Music Trade Review

Issue: 1921 Vol. 72 N. 4

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
REVIEW
J1UJIC TIRADE
VOL. LXXII. No. 4
Published Every Saturday by Edward Lyman BUI, Inc., at 373 4th Ave., New York. Jan. 22, 1921
Single Copies 10 Cent!
$2.00 Per Tear
New Salesmanship the Present Need
T
HERE is no use in denying that for several years past in the music industry salesmanship, so-called,
has been enjoying more or less of a rest, not due to the dulling of the selling instinct to any great degree,
but rather due to the lack of necessity for the display of salesmanship. The selling methods in the
music industry have been criticised more or less for years, but they were the accepted methods and
were all the industry had. With a seller's market prevailing even these selling methods were forgotten.
But in place of the salesmanship which is dead and gone we certainly need a new salesmanship of
another and better kind, based on a foundation according with the requirements of to-day. To speak fairly,
we have neither such a salesmanship nor, for that matter, any substitute. We have at the moment virtually
no piano salesmanship at all. The seller's market put out of business the old methods, and no new ones have
as yet been devised.
Such a conclusion, true as it undoubtedly is, will not suffice. The music industries have to come back
to normal, and they can neither hope nor expect that the seller's market will return, nor, on the other hand,
can they hope that the old methods of piano salesmanship will satisfy or succeed with people situated as the
people of to-day find themselves.
The people of to-day are critical as no people ever were before. The better class of people of to-day
are not interested solely in prices and terms. Though, in periods of temporary slackness, there is a slowing up
of piano buying, it is not true that such slackness can be remedied by offering pianos at lower prices and on
easier terms. liroadly speaking and considering the trade as a whole, it remains remarkably true that the
annual sales of pianos in each community year by year average about the same per 1,000 of population, hi fact,
it is not certain that sales are maintaining the average which they used to maintain per 1,000 of the population,
say, twenty years ago.
The fact is that the piano had been sold as a piece of furniture or as a price-and-terms, easy-pay, con-
tract proposition for so long that when the war swept away temporarily the available supply, and the sudden
riches of thousands made them mad to buy anything at any price, what passed for salesmanship would not do
for a moment. And now that it is again necessary to go out and sell pianos, instead of waiting for them to be
bought, and allotting them to one's favored customers, the industry has not the reserve of selling talent and
the basis of selling principle which it needs.
When we say that the piano trade needs a new salesmanship we are telling only the strict truth: The
piano trade needs a new salesmanship, which shall be based on the idea of selling to the great riasses of
the people the belief in music in the home. Music in the home is a phrase which means nothing when
a whole nation is going crazy with easy money, but it means a great deal when a nation is being obliged
to work hard, to conserve its income and to live in a healthy, frugal manner. Such a time is upon
us, and it is certain that during the next decade we shall all have to live a good deal more sanely. At such
a time the piano once more comes into its own.
Let us, then, face the future with the understanding that all our talk, all our advertising, all our demon-
stration should be based on the idea of selling pianos and player-pianos, not as furniture, not as something easy
to buy, but as "means to music," and especially to music in the home. All that, of course, means emphasizing,
as never before, the truly musical -side of the piano. Piano music, demonstration, piano-teaching, piano-playing,
the musical possibilities of the player-piano—all these require intensive cultivation. With that the piano busi-
ness will not only equal its past records, but will greatly surpass the best of them; for then the piano will be
going into the homes of the people for what it is and not for what it costs or for how it can be palmed off on
those who, in fact, would never buy it of themselves.
The day for the new salesmanship is h«re. Let us help to bring it in.
(
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC
TRADE
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President and Treasurer, C. L. Bill, 373 Fourth Ave., New York; Vice-President,
J. B. SpilUne, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill, 373
Fourth Are., New York; Assistant Treasurer, Wm. A. Low.
J. B. SPILLANE, Editor
RAY BILL, B. B. WILSON, BRAID WHITE, Associate Editors
WILSON D. BUSH, Managing Editor
CARLETON CHACE, Business Manager
L. E. BOWERS, Circulation Manager
Executive and Reportorlal Stall
EDWARD VAN HARLINGEN, V. D. WALSH, E. B. MUNCH, C. A. LEONARD,
EDWARD LYMAN BILL, SCOTT KINGWILL, THOS. W. BRESNAHAN, A. J. NICKLIN.
WESTERN DIVISION:
BOSTON OFFICE:
Republic Bldg., 209 So. State St., Chicago.
JOHN H. WILSON, 324 Washington St.
Telephone, Wabash 5774.
Telephone. Main 6950.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., D. C.
NEWS SERVICE IS SUPPLIED WEEKLY BY OUR CORRESPONDENTS
LOCATED IN T H E LEADING CITIES THROUGHOUT AMERICA.
Published Every Saturday at 373 Fourth Avenue, New York
Entered as tecondclast
matter September 10, 1892, at the pott ofice at New York, N. Y..
undtr the Act of March 3, 1879.
SUBSCRIPTION (including postage), United States and Mexico, $2.00 per year;
Canada, (3.50; all other countries, $5.00.
ADVERTISEMENTS, $6.00 per inch, single column, per insertion. On quarterly or
yearly contracts a special discount is allowed. Adrertising pages, $150.
REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill,
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Departments conducted by an expert wherein all ques-
tions of a technical nature relating to the tuning,
regulating with,
and repairing
of pianos another
and player-pianos
I C l U a a l C H l MKpal I l l i C l l l a are
are dealt
dealt with, will
will be
be found
found in
in another section
section of
of
this paper. We also publish a number
ber of
of reliable
reliable technical
technical works,
works information
information concerning
concerning
which will be cheerfully given upon request.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900 Silver Medal.. .Charleston Exposition, 1902
Diploma.. ..Pan-American Exposition. 1901 Gold Medal
St. Louis Exposition. 1904
Gold Medal—Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBERS 6982—698S MADISON SQ.
Connecting; all Departments
Cable address: "BlblU. New York"
Vol. LXXII
NEW YORK, JANUARY 22, 1921
No. 4
AN IMPROVING RETAIL OUTLOOK
R
E P O R T S received recently by The Review from various sec-
tions of the country indicate that retail piano, talking machine
and musical merchandise stocks are for the most part below normal.
There are a goodly number of dealers who have on their floors
stocks sufficient for a considerable period, but there are more who
are going along with only fair stocks of instruments, and are order-
ing only in limited quantities either for fear that the retail demand
will be dull or that there may be some change in manufacturers'
prices.
It is the general opinion among those who are in touch with
the situation that unless there is some very unexpected develop-
ment the retail business will show considerable improvement within
the next few weeks which will have its effect in stimulating whole-
sale orders. A business lull immediately after the holidays is the
accepted thing, even though, due to circumstances, this lull was
not apparent during the past two or three years. The middle of
February should see a marked stimulation in buying and in receipt
of orders from retailers in most sections of the country. With
stocks as a whole below normal, such a development is the most
logical thing.
FIGHT THE PROPOSED TAX INCREASE
M
USIC dealers generally, as well as manufacturers, should fol-
low the earnest suggestion of the Music Industries Chamber
of Commerce and endeavor by every means possible to induce local
Chambers of Commerce and other business organizations affiliated
with the Chamber of Commerce of the United States to vote nega-
tively on the referendum on excise taxes sent out by the national
body. As the referendum is worded, it is taken to represent a real
menace to the music industry in that it fails to designate what
articles should be subjected to such tax, and affords the opportunity
for interested parties to use the result of the referendum, should
it be favorable, to place additional burdens on industries already
suffering under existing excise taxes.
While concentrating just now upon opposition to the referen-
REVIEW
JANUARY 22, 1921
dum of the United States Chamber, it might be well for the trade
to be prepared to answer the call to oppose various other efforts
that unquestionably will be made to saddle extra tax burdens on
this and other industries in order that others may dodge their full
share of such taxes. It is not a question of avoiding taxation, but
rather one of having the music industry bear only a fair and equitable
share of taxation.
Reports from various sections of the country indicate that the
various local trade organizations are rallying to the support of the
Music Industries Chamber of Commerce in its fight on the pro-
posed tax increase, and that where no association exists music men
are getting together to prepare a protest that will have the weight
of the trade behind them.
THE RETIREMENT OF JAMES F. BOWERS
T
H E announcement of the retirement of James F. Bowers from
the presidency of Lyon & Healy will be received with mingled
feelings of regret and satisfaction by his host of friends and ad-
mirers in every branch of the music industry—regret that his really
active executive connection with trade affairs has ended, and satis-
faction that he is able to enter into a period of well-earned rest
after a half century of business activity and while still in what
may be termed the prime of his life.
It frequently happens that with three or four decades of busi-
ness activity behind them men are inclined to rest on their oars and
bask in the light of their accomplishments. A half century of
business activity, however, has found Mr. Bowers not only a strong
business factor, but a prime mover in trade affairs outside of his
own particular business organization. He was president of the
Music Publishers' Association of the United States for so many
years that the secretary almost lost count. He has been president
and is still one of the chief advisers of the National Association
of Talking Machine Jobbers, and has been high in the councils of
the National Association of Music Merchants. Prolonged argu-
ments over trade questions have been settled to the satisfaction of
all by a few pertinent words from Mr. Bowers, and an almost end-
less number of banquets owe their success to his wit and wisdom
in the role of toastmaster. In the matter of literature it has been
said that Mr. Bowers carries about more first-class material of that
sort in his mind than many men have in their libraries.
Although retiring from the presidency of Lyon & Healy
ostensibly to rest, Mr. Bowers will continue to fill the important
position of chairman of the board of directors. It is hoped, how-
ever, that he will find both the time and inclination to take his
usual place in the councils of the various trade bodies and to
make his presence felt in the affairs of the industry for many
years to come.
GENERAL BUSINESS RECOVERING
P
ROGRESS toward recovery in business conditions is held to be
more noticeable during the last week, according to the review
of the commercial field by R. G. Dun & Co. It is pointed out that
an extension of price-cutting is foreshadowed in some lines, but
"certain trades are beginning to emerge from their long-continued
lethargy, the improvement now being especially conspicuous." In-
creased attendance of buyers in the leading markets is held to be a
sign of renewed interest and need for merchandise.
"While purchasing is still cautious and restricted," says this
publication, "it is larger in some instances than had been expected,
and is the more wholesome and reassuring because it is based on
actual requirements and not on speculative anticipations. With the
release of some orders that had been held in abeyance, the percent-
age of idle machinery is gradually decreasing in some industries, and
resumptions of work now more fully offset the curtailment of
operations in those branches where the price question continues an
obstacle to revival.
"The widespread movement toward downward revisions of
wages, although tending to lessen the general buying power, is an
influence making for lower prices to consumers, and the public re-
sponse to the special offerings of goods in retail channels has be-
come more satisfactory. The disposition now is to view the out-
look with optimism and to stress the encouraging phases. This
marks a reversal of the recent attitude of many interests, and the
more hopeful sentiment, supported by various elements of strength,
is a favorable augury."

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