Music Trade Review
Issue: 1920 Vol. 71 N. 19 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
VOL. LXXl. No. 19
T
REVIEW
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York. Nov. 6, 1920
8ln
10 CentB
« $2.00
i i ° K Per
? Year
H E reaction in the matter of prices which started in the automobile trade, and which swept across the
entire country, has naturally affected the music industry both directly and indirectly to a certain degree.
In fact, any such general movement is bound to affect all lines of business, though the effect may be of
much shorter duration in some lines than in others.
When the dealers reported that the public was refraining from buying in anticipation of price reductions
on pianos and players, the manufacturers were quick to announce that no such reductions could be made just
now and gave reasons that were logical, honest and that could be proven. The big problem is not that of con-
vincing the dealer of the fact that present piano prices are more than justified by existing production costs, for
most of the retailers who are in close touch with manufacturing conditions realize the situation. It is the public
that is causing the trouble, and all the conferences of manufacturers among themselves or with dealers, which
only result in emphasizing the fact that piano prices on an average must stay fixed, are not accomplishing any-
thing unless that message is carried directly to the public.
When Ford started cutting automobile prices there were of course some other manufacturers who
followed suit. Those who had been conservative in increasing prices, however, and felt that they were selling
as closely as production costs warranted, did not simply sit tight and say nothing beyond advising the dealers
of the situation. They went directly to the public and laid their cards on the table. The statements of these
manufacturers as to why their prices must stay fixed, or be increased, offset the price cutting on other makes
to a considerable extent, and served to win public confidence by putting the automobile manufacturers on
record. The result was evident in increased business.
National advertising campaigns never get very far in the piano trade for some reason or other, but if
there was ever a time in which a campaign was justified this is the time. The public as a whole knows very
little about piano manufacturing conditions. It simply knows that prices of many commodities are coming
down and naturally assumes that pianos should also be listed among such commodities. The public is not
trained in mind reading, and if it is to understand the reason for the maintenance of piano prices, and that
present prices will hold for several months at least, the fact must be brought to its attention through some
definite form of publicity. Were the manufacturers to carry on a campaign through national magazines setting
forth their position it would be a slow, tedious process, even though a sufficient fund could be raised for the
purpose.
The avenue of local publicity, however, is wide open, and it would seem a matter of simple wisdom for
manufacturers to co-operate with their dealers in various sections in presenting facts and figures to the public
through the medium of daily newspaper advertisements. It is certain that the expense of such a campaign
on any one manufacturer would be considerably less than the expense of sacrificing profits in part, or entirely,
through unjustified price shaving. Manufacturers should make an effort to support their local dealers in
putting the situation clearly before prospective piano buyers. These buyers are the ones who are holding up
things while waiting for lower prices. The retailer is simply the medium between the manufacturer and the
public, and for him to understand and appreciate the manufacturer's position amounts to nothing unless the
public can be brought to a realization of the same facts and resumes buying at a normal rate.
The thing to do is to acquaint the buying public through advertisements, or by other means, with the
reasons why piano prices must be maintained, and why they are ultimately fair. The point must be empha-
sized that there has been no profiteering or inflation in the industry, that the high cost of supplies and labor is
remaining and promises to remain at a high level, and that those who need pianos and defer buying in anticipa-
tion of material reductions are simply chasing rainbows. In other words, their wait will be a long and a com-
paratively fruitless one.
VOL. LXXl. No. 19
T
REVIEW
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York. Nov. 6, 1920
8ln
10 CentB
« $2.00
i i ° K Per
? Year
H E reaction in the matter of prices which started in the automobile trade, and which swept across the
entire country, has naturally affected the music industry both directly and indirectly to a certain degree.
In fact, any such general movement is bound to affect all lines of business, though the effect may be of
much shorter duration in some lines than in others.
When the dealers reported that the public was refraining from buying in anticipation of price reductions
on pianos and players, the manufacturers were quick to announce that no such reductions could be made just
now and gave reasons that were logical, honest and that could be proven. The big problem is not that of con-
vincing the dealer of the fact that present piano prices are more than justified by existing production costs, for
most of the retailers who are in close touch with manufacturing conditions realize the situation. It is the public
that is causing the trouble, and all the conferences of manufacturers among themselves or with dealers, which
only result in emphasizing the fact that piano prices on an average must stay fixed, are not accomplishing any-
thing unless that message is carried directly to the public.
When Ford started cutting automobile prices there were of course some other manufacturers who
followed suit. Those who had been conservative in increasing prices, however, and felt that they were selling
as closely as production costs warranted, did not simply sit tight and say nothing beyond advising the dealers
of the situation. They went directly to the public and laid their cards on the table. The statements of these
manufacturers as to why their prices must stay fixed, or be increased, offset the price cutting on other makes
to a considerable extent, and served to win public confidence by putting the automobile manufacturers on
record. The result was evident in increased business.
National advertising campaigns never get very far in the piano trade for some reason or other, but if
there was ever a time in which a campaign was justified this is the time. The public as a whole knows very
little about piano manufacturing conditions. It simply knows that prices of many commodities are coming
down and naturally assumes that pianos should also be listed among such commodities. The public is not
trained in mind reading, and if it is to understand the reason for the maintenance of piano prices, and that
present prices will hold for several months at least, the fact must be brought to its attention through some
definite form of publicity. Were the manufacturers to carry on a campaign through national magazines setting
forth their position it would be a slow, tedious process, even though a sufficient fund could be raised for the
purpose.
The avenue of local publicity, however, is wide open, and it would seem a matter of simple wisdom for
manufacturers to co-operate with their dealers in various sections in presenting facts and figures to the public
through the medium of daily newspaper advertisements. It is certain that the expense of such a campaign
on any one manufacturer would be considerably less than the expense of sacrificing profits in part, or entirely,
through unjustified price shaving. Manufacturers should make an effort to support their local dealers in
putting the situation clearly before prospective piano buyers. These buyers are the ones who are holding up
things while waiting for lower prices. The retailer is simply the medium between the manufacturer and the
public, and for him to understand and appreciate the manufacturer's position amounts to nothing unless the
public can be brought to a realization of the same facts and resumes buying at a normal rate.
The thing to do is to acquaint the buying public through advertisements, or by other means, with the
reasons why piano prices must be maintained, and why they are ultimately fair. The point must be empha-
sized that there has been no profiteering or inflation in the industry, that the high cost of supplies and labor is
remaining and promises to remain at a high level, and that those who need pianos and defer buying in anticipa-
tion of material reductions are simply chasing rainbows. In other words, their wait will be a long and a com-
paratively fruitless one.
Future scanning projects are planned by the International Arcade Museum Library (IAML).