Music Trade Review

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The Music Trade Review
RLVItW
(Registered in the U. S. Patent Office)
Published on the First of the Month by
Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
Publishers of Antiquarian, Automotive Electricity, India Rubber World, Materials
Handling & Distribution, Music Trade Review, Novelty News, Kug Profits, Sales Man-
agement, Soda Fountain, Talking Machine World & Radio-Music Merchant, Tires; and
operates in association with Building Investment, Draperies and Tire Rate-Book.
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secretary
and Treasurer, Edward Lyman Bill; Comptroller, T. J. Kelly; Assistant Treasurer,
Wm. A. Low.
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B. BRITTAIN WILSON, Editor
CARLETON CHACE, Business Manager
F. L. AVERY, Circulation Manager
RAY BILL, Associate Editor
E. B. MUNCH, Eastern Representative
WESTERN DIVISION: FRANK W. KIRK, Manager
333 No. Michigan Ave., Chicago. Telephone: State 1266
Telephone: Lexington 1760-71
Cable: Elbill New York
In order to insure proper attention all communications should
be addressed to the publication and not to individuals.
Vol. 89
I
•
AUGUST, 1930
^ Regarding Anti-Piano Propaganda
HE comments on the anti-piano propaganda and the
means that may be taken by members of the trade to
offset it, which appear elsewhere in The Review this
month, are highly important inasmuch as they represent the views
of two men who are particularly well informed on the subject.
Mr. Jacobs, particularly, together with his associates, has been
active in fighting the propaganda through the medium of letters
to those newspapers publishing derogatory articles. Mr. Merrill,
for his part, takes a somewhat calmer view of the situation and
makes one especially strong point when he declares that piano
men themselves in their own gatherings are frequently given to
condemning that same piano. The jokes about the piano have
been common for many years, nor have other musical instruments
escaped, but serious articles pretending to analyze the trade situa-
tion and present it unfavorably are quite different. The 'first can
be ignored, the second cannot.
I
Let Practice Supplant
Theory
F all the theories advanced by members of the piano trade
for bringing back business to normal could be compiled
and printed, the combined volumes would probably make
the Encyclopedia Rritannica seem like a collection of pamphlets.
Some of the theories are sound and well worth while, others are
simply foolish, but all of them put together will not accomplish
anything unless direct effort is made to promote the sale of instru-
ments. There are enough dealers today putting ideas and theories
into practice successfully to prove that there are real business pos-
sibilities for hard workers who mix intelligence with effort. _
E
Pianos for Foreign Markets
LSEWHFJRE in The Review this month is presented a
A survey of the market for American pianos in Costa
Rica and references made in other parts of the paper
to what is being done by the representatives of various other
American piano manufacturers in the South American market gen-
erally. While it is true that all the piano business that could be
done in Costa Rica would not keep one piano factory busy, when
the demands of other and larger countries are considered the pos-
sibilities are well worthv of attention.
AUGUST, 1930
For the American manufacturer simply to send to South America,
or into any other foreign markets, such pianos and players as he
has been unable to sell at home, will likely bring discouragement,
for those foreigners have their likes and their dislikes and likewise
have requirements that must be met by the manufacturer who
seeks to build up a permanent business. The amount of pianos and
players that Costa Rica buys each year is not nearly so important
as are the requirements. In short. South Americans and foreign
buyers generally are customers for those things that they want and
not simply for those things that the manufacturer wants to give
them. If the foreign market is to be invaded it must be done
with instruments that most nearly meet the needs of the people,
and a little intelligent study and research will show just what those
needs are.
W
The Sheet Music Dealer's Problem
ITH certain motion picture operators selling sheet
music in the lobbies of the theatres—there are several
thousand such outlets already in operation—and
other picture interests first entering the publishing field in a big
way and then building up national retail distribution through the
lease and purchase of retail music departments, the independent
dealer in popular music is facing a problem that will require his
best thought. Certainly he is going to find it hard to build up
volume in the face of this new competition, and it is only by
volume that he can make profit. Secondly, he will be unable to
carry on publicity campaigns such as those that can be and are
being launched by great interests.
There are those of radical inclinations who might advise inde-
pendent dealers to handle only the output of independent publishers,
but that means a limited stock that will not build up permanent
patronage. He can, however, so regulate his line as to feature
most strongly those publications with which he is facing a minimum
of retail competition and thus encourage the publishers who have,
many of them, expressed their intentions of confining themselves
to existing retail outlets and depending upon the dealer rather than
competing with him. It is a situation that will 'bear close watching.
1
i Taking the Convention to Canada
HE decision of the members of the Western Music
and Radio Trades Association to hold the next annual
convention of that body in Vancouver, B. C, is par-
ticularly interesting because of the fact that it will be the first con-
vention of the type held by members of the music trade of the
United States on the other side of the border. In all respects it is
a fitting move for not only are the problems of the Canadian music
merchants the same as those of their fellows in the United States,
but many Canadian music tradesmen have for years past been very
active in Association work in the States and the bringing of at
least one convention to their country should not only cement friend-
ship but induce other members of the Canadian trade to join one
or another of the Associations.
A
Proving That Radio Is Stabilized
S this month's issue of The Review goes to press, the
last of the various new lines of radio receivers for the
present year have been introduced to the trade and the
public, and dealers generally will probably find satisfaction in the
fact that while there have unquestionably been many improvements
made in the new receivers, they are not of a character to render •
absolutely useless the styles introduced last year. This lack of any
really radical changes in the new models—improvements there
always will be—indicates most forcibly that the radio industry has
reached a point of stabilization where first principles are fixed and
refinements only are in order. This is particularly interesting to the
dealer who has heretofore had inventory worries. .