Music Trade Review

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OCTOBER 10,
THE
1925
MUSIC TRADE
REVIEW
What a Piano-Playing Contest Will
Do for the Piano Industry
Charles E. Byrne, Vice-President of the Steger & Sons Piano Mfg. Co., Describes in Detail the Advantages
Which Would Come to the Entire Industry Through a Contest of This Nature by the
Aroused Public Interest in the Piano, Its Study and the Music Written for It
VERY piano man is interested in pro-
moting the success of the piano industry.
Its advancement is of vital importance to
him. Consequently, a plan for making the piano
trade more prosperous and successful should
appeal strongly to those who have its best inter-
ests at heart.
When we consider the piano business as a
unit in its relation to other industries, we dis-
cover that its progress has not been extraor-
dinary. Although it is supported by the natural
love for music that marks every normal man
or woman, piano sales measured in dollars do
not compare with the amount of money paid
annually for automobiles, gasoline, tires, cos-
metics, motion pictures, sporting goods and va-
rious other commodities.
We must remember that the piano trade is
in active competition with many other indus-
tries that are supported by a strong popular
demand. Those industries are not satisfied with
their success but are using every available
means to reach out for more patronage. There-
fore, we should endeavor to develop new meth-
ods that will persuade the public to believe
that the piano is an absolute necessity to the
American home. What we need is sales promo-
tion. A national piano-playing contest would
be the best kind of sales promotion—and is the
most practical, economical, powerful and far-
reaching plan to increase piano sales.
Selling More Sales
To a certain extent this discussion is unusual
—because here I am trying to sell a lot of piano
men the idea that piano sales should be in-
creased. There should not be any objection to
that proposition. Better still, I intend to show
you how sales can be increased—and even dou-
bled quickly—because if a national piano-play-
ing contest were put into operation I know that
within a year we would sell twice as many
pianos as we are now selling. And if you study
this plan carefully you will readily admit that
that estimate is conservative.
For the sake of comparison let us consider
motion-picture business. Notwithstanding
phenomenal growth within the past twenty-
years and its enormous profits the men of
industry do not overlook any opportunity
ales promotion. What was the purpose of
iter Movie Week," which was featured re-
, when local movie parades were held in
town and city, and moving picture stars
rticipated in local celebrations?
The reason is simply that the motion picture
industry is enterprising and is building for the
future. It intends to make you and me accept
the belief that motion pictures are as essential
to life, liberty and happiness as the air we
breathe. The best proof that the motion picture
promotors are meeting with some success in
their efforts is found in a recent announcement
that three wonderful motion picture theatres are
to be erected within a mile from my home and
their combined cost will be $10,000,000.
When I gave a talk in Austin, Tex., some
months ago at the invitation of the Texas Music
Merchants' Association, whose traditional hos-
pitality probably accounted for the cordial re-
ception that they gave me, I stated on behalf oi
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Steger & Sons Piano Mfg. Co. that it would be
willing to contribute the sum of $5,000, provided
that twenty-five other piano manufacturers
would each give a similar amount in order to
promote a national piano-playing contest, to be
held under the auspices of the Music Industries
Chamber of Commerce, with prizes to be
awarded to boys and girls from eight to sixteen
years of ago and their music teachers by the
President of the United States.
Widespread Interest
It was surprising and gratifying to discover
the widespread and enthusiastic approval that
the suggestion inspired.
Music merchants,
music teachers, newspaper writers and trade
magazine editors from New York to California
were emphatic in commending the plan.
The Fitzgerald Piano Co., of Los Angeles,
Cal., the W. F. Frederick Piano Co., of Union-
town, Pa., and other progressive piano houses
inaugurated local piano contests and reported
excellent results. As aggressive pioneers in
advancing this movement they merit the utmost
praise.
What would a national piano-playing contest
accomplish? Let me answer that question by
telling about some music teachers who started a
little music school in a neighborhood in Chicago
with a foreign population. At first they found
it difficult to get pupils, but they went ahead
with their small group of students and finally
held a recital to which they invited the entire
neighborhood. The recital was a decided suc-
cess, and after it was over they were agree-
ably surprised to find that there were many chil-
dren whose parents wanted them to study the
piano. In other words, the mothers and fathers
who attended that concert wanted their children
to be just as accomplished as those that played
the various piano numbers on the program.
Healthy Rivalry
Can you imagine the healthy rivalry that
would be developed among children, if there
were a piano contest in every village, town,
county and State—and, finally, the awarding of
suitable prizes to the national champions and
their music teachers by our beloved President
in Washington?
Do you realize how our music schools would
flourish with such an impetus?
Can you picture what it would mean to have
250,000 music teachers all over the United States
talking about this contest and boosting it with
enthusiasm? The music teachers are in favor
of it—because it is beneficial to children, be-
cause it promotes the cause of good music,
because it means better citizenship—because it
insures a happier nation of music lovers.
A Debt to Music Teachers
The piano industry owes a debt to the music
teachers of America. They have made it pos-
sible for us to sell our pianos. And the best
way that the piano industry can repay its debt
to the music teachers is by holding a national
piano-playing contest. Such a contest would be
a salesman urging the necessity of the piano in
every home. It would focus and concentrate
public attention on the piano. It would enable
thousands and thousands of boys and girls to
obtain greater advantages socially and com-
T
ONKRENCH
mercially—because of their ability to play the
piano. You know boys and girls that have
gone to school and college and have been iso-
lated, lonely wallflowers because they did not
have any accomplishment like piano playing.
You can recall other cases where a boy or girl
has become popular socially—and gained an in-
fluential circle of friends because of the ability
to entertain by playing the piano.
Leads to Success
That accomplishment has led to the ultimate
success in life of thousands of boys and girls—
and if the plan for a national piano-playing con-
test had no other motive except to give Amer-
ican boys and girls greater opportunities and
better, happier lives, it would be well worth
while.
It is contended by some that because of the
automobile there is a general disposition to get
away from the home. However, it is certain
that sooner or later there is bound to be a
return to its substantial comforts and the finer
tilings of life.
In reading the report of the Department of
Commerce covering the census of manufactures
just published we find that in 1914 the number
of pianos of all kinds manufactured was 326,274,
and in 1923 (nine years later) the number was
347,589—an increase of 21,315. Not a wonder-
ful showing when we find an increase of only
about 2,300 pianos per year during a period in
which the total population increased over
5,000,000.
Depends Upon Education
The piano industry depends upon the educa-
tional factor—it depends upon the teaching of
piano playing because the upright piano has
been the foundation of the piano business. In
1914 the number of uprights made was 227,686,
but in 1923 the trade produced less than half of
that number, viz., 105,748. That 50 per cent
decrease in the manufacture of upright pianos
within nine years is a sufficient reason for advo-
cating a national piano-playing contest.
It is true that we had an increase in the
number of player-pianos manufactured during
those years—but the combined total of uprights
and upright player pianos made in 1923 was
about 63,000 ahead of 1914, representing an in-
crease of a little over 7,000 per year—not a phe-
nomenal showing for the entire industry.
The Illinois Music Merchants' Association has
demonstrated its willingness to work for the
success of piano merchants everywhere by tak-
ing the initiative in pushing this project. In
proposing a regional or State-wide contest it is
offering a practical method of inaugurating this
plan—that is certain to be far greater in results
than anyone anticipates and ultimately demon-
strates the necessity of a national piano-playing
contest.
Increasing Markets
The wise manufacturer does not increase pro-
duction unless there is a growing demand for
his product. If we create the demand first, it
is easy to increase production to meet it. A
national piano-playing contest will open new-
markets for us in every town and village by
demonstrating the need for pianos and thereby
increasing the demand for them.
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