Music Trade Review

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THE
MUSIC TRADE
REVIEW
velopments begin to have a definite significance.
Very soon what was meaningless becomes charged
with profound meaning, what was formless be-
comes the perfection of form. It is so easy. One
only has to try.
And all this is eminently worth while. Truly the
study and appreciation of music are not artificial
acquirements. They are latent in the spirit of every
normal human being. Music is the very gift of
heaven. It was not sent to be abused, but to be
enjoyed, reverenced, loved. And so it may be by
Music a Natural Thing.
everyone who will take the small trouble of try-
Now, in fact, music is the most natural and
least artificial form of expression that the world ing. Familiarity in this case breeds love, not con-
can conceive. It is less artificial, for instance, than tempt. Let no one be afraid of music. Let no one
articulate speech, if reduced to its elements. No suppose himself so small minded, so incapable of
warm-hearted creature can resist the temptation to understanding as to be unable to see into the depths
burst into spontaneous music when the occasion of music. It is a gift waiting freely to be accepted
demands it. And, if the matter be examined right- as freely as it is given. Neither man nor woman
ly, it is seen that one ought naturally to sing when- need "fear" music. Music is a friend, a faithful
ever exalted sentiment of any sort is to be ex- friend, that will never grow cold, never desert,
pressed. For music, after all, is simply a language. never betray. It is comforter, exalter, bringer of
It has its grammar, true, and its syntax. But it is joy and banisher of pain. Try it. It is eminently
nevertheless a language no more complicated to tin- well worth while.
The Player-Piano's Place.
derstand than any other form of expression. Elab-
And let us remember that this is a matter where
orate music and elaborate written or spoken lan-
guage are each elaborate for parallel reasons. A the wonderful, limitless possibilities of the player-
laborer does not care for Beethoven. But then piano provide most efficient assistance. It is a pity
he does not care for Shakespeare either. Yet in that the player-piano is so much used to promote
each case the basic idea of expression is the same. the hearing of what is sordid, trivial and trashy.
Each master had ideas to express and each ex- When one reflects upon what the player-piano can
do for the musical education of any normal man or
pressed them in the manner which seemed most
natural and proper to him. Neither is artificial, woman and how much good that education is for
all who possess it, one is tempted to wish that
nor is either absurd, except to those whose imagina-
every owner of such an instrument might be com-
tions cannot rise above the limitations of their own
pelled to use it for acquiring the appreciation of
daily life.
good music. For, indeed, there is nothing else in
Musicophobia.
To appreciate music and not to be scared away the world so efficient for this purpose. The piano
from it is a very good thing for everybody. The trade might well take the trouble to look at things
fear of music arises from an idea that it is an in this way occasionally. More player-pianos would
artificial, highly specialized sort of thing, which be sold and less prejudice against them would exist
cannot be understood, practiced or even appreci- were a more systematic attempt made to encourage
the use of them as keys to unlock the gate that
ated without specialized training. And many
leads
into the Fairyland of Tone.
people therefore will stay away from the joys of
and partly fear. They will be afraid always that
they cannot understand it. And still more will they
be afraid that it will bore them. Being bored is a
favorite amusement of those whose minds have
not been trained to habits of reflection. Music will
bore such people because they do not like to think.
And so they will be afraid to listen to music that
attempts any sort of definite expression, just be-
cause they fear they can make nothing of it. This
is the great American fear of music.
music simply because they are apparently unable to
approach it with an open mind. They fear to make
the attempt at removing their acquired prejudices.
They have not the stamina to throw the prejudices
to one side. They somehow fear that they will be
bored, or bewildered, or something like that. And
so they stay away from music to the eternal hurt
of their souls. It is a very sad state of affairs
and one calculated to bring tears to the eyes of the
judicious. Yet it exists and we must take account
of it.
PLAYER=PIANOS AND "EXCHANGES."
Some Well Considered Remarks on This Sub-
ject by an Experienced Piano Man Which
Are Well Worthy the Consideration of Those
Engaged in the Retail Business.
(Special to The Review.)
Chicago, 111., March 25, 1912.
The invention and introduction of the player-
Have Courage!
piano has been of vast benefit to the piano trade in
And yet the way out of this distressing state is general, not only that it shows a new vein of pro-
so broad and open, so easy to find and follow! duction, but on account of the musical stimulation
And the journey is so pleasant. It is only neces- the public has received. The player business is one
sary to ask yourself deliberately whether you will of vast possibilities. It should be conserved and
approach music with an open mind, and whether
fostered. A better class of buyers, better terms
you will make some attempt to see why people rave and an increased pro rata of profit should be the
over it. Nothing is easier than to appreciate music. natural result, yet there are matters connected with
You need only wish and it shall be granted unto the selling of players, which, in the light of past ex-
you. Make up your mind that those things which perience, should be carefully worked out.
hitherto have been bewildering, even boresome to
The player-piano has revived the days when the
you, really have some meaning. And make the ex- upright superseded the old square; the day of con-
periment of trying to find out what that meaning stant exchanges. In this connection a prominent
can be. Practice makes perfect—in musical appre- piano man of this city, who has been connected with
ciation as in everything else. A great symphony the retailing as well as other branches of the busi-
may at first seem to be a most obscure and mean- ness, uttered the following remarks, which are most
ingless thing. But listen to the same one several timely :
times with the intention of finding out what it all
"As in the days of the first 'uprights,' too much
means and your perceptions begin to clarify with allowance is being made for the instrument taken
amazing rapidity. The details begin to stand out, in exchange. Buyers of to-day are wiser than
the themes appear in individual beauty, the de- those of a generation ago, and know more about
the true value of the instruments offered for sale.
Players are priced too low. Too much profit is
wrapped up in an 'exchange' that must bear its
pro rata of selling expense. Despite the conten-
tion to the contrary, selling expense is an inexor-
able law. When two instruments must be sold to
make one profit the result is ultimate loss.
"The cost of selling a player-piano is much more
than the selling of a straight piano. Its care the
first year is a costly obligation. Players cannot
be sold and an allowance made for a second-hand
piano that is greater than the difference between
cost and retail price. Yet it is being done every
day. Keep up the price of 'players.'
"There is a chance for the piano trade to get
some real profits out of the player business. The
'exchange' at a high price destroys 'profit.' Fight
to make an honest valuation. If you don't you will
rue it. If you do you will have the chance of
your life during the next ten years to make a
profit."
GOOD TRADE INPLAYER=PIANOS.
The Hefling Music Co., which handles the A. B.
Chase, Krakauer Bros., Briggs, Packard, Bush &
Lane, Maynard and other instruments at New
Philadelphia, O., has equipped a shop for the pur-
pose of installing the Gulbransen player action in
regular pianos, as well as for doing general repair
work. It reports an excellent trade in Krakauer
player-pianos—in fact, it has made a specialty
of player-pianos for some time past.
CHOICE SELECTION OF MUSIC ROLLS.
The Universal Music Co. has just issued a new
list, known as "List C," of fastest selling and most
popular 88-note Universal rolls, and which is in-
tended as a guide both to the dealer in the exploita-
tion of his stock of rolls and to the player-pianist
who is desirous of gathering together a suitable
permanent library. In a letter to the trade the
Universal Music Co. says:
"Every roll listed in 'List C is there because
the public has placed it there. No one critic is
responsible for the selection; factory selling rec-
ords, infallible guides to public demand, have deter-
mined the seling value of each roll.
"The dominating thought in the preparation of
this booklet is to provide you with music rolls that
will pass quickly from your shelves into the hands
of your customers and will remain there."
PLAYEE MUSIC BASIS OF SUIT.
A peculiar and interesting case recently came up
before the court in St. Joseph, Mo., when E. P.
Dehler, a merchant of that city, brought suit
against his neighbor, Cyrus Rhodes, an artist, al-
leging that Mrs. Dehler's health had been wrecked
as the result of the almost constant operation of
a player-piano in the Rhodes home. The case is
unique in character and the judgment of the court
as to just what extent the player-piano is respon-
sible should prove of interest both to piano men
and player-piano owners.
J. W. STEVENS IN NEW ENGLAND.
J. W. Stevens, of Jacob Brothers, was in
Boston last week and covered several New Eng-
land points, finding a good trade throughout the
section he visited. Trade was reported as exceed-
ingly good at the factory of Jacob Brothers, par-
ticularly in player-pianos.
The Master Player-Piano
is now equipped with an
AUTOMATIC TRACKING DEVICE
Which guarantees absolutely correct tracking of even the most imperfect music rolls
W I N T E R & CO., 220 Southern Boulevard, New York City