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THE
MUSIC
TRADE
REVIEW,
TIME HAS COME FOR NEW POLICIES IN
PIANO TRADE, SAYS FREDX A. LUHNOW
E day of a multiplicity of styles of
pianos in each manufacturer's catalog
is gone for good, I think, and in the
future business will be based on different
making and selling plans," said President
Frederick A. Luhnow, of the M. Schulz Co.,
Chicago, to a representative of THE REVIEW.
He continued: "Whether recent activity in
the stock market is or is not a true forecast
of the new approach of normal business, it
seems clear that some improvement in piano
sales totals is near.
"But future piano business will be done
on a different policy than in the past. The
makers will concentrate on a few styles,
perhaps one or two models in perhaps two
finishes each. Walnut and mahogany always
sell. There is and will be a market for a
5-foot grand and a 3-foot 8-inch upright.
These sizes and finishes fit our modern living
conditions.
"The total output may be a fraction only,
for some years :t least, of what it was at
the trade's peak period in the past. How-
ever, most of the pianos sold will be for
use, to be played, as many of the younger
generation have had a musical education,
and they can have the music they want
when they want it, which the radio does not
always supply—nor can it, for the radio
must please the masses, not the individual.
Fewer pianos will be bought as furniture,
or to give an atmosphere of culture in the
home.
'•Conditions now, and 1 believe in the
future, call for a marked departure from
old methods in manufacturing, selling and
payments. Economies are possible and busi-
ness is on a sounder and more certain basis
when the manufacturer offers one or two
models in perhaps three finishes in grands
and uprights.
"This, 1 am sure, will continue to exist
and will slowly increase. Selling will be
easier for the retailer; settlements, both
wholesale and retail, will be much quicker.
With a thirty to sixty days' wholesale settle-
ment, with consignments a thing of the past,
and no long-time series of notes to meet,
the dealer will be on a sounder basis. Then
the dealer will have a clear day-to-day pic-
ture of his own financial status, and the
piano maker can keep out of the banking and
borrowing business. Dealers will find that
they can sell on a six to twelve months'
basis, as they should, instead of the two-
to three-year period, which almost invariably
runs beyond that, often for months, and gen-
erally means some reductions before they
finally get paid."
RICCA & SONS BUY NAME
AND STOCK OF LUDWIG
line simplified and balanced, enabling him to
do this with a minimum inventory invest-
ment. He knows that price alone will not
sell today's buyer, that in addition to being
priced right his pianos must be made right
and backed with a reputation that inspires
pride of possession. Though the public's
earning power has diminished, the desire for
quality is greater than ever before.
"One thing we can be thankful for, now
that this unsettled period is clearing, it has
brought peopie back to the home . . . think-
ing how they can make that home a happier
piace to live in. Here is your market . . .
one of unlimited opportunities . . . one that
will welcome you if you have unmatched
values to offer.
Ricca & Sons, New York, recently pur-
chased the business of Ludwig & Co., who,
for many years, manufactured pianos of ex-
cellent quality in the Bronx district. The
purchase included the name, good will, pat-
tern and scales, all materials and several
hundred grand and upright pianos, both
completed and in process. Ricca & Son ar-
ranged for the use of the Ludwig factory
in making up the stock, and have been em-
ploying former Ludwig workmen for the
purpose. After the present stock is made up
Hugo Ricca stated his company would con-
tinue the manufacture of the Ludwig instru-
ments.
BALDWIN OPENS NEW FALL
CAMPAIGN WITH BROADSIDE
13
August-September, 1932
OTTO GRAU PIANO CO.
SEEKS DISSOLUTION
Seeking dissolution of the Otto Grau Piano
The Baldwin Piano Co. recently sent out Co., Cincinnati, O., Otto Grau, J. Fred Van
Court and F. Joseph Volz filed a petition in
to the trade, as the opening gun for its Fall
promotion and selling campaign, an impos- Common Pleas Court on August 29. They
ing broadside calling the attention of dealers declare that because of the present depressed
to the Dawn of the New Prosperity and business conditions and conditions in the
emphasizing the opportunities for sales of- piano and musical business generally, it will
fered by the new instruments in the Baldwin, be beneficial to the interests of all stockholders
Howard and Hamilton lines. The broad- ' to dissolve the corporation at this time and
side was introduced with the following mes- wind up the business. The Court appointed
Charles R. Brown receiver under bond of
sage:
".business is improving . . . improving $10,000.
rapidly for the piano merchant who is meet-
ing present-day conditions with adjustments
Death of Fred L. Paige
that enable him to do business today at a
Fred L. Paige, who, with his brother, con-
profit. When this New Prosperity arrives, ducted the wholesale and retail musical in-
and make no mistake it's not far off, he will strument business of W. H. Paige & Co.,
be prepared to enjoy it to the fullest extent. founded by his father in Terre Haute, Ind.,
"Wise, too, is this man in the selection nearly fifty years ago, died at home in that
of his merchandise. His stock will consist of city on August 29 after a short illness. He
pianos for every purse and purpose, yet be a was sixty-five years old.
In addition to his business affairs Mr. Paige
was very active in civic and fraternal affairs,
being an Elk and a Scottish Rite Mason.
He is survived by his widow and two daugh-
ters.
RIEDLING MUSIC C O .
NOW IN NEW QUARTERS
The Riedling Music Co., the pioneer music
house in Albuquerque, N. M., has moved to
attractive new quarters at 418 West Central
avenue, that city, where the company has
much larger space at its command. Several
elaborate concerts to which the public was
invited marked the opening of the new store.
A. I. Riedling is founder and president of
the company, and Roy E. Thompson is man-
ager. The Baldwin piano is featured.
NEW EQUIPMENT FOR
SCHUMANN PIANO CO.
The Schumann Piano Co., Rockford, 111.,
has recently evidenced its faith in the fu-
ture of the piano business by installing $25,-
000 worth of new equipment in its commodi-
ous plant, and introducing a new patented
free stringing construction in its instruments.
W. N. VanMatre sees a general improve-
ment in business to follow the rise in com-
modity prices that is now apparent.
FERGUSSON MUSIC CO.
EXPANDS ITS BUSINESS
The Fergusson Music Co., a pioneer music
house of Newport News, Va., where it has
been located for forty years, has remodeled
its building at 210 Twenty-eighth street,
added a line of electric and gas appliances
and has moved the music department to the
second floor.
THE REVIEW'S
WANT DIRECTORY
TO CLOSE OUT 5,000 New Welte
Mignon Rolls, mostly classic, in original
boxes, at sacrifice discounts. Write for
particulars.
Kramer Piano Co., 254
West 47th St., New York City.
Established piano house in leading
southern city has opening for experi-
enced piano man who can make reason-
able investment. Position permanent
with reasonable salary to start. Send
full details with references in first letter.
Box 3438, Music Trade Review, 420 Lex-
ington Ave., New York City.
DO YOU WANT YOUR PIANOS SOLD? I
can do it.
Twelve years contact with the best
dealers and wide experience in promotional work.
Excellent references.
Box 3436, Music Trade Re-
view, 420 Lexington Ave., New York.
Position
Wanted—Tuner,
repairman, experi-
enced on uprights, glands, reproducers, automatic
pianos and phonographs and organs. Closing store
where employed three years. Married, musician,
some selling experience and small car, age 30.
Box 3439, Music Trade .Review, 420 Lexington
Ave., New York City.
Position Wanted—As piano tuner, four years
factory training and twenty years outside experi-
ence. Will go anywhere. Box 3441, Music Trade
Review, 420 Lexington Ave., New York City.
A-l Tuner seeks position. Formerly with Stein-
way & Sons.
Regulator, reproducer and player
expert. References. Box 3440, Music Trade Re-
view, 420 Lexington Ave., New York City.