Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
How Music Merchants Become
Shareholders in AMC Promotion
by DR. JOHN C. KENDEL
Vice President of American Music Conference
F
ROM time immemorial man has al-
ways wanted to feel that he be-
longed—that he had the privilege
of sharing in the trials, successes, and
profits, if you please, as well as the
fundamental premises on which democ-
racies have been brought into being. To
be a shareholder has been the desire of
humans since God first said, "Let there
be light." No doubt this deep-seated
feeling originated in the family rela-
tionship. The necessity and privilege of
sharing what was common property,
spelled either the success or downfall
of the family circle.
Cain's cry of "Am I my brother's
keeper?" was a futile effort to hide his
unwillingness to sare with his brother
Abel the fruits of his labors. From this
we can draw the conclusion that there
has been constant warfare between two
schools of thought in the family, the
tribe, and the nation. From one came
the well-known shibboleth, "One for all
and all for one" in contrast with the
old Roman standard of caveat emptor
(let the buyer beware).
Consumer Can Make or Break
The National Association of Music
Merchants is one of the outstanding ex-
amples of the proper relations between
the shareholders and any business ven-
ture. I like to think that every person
involved in a transaction becomes a
shareholder in the enterprise. If the
consumer is not satisfied with the prod-
uct which he receives, he can easily
become a shareholder in the fall of the
manufacturer or merchant. Although
he may not vote at the stockholder's
meeting, he can play a very important
part in the prosperity of all concerned
by making known his impression of the
goods which he has purchased. It is
quite as true that where a feeling of
satisfaction prevails after the consiftn-
mation of a deal, this unknown share-
holder can again wield a mighty influ-
ence in the future of those involved.
Today we are concerned with share-
holders in promotion. The word "pro-
motion" has been greatly abused. Cor-
rectly used, it is largely involved with
the expansion of and increased service
to the commodity or organization which
it represents. At the lowest ebb, it has
too often been confused with shady
practices which have left a bad taste in
22
DR. JOHN C. KENDEL
the mouths of many individuals. It is
with the thought of clarifying the mean-
ing of the word that I announce my
subject as "Shareholders in Promo-
tion." To my way of thinking, there is
just as much opportunity for showing
the advancement program in business
as there is in sharing in the dividends.
Adventure in Goodwill
Although you are shareholders in
the operation, many of you are still
asking, "Just what is the American
Music Conferece?" Since I became a
part of this organization last January,
I have been asked this question on
many occasions. After a year's asso-
ciation with the trustees and the many
calls I have been privileged to make on
the many merchants thoughout the
country, I have become deeply con-
scious of the ideals and standards of
this truly unique organization. The
American Music Conference is the type
of adventure in good will that has been
the dream of both industry and the
consumer public since modern business
became a reality. In the thinking of
every astute manufacturer and mer-
chant, there is a belief that a truly al-
truistic effort should be made to render
the greatest possible service to the larg-
est number of individuals. With this as
the basis of their thinking, a group of
far visioned merchants and industrial-
ists created an organization that would
function as a Service Department for
the entire Music Industry.
The ideal they established of making
music possible for more people was
based upon the premise that every liv-
ing soul has a longing for emotional
expression and that if given the oppor-
tunity and proper guidance, they will
accept music as an avenue of release.
With this as their basic philosophy,
the following national organizations
joined hands in sponsoring the Confer-
ence and contribute liberally to its sup-
port: National Association of Band In-
strument Manufacturers; Music Pub-
lishers' Association of the United
States; National Association of Music
Merchants; National Association of
Musical Merchandise Manufacturers;
National Association of Musical Mer-
chandise Wholesalers; National Piano
Manufacturers Association of America
and supporting associate members.
The services offered by AMC cover
many areas. Our field men, who are all
well traned and experienced music ed-
ucators, are available to assist in the
orgaization of Community Music Coun-
cils, the presentation of workshops in
which the latest methods of instruction
in class piano, church music, choral
music, class instruction in various mus-
ical instruments and training classes for
leaders in music for 4-H Clubs, Hi-Y,
YMCA-YWCA, and similar organiza-
tions.
Promoting Music Education
Upon invitation of school administra-
tors and music supervisors, we offer as-
sistance in planning programs and
guidance in the field of music educa-
tion.
You will find an interesting and com-
prehensive amount of literature, post-
ers, reports and manuals which will be
of great service to you in carrying on
your musical activities—also, three very
attractive full color sound slidefilms
that deal with the problem of creating
greater interest in the program of music
in schools.
Upon request, we have fully qualified
speakrs to address state, regional and
national meetings on various phases of
the development of greater interest in
musical advancement upon the part of
all of our people.
To most of us comes the question,
"So What?"—and principally, "How
much does it cost?"
Through the support of NAMM and
the other allied organizations, the an-
swer is simple. If you are a member of
NAMM, the services of AMC are of-
(Turn to Page 25)
THE MUSIC TRADE REVIEW, MARCH, 1952