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EDITORIALLY SPEAKING
MAKING THE MERCHANTS 1 BOARD
MEETING A REAL CONVENTION
L T H O U G H there will be no national convention
of the National Association of Music Merchants
this year, there is every prospect that there will be
a very substantial gathering of piano dealers in
New York on June 9th to attend the meeting of the Board
of Control of that association and listen to the annual reports
of ths officers and committees. The rank and file have been
invited to sit in and a large number have already advised
headquarters that they plan to come to New York, and thus
keep the Jortg established convention spirit alive.
It would be well for every dealer interested in Association
activities, "\ffho is in a position to do so, to attend the New
York meetings, for there will undoubtedly be many discus-
sions on trade matters from which he can glean ideas that
will help in the development of his own business. In addi-
tion there will be those personal contacts that are regarded
by many as more valuable features of the convention gath-
erings than the meetings themselves. Why not, therefore,
help to give the New York meeting a real convention air?
new instruments will be offered at prices that are lower, by
fifteen per cent and more, than the prices asked tor the
former pianos in the same line.
Here is a move that should certainly test the sincerity ot
discriminating piano buyers, as will the announcement of
another leading manufacturer of price reductions ranging
from $200 to $400. The response of retailers to both moves
has been sufficiently strong, already, to indicate that they
believe the price adjustments will mean more sales. At least
the retailers will work strongly along that line, which fact,
in itself, should bring results.
It has been made quite obvious during the past year that
the public is not greatly interested in pianos built down to a
price but demands price concessions on instruments built to
sell for more. A number of manufacturers have already
recognized this tendency to an extent where they have sacri-
ficed most or all of their potential profits while still main-
taining quality standards.
This offering of fine pianos at reduced prices should serve
to counteract, in some measure at least, the wave of cheap
advertising of cheap instruments that has swept the country
and help reestablish public confidence in sound piano values.
A L SMITH MAKES SOME COMMENTS
ON HARBINGERS OF TROUBLE
DOING A 1932 BUSINESS
WITH A 1928 OVERHEAD
R
T
A
EGARDLESS of how one may regard Alfred E.
Smith, ex-Governor of New York and former presi-
dential candidate, as a political factor, there are few
who will not agree with his recent public declaration
relative to those who content themselves with complaining
loudly about conditions instead of endeavoring, to the best
of their abilities, to overcome them. He said, "I would sooner
have a short handshake with the fellow who knows how to
do it (cure the situation) than listen for a week to the fellow
who knows how to tell you what the trouble is."
Naturally, there is little enough reason to go about cheering
but certainly the time spent throughout the country in com-
plaining might better be applied to some real constructive
effort to help business or the unfortunate victims of poor
business. It is significant that, in our own business, those
who are doing the least complaining and the most work are
making the best records. They may not be swelling their
profits but they are certainly keeping losses at a minimum.
MEETING THE PUBLIC DEMAND
FOR UNUSUAL PIANO VALUES
W
I T H I N a very short time a prominent piano
manufacturing concern will introduce to the
trade and public an entirely new line of fine
instruments bearing its name. The new instru-
ments incorporate numerous structural improvements to-
gether with finer tonal qualities produced scientifically. To
introduce at this time new pianos of any type, selling in the
higher brackets, is a move that requires high courage and a
profound confidence in the industry, for the designing and
development of new pianos means a heavy investment. The
remarkable part of the story 1 is, however, that the improved
HE piano dealer who is trying to do a 1932 business
on a 1928 overhead has plenty of reason to complain
but the complaints should be directed mostly at him-
self. The day when the boss could sit back while one
or two salesmen brought in the profits are past, for neither
the volume of business nor the margin of profit today war-
rants such a course.'
Fish are not caught by putting bait in the show window.
You've got to go where the fish are, study what they are
biting on and then show unbounded patience until results
are obtained. There are a surprising number of piano dealers
today, "little fellows," if you want to call them that, whose
principal overhead consists of gas, oil, and wear and tear on
the car, who "are making enough sales to provide a very
good living for their families. They're going out after piano
sales and getting them, instead of waiting for the other fellow
to bring the business into the store. It simply means per-
sonal effort with results based on the law of averages.
It is not the number of salesmen carried that adds to the
overhead, so long as their incomes depend on their sales; it's
the high rent of elaborate warerooms and the consequent need
for a number of non-producers that build up the total. A
large number of retail concerns have learned their lessons and
have put their houses in order to weather the storm, with
notable success. Those who are still holding on, with big
overheads, "waiting for the turn of the tide," are going to
find it difficult, if not impossible, to continue. "Front" may
be impressive, but just now it is too costly.
THE
MUSIC
TRADE
REVIEW,
May,
1932