Music Trade Review

Issue: 1923 Vol. 76 N. 1

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JANUARY 6, 1923
11
THE MUSIC TRADE REVIEW
ALL PROSPECTS POINT TO GOOD YEAR I N PITTSBURGH
SEES PRICE ADVANCES COMING
Activity in Steel Mills and Other Industrial Enterprises Indicates Increase in Buying Power
During Year—All Stocks at Low Ebb After the Holiday Rush—Recent News Happenings
Only a Question of Time When Manufacturers
and Consequently Retailers Must Announce
Advances in Prices of Pianos and Players
PITTSBURGH, PA., January 2.—General satisfac-
tion was expressed by the piano merchants of
this city over the business handled the past
year. As to the outlook for 1923 there is a
most optimistic view taken by every dealer in
the city. This is based on the excellent indus-
trial conditions that prevail in this district. The
iron and steel mills are operating steadily, many
of them having sufficient orders on hand to
keep the plants running for the next eighteen
months. Mining operations are also brisk and
the several other industrial enterprises here-
abouts are all enjoying a very good business
period.
W. C. Dierks, of the C. C. Mellor Co., in re-
viewing the business situation, said: "We are
closing a year that was a very good one in
every respect. In fact, the closing months were
marked by a demand for high-grade pianos,
such as the Steinway and Duo-Art, that we
were unable to supply, owing to our inability
to secure the instruments our patrons wished.
The last few days before Christmas a few
belated instruments were rushed to us by ex-
press. We are looking forward to 1923 with
keen anticipation and believe that it will in every
way be a better business year than the year
just ended."
Jacob Schoenberger, president of the Lechner
& Schoenberger .Co., was very much pleased
over the business of the last six months of
1922 and stated that the outlook for 1923 was
unusually bright. He said: "High-grade pianos,
player-pianos and grand pianos were in strong
demand for the last few weeks of the year and
it was rather difficult to obtain the right in-
strument for the right person. On the whole,
however, we feel gratified over the year's busi-
ness and feel confident that 1923 will be a good
selling year, provided the industrial activity that
now prevails is maintained."
E. G. Hays, of E. G. Hays & Co., said: "Our
business was good in every respect. We had a
good run on player-pianos, grand pianos and
uprights. To me the outlook for 1923 is ex-
ceptionally bright, provided that no industrial
disturbances occur." Mr. Hays spent several
weeks at Asheville, N. C, prior to the holidays
and expects to visit there again shortly. Horace
Hays, also a member of the firm, will take a
Southern trip in February, with Miami, Fla., as
his objective point.
Edward Hoffmann, of the J. M. Hoffmann
Co., said: "Our business was good in 1922 in
the several lines of pianos that we sell. We
disposed of every Sohmer grand piano that we
could secure and would have sold more of them
had we been able to obtain them in time for
Christmas delivery. We had a good sale also
of Brunswick phonographs and records. Our
sheet music department also had a brisk season
and we closed the year with keen satisfaction
over our accomplishments."
E. B. Heyser, of the W. F. Frederick Piano
Co., stated that the business handled by the
company in their several stores was unprece-
dented and that the closing weeks of the past
year showed a rush of business that totaled very
heavily in dollars.
Ben L. Sykes, manager of the Pittsburgh
branch of Chas. M. Stieff, Inc., who just re-
turned from a visit to Baltimore, said: "We
had a very good Christmas season and on the
whole the entire year shows up well. Decem-
ber was, I believe, the best month ever enjoyed
in the history of the Pittsburgh branch."
Feodor Chaliapin, the noted Russian basso,
was the star at a concert in Syria Mosque last
night that was noted for the large audience that
turned out to hear him. The Baldwin piano
was used, furnished by Gray & Martin, local
Baldwin representatives.
RECORD SALES VOLUME HANDLED IN SALT LAKE CITY
Music Merchants Without Exception Pleased With December Business Results—Daynes-Beebe
Music Co. to Open Branch Store in Hollywood, Cal.—Other Current News
SALT LAKE CITY, UTAH, December 29.—"Won-
derful business!" "Rushed!" "Couldn't take care
of everybody properly!" were a few of the ex-
pressions heard in making a round of the local
music houses during the two days immediately
following Christmas. Everyone, without excep-
tion, was enthusiastic. Manager Berry, of the
talking machine department of the Glen Bros.-
Roberts Piano Co., declared they had as many
as ten people waiting their turn in the record
department at one time. Machines also sold
well, he said. Mr. Berry said people were not
paying high prices for anything and most of
the sales of phonographs were from $100 to
$150.
Miss Susie Pearson, with the Utah Music
Co. for eight years, has joined the staff of
O'Loughlin's. Miss Pearson will act as a sales-
woman.
The Glen Bros.-Roberts Piano Co. gave its
men folks gold pocket knives for Christmas
presents. The ladies received two-pound boxes
of chocolates.
Members of the Granite State Junior Girls'
Service League collected more than 450 phono-
graph records and almost 700 pieces of sheet
music during the holidays. They will be dis-
tributed among seven institutions, including the
State prison. Five other institutions, said to be
in need of assistance in this respect, are to be
helped later, it is said.
The Dinwoodey Furniture Co., this city, has
announced its intention of closing out its line
of phonographs.
The Glen Bros.-Roberts Piano Co. are receiv-
ing congratulations from their friends on the
big success of S. A. Palmer's window, "Three
o'Clock in the Morning," which received na-
tional recognition Few local windows have at-
tracted more attention than this one did, and
Salt Lake City music stores are noted for their
timely and artistic window displays.
Fred Beesley, Sr., of the Beesley Music Co.
and secretary of the local music dealers' asso-
ciation, submitted to his second operation this
week. He is likely to be in the hospital, where
he has been for several weeks past, for some
time.
The Christmas carol singing proved a suc-
cess. R. W. Daynes, the general manager of
the Consolidated Music Co., was one of those
conspicuous in the direction of the singers. The
fire chief gave permission for the use of lighted
candles through which householders announced
their desire to be serenaded. The affair was
admirably handled.
The Daynes-Beebe Music Co., one of the old-
est, if not the oldest music house in the moun-
tain States, is opening a branch store at Holly-
wood, Cal., according to Colonel Joseph J.
Daynes. Mr. Daynes said they would start out
with 2,000 square feet of floor space on one
floor and would use a building heretofore oc-
cupied as a furniture store on the Hollywood
Boulevard. For the present they would carry
pianos, players and phonographs, he said, but
might add other lines later. The new store will
be right in the heart of the Hollywood shopping
center and will be under the management of
A. T. Christensen, until recently sales manager
of the company and father of the present sales
manager. Mr. Christensen went to California
several weeks ago. Colonel Daynes said they
had taken a long lease on the new store and
that there would be a formal opening, which
will be announced in due time.
Considerable activity was to be noted at
the warerooms of Mathushek & Son Piano Co.,
37 East Thirty-seventh street, during the week
between holidays, which is rather unusual for
this period of the year. The small grands seem
to lead in interest and the company reports that
the reproducing grand with Welte action, which
was introduced during September of the past
year, has met with considerable favor, such
favor in fact that it will be necessary to increase
the output in order to keep up with the call.
A good 90 per cent of the business done by this
concern has been on grands. It is thought here,
as in many other quarters of the trade, that
higher prices are only a matter of time. Some
in the trade are of the opinion that when in-
ventory is taken it will be seen that while a
large volume of business has been accomplished
not as big a profit as was estimated was being
made, and then will follow a general advance in
price. Some manufacturers have already sent
out notices that prices are to be advanced the
first two months of this year.
CABLE & SONS^FFICERS ELECTED
Louis S. Roemer Becomes President, Robert
Cable, Jr., Vice-president and Treasurer and
F. F. Weber Secretary—Herman Roemer Is
Now Sales Manager of This Institution
Following the incorporation of Cable & Sons,
550 West Thirty-eighth street, New York, with
capital for $100,000, announcement of which was
made in The Review last week, a meeting was
held at which the following officers were elected:
Louis S. Roemer, president; Robert Cable, Jr.,
vice-president and treasurer, and Frank F.
Weber, secretary. These officers also constitute
the board of directors. Herman Roemer,
brother of Louis S. Roemer, is now sales man-
ager of the corporation.
NEW MUSIC HOUSE IN MUSCATINE
MUSCATINE, IA., January 2.—The Muscatine
Music House has been opened at 210 Iowa ave-
nue, this city, under the management of W. J.
Burnett, who was formerly connected with the
Schmidt Music Co. in this city. Miss Mabel
Appel, who will be associated with Mr. Burnett,
was also a former member of the Schmidt or-
ganization.
NEW DEPARTMENTS IN SEATTLE
SEATTLE, WASH., January 2.—The local branch
of Sherman, Clay & Co. has added a sheet
music and small goods department, further
justifying the use of its slogan "Everything in
Music." It is planned to add these departments
to the other branches of this organization on
the Pacific Coast.
THE LEADING LINE
WEAVER PIANOS
Grands, Uprights
and Players
YORK PIANOS
Uprights and Players
LIVINGSTON PIANOS
Uprights and Player-Pianos
If your competitor doeB not already have this
line, go after it at once
Weaver Piano Co., Inc.
FACTORY
YORK, PA.
Eatablithmd 1870
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
12
THE MUSIC TRADE REVIEW
JANUARY 6, 1923
Developing Trade With Moneyed Class
It Is Generally Found That Special Sales Methods of High Calibre Are Required to Get the Best Results in Developing
Really Substantial Trade Among Those of Social Standing—Indirect Approach Through the Friend-
ship of Customers Recognized As the Best and Most Efficient Method
Much has been said and written concerning
making sales to the middle classes who make
up the great mass of the population, but com-
paratively little light has been thrown on the
methods used by concerns who center their at-
tention on the wealthy people of their com-
munities. Plans for making sales to the wealthy
and cultured have been successfully put across
by many dealers while others have failed dis-
mally. This article is not written so much
to give any concrete ideas put in effect by suc-
cessful merchants as to give a composite idea
of what several dealers have discovered in
catering to people of this type.
What may result in a sale to Mrs. Middle
Class in nine chances out of ten would an-
tagonize Mrs. Society, and therefore the dealer
is faced with the problem of how best to ap-
proach these people. The ordinary direct-by-
mail literature will not do the trick, nor will
ringing door-bells. Imagine, if you can, the
salesman ringing the door-bell of the mansion
of Mrs. Society and stating to the butler that
he would like, to speak to the mistress of the
house concerning pianos. The butler might
take his message to his mistress but the matter
would no doubt end with the salesman left in
the cold at the front door. Despite the fact
that "the Colonel's lady and Judy O'Grady are
sisters under the skin" they must be approached
in a radically different manner if results are to
be obtained.
What the sales manager of an exclusive Fifth
avenue, New York, piano house had to say re-
garding his manner of going after Mrs. Society
may be of interest to other dealers who are
trying to sell instruments to the elite of their
communities, so here goes: "Through long
years of experience I have found that very
wealthy people who move in exclusive circles
arc not affected by ordinary methods of adver-
tising and approach. The first essential in do-
ing business with these people is courtesy and
service of the highest order. Not ordinary
courtesy, but attention to the little things, so
that there is no possibility of a displeasing
atmosphere. Price of the instruments is, of
course, of secondary importance, and therefore
no mention of it should be made by the sales-
man, or, at least, this question should be sub-
ordinated as much as possible. Quality is what
counts and in a piano, beauty of tone, finish
and design. One pleased purchaser usually
means other sales without any solicitation on
our part. For example: Recently we sold a
fine instrument to one of New York's Four
Hundred and since that time we have sold other
pianos to four of her friends.
"Now, the point is that with the exception of
the firs't one, all these pianos were sold with-
out any work on the part of our salesmen be-
yond explaining the quality of the instruments.
A friend of the first purchaser would come into
our store and mention that she had seen one
TELLING THE TRUTH WILL TEND TO HELP BUSINESS
of our pianos in the home of Mrs. Blank and
would like lo look over our line. These pur-
chasers in turn pass the good word along to
their friends and the result is more sales, so
that our volume is steadily increasing with com-
paratively little solicitation. It happens occa-
sionally that a former buyer will call up on
the telephone to state that a certain friend is
interested in purchasing a piano similar to hers.
When information of this character is passed
along to us we do not rush a salesman up to
try and make a sale. Instead we send a diplo- •
matically worded note to this prospect, men-
tioning the fact that Mrs. Blank had called our
attention to the fact that she was interested
in our pianos. At the conclusion of the note,
which is necessarily very brief, a definite re-
quest is made for an appointment. We usually
come together and invariably a sale results."
This sales manager also mentioned the fact
that one of the strongest merchandising assets
of his house was its advertising. The ads stress
quality and price is merely a side issue. The
advertisements are also models of good taste and
have brought many customers to that store.
It might be well to remember that advertising
should be directed to the people whom the
dealer desires to reach. A single advertisement
cannot be expected to appeal to poor, middle
class and wealthy. What Mrs. Society can
afford to buy Mrs. Poor cannot even think of
buying.
REINCORPORATE IN INDIANA
Roy S. Dunn, of the Schumann Piano Co., Rockford, 111., Points Out the Harm That Is Fre- Hobart M. Cable Co. Forms New $750,000 Cor-
poration to Take Over Present Business
quently Done by Tuners in Placing False Quality Value on Customers' Instruments
"For years I have made it a practice when on
the train to ask my neighbor what piano is
used in his home and what he was doing in a
musical way for his family. You would be
surprised to know how interested the average
man is in the musical education of his child or
the ability of his wife to furnish musical com-
fort," said Roy S. Dunn, of the Schumann Piano
Co., recently.
"This always opens an avenue for Schumann
advertising and I find the average man much
interested in the construction and manufac-
turing details of our industry.
"However, in six cases out of ten, you will
find that this man owns some old relic of a
civil war hero that has been in the family for
twenty years. He will go on and tell you that
this piano has such a sweet tone, is without
exception the best piano in his city, tuners have
told him time and time again that it is the best
instrument that they have ever tuned and not
to part with it under any consideration, that
it is worth two of any new piano made to-day,
that they don't build them like they did when
his piano was manufactured.
"One poor deluded victim even told me that
a tuner tried to buy his piano for $500, stating
that he wanted the works to put in a new
case. Why will a tuner do this when he meets
One of these broken-backed relics of a forgotten
past? Doesn't he have the strength to stand up
and tell the owner that the piano has a split pin
block, broken bridge, flat board and is about
as valuable as a second-hand toothpick? If he
is a member of the National Association of
Piano Tuners he will no doubt tell the truth
and turn the prospect in to the first salesman
he meets and say 'Sic 'em!'
"Still a lot of very good tuners are cursing
themselves into an early grave when Madam
is in the kitchen, and collecting $5 when they
pack up their kit, repeating the same old bunk,
"You have a very unusual piano." Some of
them are unusual, too!
"What would happen to the automotive in-
dustry if the mechanic in the garage where you
buy your experience followed the same system?
"Was an auto bandit ever guilty of such short-
sightedness? Not yet. You can buy a new
car on one side of the street, drive it around
the block, run it into a sales room and offer it
for sale. They will inspect it, kick the tires
and tell you that if you will buy a new motor,
body, wheels and frame you will get fair satis-
faction out of the old bus as the bumper is
still good.
"The tuner does not try deliberately to make
it hard for the dealer to sell new pianos—he is
simply playing the game, playing it with a sys-
tem as old as the piano business. Suppose he
should adopt the policy of telling every owner
of these museum models that it belonged in
the Smithsonian Institute. That it was a fit
subject for a repository of curiosities, that it
would ruin the ear of the pupil, that it was an
outrage to the ear of a trained musician and
that in his opinion as an expert it was rotten.
Would he lose the tuning job? He would not.
He would lay the foundation for a sale, collect
his commission, give himself an opportunity to
work next trip on a new piano and do his
duty as an expert in the greatest of all in-
dustries."
INCREASES CAPITAL TO $150,000
BRIDGEPORT, CONN., January 3.—The Alfred Fox
Piano Co., of this city, has increased its capital
stock from $50,000 to $150,000.
Among the new incorporations in the State
of New York is that of the Erasmus Music
Shop, Brooklyn, capitalized at $15,000. The in-
corporators are F. Boscia and A. J. Armour.
INDIANAI'OI.IS, INI)., January 2.—The Hohart M.
Cable Co., of La Porte, Ind., have filed new
articles of incorporation in this city which show
that the Illinois corporation was dissolved. The
new firm is incorporated for $750,000 to take
over the present business, the value of which
is given as $600,000. The incorporators are
Hobart M. Cable, Howard M. Morenus, Edwin
W. Schurz, P. Allen Tennis and Walter F.
Sauchild.
TO DIRECT VOCALION RECORDING
Harold Sanford Succeeds T. P. Ratcliff as Direc-
tor of Standard and Operatic Recordings for
the Vocalion Records
Harold Sanford, well-known violinist, has
assumed charge of the standard, operatic and
classical recordings at the Vocalion Recording
Studios, succeeding T. I'. Ratcliff, who resigned
recently to take charge of the marketing of
a new line of health records. Mr. Sanford was
for many years associated with Victor Herbert
as arranger, has played with leading orchestras,
and was for a time orchestra conductor for the
Kmerson Phonograph Co.
DR. SPAETH IN^SPECIAL RECITAL
Offers Interesting Program at Ampico Studios
on Thursday Evening
At the Ampico Studios, 437 Fifth avenue, on
Thursday evening of this week, Signiund Spaeth,
Ph.D., musical director for the Ampico, offered
an interesting recital on "The Rule of Three
in Music," assisted by Erna Cavelle, soprano.
Admission to the recital was by invitation and
a very substantial audience expressed its en-
thusiasm regarding Dr. Spaeth's work. The
Ampico was used in illustrating various points.

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