Music Trade Review

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10 Music Trade Review -- © mbsi.org, arcade-museum.com
The Music Trade Review
JANUARY, 1931
Stronger Distributing Organization
Needed in Piano Trade, Says Heaton
f \ T T O B. HEATON, president of the Na-
tional Association of Music Merchants, is
strongly of the opinion that what is needed in
the piano industry today is a more extensive
and stronger retail organization with a view,
primarily, to maintaining closer contact with the
public at large and capitalize the great interest
that has been developed in pianos and piano
playing. In a recent interview, he said in 'part:
"Without laying any claim to possession of
a panacea for all, or even a portion, of the ills
of our industry, there is one phase of the pres-
ent situation to which serious consideration
should be given and that is to devise ways and
means for developing a much stronger retail
group. This does not necessarily mean largely
increasing the membership of the National As-
sociation, although that would naturally follow.
More than 450 new members have been taken
into the Association within the past two and a
half years and the Association today represents
the very best of the retail group. This group,
however, should be increased with new blood
and a great deal should be done to revitalize
the retail branch of the industry; it should be
brought more in line with the retail outlets in
other industries.
"This is a subject to which, it seems to me,
the manufacturing division of the music indus-
try has given little or no attention, certainly
nothing like the thought and intensive attention
and assistance which have characterized any
number of industries to which I could point.
Our manufacturers have at various times spent
considerable money in promotional activities,
but with the exception of the work of some in-
dividual manufacturers practically nothing has
been done co-operatively to build up additional
dealer outlets.
"I can hear some one say that there are now
too many dealers to supply the present demand
for pianos. This is not true as indicated by a
survey made by our association executive office.
The use of the phrase 'demand for pianos'
should not be misleading.
The trouble has been that too many dealers
have been waiting for somebody to 'demand'
pianos. There is today a very definite market
for a certain number of pianos, a demand if one
wishes to so term it, but what is needed above
everything else is ability on the part of the
dealer to stimulate the interest of the public
in a desire for self-expression in music and to
supplement this with a sales organization tuned
to concert pitch.
Many of our Association
members are doing this now but every one
of them should be.
"In the cities I have visited since my election
to office, I have found it possible to obtain fine
co-operation from our members and non-mem-
bers and there has been expressed on every
occasion a willingness and keen desire to speed
up merchandising. Very decided interest has
been manifested in bringing about a get-to-
gether spirit for the benefit of the entire in-
dustry. I firmly believe that the formation of
'conference committees' in key cities throughout
the United States will do more to promote the
sale of pianos and all musical instruments than
any activity ever engaged in by any branch of
our industry. In addition to ironing out some
of the trade differences locally, bringing about
co-operative advertising, securing desirable pub-
licity in the news columns of the daily papers,
and effecting closer relations between the local
industry as a group and the musical forces of
the cities, it will be possible to greatly stimulate
interest in securing state legislation, making it
possible for boards of education to authorize
the teaching of instrumental as well as vocal
music in the public schools. The progress
which has been made by members of our As-
sociation already in this activity has been posi-
tively astounding since my appointment of the
augmented legislative committee.
"Another and highly important factor which
should be of special interest to the manufac-
turers is that the extraordinary amount of daily
paper publicity given to the conference com-
mittee meetings in the various cities, as well as
to my radio broadcast addresses on 'The Value
of Musical Training,' is of a character to in-
terest new dealers to come into the field.
"From the standpoint of our retail merchants
there can be no possible objection to the entry
of new dealers into the field. Eyer,y- good retail
merchant welcomes high class, intelligent com-
petition in his locality. Competition of the
right kind stimulates trade and makes more
business for'all. It distributes the cost of pub-
licising music. It aids immeasurably in making
the community music minded—musical instru-
ment minded, if you please.
"There are many industries in which the
manufacturing associations have spent and are
spending large sums, many with field repre-
sentatives constantly on the road, for the pur-
posc of developing just what I have outlined."
Gets Publicity for Piano
in Washington, D. C, Paper
"Public Turns to Piano and Violin Again,"
was the heading of a recent interview with
Edwin H. Droop, secretary of the E. F. Droop
& Sons Piano Co., Washington, D. C, which
appeared recently in the Washington Herald.
Mr. Droop pictured public interest in music and
in personal performance as being on the in-
crease and expressed optimistic views regarding
the immediate future of the music industry.
The
Winter Pianette
66 Notes
WITH A SCIENTIFICALLY
CENTERED SCALE
Playing range compared to
ordinary piano keyboard
HP HE scientifically centered scale of the
Winter Pianette permits a greater range
for playing. It is so centered that any
classical music may be played. All the
necessary notes are found in this scale.
' I 4 HE construction of the Pianette is the
same as a full scale piano. The action
rests on ball bolts, fastened to bracket bolts.
A small piano with an exceptional volume
of tone.
The Winter Pianette
863 East 141st Street
NEW YORK, N. Y.