Presto

10
January 29, 1927.
PRESTO-TIMES
AMERICAN PIANOS
IN FOREIGN TRADE
Sales of Instruments Abroad Show Steady and
Encouraging Increase and Practically All
Parts of World Showed Marked Pref-
erences for our Pianos.
EVOLUTION IN TASTE
What Has Been Experienced at Home in Changing
Attitudes of Buyers Has Also Been Notice-
able in Foreign Field.
The position of the American-made piano is rapidly
becoming firmly established in many of the more im-
portant world markets. The evolution of the foreign
trade of the United States in pianos has been sur-
prising in the face of the many obstacles existing
fifteen or twenty years ago, writes Edward B. Law-
son of the specialties division of the Department of
Commerce, in Commerce Reports. The domestic
piano industry was carried on by a few manufac-
turers for some years, the total production being dis-
posed of in the United States. The output, however,
represented but a small proportion of the pianos sold
in the domestic market, as many pianos were of for-
eign origin.
At present very few foreign-made
pianos are sold in this country. In spite of the strong
intrenchment of German, French, and English made
pianos, the American industry has developed rapidly,
the investment in that industry now amounting to
over $100,000,000, and American pianos are being ex-
ported to almost every country in the world.
Increasing numbers of American pianos are enter-
ing foreign markets and American manufacturers
have shown considerable interest in the development
of foreign outlets for their products. Many new and
profitable markets were opened to American pianos
during the war, and while strong efforts were made
by competing foreign manufacturers to recover their
former world markets, a goodly portion of the trade
secured has been retained by American producers.
Comparative Data.
The value of musical instruments produced during
the census year 1925, according to data collected at
•the biennial census of manufacturers, amounted to
$124,849,611, a decrease of 2.5 per cent as compared
with $128,083,913 for 1923. The value of pianos pro-
duced during the same period decreased about 9 per
cent. In direct contrast, the exports of pianos during
1925 increased in value approximately 9 per cent, and
in number about 8 5 per cent, when compared with
the exports for 1923. The peak year for all time in
the exportation of pianos was 1920, during which year
more than $5,000,000 worth of pianos were shipped
out of this country. The foreign trade in pianos
experienced a pronounced slump in 1921. The annual
export statistics for the past few years record a
steady recovery and an upward trend which might
QUALITY FIRST and FIRST QUALITY
JESSE FRENCH & SONS
JESSE
FRENCH
AND
SONS
PIANO
GO.
NEWCASTLE
INDIANA
'A name well known since 1875'
be referred to as a second phase of foreign trade
development.
Foreign Sales Increase.
On 'the whole, the foreign trade in pianos has de-
veloped remarkably during the past 12 years. In
1914 only 7,720 pianos were exported by American
manufacturers, representing about 2 per cent of a
total production of 326,274 pianos in this country. In
1925 the number exported totaled 20,587, or more
than 6 per cent of the 321,639 produced. This in-
crease is particularly significant in view of the reduc-
tion in the total number of pianos manufactured in
the United States.
Figures Show Growth.
The total value of all kinds of pianos exported
during 1925 shows an increase of over $1,000,000 as
compared with the exports during 1924—an increase
of approximately 20 per cent. The increased value
of exports during the first 10 months of 1926 as
compared with the same period of 1925 indicates that
the total value of exports for the calendar year 1926
will exceed that of the preceding year. During the
period January to October, 1926, there were 18,818
pianos valued at $5,164,182 exported, whereas 17,218
valued at $4,769,214 were exported in the same time
in 1925.
One of the striking features of the development of
our foreign trade in pianos is its extensive distribu-
tion. American-made pianos are exported to more
than seventy-five foreign countries located in all parts
of the world. The American manufacturer is selling
his product in various world markets, competing with
foreign manufacturers, whose products usually sell
at lower prices, overcoming transportation difficulties,
tariff restrictions, and inherited preferences for pianos
long established in the market. This progressive
trend signifies the increasing popularity of American
pianos and indicates a greater future development in
the trade.
Five Leading Markets.
The five leading markets for American pianos are
in order of value of exports from the United States
in 1925: Australia, Mexico, Cuba, Canada, and Ar-
gentina. Export statistics for the first ten months of
1926 indicate that the value of piano shipments to
Canada will exceed such shipments to Cuba during
the calendar year 1926, in which case Canada would
displace Cuba as the third consuming country. Aus-
tralia is by far the greatest buyer; has been the chief
foreign market during the postwar years, and at pres-
ent receives twice as many pianos from the United
States as any other country. Mexico, which ranked
fifth in 1919 and 1920, has developed so rapidly that
it is now second in order of purchases. The first
ten months of 1926, however, register a decrease in
value of exports to Mexico as compared with the
same period in the preceding year. Argentina has
dropped to fifth place. Canada and Cuba have alter-
nated between third and fourth places for several
years.
Interesting Instance.
The consistent development of the Venezuelan
market during the past few years is worthy of notice.
Failing to appear among the first ten markets of
1913, that country advanced to ninth place as a buyer
in 1923, to seventh place in 1924, to sixth in 1925,
and during the first -ten months of 1926 its purchases
of American-made pianos show an increase in value
of more than 30 per cent over the first 10 months of
1925.
The same evolution in piano taste occurring in the
United States also occurred abroad, but the popular-
ization of the player was experienced somewhat later
•than in this country, and at present many of the best
markets are purchasing heavily in player models.
The export statistics of the United States show that
in 1914 only eighteen per cent of all the pianos shipped
abroad were players, but in 1925 more than seventy-
five per cent were players.
There have been indications of an increasing de-
mand for grand pianos in the United States, but the
foreign markets have not as yet manifested a decided
preference for them. The upright piano is still the
prevailing model among both players and standards.
On February 1, 1927, the various rates of postage
on Air Mail will be superseded by a flat rate of 'ten
cents for each half ounce or fraction thereof, to any
domestic destination regardless of distance.
FEATURING GULBRANSEN
PIANO IN SCHOOL CONCERT
Winegar Furniture Co., Grand Rapids, Mich., Active
in Organizing Series of Instructive Events.
Reflecting the interest of the people of Grand
Rapids, Mich., in roll-played, foot-expression pianos,
twelve hundred persons crowded into the auditorium
of the new Burton Heights school last week to hear
a concert in which the Gulbransen Registering piano
was the sole instrument featured. The concert was
arranged through the cooperation of the Winegar
Furniture Co. and the Burton Parent Teachers Asso-
ciation, of which Mrs. Homer Diefenbaker is presi-
dent.
The entertainment was put on by the
Gulbransen Concert Troupe. Local newspapers co-
operated in giving publicity to the affair.
In his opening remarks M. B. Witter, salesman for
•the Gulbransen Co., called attention to what Mr. Gul-
bransen has done to bring personal participation in
good piano music to the people of this country.
Following this introductory talk, a short dramatic
sketch was presented, the point emphasized being
that older folks may, through the Gulbransen Regis-
tering Piano, have the advantages of playing the
piano by rolls and pedals, after the young folks have
left the family circle. Another point presented was
that the child may continue in hand playing on the
Gulbransen Registering Piano.
It was fitting that this, the first of a series of ten
similar concerts arranged by the Winegar Furniture
Co., could be given under conditions so satisfactory,
in a building as attractive as the new Burton school.
The second of the concerts will be given in the Cres-
cent school February 4.
CALLS FOR PIANO CLASS BOOKLET.
During the past week the National Bureau for the
Advancement of Music has received more than one
hundred requests from music clubs in all parts of the
country for its booklet, "Piano Classes in the Schools."
Together with the requests previously received from
school superintendents, music supervisors and
women's clubs, these bring the total to a little over
2,000 so far. Some of the music club requests came
with simple comments of appreciation, others with
requests that additional copies of the booklet be
sent them for distribution among key people in the
community.
M. S. Niles, who recently purchased the Carlomer
Music Store, Harlingen, Tex., has changed the name
of the concern to the Harlingen Music Co.
SCHILLER
A GREAT NAME—A GREAT PIANO
THE SCHILLER
Makes Friends, Makes Customers, Makes
Money, for the Dealer
Super-Grands, Medium Grands, Small
Grands. Full Plate Uprights; Medium
Uprights; Small (3 :7) Uprights.
Reproducing Grands, Uprights and
Players
Grands with the Famous Bauer
Patented Construction
The SCHILLER PIANO challenges
superiority in tone quality as in construc-
tion, workmanship, finish and appearance.
For Agency Proposition and All
Particulars, address
SCHILLER PIANO COMPANY
Factory and General Offices:
OREGON, ILLINOIS
CHICAGO OFFICE:
State and Adams Sts.
922 Republic Bldff.
NEW YORK OFFICE:
130 W. 42nd St.
Bush Terminal Bid?.
THE JEWETT PIANOS
Reliable Grand, Upright and Player Pianos
JEWETT PIANO CO., Boston Factories: Leominster, Mass.
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