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The Music Trade Review
DECEMBER 24, 1927
Mr. Wessell, in speaking with The Review,
placed the future of the piano industry upon
the child in the same way that the future of
the nation is in the upbringing of the younger
generation. He pointed out the need of in-
Result Has Been Achieved by Continuous Promotion Work and Steady Sales Effort— culcating in the minds of the child a desire to
play the piano and further brought out that
New Manufacturing Company in West Allis, Wis.
too many children in the past had been made
an enemy of the piano through tedious scales.
A number of the music stores here are ex- It is Mr. WesselPs idea, evolved through close
ILWAUKEE, WIS., December 19.—Continu-
ous promotion work and intense sales effort pressing disapproval of the competition they are study of his own children, that from the very
on the part of music merchants in the city have leeching. They say that unethical practices, cheap beginning of piano lessons the child that learns
enabled them to hold up well in the face of un- advertising and price-cutting tactics have made to play a piece that he or she likes at the
satisfactory retail conditions and reports from va- conditions in local musical circles extremely hard. satne time that he is practicing scales becomes
rious of the men in the trade indicate that sales One merchant said that these practices have hurt a friend of the piano.
volume this year is well ahead of that of the business so that it will take the trade two years
Throughout the past year greatly increased
to recover.
previous twelve months.
numbers of children have taken up piano study.
Business at the Kesselman-O'Driscoll store here In some localities Mr. Wessell found piano
Hugh W. Randall, of the J. li. Bradford Piano
Co., while admitting that business to-day generally is reported not to have the life it should have teachers with more pupils than they could han-
is not what it should be, said that business at the during the holiday period although sales volume dle and upon questioning these teachers he was
Bradford store has been fairly satisfactory. The during the year as compared with 1926 is proving interested to find that many of them, in fact,
intensive sales campaign which the store is con- greater.
most of them, were successfully "making the
Music merchants in the city are among those child a friend of the piano."
ducting in connection with the Duo-Art and the
who have received notices from the Wisconsin In-
Steck has resulted in a considerable amount of
In referring to the outlook for 1928, Mr.
business on these instruments, which is gratifying dustrial Commission that failure to insure obliga- Wessell, after careful investigation, finds sub-
in the face of general conditions, Mr. Randall tions imposed by the workmen's compensation law stantial reasons for expecting much improve-
states. The company has been playing up the in- makes them liable to a heavy forfeiture. Each ment over 1927. He has found that many
struments from the standpoint of entertainment day's neglect of such obligation is punishable by piano manufacturers are planning to go out
and culture and the price consideration has been a forfeiture of $100 or more or by imprisonment after business more intensively and that dealers
in the county jail for not less than thirty days will be on their toes to increase retail sales.
"played down" as much as possible.
Business at the Flanner-Hafsoos Music House, nor more than six months.
Mr. Wessell warns dealers that every effort
A new company has been formed at West Allis, must be expended by every one in the industry
Inc., has been exceptional in some lines, according
to Eric S. Hafsoos of that organization. Mr. Wisconsin, to manufacture and sell musical in- to combat outside influence, and by outside in-
Hafsoos reports that the store is selling four struments and radios. Incorporators include Theo- fluence he refers not so much to other musical
times as many radios this year as it did during dore L. Cook, E. R. \\ ilk and Ida A. Yudes.
instruments as to automobiles and any other
August Ross, seventy-six, at one time senior agency that is inclined to take people out of
the holiday scasion last year, and that piano busi-
ness also is extremely good. "Up to December 15 partner of Ross, Scheft & Weinman Piano Co., the home. "By combating," Mr. Wessell
we sold eight pianos more than we did in all of died December 14. Mr. Ross retired from busi- stated, "I mean featuring the merits and pleas-
December last year," he said. "Band instrument ness about six years a^o. He had been prominent ure of the piano just as strongly as the other
business has kept up well and conditions generally in the trade for more than forty years, and was agencies feature their side of the case. This
are better than they were during the previous well known to members of the musical fraternity effort, plus instilling a desire for the piano
twelve months. I feel sure that this is due largely throughout the country.
in the child through teaching him how to play
to the great amount of promotion work which
it, is bound to have a beneficial effect upon
has been done, and I believe that if the music
future piano business."
dealers continue to work hard and to advertise
and promote their business they will have a better
year in 1928."
In one of the music houses of the city the Arthur L. Wessell Tells How This Slogan Has
AKKON, ()., December 19.—M. O'Xcil. 77, one
Grown in Popularity During the Past Year
proprietor, who did not wish to be quoted, said
of the best known merchants in northern Ohio,
that while the store's business was about on a
founder of the M. O'Neil Co., largest Akron
par with last year he did not feel at all satisfied
"Make the child a friend of the piano." This
department store, is dead here after a lingering
with business. Conditions generally, he felt, how- slogan was reiterated by Arthur [.. Wessell,
illness. The M. O'Neil store, founded more
ever, were fairly firm, and with better industrial vice-president of Wessell, Nickel & Gross, New
than fifty years ago by the deceased maintains
conditions it was his belief that a great improve- York City, in a recent interview with The
lhe largest piano, talking machine and radio de-
ment would be seen during the year 1928.
Review. A year ago at this period of the year
partments in Akron. The deceased is sur-
vived by his widow and four sons. Burial was
made in Akron.
Milwaukee Music Dealers Report Sales
Volume This Year Well Ahead of Last
M
Make the Child a
Friend of the Piano
You Will Be Interested
in Ludwig Period Qrands
UDWIG Period Grands have won
unstinted praise from dealers and
L
music lovers alike. The famed Ludwig
tone finds a fitting complement in case
work of surpassing beauty.
True to
period, expressive of the highest skill of
Ludwig Grand
cabinet craftsmen, Ludwig Period
Style S
Grands carry an ever-inspiring message
to both eye and ear. You'll be interested
in these grands because your customers will be even more in-
terested. To show a Ludwig Period Grand is to create in the
mind ot your prospect an unforgettable impression.
Ludwig & Co*
Willow Ave. and 136th Street
New York
Death of M. O'Neil
New Society in Boston
BOSTON, MASS., December 19.—A new organiza-
tion just formed in this city is the Music Lovers'
Phonograph Society, made up of a group of
leading men and women in this city. The first
concert of the Winter will be held Friday night
at the Fenway School Center, Teachers' Col-
lege Building, in this city. Tt is planned to
hold these concerts monthly and the program
will include the recordings of symphonies,
sonatas, quartets, etc., of the old and new
masters.
Raymond Briggs, Jr., Here
Raymond Briggs, the well-known piano
traveler, whose home is in Mt. Vernon, N. Y.,
is now a proud daddy, Mrs. Briggs having pre-
sented him with a son early last week. The
youngster has already been named Raymond,
Jr., which does not altogether displease the old
man.
Lobel Formal Opening
The new, enlarged quarters of the l.obil
Mn-ir Store at 152 Jay street, Schenectady,
N. Y., have been formally opened with a music
program and reception to patrons.