make rolls, any more than
Each prospective purchaser of a Peerless Automatic Piano
the piano manufacturer publishes sheet music. is hereby assured that the Peerless is constructed to prevent reports of the dealers in the various sections of
Just as sheet music must be bought for hand play- •bis embarrassing and confidence-awakening contingency, and the country, as one of the cards states in its head-
ing, so must rolls be bought for the player. The may accept this as our personal guarantee that its internal ing, "We are the company that put the 'Peer' into
mechanism is a? perfect as its external appearance.
Peerless."
task of reasoning this into the heads of retail buy-
Reliability ami endurance go hand in hand in this built-