Music Trade Review

Issue: 1922 Vol. 75 N. 7

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
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
*'l 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.
M
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
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, 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 VAN HARLINGEN, V. D. WALSH, E. B. MUNCH, LEE ROBINSON, C. R. TIGHE,
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 S242-S243.
Telephone, Main 6950.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., D. C.
NEWS SERVICE IS SUPPLIED WEEKLY BV OUR CORRESPONDENTS
LOCATED IN THE LEADING CITIES THROUGHOUT AMERICA.
Published Every Saturday at 373 Fourth Avenue, New York
Entered 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
fearly 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-
Player-Piano and
tions of a technical nature relating to the tuning,
regulating and repairing of pianos and player-pianos
Technical Departments 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
Grand Prix
Diploma
Paris Exposition, 1900 Silver Medal
Charleston Exposition, 1902
Pan-American Exposition, 1901 Gold Medal
St. Louis Exposition, 1904
Gold Medal— Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBERS 5982—5983 MADISON 8Q.
Connecting all Departments
Cable Address: "Elblll, New York"
Vol. LXXV
NEW YORK, AUGUST 12, 1922
No. 7
THE TARIFF AND THE TRADE
RESENT prospects are that the Tariff Bill, which has been
keeping Congress in more or less of a turmoil for some months
past, will come to a final vote before the end of the month, those
credited with having delayed the measure being willing apparently
to accept a final showdown.
It is to be hoped that after so much delay and argument there
will come an early settlement of the tariff question and that the
threats to hold the measure over until after election as a political
move will not be carried out. The tariff question may not be the
most important before the country to-day, but there is no question but
that it is keeping many business men on the anxious seat and is hold-
ing up other legislation that should receive attention.
The ordinary individual feels perhaps that the Tariff Bill is not
calculated to affect him very seriously one way or another, but it is
bound to have an effect on commodity prices and unlil the definite
duties to be levied against imported products are finally decided upon
the quoting of future prices in many lines of industry will prove a
troublesome question.
The music industry is among those greatly interested in the
outcome of the Tariff Bill. The importers of musical instruments
will not know where they stand until the measure is finally passed,
and those American manufacturers who use foreign materials are
also at sea. It makes the task of planning for the future a difficult
one in many instances.
P
THE PASSING OF A GENIUS
T
HE death last week of Dr. Alexander Graham Bell, the inventor
of the telephone, who directly and indirectly played an important
part in the developments in the telephone industry during the last
quarter of a century or more, has been widely mourned, even though
the noted inventor and scientist had exceeded the allotted threescore
and ten years of life by nearly six years.
It is given to few men of such genius to live to see the complete
development of their work and ideas, but Dr. Bell was fortunate
in living to see his telephone develop to a point where it may be
AUGUST
12,
192-2
said to be one of the main props of modern business, bringing the
far ends of the continent within a radius of seconds so far as vocal
communication is concerned. Business without the telephone to-day
would lapse into a state of chaos until radical readjustments could be
made, and it can, therefore, be said that modern business develop-
ment is due in a large measure to the genius of one man—Dr. Bell.
Although Dr. Alexander Bell does not figure as one of the
inventors in the talking machine field, he was closely associated with
his brother, Dr. Chichester A. Bell, in the development of the Bell
and Taintor inventions which made possible the utilization of the
idea of the graphophone, or phonograph, record on a commercial
basis. This invention had to do with the old type of cylinder records,
but, nevertheless, made possible the early development of the talking
machine trade, making the public familiar with its possibilities and
putting it in a frame of mind to receive and appreciate the more
perfect types of talking machines and records which are in com-
mon use to-day.
In every field of endeavor there stand forth individuals who
are to be credited with much of the success realized by a particular
industry. The music trade cannot claim Dr. Bell as its own, but
there are those who have, perhaps, in a more humble way, played
their part quite as successfully in advancing the art and commerce
of music.
MUSIC AND PUBLIC EXPOSITIONS
A
T the Pageant of Progress now coming to a close in Chicago,
and which attracted wide attention throughout the Middle West,
music and exhibits of musical instruments have been strongly in
evidence. In Milwaukee the members of the local music trade are
making elaborate preparations for organized participation in the
annual food and household exposition a month or so hence. In
Toronto the members of the Canadian trade are completing plans
to have elaborate exhibits at the annual exposition in that city, and
so it goes.
The increasing participation of members of the music industry
in local fairs and exhibitions of various sorts is a matter for con-
gratulation because such participation is calculated to impress the
public with the standing and importance of the industry and to estab-
lish its place among the businesses of the country rather than as
something apart and unimportant.
As in every other form of publicity, the arrangement of fair
exhibits cannot be handled in a haphazard manner, and with cheap-
ness as the goal. If the display is worth anything at all it is worth
the expenditure of enough money to insure its attracting sufficient
attention to make it a paying proposition.
When the mountain wouldn't come to Mohammed Mohammed
went to the mountain, which indicated that he had some recognition
of the principles of salesmanship. The local fair, even if it is only
one of the county variety, offers to the music merchant an oppor-
tunity for bringing the products he handles before that portion of
the public which will not under ordinary circumstances visit his
warerooms for purposes of inspection.
DECREASING UNEMPLOYMENT AND THE TRADE
T
H E rapid decrease in unemployment reported from various sec-
tions of the country is to be hailed with delight by merchants gen-
erally, including dealers in musical instruments, for the situation is
calculated to prove of direct benefit, not alone through adding to the
role of possible purchasers of musical instruments, but in bringing
collections back to normal.
Figures given in various localities indicate that the number of
unemployed is no larger than that registered during periods described
as normal, and this is encouraging. The various strikes, of course,
are having some effect upon business, more serious in some localities
than in others, but the total number of men out of work through such
strikes is small in comparison with the employment rolls of the coun-
try and the condition they are in may be considered merely tem-
porary.
One fortunate thing about the lowering of the unemployment
figures is the removal of statements regarding widespread unemploy-
ment from the front pages of newspapers, for it has been proven
by experience that constant harping on the subject, while calculated
to do little good to the individual in need of a job, at the same time
serves to undermine the confidence of the man who is working, but
who begins to wonder just how long he will be kept at it.

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