Classic Mode

Presto

Issue: 1923 1912

Page 5 Text:

March 17, 1923
PRESTO
ment in which suggestion is the central force. Of late the dailv news-
papers in some of the large cities have been carrying advertisements
of that kind in connection with the piano trade.
One day last week a New York piano house ran a two-column
display of which the leading line was an invitation to attend an after-
noon concert. In small letters, the suggestion was added that "the
recital will consume less than an hour, leaving ample time for you to
inspect a complete line of the instruments used by the great artists
who will participate."
There wasn't a word about special pianos, nor any suggestion of
selling, prices or terms. It was just an invitation to a fine concert.
And there are other piano advertisements of suggestion in which
similarly high-toned methods are employed. Last Sunday's Chicago
Tribune had a,.well-displayed Cable Company advertisement in which
the artistic outline of a Grand piano was shown, with the following-
short suggestion beneath it:
"Did it ever occur to you that, owing to its long life and trifling
upkeep, a fine piano in your home costs only a few pennies a day?"
In very inobscure letters the line "Home of the Celebrated Mason
& Hamlin" appeared. Not a word about "bargains" nor any talk
about the "best in the world" was anywhere to be seen. To piano
lovers who follow the Sunday advertisements and are tired of the
commonplace type of advertising, that Cable announcement must
have been a relief. And we are inclined to think that it stirred more
"prospects" with a desire to go to the Cable building on Monday, for
the purpose of buying fine pianos, than could possibly have been in-
fluenced by the other kind of advertising.
Suggestion is a very subtle influence. It often starts people
thinking and awakens the desire of possession when the ballyhoo
style of advertising may turn the reader away in something like dis-
gust. Nor does this mean that the "big bargain" style of advertising
is always lost. It may be the most resultful of all publicity for the
department store, or in special cases where cheap things' are sought.
Cheap things call for the assurance of cheap prices. But are pianos
ever cheap things? Can they be without spoiling the pianos business?
When the advertising expert of the Chase-Hackley Piano Co.
adopted the line "Known since the days of Barbara Fritchie," histori-
cal critics exclaimed that the grey-haired heroine of Frederick was
a myth. An interesting story in this issue of Presto sets the dis-
cussion at rest. The Quaker poet, Whittier, years ago affirmed his
faith in the patriot who defied the hosts of Stonewall Jackson, and
S. ERNEST PHILPITT AND
WIFE IN AUTO ACCIDENT
Prominent Florida Dealer Suffers in Collision With
Wrecked Automobile Near Orlando, Fla.
S. Ernest Philpitt, head of the S. Ernest Philpitt
Music Co., Miami, Ela., and president of the Sheet
Music Dealers Association, was, with Mrs. Philpitt,
painfuly injured in an accident near Orlando, Fla.,
last week when their car collided with a wrecked car
on the highway. Mr. Philpitt, who has music stores
in Miami, Tampa and Jacksonville, is well known
throughout Florida, where his stores sell goods of
high character and are conducted on policies that
make for progress.
But music dealers in all parts of the country, es-
pecially those associated with the sheet music phase
of the business, will be particularly interested in the
nature of Mr. Philpitt's injuries and those of his wife.
While said to be painful, the injuries of the pair are
not considered dangerous.
BALDWIN ARTISTS' SERIES
OF ADS FOR DEALERS
Uniform Set with Portraits and Testimonials of
Great Singers Appreciated by Trade.
A series of fourteen advertisements prepared by the
Baldwin Piano Co., Cincinnati, provide a splendid
succession of displays for Baldwin dealers. They are
double-column newspaper size and convey the fact
in a convincing way that the Baldwin is the choice of
very clever and prominent artists who have chosen
the piano. The ads are similar in layout, show a
portrait of the artist, a cut of the Baldwin grand,
the artist's name in prominent type and his testi-
monial, including a facsimile of his or her signature.
The Baldwin ads feature the following artists:
Georgio Polacco, Feodor Chaliapin, Rosa Raisa, For-
rest Lamont, Georges Baklanoff, Edith Mason,
Claudia Muzio, Cesare Formichi, tna Bourskaya,
even at this late day he has the corroboration of one who has per-
sonal knowledge. As usual, the advertising man was right.
* * *
A well conducted trade paper, reaching active piano dealers, read
by energetic salesmen, and devoted to the systems of selling and in-
spiring the real piano workers, is worth more as an advertising me-
dium than the most widely circulated sketch and picture paper in the
world. In this age of concentration and specialization, the secret of
success lies in the direct aim. Hap-hazzard, scattering effort is waste
of energy and a loss in the expense account.
* * *
The railroads oppose the order of the Interstate Commission that
mileage books for traveling salesmen be issued at reduced rates. But
the commercial tourists have their fighting togs on and will not give
up without a lively tussle. The piano travelers' association consti-
tutes a brigade which will go over the top with the loud pedal on, and
with a louder slogan than "Give a little thought to music." And
they'll win.
A very high compliment was paid to Presto when Mr. Carlos
Doggenweiler, of Santiago, Chile, said that this paper is the best in its
field "because it helps the salesmen to close sales." That's just what
this paper has tried to do for nearly forty years, and 'tis a great satis-
faction to know Jhat its aims are effective. The political papers may
look after politics and the handsome portraits of the politicians.
* * *
The New York Times of last Sunday contained a leading editorial
on "New York's Music Week," telling of the newly incorporated
Music Week Association and its splendid plans. The column editorial
concluded with: "If only the people can be got to sing, it will, as
the Spanish proverb has it, drive away their troubles. A week of
singing ought, at any rate, to cheer up the world a bit."
*r
"fc
-r
One more small Grand piano industry is organizing in the Mid-
West. It will be a large one. The demand for little Grands must
be satisfied, and the enterprise of the industry will see that it is sat-
isfied fully.
=H
*
*
The call for consigned pianos grows every week. This paper has
received more than twenty requests for addresses of manufacturers
who consign within less than three weeks. Have "them days gone
forever ?"
Giacomo Rimini, Ettore Panizza, Guilio Crimi, Pietro
Cimini and Grace Hoist.
Here is what Feodor Chaliapin, the famous Rus-
sian bass, says: "I have chosen the Baldwin piano
in preference to others because 1 find it the most ad-
mirably suited to my accompaniments."
Polacco, of the Chicago Grand Opera Company,
says: "I cannot speak too highly of the Baldwin
piano. In tone and in brilliancy it fulfills the great-
est demands of an artist. It gives me, therefore,
great pleasure to recommend the Baldwin."
They are samples of what the great artists say
about the Baldwin piano.
SHOWS STAUNCH CHARACTER
OF KOHLER & CAMPBELL PIANO
Letter From Florida Customer Gives Valuable Tes-
timentory Evidence of Piano's Durability.
The following letter recently received by Kohler &
Campbell, Inc., New York, from a woman who had
purchased one of its pianos over thirteen years ago
is an eloquent tribute to the durability and tonal
qualities of the Kohler & Campbell piano:
"Thirteen years ago we bought one of your pianos
from your agent, Mr. Lansford, of Ocala, Fla. Nine
years ago we were moving and loaded the piano on a
wagon, just as the team moved the piano fell out of
the wagon bottom side up, and about three weeks ago
we had a piano tuner to stop and look it over. He
said it was not out of tune at all, it just needed
cleaning and a few new felts put in. I am sure well
pleased with it and can recommend your make to
any one wishing to buy one."'
WHY FRATERNAL ORDERS
NEED AUTOMATIC PIANOS
Most Men Are Music Lovers, But Poor Players,
Opines Manager of Operators' Co.
Dealers who handle automatic instruments may
well take a tip from the Operators' Piano Co., Chi-
cago, and develop the prospects they have in the
fraternal orders such as lodges in their communities.
In writing to a lodge committee recently, Manager
A. C. Stadler, of the Operators' Co., outlined several
reasons why a lodge needs an automatic piano, and
how it will profit the order.
. We are all susceptible to music, especially good
music, began Mr. Stadler. Most men, he said, join
an organization for the social amusements and pleas-
ure he can derive from it, and these are usually found
in a lodge or club of a fraternal nature. In this
social intercourse music is one of the necessities to
keep up interest. Now most men are poor players at
best, and the majority do not even know how to
play. An automatic placed in a lodge room provides
music at all occasions, either for the diversion of a
small group of early comers or for a dance, or any
other entertainment.
"I have seen lodges put in an automatic piano and
then watched the attendance grow steadily to fifty
or seventy-five per cent higher," Mr. Stadler told a
Presto representative. ''There is always the chance
to amuse oneself by the automatic while waiting for
the meeting to start. It takes away the dull mo-
ments, and leaves the members the feeling of refresh-
ing entertainment that they want from the club."
A. B. CHASE FOR HIGH SCHOOL.
SIOUX CITY HALL APPRECIATED.
The Recital Hall of the Pierce Piano Co., Sioux
City, la., is equipped with a Baldwin grand piano
which is used in accompaniments for solo and or-
chestra uses at the frequent concerts in the hall. At
the conclusion of a concert by the pupils of Miss
Mary Wall Dow, one of the city's foremost vocalists,
Miss Dow said: "It was a joy to sing with the
Baldwin."
The W. P. Van W'ickle Piano Co., Washington,
D. C, recently placed an A. B. Chase grand piano
in the music room of the new Eastern High School
just completed at a cost of $3,000,000 in the Capitol
Hill section of the city. It is another evidence of the
success of piano merit presented by the energetic
music company. It is an addition to a long list of
A. B. Chase pianos placed in prominent institutions
by the W. P. Van Wickle Piano Co.
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/

Page 6 Text:

March 17, 1923
PRESTO
HOW TO SELL THE
REPRODUCING PIANO
A Comprehensive Outline of the Proper
Methods to Be Pursued in Featuring the
Reproducing Piano to the General
Public, by William C. Heaton.
William C. Heaton, president of the Auto Pneu-
matic Action Co., is an authority on the subject of
the reproducing piano, and the following extracts
from a recent advertisement are worthy of careful
study by every dealer and salesman interested in the
sale of this type of instrument:
Salesmen calling on prospects explaining the merit
of these instruments will arouse interest, but the
first hearing is the most important, so a demonstra-
tion can be divided into three classes.
First is the public demonstration in a hall, school
auditorium, church, county club or lodge room under
the auspices of some society using the best-known
or showroom as music rolls left lying around care-
lessly.
Remember that the reproducing piano has been
made possible by the notable fact that the greatest
pianists of our generation have aided and encouraged
its development by their assistance in recording their
playing. They have given of their very best in their
wonderful records, and it is up to us to make the
best use of them, whether they are home songs, popu-
lar or classic numbers. To do so we must become
familiar with a sufficient variety of rolls to enable
us to display the piano to its best advantage and in
no other way can the "atmosphere" be so well estab-
lished as in the introduction of the musical selections.
Concentrate on Music.
Whether or not your customer is interested in
music, or knows more or less than you do about the
subject, he will listen to what you explain to him
regarding what he is about to hear. By concentrat-
ing upon the music and the artists in your talk you
are taking full advantage of the opportunities they
have given you to satisfy the desire of your customer
for music and you thus keep away from the me-
chanical devices employed in its reproduction in
which the customer is not apt to be so deeply
interested.
It is necessary for you to be familiar with the in-
strument to know that it is functioning properly, and
to give your customer the proper information in case
he has been led to discuss the mechanism by his own
curiosity or the attempt of a competitor to sell a
piece of furniture instead of a musical instrument.
Service After Sale.
It is a mistake to give the impression to the buyer
that the instrument will not require some mechanical
attention after it is placed in the home, and a great
deal of the dissatisfaction on the part of the owners
would be prevented if they had not been improperly
sold by the salesman to the extent of believing that
the reproducing piano is immune from all troubles
such as come up with other mechanisms.
It is an exceedingly important part of the sale to
follow the reproducing piano to the customer's home
when sold and there carefully instruct him as to the
function of the various devices, for you know from
experience how strong an appeal can be made to a
buyer's "pride of possession." He likes to feel that
he has bought the very latest thing, and if he is
thoroughly familiar with the instrument he will take
great pleasure in showing it to his friends and you
will directly benefit by his desire and ability to show
it to the best advantage.
WAREROOM WARBLES
(A New One Every Week.)
By The Presto Poick.
AN EXPERT OPINION.
Say, did you ever meet the chap, of genus know-it-all,
And hear him talk about the things for which he
thinks you "fall,"
And laughs to hear you tell about the instruments
you like,
As if you are the darndest boob that e'er came down
the pike?
"Why, that piano's just a box of wood and iron and
wire,
It's hardly good enough to chop to start the furnace
fire!
You can't tell me about its style, or quality or tone,
Because it's just a tubby sound, as all who know
must own.
"I'll tell you something on the side—a rule that can j
not fail—
There's ain't a man now in the biz that's fit to draw
a scale,
Not one who understands the rules of synchronizing
sound,
Or knows enough to recognize a climax when 'tis
found;
I ought to speak with confidence because I have
the skill
That comes from constant rubbing of the instruments
that fill
The highest expectations of the keenest artist ear,
And that's the kind of expert that I challenge, far
and near!"
Of course one can but wonder who it is that holds
such part
Of all the hidden mysteries of all of music's art;
"Please tell us," so you venture, "who has told you
all you know,
And where have you been hiding for fully fifty
years or so?"
"Well, you're all right," Wise Guy replies, with air
of conscious pride,
"It's not so big a secret but that I may let it slide-^-*
My name perhaps don't matter much, but this I'll say
to you,
I represent the makers of the best piano glue!"
REMAINS OF OSBORN PIANO
NEW CATHEDRAL AT JOPLIN
ASSETS SOLD AT AUCTION DEDICATED BY CONOVER=WELTE
WILLIAM C. HEATON.
local artists, a singer, violinist or 'celloist accom-
panied by the reproducing piano and with solo num-
bers by that instrument.
Recitals Are Good.
A recital of this type can often be arranged with-
out great expense to the dealer and be free from com-
mercialism. The distribution of an attractive piece of
literature with the program will send the message
home.
The next method is the recital in the home of either
an owner of a reproducing piano or someone socially
prominent. The placing of an instrument temporarily
in a home often results in sales. In this way the
gathering is not so large, but more select and the
best results can be obtained.
The next method, and most important, is the re-
cital in the store. The number of invitations sent out
depends on your prospect's list and size of your store.
These recitals may be confined to the performance of
the reproducing piano itself, but it is better to have
a couple of local musicians, preferably vocalists or
violinists, who are looked upon as authorities in musi-
cal matters.
Through advertising, recitals and personal solicita-
tion the prospective buyer has come to your store
and the question then arises as how best to present
the instrument to him.
All Sales Similar.
The same ability for selling any other kind of
piano to a customer will apply in selling a reproduc-
ing piano, but the dealer or salesman should have a
complete knowledge of this instrument.
The most successful practice in exploiting the re-
producing piano is to provide a special room for its
display. It should be furnished simply, with com-
fortable chairs to put the customer at his ease. An
ingenious arrangement is to place a piano lamp near
the piano with the electric cord from the piano at-
tached to a socket in the lamp. The piano is kept
ready by having a music roll in it and the tempo set
correctly.
Music rolls should be kept in a cabinet, as nothing
detracts so much from the appearance of the piano
Piece by Piece the Contents of the Chicago Factory
Avenue Brought Good Prices.
The property of the Osborn Piano Co. were sold
at auction, at the factory on Sacramento boulevard,
Chicago, on Thursday morning of this week. There
were a number of interested bidders, and the prices
secured were better than is customary in such cases.
There seemed to be considerable eagerness to secure
the patterns and scales of the little grand which had
been retailed at $350, and by which the late Samuel
Osborn made heavy losses at the start of his am-
bitious enterprise
The contents of the factory were sold piecemeal.
There were some sixteen finished pianos, about
seventy cases, in various stages of incompleteness, a
fair supply of parts and materials.
It is understood that the Century Bank, of Chi-
cago, holds a series of mortgages on the Osborn
property, but that the receiver refused to recognize
their validity. Nevertheless, it is claimed by the
bank that the securities will be pressed against the
assets which were sold on Thursday. The success-
ful bidders were supposed to represent creditors or
others interested in piano manufacture.
Earl Billings Uses Conover-Welte Reproducing Grand
with New $25,000 Pipe Organ.
Concerts were held at the dedication of the $25,000
Moller pipe organ at the new Scottish Rite Cathedral,
Joplin, Missouri. The seating capacity of the audi-
torium was taxed at each program and a large num-
ber were turned away. The program, under the aus-
pices of the Ancient and Accepted Scottish Rite, was
arranged by Ralph L. Burke, Cable representative in
Joplin, and featured Earl Billings, organist, of Chi-
cago, who held the attention of the crowds (estim-
ated at 3,500 persons) throughout the program.
The mastery with which Mr. Billings performed
on the new organ, and the novelty of its unique music
was thoroughly enjoyed. Mr. Billings accompanied
the selection, "Kamennoi Ostrow," by Rubinstein,
played by a Conover Welte-Mignon Reproducing
piano, made by The Cable Company, Chicago. This
number was the feature of the program and was
most applauded. "The Reproducing Piano had a re-
markably clear and beautiful tone quality," was the
commendation received in the Joplin Herald the fol-
lowing morning.
The closing number of each program was an or-
gan and piano duo played by Mr. Billings.
NEWMAN BROS. SERVICE.
Mr. Billings was ably assisted by Ruth Ingram
The Newman Bros. Co., Chicago, is continuing to Andrews, of Wichita, Kansas, soprano; George Win-
lay emphasis on the importance of service to custom- ter, tenor, of Joplin, and Mrs: A. S.- Baldry, mezzo
ers, in spite of the handicap of the illness of L. M. soprano, also of Joplin.
Newman, president of the company, and his brother,
L. G. Newman. The pianos of this factory have been
HARD AT WORK AGAIN.
held in high esteem by dealers and the buying pub-
W.
B.
Price, president of Price & Teepte Piano
lic for a half century, and the reputation is being
carefully guarded by efficient and prompt service, as Co., Chicago, is again hard at work in the offices of
well as meticulous care in producing the instrument. the company, after his trip to Florida for a several
weeks' vacation. The Price & Teeple factory is
being kept busy with orders from dealers, and the
PIANIST JOINS SALES FORCE.
retail office at 218 South Wabash Ave., is unusually
Daniel Sullivan, Jr., an accomplished pianist, well ..busy.
known in Boston musical circles, and son of Dan
Sullivan, the composer, has joined the piano sales
E. A. Steady & Son, Berlin, N. H., recently pur-
force of the Sullivan & Barry Piano Co., Thorndike chased the stock, rights and title of the Barley Music
Building, Boston. The company, of which Dan Sulli- Rooms in the same city. By the purchase this well-
van is senior member, was established last winter known and long-established business recerts to its
and is every day attaining more prominence in the original owners. It was E. A. Steady who established
piano field.
the business.
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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