Presto Buyers' Guide
Analyzes and Classifies
All American Pianos
and in Detail Tells of
Their Makers.
PRESTO
E * « * « . W I«M
THE AMERICAN MUSIC TRADE WEEKLY
to cm.,
Presto Trade Lists
Three Uniform Book-
lets, the Only Complebe
Directories of the Music
Industries.
sz.e* . r««
CHICAGO, SATURDAY, SEPTEMBER 1, 1923
SIDELIGHTS ON THE
LONDON PIANO TRADE
Caustic, But Kindly Criticism and Comment
on the Manner in Which British Instru-
ments Are Being Made and Marketed
Since the Days of the War.
SENSELESS ADVERTISING
The American Steinway Piano Is Declared the Choice
of Artists and Other Discriminating Lovers
of Music.
By GEORGE CECIL.
Judged by the oceans of adulation which appear
in the London piano press, every make of British in-
strument is the last word in perfection. Resonance,
beauty of tone, equality of scale, and sympathetic
quality, are claimed for each piano which leaves the
manufacturer's hands—irrespective of its price. The
advertisements tell much the same foolish tale.
Whether the wares advertised are unpretentious little
"cottage"' uprights, designed to tit into a corner of a
small tradesman's suburban villa, and costing but a
trifle, or concert grands of imposing appearance, they
are described in similar terms.
Unhappily, few are worth playing upon, and for
the excellent reason that the English do not know
how to make pianos. Though assisted by French
actions, and other parts procured from Germany,
some two hundreds years' experience has not taught
the Briton how to put together these necessary acces-
sories. That, perhaps, is why ninety per cent of the
London piano manufacturers claim to be "second to
none." The remainder being content to advertise
themselves as "nulli secundus." The scholars have
enjoyed the advantages of education, and they like
to acquaint you with the fact.
The most extravagantly inane advertisement of all
is issued by a firm which, having been two centuries
in business, ought to know better. Its concert grand
is advertised as "the finest in the world," thus giving
one to understand that the most famous American
and German instruments cannot even compete with
it. The dignified case undoubtedly is a work of art,
while the solid, well-turned legs command the re-
spect of the most captious critics. But—there, alas,
invariably is a "but"—the tone is much the same as
though one were to hammer on a piece of wood. Play
a passage fortissimo or pianissimo, the result is un-
musical. This literary flight is the work of the sales
manager, an exrtobacconist, who recently was ap-
pointed in payment of a long outstanding account for
strong pipe tobacco and odiferous cigarettes.
Speaking subject to correction, the more economi-
cal course would have been to have settled the 'baccy
and "gasper" bill.
What the firm gains by advertising an inferior
piano as "the finest in the world" is a mystery. For
months past the sales of this particular grand have
not even paid the cost of manufacture, while profes-
sionals of standing firmly decline to play on it. And
those who can afford the price, which is an uncom-
monly long one, prefer something of a very different
caliber. So why burn money?
America Most Favored.
In pre-war days the Bluthner—both grand and up-
right—was preferred by musical people throughout
England. Those who merely bought a piano to
gratify their vanity naturally were satisfied with
anything; even "the finest in the world" met their
needs. Others, however, plunged for a Bluthner.
Today Herr Bluthner, Sr., with the obstinacy of old
age, refuses to purchase the French-made action,
upon which the perfection of his pianos in great
measure depends, because his son was killed during
hostilities.
Consequently, the post-war "Bliithners" have so
fallen from their high estate that British musicians
of discrimination look elsewhere. Ibach and Schied-
mayer (stocked by London dealers for decades) are
profiting, and so is Lipp.
Popular though these makes are, the ultra-discern-
ing Briton awards the palm to the Steinway. Those
who cannot afford it envy all who possess one, for
there probably is not a genuinely musical person in
England upon whom its qualities fail to make the de-
sired impression.
Steinway Hall, London, has of course been active
for many long years; but at the moment it is enjoy-
ing wonderful—and well-deserved—prosperity. Were
the prices lower the output might be doubled; "Stein-
ways," however, presumably have no intention of
sacrificing their honored name for dollars by putting
an inferior grade on the English market. Which is
to be expected of the House of Steinway, which has
ever drawn the line at the "make a sale no matter
under what conditions" method of doing business.
Hence the success of Steinw r ay's in London, and, for
that matter, all over Great Britain.
To combat the Steinway activities, a London firm,
with moss-encrusted traditions, lately advertised that
should the price of its pianos fall during 1924, a re-
fund would be made "to any person owning an in-
strument purchased in 1923." An unusually out-
spoken paper, in declining the firm's advertisement,
published a sprightly article headed: "Beware of
Dam-Fool Offers." 'Ts it likely," asked the writer,
"that the manufacturers will be asses enough to
lower the price of a piano after it has been sold?"
A libel action was threatened; but better counsels
prevailed.
Catering for the Spaniards.
It is not easy to discover the actual makers of Lon-
don-made pianos. For several of the leading manu-
facturers, no longer being able to sell pianos under
their ancient names, make for other traders. There
is one establishment which has not sold a dozen
of its own pianos to the trade, or to the public, in as
many months. But its plant is at the disposal of the
smaller fry, who, posing as piano-makers, keep the
more pretentious concern going. Without these or-
ders the shutters would be put up.
Another firm professes to make a specialty of the
foreign trade. Travelers are dispatched to Spain,
Italy and Portugal, Ceylon, India, Burma, China,
Japan, Australia, New Zealand, and South Africa.
They do not, however, succeed in turning the occa-
sion to account, chiefly because the British "drum-
mer" usually lacks tact and perseverance.
Nor have the traveler and his employer any inten-
tion of meeting the hoped-for customer's require-
ments. It therefore is not surprising that the Eng-
lish "commercial" is looked upon as a figure of fun
when he makes spasmodic efforts to sell the sort of
instrument which is not wanted. His traveling ex-
penses must knock a considerable hole in the firm's
profits—if there are any profits.
Luckily, exceptions occasionally crop up. One
really far-seeing London piano manufacturer re-
joices in a super-astute American representative,
whose equipment includes a knowledge of Spanish.
He recently called on a Madrid dealer and endeav-
ored to sell him an English upright grand. "To sat-
isfy my noble customer," quoth Don Quixote, "there
must be broad gold lines on the case, on the fall and
on the legs. Four sconces, in place of two, are neces-
sary, and the case should be black. We "Spaniards
care neither for rosewood, nor for walnut."
Cigarillos and a bottle of rioja w r ere produced, over
which the traveler had a brain-wave. "Let us," said
he, "make you a piano such as you have described.
We will pay the freight out, and if you do not care
to do a deal you can return the sample at our ex-
pense."
<
Don Quixote accepted the sporting offer, and, find-
ing the piano to his liking, paid for it, and sent a re-
peat indent for twelve more. He has since cabled for
another twelve; but this order is being held pending
a settlement of the account for the first dozen. The
Dons, you must understand, are—well, a little care-
less over money matters. . . .
The firm and the traveler in question are the ex-
ception which proves the rule. The average "drum-
mer" tactlessly informs the Spaniard piano dealer
that "what is good enough for King George is good
enough for a blooming Spaniard." Perhaps it should
be; only the Don thinks otherwise.
A Nasty Jar.
Every now and then a London piano manufacturer
hits upon the happy idea of giving a concert for the
express purpose of advertising his particular make.
The other day one of the fraternity hired a huge hall
and a particularly strong pianist, one who, in fact,
spends all his spare time in athletic pursuits calcu-
lated to develop the muscles of the arm.
[t was fondly believed that the artist would ex-
tract from the firm's piano a tone more stupendous
than that of all the other makes on the market. But
the concert-giver cherished a vain hope, for, in so
vast a space, the instrument's harp-like tinkle quickly
lost itself in the echoes. And, to crown the manufac-
turer's disappointment, a waggish critic, in writing of
the concert, asked "Why, in the name of common in-
telligence, a resonant Steinway, or a full-toned Ger-
man piano, was not used?" Decidedly a nasty jar!
Another firm has become life tenant of the most
sought-after concert hall in London, a clause in the
agreement providing for the exclusive use of the
firm's somewhat rattle-trap pianos. A few days ago
the far-seeing manufacturers engaged De Pachmann
to play at one of their concerts, imagining that the
advertisement thus secured for the instrument would
prove an irresistible boost. The talkative virtuoso,
as is his wont, chattered intimately to the audience
before getting down to business.
"The piece I am about to interpret," said he, toss-
ing a leonine mane over his shoulders, "is divine—
delicious! I have practiced it for six months, and
now I am going to play it positively for the first time
in public."
Then, catching sight of the maker's name neatly
lettered above the keyboard, de Pachmann dramatic-
ally called it out, and, subsiding on the stool, added,
in an anguished voice: "God help me!!"
And now for a joke within a joke. The proprietors
of the piano in question believe that the renowned
artist was jesting. No power on earth will convince
them to the contrary.
UNUSUAL ADVERTISING OF
CHASE BROTHERS PIANOS
People's Outfitters Co., of Detroit, Issue Special Pub-
lication Devoted to Muskegon Instruments.
The "People's Record," a "newspaper devoted to
the American home''—a special publication put forth
by the People's Outfitters Company, of Detroit—
dedicated nearly a complete issue to the Chase-
Hackley Piano Co. line of pianos and players. The
first page contains Whittier's poem from which the
s'ogan "Known Since the Days of Barbara Freitchie"
received its suggestion.
There was a portrait of the heroine of Fredericks-
town and a picture of her home, past which "up the
street came the rebel tread, Stonewall Jackson riding
ahead." A two-page "spread" presents pictures of
Chase Brothers pianos and players, the Hackley and
Carlisle pianos.
It is a remarkable display of the line of instru-
ments from Muskegon, Michigan, of which the Out-
litter's Company is making a specialty and selling a
great many.
PIANO HIRE MAINSTAY OF BUSINESS.
The Union of German Piano Dealers announces
that, with the rise in the home price of pianos, the
mainstay of the piano business-is the hire system. It
argues in favor of uniform rates as nearly as possible.
An East German group has notified its clients that
money must be paid punctually for hire or the instru-
ments must be removed without any notice. The
cost of notification, calculating, material and postage,
etc., is now too great to be incurred.
A "CHAIN" PIANO STORE.
The John Church Company, of Cincinnati, has
opened a permanent piano store at Attica, Ind. The
store will be known as Chain Store Number 11, and
will be under the management of Edwin A. Elmer,
district sales manager. They have leased store space
with F. J. Butler, shoe repair shop, where they will
carry as large a line of John Church Company goods
as the space will permit.
E. R. Metzger, long-time Chicago representative
of the New York "Music Trades" is now sales man-
ager in the latter city for the Sechrist Mfg. Co., of
Kansas City, Mo.
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