Music Trade Review
Issue: 1953 Vol. 112 N. 12 - Page 33
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
pertaining to the Wicks organ, and the
reproduction of the signature of each
organist. These include E. Power Biggs,
George Markey. Mario Salvador, Virgil
Fox, Walter Baker. Claire Coci, Lauren
B. Sykes. Stanley E. Saxton, Frederick
L. Marriott, David Craighead, Dr. H.
Alexander Matthews, Grover J. Oberle,
C. Griffith Bratt. Adolph Steuterman,
H. William Hawke, Claude L. Mur-
phree. Ralph A. Harris, Richard Pur-
vis, Dr. William H. Barnes, Richard
Ellsasser and Talmage F. Elwell.
In a footnote on the first page it is
stated by the Wicks Co.; "Future edi-
tions of this brochure will include oth-
er distinguished organists." And above,
and also in the preface, it is stated:
"Praise from such authority will be
for us to spur to even greater achieve-
ments in creating the "church instru-
ment immortal' . . . the pipe organ.
This high goal in workmanship and
tonal structure is our constant objec-
tive. Thousands of noted installations
are proof positive of Wicks long-suc-
sessful organ building experience. Here
is that assurance of dependable per-
formance and complete player satisfac-
tion for all virtuosi . . . through the
Wicks organ . . . noblest of instrument-
al equipment for recital and sacred
music interpretation."
Statistical Firm Predicts One Tenth
of Sets Sold in 1955 Will be Color TV
A moot question now being asked in
the TV industry is: "How fast can
color sets be sold? ' One of the fac-
tors is cost to the consumer. The first
commercial sets which should be on
the market next year will be priced at
$800 to $1,000 and most authorities
agree that not more than 50,000 will
be sold in the first year of production.
Some forecasters have predicted that
by 1957 the cost of color television
will be down to $300 for a 21-inch
screen set. This would mean a re-
duction in cost of color set production
about equal to the reduction in black
and white sets during the period from
1947 through 1952. but some experts
are of the opinion that costs of color
will come down even faster.
It was said, however, that when
color sets reach a price level 50 per
cent higher than black and white, the
latter will be about through as a vol-
ume seller.
One research organization, releasing
the results of a survey this month says
that by 1955 one of every ten sets sold
would be a color receiver. This con-
cern, Boni, Watkins, Mountee & Co.,
of New York, predicts that by 1957,
45 per cent of all sets sold would be
color.
Dr. Alfred H. Oxenfeldt, executive
vice president of the organization,
pointed out that among the unknown
factors in making a projection of sales
is the uncertainty of over-all economic
conditions. If business recedes in 1954,
for instance, and continues depressed
until 1956, all television sales will suf-
fer in those years.
Without a recession he estimated
that sales of all television, color and
black and white, in 1953 will be about
equal to 1952. when 6,510,000 sets
were sold. In 1954 sales will rise to
7,000.000; 1955, 7,510,000; 1956, 7.-
680,000 and 1957. 7,770,000.
From the standpoint of dollar sales
his company estimates that sales this
year will approximate $1,790,000,000;
1954, $1,782,000,000; 1955, $2,049,-
750.000; 1956, $2,056,000,000, and
1957, $2,548,000,000. Color sets total-
ing 50,000 would account for $45,000,-
000 of the 1954 volume; 800,000 sets
valued at $540,000,000 in 1955; 1,600,-
000 at $840,000,000 in 1956, and 3,-
500.000 at $1,750,000,000 in 1957.
Thus, according to Dr. Oxenfeldt, it
will take at least four more years to
bring the industry back to the peak
of volume it enjoyed in 1950 with
THE MUSIC TRADE REVIEW, DECEMBER, 1953
sales of $2,235,000,000 at the retail
level.
According to Dr. Oxenfeldt. at least
200.000 prospective purchasers are
withholding their buying this year be-
cause of color. Waiting for the price
to come down next year, 550,000 pros-
pective purchasers will hold out, while
in 1955 the number withholding pur-
chases will be 500,000. In 1956, it is
estimated. 400.000 will hold back and
in 1957. 350,000.
Wicks Organ Brochure Has
Commendation of Organists
The Wicks Organ Co. of Highland,
111. recently published a brochure the
purpose of which is stated: "The Wicks
Organ Co. is honored to present a few
of the many critical acclaims from dis-
tinguished American organists high-
lighting the superior features of this
fine organ." The brochure, which is
11x14, reproduces large photographs of
several well-known organists, including
the commendations of these organists
Many of the Largest
PIANO MANUFACTURERS
are using
MONROE-SANDER
FINE FINISHES
VARNISHES — LACQUERS
for
PIANOS — CABINETS — BENCHES
FOR OVER 28 YEARS OUR CHEMICAL ENGINEERS HAVE BEEN
CONCENTRATING O N FINISHES FOR HIGH GRADE PIANOS,
CABINETS, BENCHES, ETC. WHATEVER YOUR FINISHING PROB-
LEMS MAY BE, THESE EXPERIENCED CHEMICAL ENGINEERS ARE
ALWAYS AT YOUR SERVICE TO HELP YOU SOLVE THEM.
Write to MORRIS DAUBER, Assistant to the President
(Former manufacturer of pianos)
TO THE ENTIRE MUSIC INDUSTRY
Happy and Prosperous New Year
Best Wishes for a Merry Christmas and
THE MONROE SANDER CORPORATION
10-18 46th Avenue
Long Island City 1. N. Y.
Telephone STillwell 4-4413
33
pertaining to the Wicks organ, and the
reproduction of the signature of each
organist. These include E. Power Biggs,
George Markey. Mario Salvador, Virgil
Fox, Walter Baker. Claire Coci, Lauren
B. Sykes. Stanley E. Saxton, Frederick
L. Marriott, David Craighead, Dr. H.
Alexander Matthews, Grover J. Oberle,
C. Griffith Bratt. Adolph Steuterman,
H. William Hawke, Claude L. Mur-
phree. Ralph A. Harris, Richard Pur-
vis, Dr. William H. Barnes, Richard
Ellsasser and Talmage F. Elwell.
In a footnote on the first page it is
stated by the Wicks Co.; "Future edi-
tions of this brochure will include oth-
er distinguished organists." And above,
and also in the preface, it is stated:
"Praise from such authority will be
for us to spur to even greater achieve-
ments in creating the "church instru-
ment immortal' . . . the pipe organ.
This high goal in workmanship and
tonal structure is our constant objec-
tive. Thousands of noted installations
are proof positive of Wicks long-suc-
sessful organ building experience. Here
is that assurance of dependable per-
formance and complete player satisfac-
tion for all virtuosi . . . through the
Wicks organ . . . noblest of instrument-
al equipment for recital and sacred
music interpretation."
Statistical Firm Predicts One Tenth
of Sets Sold in 1955 Will be Color TV
A moot question now being asked in
the TV industry is: "How fast can
color sets be sold? ' One of the fac-
tors is cost to the consumer. The first
commercial sets which should be on
the market next year will be priced at
$800 to $1,000 and most authorities
agree that not more than 50,000 will
be sold in the first year of production.
Some forecasters have predicted that
by 1957 the cost of color television
will be down to $300 for a 21-inch
screen set. This would mean a re-
duction in cost of color set production
about equal to the reduction in black
and white sets during the period from
1947 through 1952. but some experts
are of the opinion that costs of color
will come down even faster.
It was said, however, that when
color sets reach a price level 50 per
cent higher than black and white, the
latter will be about through as a vol-
ume seller.
One research organization, releasing
the results of a survey this month says
that by 1955 one of every ten sets sold
would be a color receiver. This con-
cern, Boni, Watkins, Mountee & Co.,
of New York, predicts that by 1957,
45 per cent of all sets sold would be
color.
Dr. Alfred H. Oxenfeldt, executive
vice president of the organization,
pointed out that among the unknown
factors in making a projection of sales
is the uncertainty of over-all economic
conditions. If business recedes in 1954,
for instance, and continues depressed
until 1956, all television sales will suf-
fer in those years.
Without a recession he estimated
that sales of all television, color and
black and white, in 1953 will be about
equal to 1952. when 6,510,000 sets
were sold. In 1954 sales will rise to
7,000.000; 1955, 7,510,000; 1956, 7.-
680,000 and 1957. 7,770,000.
From the standpoint of dollar sales
his company estimates that sales this
year will approximate $1,790,000,000;
1954, $1,782,000,000; 1955, $2,049,-
750.000; 1956, $2,056,000,000, and
1957, $2,548,000,000. Color sets total-
ing 50,000 would account for $45,000,-
000 of the 1954 volume; 800,000 sets
valued at $540,000,000 in 1955; 1,600,-
000 at $840,000,000 in 1956, and 3,-
500.000 at $1,750,000,000 in 1957.
Thus, according to Dr. Oxenfeldt, it
will take at least four more years to
bring the industry back to the peak
of volume it enjoyed in 1950 with
THE MUSIC TRADE REVIEW, DECEMBER, 1953
sales of $2,235,000,000 at the retail
level.
According to Dr. Oxenfeldt. at least
200.000 prospective purchasers are
withholding their buying this year be-
cause of color. Waiting for the price
to come down next year, 550,000 pros-
pective purchasers will hold out, while
in 1955 the number withholding pur-
chases will be 500,000. In 1956, it is
estimated. 400.000 will hold back and
in 1957. 350,000.
Wicks Organ Brochure Has
Commendation of Organists
The Wicks Organ Co. of Highland,
111. recently published a brochure the
purpose of which is stated: "The Wicks
Organ Co. is honored to present a few
of the many critical acclaims from dis-
tinguished American organists high-
lighting the superior features of this
fine organ." The brochure, which is
11x14, reproduces large photographs of
several well-known organists, including
the commendations of these organists
Many of the Largest
PIANO MANUFACTURERS
are using
MONROE-SANDER
FINE FINISHES
VARNISHES — LACQUERS
for
PIANOS — CABINETS — BENCHES
FOR OVER 28 YEARS OUR CHEMICAL ENGINEERS HAVE BEEN
CONCENTRATING O N FINISHES FOR HIGH GRADE PIANOS,
CABINETS, BENCHES, ETC. WHATEVER YOUR FINISHING PROB-
LEMS MAY BE, THESE EXPERIENCED CHEMICAL ENGINEERS ARE
ALWAYS AT YOUR SERVICE TO HELP YOU SOLVE THEM.
Write to MORRIS DAUBER, Assistant to the President
(Former manufacturer of pianos)
TO THE ENTIRE MUSIC INDUSTRY
Happy and Prosperous New Year
Best Wishes for a Merry Christmas and
THE MONROE SANDER CORPORATION
10-18 46th Avenue
Long Island City 1. N. Y.
Telephone STillwell 4-4413
33
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