Classic Mode

Music Trade Review

Issue: 1932 Vol. 91 N. 7

Page 5 Text:

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE PIANO IS NOW READY
FOR POPULAR REVIVAL
By W M . H. McCLEARY
T
HE period of low production in the piano industry,
which has extended over the past five years, is more
complex in its causes than the similar problem which
has confronted a majority of the industries of the country
during at least a part of that period. How much of this
decrease is to be traced to loss of purchasing power on the
part of the ultimate retail buyer, and how much to the fact
that the piano has lost its popularity as a part of the equipment
of homes above a certain standard of living, is difficult to
determine.
One thing we do know, however. The decreased demand
for pianos made its appearance two years at least before the
present industrial depression began. The reasons for this early
trend, as they were advanced at that time, were numerous.
First in importance, perhaps, was the fact that material pros-
perity among all classes led to amusement being sought to a
great degree outside the walls of the home. Secondly was
the sudden leap into popularity of the radio, affecting both the
talking machine and the piano as a competitor for home
amusement. Thirdly was the radical change in residence
architecture, especially in the large cities, where the shift to
apartments on the part of a class which had always been heavy
purchasers of pianos led to living in small rooms and a smaller
number of rooms, which placed space at a premium. On top
of this came the loss in purchasing power, which added another
and most influential factor to the situation.
If the latter had not made its appearance it would be easy
to determine whether or not these conditions particular to
the piano industry were continuing or increasing in influence.
Unfortunately, however, up until the present time no infor-
mation was available by which to determine whether low pro-
duction of pianos was a permanent condition to which the
industry must resign itself, or whether particular conditions
confronting the industry had changed, and it would undergo
a revival in line with other industries suffering only from
general loss of customer purchasing power.
If the piano industry's particular conditions have continued
to exercise an important influence upon piano purchases at
retail, it would be logical to assume that a large number of
instruments would be discarded during the past five years by
homes which already possessed them. People moving into
homes wherein they had no space for a piano would leave the
instrument behind. People having pianos and who did not
use them from one end of the year to the other would discard
them to use their space to better advantage. And finally
there would be a heavy and marked decrease in the amount of
piano study among the younger generation.
It is possible, through the results of a survey which have
just been made public, to arrive at some conclusion as to the
number of pianos which have been discarded during that
period. In 1927 it was found that out of 1,940,183 families
THE
MUSIC
TRADE
REVIEW,
Factors operating against the demand for pianos
prior to the depression have changed radically dur-
ing the past two years. Recent survey shows only
five per cent loss in piano ownership since 1927.
Revival of purchasing power means the opening of
a large new market for the industry.
which were surveyed by the General Federation of Women's
Clubs, 40.4 per cent possessed pianos, percentages ranging
from 36.9 in cities below 1,000 population to 43.6 in cities
above 100,000 population. Considering production in the
piano industry for the period from 1917 to 1927, or for ten
years before the date of the survey, at which production in
the American industry reached its all-time peak, it is likely
that this represented the highest point of piano possession that
ever existed in the country.
This year preliminary reports from the National Consumer
Census which is being conducted by R. L. Polk & Co.,
Detroit, Mich., showed that out of a total of 448,300 fam-
ilies thus far surveyed 35.2 per cent possessed pianos. In
other words, the number of families owning pianos showed an
approximate decrease of 1 per cent per annum during these
five years.
These figures definitely indicate that during this five-year
period practically no pianos have been discarded by their
owners. The decrease of 1 per cent per annum is more than
compensated by new homes which have been established by the
number of marriages each year during that time. If the
figures mean anything at all, they mean that there has been
a return to the piano by its owners as a means of home enter-
tainment, a trend which is more than supported by other
factors that have made themselves apparent.
For instance, we definitely know that piano study has shown
a steady increase during all this five-year period. Second, we
know that radio, as a competitor to the piano, has lost its
element of novelty, and from a new purchase on the part
of the average family has changed primarily to a replacement
purchase on the part of the average family. Again, country-
wide depression has driven the American family back to the
home for amusement, since lower incomes do not permit the
habits and customs characteristic of the post-war era. Lastly,
the ingenuity of the industry has developed new models in
small-sized instruments which have effectually overcome the
objection that arose from the amount of floor space required
by the average type that was produced prior to 1925.
It is as yet too early to consider the change which has been
made in American habits by the past two years. Some in-
{Please turn to page 10)
August-September,
1932

Page 6 Text:

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
EDITORIALLY SPEAKING
PROPER RETAIL DISTRIBUTION
AN OUTSTANDING PROBLEM
CLEAN PIANO NAMES ARE
STILL WORTH-WHILE ASSETS
T
N
O T so many years ago pride of name in the piano
HIS Fall, and for months to come, the piano manufac-
industry was one of its outstanding characteristics.
turing industry, even in its curtailed state, is going to
With most manufacturers the name of their product,
face one of the greatest problems that have confronted
generally a family name, was almost a sacred thing
it for many years and that is the question of the dis-
tribution of pianos at retail. As a matter of fact this has to be protected at all hazards through the medium of fine
always been a problem although not so generally recognized materials and expert workmanship. This pride of name was
as it might have been. Even in boom years the number of passed along to the piano owner, who was most generally in-
dealers in proportion to the population, and we speak now of clined to boast regarding his instrument.
Despite changed conditions, and, contrary to the views of
dealers operating warerooms and equipped to give proper rep-
some pessimists, the piano name still has a definite value in
resentation, was discouragingly low.
It is not a question of a manufacturer having one, two or the field where it has been properly protected. The question
three hundred dealers scattered about the country, but the big at issue is just what is to become of those piano names, rich
factor is how they are scattered and w T hether they are located in tradition, which through circumstances have passed into
strategically in order to take care of any business revival. strange hands, and have been bandied about in sensational
Right now there is an upward movement in industry. Fac- and cut-price advertising in the newspapers. The value has
tories are resuming full time and in some cases overtime op- been killed for many years to come.
erations. Employes are being added and, in some instances,
Dealers who, with the upturn of trade, seek pianos of strong
wages increased to offset in part previous curtailments. It name value, with a view to building up a permanent following,
happens, however, that this revival is not national but is ap- might well investigate the status of said instruments during
parent in industrial localities here and there throughout the the past year or two. Fortunately there still remain those in-
country. To enjoy any business that may accrue from this struments which have maintained both their reputation and
turn toward normal, and there is going to be business, it is their standard of value. They have been and are going to be
necessary to have satisfactory distribution in the sections the recognized leaders.
directly affected.
The piano man who travels, and he is somewhat of a rarity HERE'S A FUTURE PIANO MARKET
'V
today, is going to say that it is impossible to tie up with deal-
WELL WORTHY OF CONSIDERATION
ers in every promising section of the country; that many of
S the business skies became darker the future of the
the good dealers have quit or have branched out into other
piano market became brighter, paradoxical but
lines of activity and that those who remain do not buy enough
nevertheless true. Consider, for example, the result
to warrant intensive sales effort, especially when buying terms
of a recent survey commented upon elsewhere in
are considered. On the surface he would seem to be right,
yet it has been, and is being, found possible by certain progres- T H E REVIEW this month. It shows that 35 per cent of nearly
sive concerns to build up their retail representation even under half a million typical American homes investigated this year
existing conditions. It does not mean a rush of business at were equipped with pianos compared with approximately 40
the outset, but it does mean that these companies are entrench- per cent so equipped some five years ago. This not only
ing themselves in every possible corner of the country as a means that the potential field for piano sales has increased
form of investment for future dividends.
from 60 to 65 per cent of the homes of the country but that
With this development of retail outlets will come also a the owners of pianos are holding on to their instruments for
demand for more intensive effort; for the observance of some the most part. Certainly a dropping off. of only five per cent
sort of quota that will give the manufacturer something of piano-owning homes during the five-year period is at least
tangible to w T ork on in planning factory production. The offset by increases in population, and in the establishment of
practice of giving individual dealers control over widespread new homes.
territories has gone by the board. Under the new setup he
The piano is fast returning to its popularity as a means
is going to hold only just so much territory as he can service of home entertainment, a fact proven by the increased play-
properly and he will be expected to produce results based on ing of pianos in any ordinary neighborhood, and this, coupled
the population and the purchasing power of that territory.
with the fact also that group and individual piano instruction
It is very probable that, properly encouraged, many deal- is at its highest peak in the history of the country, serves
ers who are in business today can be moved to do a better job. to breed confidence in the future. It is not a far distant fu-
It is also likely that ways and means must be developed for ture, either, depending only upon a slight increase in earning
bringing new blood into the field. The main idea is proper and spending power to make piano-buying money available.
coverage. All the advertising, the propaganda, the child
training and the other movements designed to create interest
in the piano and piano playing are of little avail if, when
once interested, the prospect must travel through half a dozen
counties to secure the instrument of his choice.
A
THE
MUSIC
TRADE
REVIEW,
August-September,
1932

Download Page 5: PDF File | Image

Future scanning projects are planned by the International Arcade Museum Library (IAML).

Pro Tip: You can flip pages on the issue easily by using the left and right arrow keys on your keyboard.