Music Trade Review
Issue: 1922 Vol. 74 N. 3 - Page 7
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THE MUSIC TRADE
JANUARY 21, 1922
REVIEW
TRADE ASSOCIATION EXECUTIVES HOLD CONFERENCES-(Continued from page 5 )
tion and that the principal theme was music.
Mark P. Campbell, chairman of the General
Convention Committee, who arrived at this
point, also told of general ideas of the commit-
tee regarding the convention program.
After a luncheon served in the meeting room,
in order to facilitate the transaction of business,
the members of the committee accompanied C.
M. Tremaine to the headquarters of the Ad-
vancement of Music Bureau to learn at first
hand the great strides that had been made in
music advancement work since the convention
N. Y. PIANO MANUFACTURERS^HOLD LIVELY DINNER
First Meeting and Dinner of the Year of Local Piano Manufacturers' Association Held Last
Week at Hotel Commodore, With Visiting Association Officials as Guests
The first informal dinner and meeting of the sion, reviewed general trade conditions and de-
New York Piano Manufacturers' Association for clared it was the time for hard work. He
the New Year, held at the Hotel Commodore, sounded an optimistic note regarding business,
New York, on Thursday evening of last week, and in the matter of association activities de-
represented a miniature replica of one of the big clared that the local association must subordi-
banquets at the national conventions, for there nate its interests in a measure to those of the
were present the presiding officers of several of national association in order to make possible
the national associations and of various State the greatest benefit for all. He told of the sup-
associations. Members of the Executive and Ad- port that had been given the Industrial Relations
visory boards of the National Association of Bureau and of the confidence which that bureau
Music Merchants, who had a meeting earlier in had established in the minds of the workers. He
the day, were the guests of the local manufac-
turers, as were the executives of the various
other associations who were in town to attend
the meeting of the Board of Directors of the
Music Industries Chamber of Commerce on'
Friday.
Many Association Executives Present
At the speakers' table, in addition to President
E. B. Bogart, of the New York Piano Manufac-
turers' Association, were Alexander S. Shoninger,
president of the National Piano Travelers' Asso-
ciation; Carl C. Conway, president of the Na-
tional Piano Manufacturers' Association; M. V.
DeForeest, president of the National Associa-
tion of Music Merchants; Ralph L. Freeman,
director of distribution for the Victor Talking
Machine Co.; Louis Buehn, president of the Na-
tional Association of Talking Machine Jobbers;
Thomas M. Pletcher, president of the National
Music Roll Manufacturers' Association, and
Albert Behning, secretary of several of the
bodies.
Other Prominent Guests
At the tables were also R. B. Aldcroftt, presi-
dent of the Music Industries Chamber of Com-
merce; George Fischer, president of the Music
Publishers' Association of the United States; F.
N. Goosman, president of the Ohio Music Mer-
chants' Association, and other active association
officers, as well as many other visitors from out
E. B. Bogart
of town, including Leonard Wright, D. D. Lux-
also
referred
to
the
new Trade Bureau recently
ton and Kirkland H. Gibson, of Boston; Rob-
ert N. Watkin, Dallas, Tex.; Col. F. B. T. Hol- established for the benefit of local manufacturers,
lenberg, Little Rock, Ark.; W. C. Hamilton, and Max J. deRochemont, chairman of the press
Pittsburgh; J. O. Adams, Wichita, Kans., and committee, announced that progress was being
made in the gathering of valuable traffic infor-
many others.
mation.
President Bogart, in opening the business ses-
Conway Sees Wonderful Opportunity
The first speaker was Carl C. Conway, presi-
dent of the National Piano Manufacturers' Asso-
ciation, who declared that business had passed
through the period of depression and now faced
a period of wonderful opportunity. He declared
that at the present time piano manufacturers
were offering a product that was rich in value,
but low in salability.
Other Presidents Make Addresses
M. V. DeForeest, president of the National
Association of Music Merchants, spoke next, out-
lining some of the plans being made for the
forthcoming annual convention and urging the
support of the manufacturers in putting over
the new membership campaign of the Merchants'
Association. He also urged full support for the
stamp plan and declared there was not a retailer
who would actually refuse to pay 25 cents a
A player-piano designed
piano for the benefit of the industry if he were
to meet the needs of the
approached in the proper manner and the idea
correctly explained.
discriminating buyer.
Alex. S. Shoninger, president of the National
Piano Travelers' Association, declared that man-
Is Your Territory Open?
ufacturers in many cases did not fully appreciate
the importance of the traveler, and frequently
LAUTER-HUMANA CO.
sent their men out on the road poorly equipped
NEWARK, N. J.
and insufficiently supported. He held that the
traveler should be taken fully into the. confidence
The Lauter-Humana
and also of the plans of the Bureau for the im-
mediate future.
In the evening the visiting merchants were
the guests of the New York Piano Manufactur-
ers' Association at an informal dinner at the
Hotel Commodore.
of the manufacturer, and particularly that he
should be intimately acquainted with every detail
of manufacture in order that he might talk intel-
ligently about his product.
Thos. M. Pletcher's Straight Talk
The bright light of the entire session, how-
ever, was the dynamic address o,f Thomas M.
Pletcher, president of the Q R S Music Co., who
took advantage of the opportunity to impress
again upon the piano manufacturers, and partic-
ularly player-piano manufacturers, the impor-
tance and, in fact, vital necessity of inaugurating
a national advertising campaign in the interests
of their product. Mr. Pletcher did not mince
words at any time in his address, and referred
to the piano men as "pikers" when it came to
spending money for the development of busi-
ness. He repeated his suggestion that $5 be
added to the price of each instrument to cover
the cost of a co-operative national campaign, and
held that in the average year that cost would
realize about $1,000,000 for advertising. He
stated that, in response to a referendum sent out
by his company, over 8,000 music merchants had
signified their willingness to pay an extra $5
per instrument in the interests of a national cam-
paign designed to help their business.
"The florists, the fellows who sell carnations
that wither in three days, have gotten together
and carried on a national campaign, with the
result that 'Say it with flowers' has become a
household slogan," said Mr. Pletcher. "Yet you
piano manufacturers, with instruments that fur-
nish pleasure and entertainment for years, can't
see the value of such publicity. Even the cut-
stone people have launched a co-operative na-
tional advertising campaign. If they can do it,
why can't you?
"When a prospect comes into your store whose
card does he present? Your salesman's card,
the fellow who has pleaded with, and appealed to,
the prospect to at least come in and look at the
line. That is the trouble with the business, and
emphasizes the necessity of a national advertis-
ing campaign that will influence the prospect
to come into your store voluntarily to look at
the advertised products and present his own
card. We have an example in our own industry
of what advertising will do. The salesman does
not have to go out and pull people in to look at
Victrolas; they come in of their own accord
and advertising is responsible."
Makes Offer of $50,000
Mr. Pletcher referred to some of the national
advertising being done by his company, every
piece of copy carrying a line urging the pur-
chase of player-pianos, and made the declara-
tion in closing that if all the piano manufac-
turers combined would raise a preliminary fund
of $200,000 for national advertising he, as presi-
dent of the Q R S Co., would contribute an addi-
tional $50,000, or 25 per cent of the total, in
(Continued on page 8)
American
Piano Wire
"Perfected"
"Crown"
Highest acoustic excellence dating back to the
days of Jonas Chickering. Took prize over whole
world a t Paris, 1900. For generations t h e
standard, and used on the greatest number of
pianos in the world.
Services of our Acoustic Engineer always available — free
Illustrated books—free
American Steel & Wire
ACOUSTIC DEPARTMENT
COS S. LA SALLC ST., CHICAGO
€>OIDpaiiy
THE MUSIC TRADE
JANUARY 21, 1922
REVIEW
TRADE ASSOCIATION EXECUTIVES HOLD CONFERENCES-(Continued from page 5 )
tion and that the principal theme was music.
Mark P. Campbell, chairman of the General
Convention Committee, who arrived at this
point, also told of general ideas of the commit-
tee regarding the convention program.
After a luncheon served in the meeting room,
in order to facilitate the transaction of business,
the members of the committee accompanied C.
M. Tremaine to the headquarters of the Ad-
vancement of Music Bureau to learn at first
hand the great strides that had been made in
music advancement work since the convention
N. Y. PIANO MANUFACTURERS^HOLD LIVELY DINNER
First Meeting and Dinner of the Year of Local Piano Manufacturers' Association Held Last
Week at Hotel Commodore, With Visiting Association Officials as Guests
The first informal dinner and meeting of the sion, reviewed general trade conditions and de-
New York Piano Manufacturers' Association for clared it was the time for hard work. He
the New Year, held at the Hotel Commodore, sounded an optimistic note regarding business,
New York, on Thursday evening of last week, and in the matter of association activities de-
represented a miniature replica of one of the big clared that the local association must subordi-
banquets at the national conventions, for there nate its interests in a measure to those of the
were present the presiding officers of several of national association in order to make possible
the national associations and of various State the greatest benefit for all. He told of the sup-
associations. Members of the Executive and Ad- port that had been given the Industrial Relations
visory boards of the National Association of Bureau and of the confidence which that bureau
Music Merchants, who had a meeting earlier in had established in the minds of the workers. He
the day, were the guests of the local manufac-
turers, as were the executives of the various
other associations who were in town to attend
the meeting of the Board of Directors of the
Music Industries Chamber of Commerce on'
Friday.
Many Association Executives Present
At the speakers' table, in addition to President
E. B. Bogart, of the New York Piano Manufac-
turers' Association, were Alexander S. Shoninger,
president of the National Piano Travelers' Asso-
ciation; Carl C. Conway, president of the Na-
tional Piano Manufacturers' Association; M. V.
DeForeest, president of the National Associa-
tion of Music Merchants; Ralph L. Freeman,
director of distribution for the Victor Talking
Machine Co.; Louis Buehn, president of the Na-
tional Association of Talking Machine Jobbers;
Thomas M. Pletcher, president of the National
Music Roll Manufacturers' Association, and
Albert Behning, secretary of several of the
bodies.
Other Prominent Guests
At the tables were also R. B. Aldcroftt, presi-
dent of the Music Industries Chamber of Com-
merce; George Fischer, president of the Music
Publishers' Association of the United States; F.
N. Goosman, president of the Ohio Music Mer-
chants' Association, and other active association
officers, as well as many other visitors from out
E. B. Bogart
of town, including Leonard Wright, D. D. Lux-
also
referred
to
the
new Trade Bureau recently
ton and Kirkland H. Gibson, of Boston; Rob-
ert N. Watkin, Dallas, Tex.; Col. F. B. T. Hol- established for the benefit of local manufacturers,
lenberg, Little Rock, Ark.; W. C. Hamilton, and Max J. deRochemont, chairman of the press
Pittsburgh; J. O. Adams, Wichita, Kans., and committee, announced that progress was being
made in the gathering of valuable traffic infor-
many others.
mation.
President Bogart, in opening the business ses-
Conway Sees Wonderful Opportunity
The first speaker was Carl C. Conway, presi-
dent of the National Piano Manufacturers' Asso-
ciation, who declared that business had passed
through the period of depression and now faced
a period of wonderful opportunity. He declared
that at the present time piano manufacturers
were offering a product that was rich in value,
but low in salability.
Other Presidents Make Addresses
M. V. DeForeest, president of the National
Association of Music Merchants, spoke next, out-
lining some of the plans being made for the
forthcoming annual convention and urging the
support of the manufacturers in putting over
the new membership campaign of the Merchants'
Association. He also urged full support for the
stamp plan and declared there was not a retailer
who would actually refuse to pay 25 cents a
A player-piano designed
piano for the benefit of the industry if he were
to meet the needs of the
approached in the proper manner and the idea
correctly explained.
discriminating buyer.
Alex. S. Shoninger, president of the National
Piano Travelers' Association, declared that man-
Is Your Territory Open?
ufacturers in many cases did not fully appreciate
the importance of the traveler, and frequently
LAUTER-HUMANA CO.
sent their men out on the road poorly equipped
NEWARK, N. J.
and insufficiently supported. He held that the
traveler should be taken fully into the. confidence
The Lauter-Humana
and also of the plans of the Bureau for the im-
mediate future.
In the evening the visiting merchants were
the guests of the New York Piano Manufactur-
ers' Association at an informal dinner at the
Hotel Commodore.
of the manufacturer, and particularly that he
should be intimately acquainted with every detail
of manufacture in order that he might talk intel-
ligently about his product.
Thos. M. Pletcher's Straight Talk
The bright light of the entire session, how-
ever, was the dynamic address o,f Thomas M.
Pletcher, president of the Q R S Music Co., who
took advantage of the opportunity to impress
again upon the piano manufacturers, and partic-
ularly player-piano manufacturers, the impor-
tance and, in fact, vital necessity of inaugurating
a national advertising campaign in the interests
of their product. Mr. Pletcher did not mince
words at any time in his address, and referred
to the piano men as "pikers" when it came to
spending money for the development of busi-
ness. He repeated his suggestion that $5 be
added to the price of each instrument to cover
the cost of a co-operative national campaign, and
held that in the average year that cost would
realize about $1,000,000 for advertising. He
stated that, in response to a referendum sent out
by his company, over 8,000 music merchants had
signified their willingness to pay an extra $5
per instrument in the interests of a national cam-
paign designed to help their business.
"The florists, the fellows who sell carnations
that wither in three days, have gotten together
and carried on a national campaign, with the
result that 'Say it with flowers' has become a
household slogan," said Mr. Pletcher. "Yet you
piano manufacturers, with instruments that fur-
nish pleasure and entertainment for years, can't
see the value of such publicity. Even the cut-
stone people have launched a co-operative na-
tional advertising campaign. If they can do it,
why can't you?
"When a prospect comes into your store whose
card does he present? Your salesman's card,
the fellow who has pleaded with, and appealed to,
the prospect to at least come in and look at the
line. That is the trouble with the business, and
emphasizes the necessity of a national advertis-
ing campaign that will influence the prospect
to come into your store voluntarily to look at
the advertised products and present his own
card. We have an example in our own industry
of what advertising will do. The salesman does
not have to go out and pull people in to look at
Victrolas; they come in of their own accord
and advertising is responsible."
Makes Offer of $50,000
Mr. Pletcher referred to some of the national
advertising being done by his company, every
piece of copy carrying a line urging the pur-
chase of player-pianos, and made the declara-
tion in closing that if all the piano manufac-
turers combined would raise a preliminary fund
of $200,000 for national advertising he, as presi-
dent of the Q R S Co., would contribute an addi-
tional $50,000, or 25 per cent of the total, in
(Continued on page 8)
American
Piano Wire
"Perfected"
"Crown"
Highest acoustic excellence dating back to the
days of Jonas Chickering. Took prize over whole
world a t Paris, 1900. For generations t h e
standard, and used on the greatest number of
pianos in the world.
Services of our Acoustic Engineer always available — free
Illustrated books—free
American Steel & Wire
ACOUSTIC DEPARTMENT
COS S. LA SALLC ST., CHICAGO
€>OIDpaiiy
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