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THE MUSIC TRADE REVIEW
The Chance for the High Grade Player Under Present Conditions The
Point of View of One Who Knows—The Great Development of the Demand
For High Grade Instruments And What it Really Means to the Dealer.
Some time ago we had the opportunity of talk-
ing seriously and to the point with the principal
director of a piano manufacturing house which
is conceded to he the most distinguished of the
Middle West. This house makes its own play-
er and for a number of years has promoted it
through methods which have been often unique,
though always highly dignified and in keeping
^ i t h the reputation and character of the maker.
This player is designed on a highly individualized
plan and must be sold on its merits strictly.
Some of those who have been doing business on
a large and loud scale for the past few years
would probably be surprised to learn that the
comparatively conservative output of this house
is as profitable as we happen to know it to be.
Moreover, the official to whom we were speak-
ing a short time ago made us aware that the de-
mand for their product is steadily growing and
that, amazing as it may seem, the last three
months have been better than any three months'
business they have had in the player line since
they introduced their player some eight or nine
years ago.
The gentleman to whom we refer said many
interesting things; but none more interesting than
this, which we are able to reproduce, substantially
in his own words: "Our modesty has pre-
vented us from blowing our own horn as much
as we should have, probably, while others that
have made more noise have gained the ear of the
public, if not their hearts. But the piano trade
has been learning some lessons during the last
two years that will be profitable to them. The
time is coming when intrinsic merit is bound to
win. The dealers are learning this lesson to
go for people who are able to pay for their goods,
instead of rushing them on to people who know
nothing in regard to the meeting of their re-
sponsibilities, but want everything they see, re-
gardless of whether they are able to pay for it
or not.
"I want to say that I believe the high-grade
player proposition is coming back to its own now,
as it has not done for a decade or more. There
has been a craze for goods at a low price, rather
than for goods of high quality. The business
depression, however, has taken the wind out of
the sails of the ch:ap proposition, while it has
strengthened the position of the high grade one,
People who have money with which to buy haven't
been affected to the some extent that the poorer
class of people have. These people more than
ever appreciate quality and are determined to have
what they want regardless of price. We have
noticed how during the last few months more and
more people have been inquiring where they could
s>ee our make of pianos and player-pianos. Our
dealers have been telling us that people have been
coming long distances to them, saying that they
had made up their minds that they wanted an in-
strument of our make, and had taken the trouble
to hunt up the nearest representative thereof.
•That is one of the signs that tell me quite plainly
that the day of the high-grade player as well as
of the high-grade piano has again dawned, brighter
than ever."
What We Think About It.
Now the gentleman whose words we have quoted
is the directing spirit of a house which for forty
years has been known as conservative, high grade
and modest. He does not—we can personally
vouch for it—believe in pursuing the pastime
known as "throwing the bull." When he says
that business is picking up splendidly and with
prospects of permanent improvement, in a line
like his, which appeals to the intelligence first and
to the pocket second, which is sold on its merits
and not on its price, then we may be sure that
he knows what he is talking about.
The plain and simple truth is that the opportu-
nity to make a success in high-grade player busi-
ness is not only here, but it is better than it has
ever been before.
The Depression Paradox.
It seems paradoxical at first sight, but a para-
dox that prevails, to say that depression always
brings about improvement in the high-grade lines
of any industry. The point is that during boom
times, the tendency in this country is to produce
commercial editions—if we may use the words—
of all luxurious and cultural products. Thus, the
industrial boom in the United States which be-
gan shortly after the inauguration of President
McKinley in 1897, fostered tremendously the pro-
duction of low-price pianos. When the player
came along, the country was still enjoying the
prosperous times which succeeded the Spanish-
American war; and in less than no time every-
body was trying to bring out a low-priced player.
In course of time, the balance was more or less
readjusted, but the public taste had been enough
educated long before the present depression be-
gan, to make certain that the popular tendency
was in the direction of players sold at low prices
and of corresponding quality.
Now the point is that whenever the tendency in
an industry sets away from high quality as the
main idea, the public demand becomes capricious,
fluctuating and liable to sudden changes, some-
times dying almost as fast as it was brought into
being. The reason lies in the fact that low prices
mean a lower type of demand; and this means a
demand that will be all right when employment
is good and wages high, but all wrong when de-
pression comes and half the people are out of
work or on reduced wages.
The High Grade Demand.
Now, if at this time, there be still concerns in
operation that have produced and are selling
something individual and exclusive, more or less
high perhaps in price, but of corresponding qual-
ity, the section of the public which does not de-
pend upon days' wages and the ups and downs
of the labor market, will begin to come back again
and to talk business. They have the money, these
people, but they have to be catered to, fussed over,
cultivated. "You cannot sell a Packard as you
sell a Ford." Still less can you sell a cheap player
a^ you sell a fine player grand costing $1,500.
The one proposition in the piano business simply
means talking to people, who work for so much
a day into paying a few dollars a month out of
their wages. The other means getting as much
cash in a minute by the writing of a check as
the whole family in the other transaction earns
in a year. That is the difference.
But, then, that is the thing we all want. We
all just now want cash. Well, do we realize that
the people with the cash are out at this time see-
ing where their cash can go furthest? That is
the whole point. The cash is waiting, it is out look-
ing for bargains. And it appreciates the best;
only it wants first-rate treatment.
Get After the High Grade Business.
A man who thinks that the cash trade is. going
to waste time on cheap' stuff has "another think
coming." The cash trade is wise. It does not
go rushing in and grabbing every so-called bar-
gain that is offered it. Everybody who has any
sense at all—certainly anybody who has sense
enough to accumulate money—has a. sense of
values; an instinctive sense of the real worth of
an article.
Getting the Cash.
Of course, it means salesmanship. It is easier
in one way to sell a fifteen dollar talking machine
than a thousand dollar player. Of course, it is.
But the point is that if you thereupon conclude
that you won't try to sell the thousand dollar goods
at all, you are going to get left when hard times
come. A hard times proposition is best when it
is of high grade and offered for cash at a close,
but fair, figure.
The piano business got off the cash basis years
ago and has never got on again. The player busi-
ness started right, but fell off into the ditch of
instalments before it was out of long clothes.
Now is a chance for some dealers, who have never
sold a player for cash, to get busy and learn how
it feels to get all the money at once.
The Recipe.
Here's the recipe:
1. Sell good goods; quality goods.
2. Appeal to the intelligence of the buyers.
3. Study your goods, learn their points, how
they are made and especially how they are played,
and for heaven's sake learn how to play them.
4. Co-operate with the advertising departments
of the manufacturers and take their advice once
in a while.
5. Read the Player Section—and every other de-
partment—of The Review, and learn the inside of
the player game.
It is simple, but comprehensive. Gentlemen of
the player trade, go to it!
I don't care if a man gets his name in the news-
paper in thirty-two-point type if he does something
to put it there. Pick out the men who are men-
tioned in newspaper enterprises of this kind and
you have the men who are doing something.—K.
St. Elmo Lewis.
This Charming and
Distinguished Singer
'*" '* Interprets Songs for
The Vocalstyle Music Roll
There is no artist before the American public
to-day whose brilliance is more dazzling than that
of Alma (iluck.
Her songs are, of course, subject to permanent
record by means oi the Vocalstyle, and the suc-
cessful manner in which they have been recorded
hy her personally make the rolls of her songs trie
very acme of perfection. An owner of a Gluck
roll knows to the slightest accent and breath just
how this beautiful artist sjnjjs the song, something
which is extremely worth while having.
Every
player-piano merchant should be quick to see the
great value of such records in securing and main-
taining the |)|isitii>n of the player-piano.
The Vocalstyle Music Co.
CINCINNATI. OHIO