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THE
REVIEW
J1UJIC TIRADE
VOL. LXXV. No. 7
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Are., New York.
Aug. 12, 1922
81n
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The Problem of Distribution
ANY of those who devote themselves to a discussion of ways and means for bettering 1 business con-
ditions appear inclined to talk of advertising and of selling as being things apart and to be consid-
ered only as individual factors, failing to realize that anything that has to do with the final placing
of manufactured goods of any sort comes under the broad head of distribution.
The many excellent papers on the various phases of musical instrument advertising and on musical in-
strument selling at the recent conventions in New York—all the discussion of co-operative advertising by the
piano manufacturers—all the various activities at the great convention of the Associated Advertising Clubs of
the World in Milwaukee recently—are not separate subjects, but simply divisions of the great question of dis-
tribution.
As the distributing problem is solved wholly or in part by manufacturers and retailers in various sections
of the country, the effect is immediately apparent upon factory production, for as the market absorbs so must
the manufacturer produce. It is no longer a question of forcing production and trusting to luck or intensive
sales methods to. keep that production moving into the homes. That is recognized generally as a sort of cart-
before-the-horse affair. The modern, logical idea is to build up from the sales standpoint, to create a buying
sentiment among the public, to study the desires and requirements of that public, and to place before it those
products calculated to meet with the least resistance.
This work does not rest with the factory executive in his office, but with the retailer and the manu-
facturer's salesmen in the field. It is no longer a question of catering to the seller's market with the assurance
that the buyer is glad to purchase anything that approximates his requirements. The buyer is again in the whip
seat. He is being importuned from every quarter to invest his money in this or that article, and the average
man has just enough human nature in him to appreciate the situation and profit by his position as much as pos-
sible.
The piano manufacturer who sits in his office and complains about his instruments not moving is not
progressive unless he makes an endeavor to find out why they are not moving and whether or not he can rear-
range or add to his line in a way that will make it more interesting to the ultimate consumer.
There is much credit to be given to the reproducing and small grand for keeping business going during
the past few months, but it might be that the same attention given to other types of instruments—attention
that would make them appeal to the general run of buyers—might likewise have the effect of stimulating sales
to a degree.
The problem of the day is not a manufacturing problem except as the requirements of the distributor
make themselves felt by the manufacturer. The problem of the day is in the selling end, and it is far from
sufficient to simply create a product and then to put the entire burden upon the salesman. The situation de-
mands the closest co-operation, for as the buying public is dominating the sales organization in a large meas-
ure, so must the sales organization in turn be expected to dictate, or at least suggest, to the manufacturer what
product will make the greatest appeal.
The appeal of the straight piano, of the player, of the reproducing piano or the small grand is still as
strong as, or perhaps stronger than, ever. It remains for the manufacturer to study and analyze his territory and
adapt his product thereto so that he will not only hold his own, but will forge ahead in the race for profitable
business, which even now is growing strenuous. To do anything short of this is simply to invite failure, a
failure which will be rendered more bitter through seeing some live competitor achieve success by following
a logical progressive system. Distribution to-day does not mean simply having a lot of dealers, but rather giving
those dealers merchandise which will sell easily and then helping them to sell it.
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