Books › Musical Courier 1927-12-15: Vol 95 Iss 12, 1927 › scan 20
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Musical Courier 1927-12-15: Vol 95 Iss 12, 1927
95 lines. Read by computer on 28 September 2026. Printed page 21. See the scan on archive.org.
1Improvements in Radio Present New Opportunities for the Music Dealer
3BY HAL P. SHEARER
4Sales Manager Splitdorf Radio Corporation
6Most of the discussion as to the proper channels of retail distribution for radio appear to me to be beside the point. Certainly the music dealer is a logical outlet for radio. So are other types of outlets. Certainly radio has been handled in a disastrous manner in the past by many music merchants. So has it by many who specialized in radio to the exclusion of everything else. I am tempted to say: "Well, what of it?" Let's get down to brass tacks.
8First, let me say that at the present moment, for certain very definite reasons, radio will undoubtedly, or should undoubtedly, at least, meet with less resistance from those not heretofore "sold" on the idea of featuring it.
10This refers to all logical outlets for the merchandise and here are three of the reasons that have exceptional application in the case of the music merchant:
111. The arrival of the inherently electric receiver.
122. The improvement of broadcasting situation from several angles.
133. The improvement of the "musical" quality of radio reception.
15To these may be added beauty in furniture, which, of course, gives an added argument for the fine furniture store as an outlet, and many other merchandising points, but for the moment I should like to enlarge on these three points only.
17The Inherently Electric Set
19Surely no one can deny that the inherently electric set almost makes over the music dealer's opportunity in radio. Nothing has come anywhere as near to giving him a piece of merchandise similar—from a merchandising standpoint—to what he is accustomed to sell. Obviously, for the music dealer desiring to take part in the whole framework of radio selling, as thousands of musical instruments dealers are now engaged, and prepared to departmentize radio, the all-electric set presents an added opportunity, but to the one who has constantly fought shy of radio, it is a godsend. The reasons are so apparent as to scarcely need argument, but it may be well to point out one or two.
21What was the first thing that was pictured in the mind of the average merchant outside the strictly radio store considering "taking on" radio a few seasons ago? Well, if not the first, surely an important consideration was in the form of this question: "My goodness, must I worry with all the accessories, too?" There was just as much talk then about selling sets complete by these people as there is today about the latest type of receiver—the all-electric. Radio research has gone the demanders one better by offering receivers not only practically complete but simplified to the extent of yielding socket power operation. The inherently electric set is as if built to order for the music merchant. (I shall later take up the question of service.)
23Mention is made specifically of the improvement of the broadcasting situation for these reasons. First, before worthwhile programs were put on the air the music dealer could not conscientiously advocate, perhaps, radio as a musical instrument. There was a conflict there from the aesthetic standpoint—aesthetic, indeed but at the same time it touched business. Second, the DX lure was not within the sphere of the music dealer and no one could blame this type of merchant if he stayed away from radio while that was the sole consideration of most of the listeners-in, being closely allied with the then existing broadcast conditions. And when the air became "scrambled" to its greatest extent that gave the music merchant another rightful reason for "waiting."
25Tone Quality Improvement
27A further step forward in justification of the music store as a logical outlet for radio receivers came with the improvement of the audio end of the receiver unit and with the great advance made in the building of speakers. It was only natural for musical instrument dealers to balk at the handling of apparatus which, to say the least, was "unmusical." Many people will bring up the argument that the same was true of the talking machine. True enough, but this is no argument against the music dealer's having been wary about radio, in fact, it seems to build up his case. Without going into the whole technical history of radio design advances, let it be said that inasmuch as radio, from a purely musical consideration, has justified itself with the music dealer, there is nothing in the world to hold back the music merchant now from this one angle at least.
29After calling attention to the furniture element, I shall proceed to answer some cries that have been set up recently in this, and other publications, as to the music dealer and radio.
31Beauty That Charms the Eye
33Added to the three points given consideration above is that of Beauty in Radio as revealed in cabinet design. With the coming of real art furniture there has undoubtedly been brought into play another definite reason why the music dealer should favor radio to a greater extent than ever. It is needless to detail why this is true as it is obvious that stores accustomed to selling on good-looking displays would welcome the new sort of radio cabinet in which beauty that charms the eye as well as the ear makes itself felt for the first time.
35To sum up, it may be said that from the viewpoint of the music dealer radio has "arrived" and I say this with 28 years of piano experience back of me and that's not all. My father was a piano man for sixty years! I feel, therefore, that I ought to know a bit about the music store.
37When radio has come to the point when an installation runs into real money—from the viewpoint again of the piano man—it is time for it to take its place right alongside the other musical instruments for the home.
39Now for some recent objections and comment thereon.
41I thoroughly agree with the tenor of the remarks of the MUSICAL COURIER EXTRA in response to some recent dyspeptic remarks from other sources on radio and the piano man. It will not be possible to take up each point but I should like to supplement what the MUSICAL COURIER EXTRA has written, and at the same time reply to some critics.
43The Less Than 5 Per Cent Argument
451. The statement was made that, in the opinion of a certain manufacturer, "less than five per cent of radio is sold through music dealers in the United States."
47In Baltimore, as a matter of fact, where a Census of Distribution conducted by the United States Bureau of the Census was the basis of a detailed report on sales, etc. conducted by the Domestic Distribution Department of the Chamber of Commerce of the United States, it was found that of the $1,642,200 worth of radio sets and supplies sold in 1926, musical instrument stores did a volume of $138,000 or 8.40 per cent. Just about twice, in a fair example of an American city, what the estimator indicated! In Baltimore musical instrument outlets ran third in radio sales and ahead of electrical outlets. They did a third of the volume of department stores, on radio.
49But this is the significant thing: Out of 102 outlets selling radio in Baltimore, 17 were strictly radio stores while 10 musical instruments stores sold radio, or to put it another way if there were 100 strictly radio stores handling radio in Baltimore there would be 60 musical instruments stores handling it.
51Admittedly the volume of the musical instruments stores in this city was not as great proportionately as the stores specializing in radio. That is natural. Compare, however, the 11 auto accessory stores handling radio. They did only 2.86 per cent. of the total radio volume or one-third as well as the musical instruments stores.
53Anyone who has traveled the country recently will tell you that the musical instruments store is fast getting to be the backbone of the retail radio distribution. I do not believe the Baltimore figures are typical, certainly not in the larger centres generally, and even so they are twice the estimate of the manufacturer referred to. Moreover, far from discouraging the radio industry, the tremendous potential in the musical outlet and the great opportunity to be developed there is source for congratulation. It is partial proof of my statement that the hour has struck for the music dealer in radio.
55In passing, it may be said, that there are those who believe the music dealers—of all types—taking the country by and large, are doing a substantial volume. While definite figures are not available one has but to consider the tremendous volume of some of the outstanding outfits in the largest sales districts to arrive at the conclusion stated.
57Terms
592. The objection to handling radio on the basis of 2 per cent. 10 days, net 30 days, as advanced by the same manufacturer is met by the application of more rapid turnover. Even in a field like that of automotive jobbers it was found that radio had a more rapid turnover, so much so that some of these jobbers have made radio the big end of their business. In a nutshell, radio moves faster and is paid for by the consumer on a much more rapid basis than the piano is. Just because the piano dealer was accustomed to buy and sell on long time is no reason for applying a different method in radio. Even on the part time payment basis radio's turnover is faster than other merchandise handled by the music store (save, of course, records and sheet music). It would serve no good purpose here to go into the whole subject of turnover affecting other ends of the music merchant's business.
61Discount
633. The discount. Everyone knows that music dealers made money on talking machines at 40 per cent. discount and that there came a time when they did not at 50 off. Other reasons than that of overhead governed. It has been definitely proved that money can be made on radio under existing discounts and where a dealer does not do so the trouble must be looked for elsewhere than in the differential between his prices and the consumer's gross. Moreover, at this stage of radio's development, with the all-electric set to the fore, the cost of handling radio is certainly reduced.
65The Best Dealer
674. As to the type of dealer best qualified to handle radio. That comes down to the question of the individual. In Baltimore, exclusive radio stores are first, department stores second, and musical instrument stores third in volume. I can name places where the music dealers are first, and so on. As to the question of a certain type being "best" this is up to each outlet. It is dangerous, always, to generalize. Particularly, when it is stated that the next best to the exclusive radio store is the electrical store. Volume done does not prove this, on an average.
69Service
715. Service. This is harped on so much with statements like these: "The music dealer does not grasp service" and "the service is too great," etc. etc. Now service is too big a subject to dismiss with a paragraph, I'll admit. But the MUSICAL COURIER EXTRA covered practically every point thoroughly in a recent issue. I shall add these: (1) the inherently electric set will reduce service to a minimum and (2) service is now placed on a business basis, and (3) the radio manufacturer is now, in some cases, providing schools for instruction of the dealer and his serviceman in service and minor adjustments. For the all-electric receiver Splitdorf has established a special school system.
73In conclusion, there is no wonder the piano dealer fought shy of radio some time ago. When the manufacturer bought a lot of parts and assembled them, in certain cases actually fooled the dealers and did a lot of things that are radio history, no wonder the music dealer lost confidence.
75But now I say, the hour for the music dealer has struck. Get in on radio now, those who have not already done so. Plenty of money will be made in the coming years out of this merchandise. With most of the grief already back of the industry this is a mighty good time to get in and cash in on something that will soon be a household necessity.
77A. C. CHENEY PIANO ACTION COMPANY
79Manufacturers of the
80A. C. Cheney Piano Action
81A. C. Cheney Player Piano
82Billings Angle Rail Piano Action
84The complete Piano and Player line of Actions
86Factory, Castleton, N. Y.
88Starck
89GRAND and UPRIGHT PIANOS
90PLAYER and REPRODUCING PIANOS
92Write us for our Attractive Propositions
93P. A. Starck Piano Co.
94Executive Offices: Chicago, Illinois
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