Music Trade Review
Issue: 1954 Vol. 113 N. 8 - Page 23
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
"Buy A New Piano, the Purchase of a Lifetime"
A reprint of a formula for retail piano merchandising stressing the
importance of a new piano in the home written and distributed by—
S. E. ZACK, President
Gulbransen Co.. Melrose Park, 111.
purchase of a new piano is
a guarantee of a lifetime of pleas-
ure and satisfaction. New pianos incor-
porate the very latest techniques of man-
ufacture, are built to last a lifetime,
and, best of all, there is practically no
maintenance cost.
"Consider the care and thought you
would give to the purchase of a car,
especially if it were the only car you
would ever have to buy . . . or a tele-
vision set . . . or any of the modern
conveniences that add to good living.
Certainly you would demand the very
latest, the very best, all of the newest
improvements. Nothing second-hand or
out-of-date would even be considered.
No matter what the cost, you would
justify the expenditure . . . and you
would be right, absolutely right, be-
cause you would be acquiring the very
best.
New Pianos Last Long
"Now, a car or a television set will
not last a lifetime—several years per-
haps, and the maintenance costs are
likely to cut into the family budget at
the most inconvenient times. But your
new piano will last you a lifetime . . .
you'll never have to buy another one.
It is guaranteed longer than anything
else you buy for your home. New
pianos are built to last a long span of
years with practically no maintenance
costs, just periodic tunings.
"This new piano, however, is not in-
tended primarily for ourselves as are
these other things, but it is mainly for
our children . . . for the purpose of be-
ginning or continuing their music ed-
ucation and training. Much has been
written on the advantages of this type
of training and its many benefits in all
fields many of which are totally unre-
lated to music.
Piano the Basic Instrument
"Most of us know that the piano is
a complete musical instrument. Its
study includes all of the elements of
music, rhythm, harmony, melody, the
entire range of the band or orchestra.
It is completely suitable for any type
of music—music of all lands and of all
ages—from the great classics to the lat-
est hit tune of the day. There is prac-
THE MUSIC TRADE REVIEW, AUGUST, 1954
tically universal agreement on the fact
that the piano is the basic instrument
for the study of music fundamentals.
"In our purchase for our homes and
growing families there is nothing we
can buy that is comparable to a new
piano, that will give as much entertain-
ment, provide interest, and add to the
personal achievement, prestige, culture,
and personal equipment of our children
as will the ownership and the success-
ful study of this instrument.
Always Buy the Best
"Keeping these things in mind, you
should buy the very best piano you can
afford. It will be a sound investment
for you, guaranteed for many years of
service, with a minimum of mainte-
nance expense. You will only have to
buy it once in a lifetime, and you will
find your dealer offers most convenient
terms. It is vitally important that you
buy your new piano from a responsible
and established dealer in your com-
munity, representing a piano manu-
facturer of high reputation.
"Select your dealer and select your
new piano in much the same way and
with much the same attitude you will
use in selecting your children's music
teacher. Take care in dealing with the
so-called "at-cost" or "no profit" mer-
chant. It may prove to be more costly
and jeopardize your child's success. You
wouldn't consider a second rate teacher
or an out-of-date teacher just to "save"
a few dollars any more than you would
permit this type of personnel and equip-
ment in the schools your children at-
tend.
Think of Your Child's Future
"Expect your child to succeed in his
piano work in the same way you would
.expect him to learn to read, to do his
arithmetic, and to advance from grade
to grade in school each year. You
would not consider providing him with
an excuse in advance against the possi-
bility of his not keeping up with the
other children in school.
"For the same reason, do not provide
for his failure in his piano study and
excuse yourself as well by making a
minimum investment in a piano that is
not adequate, or that is old fashioned
and shabby with loose, broken down ac-
tion, or other parts worn out and brok-
en if you can possibly provide him with
a new up-to-date instrument. Expect
your children to succeed in their piano
work, the same as in their other school-
ing, and the chances of success in the
desired degree is virtually assured.
Development of radio and television,
with advances yet in store has reversed
the trend of a generation during which
the centers of culture and entertainment
were almost anywhere but at home.
Once again, however, the living room
becomes the center of family entertain-
ment, music and culture. We are mov-
ing from apartments to homes, and once
again we are buying and learning to
use our own tools and equipment.
In view of this trend—and vital to
ourselves and to those most frankly
critical of all people, our children and
their friends—is the fact that the new
piano of today is styled and designed
to lend singular grace and charm to the
modern living room. The old upright
with its large size and weight was dis-
carded from the living room more than
a generation ago and none has been
manufactured for almost 25 years. On
the other hand, the new spinet or con-
sole piano, when placed in the living
room, immediately becomes its focal
point, its heart, and the entire family
takes pride in its ownership.
"Perhaps your children may not
make music a career, but you will have
given them personal achievement of im-
measurable value to aid them through-
out life. Your selection of a new piano
from an interested responsible music
dealer backed by a successful manufac-
turer of high reputation, your interest,
your time, and your encouragement will
result in one of the best investments you
can make. In so doing your own music
ability will increase, and if you do not
already play the piano, you will soon
realize that anyone can learn to play at
any age. Thousands of adults are study-
ing the piano today as beginners, and
they are getting greater satisfaction and
pleasure from it than anything they
have ever done in their lives.
'\4 new piano is a guarantee of a
lifetime of pleasure mid satisfaction . . .
it is the focal paint, the musical heart
of a home.' 9
23
"Buy A New Piano, the Purchase of a Lifetime"
A reprint of a formula for retail piano merchandising stressing the
importance of a new piano in the home written and distributed by—
S. E. ZACK, President
Gulbransen Co.. Melrose Park, 111.
purchase of a new piano is
a guarantee of a lifetime of pleas-
ure and satisfaction. New pianos incor-
porate the very latest techniques of man-
ufacture, are built to last a lifetime,
and, best of all, there is practically no
maintenance cost.
"Consider the care and thought you
would give to the purchase of a car,
especially if it were the only car you
would ever have to buy . . . or a tele-
vision set . . . or any of the modern
conveniences that add to good living.
Certainly you would demand the very
latest, the very best, all of the newest
improvements. Nothing second-hand or
out-of-date would even be considered.
No matter what the cost, you would
justify the expenditure . . . and you
would be right, absolutely right, be-
cause you would be acquiring the very
best.
New Pianos Last Long
"Now, a car or a television set will
not last a lifetime—several years per-
haps, and the maintenance costs are
likely to cut into the family budget at
the most inconvenient times. But your
new piano will last you a lifetime . . .
you'll never have to buy another one.
It is guaranteed longer than anything
else you buy for your home. New
pianos are built to last a long span of
years with practically no maintenance
costs, just periodic tunings.
"This new piano, however, is not in-
tended primarily for ourselves as are
these other things, but it is mainly for
our children . . . for the purpose of be-
ginning or continuing their music ed-
ucation and training. Much has been
written on the advantages of this type
of training and its many benefits in all
fields many of which are totally unre-
lated to music.
Piano the Basic Instrument
"Most of us know that the piano is
a complete musical instrument. Its
study includes all of the elements of
music, rhythm, harmony, melody, the
entire range of the band or orchestra.
It is completely suitable for any type
of music—music of all lands and of all
ages—from the great classics to the lat-
est hit tune of the day. There is prac-
THE MUSIC TRADE REVIEW, AUGUST, 1954
tically universal agreement on the fact
that the piano is the basic instrument
for the study of music fundamentals.
"In our purchase for our homes and
growing families there is nothing we
can buy that is comparable to a new
piano, that will give as much entertain-
ment, provide interest, and add to the
personal achievement, prestige, culture,
and personal equipment of our children
as will the ownership and the success-
ful study of this instrument.
Always Buy the Best
"Keeping these things in mind, you
should buy the very best piano you can
afford. It will be a sound investment
for you, guaranteed for many years of
service, with a minimum of mainte-
nance expense. You will only have to
buy it once in a lifetime, and you will
find your dealer offers most convenient
terms. It is vitally important that you
buy your new piano from a responsible
and established dealer in your com-
munity, representing a piano manu-
facturer of high reputation.
"Select your dealer and select your
new piano in much the same way and
with much the same attitude you will
use in selecting your children's music
teacher. Take care in dealing with the
so-called "at-cost" or "no profit" mer-
chant. It may prove to be more costly
and jeopardize your child's success. You
wouldn't consider a second rate teacher
or an out-of-date teacher just to "save"
a few dollars any more than you would
permit this type of personnel and equip-
ment in the schools your children at-
tend.
Think of Your Child's Future
"Expect your child to succeed in his
piano work in the same way you would
.expect him to learn to read, to do his
arithmetic, and to advance from grade
to grade in school each year. You
would not consider providing him with
an excuse in advance against the possi-
bility of his not keeping up with the
other children in school.
"For the same reason, do not provide
for his failure in his piano study and
excuse yourself as well by making a
minimum investment in a piano that is
not adequate, or that is old fashioned
and shabby with loose, broken down ac-
tion, or other parts worn out and brok-
en if you can possibly provide him with
a new up-to-date instrument. Expect
your children to succeed in their piano
work, the same as in their other school-
ing, and the chances of success in the
desired degree is virtually assured.
Development of radio and television,
with advances yet in store has reversed
the trend of a generation during which
the centers of culture and entertainment
were almost anywhere but at home.
Once again, however, the living room
becomes the center of family entertain-
ment, music and culture. We are mov-
ing from apartments to homes, and once
again we are buying and learning to
use our own tools and equipment.
In view of this trend—and vital to
ourselves and to those most frankly
critical of all people, our children and
their friends—is the fact that the new
piano of today is styled and designed
to lend singular grace and charm to the
modern living room. The old upright
with its large size and weight was dis-
carded from the living room more than
a generation ago and none has been
manufactured for almost 25 years. On
the other hand, the new spinet or con-
sole piano, when placed in the living
room, immediately becomes its focal
point, its heart, and the entire family
takes pride in its ownership.
"Perhaps your children may not
make music a career, but you will have
given them personal achievement of im-
measurable value to aid them through-
out life. Your selection of a new piano
from an interested responsible music
dealer backed by a successful manufac-
turer of high reputation, your interest,
your time, and your encouragement will
result in one of the best investments you
can make. In so doing your own music
ability will increase, and if you do not
already play the piano, you will soon
realize that anyone can learn to play at
any age. Thousands of adults are study-
ing the piano today as beginners, and
they are getting greater satisfaction and
pleasure from it than anything they
have ever done in their lives.
'\4 new piano is a guarantee of a
lifetime of pleasure mid satisfaction . . .
it is the focal paint, the musical heart
of a home.' 9
23
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