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THE MUSIC TRADE REVIEW
The Proposed Association of Music Roll Manufacturers Can Do Much to Put
the Music Roll Industry on a Substantial and Profitable Basis, by Substituting
Co-Operation for Competition, and by Showing Dealers How to Sell Rolls
Readers of this paper are already aware that
a call has been issued, signed by a majority of
the important manufacturers of music rolls, and
addressed to all who have as yet not taken active
steps in the project, to meet in New York City
on May 3 for the purpose of forming, if possible,
a national association for the purpose of con-
serving the interests of the music roll manufac-
turing business. It is not the affair of this
paper or of its editors to lecture the gentlemen
who have issued the call or those who may be
expected to join them, upon the details of their
business or on the points which we may believe
they should discuss and attempt to settle. This
we shall more rightly leave to them to do for
themselves. But it is most decidedly our busi-
ness to attempt to make clear to the trade at
large and particularly to the retailers what we
conceive to be the rationale of this movement
and the reasons which have led to this moment-
ous step being taken.
In doing this we feel that we shall be accom-
plishing a good service both to the roll manu-
facturers and to the retail trade. At the pres-
ent moment discussion of one sort or another
concerning the status and condition of the music
roll industry is extremely common, and signs
have not been wanting that the trade at large
begins to understand the existence of something
like a crisis in this vital branch of the player
business. Seeing, however, that a good deal
more heat than light is usually produced in the
course of such uninstructed and uninformed
comment, the following statement of facts is
made, representing to the best of our knowledge
a true picture of present conditions:
A Crisis in the Music Roll Industry
Our authority is a gentleman whose position
in the player business and connection with
music roll manufacturing give to his well con-
sidered words a weight which those of scarcely
any one else could command. For obvious rea-
sons we quote him anonymously:
"You may say," said this gentleman, "that
while it would be too much to proclaim a crisis
existing in the music roll industry, something
not very far from such a condition does exist.
The reasons are simple. The first is competition
where co-operation is the need. The second is
the attempt to market too cheap a roll. The
third is what I can only call—with apologies—
the stupidity of the retail trade in treating the
music roll as if it were something to be given
away for soap wrappers or cigar coupons. These
three points have to be cleared up and the first
step in effecting such a reform is to create, if
we can, an organization of music roll manufac-
turers.
"First, as to competition where co-operation
is needed. The technical position of the music
roll is such that a sympathetic co-operation is
essential among manufacturers if they are to
arrive at and produce a standardized product.
And such a standardized product is essential, if
each manufacturer is to find a national field for
his rolls. Now it is notorious that although the
main provisions of the Buffalo and Chicago con-
ferences have been more or less accurately ad-
hered to, the smaller details have often, though
they are no less important, been shamefully
neglected. As a result the technical quality of
roll manufacture has in many cases deteriorated
and especially is this true in respect of their
tracking qualities.
"For the sake of the industry itself, no less
than for the sake of retailers who have been
the victims of manufacturers' jealousies, we
ought to re-affirm the provisions and resolu-
tions of the Buffalo and Chicago conferences,
and should further strengthen them by others
calling for an understanding regarding the place-
ment of expression perforations for power-
driven players and other matters of equal im-
portance that have come forward since the time
of the last conference. In short, since we must
all recognize the existence of each other, we
must allow each other to live and do business
peaceably
It is the policy of wisdom to make sure that
the whole industry be standardized regarding
the essential technical points on which all rolls
must agree, while preserving the individual fea-
tures on which we each make our individual ap-
peal for business.
Where Real Co-operation Is Needed
"Again, to take another side of it, the roll
manufacturers have to learn that only by co-
operation can they do anything effective to get
the retail trade to take up music roll selling in
a way that will ensure profitable business for
them as well as for us. As things stand, music
roll retailing can not be called profitable save
in exceptional cases; while the wholesale end
of the game sees the profits being cut more
sharply, until with the present extraordinary
increase in the prices of all supplies, it finds
itself face to face with the extinction of all
profit. This calls for immediate concerted action
and nothing less, unless something very much
like disaster is to follow.
"Lastly, co-operation is necessary to-day if
only on account of the abnormal condition of
the supply market. With prices going up as
they are on paper, card board, vulcanite and
everything else, we have an opportunity to do
something effective as to prices which will put
us on a firm foundation. To neglect that op-
portunity now is, in my opinion, suicidal and I
am sure all the roll manufacturers feel the same
way about it.
"To take the second point, I may be radical,
but I cannot think otherwise than that we ought
all of us to cease trying to market a cheap roll.
Indeed, if our costs keep on going up, we shall
have to stop it anyhow. But apart from that,
I should like to ask what earthly good the cheap
roll has done to anybody. I venture to say that
no dealer has made enough money on the cheap
roll to pay for the annoyance it has caused him;
while I am equally certain that the dissatisfac-
tion and complaints from customers have done
a lasting harm. I am a radical, no doubt, but
I believe that the 'cent-a-foot' idea in retailing
rolls would give the most sensible basis yet de-
vised for valuation and classification. This idea,
of course, was first thought out and presented
by The Review some time ago.
Getting the Dealer Interested
"To take the third point, there is nothing par-
ticularly pleasant or inspiring in knowing that
your goods are regarded as a 'necessary evil'
by retailers. Yet that is about the condition of
the music roll in the majority of the retail stores.
We have got to find ways and means for getting
the dealer interested once more in the music
roll as a piece of goods that can be sold profit-
ably and that is not to degenerate into some-
thing that has to be given away when a player-
piano is sold. If we can get together on means
for doing this we can not only vastly expand
our sales but can also find ways of circulating
the slow-moving rolls of standard music.
To
do this we must co-operate; and when we have
done something like this we shall have benefited
the dealer quite as much as we have benefited
ourselves.
Improvement Should be Welcomed
"Indeed, let me say in conclusion that the
interests of the manufacturer and of the dealer,
in our business anyway, are so nearly identical
that the retail trade should welcome, not fear,
any move towards internal improvement such
as is now happily contemplated."
THE SALTER LINE
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