Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
DECEMBER 9,
1922
THE MUSIC TRADE REVIEW
MUSIC TRADE MA Y DRA W UPON UNCLE
SAM FOR SALES INFORMATION
Waldon Fawcett Tells What the Government Has Done and Is Doing to Solve the
Business Man's Problems at Home and Abroad
"Stand and deliver—sales information for the
music trades." It is a comparatively new de-
mand, new at least in its peremptory pointed-
ness. But Uncle Sam is meeting it manfully.
The governmental organization has caught the
spirit in the music trade for more discerning,
more discriminating selling rather than more
salesmanship that is merely more intensive.
And, in obedience to this new ambition in mar-
keting musical instruments, the Federal author-
ities have set out to provide specialized data
that may readily be translated into sales "tips."
Even before Herbert Hoover arrived on the
scene to preach the gospel that trade knowledge is
power, Uncle Sam was sold on the proposition
that information supplies the proper background
for any development in commerce or industry.
Accordingly, the Government has for several
decades past been working to the end of placing
an ever-expanding storehouse of information at
the disposition of the forces of business. But,
for all the good intent, the fact remains that a
goodly proportion of the accumulation has been
statistical, scientific and technical information
that was not too readily adaptable to the every-
day needs of the average music trades mer-
chant and manufacturer. Hence the plea, that
has grown louder and louder since the war,
for brass-tacks information that has a direct
bearing upon that keystone of the entire busi-
ness structure—selling.
What Secretary Hoover Has Done
With the post-war pressure for sales informa-
tion it-was a foregone conclusion that the Gov-
ernment would reorganize and develop its
"intelligence service," but it is doubtful whether
the modernization would have been so com-
plete or so speedy had not Herbert Hoover
been on the job as Secretary of the Department
of Commerce. A trained engineer and experi-
enced business executive with an influential
voice in the Presidential Cabinet and all councils
at Washington, Secretary Hoover not only
sensed quickly what was needed, but he has been
enabled to communicate his vision to other
branches of the Government organization which,
though a little less close in contact, are capable
of much service in enlightenment of business.
The result is a new ideal at Washington of
first aid to practical salesmanship at home and
abroad.
Nor is this promising new program one of
glittering generalities. One of the best things
about the plan that is working out is that it
does not treat business as a whole (as Uncle
Sain was wont to do in the past), but under-
takes to get close to the practical problems of
particular industries. As it happens, the music
industry is, just at the moment, in a position
to appreciate how this specialization stands to
multiply benefits. The prospective monthly sur-
vey of the music trades which the U. S. Census
Bureau is, by direction of Secretary Hoover,
engaged in perfecting is not only the latest
but quite the biggest thing that Uncle Sam, in
any of his various roles, has ever done for
fact-hungry salesmen and marketing executives
in the musical industries. The Census Bureau
has been grinding out, at two-year intervals,
statistics that were very interesting as indi-
cating the scope and magnitude of the musical
industries but that, for several good and suf-
ficient reasons, have been barren of great value
in sales strategy.
Monthly Statistics That Are Fresh
The great fault with Uncle Sam's musical
instrument statistics as heretofore delivered is
that the dish has been cold when served. We
have a current illustration. Here we are just
getting the preliminary totals on the manufac-
tures census for the calendar year 1921 at the
close of 1922. Not much guidance to sellers in
"history" as old as that, when conditions are
changing as rapidly as they have been since
the war and as rapidly as they are likely to in
the years to come. No, the census system has
to get closer to current business to function
at anything like 100 per cent. But the monthly
survey—with quarterly compilations to give a
broader perspective—will do it. Surely it will,
unless the musical instrument and supply field
is vastly different from the other trade com-
munities in which the new system is already
working.
In one respect vital to music trade sales
forces, the monthly survey will differ from the
census activities. The latter constitutes essen-
tially a record of production, but a record that
is of necessity a chronicle of past performances.
The monthly survey also is fundamentally a
record of production, but the rapidity with
which the statisticians "turned around" on their
task makes it something more. It is, in large
measure, just what its name implies—a bird's-
eye view of current business in the musical
line. There is a showing of unfilled orders,
stocks in suspension, etc., that reflect conditions
not as they were, but as they are and that,
translated by any music tradesman who will
get the knack, should afford an insight into
the sales situation calculated to shape future
policy and direct promotive effort. Incidentally,
of course, a study of the monthly figures, while
they are yet hot, will show any music trades-
man whether his own business is in step with
the industry at large; whether he personally is
responsive to any new trends in the trade, etc.
Aiding in Association Work
One of the best things about this project
to have Uncle Sam play "research man" for
marketers of musical wares in general is a
consideration that *has been overlooked by most
of the members of the industry, viz., the way
in which the government shoulders a dubious
responsibility of the music trade associations.
Ever since the decision of the Supreme Court
in the hardwood case the trade associations
in the music field have been very much at sea
as to their permissible activities in the col-
lection, tabulation, exchange and distribution
of sales information. Given an industry as well
organized as the musical industries, and it was
inevitable that there should have been in recent
years a steady development of those reportorial
activities that supply sales information, for, in-
deed, is not the chief function of any trade
association to promote business? But with the
disquieting pronouncement in the hardwood de-
cision has come an uncertainty as to how far
a trade association may with propriety go in
its statistical operations, even though there be
no dissemination of price information.
On this state of trade suspense and per-
plexity breaks the good news that Uncle Sam
himself will undertake an information service,
not only freeing the trade associations from
risk of transgression of the law, but also re-
lieving them of expense. This does not mean,
of course, that the Census Bureau is either
scorning the trade associations as clearing
houses of trade information or endeavoring to
go over their heads. Coincident with the cor-
respondence of the Census Bureau with leading
producers in the music trades, letters inviting
co-operation have gone to the executives of
the trade associations.
Securing the Views of the Industry
Officials of the Department of Commerce
stated frankly, from the outset, that before any
attempt would be made to secure monthly re-
ports from the music industries it was desired
to ascertain the views of the various associa-
tions as well as individual manufacturers as to
the desirability of compiling such statistics and
also as to the scope of the survey. Secretary
Hoover believes that, by and large, it will bene-
fit the whole music trade community if there
can be a monthly sum-up covering production,
consumption and stocks, but he is disposed to
leave details to the trade. Thus, the sample
questionnaires or proposed schedules which
have been distributed in the music trades are
only tentative ones. Furthermore, the schedule
that was adopted at the outset will be subject to
revision if it is found that it does not yield the
information needed by the trade or does not
afford it in the form which most clearly points
morals as to sales effort.
Recognizing a tendency in the music trades
for the concentration of production in strong
hands and the growth of integrated interests
the feeling, nevertheless, obtains in official
quarters that monthly statistics, in order to yield
the maximum information for all factors, should
be itemized in some detail. This is the ex-
planation of the proposal to provide for talk-
ing machines, phonographs, etc., a schedule en-
tirely separate from pianos and organs. Like-
wise is this spirit of segregation and intimate
analysis reflected in the subdivision of classes.
For example, grand pianos will be grouped, as
to number, value, etc., as follows: Baby; baby-
grand; baby-player, reproducing type. Parlor;
parlor-grand; parlor-player, reproducing type,
and concert.
With the impending program in operation
every member of the trade should have all the
needed "weather reports" to enable him to trim
his marketing sails. The array of facts cover-
ing current production, consumption, stocks,
imports, exports, prices, sales, shipments, etc.,
is due to be given to the press in the month
following that covered by the statistics and
then to find publication in permanent form,
suitable for reference, in the Survey of Current
Business-Monthly Supplement to Commerce
Reports, published by the Department of Com-
merce. Here we have not only comparison of
the current monthly statistics with the previous
month and year, but a presentation of cumula-
tive figures and percentage comparisons, thus
affording at a glance almost any comparison
that may be wanted on any particular item and
enabling members of the trade to foretell prob-
able sales swings by reviewing the peaks and
dips in the past. Furthermore, production,
prices and stocks are compared with pre-war
figures so that there is at hand a basis for con-
trast between present-day status and pre-war
normal conditions.
Music Again Recognized as Essential
It is rather an interesting and significant
story that reveals how the music trades came
to be nominated for a place in Uncle Sam's
survey. Almost every trade and industry in
the country has sought participation. But, with
the funds and facilities available, Secretary
Hoover has felt that, for the time being, the
undertaking must be held pretty closely to the
lines that encompass "essentials" and more es-
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