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THE
MUSIC
TRADE
REVIEW,
March, 1931
GILMAN CATCHES 'EM YOUNG
(Continued from page 11)
costly one. A ukulele player is very likely they are paying the bills. And there are
to take up the guitar or banjo after becoming many instrument customers of long standing
dissatisfied with the limited usefulness of the still on the books who can be encouraged as
"whoopee box."
prospects."
The possibilities in school music organiza-
Mr. Gilman is now inaugurating a definite
tion are large, Mr. Gilman believes. He program for the building of child business,
cites the case of a member of a local high
both in and out of the schools. This pro-
school band, which he outfitted with instru- gram is designed not only to sell instruments
ments several years ago. The youth turned
but to make sure that the purchaser gets the
out to be an oboe player of remarkable proper foundation in playing. Ten to twelve
ability. Today, just out of his teens, he is free lessons with the sale of an instrument
playing in the Philadelphia Philharmonic Or- is the basis of the plan.
chestra.
Under the Gilman plan, the pupil can buy
"Promotion of school music must not he a good instrument on time payments, receive
overdone," Mr. Gilman warns. "There is free instruction which will give him an ex-
a nice balance in this matter. It must al- cellent groundwork and the fundamental
ways be borne in mind that the average par- principles of playing it, and thus be sure of
ent is not in a position to buy expensive in- satisfaction. Mr. Gilman has made arrange-
struments for his child. Dealers must not ments with several teachers who will give
be too anxious to force the issue of selling the lessons at a rate which still permits the
instruments or the project may come under
dealer a fair profit. The teacher, of course,
suspicion as a form of exploitation.
has an excellent chance of securing an addi-
tional paid pupil through the plan, as in
"After all, our best avenue of approach
to business-building is through the child. Get- most cases the pupil will retain the same
ting the youngsters genuinely interested in teacher after the free lessons are completed.
producing music themselves, and not falling
Mr. Gilman feels that this system will go
into the habit of depending entirely on far toward eliminating fake conservatories
mechanical forms, is what must be done. and class lessons where it is difficult, if not
Even so lowly an instrument as a harmonica
impossible, for the pupil to secure a good
may lead to something better in years to foundation in the instrument of his choice.
come.
The Gilman store traces many of its pres-
"The history of the music business has ent steady customers to the influence of har-
been one of change. When phonographs and monica and ukulele bands organized in the
the radio came in it was said that the music public schools a number of years ago. The
dealer was nearly at the end of his rope. looking-ahead policy adopted and adhered to
But the music dealer adopted the phonograph by Mr. Gilman has not only 'brought hand-
and the radio and soon his volume in those some returns in later years, but the sale of
lines was far in excess of the instrument
small instruments in large volume has added
trade. We passed through an era of pros-
greatly to the store's annual turnover.
perity in the phonograph, which was soon
Seeking to "keep the ball rolling" as far
displaced by radio. Dealers sold so many as old-time customers are concerned, em-
radios they became neglectful of the instru- ployes of the store periodically go over the
ment business.
books and make up a list of customers who
"Now almost every home has a radio and
have not been seen in the shop in some time.
the sale has dwindled sharply. It is obvious For example, a man may have bought a
that something else must take its place in
radio from Gilman's several years ago, but
order to keep sales volume up. The dealer
has not been in the store of late. A Gilman
turns back to his instruments. We must sell
radio service man is sent to the man's home
more and more instruments, and the only to inquire if his set is functioning satisfac-
logical market is the younger generation. Of
torily. If there have been difficulties, he in-
course, the parents must be dealt with, too; spects the set and adjusts the trouble. If not,
he expresses pleasure that the set is satisfac-
tory, extends an invitation to call on the store
at any time and departs.
Many dormant accounts have been re-
opened through the good will created by this
system, Mr. Gilman says. The people visited
are reminded of the Gilman name in a way
that sticks, and when the need for something
Looking for a Thrill?
41
in the music line crops up in that household
the store is naturally patronized.
Mr. Gilman started as a teacher in Bridge-
port twenty-five years ago. During his ten
years as a teacher he gradually increased his
stock of accessories to accommodate pupils
until the idea of opening a dealer's shop
came to him. The shop was opened in 1915.
The business grew and three years ago he
moved into a new building at 243 Fairfield
avenue, in the heart of the shopping district
and built especially for his needs.
NEW FORM OF STEEL
FOR HAWAIIAN GUITARS
A Hawaiian guitar with frets made of
Ascoloy 33, one of the newest of the non-
corroding chromium alloy steels, is to be
turned out by a manufacturer of musical in-
struments in the Middle West. He has
ordered a ton of the alloy for a starter. The
same manufacturer also is going to make
musical instrument picks out of the same
rustless alloy. This alloy is the same as used
for steamship propellor blades, mine machin-
ery and big oil tanks.
MEN'S SHEET MUSIC CLUB
FORMED IN CHICAGO
The newest trade organization in the
music and allied industries is the Men's Sheet
Music Club of Chicago. Organized to bring
together the publishers, dealers and salesmen
of the music publishing industry in an ef-
fort to get together at least once a month and
exchange ideas and know each other better,
the Men's Sheet Music Club of Chicago has
been growing rapidly and now numbers sev-
eral score men with the following officers for
this year: Edward Fitzmaurice of Lyon &
Healy, president; Robert Mellin of the
Remick Music Co., vice-president; Carl Klein
of Will Rossiter, secretary and treasurer;
Sidney Berman of Lyon & Healy, member-
ship committee, and Jack King, chairman en-
tertainment committee.
At the recent dinner meeting in the Rialto
Gardens Phil Kornheiser and John Birnie of
Boosey & Co. were present and unanimously
elected honorary members. The entertain-
ment was furnished by the Wanderer's
Quartett, Jack Perry of the Robbins
Music Co. and Harry Reinhold of Irving
Berlin. The next meeting of the organiza-
tion is to be held at the Rialto Gardens pre-
ceded by a dinner on March 4.
try a
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C.F.MARTIN&CO.,Inc.
Belleville, N. J.
Established 1833
Makers of the original MARTIN GUITAR
Guitars, Mandolins and
Ukuleles in many styles
Send for illustrated catalogue