Presto

January 31, 1925.
PRESTO
struments is unwise in creating a false idea of all
piano values.
2. The honest low-priced piano suffers a restricted
market, because of undermined public confidence, re-
sulting in sales resistance and waste of constructive
selling effort. The product is now sold too largely
on a basis of price appeal, whereas a broader ap-
peal of education and appreciation should open up
a great potential market for all pianos, and especially
low priced and medium priced players and grands,
in the 50 per cent or more of American homes not
now having pianos. The education of the public to
a true understanding of honest values of low priced
pianos would develop this market, increase the out-
put, reduce costs of production and sales, and conse-
quently reduce the actual prices to the public.
Encouraging Trickiness.
3. The "switching" sales methods now resorted
to encourage trickiness in the retail sales organiza-
tion break down morale and store discipline, destroy
public confidence and sooner or later reflect discredit
upon the advertiser. No advertiser creditably repre-
sents the industry who features a piano he does not
recommend and does not intend to sell, to say noth-
ing of constantly featuring a lower grade of instru-
ment which he tries hard not to sell. Continuous
featuring of low prices whether as "bait" or not, de-
tracts from high grade lines which the dealer also
carries, and cuts down the proportion of sale of high-
priced pianos which should be maintained to increase
the dollar volume of business.
4. The use of "bait" price advertising is demoraliz-
ing to the retail trade generally, because it draws
others into that kind of competition. The legitimate
advertiser is discouraged from using newspaper space
for constructive selling copy.
The Recommendations.
The following recommendations are intended to
bring to bear the pressure of adverse trade opinion
and, in a restricted way, the pressure of public
opinion, with the greatest possible caution as to
publicity methods. The recommendations follow:
1. Introduce a resolution condemning the use
of low price advertising as "bait," to be passed
by the National Association of Piano Manufac-
turers, and the National Association of Music
Merchants, and approved by the Chamber.
2. Approve a publicity campaign to educate
the trade, and where necessary the public, to the
evils of "bait" price advertising, requesting the
co-operation of the trade press.
3. Authorize the Better Business Bureau upon
receipt of complaints, when accompanied by a
copy of low price advertising and the name and
date of the newspaper in which it appeared, to
proceed as follows:
(a) Notify advertiser of the resolution and in-
vite him to justify the advertising by confiden-
tial information as to the wholesale price of the
piano advertised, whether the advertiser recom-
mends and guarantees it, the quantity in stock
and on sale at the price advertised and the num-
ber sold as advertised, if any; the name of the
manufacturer, and the reason for quoting a retail
price not in keeping with wholesale prices as gen-
erally known to the trade and the retail mark-
up usually required by legitimate selling expense.
(b) Ask manufacturer when known to confirm
(in confidence) the wholesale price and quantity
purchased and to advise the Better Business Bu-
reau whether in his opinion the retail price adver-
tised is in keeping with his understanding of the
local conditions under which the piano is offered,
and to co-operate in correcting any misrepresen-
tations that may be apparent.
(c) Ask newspapers in which advertising ap-
pears whether they exercise censorship over their
columns and to undertake to verify the willing-
ness of the advertiser to sell at the price quoted,
and to refuse such advertising as is not war-
ranted by the conditions as they find them.
(d) Invite competitors to advise the Better
business Bureau and the newspapers whether
they believe the market conditions warrant the
price advertising in question; whether or not they
have knowledge of actual sales by the adver-
tiser upon the basis advertised, and to submit
any information they may have bearing upon the
honesty of the advertising in question.
(e) Invite co-operation of all agencies which
may assist in the correction of advertising claims
which are not justified, such as the. local Better
Business Bureaus where established, Chambers
of Commerce, newspapers, and in case of known
flagrant offenders, the prosecuting authorities
under such advertising or other laws or regula-
tions as may exist.
Other Methods.
4. Prepare printed warnings protected by
copyright for use in the hands of salesmen, only
as a last resort, to enable reputable merchants to
protect themselves against the competition of
"bait" price advertising.
5. Prepare newspaper advertising to warn the
public against the "bait" advertiser, the advertis-
ing to be safeguarded by copyright and only per-
mitted for publication by local advertisers when
they have established beyond question that per-
sistent and flagrant misuse of low prices as "bait"
make it desirable that the public be warned.
The foregoing recommendations are accompanied
by suggested forms for a resolution of condemnation,
leaflet of warning for distribution to the public, and
newspaper copy. The Bureau requests that the Board
of Directors authorize a competent and representa-
tive committee, well informed of advertising values,
and thoroughly acquainted with trade conditions, to
review the subject and pass upon the advertising
copy for the leaflet and newspapers, also to advise
with the Bureau in carrying out the procedure
recommended.
Suggested Form of Resolution.
WHEREAS, The practice has become prevalent
of advertising at retail low price pianos, which the
advertisers do not recommend or intend to sell in
accordance with the advertising representations; and
WHEREAS, The extent of this practice misrepre-
sents the piano industry and misleads the public to
a false understanding of piano values; and
W H E R E A S , The sale of legitimate popular priced
pianos is restricted through loss of public confidence
and through a misunderstanding of true piano values;
therefore be it
RESOLVED: That the National Piano Manufac-
turers' Association condemns the misuse of low price
advertising as "bait"; and be it further
RESOLVED, That the Music Industries Cham-
ber of Commerce be advised and requested to under-
take such procedure through the Better Business Bu-
reau as will counteract the abnormal amount of low
price "bait" advertising.
The Benedict Music Co., 65 South Cherry street,
Galesburg, 111., recently increased its floor space by
taking over an adjoining store.
TRADE OUTLOOK GOOD IN
NORTHWEST TERRITORY
R. A. Burke, Story & Clark Piano Co. Traveler,
on Recent Trip, Found Business Aspect
in West and Northwest Prosperous.
R. A. Burke, widely known Story & Clark repre-
sentative, returned to the company's headquarters in
Chicago last week, from a three weeks' trip through
the West and Northwest, where he found conditions
good and with a gradual improvement under way.
Mr. Burke's itinerary included the trade centers of
eight states, in which he found progressive music
R. A. BURKE.
merchants optimistic of future conditions. Accord-
ing to Mr. Burke's report last week, the dealers are
firm in their belief that this year will be a great piano
year.
"This feeling is general," said Mr. Burke. "Al-
though the trade is only fair at the present time, due
to the heavy snowfall in this section of the country,
dealers are generally optimistic and are making
preparations for the improved trade conditions now
in sight. I feel encouraged over the prospects of the
Story & Clark line in the states visited."
GULBRANSEN PUBLICITY.
A report printed in this publication last month
showed that the total circulation of papers which had
printed Gulbransen news items, from September 15th
to November 15th, was 3,316,598. Later figures taken
from November 15th to December 15th show addi-
tional circulation of 2,048,530 for that thirty-day
period. These figures prove that the Gulbransen
stands high in public opinion. People are reading
"Gulbransen" not only in the advertising columns,
but in the news columns as well.
THE BOWEN LOADER
makes of the Ford Roadster the Ideal piano truck,—most Convenient, most Economical and most Efficient.—Goes anywhere, over any-
kind of roads, and distance makes no difference.
It will greatly assist any energetic Salesman, City or Country, but is indispensable for successful country work.
It's the best outfit for making collections and repossessions.
Our latest model is fool-proof and indestructible, and the price has been reduced to $95.00 including an extra good water-proof
moving cover. Satisfaction guaranteed or money refunded.
BOWEN PIANO LOADER CO.,
Winston-Salem, N. C.
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