Music Trade Review

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The Music Trade Review
REVIEW
(Registered in the U. S. Patent Office)
Published Every Saturday by
Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secretary
and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald; Assistant
Treasurer, Wta. A. Low.
BRITTAIN WILSON, Editor
CARLETON CHACE, Business Manager
W M . J. DOUGHERTY, Managing Editor
RAY BILL, Associate Editor
F. L. AVERY, Circulation Manager
E. B. MUNCH, Eastern Representative
MARCH 2, 1929
Out March 9
Monthly
Magazine Issue
of
B.
WESTERN DIVISION:
BOSTON OFFICE:
FRANK W. KIRK, Manager
E. J. NKALY
JOHN H. WILSON, 324 Washington St.
333 No. Michigan Ave., Chicago
Telephone: State 1266
Telephone: Lexington 1760-71
Vol. 88
I
Telephone:
Cable:
March 2, 1929
THE
fflUIC TIRADE
Main 6950
Elbill New York
No. 9
A Much-Needed Move
N planning to devote an entire week to a co-operative and
intelligent presentation and demonstration of the player-
piano, the members of the Detroit Music Trades' Association
are undoubtedly taking a step in the right direction and the results
of their enterprise will be watched with keen interest by manufac-
turers of, and dealers in, player-pianos throughout the country. Cer-
tainly the campaign, with the element of competition eliminated and
with all music houses working to a common end, is deserving of a
full measure of success.
There are those in the trade, and they appear to be in the major-
ity, who maintain that the day of the player-piano has passed and
that the public will either buy straight pianos or none at all. There
are others who are strong champions of the player-piano, not simply
as a merchandising proposition, but because of the opportunities it
presents to those who use it intelligently for interpreting piano
music to their own satisfaction, when the ability to play manually
is lacking. The decriers of the player-piano point to the steady
decrease in production and sales, and its champions reply that its
failure has been due, not to the instrument itself but through lack
of intelligence in its presentation.
This venture in Detroit during the week of March 4-9 will in a
measure place the player-piano on trial. If this concentrated and
intensive advertising demonstration and sales campaign produces
satisfactory results, then it would seem as though the champions of
the player had proven their case. If, on the other hand, the results
are not satisfactory after so earnest a test, then the Detroit mer-
chants will feel free to turn their energies into other channels.
The player-piano campaign will in a measure act as a substitute
for the piano-playing contest which, after having been held annu-
ally for three years, and developed to a point where it was to be
considered as a civic celebration rather than a trade movement, has
been abandoned this year because of lack of funds, and the disin-
clination of the music tradesmen to put into it the time and effort
necessary to get proper results. This Detroit piano-playing contest
has attracted nation-wide attention and proved the incentive to piano
merchants in many sections of the country to stage similar con-
tests. Unfortunately, there have never been any statistics compiled
as to actual results in terms of sales, but some dealers professed
to see increased business as a result of the contest. On the other
hand, the player-piano campaign will be of such a character that
direct results can be traced easily, which is a great advantage.
Detroit is to be credited once again for taking the initiative in an
important trade movement and the merchants of the city are to be
congratulated upon their spirit,
Making the Retail Music Store
a Recognized Music Center
Merchants who maintain constant contact with every
musical interest in their territories are usually outstand-
ing successes. How one Southwestern concern has made
its headquarters a musical mecca.
Piano Selling Can Be Made a
Worth-while Career
It affords opportunities comparable with those in any
other line of business—and more—to the young man of
energy and ability, declares a salesman who has made
good in that field.
Watching Transportation Rates
Helps Swell the Profits
Something of the highly important position held by the
traffic manager in the music industry and his activities.
Where a few cents in freight added to one item may
mean thousands of dollars to the trade.
Radio Service That Keeps Owners
Satisfied Is an Investment
Here is one radio dealer who does not wait for the
complaints to come in from customers but sees to it
that there is no need for complaints. The result of the
policy is more prospects and more customers.
The Musical Merchandise Section
of the Review
Systematic co-operation with schools and private teachers
has built up a big band and orchestra instrument business
for C. B. Gage—and gives all the details; "Teach them
first and then count the sales," says a Toledo department
head—and she is getting results; window displays and
how they are depended upon for sales by two successful
concerns. These are only a few high lights of what the
department offers.
IN ADDITION
A number of other merchandising articles covering every
side of the music merchant's merchandising activities, and
The Monthly Piano Technical Department, an exclusive
feature of The Review.
Out March 9