Presto

PRESTO-TIMES
The American Music Trade Weekly
Published Every Saturday at 417 South Dearborn
Street, Chicago, Illinois.
PRESTO P U B L I S H I N G CO., Publishers.
Editor
F R A N K D. ABBOTT
- - - - - - -
( (C. A. DANIELL—1904-1927.) )
M
Managing
Editor
J. FERGUS O'RYAN
proud of the piano and consider it a distinc-
tion to sell such a commodity. But analyzed,
his attitude is one of self-complacency which
invites futility. He is unmoved by the promo-
tional spirit that actuates his competitors,
ignores the suggestions towards achieving
sales contributed by the manufacturers, while,
at the same time leaving their effective ad-
vertising aids unused.
Telephones, Local and Long Distance, Harrison 0234.
Private Phones to all Departments. Cable Address (Com-
mercial Cable Co.'s Code), "PRESTO," Chicago.
Entered as second-class matter Jan. 29, 1896, at the
Post Office, Chicago, 111., under Act of March 3, 1879.
Subscription, $2 a year; 6 months, $1.25; Foreign, $4.
Payable in advance. No extra charge in United States
possessions, Cuba and Mexico. Rates for advertising on
application.
CHARLES A. HADDORFF
The sudden death last week of Mr. Charles
A. Haddorff, vice-president of the Haddorff
Piano Co., Rockford, 111., is admittedly a loss
to
the entire piano manufacturing industry.
Items of news and other matter are solicited and if of
general interest to the music trade will be paid for at Through his active years he had been classed
space rates. Usually piano merchants or salesmen in the
smaller cities are the best occasional correspondents, and
among a renowned group of piano experts
their assistance is invited.
whose names suggest achievement. He de-
Payment Is not accepted for matter printed in the edi-
torial or news columns of Presto-Times.
signed and built the first Haddorff piano and
Where half-tones are made the actual cost of produc-
tion will be charged if of commercial character or other up to the day of his death was filled with
than strictly news Interest.
When electrotypes are sent for publication it is re- energy for further improving the line.
quested that their subjects and senders be carefully indi-
cated.
Admirable work was a natural result of his
Forms close at noon on Thursday. Late news matter methods which unmistakably represented his
should be in not later than 11 o'clock on that day. Ad-
vertising copy should be in hand before Tuesday, 5 p. m., character and ability. "He was an unusual
to insure preferred position. Full page display copy
should be in hand by Tuesday noon preceding publication
man, always faithful, always painstaking in
day. Want advertisements for current week, to insure
classification, should be in by Wednesday noon.
his work and very just in dealing with his
Address all communications for the editorial or business men," is the estimate of his character voiced
departments to PRESTO PUBLISHING CO., 417 South by President Johnson of the Haddorff Piano
Dearborn Street. Chicago, III.
Co. And perhaps a sure mark of his genius
was his characteristic modesty. He let his
SATURDAY, AUGUST 4, 1928.
work as a master acoustician, his devotion to
The last form of Presto-Times goes to press piano development, and his inborn skill and
at 11 a. m. Thursday. Any news transpiring experience eloquently register his praises.
after that hour cannot be expected in the cur-
rent issue. Nothing received at the office that
is not strictly news of importance can have
THE REQUIREMENTS
attention after 9 a. m. on Thursday. If they
concern the interests of manufacturers or
All the piano houses agree that the achieve-
dealers such items will appear the week follow- ment of piano sales provides the outstanding
ing. Copy for advertising designed for the problem of the piano trade, but necessarily the
current issue must reach the office not later
way one goes about realizing the sales is dif-
fhan Wednesday noon of each week.
ferent from the methods of the other. The
wareroom is a school and every piano dealer
HOPE IN GO=QETTERS
adopts a salesman's selling code that suits the
An unremittingly active presentation of their character of his business, the conditions gener-
pianos is a necessity of the present time in the ally in his field, the size of his capital and the
piano business. Every dealer should recognize extent of his resources. It is the bridging of
the exigencies and understand the require- the gulf between economic theory and busi-
ments of the situation.
ness practice; the consideration of everybody
The things the piano dealer should do to as a piano prospect.
bring attention to his pianos and effect sales
"To what do you attribute your success?"
naturally occur to the live man. They involve was the banal query fired at B. Platt, head of
a sales force adequate to the possibilities, per- the Platt Musical Co.. Los Angeles, by a young
sistent advertising of a strong and dignified reporter at the opening of his new store some
kind and an optimistic attitude concerning the time ago. "Selling pianos," answered Mr. Platt
piano business in his conversations with those right off. But he continued and told his ques-
he comes in contact with in the community.
tioner about a regular system of sales school-
The hope of the piano trade is in the live ing in the Platt store where the owner has
men who clearly understand the circumstances built and still continues to build a great music
in the piano business and also what is required business.
by the duty to themselves and the pianos they
"The ability to solve sales problems depends
represent. They are the energetic men who on the value of the sales manager's experi-
co-operate with the piano promotional schemes ence," was a significant remark made by an-
and who make consistent uses of the adver- other Los Angeles piano merchant, James Ta*-
tising and other selling aids provided by pro- bor Fitzgerald, head and founder of the Fitz-
gressive piano manufacturers. In short, the gerald Music Co. It is not remarkable that
hope of the piano business is in the men who Mr. Fitzgerald has built his wonderful busi-
strive for results and get them.
ness on a solid foundation of a piano sales sys-
But all the dealers are not live, active men. tem designed to suit the place and the time
Not a few live in a past day when it was com- and admirably fashioned from the wealth of
paratively easy to find piano prospects and his own experiences.
convert them into customers. It is a kind of
The business fundamentals and the theories
injustice that most of their infrequent sales of selling are the same everywhere, but in
are due to the advertising and stimulation gen- working them out the retail division of the M.
erally of the dealers who realize that this is Schulz Co., Chicago, will differ in processes
a new day and one demanding extremely spir- from, say, S. Ernest Philpitt & Son, Tampa,
ited action in the pursuit of sales.
and elsewhere in Florida, just as the latter
The fact is that the fatuous piano dealer is will differ from the Wilkin Music Co., Indian-
a foremost problem in the trade. He mav be apolis. Sometimes the differences in selling
August 4, 1928.
procedure between one music house and an-
other will be mere shades, but differences, nev-
ertheless.
* * *
It is clear that the consideration of music is
the strongest argument in the appeal for piano
sales. The moment that music disappears
from the argument all real need for the mu-
sical instrument disappears likewise. The
principle is plain that all desires for the pur-
chase of a musical instrument rests upon the
ability and desire to play. The course that the
piano manufacturers and groups of piano deal-
ers now are following is obviously the wise
one—the spreading of the gospel of music in
the home, of piano playing, of the social and
cultural value of the ability to play the piano
and of easy and quick means to acquire the
piano playing accomplishment. The strength
of the piano appeal is its merit as a musical
instrument.
* * *
The piano promotional plans which have
their basis in the teaching of music, the en-
couragement of piano classes anywhere and
everywhere, are proceeding according to true
principles. These are founded on the need of
music as an incentive to the musical instru-
ments buying thought. The application of the
principles in a most admirable way was seen
in the piano playing tournaments which
marked the progressiveness of local groups of
dealers throughout the country during recent
months.
THIRTY YEARS AGO
(From Presto, August 4, 1898.)
Few leaders in the piano trade in the west are better
or more widely known than Col. Jas. A. Guest, of
Burlington, la. A Presto representative had the good
fortune to pass a pleasant half-hour with Colonel
Guest in Chicago on Tuesday, and the interview was
a tonic for anything like trade despondency.
The "Wonder" talking machine has already been
described in the Presto. It is one of the successful
marvels of the day and the manufacturer, Mr. C. G.
Conn, is pushing it to a very prominent place in the
trade.
Slowly, steadily and earnestly the firm of Baldwin
& Co. have endeavored to make a piano that can
compare favorably with any other. The'r efforts to
produce something' in every point worthy of thp
artistic taste of the city has certainly been rewarded,
for a Cincinnatian instinctively refers to the Baldwin
piano as he does to Rockwood pottery as one of the
notable artistic products of Cincinnati. At Paris in
1900 Cincinnatians hope to see these efforts crowned
with international laurels.
The Furniture Trade Exposition in Grand Rapids
during July was a success in every way. Among
the exhibitors the Tonk Mfg. Co. was conspicuous.
Henry Kern, 16 years old employed by the Kimball
Piano Company, was killed in the factory of the
concern at 26th and Rockwell streets last Thursday
afternoon by falling down an elevator shaft.
The death of Rudolph Gross, of the piano action
firm cf Wessell, Nickel & Gross, was announced on
Saturday last. The passing of this well known mem-
ber of the industry is the cause of very general
regret.
Mr. T. H. Grainger, of Nashville, Tenn., has sev-
ered h?'s connection with the Jesse French Piano &
Organ Company, and is now with R. Dorman & Co.
Col. W. R. Brinkerhoff has been in Clinton, la.,
for two weeks, representing the W. W. Kimball Piano
Co., having sold thirty-four pianos, several of these
to the best people, among them Congressman Curtis.
Mr. F . S. Cable is looking as if his eastern trip
had done h'm good. He takes up his work with
characteristic enthusiasm and he has unbounded faith
in the prosperous future and a heretofore unknown
greatness of the piano trade.
Mr. E. H. Story has returned from a four weeks'
trip in the Northwest.
Herman Frank sells musical instruments in Evans-
ville, Indiana. The police have been watching him
for some time and the other day he was found trying
to dispose of an instrument and asked for his pedaling
license. Frank could not produce one and was ar-
rested and prosecuted; or persecuted, which?
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