Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
prices can be raised is that they already have been raised. Manu-
facturers have raised prices because dealers, after all, are not so
hard hearted a lot or so blind to conditions that they cannot
recognize necessity.
But now that the dealer knows that prices have from neces-
sity been raised in other fields involving the same materials
which are used in pianos, he knows an increase in price is de-
cidedly justified. Every dealer realizes that manufacturers have
been working nights and Sundays in the endeavor to maintain
the old price under increased costs. Every good dealer knows
this work on the part of manufacturers has not been entirely in
vain—it has produced new methods and new efficiency in manu-
facturing plants. But dealers know that the "cracking point"
is bound to arrive if the burden is borne entirely by the manu-
facturer.
Therefore, while the shrewd dealer does not invite a raise
in prices, he will recognize the arrival of what could not be pre-
vented—he will realize this only when the piano manufacturer
announces an increase in wholesale prices.
But when piano manufacturers do announce a raise in prices,
the dealer is not going to desert the ship. He is going to assume
his part of the necessity arising from higher costs of production.
And he is going to make up for the percentage he assumes by
devising keener selling methods.
The dealer isn't going to dispense with a line in which the
price increases. He knows his local reputation is in no small
way associated with a particular line of pianos and he knows too
that it's worth a few extra dollars to continue the momentum
he has secured with that particular line. He knows, moreover,
that's it's worth a good deal to continue a particular line especi-
ally when the "other manufacturer" is bound to raise prices soon
or lose money,
The keen dealer will stick with the manufacturer whose
'goods he has been handling regardless of a slight increase (which
increase he knows is more than justified), and he will stick be-
cause he knows the manufacturer is doing the square thing in
covering the increased cost of manufacture, and because he knows
it is good business for him to stick.
N announcement of unusual significance, and one which will
A
have a far reaching effect, was that made by the Stix, Baer
& Fuller Drygoods Co., St. Louis, last week, to the effect that
the use of comparative prices would be discontinued in all of the
company's advertisements. In making this announcement the
company states in part:
"Comparative price quotations have a tendency of breeding
exaggeration. No matter how vigilant one may be—no matter
what caution one may exercise—no matter how severely one may
censor the reports concerning the merchandise, mis-statements
are likely to occur. They may be due merely to the over-
enthusiasm on the part of one individual, or to an honest error
of judgment on the part of another, but the results are the same."
The new ruling regarding comparative prices will also apply
to the company's piano department, and will mean that all in-
struments in future will be advertised at a flat price without any
comparative valuation being given. As the company truly says,
no matter how earnest an advertiser may be there is always a
tendency toward exaggeration in making comparisons. Even
if such were not the case the quotation of comparative prices of
an extravagant nature in competing advertising serves to count-
eract the effect of the price quotations of the straightforward
advertiser.
A general adoption of this advertising policy in the piano
trade would mean the end of the was-now form of publicity, and
all extravagant valuations placed on new pianos offered to the
public. It is a move toward cleaner advertising which should
make a direct appeal to piano men.
HE rapid approach of the holiday season will cause the pro-
T
gressive dealer to begin plans for his Christmas and New
Year's window displays. The sentiment of the season lends
itself especially well to attractive displays of' pianos in the show
window, and a well-thought-out, artistic window exhibition will
not only enhance the standing of any piano store, but will have
a decided influence on prospective customers. The best displays,
however, cannot be conceived and executed in a few hours' time.
They take time and thought, and should be carefully prepared.
EMIL E. GABLER
son of the founder and Vice-
President of E. Gabler^&'Bro.
The Gabler purpose
is to provide pianos of the very
highest quality at prices which
permit their use
in every home
in America.
E. Gabler & Bro. Inc.
347-349 Rider Avenue
New York