Music Trade Review

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The Music Trade Review
REVIEW
(Registered in the U. S. Patent Office)
Published Every Saturday by
Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, Wm. A. Low.
B.
BRITTAIN WILSON,
CARLETON CHACE, Business Manager
Editor
W. H. MCCLEARY, Managing Editor
RAY BILL, Associate Editor
F. L. AVERY, Circulation Manager
E. B. MUNCH, Eastern Representative
WESTERN DIVISION:
BOSTON O F F I C E :
FRANK W. KIRK, Manager
E. J. NKALY
JOHN H. WILSON, 324 Washington St.
Telephone: Main 6950
Republic Bldg., 209 S. State St., Chicago
Telephone: Wabash 5242-5243
Cable: Elbill New York
Telephone: Lexington 1760-71
Vol. 86
1
April 7, 1928
No. 14
Replacing the Old Pianos
HE present-day advertising campaigns in various sec-
tions of the country should prove effective in moulding
public opinion regarding piano styles, and there is no
general feeling for believing that they will not. The old-established
fetich that the piano is bought for lifetime use is due for the dis-
card. Music merchants have begun to realize that it is not good
business to encourage piano owners to believe that an instrument
bought thirty or forty years ago is suitable for use to-day even
though in their opinion and to their untrained ear the tone may be
satisfactory. The tendency to-day is to talk straight from the
shoulder and emphasize the fact that the piano of the nineties
does not harmonize in the least with home furnishings of 1928,
regardless of how costly that instrument was when new, or how
well it has measured up to the maker's promise of lifetime service.
It is the piano manufacturer and not the public who is to
blame for the conditions that exist, even though that blame may
not be laid on with great weight. A quarter or a half-century ago
practically all articles of apparel or home furnishing were bought
with a view to their lasting qualities, without style having any
great influence. The suit of clothes was worn until it was thread-
bare and had to be good at the outset. The furniture with its
covering of horsehair was likewise expected to stand up indefi-
nitely, and it was logical at the moment for piano makers to
promise that their instruments would give service for the life-
time of the buyer.
Things have changed, however. Quality is still pre-eminent,
but the term depreciation has begun to be widely recognized, and
the average citizen has learned that there are improvements and
developments in all products, and that after a reasonable period
of use he can afford to junk an old piece of equipment in favor
of the latest model without feeling that he is throwing away cash.
Not long ago a manager in New York commented most frankly
upon the condition of some instruments offered in exchange for
new pianos. There were old uprights rich in grille work, properly
backed with red muslin, with rusty strings, moth-eaten hammers,
and an abundance of plain dirt, still reposing in homes otherwise
modern in every particular, and held by the owners at a sentimental
value many thousand per cent higher than their intrinsic worth.
This same experience has befallen dealers in all localities and,
Mother of Jerome Ackerly
Killed by Automobile
APRIL 7, 1928
therefore, the tendency to speak frankly of the situation is wel-
comed. It may not please the owner of an antiquated upright or
grand to be reminded that it had been in use in his home when
policemen wore helmets and boys wore curls and velvet suits in
imitation of Little Lord Fauntleroy, but after that same business
man has let the thought sink in he is bound to realize from his
own experience that the facts are as stated, and that what he
needs is a new musical instrument in the home.
Chas. Deutschmann, president of the National Association of
Piano Tuners, has declared, with emphasis enough to have his
statement sent out by press syndicates, that a majority of pianos
in American homes to-day were fit only for the junk heap and
beyond the power of even the capable turner to keep in shape
to render real music. That manufacturers and dealers have seen
lit to follow out the same line of thought in advertising and to
stress the fact that although the instrument is built strong enough
for lifetime use it is a matter of good business to replace it with
a new one at proper intervals in order to enjoy the best results
is a matter of commendation.
I
New Men and New Viewpoints
T has been announced by the committee in charge of the
arrangement of the program for the annual convention of
the national music industries that the principal speakers with
one or two exceptions will be men of prominence outside the music
trade, men of standing in financial, business and musical circles,
each one of whom will have a message of exceeding interest to
all members of the trade.
There are those who have ingrained in them the, belief that
rhe selling of musical instruments of various types, and particularly
pianos, represents a very mysterious process, that the secret can
only be learned by serious and close application, and that the out-
sider who attempts to talk about the merchandising of musical
products is talking about things that might apply very well to
other lines, but do not in any manner fit this of ours.
The fact of the matter is that, having lived with the business
for periods ranging from five to fifty years, the music merchant
is quite likely to lose his sense of perspective and form habits that
are not easily changed. The outsider coming along with a fresh
viewpoint and an adequate understanding of the broader principles
of merchandising, which may be regarded as fundamental in any
line, can often see at a glance situations and methods than can
be changed or improved to great advantage. It is true that some
of these outside opinions may not take into consideration certain
phases of musical instrument selling, but if they are right in prin-
ciple the details can be easily whipped into shape.
During past conventions there have been able addresses by
successful men of the industry itself who frequently have had
messages of paramount importance to deliver, but they have talked
in trade terms; they have discussed the problems from the single
angle of the music merchant. The experiment of having men of
standing from other fields discuss those same problems from the
broader standpoint should have merit and prove interesting.
If the tentative plans of the committee are carried to fruition,
the member of the trade who makes the investment of time and
money to come to New York for the- annual meeting in June will
be well repaid, for he should carry back with him new ideas on
general business and on his own business that should prove of in-
calculable value if applied.
It is generally conceded that the increase in musical instru-
ment sales hinges almost entirely upon merchandising. The manu-
facturers have done their part in producing new and modern types
of instruments, and the big question is to put those instruments
into the homes. Some retailers are doing a mighty fine job.
Others are just as earnest but less successful. The big accomplish-
ment of the convention would be to supply everyone with the
proper urge and the proper method. It would mean a bigger and
better year of business.
are expressing their sympathy over the untime-
ly death of his mother, Mrs. Jessie Mitchell
Ackerly, who was killed in an automobile ac-
cident on Thursday evening last in front of
The many friends of Jerome W. Ackerly, the the Elks' Club in Patchogue. Mrs. Ackerly
well-known music merchant of Patchogue, L. I., was crossing the street and stepped from be-
hind one automobile into the path of another,
was knocked down, and suffered a fractured
skull and other injuries, which caused her
death about four hours after the accident. The
funeral services were held on Sunday. Mrs.
Ackerly is survived by two sons.