Music Trade Review

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TH
MUSIC TRADE
U n d e r THE
T
HERE has been a complete change of attitude on the part of
the public within recent years toward the talking machine.
Only within a comparatively short period there existed a large
army of skeptics who looked upon the talking machine merely as
a toy—as a passing fancy—and predicted that its existence and
popularity would be of short duration. This changed condition is
due in its entirety to the remarkable work of the manufacturers of
these instruments. They have so improved their products, both in
tone-producing possibilities as well as in designs, that to-day the
talking machine is recognized as one of the greatest educational
factors of our times. It is helping to make Americans acquainted
with the great instrumental works of the leading composers. It
has brought the best of music into the backwoods as well as the
cities, and used as it is to-day in many of the public schools in the
country, an educational campaign in a musical way is being car-
ried on which is proving of incalculable value. This movement
affects the piano dealer apart from the selling end, because the
talking machine instills and accentuates musical taste, which in
due time is followed by a desire to possess pianos. And thus the
educational work goes on. No higher recognition of the artistic
merits and position of the talking machine can be imagined than
the fact that Ignace Paderewski, the prince of pianists, has recog-
nized its excellence and ability to interpret his remarkable playing
by making a number of records for the Victor Talking Machine
Co. It is said that he consented to play only after being thor-
oughly convinced that ''Victor records would be absolutely perfect
reproductions of his faultless playing," and they are remarkable
photographs in every respect. Then, again, only recently the
Columbia Phonograph Co. announced some excellent records by
Xaver Scharwenka, the eminent pianist, and this month they also
announce a number of records by the Russian Symphony Orches-
tra. All this is most convincing evidence of the position won by
the talking machine in the musical world, and as an educational
factor the talking machine is now considered to be most potent. It
makes it possible for the music lover to secure at comparatively
small expense the greatest compositions of the masters interpreted
by great musicians and organizations of world-wide fame.
*?
* •?
ANY piano manufacturers have shown more than passing in-
terest in the movement looking for the rehabilitation of the
American Merchant Marine, having in view the development of the
export trade of the country with special regard for the demands
of the South American republics, and have enthusiastically en-
dorsed resolutions to that effect. The question remains, however,
just what some of those manufacturers will do if the plea for the
building up of the merchant marine is successful and they have
direct access to the foreign markets. Taking it for granted that
piano men of the United States can build instruments that will
stand up, under severe and varied climatic conditions, there is still
the important question of special styles of cases to meet the foreign
demands, the bringing of the product directly to the attention of
those interested in a way that will result in orders pried away from
the manufacturers of other countries, and last, but not least, the
willingness to do business according to the standards of the South
American. Here in the United States it is a comparatively simple
matter to keep in touch with the public taste in piano cases, but the
average South American has different ideas, probably being influ-
enced to a large extent by the case-work on the pianos from Ger-
man and English factories. To get trade, therefore, it will be
necessary for those about to enter the field in competition to make
a special study of the demands in that particular and work accord-
ingly, rather than to send down a batch of catalogs, even though
they be printed in Spanish, showing only the cases generally favored
in our own country.
M
HEN, too, there is the matter of credits, and to the general
run of American manufacturers the South American system
of making payments will make the note extensions of some native
T
REVIEW
TALL TOWER.
dealers seem like cash on delivery. European exporters have gone
to extremes in their anxiety to get a firm grip on the markets and
the result has been that to wait for money for a year or more is the
rule rather than the exception and the demand for such credit does
not in any way reflect on the financial standing of the house. While
confining his business to the United States, the piano manufacturer
can look after the financial end with little trouble, for the usuages
are such as he has been acquainted with throughout his business life.
His knowledge of his own business shows him what to expect from
those to whom he sells and any changes are made gradually. When.
entering the foreign field, however, special study of the credit and
banking systems are absolutely necessary, not only in getting the
trade in the first instance, but in holding it. The export field, espe-
cially South America, offers immense opportunities for American
manufacturers even without the aid of an American merchant
marine, and several piano houses have already built up strong con-;
nections in that field, but unless the manufacturer is willing to let
his own opinions and desires go by the board and give the South
American what he wants and in the way he wants it, that market
had better be left alone. This is the situation in a nutshell.
I
T would be difficult to conceive of a more convincing tribute j
• to the high standing and popularity of the Steinway piano on
the Pacific Coast than the artistically conceived and beautifully
printed volume just issued by Sherman, Clay & Co., of San Fran-
cisco. The advertising of this old and distinguished Pacific Coast
house is always strikingly original and effective, and this volume
entitled "Laudamus" contains within its beautifully embossed cov-
ers some 150 testimonials bearing on the Steinway piano from
notable musicians of San Francisco and locality. Opposite each
letter appears a portrait of the writer—all men of the highest repu-
tation and who have long been leaders in the musical development
and advancement of the Pacific Coast. Such an army of men labor-;
ing for the uplift of music in America, and representing, mark you,
only one section of our great country, is certainly proof of the :
great place which the Pacific Coast is now occupying in the musical
advancement of the nation. That these prominent figures in the
musical world are being heard in concert, recital and in the studio
through the medium of the Steinway piano, is not only an indica-
tion of the artistic position occupied by this instrument on the
Pacific Coast, but it means that they are educating a constantly
enlarging public to an appreciation of its wonderful tone arid all-'
round excellence.
HOW THE TRADE HAS SUFFERED IN REPUTATION
(Continued from page 5.)
I feel that not only was my business injured, but I think that my'
reputation suffered more locally from my association with puzzle
contests than from any other one single act which I have ever com-,
mitted since 1 have been in business. I am satisfied that the late
lamented Mr. Barnum knew something about the American people,
when he said they like to be humbugged. But they are getting;
wiser to-day, and as a matter of fact the piano men themselves;
should realize exactly the dangers which they are facing by pur-;
suing methods which are contrary to good sound business sense/'
Numerous other communications have been received, all of
which show that Review readers are interested in such- a campaign
as we have been carrying on.
•
The future of the piano business rests entirely in the hands,
of the retailers themselves, and the question is, will they throw away
the opportunity and will they refuse to profit b y the lessons of the
past ?
The business is rapidly undergoing changes—changes which,
must be apparent to anyone who has even a superficial knowledge;
of the conditions.