Music Trade Review
Issue: 1920 Vol. 71 N. 25 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
W/M
THE
VOL. LXXI. No. 25
Published Every Saturday by Edward Lyman Bill. Inc., at 373 4th Ave., New York.
Dec. 18, 1920
Single Copies 10 Cent*
12.00 Per Year
The Time to Cultivate Optimism
T
H E music industry is not going" to pieces, nor are the majority of those who manufacture and retail
musical instruments facing disaster. The wail of the trade pessimist is lost among the reports that have
been gathered from all sections of the country by The Review and which indicate that, although present
conditions may be subnormal in many sections, there nevertheless prevails a spirit of optimism on a
solid basis that bodes well for the immediate future.
From a surprising number of cities come reports to the effect that the holiday business is showing up
quite as well as it did last year, which in most cases can be credited directly to the selling efforts of the retailer,
rather than to any unusual local situation. Even in the cotton regions of the South and the wheat districts of
the West dealers have found out that by properly directed advertising and selling efforts they have been able
to make remarkably good showings, in spite of the fact that both cotton farmers and wheat growers are tied
up financially.
The population of an average district is so varied that it takes widespread depression to have a general
effect. Where the farmers have been hard hit, for instance, there are to be found prospective musical instru-
ment purchasers in industrial circles. Where one line of industry, as, for instance, the making of automobiles,
is temporarily inactive, it will be found possible to sell to workers in other lines. In short, there is always an
opportunity for carrying on a well-directed selling campaign.
There is no question but that the cut-price campaigns carried on by department stores and others in
practically every section have had their effect on piano sales, and that a large number of possible sales have
not been consummated because the buyers have shown an inclination to wait for a possible reduction in prices.
There is a certain element among buyers, however, which has come to realize that most of the price-cutting is
for the purpose of unloading seasonable stocks, and that the quality product in practically every field still com-
mands a price.
Some weeks ago The Review urged editorially that piano manufacturers who were determined to
maintain their prices, and had arguments to back up their stand, should give their message to the public directly,
OF through the medium of dealers, for the consumer, and not the retail merchant, is at the bottom of the non-
buying campaign, such as it is, and all the arguments in the world presented by the manufacturer will not
impress the dealer so long as he can't sell the goods. Since that editorial was published several piano manu-
facturers and not a few dealers have guaranteed to the public the current prices of their instruments for
various periods—to April first and July first, 1921, and in one case to January first, 1922.
A price guarantee to the public will not bring all the cautious prospective buyers into line, but it will
reach the prospect who does not feel like waiting six or nine months or more without music on a chance of
being able to save a few dollars.
Early in the year The Review urged the retailer to give more thought to his selling organization,
building it up and training it so that it would be in a position to function efficiently when the necessity arose
for going out and selling pianos and other musical instruments.
The retailers who saw the writing on the wall and who built up their sales staffs while there was time
for proper organization work are the retailers who have least to complain about right now. They are going
out and selling the goods, while some of their less capable brethren are running around anxiously in search
of salesmen of quality who can go out into the field and do business.
Merchants, manufacturers, bankers and economists agree in declaring that the worst of the depression
has been reached and that in the natural course of events improved conditions are to be looked for early in the
New Year. Certain it is that depleted stocks, both in the home and in the retail store, must be replenished, but
it means selling; going after the prospect and closing the deal.
W/M
THE
VOL. LXXI. No. 25
Published Every Saturday by Edward Lyman Bill. Inc., at 373 4th Ave., New York.
Dec. 18, 1920
Single Copies 10 Cent*
12.00 Per Year
The Time to Cultivate Optimism
T
H E music industry is not going" to pieces, nor are the majority of those who manufacture and retail
musical instruments facing disaster. The wail of the trade pessimist is lost among the reports that have
been gathered from all sections of the country by The Review and which indicate that, although present
conditions may be subnormal in many sections, there nevertheless prevails a spirit of optimism on a
solid basis that bodes well for the immediate future.
From a surprising number of cities come reports to the effect that the holiday business is showing up
quite as well as it did last year, which in most cases can be credited directly to the selling efforts of the retailer,
rather than to any unusual local situation. Even in the cotton regions of the South and the wheat districts of
the West dealers have found out that by properly directed advertising and selling efforts they have been able
to make remarkably good showings, in spite of the fact that both cotton farmers and wheat growers are tied
up financially.
The population of an average district is so varied that it takes widespread depression to have a general
effect. Where the farmers have been hard hit, for instance, there are to be found prospective musical instru-
ment purchasers in industrial circles. Where one line of industry, as, for instance, the making of automobiles,
is temporarily inactive, it will be found possible to sell to workers in other lines. In short, there is always an
opportunity for carrying on a well-directed selling campaign.
There is no question but that the cut-price campaigns carried on by department stores and others in
practically every section have had their effect on piano sales, and that a large number of possible sales have
not been consummated because the buyers have shown an inclination to wait for a possible reduction in prices.
There is a certain element among buyers, however, which has come to realize that most of the price-cutting is
for the purpose of unloading seasonable stocks, and that the quality product in practically every field still com-
mands a price.
Some weeks ago The Review urged editorially that piano manufacturers who were determined to
maintain their prices, and had arguments to back up their stand, should give their message to the public directly,
OF through the medium of dealers, for the consumer, and not the retail merchant, is at the bottom of the non-
buying campaign, such as it is, and all the arguments in the world presented by the manufacturer will not
impress the dealer so long as he can't sell the goods. Since that editorial was published several piano manu-
facturers and not a few dealers have guaranteed to the public the current prices of their instruments for
various periods—to April first and July first, 1921, and in one case to January first, 1922.
A price guarantee to the public will not bring all the cautious prospective buyers into line, but it will
reach the prospect who does not feel like waiting six or nine months or more without music on a chance of
being able to save a few dollars.
Early in the year The Review urged the retailer to give more thought to his selling organization,
building it up and training it so that it would be in a position to function efficiently when the necessity arose
for going out and selling pianos and other musical instruments.
The retailers who saw the writing on the wall and who built up their sales staffs while there was time
for proper organization work are the retailers who have least to complain about right now. They are going
out and selling the goods, while some of their less capable brethren are running around anxiously in search
of salesmen of quality who can go out into the field and do business.
Merchants, manufacturers, bankers and economists agree in declaring that the worst of the depression
has been reached and that in the natural course of events improved conditions are to be looked for early in the
New Year. Certain it is that depleted stocks, both in the home and in the retail store, must be replenished, but
it means selling; going after the prospect and closing the deal.
Future scanning projects are planned by the International Arcade Museum Library (IAML).