Classic Mode

Music Trade Review

Issue: 1929 Vol. 88 N. 7

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
WESTERN COMMENT
Aladdin and the Djinn
preciation and performance of music represents a social asset of
such imponderable but priceless value that no material wealth can
counterbalance it. Never were truer words spoken. There is in this
{.resent day no greater need than the need for a great deal more
of individual accomplishment in activities not directly connected
with the making of money. Never has been so much material
prosperity, never so much spiritual discontent, boredom and un-
happiness. Never was the mere making of a living so easy, never
was there so much complaint about life being boring, uninterest-
ing, meaningless. Without attempting to analyze the causes of
this patent fact, it may be said plainly that one of the needs of the
moment is the revival of the great truth that anything which is
worth doing at all' is worth doing badly, as Chesterton, paradoxi-
cally but quite correctly, puts it. In a word, it is better to play
golf badly than to hire someone else to play it well, better to strum
on the piano oneself than to listen to a much better pianist per-
forming correctly. Nothing which oneself does is really done badly,
for every bit of oneself participates in even the simplest act of cre-
ation. Now let our slogan be made the stimulant to a campaign,
directed towards making music the prized accomplishment of all.
RKVIKW OFFICE, CHICAGO, 111., February 11, 1929.
So the music industry has its slogan. The richest child, says the
lady who thought it all up, is poor without musical training. The
formula rather grows upon one. The character-
Meet
istic reference to the standard of raw wealth is
_, ur
acute. Here we have a definite challenge to the
b
Slogan
.
notion that so long as one has money one needs
nothing else, neither education, nor manners, nor kindness, nor
judgment, nor balance, nor gentleness, nor culture. Coming at a
time when there is actually arising some forthright criticism of
the current material standards, it may do some good. That is to
say, if every music dealer and every musician, too, carries this
thought with him, broadcasts it to the best of his ability and bases
on it his own personal relations to the public, it may do some, in
fact, a great deal, of good. But I should rather, according to my
custom, direct attention to some of the less obvious applications
of the matter. There are, it seems to me, two rather important
points, not to be overlooked, neglect of which will probably, if not
certainly, neutralize altogether the clever formula which the clever
lady so cleverly thought up.
AND the first of these is that, at best, slogans are magic, a species
of mental sleight-of-hand, whereby one tries to induce a desirable
frame of mind in others without doing any work
More
on the case oneself. We are all at heart hope-
° f rn
less romantics, dreaming of the day when we
shall barter a new lamp for an old one, and then,
rubbing the dulled surface, rind ourselves in presence of a terrify-
ing but omnipotent and obedient Djinn, ready to carry out instantly
our slightest command. To a disquietingly great extent advertis-
ing is an experiment in lamp-rubbing. We all know that, within
pretty wide limits, advertising does pay. We all know that adver-
tising can and does create states of mind. In a word, advertising
can bring a prospective customer to the point of deciding that it
might be well to go down and look in at the window of a store;
but advertising does not, and cannot, drive into the store that pros-
pect determined to buy one specific thing, unless that thing be small,
cheap, portable and of universal immediate interest. This adver-
tising can make a customer go into a drug store, demand a bottle
of "Blisterine" and refuse any substitute; but advertising cannot,
or at least does not, drive a customer into a piano store with a defi-
nite demand for a certain make of piano, a demand proof against
any substitute offering. Every piano merchant knows that quite
well, even if it be admitted that perhaps one or two makes of pianos
are habitually asked for by name; and that is admitting a great
deal. Now what all the powers of advertising cannot do, the mere
invention and broadcasting of a slogan will not do. A slogan, be
it ever so ingenious and powerfully suggestive, can do no more than
start a flow of thought. To do so much is indeed to do a great deal;
but the magic is decidedly Magic Limited. The Aladdins of the
piano trade will have to be content with a Djinn of distinctly nar-
row powers, willing and obedient but by no means omnipotent.
BUT there is a second point. We are about to approach the pub-
lic of 1929 with appeals to them based upon the beauties of the
piano and the delights of acquiring ability to play
The
it. Now frankly, are our pianos good enough for
Dead
1929's taste and ideas? This is no mere rhetor-
Hand
ical question. The piano of 1929 is the piano of
1879 in all essentials. The piano of 1929 is smaller and on the
whole much better built than was the piano of 1879, but the piano
in 1929 is tonally not better than the piano of 1879. In very fact
the small pianos of to-day, although they are as good tonally, tak-
ing everything into consideration, as larger pianos were fifty years
ago, are yet tonally in the same class. Their real properties have
not been built up according to any definitely worked out standard,
for no such standard has existed. The tonal possibilities of the
piano are very great. It is extremely probable that these are much
greater than has .yet been suspected by the generality of us. It is,
in fact, quite certain that the duration of sound throughout the
scale can be increased, that the woodiness of the high treble can
be improved, that the gumminess of the low bass can be smoothed
out. It is equally certain that the action can be made still more
delicate and that more direct control over the vibration of the
string can be had. Not impossible at all is the ideal of producing
a piano of which the sounds can be swelled or diminished at will,
and in which too the player shall have direct command over tone
quality through a shiftable striking point. None of these things,
or anything like them, however, are possible, unless, and until, the
whole trade understands that they are called for and that they, or
parallel improvements, simply must be brought into existence in
some way as soon as possible. But it will be out of the question
lor such understanding to be attained by the trade, unless, and
until, the trade is willing to study something more profound than
slogans. Slogans can produce, in favorable circumstances, desir-
able states of mind; but slogans cannot of themselves sell pianos.
Slogans must be backed up by solid performance. Solid perform-
ance for the purpose of this discussion means pianos satisfactory
to the taste of 1929. I do not say that the present piano is not at
all satisfactory; but I do say that it is not good enough. I say
that even if the improvement shall only be slow, it will be enough
to initiate improvement, so only that it be initiated. The piano of
the future, the piano of which pianists dream, may not be ready
for some years yet; but it must be got ready. And a start in get-
ting it ready can, and should, be made now.
W. B. W.
So it all goes back to poor Mr. Merchant and poor Mr. Salesman.
Each will have to work just as hard as ever. But this much is
undoubtedly true: if the slogan is broadcast, it
Rich
will make many thousands do some thinking. If,
and
what is more important by far, its spirit is adopted,
Bored
if the idea behind it is taken up, analyzed and
put before the public in all its many implications, then what would
otherwise be merely a mild interest may easily be worked in any
community up to a pitch of genuinely active participation. The
meaning behind our slogan is plainly that some ability in the ap-
12
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
FEBRUARY 16, 1929
13
The Music Trade Review
Adam Schneider Has Been
Chicago Piano Club Holds
Kieselhorst Celebrating
55 Years in Music Trade
An "Old Timers'" Night
Golden Anniversary
Adam Schneider, formerly of Julius Bauer &
Prominent St. Louis Music House Has Had a
Most Successful Career—Some Details of its Co., celebrated fifty-five years of association
with the music trade on Saturday, February
History
9. Although Mr. Schneider retired from the
Julius Bauer & Co. three years ago, he has been
ST. LOUIS, Alo., February 9.—The Kieselhorst
Co., one of the largest music stores in St. Louis active in association work and in promoting the
is observing this year, its fiftieth or Golden An- interests of the trade. He is an honorary life
niversary. The company, of which E. A. Kiesel- member of the Chicago Piano Club, treasurer
horst, is present head, was originally founded of the Chicago Piano & Organ Association and
in 1879 by John A. Kieselhorst, who opened a treasurer of the Chicago Piano Manufacturers'
small store at No. 10 South Fourth street, in Association. Mr. Schneider has a host of friends
the very heart of what was then the business throughout the industry who wish him well in
district of the thriving little city of St. Louis. celebrating his fifty-fifth trade anniversary.
For many years the company grew and
prospered here, but subsequently, with the city
showing a tendency to expand westward, Mr.
Kieselhorst moved his business to 2705 Laclede
David W. Perkins, pianist, composer and
avenue, then the more fashionable section of president of the Chicago Conservatory oi
the city.
Music, died Saturday, February 9, at his home
Several years later, the company again 4021 Lake Park avenue, after two months' ill-
moved, this time to 1111 Olive street, which ness. Mr. Perkins founded the Sherwood
was known at that time as the old Dorris School of Music in 1897 and has been identified
block. The steady growth of the city, coupled with the trade for many years. He became
with the expansion of its business necessitated president of the Chicago Conservatory of
the removal of the store to 1000 Olive street. Music, 431 S. Wabash avenue .since 1907.
The company remained here until 1905, when
the pitiless hand of the wrecker, and the city
L. Zuehr has opened the North Avenue Radio
builder, compelled it to again move to make Co. at 4407 North avenue in Milwaukee. The
way for a more modern structure—the present new radio shop will feature the entire Sparton
CHICAGO, III., February 11.—Axel Christensen,
head of the Christensen School of Popular Frisco Building. It was then that Kieselhorst line, and will also have a radio service depart-
Music, and well-known radio artist, is moving opened his present store at 1111 Olive street, a ment.
his offices from 20 East Jackson Blvd., to the five-story building in the heart of the business
Kimball Building. The new studios will be district.
equipped with eight Kimball pianos, one grand
for his own use, and seven uprights for the
various classrooms. The new headquarters
have been redecorated and attractively fur-
nished.
The August Gross Piano Co. held its third
annual piano recital given by the students of
the group instruction classes conducted by the
company, at its warerooms, 3933 North Kedzie
CHICAGO, III., February 11.—K. A. Burke, sales
manager of the Story & Clark Piano Co., re- avenue, on Saturday evening, February 9. The
turned from an extensive Western trip cover- recital served to demonstrate to the community
ing about eighteen states in the Northwest and the progress that can be made by youngsters
Pacific Coast region. Mr. Burke reports that under the group instruction plan and was even
he found business very good west of the Rocky more successful than the two previous annual
Mountains especially in the states of Washing- recitals.
than on the more 6imple designs
ton, Oregon, Montana and Utah.
because faults in stock, making
Evans & Son, music dealers of Kokomo, Ind.,
and finish are emphasized by
have arranged to enlarge the floor space of
DENVER, COL., February 9.—Officers of the local
period models. Ask us about
their store at 212 E. Sycamore street.
branch of the National Association of Piano
upholstered tops.
Tuners were reflected at a meeting at the
Knight-Campbell Music Co. one night last
week. They are Francis Tate, president; Al-
2 1 3 Ea*t lBtk Street, Now York
SOLE AGENTS FOR
bert S. Johnson, vice-president; E. Wrenard
Anderson, secretary; Arnold W. Wade, treas-
urer; and Lawrence De Sorcnzo, sergeant-at-
SO. ACTON, MASS.
£
Hammer and Damper Felts arms.
The members of the Chicago Piano Club paid
tribute to the "old timers" and past presidents
of the club at the February 11 meeting. The
gavel was turned over to Adam Schneider, hon-
orary life member and dean of the Chicago
music trade, who conducted an entertaining
program.
Among the past presidents who gave an in-
teresting account of the activities of the club
during their term of office were Eugene
Whelan, W. W. Kimball Co.; Matt J. Kennedy,
Tay Sales Co.; James T. Bristol; Henry D.
Hewitt, M. Schulz Co. and Harry Bibb, Sonora
Phonograph Corp.
One of the events of the meeting was the
rendition of a harmonica solo by Traugott
Weber of Meyer & Weber. Mr. Weber is also
one of the "old timers" who is celebrating his
fifty-fifth year in the music business this year.
When his early history was reviewed it was
discovered that his first music job was playing
the harmonica atid he was asked to recall the
early days by giving a demonstration. To the
surprise of the gathering he played several old-
time favorites.
Death of David W. Perkins
Christensen School Moves
Gross Piano Go. Stages
Recital by Group Students
THE NAME OF
MERRIAM
Finds Business Good
MEANS MORE ON
Period Benches
Denver Piano Tuners Elect
PHILIP W. 0E1TING & SON, Inc.
AMERRIAMQ).
WEICKERT
THE REVIEW'S UNIVERSAL ''WANT" DIRECTORY
NY member of the music trade may
forward to this office a "position
^wanted" advertisement intended
for this Department, to occupy four
lines agate measure, and it will be in-
serted free. Replies will also be for-
warded without cost. Additional space
charged at the rate of 25c per line. If
bold-faced type is desired, the cost for
same will be 25c a line, 7 words to a line.
"Help Wanted" advertisements will be
charged for at the rate of 25c per line.
Cash must accompany order.
Business Opportunities and For Sale
advertisements inserted as display space
only at $7.00 per single column inch.
All advertisements intended for this
department must be in hand on the Sat-
urday preceding date of issue.
A
PIANO SALESMAN—If you are selling
pianos successfully now but lack opportunity
for further growth, there are openings in our
organization. You can advance along whole-
sale and retail lines, or work to establish your
own business. We have a particularly good
opening in Newark, N. J., now. Weaver Piano
Co., Inc., manufacturers, York, Pa.
WANTED—A piano salesman to develop
into sales manager. Write Will A. Watkin Co.,
Dallas, Texas, the Land of Opportunity.
POSITION WANTED by experienced small goods man-
ax i a.i.I .nst. uniL-nt salesman, knows all hand and orclu-s-
t>a instruments.
Can organize and promote ideas for
salrs and salesmen. "Conn Dealers Preferred," they all
know me. Address Box 3306, Musi'". Trade Review, 420
Lexington AVCIIKH M—• V ^ L r*-»-
WANTED—Now successfully selling- music trade in New
York, Pennsylvania, Maryland, District of Columbia, Vir-
ginia, high-grade line of benches and cabinets. Can use
one or two other tfnes. Write Geo. J. Res*, 1385 Shake-
speare Ave., New York City.
POSITION WANTED—Player and reproducing techni-
cian, familiar with M. Schulz Co. pianos, is seeking posi-
tion with reliable concern.
Have some selling ability.
Address Box 126, The Music Trade Review, 333 N. Michi-
gan Ave., Chicago, 111.
POSITION WANTED by young man, aggressive, ex-
erienced, as bill and charge clerk with reputable pub-
Address Box 3303, care The Music Trade Review,
f 420 isher.
Lexington Avenue. New York City.
SALES MANAGER—Capable of promoting real live
sales organization and big sales production, desire* posi-
tion with an up-to-date piano company or music store.
Pennsylvania, New York State or New Jersey location.
Write A. C. Houck. 826 Mvrtle Street ScraJiton. Pa.
POSITION WANTED—If you are in need of a high-
class tuner, repairman and refinisher, please let me send
you my references and experience.
Address Box 3307,
Music Trade Review, 420 Lexington Avenue, New York
City.
WANTED—Connection with music house as tuner and
reproducer service man, or would like to supervise first-
class repair shop. Good mechanic.
Address Box 3300,
care The Music Trade Review. 420 Lmiiwtaa A
HUw York Citt.

Download Page 12: PDF File | Image

Download Page 13 PDF File | Image

Future scanning projects are planned by the International Arcade Museum Library (IAML).

Pro Tip: You can flip pages on the issue easily by using the left and right arrow keys on your keyboard.