Music Trade Review
Issue: 1928 Vol. 86 N. 14 - Page 3
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News Number
THE
REVIEW
VOL. 86. No. 14 Published Weekly. Federated Business Publications, Inc., 420 Lexington Ave., New York, N. Y., April 7,1928
Single Copies 10 Cents
92.00 Per Tear
The National Music Convention
Program of Gathering at Hotel Commodore, New York, the Week
of June 4, Based on the Slogan, "The Public, Properly
Approached, Will Buy Musical Instruments"
'
*
I
•
:
'
,
!
.
investigations have been productive of a mass
of interesting information, some of it compli-
mentary to the caliber of the music merchant,
but much of it frankly and deservedly critical.
It is certain that many of these findings will
be presented in one form or another at the
convention so that the music merchants attend-
ing may be acquainted with the situation, and,
where there is sufficient energy and interest,
readjust their methods and their affairs accord-
ingly.
It has been proven conclusively, and to the
satisfaction of the propounders of the doctrine,
on a dollars and cents basis, that if the public
is properly approached it will buy musical in-
struments. The inference is that the public is
not in many instances being approached prop-j
erly, or where the method itself may be sound'
the energy put back of it is not sufficient to c
secure the required results. Declaration has,
been made that 100,000 men are required in the.
industry to sell pianos alone. The figure may'
be high, but the theory is sound, for in every
case where dealers have been induced to in-'
crease their sales staffs and consequently their
contacts with the public the rewards have
more than offset the costs. This is another
question that will be brought up in the conven-
tion sessions.
There are those music merchants who arrange
to attend the national conventions regularly as
a matter of principle, and through their own
initiative get much out of the sessions, or at
least out of contact with fellow merchants from
other sections of the country. For those who
have not acquired this habit it is well to con-
sider that the 1928 meetings in New York are
less than two months off. Decision to attend
should be arrived at promptly, and with it also
the decision to carry back from the convention
business ideas to be applied with profit and not
simply memories of social activities.
^ / r r ^ H E public, properly approached, will buy musical instruments." This is the slogan
I
upon which the program of the 1928 National Music Industries' Convention, at the
•*- Hotel Commodore, New York, during the week of June 4, will be built. The point is
that there are a very substantial number of music merchants who are doing real business, quite
in contrast to the apparent majority who are complaining about conditions, and it is felt that the
convention activities could be devoted to no better purpose than to bring to light and present
before the music merchants attending the •—
methods by which some of their fellows are ticular business, or whether he leaves New
succeeding.
York simply with a headache.
A noteworthy feature of the program will
A number of the leading manufacturers, as
also be the fact that several of the principal usual, will have elaborate exhibits during the
speakers will be men outside the music trade convention. They will naturally show their
itself—men of high caliber in financial and latest products. During the year the new de-
manufacturing circles, who have studied and velopments have been many and interesting,
met problems of a general character similar to But most important of all they will devote
those found in the music trade, and who can particular attention to the presentation for the
come before the merchants with a fresh view- dealers' consideration of advertising and mer-
point not cramped by precedent or lack' of per- chandising plans that have been adopted and
spective. The list of these speakers of national offered for their use because of proven value,
prominence who will address the music mer- One of the frank criticisms of the retail trade
chants will be made public in due time, or as is that so little of this matter is actually used
soon as it is completed, and it is letting out no by dealers despite the abundance that is avail-
secret to say that the convention delegates are a ble without charge or at cost price, and the
clue for a number of pleasant surprises.
high ca'iber of material that is offered.
Although the general program as heretofore
Considerable study has been given to the
will call for group meetings of members of various problems of the trade by prominent
various divisions of the trade, such as musical manufacturers during the past few months. In
merchandise, band instruments, piano manufac-
some cases men have come from outside the
turers, radio and talking machine interests, it industry to attack these problems from a new
is believed that the caliber of the speakers a n d f i e s h angle, not at all a bad idea, because
who will address the music tradesmen at the t h e music tradesman himself frequently lives so
luncheon of the Music Industries Chamber of c l o s e t o those problems that he loses the sense
Commerce on Monday of Convention Week, o f Perspective and cannot logically be expected
and the National Association of Music Mer- t o tal<;e t n e new slant of his own accord. These
chants at each of its sessions on the following
days, will be such as to make every man in
the industry, regardless of his direct affiliation,
anxious to attend the meetings and listen.
The convention plans do not include the
offering of any general panacea to cure the
business troubles of the individual merchant.
There is going to be no medicine show with New Company, Organized in February, 1924, Has Made Steady Progress Since Its
Beginning—Scope of Its Activities International
the snake oil, and the herb salve, but a con-
scientious attempt is to be made to present a
H E dividend of $4 per share on the capital strated by the imposing sales totals of Colum-
program that will be practical because it will
stock of the Columbia Phonograph Co., Inc., bia records.
offer for the benefit of the average retailer the
experience of the successful merchant from declared on March 28, by the board of direc-
But the comeback of the industry in the sales
which valuable lessons may be drawn. It will tors is tangible proof of the remarkable come- of records is only half the story. The advances,
back of the phonograph industry. The basic scientifically and commercially, made within the
depend upon the individual dealer himself
whether he goes home with a number of ideas fact that "people want the music or entertain-
lust few years are amazing. New process
that may be applied with profit to his own par- ment they want when they want it," is demon-
(Continued on page 15)
Columbia Phonograph Co. Declares
$4 Per Share Dividend on Its Stock
News Number
THE
REVIEW
VOL. 86. No. 14 Published Weekly. Federated Business Publications, Inc., 420 Lexington Ave., New York, N. Y., April 7,1928
Single Copies 10 Cents
92.00 Per Tear
The National Music Convention
Program of Gathering at Hotel Commodore, New York, the Week
of June 4, Based on the Slogan, "The Public, Properly
Approached, Will Buy Musical Instruments"
'
*
I
•
:
'
,
!
.
investigations have been productive of a mass
of interesting information, some of it compli-
mentary to the caliber of the music merchant,
but much of it frankly and deservedly critical.
It is certain that many of these findings will
be presented in one form or another at the
convention so that the music merchants attend-
ing may be acquainted with the situation, and,
where there is sufficient energy and interest,
readjust their methods and their affairs accord-
ingly.
It has been proven conclusively, and to the
satisfaction of the propounders of the doctrine,
on a dollars and cents basis, that if the public
is properly approached it will buy musical in-
struments. The inference is that the public is
not in many instances being approached prop-j
erly, or where the method itself may be sound'
the energy put back of it is not sufficient to c
secure the required results. Declaration has,
been made that 100,000 men are required in the.
industry to sell pianos alone. The figure may'
be high, but the theory is sound, for in every
case where dealers have been induced to in-'
crease their sales staffs and consequently their
contacts with the public the rewards have
more than offset the costs. This is another
question that will be brought up in the conven-
tion sessions.
There are those music merchants who arrange
to attend the national conventions regularly as
a matter of principle, and through their own
initiative get much out of the sessions, or at
least out of contact with fellow merchants from
other sections of the country. For those who
have not acquired this habit it is well to con-
sider that the 1928 meetings in New York are
less than two months off. Decision to attend
should be arrived at promptly, and with it also
the decision to carry back from the convention
business ideas to be applied with profit and not
simply memories of social activities.
^ / r r ^ H E public, properly approached, will buy musical instruments." This is the slogan
I
upon which the program of the 1928 National Music Industries' Convention, at the
•*- Hotel Commodore, New York, during the week of June 4, will be built. The point is
that there are a very substantial number of music merchants who are doing real business, quite
in contrast to the apparent majority who are complaining about conditions, and it is felt that the
convention activities could be devoted to no better purpose than to bring to light and present
before the music merchants attending the •—
methods by which some of their fellows are ticular business, or whether he leaves New
succeeding.
York simply with a headache.
A noteworthy feature of the program will
A number of the leading manufacturers, as
also be the fact that several of the principal usual, will have elaborate exhibits during the
speakers will be men outside the music trade convention. They will naturally show their
itself—men of high caliber in financial and latest products. During the year the new de-
manufacturing circles, who have studied and velopments have been many and interesting,
met problems of a general character similar to But most important of all they will devote
those found in the music trade, and who can particular attention to the presentation for the
come before the merchants with a fresh view- dealers' consideration of advertising and mer-
point not cramped by precedent or lack' of per- chandising plans that have been adopted and
spective. The list of these speakers of national offered for their use because of proven value,
prominence who will address the music mer- One of the frank criticisms of the retail trade
chants will be made public in due time, or as is that so little of this matter is actually used
soon as it is completed, and it is letting out no by dealers despite the abundance that is avail-
secret to say that the convention delegates are a ble without charge or at cost price, and the
clue for a number of pleasant surprises.
high ca'iber of material that is offered.
Although the general program as heretofore
Considerable study has been given to the
will call for group meetings of members of various problems of the trade by prominent
various divisions of the trade, such as musical manufacturers during the past few months. In
merchandise, band instruments, piano manufac-
some cases men have come from outside the
turers, radio and talking machine interests, it industry to attack these problems from a new
is believed that the caliber of the speakers a n d f i e s h angle, not at all a bad idea, because
who will address the music tradesmen at the t h e music tradesman himself frequently lives so
luncheon of the Music Industries Chamber of c l o s e t o those problems that he loses the sense
Commerce on Monday of Convention Week, o f Perspective and cannot logically be expected
and the National Association of Music Mer- t o tal<;e t n e new slant of his own accord. These
chants at each of its sessions on the following
days, will be such as to make every man in
the industry, regardless of his direct affiliation,
anxious to attend the meetings and listen.
The convention plans do not include the
offering of any general panacea to cure the
business troubles of the individual merchant.
There is going to be no medicine show with New Company, Organized in February, 1924, Has Made Steady Progress Since Its
Beginning—Scope of Its Activities International
the snake oil, and the herb salve, but a con-
scientious attempt is to be made to present a
H E dividend of $4 per share on the capital strated by the imposing sales totals of Colum-
program that will be practical because it will
stock of the Columbia Phonograph Co., Inc., bia records.
offer for the benefit of the average retailer the
experience of the successful merchant from declared on March 28, by the board of direc-
But the comeback of the industry in the sales
which valuable lessons may be drawn. It will tors is tangible proof of the remarkable come- of records is only half the story. The advances,
back of the phonograph industry. The basic scientifically and commercially, made within the
depend upon the individual dealer himself
whether he goes home with a number of ideas fact that "people want the music or entertain-
lust few years are amazing. New process
that may be applied with profit to his own par- ment they want when they want it," is demon-
(Continued on page 15)
Columbia Phonograph Co. Declares
$4 Per Share Dividend on Its Stock
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