Classic Mode

Music Trade Review

Issue: 1925 Vol. 81 N. 9

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 29, 1925
THE MUSIC TRADE
REVIEW
Bridging the Big Gap in Present Day
Player-Piano Merchandising
A Simple and Direct Method by Which a Proper Appreciation of the Musical Capabilities of This In-
strument May Be Brought Directly Into the Homes of the People Who Already Own It—A New
Form of Co-operation Which, If Worked Out, Will Bring Dividends in Greater Sales
O dealer or manufacturer has yet been
found to argue against the sales value
of the foot-power player-piano upon
any ground other than the alleged difficulty of
playing it properly. Nor has any such person,
upon further examination, been found to main-
tain seriously that it is beyond the ability of
the retail trade to sell by demonstrating, that
is to say by showing the prospective owner the
simple trick of pedal control.
Nor has the
present writer even been able to discover a
man willing seriously to maintain that the best
way to sell player-pianos is any other way than
this.
In fact the argument is so obviously practical
that it is virtually impossible to find a flaw in
it. Every dealer will cheerfully admit that the
right way to sell a player-piano is to sell the
idea of what it will do; yet one finds dealers
complaining that they cannot do this practically,
that they cannot reduce to practice the prin-
ciples which they know to be correct. Dealers
admit sorrowfully that the public has not yet,
after twenty-five' years, any clear idea of what
a player-piano can give in the way of entertain-
ment, musical pleasures, music appreciation and
music education, to the man or woman for-
tunate enough to own one. The more acute
thinkers among the dealers bewail frequently
the gap between the capacities of the player
and the knowledge the public has of these.
Still one finds dealers unable to bridge this
gap successfully.
Conditions and Remedies
Now it usually happens that when a sufficient-
ly acute crisis looms up, ideas which in quieter
times are impatiently put aside as impracticable
are treated with more patient consideration, and
their possible merits more carefully investi-
gated.. Considering then that there is to-day
a general complaint about the selling qualities
of the foot-power player-piano, one may ven-
ture to make a suggestion which has perhaps
not yet had the attention it seems to merit.
It will be admitted without argument that
the worst feature of the player situation is the
state of public feeling. Hundreds of thousands
of player-pianos have been sold and supposedly
are in use. Apparently, however, owners in
general are the least enthusiastic of mortals.
They buy very little music after their initial
purchase; or if they have obtained an initial
"throw-in" in the shape of a box of rolls as
lagniappe with the purchase of the instrument,
they appear frequently to display a most regret-
table lack of any later desire to purchase fox-
trots, ballads or anything else. They say, when
any one takes the trouble to ask them, either
that the piano does not interest them any more,
or else that they cannot make it sound right.
In a word, they are decidedly short on enthusi-
asm; and often wonder if they can perchance
make an advantageous trade on a Ford car, a
radio set or something live of the kind.
The fact that these same people will undoubt-
edly be just as tired of the radio or of anything
else after they have possessed it for a few
months, has of course nothing to do with our
immediate case, save that it throws some light
upon the condition of our national culture.
The Player and National Culture
What, however, is important, in fact very im-
portant, is the fact of the player-piano's hav-
ing apparently failed to make a mark upon our
national culture. No one who knows what the
N
instrument will do, how easy it is to play, and
what an immense amount of sheer delight there
is in roaming through all musical literature by
its aid, will be willing to admit that this lack
of public interest is either natural or was rea-
sonably to have been expected. Rather will one
be inclined to the belief that every other avail-
able indication points to a constantly growing
interest in music throughout the land. It is
true that one can easily overestimate the value
of such indications; but at least they do not
point in the wrong direction. When therefore
we find that along with a growth in the right
direction there is an opposite tendency, in this
case away from interest in a means to music
which every one who understands it knows to
be unequaled in charm and interest as well as
in efficiency, it is evident that there is a serious
gap somewhere.
The Wide Gap
And so there is: a gap which we have our-
selves left by refusing to take the thing serious-
ly and by selling the player-piano as if it were
so much furniture, instead of selling it as every-
man's key to music. It is as if we advertised
and tried to sell membership in a golf club
without explaining what golf is, or automobiles
without a word about driving.
To preach to dealers is pretty much a waste
of time. They cannot or will not change their
tactics, at least so long as there is any chance
of getting along in the old bad ways. There
remain, however, two other interests to be con-
sidered, and it appears that these two may yet
save the situation. In a word, it is time to con-
sider what the manufacturers may do in co-op-
eration with the outside tuners and repairmen
to restore public interest in the player-piano,
and thereby build up, out of the existing body
of owners, new interest in music, new interest
in playing and new buying of music rolls; all
of which will inevitably and rapidly lead to new
sales of new player-pianos.
A New Co-operation
The manufacturers and the tuners are to-day
getting together on the whole question of tech-
nical service in the home. Is it not possible to
carry that co-operation a little further?
Let us just suppose that every tuner from
now onwards, whenever he has tuned and ad-
justed a player-piano, should make it his busi-
ness to play upon it, for the benefit and in the
presence of the owner, one or two pieces of
good (not "heavy") music. If such a practice
were inaugurated and a record kept of the facts
in each case thus treated during a year there
would come to light without doubt an immense
mass of information showing that the great
majority of the owners had never heard their
instrument sounding as a player-piano well
played can sound, before the tuner had thus
demonstrated it. And if, furthermore, every
such tuner should spend a few minutes in telling
his customers how to handle the levers and how
to work the pedals, so as to produce touch ef-
fects, what a world of new interest would be
worked up all over the country in a short time!
For it is not that the player-piano is at fault.
It is not that the player-piano is not what it is
claimed to be. It is not that the 'player-piano
is not fascinating, not alluring, not interesting
to the masses. The player-piano, in fact, is in-
teresting, is fascinating, is alluring, is all that
is claimed for it; but it is not able to get up
and tell the owners what to do with it, nor,
apparently, are the dealers willing to do that
necessary job. Hence the suggestion that it be
turned over to the men who know most about
the attitude of owners, who meet the family at
home, and who hear all the home scandal about
the player-piano frankly expressed.
Details to Be Worked Out
Here is an idea worth investigation. It is
obvious enough, and probably not new; but
it has never been worked out, never considered
in detail, never perhaps considered at all seri-
ously. Yet, with manufacturers and tuners co-
operating, and with the former running tech-
nical schools which the latter attend, is there
any great difficulty in figuring out an extension
of that work to include what might be called
aesthetics service?
Surely manufacturers of music rolls and of
player-pianos would be only too happy to co-
operate, to mutual material advantage.
Is this not worth looking into?
Gar Loadings Show Increase
Edwards Buys an Island
WASHINGTON, D. C, August 22.—Considerable
optimism in general business circles was caused
here this week with the announcement by the
American Railway Association that the week
ending August 8 was the largest so far in 1925
in the matter of car-loadings of revenue freight,
the total being 1,051,611 cars. It was also the
fourth consecutive week that loadings have ex-
ceeded the million-car mark. Trade analysts are
inclined to the view that this unprecedented
freight activity is one of the best barometers of
a business boom early in the Fall.
BUFFALO, N. Y., August 24.—Daniel M. Edwards,
head of E. W. Edwards & Sons, department
store in Buffalo, which has a large Victor and
Brunswick department, has purchased Dewey
Island, one of the beauty spots in the St. Law-
rence River. On the island he will build a Sum-
mer home. When it is completed, it is said it
will be one of the finest estates in the Alex-
andria Bay section according to the plans al-
ready drawn.
Take Part in Dollar Day
Although there is a noticeable improvement
in demand for the complete Haddorff line, the
Chicago office of the Haddorff Piano Co. re-
ports that the new style five foot four inch grand
is meeting with a wonderful reception on the
part of the trade. The approval for this type
of instrument is emphasized by the large num-
ber of orders that are being received, as well
as a number of testimonial letters praising the
instrument.
YOUNGSTOWN, O., August 24.—Seven Youngs-
town music stores co-operated with more than
a hundred other retail merchants of Youngs-
town in the staging of a Dollar Day Sales
event recently. All music stores listed a num-
ber of offerings at one dollar, mostly records,
player rolls and cheaper musical merchandise.
Dealers report good volume of sales.
New Style Haddorff Grand
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
Interstate Commerce Commission Issues
Freight Schedules on Radio Receivers
Take Effect in Official Southern and Western Territory in Carload Lots—Fefuses Approval on
Proposed Increases on Radio Sets and Talking Machines Combined
"VI^ASHINGTON, D. C, August 24.—The
Interstate Commerce Commission has ap-
proved schedules proposed by the railroads on
radio receiving sets, in carloads, in official
Southern and Western territory, which would
result in increased freight charges, but has re-
fused approval of the proposed increases on
talking machines and radio sets combined, in
carloads, and has ordered the carriers to file
new schedules which will be in accordance with
this decision.
The schedules were originally filed to become
effective February 10, last, but were suspended
upon protest by the Music Industries Chamber
of Commerce, the Radio Corporation of Amer-
ica and other radio and phonograph manufac-
turers, who claimed the proposed rates were
too high to be justified.
On account of the comparatively recent de-
velopment of radio receiving sets, specific pro-
vision has not heretofore been made for them
in freight classifications. The railroads admit-
ted during the hearings that they are electrical
appliances, which, when not otherwise specifi-
cally rated, are rated first class in less than
carloads and third class, with a flat minimum
of 30,000 pounds, in carloads. Radio loud
speakers are specifically rated 1J/2 times first
class in lesS than carloads and second class,
minimum 12,000 pounds, in carloads. Specific
provision is likewise made for radio tubes, at
double first class in less than carloads and first
class, minimum 14,000 pounds, in carloads.
The music and radio industries hold the opin-
ion that under the classification ratings now in
effect radio sets are subject to the ratings pro-
vided for electrical appliances. The railroads
concurred in this view, except in the case
of sets equipped with loud speakers or tubes
or both; where these parts are included
in a set they contended that the whole
constitutes an electrical appliance combined
with tubes or with a loud speaker, as the case
may be, and that under the rules relating to
combination articles or differently classed
articles in the same package the applicable rat-
ing is that provided for the highest-classed arti-
cle in the combination or package. The com-
mission holds that the industries' interpretation
of the existing provisions is correct and that
where a set is designed for the reception of
tubes or a loud speaker or both and those parts,
or either of them, are shipped with the set,
whether installed or separately packed, the
whole constitutes a single electrical appliance
and must be rated as such.
In the absence of .specific provision in the
classification for talking machines and radio
sets combined, they have been rated under the
combination-article rule as a talking machine
and an electrical appliance combined. Talking
machines are rated first class, in less than car-
loads, and second class, minimum 16,000 pounds,
in carloads. Less-than-carload shipments of
talking machines and electrical appliances arc
rated the same, first class, but carload shipments
of talking machines are classed higher than car-
load shipments of electrical appliances. Ac-
cordingly, under the combination-article rule
the ratings on talking machines and radio sets
combined are first class in less than carloads,
and second class, minimum 16,000 pounds, in
carloads.
By the schedules filed by the railroads they
proposed to establish less-than-carload rating?
on radio sets and talking machines and radio
sets combined of 1^2 times first class in the offi-
cial and Western territories and double first
class in the Southern territory; and a uniform
carload rating on both articles of second class,
minimum 20,000 pounds. On carload shipments
of radio sets it was proposed to increase the
AUGUST 29,
1925
radio manufacturing field with headquarters in
New York. All of the facilities of the organ-
ization will hereafter be devoted to the pro-
duction of a complete line of radio receivers,
the first to be released being the Wolper R.F.-5,
completely equipped with batteries, tubes and
built-in loud speaker.
rating from third to second class, with a reduc-
tion in the minimum from a flat minimum oi
30,000 pounds to a graduated minimum of 20,000
pounds, according to the size of the car used
On carload shipments of talking machines and New York Manufacturer Reports Sale of Ten
radio sets combined it was proposed to continue
to That Institution—Pianos Used in Many
the rating of second class, but to increase the
Other Schools as Well
minimum from 16,000 to 20,000 pounds.
During the course of hearings before Exam-
One of the most recent orders received by
iner Flynn, a great mass of evidence was intro- Ricca & Son, New York, was one for ten Ricca
duced showing the weights and values of the & Son pianos for use in New York University
two classes of shipments and their comparison which were selected by Hollis Dann, musical
with other commodities taking various rates. director of the institution. These instruments
Much evidence was introduced relative to the are being used in the Department of Music,
recency and development of radio and the vari- which gives four-year courses for supervisors,
teachers of theory, piano, singing and profes-
ous uses to which it is put.
The railroads claimed that the installation of sional singers. At the Summer school, which
a radio set in a talking machine substantially has been in session this year, over 500 teach-
increases the value without materially increas- ers and supervisors of music are registered.
The Ricca & Son instruments, besides being
ing the weight. They admitted that the values
of the more expensive and elaborate types of used in New York University, are found in many
talking machines may equal or exceed the schools throughout the country. In New York
values of some types of machines equipped with they are used in the public schools of Roscoe,
radio sets, but contended that average condi- Pleasantville, Elmira, Waverly, New Rochelle,
tions must be considered in determining classi- Ithaca, Poughkecpsie, Tennessee, Oneida, Yon-
fication ratings. They claimed that the existing kers and other cities.
In New Jersey, they are found in schools of
ratings on talking machines are too low in view
of the development in the models of such Montclair, Nutley, Perth Amboy, Maplewood,
machines since the ratings on talking machines Hackensack, Paterson, Hawthorne, East Or-
were originally established at which time they ange, South Orange, Bloomfield, Rutherford,
were small, compact and portable and much Silver Lake, Grantwood, Tenafly, Bcrnardsville
and Bayonne.
heavier per cubic foot than the present types.
In Pennsylvania, they are used in Ellwood
The music industries claimed that the pro-
posed minimum of 20,000 pounds on talking City schools, Rimersburg, Dormant, Houston,
machines with radio sets combined cannot be Mt. Etna, Mt. Pleasant. Other schools in which
loaded in a 36-foot car. The roads did not in- Ricca & Son pianos are in use are in Fitchburg,
sist that the proposed minimum can be loaded Mass.; Concord Academy, Concord, Mass.;
but contended that the proposed rating of sec- Beaumont High School, Beaumont, Tex.; Inde-
ond class was reasonable only when applied pendent Consolidated Schools, Atkin, Minn.;
with a minimum of not less than 20,000 pounds. Sacred Heart Academy, Yankton, S. D.; Red-
The commission, however, has consistently re- field, S. D.; Woodlawn, Ala.; Birmingham, Ala.;
fused to approve a minimum weight which it is Vassar College, Poughkeepsie, N. Y.; the
impossible to load, and refused to do so in this schools of Ft. Wayne, Jnd.; Old Mill School,
Mill City, Cal.; Fait School, Atlanta, Ga; the
case.
In its decision the commission approved the public schools of Hantranck, Mich.; Turlock,
proposed ratings on radio sets except to the ex- Cal.; Stevenson, Cal.; Irwin, Cal.
tent that the less-than-carload rating proposed
in Southern territory should not exceed \ l /i
times first class, disapproving the double first
class rate asked. It also approves the proposed
Clayton Irwin, Jr., a familiar figure in the
ratings on talking machines and phonograph radio industry, has been appointed general man-
rates combined, in less than carloads, with the ager of the Radio World's Fair to be held in
same exception. The proposed ratings on talk- September at the 258th Field Artillery Armory,
ing machines and radio sets combined, in car- in New York, and in November at the Colise-
loads, however, is disapproved as it provides for um in Chicago. Mr. Irwin was instrumental
a minimum weight which cannot be loaded.
in organizing the radio department of the
The carriers are instructed to cancel the orig- Brooklyn Daily Eagle and also handled the
inal schedules on or before September 19, next, radio end of the Conde Nast publications of
and file new schedules complying with the coin- New York.
mission's findings.
New York University
Using the Ricca Pianos
Radio Show Manager
Forecasts 2,000,000 Output
A recent survey of the radio industry con-
ducted by the Copper & Brass Research Asso-
ciation places the retail value of receiving sets
and parts to be sold in 1925 at $500,000,000,
as compared with $50,000,000 for sets sold in
1922. At the close of this year it is estimated
that 5,000,000 sets will be in use, compared
with 100,000 in 1922. The Association states
that the trend is away from the home-made in-
strument and distinctly toward the set bought
as a complete operating unit. The 1925 produc-
tion is estimated at 2,000,000 sets.
Wolper Line Announced
H a r r y W o l p e r , h e a d of t h e H . B. W o l p e r Co.,
a n d well k n o w n t o t h e m u s i c t r a d e , h a s a n -
n o u n c e d t h e e n t r a n c e of t h e c o m p a n y i n t o t h e
Maxon With Thermiodyne
H. R. Maxon, of Philadelphia, has been ap-
pointed advertising manager of the Thermio-
dyne Radio Corp. with headquarters in the
executive offices <>f the company in New York.
Mr. Maxon brings to the Thermiodyne or-
ganization an experience of twenty years in
the national and international fields.
Wiley in Bankruptcy
HUNTINGTON, W. Va., August 24.—An involun-
tary petition in bankruptcy was filed here re-
cently against the Alfred Wiley Piano House by
the principal creditors of the concern. Alfred
Wiley, sole owner of the business, presented no
defense in the proceedings. The first meeting
of the creditors will be held August 25 in Judge
Whitten's office at which time a trustee will be
elected and the defendant will be examined.

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