Music Trade Review

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Steinway & Sons Unveil Centenary
Grand Piano at Centennial Reception
Steinway & Sons, as one of the
opening events of their 100th anniver-
sary, being eelebrated during the music
season of 1953-54. unveiled at a recep-
from all over the country gathered
at Steinway Hall with executives of
Steinway & Sons to plan their sales
campaigns for the winter and spring
The
Steinway
Centenary
Grand
Piano
Style M
5 feet 7 inches
long.
tion on October 20th at Steinway Hall
a Steinway Centenary Grand Piano. At-
tending the unveiling were business,
industrial, civic and social leaders of
the New York area and prominent
decorators and designers. Also present
were Steinway dealers from over 200
cities and many musical artists from
all over the world many of whom par-
ticipated in the special concert at
Carnegie Hall the previous evening.
Over 1000 persons attended the recep-
tion and at the reception given by
President and Mrs. Theodore E. Stein-
way at the Waldorf-Astoria following
the concert October 19th. 1800 at-
tended.
Created by Walter Dorwin Teague,
noted industrial designer, this new
model Style M, 5 feet, 7 inches long
is an important addition to the Stein-
way line of grand pianos. Mr. Teague
describes it as "contemporary" and
says that for beauty it depends upon
simplicity of line and quality of ma-
terial and craftsmanship. The case is
straight grained African mahogany
finished in natural colors and the legs
are round with ferules and caps of
brass.
The entire piano industry will watch
with interest the effect of this inno-
vation, a departure from the usually
conservative design of Steinway pianos.
Leading decorators anticipate that the
introduction of a contemporary grand
may accentuate an already noticeable
trend back to small grand pianos.
Dealer's Meeting
On October 21st Steinway dealers
<2
season. A survey of this group of re-
tailers of all leading makes of musical
instruments revealed that they confi-
dently expect an upward trend in piano
sales continuing through the winter and
spring season, to coincide with the
Steinway Centennial Celebration. They
predicted that the upturn in sales vol-
ume will be approximately 18% over
last year.
Reasons for Optimism
Among the reasons for this upswing
is the interest in beautifying the Amer-
ican home wbich has been stimulated
by the increased availability to the
modest income group of good modern
home furnishings. Also an important
factor in greater sales is the increase
in suburban living and the high mar-
riage rate which has resulted in the
creation of many new family groups.
The bumper crop of war babies has
now reached the age where they are
taking music lessons and this, too. will
be a factor in the sales picture. Many
of these youngsters are taking mass
class lessons in piano in the public
schools.
Contrary to early expectations, tele-
vision has recenlty proved a stimulus
to piano sales. This medium has en-
abled people more and more to see and
hear pianos played and thus interest
in and the use of this instrument in
the home has increased.
Roman de Majewski, Sales Manager
of Steinway & Sons, presided over the
meeting of music dealers, which also
included representatives from many
European countries. These dealers will
meet again during National Music
Week, in early May when the Steinway
Centennial celebration will culminate
with an important event at the Wal-
dorf-Astoria. In the interim, each deal-
er will conduct special campaign drives,
promotional advertising and commem-
orative concerts in this area.
Sidney Wolfe Creates Aptitude
Test to Aid in Piano Selling
Sidney G. Wolfe, inventor of Wolfe's
Play-by-Color sales promotion, h a s
created a musical aptitude test which
can be used with the Play-by-Color
method.
The purpose of the test is to assist
dealers in selling a piano, but is not
considered a scientific test.
In the leaflet which has been pub-
lished by Mr. Wolfe, the first page
gives a resume of where the test should
be given, preferably in a small room
with several attractive spinets, also a
couple of comfortable chairs for the
parents. On the piano, the Play-by-Col-
or card should be opened to the first
selection and the colored keyboard
chart in correct position behind the
keys. The procedure is explained in
three acts.
On Page 3, instructions are given
as to how to apply the test, pointing
out that a piano salesman should give
the test though he may not be a pianist.
In the third paragraph it states, "The
salesman explains the simple directions
given at the top of the first selection
in the Play-by-Color book. Note that
15 minutes are allowed for the first
time through, and while Mom and Pop
look on, have the child play the first
selection slowly. First, the melody
alone and then add the chords. A com-
plimentary copy of the book is given
to each child. The reason for giving the
book is that it will attract other chil-
dren to the store."
On the last page, instructions given
as to how to promote the test, with
sample ads and mail suggestions.
Buhl Music Store Opened
in Buhl, Idaho by Starr
Don Starr has opened the Buhl Music
Store in Buhl, Idaho, where he will
handle pianos, band
instruments,
stringed instruments, records and music
supplies.
The service and repair department
will be under the management of Ernest
Reed, expert piano technician. It has
also been designated for musical in-
struction classes.
THE MUSIC TRADE REVIEW, NOVEMBER. 1953