Classic Mode

Music Trade Review

Issue: 1927 Vol. 85 N. 5

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
How to Sell Radio
In the Music Warerooms
R. E. Smiley, Assistant Sales Manager of the Atwater Kent
Co., of Philadelphia, Before the Western Music Trades Con-
vention, Tells of the Music Merchants' Radio Opportunity
made, not for the next year's business, but an art and make that promotion profitable. You
for the business of the next decade.
know how to do the world a real service and
That is why radio has come into its own, yet prosper in doing that service. Don't sell
as its proper place as a music-producing radio—that's how to sell it. Is that a paradox?
instrument and is to-day chiefly sold through
Seemingly so, but I mean do not sell the set
musical channels. I need not here go into and all that goes to make it up, such as con-
the transition from shoddy radio programs densers, transformers, sockets, tubes, etc., etc.,
broadcast by those seeking to fill the air with but sell what the set will do. Sell broadcast-
the din of their music to the very wonderful : ng! Sell music! That's what you have always
programs such as are broadcast to-day by the sold. Sell the programs and tell your cus-
nationally known companies.
tomers of the wonderful things that are in the
That is one piece of history. May I now air that they shouldn't miss—sell their bene-
R. E. Smiley
ask your indulgence in tracing another com- fits! Sell culture and refinement in the home!
H I L E I have been asked to address mercial development by means of an illustra- Sell what the radio will bring the buyer, music
plus what? Plus lectures, political programs,
you on the subject of how to sell radio tion?
national events in outdoor and indoor sports
Following the Civil War a certain group of
in a music store, I must in turn ask
your indulgence if I seem to digress somewhat men in Missouri formed a company to sell and the hundred and one other things that you
in order to arrive at an answer to the seeming sewing machines. It grew! It grew so large all know about.
and rapidly that this company had its own The very salesmen who can tell you a won-
problem that has been given me.
factory to build the sturdy carriages which its derful and interesting story regarding a certain
At first glance my acceptance of this subject
seemed to me presumptuous and it would be salesmen drove about the countryside while phonograph record or piece of music frequently
seem devoid of any intelligence when it comes
if I were not connected with an organization selling sewing machines.
This might be called the first group of house- to selling radio. Instead of knowing of some
large enough to draw, from many sources, in-
formation
relative to any merchandising to-house men. They canvassed. Later that of the things that are on the air and painting
company took on and sold melodeons—parlor a picture and creating a desire that would be
subject.
The history of radio selling is brief, but re- organs, later pianos and later phonographs and well-nigh irresistible, he usually launches into
a dissertation of how many tubes it has and
plete with color and incident! Hectic, hurried now radio. Do you see it? The development
and unharnessed describe its early history. of specialty selling that has been repeated the how far will it reach, and how great the volume
Every man who hung out a radio sign five country over in a minor way and in a major is, until the poor prospects—and I frankly sym-
way.
pathize with most of them in the hands of the
years ago was considered a radio expert by
In that specialty selling there developed dis- salesmen—become so confused that their desire
the people of his locality.
tinctive piano men, who opened piano stores; to buy is greatly curtailed, if not entirely lost.
Why? Because there were then no nationally
If you go to buy a watch you do not ask the
who took on violins; who added harps and
known trade names.
Manufacturing conditions were practically brass instruments; who added phonographs; jeweler to take that watch apart; you buy it
similar to selling conditions. The manufac- who developed stores which could better be because you know the name of the maker and
you buy it for eye value and performance.
turers who forged to the front were chiefly called shops; who progressed with the musical
Likewise it is unnecessary to take a radio
electrical or automotive manufacturers, or both. art and established on the great thoroughfares
of this country music salons; establishments apart to sell it any more than you need dis-
The race was to the swift.
In the meantime, the legitimate, established unrivaled anywhere in the world for artistic sect a piano movement or a talking machine
motor.
manufacturers were not seeking nor promoting appointments and merchandise.
Create desire by the same method you have
The credit for all of this is invested in you
but were filling a market. They sold to dealers
who, it appeared, could best sell radio. Those gentlemen and your forerunners. I trust that always used, "The Lure of Music,"—its value
dealers were automotive men, garages, elec- I have not tired you with a history that you in the home. You have always known how
to sell radios and your accepted methods sell
trical stores, hardware men and young geniuses may be familiar with.
Now I am asked to tell you how to sell it best. If you music men will just look back
and boy engineers, who opened radio stores.
radio in a music store. Gentlemen, you already through your book of experience you will find
They also sold to those who were interested
in the get-in and get-out method of operating know how from the experience you have in- there the answers to all of the radio problems
that you believe to exist to-day. You found
business, and as one of the gentry aptly put herited from your musical pioneers—those men
it, "It is quicker and better than the fake auc- who canvassed the countryside and with the that by concentrating on fewer lines or items
parlor organ made every "best room" in the it became more profitable. Why not apply this
tion racket."
to your radio problem? You found that the
Then some nationally known companies be- Victorian era a music room.
Twenty years ago, or more, you men knew nationally known extensively advertised mer-
gan to merchandise their products. Markets
were analyzed, men with years of merchandis- how to sell radio. Even more so now you chandise was your safest investment in the
{Continued on page 11)
ing experience were acquired and plans were know how because you know how to promote
W
'.
ESTABLISHED 1662
r
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UXUTER-
NEWARK N. J
- ^
ONE OF AMERICA'S FINE PIANOS
GRANDS
UPRIGHTS
THE LAUTER-HUMANA
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Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Music Trade Review
Piano Needed to Revive
American Home Life
George W. Allen, of Milton Piano Co., Repro-
duces an Interesting Letter Sent Him Re-
cently by Coleman Cox Who Makes Plea for
the Home
George W. Allen, president of the Milton
Piano Co., and a firm believer in the need for
an aggressive campaign to re-establish the piano
in its proper place in the American home, has
sent to Milton dealers and others throughout
the country a copy of a letter received by him
recently from Coleman Cox of San Francisco,
in which the writer comments frankly the pres-
ent status of American home life with the father
spending all his odd moments at golf, mother
attending the picture shows in the afternoon
and with bridge or the club in the evening.
This leaves the children to do about as they
please and as a result, said Mr. Cox, "girls come
up faster—and come in later." These are days
when the young men are doing things, as never
before. If you could go with me to San Quen-
tin Penitentiary I could show you the price that
over 3,000 of them are paying for what they
have been doing.
"What we need in this country is more home
life. More pianos in the home, with the chil-
dren gathered around them playing and singing,
with proud mothers and fathers as appreciative
listeners. And, I wish you luck in placing a
piano in every home. No man could do more
for his country." Mr. Cox also expresses his be-
lief that the placing of pianos in schools is the
most direct thing for accomplishing the desired
results. It is a letter well worth reading.
Fourth Radio World's Fair
The fourth annual Radio World's Fair will
be held at Madison Square Garden, New York,
on September 19 to 24, and it is stated that
practically every inch of space in the Garden
will be taken up with displays of new radio
products.
G. Clayton Irwin, Jr., is general
manager of the show and in charge of all ar-
rangements.
Schmalzigan Resigns as
Lauter Wholesale Manager
A. E. Schmal/igan has resigned as wholesale
manager of the Lauter Co., Newark, N. J., after
successful association with that concern for
many years. He has not announced his future
plans but at the present time is taking a much-
needed rest at his home, 15 Yale street, Maple-
wood, N. J. Mr. Schmalz'.gan has spent prac-
tically all his life in the piano business and
previous to joining the Lauter Co. was for some
time eastern wholesale manager for the George
C. Bent Co., following several years in the em-
ploy of the Weaver Piano Co.
Stockholders Take Action
PHILADFXPHIA, PA., July 23.—A number of stock-
holders of the Music Master Corp., also certain
brokers and security dealers who purchased
stocks of the Music Master Corp., have ap-
pointed a committee of stockholders composed
of David S. Ludlum, chairman; Conrad N.
Lauer and C. Albert Kuehnle, of Kuehnle, Inc.,
to take action as may be necessary to re-
cover the amount paid for the stock purchased.
This applies to wherever the purchase was made
on the faith of the offering of the 150,000 shares
in 1925.
The Story & Clark Piano Store, on Wash-
ington Boulevard, Detroit, has been leased to
L. F. Ellison, who will continue the business
with the Story & Clark line. Mr. Ellison has
built up a new organization and is using a large
amount of newspaper advertising in developing
the business.
New UDELL
Cabinet
for player rolls
No. 1661
Splendid for any music room. Special
art design, distinctive, beautifully matched
veneers, mouldings and overlays of real
attractiveness. Intensely practical; space
for 110 rolls; also commodious drawer.
Finished in antique
walnut—high-lighted.
Height, 59 J /2 in.; width, S2y 2 in.;
depth, 17 in.
Also—Player Roll Cabinets
Record Cabinets
Radio Cabinets and Tables
No. 1661
A complete range in finish, size,
price. A wonderful new line of
enamels, hand-painted. Write today
for your copy of our complete Cata-
log No. 83—and dealer's discounts.
If interested in Radio, also ask for
special catalog No. 85—just issued.
UDELL Cabinets are on permanent display at the New York Furniture
Exchange (Space 706)—206 Lexington Avenue; and at the American
Furniture Mart, Chicago (Spaces 1029-30-31)
THE UDELL WORKS, Inc.
Twenty-eighth Street at Barnes Avenue
Indianapolis, Ind.
JULY 30, 1927
Resolutions Adopted by
the Western Association
Full Text of Resolutions on Piano Instruction
in High Schools and National Pricing of
Pianos as Adopted in San Francisco
SAN FRANCISCO, CAI... July 22.—The following
interesting and at the same time highly impor-
tant resolution urging the introduction of
piano-playing instruction as a regular part of
the curriculum of the high schools of the coun-
try was adopted unanimously at the recent
annual convention of .the Western Music
Trades Association, held in this city:
"Whereas, the demands upon the time of
high school students so far occupy the available
time for study each day; and,
"Whereas, many students and parents are
desirous of having the art of piano playing
taught as an accomplishment and an essential
lo culture in its real sense; and,
"Whereas, at present neither time nor credit
tor graduation is allowed in elementary schools
/or the study of music; and,
"Whereas, self-expression is encouraged in
a most advantageous way by the study of
music, and because the accomplishment of per-
forming or fully appreciating the various forms
of musical literature is universally considered
an essential influence to true culture and re-
finement of character, being one of the few
subjects taught that is made use of through
life to the pleasure and advantage of students
and their friends long after other academic
subjects have been forgotten; now, therefore,
be it
"Resolved, that it is the sense of this con-
vention that all proper methods be employed
to urge high schools to place the study of
music on their curricula as a regular part
thereof and give credit for progress in such
study to apply on the necessary units for
graduation; and be it
"Further Resolved, that all universities in
the area represented by the Western Music
Trades Association be urged by all practical
and proper means to accept from accredited
elementary schools in such universities the
credits given children in the elementary schools
for the prescribed music studies."
Another resolution that was also passed
unanimously and which aroused considerable
comment was that urging that piano manufac-
turers place a national retail price on their
product, the resolution reading:
"It is the consensus of opinion at this con-
vention that all of the manufacturers of pianos
in this country be urged to place a national
retail price on their products and do everything
possible to maintain the prices thus placed by
advertising and other means, to the end that
the purchasing public will recognize that there
is a price standard on pianos. This will follow
along the lines pursued by the phonograph
manufacturers, automobile manufacturers and
other manufacturers of standard merchandise
in America and will lead to the ultimate cleans-
ing of a condition in the piano retail trade
to-day which the Western Music Trades Asso-
ciation would like to see on a higher plane."
Strand Music Shop in
Philadelphia Expands
The Strand Music Shop, 1114 West Girard
avenue, Philadelphia, has taken over the adjoin-
ing building at 1116 West Girard avenue and
alterations are now under way that will make
the additional space available for the music
company's business.
The new building will
make possible the doubling of the floor space
and the sales staff will be materially enlarged
as a part of the expansion program. The com-
pany handles pianos, Victrolas and records, and
several prominent makes of radios. It is owned
and operated by the Polis Bros.

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