Music Trade Review

Issue: 1926 Vol. 83 N. 10

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
REVIEW
THE
VOL. LXXXIII. No. 10 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y., Sept. 4, 1926
""'{Iff
l O ea? e n t g
The Four E's of Salesmanship That
Sell Reproducing Pianos
Frank L. Grannis, Vice-president of the Southern California Music Co., Los Angeles, Cal., Points Out That
They Are Enjoyment, Entertainment, Esteem and Education, and That the Greatest of These
Is Education — Develop the Last Factor to Its Greatest Extent, He Declares
WING io the fact that most of my ac-
tivities in the music business since 1902
have been, first, with the push-up piano
player, then the player piano, and finally the
reproducing piano, I certainly consider my sub-
ject a very big one because, to me, the results
obtained by a real reproducing piano place it as
one of the greatest marvels of the centurv.
The new phonographs, because of their
wonderful reproduction of sounds of all kinds,
are astounding. I cannot express my amaze-
ment at the wonders of radio.
There is a
mystery attached to radio, however, similar to
the mystery of electricity and this reminds
me of the time when trolley cars were first in-
troduced in a small town in Ohio. A farmer
said to one of the townsmen: "You can't see
what makes them cars go." The townsman re-
plied: "Why anybody knows that, you darn
fool, it's electricity." The farmer replied:
"Yes, anybody knows that it's electricity you
darn fool, but what is electricity?"
No one has been fully able to answer that
question although we use it so commonly that
it is just accepted the same as we are now ac-
cepting radio. We don't know what it is, what
it is all about, but we use it and we are
getting phenomenal results. To me, though, the
reproducing piano is even more wonderful. A
phonograph mechanically reproduces sound
while the radio picks up sound from distant
points. Both phonograph and radio accom-
plish . their results by means of a little
mechanical device, but the reproducing piano
accurately reproduces the playing of the
world's greatest pianists by actual perform-
ance.
The piano is really played, and played just
exactly as the artist played it. This is the
greatest musical achievement of the age in my
estimation, but my fear is that we are getting
so accustomed to it ourselves that we may
lose our enthusiasm and, in turn, may lose an
untold amount of business which we should
get from the sale of these glorious instru-
ments.
There are four motives which influence a
.customer to purchase a reproducing piano.
These are called "The Four E's of Salesman-
ship" and are as follows:
1.—Enjoyment—It's fine to sell reproducing
O
pianos for enjoyment, but the great trouble is
that it is temporary.
2.—Entertainment—This is also a fine mo-
tive but, like enjoyment, it is also only tem-
porary.
3.—Esteem—I am inclined to believe that
this motive is rather limited although some
people do buy reproducing pianos simply be-
r
HE educational side of the selling
problem in the reproducing piano has
too often been neglected by the music mer-
chant. The manufacturers had steadily
stressed this point, realizing that it is one
of the most important elements in creating
this instrument's popularity.
The article
on this page, tvritten by one of the best-
informed men in the Pacific Coast piano
trade, goes into this side of the question in
some detail and is worthy of every dealer's
close attention.
cause their neighbor has one, or some friend.
4.—Education.—To me this is the most
salient feature of the reproducing piano be-
cause its educational value is way above all
the other points put together.
When you stop to realize that a piano stu-
dent by means of the reproducing piano can
have for his instructors hundreds of the
world's greatest pianists we surely can look
forward to hearing, perhaps"in the near future,
greater pianists than the world has ever
known.
In my estimation, we must develop this
educational value of the reproducing piano to
its fullest extent. Often, when we are trying
to interest a prospective buyer in a reproduc-
ing piano he will say: "No, I am not interested,
my children are taking piano lessons and I
am afraid they would not practice if we had a
reproducing piano."
We must overcome this ignorance. I will
give you, in a few words, our method of con-
verting this kind of prospect. We tell them
that if their children were studying French
they would be very happy indeed to have
them associate with French-speaking people as
much as possible in order that they might so
acquire the correct usage of the French
language and the inspiration they would
naturally get from hearing it used con-
stantly and correctly. If their children were
studying painting, would they not take them
to see the world's great masterpieces whenever
and wherever possible? Such being true, and I
am sure you will agree that it is true, why not
give the child the same advantage when study-
ing the piano? It is true that there are to-
day several progressive piano teachers in this
country who use reproducing pianos to show
their pupils the interpretation, correct phras-
ing, correct expression, etc., used in playing
certain compositions by the world's masters,
but I am hoping that the time will come when
most every piano teacher who can possibly
afford it will have a reproducing piano in
their studio to inspire their pupils.
You all know it is a fact that thousands of
vocal teachers have used phonographs to as-
sist their pupils in hearing some of the world's
great voices in order to get their technic, ex-
pression, breathing, phrasing, interpretation,
etc. I believe that every vocal pupil who has
studied with a teacher (using a phonograph
with which to illustrate certain points) has, in
time, become a phonograph owner. I also be-
lieve that every piano student, who could pos-
sibly afford it, would become an owner of a
reproducing piano if they could grasp the un-
limited value it would mean to them in their
studies. In other words, it is my firm con-
viction that in the promotion of the reproduc-
ing piano (from the sales standpoint) we must
spend a great deal of-time, effort and money
on its educational value; first, because the de-
velopment of this value opens up a vast field
which is constantly increasing and, second, be
cause it develops the usefulness of the repro-
ducing piano to its greatest degree.
Undoubtedly one of the greatest sales build-
ers for the phonograph has been its splendid
educational work. Today the phonograph is
in most every public school and is always used
for the music memory contests that are put on
every year.
(Continued"oh page 11)
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
the Music Trade Review
Complete Program of the Ohio Ass'n
Meeting in Columbus, September 13-15
Meetings to Be Held in Neil House in That City-Leading Topics of Discussion Include Group
Advertising, the Carrying Charge, National Prices and Piano-Playing Contests
O.> August 30.—The complete
program for the seventeenth annual conven-
tion of the Music Merchants' Association of
Ohio to be held at the Neil House, Columbus,
O., on September 13, 14 and 15 have just been
announced from the office of Rexford C. Hyre,
this city, secretary of the association.
Monday, June 13
Registration will begin at 9 a.m. on Mon-
day, June 13. During the day the golfers of
the association will hold a tournament at the
Elks' Country Club, details of which may be
secured from Arleigh C. Dom, Secretary of the
Ohio Music Merchants' Golf Association, 9 East
Third street, Cincinnati. Elaborate prizes have
been provided for the contestants and it is ex-
pected that the tournament will be the largest
thus far held in connection with the Ohio con-
ventions.
Active members of the association will play
in one division, and associate members in an-
other. On Monday evening all those attending
the convention will repair to the Elks' Country
Club and join the golfers at dinner, preceding
which there will be various forms of entertain-
ment at the club for the non-players.
On Monday at one o'clock there will be an
executive meeting confined to active retail deal-
er members of the association, at which the
chief subject of discussion will be "Group or
State Advertising Through Newspapers and
Billboards to Boost the Use of the Piano."
Other matters of importance will also come up
for discussion.
Tuesday June 14
The first general meeting of the association
will be held on Tuesday morning at which ad-
dresses of welcome to delegates will be made
by Hon. Harry French, Chief of Police of
Columbus, and Hon. John R. King, Franklin
County Prosecutor. A suitable response will be
made by Otto C. Muehlhauser of the associa-
tion.
The Tuesday afternoon session will open with
the presentation of the reports of the various
officers and standing committees of the associa-
tion, followed by a discussion of "The Ohio
Carrying Charge Schedule" led by Secretary
Hyre. Fred N. Goosman, of Toledo, will lead
the discussion on "Advisability of Having Musi-
cal Instruments Nationally Priced." A. L.
Maresh, of Cleveland, will present the report of
the Legislative Committee, Omer E. Wester-
field, of Greenville, the report of the Mutual
Insurance Committee, and F. B. Beinkamp, of
Cincinnati, the report of the Advancement of
Music.
On Tuesday evening there will be presented
in the ballroom of the Neil House the "Music
Revue of 17926" arranged by the music mer-
chants of Columbus and at which will be demon-
strated the latest musical instruments intro-
duced to the public, such as the Brunswick
Panatrope and mechanical phonographs, the
Orthophonic Victrola, the Duo-Art piano, the
Ampico, the Welte-Mignon, and other instru-
ments. Invitations to attend the affair will be
issued to the public and a large attendance is
expected.
Wednesday, June 15
On Wednesday morning Roy A. Maypole,
chairman of the Piano Playing Contest Com-
mittee in Detroit, will explain the manner in
which the contest was carried out so success-
fully in that city. Otto B. Heaton, of Columbus,
|HJLEV"ELAND,
will follow with an explanation of the Miessner
Plan and there will be a general discussion on
the subject. At this session visiting executives
of other associations will address the Ohio mer-
chants.
Following the routine business and
election of officers the convention will come to
a close.
SEPTEMBER 4, 1926
The annual informal dinner and dance of the
association will be held at the Neil House on
Wednesday evening. President Muehlhauser
will act as toastmaster and the principal ad-
dress will be made by Thomas M. Pletcher, of
Chicago, who will have for his subject: "Rela-
tion of the Piano Dealer to His Employes." Fol-
lowing the installation of the new officers the
floor will be cleared and there will be dancing
to the music of Alan Hale's Orchestra.
During the convention the ladies are invited
to participate in the various meetings and en-
tertainments and a special program has been
arranged for those who would enjoy the sights
of Columbus while in the city.
Indianapolis Dealers Call Meeting for
Formation of State Body on October 25
City Association Again Takes Initiative in Endeavor to Organize the Retail Music Merchants of
the State of Indiana—Local Dealers Enthusiastic
NDIANAPOLIS, 1ND., August 30.—Much
Further matters of organization will be taken
interest is being manifested in the efforts of up at their next regular meeting to be held at
the Indianapolis Music Dealers' Association in the Indianapolis Athletic Club Monday, Sep-
sponsoring the formation of a State music tember 30.
dealers' assocation. A previous attempt was
unsuccessful last year, due to lack of proper Columbia Branch Managers;
co-operation among out-State dealers. Joel B.
Ryde, of the Fuller-Ryde Music Co., is general
Visit Company Headquarters
chairman. At a meeting held at the Indian-
apolis Athletic Club August 27 a tentative date F. R. Erisman, of Dallas, and Miss R. Helberg,
of Cincinnati, Bring Excellent Reports From
of October 25, 1926, was made as the time for
Respective Territories
the organization to be formed. The arrange-
ment committees are taking up with the out-
F. R. Erisman, manager of the Dallas branch
State dealers the possibility of such an organ-
ization and are seeking to secure the endorse- of the Columbia Phonograph Co., was a New
ment of these dealers. It is hoped by the of- Yorker for three days of the week of August
ficers of the local association that their move- 22. Despite the London-like weather he en-
ment will receive co-operation both from In- countered during his short stay, the tall Texan
diana dealers and other quarters. Mr. Ryde, was noticeably in excellent spirits, due to the
the general chairman, is enthusiastic as to the fact that Columbia business is humming down
success of such a venture. "The matter of such Dallas way.
Miss R. Helberg, manager of the Cincinnati
an organization," stated Mr. Ryde, "has been
forming for the past five years, but each time branch of the Columbia Phonograph Co., was
our plans have been unsuccessful. We believe a two-day visitor to New York recently. While
that there has been a great deal of favorable in town Miss Helberg availed herself of the
publicity to such a plan, and that the time is opportunity to visit the Columbia executive offi-
now at hand for the success of our venture. Our ces and there report that Cincinnati Columbia
local organization realized the advantage of dealers are experiencing an increasing demand'
such a step, and are anxious to lend their fullest for Columbia New Process records and Viva-
co-operation to such an organization. The tonal Columbia phonographs.
matter of organization, of course, now is only
tentative, but our several committees are at
Cleveland Visit Postponed'
work and they will undoubtedly bring the re-
sults anticipated."
CLEVELAND, OHIO, August 30.—The visit of the
William Christena, president of the Indian- Detroit music dealers to this city as guests of
apolis Association of Music Dealers, likewise the local trade association and in return for the
expresses himself as well pleased with the re- visit paid by the Clevelanders to Detroit re-
sults the Association is securing in the forma- cently, was originally scheduled for yesterday,
tion of a State organization. "We have a well- August 29. Late last week, however, Otto C.
attended live local organization that is well Muehlhauser announced that owing to unfore-
equipped at this time to go forward in our seen circumstances the visit of the Detroiters
State-wide movement. We wish to establish had been postponed until the latter part of
such an organization that will be of mutual September, and that a number of Pittsburgh
benefit to all of us and it is with that in mind dealers will come to Cleveland at the same time.
that we are putting our efforts forward. The
committee heads who are going forward in
Cable-Nelson in New York
this movement are well known to the State
piano dealers and will bring success to our
The Eastern offices and warerooms of the
movement."
Cable-Nelson Piano Co., of which A. Dalrymple,
A. T. Rapp, of the Rapp & Lenox Piano Co., well known to the trade, was recently ap-
who has been associated in the piano business pointed manager, has been moved to 449-451
for many years, is very enthusiastic over the West Forty-second street, New York, where in-
outlook for a dealers' association. "We believe creased space is available for the handling of
that an organization formed on the service idea the company's Eastern business.
mutually beneficent will undoubtedly be suc-
cessful. I believe that the matter of organiza-
Consult the Universal Want Directory of
tion can be culminated at this time, as the local The Review. In it advertisements are inserted
dealers are giving us their best support."
free of charge for men who desire positions.
SCARFS
COVERS and BENCH-CUSHIONS
0. H U M MFC. CO- I t l - I WMt 14th SL

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