Music Trade Review
Issue: 1924 Vol. 78 N. 26 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
REVIEW
THE
VOL.
LXXVIII. No. 26 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N.Y. June 28, 1924
81ng
{l.oo°Pe e r
:I11K1I1K111K111KI11W1!^
The Music Roll—A Distinct Selling Asset
" " " " "
-•
"•••"•"•"••
•
"
iWIOKIIIM^
A
result of the great volume of merchandising propaganda, most of it of the proper sort, and of the
great music advancement work that has been conducted in the trade, it should be impressed upon
the mind of the average music merchant by this time that the big asset of his business is that he is
selling music. In short, although he offers at a price instruments which produce or reproduce
music, he is nevertheless selling first the desire for music. The placing of the instrument is the natural followup.
, In the face of all this understanding, there are still those dealers who figure their business on a strictly
dollars and cents basis, who consider placing an instrument in the home the final culmination of that particular
deal and perhaps the offering of the price argument as its beginning.
An instance in point: Approximately twenty-five years ago in Buffalo a definite standard for player-
piano tracker bars providing that these bars be built with nine perforations to the inch was established so that
standard rolls could be supplied to operate all players. The establishment of that standard opened to the dealers
of the country an almost limitless field for the sale of the player-piano and for an appeal on the basis of
music for everyone. Yet today there are hundreds of retailers who view and have viewed the music roll
department as a necessary evil rather than as a stimulating influence and who are either neglecting it entirely
or who have discontinued it.
It is useless at this time to go into long explanations of ways and means for making a music roll depart-
ment pay cash profits for itself. Some millions of words have been written on this subject, and as many more
millions spoken by manufacturers and their representatives in an effort to show the dealers the right course.
Even the argument that certain retailers have made real and substantial money by handling music rolls alone
or handling them in a big way seems to have apparently little influence on a very considerable proportion of
dealers.
Ask the average music roll salesman, even the man who is selling reproducing rolls, which are, or should
be in a class by themselves so far as a direct appeal to the individual owner goes, and he will tell of the
indifference and at times direct antagonism of retailers toward this proposition.
A piano logically requires the purchase of sheet music to keep it active. But it has the additional
advantage of making possible the improvising of one's own musical themes and the playing of tunes by memory
or ear when sheet music is not available. The appeal of the player-piano and particularly the reproducing
piano, however, is in the fact that for the person who does not play or who plays only indifferently the best
sort of music, whether classical or popular, is available which he may reproduce with all the faithfulness of the
original playing.
Cut off that supply of music or let him cease to replenish his library and the interest in the instrument
lapses immediately. This is proven by the fact that investigation has proven that the average roll library com-
prises only fifty rolls. This takes into consideration libraries which have been in existence for several years
and represents a woefully low figure.
The retailer who gives little thought to keeping his roll stock fairly complete and up-to-date or who
neglects to follow up his customers, whether owners of plain players or reproducers, because he feels that the
expense is not justified, might just as well block up his show window and discontinue his advertising. It
would be just as logical, for when the owner's interest in his instrument is kept alive through the medium of
new rolls at intervals he maintains his enthusiasm, which, properly cultivated, proves a business-building asset
for the dealer among his friends. This has more direct value from a sales standpoint than many inches of
cold type advertising.
The main thought is that the music roll is not a distinct and separate product in itself regardless of by
whom it may be made. It is part and parcel of the player-piano and reproducing piano business.
REVIEW
THE
VOL.
LXXVIII. No. 26 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N.Y. June 28, 1924
81ng
{l.oo°Pe e r
:I11K1I1K111K111KI11W1!^
The Music Roll—A Distinct Selling Asset
" " " " "
-•
"•••"•"•"••
•
"
iWIOKIIIM^
A
result of the great volume of merchandising propaganda, most of it of the proper sort, and of the
great music advancement work that has been conducted in the trade, it should be impressed upon
the mind of the average music merchant by this time that the big asset of his business is that he is
selling music. In short, although he offers at a price instruments which produce or reproduce
music, he is nevertheless selling first the desire for music. The placing of the instrument is the natural followup.
, In the face of all this understanding, there are still those dealers who figure their business on a strictly
dollars and cents basis, who consider placing an instrument in the home the final culmination of that particular
deal and perhaps the offering of the price argument as its beginning.
An instance in point: Approximately twenty-five years ago in Buffalo a definite standard for player-
piano tracker bars providing that these bars be built with nine perforations to the inch was established so that
standard rolls could be supplied to operate all players. The establishment of that standard opened to the dealers
of the country an almost limitless field for the sale of the player-piano and for an appeal on the basis of
music for everyone. Yet today there are hundreds of retailers who view and have viewed the music roll
department as a necessary evil rather than as a stimulating influence and who are either neglecting it entirely
or who have discontinued it.
It is useless at this time to go into long explanations of ways and means for making a music roll depart-
ment pay cash profits for itself. Some millions of words have been written on this subject, and as many more
millions spoken by manufacturers and their representatives in an effort to show the dealers the right course.
Even the argument that certain retailers have made real and substantial money by handling music rolls alone
or handling them in a big way seems to have apparently little influence on a very considerable proportion of
dealers.
Ask the average music roll salesman, even the man who is selling reproducing rolls, which are, or should
be in a class by themselves so far as a direct appeal to the individual owner goes, and he will tell of the
indifference and at times direct antagonism of retailers toward this proposition.
A piano logically requires the purchase of sheet music to keep it active. But it has the additional
advantage of making possible the improvising of one's own musical themes and the playing of tunes by memory
or ear when sheet music is not available. The appeal of the player-piano and particularly the reproducing
piano, however, is in the fact that for the person who does not play or who plays only indifferently the best
sort of music, whether classical or popular, is available which he may reproduce with all the faithfulness of the
original playing.
Cut off that supply of music or let him cease to replenish his library and the interest in the instrument
lapses immediately. This is proven by the fact that investigation has proven that the average roll library com-
prises only fifty rolls. This takes into consideration libraries which have been in existence for several years
and represents a woefully low figure.
The retailer who gives little thought to keeping his roll stock fairly complete and up-to-date or who
neglects to follow up his customers, whether owners of plain players or reproducers, because he feels that the
expense is not justified, might just as well block up his show window and discontinue his advertising. It
would be just as logical, for when the owner's interest in his instrument is kept alive through the medium of
new rolls at intervals he maintains his enthusiasm, which, properly cultivated, proves a business-building asset
for the dealer among his friends. This has more direct value from a sales standpoint than many inches of
cold type advertising.
The main thought is that the music roll is not a distinct and separate product in itself regardless of by
whom it may be made. It is part and parcel of the player-piano and reproducing piano business.
Future scanning projects are planned by the International Arcade Museum Library (IAML).