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THE
MUSIC TRADE
REVIEW
APRIL 12, 1924
Making the Air Sell More Music Rolls
Another Article Describing Specific Methods by Which the Influence of the Radio May Be Utilized in the
Sale of Music Rolls and Talking Machine Records—Selling Musical Instruments by the
Same Method—Too Much Selling and Its Check on Sales
I
N a recent article it was shown that the
sale of the better class of music recorded
on rolls and records can be fostered by a
judicious study of the kind of radio music people
with no particular musical taste in the past are
beginning to like, and also that to do this the
salesman must be thoroughly posted on com-
posers and specific numbers in order to give
people more of the same type of music for
which they have expressed a preference.
There is evidence to hand that not merely
the young people or those in the prime of life
are becoming vitally interested in radio, but
that the older people as well are beginning to
show up as "fans" and that their likings may
well be studied with a view of making them
more profitable music roll and record customers.
Radio Preferences
I have not heard the final figures on the
result of the test vote conducted by several of
the Chicago broadcasting stations, but recently
an interesting statement came through the air
from WJAZ, Chicago. It said that in the first
thousand votes counted actually 35 per cent said
that they preferred the old familiar songs. So we
have had "When You and I Were Young, Mag-
gie," "Annie Laurie" and "Silver Threads" and
the like in great plenitude. There must have
been a coincidence at work there and it can
hardly be believed that this result is representa-
tive of the many thousands who stated their
preferences.
It is to be noted, however, that the classical
and semi-classical numbers to be broadcasted
have been increasing. While we get plenty of
jazz orchestra and jazz songs it is to be noted
that there was early in the game a good deal of
complaint recorded to the effect that entirely
too much "jazz" piano music was going on the
air. On the other hand, the number of classical
piano solos seems to be constantly increasing.
Right here, a friend of the writer said the
other evening that he was having a whole lot of
fun with his radio nowadays. He has been
getting a number of records of selections that
he finds are played frequently from the broad-
casting stations and he studies the different
interpretations and finds that he can follow
them quite satisfactorily on his player. There
is a little player sales argument that would
actually have a good deal of weight with some
people. Of course, broadcasted orchestral, as
well as piano numbers, can be used in this way.
Building a Mailing List
It at once suggests itself to the dealer trying
to find w y ays and means for hitching up roll and
record sales with the radio that whenever a per-
son expresses himself as liking a particular kind
of radio music, his name, address, telephoiu 1
number and the character especially of the new
"likings" be recorded on a card. Then the
radio programs may be studied and frequently
a phone or postal message may be delivered
something like this: "Did you hear such and
such a number over the radio last night? Well,
we've got a beautiful record (or roll) of it by a
much greater artist—no less a person, in fact,
that Sanchezotusky," or words to that effect.
It's a good way to work off your stock of stand-
ards if any portion of it has shown a disposi-
tion to become "dead" on your hands.
A North avenue dealer in Chicago makes a
practice of clipping out radio programs from
the dailies, pasting them on his window and
running ribbons from the program numbers
back to rolls and records in the window or to
neatly lettered cards telling about the specific
numbers.
It may be put down as an actual fact that
the desire for good music is being fostered
right now in many people who only liked the
lighter forms of music, and that sales of players
and talking machines can be made to .people
who do not own them now by acquainting
them with the joy they will get by having these
beautiful numbers and others like them in the
house to be played whenever they wish them.
Make it a point to tell your customers that
Mahogany
Mahogany
Width
54
Inches
Length
59
Inches
LUDWIG PIANOS
Praise the Weaver Grand
YORK, PA., April 8.—A recent visitor to the
Weaver Piano Co. was J. S. Reed, of Baltimore,
Md., who, for a period of five years prior to
1911, was general wholesale representative of the
Weaver Piano Co. He was accompanied by
Mrs. Reed and son, James Reed, who is now
actively associated with his father in the busi-
ness of the J. S. Reed Piano Co., of Baltimore.
Prof. Schwartz, a noted pianist and teacher of
Baltimore, who recently purchased a Weaver
grand for his studio and who spoke in the high-
est terms of its splendid musical qualities, was
also with them.
W. N. Reeder Moves Store
Dealers are cordially invited to Ludwig headquarters to see and hear the Ludwig
line of Grands, Reproducing Pianos, Uprights and Players.
Especial attention is directed to our Grands, the artistic quality of tone being readily
apparent, as also are the attractive case models, so important to the dealer. We believe
the Ludwig line nearest to 100 per cent value of any make of pianos, and crave the
opportunity of proving it to you.
Ludwig & Company
Willow Ave. and 136th St.
whenever they hear music they like but have
not in roll or record form, that you are always
in a position to aid them in adding to their col-
lections of rolls or music other numbers of the
same type.
Other Tendencies
Let us leave the radio now and examine some
other tendencies in selling. Forgetting the edu-
cational side of the selling, something which will
loom larger than ever in the future, owing to
tendencies like that above mentioned, it is un-
doubtedly true that salesmanship has been over-
done in the past in some respects and that the
public is having its reactions.
"Cheat Caesar," said a friend of mine the
other day, "I wish I could be allowed to go
into a store and buy. There seems to be a con-
spiracy on the part of the proprietor and his
clerks against it in almost every line of busi-
ness. They all seem to want to tell me what
to buy, and I can't help having the idea that
what they want to sell me is that which yields
the largest percentage of profit to them.
"Of course, I often do go in a store to buy
something that I know nothing about, and it is
a pleasure if I feel I can have confidence enough
in the man who waits on me to trust the de-
cision to him.
•
"Now, when I do have some general idea of
what I want, don't imagine for a moment that
I do not want the attention of the sales people,
I do. But I want to be shown, I do not want to
be 'sold' even if I intend to buy. Why in the
name of common sense can't they show me the
different makes and models and types, tell me
about the features each possesses, give me the
prices and then allow me to have some voice
in the selection. Too often you find that the
people in the store are doing everything they
can to divert your attention from this or these
in order to concentrate your attention on that."
No one need be told that the trade has been
a sinner in this regard. Recently the writer has
heard so many complaints on one or another
phase of this thing that it may well be con-
sidered whether it is not one of the things to be
eliminated or modified in the intelligent sales-
manship of the future.
New York
CAKI.ISI.K, PA., April 5.—W. N. Reeder has com-
pleted arrangements for moving his music store
to quarters in the Democratic headquarters
building, formerly the St. Charles Hotel, on
North I'itt street. His former location was at
36 North Hanover street.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.