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10
The Music Trade Review
Can Music Merchants Be
Allies Instead of Competitors?
(Continued from pa(/e 7)
merchandise. We have been fighting half-
heartedly. We must get into the thick of the
battle, a battle which we can win because we
have the proper weapons and plenty of good
ammunition.
Fourth, by injecting into the minds of the
public through publicity and propaganda the idea
that pianos have styles, in other words, do what
every other line of merchandise is doing, that is,
appealing to the idea that there is a latest, a
newest, and a something different. It is human
nature to want the latest, the newest and some-
thing that's different. In pianos this desire can
be satisfied with period models to fit into the
ever-changing scheme of interior decorating and
furnishing. The grand piano and the upright
piano are all alike in their physical appearance.
They are built along the same architectural
lines, so that when a person enters the modern
living-room, while that person might feel the
presence or absence of a piano, it is not likely
that the eye would be attracted to it. Period
models could be made up by manufacturers in
quantities so that the price element would not
interfere with this idea. Imagine the interest
which any woman would take in an attractive
period model, displayed in the dealer's show-
room—provided that that period model was
priced within reach of her purse. Imagine the
interest which would be awakened if every
dealer in a city or town displayed these attrac-
tive period models at the same time. If backed
with propaganda and publicity on styles in
pianos, imagine the interest which would soon
manifest itself in inquiries and prospects. If
we cannot sell music as something which pleases
These Features:
Purity of tone, Beauty of design, Quality
of materials, Superiority of workmanship,
Moderate prices, and Schulz, Service, Make
SCHULZ Pianos Sell.
M. SCHULZ CO
Manufacturers since 1869
CHICAGO
General Offices:
711 Milwaukee Ave., Chicago
Southern Wholesale Dept.:
1530 Candler Bldg., Atlanta
JULY 31, 1926
the ear and elevates spiritually, let us sell music
as something physical, which appeals to the eye
and whose ownership is a satisfaction to pride.
We really can employ all of these factors in
selling—there is no other line of merchandise
which can.
As I mentioned before several times, this job
cannot be done alone. Dealers must ally them-
selves in the cause of making music an essential
part of the home, of making the purchase of a
piano, talking machine, radio or some musical
instrument a part of every household budget
The best form of alliance is that of an active
trade association, an association which, while
caring for technical trade problems, does not
waste its strength in forcing members to do
certain things or not to do other things, but an
active association which has for its object the
promotion of the general welfare of the music
business. Such an alliance will not only achieve
the big objective of selling the musical mer-
chandise idea to the public, but will eventually
result in a better understanding and apprecia-
tion of each other so that many of the petty
troubles and differences arising out of a
method will be minimized and perhaps dis-
appear. The larger horizon of usefulness will
replace the picture of petty misunderstanding,
which is so close to our nearsighted eyes. I
might remark that it is my opinion that dis-
agreements in the trade on selling methods or
advertising should not be handled by our trade
associations. There are so many ramifications
and angles to disputes that when the association
attempts to settle them, it becomes involved so
deeply, bitterness creeps in and the association
ceases to function and finally even goes out of
existence. If there are differences in selling and
advertising methods, place these differences be-
fore the Better Business Bureau in your city.
The bureau is a neutral body, made up of all
lines of business. Let this outside agency settle
your inside troubles. The association can then
be left free to work along constructive lines, lines
which will build up a greater interest and desire
for music and musical instruments, lines which
will swing the buying public back into setting
aside a bigger portion of their dollar for that
which we have to sell.
We music dealers while being competitors can
be allies. It is not a theory—it is a practical
idea. It is not a possibility—it is a necessity.
Helen Curtis Speaks
to Chicago Piano Club
Explains Curtis Method of Class Piano Teach-
ing to Members of Organization
At this week's luncheon of the Chicago Piano
Club Miss Helen Curtis, creator of the Curtis
System of class piano instruction, interested the
members present by her interesting exposition
of her methods in creating interest and com-
petition among her child pupils in piano in-
struction. Miss Curtis gave some figures of
interest to the dealers present as to the per-
centage of sales that she actually knew had re-
sulted from class instruction, and then answered
questions from the audience.
The musical program included a number of
songs by Miss Lola Arter, accompanied by Miss
Packard, both of the Bush Conservatory of
Music, and the club decided to refer to its com-
mittee on the Promotion of Music the matter
of getting back of the Curtis System and indors-
ing it for the benefit of the entire trade, as all
the members voiced the same idea that it was
unquestionably a powerful aid to selling of
pianos.
Alfred L. Smith, general manager of the
Music Industries Chamber of Commerce, was
present and heartily commended Miss Curtis'
system as explained by the author.
The J. D. Mariner Music House, 124-126
North Virginia street, Reno, Nev., has taken
temporary quarters at 233 North Virginia street.