Music Trade Review

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THE MUSIC TRADE REVIEW
The Effect of Talking Machines on Piano Sales.
O
UR attention has been drawn to a recent article appearing in
the columns of a daily paper published in southern Illinois,
in which a prophesy is made of the triumph of the talking machine
over the piano as the instrument of the home.
This is simply another case of the uninformed going off at half
cock—just another of the many absurd statements which are made
in the columns of the daily papers concerning special industries of
which the writers are in total ignorance.
Such a prophecy is absurd, and the writer probably has not
even a superficial knowledge of the fundamentals of either of the
industries to which he referred in a prophetic manner.
The growth of the talking machine industry in this country has
been one of the most remarkable developments which has occurred
in any trade, and it is probably natural to suppose that a lot of
writers and business men will be free to make all kinds of predic-
tions regarding its future.
If a piano merchant finds business dull and he finds his more
enterprising neighbor is doing business, who, by the way, may
handle talking machines, he attributes the slowness of trade with him
to the talking machine, and when a newspaper man drops in he is
liable to say that the talking machine is cutting out pianos, and so,
perhaps, the writers are not wholly to blame when they make
ridiculous prophecies concerning the future of musical instruments.
'"I S HE talking machine has become, within a very brief time, such a
J- great factor in the musical life of the nation that many people
are apt to make most ridiculous comments regarding its future with-
out taking the time to investigate just what effect it may have upon
the sale of other musical instruments.
We recall the time when some of the old piano manufacturers
figured that long before 1900 the entire population of America
would have been supplied with pianos and all of the factories would
be put out of business by reason of lack of demand for instru-
ments.
That was the limited vision with which many men contemplated
the piano horizon years ago.
What is the result?
More pianos are being made and distributed than ever before,
and it is reasonable to suppose that a population of 100,000,000
has an absorptive piano capacity of 300,000 pianos annually.
Now, let us take up the question as to the serious invasion of
the talking machine upon the piano field, and how much it has.
reduced the demand for pianos.
Of course, there are instances where people of limited income
debate seriously as to whether they will purchase a piano or a talking
machine.
It is admitted that the talking machine has many features of
attractiveness. It supplies a variety of music which no other crea-
tion of human brain and hand can supply, but still it creates a
demand for something more. It awakens a true musical spirit, and
every talking machine which is sold is simply carrying on educa-
tional work for a greater demand for music, just the same as pianos
wherever placed are adding their share to the musical love of our
people.
OES anyone for a moment suppose that the talking machine
business could have reached the position which it has
achieved within such a brief time were it not for the educational
work carried on through the mediumship of the piano in former
years? The demand for music has been stimulated by the sales of
all musical instruments.
We are inclined to the belief that the piano market would be
lessened if the talking machine were removed entirely from our
modern life.
Why?
Simply because there would be a lessened desire for music, and
piano manufacturers and piano merchants would have to work just
so much the harder to instill the love of music into their clientele.
The facts are that piano and talking machines are both power-
ful developers in stimulating a love for music in the home circle,
D
and when a customer shows an uncertainty as to which instrument
he will purchase it is simply an incident in our business life.
A good many piano merchants find that customers from time
to time make inquiries in their stores for talking machines, expecting
to find them therein. The inquiry is natural, because it is logical
to associate the talking machine as a musical instrument with houses
which deal in all kinds of musical accessories.
T
HERE are more people who look in a music store for talking
machines than in exclusive talking machine stores; but so far
as the talking machine itself curtailing the sale of pianos by acting
as a deterrent force is too absurd to seriously consider.
The statement, too, has been made that the sale of talking
machines has decreased the sale of what we coloquially term small
goods. In other words, musical instruments of lesser value than
pianos, and yet inquiry at the great music trade emporiums in the
principal cities brings forth the information that the stores which
are thoroughly progressive are selling more banjos, mandolins,
guitars, accordeons, etc., than before for years.
To our minds, this increased demand for musical instruments
has come largely through the influence of the talking machine in
cultivating a love for music in many ways.
To illustrate: a person who owns a talking machine puts on
fine banjo, violin or mandolin records. The audience listens to them
with pleasure, and as a result of this kind of educational work some
of the listeners will visit nearby stores and make purchases of in-
struments so that they can themselves learn to play upon them.
Here is where the great educational power of the talking machine
comes in. It places the finest music of the world within reach of all.
The world's greatest singers and instrumentalists are, .through
the agency of the talking machine, brought directly into the home
circle.
If we had a great catalog of world renowned piano solos and
selections it would increase the sales and interest in the piano
just as the vocal talking machine records have given hundreds of
students to music teachers, who have personally admitted that their
pupils have been encouraged to take up the higher study of vocal
music simply by the talking machine arousing ambitious instincts
within them.
HE men who claim that the talking machine is seriously affect
ing the piano business have not carefully studied the funda-
mentals, because the demand for pianos is steadily increasing, and
with the growing advent of the player-piano a new factor has been
introduced which will still further make for healthy progress.
Again, there is another paint which it is well to make in this
connection, and that is that the talking machine has proven a splendid
aid to piano merchants everywhere, because it has enabled them
to make quick and easy profits. It has helped them to tide over
trying financial conditions and has been the means of drawing cus-
tomers to their stores who would not have purchased pianos, and
it has helped them out very materially in the financial showing of
their business.
After all, perhaps, the criticism that the talking machine has
interfered with the piano business is quite natural when we con-
sider that the talking machine as a selling force has broken all
records.
It has come within a few years and is to-day conceded to be a
powerful factor in the musical life of the nation; but its stimulating
musical features, however, are not wholly understood or appre-
ciated by those who thoughtlessly criticise.
The talking machine is helpful in many ways to the musical
business, and piano merchants as a whole are not slow in giving
to the talking machine fair credit for the success of their business.
There are, of course, some few who allege that it has curtailed
piano sales, but these are the ones who are uninformed and who
usually lack ability to successfully conduct their own enterprises.
T
T
HE above editorial is reprinted from The Talking Machine
World of March 15, because of its relevancy and interest.