Music Trade Review

Issue: 1954 Vol. 113 N. 14

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
More Dealers Express Their Views
On Revival of the Player-Piano
Salvador R. Nin—Salvador R. Nin
Inc., San Juan, P.R.
"My sincere opinion is that the play-
er piano cannot be revived, not even
by any electric "hyperdermic" or any
new trick that the young generation of
manufacturers may recur.
"On the other hand, I am truly con-
vinced on the great future of the piano
and the organ in the homes of the com-
mon people, in general. With increase
earning capacity there will be an in-
crease in piano and organ sales all
over the country. What we need is
more television programs featuring
children playing the piano, particularly
in groups. In this respect, I am pleased
to inform you that Rosita is starting
next month a series of television pro-
grams featuring her Junior Piano
Quartet, and I expect a tremendous
success from these performances."
Clark Bros. Piano Co., Knoxville,
Tenn.
"No"
Q. Vinson, Vinson Brothers, To-
ledo, Ohio
"Last month you wrote us asking our
opinion on the subject of "The revival
of the player piano".
"We do find a market for any ex-
ceptionally good player piano, however
the price of such an instrument must
be marked under $300.00 to sell and
this includes the rolls.
"When it costs no more to overhaul
a player piano than to remove all the
player parts than we retain the piano
as a player.
"Most of these sales are for rumpus
rooms either in the basement of some
wing of the home and seldom are they
placed in the living room.
"While we live in a "push-button, au-
tomatic" society and becoming more so
with each day, we wonder if it wouldn't
be wiser to preserve the piano as a hand
played instrument with effort on the
part of the performer eventually pay-
ing off in culture and pleasure. We feel
there is too little interest now by par- .
ents in the musical education of their
children and we wonder if it wouldn't
be better to cling to the piano as a
hand-played instrument."
William C. Heaton, Pasadena, Cal.
"Replying to your favor of the 7th
instant regarding the demand for player
pianos I found over a period of many
months now and then there is an iso-
lated case of someone wanting a player
piano and in these cases the prospect
wants a player piano in good working
condition for about $250.00. To go back
to the player piano days would be like
going back to the horse and buggy and
the kerosene lamp days.
"They were a mighty fine instrument
and many thousands of families got a
great deal of enjoyment in playing one
but with motion picture theatres, radios,
television sets and automobiles to get
around in, people are not going to sit
down and pump a foot-pump player.
"As you know, I started to sell push-
up players as far back as 1900 and was
president of the Auto Pneumatic Action
Company up until 1928 when the play-
er piano business went out of existence.
With the interest and teaching in
public schools of the piano it would be
tragic to take away the interest children
are showing in learning to play some
musical instrument.
"In my opinion, the player piano
would defeat what the piano manufac-
turers are trying to do. and that is, to
make more pianos and have music deal-
ers sell more pianos."
M. V. Bennett, Bennett Music Co.,
Wichita, Kansas
"An electric player in a spinet that
did not harm the action to play by
hand might be good."
Bazil O'Reilly, O'Reilly Piano
House, Warsaw, Ind.
"I think that the manufacture of a
player piano would be a very foolish
thing. In the first place, the price of
the instrument would be prohibitive and
televsion certainly takes care of the en-
tertainment side of the music field. And
so many, many children are studying
piano that it would be a shame to dis-
courage that interest in music."
Mrs. G. A. Beeman, Beeman, Cart-
wright Piano Co., Sweetwater,
Texas
I do not think it at all practical to
introduce player pianos. A very great
detriment to the music business, in gen-
eral, is my honest opinion.
Harry F. Shutes, El Paso Piano
Co., El Paso, Texas
"With reference to your letter of
September 27th asking for comments
on the thought of a new player piano,
we are not in favor of this development
at all.
"We feel that the music industry is
only getting started in its fine promo-
tion toward teaching the young people
of this nation to develop their own
musical talents. We feel that more pro-
motion along the line of public school
as well as pivate music education will,
in the long range, benefit our children
as well as private music education will,
trying to revert back to automatic piano
music. There are more piano pupils in
this part of the country now than there
have ever been. A player piano would
tend to stop this growth."
Harold E. Lucas, Joseph & Lucas
Music Mart, Portland, O.
"I can see where there could be a
limited market developed for the
player piano but am doubtful that it
could ever equal the days back in the
20's. You can recall that in those days,
distractions like TV, phonographs and
other self-contained entertainment de-
vices were almost extinct. In view of
this fact the player piano did have its
use. I would be doubtful that in these
modern times a self-player would stand
much chance and I would not recom-
mend it for the welfare of our indus-
try."
Harry Brodwin, Brodwin Piano
Co., New York, N. Y.
"Answering your letter of recent date
regardingt he player piano, the writer
thinks that bringing back the player
piano now is not practicable."
H. J. Konen, Noll Piano Co., Mil-
waukee, Wis.
"If the price is not prohibitive—fine;
otherwise there would not be much of
a market in our community."
Mike Du Brow lo Make His
Headquarters in Los Angeles
L. P. Bull, president, Story & Clark
Piano Co., Chicago, has announced that
Michael G. Du Brow, sales manager of
the company will henceforth make his
headquarters at 2266 El Contento Drive,
Los Angeles, Cal.
"The West Coast market for pianos",
said Mr. Bull, "has expanded rapidly
in recent years and in our opinion, has
the greatest growth possibilities for the
future. In view of this fact, we have
concluded we can best serve our West-
ern dealers, in addition to our Chicago
service, by having one of our executives
permanently located in the area. There-
fore, we have arranged for our Sales
Manager, Michael G. DuBrow, to be
headquartered in Los Angeles.
"Mike will be glad to hear from any
of our dealers at any time and will be
in a position to give West Coast prob-
lems his intimate attention. Here at the
Chicago office, our interest in serving
you, of course, remains unchanged."
THE MUSIC TRADE REVIEW, NOVEMBER, 1954
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Jt usk
Established 1879
Vol. 13-Ho. 11
PIONEER
2,896lh Issue
REVIEW
75lh Year
THE
November, 1954
PUBLICATION
75th Year
O F T H E MUSIC
I N D U S T R Y
NMPA Promotion Committee Preparing
Material to Stimulate Piano Demand
The Piano Industry Promotion Com-
mittee appointed by John E. Furlong,
President, National Piano Manufactur-
ers Association and composed of James
V. Sill, chairman, W. E. Janssen, Hen-
ry Z. Steinway and Peter H. Comstock
held a meeting last month and discus-
sed promotion plans for increasing pi-
ano sales which according to Mr. Sill
will be announced in the near future.
"Some one occasionally asks," said
Mr. Sill, whether the Industry Promo-
tion Committee has found an answer
to the question "How to Sell More
Pianos."
"The answer to that question was
known to us when the committee was
formed. The way to sell more pianos
is to make more people want them.
The way to make people want pianos
is to show them what a piano will do
for them.
"This is so simple, and so obvious,
that a stranger in our midst would say,
"Hasn't the Industry been doing that?"
Present Advertising Not Creating
Sales
"Our survey of piano advertising and
promotion shows that it has not. It
shows that there has been almost no
creative selling in recent years, that
over 90% of piano advertising by deal-
ers and manufacturers during the past
generation has been aimed at the peo-
ple who had already decided to buy a
piano from someone.
"People do not enter music stores
to become sold on the idea of owning
a piano. Visiting the store is distinctly
a secondary step, which prospects do
not even consider taking until they are
pretty well convinced that the use of
a piano will benefit them. After enter-
THE MUSIC TRADE REVIEW, NOVEMBER. 1954
ing the store they might, for one reason
or another, fail to buy, and the reason
might be that they could not find
a low enough price, but they did not
come in to save money; they came in
to satisfy a desire.
Since most piano advertising is con-
fined to such subjects as "tone", "case
design", "reputation", "price and
terms", etc., the copy does not sell pi-
anos, but deals only with the selection
of them. Such copy is meaningless ex-
cept to those who are already sold on
the idea of getting a piano and are
only in doubt about which one to buy.
"Every retail merchant, and each
manufacturer of pianos, might ask him-
self who sells these people in the first
place. What got them interested enough
to read the ads?
Present Methods Help But
Inadequate
"We know that some are influenced
by the small amount of real "piano-
selling" copy that is being run, and
that others become sold on the advan-
tages of piano study through the Key-
board Experience program of American
Music Conference, and by the publicity
that this organization creates in other
ways, but these sources are hoplessly
inadequate to do the whole job, as prov-
en by the Industry sales figures.
"The sad fact is, that for many years
we have depended on people to sell
themselves. And what a great tribute
it is to the value and to the natural ap-
peal of the piano that, under these cir-
cumstances, people have been so loyal
to it and have brought as many as they
have. Think what the market could be
in the future if we in the Industry, who
know all of the arguments in favor of
piano study, were to effectively present
this evidence to all the people, instead
of leaving it to a few to discover the
truth by accident.
"There is no objection to competing
for the customer who is ready to buy
today, but why not compete for a big
market, instead of a small one like we
have been working on. Why not enlarge
the market, instead of offering more
and more concessions to get a larger
share of the present one.
Increase in Sales Practical
"We know that a great increase in
piano sales is a practical possibility,
because the experiences of dealers who
have been selling house-to-house prove
that. We know that, even when they
have the money, people do not buy ac-
cording to their needs, but according
to their awareness of their needs.
"It would hardly seem possible to ad-
vance a single argument against telling
about the advantages of piano study
in every way we can afford to do it.
The only question is, how it should be
done. We think that a National cam-
paign in magazines or on television
would cost far more than could be
raised in the Industry at this time. We
believe there is a more effective and
practical method. Our program involves
a number of steps, most of which are
to be taken at point of sale. Not all
of our ideas are ready for launching
at this time, but two of the most im-
portant ones will be announced shortly.
One of them concerns a new and differ-
ent way of selling through better use
of music store windows; the other, a
simple and inexpensive means of in-
creasing the selling power of all piano
advertising. Other plans which will fol-
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