November 1, 1924.
PRESTO
CHRISTMAN
"The First Touch Tells"
E.H.STORY RAPS
BARGAIN PRICES
President of the Story & Clark Piano Co.
Gives Views of Business Mistake
in Latest Issue of the Story
Book.
PRACTICE HURTS TRADE
One Dealer Imitates Another and a Spread of Piano
Bargain Advertising Brings Discredit on
the Trade.
E. H. Story, president ot tne Story & Clark Piano
Co., 315 South Wabash avenue, Chicago, who re-
cently returned from a tour of the Story & Clark
Co.'s stores in the East, has expressed his views on
PIANO DEALERS
Whose Trade Demands absolutely fine
instruments at prices that attract dis-
criminating buyers, find the
CHRISTMAN
Reproducing Grand
the most satisfactory both in imme-
diate profits and in building more
business.
dustry in the high place which properly belongs to it.
Misleading advertising of any kind is disastrous;
and when it is used only to entice custom and the
goods advertised are not intended to be sold if the
salesman can help it, the intent is dishonest even if
the act itself be not within the law. These practices
hurt the piano business and every honest man in that
business should discountenance them.
NORWALK PIANO COMPANY
RETIRES FROM BUSINESS
Ohio City's Largest and Oldest Music Houses Now
Disposing of Stock of Pianos.
The Norwalk Piano Co., Norwalk, O., has decided
to go out of business. Established twenty-two years
ago, the house has successfully transacted business
over a territory within a radius of 50 miles or more
of Norwalk.
"We have decided to retire from business," said
Mrs. Flora Price, manager of the establishment.
"After long consideration we decided that the most
advantageous step would be to sell the stock of the
company ourselves rather than adopt some other
plan."
The Norwalk Piano Co., incorporated, was estab-
lished in April, 1902. The store was first located at
18 and 20 West Main street. After remaining in
that location fourteen years, the store was moved to
the corner of East Main and Linwood, where it re-
mained four years. The establishment has been
located at the corner of West Main and Hester
streets the last five years.
The Norwalk Piano Co. is one of the country's
very finest business houses. At the time it was
founded, the late M. C. Price, widely known as a
piano traveler, was president and manager, and C.
F. Canby was vice president and treasurer. Mr.
Canby, the senior member of the firm, is one of Nor-
walk's best known and most highly regarded business
men.
EFFORTS TO FOSTER
GERMAN=AMERICAN TRADE
Board of Trade at 117 Liberty Street, New York,
Gives Details of Opportunities.
E. H. STORY.
(only 5 ft. long)
In All the List of Fine, Small Grands
There Is None That Stands
Higher Than
The Famous
Studio Grand
This dainty little instrument is pre-
ferred by many of the foremost piano
houses and by its remarkable beauty
of design and tone quality it remains
the favorite w i t h discriminating
customers.
GRANDS, UPRIGHTS
PLAYERS
"The First Touch Tells"
Re«. U 8. Pat. Off.
Christman Piano Co*
597 East 137th St.
New York
the matter of bargain price advertising in the trade
in the latest issue of the Story Book, house organ
of the Story & Clark Piano Co., in which this is said:
This year, probably to a greater extent than ever
before, there has been a tendency throughout the
piano business to advertise retail prices unjustifiably
low. Pianos of every kind, grands, uprights and
players have been advertised for retail sale at posi-
tively less than the cost of production, to say nothing
of the retail selling cost. When one dealer does
this, other dealers feel that unless they imitate they
will lose business; and so the disease spreads every-
where.
Joker in the Ads.
Of course there is usually a "joker" in this sort
of advertising, the true and only object of which is
to bring customers into the store. The ingenuity of
the salesman is then trusted to switch the prospective
buyer of the advertised bargain to something which
will yield a fair profit. The slightest reflection will
convince anyone that advertising of this sort is not
only unjustifiable, but almost borders on the fraudu-
lent.
What Advertising Should Be.
Now I have always been proud of the T piano busi-
ness, which ought to carry with it alw ays the sug-
gestion of everything which is beautiful in life. Ad-
vertising in the piano business should build up such
ideas and not pull them down. Moreover, every man
who thinks twice about the matter knows perfectly
well that labor is not a bit cheaper this year than it
was last year or the year before. The same is true
of the cost of materials. To advertise pianos then,
at prices actually under the present costs of produc-
tion is a proceeding certain to lead to disaster if it is
not quickly checked. True, I expect it will cease so
soon as normal selling conditions return.
Rewards for Wise Dealers.
Meanwhile, however, those houses which have not
succumbed to the disease will be in much better
shape to take advantage of the better business condi-
tions which are now confronting us, for they will
have been building up and not pulling down, and
will have been steadily helping to hold our fine in-
"Business Opportunities in German-American Com-
merce," is the title of a booklet issued periodically
by the Board of Trade for German-American Com-
merce, Inc., 117 Liberty street, New York. Among
the miscellaneous business opportunities printed in
the number just issued is one telling of "instruments
and accessories of every description offered by man-
ufacturers, several of whom are looking for repre-
sentatives in the United States."
Another tells of string instruments, accordeons,
flutes, clarionets, mouth organs, brass instruments
offered by manufacturers, which adds: "There are
various other offers on hand in the same line of
goods, also in strings and other instrument parts."
In another a manufacturer submits special offers
in violins, violoncellos, double basses, mandolins, lutes,
also bows, strings and cases.
TUNER SHOULD BE EXPERT.
Arguing that it takes brains and a musical knowl-
edge to build a good piano, the Franen Piano Co.,
4 Wemberg Arcade, Galcsburg, 111., asserts that it
likewise demands expert skill to tune or repair a
piano or player. The firm advises piano owners to
"choose your tuner as you would your friends." The
tuner should be worthy of reliance by understanding
his business. "Our tuning department is in charge
of a Mason & Hamlin tuner and we solicit a trial
order. We guarantee the work," is the printed guar-
antee.
LAMB'S MUSIC HOUSE CELEBRATES.
The twenty-fourth anniversary of the founding of
Lamb's Music House, Pottstown, Pa., was celebrated
recently with a rousing sale that resulted in a great
many good sales. But the anniversary sale was only
an incident in the selling activities of the progressive
house. The company had exhibits at several fairs
where the line was well featured and many sales
closed. William F. Lamb, head of the company, said
the prospect lists compiled at the fairs are bringing
results every week.
BRANCH HOLDS ANNUAL SALE.
The Pearson Piano Company's branch in Portland,
Ind., is holding its annual special sale of pianos,
playcrpianos, grand pianos and phonographs. The
store is being kept open every evening during the
sale, which ends Saturday, October 25. Steinway,
Kurtzmann, Settergren and other instruments are car-
ried by the branch of the Pearson Piano Co., which
has its headquarters in Indianapolis.
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