Presto

March 3, 1923
PRESTO
TODAY'S BIG FIELD
IN MUSIC TRADE
The Business in Mechanical Instruments of All
Kinds and at All Prices Provides Great-
est Opportunity for Energetic
Music Dealers.
The growth of importance of music in the movie
shows has resulted in the application of new architec-
tural rules for the theater interiors. Up to a com-
parative^ short time ago the architects had been dis-
regarding the musical features of the moving picture
show. Now, however, the orchestra, orchestrion,
electric piano, playerpiano or old reliable manual
piano gets an acoustical square deal from the men
who design the moving picture theaters.
The instance is cited merely to show the disad-
vantages under which the instruments once labored
through the ignorance or indifference of the archi-
tects. When the organ manufacturers first began to
sell organs to the movie houses already built they
found a general plan of architecture which created
new problems in pipe arrangement. Roofs were too
low, so the organ music was all rumble and echo.
The acoustic properties of most houses would not
stand deep tones or tremulous effects. In one Chi-
cago theater of the old type equipped with a big
organ the organist can play tricks on the audience
by "forcing the tone." He can cause the men to
laugh foolishly and the women to giggle hysterically
with the excessive use of a powerful tremulant.
Opportunity for Dealers.
Today in the moving picture theaters of the am-
bitious kind, the music is as important as the films,
and the theater where music is neglected has a con-
stant void in the box-office no matter how good the
screen part of the show may be.
That is why the growth in the demand for good
theater instruments of all kinds is one of the amaz-
ing things in the music trade. It is amazing because
it has developed in a short space of time to the won-
derful proportions it presents today. And the busi-
ness continues to grow. Theater owners realize they
are taking hazardous chances of going without
patrons when they neglect the musical feature of
their entertainments.
All Year 'Round Business.
The moving picture theater field provides a con-
stantly growing opportunity for the music dealer with
vision and energy. The business is governed by no
influence of seasons. Spring, summer, autumn and
winter are equally good for the theater instrument
sale. Dealers visiting the factory of the J. P. See-
burg Piano Co., the Operators Piano Co., or the
Nelson-Wiggen Piano Co:, Chicago, see in the activi-
ties there incentives for effort on their own part in
selling instruments to theaters. The field is not a
circumscribed one. It is as wide and as long as the
country, but it is big or little according to the indus-
try of the individual dealer.
The Manufacturers' Help.
The moving picture instrument business is proceed-
ing along the right lines, and today is unaffected by
the foolishness of the earlier theater designers. The
manufacturers of the theater instruments have ex-
pended effort profitably in a mechanical, commercial
and musical way. The manufacturers have the goods
for any kind of an order. The dealer is sure to get
something reliable in the biggest organ, serviceable
orchestrion or smaller mechanical piano that his cus-
tomer may require. The highly developed instru-
ments are finding a ready market without regard to
price limitations. There are theaters being built to
fit every size of town and there are instruments avail-
able for show houses of all sizes and musical
requirements.
WOLFE MUSIC COMPANY
REMODELS ARCADE STORE
Progressive Firm on Prospect Avenue, Cleveland, Se-
cures Increased Space in Fine Location.
Next week will see the completion of the remodel-
ing plans of the Wolfe Music Co., Cleveland, O., and
the company will begin a new era in Taylor Arcade,
where it has been located for many years. It is the
only music firm on Prospect avenue.
The remodeling plans involve double the space oc-
cupied heretofore. The company will have three
windows by the new arrangements, one large one in
the Arcade and two on Prospect avenue. The space
in the windows is adequate for very pretentious dis-
'p.Jays. As many as, fifteen pianos or players can be
exhibited in the Arcade window.
The lower floor will be given over to the display of
the company's fine line of pianos and players which
include Story & Clark and Cable-Nelson instruments,
and Kohler & Campbell players and reproducing
pianos (licensed under Welte-Mignon patents). On
this floor will also be found the talking machine sales
department and the booths for the demonstration of
the machines and records.
Five salons for the display and demonstrations of
Welte-Mignon reproducing" instruments have been
provided on the second floor. A date for the formal
opening of the remodeled warerooms has not yet
been set.
THE REED ORGAN TRADE
IS SUSTAINED IN SOUTH
Demand Is Good in Southern States Where Dealers
Say Only Best Instruments Sell.
D. E. Swan, president and treasurer of S. N. Swan
& Sons, of Freeport, 111., returned on Tuesday from
an extended trip through the southern states. He
found a good demand in some states for reed organs.
His industry is now one of four still in existence in
this country. Especially in Mississippi, Mr. Swan
took large orders for the Swan organs. The colored
people of the South are buying the instruments which,
as "parlor organs," were once in such great demand,
and the southern music dealers want good instru-
ments—the best to be had.
The industry of S. N. Swan & Sons has kept going
through all the years since the piano began to drive
the reed instrument out. And the Freeport factory
has been busy most of the time. Mr. Swan contem-
plates a trip to his native land of Sweden in the
near future, during which he will investigate the
prospects of a near-future export trade in his line
of products.
THE ITEM OF "GOOD WILL"
AS A BUSINESS ASSET
It Is a Substantial Consideration in the Manufacture
of All Great Pianos.
Some financial executives are inclined to the belief
that the item of "good-will" soon will disappear from
corporation reports. The item is flexible, not capable
of accurate appraisement and has been used in the
past, and no doubt is being used now, to offset accrued
revenue which corporation officials want to plow
hack into the business.
Good-will is worth a great deal in the case of corp-
orations which have direct and amicable relations
with the public, but it is difficult to say just how
this should be measured in dollars and cents.
Good-will of a piano industry depends upon the
quality of the instruments made. There are pianos
whose good-will is almost beyond possibility of
computation. In fact the corporations whose good
will is valuable must include the famous piano
industries.
LETTER FROM JESSE FRENCH.
Word was received on Wednesday of this week
from President Jesse French who, when he wrote,
was in Lima, Peru. He reported that he is having
a "grand time." He was much pleased with Lima,
and said that the representative there of the Jesse
French & Sons Piano Co. is doing a fine business
with the instruments from New Castle, Indiana. Mr.
French traveled down the west coast of South
America and will return by the East coast. He in-
closed a picture of the handsome hotel at which he
was stopping, in Lima, and also a good view of the
city front.
MIDDLE WEST REPRESENTATIVE.
W. J. Eden, representative of the Gulbransen-Dick-
inson Co., Chicago, in three middle western states,
traveling out of Kansas City, called at the Gulbran-
sen office in Chicago last week. Mr. Eden reported
that an encouraging volume of business is being done
through the state he "covers," and that dealers need
more pianos all the time.
NEEDS MORE INSTRUMENTS.
I). M. Groulx, piano dealer of Green Bay, Wis.,
was in Chicago this week, calling on piano manufac-
turers. Mr. Groulx has sold a large number of
pianos during the past few months, and is expecting
a prosperous time from now on, he told wholesalers
with whom he placed orders for a number of new in-
struments.
H. E. Dewsnip has opened a music store at 1547
Harvard avenue, Salt Lake City, Utah.
WAREROOM WARBLES
(A New One Every Week.)
By The Presto Poick.
THE KNOCKER.
When you think you're nearly down,
Almost hanging on the ropes,
When the whole world seems to frown
And big rents show in your hopes;
When the sun seems even hid,
And the stars are out of sight,
Who is this that comes unhid,
Adding gloom to your sad plight?
The Knocker.
Have you felt Misfortune's kick?
Has old Sorrow come your way?
Have you ever known the lick
That is someone's every day?
When Success, of some strange kind,
Meets at last your cherished plan,
Who is he, with bump behind,
Puts you back where you began?
The Knocker.
What has caused him to exist,
When the world needs joy and cheer?
Why has fate seemed to have missed
One good chance to help us here?
Why has Charon left behind
Such a passenger and, say,
Who is he, of all his kind
None would miss were he away?
The Knocker.
SCHUMANN REPRODUCING
PIANO SHOWN TO ADVANTAGE
Handsome Display Wareroom Provided for Instru-
ment in Reta'l Store in Rockford, 111.
In order to provide suitable surroundings in which
to display reproducing and playerpianos the Schu-
mann Piano Company, Rockford, 111., has redecorated
the basement of its retail warerooms at the corner of
West State and Wyman streets, and has transformed
the room into a beautiful room for showing and
demonstrating instruments.
A tile floor hao been laid, and the walls entirely
finished in white with mahogany woodwork. Artistic
stencil work adds an artistic touch to the walls. The
radiators are concealed behind two handsome and ex-
pensive oil paintings.
The company has equipped the display rooms with
comfortable and luxurious lounges, so that patrons
can enjoy the playing of master pianists in perfect
comfort and in an appropriate environment.
"The reproducing grand of the Schumann Piano
Co. is the latest and most highly perfected musical
instrument now on the market," said Manager Fred
Firestone this week. "It reproduces the music ex-
actly as the pianist played it with all the delicate
intonations and shading." Mr. Firestone has ar-
ranged a series of concerts and demonstrations in
the store.
FIXES PAGE AS ADVERTISING PROOF
Publishers can send only a page instead of the
whole newspaper or magazine, as at present, to ad-
vertisers as proof of advertisement under a bill
passed Wednesday by the Senate and sent to Presi-
dent Harding.
AN ALERT MANAGER.
Walter J. Prgybylski, who is manager of the music
department of the Branta-Richlicz Furniture Co., 581-
85 Lincoln avenue, Milwaukee, is one of the alert
managers who believe in the personal pursuit of the
piano prospect. The music department of this firm
was opened in November last, when the company
moved to its new store and is proving very success-
ful. The Hallet & Davis Virtuolo instruments and
Columbia Grafonolas and records are featured.
REALLY SO.
Rlohard—"Say, the trade seems stuck on our'
piano."
Critticuss—"They are stuck."
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