FRESTO
8
popular success. But the next show will not be so popular in the
general sense, but it may be more directly useful in its influence upon
the affiliation of dealers and the sources of their supplies.
Mr. Thomas M. Pletcher, of the Q R S Company, is supposed to
be out duck shooting in the marshes of Louisiana. His last letter
from the Southland was written at New Orleans. In one of the late
O. Henry's short stories he told of a hunter who went out to shoot
rabbits, and every time he took aim he brought down a bear. It almost
seems that every time, perhaps or possibly, the energetic Q, R. S
president gets a bead on a duck he lands a big player roll factory.
* * *
An item about a Printer's Ink article which appears on another
page seems to prove that the piano industries have been leaders in
one form of advertising which is now strongly recommended. For it
has been the custom with the piano manufacturers, almost from the
beginning of the industry, to feature their factories. Scarcely an issue
of Presto has appeared, during the thirty-six years of its existence,
that has not contained at least one picture cf a piano factory.
The everlasting drowse of the proofreader again. In a discussion
last week of the effects of the increased wholesale prices of pianos, we
tried to say that the higher selling figures would present] elements of
betterment in the future. But the types made us say that the increase
"prevents the possibility of betterment." One little letter in one little
word often changes the meaning of a sentence and spoils the force of
an argument. But proof readers are human.
* * *
Automobile shows, cffice fixture shows, and some other shows,
are effective in their respective trades because they make the public
acquainted with the latest inventions, and the newest novelties, in
their lines. Pianos do not vary greatly, and they have no sensational
side by which the amusement loving public may be excited to hyster-
ical interest of the sporting kind.
How long will the present riot of piano demand continue? That's
a question many are asking and no one answers. It is certain that the
time is coming when at least a little effort will be required to do the
selling, and something like the old-time competition will return. So
much the better, because ambition always needs a spur.
* * *
The publicity papers have a good deal to say about the appeal
of art in advertising. We do not recall anything in the specimen
books better than the display of Steger & Sons Piano Mfg. Co. which
appears in this issue of Presto. To the point, striking and original,
the Steger page is a model for the ad-smiths.
* * *
It is evident that Mr. C. C. Conway has inherited his distinguished
father's gift of verbal expression. And in the exercise of it he has
equally the strength of reason and the attractive quality of inde-
pendence.
* * *
There isn't a piano unspoken for in all the factories. There
are not piano actions enough being made to supply the cases in sight.
And yet there are piano dealers who ask us when prices will come
down.
* * *
A veteran advertising man says that he used to make! his "copy"
conform to the notion that "the object of all advertising is to sell the
goods." He has changed his mind and now believes that the psy-
chology of publicity has more aims than one.
:|i
:j:
:•!
Modern advertising is cultural, an engine of civilization, broad-
ening the mind, increasing knowledge, informing the public of the
new necessities of refined life, and in short is a distinct mental and
moral uplift.
The Chicago Tribune estimates that there are 549,810 families in
the Interior Metropolis. How many of those more than a half-million
families have pianos? How many player-pianos?
* * *
No one doubts that the Music Show has done a great deal of
good to the exhibitors who have New York stores. The customary
avalanche of booklets and circulars, always distributed on such occa-
sions, must draw some sales and do some advertising. The New
York public responded.
THE NATIONAL MUSIC SHOW
FOR MUSIC TRADE PURPOSES
(Continued from page 5 )
to, and that in the interest of business transaction
the public be excluded.
TWO-FOLD PURPOSE FAILS.
The theory of a public show as a means of ex-
citing public interest in music and furthering the
business interests of the music trade at the same
time is, I am convinced, a mistaken one. To make
the show a public success means to make it a busi-
ness failure. To stage it on a scale of magnificence
that would compel the admiration and attendance
of the public in great numbers would require the
expenditure of vastly greater sums than we have
expended in the past; it would compel those who
have engaged in the undertaking on the most mod-
est lines to exceed what has been done by the most
lavish in order to bring the whole display up to the
standard of spectacularism required to throng the
show, and when this had been accomplished and the
public did swarm there in great numbers, it would
defeat the most important function of the show, by
hampering the transaction of actual, profitable busi-
ness.
In the miscellaneous crowds attending a music
show as now constituted the persons in charge of
the various displays are kept in a constant state of
uncertainty concerning the identity of visitors to
their booths. They may be manufacturers, jobbers,
retailers, salesmen, tuners, or just "plain people."
How is one to know? How is one to approach
them? It is obvious that the same line of conversa-
tion is not adaptable to all of these diversified char-
acters of visitors. So in every instance, all day long,
it becomes a sort of "guessing out" problem for the
music man to ascertain the character of visitor who
enters his booth before he can begin intelligently
to enter upon the display and discussion of his
wares.
If the show were confined to the music trades the
exhibitor would have at least one assurance, that
his visitor was in some way connected with the
trade, and it would -be no incivility to inquire in just
February 19, 1920.
what way he was interested, and thus establish at
the start an intelligent and mutual basis of discus-
sion.
TRADE SHOW WOULD BE BETTER.
And again: With a show devoted exclusively to
the interests of the trade, we could engage, say the
main ballroom of the hotel in which we established
cur headquarters. It could be suitably apportioned,
lighted and arranged for a compact, but quite ade-
quate display of the products of the various ex-
hibitors. It would be right at hand for the men and
women who were directly interested and who for
the most part would be quartered in the hotel. They
could get together, exchange ideas, examine mer-
chandise, compare notes, consummate deals and
really "get somewhere," with no confusion or em-
barrassment due to the presence of crowds of sight-
seers.
And this at a cost that would be trifling as com-
pared with present outlays incidental to the show.
As for the entertainment and interest of the pub-
lic, as noted above, there are other and better means
than the show. For those who desire to mingle the
entertainment of the public with the display of their
wares, many have the special facilities in their own
establishments for that purpose, such as audito-
riums, recital halls, etc., and they will probably ac-
complish the end in view a great deal more directly
and effectively by individual efforts than through
similar functions at the show, for they achieve the
double purpose of quickening the general interest
in music and of bringing the public to their own
places of business.
And. as before noted, the National Bureau for
the Advancement cf Music has, through its Music
Week achievements and its diversified music prop-
aganda during the past, amply demonstrated that it
can be trusted to find adequate means to keep the
public on the tiptoe of active interest in musical
matters quite aside from any participation by the
National Music Show.
CANADIAN MANUFACTURERS
DISCUSS THEIR PROBLEMS
Many of Them Are Similar to Those of Piano Men
at This Side of the Line.
An export business has recently been taken up
by the Martin-Orme Piano Co., Ltd., Ottawa,
Canada, which is shipping pianos to Great Britain,
France. Belgium. New Zealand and West Indies,
according to a statement in Industrial Canada, the
official organ of the Canadian Manufacturers' As-
sociation. In ah interview Owain Martin, president
of the company, said that the company's produc-
tion will average 50 per cent increase over last year,
but that at the present time the factory finds it hard
to get stock promptly, especially in metal goods.
According to W. N. Manning, of the Sherlock-
Manning Piano & Organ Co., London, Ont., their
ouput has increased 25 per cent over a year ago.
In a statement in Industrial Canada Mr. Manning
said: "This year's output, we believe, will be be-
tween 20 and 25 per cent more than last year's; in
fact, we are now about normal. The tendency of
the Canadian customer is to buy the high-grade
piano. The Canadian public is becoming more ar-
tistic in its tastes, and is demanding quality in both
tone and design. And marketing conditions were
never better."
The difficulty of getting raw materials was com-
mented upon by Henry W. Mason, of Mason &
Risch, Ltd., Toronto, but the chief problem was
and still is that of getting a sufficient number of
first-class mechanics to permit of a really satisfac-
tory output. But Mr. Mason hopefully thinks the
situation in that respect is improving.
EMPLOYEES' CLUB OPENS.
The Employees' Club which includes every mem-
ber of the sales and office staffs of W. J. Dyer
& Bros.. St. Paul, Minn., met last week for the first
time in the new suite of clubrooms presented to the
club by W. J. Dyer, founder and president of the
firm. The room includes a men's room, ladies'
room, general clubroom and dance hall, and will
be open to members every business day of the year.
The rooms are made available for special evening
gatherings. The function at the formal opening
was attended by 250 employees and their friends,
The club numbers 150 members,
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