Music Trade Review
Issue: 1918 Vol. 67 N. 11 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
SEPTEMBER 14, 1918
THE MUSIC TRADE
REVIEW
PIANO PRICES AT HIGH-WATER MARK
(Continued from page 3)
Thus are summed up the conditions that will be responsible for the merchant paying- the highest prices
on record for his instruments, and he in turn must not only be prepared to pay those prices, but must further
be prepared to get the increase from the retail purchaser. The merchant himself has a definite overhead—
his rent, his light, the salaries of his permanent employes, his advertising, etc. That overhead must be covered
in a way to leave a fair margin of profit that will represent interest on investment, whether he sells 300 pianos
a year or 100, and he is only going to get 100, or less, to sell. It means that he cannot simply add the increased
manufacturer's price to the retail price of his instruments, but he must make a sufficient advance to cover.the
increased overhead expenses that every instrument leaving his store must bear, as well as pay a proper interest
on the additional capital tied up in stock.
It is going to take more or less courage for some merchants to get out and jump their retail prices from
50 per cent, to 100 per cent. Many will declare it cannot be done, but it has got to be done or the merchant
must shut up shop. Moreover, he cannot simply demand higher prices, but he must demand higher terms—
terms proportionate to the price he asks and which, in the event of further increases in wholesale costs, will
not place him in the position of having on his hands a lot of slow-paying contracts.
The merchant is not only going to pay more money to the manufacturer for his pianos, but he is going
to pay it either in cash or in very short-term notes, for cash and four months' notes are fast becoming the rule
in the trade rather than the exception.
Months ago piano merchants were urged to place their orders early and for a maximum amount of stock.
Events have proven that the advice was good. Now they are advised to prepare themselves to pay record prices
and to get record prices for their pianos and players. Events to-day show that this advice, too, is most pertinent.
the popular song that does last for a six or nine months period
may be one of a dozen songs published simultaneously, the rest
having fallen by the wayside, and representing a loss to the
publisher. In other words, the music publisher must not only
be a gambler to get a hit, but must depend upon a great volume
of small sales for his ultimate profit. Yet in the face of all this
one music publisher, at least, has the courage to launch an
advertising campaign that would give the average piano manu-
facturer, or it may be said any manufacturer, heart failure
even to contemplate.
The house of Leo Feist, for instance, will carry in the
gravure and other leading sections of over fifty representative
newspapers all over the country next Sunday announcements
concerning only three popular songs, and in this week's Satur-
day Evening Post will have a half-page advertisement featur-
ing the same three songs. Those who have dabbled with Sun-
day newspaper advertising, especially when it was specified that
the advertising would appear in a special location, can realize
what a simultaneous insertion in fifty newspapers means in
dollars and cents.
This is no criticism of the piano trade. Its selling prob-
lems and its ways of doing business are its own, nor is it a
special boost for Leo Feist, Inc., but it is an example of cour-
age in advertising that is worth studying.
industries hereafter will be taken under
N • ON-ESSENTIAL
the protecting wing of the Government to preserve their
organization for after-the-war trade. A broad policy of dealing
with the program has been worked out by the Department of
Commerce, Secretary Redfield announced this week.
The arrangement will make for closer co-operation between
the Department of Commerce and the War Industries Board in
the scrutiny of factories to be affected by curtailment orders.
Wherever it is possible industries declared by the War In-
dustries Board to be non-essential will be aided by the Depart-
ment of Commerce in adopting new lines of manufacture. By so
doing the plants will be kept in operation, if not wholly, then
partly.
HE overwhelming response made by the American people to the
T
appeal to buy War Savings Stamps proves that the Kaiser
hasn't as many friends in this country as he used to think he had.
Do You Want to Expand the Retail Market
For Player-Pianos and Music Rolls?
You can do this by educating the people in your territory to a keener appreciation of the amazing
possibilities of the player-piano. This will be admirably done for you by the volume entitled
Price, $1
THE PLAYER PIANIST
The Player Pianist deals with lucidity and
clearness upon the many problems which from
time to time confront the player-pianist and
player student.
This new volume is designed to afford a
complete and accurate guide to music appre-
ciation, player technic, music roll reading, etc.
This work is the result of many years' close
study of the player situation, and is put forth
to meet the requirements of music lovers who
desire to acquaint themselves with the artistic
possibilities of the player-piano.
The book deals with the elements of music.
of musical form, and incidentally gives a short
sketch of musical history from early times
to the present day.
There are chapters devoted to practical talks
upon the management of the various expres-
sion devices, pedals and tempo levers.
A perusal of the volume will provide the
player-pianist with a complete course of in-
struction in all of the aspects of expressive
and artistic playing.
There are chapters in The Player Pianist
upon practical studies in player interpretation,
illustrated with special drawings made from
EDWARD LYMAN BILL, Inc., Publisher
DISCOUNT TO
THE TRADE
music rolls and designed to show how, step by
step, the interpretation of pieces may be
worked out artistically and satisfactorily.
It is conceded that interest must be main-
tained in the player-piano—that its marvelous
possibilities must be rxplained to purchasers,
and there is no wori put forth in the entire
world—and we say this unqualifiedly—which
will compare with The Player Pianist as a
stimulator and educator.
If you are not perfectly satisfied with the
book "after examination, your dollar will be
refunded upon the return of the book. That
is fair, is it not?
373 Fourth Ave., New York
SEPTEMBER 14, 1918
THE MUSIC TRADE
REVIEW
PIANO PRICES AT HIGH-WATER MARK
(Continued from page 3)
Thus are summed up the conditions that will be responsible for the merchant paying- the highest prices
on record for his instruments, and he in turn must not only be prepared to pay those prices, but must further
be prepared to get the increase from the retail purchaser. The merchant himself has a definite overhead—
his rent, his light, the salaries of his permanent employes, his advertising, etc. That overhead must be covered
in a way to leave a fair margin of profit that will represent interest on investment, whether he sells 300 pianos
a year or 100, and he is only going to get 100, or less, to sell. It means that he cannot simply add the increased
manufacturer's price to the retail price of his instruments, but he must make a sufficient advance to cover.the
increased overhead expenses that every instrument leaving his store must bear, as well as pay a proper interest
on the additional capital tied up in stock.
It is going to take more or less courage for some merchants to get out and jump their retail prices from
50 per cent, to 100 per cent. Many will declare it cannot be done, but it has got to be done or the merchant
must shut up shop. Moreover, he cannot simply demand higher prices, but he must demand higher terms—
terms proportionate to the price he asks and which, in the event of further increases in wholesale costs, will
not place him in the position of having on his hands a lot of slow-paying contracts.
The merchant is not only going to pay more money to the manufacturer for his pianos, but he is going
to pay it either in cash or in very short-term notes, for cash and four months' notes are fast becoming the rule
in the trade rather than the exception.
Months ago piano merchants were urged to place their orders early and for a maximum amount of stock.
Events have proven that the advice was good. Now they are advised to prepare themselves to pay record prices
and to get record prices for their pianos and players. Events to-day show that this advice, too, is most pertinent.
the popular song that does last for a six or nine months period
may be one of a dozen songs published simultaneously, the rest
having fallen by the wayside, and representing a loss to the
publisher. In other words, the music publisher must not only
be a gambler to get a hit, but must depend upon a great volume
of small sales for his ultimate profit. Yet in the face of all this
one music publisher, at least, has the courage to launch an
advertising campaign that would give the average piano manu-
facturer, or it may be said any manufacturer, heart failure
even to contemplate.
The house of Leo Feist, for instance, will carry in the
gravure and other leading sections of over fifty representative
newspapers all over the country next Sunday announcements
concerning only three popular songs, and in this week's Satur-
day Evening Post will have a half-page advertisement featur-
ing the same three songs. Those who have dabbled with Sun-
day newspaper advertising, especially when it was specified that
the advertising would appear in a special location, can realize
what a simultaneous insertion in fifty newspapers means in
dollars and cents.
This is no criticism of the piano trade. Its selling prob-
lems and its ways of doing business are its own, nor is it a
special boost for Leo Feist, Inc., but it is an example of cour-
age in advertising that is worth studying.
industries hereafter will be taken under
N • ON-ESSENTIAL
the protecting wing of the Government to preserve their
organization for after-the-war trade. A broad policy of dealing
with the program has been worked out by the Department of
Commerce, Secretary Redfield announced this week.
The arrangement will make for closer co-operation between
the Department of Commerce and the War Industries Board in
the scrutiny of factories to be affected by curtailment orders.
Wherever it is possible industries declared by the War In-
dustries Board to be non-essential will be aided by the Depart-
ment of Commerce in adopting new lines of manufacture. By so
doing the plants will be kept in operation, if not wholly, then
partly.
HE overwhelming response made by the American people to the
T
appeal to buy War Savings Stamps proves that the Kaiser
hasn't as many friends in this country as he used to think he had.
Do You Want to Expand the Retail Market
For Player-Pianos and Music Rolls?
You can do this by educating the people in your territory to a keener appreciation of the amazing
possibilities of the player-piano. This will be admirably done for you by the volume entitled
Price, $1
THE PLAYER PIANIST
The Player Pianist deals with lucidity and
clearness upon the many problems which from
time to time confront the player-pianist and
player student.
This new volume is designed to afford a
complete and accurate guide to music appre-
ciation, player technic, music roll reading, etc.
This work is the result of many years' close
study of the player situation, and is put forth
to meet the requirements of music lovers who
desire to acquaint themselves with the artistic
possibilities of the player-piano.
The book deals with the elements of music.
of musical form, and incidentally gives a short
sketch of musical history from early times
to the present day.
There are chapters devoted to practical talks
upon the management of the various expres-
sion devices, pedals and tempo levers.
A perusal of the volume will provide the
player-pianist with a complete course of in-
struction in all of the aspects of expressive
and artistic playing.
There are chapters in The Player Pianist
upon practical studies in player interpretation,
illustrated with special drawings made from
EDWARD LYMAN BILL, Inc., Publisher
DISCOUNT TO
THE TRADE
music rolls and designed to show how, step by
step, the interpretation of pieces may be
worked out artistically and satisfactorily.
It is conceded that interest must be main-
tained in the player-piano—that its marvelous
possibilities must be rxplained to purchasers,
and there is no wori put forth in the entire
world—and we say this unqualifiedly—which
will compare with The Player Pianist as a
stimulator and educator.
If you are not perfectly satisfied with the
book "after examination, your dollar will be
refunded upon the return of the book. That
is fair, is it not?
373 Fourth Ave., New York
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