Presto

January, 1932
P R E S T O - T I M ES
ISSUED THE
FIFTEENTH IN EACH
MONTH
RANK D. ABBOTT
The American Music Trade Journal
Editor
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Advertising copy should be in hand four days before pub- ers or dealers such items will appear the issue following
CHICAGO, ILL., JANUARY, 1932
A Bi& Year NOW
A prominent piano manufacturer recently re-
marked that if he were the head of a certain great
competing factory, where the stock on hand is par-
ticularly depleted, he would start the wheels going
once again and manufacture a factory full of pianos.
His idea was that by manufacturing a great many
instruments at one stretch, at the present time, the
cost per piano would be so reduced that no difficulty
would be encountered in selling his product.
•=*— Mt-
A general review of conditions prevailing- in the music industry during 1931 does not
make a particularly interesting story, at least in the sense of progressive strides and accom-
plishments.
Dealers all over the country showed remarkable activity in disposing of stocks
that had been accumulated when the factories were operating at high production and the antici-
pation for future business high.
While the factory output of pianos in 1931 was considerably
less than the previous year the volume of sales, that is to say, the sale of second-hand and
repossessed instruments included in the sales of new instruments, makes a favorable showing
so far as piano sales are concerned for 1930. On the basis of 100,000 piano sales for 1931, it is
Among the most attractive and distinctive adver-
tising campaigns appearing during the past year is safe to say that one-half of these were either repossessed instruments, second-hand in stock,
the series of studies of a Child at the Piano, by Anton
including players, for it must be understood that there was an unusually large number during
Bruehl. Steinway has received marked recognition
by releasing this series of advertisements, for it rep- the year of player pianos sold.
resents one of the most striking advertising ex-
There was a striking revival in player piano sales in 1931, several manufacturers having
ploitations of recent years, appearing full-page in
many leading metropolitan newspapers and the music entirely sold out their long left over players. Inasmuch as the player has been considered well
trade papers. By constant repetition Steinway is
nigh obsolete the comeback was remarkable with the result that many factories that had thou-
doing much towards making the parents of the nation
music-conscious in the education of their children.
sands of these stored away, cleaned them out entirely. On this basis player piano sales for
1931 must have totaled several thousand.
Piano agencies or sales franchises are usually very
valuable and many are exactly what the dealer makes
of them; but there is one that is an asset of peculiar
value and significance, whether the business be large
or small, the location metropolitan, suburban or
rural. A Steinway agency is always valuable. A
Steinway agency is always a strong drawing card
for a music house, not only for the actual sales of
pianos that it brings but, as well, for the general
business it draws which does not end in a piano
sale. Fortunate is the representative who possesses
a Steinway sales franchise in his locality, for he
caters to an enviable following.
In spite of the unusual trade conditions through 1931 there were not many discontinuances
in any line of musical instrument manufacturing.
A few of the smaller piano making con-
cerns found it more profitable to have their pianos made in larger factories than to bear the
overhead attendant upon making pianos in their establishments.
The radio industry experienced no increased output during 1931 as compared with 1930
and there have been many discontinuances in this field, including some piano manufacturers
who found it expedient to retire from the radio industry.
Those piano manufacturers who
went into this business in earnest determination, however, have succeeded in obtaining a sat-
isfactory share of the radio trade and the outlook is rather encouraging for them. Not many
manufacturers have big supplies of instruments on hand, with the result that very few con-
Mr. George J. Dowling, president of the Cable
Company, in referring to many music houses that
have found it expedient to discontinue business or
halt operations for the present, expressed the opin-
ion that the weeding out of these superfluous dealers
in small towns will exert considerable effect upon
the factory output of pianos in the next twelve
months. His house has found that in many locations
where there is no longer a local dealer, prospective
customers journey in to the larger cities to purchase
and are writing for prices. Mr. Wyman, of the Wy-
man Piano Company, Chicago, also stated that his
concern had recently shipped pianos to several points
far removed from Chicago, a trade that probably
would not have shown had there been active dealers
where these orders came from. The fact that the small
town trade is throwing business to Chicago and the
other large centers is clearly shown by the number
of inquiries that he has on his desk asking for terms
and prices on Schiller, A. B. Chase, and other instru-
ments that his house handles.
cerns could ship even two or three carloads on a rush order.
Such a condition bids fair for
the year 1932 when a resumption of quantity manufacturing will undoubtedly be forced.
To animadvert upon the year's business in general and the music business in particular
would be to say that most everybody and every line of business has suffered from the 1931
slump or depression, but deductions for present and future may be based largely upon the
automobile station which many regard as the basic industry of today holding, as it does, the
switch with which to turn into a new and more powerful circuit the current of the world's
trading activities.
The automobile manufacturers are poised as the balance of power; their
business, conducted with billions of dollars, is perched at the center of gravity and their weight
can start the wheels of commerce going everywhere.
They are starting up in a big way—all eyes are on Detroit.
Better times are setting
in, and are as certain to continue as that the sun will continue to rise every day.
Good times are on the way.
The depression has turned the corner, and the general pub-
lic feels that there is nothing in the world that is going to bring back good times quicker than
All branches of the music industry, from the man-
ufacturers of pianos to the retailers of jews-harps, to have the majority of people feel that conditions are improving. The salesman who goes
are greatly indebted to the radio broadcasting sta-
tions for popularizing their instruments. The piano out every day and keeps plugging is bound to be well paid for his efforts. There is plenty
industry owes a debt to the broadcasters for the of money in the country, which is proven by the bank statements. If a salesman does not
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