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10
THE MUSIC TRADE REVIEW
COMPOSING FOR THE PLAYER
(Continued from page 7)
It is most common, of course, to obtain con-
trast by dynamic means, that is, by variation in
loudness, but excellent contrasting effects may
be obtained by rhythmical treatment entirely
apart from mere accentuation. An example is
shown in the following pause measure:
MAY 31, 1919
MUSIC ROLLS AS FACTORS IN SELLING
PLAYER-PIANOS
A. W. Johnston, Vice-President of the Standard Pneumatic Action Co., in Editorial in the Stand-
ard Player Monthly, Shows How the Demand for Players Is Created by Music Rolls
The Standard Player Monthly for May con-
"Accurate statistics are unfortunately not
tains several very interesting articles, the first available, but experience indicates that the play-
being an editorial on "Player Rolls and Player- er-piano owner who has not at least one hun-
Pianos," by A. W. Johnston, vice-president of dred rolls in his library at the end of the first
the Standard Pneumatic Action Co., in year and who does not add four or five rolls a
•£•
which he gives some very interesting fig- month to that library is in the minority. The
••' f ures regarding the production of player increased sale of player rolls, especially word
rolls in this ctnmtry, and in substantiation rolls, stimulates and increases the demand for
| of bis remarks quoting from the columns the player-piano. The dealer who pushes the
of The Review.
sale of his player rolls increases the demand for
"We have watched with interest," he says, "the music in his locality and promotes the sale of
Figure X
To observe correctly a break like this in growth of the player roll industry and especial- player-pianos as well as of music rolls.
"The Standard Pneumatic Action Co. has man-
rhythm is most important to musical interpre- ly the increasing popularity of the word roll,
tation. Here the fermata or hold actually exceeds because this so vitally affects the sale of player- ufactured one hundred and eighty-five thousand
in effectiveness the positive accent. This is be- pianos. It has almost become an established player actions and, estimating that each player-
cause it throws the musical phrase into relief. fact that it is the music roll which sells the piano owner has one hundred and fifty player
The player-piano is supreme in respect of such player-piano and not the player-piano that sells rolls in his cabinet, this would make approxi-
correct interpretations of the rhythm, and indeed the roll. Prospective player-piano customers mately thirty million player rolls that the
many a classic piece can be endowed with new are created after they have heard a pleasing se- Standards are responsible for.
"With the aid of the player-piano the player
life and fresh power of giving enjoyment lection upon the player-piano. The first desire
through rearrangement by a skilful transcriber for a player-piano originates when a pleasing roll has accomplished big things. Thousands
selection strikes the ear.
of men and women are hearing better music
for the player-piano.
"Last year three million five hundred thou- than they ever heard before, except at the finest
Rhythm and Tempo
Music which is constructed upon a level and sand player rolls were manufactured in the concerts. Thousands of children are growing
animated rhythmic idea does not need very much United States. It would be hard to estimate this up with memories of real music rooted in their
special attention in transcribing for the player- year's player roll output. A new player roll mobile minds. Thousands of girls and boys are
piano, but pieces written in slow tempo are company has recently been organized. Its out- practicing music with definite high standards
doomed at the outset, that is to say, they are put alone will be at least one million player ringing in their ears.
"Increase your music roll department and you
doomed unless their musical fabric is recon- rolls this year and most of these will be word
accomplish three things: First, you increase
structed and interwoven with contrapuntal de- rolls.
"What has been the cause of this increasing your profits; second, you sow fertile seeds for
velopments, or, in other words, with additional
melodic ideas worked in so as to enrich with- popularity of the word roll? The answer is future player-piano sales; third, you promote an
clear. Its popularity is due to the fact that it excellent educational work.
out confusing the leading melody.
"To-day 75 per cent, of the total piano sales
In the next article I shall consider contra- enables more people to get a greater amount
of pleasure from the player-piano. The word represent player-piano sales. Still we are not
puntal development and melody.
rolls enable an entire family to take part in a satisfied.
The day is not far distant when
(To be continued)
pleasant evening's entertainment; it encourages there will be but two styles of pianos manufac-
Unless otherwise stated the illustrations are from player-
group singing; it makes singers of us all. It tured—grands and player-pianos. The player
piano selections by the author.
perpetuates many of the old ballads, comics, roll will be a decided factor in bringing this
etc. Each new player-piano owner is a prospec- about."
SCHUMANN ACTION CO. GROWS
tive buyer of an old song if it is a word roll,
Work Started on a New Addition to the Com- whereas he hesitates about buying purely instru- DEMAND FOR ELECTRICAL EQUIPMENT
pany's Factory in Rockford, 111.—W. N. Van mental numbers.
"Many dealers do not appreciate the value of Station Boxes for Control of Automatic Pianos,
Matre Enthusiastic Over Installation Idea
a music roll department and to these we wish to
etc., Growing in Favor—Big Call for Other
ROCKFORD, I I I . , May 26.—The Schumann Player offer a few suggestions. Such dealers assume
Player-Piano Hardware Also Reported
Action Co., Rockford, 111., have started the addi- the wrong attitude towards the player roll in-
CINCINNATI, O., May 26.—The Monarch Tool &
tion of a new building to their factory here. dustry. They carry music rolls simply because
W. N. Van Matre, president of the concern, is it is necessary to do so in order that they may Mfg. Co., of this city, report a steadily increas-
This is entirely the ing demand for their wall boxes, table boxes
enthusiastic over the possibilities of the instal- sell the player-pianos.
lation proposition. He believes that the country wrong viewpoint. Such dealers hurt their busi- and station boxes in connection with automatic
has not been touched in this "respect and recent ness in several ways, not the least of which is electrical musical instruments. The increasing
orders would seem to bear out the belief. In a that they lose the steady year-round profitable use for these instruments in candy kitchens, ice
letter sent out to his dealers regarding the pres- business that- comes from the sale of music cream parlors and soda fountains has become
ent trade conventions in Chicago he says, "You rolls. To substantiate this we quote as fol- very noticeable. The "Monarch" distance wall
should attend this convention for the purpose of lows from an editorial published in The Music boxes operate these musical instruments from
various parts of the room. They are now be-
getting in closer touch with conditions as they Trade Review:
exist in the trade in general and also to pick
" 'It is a fact, recognized by talking ma- ing made in two different styles, and with va-
up ideas which may be used to increase the chine dealers, that the real profits and the real rious finishes to suit the general color scheme
profits of your business. With that idea in future of their business lie not in the simple of the place for which they are intended.
The department devoted to piano-player hard-
view you cannot afford to overlook the installa- sale of the machine, but in the sales of records
tion proposition. It is the one way to cure the that follow.
The same rule unquestionably ware, rewinu machines for electric boxes, ma-
'trade-in' evil." Mr. Van Matre has engaged should hold good to a large measure in the mat- chine slot boxes, coin slides, etc., is also in re-
rooms 252-254 Auditorium Hotel for exhibits ter of the music roll. That there is money in ceipt of good business.
during the convention period.
the handling of rolls is not a subject for doubt,
because more than one member of the trade has
TO ENGAGE IN BUSINESS
a most substantial and profitable busi-
NASHVILLE MUSIC STORE OPENS > 44£.veloped
It has been announced that after June 1 Ed-
ness by handling music rolls exclusively and
The Hlliott-Rittenberry Piano Co., Nashville. other houses have established and maintained gar Beard, of Lincoln, Neb., will be associated
Tenn., has opened for business at 148 Fourth substantial departments—profitable factors in with his brother, J. W. Beard, in the Beard
avenue. The new music firm is composed of the business—devoted to the music roll busi- Music Co., of that city. Edgar Beard is well
Floyd Elliott and N. V. Rittenberry, both for ness alone with a competent manager in charge known in Lincoln as an expert piano repair man
and tuner.
and a trained sales staff.'
many years with the Starr Piano Co.
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