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FEDERATED BUSINESS PUBLICATIONS, INC.
420 Lexington Ave.
New York
Industry
the Entire
Vol. 88
August, 1929
No. 25
Single Copies
Twenty Cents
Annual Subscription
Two Dollars
WHY
The
American Piano Co.
JVih Retail Radio
CINCE the time of its organization, the
American Piano Co. has devoted all its ener-
gies to the manufacturing and merchandising
of pianos and reproducing pianos and, with the
exception of the talking machine department,
conducted for a short period at its New York
warerooms, then at Fifth avenue and Thirty-
ninth street, has held strictly to the piano line
and has built up its business to its present pro-
portion by following that policy.
When, therefore, the announcement was made
that the company would install radio depart-
ments in all its retail establishments in a num-
ber of the principal cities of the 'country, wide
interest was aroused both in the piano and the
radio branches of the industry. Piano houses
generally have taken on radio lines in the past.
Some have come to grief while others, through
the adoption of sound merchandising policies,
have built up a. substantial sales volume in
radio. In the main, radio has found a wel-
come place in the average music store as a
means of increasing annual sales volume with-
out adding very materially to the overhead.
In the case of the American Piano Co. en-
tering the field at what might be considered
a rather late date and evidently after mature
consideration, it was felt that the reason for
the decision to enlarge the company's facili-
ties would be a matter of general interest, and
with that in view, George Urquhart, president
of the American Piano Co., was interviewed.
"The decision to establish radio departments
at our several retail establishments is by no
means new," said Mr. Urquhart. "In fact we
decided a year or more ago that such a move
would be logical, but in the readjustment of
our piano business we found it advisable to
postpone taking any action until this time.
The answer to the question is just this, that
we can handle quality radio products in our
stores without any material increase in over-
head and thus add to our sales volume. To
this end, we have set up a headquarters or-
ganization in charge of R. B. Rose, as vice-
president, to look after radio interests, and in
the stores themselves distinct sales staffs will
An Interview
With
GEORGE URQUHART
President, American Piano Co.
be built up to give proper attention to radio
merchandising, but there will be no increase
in rents or in general executive expense so
that we can enjoy any additional radio busi-
ness at a minimum cost.
"In our case it must be distinctly under
stood that the radio will supplement and in
no sense replace the piano department and if
HE handling of piano and
radio lines at retail by the
same store must be done on a co-
operative rather than a competitive
basis if proper sales volume and
profits are to be realized from both
lines, declares President Urquhart
of the American Piano Co.
7
we did not believe it would mean that much
additional business for us we would not bother
with it. Many small piano retailers have come
to grief because in their enthusiasm over quick
turnover of radio they have let it replace their
piano business, or rather paid so much atten-
tion to radio that the piano business died.
This is the one way that radio has hurt the
piano business and that through the lack of
foresight of the dealers themselves.
"In each of the cities in which we maintain
retail establishments such as New York, Bos-
ton, Philadelphia, Chicago, St. Louis, etc., we
feel that there is room for a store handling
high-class radio on a high-class basis. We are
not going to go in for sensationalism or the
price appeal, but are going to select lines of
instruments that can and will be featured on
the same basis that we present our notable
lines of pianos to the public. When all is
said and done, the retailing of radio has
reached a point where about all the individual
dealer has to offer in competition with his f el -
low dealer is service, and we feel that among
our piano customers and prospects and among
the public at large who are acquainted with
our company, there are many thousands who
will appreciate high-grade service in the pres-
entation, selling, installing and maintenance
of radio receivers. Our long experience in the
servicing of the Ampico and pianos generally,
which means taking care of over 50,000 instru-
ments annually in the metropolitan district of
New York alone, has given us an angle on
service that should stand us in good stead in
keeping radio customers satisfied.
"We expect radio departments to assist us
too in establishing chains of retail stores in
Chicago, Philadelphia and other cities where
we operate on the same basis as such a chain
is maintained in New York and environs. To
organize such chains of stores devoted solely
to piano sales would be out of the question,
but with radio there is possible a turnover and
volume that will warrant the venture and en-
able us, through these local branch stores, to
keep closer and more profitable contact with
the public.
"Personally, I feel that the American Piano
Co. is doing what a.ny live piano dealer can
do. In the first place, the company has an
established reputation, an established and high-
class following, and a central organization ex-
perienced in the merchandising of quality
products. We feel that the atmosphere of the
piano wareroom is an ideal one in which to
present the best in radio in a manner that
will be appreciated by those of discrimination.
We feel that we ha,ve in hand an immediate
field for radio sales among our piano custom-
ers and prospects and likewise believe that
those who purchase radios from us will in
turn become prospects for piano sales. In
short, the two lines can be made co-operative
rather than competitive."