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The Music Trade Review
REVIEW
(Registered in the U. S. Patent Office)
Published on the First of the Month by
Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
Publishers of Antiquarian, Automotive Electricity, India Rubber World, Materials
Handling & Distribution, Music Trade Review, Novelty .News, Rug .Profits, Sales Man-
agement, Soda Fountain, Talking Machine World & Radio-Music Merchant, Tires; and
operates in association with Building Investment, Draperies and Tire Rate-Book.
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secretary
and Treasurer, Edward Lyman Bill; Comptroller, T. J. Kelly; Assistant Treasurer,
Win. A. Low.
B. BRITTAIN WILSON, Editor
CARLETON CHACE, Business Manager
F. L. AVERV, Circulation Manager
RAY BILL, Associate Editor
E. B. MUNCH, Eastern Representative
WESTERN DIVISION: FRANK W. KIRK, Manager
333 No. Michigan Ave., Chicago. Telephone: State 1266
Telephone: Lexington 1760-71
Cable: Elbill New York
In order to insure proper attention all communications should
be addressed to the publication and not to individuals.
Vol. 89
I
MAY, 1930
The Conventions Are Coming
N less than six weeks the annual convention of the music in-
dustries of the country will be in full swing at the Hotel
New Yorker, the newest and largest hotel in the metropolis,
and according to preliminary reports received by those in charge of
the convention arrangements there is every reason to believe that
the attendance will be large and satisfying even in the face of condi-
tions. Judging from the program the music merchant who attends
the convention will be making a very judicious investment of time
and money. It will be no cut and dried affair, but will be designed
to afford an opportunity for a general discussion of the activities
and problems in the industry in which all can participate, and from
which each individual will be able to gather some information of
distinct benefit to himself and his business. The meetings will
represent a development of the open forum idea which proved so
successful at the convention in Chicago last year.
In addition to the business meetings there will be some twoscore
exhibits of musical instruments of all types made by manufacturers,
and a program of entertainment both at the opening luncheon and
ihe annual banquet of the National Association of Music Merchants
that will be well calculated to enliven the proceedings. The R. C. A.-
Victor Co., for instance, considers the gathering sufficiently impor-
tant to warrant the presentation of its entire regular Thursday eve-
ning broadcast from a stage in the banquet hall, and the Atwater
Kent Manufacturing Co. will enliven the luncheon proceedings
through the presentation of one of its leading artists.
There is every reason to hope that the convention will draw a
full attendance of music trades men. Perhaps the meetings them-
selves will not automatically make business better, but it is certain
that they will be productive of information that, properly applied,
will do much to improve the merchandising of musical instruments.
W
The Dealer's Obligation
HAT obligation to the manufacturer of a prominent
make of piano is incurred by the dealer when he
takes over a sales territory ? It is apparent that many
retailers feel that having taken on the line and bought and paid for
a certain number of instruments their obligation ceases. In other
words, the selling of the instruments and the amount of effort put
into the selling is a distinctly personal matter. But is it?
When a dealer secures the exclusive rights for selling a certain
MAY, 1930
line in a given territory it is with the implied understanding that
he will put forth the best efforts possible to get all the business in
that territory. Also that he will not use the prominent line as bait
to open the way for other and cheaper makes which may offer a
larger first profit but which would prove more or less difficult to
sell without the contacts developed through the leader. If that ter-
ritory, under exclusive control, is neglected then the manufacturer
suffers an injustice because he feels reluctant to break the agree-
ment and put into the field a dealer who will sell.
It is quite evident that at the present time there are numerous
dealers with valuable piano franchises who are not getting the
proper results in their territories and who, through exclusive agree-
ments, are preventing other and more active concerns from enter-
ing the field and producing results. In some cases these dealers
are meeting quotas set up years ago, but as a matter of fact should
be exceeding those quotas even under present conditions. In a
number of cases it is only the sentimental regard by the manufac-
turer for long business association with the dealer that prevents the
territory being given to another retailer who will appreciate the
line and has the organization and ability to market it profitably.
There are to-day so few outstanding names in the piano trade
names generally known to the public and held as a guarantee of
quality—that for the dealer to be able to secure and hold the local
representation for one of these lines represents a distinct business
advantage. When his feeling of security is such that he neglects to
devote his best efforts to its selling, then it is time for a sudden
jolt. Manufacturers and aggressive dealers are realizing this fact
and it is distinctly probable that numerous changes both in dealers
and territorial assignment are in the offing. Roth prestige and time
are too valuable to have them wasted.
1
1
How Miller Expresses Confidence
HOSE who have attended trade conventions have sel-
dom, if ever, heard George Miller, president of the
Lester Piano Co., have much to say in meeting. He
has not been one of those inclined to tell the other fellow what to
do or to make long orations expressing his confidence in the indus-
try of the future, but on the contrary has confined himself to deeds
in expressing that confidence.
Those who have followed the progress of the Lester Piano Co.
during the past few years, and particularly during the past year, can
realize fully what has been done not only in the production of new
instruments to meet a market believed to exist and which has
invariably proven to exist, but also in improving the entire product
of the Lester plant in every possible manner. And the end is not
yet, for work is under way on other Lester piano developments
of a highly important character.
Nor has Mr. Miller been niggardly in telling the trade and the
public just what the Lester Piano Co. has been doing in the pro-
duction of quality instruments. His advertising in the trade has been
on a broad and consistent basis and his success is reflected in the
extent of the Lester distributing organization. In addition to gen-
erous newspaper advertising to the public there has also been main
tained the Lester Ensemble, which has definitely impressed music
lovers in Philadelphia and the vicinity with the qualities of the
Lester piano as a concert instrument, and expansion of this work
;s in the offing.
The main point is that George Miller has not waited for a change
in conditions to take progressive steps, but has invested in the pro
(luction of new instruments alone an amount of money that would
represent a respectable profit for many manufacturers. His pro-
gressiveness has brought its own business rewards, but, most impor-
tant, it furnishes an excellent example for the industry to follow.
It is quite in contrast to the standing still and waiting policy.
A
There Is Interest in Music
MAJORITY of the music trades are firmly convinced
that if the youth of the nation can be made interested
in personal performance on musical instruments, in-
creases in sales will follow naturally, and it is a logical conclusion.
Tt is interesting, therefore, to learn that within six weeks after
M. Hohner, Inc., had launched a national advertising campaign on