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THE MUSIC TRADE REVIEW
9
Go-Operation Between Piano Dealers and Teachers
Raymond Stotler Shows How the Piano Dealer and the Music Teacher Can
Be of Mutual Benefit to Each Other in Upbuilding the Industry—A Broader
View of Salesmanship Now Prevailing—How Piano Recitals May Be Aided
At the request of The Review, Raymond
Stotler, manager of the piano department of
the Rudolph Wurlitzer Co., Cincinnati, O., ex-
presses his views on a number of vital trade
topics in the following interesting article:
"Lately the much discussed 'Commission to
Music Teacher' phase of our business has again
been given considerable space in several of our
trade papers. Some piano men may relish these
articles, and consider this lambasting of the
teacher well deserved. This evidence, showing
how the music teacher leads an unsuspecting
friend into a piano store, and makes $50 in
easy money, is no doubt shown to prospective
piano buyers with a relish.
"On the other hand quite a few piano men, I
believe, see little real justice or remedy in this
criticism. For one reason, the widening in the
breech between piano men and music teacher,
which this reflection on the honesty of the
teacher is bound to bring about, is regretted.
And again some piano men suspect that the
responsibility for the situation might rest with
the piano dealer himself. Few music teachers
put themselves out to sell pianos unless so-
licited to do so.
"Our chief complaint is, that the average music
teacher seems indifferent as to whether the
home has a piano or not. Further, it is mighty
hard to decide who may throw the stones, for
while one house may not come out and solicit
and pay exorbitant commissions for the assist-
ance of a teacher, on the other hand it may sub-
sidize some artist, loan pianos or in other ways
seek the influence of pianist and teacher.
"Many piano men believe that our industry
needs the music teacher, and hope for the
day when the music teacher shall realize
that the friendship of the piano men is of value.
Before our country can become really musical,
every man and woman, whether salesman, teach-
er, or intelligent listener, must co-operate. For
until people actually love good music, piano
sales will have to be forced and music stu-
dents will be scarce.
"True, the intense selling methods applied to
our industry have made it grow, and grow big;
but the number of pianos and player-pianos sold
is far beyond the real appreciation of music.
The number of persons interested in the study
of music is far less than we have a right to ex-
pect, when the number of pianos and player-
pianos in homes is taken into consideration.
"Let us suppose that every piano salesman for
the last five years, after having closed each sale,
had given his customer a short talk on the neces-
sity of beginning the study of music immedi-
ately, with a competent teacher.
Conserva-
tive estimates place the number of pianos
and player-pianos sold during the past five years
at one million and a half. Think of what would
have happened. To-day at least eight times as
many music teachers as we now have would
be needed. There would be so many advanced
students of music, that well-known teachers,
whose fee is now $5' per one-half hour, would
find their time more than filled at $10 per les-
son. Think of the new music lovers who would
be seeking grands, players, etc., prospects who
would not have to be coaxed into the store,
but who would come in of their own free will
seeking new instruments. The trouble has been
that the old methods have brought results, but
we piano men have done little constructive
work.
"The first commissions paid, I venture to say,
were offered by the piano man and not solicited
by the music teacher. This has worked to the
disadvantage of the music teacher for the reason
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that if she lived in a town where there were fif-
teen piano stores, one store boosted for her,
and the other fourteeen told people that she
was not honest. Proof that the music teacher
has lost is that in proportion to her efforts, she
is not rewarded in cash to near the extent that
the piano man is. Any piano man acquainted
with the work, time spent in preparation, the
ability required, and the work necessary to earn
a living as a music teacher, will admit that it
deserves many, many times the amount of
money received. The same effort employed in
any other field would bring a much bigger re-
ward.
"Piano men, however, can congratulate them-
Raymond Stotler
selves that conditions are not as bad as some
would lead us to believe. Already in the piano
industry a movement for the 'Advancement of
Music' is interesting and being given the at-
tention of the leading men in our trade, and is
receiving their active and financial support.
"Wise piano salesmen are not talking copper
wound bass strings, ivory keys and imported
felt hammers any longer; the advantage of music
in the home .and the musical side of the piano
and the player-piano are being preached to the
prospect. A salesman who can convince his
prospect that the player-piano which he is
demonstrating plays musically, and that music
is a necessity in the home, has little need to
fear competition or use for other argument.
"Many piano men are ready to shake hands
with the music teacher, and admit the necessity
of the friendship.
The music teacher can-
not afford to ignore this invitation, for the ap-
preciation and understanding of music, on the
part of the public at large, is necessary to the
big success of both. The piano salesman, be
he an individual or corporation with large ad-
vertising appropriation, must argue music and
the necessity and benefit of its intelligent pur-
suit and study at every opportunity. I believe
that the salesman who is not using this method
of selling, especially player-pianos, will be sur-
prised to find how easy it is to sell instruments
through this argument.
"A piano salesman should not lose any oppor-
tunity to speak well of a music teacher. He
must also refrain from intimating that his com-
petitor is a crook. The public is being cured
of the belief that the piano man is a slicker, and
must be convinced that both the piano man
and the music teacher are to be trusted.
PIANOS
"Before this co-operation realizes its full
strength, a great many music teachers will have
to 'about face.' The profession must eliminate
incompetent members and fakers, either by State
laws requiring a certain degree of proficiency
or otherwise. More successful teachers should
not hesitate to associate themselves with less
prominent teachers in a movement of this kind.
Jealousies and criticisms must be forgotten for
the general good.
"The music teacher must recognize the player-
piano as an educator and ear trainer, must re-
member that few musicians have been developed
except by the constant hearing of music, and
that the player-piano offers this possibility. A
player-piano owner, who has good music thrust
on him, will ultimately learn to like it, and will
instinctively wish to create music himself.
Player-pianos make new music lovers and pros-
pective piano students.
"Would a serious man visiting a home where
there were growing children advise the par-
ent to throw out the library because he
saw on one of the shelves a row of yellow-
back novels? His duty would be to suggest
other and good literature. The music teacher
and player-piano present the same situation.
The player cannot be condemned because trashy
music is played on it. The teacher's opportunity
is to call the owner's attention to the vast library
of wonderful music at his command. Every
music teacher should understand how to operate
a player-piano, and be able to suggest good
music rolls, which are educational.
"The head of a large factory laughed at me
recently, when I predicted that the time is not
far distant, when an artist would not only buy
and pay for the piano used in his concert work,
but also would pay the expense of carting it
around the country himself. This may be look-
ing a little too far into the future, but it must
make every piano man shudder when he visits
a big pianist in a recital, and sees only a hand-
ful of people in attendance. Last year, for in-
stance, I venture to say that one-third of the
recitals given by our most prominent pianists
proved financial failures. Why? Would this
have happened if each pianist had had the active
support of every piano store in the town visited,
instead of the help of possibly one or two?
"I believe if the present method of advertis-
ing an artist could be modified, so that all in-
terested in music could be asked consistently to
co-operate, musical events would be more suc-
cessful.
For instance, when a piano dealer
places a card in his window beside his leading-
piano announcing a recital, this card usually
displays the artist's endorsement in large letters
of some other instrument. Every piano dealer
may be interested in having the public attend
piano recitals and in encouraging love and re-
spect for the instrument, but the majority of
dealers hesitate to wax enthusiastic over a re-
cital which exploits a competitor's piano.
"The music teacher, and other musicians as
well, must guard against the short-sighted policy
of favoring one piano house, and thus preju-
dicing all other piano stores.
"The time has come for every piano man,
music teacher, music lover and all interested in
music to join hands for the 'big push,' to ad-
vance the interest and appreciation of music,
to see that homes enjoy the great cultural bene-
fit of this greatest of arts. Each and every
man and woman must do his and her part, no
matter how small. War times are serious times,
and history tells us that during such times peo-
ple turn to serious and good music with a ready
and attentive ear."
ORGANS
E5TEY PIAND COMPANY NEW YORK CITY
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dealer intheTrade.