Presto

PRESTO
January 6, 192&
PROBLEM OF ROLL DISTRIBUTION TREND OF TRADE
THROUGH 40 YEARS
(Continued from page 3.)
sales due to the fact that we did not give music instrument, for one roll of electric piano music is
rolls free.
equivalent to ten of the single rolls for foot operated How and Why Changes Have Come in Piano
My belief is that there is not enough attention instruments.
Making and Selling Since What Is
given to a customer from the music roll department
It seems to us quite proper that the dealer should
Known as Trade Journalism
after he has purchased an instrument, which makes, equip his coin-operated player with one good roll
Dawned.
in many cases, dissatisfied playerpiano owners. If before it leaves his floor. The selection of this dem-
the dealers took care of this department, and gave onstration roll should be made carefully and from
At the time Presto came into being the things of
it the same thought as to the talking machine record the viewpoint both of the make of the music and the music, in the industrial and commercial sphere had
department, they would find it profitable, not only selections contained in it. Accompanying the in- not yet come within the range of special journalism.
from a standpoint of sales of records, l>ut they would strument, this one roll will stimulate the buyer to There were no exclusively trade papers devoted to
also create a number of sales to present owners of further purchases and also show him the manner in the up-building of pianos and other musical instru-
playerpianos. There are a number of dealers who, which the music is adjusted.
ments.
of course, are alive to this situation, and are cashing
CLARK ORCHESTRA ROLL CO.,
As an art music had long been well represented by
in on it by giving the customers real service.
B. H. Clark, Sales Dept.
journals devoted to every branch of the profession.
DE LUXE REPRODUCING ROLL CORP.
DeKalb, 111. There were teachers' papers, anecdotal and il-
W. C. Heaton, President.
lustrated magazines, and critical journals, given up
to the discussion of every phase of music, artistic,
creative and pedagogic. But, as I have said, the ex-
clusively trade paper had not yet arrived. And when
Presto came it was in the guise of a combined gen-
eral music and trade publication. It had its editor
But U. S. Music Co. Would "Hedge" by Adding to Orders Left from Pre-Holiday Rush Almost Suffice who looked after the concert field, and discussed what
Selling Price of Instrument.
to Keep Factories Running.
the companies were doing. And it had its music
trade department, over toward the end of the paper,
Editor Presto:
One of the most encouraging things about the where the progress of the makers and sellers of in-
1 believe that it is a very good idea for the dealer piano trade at present is the indication that the usual struments
was recorded, as if in a whisper between
to give away as many rolls as possible with new "slump" in January will not appear this year. All the applause
of the concert audience and the sound
players and to make the price of the playerpiano the houses report that orders are still coming, and of the piano and
singing upon the stage.
cover the cost of the rolls.
that practically all dealers are still needing pianos,
And, of course, for a time Presto was a monthly,
and
want
shipments
as
soon
as
practicable.
I don't advocate this plan for the reason that we
for the music industry was in the developing stages
The hold-over business seems to be enormous. In- and
are manufacturers of player rolls, but for this rea-
could not support weekly papers, while at that
son that a great many people who buy playerpianos deed, it is an often heard statement from manufac- time the professionals didn't want to.
find that they have their hands full paying for the turers that the factories would be able to run during
Early Activities.
instrument, and the result is they do not buy new the coming month on the strength of back orders
rolls and as a result the playerpiano falls into disuse alone. The factories are keeping up the output in
But those were days of intense activity and great
for the lack of new rolls. We could furnish names order to catch up with the shortages in stock occa- rivalries in the music industry, nevertheless. "There
of a large number of very successful dealers who sioned by the heavy Christmas drain. Of the hold- were giants in the land" in those days, also. And
give away as many as 50 rolls with a playerpiano, over orders, very few are being cancelled. Cancella- the giants of the piano industry were not long in
tions usually begin a little before Christmas, but the indicating their desire that fair-minded journalism
and they have found it to be very profitable.
No customer is going to be satisfied with a player- slight number of cancellations this season indicates was wanted in their special field of action. Their as-
piano unless they have at least 50 rolls and, as a that business for the piano dealer will continue on pirations were intense and their ambitions were il-
limitable.
matter of fact, their investment in the player is into the nascent year.
going to be a poor one if they don't have that many,
There are other men active in piano trade work to-
so it seems to me the best way to do is to give the
THE WHITE HOUSE "BALDWIN."
day who can recall the music trade of 1884—the time
new owner a large number of rolls and to figure that
Among the pictures of successful pianos which of Presto's birth. It is true that 49 years is a long
expense into the cost of the player.
appear in this issue of Presto is that of the beauti- time in the development of a trade and industry. It
GEO. L. AMES,
ful White House Model B Baldwin Grand. This is so remote a time that not more than fifteen or
Vice President.
design instrument is the exact duplicate of that pur- twenty of the pianos in existence today were here
chased by Mrs. Warren G. Harding for her personal then. It is so long a time that not a single instru-
use in the White House. It is one of the most in- ment of today more than faintly resembles those
teresting pianos of recent introduction and having then in vogue. It is so long a time that the kind of
been chosen for its proud place in the White House instruments most in demand then are no more in
Should Give One Roll With Electric Player, But adds greatly to the great distinction of this Cincin- use, and unknown save by tradition.
nati industry.
Can you look back so far as to see in your remem-
Not With the Others.
brance music stores, almost entirely filled with little
melodeons—in size about like modern sewing ma-
Editor Presto:
CABLE & SON INCORPORATED.
Throwing in music rolls with every player sale
Among the New York incorporations last week chines? Can you recall the melodeon's successor—
has done more to hurt both the player and roll trade is that of Cable & Son, Inc., Manhattan; manufac- the Harmonium? Can you recall clearly the first
than any other one custom. And not only does it ture pianos, musical instruments; capital, $100,000. of the "cabinet organs"? Of course very many now
harm the dealer and manufacturer, but it deadens Incorporator: T. Keogh, 2166 University avenue, active in the trade can remember the later "parlor
interest on the part of the customer.
New York City. Cable & Son is an old industry organs," with their elaborate tops, with mirrors, and
Naturally the question must be answered differently which holds a good place in the trade. Under the often with decorative cathedral-like turrets and spires.
for the electric player than for the standard home new adjustment its business will be larger than ever. But they were no more like the melodeons, or even
the cabinet organs, than the upright piano of today
is like the spinet or the clavichord.
Terms and Advertising.
And do you know that the much discussed "and
almost as much damned, "installment plan" of sell-
One of the many char- ing was as common in the days of the m,elodeon as
acteristics which make the it is today? Details were somewhat different, but
Bush & Gerts Piano Co., times sales were the thing "away back then" as now.
Dallas, Tex., prominent in It was customary in those days to advertise to sell
a city of lively business "on three years' terms." And. no doubt the interest
houses is its unique meth- clause was waived, in many cases, just as today
ods of publicity. The ele- when a sale hangs upon that particular point.
ment of surprise enters
But in those days the advertising was as vastly
largely into the various different from what it is today as the instruments
methods of advertising the were different. The space used was seldom more
big line of musical goods. than an inch or two and the "display" consisted usual-
..It is this surprise ele- ly of a very small picture of the instrument.
ment which gives the dis-
It was common to see the little pictures repeated
play windows in the Bush
& Gerts Piano Co.'s store down a quarter column in the city newspapers, every
their greatest potency. dealer having his little word to say. But what he
Originality is the keyno'te said was straightforward and without a hint of a
of all the displays made by trick or a coupon or a knock. Just the fact that the
the firm. The pianos and matchless "Peloubet," or the "Prince" or the "Pelton
players and other music & Co." or some other instrument could be bought
or on "three years' terms."
goods are impressed upon for cash
W r hat could a trade "paper expect "way back when"
the public by the artistic
and always original man- the trade was conducted on so small a scale? What
ner in which they are dis- could have been hoped for by a Western weekly mu-
sic trade paper at a time when even Chicago did not
played.
The window shown in boast.of a well-developed piano industry?
It is true W. W. Kimball had started at the time
the cut herewith was one
of the striking* ones ar- Presto first appeared. He had already thrown the
ranged during the recent shadow of his great house before. And Chicago
Music Week in Dallas. could boast of the first beginnings of other houses
BELIEVES IN THROWING IN
MANUFACTURERS REPORT
MANY HOLD=OVER ORDERS
IT DEADENS THE INTEREST
A BUSH & GERTS PIANO CO., DISPLAY
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