Music Trade Review

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THE MUSIC TRADE
REVIEW
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President, C. L. Bill, 373 Fourth Ave., New York; Vice-President, J. B. Spillane,
373 Fourth Ave., New York: Second Vice-President, J. Raymond Bill, 373 Fourth Ave.,
New York; Secretary and Treasurer, August J. Timpe, 373 Fourth Ave., New York.
J. B. SPILLANE, Editor
J. RAYMOND BILL, Associate Editor
AUGUST J. TIMPE
Business Manager
Executive and Reportorlal Stall:
B. BUTTAIN WILSON, CAHLETON CHACB, L. M. ROBINSON, WILSON D. BUSH, V. D. WALSH,
W H . BKAID WHITK (Technical Editor), E. B. MUNCH, A. J. NICKLIN, L. E. BOWERS
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LOCATED I N T H E LEADING CITIES THROUGHOUT AMERICA.
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T Piann
1<1UU anri
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Departments conducted by an expert wherein all ques-
t j o n s o f a technical nature relating to the tuning, regu-
lating and repairing of pianos and player-pianos are
p
dealt with, will be found in another section of this
paper. We also publish a number of reliable technical works, information concerning
which will be cheerfully given upon request.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900
Silver Medal.. .Charleston Exposition, 1902
Diploma ...Pan-American Exposition, 1901
Gold Medal
S t Louis Exposition, 1904
Gold Medal...Lewis-Clark
Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBERS 5982—6983 MADISON SQ.
Connecting all Departments
Cable address: "Elblll, New York."
NEW
YORK,
AUGUST
4, 1917
EDITORIAL
T seems to be the consensus of opinion among leading authorities
I condition
in the business world that we are destined to have a very active
of business in this country the coming fall. For example,
Bradstreet's, in summing up the situation this week, said: "Agree-
ment is general that fall trade will assume large proportions, and
underneath the waiting attitude that is temporarily displayed while
legislators are debating the subject of price control is a strong
tendency to make preparations for a prosperous autumn. In a
way, this virtual marking of time is akin to that of a buyer who
holds off for better prices; but aside from these cross currents, the
breathing spell will enable producers to catch up on orders, and in
a large sense the respite, such as it is, is doubly welcome."
There can be no active business in the piano trade the coming
fall, however, unless dealers have pianos to sell. In order to have
them in stock it is most essential that they should place orders at
once, so as to enable manufacturers to know exactly what the re-
quirements of their customers will be for the coming fall.
That is one of the reasons why the piano merchants should get
active right now, if they have not already acted. Another reason,
and perhaps the most vital, is that there is very apt to be a decided
congestion on the railroads just at the time when piano merchants
want stock in the late fall, owing to the tremendous demands being
made on the railroads by the Government in connection with the
war. Even at the present time piano shipments are being delayed
to some extent, and on one railroad there is an embargo which is
seriously affecting shipments of everything excepting war supplies.
Our correspondents tell us that many dealers, particularly the
smaller ones, are taking chances in placing orders with the hope
of conditions bettering so that they may be able to get pianos and
players when they want them the coming winter. This is a very
unwise and unbusinesslike attitude, for pianos cannot be turned out
in a day, and manufacturers must know far ahead regarding the
requirements of their customers, so that they may be able to pur-
chase supplies in good season—for supplies are mighty scarce and
REVIEW
mighty costly. Thus the need of absolute co-operation between
manufacturer and dealer is obvious so that the highest degree of
efficiency may be obtained.
The necessity of placing orders for stock early was brought
to the attention of the trade a couple of months ago by The Review,
and we have been referring to the subject week after week, realiz-
ing how important it is for the entire industry that there should be
a proper comprehension of the serious condition which faces us
the coming winter.
The piano dealer who neglects to give consideration to his needs
in the way of stock and who prefers to take "pot luck" is certainly
going to suffer, and he deserves to. The situation is not to be
viewed as a game of chance. It is purely a matter of serious
business, and inasmuch as pianos do not grow over night, the manu-
facturer is entitled to ample notice as to the requirements of the
trade, so that he may be able to produce his products without serious
interruption. For the likelihood of interruption exists on all sides
owing to the scarcity of men, brought about through the military
draft, as well as to the increased demand for labor in all factories
making military supplies. The time to act is this week—to-day.
I N The Review this week there is presented some direct re-
1 ports from prominent members of the Canadian music trade
regarding their actual and individual business experiences thus
far during the war. We feel that these actual experiences should
prove most interesting- to those American manufacturers and
dealers in musical instruments who are wondering- just what
effect our entrance into the war will have on the trade in this
country.
Without exception the Canadians report that while there was a
period of depression of from several weeks to several months im-
mediately after the entrance of that country into the conflict,
the reaction came fast and not only did the trade recover its
normal spirit, but it has actually enjoyed unusual prosperity to
date. There has much been said of the prosperity brought by
the war to the music trade in the belligerent countries, particu-
larly England and Canada, and the interviews published this
week offer tangible proof of the claims made.
A MONG the progressive minds in the music trade industry
* » there is an unanimous feeling that the future of the industry
centers to a very large extent on a larger appreciation of music on
the part of the public, and in this connection the article written
by Raymond Stotler, manager of the piano department of the
Rudolph Wurlitzer Co., Cincinnati, O., and which appears elsewhere
in this issue of The Review, is a most valuable and timely contri-
bution, which we commend to the attention of our readers.
Mr. Stotler takes up the commission question, and points out
how unfair it is to impugn the motives of the music teacher, when
as a matter of fact in many instances the responsibility for the
condition complained of rests with the piano dealer himself. He
urges co-operation with, rather than antagonism towards, the music
teacher, and points out that our country cannot be really musical
until every man and woman, whether salesman, merchant, teacher,
or intelligent listener, becomes so interested in music as to join
hands in a "big drive" to aid in a larger appreciation of music, so
that the homes of America may enjoy the great cultural benefit
of this greatest of arts.
Many have not stopped to consider that the number of pianos
and players sold is far beyond the real appreciation of music in
this country, and in this connection Mr. Stotler holds that if a
salesman, after closing a sale, were to give his customer a short
talk on the necessity of beginning the study of music immediately
with a good, competent teacher, at least eight times as many music
teachers as we now have would be needed, and there would be
so many advanced students of music that teachers would not only
benefit but a new army of music lovers would be seeking pianos of
their own free will.
Mr. Stotler places emphasis on a point which has been pounded
away in The Review time and time again, that constructive work
in the sales field is absolutely necessary—that the salesman, for
instance, who can convince his prospect that the player-piano which
he is demonstrating plays musically, and that music is a necessity
in the home, has little need to fear competition or use for further
argument. We thoroughly agree with Mr. Stotler that the piano