PRESTO-TIMES
April 28, 1928
RADIO SELLING AND
PIANO SELLING
Letters to Presto-Times Commenting on Situ-
ation in the Trade Described in Article
Printed in Issue of April 21, Show
Interest in Topic.
VIEWS EXPRESSED
That Pianos and Radios Do Not Mix with Advantage
to Either Is Opinion Expressed by
Many in Trade.
The advisability of a music dealer mixing the busi-
ness of piano selling and that of radio selling in his
store was discussed in Presto-Times of last week. It
presented the question for large and small dealers as
to whether their interests are best served by a choice
of one or the other rather than by a combination of
the two. The article showed the necessity for con-
centration on a chosen line and also pointed out the
vital necessity for the dealer's choice between pianos
and radios, and the avoidance of a divided interest
between the two. The dealer carrying the two com-
modities was asked: "Can you operate your business
so that pianos and radios will be distinct in every
way—a separate sales force, separate management,
separate accounting system and separate financing?"
Comments on the article were prompt in arriving
and the views expressed are as different as the phases
of the business they represent. Big dealers, little
dealers, a piano manufacturer and a piano traveler
contribute in an interesting way to the symposium.
Small Dealer's Opinion.
John Hart, Rarnett, Mo., writes:
"My belief, founded on an experience of more than
two years, is that pianos and radios cannot be sold
in a small store to the advantage of the piano. My
piano business was a fairly steady-•one until I added
a radio section, handling sets exclusively. Almost at
once I realized that radio was a disturbing element
in my business, notwithstanding the fact that sales of
radio were numerous and fairly profitable.
"Demonstrating radio in the store was a constant
distraction and concentrating a prospect's attention
on a piano was hard. In house-;to-house canvasses
the experiences were painfully disappointing. I
couldn't get in two words of piano talk with a good
prospect without being interrupted by inquiries as to
my new radio stock. Naturally I had to decide be-
tween a piano business I understood and a radio busi-
ness full of surprises. The old piano business
for me."
Piano Traveler Writes.
"1 believe that a majority of dealers with whom I
have talked are of the opinion that piano selling and
radio selling do not mix very well. It seems that
there are only a limited number of merchants who
can adjust themselves to the two lines and carry the
lines together.
"They may be and are often carried in the same
music store, but they are kept separate. It is very
difficult for the small dealer to conduct his business
and avoid a division of interest between pianos and
radios. Apparently they conflict with each other more
than they harmonize.
"The piano is the foundation and dominant thing
in the musical arena. Take it out of the realm and we
would have no great stores—only shops and little
'side way' stands.—Elmon Armstrong."
ments until given service, the dealer gives that service
because he cannot do anything else.
"I have yet to meet a dealer mixing pianos and radios
who says he is making any profit on radios. On the
other hand we know, as manufacturers, that many
mix them until the piano business gets away from
them."
Big Dealer's Opinion.
Commenting on the topic E. A. Kieselhorst, presi-
dent of the Kieselhorst Piano Company, writes:
"In our judgment, piano and radio selling should
be departmentized in the larger stores. Each is a
specialty and should be sold as such. Merchandising,
servicing and other problems are entirely different.
Separate selling organizations produce larger volume.
The main thing is to secure a force of good reliable
salesmen, who will devote at least six hours daily and
three hours three nights weekly to selling pianos and
radios sensibly, therefore profitably."
Packard Manager Writes.
C. R. Moores, manager of the Packard Music
House, Fort Wayne, Ind., has this to say on the topic:
"Personally, I consider it a very excellent article
which is worthy of very careful consideration by
every member of the trade. I have in mind any num-
ber of individual merchants who have slipped in the
piano line, due to their personal and business interest
in the radio, caused mostly by the mystery and human
interest attached to this wonderful instrument.
An organization that has backslid of its own ac-
count on top of lack of general interest on the part of
the public, is surely in a bad way from a piano
standpoint. But I trust these cases, although they
no doubt have been numerous, have not resulted dis-
astrously either to the individual or to the piano in-
dustry, but that those who are so inclined may put
revived interest in the piano's way, or at least hope
they may be successful in their radio business."
Colonel Hollenberg's Opinions.
F. B. T. Hollenberg, president of the Hollenberg
Music Company, Little Rock, Ark., writes:
"It is better if the radio selling can be department-
ized and kept separate and distinct. But whether it is
or whether it is not, the profit in the sale of radios
is determined in the method of selling. If purchasers
distinctly understand that radio sets cannot be guar-
anteed beyond a certain time and that all service and
new parts necessary are to be paid for, the radio
selling is a source of profit—otherwise not.
"I might add further that radio manufacturers have
not allowed the opportunity for sufficient mark-up to
make the business very profitable—whether depart-
mentized or not, and it would be more satisfactory if
the mark-up could be increased, but arguments on
cash prices, as T understand it, is not requested.
However, it is a fact, nevertheless, and should have
the attention of the radio manufacturers and dealers."
Piano Manufacturer's Comment.
The president of a prominent piano manufacturing
concern with branch houses in several large cities
writes as follows:
"I think the article in Presto-Times is an excellent
one and hits the nail on the head. You are right
in what you say and the way you put it. I know
that in this office we have talked on the same lines a
number of times and reached the same conclusion
as you express. I prefer that you do not use my
name if you make use of the subject of this letter."
Manager States Views.
The manager of a big music house which handles
radios as well as pianos and phonographs, writes in
part as follows: "The statements in the article are
timely. Instead of being a cash producer radio is a
time absorber for the dealer who handles it in con-
nection with pianos.
"In the case of the phonograph, the dealer at least
had the benefit and profit of the record business fol-
lowing its sale. And as far as service was concerned
that was over when the sale was made.
"With the radio the dealer may say he is through
when the sale is completed, but when the typical
radio installment buyer refuses to make further pay-
A NATIONAL MUSIC
WEEK BUTTON READY
Emblem to Be Worn by Music Week Workers'
Club Members, School Children and
Others to Be Distributed.
A novel method of indicating individual support to
local Music Week has been devised with the intro-
duction of the National Musuc Week button, to be
worn by Music Week workers, club members, school
children and others interested in the movement. The
button is also being distributed among the customers
of music stores and other shops. On a blue back-
ground, the button carries in white letters the text,
"In Support of National Music Week." These but-
tons are to be obtained from the National Music
Week Committee, 45 West 45th street, New York
city. Large advance orders for the button were
placed by local Music Week committees and by the
music trade. A printed slip, announcing the Music
Week button and bearing a facsimile of the button
in colors, is prepared for distribution among local
Music Week committees and the trade. It contains
an order blank for the button. Copies of it are to
be obtained from the National Music Week Com-
mittee.
More than ever before, the members of the trade
are taking advantage of the opportunity provided by
the Music Week for special music promotion. They
realize that whatever they do at that time will receive
double notice, because the public attention is then
focused upon music. Not only the music trade but
the radio trade are making the most of that oppor-
tunity. For instance, the Atwater Kent Manufac-
turing Company have sent a bulletin to all their dis-
tributors, and another to all their local dealers, urg-
ing them to promote Music Week. Those bulletins
carry reproductions of the Music Week seal, round
hanger, windshield sticker and bill board poster.
Other manufacturers making a similar campaign on
Music Week include the Baldwin Piano Company, the
Cable Company, Columbia Phonograph Company, the
Gulbransen Company and M. Hohner, Inc.
An interesting local action by the trade is that of
the Radio and Music Trades Association of Seattle,
which made a joint order of Music Week publicity
matter on behalf of its member firms.
Copies of a list of all the Music Week publicity
matter and of a sheet of suggestions for the use of
this material are to be obtained from the National
Music Week Committeee, 45 West 45th street, New
York citv.
BALDWINS FOR COLLEGE
AT LEFT—B1NGAMON MUSIC HAL.L,. CENTER (ABOVE>—ADMINISTRATION
DORMITORY. RIGHT—GYMNASIUM.
A complete equipment of Baldwin pianos has been
installed by John Fletcher College at University
Park, Oskaloosa, Iowa, which was founded in 1905
with an enrollment of about two hundred students
and a faculty of eleven men and women. Dr, A. M.
Hills was the first president.
When founded this college was designated Central
Holiness University. In 1924 the name was changed
to John Fletcher College.
lU'll.DING.
(HELOW)-THE
There has been a steady growth and development
in all the essentials which belong to successful col-
lege work since the glorious first years of the school's
existence. A gradual raising of the standard for
scholarship, with a growing emphasis on the college
department and activities, characterizes much of the
change in the school.
The School of Music of John Fletcher College pre-
sents the rare opportunity of studying music in col-
lege atmosphere.
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