Classic Mode

Presto

Issue: 1920 1759

PRESTO
April 10, 1920.
or deferred payments, and no more doubtful little installment notes
bearing "X, his mark," or other insecure indications of sales made
under pressure by over zealous solicitors.
Things have changed, and for the good of the piano business.
The piano has returned to its place of dignity and value. And the
player-piano is largely responsible for it. Had the player-piano not
arrived at the critical moment, no one can say where the piano trade
and industry would have been today. The player-piano has justified
the increased cost, in the mind of the public. The plain, or "straight"
piano would have come up in price, necessarily. But it could not
have sustained itself in a sufficient increase to justify the manufac-
turers in producing it and the dealers in selling it. The player-piano
arrived at its proper place in just the right time to save the industry
and trade.
Things will not continue as now for a very long time. The day
is not far ahead when something like the old-time effort must be
made to extend trade, or even to maintain its existing volume. The
energies and enterprise of the individual manufacturers will again
be arrayed one against the other, and the ones who think that the
quality of their products will alone be all-sufficient will again recede
to the rear. There will never return anything like the conditions
of old in the industry and trade. Things have changed permanently.
The piano has become an article of great power in the industrial
world. There are now industries of such financial and material
strength that they are greater than the combined power and produc-
tiveness of all the piano industries existing at the incoming of
the upright in the early 70's. And the piano dealers who expect to
stay in this business permanently must establish themselves now
upon a foundation so firm that the inevitable changes of the future
can not shake them.
TRADE PAPER SECRETS
A very intelligent piano factory executive writes to this paper
as follows:
The trade papers today are not making the effort to get the many thou-
sands of music dealers being created every day, and phonographs, etc., on
their mailing lists.
We believe that, as applied to most of the trade papers, that is
an exact statement. If the music trade journals have made any
special effort to secure paid subscribers they have done it so quietly
that only their office forces have found it out. We except of course,
Presto, for this paper has kept up a steady and persistent campaign
for new readers. This paper has sent repeated special propositions to
every retail member of the trade whose name has been accessible.
It may do no harm to refer directly to some of the special cam-
paigns which this paper has inaugurated during the last few years.
Of course since the post office authorities became so strict that enter-
prise along this line has been restricted it has not been possible to
exercise anything like the degree of enterprise in the subscription
department that marked the years before the war. But we hope to
return to it again soon.
A few years ago Presto had prepared for its special purposes of
inducing new subscribers a very attractive watch-fob, upon which
was a musical emblem and on the reverse the name of this paper.
Several thousands of the fob were distributed to members of the
trade and their employes. In one case a large piano house in the
East sent the names of fourteen salesmen, every one of whom was
made a subscriber and was presented with a fob.
Shortly thereafter, the publishers of this paper arranged with
a Connecticut industry for a large number of small combination-case
watches, which were offered to new subscribers together with the
fob, making a very handsome premium which, of course, cost about
as much as the subscription price. But the result was attained and
about two thousand of the watches were distributed and, no doubt,
are now telling the time for as many workers in the trade who read
Presto, and in most cases, are still reading it.
Following the watch-and-fob campaign the publishers of Presto
contracted with a Chicago novelty industry for a large number of
pocket knives of special design. On one side of the knives was the
name of this paper. On the other side was the name of the sub-
scriber. Of course to print the individual names, in enamel and
colors, was an expensive process, but, by ordering a lot of them, it
was possible to present every new subscriber with the knife and a
year's Presto for $2. About two thousand piano and music men are
probably still using the Presto pocket knives and most of them are
still reading this paper every week.
The success of the subscription campaigns was such that Presto's
publishers decided to do something even more directly in line with
the practical needs of the trade. A series of business-building sys-
tems was thought out and developed. It consisted of three clearly
defined plans for retail piano merchants, by which actual sales in
practically unlimited number, might easily be insured. The formulas
were: first, a prospect-finding plan by which the country schools
were enlisted in a campaign for securing pianos without cost, as a
return for interesting the pupils in having instruments in their homes;
second, a series of follow-up letters for uses of local dealers; third,
a set of advertisements specially adapted to local newspaper publicity,
with suitable cuts. The watch-fob also went with the formulas, and
the latter embraced complete letters, circulars and other materials
by which many dealers secured a great many sales—so they reported.
In connection with all of the special premium campaigns, Presto
Buyers' Guide was also presented to all new subscribers. The fact
that about five thousand of the "book that sells pianos" were dis-
tributed in connection with the fobs, the watches, the knives and the
piano selling formulas, seems to us very conclusive proof that the
results were adequate, so far as Presto advertisers are concerned,
irrespective of the cost to the publishers.
In showing a little of the inside workings of the publication busi-
ness, we know that there has been a prejudice against the premium
plan of securing new subscribers. The subscription agencies do not
approve. Some of the advertising agencies do not approve. But
we know positively that no paper can serve its advertisers unless it
has a paid circulation. And we know, too, that no trade paper can
do good work unless it has a changing circulation—new readers, in
other words. Presto has some readers who have been on the mailing
lists for from ten to twenty years, without intermission. Those
readers rely upon what this paper says, and have faith in its ad-
vertisers. But new readers are the buyers who must choose from
the advertising columns.
Furthermore, we do not believe there is a piano dealer, large
or small, who doesn't know Presto, or who doesn't at times, if not
regularly, see it and read it. To explain this part of the inside of
the circulation department would demand more space than can be
given to it. Besides, it wouldn't be interesting. What we have said
was suggested by the writer of the letter from which an extract is
made at the beginning of this article. Perhaps some other music
trade paper can tell a similar story. We doubt it.
This is a good time for the wise dealer to pay particular attention
to the trade-ins. Never before was there so good a value in second-
hand pianos as now. That is, to the retail dealer, and it is probable
the basements and back rooms contain many used pianos that could
be put back into stock after the necessary going over in the repair
shop. It is a strange fact that there are a few dealers who do not
realize a plain chance for profit today.
The sheet music trade is profitable if the dealer knows how to
make it pay. A dealer from the West said, in Presto offices one
day last week, that he had built up a large and very profitable sheet
music business by confining his counter to one large catalogue and
pushing it. The line that is paying the dealer is the McKinley, and
there are many other dealers who are having the same experience.
*
•
*
Some time back there was a good deal said about the adapt-
ability of women to piano selling. We don't hear much of it today,
but the army of female workers in the factories grows steadily. An
article in this week's Presto advises merchants to employ the wiles
of women freely in business.
* # *
That was a striking tribute by Mary Garden to a great piano
in last week's Presto. There was a handsome portrait of the famous
singer and this autographed dedication, "To the only piano for the
voice! To my piano—Knabe."
i'f
;'fi
*
There was a fine article in last week's Presto on "The Evils of
Bargain Sales." By some inadvertency credit to the author of the
article was omitted. The article was written for this paper by Mr.
Warfield Webb of Cincinnati.
What do you suppose all the piano travelers are doing these
days? Some are still straightening out the old accounts; some are'
resting, and many, we hope, are just clipping coupons and cashing
them.
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/
RESTO
April 10, 1920.
NEW COMMITTEES APPOINTED
JESSE FRENCH & SONS
INCREASE CAPITAL
Secretary Dennis Announces Names of Merchants' Association Members
to Serve for Current Year in Various Official Capacities
in National Organization.
Fast Increasing Manufacturing and Retail
Business in Piano and Playerpiano Prod-
ucts in a Large Line Is Recorded.
President E. Paul Hamilton of the National As-
sociation of Music Merchants has made his appoint-
ments of committees for the current year in the
first official announcement sent out through the
office of the secretary, C. L. Dennis, since it has
been established in New York City.
This, will be followed soon by the announcement
of commissioner appointments by the first vice-
president, M. V. DeForeest, of Sharon, Pa. Mr.
DeForeest and Mr. Dennis had an opportunity for
conference last week at a meeting of the Cleveland
Music Trade Association and plans were made for
early action on state and city commissioner ap-
pointments. As soon as Mr. Dennis has become
fairly established in the office quarters at 105 West
40th street, New York, it is expected that the work
cf the music merchants' organization will progress
rapidly. An important factor in this will be the
exchange of ideas between the various city, state
and national associations. Vice-President De-
Foreest will have charge of the organization work
as chairman of the commissioner organization.
Plans Big Campaign.
President Hamilton plans an intensive campaign
for the co-operation of music merchants through-
out the country in the work of the advancement of
music. He was one of the men, responsible for the
establishment of the National Bureau for the Ad-
vancement of Music, and this department of the
organization work has always been of primary in-
terest to him. As president of the National Asso-
ciation of Music Merchants this year, it is his ear-
nest desire to bring about nation-wide activity in
the promotion of music weeks like that recently
held in New York, music festivals, music memory
contests, etc. He has given careful consideration
to the appointment of his committees in the expec-
tation that all of them will be active factors in asso-
ciation affairs.
A new committee appointed by President Hamil-
ton is the official Stamp Committee with ex-Presi-
dent Conroy of St. Louis as chairman. Mr. Con-
roy was the "father of the stamp plan." He was in
New York last week and discussed with Mr. Ham-
ilton, Mr. Dennis and Alfred L. Smith, new general
manager of the Music Industries Chamber of Com-
merce, ways and means for increased efficiency in
promoting the Merchants' Official Stamp in con-
junction with the proposed new stamp of the Na-
tional Piano Manufacturers' Association which will
be in operation June 1.
Other committee appointments which will be
made later by President Hamilton are a reception
committee for the 1921 convention and a commit-
tee on suggestions proposed at the recent New
York convention by C. A. Grinnell of Detroit.
The following are executive and advisory boards
and the new committees named:
THE EXECUTIVE.
President, E. Paul Hamilton, New York City.
First vice-president, M. V. DeForeest, Sharon, Pa.
Second vice-president, J. Edwin Butler, Marion,
Ind.
Secretary, C. L. Dennis, New York City.
Treasurer, Carl A. Droop, Washington, D. C.
James F. Bowers, Lyon & Healy, Chicago, 111.
Ed. H. Droop, Washington, D. C.
Parham Werlein, New Orleans, La.
Harry Wunderlich, Kansas City, Mo.
ADVISORY BOARD.
P. E. Conroy, chairman, St. Louis, Mo.; Edmund
Gram, Milwaukee, Wis.; Jno. A. Turner, Tampa,
Fla.; J. G. Corley, Richmond, Va.; P. T. Clay, San
Francisco, Cal.; O. A. Field, St. Louis, Mo.; W. H.
Daniels. Buffalo, N. Y.; R. O. Foster, Minneapolis,
Minn.; L. H. Clement, Toledo, Ohio; E. H. Droop,
Washington, D. C.; C. A. Grinnell, Detroit, Mich.;
Henry Dreher, Cleveland, Ohio; F. B. T. Hollen-
berg, Little Rock, Ark.; Chandler W. Smith, Wol-
laston, Mass.
COMMITTEES.
MEMBERSHIP COMMITTEE—C. L. Dennis
(ex-officio), 105 West 40th street. New York City;
W. W. Smith, Toledo, Ohio; Milton Weil, New
York City.
PRESS COMMITTEE—C. J. Roberts, chairman,
Baltimore, Md.; C. L. Dennis (ex-officio), New
York City; Roy E. Waite, Chicago, 111.
RESOLUTION COMMITTEE—M. V. DeFor-
eest, Sharon, Pa.; Byron Mauzy, San Francisco,
Cal.; Alex McDonald, New York City.
LEGISLATIVE COMMITTEE—Ed. H. Droop,
Washington, D. C; Florence J. Heppe, Philadel-
phia, Pa.; John G. Corley, Richmond, Va.; Wm. L.
Nutting, Nashua, N. H.; F. N. Goosman, Toledo,
Ohio.
OFFICIAL STAMP COMMITTEE—P. E. Con-
rcy, St. Louis, Mo.; F. B. T. Hollenberg, Little
Rock, Ark.; Oscar A. Field, St. Louis, Mo.; John
G. Corley, Richmond, Va.; Jas. F. Bowers, Lyon &
Heal}', Chicago, 111.
BETTER BUSINESS BUREAU—Edmund Gram,
Milwaukee, Wis.; P. E. Conroy, St. Louis, Mo.;
John A. Turner, Tampa, Fla.; E. Paul Jones, Des
Moines, la.; Ed. H. Droop, Washington, D. C.
BUREAU FOR ADVANCEMENT OF MUSIC
—C. A. Grinnell, Detroit, Mich.; M. V ; DeForeest,
Sharon, Pa.; R. O. Foster, Minneapolis, Minn.; Lam-
bert Groonier, Lancaster, Wis.; J. C. Phelps, Dallas,
Texas.
1921 CONVENTION COMMITTEE—Jas. F.
Bowers, Lyon & Healy, Chicago, 111.; Adam Schnei-
der, Chicago, 111.; Matt. J. Kennedy, Chicago, 111.;
Walter S. Jenkins, Chicago, 111.; Kenneth W. Cur-
tis. Chicago, 111.
BANQUET COMMITTEE—Adam Schneider,
Chicago. 111.; Matt. J. Kennedy, Chicago, 111.; Wal-
ter S. Jenkins, Chicago, 111.
The capital stock of the Jesse French & Sons
Piano Co., Inc., New Castle, Ind., has been increased
from $550,000 to $800,000, and all the stock sub-
scribed for by the officials of the company.
The capital stock of the Jesse French & Sons
Piano Company, Inc., of Montgomery, Alabama,
has also been increased from $100,000 to $300,000.
The business has increased so fast, both manu-
facturing and. retailing, that it was found necessary
to have additional working capital in each case.
March was the largest month in business, both
SPECIAL COMMITTEES.
DELEGATES (7) TO CHAMBER OF COM-
MERCE—F. B. T. Hollenberg, Little Rock, Ark.;
Oscar A. Field, St. Louis, Mo.; Jno. G. Corley,
Richmond, Va.; Edmund Gram, Milwaukee, Wis.;
Jno. A. Turner, Tampa, Fla.; Jas. F. Bowers, Chi-
cago, 111.; P. E. Conroy, St. Louis, Mo.
ALTERNATE DELEGATES—M. V. DeForeest,
Sharon, Pa.; Chas. S. Norris, Boston, Mass.; J. Ed-
win Butler, Marion, Ind.; Parham Werlein, New
Orleans, La.; Harry Wunderlich, Kansas City, Mo.;
Florence J. Heppe, Philadelphia, Pa.; Byron Mauzy,
San Franisco, Calif.
DEALER FROM BUENOS AIRES
ON VISIT TO CHICAGO
Adolfo Breyer, Jr., Studies Baldwin Production at
Cincinnati and Chicago Heights.
Adolfo Breyer, Jr., piano dealer of Florida 414,
Buenos Aires, Argentine, S. A., was in Chicago on
Tuesday of this week, accompanied by R. biz
Carrondo, of the export department of the Baldwin
Piano Company, from the Cincinnati main offices.
Mr. Breyer is one of the leading piano merchants
of South America, and he has the agency for the
Baldwin pianos in Buenos Aires.
Socially, Mr. Breyer belongs to a distinguished
family that has held box seat rights in the Buenos
Aires Grand Opera House for more than a hundred
years. The Grand Opera House of Buenos Aires
is one of the finest in the world. It is said to be
certainly the finest on the Western Hemisphere.
NOT WORRIED BY STRIKE.
Gulbransen distributors will be interested in
knowing that although the switchmen's strike on
the Chicago, Milwaukee & St. Paul Railroad, on
which the Gulbransen-Dickinson Company's fac-
tory is located, became effective a few days ago, it
is not in any way interfering with the output of
that industry, except in the way of carload ship-
ments. Local shipments are going forward in the
usual way, and their large output is being main-
tained.
ACTIVE ROLL ASSOCIATION.
One of the most active local trade associations
in the country is the Philadelphia Music Roll Deal-
ers' Association, which holds interesting annual
conventions and does not relax its vigilance in trade
matters in the intervals between the big gatherings.
The present officers of the association are: Presi-
dent, O. Kearns; treasurer, George F. Fields; re-
cording secretary, N. Schnitzer, and financial secre-
tary, L, P. Moore.
The Steinway piano was a prominent object in
an exhibit made at the South Florida Fair, held
recently in Tampa, Fla., by S. E. Philpitt, the
Tampa dealer.
JESSE FRENCH, SR.
manufacturing and retailing, which the company
has had in its experience and it looks forward to
the largest year in the history of the organization.
When it is remembered that the output of the
Jesse French & Sons Piano Co., Inc., is well dis-.
tributed all over the United States, finds its way
to foreign customers, and that the products appeal
equally to the artistic musicians and the owners of
fine homes, it is not surprising that the company
should experience its biggest month in an amaz-
ingly great piano year. The necessities for addi-
tional working capital too are obvious. Every part
of the instruments in a large line is made in the
mammoth factory built for the special purposes of
the Jesse French & Sons Piano Co., Inc.
The house in Montgomery, Ala., is the center of
a big and constantly growing retail business.
Through the direct activities of the Montgomery
house a considerable section of the South has been
made acquainted with the meaning and truth of
the expressive mottoes: "Quality First and First
Quality," and "Unquestioned Excellence."
Jesse French, Sr., has just returned to New
Castle very much improved in health. H. E.
French, vice-president, who is at present residing
at Boerne, Texas, is rapidly gaining in strength and
it is expected that he will be back at the factory
to take part in some of the big activities of this
year.
NEW YORK MANUFACTURERS MEET.
Newton W. Gilbert, former vice-governor of the
Philippine Islands, will be a special guest at the
dinner following the annual meeting of the New
York Piano Manufacturers' Association, which will
be held at the Commodore Hotel April 13. Mr. Gil-
bert, who is a splendid speaker, will tell about
Philippine Island problems.
WILL OPEN IN CINCINNATI.
Waterson-Berlin and Snyder, New York City,
sheet music publishers, have taken a six-year lease
on a building at 36 East Fifth street, Cincinnati,
.which they will open as a sheet music store. The
company is to pay an annual rental of $8,000 as well
as make its own alterations, which will be of an
extensive character.
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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