Presto

PRESTO
NEW TIMES, NEW PIANO STYLES
November 1, 1924.
BUSINESS IN GRAND
PIANOS KEEPS GROWING
Significant Phase of the Activity in Piano
Stores Shows Increase of Interest
in That Model.
SCHILLER, STYLE 26.
SCHILLER, STYLE 47.
The changing times have brought about many vari-
ations in the piano industry, in case designs, general
construction and tonal quality, but the most notable
change has been in the modification of the case. The
popular demand of 20 years ago and of the present
time differs in the fact that at the early period rather
fanciful case design met the popular tast, while today
the instrument in demand is of a modest, simple
design.
During these changing years, the Schiller Piano
Co., of Oregon, 111., has produced instruments meet-
ing the exacting requirements in detail. It has been
responsive to the demands of music lovers and has
made a reputation for case designs as well as tonal
quality.
The cuts reproduced herewith show the case design
and dimensions of Style 26, a Schiller leader of 20
years ago, and Style 47, which is extremely popular
in trade at the present. It is interesting to note that
Style 26, complying with the requirements of its day,
was much larger than instruments of the same type
today, its dimensions being 4 feet 10 inches.
The old case design is hand carved. It also has
hand-carved French trusses, which adds to its beauty.
The fact that much attention was given in beautifying
the case did not of course affect the durable construc-
tion and tonal quality. Case designs of appropriate-
ness stimulate a desire on the part of the purchaser.
The instrument must beautify the home, and in this
particular instance the case design proved a potent
factor in meeting requirements.
The Schiller Piano Co. is aided by the services of
skilled wood designers who strive to make all
Schiller instruments leaders in appearance. This is
an asset which has a psychological effect on the pros-
pect and is one of the Schiller's strong selling
qualities.
The -second cut shown is of Style 47, the latest cre-
ation of the Schiller company in case design. It is a
conspicuous instrument in the warerooms of many
aggressive music merchants who have experienced a
good demand for this style.
There is a marked and very interesting contrast in
case designs of the two instruments, but the same
characteristic Schiller tone that characterized the
older model is exemplified in the 1924 style.
LITERATURE IN THE
STEINWAY PROMOTION
sizes to suit every home and every acoustic condi-
tion." "Chosen for use and ownership by all the
greatest pianists since Liszt." "Terms to suit you."
....Somehow all this seems unimportant after that
miraculous tone. And suddenly you realize that you
have just bought a Stcinway!
The Steinway, as a matter of principle, is kept well
within the reach of students and amateurs with lim-
ited resources. It is consistently sold at the lowest
possible price and upon the most convenient terms.
Some one of the various models will fit your home
and your income. And after your investment has
been made in the skill, knowledge and integrity of
the Steinway family, there comes a lifelong season
of pleasure and delight. You will never want another
piano. You need never buy another piano.
From the Advertising Pages of a Great News-
paper That Gives New Insight Into the
Highest Class of Piano Salesmanship.
Of course it is not possible to apply the identical
rules or methods to the selling of all things. Even in
piano selling there must be differentiation in terms,
and in the policies which may win the "prospects."
But it is always interesting, and often instructive, to
observe how some of the leaders do it.
A recent issue of the photogravure section of the
New York Times had a full page of the Stcinway &
Sons publicity. It was so good that it might be read,
not only as advertising, but equally for the unusual
aspect thrown upon the retailing of the musical in-
strument. There was a very artistic portrait of
"Ernest Schilling at his Steinway," also, which added
much to the effect. The text was as follows:
You are never urged to buy a Steinway. Sales-
manship, in its modern meaning, is conspicuously
absent at Steinway Hall. Pleasant people meet you,
answer your questions, give you the facts, and pilot
you about this historic building where so much musi-
cal history has been made. Here Adelina Patti sang,
here Paderewski played on his first visit to America.
Here are letters, pictures and mementoes of the
greatest figures in the world of music for half a
century—all friends of the Steinway and of the Stein-
way family.
Little is said about the Steinway piano. You come
at last to a long, darkened room, you slip into a seat
and a figure seats itself at a piano. And then you
realize why so little need be said—for this is the
Steinway speaking for itself!
The music varies. A majestic theme from Beetho-
ven follows a glamorous bit of Debussy. After the
classic beauty of Brahms and a group of tender and
romantic lieder come the fantastic combinations of
the moderns. But for the moment, you lose all sense
of the composer, of schools and meanings of music.
For this is not a concert. This is what the great
pianists mean when they say: "That matchless sing-
ing tone."
The liquid, crystalline treble... .The answering
bass, incredibly soft and deep. . ..The floating, golden
mezzo tones that somehow touch y o u . . . . T h e voice
of the Steinway, pure and strong and with that mys-
terious living quality which amazes and exalts every
true lover of music.
Fragments of information drop out of your mind
and disappear. "Five years and eleven months re-
quired to make a Steinway." "Various models and
The belief of the piano dealers everywhere in the
interest of piano buyers in the grand piano models
is expressed in a variety of ways, each one of which
is convincing. The expressed desires of customers
to be shown grands when they enter a store is con-
sidered one of the most marked evidences of grand
favor. It is a spontaneous request that is considered
significant. Another sign of the interest in grands is
the ease with which the salesmen can influence the
customers to look at the grands with the purpose of
buying. In the houses making a specialty of grands
the .persuasive powers of the salesmen are frankly
directed towards persuading the customers to buy
grands.
As the advertising in the business generally reflects
the character of the sales at the moment, the mean-
ing of the nation-wide grand publicity at this time
is easily understood. In all cities big grand piano
displays by dealers stand out prominently in the Sun-
day papers. And during the week days the advertis-
ing for the grands is continuous and strong. But a
review of the signs would be the most effective way
to present the situation. For the forthcoming holi-
day drive the grand will be a big factor in sales. In
all cities business in grands is going along steadily.
November promises to" show a substantial improve-
ment over last month in grand sales. Practically all
departments show up better in sales, but grands are
showing the most activity, and several stores also
mention that playerpianos or reproducing instruments
are moving rapidly.
The position which the popular-priced small grand
occupies in the retail piano trade at the present date
is strikingly shown in the action of dealers in liber-
ally ordering models of that type. The grand pros-
pect, too, is being appealed to in a more energetic
manner by the ambitious dealers.
It is stated by a majority of the merchants that
local newspaper advertising is probably the most
effective means of creating small grand prospects,
although a number of them laid stress on the fact
that catalogs, especially those of a high-grade nature,
folders, outdoor display bulletins and special window
displays featuring this instrument are important fac-
tors in this work.
A significant fact in connection with the grand piano
is that there are remarkably high percentages of
grand sales reported by dealers in smaller communi-
ties who heretofore considered the grand outside of
the aim. This. shows conclusively that the market
for this type of instrument is a universal one and that
the rural and small-town customer is as much inter-
ested in possessing a grand piano as is the customer
of the larger community who in the past constituted
much the larger percentage of grand buyers.
CHARLES D. ISAACSON
SALES RESULTS PLEASE
TO ADDRESS PIANO CLUB
MANAGER A. C. CLAUSEN
Popular Authority on Music and Its Promotion Has
Message for Chicago Trade.
Sales Promotion Head of Henry F. Miller Stores
Co. Makes Especially Good Report.
The speaker at the luncheon of the Piano Club of
Chicago, Monday noon, November 3, will be Charles
D. Isaacson, famous newspaper man, traveler and lec-
turer. Mr. Isaacson is the foremost authority on
music in the manner that the club wishes to promote
it. The meeting will begin promptly at 12:15 and
close at 1:45. This is an obligation on the part of
the presiding officer to the membership.
A. C. Clausen, sales promotion manager of the
Henry F. Miller Stores Co., Boston, returned last week
to the home office after a two weeks' tour of the
company's stores in Chicago, Milwaukee, Kansas
City, St. Louis and Detroit. He made a series of
sales talks, and discussed plans for standardization of
systems with the store managers.
Mr. Clausen is very enthusiastic about the heavy
sales the stores are making, and reports that the
Milwaukee store is making an especially good record.
Sales on grands and players have been exceptionally
brisk, and there has been steady demand for Strohber
Diminutives. Mr. Clausen found it necessary to in-
crease the sales force in several of the company's
stores.
He also visited the North Milwaukee factory of the
Continental Piano Company before returning home.
SHOWING BECKER BROS. GRANDS.
Lambs Music Store, Pottstown, Pa., recently
showed the line of Becker Bros, pianos at Reading
Fair. More than twenty pianos made by Becker
Bros., New York, were disposed of as a result of this
exhibit. Much credit for the success of the exhibit
is due to the energy of William J. Lamb, head of
Lamb's Music Store. The feature of all the Lambs
Music Store exhibits during fall has been the new
style Becker Bros, small grand, in sizes four feet
six inches and five feet two inches.
THE PACKARD IN PORTLAND.
The G. F. Johnson Piano Co. of Portland, Ore, has
installed a Packard upright in the drawing room and
gymnasium of the Multnomah Amateur Athletic club
of that city. The Multnomah club has a membership
of over 5,500 composed of men and women of the
city and the Packard in the gymnasium is used
weekly by over thirty classes of about one hundred
each.
NEW INDIANA MANAGER.
Russell Davis is the new manager of the Drake
Music Store on West Seventh street, Connersville,
Ind. Mr. Davis is widely known in that section and
his abilities as a salesman have been proved in suc-
cessful years of selling music goods.
NEW INDIANA COMPANY.
The Bovard Music Store, Versailles, Ind., was
opened recently. The store has been newly painted,
papered and rewired and makes a most attractive
home for the music store. The company will sell the
Gulbransen pianos and players.
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