MUSICAL
TIMES
PRESTO
Established
1881
Established
1884
THE AMERICAN MUSIC TRADE WEEKLY
10 Cents a Copy
CHICAGO, SATURDAY, SEPTEMBER 24, 1927
ACTIVE FALL TRADE
FOR NEW YORK CITY
Pronounced Summer Lull Succeeded by Grat-
ifying Increase in the Demand for Pianos
Which Is Particularly Felt in Small
and Miniature Instruments.
PIANO CLASSES HELP
Several Dealers in the Metropolitan District of New
York Report Successful Schools with Big
Attendance of Pupils.
The retail piano trade in New York city, which
experienced a more pronounced seasonal lull during
the summer months this year than for several years
past, now reports a gratifying increase in the de-
mand for pianos and indications of an active fall and
winter season. Some dealers ascribe the increase
to a quickening interest in pianos in general, due to
the operation of the "Melody Way Plan" in the
city, while others are inclined to attribute the in-
crease in sales to other causes.
While some dealers have taken enthusiastically
to the "Melody Way Plan" and cooperated with the
campaign launched about seven weeks ago by the
New York World by increasing their advertising
and forming free classes for the instruction of stu-
dents desirous of learning to play the piano, others
have held aloof waiting for further developments and
standing ready to avail themselves of the advantages
of the plan, if they materialize to their satisfaction.
A Comparison
It is unfortunately a fact that the dealers in the
s.nailer cities are more ready to cooperate on any
plan which works for the common good than those
operating in a great metropolis like New York city.
In the smaller community the piano men are in
closer touch with each other and are readier to dis-
cuss common problems with their fellow merchants.
The task of rounding up thousands of dealers, some
doing a very large volume of business and others a
very small volume, some radical and others ultra-
conservative in business methods, is not so simple as
it would seem at lirst blush.
It may be for that reason that the "Melody Way
Plan," opening as it did in New York during the
tail end of a dull summer season, did not get quite
the impetus that it deserved. Now that the plan is
well under way, however, and many of the more
progressive dealers are reaping the benefits, activi-
ties are expected to speed up much more rapidly and
the number of pupils throughout the city increased
many times.
Gain in Piano Prospects
Among the dealers who have reported great suc-
cess with the plan thus far is Anderson & Co., a
pioneer piano house of Brooklyn, N. Y. Frank P.
Anderson, the progressive merchant who heads this
establishment, reports more than 120 active students
in his classes and attendance of 100 per cent at six
sessions of the "school" he has been conducting at
his warerooms, 170 Livingston street. But more im-
portant from the trade angle, however, he has secured
a number of excellent prospects for new pianos and
attributes a number of sales directly to the operation
of the "Melody Way Plan."
In the metropolitan district of New York city and
\icinity demand has taken a pronounced turn in
favor of small-sized uprights, small grands and re-
producing grands. The player piano has shown a
slight falling off, except in the foreign sections of
the city, where customers still prefer this class of
instrument.
Explains Player Situation.
John W. Yarborough, manager of the Livingston
street (Brooklyn) store of the Sterling Piano Co.,
one of the city's large piano houses, ascribes the
falling off in the demand for player pianos largely to
the pernicious effects of "bait" advertising. Player-
pianos are advertised by certain piano houses and
department stores at prices at which it would be
impossible to sell even a mediocre instrument. The
prospect who is lured in by these ads is skillfully
steered on to a much higher-priced instrument. If
he insists that he does not want to pay more than
the advertised price, he is told that the instrument
offered at the lower price is of inferior quality, can-
not be guaranteed, and will prove unsatisfactory in
every respect. Even after deposits are accepted, de-
liveries are often never made and the disgruntled
purchaser is finally persuaded to take back his
deposit.
This bait advertising, according to Mr. Yarborough,
paces a false valuation on the player piano in the
eyes of the public and so injjures the business of
legitimate dealers who demand a fair price for their
instruments.
Small Pianos Favored.
Due to the decreasing size of city apartments and
lack of space, the smaller uprights, and even the
miniature sized instruments, are gaining rapidly in
popularity. The used "jumbo" upright of days gone
by is becoming a ,distrrret problem to New York
dealers, as it has become a drug on the market at
any price—almost as much so as the square of the
historic past.
William H. Steinway Returns.
William H. Steinway, general European manager
of Steinway & Sons, and Paul H. Schmidt of the
New York headquarters are expected to arrive in
New York on September 26, having sailed aboard
the Leviathan on September 20.
Albert Steinert of M. Steinert & Sons, Providence,
returned from Europe aboard the Olympic last
Tuesday.
A Specialty House.
Specialization has become the keynote in New
York city. The latest example of this trend is evi-
dent in the recent opening of the retail establishment
of the Associated Music Publishers, Inc., at 140 West
42nd street. This new venture is headed by Paul
Heincike, formerly of Breitkopf & Hartel, music pub-
lishers, of Leipsic. The new concern represents a
merger with the Universal Edition of Vienna, the
catalog of Bessell & Co., Petrograd, Russia, and other
well-known European publishing houses.
In addition to a department devoted strictly to
high-class music from all parts of the globe, the
Associated Music Publishers feature a Columbia de-
partment devoted to the lines of the Columbia Phono-
graph Co., including the Viva-Tonal Columbia phono-
graps, Columbia New Process Records, and Har-
mony records. The new concern also sells at whole-
sale to the trade. It is the first venture of its kind
in New York city and is expected to meet a distinct
want in the community.
PALMETTO PIANO CO., INC.
OPENS IN ANDERSON, S. C.
E. E. Huston Is Manager of New Business in Fine
Location on North Main Street.
The Palmetto Piano Co., Inc., has been opened at
128 North Main street, Anderson, S. C, with E. E.
Huston, manager, and "the largest, finest and most
complete exclusive stock of pianos, player pianos,
reproducing pianos and grand pianos ever assembled
in the city of Anderson" is announced.
The Palmetto Piano Co., Inc., secured a location
on North Main street after looking over the various
sections of the business district of the city, choosing
it as being especially favorable to their business. Mr.
Huston, the manager, is an experienced piano man
and it is expected that the company will have a
splendid business career here under his management.
A grand opening will be held later.
In an open letter to the public this is said: "Mind-
ful of the opportunity to establish ourselves with the
growth and prosperity of Anderson and surrounding
country, with mutual interest and unbounded faith
in its home-loving and hospitable peoples, we are
now assembling the largest, finest, most complete
exclusive stock of pianos, player pianos, reproducing
pianos and grand pianos ever assembled under one
roof in Anderson. We cast our lot among.you with
assurance that we shall always be on the alert to
protect and safeguard any confidence displayed in us
and our goods."
The Kesselman-O'Driscoll Co., music firm of Mil-
waukee, will move this week into its new building
at Mason street and Broadway.
$2 The Year
ACTIVITIES NOTED IN
INDIANAPOLIS TRADE
Active Dealers Report Sales of Fine Pianos
to Prominent Institutions—Other Events
Showing Activity.
The Englewood Masonic Lodge at East Washing-
ton and Rural streets purchased one of the Style CC
Jesse French & Sons' grands for the lodge room.
The building has just been rebuilt, having been de-
stroyed by the cyclone which struck Indianapolis
some months ago. The committee in charge of the
buying were motored to New Castle, Ind., on an
inspection trip through the Jesse French & Sons' fac-
tory, and were dined at the Hotel Bundy by Frank
Wilking of the Wilking Music Company, Indianap-
olis.
Another French grand Style F was sold to one of
the faculty of the Indianapolis Technical High School.
Another sale worthy of mention was one to the Girls'
School at Clcrmont, Ind., where another French
grand and upright were sold.
Public School 37 purchased one of the Wurlitzer
studio instruments, which was sold in strong com-
petition. Charles Howe, traveling representative of
the house of Wurlitzer, spent several days in the city
doing some special work.
Jesse French was a visitor during the past week.
Frank Wilking reports business very good, but it
requires a lot of hard work to get it.
Plans for Convention.
Joel Ryde, president of the Indiana Music Mer-
chants' Association, announces a tentative program
in readiness. On Friday evening of this week the
executive board met to discuss matters pertaining to
the convention. Mr. Ryde made plans with some of
the ablest speakers at the Ohio convention while he
attended it at Cleveland during the past week. The
matter of speakers is very important, and sometimes
they are difficult to get at the time they arc wanted,
but everything is being clone to give the convention
the best to be had.
The Carlin Music Company report some very good
business with the Kingsbury period models. Among
the sales of the past week one of the William and
Mary models was sold and another Renaissance
model. Business is reported improving and the de-
mand for high grade instruments is increasing- daily.
Another feature is the matter of terms; parties are
paying more down, and completing their obligation
in a shorter period of time.
Some Personals.
George Severson, one of the music dealers of La-
fayette, Ind., paid the Carlin Music Company a visit
during the week. Mr. Severson and Will Carlin in
earlier days were strong competitors and fought many
battles in Lafayette. Mr. Carlin during that time was
connected with the house of Wulschner & Son and
was considered some competitor in that day.
J. P. Dunlap, representing The Cable Company,
was a visitor at the Carlin store last week.
M. M. Roath, representing the Adler Manufactur-
ing Company, of Louisville, Ky., manufacturers of
the Crown piano, called on the Indianapolis dealers
during the week.
The Starr Piano Company sold eight Style 80 Starr
upright pianos in mahogany lacquer finish to the
Central Hospital for Insane. Business with this
house is reported as very satisfactory with prospects
for the coming season good.
SEEBURG FACTORY ADDITION.
Plans for a three-story addition to the J. P. See-
burg Piano Co. factory in Chicago were revealed
last week with the company purchase of a vacant
parcel adjoining its present property from Raymond
11. Malmquist for an undisclosed consideration, sub-
ject to $13,000. The property, 93x176 feet, is four
lots at 1518-24 Dayton street. Work on the new
factory and office building will be started about Jan-
uary 1, it was announced.
H. W\ Frendenberger, Crandon, Wis., will open
this month a music store in the hardware department
in the Page Mercantile building featuring a complete
line of Waltham pianos and sheet music.
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