Presto

Issue: 1920 1753

PRESTO
February 26, 1920.
THE BIGGEST ASSET
IN ANY BUSINESS
The Good Name of the House, as Well as of
the Article Sold, Represents Real
Values and Should Always
Be Rigidly Guarded.
Decrying the use of comparative price advertising
and warning against deceptive trade terms, Richard
H. Lee, Special Counsel of the Associated Adver-
tising Clubs, in an address in New York on Feb-
ruary 20th, urged the elimination of practices which
undermine confidence in advertising and business
and jeopardize the good will of a retail store. Mr.
Lee said, in part:
"One of the enigmas to me in present day busi-
ness life is the careless way in which business
houses treat their greatest asset, their own good
name. You insure your building; you insure your
stock; you bond your employes; you even insure
your accounts; you protect yourself as to all of
these tangible assets; yet, any of them could be re-
placed in the open market. But what are you do-
ing to protect your own good name—the biggest
asset in any business?
Merchant's Opinion Only.
"In my opinion one of the most destructive in-
fluences in retail merchandising is the use of com-
parative prices and comparative values. Compara-
tive values are fraudulent on their face. They be-
speak a fact which is nothing more nor less than
the opinion of the merchant. And comparative
prices involve matters which are very apt to create
dissatisfaction with the customer. But the real evil
which lies in both of these practices is the avenue
you open for the use of your illegitimate competi-
tor. Assuming that you are perfectly honest, that
your comparative prices are fair, and that your
comparative values are based on your best judg-
27
ment, you must realize that your competitor, who
thinks less of the future of his business than you
do yours, has thrown open to him a field, appar-
ently legitimatized by you, in which he has no lim-
its. It only takes a pencil to send his former sales
price up and his present sales price down, and while
1 would concede that this is a practice which will
eventually relieve you of his competition, you must
admit that it is confidence-destroying in character
and that the shopper who loses confidence in his
advertising is very apt to lose confidence in all ad-
vertising.
"Another of the crying evils of present day mer-
chandising is the use of deceptive names. What
possible purpose can there be in calling a product
names that merely reflect on the price you charge
for the real product?
More and more the smart
merchant is instructing his advertising men to tell
the truth and nothing but the truth about his mer-
chandise. He is calling everything by its real name
so that there will appear over his door the words,
which no sign painter can efface, 'This Is a Safe
Place in Which to Shop.'
How to Get Dollars.
"The farseeing and successful merchant today
believes in pyramiding on his advertising invest-
ment. He looks forward to the day when his insti-
tution will be so well advertised as to begin to ad-
vertise itself. Advertising is but a means of con-
tact with the public. It is a method of bringing
the public into your place of business. Any mer-
chant can pyramid on his advertising by taking just
as great pains in satisfying a customer as he does to
get a customer into the store. The satisfied cus-
tomer is an advertising asset. A dissatisfied cus-
tomer, a heavy liability. Where pains are taken
to satisfy the customer, the strength of your ad-
vertising is pyramided. The merchant who depends
on his copy to get a new crowd into the store each
day is playing long on a falling market. It should
be the aim of every business man who expects to
stay in business to so firmly establish his own good
name that his business house becomes an institu-
tion. When he can get the public to saying that
his place of business is a safe one in which to buy,
for PIANO and PHONOGRAPH
Manufacturers
HIGH-GRADE CARVED
NOVELTIES
Lamps, Wall Brackets, Book Ends,
Pedestals, etc.
When in Chicago visit our showrooms
at the Factory
2220 Ward Street, near Clybourn Aye.
Tel. Lincoln 2726
BRINKERHOFF
Player-Pianos and Pianos
rh* Lin* That S«ll« Easily and Satisfies Alwaya
BRINKERHOFF PIANO CO. " " B J H S t f " CHICAGO
BAUER PIANOS
JULIUS BAUER @ COMPANY
Office and Wareroomi
Factory
1*33 Altgeld Street. CHICAGO
Old Number, 244 Wabash Av*
New Number. 305 S. Wabash Av.
Nation-wide Drive for Its Music Publications to Be
Begun by Sherman, Clay & Co., San Francisco.
The music publishing department of Sherman,
Clay & Co. has national ambitions that put no limit
to the size of its territory. Ed. Little, manager of
the department, has announced that the whole
United States is the dimensions of his field of ac-
tivity. By a proper system of jobbing Mr. Little
expects to reach every dealer of sheet music in the
country and to make the Sherman, Clay & Co.'s
publications household words.
Herbert Marple will be in charge of the jobbing
department and will visit dealers in the large cities
of the country. In his country-wide drive he will
be assisted by Robert Rhoades, Richard J. Powers,
and William Purdy. Mr. Powers, who was at one
time Western manager for the Stasny Music Co.,
will take charge of the Eastern trade. Mr. Rhoades
will have the Midwest territory and Mr. Purdy the
Western trade. Sherman, Clay & Co., which has
produced several pronounced "hits" recently, goes
to the trade with a very creditable list of songs.
I. N. Rice, selling Behning pianos, visited Port-
land, Oregon, last week and Lipman, Wolfe & Co.
gave him a good order for uprights and grands,
which will arrive there in July.
he has established an advertising value which will
go on and on and continue to pour dollars into the
till long after he ceases to use the printed word.
"That kind of a reputation cannot be builded on
a foundation of deception. The merchant who ad-
vertises a bargain which he cannot produce when
the customer calls, has created a handicap which
he must overcome if he desires to stay in the good
graces of that particular individual. It is far bet-
ter for any institution to lose a sale than the good
will of a possible customer."
THE ORIGINAL RELIABLE
ARTISTIC CARVINGS
E. KOPRIWA CO.
FOR GREATER AMBITIONS
IN THE PUBLISHING FIELD
RIAINO
(STRICTLY HIGH GRADE)
Sure Sellers.
Certain Satisfaction
Thirty years of satisfactory service in American homei.
QBNBRAL OFFICES AND FACTORY
WEED and DAYTON STREETS
KROEGER
(Established 15 J 2)
The name alone is enough to suggest to dealers the Best
Artistic and Commercial Values.
The New Style Players Are Finest Yet. If you can
get the Agency you ought to have it.
KROEGER PIANO CO.
NEW VOKh. N. Y.
and
STAMFORD, CONN,
TWO TRADE WINNERS
HARTFORD
I CHURCHILL
E. Leins Piano Co mpany
If you want Good Goods at Right Prices, here ars two
that will meet your requirements—Players and Pianos.
RELIABLE — FINE TONE — BEAUTIFUL
Makers of Pianos That Are Leaders
in Any Reliable Store
HARTFORD PIANO COMPANY
NEW FACTORY, 304 W. 42nd St., NEW YORK
1223-1227 MILLER STREET, CHICAGO
&7ie pest knou)n
r/ame
PIANOS
Made By
ORGANS
Z7fiepertprofit
E 5 T E Y PIANO COMPANY • NEW Y1MK CITY
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
28
PRESTO
STRICH & ZEIDLER, Inc.
GRAND, UPRIGHT and PLAYER
WHY NOT TEACHERS
OF PLAYER=PIANO?
AND
HOMER PIANOS
740-742 East 136th Street
NEW YORK
The LEADING LINE
WEAVER PIANOS
Qrands, Uprights and Players
Finest and most artistic
piano in design, tone and
construction that can be
made.
YORK PIANOS
Uprights and Player Pianos
A high grade piano of great
value and with charming tone quality.
Livingston Pianos— Uprights and Player Pianos
A popular piano at a popular price.
Over 70,000 instruments made by this company are sing-
ing their own praises in all parts of the civilised world.
Write for catalogues and state on what terms you would
like to deal, and we will make you a proposition if yot are
located in open territory.
WEAVER PIANO CO, Int
Factory: YORK, PA.
Established 1870
"Built onlFamily Pride"
Doll & Sons
Represent the Artistic
in Piano and Player Piano
Construction
JACOB DOLL & SONS
STODDART
WELLSMORE
Jacob Doll & Sons, Inc
Southern Boulevard, E. 133rd St.
E. 134th St. and Cypress Ave.
NEW YORK
TRADE MARK
Factory and General Offices: ROCKFORD, ILI
CHICAGO WAREIOOMSi NORTH AMERICAN BLDG.
Warning to lnfringers
This Trade Mark is c u t in the plate and also
£cfnimAnn Pianos, and all infringe™ will be
prosecuted.
Beware of imitations such as
Schumann & Company, Schumann & Son,
and also Shu.man, as all stencil sbx>ps, dealers
and users of pianos bearing a name in imitation
of tip name Schumann with the intention of
deceiving the pubfic will be prosecuted to the
fuUatt eftent of the law.
SCHUMANN PIANO COMPANY
W. W. VAN MA7KS. !»*•*!*)•»«
Contributor to a London Magazine Puts the
Question and Gives the Reasons Why
the Answer Should Be in the
Affirmative.
Several years ago Presto published several
articles on the advisability of a more systematic
method of playerpiano performance. It was sug-
gested that the time had come when regular player-
piano teachers might find the new occupation not
only useful but also profitable.
The idea is now being discussed in England and,
in a recent issue of "Music," the London monthly,
there is an article by Ernest Newman which is well
worth reproducing. Following is the greater part
of it.
A NEW VOCATION.
A few years ago I threw out the suggestion that
some of the more enterprising Competition Fes-
tivals might try the experiment of a competition
for pianoplayers. The suggestion was received with
stony silence; within the last week or two the sec-
retary of one of the largest festivals now being
revived after its long war-sleep, has chaffingly writ-
ten me asking if I still believe in the possibilities
of a pianoplayer class. I dd*
The day has gone by when the pianoplayer could
be dismissed with a patronizing shrug of the shoul-
ders as a mere mechanical instrument. Like the
gramophone, it is destined to play a great part in
the musical education of the country. It is the
gramophone's good luck tha* it plays itself. The
pianoplayer, unfortunately, Joes not. It can be
played excellently or vilely, and if it is played vilely,
as it is generally is, musicians are quite rightly
horrified at it. Rut there is no real need for it to
be played as badly as it is in most homes; and if
it were only played better, on the average, it would
give infinitely more delight both to the performer
and to his audience.
A Sensitive Instrument.
Anyone who has had much experience of the
pianoplayer knows that it is almost as hard to play
as the piano. It may be a little exaggeration to
say, as I sometimes say in self-excuse when I have
given a particularly bad performance on the in-
strument, that it takes as long to acquire a first-rate
pianoplayer technique as it does to acquire a first-
rate hand technique; but it is not so very much of
an exaggeration.
You need only a very slight acquaintance with
the pianoplayer to realize that it is anything but
a mechanical instrument in the sense that you have
only to set it going and it will do all the work for
you. If it were a machine in that sense it would
be the same under everyone's hands, and under the
same performer's hands today, tomorrow, and the
day after. But we all know that it behaves differ-
ently with different people, and with the same per-
son from day to day or from hour to hour.
Each particular instrument has a personality of
its own—a personality as variable as that of the
ordinary human being. That is at once its irrita-
tion and its charm. It is annoying to have it behave
so capriciously; but it behaves capriciously only
because it can do what is ostensibly the same thing
in a hundred different ways; and the possibility of
doing it in ninety-nine ways that are wrong implies
the possibility of it being made to do it in the one
way that is right. A machine it undoubtedly is, to
a large extent; but it is a most sensitive machine,
and its sensitiveness can be controlled to beautiful
uses.
Wide Range of Expression.
No one who has ever heard the pianoplayer per-
formed upon by one who is both a musician and a
pianoplayer expert, can doubt that it is an instru-
ment with a wide range of expression. If you know
"fiow to do it you can get many varieties of touch
upon it, and, of course, all possible flexibilities- of
phrasing. To do all this, to create the illusion that
the hearer is listening to a good performance by
hand, the performer must of course be in the first
place a thorough musician who knows his score
by heart. The plain music-lover who cannot read
music easily is at a disadvantage. But much could
be done for him by a more artistic method of roll-
cutting.
About Music Rolls.
Most of the rolls in existence are—one regrets to
say—very badly cut. Every musician knows that
notes, like words, are only symbols, the power of
which lies in the performer's imaginative illumina-
tion of them. There is, no doubt, a great difference
to begin with between any fifty words put together
by Keats and any fifty by Martin Tupper, or be-
February 26, 1920.
tween any ten consecutive bars of Scriabine and
any ten of Carl Bohm. But the Keats and the
Scriabine are not actual, but only potential Keats
and Scriabine if they are recited or played with no
thought of anything but the scansion of the one or
the absolute time-values of the other.
The true reader of poetry, the true musician,
deals with these values—which in themselves are
only approximate—with a certain amount of free-
dom: only thus does the poetic line or the musical
melody become a living thing. Now the defect of
the ordinary pianoplayer roll is that it gives us
merely the notes as they exist on paper, not the
notes as an artist would play them, not the symbols
translated into vision.
To a large extent this is a matter of elasticity of
phrasing; and for the plain man the roll should be
so cut that if he simply plays it according to the
directions he will get the organic flow of rhythm
through it that a fine pianist would give to it. This
can easily be done; and when it is done, a great
deal of the present prejudice against the piano-
player as a mere mechanical instrument will dis-
appear.
Expert Instruction Needed.
But the average good musician who takes up the
pianoplayer because he has not had the time or the
opportunity to develop a hand technique wants
something more than this. He wants to know how
to get the best possible results out of his instru-
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Price & Teeple Piano Co.
218 South Wabash Avenue
CHICAGO
A LIVE LINE FOR LIVE DEALERS
WEBSTER
PIANOS AND PLAYERS
Fulfill Every Promise of
Profit to the Dealer
and Satisfaction to
His Customers.
NOTHING BETTER FOR YOUR TRADE
Manufactured by
THE WEBSTER PIANO CO.
450 Fifth Ave., NEW YORK CITY
W. P. HAINES & CO.
(INCORPORATED)
PLAYERS and PIANOS
138th Street and Walton Avenue
NEW YORK CITY
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/

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