Music Trade Review
Issue: 1927 Vol. 85 N. 18 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
"Know Your Market
99
Is the Straube Go. Policy
Remarkable Results Attained by Questionnaire Sent Out
by Hammond Piano Manufacturer to Its Representatives
Throughout the Country Show Fall Prospects Are Good
E. R. Jacobson
K
'* "•" 7" NOW Your Market" is a piece of ad-
vice that may well be considered and
acted upon by the piano manufacturer
as well as by the dealer, for it is the only
way in which he can determine with any de-
gree of accuracy such general conditions as
may affect distribution of his product, and what
manufacturing schedule will be necessary
logically to take care of anticipated demands.
In an endeavor to determine as accurately
as possible what the national market holds in
store for it during the next few months, the
Straube Piano Co., Hammond, Ind., recently
sent out a questionnaire to Straube merchants
in all sections of the country and secured as a
result a satisfying amount of valuable informa-
tion that will serve to guide the company in
its production program, not only as regards
the number of instruments made, but also the
types of instruments to be given preference
in the production schedule. The questionnaire,
in addition to bringing forth information as to
current public demands for various types of
instruments and various finishes, also gave the
company some first-hand facts relative to the
attitude of the dealers in the matter of financ-
ing sales, national advertising by the manu-
facturer and national pricing.
The first question asked was regarding the
dealers' opinion of the prospects for piano
business during the balance of the Fall and
Winter season, to which 10 per cent answered
"excellent," 462-3 per cent "good," 4 per cent
"fair" and only 3 1-3 per cent "poor." In short,
over 56 per cent of the replies indicated that
the prospects for piano business were distinctly
satisfactory.
As a matter of comparison, the dealers were
also asked how the outlook for the Fall and
Winter business corresponded with the pros-
pects at the same period last year, and 56 2-3
T.
ESTABLISHED 1862
increasing sales?" While the same percentage
answered a similar question in the affirmative
in the case of uprights. Forty-three per cent
answered "no"
that period uprights increased sales. As to
various color combinations in piano finishes,
only 62-3 per cent could 'see a favorable mar-
ket, while 76 2-3 per cent were doubtful, or
could see only a very small market. One-sixth
of the dealers replying could see no ^market
for the instrument.
Regarding the matter of mark-up, which has
been debated more or less ^generally in the
trade, 73 1-3 per cent of dealers replying
favored the mark-up over wholesale figures of
at least 100 per cent, 14 per cent favored /110
per cent or over, and only 6 2-3 per cent favored
less than 100 per cent.
In the matter of financing paper, dealers
were asked whether they preferred to negotiate
directly with the manufacturer or operate
through a financing company. Eighty-six and
Lwo-thirds per cent preferred the former
method and only 3 per cent indicated any pref-
erence for outside financing.
Ninety-six and two-thirds per cent, or all the
dealers who answered the questions, declared
themselves to be in favor of the national ad-
vertising of pianos by the manufacturers, and
some of them took occasion to express them-
selves very strongly on this point, declaring
that such advertising was of real help. This
endorsement of national advertising was par-
ticularly gratifying to the Straube Co. officials,
as this concern has for a number of years car-
ried on a consistent campaign of national
advertising in leading magazines of large cir-
culation.
Relative to the matter of national pricing of
pianos by the manufacturer, 88.4 per cent of the
dealers expressed themselves in favor of that
method, some of t h e m ' v e r y enthusiastically,
and only a single dealer announced his opposi-
tion to that plan.
On the whole the questionnaire of the
Straube Co. brought forth results highly im-
portant and interesting to that company, as
well as to the industry as a whole. If more
of this sort of work were done both the manu-
facturer and the retailer would profit by a better
understanding of current conditions in the in-
dustry and the value of operating methods. It
eliminates much of the guesswork from the
production schedule and that means efficiency
and economy.
L^VUTER
NEWARK N. J .
—-
ONE OF AMERICANS FINE PIANOS
-
E" -
per cent reported that the prospects this year
were better than last, 13 1-3 per cent went so
far as to say that the prospects were "much
better," 20 per cent said they were about the
same and 10 per cent believed that they were
not quite so good.
Particularly encouraging were the reports
relative to the increase in the interest in piano
music observed in various localities, for 73 1-3
per cent reported a noticeable increase, which
may be taken to reflect in tangible form the
results of the broad promotion work that has
been carried on in the industry for the past
year or more. Sixteen and two-thirds per cent
stated that the interest in piano music appears
to be stationary, while only 3 1-3 per cent re-
ported a decrease in interest, this being the
same percentage that held the business outlook
to be poor.
In this connection it is interesting to learn
that 43 1-3 per cent of the dealers reported that
piano music was being taught in the public
schools in their territory, and 3 1-3 per cent
stated that it was planned to start such in-
struction at an early date. Fifty per cent stated
that piano music was not being taught in local
public schools, which indicates that there is
still much work to be done along the lines of
promoting such practice.
Regarding the relative popularity of the vari-
ous types of instruments, as indicated by sales,
dealers answering credited player-pianos with
30.7 per cent of sales, uprights 46.2 per cent,
grands 21.1 per cent and reproducing pianos
2 per cent. As to the public attitude toward
period models in grands and uprights, 20 per
cent of the answers were favorable in the case
of grands and 33 1-3 per cent favorable for
uprights. Sixteen and two-thirds per cent re-
ported that the public appeared slightly inter-
ested in period grands and 13 1-3 per cent
reported a slight interest in period uprights.
Particularly important was the fact that 46 2-3
per cent declared that the public attitude to-
ward period model grands was unfavorable,
while only 16 2-3 per cent made the same
answer in the case of uprights. In the case
of grands over 16 per cent did not answer the
questions or pleaded ignorance, and in the case
of uprights something over 36 per cent.
In comparison with the information given
relative to public interest in period models, 30
per cent of the dealers answered "yes" to the
question, "Have you had samples of period
model grand pianos on your floor and found
from experience that they were the means of
UPRIGHTS
GRANDS
THE LAUTER-HUMANA
"EE:
"Know Your Market
99
Is the Straube Go. Policy
Remarkable Results Attained by Questionnaire Sent Out
by Hammond Piano Manufacturer to Its Representatives
Throughout the Country Show Fall Prospects Are Good
E. R. Jacobson
K
'* "•" 7" NOW Your Market" is a piece of ad-
vice that may well be considered and
acted upon by the piano manufacturer
as well as by the dealer, for it is the only
way in which he can determine with any de-
gree of accuracy such general conditions as
may affect distribution of his product, and what
manufacturing schedule will be necessary
logically to take care of anticipated demands.
In an endeavor to determine as accurately
as possible what the national market holds in
store for it during the next few months, the
Straube Piano Co., Hammond, Ind., recently
sent out a questionnaire to Straube merchants
in all sections of the country and secured as a
result a satisfying amount of valuable informa-
tion that will serve to guide the company in
its production program, not only as regards
the number of instruments made, but also the
types of instruments to be given preference
in the production schedule. The questionnaire,
in addition to bringing forth information as to
current public demands for various types of
instruments and various finishes, also gave the
company some first-hand facts relative to the
attitude of the dealers in the matter of financ-
ing sales, national advertising by the manu-
facturer and national pricing.
The first question asked was regarding the
dealers' opinion of the prospects for piano
business during the balance of the Fall and
Winter season, to which 10 per cent answered
"excellent," 462-3 per cent "good," 4 per cent
"fair" and only 3 1-3 per cent "poor." In short,
over 56 per cent of the replies indicated that
the prospects for piano business were distinctly
satisfactory.
As a matter of comparison, the dealers were
also asked how the outlook for the Fall and
Winter business corresponded with the pros-
pects at the same period last year, and 56 2-3
T.
ESTABLISHED 1862
increasing sales?" While the same percentage
answered a similar question in the affirmative
in the case of uprights. Forty-three per cent
answered "no"
that period uprights increased sales. As to
various color combinations in piano finishes,
only 62-3 per cent could 'see a favorable mar-
ket, while 76 2-3 per cent were doubtful, or
could see only a very small market. One-sixth
of the dealers replying could see no ^market
for the instrument.
Regarding the matter of mark-up, which has
been debated more or less ^generally in the
trade, 73 1-3 per cent of dealers replying
favored the mark-up over wholesale figures of
at least 100 per cent, 14 per cent favored /110
per cent or over, and only 6 2-3 per cent favored
less than 100 per cent.
In the matter of financing paper, dealers
were asked whether they preferred to negotiate
directly with the manufacturer or operate
through a financing company. Eighty-six and
Lwo-thirds per cent preferred the former
method and only 3 per cent indicated any pref-
erence for outside financing.
Ninety-six and two-thirds per cent, or all the
dealers who answered the questions, declared
themselves to be in favor of the national ad-
vertising of pianos by the manufacturers, and
some of them took occasion to express them-
selves very strongly on this point, declaring
that such advertising was of real help. This
endorsement of national advertising was par-
ticularly gratifying to the Straube Co. officials,
as this concern has for a number of years car-
ried on a consistent campaign of national
advertising in leading magazines of large cir-
culation.
Relative to the matter of national pricing of
pianos by the manufacturer, 88.4 per cent of the
dealers expressed themselves in favor of that
method, some of t h e m ' v e r y enthusiastically,
and only a single dealer announced his opposi-
tion to that plan.
On the whole the questionnaire of the
Straube Co. brought forth results highly im-
portant and interesting to that company, as
well as to the industry as a whole. If more
of this sort of work were done both the manu-
facturer and the retailer would profit by a better
understanding of current conditions in the in-
dustry and the value of operating methods. It
eliminates much of the guesswork from the
production schedule and that means efficiency
and economy.
L^VUTER
NEWARK N. J .
—-
ONE OF AMERICANS FINE PIANOS
-
E" -
per cent reported that the prospects this year
were better than last, 13 1-3 per cent went so
far as to say that the prospects were "much
better," 20 per cent said they were about the
same and 10 per cent believed that they were
not quite so good.
Particularly encouraging were the reports
relative to the increase in the interest in piano
music observed in various localities, for 73 1-3
per cent reported a noticeable increase, which
may be taken to reflect in tangible form the
results of the broad promotion work that has
been carried on in the industry for the past
year or more. Sixteen and two-thirds per cent
stated that the interest in piano music appears
to be stationary, while only 3 1-3 per cent re-
ported a decrease in interest, this being the
same percentage that held the business outlook
to be poor.
In this connection it is interesting to learn
that 43 1-3 per cent of the dealers reported that
piano music was being taught in the public
schools in their territory, and 3 1-3 per cent
stated that it was planned to start such in-
struction at an early date. Fifty per cent stated
that piano music was not being taught in local
public schools, which indicates that there is
still much work to be done along the lines of
promoting such practice.
Regarding the relative popularity of the vari-
ous types of instruments, as indicated by sales,
dealers answering credited player-pianos with
30.7 per cent of sales, uprights 46.2 per cent,
grands 21.1 per cent and reproducing pianos
2 per cent. As to the public attitude toward
period models in grands and uprights, 20 per
cent of the answers were favorable in the case
of grands and 33 1-3 per cent favorable for
uprights. Sixteen and two-thirds per cent re-
ported that the public appeared slightly inter-
ested in period grands and 13 1-3 per cent
reported a slight interest in period uprights.
Particularly important was the fact that 46 2-3
per cent declared that the public attitude to-
ward period model grands was unfavorable,
while only 16 2-3 per cent made the same
answer in the case of uprights. In the case
of grands over 16 per cent did not answer the
questions or pleaded ignorance, and in the case
of uprights something over 36 per cent.
In comparison with the information given
relative to public interest in period models, 30
per cent of the dealers answered "yes" to the
question, "Have you had samples of period
model grand pianos on your floor and found
from experience that they were the means of
UPRIGHTS
GRANDS
THE LAUTER-HUMANA
"EE:
Future scanning projects are planned by the International Arcade Museum Library (IAML).