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four months. A large sign is posted on the one they own
now, which reads:
"Do not use without permission . . . Penalty, one day
suspension."
The director told me that if this rule weren't enforced,
the piano would be useless in a few days, with everyone
trying to play it at once. I don't think a better proof is
wanting, not only that teen-agers want to hear music, but
that many of them want to play it hemselves.
Every Club a Prospect
The first thing I wish to emphasize, then, is that every
teen-?.ge club is a market for a piano, and an instrument in
one of these clubs must be replaced every few months.
Secondly, few of the people connected with these groups
have anything but a superficial knowledge about musical
instruments generally. Pianos are usually obtained by a
haphazard, roundabout process, rather than by direct pur-
chases from a retailer known to the club members or
advisers themselves.
This is a situation in which the music merchant and the
young people of the community can operate to their mutual
benefit. The merchant should find where his neighborhood
teen-age club is located. He should visit it, become ac-
quainted with the adults and youngsters, and discuss the
question of purchasing a piano. Where the members find
that the merchant is interested in their particular problem,
they will be much more likely to purchase from him. And
when one instrument wears out, they will take their problem
of replacing it to him.
Dealer Can Arrange a Club
An even better opportunity exists for the music merchant
if there is no teen-age club in his town. Because he is a
businessman, it should not be difficult for him to find a
vacant store for a clubroom. He should get acquainted wilh
the young people in his town, and point out the advantages
to them in belonging to a club of this sort. He will prob-
ably be surprised by the readiness with which they accept
his idea. By enlisting the cooperation of teen-agers and
their parents, who are generally only too happy to see such
an organization begun, he can very easily start a club.
All that is usually necessary is someone who is interested
enough to keep the idea going in its infancy.
Once the group is established in its clubroom, the mer-
chant will not find it at all difficult to stimulate the interest
in music that means more sales for him. He may suggest
that the members form a band or orchestra. Many young
people establish such activities in their communities on
their own anyway, and more would do so if they were en-
couraged. When they see that it is possible for them to
belong to such a group, those who play an instrument
already will want to improve, and many of those who don't
play will want to learn. By making instruments available,
particularly the piano, to teen-agers in their spare time,
an increased interest in the playing of music will result,
and many of these youngsters will find they have a latent
talent. This will encourage them to buy instruments of
their own, and their first move will be to consult the retailer
they know, not only as a businessman, but as a friend who
wants to help them enjoy themselves.
Let Teen Agers Be Your Boosters
I have tried to show how the music merchant can achieve
the double goal in his community of increasing sales by
promoting interest in the playing of music, and of aiding
as a citizen by providing wholesome recreational facilities
for its young people. Not only can he increase his sales U,
teen-agers in this way, but in backing up an enterprise like
the teen-age club, his name will become better known to
the adults of the community who will begin to think more
themselves about "buying that piano we've always wanted."
This is an opportunity that the alert merchant will take
advantage of as soon as possible.
College Students Also Good Prospects
So far, I have talked only about one group of adolescents,
the high school students. However, there is another set of
young pesple in their late teens to whom music means a
great deal. Ask any college student or alumnus what some
of his happiest memories of his alma mater are. He is
bound to say that one of them is of getting together with
ihe "gang" around the piano to sing the school songs, and
the old favorite tunes. If he is a fraternity man, he will
recall fondly the parties at the house when a talented
brother played jazz or boogie woogie for the company.
There are two large organizations in most colleges which
consider pianos an essential part of the furnishings. One
is the university social center or lounge. Almust every
dormitory has a lounge, and most of them have pianos
which get a great deal of use from the students in residence.
These young men and women like relaxing recreations, and
music is one of the most popular and satisfying kinds.
Likewise, social centers, and most universities have several,
consider pianos a must, for dances, recitals, teas, and every-
day informal gatherings.
Fraternities and sororities constitute the second large
social organization in the majority of colleges. There are
virtually no fraternity or sorority houses that do not own
a piano. And these instruments generally get even more
use, and certainly harder wear, than those in the school
centers.
Good Time to Investigate College Market
Now is a particularly advantageous time for the retailer
to investigate the college market. Most of the social groups
in universities have had the same instrument at least since
the beginning of the war. and those belonging to fraternities
are generally in pretty bad shape. In one instance I know
of. a fraternity asked an estimate on having their piano
tuned. The tuner told ihem to have the instrument repaired,
and then to consult him. This isn't an isolated case. In
many instances, it is all but impossible to play a recog-
nizable tune on these pianos.
Obviously, what are needed are new instruments. But
most fraternities can't afford to pay a great deal, and they
want to be sure of getting a good buy when they do pur-
chase one. Again, as with the teen-age clubs, they don't
know who to turn to for advice excepting a name in a
telephone book. The result is that they often put off buying
a piano to some indefinite future date.
The music merchant near a college or university who
contacts these groups, advises them about repairs, trade-ins,
or outright purchase of a new instrument, is going to
make the sales. There is a large volume of business here
for the retailer who goes looking for it, instead of waiting
for it to come to him.
I have outlined here two markets for instruments, par-
ticularly pianos, among young people all over the country.
They are open to the merchant who contacts them. This
is his opportunity to increase his sales considerably, and
to establish lasting benefits for himself and for the teen-
agers of America.
THE MUSIC TRADE REVIEW, JUNE, 1946