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10
THE
MUSIC TRADE REVIEW
A. E. JOHNSON TALKS ON PRESENT PRICE CONDITIONS
Treasurer and General Manager of Haddorff Piano Co. Declares Clamor for Low-priced Instru-
ments Is Based on Illegitimate Premises—The Customers' Viewpoint in Buying
We admire the man who remains firm in his
convictions and who is game. We are proud of
the fellow who perseveres and continues in the
course he has mapped out for himself until he
has reached his goal. This applies to corpora-
tions and institutions of all kinds, as well as
to individuals.
It is one thing to map out our convictions
and policies, determining that which we think
is the best means to the best end, but it is
altogether another thing to map these out so
strongly in our minds that adversity, the swing
of the pendulum and the change of conditions,
will not alter the basic facts as we have con-
ceived them under favorable conditions of
thought.
A Hectic Period
It has been a hectic half-dozen years for the
piano trade. The changes in our mode of liv-
ing, in customs, in thought, and even in ideals,
have materially affected all lines of industry and
left their imprint upon the piano business as
well. The past few years have seen us lifted
to a faster plane of living, a stirring up and
changing of thought and customs that has made
some of the old fundamental principles and
ideals seem hardly worth while. We use the
word seem because not all of the changes that
have come about as a result of changing condi-
tions represent real advances. Particularly is
this true of the music industry.
Of course, a change that makes for more
music in more homes, whatever the quality of
that music may be, makes little difference from
a trade standpoint. We are glad to see it. Our
mission is distributing music, but, unless we
distribute satisfaction along with music, will we
not sooner or later experience a reaction, if not
detrimental to the trade at large, at least detri-
mental to the instigators of the dissatisfaction?
In this age we are taught to admire the man
who produces value at low prices and certainly
we are right in this respect. But is there not,
also, an admiration due the man who quietly
goes ahead in the face of seemingly adverse
conditions and makes a product of a higher
quality at the sacrifice of bigger business vol-
ume? Both have their places.
These are the impressions left with us after
a talk with A. E. Johnson, treasurer and gen-
eral manager of the HaddorfT' Piano Co., of
Rockford, 111. As stated at the beginning of
this article, we all admire the individual or
concern that sticks through the fires of adversity
to what he believes is right. The Haddorff
Piano Co. continued to make a product in
which the time and labor element is predomi-
nant throughout the period when price reduc-
tion was the universal cry. We believe that this
not only deserves a hearing but has a message
of interest to the trade—so we are going to let
Mr. Johnson speak for himself.
Based on False Premises
"It is my earnest conviction," said he, "that
the whole price campaign, affecting the piano
market, has been based upon false premises. It
is true that the public may have been 'soured'
on prices immediately after the war-time pros-
perity. There is no doubt that in this they were
justified to a large extent in other lines and
products, but not in piano values. We.all know
that piano prices never mounted to the propor-
tions that the prices of other products did and,
therefore, there was never a legitimate reason
for dropping to the same level. Going on this
assumption, it inevitably follows that the clamor
for cheaper pianos and pianos designed to meet
this clamor has not been and never could be
legitimate.
"We have gone ahead steadily, possessed of
a sure conviction that there is only one thing
to look to in producing and selling pianos if
we have any pretensions whatsoever to business
longevity and stability, and that is satisfaction.
What applies to the retailer applies to the man-
ufacturer as well. There are many niches in
the piano industry, but the niche for a quality
piano at a fair price in the long run is more
permanent and secure. That is why the Had-
dorff Piano Co. has concentrated its energy in
producing a piano having these merits and hold-
ing to this policy. If we had the price-cutting
pandemonium that followed the period after the
war we would not have been holding fast to the
basic principles which our company felt to be
sound.
The Customer's Viewpoint
"How many or what percentage of retail cus-
tomers, when convinced of a merchant's sin-
cerity and trustworthiness, will not prefer satis-
faction and quality, even if it does cost a little
more 0 Just for a moment, assume the position
MARCH 10,
1923
that you and I have had no connection with
the piano business and are about to make a
piano purchase. We walk into a store with the
idea in mind, perhaps, that we have, say, $3t)U
which we are willing to spend, but no more.
We state to the salesman that that is our price
and the salesman, in most £ases, takes us at our
word. But what is the psychology underlying
our determination of the price? It would not
materially inconvenience us to spend a lit tic
more; we simply set the price in our minds
arbitrarily because of a sense of ivnv and a lack
of knowledge. If we can have it shown to us
and are convinced thoroughly in our minds that,
for the payment of an added sum, we can se-
cure the difference between a satisfactory piano
and an unsatisfactory one we are willing to pay
that difference.
"The thing that the customer wants most is
satisfaction. He is buying a musical instrument
for music and not for a piece of furniture. The
dealer who realizes this is building his business
on a solid foundation. He may not make as
much during a short period of time as his p
cutting neighbor, but he is building good-will
and a steady flow of customers from year to
year. This same thing can be said in every re-
spect of the manufacturer's relation to the deal-
er. These arc the fundamental principles of
the piano business and they will generally be
admitted as such. This being so, what differ-
ence can the changing of opinions or trade
practices make?
"It seems high time for the music dealers of
the country to get the public out of the idea of
pianos that are too cheap. There is only one
way to do this and that is to talk quality and
give quality.
"The price-cutting period has come to a close.
The way is opening up for increased sales of
quality instruments. Anything that any of us
can do to hasten this is for the benefit of all."
ME1SSNER P1AN0SJN CLEVELAND
Small Instruments Featured at National Educa-
tional Association Convention in That City
AMCO
CLEVELAND, O., March 5.—One of the features
of the National Educational Association con-
vention and exposition, held at Public Hall this
week, was the display of Meissncr pianos, small
instruments, over which the teacher can look-
while instructing the pupil. Locally these in-
struments are featured by the Drcher Co. The
exhibit and the work of demonstrating the
Meissners was under the personal supervision
of Otto W. Meissncr, head, of the Meissncr
Piano Co. Many prospects were booked among
the educators, according to Mr. Meissner, and
these will be apportioned in the respective ter-
ritories, those in Northern Ohio coming to the
Drcher Co.
The Piano Bench Beautiful and Durable
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415*421 West Superior St.
Chicago, 111.
DALLAS, TEX., March 3.—The property at 1311-13
Elm street, this city, on which stands the Bush
Temple of Music, has been sold by M. N. Baker
to M. Rude, a large real estate operator. The
Hush Temple is a four-story building recently
remodeled, in which the Bush & Gerts Piano
Co. occupies the first two floors, the two upper
floors being given over to music studios. The
piano company has a lease which docs not
expire for six years and no immediate change
in tenancy is expected.
SCHUMANN C0JMPR0VES STORE
ROCKKORD, 111., March 7.—The Schumann Piano
Co. has redecorated the basement of its store
at the corner of West State and Wyoming
streets for the purpose of providing more suit-
able surroundings in which to display repro-
ducing and player-pianos. This portion of the.
store is now one of the most attractive devoted
to that purpose in the Middle West. Fred
Firestone is manager of the company in the
Rockford branch.