Music Trade Review

Issue: 1917 Vol. 64 N. 21

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
REVIEW
MUJIC TIRADE
VOL. LXIV. No. 21 Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York. May 26, 1917
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Community Music As a Trade Factor
W
HEN the National Bureau for the Advancement of Music was started, as the "beginning of
systematized effort to "advertise music" to the American people, all its well-wishers hoped much
of and for it. The hopes are not, happily, without foundation. The Bureau is doing its bit
energetically.
But suggestion and help of a practical sort can often come from the detached observer. One such
observer, Mr. Otto Schulz, of Chicago, prominent as a piano manufacturer and as a thinker on civic matters,
has suggested the cultivation of a field hitherto untouched almost, which ought to be among the most fertile
and potent of all.
Mr. Schulz tells us that the most fertile ground in which to sow the seed of that music-love which we
want the American people more largely to possess, if they are to express themselves completely, is to be found
in the natural musical instinct of each individual. In a word, teach the individual to express himself in
music.
But how? In the simplest manner! By encouraging the formation in each community of singing
societies, choruses, choral societies, call them what you will.
Here's the idea. One man does not perhaps believe that he cares for music. But, get ten more like him
and get them to sing together and he will find that he does like it. Take a thousand school children. Nine
hundred of them will hate the drudgery of music practice. But the whole thousand will sing together any
and every time, and like it, and soon want it regularly.
Merely telling people to sing and play is not_enough. They must be started at it. The best way of
starting them is the simplest; by encouraging choral singing. Anybody can make one of a chorus, even if
his or her voice sounds like sandpaper on a wooden plank. A thousand voices, even if each one is pretty
bad and wholly uncultivated, can, nevertheless, in six months, emit a volume and color of tone impressive
and noble.
Do you want to cultivate in your community a love for music? Of course you do! Music-lovers buy
pianos. They buy them because they want to use them; not to look at them or strum on them or dance to
them: but to play them, sing to them, use them as they should be used.
The sort of piano business that is founded on a demand of that kind is the sort of piano business you
want.
Therefore, cultivate music in your community. Bring yourself to realize the great, simple truth that
piano selling varies in direct proportion with the community's desire for music. Simple enough; yet how
few apply it!
But how should one begin? Start in where the starting is easiest. Start in where you have the best
chance of getting a hearing and an opportunity to put your ideas across. Start with the Board of Education
in your city. If there is no organized singing in the schools, propose that there should be some. Offer, if
necessary, to start it yourself, and to take the baton if you have to. Others have done it. It is mainly
a matter of a little—usually a very little—musical knowledge, plus a wealth of enthusiasm.
Anyway, the start can always be made. When it has been made in one community through the schools,
it can be made with the adults too. There is usually a ladies' musical club. That club will co-operate in
bringing the idea of community music before the people at large. Start a real community chorus and you
will soon have reason to bless the inspiration that came to you to do it.
Merely as advertising, it is worth any amount of labor, for it makes you a name in ways wholly
legitimate, wholly excellent, wholly beneficial.
(Continued on page 5)
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
REVIEW
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President, C. L. Bill, 373 Fourth Ave., New York; Vice-President, J. B. Spillane,
373 Fourth Ave., New York; Second Vice-President, J. Raymond Bill, 373 Fourth Ave.,
New York; Secretary and Treasurer, August J. Timpe, 373 Fourth Ave., New York.
J. B. SPILLANE, Editor
J. RAYMOND BILL, A s s o c i a t e Editor
AUGUST J . TIMPE
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NEW
YORK,
MAY 26, 1917
= ED1TORIAL
that marked distinct progress in real ac-
A CONVENTION
complishment for the advancement of the industry was
that of the National Piano Manufacturers' Association, which
closed its sessions in Chicago last Saturday. For the first time
the sessions were open to the press, and matters of wide national
interest were discussed and acted upon.
Outside of the question of war taxes, the most vital subject
under consideration was that of providing the Association with a
"war chest" for financing its various interests, such as the matter
of legislation, freight bureau, insuring the permanency of the
Bureau for the Advancement of Music, and other matters which
are under the jurisdiction of this body.
One of the speakers emphasized a point that has been re-
ferred to frequently in The Review, that the industry suffers not
from over-production, but rather from a lack of sales promotion,
which could be effectively developed if the association were pro-
vided with sufficient funds to do advancement work similar to
that done by other national bodies for broadening the scope of
association activities. The Foundrymen's Association and
several other large national bodies of manufacturers are provided
with funds wherewith experts are employed for handling the mat-
ter of costs, freights and other essentials in connection with
the expansion of the industry along those lines compatible with
its importance in national affairs. This is the object sought by
the piano manufacturers to-day.
Naturally, the best plan of securing the funds—a plan of
financing that will be simple and equitable—was the crux of
the discussion in Chicago, and in this connection Richard W.
Lawrence and the others participating deserve credit for their
suggestions in bringing this matter to a successful issue.
The committee appointed to suggest the best means of de-
termining the manner in which the assessment of one-tenth of one
per cent, should be levied gave it as their opinion that the best
plan substantially was as follows:
"Houses doing business up to $100,000 would be assessed at
the rate of one-tenth of one per cent, with a minimum fee of
$100; while houses doing a business of from $100,000 to $150,000
would pay $150 and so on, classifications to be made according
to each $50,000 of business done during the year."
Of course there are a number of details to be worked out
in this connection, but in the main the matter was placed upon a
basis which seemed agreeable to all, and which bears every
promise of working satisfactorily and effectively. This income,
added to the regular dues of the members, which continues on the
same basis as last year, will give the association a fund that will
enable it to maintain and put into being a number of important
plans which will revert to the benefit of the entire industry.
The work accomplished at this convention of the National
Piano Manufacturers' Association means much for the future of
the industry. It means a branching out into a larger field of na-
tional importance; it means placing this organization and the in-
dustry on a par with the great national bodies of the country. It
should enable the association to arrive at an accurate and expert
knowledge of manufacturing costs, and place a system of infor-
mation at the service of the members of the trade that will
establish the industry on a profit-producing and safer basis.
At the various sessions of the National Piano Manufacturers'
Association at Chicago, there was manifest a splendid spirit that
marked a departure from olden days. There was a freedom of
opinion, and a more earnest seeking after real trade accomplish-
ment than ha£ ever occurred at any previous convention. All
this means much for the future of the industry.
Congratulations are in order on the really splendid work
accomplished by this great gathering in Chicago.
/"-\NE of the important papers included in the convention re-
^~s ports in The Review this week is the annual report of
John A. Turner, as president of the National Association of
Piano Merchants, for Mr. Turner sets forth a record of accom-
plishments that speaks well for the energy of the administrative
officers of the association and their assistants during the year.
It has been a year that has brought new problems to every
line of trade, but the piano men have, through their association,
taken up the work earnestly and for the most part with success.
In the line of constructive work there are the accomplish-
ments of the National Bureau for the Advancement of Music,
and the success of the bureau has been largely due to the
co-operation which the piano merchants have offered in carrying
the message of "music in the home" to every section of the
country. Then there has been a systematic effort inaugurated
through the medium of the Better Business Bureau to check the
activities of that element of the trade which is inclined toward
misleading advertising, wherein the association has exercised its
corrective power. This work has been well done because there
has been concentration, and the policy has been followed of
doing one thing at a time and doing it well.
Summing up, Mr. Turner calls attention very properly to
the present political situation, for it is a situation that demands
the attention of every business man. There will probably be
many problems arising during the coming year that will make
the piano merchants glad that they have an association, to enable
them to take concerted action when such action is not only
desirable but possibly vital. Mr. Turner's message is one that
warrants close study.
development of the piano trade is well indicated by a
T HE perusal
of the various catalogs that have been issued by
different piano manufacturing houses recently. For many years
the majority of the catalogs, of what might be termed the stock
type, had a picture of the factory and the introduction; then
a picture of the founder of the house; several pages devoted
to pictures of the instruments, and finally some testimonials.
They were all laid out in the same way and a surprising number
of them differed chiefly only in the name they carried.
In recent months, however, there has been quite a reversal
of form, and the catalogs that are now sent out to represent
piano houses and their products are veritable works of art.
The piano houses have evidently come to the conclusion that
if it is worth while producing a catalog at all, it is worth while

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