Music Trade Review

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THE
MUSIC
TRADE
REVIEW/
9
EDUCATION NECESSARY IN DULL OR ART FINISH.
J. Burr Tiffany Says Dealers Must be Educated to Intelligently Explain to Customers the Espe-
cial Advantages of the A r t Finish—Some Woods That Can be Specially Utilized—Cheap
Finish to be Avoided—Review Representative Discusses the A r t Finish Situation W i t h
Eminent Manufacturers—Their Opinions Form a Symposium of Great Interest.
The resolution passed at the manufacturers'
convention in Washington advocating the dull or
"Art" finish on pianos has set the manufacturers
in this city at work experimenting on the best
way to accomplish that result in a manner that
will prove satisfactory to all concerned. The
idea is prevalent among dealers that this finish
is much cheaper than the high polish to which
they have so long been accustomed, but the con-
trary is the fact. Some of the art cases that
have been produced have cost fully one-third
more to make than the same case with four or
five coats of the finest varnish. So when the
question of cost is considered, provided the finish
is what it should be, the art finish at the same
price is less desirable as a matter of first profit.
But the arguments advanced by the advocates of
this finish for its general use are worthy of con-
sideration, and the expressions of those who
stand high in the arts and crafts cannot fail of
interest.
Matter of Harmony in Furnishing.
There is one man, who as a creator of art in
piano architecture, is known by reputation at
least wherever pianos are made, and it might be
added, sold, ana that is J. Burr Tiffany, the head
of the art department of Steinway & Sons, of
this city. In speaking on this subject to The
Review, he said: "In the first place it is a mat-
ter of education. Primarily the dealer must be
educated so that he can intelligently explain to
his customers the advantage that the art finish
possesses over any other. To do this, he must
himself realize that the tendency of those versed
in art is to secure soft effects. A glassy surface
offends the eye. For instance, look at the mir-
rored surface of a lake on a sunny day. The
effect is dazzling, and the eyes soon become
wearied. How restful is the effect when a c'.oud
covers the sky. The same is true of a highly
polished piano, or in fact any piece of furniture
or other art work. The prevailing tendency of
those of an artistic temperament is to have all
of their furniture without any gloss, and nat-
urally they wish to have their pianos harmonize.
There are some woods that are particularly
adapted to this finish, such as English oak, wal-
nut and Circassian walnut. Mahogany looks
well, but not so much so as the woods mentioned.
Oak should have a wax finish, but the others
should be done in varnish, and rubbed down with
the greatest care. On the dull surface, cracks
will be scarcely discernible, but it will be par-
ticularly susceptible to finger marks, and will
require more care, but less dusting. Dust will
not show like it does on a polished surface. 1
hope that in time this finish will obtain the
popularity it deserves, and that both dealers and
manufacturers will begin a campaign of educa-
tion on the subject."
Bad Results from Cheap Imitations.
One large manufacturer, in a talk with The
Review, expressed the fear that the adoption of
the art finish may result in cheap imitations that
will injure the reputation yet to be won in the
domain of dull finish by many makers of the
highest grades. A couple coats of varnish with
the surface removed by an application of pumice
stone will be passed by them as an art finish,
and prove deceptive to those who desire the
genuine article. "When a firm like the Behning
Piano Co., who have spent years in perfecting a
finish that is impervious to atmospheric changes,
put a true art finish on the market, and are then
called upon to compete with one that is as I
have described, where the imitation was the first
in the particular field, it will be hard to pur-
suade other customers that the other is not made
the same. The makers of cheap pianos cannot
afford to put a first-class a r t finish on their in-
struments, and will be forced to offer some sub-
stitute or not make them. Then it will be a
hard matter to convince the public that it is not
a scheme on the part of the manufacturer to
save money in the construction of his product,
and 1 have had dealers already write me that
they could not believe that it cost as much to
produce the satin finish as one that required a
great amount of polishing."
Mission vs. Art Finish Cases.
The dull finish in wax on the Mission styles
has. in a measure, according to several manu-
facturers, been the chief reason why the art fin-
ish has won so many friends. In the first place,
they say, there is a wide difference between the
two finishes, so far as practical results are con-
cerned. Oak that has had its pores properly
filled with wax, and other woods, treated so as
to eliminate the gloss, will after a short time
show vastly different surfaces, and the difference
will not be in favor of the art finish. The finish
such as has been placed as a standard is too ex-
pensive, and dealers who have pianos thus
treated have found them slow sellers. It is true
that they will resist the extremes of heat and
cold, but that will not offset the disadvantages
that confront the dealer in making sales. The
Mission finish is particularly adapted to that
style of instrument, and any other would look
incongruous, but a I.ouis XV. style without a
polish looks incomplete.
Test the Taste of the Purchaser.
Other manufacturers expressed themselves as
perfectly willing to make cases in any finish that
the individual purchaser might desire, but do
not believe in stocking up heavily on them so
long as their reception is an unknown quantity.
One manufacturer said: "I have notified all of
my dealers that I am prepared to furnish them
with pianos in art finished cases upon request,
but. I will not urge them to put any samples in
stock. Several of our larger dealers have or-
dered a Colonial style with that finish as a sam-
ple, but do not seem to be taking many orders.
They will only look well in houses where all the
furniture will match or in places where the high
polish placed on the average instrument would
be quickly marred."
What the Dealers Think.
Some of the manufacturers in this city have
written to dealers for an expression on the art
finish subject, and the majority, while conceding
its superiority so far as overcoming the objection-
able features of a high polish are concerned, at
the same time think that the trouble of introduc-
ing it will offset any ultimate gain. Others wel-
come it, regarding the innovation as some-
thing that has long been needed, and think that
the time spent in educating the public will be
well spent, as there will be fewer complaints
about defective varnish work, as well as creating
an artistic tendency. They have the courage of
their convictions, and have placed the orders for
art finished instruments for fall delivery.
CUT RR. RATES FOR MERCHANTS.
Merchants' reduced rates to New York City
will be in effect from the territory of the Central
Passenger Association on July 28-August 1, in-
clusive, and August 18-22, inclusive, the applica-
tion of the Merchants' Association of New York
for such special fares having been granted. The
rate will be one fare and one-third for the round
trip, the concession being made under the cer-
tificate plan. The return limit will, as usual, be
thirty days.
BAILEY CO.'S PURCHASE.
The Bailey Co., of Cleveland, Ohio, have pur-
chased the retail piano business of the Meckel
Kros. Co.. of that city, the latter firm confining
themselves to manufacturing entirely. The
Bailey Co. handle the Everett, Ludwig and How-
ard pianos.
The Victor
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~
Victor Talking
Machine
Company