Music Trade Review
Issue: 1926 Vol. 82 N. 21 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
REVIEW
THE
flUJIC TIRADE
VOL. LXXXIL No. 21
Pablished Every Satwday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y., May 22, 1926
slP
«il.oo°& e r
10 Cents
Year
National Piano Sales Plan to Be
Presented at Convention
Max J. deRochemont, President of the National Piano Manufacturers' Association, Will Offer a Concrete and
Practical Plan for Co-operative Promotion Work on the Piano to the Meeting of That
Organization—Henry E. Weisert Sees Wonderful Possibilities in This Movement
I
N an effort to awaken the piano industry to
the necessity of capitalizing the background
of national music interest, which has been
created by music appreciation work during the
past ten years, M. J. deRochemont, president of
the National Piano Manufacturers' Association,
stated that at the coming meeting of that body
a plan of national co-operative work in this
direction would be presented for the considera-
tion of the industry.
"There will be presented to the piano in-
dustry at the convention next month a concrete
and, I believe, practical plan for national piano
promotion. Please note that I said piano. The
music industry, supported largely by the piano
division, has been largely responsible for creat-
ing a wonderful background of national musical
interest. National Music Week constituted a
most convincing demonstration of the effective-
ness of the industry's efforts in focusing the
nation's thought on music in the abstract.
"However, it is not necessary to present
statistics to prove that those who make and sell
pianos have not capitalized this national inter-
est in music. I believe the time is ripe for those
who have money invested in the piano business,
both manufacturers and retailers, to tackle this
problem and direct public attention to the fact
that the piano is the basic and the greatest of
all musical instruments, an essential medium in
cultural development in the home with partic-
ular reference to the value of a musical educa-
tion for the child.
"After consulting numerous of my associates
in the National Piano Manufacturers' Associa-
tion I am convinced this may best be accom-
plished by a frankly commercial plan of pro-
motion financed by those who make and sell
pianos, and to include broad contact with music
teachers, school teachers, professional pianists
and in which a national advertising campaign
for the piano shall play an important part.
"We have the experiences and tabulated re-
sults of nearly fifty associations of manufac-
turers in other lines of business that have
carried on national promotion campaigns in be-
half of their products in which expenditures for
national advertising range from $50,000 to
$500,000 a year.
"We are going to present to the piano indus-
try a plan in which, as I said before, the use
of space in national mediums is but a part,
though an important one. Naturally the plan
involves a close co-operation of retailers of
pianos and through them with all people whose
interests are centered in the piano, including
salesmen, teachers, pianists, etc., we will en-
"The announcement of Max J. deRochemont,
president of the National Piano Manufacturers'
Association, that a plan of national piano pro-
motion will be submitted at the New York con-
vention suggests a movement that holds won-
derful possibilities for the piano industry,"
stated Henry E. Weisert, president of the Na-
tional Association of Music Merchants. "Of
course, at this time I cannot speak for the mer-
HE announcement by Max J. deRoche- chants' association because I have not consulted
the executive board or the directors about this
mont, president of the National Piano specific plan. And while I do not know any-
Manufacturers' Association, that, in the thing of the details, the idea appeals to me
coming meeting of that organization, a plan very strongly and I believe a vast majority of
of co-operative promotion work for the those in the piano business will enthusiastically
piano will be presented for the considera- favor some practical plan which will carry the
true story of the piano and what it means in
tion of the piano industry of the country, the home, and particularly in the home where
is another step forward in endeavoring to there are children, to the public of the United
find an answer to the question, "What is the States.
"Public musical interest has been vastly stim-
matter with the piano industry?" While no
details are as yet available, it is likely that ulated within the past few years. And nearly
every musical instrument is selling in increasing
the plan covers every avenue of sales ap- quantities as a result of this interest except the
proach, and its announcement
will be piano. And the piano is the most important
awaited with interest.
musical instrument of all, is, in fact, the corner-
stone of the music business. Certainly the cap-
ital invested in the piano business is greater
than that invested in any other branch of the
deavor to utilize every possible avenue of direct music industry.
piano promotion for the express purpose of sell-
"There never has been any co-operative move-
ing more pianos.
ment for the promotion of the piano specifically
"There is to-day some money being spent as a musical instrument. For many years past
along these lines but the effort is not correlated there has been comparatively little constructive
and its expression is more or less haphazard promotion done by individuals in the busi-
without effective hook-up and without scientific ness. If the character of the piano merchan-
and experienced direction. This plan carried to dising done is reflected by the advertising of
its successful operation will do all the funda- those in the business, I would say that about
mental selling of the piano and piano music 90 per cent of the effort to sell pianos is based
idea. Manufacturers and retailers can go as far squarely upon an appeal of low prices and long
terms. Such an appeal may sell pianos to people
as they want in selling their own product.
"This is no new idea and everybody knows already in the market but it certainly does not
of the many successes accomplished through widen the market. And every man in the piano
efforts of this kind. In my opinion this is the business who has studied the situation care-
most important movement ever suggested in fully is aware of the fact that the piano as a
the music industry and one that is absolutely musical instrument is not as popular as it once
necessary right now. Every thinking man who was. This, I believe, is due entirely to the lack
has his interests in the piano is saying 'some- of constructive selling in which, of course,
thing must be done.' We want to do that some- advertising plays an important part.
thing, but to do it we must have the co-opera-
"I do not know how the manufacturers pro-
tion, of all in the business."
(Continued on page 4)
r
REVIEW
THE
flUJIC TIRADE
VOL. LXXXIL No. 21
Pablished Every Satwday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y., May 22, 1926
slP
«il.oo°& e r
10 Cents
Year
National Piano Sales Plan to Be
Presented at Convention
Max J. deRochemont, President of the National Piano Manufacturers' Association, Will Offer a Concrete and
Practical Plan for Co-operative Promotion Work on the Piano to the Meeting of That
Organization—Henry E. Weisert Sees Wonderful Possibilities in This Movement
I
N an effort to awaken the piano industry to
the necessity of capitalizing the background
of national music interest, which has been
created by music appreciation work during the
past ten years, M. J. deRochemont, president of
the National Piano Manufacturers' Association,
stated that at the coming meeting of that body
a plan of national co-operative work in this
direction would be presented for the considera-
tion of the industry.
"There will be presented to the piano in-
dustry at the convention next month a concrete
and, I believe, practical plan for national piano
promotion. Please note that I said piano. The
music industry, supported largely by the piano
division, has been largely responsible for creat-
ing a wonderful background of national musical
interest. National Music Week constituted a
most convincing demonstration of the effective-
ness of the industry's efforts in focusing the
nation's thought on music in the abstract.
"However, it is not necessary to present
statistics to prove that those who make and sell
pianos have not capitalized this national inter-
est in music. I believe the time is ripe for those
who have money invested in the piano business,
both manufacturers and retailers, to tackle this
problem and direct public attention to the fact
that the piano is the basic and the greatest of
all musical instruments, an essential medium in
cultural development in the home with partic-
ular reference to the value of a musical educa-
tion for the child.
"After consulting numerous of my associates
in the National Piano Manufacturers' Associa-
tion I am convinced this may best be accom-
plished by a frankly commercial plan of pro-
motion financed by those who make and sell
pianos, and to include broad contact with music
teachers, school teachers, professional pianists
and in which a national advertising campaign
for the piano shall play an important part.
"We have the experiences and tabulated re-
sults of nearly fifty associations of manufac-
turers in other lines of business that have
carried on national promotion campaigns in be-
half of their products in which expenditures for
national advertising range from $50,000 to
$500,000 a year.
"We are going to present to the piano indus-
try a plan in which, as I said before, the use
of space in national mediums is but a part,
though an important one. Naturally the plan
involves a close co-operation of retailers of
pianos and through them with all people whose
interests are centered in the piano, including
salesmen, teachers, pianists, etc., we will en-
"The announcement of Max J. deRochemont,
president of the National Piano Manufacturers'
Association, that a plan of national piano pro-
motion will be submitted at the New York con-
vention suggests a movement that holds won-
derful possibilities for the piano industry,"
stated Henry E. Weisert, president of the Na-
tional Association of Music Merchants. "Of
course, at this time I cannot speak for the mer-
HE announcement by Max J. deRoche- chants' association because I have not consulted
the executive board or the directors about this
mont, president of the National Piano specific plan. And while I do not know any-
Manufacturers' Association, that, in the thing of the details, the idea appeals to me
coming meeting of that organization, a plan very strongly and I believe a vast majority of
of co-operative promotion work for the those in the piano business will enthusiastically
piano will be presented for the considera- favor some practical plan which will carry the
true story of the piano and what it means in
tion of the piano industry of the country, the home, and particularly in the home where
is another step forward in endeavoring to there are children, to the public of the United
find an answer to the question, "What is the States.
"Public musical interest has been vastly stim-
matter with the piano industry?" While no
details are as yet available, it is likely that ulated within the past few years. And nearly
every musical instrument is selling in increasing
the plan covers every avenue of sales ap- quantities as a result of this interest except the
proach, and its announcement
will be piano. And the piano is the most important
awaited with interest.
musical instrument of all, is, in fact, the corner-
stone of the music business. Certainly the cap-
ital invested in the piano business is greater
than that invested in any other branch of the
deavor to utilize every possible avenue of direct music industry.
piano promotion for the express purpose of sell-
"There never has been any co-operative move-
ing more pianos.
ment for the promotion of the piano specifically
"There is to-day some money being spent as a musical instrument. For many years past
along these lines but the effort is not correlated there has been comparatively little constructive
and its expression is more or less haphazard promotion done by individuals in the busi-
without effective hook-up and without scientific ness. If the character of the piano merchan-
and experienced direction. This plan carried to dising done is reflected by the advertising of
its successful operation will do all the funda- those in the business, I would say that about
mental selling of the piano and piano music 90 per cent of the effort to sell pianos is based
idea. Manufacturers and retailers can go as far squarely upon an appeal of low prices and long
terms. Such an appeal may sell pianos to people
as they want in selling their own product.
"This is no new idea and everybody knows already in the market but it certainly does not
of the many successes accomplished through widen the market. And every man in the piano
efforts of this kind. In my opinion this is the business who has studied the situation care-
most important movement ever suggested in fully is aware of the fact that the piano as a
the music industry and one that is absolutely musical instrument is not as popular as it once
necessary right now. Every thinking man who was. This, I believe, is due entirely to the lack
has his interests in the piano is saying 'some- of constructive selling in which, of course,
thing must be done.' We want to do that some- advertising plays an important part.
thing, but to do it we must have the co-opera-
"I do not know how the manufacturers pro-
tion, of all in the business."
(Continued on page 4)
r
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