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THE MUSIC TRADE REVIEW
REVIEW
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President and Treasurer. C. L. Bill, 373 Fourth Ave., New York; Vice-President,
J. B. Spillane, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill, 373
Fourth Ave., New York; Secretary, Edward Lyman Bill, 373 Fourth Ave., New York;
Assistant Treasurer, Win. 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
APRIL 15, 1922
interest brought about by the celebration will have a direct and ex-
cellent effect upon sales of musical instruments generally.
Regardless of how music merchants as a class may regard various
association activities, there is no question in their minds as to the
effectiveness of the advancement of music campaign. It has not, of
course, served to ward off a period of poor business; but, though
manufacturers and dealers of musical instruments may not have made
great profits during the past year, few, if any, have been forced to
report deficits, as has been the case in many other industries. The
question arises as to just what would have happened had the public
interest been less keen.
. -
THE NATIONAL ADVERTISING CAMPAIGN
I
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
N view of the favorable attitude exhibited by a majority of player-
piano manufacturers toward a national advertising campaign
conducted on a co-operative basis and designed for the general good,
and providing for an initial expenditure of a quarter of a million dol-
lars in keeping with the plan outlined by Thos. M. Pletcher, it is
likely that some definite action will be taken at the time of the con-
ventions in June to formulate a plan for carrying on such a campaign
next season.
Richard W. Lawrence, as chairman of the committee appointed
by the National Piano Manufacturers' Association to investigate and
report on the attitude of the manufacturers and to draft the outline
for the co-operative advertising campaign, has been compiling some
valuable information that should lead to direct and profitable results.
In view of general conditions and of the need for some form of
sales stimulus, it would seem that the proposal for the co-operative
advertising campaign should be kept well to the fore, and that at
convention time, if not before, definite steps should be taken to pro-
vide for the raising of the necessary funds and for getting the cam-
paign under way. The committee has done good work and lias got-
ten good results. Now it is up to the manufacturers at large to make
the next move.
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Departments conducted by an expert wherein all ques-
Plavop
Plan
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lallU
allll
tions of a technicaj nature relating to the tuning,
regulating and repairing of pianos and player-pianos
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are dealt with, will be found in another section of
this paper. We also publish a number of reliable technical works, information concerning
which will be cheerfully given upon request.
Exposition Honors Won by The Review
Vol. LXX1V
NEW YORK, APRIL 15, 1922
No. 15
A MOVE OF GREAT IMPORT
NE of the most interesting and important pieces of trade news in
many years was the announcement last week of the formation of
the United Piano Co., Inc., by J. H . Shale and J. H. Williams, and
the taking over by that company of the Emerson Piano Co., the
Lindeman & Sons Piano Co., and the operation pf the A. B. Chase
Piano Co.
Coming just at this time the move is particularly significant be-
cause of the developments that are promised. It is not simply an
absorption of weak concerns, but the taking over of companies that
stand high in the piano trade and have been operating with consid-
erable success. Through the concentration of production and sales
organizations the future holds much that is bright for all those in-
terested in the new venture.
Both Mr. Shale and Mr. Williams are well qualified by experi-
ence and ability to take up the burden. Neither of them is visionary.
They understand the possibilities of the piano business, properly
conducted, from all angles, and the success with which they have
met in the past would seem to assure a full measure of reward in the
future along broader and more general lines.
An important angle is the maintenance and advancement of trade
names that have won established reputations, because the added
prestige that such names of standing acquire through more energetic
exploitation reflects to the advantage of the trade as a whole—it
bespeaks permanence and solidity.
O
THE COMING MUSIC WEEK CELEBRATION
T the end of this month will start the celebration of New York's
Third Music Week, and according to information sent out by
the National Bureau for the Advancement of Music the celebration
promises to eclipse all previous efforts along that line, particularly
in the number of outside organizations which have arranged to par-
ticipate.
The local music trade will, of course, play a prominent part in the
music week program, and it is expected that the revival of musical
A
R
E P O R T S from a great many sections of the country, particu-
larly the agricultural districts, are to the effect that a distinct
improvement in general business conditions and prospects is in evi-
dence. Not only is the unemployment situation being relieved steadi-
ly as industrial plants are reopened and take back substantial num-
bers of their workers, but there is every prospect of the buying
power of the farmer being materially increased in the very near
future as a result of reduced costs of setting out his crops and the
promise of a fair return for his products at harvest time.
Another factor that enters into the situation is the steady reduc-
tion in the volume of merchandise in the hands of manufacturers,
wholesalers and dealers. The surplus stocks that existed so plenti-
fully some months ago have been liquidated to a large extent, and
although there are still considerable left-over stocks on hand the
volume is not sufficient to cause uneasiness for the future.
With the growing evidence of price readjustments and the higher
buying power of the general public there is every prospect that the
next few months will see a substantial turn for the better. Although
the piano trade, together with all other industries, has been hit by
existing conditions, it is in a fortunate position in the matter of
stock, for there is only a comparatively limited surplus to be found
in factories and in warerooms. Piano manufacturing methods are
responsible for these rather favorable conditions, although it may
prove troublesome should a substantial demand suddenly develop.
AN AID TO EXPORT BUSINESS
T
H E announcement that the Bureau of Foreign and Domestic
Commerce, with the beginning of the next fiscal year on July
first, will increase the number of offices maintained in foreign
countries and add materially to the number of employes at home and
abroad, with a view to aiding in the development of the foreign
trade, will be welcomed by those American manufacturers who see
in a more careful cultivation of the export markets a means for
stirring up business here at home.
There may be a number of factors, such as the difference in
exchange, that are calculated temporarily to hold up foreign trade
development on the part of this country, but the situation generally
promises an early improvement.