Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
MARCH 3,
1923
THE
MUSIC
TRADE
REVIEW
Reproducers in Comparison Recitals
Close Co-operation Between Dealers and Manufacturer an Essential in Making the Appearance of the Repro-
ducing Piano With the Artist a Success—This Requirement Well Exemplified in the Recent
Tour of Alfred Cortot, the French Pianist, With the Duo-Art Piano
Few in the piano trade, unless they have been
intimately concerned in the presentation of the
reproducing piano in joint recital with the
human artist, appreciate the preliminary work
necessary to make such appearances a success
in every sense of the word and to preserve the
artistic atmosphere which is a vital element in
creating a proper impression upon the public.
The instrument, of course, speaks for itself, for
it is long past the age of experiment, but no
matter how wonderful its fidelity in reproducing
the artist's interpretations may be, it is essen-
tial that the exacting test to which it is put in
these recitals should be undergone in an at-
mosphere that is primarily one of a regular
concert, that the mechanical and commercial
elements be entirely subordinated and that the
audience itself be made to feel this.
There are few in the trade, too, who realize
that the presentation of reproducing pianos
under these conditions is probably the most
striking example of the direct demonstration
which has been given in the history of modern
merchandising and publicity.
Alfred Cortot, the eminent French pianist,
lias recently completed a tour with the Duo-
Art, under the joint auspices of the Aeolian
Co. and a number of its dealers. In every city
where he appeared press and public united in
impartial praise of Mr. Cortot's personal play-
ing and of the Duo-Art's reproduction of his
interpretations, just as wp.s the case in his
previous tour when he played a coast-to-coast
series of twenty-five concerts.
The preliminary organization work which this
latest tour required in each city where Cortot
and the Duo-Art appeared, calling as it did for
close co-operation between manufacturer and
the Aeolian Co. representatives, is well worthy
of description.
Distributing the Tickets
Perhaps one of the most difficult tasks con-
fronting the dealer in preparing for one of these
recitals is the distribution of the tickets. They
are essentially invitation affairs, that is, the
tickets are distributed gratuitously. This must
be done, however, in such a fashion that those
who receive them will realize the privilege they
are obtaining of hearing an artist of the artistic
standard such as the world recognizes in Cor-
tot and that the event is much out of the
ordinary. The first thing that was done was
to compile careful lists. Then a handsome in-
vitation was engraved, together with a card
that is enclosed, which is good for the tickets
to the concert when presented to the dealer's
warerooms. A record was kept of every in-
vitation sent out and this, in turn, was checked
against the cards which were presented. In-
variably the distribution of the tickets them-
selves was done under conditions that gave
the entire event a businesslike air, that is, the
atmosphere of the regular box office was cul-
tivated. This was essential in impressing the
audience with the importance of the event in
which they were to take part.
It should always be borne in mind that these
concerts are invitation affairs and those who
accept the invitations are under the same obliga-
tions of courtesy as they are when they visit a
private home as a guest. If this atmosphere
is cultivated and the Aeolian dealers have been
successful in doing it it will rarely be found
that those applying for tickets ask for more
than the two allotted, nor do they demand
where they are to sit.
When the tickets were delivered in exchange
for the cards the name was generally written
on the reverse side, for as those who receive
them enter the auditorium they are dropped in
the hopper. This constituted a list of those
who attended, which could be checked against
the list of those who received the tickets, and
gave the dealers a definite list of prospects on
which to work. The dealers usually allowed
those receiving the tickets to know that they
were going to be checked up on their at-
tendance.
In distributing the tickets care was taken by
all the dealers to dress the house—that is,
eliminate as much as possible any chance of
vacant seats together. There was little neces-
sity for this in any of the concerts in which
Cortot and the Duo-Art appeared, but precau-
tions had to be taken, for the average audience
is highly impressionable and judges the value
of an attraction largely by just such little things
as these. Children were always prohibited, for,
after all, the small child has no place in a re-
cital hall, and that is what the audience had
been invited to attend. This should be im-
pressed upon those attending previously to the
concert.
The Atmosphere in the Auditorium
One of the most successful features of the
Cortot and Duo-Art appearances was the highly
artistic atmosphere maintained within the
auditoriums in which the recitals were'held. In
each case the stage itself was banked with
palms and ferns, these beipg placed about the
pianos and in the footlight trough. Careful
consideration was given to the illumination, the
footlights not being used, thus insuring a lack
of glare and an even distribution of the light
upon the artist and the Duo-Art. The Duo-
Art, in each case, was placed to the front, for,
after all, the keyboard of that instrument must
be seen by as many as possible of the audience
in order that the demonstration may be driven
Home most impressively. Immediately upon
entering the auditorium, those who attended
were at once struck by its atmosphere, and the
mark of commercialism in no way could inter-
fere with the high-class recital they were going
to hear. This is an essential, and it has always
been marked in the exploitation work of the
Aeolian Co. for the Duo-Art.
These are but a few of the details that are
involved in the work of preparing for these
concerts. When it is considered that they take
place in many cities during the course of each
year, some idea of the exploitation work which
the Aeolian Co. carries out can be had. A joint
recital of an artist and a reproducing piano is
much more than appears on the surface—it is
the result of long and careful consideration both
on the part of the manufacturer and the dealer
who are co-operating. Without both of them
working closely together it cannot be a suc-
cess. With both of them doing so the instru-
ment is given a true chance and that is all
that is required to convince the public that
the claims made for it are based on truth.
Aeolian Co.'s Exploitation
The Aeolian Co.'s campaign this year for
the Duo-Art is perhaps the most elaborate this
company has ever undertaken. It comprises
joint recitals with the Duo-Art by such artists
as Alfred Cortot and with Marguerita Sylva,
Eleanor Shaw in salon and costume recitals;
two elaborate moving picture films in picture
theatres, those which make music an important
part of their daily programs, and, finally, an
elaborate vaudeville act, again making use of a
moving picture film, which has been playing
Keith time. Every possible prospect has thus
been reached with an adequate and actual dem-
onstration of the work of the Duo-Art, which,
after all, is the one way of driving home the
accomplishments of the reproducing piano, for
they are so great that a pardonable degree of
skepticism follows them unless the prospect has
the evidence of his or her own ears given to
him under the proper auspices and in an artistic
atmosphere.
MINNEAPOLIS AND ST. PAUL DEALERS FORESEE DEMAND
Twin City Trade Expecting Good Business During the Entire Spring—Foster & Waldo Find
Reproducing Pianos in Demand—Bad Weather Proves to Be No Hindrance to Piano Sales
MINNEAPOLIS and
ST.
PAUL,
MINN.,
February
26.—A bright and prosperous Spring will fol-
low this month's average sales in the opinion
of St. Paul and Minneapolis piano merchants.
Recent blizzards, forty-mile winds and the most
intense cold of the Winter have failed to spoil
piano sales, however.
Robert Owen Foster, of Foster & Waldo,
whose forty-seven years of piano experience
puts him in the van of prophets in the busi-
ness, says that the outlook is very bright and
promising. The company, he states, had a
fairly good business in February, the sales of
Ampicos in the Knabe being especially good.
"Broadcasting a program for the P. A. Starck
Piano Co., Minneapolis, Minn.," is the familiar
report to radio listeners-in in the environs of
the Twin Cities. The Starck name will become
well known by radio means in a much wider
territory because WAAL, the station operated
by the Beamish Electric Co. from which the
Starck programs are sent, is being made much
more powerful, and within a few months will
be strengthened to compare favorably with any
station in the territory, according to E. R.
Mihm, store manager.
The schedule includes a noon concert one
day a week, with two daytime concerts the
alternate weeks and evening programs alternate
Thursdays when other local sendings permit.
In the immediate future the Starck Co. will
present the Gilbert and Sullivan comic opera,
"Pinafore," sung by St. Bridget's Catholic
Church choir.
At the Minneapolis store of Raudenbush &
Sons the Raudenbush pianos are selling well,
according to B. T. Smith, who finds plenty of
work to do in the absence of Messrs. Watson
and Davies, who are both kept away by serious
illness in their families. Lent is making a big
difference in the player-piano and dance record
business, Mr. Smith has discovered. Mr. Sut-
ton, of Milwaukee, representing the Q R S
player-piano rolls, visited the trade here last
week, as did Jack Walters, of St. Louis, with
Starck & Cowan, Inc.
W. J. Dyer & Bro. management informs The
Review that the piano business with his house
is excellent.
H. W. HORTON HEADS HOUSTON FIRM
HOUSTON, TEX., February 26.—Horton & Smith
Piano Co., 910 Capitol avenue, this city, held its
first annual election of officers recently, its ex-
ecutives being: H. W. Horton, president; Rob-
ert Smith, vice-president, and Fred Warn, secre-
tary-treasurer.
The company was reorganized last November
when Mr. Horton took active charge of the firm.