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THE MUSIC TRADE
JULY 27, 1918
REVIEW
11
^i?r^i?7^i^iff^i?rftfir^i^iff ; ffl?y^i?rffl?rK^
to be a cautious, shy sort of a bargain, ought it not? It cer-
tainly ought not to be a glaring better-than-before-the-war kind
of bargain, ought it? There is more than just a little to be
learned, one feels, by certain minds in the retail section of the
as at least a desirable, if not an essential, during the war. The
player
business, before the facts of the existing market are com-
people are certainly showing no desire to refrain from buying
pletely
understood. The market is doing its best to become a
player-pianos, music rolls and all the other paraphernalia which
seller's
market,
that is to say, one in which the demand will be
have to do with what is commonly described as "music in the
greater
than
the
supply, and in which the retail merchant will be
home," but which in these summer days may almost better be
able
to
pick
his
customers
and sell them the goods they are de-
described as "music in the air from everywhere." The one fly
manding at terms which he can accept without an internal shud-
in the ointment, of course, is the question of manufacturing.
When the traveling representative of a great manufacturer will der. It seems hard to see why this simple fact should not be
better understood, although, let us say again, local conditions
say, as one did say last week to the editor of this section, that
are responsible for much trouble of all sorts that is not to be
his house is now 2,000 player-pianos behind in filling its orders,
and that the greater part of its business is being done on a settled on paper.
cash basis, it is pretty near time to look forward to a system
of rationing, when the particular fractional part of each cus-
DVERTISING may be a stale subject, but if it is, that is
tomer's orders which can be sent to him, must be measured out
not the fault of those who talk and write about it. The art
each day; and only the cash customers be considered at that.
or science of publicity (is it both, or which is it anyhow?) is
Such an extraordinary condition in the piano business is even
persistently cultivated by a host of votaries, and the professional
now rapidly approaching, and it will soon be seen that the ideal
advertising men are very hierophants of Hermes Emporos who
of the industry for many years is actually coming into existence;
is, or ought to be, the presiding deity of Advertising. One thing
namely, a cash market. Of course, one cannot have unmixed
is sure, and that is that the American people have advertised
joy in this Vale of Tears, and so along with our cash market
themselves into something very much like an understanding,
vision must also be seen approaching the grinning spectre of
rough but correct, of the fundamental reasons underlying the
shortage, both in supplies and in labor. Nevertheless, the point
war in which they are engaged. Another thing is that they have
is that the manufacturer can now get the money for his goods
by now advertised themselves into doing their war-duty in mar-
almost as soon as he has sold them, while the retailer can sell
velous ways. It is perhaps not too much to say that advertising
the goods he does get almost sooner, as it were, than he gets
is our national American art; cynics might even say our national
them. Things might certainly be a great deal worse, even in
religion. So much the better; but why not put a little of this
the pipingest times of peace.
skill, of this accumulated wisdom, into the proper advertising
of music? True, quite a lot is being done, but not half enough
at that. Every time a cut price bargain advertisement comes out,
HERE came to notice the other day, from Chicago, some retail
the labor of ten times as many clean "advertisers who have been
advertising, however, which most decidedly looked as if the
educating their people into the war-essentiality of music, is de-
lessons of the present condition were not being well understood.
stroyed beyond hope of rebuilding. Whatever else may be said
When respectable retail houses, with a reputation to keep up,
or thought about advertising any kind of goods at this time, it
advertise player-pianos at prices just under $400 for some special
is perfectly obvious, surely, that music is the one thing that
bargains and just over $400 for a regular line, and when terms
are offered as low as $2.50 per week, one is inclined to ask, in should be held up before the minds of all the people as a neces-
sity, of which they will find their need too late, if they let it die,
the words of our Chicago man, "How can they do it?" Of
course it is easier to preach than to practice, and of course also as a tender plant that will not stand neglect, but as a tower of
strength to those who cultivate and love it. Now, we respect-
local conditions often produce a temporary situation which
fully
submit, is emphatically not the time to cheapen music by
makes the retailer feel he must boost up business by holding out
cut-rating
it; now above all things it is our plain commonsense
some sort of a bait; but even so, the time is one for restricting,
duty
to
enhance
in the public mind the value of music in every
not for expanding, the bargain trade. If one must hold out a
possible
way.
bait occasionally, as no doubt is the case, then at least it ought
HOSE who are willing to look below the surface of things
T
see no reason to doubt the increasingly benevolent attitude
of the people and of the Government towards the music business
A
T
tuate forcibly the hammer actions. These in-
struments as heretofore constructed have neces-
Appointed General Manager of the Musicnote Details of New Mechanism Which Is Controlled sitated a material enlarging of the casing in or-
der to accommodate the player action. Ac-
Roll Co.—Rolls Ready Sodn
by the Lauter Co.
cordingly, it is one of the objects of the inven-
WASHINGTON, D. C, July 22.—The Lauter Co., tion to preserve the normal relative location of
DIXON, I I I . , July 22.—P. B. Austin has been ap-
pointed general superintendent of the Musicnote Newark, N. J., are the owners through assign- the hammer action and front board and to re-
Roll Co., of this city. Mr. Austin is one of ment by Frank G. Lynde, same place, of Pat- duce the number and size of parts heretofore
considered necessary so that the action may be
the best-known music roll men in the country, ent No. 1,271,188 for a pneumatic action.
having been in the roll business about twenty
This invention relates to automatic musical located in this limited space.
Another object is to provide an action which
years, and having been connected at various instruments, such as player-pianos, and particu-
times with the Connorized Music Co. and the larly relates to the pneumatic action of these can readily be removed as a unit from the piano
without disturbing any of the other parts so as
Wurlitzer Co. In addition to a thorough knowl- instruments.
edge of the mechanical end of the business, Mr.
In devices of this character it lias been a de- to permit convenient access to the several parts
Austin is an expert musician and arranger. He sideratum to make the action part of the piano of the action.
is organizing the factory for the Musicnote of minimum dimensions so as to preserve as far
Roll Co. preparatory to getting the product on as possible the proportions of the conventional
Thos. J. Miller has joined the sales force of
the market. It is expected that the lirst list of makes of piano-casing and at the same time the Davis-Burkham & Tyler Music Co., of
rolls will be ready within a few weeks.
provide a mechanism of sufficient power to ac- Wheeling, W. Va.
NEW POST FOR P. B. AUSTIN
PATENTS PNEUMATIC ACTION
A NATURAL PAST OF EVERY PIANO DEALERS TOADE
PIANOS
THE AUTOMATIC FtEtJ>
5EEBURG
PIANO
COMPANY . . .CHICAGO ILLINOIS —