Music Trade Review

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APRIL IS, 1922
THE MUSIC TRADE REVIEW
DeForeest's Message to the Dealers
The Main Points Contained in All of the Addresses Delivered by President DeForeest During His Recent Transcontinental
Tour Are Admirably Exemplified by This Reprint of the Speech He Made Before the St. Louis Trade—
Ideas and Suggestions Herewith Presented Worthy of the Most Careful Consideration
Much interest was aroused recently in the transcontinental
trip of President M. V. DeForeest of the National Associa-
tion of Music Merchants, and in the message he carried to
music retailers throughout the country. For the benefit of
(hose who were not privileged to hear Mr, DeForeest in
person, The Review this week published the address he
made in St. Louis outlining the advantages of association
work, the address being typical of those delivered in other
cities.—EDITOR.
Let me speak of one department of our work
-—"The National Bureau for the Advancement
of Music." We know that our business is not
entirely dependent on our own efforts—that the
foundation of the music business is the public's
desire for music. Anything we can do to in-
crease this desire will increase our business.
What each one of us wants to decide is
It is to stimulate a greater interest in music
among the music merchants in America in our whether we wish to have an organized force
organizations that I am undertaking this trip, working for us to increase the desire for music,
because we believe that the Music Industries or whether we wish to rely entirely upon mis-
Chamber of Commerce, through the work it is cellaneous efforts of others who have no interest
doing, in its various departments, is helping in our business. If we do want it we must
everyone of us in our business. Right in the pay for it.
I think we all agree that we want this force
beginning, let us make sure that what our as-
sociations are striving for is worth striving for. working for us. Just compare what this Bureau
If the association is not of benefit to you is doing in comparison with what it costs, and
(that is, if you are in it), it is not of benefit to decide for yourself whether it is a good buy. I
me. If it is not of benefit to either of us we will mention a few of the things that Mr. Tre-
do not want it. If it is we do want it and we maine's Bureau has accomplished:
Music Weeks, on a city-wide basis, in sixty-
v/ant it to be as efficient as possible, so as to
eight different cities and towns; music memory
bring us as much benefit as possible.
There was a time when each business was contests, on a city-wide basis, in 269 different
sufficient unto itself, and business men believed cities and towns, the contests becoming annual
—and possibly rightfully so—that it was to the events in those cities. It has stimulated the out-
interest of each one to attend to his own busi- door Christmas caroling to a remarkable ex-
ness exclusively. However, with the develop- tent. After the first year's campaign it traced
ment of civilization there have arisen tremen- but thirty cities in which the attractive old
dous forces which vitally affect each business custom was observed. The next year, 100; next,
and over which the individual business man 330, and last, 609. The Associated Press was
attracted by this widespread movement, and re-
has absolutely no control.
Great lines of business have grown up upon quested Mr. Tremaine to write a story for them
which other businesses are dependent. The on it. Anyone who knows the difficulty in get-
Government is constantly interfering more and ting articles in the Associated Press will appre-
more in business, not only through legislation, ciate the tribute paid to the Bureau.
Over 1,000 different newspapers last year
but through numerous commissions. There are
many vital forces over which neither you nor published the Bureau's articles on music. All
any man has any influence, yet the industry aim to help your business. This same space,
whose members pay no attention to these things figured on advertising rates, would have cost
cannot expand and prosper as every industry $3,000,000, while the total cost of the Bureau's
entire activities was less than $35,000.
should.
It is doing a marvelous work for you generally.
There is only one solution to the problem—
co-operate with all members of the industry It can do a specific work for you locally if you
to work out these problems, by co-operating will get in touch with Mr. Tremaine.
You will pardon a personal reference; but I
with other individuals whose interests are the
same—the individual then has control over these have been requested by those in authority to
things. The music industry has a trade associa- tell you why I am sold en the association and
tion of which it can be proud—"The Music In- convention idea. It is true I am a small-town
dustries Chamber of Commerce"—composed of merchant, but through my connection with our
twelve great national trade associations in our association I have, for the past twenty years,
industry, of which the National Association of had the privilege of attending all conventions
Music Merchants is the largest and most im- of the music merchants.
I not only attended conventions, but I was
portant. The Chamber serves as the operating
organization for all these associations—we thus found in the meetings. I became acquainted
have the benefit of experts whose services could with the men who were striving hard to uplift
not be commanded by any one association, and our trade. After attending the first convention
we present a solid, united front on all matters I never felt I was extravagant or was spending
money foolishly by atfending these meetings. I
of vital concern to the trade.
In commenting on the great work that* the early learned I was in a rut in my own business,
association did at Washington in the tax fight, but soon found the way out.
It has been more than a college course to me;
Mr. Freeman, of the Victor Talking Machine
Co., told me that it was this great combination and the fact that my stores, in the cities in which
of our allied industries that carried so .much they are located, are the headquarters for every-
thing musical in their respective communities,
weight at Washington.
We know that hundreds of different indus- is all due to the facts I have received from meet-
tries have their associations for the purpose of ing with other music merchants in our meetings.
Some three years ago I was asked to speak on
developing their business.
The California Fruit Dealers' Associations advancement of music. I wrote Mr. Tremaine
have changed the breakfast habits of a nation, for literature. He sent me all the booklets he
with the result that it is an almost universal had then. I read them. I was "sold" on ad-
custom to eat fruit, which has been the basis vancement work. I am sure that, had I not
been asked to make that speech, Sharon would
for the amazing growth of the fruit industry.
The automobile industry faced the problem a not have had its music memory contest. Pos-
few years ago, when it was felt the point of sibly our annual Week of Music in Sharon would
saturation had been reached. Studies were not have started, and the thousands of boys
made, and it was found that the factor of fur- and girls in our community who have attended
ther expanding the sales growth was dependent and taken part in these events would not have
upon good roads. The goods roads movement had the same appreciation for music, and would
then began, and I need not tell you with what not have connected the name of "DeForeest"
with their musical activities.
results to the automobile industry.
I know, from this work, how easy it is to in-
terest all the music teachers, all the music clubs,
the supervisors of music, choir directors, etc.,
in anything for the advancement of music. I
am happy to tell you that, in arranging our
yearly festival, all we have to do is to direct.
They feel it is their festival and carry on the
work. This same interest is manifested through-
out America, and is worth millions to the music
merchants when directed.
Mr. Tremaine also simply suggested to the
music clubs and teachers of America, both in
their local and national work, that it would be
a good idea for them to write their Congress-
man regarding the unjust tax on musical instru-
ments. The opportunity was eagerly grasped
and I have had the report directly from one
prominent member of Congress that it was the
thousands of appeals from the ladies of the
country that had much to do with our winning
the tax fight. The great tax fight was won for
you by our Chamber of Commerce, and we are
saving money now and trust we will do so after
the next tax fight is over. Our Better Business
Bureau has rendered to the trade a great serv-
ice. Seven hundred and fifty complaints have
been handled by this Bureau, reducing causes for
complaint in many instances. As you know,
this is really "handling dynamite" and there have
not been any very serious "explosions."
What does all this cost you? It costs the
piano stamp and $10 dues to the Merchants'
Association. I believe you can see this work is
certain to increase your business. There is no
doubt about it. It must increase it. We know
that the music business is based on the desire
for music—increase that desire and you in-
crease the demand for musical instruments. Such
a work as the Bureau is doing is increasing the
desire for music. Then, let us make it as efficient
a force as possible, in order that the results will
be as great as we can make them.
Ten dollars pays your annual dues to the
Merchants' Association. The ten dollars dues
pays for our secretary, offifie expenses, printed
matter, postage, and other items to maintain and
keep up the great interest that is necessary
among the music merchants.
To the talking machine men present—every
benefit that comes to the man selling pianos for
musical advancement comes to you. All of the
great talking machine factories arc supporting
the Chamber. The Victor Jobbers' Association
is paying liberally to the support of the Chamber.
Some years ago our association changed its
name from the "Piano Merchants of America"
to the "Music Merchants of America" that we
might have you associated with us. All of our
active workers are talking machine men; one or
two of them are exclusive talking machine men,
and I know from the activity and entertainment
which is being planned at the New York con-
vention that there is not a talking machine man
in the country who will not want to attend that
convention.
FILE JAMES H. WHITE WILL
MERIDEN, CONN., April 10.—The estate of the
late James H. White, formerly president of the
Wilcox & White Co., who died in this city about
a year ago, is valued at $200,000 in real and per-
sonal property, according to the final account
filed with the Probate Court. The entire estate
is willed to Mrs. Kate E. White and three chil-
dren.
Alfred L. Spoerl, manager of the piano depart-
ment of the New York warerooms of the Rudolph
Wurlitzer C.Q-, has resigned from that company.