Classic Mode

Presto

Issue: 1920 1771

PRESTO
July 3, 1920.
—as all laws should be enforced—might prove helpful to the public
in some lines of business, however much it might hurt the individual
merchants. It certainly would squeeze small business men out of the
lists and add to the volume of the great combinations, department
stores and rapidly multiplying schemes of chains of special stores.
In the piano business any such regulation would work havoc
without doing any good at all. On the contrary, such a law would be
a blow at music, for it would encourage the lowest priced pianos and
would discourage the manufacturers who aim to create the best in-
struments of music that can be made. The small piano dealers
would be put out of business because their prospects would not accept
the really reasonable profits shown by the price marking as anything
short of robbery. There is little "real money" in the retail piano
business anyway. It is not a "repeat" business. The dealer sells
today and seldom again to the same buyer. His small profit must
be sufficient to insure against a long pause and steady overhead, with
no waiting list of customers in sight. These are the inner facts fa-
miliar to all piano dealers. They are not any part of the elementary
study of the piano buying public.
I
Mr. Palmer's proposition doesn't apply to piano selling. It was
made by a lawyer and officeholder who would not pick up the prof-
its of the small piano dealer by the tail. But he would perhaps pause
to exclaim if he went to buy a piano and found the dealer had added
$100 to the "producer's cost." And the attorney general is not dif-
ferent from other people when they want to buy pianos and give no
deeper thought to the transaction than the price and the terms of
sale. The "marking of the producer's and manufacturer's cost price"
is not a fair proposition. If the producers and manufacturers and
merchants could have a political party of their own, they might find
a way by which to fix the cost price of legal fees and doctor's bills
and officeholders' pay, and some other of the to this time unknown
quantities. But no such party will come and all we can do is to
beg of the political platform hewers and candidates that they let us
down as easy as possible, that we may continue at least to pay the
rent and live.
AS OTHERS DO IT
Piano advertising isn't at all what it once was. It's better. To-
day the piano manufacturers have discovered that, no matter how
much they know about tone production and case design, they may
nt possess the dictionary familiarity nor the gift of expression by
which to say much in few words, and in a way to convince a skeptical
piublic or the prejudiced trade. And so they look around for some
bright, linguistic genius who also knows a little about musical instru-
nhents and can twist what he knows into such shape as to place the
individual piano just where it belongs, or where its maker thinks it
belongs.
And that's advertising as we have it today. Some of the young
men who do the copy writing are so gifted that the public can fairly
see the shining piano case, and hear the entrancing tone quality,
b y casting its discriminating eyes upon the printed lines. It would
b e a pleasure to name some of the publicity artists by whose genius
many pianos have quickly become famous. And, inasmuch as the
instruments are worthy of the efforts of the publicity genius, there
is cause for congratulation in the awakening of the advertising in-
inct in the piano industry.
But, even so, the piano industry can hardly be said to measure
to the deeds of the automobile men in the supreme exuberance
the publicity departments. Every newspaper and all of the gaily
vered magazines will demonstrate this truth. It is true that the
ano has been drawing upon the reservoirs of the advertising men
nger than the automobile. And there is, after all, a limit to the
sortment of adjectives and superlatives. But where do we find
piano promotion such a rich and rare collection of alluring head-
es as the automobile business contributed to a single newspaper
Sunday last? Here are some of them:
"The Truth That Embodies All Truth" is the modest claim of
e Cadillac. And it is followed by nineteen paragraphs in evidence
which one is this: "Humanity may be a million years old in point
f time, but it is as young as this morning's sun in its pursuit of
e ideal." That is worthy of Poor Richard, and others are just asl
Modestly good, as for instance these:
After two thousand years of disappointment and disillusion, the eternal
erities and the eternal values still prevail.
The elemental truths are still true; the man whose word is good is still
e secret hero of our inmost hearts.
Even though it be surrounded, and seemingly obscured by sham and pre-
nse, nothing in this world is discovered so surely as solid merit.
Nothing stands out so strikingly, by way of contrast, as genuineness
d genius.
No special and painstaking effort of hand or heart, or brain or brawn,
that goes to the building of something superior, is ever wasted.
Cheapness and compromise, substitution and surrender—these, in the long
run, are the real sources of waste.
Let him dedicate his life to the satisfaction of this restless hunger of the
human heart, and he can, if he will, remove himself beyond the reach of
rivalry.
This is the truth that embodies all truth; this is the truth that makes men
free.
There was a time when that would have been called "fine writ-
ing." Today it is called advertising. There isn't a reference to the
automobile in all the nineteen paragraphs. It cost the advertiser
considerable money to have it printed, and it is copyrighted by the
Cadillac Motor Company. But it reads more like an extract from
a Fourth of July speech or the introduction of a delegate at a political
convention. Was there ever a piano thus advertised, or even so
referred to in print? But, then, to some others.
The Chevrolet is announced only as "The Product of Experience"
and the advertising man doesn't indulge in either poetry or moralizing.
The Maxwell declares that its "Simplicity Is Due to Special Steel."
It is "a simple car" and the adv.-man is satisfied to say that "nearly
400,000 persons now drive a Maxwell." That's more like piano ad-
vertising. But listen to the LaFayette. Here the linguistic genius
declares boldly that "every element in the competent action is a natu-
ral consequence of the expert engineering that produced the car."
We do not recall anything like that in the struggles of the alliteration-
loving piano men who do the copy-making.
The Willard bears upon a point familiar to all piano men. "Since
the plates and insulators inside a battery cannot be seen, the trade-
mark on the outside is particularly important." That is the familiar
piano argument of name-value which has so often been discussed in
this paper.
Here, too, is the catch-line of the Chandler: "June is here and all
outdoors calls to you. The long roads to the country and hillside
and stream and woods open their arms to you." That is pretty writ-
ing again. But it is suggestive and presents a call to the automobile
prospect. Possibly we have had the piano adv. reminding us that
"The chill winter is near and the indoors calls to us. The long
nights and the warm lights and the friends who come, cry for sweet
music and merry song." Seems to us we have read something like
that. And so the advertising of the cars may in some respects be
like that of musical instruments. But not very much of it.
If there are any retailers who think it wise to hold off in placing
orders for pianos, on the theory that prices "must come down," those
dealers are making a mistake. There is no prospect of any decline
in prices for a very long time ahead. And the old-time figures have
gone forever, just as have most of the preposterous terms of sale.
* * *
The story of the Organola Company, which recently settled in
Vincennes, Ind., with a capital of $500,000, reads like a newspaper
supplement romance. And the entire history of the music trade
doesn't disclose a better illustration of the uses of persistency than;
that of Mr. C. C. Russell, inventor of the Organola.
* * *
It is a remarkable condition that at this time there is not a
single name-dispute in connection with the piano industry. All the
old-time disputes have been settled and the name values are greater
today than ever. (
Piano Store Manager
WANTED
A large financially responsible Chicago Piano
Manufacturer, with Branch Stores in several
of the principal cities of the U. S., has an open-
ing for a thoroughly experienced, aggressive
Manager or Sales Manager to take complete
charge of one of these Branch Stores. Liberal
salary and excellent future prospects for suc-
cessful manager. Can also use several experi-
enced floor salesmen. All applications strictly
confidential. Apply by letter today.
Address Chicago Manufacturer, Care Presto
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/
PRESTO
SET 1921 CONVENTION DATE
In Accordance with Majority Choice of National Association of Music
Merchants Membership, Week of May 23 Is Named
by Executive Committee.
DEALERS VOTE AYE ON MUSIC SHOW
But Postal Card Vote Expresses Favor for a "Trade" Music Show in
Preference to a "Public" One—Other Events of
Meeting at Atlantic City
The annual convention dates for next year for two
trade bodies were fixed in Atlantic City, N. J., last
week, and it is possible one of them will have to be
changed. The Music Industries Chamber of Com-
merce set the date for the next convention as "be-
tween May 1 and 15." Later on the executive board
of the National Association of Music Merchants set
the date for its convention as the week of May 23,
at Chicago.
The week of May 23, however, was set by the mer-
chants at the behest of Col. F. B. T. Hollenberg; Lit-
tle Rock, Ark., because of the fact that the Coliseum
in Chicago was not available for the earlier May
date in case it was decided to hold a music show. He
pointed out that, at the last convention in New
York, the members of the merchants' association
voted in favor of a music show, and that the execu-
tive board would only be obeying the wishes of the
members if the date for the next convention was set
at a time when k would be possible to secure the
Coliseum for a show.
Let It Ride.
Notwithstanding the fact that there were present
at this meeting of the executive board several direc-
tors of the Chamber of Commerce, who knew that
the date for the convention of the Chamber had
been set "between May 1 and 15," they all voted for
the week of May 23. J. G. Corley, who is on the ad-
visory board of the Merchants' Association as well
as a director of the chamber, stated before the vote,
that he was sure the chamber would be glad to
change the date of its convention to conform with
the dates set by the merchants.
Other Business.
Aside from the setting of the date for the next
convention in May, which indicates that the mer-
chants did not like the experiment of holding the
New York convention in the winter, important ac-
tion was taken by the merchants' association in
other matters. It was decided to hold another meet-
ing of the executive and advisory boards, committee
members, state and city commissioners, before the
next convention. This will be held in Miama, Fla.,
February 14 and 15. The meeting decided to print
the revised constitution and by-laws for distribution
among the members and announced the appointment
of J. A. Turner, Tampa, Fla., as chairman of the re-
cently organized Trade Service Bureau.
A Growing Association.
The steady growth in membership of the associa-
tion is seen in the report of Secretary Dennis. The
total membership up to June 1 is 1,203, which shows
a gain of 65 over the figures on January 1.
The result of the post card inquiry from members
as to individual views on the choice of convention
dates, the advisability of holding a music show in
connection with the annual convention and the kind
of show favored is given here. This is the result:
Convention Time—For April 15 to May 15, 354.
For first week in June, 87. For "forty days after
January 1," 25. For Music Show, 349. Against
Music Show, 104. For "Public" Music Show, 168.
For "Trade" Music Show, 220.
Dinner to Ex-Presidents.
The honorary dinner given to past presidents, Sat-
urday evening, June 28, was well attended, all mem-
bers of the trade being invited. E. Paul Hamilton,
president of the association, presided. The feature
of the evening was the presentation to all past presi-
dents, still active in the music business, of a hand-
some gold medal in appreciation of their efforts.
The by-laws prescribe that all past presidents auto-
matically become members of the Advisory Board.
Mr. Hamilton made the presentations, cleverly cit-
ing the personal characteristics of each individual,
and each acknowledged the gift in turn, with ap-
propriate and grateful remarks.
Past presidents who were present to receive the
medals in person were: F. B. T. Hollenberg, E. H.
Droop, J. A. Turner, P. T. Conroy, C. A. Grinnell,
J. G. Corley, and Edmund Gram. Henry Dreher at-
tended the meetings during the day but had to leave
before the dinner. Presentations were also made to
the following absent members, who will receive their
medals by mail: R. O. Foster, W. H. Daniels, O.
A. Field and P. T. Clay.
At the convention in New York last February. P.
E. Conroy, retiring president, was ill and unable to
attend. Therefore his "retiring president" medal was
given to him along with the other medal. Col. Hollen-
berg made the presentation. The medals presented
to ex-presidents at the dinner in Atlantic City must
not be confused with the medals regularly presented
to presidents on their retirement.
Another feature of the evening was the presentation
to Albert Behning of a wardrobe trunk as a mark of
appreciation of his services in managing banquets
and other affairs.
The only other speakers at the dinner were Frank
E. Morton, and Jas. F. Bowers. After dinner, which
was attended by both ladies and gentlemen, the
guests assembled in the Submarine Grill and danced.
New State Commissioners.
M. V. De Foreest, Sharon, Pa., vice-president of
the association, announced the appointment of 430
city commissioners. Mr. De Foreest gave out the
following list of state and district commissioners ap-
pointed:
Alabama, B. B. Burton.
New Mexico, H. C. Ste-
Arkansas, J. D. Pope.
phenson.
Colorado, Chas. E.
New Jersey, E. G.
Wells.
Brown.
Connecticut, Alfred Fox. Nebraska, J. J. Kepler.
California (Southern), E. Nevada, J. D. Mariner.
A. Geissler.
Oklahoma, Geo. Freder-
Cuba, John L. Stowers.
ickson.
California (Northern),
Ohio (Southern), Otto
Frank Anrys.
Grau.
Delaware, G. A. Gewehr. Ohio (Northern), A. B.
Florida, Boyesen H.
Smith.
Chase.
Oregon, J. H. Dundore.
Georgia, L. A. Russell.
Ontario, A. Nordheimer.
Iowa, A. P. Griggs.
Pennsylvania (Eastern),
Illinois, Chas. C. Adams.
Chas. B. Miller.
Kentucky, H. K. Mance.
Pennsylvania (Western)
Kansas, J. O. Adams.
Wm. C. Hamilton.
Louisiana, E. W. Wilson. Rhode Island, Andrew
Maine, Ralph W. E.
Meiklejohn.
Hunt.
South Dakota, A. E.
Missouri, E. A. Parks.
Godfrey.
Montana, Allan E. Me- Texas, Bismark Heyer.
Clean.
Tennessee, Lynn Shee-
Maryland, J. H. Wil-
ley.
Hams.
Virginia, J. Dexter Hob-
Michigan, A. H. Howes.
bie, Jr.
Mississippi, C. L. Davis.
Wisconsin, Henry M.
Massachusetts, J. Frank
Steussy.
Beal.
Washington, R. E. Rob-
New Hampshire, E. J.
inson.
Mclntire.
Wyoming, A. L. Cum-
New York (Eastern),
mings.
Milton Weil.
Utah, Ralph D. Roberts.
North Dakota, W. J.
Indiana, J. E. Butler.
Anderson.
District of Columbia,
North Carolina, C. W.
Jno. C. Conliff.
Parker.
N. A. FEGEN GOES HIGHER.
N. A. Fegen, wholesale piano sales manager of
the Lyon & Healy house, Chicago, has had his office
moved from the fourth floor, south side of the Lyon
& Healy Building, to the seventh floor, west side of
the building. His new suite, besides being "higher
up in the world," is more commodious, farther from
the din of Chicago's roaring Loop, and Mr. Fegen
hopes it will be cooler during the red-hot summer
months. He says that business is keeping on at a
lively pace, despite the intense heat that has pre-
vailed in the Central West in the last few days.
The Pacific Steamship Company has opened new
connections between China and the northern ports
of the Pacific coast of the United States.
July 3, 1920.
ACTION CO.'S ADDITION
A. W. Johnston, Vice-President, Explains
Reasons for Special Thankfulness for an
Unprecedented Era of Business.
The Standard Pneumatic Action Co., New York,
last week opened Factory B, the new branch on
Fifty-fifth street. Every floor in the five-story build-
ing is well lit and well aired. Combined, they give
a floor space of 54,792 square feet. When comment-
ing on the new acquisition, A. W. Johnston, vice-
president of the company, said:
"With the increased production which will result
from this new factory, we hope to keep astride of
the steadily increasing demand for Standard Ac-
tions. During the past few months we have had a
great many requests from dealers who have asked:
'Why don't you increase the size of your factory, so
that you can supply more actions—we only want
Standards.' Our answer to this query is the an-
nouncement of our new factory.
"Of course, it is impossible to move into a factory
and have results show at once, in increased produc-
tion. The trade will not commence to feel the bene-
fits of the new factory until late summer or early
fall. But you may rest assured that we are straining
every effort to get the plant in running order as
soon as possible. Some of our friends have almost
come to believe that we have stopped production.
Here are a few figures which tell an interesting
story. Eighteen thousand seven hundred ac-
tions manufactured during the first six months of
this year—now working on a basis of 40,000 actions
a year and increasing production steadily. You will
see from these figures that we have not been asleep
at the switch, or unmindful of our obligations to the
trade."
Mr. Johnston also said that he considered that the
outlook for the fall business is excellent. To sub-
stantiate this statement, he quoted from Secretary
of the Treasury Houston's report: "Expenditures
on luxuries alone for this year will exceed twenty
billion dollars."
"If," Mr. Johnston commented, "the Treasury De-
partment estimates that over twenty billion dollars
shall be spent on luxuries, I wonder how much sh|all
be spent for the necessities of life? Music is now
considered a necessity. Judging from this state-
ment, the outlook for continued prosperity is exoel-
lent."
Mr. Johnston also called attention to Ernest
Urchs' remarks about prohibition's effect on busi-
ness, in which Mr. Urchs said: "I am, and always
have been opposed to prohibition. But to give tlie
devil his due, prohibition is helping music and the
music industry. The saloon has gone, and in th^ir
search for recreation, formerly found in the bar-
room, men are turning more to music. Money oiice
spent for liquor is now spent in part for musical in-
struments."
I
Mr. Johnston concluded by saying: "True, elec-
tion years in the past have not been as promising las
some other years, but conditions have never befoire
been so prosperous as they are today. This is ain
unprecedented era of business. I do not wish {to
imply by this that it is unnecessary to go after busi-
ness in an aggressive manner. This is a pericld
when aggressive selling tactics are absolutely esseJi-
tial to success. It is the rule of the world,
^
whichever way you are going, up or down, peo|
want to help you along. Think, talk, and act goJ
business, and your sales will continue to be larger
CASSEBEER IS CHAMPION.
Theodore Cassebeer is champion of the Piaij
Trade Golf Association as a result of his play at tf
tournament of the association at Seaview, near A
lantic City, last week. Mr. Cassebeer won the prl
for the best gross score in the eighteen-hole hanj
cap on Monday, going around in 83. He also w|
the championship for the 72 holes. His total sec
was 320. William R. Steinway took the award
the best net score. He went around in 99.
handicap of 24 brought him the cup. James Hui|
won the eighteen-hole handicap on Wednesday aftt
noon. C. A. Grinnell had the best net score.
RAILROAD SITUATION WORSE.
The railroad situation is growing worse, according
to T. L. Powell, president of the Cable-Nelsol
Piano Company, Chicago. Mr. Powell would lik|
to see the embargo on freights lifted, so that piai
manufacturers' supplies and finished pianos coulj
get through; but he realizes that this will not
done until the wage controversy is settled with trl
railroad men. Shippers' troubles are general—e
as well as west, north and south—and conditioi
are constantly growing so much worse that
Powell predicts great hardship to the industry juj
ahead.
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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