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THE MUSIC TRADE REVIEW, NOVEMBER, 1H0
TEN, TRADE!
N this issue we endeavor to show
just what has been the progress
of the electronic principle of re-
producing music insofar as the piano
and organ are concerned. It has
been five years since the first elec-
tronic organ was introduced and the
first electronic piano was brought to
the attention of the industry and
the public. The success of the elec-
tronic organ is a well known fact.
With the introduction of these
organs many persons who are lovers
of
organ music but who could never
Cartelott Chace
afford an organ in their home, both
on account of price and space, found that it was possible
to purchase one of these newer instruments and enjoy
what they have longed for. These organs have also revolu-
tionized, to no small degree, organ installations in churches,
chapels, mortuaries etc. And they have also been found
practical in conjunction with orchestras, in skating rinks,
broadcast stations, night clubs and other places of enter-
tainment. These instruments have provided a new source
of revenue for dealers throughout the country and have
been a dynamic force in spreading the gospel of better music
as well as proving a stimulus to all branches of the music
business.
*
*
*
What About the
Electronic Piano?
the success of the electronic organs became apparent
the principle was adapted to the piano. Several
manufacturers commenced manufacturing elec-
tronic instruments. The first of these to be produced by a
piano manufacturer was shown in 1936. Then a radio man-
ufacturer produced one. Today there are four manufac-
turers who are producing instruments built on this advanced
principle. The progress of these instruments has been much
slower than that of the electronic organ. But this has not
discouraged those manufacturers who are still making them
as they believe that time will show that this type of instru-
ment will soon have its day. In fact during the past year
there has been a steadily increasing interest in the electronic
piano due to the constant promotion which is "being done
to educate the public to this principle of music reproduc-
tion. We admit that this has not been an easy task and has
fallen on one or two makers who have pioneered this field
to do a lot of missionary work. Furthermore dealers are
somewhat reluctant to do much missionary work on some-
thing new, after what they went through in the vears pre-
vious to 193 5, especially when through the sale of the console
piano, business has increased steadily, the piano is again
considered a necessity in the home and the dealer finds him-
self getting back on his feet again.
A
*
*
% •
Proper Promotion
Has Brought Sales
IHERE are, however instances where dealers have had
a very good business with this type of piano which
shows there is a demand for it providing the proper
promoton is put behind it. On the other hand the use of
the electronic principle in small musical instruments has
become quite general. Therefore, in reviewing the success
of the electronic organ and that of the electronic applica-
tion to small musical instruments it would seem that there
should be a future in the electronic piano which may blos-
som forth within the very near future. After all this is
an electronic age in which we are living and with the pos-
sibility of a moderate priced electronic piano being pro-
duced within the near future we may yet see somewhat of
a revolution in piano construction in general.
*
* #
Business Should
Now Stabilize
E that as it may, the piano business has been bound-
ing along with rapid strides this fall and all dealers
look for a good holiday business. Practically as many
pianos were produced up to the end of September as there
were in the entire year of 1938. It would not be surprising
to see the total production go the 140,000 instruments by
the end of the year. Retail business in the metropolitan
centers bogged down somewhat two weeks preceding elec-
tion some of which was attributed to the draft and rest to
election activities. Now that the draft has taken place and
people know more or less where they are at and the election
is over all piano merchants look for a return to normal
business with a steady increase until the end of the year.
*
*
*
Convention to Be
in New York
*HE Board of Control of the National Association of
Music Merchants, after a second deliberation on the
location of the Convention next year has finally de-
cided that it will be held in New York. The time and the
hotel have not yet been named and the latter is causing
much discussion. There are many who desire the Hotel
Commodore in preference to the Hotel New Yorker. There
are many factors which are favorable to either but all the
necessary factors do not seem to be included in the layout
of either one. For instance the Commodore has a fine
lobby and large ballroom but the rooms for display pur-
poses are smaller and it will take many more of them for
the proper display of exhibits. The New Yorker unfortun-
ately has no banquet hall large enough and a small lobby
but the rooms are particularly well adapted for display
purposes. So this is the problem that is being discussed at
the present time and it resolves itself down to a point as
to whether the proper display of and accessability to mer-
chandise is more important than the lounging quarters and
entertainment or visa versa. What would you think?
1941—Convention City
— New York —
At What Hotel?