Presto

PRESTO
BEST PROMOTION OF
BAND INSTRUMENTS
Suggestive Series of Questions by an Expert
Advertising Man With Reference to the
Influence of Music Dealers in the Sale
of Brass Instruments.
Milwaukee, June 20, 1923.
Editor Presto: Based on experience the writer has
had in the band instrument field in years gone by, I
have watched the advertising being done by C. C.
Conn and Buescher companies, in national publica-
tions, with a good deal of interest.
Since associated with the advertising profession I
have always felt that band instrument manufactur-
ers could advertise equally as profitably as those in
a good many other lines confronting problems no less
difficult. This was confirmed to me the other day by
figures showing the combined advertising appropria-
tions of the Conn and Buescher companies in 1922 in
publications circulating to the consumer, totaling
$100,000. Both these companies have been advertis-
ing quite consistently since 1917 and 1918 with their
appropriations growing year by year. I cannot be-
lieve they are increasing their money spent for ad-
vertising unless it is producing very definite results.
I am writing you to get your opinion on what
advertising has accomplished for these two .compa-
nies. Undoubtedly both of them are carrying space
in your publication and I should like your expression
to include what you think your publication would do
for a band instrument manufacturer as well as what
you believe a national publication like the Saturday
Evening Post, American Magazine, etc., could ac-
complish.
Frankly, the writer has always been a supporter
of one of the most favorably known band instru-
ment manufacturers, but it happens that he is not a
national advertiser. I am not sure whether he car-
ries any space in your paper or not. He has a won-
derful line of instruments but I am wondering
whether or not he is getting the full limit in business
that such a line as he produces should be entitled to.
Nine Important Questions.
So we may better have a grasp of the situation,
can you answer the following questions for us:
1. How many dealers in the U. S. would you say
act as agents for a line of band instruments?
2. How many of these legitimate dealers would
you say carry a line in stock or part of a line?
3. Do you think that trade publications influence
the dealer in favor of any particular make of band
instrument or do you believe that the average music
dealer carrying such a line is a musician himself and
pushes the same make of instrument experience has
led him to believe the best?
4. What percentage of band instrument sales would
you say are made through dealers? What percentage
are made through band leaders in small or large
towns acting as agents and getting a rake-off on all
sales they make to members of bands they organize?
We have in mind here people like music teachers in
high schools who realize they have to make a show-
ing and undertake to organize a band or an orchestra,
secure the agency for a line of instruments and
usually sell what they want to, due to the confidence
the beginning musician and his parents place in the
average member of a school staff.
5. In your opinion which of the following band
instrument manufacturers dominate the market: C. C.
Conn, Buescher, York, Wurlitzer, Holton?
6. How big a factor do you consider the average
dealer in the sale of band instruments? Do you
think that advertising nationally and in trade jour-
nals will put enough pressure on the dealer through
the consumer to attract him to advertise his line?
7. What percentage of the band instruments sold
would you say go to beginners who are taking up
the study of music ? What percentage for replace-
ment purposes?
8. In your opinion do the mail order houses cut
much of a figure in band instrument sales?
9. Do you believe the beginning musician is liable
to buy his instrument on a low price only figuring
that a cheap horn is good enough to learn on?
These questions are submitted to you on the
thought that they will give you an idea of what
kind of information we want. You can doubtless
give us many interesting sidelights on the situation
which our questions do not suggest.
HARRY SCOTT.
BAND INSTRUMENT SELLING.
There can be no question at all about the advan-
tages of trade paper advertising to manufacturers of
brass band and orchestra instruments. Some of the
mere enterprising of the industries manufacturing
these instruments have given the matter a very com-
plete trial and, in the case of C. G. Conn, Ltd., of
Elkhart, Ind., the experimental stages were passed
very many years ago. The Conn Company has been
a very consistent trade paper advertiser for nearly a
quarter of a century and it stands unquestionably at
the head of the brass band industry. Of course, the
local music store, in whatever city or town, irrespec-
tive oi the size of the community, is the logical head-
center of all musical activities in that locality. The
live, active piano dealer, for instance, has his ear to
the ground all the time and, if he is really deserving
of the name of "piano man," he will permit no oppor-
tunity to pass by which he can increase the profits
of his business. He, therefore, will follow up brass
band prospects just as he would a piano sale.
It is true that not a large proportion of the music
dealers in this country carry lines of brass band in-
struments. A great many of them do carry a few of
the smaller or lesser instruments, but the complete
lines of brass band instruments are comparatively
scarce and the dealers correspond with the manufac-
turers when they find a prospect of sale. This fact
is largely due to the fact that most brass band in-
dustries have made it a practice to deal directly with
the "consumer" or local leader or teacher. Some of
the brass band manufacturers will not sell to retail
music merchants. To us that seems like a mistake.
The Questions Answered.
We will try to answer your questions in the order
in which you put them and that briefly.
1—While it is not possible to say how many deal-
ers act as representatives of band instruments it is
quite certain that a good percentage of them would
do so if the manufacturers would make it of any in-
terest to them. At the present time there are prob-
ably 1,000 music dealers who are carrying brass in-
struments in stock.
2—It is estimated by one of the largest wholesale
music houses which makes brass band manufacture a
specialty, that 90 per cent of the retail music dealers
in some way sell brass band instruments. We believe
this is an exaggeration, though we should say about
50 per cent of the dealers may be so classified and
it is our opinion most of them represent one great
house.
3—Wherever the music dealer has any arrangement
at all with a brass band manufacturer he recom-
mends that particular line and this whether he car-
ries a stock or not. It is probable no manufacturer
would permit more than one music dealer to repre-
sent him in any locality. In small towns music
teachers have great influence in the organizations of
bands and, of course, the local teachers are closely
-allied to the representative music dealers.
4—Nearly 75 per cent whether by trade paper
advertising or broadcast advertising. The local
dealer usually reaps some results, for it is customary
for some of the large houses to refer all inquiries to
the local house with which they have some kind of
arrangement of representation.
5—Unquestionably the C. G. Conn, Inc. That in-
dustry has had the start in years and in the influence
of the world's great band instrument leaders and
soloists.
The Dealers' Influence.
6—This question is answered in preceding para-
graphs. Of course trade paper advertising is the
only direct appeal to dealers open to the manufac-
turers. The trade paper reaches the men who live
by selling the goods, and the dealer is the local sales-
man, often the smallest of them dominating the sales
in his locality. A consistent brass instrument ad-
vertiser in the trade papers can cover the field more
completely by using the trade papers, and for less
money, than in any other way.
7—About 70 per cent of the band instruments of all
kinds are sold to beginners. This is the judgment of
one of the large houses and while it seems excessive
it is certain that without beginners .there would be
very few brass bands, for they are springing up
rapidly all over this country. At the recent conven-
tion in Chicago of the various branches of the music
trades, there was a brass band contest in which sev-
eral thousand high school students participated.
Some of these juvenile band? excelled a large ma-
jority of the adult organizations and they were prac-
tically all "beginners."
8—In inexpensive instruments the mail order houses
cut a considerable figure in the band instrument sales,
but in the judgment of such houses as C. G. Conn,
Inc., the cheap instruments eventually lead to a de-
mand for something better.
9—As a rule, the musical enthusiasts buy cheap
instruments, as in the case of the high school boys,
but eventually the cheap horn does not satisfy and
that leads to a better class of business and so the
very large houses—such as C. G. Conn, Inc.—have
built up a large share of their success.
There is nothing further to be said beyond the
fact that it is our judgment whatever the class of
musical instruments the trade paper is the logical
front line of attack, for the trade paper makes a
direct appeal to the music dealer; the music dealer
has first knowledge of the formation of new bands
and he is constantly active—together with his sales-
men—in finding" prospects. He makes his living by
mingling with the musical people and furnishing
them with musical instruments.
CARRIES WIDE LINE.
In addition to its line of pianos and players, the
Reed-French Piano Co., Portland, Ore., carries Hallet
& Davis and Edison phonographs in its new branch
store at Hillsboro, Ore. The main store of the com-
pany is in Portland. G. W. Johnson was recently
made manager of the Hillsboro branch.
June 30, 1923
HENRY Q. JOHNSON TO
MAKE OTTUMWA HIS HOME
Will Assume Active Charge of New Grand Piano
Manufacturing Industry There.
Henry G. Johnson, president of the Henry G.
Johnson Piano Mfg. Co.. Bellevue, la., and who re-
cently was elected president of the Johnson & Sons
Piano Mfg. Co., of Ottumwa, la., will reside in the
latter place, according to the news from Bellevue.
Mr. Johnson expects to move his family to Ottumwa
and take active charge of the plant there. He is now
in communication with an expert piano man, who
HENRY G. JOHNSON.
will come to Bellevue to assume charge of the plant
there. The Bellevue factory, which is not financially
allied with the Ottumwa factory has been in a flour-
ishing condition for over two years, and manufac-
tures playerpianos, employing a force of about 175
workers.
Johnson & Sons Piano Manufacturing Company
of Ottumwa, the new concern, has just been incor-
porated for $500,000. Other men interested in the
concern are prominent Ottumwa business men. The
company will manufacture baby grand pianos
exclusively.
HARDMAN CHINESE STYLE.
A Chinese motive in a recent window display of
Hardman, Peck & Co., New York, drew marked at-
tention to two Chinese styles of instruments at 433
Fifth avenue. The central object was a Hardman
grand finished in antique Chinese lacquer and em-
bellished with Chinese figures. A phonograph simi-
larly treated and finished was also shown. The set-
tings and background were appropriate.
MUSIC IN KANSAS CITY SCHOOLS.
Following the proposal made by Miss Glenn, di-
rector of music in the Kansas City, Mo., schools,
the board of education has made arrangements to
provide classes with instruments during the next
school year, and furnish instruments to pupils who
wish to learn to play. Difficulties in financing the
music plans of the director has been the obstacle to
the establishing of a desirable system. The avail-
able finances will be used to develop music in the
elementary and high schools and the courses will
include piano lessons and instruction in orchestral
instruments.
THE IDEAL VACATION.
When the tired business man of Chicago—or of
any large city for that matter—determines to take
a vacation, he usually picks as the ideal spot either
California or Florida. .But look you, how contrary
is human nature! Last week, John Turner, who
owns a string of piano stores in Florida, decided to
forget business cares and take a vacation. Where-
upon he packed his grip and left his home in Tampa,
Fla. He is spending an ideal vacation with his wife—
in Chicago.
NEBRASKA DEALER VISITS CHICAGO.
M. L. Holley, owner of the Holley Music House,
of North Platte, Neb., was a visitor in Chicago this
week. He called at the Chicago office of the Baldwin
Piano Co., 323 S. Wabash avenue, whose line he
represents.
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