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NAMM
I Continued from page 29}
President E. R. McDuff pointed out
how splendid the cooperation of vari-
ous branches of the industry has been
since the plan for reorganizing the
NAMM was presented last January
and thanked those who had so unstint-
ingly responded.
He then called on Secretary Mills
to outline his plans for the future.
He pointed to the program adopted
earlier in the day and stated that six
months of contact with the industry
had proved to him his first contention
that the hope of the industry lies in
broadening the base of interest in
music.
"The presence of these men of diverse
interest," he said, "is symbolic* of a new
spirit of unity within the industry, a
unity which must prevail if we are to
compete successfully with other indus-
tries for our share of the consumer's
dollar.
"While in the Association's long-range
program, emphasis must be upon pro-
motion, the actual development of such
a program must wait until there is an
adequate supply of instruments. In the
meantime we can and we will do the
necessary planning-—essential contacts
will be established and trade accept-
ances of the program will be sought.
Currently other problems claim our at-
tention. How soon can we get merchan-
dise? Will we be able to sell at a profit?
These continue to be the most frequent-
ly asked questions.
Mollification of War Controls
"Because of the general membership
interest we must devote a substantial
part of our effort at the Washington
level. We must cooperate with supplier
groups in seeking elimination or modi-
fication of war controls.
"Realistic pricing is an essential part
of the program of reconversion. While
we will cooperate in securing necessary
price adjustments to stimulate produc-
tion, we must protect the merchant
against burdensome absorption at the
retail level. The trend is in that direc-
tion.
"With war costs admittedly past their
peak, we should join with other busi-
ness groups in seeking tax relief as a
major factor in adjusting from war to
a peace economy. Such cooperation will
develop assistance in getting- early revo-
cation of the excise tax on musical in-
struments.
"In a survey of membership opinion
more people expressed themselves as
interested in improving trade practices
than in any other item of suggested
•activity. This presents both a challenge
and an opportunity. With so many peo-
ple concerned we must devote ourselves
to improving the situation and with so
many people interested we would seem
to have a large percentage of the traxle
willing to follow intelligent, informed
leadership.
Shocked nt Industry Pettiness
"Frankly I've been shocked more than
once with intra-industry pettiness. One
thing is certain we cannot clean up a
bad competitive situation by everybody
trying- to beat the 'chisler' at his own
game. I>ack of confidence between na-
tions leads to war. In the field of busi-
30
ness it leads to economic strife and
inevitable business failures. Perhaps
our inability in the past to pull together
is why the music industry continues to
be a 'small' Industry. It must be appar-
ent to anyone who studies the situation
that the most successful firms in the
business are those who play the game
clean. We cannot entirely eliminate but
I am sure we can substantially reduce
the number of sources of irritation.
"Before embarking on an extensive
program of promotion, we must develop
definite objectives and get assurances
from industry leaders that they intend
to 'see this one through.'
"This is our great opportunity. Be-
cause of the unifying influence of music
during the war—because of the in-
creased personal participation by men
in the armed forces in musical activi-
ties, we have a market potential un-
equalled in modern history. We can
translate this appetite for music into
over-the-counter sales if we act prompt-
ly and intelligently.
"The market potential exists but we
must realize we are entering a highly
competitive era when other industries
will be competing for the consumer's
dollar. To get our share we must be-
come smart merchandisers!
Some Example* of Promotion
"Here are some examples of music
promotion:
"Young men and women are return-
ing from the armed forces and war jobs
to their own profession of teaching-
music in the schools of America.
"Isn't this a good time to sit down
with our school music people—to ap-
praise the strength and weakness of
present programs and make plans for
more and better school music..
"Schools are prosperous now. With
intelligent cooperation they can be per-
suaded to expand their programs.
"What is the opportunity? In the past
200,000 wind instruments a year has
been a 'big' year for the band instru-
ment group. Is that a good showing
in the face of the millions of youngsters
who each year reach the age for band
training? Frankly now, is there any
reason why any school in America—
elementary, junior and senior high—
should not have a band?
"How many schools in America have
orchestras that compare favorably in
number and ability with existing school
bands? The industry would like to sell
the strings as well as the brasses. Why
not more orchestras?
"What about glee clubs, choirs and
choruses in our schools?
"Emphasis on adult education will
continue after the war. Can we find a
place for music in this program?
"The industry has' done a lot of talk-
ing about group piano instructions.
Isn't it time to evaluate the progress or
lack of it—find out what constitute the
obstacles and take steps to eliminate
them.
"The church has always had an im-
portant influence on music. In face of
the multiple uses of music in our mod-
ern society, religious music and music
used in connection with religious ac-
tivity is still a matter of major im-
portance.
"Personal participation in church ac-
tivity is the constant goal of religious
leaders. Properly programmed music
offers an opportunity for participation
to large numbers of people.
"With the wealth of musical talent
available in even the most remote com-
munities or smallest of congregations,
is ther any excuse for* 'quartets' as
substitutes for choirs?
"Opportunities for new musical ac-
tivities in the program of the church
are almost unlimited. Young peoples
choral groups, Sunday School orches-
tras, ensembles entertaining hospital
patients and other 'shut-ins,' a record
library and a good radio-phonograph in
the church recreation parlors. What an
outlook for interest developed in the
schools of America that at present finds
no organized outlet in post-school days,
dive young people an pportunity to
keep busy and they will keep out of
trouble—they love to make music; we
can help give them the chance.
"Industry's favorable war experience
with the use of music to relieve fatigue
monotony should result In almost uni-
versal use when wartime restrictions
have been lifted.
"Past experience has indicated that
participation in employee musical or-
ganizations has contributed to good
employee-employer relations. There is
no form of musical activity that does
not lend itself to exploitation and pro-
motion in the field of industrial music.
"Many years ago when the Music In-
dustries Chamber of Commerce was at
the peak of its effectiveness, one of its
chief beneficiaries was the Bureau for
the Advancement of Music. Much of
the present popularity of music is at-
tributable to the excellent work of Mr.
Tremaine and his associates. The pro-
gram was successful because of the
Bureau's ability to unite the commercial
and non-commercial music interests.
As the management of the Bureau's
program was farther removed from its
original sponsorship, when music mer-
chants particularly lost the sense of
responsibility for and participation in
the program, the Bureau lost its effec-
tiveness.
"Music Week is the sole remaining
function of the Bureau and is carried
on in a very limited way by the Na-
tional Recreation Association.
What Dealers Can Do Now
"Here are a number of things which
music merchants can do right now—
Plan for the maximum use of music in
the 'Welcome Home 1 celebrations sure
to be a part of every community's civic
planning. Most 'Welcome Home' cele-
brations will probably in connection
with the dedication of community war
memorials.
"Stress is being laid upon 'living me-
morials' with parks being favored. Fa-
cilities for open air concerts shffuld be
provided in every major recreational
area.
"Planning for community leisure time
recreational activities will be resumed
after the war. See that music has its
place in the recreation program.
"Take time to get acquainted with
the architects and others in the home
building industry in the community.
Stress the importance of piano wall
space, proper FM and television antenna
construction. A number of areas will
hold 'home building institutes.' Get
them to make music a part of their
planning-. Don't overlook extra antenna
outlets in the rumpus room.
"(let luncheon clubs to devote a pro-
gram to music. Tell them it will be
{Turn to page 32J
THE MUSIC TRADE REVIEW, JULY, 1945