9
PRESTO
Vnuary 31, 1925.
BIG BUSINESS IN
AUTOMATIC PIANOS
In Coin Operated Instruments Dealers Long
Ago Realized Wonderful Possibilities
of an Alluring and Constantly
Growing Field.
IMPROVED SERVICE
This Important Phase of the Business Now More
Attainable Owing to Increased Efficiency of
Tuners and Repairmen.
Every wideawake dealer now recognizes the impor-
tance of the business in automatic instruments. The
claims of the coin-operated piano are insistent, con-
tinuously grow larger and the element of profits is
more alluring. The automatics provide an inviting
phase of the playerpiano business for every piano
dealer.
The possibilities of the business in automatic instru-
ments are acknowledged by prominent music mer-
chants in several ways. One is that they have made
the automatic instruments a distinctive section of the
piano business. Another is that they have provided
encouragement for the purchasers by creating a spe-
cial service and merchandising system for the instru-
ments. In doing this they were not alone encouraged
in the business already achieved but by the assurances
of a greater business in the future. They visioned
a field of sales yet untouched.
The Dealer's Part.
The future of the automatic pianos and other in-
struments of that character lies largely in the hands
of the retail trade. The battle for the automatics is
being fought on the retail front. It is due to the
keen and observant minds among the dealers that the
production of automatic instruments on a quantity
basis of a profitable kind has been achieved. The
automatic business is like every other phase of the
music industry in that it needs quantity sales. That
question is increased in importance when it is realized
that the volume already attained is far below the
wonderful possibilities of the business.
The Manufacturers Help.
No group of manufacturers have done more en-
couraging work for the retailers than the manufactur-
ers of automatic instruments. And therein they re-
lied considerably on the dealers' energies to take
advantage of opportunities. The keener ones among
the merchants solved the questions of merchandising
presented and succeeded in the task of community
distribution. It meant special advertising and per-
sonal canvassing of a new variety hitherto experi-
enced.
Tt was easy to make the live dealer see that the sale
of automatics had the element of profits that tempted
the entry into a comparatively new field. The doubt-
ing ones, slow to be convinced, soon found that it is
easier to sell a coin-operated instrument than a
playerpiano.
•An Easy Seller.
The coin-operated instrument is its own best "sales
talk." The merchants selling the coin-operated piano
have the advantage of appealing to business men on
a business basis. Asking the customers to buy an
automatic is giving them the chance to taken on
something that will pay for itself and bring profits
besides by attracting more patrons to their places of
business. The keen merchants did not have to be
shown. They grasped the possibilities at the begin-
ning and now they are firmly established in a con-
stantly growing field.
Service to Hand.
The service features of the automatic business are
more easily assured for the customers today than
they were even a few years ago. The able tuners
and repair men, like those efficient enough to obtain
membership in the National Association of Piano
Tuners, are competent to look after the coin-operated
instruments and keep them in good shape. The all-
round tuner and repairman proves his qualifications
by curing all sick instruments, straight pianos, play-
ers, reproducing pianos and electric players of the
coin-operated variety. The way to profits in selling
coin-operated instruments is easy today for the ener-
getic dealer.
PHILPITT NOT TO BE OUTDONE.
Reinald Werrenrath opened the Philpitt Artists'
Course in Miami, Florida, last week Monday evening,
and in order that he might enjoy a few days' fishing
in Miami waters before his next engagement in the
Philpitt Series, at St. Petersburg, on Friday night,
he remained in Miami until Friday morning at eight-
thirty, when he and his accompanist, Herbert
Garrick, boarded an airplane at the Hialeah Field,
with Andrew Heermance, pilot, and flew to St.
Petersburg. Arriving at Lakeland Field a few hours
later, Mr. Werrenrath was met by representatives of
the St. Petersburg newspapers and a Cadillac car,
which conveyed him the last forty-nine miles of his
journey, arriving at St. Petersburg in time for
luncheon. Mr. Werrenrath returned to Miami in the
plane the following morning.
AD. HELPS FOR DEALERS.
The Gulbransen Company announces four extra
ad mats, to be released by dealers in their local
newspapers in the month of February. This is in
addition to the regular two and three column tie-up
ad and other newspaper ads which the company regu-
larly places at the disposal of its dealers. The Gul-
bransen Co.'s dealers seem to be in line for unusual
dealer helps during the present year, and the Gul-
bransen Company has always given its representa-
tives as complete a line of helps as is offered by any-
one in the piano industry.
WHOLESALE SALESMEN WANTED
to thoroughly cover territory allotted
to them.
We want hustlers, who
work on commission basis with
drawing account.
Henry G. Johnson Piano Mfg. Co.
Bellevue, Iowa
HE CAME TO SNIFF
BUT STAYED TO PAY
Yarn from Dallas Tells How Paul E. Burling
Performed Radio Feat of Hooking Up
with ROLL in Booze Hound's Wallet.
Tired out from several hours of arduous overtime
work in his office, Paul E. Burling, vice-president of
the Bush & Gerts Piano Co., Dallas, Tex., pulled shut
the front door of the store at midnight and set out
to seek his welcome bed.
"Hey! Stop there," was the command in a Chaliap-
inojs gruff note which the startled piano man in-
stantly obeyed. He frankly admits, too, that he
automatically extended his hands above his head,
obeying an implied footpad's order and awaited
the professional frisking.
"You've had that light on up there every night for
a week," came the stern voice behind the revolver.
"I'm a federal prohibition agent, so you will please
lead me back there to your party."
"Sure, but parties would be more correct," agreed
Mr. Burling, relieved at the identity of the man, as
he ushered the booze sleuth into his office where a
combination radio and phonograph machine occupied
the center of the floor.
"I listened to 'Martha' in English over WGN,
danced with Miss Jerry Conley, an orchestral pippin
of the Blackstone Hotel, frolicked in spirit with the
Tkulele Girls from FMAC and
"
"Easy. Quit your kiddin'. 1 don't see no sign of a
jane here."
"Neither did I. Nevertheless I was a delighted
member of their parties," asserted the piano man.
"I don't smell nothin' more intoxicatin' than red
ink, nor nothin' to indicate moist goin's on. But riot-
jus parties at midnight with women caterwaulin' to
music mean illicit clrinkin'. Where at's the booze
hid?"
"There's not a drop here, officer, but the parties I
mention were enjoyable just the same."
"[ can't understand it. You look sober, too," the
booze sniffer allowed.
"Well, 'tis quickly explained and easily under-
stood. Here, take this easy chair and join a party,"
said Mr. Burling, adjusting the dial of the radio set.
"Ah, we've just hit a gay old time with Flossie Mc-
Gilligan, the world's greatest she tenor, over old
KZXOY."
When the rollicking female tenor had sung through
"Back to the Water You Poor Old Fish," the prohi-
bition enforcer's eyes were popping in amazement.
"Where at's she singing?" he asked.
"Way back in Pike's Ferry, Mo. Voice came all
the way without wires to this radio set. Know about
radio? No. Well I'll tell you."
Then Mr. Burling proceeded to give Radio Spiel
Number 1, suited to the most primitive minds and
densest intellects, including booze sleuths weak in
the sense oi smell. And when he was through the
sleuth understood and his interest was so overwhelm-
ing that he signed on the dotted line for the com-
bination radio and phonograph set costing $500, mak-
ing his fat roll attenuated by skinning off $200 for a
first payment.
F. L. JORDAN GOES WEST
FOR SCHILLER PIANO CO.
Big Player and Grand Business Anticipated for 1925
by Experienced Traveler.
F. L. Jordan, sales manager for the Schiller Piano
Co., Oregon, 111., left this week on an extended trip
which will include cities on the Pacific Coast. To a
representative of the Presto, just before leaving for
an extended trip to the Pacific Coast, Mr. Jordan
said:
"I am simply bubbling over with optimism for 1925.
We wound up 1924 in fine shape, and 1925 is start-
ing in with a rush, especially grands, all of our
organization are standing on tiptoes, orders are arriv-
ing daily from all sections of the country, and it is
noticeable that the playerpiano is surely coming into
its own again. Several carload orders we have re-
ceived recently are comprised of 75 to 80 per cent
players, and in many cases the balance grands.
"With the addition of our proposed new grand fac-
tory, which will enable us to turn out 1,500 grands
alone this year, we are all extremely optimistic. The
general prosperity, while a little tardy in arriving, is
surely safely on its way, and I freely predict that
piano manufacturers will enjoy in 1925 the greatest
year ever known."
A new music store was opened recently on Waller
avenue, Greenwood, S. C.j by T. B. Cleveland, whose
main store is in Anderson, S. C.
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