Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Music Trade Review
MAY 7, 1927
11
Cable Company Defines the Market That
Exists for the Sale of the Piano Today
Trade Paper Advertising of Chicago Piano Manufacturer Gives Detailed Analysis of
the Conditions Which Now Exist for the Retail Piano Merchant
L J ERE is an advertisement that is far more
than the mere trade announcement of a
manufacturer. It represents really a message
pany advertisement will equip the piano dealer
to go out into the field and combat success-
fully and to his own advantage those many
gardless of what instrument or instruments it
may be played upon eventually. It has a very
definite place in the home and in the educa-
tional scheme for the child which is being
realized more rapidly than ever.
But knowing these things is not enough,
for the challenge must not only be seen but
accepted and the actual facts regarding the
piano so strongly presented that the buying
public will be convinced. Manufacturers have
met the modern tendency through the produc-
ccept this Challenge^
Meet and BEAT this situation
Tll€
£ IjC C>hdll^tlPC There are just one hundred pennies in every buying dollar
And
HOW let US Vet at t\ie faCtS
O
J
l n the
PtdtlO
? ure 'v no one will deny that the Player Piano
J_ ICty^Y £\OllS There has been a parallel improvement in the production
/
of Player Rolls, the highlight of which is found in the
f aithtul recording of the playing of the artists who produce the rolls, while Word
Rolls, Music Note Rolls, Illustrated and Educational Rolls have all given a broader
utility to the Player Piano.
Grand
GYCMCI
PlCMO
P>»no« have long been the choice of the
great musicians, the pride of the rich and the
envy of all. Until recently however, they were large and cumbersome, fitted only
for concert hall*, studios or mansions, but today they have been made small, with-
out any sacrifice of quality and they have also been reduced in price to a point
where they are available to the average home and purse.
newspapers and magazines; in
the pulpit and on the stage, every-
where, we hear heated discussions regarding the irresponsibility of the young generation.
Thinking men and women, realizing that something must be done, have concluded that
one of the best ways to combat the recklessness and unrest of our time is to substitute
clean, constructive amusements for the dangerous ones so prevalent.
These people, with a clear vision, a genuine understanding of the problems of youth,
and with absolutely no monetary gain in view, are promoting MUSIC as wholesome
creative recreation to replace amusements that are harmful and vicious.
MUSIC, they are convinced, offers one of the best solutions to the problem of the da>,
because music is a fundamental need, a source of pleasure to every human being, and '
the Piano, because it is the basic musical instrument, has been chosen as the logical medium
through which this movement should find expression.
It is practically the only solo instrument complete in itself. The voice, the violin and a f
most all other instruments need a piano accompaniment to complete them
Walter Damrosch recently made public the statement that all music study might best L.t
begun on the Piano and similar statements are being made by many other well-known
leaders in political, educational and social circles.
These public spirited people believe that every home in which children are growing up,
should have a Piano. They feel it their duty to point out to Parents that they are neg-
lecting their duty to their children and assuming a great risk if they do not make the
home the center of entertainment and family interests and they are making every effort
to convince the Mothers and Fathers of America that the Piano will be their best ally
in accomplishing this.
PldyCY
/
,
is a truly wonderful instrument. The ingenuity
of its creators was of the highest order. It has been brought to a high degree
of efficiency and with it any one can produce the music of his choice, at he would
have it played. Finally —power mechanisms have been added and today we have
the marvelous Reproducing Piano.
O
and the number of pennies which people will spend for
Pianos depends absolutely on what YOU and I do to convince them that they will get
more for their money through the purchase of a Piano than from the purchase of any
of the many things which clamor for their consideration.
Competitive business hurls that challenge at the Piano Industry and because we must
accept it, let us consider carefully, whether we are justified in demanding a larger share
of the consumer's dollar. Let us ask ourselves honestly whether the Piano actually offers
a greater return per dollar than the many other things the public finds so interesting.
Fair questions:
1 n€ LJpYlPnt
PldflO
Upright Pianos, though marvels of ingenuity
I
O
from their very inception, were bulky and,
to modern taste, often grotesque We have made them smaller and better, adapt-
able to the snuggest living quarters and truly beautiful in proportion and design.
The new Period Models, available today, are a very definite answer to the grow-
ing demand for beauty in the home.
Conspicuous also, among recent piano creations, is the Midget type of upright;
small, light, graceful and adaptable to any condition.To condense a Piano in this man-
ner without reducing or compromising its tonal volume or quality is a feat of genius.
The Challenge Becomes A GREAT OPPORTUNITY
With these facts in mind, certainty no one should hesitate to accept the challenge which, considered in
the light of the foregoing facts becomes a mighty opportunity and one which The Cable Company is ready
to help you capitalize.
With years and years of retail advertising and selling experience to guide our recommendation, we are
ready to furnish you with detailed information as to the present perfection in Pianos and Player Piano*.
We are ready to step into your store and work out with you a complete advertising and telling campaign
built to meet the existing conditions in your community.
And so. The Cable Company urges you to accept the competitive challenge for the Consumer's dollar.
It ofters to stand shoulder to shoulder with you in a fair, open, above-board battle to put the piano busi-
ness and your business on a higher, better, more profitable plane than ever before . . . To put the Piano
into n> rightful place as the focal point of The New American Home.
So much then as to the NEED of the Piano And «<>«• •« ^
The CABLE COMPANY
J
see w h e t h e r
\/e in the Piano Business are prepared to furnish Pianos which in point of perfection
aie equal to the task of making good the promises which are being made regarding them.
Makers of Qrand, Upright, Jnner-Playei and Reproducing Pianos, including
Conoier.Cabfc.Kingslmrv. Wellington and Ewphona - - - C H I C A G O
nmnwuniw
JA,
of import to the entire industry, and although
it appeared in full in The Review last week,
it is again being published with a view to
having the various paragraphs read again,
studied and digested.
A thorough understanding and appreciation
of the situation as outlined in this Cable Com-
interests that are at present fighting so strenu-
ously for the current income of the American
public.
The piano has a definite and unquestionable
place in music. As an instrument it is com-
plete in itself, and it supplies the medium upon
which practically all music is composed, re-
lion of instruments designed to meet every
requirement, in size, tone and artistic appear-
ance. The problem of getting these pianos
into the homes is that of meeting the other
fellow successfully in the competition for the
public's dollar. When that dollar is once had
all argument is futile.
Wm. Knabe & Go. Moves
to Temporary Quarters
the first quarter of 1927 showed an increase of
over 40 per cent.
The offices of the officials of the American
Piano Co. and the general offices of the com-
pany were moved to the upper Fifth avenue
address a couple of weeks ago, the company
at the present time occupying a greater part of
the large building.
George J. Dowling Pays
Flying Visit to New York
Warerooms Now Located at Fifth Avenue and
Fifty-second Street, New York, Pending the
Erection of the New Knabe Building
The retail warerooms of Win. Knabe & Co.
were moved on May 1 to the imposing store at
the northeast corner of Fifty-second street and
Fifth avenue, where the company will make its
headquarters until such time as the new Knabe
Building to be erected on Fifth avenue at
Forty-seventh street is ready for occupancy.
The temporary warerooms have been most at-
tractively arranged, and have a satisfying air
of permanency, and the customers came in with
the same frequency as though there had been
no change in address.
Prior to moving from the old Knabe Build-
ing at Thirty-ninth street and Fifth avenue,
there was held a most successful removal sale,
which made possible the disposal of practically
the entire stock of used pianos, as well as the
sale of many new instruments. It is significant
that the retail Knabe business in New York for
E. R. Allen Now Manager
of Goold Bros. Department
BUFFALO, N. Y., May 2.—E. R. Allen, connected
with Goold Bros, for the past twelve years, has
been promoted to a well-deserved office, that
of manager of the piano and player department,
in charge of all piano divisions of this progres-
sive store, outside the Chickering Ampico de-
partment, which is under the supervision of E.
H. Williams. A. E. Dikeman, who has been in
the music trade in Buffalo and other Eastern
cities for a number of years, has joined the sales
staff of Goold Bros.
Consult the
The Review.
Universal
Want
Directory of
George J. Dowling, president of the Cable
Co., Chicago, spent a couple of days in New
York last week in connection with the affairs
of his company, going from here to Boston. Mr.
Dowling, who returned only recently from atrip
to the Pacific Coast, had some interesting corr*
ments to make upon the business situation as
lie saw it, and particularly as it concerned the
music industry. He declared most emphatically
that the future of the trade depended upon intel-
ligent and energetic salesmanship, and that all
the trade promotion movements in the world
were not worth a hoot unless the dealers
capitalized them through energetic selling
methods.
Increases Capital Stock
The American Beauty Music House, 403
Seventh street, Rockford, 111., has increased its
capital stock from $5,000 to $20,000 and has de-
creased the number of its directors from seven
to five.