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; Secretary
and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald; Assistant
Treasurer, Win. A. Low.
B. BRITTAIN WILSON, Editor
CARLETON CHACE, Business Manager
W M . J. DOUGHERTY, Managing Editor
RAY BILL, Associate Editor
F. L. AVERY, Circulation Manager
E. B. MUNCH, Eastern Representative
WESTERN DIVISION:
BOSTON OFFICE:
FRANK W. KIRK, Manager
E. J. NEALY
JOHN H. WILSON, 324 Washington St.
333 No. Michigan Ave., Chicago
Telephone: State 1266
Telephone:
Telephone:
Lexington 1760-71
Vol. 88
W
Cable:
Main 695U
Elbill New York
May 18, 1929
No. 20
The Late Willard A. Vose
ITH the death of Willard A. Vose, president of the
Vose & Sons Piano Co., which occurred at his home
in Brookline, Mass., on Monday of this week, there
has passed from the trade one of the last, if not the last, of what
may be termed the old school of piano makers, a man imbued
with the traditions of the industry but at the same time possessed
of a progressiveness that enabled him to keep the company of
which he was the head in the forefront of the industry.
Mr. Vo c e spent sixty-one of his seventy-eight years actively in
the piano business and did not lay down the reins until his last
illness overcame him. He saw many changes in the industry, but
by the use of his keen business sense met each of those changes
successfully and in the Vose & Sons Piano Co. leaves a monument
that reilects to his credit as one who observed and prospered by
the best ideals of the industry. He has trained his son and his
grandson in accordance with those same ideals and they will carry
on. His passing leaves a gap in the ranks of the veterans that can-
not be filled.
1
The Piano as Furniture
HE views of Philip T. Clay to the effect that the piano
should be sold as fine furniture, which were published
in The Review last week, may not be in accord with
the views of those who have insised that that same piano should
be advertised and sold as a musical instrument, primarily, and that
its physical appearance was more or less a secondary consideration.
The house of which Mr. Clay is the head has probably had as
much experience in piano selling as any concern in the country,
and certainly the experiences of the company should be accepted
as a guide in suggesting the appeal that will serve to place the
greatest number of pianos in homes, and a verv fine thing to de-
Presents Radio Program
as Part of Music Week
CHICACO, 111., May 13.—A special musical pro-
gram was broadcast last week over KYW dur-
ing the Montgomery Ward & Co. hour in
observance of National Music Week, May 5 to
12. This special program was arranged through
the efforts of John L. Mitchell, head of the
music division of Montgomery Ward & Co. The
program included a three-minute talk on music
MAY 18, 1929
clare that the piano is the basic musical instrument, that its own-
ership implies culture and that there should be someone in the
family trained to play it, and there is no question but that this
argument serves to influence many sales. But if, on the other
hand, dealers also sell pianos simply from a standpoint of appear-
ance and as a worth-while piece of home furnishing, then the num-
ber of sales will increase. The question seems to be whether the
musically minded desire to stick up for principle and limit their
appeal to the artistic qualities of the piano, or whether they want
to do some straight merchandising and adopt any argument that
is going to increase sales.
There is one outstanding point made by Mr. Clay that might
well be considered seriously by dealers generally, namely, that
where the piano has been well made and carefully used its musical
qualities may be satisfactory after many years of ownership, yet
so far as the case is concerned, it is entirely out of harmony with
the surroundings in which it is placed. Here the argument of
good music does not bring the replacement sale, but the argument
that the case is out of style and should be replaced with one of the
modern type has a distinct value.
Thousands upon thousands of pianos were, years ago, pur-
chased not for their musical qualities but because they were re-
garded as necessary in the rounding out of the properly furnished
home, and reflected the substantial character of the family both
financially and socially. Many of these pianos have been silent
practically from the day they were moved in, and why not, there-
fore, sell as many pianos as possible from their furniture appeal?
Mr. Clay has given the trade something to think about.
I
The "Approval" Evil in Radio
T was not so many years ago that we heard complaints re-
garding those foresighted individuals who managed to keep
pianos in their homes almost constantly on the plea that
they be left for approval. The dealers, for the most part, soon
sensed the abuse and conquered it before the coming of the talk-
ing machine again brought up the same problem. When this was
solved there came still later the problem of the radio "approval
hound," the individual who has managed to keep himself supplied
with a radio on the plea of requiring a home demonstration.
Fortunately, various associations of radio dealers have, through
the interchange of information, served to check this evil in many
localities, and it will be only a question of time when dealers gen-
erally will co-operate in checking up on the individuals who are
persistent in taking advantage of them, for the man who must have
a half-dozen or more radios in his home over a period of several
months cannot be regarded as a live prospect. The retailer in the
district not favored with an Association would do well to take the
bull by the horns himself. If he is a music merchant he prob-
ably has an establishment that one way or another possesses home
atmosphere and the radio that performs well in his store should
perform equally well in the customer's home.
Proper attention given to installation and a general knowledge
of local reception conditions should avoid the necessity of home
demonstrations. Insist upon a definite contract being signed and
an initial payment made before delivered, then if the set is un-
satisfactory, exchange it. Such a procedure discourages the joy-
rider and clinches a greater number of sales.
by Miss Edith Mason of the- Chicago Civic
Opera Co.; renditions by Ward's Trail Blazers,
Harmonica Band, River Forest Harmony Band
and Miss Johanna Siragusa, winner of Chicago's
Second Annual Piano Playing Contest.
Unique Floor Pattern Out
The Gulbransen Co. has issued a unique
grand piano floor pattern for the use of its
dealers showing the exact floor space occupied
by the Gulbransen "Home Culture" model grand
piano. The pattern is in colors and also carries
a short message about the instrument.
A. R. Heck has been appointed manager of
the Toledo, O., store of the Stewart-Warner
Radio Co. The Toledo store will add the
Television receiving equipment within the next
Consult the Universal Want Directory of
few weeks, according to announcement by Mr. The Review In it advertisements are inserted
Heck.
free of charge for men who desire positions.