Presto

Oct.-Nov., 1935
PRESTO-TIME
PRESTO-TIMES
The Restyling
Proposition
If this new form vertical piano continues in favor, "holds its own," it may
then be regarded as practically in a class by itself and be given a permanent name
as in the case of the "player" of the vertical scale and the Reproducing piano of
ISSUED THE
the grand piano class. Some of the first instruments turned out have not shown
FIFTEENTH OF
any notable improvement in tone production over the upright from which
PUBLICATION MONTH
they emanated. Some of the makers who early built sample instruments, particu-
larly to specialize case design, and other manufacturers who later entered the
Editor
I'RANK D. ABBOTT
"new model" field, have centralized their efforts on improvements with the object
Telephones, Local and Long Distance, Harrison 0234.
in view of not only still further re-styling but of producing instruments that will
Private Phones to all Departments. Cable Address (Com-
meet the musical demands of the buyer of a grand as well as to increase vertical
mercial Cable Co.'s Code), "PRESTO," Chicago.
scale trade.
Entered as second-class matter April 9. 1932, at the
Post Office at Chicago, 111., under act of March 3, 1879.
Many experts still contend that the vertical scale piano, the conventional up-
right, with such betterments as might ensue in the regular course of construction,
Subscription, $1.00 a year; 6 months, 60 cents; foreign,
(2.00. Payable in advance. No extra charge in United
will not be surpassed musically and will continue to be the standard vertical scale
States possessions, Cuba and Mexico. Rates for adver-
tising on application.
piano unless some phenomenon arises to produce a change for the better.
(ietting that modified form of the conventional upright to appreciable atten-
PRESTO PUBLISHING CO.
tion of the trade, that is to say the recently introduced console vertical type so dras-
Publishers
tically restyled as to meet favor as a novelty and be taken up by one manufacturer
417 So. Dearborn St.
Chicago, 111.
after another and so on to a representative following, has been a piece of work for
which some individual credit may be properly given, whether it be a trade editor
of today or an inspiration from any other source.
"Why worry and make so much fuss over
The trade editor is so equipped for broadcasting and distributing his own views
a new model upright?" asks a correspondent.
and the opinions of others that he holds a position for accomplishing an aim or to
It isn't a matter of "worry"; it's the propo-
aid in bringing about results where others, by means of "this, that and the other"
sition of fitting out a type of instrument that
will meet requirements better than existing method of contacting fail to make headway. See the evidence of this in Mr. Waite's
models and aid the over-due piano sales cam-
efforts in resurrecting inspirations and cherished ideals of masters of piano crafts-
paign already started.
manship whose dreams of new models to replace in due time the antique and crude
designs are materializing. It is a further stroke of good fortune that these
Under the heading, "The Piano Plus," the
efforts were manifested at the most favorable time of a psychological moment.
Detroit Free Press, speaking of the Music
Thus the fortunate circumstance of one manufacturer following another and
Trade Convention at Chicago, has this to say
of the unique display of the Story & Clark another in their haste to get public attention insures successful reception of the
exhibit at the Stevens Hotel: "With the Music restyled upright for had only one or two manufacturers followed in the wake of
Trade Convention at Chicago a while ago ventures of those manufacturers whose goods are now well featured; or had the
Mr. and Mrs. Public got some surprises, case
field been left to two or three experimenters and not followed up by others,ithen
designers had been at work in a big way.
the
new model upright proposition wouldhave fallen flat as in the case of other ex-
There was a piano combined with a cellarette;
perimenters. It is a condition of mass production that will make the present move
a piano that could be converted into a writing
desk and one that had a folding keyboard in a for a restyled piano a success, if success shall finally be in .store for it.
regulation chest of drawers."
But what for a name? Dealers, manufacturers, designers have been conjur-
ing for a name that could be suitably given another class of piano construction;
A daily paper publishing a feature called another name to add to the grand, the upright, the obsolete square and later, with
"Local Oddities," refers to a letter mailed to a
apologies to the upright and the grand type, the "player" and the "Reproducing
caricaturist connected with a trade publication
which uses the signature, "The Picture Man." piano." Numerous names were given out during the late Music Trade Convention
in Chicago and various names have since been suggested and sent to Presto-Times
and states that a letter to that party dropped
in the Chicago Post Office carrying only that
direct.
address, "Picture Man," reached him safely.
Most of the names mentioned are not definitive of a type or class of piano
Presto-Times goes a little beyond this. A
construction
and w^hile they are suitable to specify some particular form or model
letter having been dropped into a mail box in
New York City addressed "Presto," with no of a type, they do not indicate any new class of pianoforte construction as do the
other address, reached its destination safely names "grand," "square," "upright," which have been generic names of these types
in Chicago.
of pianos for many years.
* * * *
When Moissaye Boguslawski, the eminent
The name console has been mentioned as one adaptable for this remodeled
concert virtuoso, bringing his own piano."
upright.
The Story & Clark Piano Company designated their product from the
star attractions for the Will Rogers memorial
first as of this type when they announced the Story & Clark Windsor Console,
concert recently given in Chicago, that dis-
tinguished gentleman and eminent pianist ac-
the Cabinet Console, the Colonial Console which name they have continued as most
cepted the invitation with the proviso that
appropriate to designate this form of piano for a specific type name. Story & Clark
he be permitted to use the piano of his choice. have no thought of utilizing the name in any way exclusively to themselves or in
That piano need not be named here; it is the
any form of trade-mark or copyright distinction. "It is a suitable name for this
instrument he has used in his recitals, concert
type of piano," said L. P. Bull, treasurer of Story & Clark Piano Co., "and we
and orchestral work and his famous series of
would favor its general use to distinguish the new styled instrument." The new
piano broadcasts for a long time.
Estey restyled uprights are designated as "Estey Colonial Console," "Victorian
In speaking of Dr. Boguslawski's part in
this stellar event a Chicago newspaper lists
Console," "Cabinet Console," etc.
that eminent pianist this way : "Boguslawski,
* * * *
concert virtuoso, bringing his own piano.
Music training, musical instruction is helping young people to learn to play on
some
kind of musical instrument. In other words, the music training idea and
In the death of Edward Moore, musical
critic of the Chicago Tribune, and Karlton what some dealers are pleased to call a "conservatory" proposition have been grow-
Hackett, president of the American Conserva- ing apace for several years and now we hear of music schools, "conservatories,"
tory of Music, also a newspaper critic and
and other means of instruction close to the music store. This proposition was
writer, the Grim Reaper has taken two gen-
tlemen of the music profession who were well dwelt upon at considerable length recently by A. D. LaMotte of the Thearle Music
House, San Diego, Calif.
known in the music trade and of intimate
acquaintance and friendship with many in the
* * * *
.music trades and industries.
Radio City, headquarters of the National Broadcasting Co., is a very impor-
tant center of attraction for visitors to New York City where approximately
In a public library rental volume which is 300,000 persons visiting during the months of June, July and August, 175,000 of
much in demand, entitled "Good-Bye. Mr.
which number were paid admissions to the studios and the so-called N.B.C. studio
Chips," the author of which is James Hilton,
Old Man Chips is asked by one of the small tour. Beside visitors there are some 14,000 persons engaged in various kinds of
bows of the "cheekier" kind in the school work associated with N.B.C. activities.
THE AMERICAN MUSIC TRADES JOURNAL
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