Classic Mode

Music Trade Review

Issue: 1940 Vol. 99 N. 2

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
13
THE MUSIC TRADE REVIEW, FEBRUARY, 19A0
tention on it. A short time ago modern design
was a chip on an ocean of traditional work,
whereas today the reverse is becoming appar-
ent.
"However, with engineering developments af-
fecting almost every item in and about the
home it is to be expected that new forms,
new materials, colors and textures should come
about. It is hardly conceivable that forms and
detail that have reason to exist 100 years
ago, should be retained in these new deevlop-
ments, just to keep the flavor of hoop skirts
**bout them.
"Modern art has made us aware of new
beautiful lines, as in the airplane, in the com-
position of simple great blocks in our more
modern buildings, and has shown us beauty of
surface and texture rather than beauty in elab-
oration and detail. It is both conceivable and
to be hoped for, that the house of the future
will be so designed for charm of expression
and economy in living, that all units that enter
into its makeup, from the refrigerator to the
heating plant, and from the radio to the piano,
will submerge their identity to the harmony
of the whole. This I know will appeal to the
manufacturers, for in such a scheme his prod-
uct will be honored for identity, by only a
number or a letter of the alphabet. However,
this is still way up ahead, but it is'as an idea
whose trend is unmistakable and should tend
to loosen you up in your opinions, so that you
can meet tomorrow's developments.
"If we were to examine carefully, present
day design, that which is based on traditional
forms, we would find that carving has been
almost eliminated, that frets and elaborations
found in the old originals are being traded for
fine surfaces, flow and length of line, new color
in wood.
"To us today the egg and dart, the bead
and reel, even the acanthus leaf, have lost
their significance, and we regard them as pro-
jections which are impossible to finish cleanly
—and the housewife knows that they are dust
catchers.
"Thus the bridge is being made from one
epoch to another, the change being so gradual
that it is scarcely noticed. This is sound
procedure since it makes it possible for the
home owner to gradually adopt the new, and
it likewise tests each step in the new modern
movement.
"This brings me to the part that a designer
has to play is in serving an industry such
as this. He should have a very accurate idea
of his factory and its possibilities, next the
dealer, who is to be interested first in the
product and most important of all he should
know what the consumer expects to admire
and buy. He thus, becomes an important ele-
ment in turnover and a decided help to the
selling end of an organization.
"There is no doubt, I can assure you, that
the designer would like nothing better to de-
sign without restraint and would probably
bring about an instrument that would sell
only to the designers, and a few more people
living in the same advanced atmosphere of
thought. But, our common problem is not
that, fine as prophesying is.
"Rather it is the problem of designing for
the appreciation of many potential piano own-
ers. We must not travel too fast in design
so that we do not outrun our market. Like
most people the consumer would like to be led
to better taste than driven to it. So for our
good and theirs we must be tolerant and so
considerate of his opinion and our common
national progress.
New Pianos Will Be Small
"Now, to take a look at the future in styling
as it affects the piano. I believe the future
piano will be small in size and small in cost.
The first is necessary due to the smaller size
of homes and apartments. The second is im-
perative, to reach a broad market and compete
with the many other items that the average
family must have. This is in perfect accord
with many other products of the American
market. The greatest attention should be paid
to new materials which are coming from the
nation's laboratories. It is quite probable that
plastic piano cases are not so far away as
they seem to be. There are literally hundreds
of compounds available and some day soon
large objects will come from plastic moulds."
Then followed an address on Mer-
chandising 1940 Model", by Russell
Pierce, Vice-President of the J. Walter
Thompson advertising agency, who
pointed out the many new achievements
of science during the past decade which
has and still is changing and improving
merchandising methods and creating
greater opportunities for all lines of
business.
Melville Clark, President of the Clark
Music Co., Syracuse, N. Y., -who was
chosen to comment on Mr. Pierce's ad-
dress, stated:
Clark Urges More Glamour
"As I listened to the discussion this morn-
ing, I realized how lucky I am to be in the
music business, a business so beautiful and
lovely and with so many tremendous potential
possibilities. I realize what the manufacturer
has done for the dealer, and because of the
importance of the last point brought out by
our previous speaker, I am going to touch
upon that with a little special emphasis.
"It seems to me that the music merchant
himself has to measure up to the competition
which exists in other lines. Right across thf
road from our store is a very lovely woman's
apparel shop, and I realize the importance of
the appeal that these people are putting up
and the competition that we have therefrom.
We have to meet that competition and attract
attention for our merchandise, and it seems
to me that the music dealer, especially, has
a lot to do. I don't refer to these large stores
in New York, Chicago and Boston, and so forth,
but the average dealer throughout the country.
"When we had this clinic last year there was
brought out very clearly the need of dolling
up our music stores to make them bright and
happy and joyful places, to have the salesmen
such that they meet the customer with a smile
and with pleasant manners, and to know his
merchandise. It seems to me that is one of the
most important things that the average retail
dealer has to consider at the present time.
"Does he come up to the average in com-
petition in meeting automobile competition and
competition of these lovely attractive places
for women to go to buy their wearing apparel,
and the other things that we have to meet to-
day ? It certainly seems to me that that is
our greaest opportunity at the present time.
"Then, again, I think there are great names
in the music business, and I will give you a
little illustration of what happened in our city
last week. Upon these names, great benefit
can endow to us.
"We had a visit from William R. Steinway
last week, and in thinking about the visit, it
occurred to me that this name was so great
that I would invite the mayor to come and
meet him at the train, and the mayor, who
had just purchased a Steinway and just was
learning to play the piano, was very happy
to do it, and he did. Following that, he was
invited to speak to the Rotary Club, to tell
the story of the Steinway. Following that,
he was invited to broadcast to about six hun-
dred thousand persons. A Concert happened
the next night and he was called upon to take
a bow before that concert before two thousand
persons, and when he left after two or three
days' visit several people said, "Clark, that
man could be elected mayor of Syracuse now."
"I realized that we don't seize upon the
opportunity of publicity as much as we ought
to. These different things that are appearing
in the magazines, for example, are marvelous
in their purport and their power.
"This man Selz is doing a great job for us,
and I think you manufacturers are doing a
great job for us, and I express publicly my
thanks to you for the styling of the pianos
and the beautiful instruments that you are
delivering to us. And yet I feel that the
dealer, perhaps, isn't doing his job in bringing
about this third point which Mr. Pierce illus-
trated to us just a few moments ago."
Dealers Broadcast From Lobby
The meeting then adjourned for
luncheon and at 1:30, in the lobby of
the hotel, a sidewalk interview program
was broadcast over WMCA, in which Mr.
Selz, Jerome F. Murphy, president of
M. Steinert & Sons Co., of Boston, and
Edwin C. Weeks, of Weeks & Dickinson,
Binghamton, N. Y., were interviewed.
Each in turn gave the piano a boost, and
told the world what the meetings being
held at the New Yorker signified.
Afternoon Session
The guests convened again at 2:00 P. M.
for a general discussion of trade problems.
J. A. McClanahan, Manager of the Arthur Jor-
dan Piano Co., presided over the first half of
the meeting and the first subject to be dis-
cussed was "The Piano Teacher."
Mr. McClanahan's Speech
In opening his part of the meeting,
J. A. McClanahan stated that he be-
lieved that the teacher could be of con-
siderable help if properly handled. He
also dwelt upon the fact that they had
a great deal of influence over the chil-
dren becoming interested in the piano,
which, of course, is quite necessary to
the life of the piano business. In con-
cluding his speech, he said:
"Some of you gentlemen no doubt were in
this business back in the gay nineties, im-
mediately after the turn of the century,' dur-
ing the war period of 1917-18, and no doubt
many of you have had some rather disastrous
encounters in your dealings with the music
teachers. But as you all know, we are in
changing times—conditions of today are not
what they were several years ago. I believe
the music teacher of today is more versatile in
her thoughts and that she is more than willing
to sit down to a friendly discussion of ways and
means to increase the musical education of the
people in her community and in that way be
of mutual benefit to both.
"The public of today is likewise much wiser
than a few years ago and in most instances
when they spend their money they want to
know what they get in return. They are not
as easily stampeded into a sale by bargain
advertising, bait advertising-, or extra high
pressure methods, and in my opinion the music
teacher in the various communities can render
us an invaluable service in not only telling us
who should have a piano now but in her work
to further the study of music and in that way
produce prospects for the future.
"There is quite a bit of talk, as well as
thought, as to what the industry can do to
either increase the sale of grand pianos or
increase the unit sales. I believe that the music
teacher can be invaluable to us in obtaining
the desired results. This, would, of course,
take some education from the dealer in order
that the teacher might become somewhat sales-
minded, inasmuch as they would not want the
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
14
teacher to recommend the sale of a thousand
dollar piano to someone whose income would
not permit more than a three or four hundred
dollar sale. However, if the teacher can boost
each sale from fifty to two hundred and fifty
dollars each I assure you that our net profit
at the end of the year will be much more
favorable and that we will be amply repaid by
any effort or financial remuneration that we
might have given the teaching profession.
"It is my feeling, gentlemen, that as we go
about our daily business if we would give a
little more thought to those allied with our
industry and to increasing the cultural and
educational facilities of the city, or community
in which we are doing business, that increased
piano sales would automatically take care of
themselves."
Second speaker of the afternoon session was
R. A. Huff, of the Huff Music Co., Bethlehem,
Pa., who talked on the subject of "Getting
Better Cooperation and Making Her a Better
Teacher." After stating that the attendance
of over 250 men manifested that we are enter-
ing a new era, he said:
"I think we are all very much pleased with
the progress we have made in the piano busi-
ness in the last couple of years. I know I
am, and I think the fact that there are 50
per cent more this year than there were at the
meeting last year is good reason for us to
believe that we are all very much interested
in the comeback of the piano.
"The thought has occurred to me that since
the piano is coming back, it might be a good
time for us to sort of clean house a little bit
and turn over a new leaf, probably eliminating
many evils, or as many as we can, that we
have had in the past.
"Touching on the subject now very lightly—
I do it with a bit of hesitation, but it is only
a viewpoint, and inasmuch as this is a forum,
you are all entitled to your opinion, as I feel
I a m —the first thought I have is on the evils
as we know them of the old piano men, the
evils that existed because of the commission
business with the teacher.
"Before I go any farther, I would like to
tell you my thoughts about that. I think that
any evils that did exist—and I think there
were plenty—were mostly of our own doing,
as dealers. I have met and known a lot of
teachers in my life and I think a great deal
of them, and I think, as a class, they are a
very fine, upright, honest group of artists, and
that is all. . . .
Regulation of Teacher's Commission
"In other words, if the commission business
was a racket, we are responsible for it. That
is the way I feel about it. I am just adding
a comment of my own, and it is meant only
as a comment as to how we should handle that
thing. I think we should eliminate commis-
sions to teachers, except where a teacher very
definitely has some part in the sale. I mean
if the teacher brings in a pupil, a parent or is
instrumental in helping in the sale of a piano,
he is performing the function of a salesman
and is very definitely entitled to some remu-
neration. I think none of us would object to
that. Just what the amount should be is, of
course, up to anybody's discretion.
"However, I do think that whatever he does
along those lines is worth something. But I
think we should discourage just the listing of
names or the giving of prospects with the
thought of getting something out of it. I think
as dealers we should not have anything to do
with that. . . .
"I think possibly the best way I could ex-
plain that would be that we make a friend of
the teacher, rather than a business accom-
plice.
"One way of cooperation is, if you have a
music department in your store, you naturally
are catering to the music teachers. I would
suggest that you take a personal interest in
that music department that hasn't been making
THE MUSIC TRADE REVIEW, FEBRUARY, 19J>0
money for you, and probably never will make
a whole lot, but it is a very necessary part
of your business if you have it, and can be
made a great traffic builder and a great form
of service for teachers, especially.
"I would suggest that you have in a music
department everything that a teacher would
need.
Serve Teachers in Music Department
"Music publishers are, generally speaking,
following the Fair Trade Act and doing bus-
iness on a much higher plane than they used
to. However, we still have some competition
from publishers direct, and it is up to us as
dealers, if we have a music department, to
give these teachers service. If they use a
certain type of book we should handle it, keep
it in stock for them so they can pick it up im-
mediately. I think the music department is a
very important thing, as it affects the service
that a teacher can get from you.
"Now another thought I have is that we
should cooperate by selling tickets to any
musical affair or any function that goes on
in the town or city in which we are located.
I think we should look into that, and if we
are not already doing it, we should make efforts
to make our services available for that thing.
Sell tickets, put cards in the windows, sup-
port everything that comes along in an ar-
tistic manner in your city, and every time
you do that, you make a friend. After all, that
is what you want.
List All Teachers in City
"I think another very important thing we
could do would be to make a list v and keep
it of all teachers in your city; that is, all the
good ones. I don't confine that only to piano.
I would suggest voice and all the instruments.
Very often you have sold a piano and had a
customer ask you, "Whom would you recom-
mend as a teacher?" Just how you handle
that, of course, is another thing that you should
do with gloves on, and speaking of this co-
operation which we are stressing, no doubt you
would cooperate with the teacher who coop-
erated with you. It is only natural that we
should lean towards our friends.
"But I would suggest that we keep a list
of teachers and be helpful.
"I think we can follow that a little farther
—call up the teacher and make an appoint-
ment for tht prospective pupil. After all, we
are only selling the piano. The teacher is
the one that has to make it live and speak in
the home. I think we have all had experience
of pianos that have been sold to customers
who found out several months or a year after-
wards that the money they spent for lessons
was not justified, and maybe that is the fault
of the teacher.
"Another thought I have, and I think this
is important, all teachers nowadays are strug-
gling along, barely making a living, and they
like to present their pupils in concert. Uus-
ally it is in the spring of the year. I think
that is an opportunity for us to really make
a friend of a teacher. They need a piano.
Very often these affairs are held in halls, small
auditoriums or homes even, where good in-
struments are not available, and in order to
present their pupils at their best they want
a good instrument, and that is where we come
in. They come to us for them. I think we
ought to do that gratis. It is a good bit of
experience and probably costs us a little money,
but if you want to make a friend of a teacher,
loan him a good piano and he will certainly
feel grateful. Or if we have to make a charge,
let's make it as nominal as possible.
"Now I have another thought, that we could
use our store for practice. This happened to
us because people have come to us and asked
for it, and we were very glad to do it. If
you want to get cooperation from a friend,
you prove yourself to be a friend to him!
Encourage Teachers' Organization
"Another thought I think would be helpful
is this: If your teachers, your professional
music teachers, do not have an organization, I
think you ought to encourage them to organize
one. We have such an organization in Bethle-
hem. We had nothing to do with it there.
They meet each Tuesday at luncheon, and this
group have grown to know each other and
have eliminated a lot of the petty jealousy
among each other.
"Now, along that line, I would like to give
you a thought I have had about this group of
music teachers and how they could help them-
selves, and, incidentally, help us a great deal.
I am frank to say I have tried to promote
this wth our local organization without any
success. I still think the idea is good, and I
am going to tell you fellows about it, and
maybe you will be able to use it. During the
summer months when all the professional music
teachers, or rather, the children, are home and
free, hold a sort of a music clinic. Advertise
through the papers, if necessary. The dealers
ought to help subsidize the cost of that. Ad-
ertise that they will listen to prospective pupils,
children whose parents are so minded to have
them learn a piano or some other instrument
or start singing lessons, but who are hesitat-
ing because of the cost of it. How many
times have you fellows talked to prospects in
your store who have said, "Well, I would like
to buy that piano and I would gladly if I was
sure Mary or John would take to it." I have
heard that so many times; in fact, that is
where I got the idea
"I thought if I could get this local group
of teachers to run a series of auditions, offer
their services gratis, take each child and give
him three or four hearings to see whether
he has any musical ability, whether he has
got a sense of rhythm, whether he has an in-
terest in music, they could make a report to
the parent and say, "Mary looks to me as
though she would make a good pianist or a
good violinist or a good wind instrument play-
er," or "Little Mary looks like a musical moron,
Mrs. Smith, and I think you would save money
by not giving her any lessons."
"I think if some such form as that could be
followed, it would certainly bring a lot of
pupils to the teachers and would certainly sell
a lot of pianos for us. As I say, that is only
an idea. It may not be new, I don't know,
but I have thought about it for some time,
and haven't been able to do a thing about it,
although I intend to keep on trying.
"Let's be.a friend to the teacher and not
a briber. I think, taking them as a class,
being artistic people, they will respond much
more quickly and be more loyal, better friends
and greater help to us, if we prove our friend-
ship to them by helping them wherever we
can. Heaven knows, they need it, and so do
we!"
Mr. McClanahan then introduced Ray Er-
landsen, General Manager of the retail stores
of Rudolph Wurlitzer Company, who spoke on
advantages and disadvantages of teaching mu-
sic in our schools, an address which was
printed in the November issue of THE MUSIC
TRADE REVIEW.
Mr. McClanahan then called on Ed-
win G. Weeks of Weeks & Dickinson,
who illustrated the value of instruction
on musical instruments in the following
manner:
Weeks Endorses Music School
"I can do little more than add my word of
approval to this last topic, "The School in
the Music Store." We have all been confronted
by the mother or father who said, "My boy,
Johnny, is crazy to have a saxophone. I find
that a saxophone costs $150. Will it not be a
risk for me to buy that instrument, with no

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