Music Trade Review

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THE MUSIC TRADE REVIEW,
FEBRUARY,
TEN, TRAE
T
HE piano industry has a lot to
congratulate itself about when
one looks over the production
figures for the year 1939. These
figures are gradually climbing up to
where they were in 1929. Total for
the year was 114,043. We estimated
108,000 back in November but we
are glad that we guessed wrong. The
above figures should give dealers all
over the country greater confidence
than they have had for many years
past at this time of year. Conse-
quently, there should be some sys-
tematic
planning done by dealers so
Carleton Chace
that they can place their orders in
such a manner that manufacturers can more readily figure
out what their monthly production should be. It would
certainly be a great help if the ordering could be ironed out
so that there would be more steady flow of shipments and
eliminate the worrisome conjestion which always seems to
pile up during the last three months of each year. Not only
would this help the piano manufacturers with their produc-
tion problems but would also help the supply manufacturer.
With fifty per cent of the production being shipped in the
last four months of the year some one somewhere finds him-
self left out in the cold and there is always a certain amount
of business lost which should be in the bag by the end of
the year. Even at the present time factories are extremely
busy and if the business continues as it is dealers will be
safeguarding their future by placing substantial orders for
both present and future deliveries.
•
*
*
E were very much impressed with the attendance at
the Piano Salesmen's Clinic which was held in New
York last month. We are also impressed with the
growth of interest in these clinics which, as announced in
last months issue, will be held in various cities during the
ensueing year. The idea is splendid and we feel that many
went home feeling that they had been well repaid by attend-
ing. Some have criticised and it may be that some of the
criticisms are just. We have heard a few say that they
thought those who were chosen to comment on the addresses
of men out of the industry and state how what they said
applied to the piano industry didn't follow that rule and
unfortunately wandered off on other subjects which had no
bearing on the address made by the outsider. Perhaps that
was so in some cases but we noticed that in the afternoon
discussions particularly, dealers were quite frank in their
statements and although no action on any of the subjects
was taken there was enough said to start many thinking.
The two subjects which seemed to stir up the most debate
were those of paying commissions to music teachers and
the low price piano.
* * *
S far as music teachers go we cannot see but that they
can be made a terrific force in the sale of pianos even
without the commision We know of places where
it is being brought about through a mutual understanding
between the dealer and the teacher. A teacher is naturally
interested in securing pupils and the dealer is naturally
anxious to sell that pupil a piano. In many instances the
pupil is secured through the interest of the dealer. By work-
ing close to the teachers the dealer can find it possible to
turn enough business the teachers way so that a commission
on a piano looks very small in proportion to what the
teacher may realize from instruction to the pupil. After
all it is difficult to establish a hard and fast rule on this sub-
ject but we know that many many dealers have found a
solution to it without causing any feeling and still getting
the teacher cooperation without paying a commission.
* * *
EGARDING the low priced piano. Of course we have
preached for many months that retail piano prices
have been too low. Explaining this we might say
that we feel that the greatest evil surrounding these prices
has been advertising which is educating the public to think
that they can buy pianos for a very low price. It was very
evident from many of the statements made at the Clinic
that pianos priced under $200 were used as "bait" and as
one man put it "are glued to the floor." We question the
advisability of this type of merchandising although we must
admit that it is done in many lines of business. But, if it
must be done at all the most sensible plan in our estimation
is the one pursued by a leading department store which
displays, but does not advertise, a $18 5 piano. If purchased,
the price of the bench and cartage are added to the price
of the piano. Furthermore no trade-ins are accepted on
the model. This we consider is what may be termed "legiti-
mate" selling of a low priced merchandise. It is there on the
floor if the prospect wants it and the terms on which it is
sold are clean cut. But, experience has shown that few of
these are sold in comparison with models that are higher
price and have more salient talking points. Although the
public is gullible we cannot believe that "bait" advertising
does the reputation of a piano dealer any good and in-
variably works out to his disadvantage. Although there
may have been a large number of pianos sold for less than
$200 during the past 5 years, we are under the impression
that fewer are being disposed of at the present time as
higher priced pianos are selling more readily. In our esti-
mation the more propaganda there is to educate the public
that pianos are worth more than what the public has been
led to believe they are worth, during the past five years,
will be a step in the right direction.
The industry is looking forward to a production of
approximately 140,000 instruments in 1940. With a con-
certed effort to raise the average sale price and at the same
time more pressure on grand sales not only should produc-
tion increase but also profits, both for manufacturers
and dealers.
* * *
HE committee of the Advertising Managers Club of
the National Piano Manufacturers Association held a
meeting recently and now have plans underway to
prepare an exceptionally valuable "Kit" of advertising
material for dealer's use during National Music Week. Over
500 kits were used last year. If you are planning to use the
kit this year, better write now to W. A. Mennie, Secretary
of the Association, 45 West 45 th St., New York.