Classic Mode

Presto

Issue: 1923 1928

PRESTO
THE AMERICAN MUSIC TRADE WEEKLY
Published Every Saturday at 407 South Dearborn
Street, Old Colony Building, Chicago, 111.
C. A. D A N I E L L and F R A N K D. ABBOTT
Editors
Telephones. Local and Long Distance, Harrison 234.
Private Phones to all Departments. Cable Address (Com-
mercial Cable Co.'s Code), " P R E S T O , " Chicago.
Entered as second-class matter Jan. 29, 1896. at the
Post Office, Chicago, Illinois, under Act of March 3, 1879.
Subscription, $2 a year; 6 months, $1; Foreign, $4.
Payable in advance. No extra charge in United States
•possessions, Cuba and Mexico. Rates for advertising on
application.
Items of news and other matter are solicited and if
of general interest to the music trade will be paid for
at space rates. Usually piano merchants or salesmen
in the smaller cit'es are the best occasional corre-
spondents, and their assistance is invited.
Forms c'cse at nocn every Thursday. News mat-
ter should be in not later than eleven o'clock on the
same day. Advertising copy should be in hand before
Tuesday, five p. m., to insure preferred position. Full
page dsplay copy should be in hand by Monday noon
preceding ; publics t"cn day. Want advs. for current
week, to nsure classification, must not be later than
Wednesday noon.
Address all communications for the editorial or business
departments to PRESTO PUBLISHING CO., 407 So.
Dearborn Street, Chicago, III.
SATURDAY, JULY 7, 1923.
PROFITLESS GRANDS
i The race for the grand prix of Worse-Than-
Nothing" is on in grand pianos. The exciting
contest to prove that, after all, the finest at-
tainment of the keyed instrument is of small
value has reached the bursting point.
During the past week a dozen copies of a
$325 advertisement of a grand piano have been
sent to this paper by indignant retail dealers.
Some of the newspaper clippings have come
anonymously and others have been accom-
panied by lou:l protests and carminative com-
ment. As if a trade paper could do anything
in such a case!
It has been popularly supposed that if any
musical instrument represents value and com-
mands the respect of music lovers and is the
pride of the piano manufacturers, it must be
the grand piano. It is the instrument that
suggests the best that can be done in its de-
partment of constructive artisanry—the cli-
max of the expert acoustician's skill and the
arena of the highest exploits of phenomenal
pianism. And what becomes of the ideals
when big black type tells the astonished world
that such an instrument can be bought at
retail for $325?
Of course, to the person posted in pianos
the announcement doesn't mean much—unless
he happens to be a dealer in pianos. In that
case it means that new invasion of the garden
of ideals has come, with threat of damage to
the best fruit that grows there.
If a grand piano is advertised at so low a
price by a retail piano house, the significance
may not be harmful. No one can know the
reason. But if a manufacturer does it, the
only conclusion is that the cheapest methods
of construction are applied to insure the small-
est wholesale profit. It is merely going aroun:l
the retail trade and reaching the public direct.
The advertiser can not expect that any re-
tailer will buy the same instruments to sell
again under any name. To try to retail at
such a manufacturer's price would be to play
into competitors' hands and do business with-
out profit.
To try to sell any other grands from the
same manufacturer, at better prices, would be
waste of effort because competing salesmen
would point to the advertised retail price and
easily convince any prospects that the instru-
ment could only be the same piano, under a
different name, and at a higher price.
No piano dealer can afford to buy grand
pianos to retail at $325. If the same manu-
facturer also produces other grands at better
prices, the cheap instrument reflects its char-
acter upon the better one and makes it a hard
proposition, for it is a common understanding
that no really fine pianos can issue from the
factory that produces the cheapest in the
world.
The manufacturing retailer who advertises
a grand piano to retail for less than a good
upright can be sold for, can not expect that
the dealers will be interested to the extent of
killing their business by reducing the possi-
bilities of profit to the vanishing point. There
must be a price limit somewhere, and in grands
it seems to have been reached. However—
mebbe not!
FIRST TRADE PAPER
In his recent discussion of advertising Mr.
Chas. E. Byrne ran back into early times for
illustrations of the first great advertisers, of
whom Mother Eve was the original—as she
is said to have been of all of us—and carried
on down to the days of King Tut and P. T.
Barnum. But Mr. Byrne did not tell us of
the first trade paper which, according to re-
port, was put forth by Noah to announce the
sailing of the widely advertised Ark line. Noah
was the first of the Archaic advertisers.
A late edition of a music trade paper, how-
ever, does try to tell of the first music trade
paper, and goes too far back even if not quite
as far as Noah. There was no need of music
trade papers in the time discussed by Mr.
Byrne, but a music trade paper of last week,
which is certainly old enough, gave itself
credit for too much age. It said that it was
"founded and is still being edited by John C.
Ereund, who started the first music trade
paper as far back as 1872." We repeat, that
is too far back.
Mr. Freuncl has the distinction of having
smarted the first music trade paper in this
young country of ours. There were music
trade papers abroad and Mr. Freund really
put forth the first American music trade
paper under date of November 18, 1875. The
publication was called the "Music Trade Re-
view" and its initiative was due to the enter-
prise of the late Mr. William Steinway. Prior
to that time Mr. Freund had been conducting
a very beautiful publication known as the
"Arcadian."
This is said merely for the sake of accuracy
in a matter of some importance to all literary
bgend. The mistake on Mr. Freund's part
was doubtless due to haste and he will thank
us for setting him right.
The first "Music Trade Review" was a fort-
nightly with a very beautiful title page by Jas.
C. Beard, a famous artist of that period.
DELAYED HONEYMOON TRIP.
C H. J. Thorby, vice-president of the Straube
Piano Company. Hammond, Ind., last Saturday
started en a cruise of Lake Michigan, in company
v. ith Mrs. Thorby and some of their friends. The
rrrise is being made in Mr. Thorby's own yacht.
"Comiiiodo r e," as Mr. Thorby is known by most of
his friends by virtre of his official connection with
the Jackson Park Yacht Club, of Chicago, and Mrs.
Thorby have been married but two months, and the
trip is a sort of delayed honeymoon cruise.
July 7, 1923
TIME'S CHANGES IN
GRAND PIANO STYLES
The Progress of the Packard Is Basis of an
Interesting Review of the Industry
Since 1871.
One of the most notable retail trade enterprises of
recent date was tliat of the Guest Piano Co., of Bur-
lington, Iowa, in securing a full section of the Daily
Hawkeye for purposes of a review of the history of
that house. Among other interesting articles was the
following concerning the Packard piano, which is a
leader in the Burlington house:
Every visitor to the Guest Piano Co. will see a
Packard grand piano occupying an honored place in
the richest collection of musical instruments in the
West.
This Packard piano is produced by the Packard
Piano Co., of Fort Wayne, Ind., manufacturers of a
full line of reproducing pianos, grands, uprights and
players. It is a reliable and distinguished house
whose energy and progressive enterprise have con-
tributed not only to the western industry, but to the
fame of the American musical instrument through-
out the world.
The reputation of this old and substantial concern
for fair and honorable dealing is beyond reproach.
The output of the Packard factory is not on the quan-
tity basis, emphasis being placed on the quality.
The purchase of a piano in the early days of the
Packard history was an event in the life of most
American families. The idea of buying such an in-
strument was discussed for months—and when a pur-
chase was made, the piano was the most prized
possession.
The present-day purchaser of a Packard, however,
can little picture the first Packard grand piano which
was made. For styles change in grand pianos as
they do in clothing, shoes and other things. The
early grands were built as if they were to sustain a
three or four story building. The legs were a foot
thick and fancy carving gave them a not unpleasant
apeparancc. These fancy carved bodies had to give
way as the public taste changed.
The present-day grand is a beautiful instrument,
possessing the tene which is the development of years
of the best effort in piano construction The Pack-
ard players, uprights and reproducing pianos are as
far famed as its grand piano.
Possessing quality
that is unquestioned, the Guest Piano Co. has given
the Packard instrument honored places on its floors.
PLEASANT TIME PROPOSED
AT PIANO CLUB LUNCHEON
No Speak'ng on Program, But Walter A. Lund Will
Provide Good Singing.
For the luncheon of the Piano Club of Chicago
Monday, July 9, Walter A. Lund will be program
chairman of the day, and he has a tine summer pro-
gram. No speaking; just some good singing, perhaps
a story or two and adjournment promised on time.
The songs are to be given us by the members of
the firm of Egbert Van Alstyne & Company, '"than
whom there are no whomers when it comes to songs,"
says Mr. Lund.
Deep Stuff—A suggestion from the Secretary:
'"You've got to use your brains for something besides
a hat rack if you expect to horn in on the Deep
Stuff."
THE RAGTIME BARD.
When I was yorng, my muse and I
Tuned up my saxophone together.
Then went I forth beneath the sky—
A bashful bard for any weather.
With verse bound round end verse set free
I've cast my lot, and thus have taken
Short steps toward immortality
But 'tis my pigs bring home the bacon.
Poet of jazz! The synco field
Boasts none more brilliantly pro'.itic.
The weekly crop of rimes I yield
Is some sub'ime and same terrific.
Of matters anything save deep
I write with ease as with a mission,
But 'tis my speckled hens that keep
My double chin in good condition.
—The Hick in Chicago Herald and Exam'ner.
ALSO CARRIES ORGANS.
The Z. C. Hundley Mrsic Co., recently formed in
Enterprise Ala., carries a line of pianos and players,
trIking machines, ro Is, records and shest music and
in addition provides for the wants of the organ cus-
tcmer. In that section the favor for the reed organ
survives and is of sufficient importance to be catered
to in a regular way by an alert firm like the Z. C.
Hundley Music 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/
July 7, 1923
PRESTO
One good thing about the piano business is that
it is seldom that a dealer, or salesman, says to his
customer: "Let me show you something just as
good—or better!" The piano man who tells a pros-
pect for a piano that he should buy a playerpiano is
going ahead wrong. And vice versa. Most people
have at least a faint notion of what it is they want.
The wise salesman sells his instrument, first, because
he knows it is worth selling, and, second, because
he knows that he has what his prospect wants.
* * *
The war between radio and the things of music.
is raging. General I^agan, of the radio army, has
What about the store in the hot summer days? sentatives of the instruments concerned appreciate made a counter attack upon the forces of General
Are you going to sit back there and see the things in
Friedsledt of the music roll phalanx. Today the lat-
it. Do it right or—don't!
the front window curl up and fade? Or are you go-
ter seems to have the better of the argument, but the
* * *
ing to put in some special licks by which to keep up
When a great piano industry—a combination, say radio is improving and in time it may seem more like
appearances and attract the tourists who may pass, of piano industries—puts special effort into several a good thing to more of the music store gentlemen.
even if not many of them come in. If none are suffi- of its famous instruments, the demand upon the pub- Anything that is musical must be good. And even
ciently interested to stop, your neighbors will notice licity department is of peculiar nature. To say the the interfering blah-blah of the political speech need
that you are alive. That's a good deal. Put in fresh
right thing, in type, about each of the leaders with- not wholly ruin the sound of a great performer com-
displays, even oftener than in the cool days, when out seeming to discriminate, or to, by contrast, do ing by the mysterious route of radio. It takes a
folks seem to care more about pausing to take a look. injustice to any, is not an easy matter. It requires little time.
And keep your awning down when the sun hits your
* * *
more even than command of language. The dic-
store front. But—perhaps you're going away for a tionary doesn't contain all the beauty or excellence
Get out your tackle, your gun and your golf sticks.
week or two. Very well. Leave some one in charge of all fine pianos. But it does contain every ad- The time of the call of the streams, the forest and the
who will still make the store attractive. At least jective by which these excellencies may be described. summer resort is here. But don't hurry. If you do
put in a fresh window-display before you go.
To select the right words is an art. It is harder to you'll be sorry it's over—too soon.
* * *
* * *
write four good advs. about as many fine pianos, of
By the way, is it "gofT," "golluf," "gulph," or what?
Drowsy days are good days in which to tell the the same industry, than it is to write four good-
farmer folks about the things of music. Not all of poems. It is easier to make a fine piano—not a small We heard it all those ways, and more, during the
the farmers' families will think of buying just yet, matter—than it is to tell why the piano is so fine recent convention-time contest of the piano men.
but the days of long evenings are coming again, and in a way to convince the public, and especially so as
it's the prospect of the sumrrier that becomes the to satisfy the trade without in the least suggesting
ONCE WAS TOO MUCH.
buyer in the fall or winter, even if no sale eventuates that some other equally good piano, in the same line,
A single vacation through the South in a motor car
earlier. No successful salesman expects to sell pianos may be even a better piano. Can you name the men was enough for Charley Smith, manager of the retail
just as he would peanuts. He knows that the desire in the advertising department vrho can do that fine store of the Straube Piano Company, Hammond, Ind.
must be started, and the facts or easy terms, and work? We can.
And that single vacation was last year. This week
other advantages, or opportunities made known.
* * *
and next Mr. Smith will sit placidly on his front
Drowsy days are fishing days. All business is in a
A young man left his employment, twenty years porch while the units of his 1923 vacation roll by.
degree a matter of fishing. Throw out the line in ago, and took an interest in a small piano factory. Last August he trustingly took the advice of a friend
the drowsy days of summer and you may get your
He soon bought out his partner and moved the fac- and motored down South. The Weather Man took
haul later along. Be a fisher of piano prospects!
tory to a smaller city. He worked hard for ten his spite out on him, with the result, to-wit: A lot
* * *
years. Then he "let up" some, but still worked. He of perspiration and no pleasure. This season the
A few years ago there was a lot said and written would consider nothing less than that he was mak- Straube retail manager refuses to budge as he sits
about "advertising music." Not so much of it now. ing as fine a piano as could be made. The young close by an electric fan. "Once is too often," Charley
sighs, whenever someone asks him why he isn't out
But music goes right along advertising itself and man is still not old. He has retired and lets younger
everything else that it touches—all things and every men do the work. He looks on, from a distant haven motoring.
enterprise that is worth the time of intelligent people. or rest and beauty, and his advice still "goes." He
You may advertise pianos, and advertise radio, and is comparatively wealthy. Who is he?
PREMIER GRANDS FOR THEATER.
* * *
advertise everything else, and deep down underneath
The Strand Theater, New York, the well-known
Another young man started in to make pianos at
you will find that music is doing a great deal to help
you advertise. Every twitter of the smallest bird, about the same time. He grew tired of the strug- moving picture house, recently selected four Premier
and every call of the robin, advertises music. You gle to win quick fortune. He sold out and tried Baby Grands, manufactured by the Premier Grand
can't go out into the woods, or stroll through a city something else. Finally he thought he saw something- Piano Corporation. The selection of the Premier
park, without hearing the busy little advertisers. better than piano making and tried it. It didn't Grand Piano was due to the fact that the manager of
And they make you think of the things of music, work so well. Today he is running a small type- the Strand Theater heard the ten Premier Baby
whether you want to or not. Music is the only thing writer repair shop. There are men who think they Grands played by twenty nationally known com-
that advertises itself in every sound and almost every are not in the best business in the world. And yet posers, at the Century Theater, during the recent
they are in the piano business! Do you know any Songwriters' Benefit.
thing you see.
of them? We do—and we wonder that they are
* * *
even as successful as they are. Love your work if
E. Curson Mason; the Bellows Falls, Vt., dealer,
Selling harmonicas doesn't call for a high order you would win!
has sold his business to A. D. Brazil.
of salesmanship. But harmonicas are worth selling,
nevertheless. The "small" piano store may as well
carry a line of harmonicas—and of other things that
are practically imperishable and sell themselves. Any-
thing that will bring the boys into the store helps,
aside from the profit in the selling. If more music
stores were what the music implies it would be better.
Every piano store should sell sheet music—not nec-
essarily all the stuff that is printed, but a good se-
lection—and the "hits." And every piano store must
sell music rolls. The player-pianos should not be
permitted to starve to death for lack of the only food
they can digest. Put in more music rolls.
* * *
An advertising manager in a big music store told
a space salesman that he "hadn't time" to consider
the proposition. The solicitor asked why and was
invited to vacate. All wrong. The solicitor told a
friend who wanted a grand piano. The prospect
thought that the music house with the hasty, or
thoughtless—or something—ad-man was the same
all through. Any way, another house sold the grand,
notwithstanding that the buyer had intended buying
the instrument represented by the house of the un-
wise man of the publicity department. Big mistake
somewhere! Advertising has no limitations, and
courtesy runs all through it.
* * *
Good printing is the only kind of printing that
fits the piano industry. Many of the manufacturers,
and their promotion departments understand that.
Some of them don't, as the smudgy, poor type of
printed matter proves. Among the kind of piano
manufacturers who do realize the need of the best
printing, when their instruments are to be described,
notable recent examples are evidenced by the new
Mason & Hamlin catalog; the latest' Aeolian sou-
venir of the Tremaine celebration; The Cable Com-
pany's late literature; the Story & Clark booklet, and
the Cable-Nelson blue-black folder telling of the
INTERIOR, GUEST PIANO CO.'S STORE, BURLINGTON, IOWA.
new style ZP player. It would be difficult to point
to better printed matter, and no doubt the repre-
(Story in another part of this issue.)
THINGS SAID O R SUGGESTED
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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