Presto
Issue: 1936 2278 - Page 10
10
P R E S T O-T I M E S
STEINWAY
The New Steinway Sensation Piano Great Success
of the Instrument
STEINWAY DEALERS
ENTHUSIASTIC
The results of the gathering of Steinway
dealers from all parts of the United States
and from several sections of Canada, which
took place some weeks ago at New \ ork,
would he an interesting event in a volume tell-
ing the history of the music industry, if such a
publication were to be issued. This gathering
was more than a get-together; it was more
like a convention, a massing of more than 150
Steinway dealers, from Portland, Maine, to San
l^iego. California, and from New Orleans to
Vancouver, the farthest away having come by
aeroplane.
Notwithstanding the newpapers, class and
technical journals, music and music trade
papers have already explained the doings and
happenings of this Steinway event, neverthe-
less various of the features brought out are
worth speaking of again.
WK'ii the visiting- party was taken from Steinway
Hall to the factories in Long Island, President Theo-
dore E. Steinway made a short address to them to
the effect that the. house had realized for quite a long
time that present-day economic conditions and re-
quirements had made necessary the making of a
smaller Steinway grand piano than any theretofore
made by them, one that would take up less room and
at the same time cost less money. "Perhaps." he
said, "this thought would have come to fruition before
but for the fact that everything that was made by
Steinway it Sons must be made absolutely accurate,
carefully, and conscientiously done. It had taken
them quite some time," he continued, "to assure
themselves beyond doubt by almost endless experi-
ments and tests that the new piano would not only
not lessen, but would increase the world-wide reputa-
tion of the Steinway piano."
Upon the conclusion of his remarks Mr, Steinway
drew aside a curtain upon the platform from which
he was speaking and there were revealed to the aston-
ished gaze of his auditors rows upon rows of the new
product of Steinway genius—the new model S, length
5 feet 1 inch, mahogany case, price $885 delivered to
the customer anywhere throughout the United States.
E. H. Droop, dean of Steinway dealers, was asked
to try one of the instruments and gave some mag-
nificent interpretations. R. E. Durham, president of
Lyon & Healy. Chicago, immediately proposed a vote
of thankc to the house of Steinway for what he de-
clared was the greatest thing Steinway & Sons had
done for their dealers since his connection with the
piano trade. Mr. Durham's resolution was carried
by acclamation, followed by a great wave of enthu-
siastic approbation.
Adding to the Value of a Name
Enhancing tic value of a piano name, so to speak,
is a remarkable condition to arise—a situation that
does not often occur but has just taken place. This,
what may be regarded as a phenomenon, results from
the appearance of a new Steinway grand priced to
sell under a thousand dollars, which instrument is
referred to above.
Within a very short time this piano has become
famous, largely by reason of the fact that Steinway
6 Sons have never until now produced a grand piano
priced under a thousand dollars. This new model,
known as Style S, was brought to the attention of
the American public in a rather whirlwind introduc-
tion to the world following that invitation of Stein-
way & Sons extended to their dealers to meet at
Steinway Hall and thence to the factory out on Long
Island to view the new product.
Following this remarkable convention of dealers
a united selling campaign started almost simultaneous-
ly with every Steinway dealer in the United States
and Canada. Various forms of demonstrations were
put on. Every Steinway-selling music house of the
country was astir and aflame with enthusiasm and the
American public has been informed and enlightened
about the first grand piano issuing from Steinway to
sell at less than a thousand dollars.
When the new instruments were received by the
dealers and placed on sale, they sold rapidly. It was
probably the easiest seller ever offered the public. No
questions had to be answered about quality, tone
durability, construction, guaranty. These were all
Steinway affirmative traditions in piano making and
were so understood. Many of the leading merchants
had sold their first carload or two before the instru-
ments were unloaded. Subsequent arrivals followed
closely after the first shipments and they were not
long on the floor.
In summing up this episode in a record of Stciu-
way accomplishment, the question may well be asked,
"Did ever before a greater, or even so great an event
take place in the history of the American music trades
and industries?"
Comments
Letter from Harry Edward Freuiid:
HARRY EDWARD FREUND
Woodstown, N. J., Feb. 21, 1936.
Mr. Frank D. Abbott,
Editor, Presto-Times,
417 S. Dearborn St.,
Chicago, 111.
Dear Mr. Abbott:
The first real and most welcome news of the new
year 1936 to the piano trade and the musical world
is the fact that at a recent get-together meeting, of
Steinway dealers—about 154 being present—called
by Steinway & Sons at Steinway Hall, New York,
the loyal Steinway dealers of the United States
and the Dominion of Canada placed orders in one
day for $3,000,000 worth of Steinway pianos to be
delivered in the next twelve months.
This vital and important fact is the most tangible
evidence that the piano is coming into its own again
should be broadcast throughout the length and
breadth of the land, and is the best proof possible
of the betterment of economic conditions, and
shows that the American and Canadian people now
have the money to purchase the fine things of life.
On this occasion of the Steinway dealers' New
York conference, the house of Steinway presented
for inspection and examination its latest marvelous
achievement—the new Steinway grand to retail at
$885. This instrument is 5 feet 1 inch, suitable for
the modern room, of Steinway quality throughout
and its price meets the modern budget. The enthu-
siasm of the Steinway dealers over this new Stein-
way art creation was unbounded and their orders
were practical evidence of their appreciation. A
leading Steinway dealer of over fifty years' expe-
rience in the piano trade writes me:
"This little (Steinway) piano is only 5 feet 1
inch in length, and the most beautiful thing of its
size that I have ever seen! If in diminutive size
perfection is possible, then this piano contains
everything that a musician could desire."
Steinway & Sons have announced a broad program
of an intensive national advertising and sales pro-
motion campaign in cooperation with their dealers,
and which started with a double-page broadside in
the Saturday Evening Post of February 15, 1936,
and a full page in the rotogravure supplement of
the New York Times of January 26, 1936. This
Steinway national advertising of the piano will
benefit every man and woman in the piano trade
and every piano teacher.
For many decades "As the Steinway goes, so
goes the piano trade" has been a familiar saying,
and from now on the revival of the piano business
is assured, with the active cooperation and support
of manufacturers, dealers, teachers and the press.
The loyalty of the Steinway dealers and their al-
legiance to the Steinway piano, with their faith in
the future of the piano has again been demonstrated,
with the realization that the house of Steinway is
the mainstay of the piano trade.
Sincerely,
HARRY EDWARD FREUND.
March-April, 1936
people who have before considered the ownership of
a Steinway beyond their means will believe this a
possibility for the eventual ownership of a Steinway.
J. W. Jenkins III, Kansas City, Mo.: "The new
Steinway Grand was received from the first with a
lot of enthusiasm. It created a new interest in the
piano business. There is no question about sales of
this new product. Our first shipments were sold right
away and other shipments have continued to go fast."
E. H. Droop of E. F. Droop & Sons, Washington,
D. C., says: "Thousands, of people have been waiting
for Steinway grands priced below a thousand dollars
and now that they may have something within their
reach which is absolute and pure Steinway quality
most of those people will now buy. We are looking
forward to a very profitable boom in the piano busi-
ness now that this new Steinway is on the market."
Jay Grinnell, president, Grinnell Bros.: "We are
keeping all our 21 branch stores throughout the two
peninsulas of Michigan supplied with the new style
Steinway grand so far as we are able to secure stock.
Our first, second and third shipments have been sell-
ing well."
Edmund Gram, Edmund Gram, Inc., Milwaukee.
Mr. Gram when seen by a representative of Presto-
Times said that they had sold their first, second and
Ihird shipment of the new style S and are "waiting
for more. This smaller Steinway will undoubtedly
cut in on other makes that have been held up to tht
$885 price but the new instrument will give additional
business to Steinway dealers and not lessen the sale
of the larger styles of Steinways, because, after all,
the musician wants as large and long a string as the
instrument he uses will accommodate, while the
people who live in smaller quarters will have to sac-
rifice volume for size. The new style 5 foot 1 is
indeed a splendid creation."
Edwin R. Weeks of Weeks & Dickinson, Inc.,
Binghamton, N. Y., says: "We have been making
sales on the new style S Steinway and do not believe
this small instrument will seriously interfere with the
larger size Steinway, but there will be some sharp
competition in the trade over the arrival of the Stein-
way S. Our critical musicians pronounce the new
Steinway as worthy of bearing the name Steinway."
PLATT MUSIC CO. REORGANIZATION
A plan of reorganization of the 1'latt Music Com-
pany, large local retail music dealers with stores in
Los Angeles and Hollywood, Calif., recently sub-
mitted by the trustee, E. S. Steel, for the considera-
tion of the creditors, debenture holders and stock-
holders, was confirmed by Federal Judge Paul J.
McCormick at a hearing held in February. It was
pointed out by the trustee in his recommendations to
the court that the business was in excellent shape
from a standpoint of cash on hand and that since the
inception of the receivership the concern had made
an operating profit. A Aery gratifying response to
the plan of reorganization was received by the trus-
tee and in presentation to the court it was shown
that a total of 90 per cent of all classes of creditors
agreed in writing to the plan. The continuation by
the court means that the reorganization plans will
now be made effective and the trustee has been or-
dered to proceed with the same, which takes the
estate out of the court and places it in a position as
a going concern. Under the terms of the plan of
reorganization the present general creditors and de-
benture holders will become preferred stockholders
who will have full voting rights and control of the
company, including its management. The common
stockholders of the Platt Music Company, provided
they take certain necessary arid required action within
a period of sixty days from the date of confirmation,
will retain their present common stock in the corpo-
ration but will have no voting rights or voice of any
kind whatsoever until the preferred stockholders have
Individual contacts, advices from correspondents been completely retired. It has been pointed out
and replies to inquiries have brought much and very that the old management of the concern will be re-
interesting information about the reception this new placed through the control of the new preferred stock
Steinway product has had and the manner of its ex- and that the new management will be dominated
ploitation. Following is some of this information on entirely by the newly created preferred stockholders,
which no restrictions as to publication is demanded who will elect a board of directors and completely
Melville Clark, Clark Music Company, Syracuse, N. control the active management. It is estimated by
Y., believes "a fine new market will be developed for the trustee that sone ninety days will be required in
the sale of Steinway pianos when it is realized that completing and carrying out the terms of the reor-
one can now buy the finest piano in the world for a ganization.
price within reach." He also says, that they have
developed many new prospects.
Mr. Godfrey, of the Williams Piano Company,
Women of the Music Business
Sioux Falls, So. Dak., says that although highways
were nearly impassable for a long time, he closed
several sales and secured a good many new prospects,
Ida K. Francis, who succeeds her husband, the late
for the new style S. The Williams Company will E. A. Francis, is the proprietor of the Francis Piano
give special demonstrations for people in their ter- Company, 68 Highand avenue, Galesburg, 111. Mrs.
ritory.
Francis had been almost continuously associated with
All the musical people in this vicinity who have had
an opportunity to see and examine this new style are her husband in the conduct of the business and in
very enthusiastic about it. In our opinion many carrying on her activities as graduate piano tuner.
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/
P R E S T O-T I M E S
STEINWAY
The New Steinway Sensation Piano Great Success
of the Instrument
STEINWAY DEALERS
ENTHUSIASTIC
The results of the gathering of Steinway
dealers from all parts of the United States
and from several sections of Canada, which
took place some weeks ago at New \ ork,
would he an interesting event in a volume tell-
ing the history of the music industry, if such a
publication were to be issued. This gathering
was more than a get-together; it was more
like a convention, a massing of more than 150
Steinway dealers, from Portland, Maine, to San
l^iego. California, and from New Orleans to
Vancouver, the farthest away having come by
aeroplane.
Notwithstanding the newpapers, class and
technical journals, music and music trade
papers have already explained the doings and
happenings of this Steinway event, neverthe-
less various of the features brought out are
worth speaking of again.
WK'ii the visiting- party was taken from Steinway
Hall to the factories in Long Island, President Theo-
dore E. Steinway made a short address to them to
the effect that the. house had realized for quite a long
time that present-day economic conditions and re-
quirements had made necessary the making of a
smaller Steinway grand piano than any theretofore
made by them, one that would take up less room and
at the same time cost less money. "Perhaps." he
said, "this thought would have come to fruition before
but for the fact that everything that was made by
Steinway it Sons must be made absolutely accurate,
carefully, and conscientiously done. It had taken
them quite some time," he continued, "to assure
themselves beyond doubt by almost endless experi-
ments and tests that the new piano would not only
not lessen, but would increase the world-wide reputa-
tion of the Steinway piano."
Upon the conclusion of his remarks Mr, Steinway
drew aside a curtain upon the platform from which
he was speaking and there were revealed to the aston-
ished gaze of his auditors rows upon rows of the new
product of Steinway genius—the new model S, length
5 feet 1 inch, mahogany case, price $885 delivered to
the customer anywhere throughout the United States.
E. H. Droop, dean of Steinway dealers, was asked
to try one of the instruments and gave some mag-
nificent interpretations. R. E. Durham, president of
Lyon & Healy. Chicago, immediately proposed a vote
of thankc to the house of Steinway for what he de-
clared was the greatest thing Steinway & Sons had
done for their dealers since his connection with the
piano trade. Mr. Durham's resolution was carried
by acclamation, followed by a great wave of enthu-
siastic approbation.
Adding to the Value of a Name
Enhancing tic value of a piano name, so to speak,
is a remarkable condition to arise—a situation that
does not often occur but has just taken place. This,
what may be regarded as a phenomenon, results from
the appearance of a new Steinway grand priced to
sell under a thousand dollars, which instrument is
referred to above.
Within a very short time this piano has become
famous, largely by reason of the fact that Steinway
6 Sons have never until now produced a grand piano
priced under a thousand dollars. This new model,
known as Style S, was brought to the attention of
the American public in a rather whirlwind introduc-
tion to the world following that invitation of Stein-
way & Sons extended to their dealers to meet at
Steinway Hall and thence to the factory out on Long
Island to view the new product.
Following this remarkable convention of dealers
a united selling campaign started almost simultaneous-
ly with every Steinway dealer in the United States
and Canada. Various forms of demonstrations were
put on. Every Steinway-selling music house of the
country was astir and aflame with enthusiasm and the
American public has been informed and enlightened
about the first grand piano issuing from Steinway to
sell at less than a thousand dollars.
When the new instruments were received by the
dealers and placed on sale, they sold rapidly. It was
probably the easiest seller ever offered the public. No
questions had to be answered about quality, tone
durability, construction, guaranty. These were all
Steinway affirmative traditions in piano making and
were so understood. Many of the leading merchants
had sold their first carload or two before the instru-
ments were unloaded. Subsequent arrivals followed
closely after the first shipments and they were not
long on the floor.
In summing up this episode in a record of Stciu-
way accomplishment, the question may well be asked,
"Did ever before a greater, or even so great an event
take place in the history of the American music trades
and industries?"
Comments
Letter from Harry Edward Freuiid:
HARRY EDWARD FREUND
Woodstown, N. J., Feb. 21, 1936.
Mr. Frank D. Abbott,
Editor, Presto-Times,
417 S. Dearborn St.,
Chicago, 111.
Dear Mr. Abbott:
The first real and most welcome news of the new
year 1936 to the piano trade and the musical world
is the fact that at a recent get-together meeting, of
Steinway dealers—about 154 being present—called
by Steinway & Sons at Steinway Hall, New York,
the loyal Steinway dealers of the United States
and the Dominion of Canada placed orders in one
day for $3,000,000 worth of Steinway pianos to be
delivered in the next twelve months.
This vital and important fact is the most tangible
evidence that the piano is coming into its own again
should be broadcast throughout the length and
breadth of the land, and is the best proof possible
of the betterment of economic conditions, and
shows that the American and Canadian people now
have the money to purchase the fine things of life.
On this occasion of the Steinway dealers' New
York conference, the house of Steinway presented
for inspection and examination its latest marvelous
achievement—the new Steinway grand to retail at
$885. This instrument is 5 feet 1 inch, suitable for
the modern room, of Steinway quality throughout
and its price meets the modern budget. The enthu-
siasm of the Steinway dealers over this new Stein-
way art creation was unbounded and their orders
were practical evidence of their appreciation. A
leading Steinway dealer of over fifty years' expe-
rience in the piano trade writes me:
"This little (Steinway) piano is only 5 feet 1
inch in length, and the most beautiful thing of its
size that I have ever seen! If in diminutive size
perfection is possible, then this piano contains
everything that a musician could desire."
Steinway & Sons have announced a broad program
of an intensive national advertising and sales pro-
motion campaign in cooperation with their dealers,
and which started with a double-page broadside in
the Saturday Evening Post of February 15, 1936,
and a full page in the rotogravure supplement of
the New York Times of January 26, 1936. This
Steinway national advertising of the piano will
benefit every man and woman in the piano trade
and every piano teacher.
For many decades "As the Steinway goes, so
goes the piano trade" has been a familiar saying,
and from now on the revival of the piano business
is assured, with the active cooperation and support
of manufacturers, dealers, teachers and the press.
The loyalty of the Steinway dealers and their al-
legiance to the Steinway piano, with their faith in
the future of the piano has again been demonstrated,
with the realization that the house of Steinway is
the mainstay of the piano trade.
Sincerely,
HARRY EDWARD FREUND.
March-April, 1936
people who have before considered the ownership of
a Steinway beyond their means will believe this a
possibility for the eventual ownership of a Steinway.
J. W. Jenkins III, Kansas City, Mo.: "The new
Steinway Grand was received from the first with a
lot of enthusiasm. It created a new interest in the
piano business. There is no question about sales of
this new product. Our first shipments were sold right
away and other shipments have continued to go fast."
E. H. Droop of E. F. Droop & Sons, Washington,
D. C., says: "Thousands, of people have been waiting
for Steinway grands priced below a thousand dollars
and now that they may have something within their
reach which is absolute and pure Steinway quality
most of those people will now buy. We are looking
forward to a very profitable boom in the piano busi-
ness now that this new Steinway is on the market."
Jay Grinnell, president, Grinnell Bros.: "We are
keeping all our 21 branch stores throughout the two
peninsulas of Michigan supplied with the new style
Steinway grand so far as we are able to secure stock.
Our first, second and third shipments have been sell-
ing well."
Edmund Gram, Edmund Gram, Inc., Milwaukee.
Mr. Gram when seen by a representative of Presto-
Times said that they had sold their first, second and
Ihird shipment of the new style S and are "waiting
for more. This smaller Steinway will undoubtedly
cut in on other makes that have been held up to tht
$885 price but the new instrument will give additional
business to Steinway dealers and not lessen the sale
of the larger styles of Steinways, because, after all,
the musician wants as large and long a string as the
instrument he uses will accommodate, while the
people who live in smaller quarters will have to sac-
rifice volume for size. The new style 5 foot 1 is
indeed a splendid creation."
Edwin R. Weeks of Weeks & Dickinson, Inc.,
Binghamton, N. Y., says: "We have been making
sales on the new style S Steinway and do not believe
this small instrument will seriously interfere with the
larger size Steinway, but there will be some sharp
competition in the trade over the arrival of the Stein-
way S. Our critical musicians pronounce the new
Steinway as worthy of bearing the name Steinway."
PLATT MUSIC CO. REORGANIZATION
A plan of reorganization of the 1'latt Music Com-
pany, large local retail music dealers with stores in
Los Angeles and Hollywood, Calif., recently sub-
mitted by the trustee, E. S. Steel, for the considera-
tion of the creditors, debenture holders and stock-
holders, was confirmed by Federal Judge Paul J.
McCormick at a hearing held in February. It was
pointed out by the trustee in his recommendations to
the court that the business was in excellent shape
from a standpoint of cash on hand and that since the
inception of the receivership the concern had made
an operating profit. A Aery gratifying response to
the plan of reorganization was received by the trus-
tee and in presentation to the court it was shown
that a total of 90 per cent of all classes of creditors
agreed in writing to the plan. The continuation by
the court means that the reorganization plans will
now be made effective and the trustee has been or-
dered to proceed with the same, which takes the
estate out of the court and places it in a position as
a going concern. Under the terms of the plan of
reorganization the present general creditors and de-
benture holders will become preferred stockholders
who will have full voting rights and control of the
company, including its management. The common
stockholders of the Platt Music Company, provided
they take certain necessary arid required action within
a period of sixty days from the date of confirmation,
will retain their present common stock in the corpo-
ration but will have no voting rights or voice of any
kind whatsoever until the preferred stockholders have
Individual contacts, advices from correspondents been completely retired. It has been pointed out
and replies to inquiries have brought much and very that the old management of the concern will be re-
interesting information about the reception this new placed through the control of the new preferred stock
Steinway product has had and the manner of its ex- and that the new management will be dominated
ploitation. Following is some of this information on entirely by the newly created preferred stockholders,
which no restrictions as to publication is demanded who will elect a board of directors and completely
Melville Clark, Clark Music Company, Syracuse, N. control the active management. It is estimated by
Y., believes "a fine new market will be developed for the trustee that sone ninety days will be required in
the sale of Steinway pianos when it is realized that completing and carrying out the terms of the reor-
one can now buy the finest piano in the world for a ganization.
price within reach." He also says, that they have
developed many new prospects.
Mr. Godfrey, of the Williams Piano Company,
Women of the Music Business
Sioux Falls, So. Dak., says that although highways
were nearly impassable for a long time, he closed
several sales and secured a good many new prospects,
Ida K. Francis, who succeeds her husband, the late
for the new style S. The Williams Company will E. A. Francis, is the proprietor of the Francis Piano
give special demonstrations for people in their ter- Company, 68 Highand avenue, Galesburg, 111. Mrs.
ritory.
Francis had been almost continuously associated with
All the musical people in this vicinity who have had
an opportunity to see and examine this new style are her husband in the conduct of the business and in
very enthusiastic about it. In our opinion many carrying on her activities as graduate piano tuner.
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).