Presto
Issue: 1929 2228 - Page 23
June 1, 1929
PRESTO-TIMES
'PUBLIC WILL BUY
PIANOS"=J.S.GORMAN
Gulbransen Survey of Market Shows There Is
No Truth to Belief, "Nobody Wants Pianos
Now-a-days"; Public Buys if Properly
Approached.
idea that the only purpose of piano study is to make
artistic musicians of children—professional performers.
This is not only a short-sighted view but a danger-
ous mistake. Music, the most important of all build-
ers of mind, body and soul, serves its greatest useful-
ness in preparing the child for wider understanding,
enjoyment and usefulness in life—not merely to pro-
duce artists. The public must be corrected and con-
vinced of the fallacy of this widespread misconcep-
tion.
Another popular and erroneous idea is that piano
study is a long, tedious and nerve-racking undertak-
ing.
Furthermore, piano is not taught now as it used
to be. Instead of holding down the pupil to the
drudgery of scale practice for months at the start, the
child is taught in the first few lessons. It is not only
sound but a great step in progress as is proven by the
fact that there is now a wide movement in action to
compel all schools to teach piano lessons in group
classes by these modern methods.
We have the product and the market. Our great
need is for hard working trained salesmen, armed
with the actual facts, to approach the mothers and
fathers of America and show them the many price-
less benefits piano music will bring the boys and
girls who are going to be the America of tomorrow.
Why not get the men, give them the facts, and match
the greatest educational advance of decades with a
merchandising effort to support it?
The results of the laboratory surveys we have been
conducting during the last six months of representa-
tive cities and towns in practically every section of
the country have given us abundant evidence that Mr.
Gulbransen is right when he says, "The Public Prob-
erly approached will buy pianos."
These surveys showed that 55% of American homes
have no piano; 45% have pianos of which approxi-
mately 80% are old and should be replaced with a
modern one; 8.8% of American homes recognize their
need for a piano; 90% of all homes in the average city
have a real need for a modern piano; 81.2% of the
homes have a real need but do not know it.
The Big Market.
The surveys have opened the eyes of many a dealer
who was about to accept the view of many unin-
formed sources that "nobody wants pianos now-a-
days." We now know the public attitude on pianos;
we don't have to guess. We know what our big
market is and what it requires to reach it. Our big
WHO MADE MUSIC MALLEABLE?
market? It is the homes represented by the 81.2%
In "The Character of Hudibras," by Samuel Butler,
who have a vital need for a piano but are not aware
how great the need really is. This field is practically we find the knight. Hudibras, wondering
"What Adam dreamed of when his bride
virgin territory because the untrained salesman is un-
Came from her closet by his side;
able to reach it. We know from experience that the
Whether the devil tempted her
untrained salesman usually falls into the habit of
By a high Dutch interpreter;
looking for a ready-to-pick buyer—someone who is
If either of them had a navel;
already thinking of buying. The salesman who thinks
Who first made music malleable;
his job is only to sell to people who are thinking of
Whether the serpent at the fall
buying is simply out of the race today. He is, there-
Had cloven feet or none at all."
fore, shut off from this big market because an en-
tirely different approach and creative ability is re-
quired to master it. The modern salesman is equipped
to sell people who do not want to purchase, by re-
SATISFACTION FOR OWNER
placing their lack of knowledge as to why they should
buy with a convincing knowledge of their mind.
and
Good Profits for Dealer
We need an army of trained young men or per-
haps middle aged women to approach not only the
are assured by the
8.8% field but especially the 81.2% market where a
vital need exists but is not recognized.
To Teach 25,000,000 Children.
HIGH GRADE PIANOS
Music, especially piano music, is a necessity in mod-
ern education. Philosophers and educators for cen-
PLAYER - PIANOS AND
turies have known the value of music but it is only
REPRODUCING PIANOS.
recently that we have given it the proper place in our
educational schedules. Now the greatest educational
advance of recent years is under way. There is a
in Construction and Tone is the assur-
movement to teach 25,000,000 children in the public
ance applying to the Becker Bros. Piano.
schools of our land how to play the greatest of all
musical instruments—the piano.
Why are our leading educators now strongly advo-
vating teaching piano music in public schools? Just
what is it that music study and appreciation does to
767-769 TENTH AVENUE
help in the education of children?
NEW YORK CITY, U. S. A.
Music study helps children make better grades in
school in other studies. But how? Just why does
music study help children make better grades in
school? By encouraging self expression, concentra-
tion, memory, accuracy, self-reliance, rapid thinking,
and poise.
Piano study should not be limited to only those
who show unusual talent. Since piano music is so
important, in giving children a well balanced training
A GREAT NAME—A GREAT PIANO
in mind, body and soul, it logically follows that the
child of lesser talents needs a musical education even
more than the more talented child.
A popular misunderstanding among parents is the
Makes Friends, Makes Customers, Makes
BECKER BROS.
RELIABILITY
BECKER BROS.
23
NEW INCORPORATIONS
IN MUSIC GOODS TRADE
New and Old Concerns Secure Charters in Various
Places.
The American Radio & Television Distributing
Corp. has been incorporated. The incorporator is
L. D. Schwartz, 150 Nassau street, New York, with
200 shares of common stock.
Associated Radio Manufacturers, 1402 S. Michigan
Ave., Chicago, have been incorporated to do a gen-
eral radio equipment and supply business. Capital
will be 100 shares, non par value. Incorporators: A.
H. Brown, E. J. Dykstra and Doris Myers. Corres-
pondent: Edw. L. Hoyer, 140 N. Dearborn St.
Ralph W. Markwood, John R. Rigelow and Joseph
W. Starritt are incorporators of the Erie Furniture
Co., Toledo, O., incorporated recently with capital ot
$10,000, to do a general business in furniture, musical
instruments and electrical equipment.
The Hoermle Music Store, Inc., Columbus, Ohio,
has been incorporated, with $5,000 capital, by Albert
M. Calland, Catherine Haughran and Bertha R.
Goldstein.
B. A. Ramsay is manager at Martin's Ferry, Ohio,
of a new branch piano store opened there by the
Moundsville dealer, Mr. Wilson.
When you complete the
sale of a piano with a
TONKBENCH
you absolutely insure your custo-
mer's complete satisfaction.
Q There is a TONKBENCH to
match any piano in Style, Finish
and Quality.
Write for Descriptive Bulletin (P.G.)
TONK MANUFACTURING COMPANY
1912 LEWIS STREET, CHICAGO
Pacific Coast Factory—4627 E. 50th St., Los Angeles
SCHILLER
THE SCHILLER
KREITER
The Leading and Most Popular
Pianos and Players
Grands, Players, Uprights and
Reproducing Pianos
The Results of Over Forty Years'
of Experience.
Kreiter Piano* Cover the Entire Lin*
and no Piano Dealer who trie* these in-
strument* would supplant them by any
other*. A trial will convince.
Kreiter Mfg. Co-, Inc.
310-312 W. Water St., Milwaukee, Wis.
Factory i Marin«tt«, Wls.
Money, for the Dealer
Super-Grands, Medium Grands, Small
Grands. Full Plate Uprights; Medium
Uprights; Small (3:7) Uprights.
Reproducing Grands, Uprights and
Players
Grands with the Famous Bauer
Patented Construction
The SCHILLER PIANO challenges
superiority in tone quality as in construc-
tion, workmanship, finish and appearance
For Agency Proposition and All
Particulars, address
SCHILLER PIANO COMPANY
Factory and General Offices:
OREGON, ILLINOIS
CHICAGO OFFICB:
State and Adanu Sta.
Ml Republic Bias.
N1W TOKK OFFICB:
180 W. « n d St.
Both Terminal Bids.
NEW CONSTRUCTION
BAUER PIANOS
exemplify the most
radical and most pro-
gressive development
in piano building in
the present era. They
have no equal in tone
quality, substantial
construction or in-
dividuality.
JULIUS BAUER & COMPANY
EatmMUhmd 1$$T
Factory ind Ofiea: 1335-1345 AJt f «M Str«t
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
PRESTO-TIMES
'PUBLIC WILL BUY
PIANOS"=J.S.GORMAN
Gulbransen Survey of Market Shows There Is
No Truth to Belief, "Nobody Wants Pianos
Now-a-days"; Public Buys if Properly
Approached.
idea that the only purpose of piano study is to make
artistic musicians of children—professional performers.
This is not only a short-sighted view but a danger-
ous mistake. Music, the most important of all build-
ers of mind, body and soul, serves its greatest useful-
ness in preparing the child for wider understanding,
enjoyment and usefulness in life—not merely to pro-
duce artists. The public must be corrected and con-
vinced of the fallacy of this widespread misconcep-
tion.
Another popular and erroneous idea is that piano
study is a long, tedious and nerve-racking undertak-
ing.
Furthermore, piano is not taught now as it used
to be. Instead of holding down the pupil to the
drudgery of scale practice for months at the start, the
child is taught in the first few lessons. It is not only
sound but a great step in progress as is proven by the
fact that there is now a wide movement in action to
compel all schools to teach piano lessons in group
classes by these modern methods.
We have the product and the market. Our great
need is for hard working trained salesmen, armed
with the actual facts, to approach the mothers and
fathers of America and show them the many price-
less benefits piano music will bring the boys and
girls who are going to be the America of tomorrow.
Why not get the men, give them the facts, and match
the greatest educational advance of decades with a
merchandising effort to support it?
The results of the laboratory surveys we have been
conducting during the last six months of representa-
tive cities and towns in practically every section of
the country have given us abundant evidence that Mr.
Gulbransen is right when he says, "The Public Prob-
erly approached will buy pianos."
These surveys showed that 55% of American homes
have no piano; 45% have pianos of which approxi-
mately 80% are old and should be replaced with a
modern one; 8.8% of American homes recognize their
need for a piano; 90% of all homes in the average city
have a real need for a modern piano; 81.2% of the
homes have a real need but do not know it.
The Big Market.
The surveys have opened the eyes of many a dealer
who was about to accept the view of many unin-
formed sources that "nobody wants pianos now-a-
days." We now know the public attitude on pianos;
we don't have to guess. We know what our big
market is and what it requires to reach it. Our big
WHO MADE MUSIC MALLEABLE?
market? It is the homes represented by the 81.2%
In "The Character of Hudibras," by Samuel Butler,
who have a vital need for a piano but are not aware
how great the need really is. This field is practically we find the knight. Hudibras, wondering
"What Adam dreamed of when his bride
virgin territory because the untrained salesman is un-
Came from her closet by his side;
able to reach it. We know from experience that the
Whether the devil tempted her
untrained salesman usually falls into the habit of
By a high Dutch interpreter;
looking for a ready-to-pick buyer—someone who is
If either of them had a navel;
already thinking of buying. The salesman who thinks
Who first made music malleable;
his job is only to sell to people who are thinking of
Whether the serpent at the fall
buying is simply out of the race today. He is, there-
Had cloven feet or none at all."
fore, shut off from this big market because an en-
tirely different approach and creative ability is re-
quired to master it. The modern salesman is equipped
to sell people who do not want to purchase, by re-
SATISFACTION FOR OWNER
placing their lack of knowledge as to why they should
buy with a convincing knowledge of their mind.
and
Good Profits for Dealer
We need an army of trained young men or per-
haps middle aged women to approach not only the
are assured by the
8.8% field but especially the 81.2% market where a
vital need exists but is not recognized.
To Teach 25,000,000 Children.
HIGH GRADE PIANOS
Music, especially piano music, is a necessity in mod-
ern education. Philosophers and educators for cen-
PLAYER - PIANOS AND
turies have known the value of music but it is only
REPRODUCING PIANOS.
recently that we have given it the proper place in our
educational schedules. Now the greatest educational
advance of recent years is under way. There is a
in Construction and Tone is the assur-
movement to teach 25,000,000 children in the public
ance applying to the Becker Bros. Piano.
schools of our land how to play the greatest of all
musical instruments—the piano.
Why are our leading educators now strongly advo-
vating teaching piano music in public schools? Just
what is it that music study and appreciation does to
767-769 TENTH AVENUE
help in the education of children?
NEW YORK CITY, U. S. A.
Music study helps children make better grades in
school in other studies. But how? Just why does
music study help children make better grades in
school? By encouraging self expression, concentra-
tion, memory, accuracy, self-reliance, rapid thinking,
and poise.
Piano study should not be limited to only those
who show unusual talent. Since piano music is so
important, in giving children a well balanced training
A GREAT NAME—A GREAT PIANO
in mind, body and soul, it logically follows that the
child of lesser talents needs a musical education even
more than the more talented child.
A popular misunderstanding among parents is the
Makes Friends, Makes Customers, Makes
BECKER BROS.
RELIABILITY
BECKER BROS.
23
NEW INCORPORATIONS
IN MUSIC GOODS TRADE
New and Old Concerns Secure Charters in Various
Places.
The American Radio & Television Distributing
Corp. has been incorporated. The incorporator is
L. D. Schwartz, 150 Nassau street, New York, with
200 shares of common stock.
Associated Radio Manufacturers, 1402 S. Michigan
Ave., Chicago, have been incorporated to do a gen-
eral radio equipment and supply business. Capital
will be 100 shares, non par value. Incorporators: A.
H. Brown, E. J. Dykstra and Doris Myers. Corres-
pondent: Edw. L. Hoyer, 140 N. Dearborn St.
Ralph W. Markwood, John R. Rigelow and Joseph
W. Starritt are incorporators of the Erie Furniture
Co., Toledo, O., incorporated recently with capital ot
$10,000, to do a general business in furniture, musical
instruments and electrical equipment.
The Hoermle Music Store, Inc., Columbus, Ohio,
has been incorporated, with $5,000 capital, by Albert
M. Calland, Catherine Haughran and Bertha R.
Goldstein.
B. A. Ramsay is manager at Martin's Ferry, Ohio,
of a new branch piano store opened there by the
Moundsville dealer, Mr. Wilson.
When you complete the
sale of a piano with a
TONKBENCH
you absolutely insure your custo-
mer's complete satisfaction.
Q There is a TONKBENCH to
match any piano in Style, Finish
and Quality.
Write for Descriptive Bulletin (P.G.)
TONK MANUFACTURING COMPANY
1912 LEWIS STREET, CHICAGO
Pacific Coast Factory—4627 E. 50th St., Los Angeles
SCHILLER
THE SCHILLER
KREITER
The Leading and Most Popular
Pianos and Players
Grands, Players, Uprights and
Reproducing Pianos
The Results of Over Forty Years'
of Experience.
Kreiter Piano* Cover the Entire Lin*
and no Piano Dealer who trie* these in-
strument* would supplant them by any
other*. A trial will convince.
Kreiter Mfg. Co-, Inc.
310-312 W. Water St., Milwaukee, Wis.
Factory i Marin«tt«, Wls.
Money, for the Dealer
Super-Grands, Medium Grands, Small
Grands. Full Plate Uprights; Medium
Uprights; Small (3:7) Uprights.
Reproducing Grands, Uprights and
Players
Grands with the Famous Bauer
Patented Construction
The SCHILLER PIANO challenges
superiority in tone quality as in construc-
tion, workmanship, finish and appearance
For Agency Proposition and All
Particulars, address
SCHILLER PIANO COMPANY
Factory and General Offices:
OREGON, ILLINOIS
CHICAGO OFFICB:
State and Adanu Sta.
Ml Republic Bias.
N1W TOKK OFFICB:
180 W. « n d St.
Both Terminal Bids.
NEW CONSTRUCTION
BAUER PIANOS
exemplify the most
radical and most pro-
gressive development
in piano building in
the present era. They
have no equal in tone
quality, substantial
construction or in-
dividuality.
JULIUS BAUER & COMPANY
EatmMUhmd 1$$T
Factory ind Ofiea: 1335-1345 AJt f «M Str«t
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
Future scanning projects are planned by the International Arcade Museum Library (IAML).