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THE MUSIC TRADE REVIEW
Educational Co-operation Between Wholesaler and Retailer in the
Player Trade a New Business Builder and a New Issue—The Problem
of Overcoming Trade Ignorance Regarding the Modern Player-Piano.
Seeing that the object of this Point of View But we believe the opinion of the dealer to be
Department is to provide a forum for the gather- equally valuable from his side. We have talked
with many dealers recently on the player business
ing of personal opinion, free from restraint, we
and on methods for stirring it up, and we find
beg to offer to all concerned the several following
that their opinions may be put into some such
considerations:
form as this:
1. It is generally admitted that the condition
What Dealers Think.
of the player business, while healthy and sound, is
"Any method that will promote sales legiti-
not exactly booming.
2. It is equally admitted that any method what- mately is good. Manufacturers have been rather
ever that can show good appearances of practica- too easy go.ing in their handling of the player end
bility and chances of success, looking toward the of their game, for they have unquestionably
promotion of retail business, is to be considered a loaded the players on to us and left us to find all
the ways of selling them. In the circumstances,
good method, until proved to be otherwise.
3. In the one word co-operation, rightly under- it is not surprising that we have not found the
stood and rightly put into practice, is all the trade perfect way. It is true that the surface has
needs to solve its problem of producing more re- only been scratched, and whether or not it is
necessary to view the future with any anxiety,
tail business.
The third clause is the one that needs explain- the fact remains that public ignorance about the
ing. Read what follows and see whether it is not player has much to do with retarding sales. If
a practical suggestion that is here offered. But manufacturers were as ready to co-operate with
the retailers in the matter of educating salesmen
first learn
and the public on the selling and musical sides
Where the Idea Comes From.
as they are in teaching tuners and repairmen on
A short time ago the writer was talking with
a player manufacturer well-known throughout the mechanical side, it would be a good thing for
the industry for the solidity of his present suc- them and for us."
"We should welcome co-operation of a closer
cess and the rapidity of his ascent to the upper
rungs of the ladder. This gentleman said some- kind between manufacturer and dealer in the ef-
fort to bring the people into more sympathetic
thing like this (he utterly declined to have his
name used or we would blazon it forth in the relations with the player," said a very successful
largest type) : "The player business needs wak- salesman to the writer.
ing up. I mean by that the trade must be brought
"The greatest obstacle to player sales to-day is
to realize that it should look to its future. This public ignorance. And this ignorance will con-
year shows us that, in order to gain our share of
tinue as long as the retailers are not equipped to
trade and have that- share grow constantly, we
dispel it. We need a national player publicity
must do what has been done by everybody else in campaign." These are the words of another well-
every other line of specialty business; we must known retailer.
educate the retailers first, and then the public, into
And What About the Public?
a real appreciation and understanding of our
Go and talk to any intelligent layman you can
goods. This sounds like old stuff, but it is not
think of. Begin right at the start with the mu-
old, if you look at it rightly.
sicians. Take the first musician you know and
"I am coming slowly but inevitably to the con- ask him what he knows about players. If he be
clusion that there is a lot of educational work to of the ordinary rank and file he will say. "those
be done in this business. Everybody seems to awful things," and refuse to discuss any question
admit'that the surface o,f the player business has as about them. If, peradventure, he has sometimes
been hired to play the violin or sing at a player
yet hardly been scratched; but you will notice that
recital, he will speak more calmly and in a more
there is very little sign that any more than the
surface is going to be scratched in the near future. friendly way, but still condescendingly and
And I trace the reason of this to the fact that ignorantly. When you come to find out what kind
we have all supposed that the public recognize the of accompaniments he has been getting with the
player, and what troubles he has had, you will
beauty of the player and its desirability as quickly
begin to understand his attitude. In brief, even
as we do. But they don't.
"Again, the retailers are, as a body, not yet suffi- if you do not find the musician unfriendly, you
ficiently acquainted with the significance of the will almost surely find him sceptical. Certainly
player, with the means for selling it successfully you will not find that he believes you when you
and with its possibilities. I am not exaggerating compare the player with other musical instru-
ments. In fact, you will find that he hardly thinks
when I say that the trade has hitherto regarded
the player-piano as simply something to sell at so you believe in it yourself. And when it comes to
much down and so much a month. People have that, do you?
Now go to an intelligent business man and what
been asked to buy a thing they don't understand,
do you find? Utter and blank ignorance. Friend-
don't appreciate rightly (and in consequence soon
tire of when they do buy), on the theory that it ly ignorance, no doubt, but ignorance it is never-
theless. Your intelligent business man knows that
ought to be bought because it can be had at such
the player is some sort t>,f a "mechanical piano/'
low figures and on such low terms.
"Is that good sense? No! And what is the that is very good to pound out dance music with
remedy? I say the remedy is in closer co-opera- when the young folks have their friends in. But
does he believe that it could mean solace to him-
tion between manufacturer and dealer, between
self, a new interest in life, an acquaintance with
dealer and public. I say that the manufacturer
must educate the dealer in the significance of the great art or a splendid recreation and hobby?
No, he does not, because he has never thought
player, in proper appreciation of it, in proper
demonstration, in proper respect for it. And not about it. Why? Because you have never told
until this is generally done, in a systematic, not him.
And how about the wife and mother? She,
in a spasmodic, manner will the trade begin to
sell as many players as it ought to sell. That is as likely as not, condemns the whole outfit be-
my belief and I shall stick to it until it is fully cause she thinks it keeps her children away from
a genuine cultivation of music, Can you dissuade
disproved."
So far in substance, pu,r rnanufa^turing friend. her? Do you know how?
The public must be educated. The dealer must
be educated. The salesman must be educated.
And the manufacturer must be the pioneer in the
work.
The Evil and Its Remedy.
A national campaign of player education is
needed; needed here and now. No one manufac-
turing corporation should be expected to stand
alone in such a work, for it is a work that the
whole trade needs, and of which the whole trade
will be the beneficiary. The player business has
not yet obtained possession of the possible field
legitimately belonging to it. Very good! So be
it! But what is the use of saying all that sort
of thing if you are not ready to do some pretty
deep plowing?
We say again, an-d say it with deep conviction—
a conviction strengthened by constant study and
by recent contact on this very point with some of
the brightest minds of the trade:
The big problem before the player zvorld to-
day is the problem of overcoming public and
trade ignorance and turning these negative quali-
ties into positive qualities of a just appreciation
and demand.
The manufacturers must themselves undertake
this problem first and foremost. In no other way,
unless our judgment be entirely erroneous, can
the future of the trade be satisfactorily and per-
manently secured.
AEOLIAN CO. DESIGNS DISPLAYED.
Work of H. L. Bridwell Exhibited at Cincin-
nati Art 'Museum for First Time.
(Special to The Review.)
CINCINNATI, O., May 25.—The Cincinnati Art
Museum recently gave an exhibit of work that
was designed by H. L. Bridwell, a prominent artist
of this city, who has turned out considerable deco-
rative and design work for a number o.f national
advertisers. This was the first time in the history
of this museum that work of this character was
honored by being placed among the exhibits, and
the exhibit attracted general attention from the
press and from advertising and business men
throughout the city.
One of the national advertisers fo.r which Mr.
Bridwell turns out designs is the Aeolian Co.,
whose high-grade advertising in national maga-
zines has been commended by critics and experts.
At this recent exhibition several of the Aeolian
Co.'s designs were shown as being representative
of prestige as expressed in type. One of these
Aeolian designs featured the Weber piano.s as
being especially appointed by Alfonso. XIII. for use
at the Spanish royal court.
KEY MECHANISM FOR PIPE ORGANS.
(Special to The Review.)
WASHINGTON, D. C, May 26.—John T. Austin
has been granted Patent No. 1,097,507 on an im-
provement in key mechanism for pipe organs,
which he has assigned to the Austin Organ Co.
of Hartford, Conn.
This invention relates to key mechanism for or
gans, among the objects of the invention being the
provision of simple, effective and inexpensive
mechanism by which a progressively decreasing re-
sistance can be applied to the key when the same
is depressed, by virtue of which the operation of
the keyboard becomes more like that of a piano,
said mechanism also preferably having associated
therewith means by which a pipe can be made to
speak.