Music Trade Review
Issue: 1918 Vol. 66 N. 16 - Page 9
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
APRIL 20,
1918
MUSIC TRADE REVIEW
Conducting a Retail Piano
Business in War Time
The Third Instalment of Opinions From Prominent Piano Retailers Throughout the Country Concerning
Proper Methods to Be Employed in Conducting a Retail Piano Business During War Time,
Which Will Prove of Real Interest and Benefit to Piano Dealers Everywhere
The instalments of interviews with piano merchants on wartime business methods, which have appeared in the last two issues
of The Review, have created wide comment, inasmuch as the messages came from all sections of the country, and the opinions were
based on conditions as they actually existed in those sections.
It is impossible for any one piano merchant, no matter how progressive or successful, to lay down hard and fast rules which
can be followed absolutely and minutely by dealers in every section of the country, yet each merchant, from his knowledge of
conditions as they exist in his particular locality, can give advice which will guide his fellow merchants in other sections along
lines which make for progress and success.
The third instalment of opinions presented herewith presents various ideas and opinions predicated somewhat on the local
conditions surrounding the merchant expressing the opinion, yet these opinions, as have all previous ones, emphasize in general
the necessity for ordering as early and as liberally as possible, shortening terms and keeping closer watch on credits, advertising
steadily and liberally, and putting affairs in good order generally.
Edmund Gram Presents an Optimistic View
MILWAUKEE, WIS., April IS.—"The piano trade,
while it has at present a few unusual phases or
problems to solve, in my opinion does not pre-
sent the difficulties or show the serious aspects
which are predicted by some of our dealers,"
declared Edmund Gram, head of the Edmund
Gram Music House and president of the Na-
tional Association of Piano Merchants, in an in-
terview with The Review.
"True, there is more or less of an embargo on
the shipping of instruments, but, while there
Government on us for Liberty Loans, Red Cross,
Y. M. C. A. work, Thrift Stamps has seriously
affected the piano trade I think is a mistake,
for the reason that the Government has been
pouring out its wealth in very large sums all
over the United States. Besides, there is plenty
of work and wages have greatly increased. Al-
though the cost of living is high, yet there seems
to be sufficient left to warrant a good trade in
the retail piano business. The times are, of
course, quite strenuous, but with all, there seems
to be more actual cash with the people than
before the war. Cash sales have increased and
cash payments have grown somewhat larger.
"One particularly wholesome phase is that
the Middle West has been especially blessed
with a most bounteous crop and with another
similar year, with the same big prices, will as-
sure a good piano business, especially in the
farming districts. Another commendable fea-
ture is that the high grade piano and player
business, under present conditions, has proven
to be largely on the increase, while the ordinary
piano has not. My views in general are quite
optimistic, and I sincerely hope the whole piano
trade will join me in this."
Go After Quality Sales, Advises F. C. Comer
Edmund Gram
exists some inconvenience in receiving of ship-
ments, yet if the dealers were a little more
careful generally in the placing of their orders,
this condition would be greatly improved. But
there is another matter which, as it appears to
me, is of more vital importance. This refers
more particularly to conservatism in a certain
direction.
"For some time past the manufacturers have
greatly developed, enlarging factories and even
pushing them to the very limit of production.
Consequently, in many cases they have over-
stocked dealers.
This naturally strains the
credit of these dealers and creates oftentimes
numerous difficulties both for the manufacturer
and dealer. I think this condition should be
changed by the manufacturers trying to more
evenly divide their output, or in other words,
try to work out a more even pro rata as to
the trade of their respective dealers. Evidently
this condition has also affected the 'serious
shortage' of pianos, notwithstanding the 'scarcity
of material, labor and transportation difficulties.'
"The impression that the financial calls of our
KANSAS CITY, MO,, April 15.—"Theory must be
combined with practical knowledge in order to
form a future working basis for piano merchan-
dising," declares F. C. Comer, manager of the
Kansas City branch of the Starr Piano Co.
"The business at the present time," he* said,
"presents about the same difficulty that a travel-
er would confront were he to enter a new ter-
ritory on a dark night without a well-defined
road to travel or the assistance of a guide.
"In solving this problem we have only our
technical knowledge based upon past experience
in the business to enable us to analyze the prob-
lems that confront us in the immediate future.
"There will be a marked shortage of stocks
within the next year or so. The retailer will
be unable to secure prompt shipments on ac-
count of the Government classification of our
commodities. It will be difficult for the smaller
factories who have not a large reserve supply of
materials to fill orders for their clients, so we
are going to expect a process of elimination to
occur that in my opinion will greatly benefit
the piano business in the future by placing it
on a more dignified basis. This will be the
normal solution of our commercial problem as it
has been the normal solution of all great na-
tional problems, 'Merely a matter of the sur-
vival of the fittest.'
"The reckless, haphazard methods of the
manufacturer or retailer in regard to credits is
now an extremely dangerous proposition. The
day of long-term contracts, anything down, and
anything per month, is a thing of the past with
the wise and far-seeing dealer.
Those who
have depended upon quantity rather than qual-
ity as representing successful business will be
treading upon dangerous ground and in the
opinion of the writer we may expect many
houses of this character to close their doors
and their employes to seek other fields wherein
the talent of exaggeration is more remunera-
tive. The dealers know that the majority of
payment contracts are more difficult to handle
than the average customer anticipates, and the
result in the past has been the forcing of sales
by so-called hypnotic salesmen and a corre-
sponding over-buying tendency on the part of
the more irresponsible customers. This means
F. C. Comer
many repossessions or heavy collection ex-
penses. Repossessions as any well posted busi-
ness man knows on the general average mean
a substantial loss to the dealer.
"We are preparing our men for bigger and
better things. In our experience meetings we
{Continued on page 11)
APRIL 20,
1918
MUSIC TRADE REVIEW
Conducting a Retail Piano
Business in War Time
The Third Instalment of Opinions From Prominent Piano Retailers Throughout the Country Concerning
Proper Methods to Be Employed in Conducting a Retail Piano Business During War Time,
Which Will Prove of Real Interest and Benefit to Piano Dealers Everywhere
The instalments of interviews with piano merchants on wartime business methods, which have appeared in the last two issues
of The Review, have created wide comment, inasmuch as the messages came from all sections of the country, and the opinions were
based on conditions as they actually existed in those sections.
It is impossible for any one piano merchant, no matter how progressive or successful, to lay down hard and fast rules which
can be followed absolutely and minutely by dealers in every section of the country, yet each merchant, from his knowledge of
conditions as they exist in his particular locality, can give advice which will guide his fellow merchants in other sections along
lines which make for progress and success.
The third instalment of opinions presented herewith presents various ideas and opinions predicated somewhat on the local
conditions surrounding the merchant expressing the opinion, yet these opinions, as have all previous ones, emphasize in general
the necessity for ordering as early and as liberally as possible, shortening terms and keeping closer watch on credits, advertising
steadily and liberally, and putting affairs in good order generally.
Edmund Gram Presents an Optimistic View
MILWAUKEE, WIS., April IS.—"The piano trade,
while it has at present a few unusual phases or
problems to solve, in my opinion does not pre-
sent the difficulties or show the serious aspects
which are predicted by some of our dealers,"
declared Edmund Gram, head of the Edmund
Gram Music House and president of the Na-
tional Association of Piano Merchants, in an in-
terview with The Review.
"True, there is more or less of an embargo on
the shipping of instruments, but, while there
Government on us for Liberty Loans, Red Cross,
Y. M. C. A. work, Thrift Stamps has seriously
affected the piano trade I think is a mistake,
for the reason that the Government has been
pouring out its wealth in very large sums all
over the United States. Besides, there is plenty
of work and wages have greatly increased. Al-
though the cost of living is high, yet there seems
to be sufficient left to warrant a good trade in
the retail piano business. The times are, of
course, quite strenuous, but with all, there seems
to be more actual cash with the people than
before the war. Cash sales have increased and
cash payments have grown somewhat larger.
"One particularly wholesome phase is that
the Middle West has been especially blessed
with a most bounteous crop and with another
similar year, with the same big prices, will as-
sure a good piano business, especially in the
farming districts. Another commendable fea-
ture is that the high grade piano and player
business, under present conditions, has proven
to be largely on the increase, while the ordinary
piano has not. My views in general are quite
optimistic, and I sincerely hope the whole piano
trade will join me in this."
Go After Quality Sales, Advises F. C. Comer
Edmund Gram
exists some inconvenience in receiving of ship-
ments, yet if the dealers were a little more
careful generally in the placing of their orders,
this condition would be greatly improved. But
there is another matter which, as it appears to
me, is of more vital importance. This refers
more particularly to conservatism in a certain
direction.
"For some time past the manufacturers have
greatly developed, enlarging factories and even
pushing them to the very limit of production.
Consequently, in many cases they have over-
stocked dealers.
This naturally strains the
credit of these dealers and creates oftentimes
numerous difficulties both for the manufacturer
and dealer. I think this condition should be
changed by the manufacturers trying to more
evenly divide their output, or in other words,
try to work out a more even pro rata as to
the trade of their respective dealers. Evidently
this condition has also affected the 'serious
shortage' of pianos, notwithstanding the 'scarcity
of material, labor and transportation difficulties.'
"The impression that the financial calls of our
KANSAS CITY, MO,, April 15.—"Theory must be
combined with practical knowledge in order to
form a future working basis for piano merchan-
dising," declares F. C. Comer, manager of the
Kansas City branch of the Starr Piano Co.
"The business at the present time," he* said,
"presents about the same difficulty that a travel-
er would confront were he to enter a new ter-
ritory on a dark night without a well-defined
road to travel or the assistance of a guide.
"In solving this problem we have only our
technical knowledge based upon past experience
in the business to enable us to analyze the prob-
lems that confront us in the immediate future.
"There will be a marked shortage of stocks
within the next year or so. The retailer will
be unable to secure prompt shipments on ac-
count of the Government classification of our
commodities. It will be difficult for the smaller
factories who have not a large reserve supply of
materials to fill orders for their clients, so we
are going to expect a process of elimination to
occur that in my opinion will greatly benefit
the piano business in the future by placing it
on a more dignified basis. This will be the
normal solution of our commercial problem as it
has been the normal solution of all great na-
tional problems, 'Merely a matter of the sur-
vival of the fittest.'
"The reckless, haphazard methods of the
manufacturer or retailer in regard to credits is
now an extremely dangerous proposition. The
day of long-term contracts, anything down, and
anything per month, is a thing of the past with
the wise and far-seeing dealer.
Those who
have depended upon quantity rather than qual-
ity as representing successful business will be
treading upon dangerous ground and in the
opinion of the writer we may expect many
houses of this character to close their doors
and their employes to seek other fields wherein
the talent of exaggeration is more remunera-
tive. The dealers know that the majority of
payment contracts are more difficult to handle
than the average customer anticipates, and the
result in the past has been the forcing of sales
by so-called hypnotic salesmen and a corre-
sponding over-buying tendency on the part of
the more irresponsible customers. This means
F. C. Comer
many repossessions or heavy collection ex-
penses. Repossessions as any well posted busi-
ness man knows on the general average mean
a substantial loss to the dealer.
"We are preparing our men for bigger and
better things. In our experience meetings we
{Continued on page 11)
Future scanning projects are planned by the International Arcade Museum Library (IAML).