Music Trade Review

Issue: 1922 Vol. 74 N. 9

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
REVIEW
THE
JflJJ1C TIRADE
VOL. LXXIV. No. 9
PublUhed Eyery Saturday by Edward Lyman BUI, Inc., at 373 4th Aye., New York.
March 4, 1922
Old Selling Methods Still the Best
T
HERE is piano business being done in this country right now—business that in some sections mounts
up to substantial and satisfactory figures—but this condition exists only in certain sections and only
among dealers who have put into their selling campaigns more energy than some of them believed pos
sible a year ago. Members of the industry who have covered the country thoroughly during the past
few weeks, not alone to sell goods at wholesale, but to study conditions, came back with the report that they
found business where it was least expected and in practically every instance it was because the dealer, or
group of dealers, had gone back to the pre-war methods of selling—methods that call for extensive can-
vassing and intensive following up of prospects.
A dealer, some time ago, came forward with the protest that he was getting somewhat tired of the
advice offered by manufacturers to their travelers and others to go after business with renewed energy and
with assurance that it was to be had. "After I have gone over my prospects with a fine-tooth comb, sur-
veyed the field carefully, advertised generously and followed out every suggestion offered, and the results are
still negligible, what's the answer?" he lamented.
The answer is that other retailers have done those selfsame things and probably have gone into the
work more enthusiastically, for they have secured sufficient results to warrant the effort. A prominent adver-
tising man said recently that the more sales that a retailer or salesman exposed himself to the more sales
he would catch, and experience has served to establish the truth of that suggestion.
In The Review last week there was told the story of a canvasser in the West who, for a brief period
at least, averaged well over one hundred calls per day and managed to turn in the names of about fifteen per
cent of those he called on as prospects for piano and talking machine sales, and of the remaining eighty-five
per cent there were many he found ready to buy banjo strings, violin bows, harmonicas, or odds and ends of
musical goods, and by establishing contact those people were induced to bring their business into the store
represented by the canvasser.
It is safe to say that enough sales were made to the prospects thus secured, even if the average was
only one sale a day, to pay a profit on the canvasser's time and effort, and there still remained the good-will
and the advertising developed through the personal appeal. A sales manager of national reputation declared
recently that when his salesmen began to sell over forty or, at most, fifty per cent of the people called upon
each day those salesmen were brought upon the carpet for a lecture, as the results meant that they were select-
ing only the cream of the prospect list and were neglecting the less likely people on their lists. Such tactics,
declared the sales manager, while building up the current business average, meant that the future sales field
was being diminished and neglected. The salesman's job, he maintained, was not only to sell those who were
ready to buy to-day, but to come in contact with and cultivate those who might buy in the future.
Prospects do not crowd into piano stores these days and, as a matter of fact, the practice of crowd-
ing in went out of style some months ago. They have to be hunted, whether by means of canvassers or by
some other method not so direct, and although the salesman may not find it possible to average one hundred,
or even thirty, calls a day he knows that the more people he sees the more business he is liable to do.
The salesman who won a prize in a recent salesmanship contest declared that he did more business
selling high-priced instruments in 1921 than he did in 1920. He wasn't elated about the fact either, for he
insists on picturing what would have happened in 1920 if he had put the same effort into -his work that he
was forced to put into it the following year.
As the months pass it appears that the answer to the business problem in the piano trade, at least,
does not hinge so much upon the development of new sales methods as upon the energetic use of the old and
established methods that have proven themselves sound and valuable during other dull periods.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
RE™
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President and Treasurer. C. L. Bill, 373 Fourth Ave., New York; Vice-President,
T. 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, 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 Reportorial Stall
EDWARD VAH HAKLINGEN, V. D. WALSH, E. B. MUNCH, LEE ROBINSON, C. R. TIGHE,
EDWAKD LYMAN BILL, SCOTT KING WILL, THOS. W. BRESNAHAN, A. J. NICKLIN
WESTERN DIVISION:
BOSTON OFFICE:
Republic Bids-, 209 So. State St., Chicago.
JOHN H. WILSON, 324 Washington St.
Telephone, Wabash 5242-5243.
Telephone, Main 6950.
LONDON, ENGLAND: 1 Gresham Buildings. Basinghall St., D. C.
NEWS SERVICE IS SUPPLIED WEEKLY BY OUR CORRESPONDENTS
LOCATED IN THE LEADING CITIES THROUGHOUT AMERICA.
Published Every Saturday at 373 Fourth Avenue, New York
Sntered as second-class matter September 10, 1892, at the post office at New York, N. Y.,
under 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. Advertising pages, $150.
REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill, Inc.
Departments conducted by an expert wherein all ques-
and
allll
tions of a technical nature relating to the tuning,
1W>narim<>nf« regulating and repairing of pianos and player-pianos
U c j l d l llUClllO 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. LXXIV
NEW YORK, MARCH 4, 1922
No. 9
PENNSYLVANIA'S MUSIC WEEK
F
OLLOWING the lead of Michigan, Pennsylvania is now pre-
paring for a State-wide Music Week celebration from April 30 to
May 7 inclusive, the program being prepared by the State Depart-
ment of Public Instruction and the entire affair being accorded the
support of Gov. William C. Sproul. With the Michigan Week as
a guide, those Pennsylvanians who are interested in the Music Week
campaign should be able to make plans for the celebration that will
set a new high mark for the guidance of such other States as may
contemplate some such tribute to music in the future.
The members of the various branches of the music industry in
Pennsylvania are sufficiently well organized in most sections of the
State to be in a position to co-operate strongly and effectively in the
Music Week campaign, and it would seem that, in view of the forth-
coming celebration, an excellent opportunity presents itself for put-
ting over the proposed State Association of Music Industries.
That a Music W'eek celebration is to be held in Pennsylvania is
particularly interesting and proper, inasmuch as it is in the little
town of Sharon, in the Western section of that State, that M. V.
DeForeest, president of the National Association of Music Mer-
chants, has staged several annual Music Weeks on a scale that has
won the admiration of those both in and out of the industry in all
sections of the country. If the entire State does as well in propor-
tion as Mr. DeForeest does in Sharon then Music Week in Pennsyl-
vania will indeed be a memorable occasion.
RADIO MUSIC AND ITS PROBLEMS
T
H E development of the radio broadcasting idea, and particularly
the featuring of music of all kinds in connection with these regu-
lar broadcasting concerts, has aroused some question among many
members of the trade regarding the possible effect this free music
service will have upon the sale of musical instruments and of rolls
and records.
It is felt that the question is a pertinent one inasmuch as there
are several hundred thousand amateur radio enthusiasts throughout
the country, and the number is increasing steadily. While it is to be
1922
admitted that the music broadcasted from (he central stations and
caught out of the air by amateur operators does not compare with
that of the living artist, or even the first-hand reproduction of the
talking machine record, yet there are expensive receiving sets that
accomplish surprising results and there is a strong probability that
the development of the radio service will be subject to distinct
improvements.
So far as the danger to the music industry exists, it is not to be
forgotten that the combined music industries, and for that matter one
or two divisions, have it practically within their power to control the
radio situation by perfectly legal means. The music publishers, for
instance, are giving the matter serious consideration, and, regarding
the broadcasting service rightly as the public performance of copy-
righted works, will very probably in the near future demand a fixed
royalty from broadcasting stations just as royalty is now collected
from theatres. Another thing is that up to this time the radio people
have been getting away with the argument that their service offers
a medium of publicity for music and artists, and have been getting
the services of well-known artists and musical organizations free.
Should the practice be considered dangerous it is quite certain
that artists and organizations under exclusive contract with music
concerns will not be permitted to violate those contracts in favor of
the wireless, and there is already an instance on record where one
well-known musical organization has been discouraged from entering
into that field and giving to the radio the results of the popularity
developed for it through the talking machine field.
It is to be admitted that every movement calculated to increase
interest in music generally and to bring it closer to the people is
worthy of the support of the music industry, provided that movement
is not calculated to cut into the sale of music or musical instruments.
When that time comes the music industry will be justified in work-
ing for its own protection.
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 5982—6983 MADISON 8Q.
Connecting all Departments
Cable Address: "Elbill, New York"
MARCH 4,
THE FINANCIAL STATUS OF THE FARMER
I
T has been a favorite practice among business men generally to
gauge the prosperity of the farming element in terms of farm
products, rather than dollars. In other words, as the value of the
bushel of wheat or of corn decreases so does the prosperity and buy-
ing ability of the farmer decrease in the same proportion, for he
must produce just so much more to buy manufactured goods.
The business that depends upon the buying ability or inclination
of the agricultural element is interested not alone in the size of the
crops, but also in the prices realized for farm products and how
much those products will buy.
In an interesting report made by the National Bureau of Eco-
nomic Research a table is presented showing the average income of
farmers in 1913 dollars. The figures increase from $593 in 1911
to $1,011 in 1918, dropping to $947 in 1919 and finally to the low
level of $543 in 1920, in which year the farmers received only 10.9
per cent of the total national income as compared to 17.4 per cent
in 1917 and 1918.
The table is calculated to show that during 1920, according to
the figures presented and since that time, the farmers have suffered a
more serious decrease in income than the rest of those gainfully
employed in other lines. Perhaps these figures may serve to encour-
age the piano retailer to study the existing situation as it affects
the farming element in his locality.
A SITUATION THAT BEARS WATCHING
LTHOUGH at last reports the sales tax as a means for raising
revenue to meet the requirements of the proposed soldier bonus
bill has practically been rejected by the leaders in Congress after a
vote had shown it to be strongly opposed and an inclination has been
shown to pass the bonus bill without making any provision foi the
revenue to meet it, the matter is still of vital importance to business
interests, for, with the bill once a law, strong pressure will be brought
to bear to enact legislation to raise the money.
The music industry may well be alive to any developments in
connection with the bonus, for there has been too much talk of
special excise and sales taxes on a limited number of industries. It
is not well, of course, to be an alarmist, but facts are facts, and where
a tendency is shown to go back to old methods of revenue-collecting
the members of this industry may well be on their guard. Battles
against previous discriminatory taxation have been too strenuous
and too expensive to permit the lessons learned to be soon forgotten.
A

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