Music Trade Review

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THE MUSIC TRADE REVIEW
DULL FINISH FOR PIANO CASES.
Many Good Reasons Why Dull Finish Should Win
Its Way Into Popularity—The Consensus of
Opinion, However, is That the Education of
the Public is a Wearisome Process and That
Manufacturers Must Cater to the Demand.
The suggestions, fathered by the new of-
ficials of the National Piano Manufacturers'
Association, for a more general utilization
of the dull finish in piano cases, have be-
come the subject of much consideration on
the part of manufacturers. The question
is not a new one, and has been discussed
pro and con in The Review at various times.
Only a year ago H. Paul Mehlin said in
the course of an interesting talk:
"This would seem to be an appropriate
time for the expression of a decided opin-
ion as to the advisability of bringing about
what I think would be a useful reform.
There has been a growing tendency on the
part of manufacturers, during the past few
years, to produce highly-polished piano
cases. Dealers have come to expect this, and
in their turn, piano purchasers frequently
choose an instrument, other things being
equal, because of what seems to be a per-
fect finish.
".With the best polishing varnishes now
in use, it is possible to secure a finish al-
most marvellous, provided the varnish is
properly applied. I say 'properly applied'
advisedly, as everything depends on the ap-
plication. Yet, even with the best varnish
and the most expert work, a cracked sur-
face is bound to appear after a compara-
tively short space of time if, as often hap-
pens, the instrument is made subject to va-
riations of temperature. The more perfect
the finish, the more conspicuous will be the
blemish, when it appears.
"We have always paid particular atten-
tion to this department of the work, and by
a process of our own, we are able to pro-
vide in a measure against climatic influences
by insuring the maximum of elasticity.
Notwithstanding this, we find, as do most
other manufacturers of high-grade instru-
ments, that heat, cold, dampness and other
influences of a similar character play havoc
time and time again with the finish of the
varnished surface. Recently, during a jour-
ney in the South, this phase of the varnish
question was brought prominently to notice.
I saw a number of pianos under favorable
conditions as to dampness and cold. With-
out exception they showed, to me, unmis-
takable evidences of suffering in the matter
of case finish.
"Among our recent new styles, we have
introduced a dull, or flat finish, on the cases.
We hope that it will meet with a good recep-
tion on its merits, and that a movement
looking toward the adoption of dull finish
cases will become general throughout the
trade. It only requires that dealers shall
understand the advantages of favoring the
idea, and that, having approved it themselves,
they shall educate their customers, by giving
them clearly to understand that the higher
the polish and the more perfect the finish of
a piano at the beginning of its service, the
more liable it is to show signs of sensitive-
ness whenever extremes of weather are ex-
perienced."
After the appearance of Mr. Mehlin's re-
marks, The Review had occasion to speak
with several manufacturers concerning the
practicability of endeavoring to educate pia-
no purchasers up to the standard of dull
finish for cases, as distinct from high or
brilliant finish. The opinions of a few of
the manufacturers spoken with here given
are timely:
William E. Wheelock, of the Weber
Co., said: "The plan in itself is all right,
and if it could be done, so much the better.
P>ut, our experience is, that the percentage
of piano buyers who want or prefer a dull
or dead finish is so infinitesimal that it can
not be seriously considered. It was all very
well, perhaps, in the days when plain woods
were used exclusively, but figured and fancy
veneers have, among other things, brought
about the use of a bright finish, which is
necessary for them in order that the best
possible results may be obtained. Thus the
people have learned to look for it and to
like it, and we must please them if we wish
to prosper."
John D. Pease, of the Pease Piano Co.,
said:
"I like the idea, which has been
made a subject of discussion on several oc-
casions, but, to my mind, it is not practicable
at this time. It would be better for all con-
cerned ; but even if the dealer could be per-
suaded to advocate a dull finish to his pros-
pective customers, his mission would, under
existing conditions, result in failure more
frequently than not, because people, as a
rule, prefer brilliancy of appearance, and,
'whilst looking around' in other warerooms,
after listening to a plea in behalf of a dead
finish, they would finally fix their choice
on something directly opposite."
Joseph Shoninger, of the B. Shoninger
Co., said: "I agree with Mr. Mehlin as to
desirability, but the result hoped for could
only be attained if manufacturers, dealers and
customers thought alike. This consumma-
tion, 'devoutedly to be wished,' can never
be arrived at. The prevailing use of bril-
liant finish for furniture, for one thing, is
against the carrying out of any such a plan.
There are also several other good reasons."
George Reichmann, of Sohmer & Co., said :
"There was a time, not so many years ago,
either, when we made several dull finish
styles, but by degrees they had to be aban-
doned because the public was calling for
bright finish, and rejected the styles in dull
finish cases. Life is too short to attempt
an education of the people in this matter.
We must find out their needs and supply
them. That is the best we can do under the
circumstances."
A NARROW ESCAPE.
The big lumber plant of C. W. Leather-
bee, corner of Albany and Dedham streets,
Boston, which is directly across from the
storehouse and office of the Everett Piano
Co., was destroyed by fire on Monday. The
Fire Department had hard work to get the
blaze under control, and for a long time it
was thought that the Everett storehouse and
office would be destroyed. The firemen,
however, mastered the fire about three o'clock
in the morning. The loss aggregated $100,-
ooo.
A LETTER FROM CHICKERING BROS.
Chicago, June 18, 1901.
Edward Lyman Bill, Esq.,
No. 3 East Fourteenth St., New York.
Dear Sir:—Our attention has been called
to the editorial notice which you are pleased
to give an article which appeared in the
Pittsburg Press under date of June 2d.
Enclosed you will find a copy of a letter
which we addressed to Ambuhl Bros., under
date of June 7th, which letter, we think,
will show you clearly what our feelings are
in regard to this matter.
Yours very truly,
Chickering Bros.
Chicago, June 7, 1901.
Messrs. Ambuhl Bros.,
Philadelphia, Pa.
Gentlemen:—We received the marked
copy of the Pittsburg paper containing the
little article relative to the Chickering Bros.'
piano, which you sent us.
Now, gentlemen, we do not entirely ap-
prove of that article. While there is very
little in it that is not true, the uninitiated
might be deceived.
What we are striving for is to build up a
reputation for the new Chickering Bros, pi-
ano, not to live on the reputation of the old
Boston Chickering. While we are quite wil-
ing to secure any benefit which our rela-
tionship and training with that old house
entitles us to, we do not wish, either by
word of mouth or by printed matter, to leave
the impression on the public that the Chick-
ering Bros, piano is the "World Famed" pi-
ano, as is intimated in the article which you
sent us.
There is another line in that article which
might be criticized along this same line,
namely, it states, "We also wish to announce
that although the grade of these famous
pianos is too well known to admit of con-
troversy . . . etc."; of course, you know,
and we know, that our piano is a well-made
instrument, but it is not strictly true, as im-
plied in that sentence, that the world knows
such to be the case.
We simply call your attention to these
two or three little points in the friendliest
possible spirit, and if you will allow us to
say so, we believe it is a mistake to start
out along this line. It may assist you in
selling the first half dozen pianos, but, in
the long run, both Ambuhl Bros, and Chick-
ering Bros, will be benefited by taking the
other tack. We have watched the effect of
this sort of thing very carefully, and we
believe we can positively state that our busi-
ness has prospered where the dealers have
sold our pianos and represented them for
just what they are, both in printed matter
and by what they have told the customers;
while the business has invariably died where
a contrary method has been employed.
Nothing is farther from our minds than
to attempt to dictate what your policy shall
be, but we are anxious to establish a living
agency with you, and we believe the only
way to accomplish that is to work along
the lines above indicated.
We shall be glad to hear from you and
to receive the assurance upon re-consideration
that you agree with us in our position.
Yours very truly,
Chickering Bros.
MR. LUDWIG RETURNS.
John Ludwig, of Ludwig & Co., has re-
turned from Buffalo, where he remained
until the Ludwig exhibit was properly in
place and made suitably attractive for ex-
position purposes.