Music Trade Review

Issue: 1926 Vol. 82 N. 7

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
Detroit Music Trades Ass'n Promotes
State-Wide Contest for Child Pianists
Committee Appointed to Investigate Feasibility of Promoting Such an Event—Fowler Smith, As-
sistant Director of Detroit Public School Music, Promises Co-operation
p \ E T R O I T , MICH., February 8.—The De-
^-^ troit Music Trades Association is display-
ing great energy and its members are showing
themselves highly enthusiastic over the pro-
gram proposed for the benefit of the industry
here. At the meeting held last Monday in Book-
Cadillac Hotel, it was recommended that the or-
ganization start a State-wide contest for children
of twelve years and under to determine the best
juvenile piano player in the State.
A committee, consisting of Jay Grinnell, W.
R. Lewis, district sales manager of the Victor
Co., Walter Jenkins of Cable Piano Co., Mr.
Kessler of J. L. Hudson Co., George Sundberg
of the Q R S Music Co., Phil Sadowski, Mr.
King of the Convention Bureau, and Paul Cagle
of Story & Clark, was appointed to investigate
the feasibility of putting on this contest and to
prepare rules and regulations for a later meeting
of the organization.
It was pointed out that such a contest would
be excellent propaganda for increasing the pop-
ularity of the straight piano, that music teachers
and conservatories would be glad to co-operate,
necessary newspaper co-operation could.be se-
cured, and valuable inducements for entrants
would be forthcoming in the form of worth-while
prizes and State-wide publicity. It was sug-
gested that it would be advantageous to have
the final or elimination State championship
event during the State convention in August,
with Ossip Gabrilovitch as judge.
Fowler Smith, assistant director of music in
the public schools, assured the Association of
the co-operation of the Detroit Board of Educa-
tion in its endeavors. Mr. Smith, in his address
to the Association, set forth the wonderful work
in his department. He stated that each public
school owned from one to eight pianos, valued
in toto at $197,000; also $20,000 worth of phono-
graphs. Four thousand new pupils are being
enrolled yearly in the study of small instru-
ments, who purchase on an average a $20
instrument. It is contemplated to expand the
teaching of the piano in the schools next Fall
and great popularity for this work is anticipated
from the school's experience with small instru-
ments.
W. R. Lewis, of the Victor Talking Machine
Co., and John Sullivan, manager of the Henry
F. Miller Co., were admitted to membership.
The efficiency of the new secretary, Herbert
Cameron, sales manager of Starr Piano Co., was
highly complimented. The next meeting will be
held in the Book-Cadillac Hotel, Monday eve-
ning, March 1, to which all visiting members of
the trade are invited to attend and participate
in the meeting.
Relations of Dealers and Salesmen — (Gont. from page 3)
"He is after more sales, the same as you.
Working under a black-and-white contract
which can be terminated upon five or ten days'
notice makes it possible for you to look each
other squarely in the face every day of the
week, and in case of a gross violation there is
recourse to the courts with something to back
you up. If a firm refuses you a contract, there
is reason to believe they do not intend to do
right. That is a good firm not to work for.
"Regarding higher-ups selling to people who
are questionable as to reliability, make your
sale and let the sales manager bear the responsi-
bility of acceptance where that is the custom.
That is part of the duties merchants expect of
him.
"Try this recipe, adding any garnishment nec-
essary to fill your own demands, and step into
a sales manager's shoes later on.
"Yours truly,
"E. P. AMBLER."
Here, again, it is seen in Mr. Ambler's letter
that most of the difficulties that arise in the re-
lations of a salesman to his house are due,
fundamentally, to a lack of a clear understand-
ing in the agreement under which the salesman
is employed. As a matter of fact, the relation
of a piano salesman to a piano merchant goes
far beyond the ordinary agreement of employ-
ment due to the complicated nature of outside
selling in the piano trade.
Protection on Prospects
For instance, take the question of the length
of time in which a salesman will receive pro-
tection upon the prospects which he works. In-
stances have been known where a piano house
has carried a prospect on its books for as long
as nine years before closing the sale. This length
of time, of course, is rare, but, nevertheless, it
happens. As a matter of equity, no salesman
could ask for protection on such a prospect
over this entire period. Yet the existence of
such sales shows the complexity of the question.
A reasonable time should be set in the agree-
ment of employment. What that time is de-
pends largely upon the type of clientele sold,
the lines of instruments handled and, in general,
local conditions. But it should be long enough
to afford a reasonable degree of time in which
the salesman can work without cluttering up
the prospect list of the house with dead names.
A clear understanding upon this important
point will go far to preventing future misun-
derstandings and friction.
Protection on Closings
The second important basis of most misun-
derstandings between salesman and sales man-
ager exists in sales of the former which are
closed by the latter or by the inside salesmen
upon the warerooms floors. Here the outside
man is entitled to absolute protection, for un-
less he receives it and can count on it abso-
lutely he is not going to sell so many pianos.
Take the salesman who works without the
surety of such protection. Much of his work-
ing time is going to be wasted in the ware-
rooms waiting for his prospects to keep ap-
pointments (and piano prospects are notoriously
lax in that respect)—thus wasted in idling. If
he knows he will be protected, no matter who
closes the sale, he is going to work on the out-
side, and it is on the outside where most piano
sales are made.
The only sales which should go absolutely to
the credit of the sales manager or the floor
men are purely "drop-in" sales, those closed
with people who come into the warerooms with-
out previous work by the outside force, and
every # one of us in the retail piano trade knows
how few these are.
The compensation of the sales manager and
of the floor salesman should be based, not upon
their individual sales, but that of the for-
mer on the gross business done by the entire
force and that of the latter on the gross busi-
ness closed by them individually. In other
words, a floor man, when he is paid in this
fashion, knows that every sale he closes, no
PIANO
SCARFS
1926
matter what its origin may be, is to his credit
and thus he has no motive to claim a sale or
invade the work of the outside man.
No-Profit Sales
The third question, that of remitting com-
missions because there was no profit in a sale,
while not as widespread as the other two, is,
nevertheless, of some importance. Business ac-
cepted by a sales manager from a salesman
should be credited in the commissions of the
latter. If a sales manager is willing to accept
business without profit there is no reason why
the salesman should suffer. He is an agent in
good faith. The question of whether to accept
such business or not is not germane to the
question being discussed here. But it un-
questionably should not be done at the sales-
men's expense.
New Booklet Describes Auto
De Luxe Expression Action
Details Explained Clearly and Interestingly for
the Benefit of Prospects—To Be Distributed
by the Dealers
A new booklet, describing the Auto De Luxe
expression action, has been prepared by the
Auto Pneumatic Action Co., New York, and is
being mailed to dealers for distribution to pros-
pects in their warerooms. Space in the booklet
is apportioned equally to the Auto De Luxe
grand action and upright action with elaborate
full-page cuts to show the workings of each.
The grand player action including everything,
excepting the pump and electric motor, is con-
tained in the drawer structure suspended un-
derneath the key-bed of the piano and can be
removed in a few minutes, according to the
pamphlet's description.
Another feature of the Auto De Luxe expres-
sion action for grands is that the contact be-
tween player action and the piano action is
maintained by special duralumin hollow rods,
very light in weight but very strong. The pneu-
matic action stack is of new design—vertical
valve type—very accessible and easily removed
from the drawer. The pneumatic pitman wires
are installed-separately on a frame and can be
removed without disturbing any other part of
the player action. Each valve in the action has
a separate muffler on its top seat which deadens
the air noise which is present in most other
types of pneumatic actions. The expression de-
vice is what is known as the "choke" system,
patterned after the famous Welte-Mignon
basic patent governor, thereby giving the best
possible rendition obtainable with the Recordo
roll.
The upright Auto De Luxe Expression stack
is the same stack that has been made by the
company for a number of years. The complete
upright player action comes in two units—top
action—and pump on which is fastened the ex-
pression device, motor governor, reroll and re-
play boxes. The regulation for both actions is
described fully in the booklet.
Opens Branch in Anderson
ANDERSON, S. C, February 8.—A branch of the
P. J. Durden Music House, of Athens, Ga., has
been opened here, featuring a full line of pianos
headed by the Gulbransen and Fischer makes.
A. M. Hughey, formerly of the Burson-Eberhart
Music Store, of this city, has been selected as
manager. Phonographs, small goods and radio
will be carried in addition to the piano stock.
PIANO
COVERS and BENCH-CUSHIONS
0. SIMMS MFG. CO.. 103-5 Wart 14th St.
FEBRUARY 13,
New quarters have been taken recently by the
Wehrley Music Co., at 581 Main street, where
larger display facilities are available than in the
old location in the Stroud Theatre Building.
tar
tfci
OSCO
Dlaaaad
LMK
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
FEBRUARY 13, 1926
THE
MUSIC TRADE
REVIEW
The Dealer Recital as a Means of
Increasing Sales Volume
Demonstration Fundamental in All Selling and Merchandising Work With Musical Instruments — The
Intimate Recital in the Dealer's Warerooms the Least Expensive and Most Effective Way of Having
the Greatest Number of People Possible Hear the Music the Instrument Produces
T
H E merchant who sells musical instru-
ments develops his appeal not through
the instruments themselves, except in
very rare cases, but through the music that they
are capable of producing. That much is con-
ceded generally. Moreover, it is conceded that
music is not something that can be described
adequately in type or exhibited in tangible
form but something that must be actually heard
if it is to win full appreciation.
The Answer
The answer to the dealer's problem of pre-
senting his merchandise properly, therefore,
lies in having as many people as possible hear
the music produced by the instruments in his
stock, either by drawing them into the store
through the medium of the printed or spoken
word, or by arranging regular series of recitals
so attractive that they will obtain substantial
audiences of the right kind of people. The re-
cital represents the most effective form of group
demonstration in that it has the advantage of
reaching a substantial number of people at one
time and at one expense though under certain
conditions with the disadvantage of making per-
sonal contact difficult.
A great many retailers, particularly those
handling reproducing pianos, are quite familiar
with recital work, for they conduct it to a
greater or less degree, finding that it pays sales
A Watkin Program Cover
dividends in direct proportion to the amount
of intelligence shown in tieing up with each in-
dividual event.
There are still those, however, who regard the
recital as a distinctly ambitious form of adver-
tising and who hesitate to invest the amount of
money and effort required to put it over suc-
cessfully. They feel that the plan though good
is too ambitious for them.
An Incorrect Viewpoint
The great difficulty appears to be that most of
these retailers who favor the private demonstra-
tion with its limitations over the public recital,
regard the latter only from its most ambitious
angle, that is presenting artists of international
repute in an auditorium capable of seating sev-
eral hundred or several thousand people. They
cannot conceive apparently of the fact that it is
quite effective to arrange space in their own
premises wherein intimate recitals can be given
frequently and at small cost before audiences
of from twenty to fifty people.
It is significant that the larger retail concerns
who go into recital work on a large scale, either
as individuals or in association with manufac-
turers, in practically every case provide some
form of small auditorium where select groups
may hear recitals demonstrating their featured
instruments and who have at the same time
direct contact with the store and the merchan-
dise it offers. The intimate recital has the fur-
ther advantage that, although the ambitious pro-
ject may bring to the city or town some great
artist, that same artist may through his person-
ality overshadow the instrument itself. The
smaller recital given with the aid of members
of the sales force at times or with the assistance
of local artists of some standing affords an op-
portunity for keeping the instrument itself in
first place as the feature with the assisting
artist in the second position.
The timid dealer will sometimes declare that
the expense of advertising a recital either
directly by mail, over the telephone or through
the newspapers, is out of proportion to the
direct sales results that can be expected. This
objection is easily overcome by those who have
given proper consideration to the matter by
arranging at the opening of the Fall season a
series of regular recitals, either afternoon or
evening, and held on a weekly or bi-weekly
schedule throughout the winter. Operated for a
season or two and given proper publicity at the
outset, these recitals can be made sufficiently
interesting in themselves to develop a following
that brings business.
A Good Example
Any dealer who doubts the fact that regular
recitals can pull capacity audiences might drop
into the auditorium of the Wanamaker Store,
New York, any afternoon and study the crowd
who fill that spacious hall, in most cases to
listen to musical recitals of the better sort. The
advertising the Wanamaker Store devotes to
these auditorium programs is distinctly limited
in proportion to the interest they have for New
Yorkers and visitors to the city. This same
idea can be carried out inexpensively, but with
equal success in proportion by the dealer in the
small community who has developed proper
contact with the schools, the women's clubs and
other local organizations.
The story is told of one fairly prominent
social light in a Western town who was seen
frequently at the recitals given by a local dealer
featuring a well known make of reproducing
piano. Each time she was accompanied by a
different group of women and finally one of the
salesmen commented on the fact in an off-hand
way.
"I find it an excellent way to entertain my
friends after luncheon or before tea," she de-
clared, and as she was perfectly willing to give
the names and addresses of her guests each
time and to introduce them, the dealer reg-
istered no objection. Probably there are many
other women who discharge social obligations
in the same manner but they help swell recital
audiences and bring in the prospects.
One dealer has built up his recitals most suc-
cessfully by developing a close contact with
the local conservatory of music, an institution
enjoying high standing and an excellent reputa-
tion throughout the State. Promising pupils are
invited to appear in recital in the store audi-
torium. They welcome the opportunity and
bring their friends who are thus permitted to
listen to a demonstration of the straight pianos
and reproducing pianos handled by the house.
WANAMAKER AUDITORIUM
Tuesday, January 26th, 1926
Al 1 30 P. M
CONCERT
by
NINA ENTZMINGER, ^Pianist
THURSTON NOE, Organist
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1
PROQRAM
-:•
ORGAN
Choral et Menuet from Suite Oothiquc.
MR NOE
>. Scotch Poem
b. To a Water-Lily
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MISS; ENTZMINGER
: Dame from Suite Gothique...:
MR. NOE
IV
PIANO
a. Claire de Lune
...fiotllnwn
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MISS ENTZMINCER
trom Suite Cothique
MR
,
Boellmann
NOE
Note —Immediately following the Program, a Short R « m l by
the Brunswick Panatrope. the (rut Electrical Reproducing Miukal
Infttrament
Mason and Haiulin Piano Used
Dr Alexander Ruiuell, Concert Director
A Typical Wanamaker Program
That the sales resulting from this practice are
numerous is best indicated by the fact that the
plan had been continued for three seasons.
What Creates the Interest
The local recital even without the co-opera-
tion of the manufacturer, is not the bugbear
that some retailers appear to believe. It may
not be possible or wise to give a small town
recital on a big town scale, but it is quite often
found that a local artist can be obtained at an
expense that is negligible. That artist usually
brings to the store a following that is more
distinctly enthusiastic because of personal ac-
quaintance than would be the audience of larger
dimensions gathered to hear an international
celebrity. Incidentally, the piano itself is
afforded a greater opportunity for "doing its
stuff," as the Broadwayite would have it.
Lehigh Ass'n Meeting
AI-LENTOWN, PA., January 30.—The Lehigh Val-
ley Radio Trade Association, of which half a
dozen local music merchants are members, held
its first meeting of the new year recently at
the Elks' Club, on South Eighth street. Among
the benefits to radio owners and to the organ-
ization itself discussed at the meeting was the
co-operation of the Pennsylvania Power &
Light Co. in correcting any leaks or other
causes of interference with reception; the instal-
lation of condensers on electrical devices by
their manufacturers to lessen interference was
also praised. The policies of the association
regarding the demonstration and serving of sets
which had been in force since the inception of
the organization will be printed shortly and
distributed by the various members.

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