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THE MUSIC TRADE REVIEW, MARCH, 10W
TEN, TRADE!
EALERS in Indianapolis have
set an example which might
well be copied by dealers in
other cities. It is gratifying to note
that there is a cooperative spirit
among the dealers in that city and
one which all works toward a com-
mon result, that of making more
people more piano conscious. The
Indianapolis dealers have pooled
their interests in 52 radio spot an-
nouncements broadcasts, one each
wee
^ o n Sunday night. No names
tne
°f
dealers or the products they
handle
are mentioned but the atten-
Carlelon Chace
tion or the radio listener is called to
the importance of having a piano in the home or if they
have one that is out of date, that it is high time to buy a
new one. As the expense of this type of broadcast is small
we believe that it could be done all over the country to
splendid advantage. There are many different reasons why
homes should be adorned with a piano. If several million
people were reminded daily of the slogan which has been
adopted by the Advertising Managers Club of the National
Piano Manufacturers Association "Make Your House a
Home—Own a Piano" it is certain that with the continu-
ties which are included in the broadcast a vast number
of prospects would be forthcoming. A nation wide pro-
motion of this calibre should be well worth the attention
of every progressive dealer in the country. And, if done
by a group of dealers in a city, taking advantage of the
local radio station in that city, the cost would not be
great for any one dealer.
I
N addition to this type of broadcasting is the fifteen
minute program which is being used by several dealers
throughout the country during which the listener
is advised regarding a course of piano instruction with
which one may teach himself to play by ear. The course
is in booklet form and is given away free by the dealer
who sponsors the broadcast. The purpose of this method
is to aid the dealer and also the music teacher in finding
out who is really interested in taking lessons on the piano.
In two instances dealers who are using this promotion
get about 100 applicants for the booklet after each broad-
cast from which they have been able to find many live pros-
pects for pianos. Each applicant must visit the store in
order to get the booklet. It would seem that this very
modern way of promoting both piano lessons and piano
sales would be even more productive than the old fashioned
method of canvassing. At least it may give many people
an idea that they should try to play the piano and in many
cases when they have become interested in it a certain
percentage will find that they really can learn to play and,
if not immediately, within a short time will become a live
piano prospects. Its a modern method of re-educating
all members of a family to the importance of the piano
in the home. With enough of such promotion it will not
be long before the piano will again be considered a neces-
sity, just as it was in the days of our grandfathers and
grandmothers.
VERY department store in the country and undoubt-
edly many piano dealers, are now watching Macy's
in New York who for the first time opened a piano
department this month. The rise of this department will
be carefully watched and if it is the success that everyone
predicts it will be, many department stores in the country
will become piano minded and new piano outlets will be
created. During the month also a department was re-
opened by L. Bamberger & Co., Newark. This store han-
dled pianos for many years once before, most successfully.
Aside from the creating of new piano outlets the entering
and re-entering of these two stores into the piano business
establishes without doubt that the piano has come into
its own again and has a substantial and bright future
ahead. Department stores of the calibre of these two do
not open new departments unless they, after careful re-
search, are confident that there is a substantial market for
the products in that department. The move should be
encouraging not only to the manufacturers in this indus-
try but also to dealers. Although we are thoroughly aware
that the independent piano dealer is not in sympathy with
piano departments in department stores, yet, we feel that
activities of this character mean a more widespread pro-
motion for the piano which will prove beneficial rather
than detrimental to the independent dealer. Greater pro-
motion of pianos by a larger number of outlets means a
greater appreciation of the instrument by a larger number
of people which we think is quite necessary for more
sales, greater production, better prices and substantial
profits.
E
A T the recent sales clinic held in New York one of the
/ - \ speakers stated that there would be a general trend
toward the modern in the future designing of fur-
niture and pianos. Now comes the report of the American
Walnut Mfg's. Association on the most recent showing of
furniture designs in Chicago and Grand Rapids. It is in-
teresting to note that modern designing still holds the lead
well in advance of all other and Walnut seems to be the
favorite wood with mahogany* and maple second and third.
The analysis of the trend of styles and woods which is
printed on another page of this issue should be of interest
especially to all manufacturers in the piano industry.
VHE production report for January showed a promising
increase in shipments and at the present writing prac-
tically all factories are working full time. One of the
most pleasing items in the January report was the increase
in grand piano shipments. Undoubtedly all dealers will put
greater effort behind grands during 1940. By so doing the
industry will make a much better dollar value showing and
more satisfactory profits.