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WHAT ABOUT
THE
CROWN UPS
AND THE PIANO?
Mrs. John Ruth, of Lebanon, Pa., 60, and Her Granddaughter Both Find
Piano Study of Interest
F
OR the past few years a majority of the members of the
piano trade apparently have concentrated practically all
their efforts on campaigns to interest children of school
age in the playing of the piano, with results that have been
eminently satisfactory so far as the spread of piano instruction
in schools and elsewhere is concerned, but which have not
been quite so successful in developing an immediate volume
in piano sales.
Naturally, the development of child interest in the piano
is of paramount importance and should be continued if for
no other reason than that it will tend to provide a market for
piano sales within the next decade or two, but what about
the millions of individuals beyond school age who perhaps
have no children of their own, and if they buy a piano at all
buy it for their own satisfaction rather than for the training
of a youngster. Isn't it about time that some thought was
given to the grown-up, and a special campaign designed to
appeal to those of mature years?
That men and women beyond their teens can be interested
in the study of piano playing is being demonstrated" constantly.
Recently there was published in T H E REVIEW a story of the
manner in which Mrs. Mamie I. Doney, of Columbus, O.,
has resumed the study of the piano after years of neglect of
that instrument, displaying an enthusiasm in her lessons that
would do credit to one much younger in years. Reproduced
on this page is a photograph of another woman of mature
years, Mrs. John Ruth, of Lebanon, Pa., formerly a music
teacher, who at the age of sixty has again resumed her study
of the piano not only for her own satisfaction but with a
view of being able to instruct her granddaughter in the play-
ing of that instrument when the proper .time arrives.
Perhaps these are exaggerated examples but they do serve
to prove that there is apparently no definite age limit when
a person ceases to display interest in piano music. These
examples should also serve as an incentive to the dealer in
developing closer contact with adult prospects and going after
their business more strongly. In short, the fact that a man
or a woman from twenty-five to forty who hesitates about
buying a piano because he or she cannot play is not a lost
prospect unless the dealer fails to convince such a party that
there are real possibilities for the development of piano play-
ing ability without the arduous practice so often associated
with such work.
The National Piano Manufacturers' Association some time
ago had the right idea when it issued a series of "Look and
Play" piano books designed to prove to the adult that it was
quite possible to learn to play the piano well enough for per-
sonal entertainment purposes without taking a full course at
a conservatory. The series of broadcasts launched by the
National Broadcasting Co., details of which were published
in T H E REVIEW last month, has the same purpose in view,
namely, to instruct the adults in piano playing.
It is quite all right to concentrate on the children, for they
represent the piano buyers of the future and their parents
piano buyers of to-day, but the grown-ups without children
represent a field for piano sales that should not be ignored.
In the first place, a very sizable percentage are financially
able to purchase a
piano as soon as their
interest is aroused.
The t w o elderly
women w h o h a v e
taken up piano study
after passing the age
of threescore years
have received m u c h
publicity, b o th locally
and nationally. Mrs.
Doney, for instance,
having her picture pub-
lished in the rotogra-
vure sections of a num-
ber of promiinent news-
papers. In other words,
piano study on the part
of the aged is news, and
dealers should capital-
Mrs. Mamie Doney, of Columbus, Studying
ize this fact.
Piano at 67
THE
MUSIC
TRADE
REVIEW,
A p r i l , 1931