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played the part of peacemaker in the home of that typical
American family cf that era. The piano industry is for-
t'.'nate in the fact that practically all music is composed
on the piano. That is what, above everything, makes it
the basic of all musical instruments. And. in the promoting
of the "Rhapsody in Blue" Warner Bros, took cognizance
of the importance of the piano by having the Louis XIV.
Checkering & Sons piano on which George Gershwin used
to practice in Aeolian Hall, installed in the lobby of the
Hollywood theater in New York when the picture opened.
Could there be any more forceful promotion put behind
the piano than this? We are not promoting the moving
picture industry nor "Rhapsody in Blue" but we believe
that dealers throughout the country can do well to urge
their prospects to see it when it arrives in their city.
The Jtusic jf/tade
REVIEW
Established 1879
CARLETON CHACE, Editor
E. L. Easton
Alexander Hart
Associate Editor
Circulation Manager
Published monthly at 510 RKO Building, Radio
City, 1270 Sixth Avenue, New York 20, N. Y.
Telephones: Cl rcle 7 - 5842 - 5843 - 5844
Vol. 104
JULY, 1945
No. 7
Business —As We See It
ERE we are listening to a George Gershwin con-
cert over the radio and writin' and sweatin' be-
cause we have been inspired by the music we
are hearing. After having attended the preview of the
picture "Rhapsody in Blue" we have the urge to point
out how much there has been done through motion pic-
tures, during the past year, to make
the American public more piano
conscious then ever before. In the
picture "A Song to Remember'
based on the life of Chopin the
piano predominated throughout the
picture. In "Music for Millions"
there was Jose Iturbe in real life
as well as reel life playing the
Baldwin for millions, and now
comes to the screen "Rhapsody in
Blue" in which, not only is the
piano played throughout the pic-
ture but also there are scenes show-
ing Aeolian Hall as it was once on
Carlcton C/ioce
42nd Street; New York, both ex-
terior and interior. Can there be any doubt in the minds
of anyone that such recognition of the part the piano has
taken in the lives of these men will not have its effect on
the lives of thousands of others? These are but three pic-
tures in which the piano takes an important role. We re-
member a scene in "Meet Me in St. Louis" when the piano
10
Piano Promotion a Vital Necessity
Technical Editor
Betty B. Borin
NENT piano promotion Chauncey D. Bond, newly
elected president of the National Piano Manu-
facturer Association, expressed himself last month
very emphatically cs being in favor of more extensive pro-
motion for the piano. We concur with this absolutely.
But, first manufacturers should include in the cost of pro-
duction enough margin so as to be able to make a profit
and also devote a liberal sum to promotion. Even should
picno cost dealers more, when the piano is properly pro-
moted they will get the increase in price and more back
from the public through increased sales. There are so
m?ny things that can be done for the piano; its use in the
schools, teaching piano in the schools, standardization of
piano lessons, more playing for pleasure, the care of the
piano, piano tournaments and concerts, etc. and etc.
Then let's have a National Piano Week each year when
people are not only urged to buy pianos but also to
impress on those who own a piano the importance of
hr.ving their piano looked over, tuned and regulated. In
our opinion such a week should come in the Fall just when
people are getting back in town after summer vacations
and schools are again opening. There are also many more
ways of promotion, too numerous to mention here, and
we hope to see action along these lines within the near
future.
The Splendid New JSAMM Program
I
N this issue there appears a story which has given us
more satisfaction than anything that has happened
during our 37 years experience in the piano industry.
That is the story of the proposed reorganization of the
National Association of Music Merchants which was adopt-
ed by the Board of Control of the NAMM in Chicago on
July 9th and now goes to the members for approval. For
the past two years we have been urging such action. This
finally culminated in various expressions from members
which appeared in the November and December issues of
the REVIEW last year. Over 250 letters were received and
most of them published. Also they were sent to Dwighl
R. McCormack, then president, at his request. Through
THE MUSIC TRADE REVIEW, JULY. 1945