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The Music Trade Review
REVIEW
(Registered in the U. S. Patent Office)
Published by Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secret
tary and Treasurer, Edward Lyman Dili; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, Wm. A. Low.
B. BRITTAIN WILSON, Editor
RAY BILL, Associate Editor
WM. H. McCLEARY, Managing Editor
CARLETON CHACE, Business Manager
FRANK L. AVERY, Circulation Manager
E. B. MUNCH, EDWARD VAN HARLINGEN, THOS. W. BRESNAHAN, E. J. NEALY,
FREDERICK B. DIEHL, A. J. NICKLEN
WESTERN DIVISION:
BOSTON OFFICE
FRANK VV. KIRK, Manager
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NEWS SERVICE IS 8UPPLIED WEEKLY BY OUR CORRESPONDENTS
LOCATED IN THE LEADING CITIES THROUGHOUT AMERICA
Published Every Saturday at 420 Lexington Avenue, New York
Entered as second-class matter September 10, 1892, at the post office at New York, N. > .,
under the Act of March 3, 1879
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countries, $5.00.
ADVERTISEMENTS, rates on request.
REMITTANCES, should be made payable to Federated Business Publications, Inc.
Exposition Honors Won by The Review
Silver Medal. .Charleston Exposition, 1902
Gold Medal.... St. Louis Exposition, 1904
Gold Medal—Lewis-Clark Exposition, 1905
TELEPHONES—LEXINGTON 1760-1771
Cable Address: "Elbill, New York"
Vol. 85
NEW YORK, SEPTEMBER 3, 1927
What the Fall Has in Store
R
All of this is now beginning to show a reaction in sales, and this
is a reaction which should be of a permanent character in the future.
The most marked characteristic of the industrial situation
is the better agricultural prices which the farmer will receive and
the generally good tone of the crop situation. Dealers in all of
the corn belt states and the wheat belt as well are in an exceed-
ingly optimistic frame of mind and unanimously see a good Fall.
Agricultural prosperity is likely to exist for the first time in several
years, some estimates stating that farm returns will aggregate
more than $1,000,000,000 in excess of the total returns of 1926.
The backbone of commercial prosperity in the United States is
still agriculture, and with prosperity in that branch manufacturing
generally has a similar reaction, for despite the increase in urban
population the country still remains widely agricultural.
All of these three factors are steadily taking effect, as has
been shown during the past two months, and from now on that
should be still more rapid, combined as they are with the opening
of the best selling season of the year.
m
Executive and Reportorial Staff
Grand Prix
Paris Exposition, 1900
Diploma. . .Pan- American Exposition, 1901
SEPTEMBER 3, 1927
No. 10
1%
m
•
Contests and Group Instruction
O great has been the success of group instruction with the
Philadelphia piano merchants, both in direct sales and the
development of prospects, that it has been decided to offer a
group of awards, consisting of cash, scholarships and medals, to
those who have made the best records during their work in the
classes. This is still another variation of the tie-up between group
instruction and the piano-playing contest, which are two factors
essentially linked in the promotional work for the piano. The
introduction of the element of competition without question in-
creases the interest of the pupil in his or her work to a great
degree, contributes greatly to continuance of attendance, and im-
parts a greater desire for efficiency in their work. All of these
factors naturally work for the ultimate aim of all group instruction
—a greater number of purchasers for pianos.
Another modification of this relation is the Wisconsin plan,
which places the contest at the end of the instruction course, but
divides the contestants into two classes, those who have partici-
pated in the instruction and those who have studied the piano
elsewhere or who are already players. Perhaps this is the most
effective of all these ideas, since it not only covers those who are
taking up the study of the instrument, but also those who are
already players, and it is as essential to-day to revive the interest
of those who own pianos as it is to create a new group of piano
players. For the silent piano in the home is one of the greatest
obstacles with which the industry has to contend in its fight for
greater sales.
_
5¥ 5¥ m
EPORTS from piano travelers who have recently covered
practically every section of the country indicate that the first
month of Fall should show an immediate advance in selling de-
mand, due to three primary factors: first, the low stocks which
are reported to be upon the dealers' wareroom floors; second, the
reviving interest in the piano upon the part of the purchasing
public, and third, the general betterment in the industrial and
commercial situation.
All reports agree in stating that the dealers' stocks are at an
Revaluation of Tradition Needed
extremely low figure. Since early in the Spring whatever order-
ing has taken place has been largely of a hand-to-mouth type,
T T has become a commonplace in the industry during the pa,st
dealers simply filling out styles and models of which they were
A few months to stress the fact that the competition which it
short. The past two months have seen a steady advance in volume
meets is essentially, not between individual members of the indus-
of this type of orders, practically whatever improvement in de-
try itself, but between itself and other industries, similarly striving
mand that the manufacturers have felt coming from this condition.
for their share of the ultimate purchaser's dollar.
An indication is the fact that one traveler several weeks ago, who
More lip-service is being paid to this statement, perhaps, than
represents a manufacturer with an unrestricted franchise, stated
actual consideration in planning selling work. It is a statement
that in a little over a week he had booked orders for forty-seven
that easily catches the fancy of the business man, but it represents
pianos, but that these orders came from eighteen different dealers,
a condition of fact that is extremely difficult for him to take into
and in no case did he receive an order for more than one of a
actual consideration, since for so many years tradition has im-
certain style in his line. Other travelers have had similar experi-
planted in him that his only competitor is a rival manufacturer or
ences, but the constant increase in orders of this type show
dealer, as the case may be.
unquestionably that the number of units comprised in each order
Yet it is a lesson that must be learned, and practically, not
will steadily increase from this time on.
theoretically. That is why it is so necessary that tradition be
That there is a revival of interest on the part of the purchas-
largely revalued in working out selling plans and policies, and
ing public in the piano is unquestionable. The sustained promo-
the new condition of affairs be looked directly in the face.
tional work which has marked the past Summer, and which is
The piano industry has a wonderful body of tradition, for
perhaps unique in the history of the piano industry, is already be-
it probably has been the first example of American art in industry.
ginning to show its reactions. Manufacturers and dealers have both
But with that fine artistic tradition there is a body of selling
steadily contributed to this drive, the manufacturers, besides their
precedent which, built up gradually through many years, no longer
own individual efforts, through the national campaign under the
is in close connection with the facts. And that is the tradition
auspices of the National Piano Manufacturers' Association, and
that needs re-examination, that needs to be scrutinized closely,
the dealers not only through their co-operation with that effort
that needs to be analyzed, and either disregarded or modified to
in which more than 700 have taken part, but through the support
meet a new set of conditions. There is a task which confronts
and promotion of group instruction courses, which have been
the industry and which needs more than lip-service to achieve
carried out both upon a co-operative basis and by individual effort.
eventually.