Music Trade Review

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THE MUSIC TRADE REVIEW
ARGUMENTS FOR A "PIANO WEEK."
(Continued from page 3.)
In other words, to feature the pleasure and advantage of being dressed up, and the psychological
effect of a good personal appearance both upon the health and success of the individual and of the
community.
They suggested that all clothing advertising should be in harmony for a dress-up movement.
Now, unquestionably there is a good deal to this. If you give men a vital reason for dressing
up, and teach them through advertising that fine clothes create within the wearer a mental state
conducive to success, it naturally would bear fruit.
Suppose piano men commence a national campaign of emphasizing the charms of the piano
and player-piano in the home; what pleasure it would give within the home circle; how it would
bring sunshine into lives that are more or less shadowed; how the charms of music can be enjoyed
by everyone!
Surely if clothing men can begin a campaign whereby they are trying to work out a plan of
interesting the public, beyond price, but simply on the fact of being well
dressed, piano men ought to be able to co-operate on a plan of the
American people being well pianoed.
Why not have a rousing piano week?
What say you, piano merchants?
Is the suggestion worth while?
Developing American Music Trade Abroad.
F
.
OR some time past this trade newspaper institution has been
carefully investigating- the possibility of extending the sale
of American musical instruments in a large way in various foreign
countries. Our plans were somewhat interrupted by the war, but
we believe there are certain markets of the world which it will pay
American manufacturers to develop at the present time.
The subject of foreign trade is an interesting one and requires
a comprehensive study of the foreign markets and of the different
interests connected therewith in order to fully appreciate them. We
have published an export paper and our past experience in another
line will aid us materially in assisting American piano manufac-
turers to build up an export trade.
Every thinking man realizes that conditions are continually
changing in the industrial world, and that while the United States
to-day constitutes the best market for American instruments, yet
it behooves every manufacturer to investigate foreign fields. This
investigation may mean a logical expansion of business, and it is
certain that if the rest of the world were as well covered as this
country by piano merchants and salesmen the demand for pianos
abroad would increase a hundred-fold.
Export trade possibilities for American manufacturers, and
this, of course, includes the music trade industry, were never as
great as to-day. The inability of a number of European countries
to make shipments, owing to the war, has opened up markets,
which, if properly cultivated, and the needs of the buyer satisfied,
should result in a tremendous expansion of American industry.
Apart from the Government, which is offering considerable
assistance in the way of information and suggestions to exporters,
there are a number of other institutions, notably the National City
Rank of New York and other large enterprises which have collated
data of exceeding interest which they will supply to those contem-
plating opening up an export trade with South American or Eu-
ropean countries. In this movement The Review is co-operating
and will gladly aid exporters by furnishing them with such informa-
tion as they may desire.
The excellent work being done by the Government and other
agencies is of little avail, however, if the manufacturers themselves
are indifferent to the extraordinary opportunities which confront
them for getting a foothold in the world's markets.
There have been a number of inquiries from South America,
Australia, and even from Great Britain, for various lines of musical
instruments and supplies, made in this country, and some important
connections have been opened up, but in the main the music trade
industry has done and is doing nothing as an industry, or through
its association, to develop export business. Only a few of our
piano manufacturers have export departments, and those who have
none seem indifferent to developing foreign trade, largely because
they are unacquainted with the modus operandi. They dislike the
labor attendant upon developing such business, and unless the order
comes through a broker they are somewhat indifferent to following
up inquiries or "prospects."
It seems to us' that the appointment of an export trade manager
for the music trade industry, whose functions would be constructive
—not unlike the work done by the freight traffic manager now
employed by the association—would be an excellent idea, that is,
if the American manufacturers of pianos, players and supplies are
inclined to go after business seriously.
Sporadic efforts to follow up export trade amount to little, for
there is no department of a business that requires a wider knowl-
edge or a closer attention to the many details essential to success.
Where a manufacturer can't maintain an export department of
his own, and send out his own traveling men to develop trade in
foreign countries, co-operation with a first-class, progressive export
commission house should bring about satisfactory results. These
concerns have a chain of connections in foreign countries, and.
moreover, send out traveling men who are in close touch with
affairs abroad, and, moreover, are responsible financially for pur-
chases, all of which should make an appeal to the smaller manu-
facturer who has no organization for the development of export
trade.
nervous strain, so increasingly evident in modern industrial organi-
zations. It will also undoubtedly tend to inculcate a spirit of co-
operation which must work for the best ends of all concerned.
The significance of this move may be estimated from the fact
that this change in the hours of labor will reduce the Victor Co.'s
profits on its present volume of business about one million dollars
for the first year. This the company expect will be overcome by
superior workmanship, larger production, and other adjustments
and improvements, all of which will tend to the perfection of its
manufacturing organization.
It is needless to say that this important move would have been
impossible were it not for the fixed price policy long adopted by
the Victor Co. in the sale of its products. This policy works not
only for the interest of the general retail trade, but for the benefit
of the factory workers, thus demonstrating its economic soundness,
Standard prices for goods always mean satisfactory wages,