Presto

CO-OPERATION-A CHALLENGE
By MR. BERLIN, President of the National Association of Musical Merchandise
Wholesalers
F
IRST of all, we wish the members of
our great industry a happy and pros-
perous 1940, and we take this op-
portunity to express our gratitude for
their co-operation during the past year. We
believe that, because of this type of co-
operation in the various associations, we
-have taken great strides forward in the
work of fostering within the industry the
spirit of mutual helpfulness and integrity
in merchandising.
If we should venture to make anv sug-
gestions for the coming year, we would
first entreat music merchants not to become
so absorbed in any one branch of their
business that other departments are neglect-
ed and eventually relegated to the limbo of
the forgotten product, like the banjo,
ukulele and other instruments which once
enjoyed great popularity.
DEPARTMENTS INCREASE SALES
A I. II. Hl'.RLlN,
President,
It is true that at certain periods during
Chicat/o Musical Instrument Co.
the year there is increased activity in one
or two lines ; but the promotion of the other lines should
continue right on through these periods—and with in-
creased vigor. It may help to segregrate the various
lines into separate departments: accordions, the fretted
instruments, strings, drums, etc.—with a very definite
promotional program allotted to each. Then, if com-
parative monthly sales records are kept, I would be will-
ing to predict that additional sales will not only prove
to have developed in these lines, but also that the volume
of sales in all lines has increased. Thus, there will not
be an exchanging of dollar value of sales of one line just
because there happens to be a period of unusual activity
in one or the other.
VALUE OP THE ACCORDION
This particular message, we believe, is timely because
at present we seem to be undergoing a change of heart
on the part of music dealers with regard to the ac-
cordion. Interest in the sale of fine accordions, like that
of fine violins and pianos, could be much more exten-
sively encouraged. If the purchase of the higher-priced
instruments were more widely developed it would help
every branch of the accordion industry.
PROMOTE BEGINNERS' INSTRUMENTS
We would also like to encourage dealers to continue to
promote the sale of beginners' instruments and the
rhythm and pre-band instruments which, of course, rep-
resent only small sales at first, but which serve to get the
youngsters started early on the road to band and orches-
tra membership in the schools—and to eventual greater
sales.
CHALLENGE TO OUR INDUSTRV
The uncertainty in the future of sources of supply
from countries now engaged in war has created a
further challenge to our industry—a challenge which
seems to have been met with a clear understanding of
the problems involved by progressive manufacturers.
A HOPE EOR PEACE
We know it is the wish of everyone that we may con-
tinue in the peaceful pursuit of music here in America,
and that the European nations will soon end their con-
flict and renew their valued contributions to our in-
dustrv.
«
with the sincere hope that the New Year will
see a return of'Peace on Earth and Good Will
to Men" and the resumption of normal trade
relations
with
all the
peoples
the world.
Enhanced content
© 2008-2009
and presented
by MBSI
- The Musical of
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/