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OCTOBER 25,
THE MUSIC TRADE REVIEW
1924
The Store Concert in Selling Players
No Substitute Has Ever Been Discovered as Efficient in Creating Prospects for This Type of Instrument—
The Invitation Musicale and the Results That It Brings When It Is Properly
Handled—Four Factors in Making the Musicale a Success
HE president of one of our mid-West
piano manufacturing houses, returning
from an Eastern trip during which he had
visited the store operated by his organization
in New York City, commented upon the line
impression made upon him by the musicales
which are being given at regular intervals in the
beautiful new building which now houses his
Manhattan headquarters. The incident is more
important than might at first sight be imagined,
for it points to a fact which has often escaped
notice; the simple fact, namely, that the business
of selling pianos, and a fortiori player-pianos
too, is the business of selling music.
It ought not to be very hard to see the point
involved. If one wishes to build up a reputation
for a musical instrument, the most obviously
effective way to do this is to get the greatest
possible number of men and women to hear it.
The prestige which surrounds the pianos of the
first rank has almost entirely been obtained
upon the concert stage. In pursuance of this
very principle it becomes possible to say with
perfect accuracy that although the building of
concert grands is not usually very profitable, as
a commercial undertaking, indirectly it is the
most profitable of all undertakings possible to a
piano maker, since it gives a prestige that noth-
ing else can give.
Now, in the player-piano business the earliest
method put into use for the more general en-
lightenment of the masses in respect of what
was at first a complete and paralyzing novelty,
was the method of public demonstration, of con-
cert-giving on a large scale. The recitals given
by the pioneer manufacturers all over the coun-
try were costly and often less carefully man-
aged than might have been hoped for; but the
fact is patent that they made the player busi-
ness, set it on its feet and laid the foundation
of its later success. If they failed to continue
the good work they had begun this was because
they got into wrong hands, were cheapened and
commercialized and finally became entirely use-
less.
T
to remember that we are going through a period
of social development in this country which is
unparalleled for its rapidity in certain directions.
Ihe masses of the American people are becom-
ing luxurious to a degree never before thought
possible, and they are going in for aspects of
culture which no one could have anticipated.
Automobiles are no longer a novelty, but a
necessity, and there is not the slightest distinc-
tion about owning one of them. Dashing about
the country is no longer the thrilling thing it
used to be, for roads are crowded past the point
of comfort and driving for the sake of driving
is already absurd. Meanwhile, attention is being
turned to the fine home, and the people are fast
waking up to the fact that social distinction,
which is dear to the heart of all, rests far more
upon fine surroundings in the home than upon
a fine car in the garage.
Progress Too in Music
While this social change is coming on, there
is being seen a steadily greater interest in
the art of music. Concerts and operatic per-
formances are better attended than ever and
orchestras playing fine music are springing up
eyerywhere. There is more public interest in
music than ever and music houses which go in
for weekly or monthly recitals of fine music dur-
ing the season are finding that the demand for
better programs and more accommodation
steadily grows. Music is in the air, in more
senses than one. The radio craze has helped
too, and while all signs point to an early stabil-
ization of its present unhealthy excited condi-
tions, which are not yet leading anywhere in
particular, the fact also remains that radio is
making many thousands more familiar than
ever with music. At the same time the enor-
mous improvements which have been made of
late years in phonographic recording and
reproduction alike have had a wonderful effect
upon the general musical feelings of the people.
To-day a salesman of player-pianos must have
something besides novelty and a line of talk
to aid him. Much more must the merchant,
operating with many salesmen, have means for
publicity and sales creating bigger than once
would have sufficed.
men, whereby the reproducer is sold through
understanding what it will do and showing this
off to the best advantage (which means knowl-
edge, discretion and tactful appreciation of
human nature and tastes); (4) personal dem-
onstration with the foot player-piano whereby
the salesman shows the prospect how wonder-
ful it is to be able to modify tone-strength by
foot pressure; and then leaves the magic of the
thing to work its own will.
These are the right ways of demonstration
and when they are steadily applied it is certain
that they will win sales success. For they are
based upon a sound principle and a principle
which has never lost its soundness because'it
goes right to the root of things and lays hold
of the motives which cause men and women to
buy.
*•:
Brown Mahogany Most
Popular Finish for Pianos
Buyers Show Strong Trend Toward That Finish
at Present, With Standard Red Mahogany and
Walnut About Tied—Fumed Oak a Poor Last
In gathering information recently regarding
the piano finishes most popular with the public
at the present time some interesting facts were
brought forth. Reports from large manufactur-
ers who enjoy national distribution for their
products and are therefore in a position to speak
with authority regarding a general demand are
to the effect that the most popular finish at the
present time is brown mahogany. Orders for in-
struments of this finish range from 40 to 65 per
cent of the entire output.
Red mahogany and walnut finishes are pretty
nearly tied, when the demand for them is aver-
aged, although one concern reports 40 per cent
of orders for red mahogany against 20 per cent
for another house, and 15 per cent of orders
for walnut as against 35 per cent for another
concern. Golden oak finishes still appeal to a
substantial number much more than is ordinarily
No Substitute Ever Found
realized, the demand for this finish ranging from
Nevertheless, nothing in the way of merchan-
5 per cent to 12 per cent of the total. Fumed
dising methods has ever been found competent
oak is a poor last, due to the waning of the
The Invitation Musicale
to take their place. Price drives, puzzle con-
The present writer believes thoroughly in the craze for mission and craftsman furniture which
tests, knock-down-and-drag-out methods have
been used one after the other; yet there never invitation musicale and believes too in the pub- existed some years ago. One manufacturer re-
has been an adequate substitute for the old-time lic or group demonstration of the player-piano, ports a 3 per cent demand for fumed oak, while
recital. Modern conditions have indeed so whether foot or reproducer style, by invitation others do not consider the demand worth men-
changed that it is no longer possible to do the to selected groups, whereby musical enjoyment tioning.
Public taste in piano finishes varies largely, it
old thing in the old way. Yet the principle is sincerely provided and is made the vehicle
remains true and if adapted to the conditions to carry on sales propaganda. He believes still appears, according to the tendency in furniture
of to-day will be seen to be just as powerful further in more careful and intense work among styles. Brown mahogany furniture has come to
salesmen, utilizing the same group demonstra- the fore strongly during the past season or two
as it ever was.
To-day we have no longer the flavor of nov- tion idea among them and insisting upon their and is beginning to supplant the walnut of a few
elty for the player-piano, even for the reproduc- ltarning everything that can be learned about seasons ago. Highly polished cases are still
popular with certain types of buyers, although
ing piano, because pneumatically produced piano the selling points of a player-piano.
the soft satin finish is favored by the great
Demonstrate,
Always
music has now been with the people for a quar-
Demonstrate, demonstrate and again dem< majority.
ter century. Meanwhile, the moving picture, the
automobile, the talking machine, and, lastly, onstrate is what one might well say to the
Barks Music Go. Formed
radio, have in turn come in to disturb and dis- player-piano merchant. There cannot be too
tract public attention, until it is now necessary much demonstration if it be done in the right
Los ANGELES, CAL., October 16.—The Barks
to recognize that we have to fight half a dozen ways. And the right ways are: (1) public
competitors, where once we had none. Still, recital in which the reproducer is mixed up with Music Co. has recently been formed here to
the player-piano remains the most natural, log- piano, violin and voice; (2) public recital in represent the Wiley B. Allen Co., and the new
ical and appealing of musical instruments; and which the personal properties of the player- warerooms at Wilton avenue and Forty-eighth
the method of large-scale demonstration re- piano are set forth in connection with soloists street have been formally opened. Mr. Barks
mains the most potent method of merchandis- on other instruments or singers, working with has had many years' experience as manager of
these as accompanist, but not obtruding itself; music stores in Seattle, Tacoma and Portland,
ing it.
To appreciate this fact it is only necessary (3) personal demonstration on the part of sales- and has personally supervised the decoration.
HighMt
Quality
Highwt
Quality