Classic Mode

Music Trade Review

Issue: 1930 Vol. 89 N. 5

Page 6 Text:

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
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

Page 7 Text:

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Just Before Going to Press
Ben Platt Invades San Francisco,
Taking Over Three Departments
C AN FRANCISCO—Ben Platt, typically suc-
cessftil music merchant of Southern Cali-
fornia, took over the radio and phonograph de-
partments of the Emporium and Nathan Dohr-
inann Co., San Francisco and the H. C. Capwell
Co., Oakland, Cal., on April 15. The three stores
are under one general management, The Em-
porium and the Capwell store are two of the
largest and handsomest department stores on
the Pacific Coast. Nathan Dohrmann, glass-
ware, china and art goods, occupies a large
building of its own, at Stockton and Geary
streets, San Francisco. All three stores have
phonograph and radio departments.
For years past there have been rumors that
Ben Platt contemplated coming into the San
Francisco Bay region. Negotiations with this
end in view were undertaken some time ago
with one of the leading coast firms in musical
merchandise, but the projected deal ultimately
fell through. Just before leaving for Los Ange-
les on April 16, Ben Platt authorized, for The
Review, the statement that he was taking over
the radio and phonograph departments of the
three stores. Asked whether he was going to
install pianos in these departments, Mr. Platt
emphatically refused to sanction a statement to
that effect but said he would sell radios and
phonographs.
Lechner & Schoenberger
Take on Baldwin Line
The Lechner & Schoenberger Co. of Pitts-
burgh, one of the oldest music houses in that
s-ection, being now in its fiftieth year, has an-
nounced that the Baldwin piano has been added
to the company's line. In announcing the ac-
quisition, the Lechner & Schoenberger Co. said:
"In keeping with our reputation for offering
always the best and foremost in pianos, we are
pleased to have acquired the Pittsburgh fran-
chise for the internationally known Baldwin
piano. Its fine musical qualities—its associa-
tion with the leading artists of to-day—the high
SAN FRANCISCO, CAL.—It has been found nec-
As a matter of fact, there is not room in these essary to change the dates of the Western
departments at the present time to display Music & Radio Trades' Association and the
pianos. Moreover, Mr. Platt, who is credited Trade Radio Exhibit from June 25 and 26 to
with being one of the most able and successful June 30 and July 1 and 2. Ernest Ingold, pres-
music merchants in the country, would want to ident of the Western Music and Trades' Asso-
give his latest venture a thorough trial before ciation stated that this is because so many con-
investing a lot more money. Those who know ventions are booked for San Francisco that it
the music trades in California believe that Mr. was found hard to get dates for all the space
Platt will make a success in San Francisco and required, at the St. Francis and the William
Oakland.
Taylor Hotels. So far as preparat'ons are con-
And while Mr. Platt authorizes no statement cerned, Mr. Ingold said that he and the others
that he will sell pianos in San Francisco, it is a in charge of the convention could go ahead and
fact that, later on, he will have excellent oppor- be ready at two days/' notice. He also said that
tunity of doing so, should he so desire. Plans the Convention, representing the eleven West-
are now being prepared to enlarge the Em- ern States, has the active co-operation of ,a
porium, already one of the largest and most large number of music and radio interests and
beautiful department stores on the Pacific Coast. will be a brilliant affair.
An expert is here from the East, aiding in the
Morley P. Thompson, Western representa-
preparation of these plans and specifications. tive of the Baldwin Piano Co., has been added
When the new addition to the Emporium is to the directors of the Association and those
made, there will be enlarged space at the dis- •who are assisting in the entertainment reads
posal of the radio department, affording ample like a page from Who's Who. The Atwater
opportunity for a fine display of pianos. Busi- Kent Manufacturing Co. will present a twenly-
ness men, cognizant of the situation, believe three act musical revue. The Baldwin Piano
that Mr. Platt's launching into the piano busi- Co. will entertain the ladies on July 2. The
ness here is only a matter of time, for they can- Brunswick Co. will contribute Jesse Stafford
not imagine him doing otherwise than make a and his recording dance orchestra for the Wei-
success of his new venture in the San Francisco come Night dance on July 1. The Eveready
Bay region.
Tube Troubadours will entertain at the open-
ing luncheon and the Hill Billy Boys of the
National Broadcasting Co. will also be present.
ideals of its makers, combined with a well- The R.C.A.-Victor Co., Sherman, Clay & Co.,
planned and aggressive sales policy, assures the and other concerns will provide entertaining
Baldwin first place in the field of artistic features. Philip T. Clay, president of Sherman.
pianos."
Clay & Co., will be one of the principal speak-
ers and will talk on "Business Trends in Mus-
ical Merchandise."
T. J. Cummins in Charge
PHTLADELPHIA, PA.—Due to the prolonged illness
of Frank Butler, buyer and manager of the
piano and music departments of the Straw-
bridge & Clothier department store, the manage-
ment of the department has been assigned to
Thomas J. Cummins, assistant to Mr. ,Butler
and buyer of the radio and talking machine sec-
tions. Mr. Butler must remain under the doc-
tor's care for some time to come.
March 1, over 100,000 grown-ups and youngsters had filled in and
returned coupons requesting information on the harmonica and its
playing. The response was so heavy, in fact, that an extra crew of
clerks was needed to take care of it.
It is to be granted that the harmonica is a small instrument
retailing in most cases for less than a dollar, but it must also be
considered that over 100,000 people were sufficiently interested in
that instrument and the music it produces to tear out and fill in
a coupon, address, stamp and mail the envelope containing it. All
this for the purpose of obtaining some descriptive literature, and
not a free sample of the product. It is all indicative of a musical
interest that may be elementary, but nevertheless can be capitalized
in the selling of instruments of all types. It is quite evident that
interest in music and its production does exist. The problem ap-
pears to be one of leading that interest into buying channels.
1
^
Western Convention to Be
Held June 30 to July 2
Raising the Prices of Pianos
HE action of the. New York Piano Manufacturers'
Association in adopting a resolution urging that manu-
facturers raise piano prices in keeping with increased
production costs, following decreasing demand, is commendable and
should receive wide publicity, both in and out of the trade. A num-
Alfring Sails for Europe
W. H. Alfring, vice-president of the Aeolian
Co., sailed on the "He de France" on April 18
for Europe and will remain abroad for two
months or so visiting the company's branches
and representatives in England, France and
Germany. Just before sailing he was tendered
a dinner by the executive staff at Aeolian Hall.
ber of companies, including Steinway and Mathusek, have already
raised their prices, but there have undoubtedly been other manufac-
turers who, while appreciating their losses, have feared to pass
increased costs on to the dealer and the final purchaser. The resolu-
tion brings the question out in the open and it is to be hoped that
manufacturers who are .waivering will be guided thereby.
It is quite bad enough to be faced with a diminished demand
without being called upon to meet that demand at a loss. Certainly
the piano trade cannot remain on a firm and permanent foundation
unless the business done is profitable in some measure at least. It is
significant that retailers present at the meeting when the resolu-
tion was passed, were quite frank in endorsing it, realizing that the
future of the retail trade is dependent upon the manufacturers
being able to do business on a basis that will enable them to stay
in it until the situation changes for the better. And it is going
to change.

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