Music Trade Review

Issue: 1931 Vol. 90 N. 11

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
SPEAKING
MUCH GENERAL PROPAGANDA
IN THE INTEREST OF THE PIANO
T
HE direct advertising of piano houses, wholesale and
retail, has dropped off considerably during the past
year or so, both in national and local media, and yet
during that same period the piano itself, and partic-
ularly the importance of instruction in piano playing, has
received far more publicity than in any similar period in the
history of the industry. Even those who not so long ago
complained that the piano was ignored by the press have
found occasion to be enthusiastic over the direct and indirect
propaganda that has appeared for that instrument.
It is difficult today to pick up a national magazine of any
standing, or for that matter a newspaper of prominence,
without finding one or several advertisements of other prod-
ucts in which a piano is included in the picture, most gener-
ally with a very evident purpose of offering a cultural back-
ground. For instance, when the smoker of a cheap cigar-
ette leans lazily against a piano, the posture and the back-
ground is designed to represent elegance and affluence. Then
again the daily newspapers find a surprising amount of space
for comments on piano and piano classes, and when it comes
to the national magazines of standing there appears article
after article based directly upon piano study for children,
what it can accomplish, and how it should be carried out.
Even the savings banks urge piano buying as a thrifty move.
There are those who remark, cynically, that with all this
propaganda, inspired and otherwise, piano sales remain at a
low level. For the man who is living only for the day,
this comment may suffice, but for the individual who is hold-
ing on in the belief that there is going to be a return to
normalcy eventually this mass of propaganda is distinctly
heartening. Certainly it is turning the thoughts of the
public to the piano, and it rests largely with the trade
whether those thoughts can be further developed into the
buying urge. It is significant that not one, but well over
a score of piano dealers have reported to T H E REVIEW
that while their current business was naturally below par
it was nevertheless higher in average than business in other
local industries, considered in the main more essential. May-
be this is just due to the aggressive tactics of the dealers
themselves, although it does not seem unreasonable to ascribe
at least a fair portion of this public interest in pianos to the
effects of the printed word.
PIANO MERCHANTS OR
JUST SECOND-HAND DEALERS
to be engaged primarily in the sale of second-hand instru-
ments.
The piano merchant who does a sufficient business to ac-
cumulate a large number of trade-ins, and who is also forced
to repossess numerous pianos, must find a way of disposing
of them and getting his money back.
When he holds a
sale of used pianos, providing the instruments are in worth-
while condition, he is simply doing a legitimate business.
However, many dealers are not satisfied with that process,
but are deliberately seeking used pianos for resale, going to
the extent of advertising in newspapers that they were pur-
chased from individuals.
Certainly these tactics are not
going to build up public confidence in the piano trade for
the future.
Unless our history fails us, it was Louis XV of France
who, after some years of wild debauche, declared "After me
the deluge." He was right. For after him came the com-
mune and Louis XVI lost his head. These dealers who are
following the line of least resistance by selling second-hand,
instead of new instruments, are simply preparing a deluge
for their successors by putting the piano business in the same
class with the pawn shop and the auction room so far as
the public is concerned. They may be making money now,
but it is at the expense of future business.
As a matter of fact, there is very little excuse for con-
centrating on second-hand sales in preference to sales of new
merchandise. New piano prices have been cut liberally in
many cases, to a point, in fact, where some manufacturers
are selling at a direct loss in an effort to keep their organiza-
tions intact in anticipation of a trade revival. Moreover,
certain manufacturers have gone to the extent of designing
and producing new instruments at particularly low prices
for the special purpose of meeting public demand for higher
values at lower cost. The average man will pay consider-
ably more for a new product than he will for one admittedly
second-hand, and the dealers as a body should offer their
new pianos at first, reserving used instruments for those who
are actually forced to buy them because of limited means.
A FAIR HOLIDAY TRADE
WILL MEAN A PIANO SHORTAGE
P
A
CCORDING to figures compiled by the U. S.
Government in its census of retail distribution, com-
mented on in T H E REVIEW last month, there were
eighteen stores in the country in 1929 devoted
primarily to the sale of second-hand musical instruments,
including pianos. Either Uncle Sam's counters were fooled
or there has been a marked change in the situation in less
than two years, for according to reports received at this
office about seventy-five per cent of piano merchants seemed
THE
MUSIC
TRADE
REVIEW,
November,
1931
IANO merchants who have not already made arrange-
ments for adequate stocks of new instruments for
the holiday trade, particularly in the higher-grade lines,
are likely to have trouble. To tell the average trade
member that there is a possibility of a piano shortage next
month will bring a laugh, but the fact remains that, with
few exceptions, there are no large factory stocks. Dealers
have been buying on a hand-to-mouth basis and the makers
have been forced to work the same way. The result is that
any substantial demand will mean a shortage. Better stock
up NOW.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
10
THE
THOMAS A. EDISON'S DEATH
CAUSES WORLD MOURNING
Thomas Alva Edison, who died on Octo-
ber 18, after a lengthy illness, and whose
death plunged the entire nation in mourning,
was born in Milan, O., February 11, 1847,
and received much of his schooling in that
town. His mother had formerly been a
school teacher and assisted greatly in his
education, particularly in the matter of en-
couraging him to read books on electricity
and chemistry and in conducting some of the
simple chemical experiments described. To
this instruction is credited his lifelong interest
in chemical and electrical experimenting.
Edison's early career as a seller of news-
papers and candies on trains, as the pub-
lisher of a small paper, and later as a teleg-
rapher, is generally known. Even in his
early days he invented several devices that
have found a permanent place i:i telegraphic
work. In fact, all his early inventions had
to do with telegraphing, including important
improvements to the stock ticker, which netted
him $50,000 in one instance.
It is estimated that Mr. Edison's inven-
tions number over a thousand, most of which
are duly patented. Outstanding among them
was the phonograph invented in 1877 and
publicly demonstrated in 1878, this being the
forerunner of the various types of phono-
graphs and talking machines, the manufac-
ture and sale of which represented a great
American industry for well over a quarter
of a century. His electric light, for which
he was most widely known, was invented in
1879 and his motion picture machine in 1887.
About that time too he invented a system of
wireless telegraphy for communication to and
from trains in motion.
Mr. Edison's remains laid in state in his
laboratory for two days in order to give
thousands of his friends an opportunity of
paying their last homage to the great inven-
tor. The funeral services were held in
Orange with the interment in a cemetery
near that town.
Fitzgerald Music Co. Moves
The Fitzgerald Music Co., of Los An-
geles, Cal., has moved from 727 South Hill
street to 645 South Flower street.
The
new quarters consist of a two-story building
of thirty-foot frontage.
They have been
attractively remodeled and otherwise made
into a verv handsome home for the com-
pany.
15.
The
MUSIC
removal occurred on
TRADE
October
The Fitzgerald company was founded
forty years ago, and, prior to moving, had
been conducting a big anniversary and
removal sale combined. It had occupied
the old Hill street location for several years.
PAUL H. SCHMIDT RETURNS
FROM EUROPEAN TRIP
Paul II. Schmidt, a director of Steinway
& Sons, returned last month from his annual
visit to Europe, in the course of which he
spent some weeks at the branch of his
company in England, of which William R.
Steinway is the manager, and also at the
Steinway factory in Hamburg, Germany. In
addition, Mr. Schmidt visited other sections
of continental Europe, including France and
Switzerland, where he spent a short time
with Paderewski.
Conditions
abroad
were
considerably
worse than in the United States, said Mr.
Schmidt, and the business men in England,
Germany, and other countries are suffering
from heavy taxation and various other
burdens which are stifling commerce.
It is the general belief abroad that a
reaction
favorable
to business
cannot
take effect before political conditions im-
prove materially, and the recent victory of
the Conservatives in the British election
may be taken as an indication of the new
trend. That the upset condition in business
is international is proven by the fact that
trade with such countries as Switzerland,
Norway and Sweden, and the South Ameri-
can Republic, which, as neutrals, were not
directly affected by the war, has shown a
marked decline.
LOW PRICE AVERAGES
FOR PIANOS IN ENGLAND
Those who are inclined to decry the low
average value of a piano sold in the
United States at the present time, and par-
ticularly those who have given some consid-
eration to what piano men in other countries
are doing, may be interested in learning that
for the first nine months of this year only
between 35,000 and 40,000 pianos were sold
in Great Britain at an average wholesale
price of £30 and an average retail price
of £'50.
Grand pianos taken alone brought an av-
erage price of considerably less than $500,
Winter & Co* Grands Will Make
Your Holiday Business Better
They are quality products that represent the outstanding grand piano values of
today—Best materials plus skilled construction under strict supervision. Everyone
sold makes a friend.
Place those holiday orders NOW.
863 East 141st Street
New York, N. Y.
REVIEW,
November, 1931
and of course the upright is still much in
favor in England. Both imports and exports
of pianos have fallen off heavily, the for-
mer because of the McKenna tariff, which
makes it practically impossible for foreign
makers to lay down pianos in England at
a price tb compete with local products, and
the latter because of the world-wide business
conditions.
BRITISH TRADE VOTES TO END
FEDERATION ACTIVITIES
"Resolved that in view of the financial
state of the Federation and the total absence
of funds and revenue, the Federation go out
of activity entirely and remain quiescent."
The passage of the foregoing resolution at
a meeting of the Grand Council of the Fed-
eration of British Music Industries on Sep-
tember 25 last brought to an end this
British trade organization formed some years
ago for the purpose of promoting the inter-
ests of the music industries of Great Britain.
The Federation was organized along the lines
of the Music Industry's Chamber of Com-,
merce of the United States, was enthusi-
astically received and functioned very suc-
cessfully for several years, but finally the
lack of revenue brought this activity to a
close.
It was stated by those at the head of the
Federation that a minimum of ,£5,000 per
year was required to operate the Federation
even on a limited basis. But last year the
stamp charge brought in only £1,000, which
represented 10,000 pianos or less than one-
quarter of the total output. Individual sub-
scriptions from manufacturers and others
also fell off to practically nothing. It was
suggested that the fourteen trade associa-
tions affiliated with the association contribute
£50 each per annum to the central body in
order that it might continue to function par-
ticularly along educational lines. However,
nothing came of the suggestion, and the
abandonment of the entire enterprise was
decided upon by the directors.
New Concern in Stamford
Furer's Music Shop, Inc.,
Stamford,
Conn., has been incorporated with paid-in
capital of $25,000, of which $2,500 is in cash,
and the balance in property other than cash.
Jacob J. Furer is president and treasurer;
Harold S. Morehouse, vice-president; and
Ida J. Furer, secretary.

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