And How to Fix It

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MUSIC INC. BLUES BUSTERS: SUMMER PROMOTIONS TO DRIVE TRAFFIC, SALES PAGE 50

JUNE 2009 I MUSICINCMAG.COM S COTT' What Went S MU S IC I PI A

NO INDU Wrong With The S TRY RECOVERY PL Piano Industry A

N ...And How to Fix It I S UMMER PROMOTION BY GREG BILLINGS {PAGE 36} S JUNE 2009 Project5 5/4/09 4:13 PM Page 1 Project4 5/8/09 1:36 PM Page 1 MI0906_04_Masthead.qxd 5/8/09 2:47 PM Page 4

JUNE 2009 I VOL. 20, NO. 5

PUBLISHER Frank Alkyer EDITOR Zach Phillips ASSOCIATE EDITOR Jenny Domine CONTRIBUTING EDITORS Jason Koransky, Aaron Cohen WEST COAST CORRESPONDENT Sara Farr ADVERTISING SALES MANAGER John Cahill WESTERN ACCOUNT EXECUTIVE Tom Burns CLASSIFIED AD SALES Sue Mahal ART DIRECTOR Andy Williams PRODUCTION ASSOCIATE Ara Tirado CIRCULATION Kelly Grosser BOOKKEEPING Margaret Stevens INTERN Katie Kailus PRESIDENT Kevin Maher OFFICES Ph (630) 941-2030 • Fax (630) 941-3210 e-mail: [email protected] CUSTOMER SERVICE (800) 554-7470 Jack Maher, President 1970-2003

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June 2009

36 I WHAT WENT WRONG WITH THE PIANO INDUSTRY Plummeting unit sales and closing dealerships have become everyday news in the piano market. It took a long time to get into this mess. Greg Billings takes a hard look at what went wrong. 44 I THE PIANO INDUSTRY RECOVERY PLAN A 15-point plan to boost piano sales and piano education for the long-term. 36 50 I SUMMER BLUES BUSTERS Goodbye dog days, hello blue skies. Here are 10 proven promotional ideas to generate store traffic and sales during the slow summer months.

56 I SCHOOL Amro Music’s CJ and Heather MUSIC Averwater HOLDS STRONG The 2009 NASMD convention schooled dealers on how to stay profitable in the tough economy. In this report, Music Inc. passes on the wisdom.

61 I PIANOS & KEYBOARDS 12 I PROFILE 24 I ASK ALAN X 66 I GUITARS, AMPS & ACCESSORIES Scott’s Music consolidates for better traffic X Friedman explores the perils of bankruptcy 68 I AUDIO & RECORDING 14 I NEWS 26 I THE LESSON ROOM X GC opens music lessons studio X Gamber calls for a new way to teach piano 70 I DRUMS & PERCUSSION X Trent launches Drum Oasis 28 I THE INDEPENDENT RETAILER 72 I BAND & ORCHESTRA X Eschliman looks at innovative technologies 74 I PRINT & MULTIMEDIA 30 I THE CUSTOMER CONNECTION 76 I DJ & LIGHTING X 16 I PROFILE Ravi on personalizing the Web X 32 I MY TURN ASK THE Mackie celebrates two decades X Perry discusses music research as a sales tool RETAILER 17 I NEWS 82 I ASK THE RETAILER X Musikmesse attendance up slightly 34 I STREETWISE SELLING X Piano dealerships adapt to the recession X Hal Leonard debuts Order Referral Program X Smith on avoiding 10 common sales mistakes

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PERSPECTIVE I BY ZACH PHILLIPS WHAT WENT WRONG WITH PIANOS? ou might have noticed that this issue of Music Inc.’s on the slim side. We’d prefer it to be thicker, but in a way, it’s Y fitting. This is our annual piano issue. And here, folks, is the state of the piano industry — as reflected in our modest page count. Over the past few years, we’ve watched many of our piano retail friends go from four stores to two, two stores to one, one store to none. We’ve seen great dealerships forced to slash half their staff just to stay in business. It’s easy to blame the recession and housing slump for these woes, except the piano market was in decline long before last September’s Fannie Mae/Freddie Mac debacle. Even during better times, we started hearing from dealers saying their steadfast piano promotions weren’t working anymore. Something fundamental had changed. Greg Billings, piano retail veteran and author of Music Inc.’s popular “The Customer Whisperer” series, may have answers. He has written this month’s cover story, “What Went Wrong With the Piano Industry,” and the follow-up, “The Piano Industry Recovery Plan.” (The story begins on page 36.) In the article, Billings suggests that the piano industry’s current problems stem from deeper symptoms than the recession, chief among them being a lack of piano instruction in elementary schools. The article is bold, plain-spoken and guaranteed to set the stage for future debate. It’s one of the most important stories ever published in this magazine. You may not agree with Billings’ outlook 100 percent of the time, but you will be bowled over by the sheer scope of his assessment. He also delivers a convincing action plan that the industry can use right now. In other words, it’s exactly the shot in the arm that the piano industry needs. And despite the doom and gloom, I’m hopeful. In early May, I spoke with Skip Daynes, owner of Daynes Music in Midvale, Utah. He’d just come off the best day in his company’s 150-year history in piano retailing, bringing in $300,000 in sales. Not surprisingly, Daynes has been taking advantage of the ideas Billings poses in “The Piano Industry Recovery Plan” for years — getting pianos into schools, connecting with influential community leaders and promoting the piano as a fun activity. He’s currently excited about the potential of QRS’s new PNOscan technology in showing students and consumers how easy it is to play piano. “We show people that they can play,” Daynes said. “Tomorrow, we are doing a promotion for the Utah Arts Council. We’re promoting PNOscan on a vertical piano. We will have a player come and play and make this piano sound like a whole orchestra [with PNOscan]. When people get through with dinner, they’re going to say, ‘You got all that sound from this piano?’ And we’re going to say, ‘Yes. Do you want to play it?’ It’s about creating the desire to buy something.” MI

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This investment in the PMC b THE FACTS ABOUT has touched every facet of the percussion industry through our programs. Creating CALLING SERVICES 100,000 new percussionists is a self-made benchmark we all work towards, which benefits To Call or Not to Call? the entire industry. Thank you ny chance you could further elaborate on how companies for providing your readers this Athat are using automated dialing services are dealing with insight about our goals and a state’s Do Not Call list (“Investing in Tomorrow,” March/ achievements. April 2009)? Thanks and keep up the great work. Your printed recognition of Cayle Yonce Instrumental Influence/i3 Audio Visual our Roots of Rhythm, Sedalia, Mo. Percussion in the Schools and PlayDrums Lesson Lab pro- PM Music Phones THE FTC’S LAST CALL grams and positioning for the • Because of limitations in the jurisdiction of the Federal Trade Commission in the Answer and Federal Communications Commission, calls from or on behalf of future will help bring our mes- s I understand it, the political organizations, charities and telephone surveyors would still be sage to many audiences in the A no-call laws are for permitted, as would calls from companies with which you have an vast music products industry cold calls or purchased lists. existing business relationship. we have not been able to reach Companies doing business • By purchasing something from the company, you established a business rela- and inform in the past. with particular consumers tionship with the company. As a result, even if you put your number on the The Percussion Marketing National Do Not Call Registry, that company may call you for up to 18 months are not regulated against after your last purchase or delivery from it, or your last payment to it, unless Council looks forward to pro- calling their own cus- you ask the company to not call again. If that company subsequently calls viding your outstanding pub- tomers. We only use you again, it may be subject to a fine of up to $11,000. lication continued success Voiceshot [automated call- Source: The National Do Not Call Registry at ftc.gov stories about our accomplish- ing service] with PM Music ments, collaborations with Center customers. NAMM and opportunities Although we primarily created for music merchants. use Voiceshot for rental- Thank you for this great PMC late-pay calls, we have also used it for promoting sales and coverage. Karl Dustman events. In fact, we just sent a Voiceshot to nearly 1,500 brass Executive Committee renters about an in-store Bach day. I didn’t restrict the pace The Percussion Marketing Council of calls, as I do with our late-pay calls, and the system made all 1,500 calls in 10 minutes. Isn’t technology amazing? Correction Michael Schaner PM Music Center We listed PureSound incor- Aurora, Ill. rectly in The Source (May 2009). As an affiliate of D’Addario, the correct address is: Farmingdale, N.Y. 11735. The phone number Praises From the PMC the organization is very Music Inc. certainly brought is 631-439-3300, and the fax lease accept our thanks encouraging to the percussion the PMC into full focus. number is 631-439-3333. Music P for the marvelous article industry, as it portrays our At the same time, we are Inc. regrets the error. on the Percussion Marketing members’ beliefs and commit- indebted to NAMM and the Council (PMC) that appeared ments to building and creating NAMM Foundation for their EDITOR’S NOTE: MUSIC INC. in the February 2009 issue a future for all percussion original and ongoing support ENCOURAGES LETTERS AND (“Want More Drummers?”). products. While the members in helping the PMC achieve RESPONSES TO ITS STORIES. The coverage of the organiza- enjoy reading about the visi- these goals. Their continuous E-MAIL LETTERS TO tion and its Roots of Rhythm, bility and success of the pro- support and guidance began Percussion in the Schools and grams, there is a huge retailer in 1996 and has since con- [email protected]; OR Play Drums programs is very base that is not aware of the tributed funds meant to create WRITE TO 102 N. HAVEN RD. much appreciated. PMC’s efforts to grow the mar- more percussion players ELMHURST, IL, 60126; 630-941-2030; The success and growth of ket. This editorial coverage in through the PMC programs. FAX: 630-941-3210.

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Inside RETAIL > Guitar Center Opens music lessons facility PAGE 14 > West Music Holds music therapy workshop PAGE 14 > Todd Trent’s Drum Oasis Celebrates grand opening PAGE 15 > Clinics & Appearances Alvas Music, Sweetwater and more PAGE 15

SCOTT’S MUSIC I BY JEFF CAGLE SURVIVING IN PIANOS ast year, Steve Thomas learned his prime, center-court mall location would be given away L to a tenant willing to pay more in rent. Thomas, president and owner of Scott’s Music in Grand Forks, N.D., could’ve panicked given the state of the economy. Instead, he decided to sign another 10- year lease at the mall — and take on an additional 1,300 square feet of space. “We could have just moved our whole facility to our downtown location, which we own,” said Thomas, referring to the company’s second store. “Being based in North Dakota, where weather is such a factor, we need to be where the people are. I knew if we went downtown, the traffic would- n’t be there. Scott’s Music’s “We were teaching 250 stu- Steve Thomas dents private lessons [at the downtown store]. With our dios, a conservatory room for people, they begin to ask for violins and education down- grand pianos and a humidity- those instruments,” Thomas town and our pianos in the Scott’s Music controlled string vault for stor- said. “And [if] you don’t carry mall, we thought this was an ing the company’s high-end them in your store, you’re driv- opportunity to bring every- consolidates, violins and guitars. ing people to your competition. thing under one roof, and we diversifies to We were teaching people violin could finally see those families ADDING ORCHESTRA, COMBO lessons and then sending them that come through our store boost retail raditionally a piano dealer, down the street to the com- for lessons that we never see traffic T Scott’s Music got into pany that sold violins. It was a [at the mall].” string and guitar sales earlier logical progression [to add The larger, consolidated currently being rented to a this decade after opening an strings and guitars].” mall spot opened on Feb. 2. church.) It offers a larger retail education facility in 1997. Thomas admitted that his (The downtown building is area, six sizeable lesson stu- “If you’re going to teach guitar and stringed instrument MI0906_12_13_ScottsMusic.qxd 5/7/09 5:45 PM Page 13

operation won’t appeal to the $60 a month.’ We’re getting out boutique shopper looking for a and providing a lower entry $50,000 viola, but he’s com- point for consumers to be able fortable with a limited offer- to consider getting in.” ing of all ranges. Finally, Thomas said he has “We’ve let the customers gone back to what he instinc- have all the say in the music tively knows works, which is industry,” he said. “We bend to them. I’m all for having the customer get what they want, but in the end, for those of us ‘We have taken music stores who are going to the grand survive, we’re going to have to provide great service but limit pianos out of the things we provide. We the front, and carry a good entry-level violin, a good mid-range violin and a we’ve put in a good high-end violin, but I’m $1,595 not going to have 35 different samples of each one. [Dealers Clavinova.’ are] going to have to have some — Steve Thomas, sort of say in the matter.” Scott’s Music COMBATTING RECESSION getting out to the community n the wake of the economic and spreading the word about Idownturn, Thomas has put the value of music making. effort into developing his instru- “I go and press palms, and I ment rental program rather go and do outside promotions than relying strictly on sales. — not selling opportunities as “When credit is tough, you much as getting out at a home don’t talk about low payment show and shaking hands with plans, you talk about low-cost people and talking with them rental programs,” he said. “In instead of waiting for them to every ad we talk about low- come to me,” he said. “Some price rental programs, and we will say it’s the recession that’s talk about the low cost of edu- killing the piano industry. It’s cation so that we can get peo- not; it’s a lack of interest. In ple interested in music making. the last recession, the music If they become interested, they industry didn’t thrive, but it will spend the money.” survived because people could- He has also re-examined n’t afford to go out but turned people’s perception of his inward toward their families store and reorganized mer- and did family-oriented activi- chandise accordingly. ties. Today family-oriented “If the first thing customers activities are Nintendo Wii, see is a piano that’s $5,000 in a not standing around the piano recessionary period, they’re and singing. going to smile and immediately “This industry has so much say, ‘Not a chance,’” he said. value. Music is something that “We have taken the grand brings people spiritually, physi- pianos out of the front, and cally and emotionally to a we’ve put in a $1,595 Clavinova, higher level of life. The product then a $2,195, then a $2,795 that we’re selling has unbeliev- and then an entry-level piano at able value, and we really have $2,995. [Customers] can walk to believe that and start to sing in and see these and say, ‘Well, the praises of what music does that’s maybe doable. I can afford for people.” MI

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Music therapists listen to a presenta- BANKRUPTCY tion at the ‘Empowerment Workshop’ Stockdale Closes Stockdale Music of Bakersfield, Calif., filed for Chapter 7 bankruptcy on March 27. At press time, the store still had some customers’ instruments and equipment in its building. According to Stockdale’s MySpace page, the trustee plans to return all of the gear to its owners.

Wayne Barry (left) and Quinlan & Fabish’s George WEST MUSIC I EVENT Quinlan Jr.

EDUCATION Barry Gets Grant MUSIC, HEALING George Quinlan Jr. — president of Quinlan & Fabish in Burr Ridge, Ill., and a NAMM board member — pre- MEET AT WEST sented a grant check on behalf of the NAMM Foundation to drama wenty-four music therapists gath- It focused on running an effective teacher Wayne Barry this past Tered at West Music’s Coralville, contractual business and covered March. The grant is aimed to help Iowa, location in late February for expanding music therapy services; students at Barry’s school, Troy the “Empowerment Workshop.” working with hospice and geriatric Middle School in Plainfield, Ill., pro- duce an adapted stage version of Sponsored by the Iowa Chapter of patients and developmentally dis- “High School Musical.” The initiative, Music Therapy, the day-long event abled adults; establishing key cen- “Disney’s High School Musical: The attracted therapists from Iowa, ters of influence; and recreational Music In You Grant Program,” is a Illinois, Nebraska and Missouri. music therapy. An afternoon round- collaboration between the NAMM Foundation and the Disney Channel. West Music’s 11 board-certified table discussion let therapists share music therapists and a music ther- their knowledge from running their APPOINTMENT apy intern conducted the workshop. own businesses. Land at Alta Loma Alta Loma Music of Rancho Cucamonga, Calif., recently added jazz pianist Harold Land Jr. to its GUITAR CENTER I EDUCATION teaching staff. The company is charging $78 a month for lessons with Land. GC OFFERS MUSIC LESSONS uitar Center has entered the music lessons PROMOTION Gbusiness with GC Studios, a lessons facility Ritmüller Gets Nod and practice space for bands in Woodland Hills, GC rolls out its R. Kassman of Berkeley, Calif., Calif. The company hosted a grand opening for hosted members of the Bay Area the facility on April 16. first entry into Piano Technicians Guild on Jan. 30 GC Studios offers lessons in guitar, bass, music instruction to teach them about the Ritmüller drums, keyboard, vocals and Pro Tools. It also piano line. The session, conducted features ChopShop, a program designed to help with GC Studios by piano designer Lothar Thomma, people learn how to form and be in bands. The featured a question-and-answer facility has a 21-foot stage for regular workshops and clinics, as well as jam period for nearly an hour. Afterwards, nights. Lesson studios range from 350 to 550 square feet and are acoustically attendees had a dinner with live treated by Auralex. piano music. According to GC Studios’ Web site, its curriculum was co-created with music publisher Hal Leonard. {gcstudios.com}

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TODD TRENT’S DRUM OASIS I OPENING CLINICS&APPEARANCES

Trent Unveils Drum Oasis Alvas Music in San Pedro, Calif., ntario Music in Ontario, Calif., recently con- hosted an all-day charity benefit perform- Overted its drum department into an all-out, ance with guitarist Carl Verheyen on April 25. It was co-spon- full-service drum specialty shop. The brainchild Carl of drum industry veteran and Ontario Music sored by Vox. Verheyen President Todd Trent, the new operation has been Verheyen offered a named Todd Trent’s Drum Oasis. It features all clinic and live show, the major lines, knowledgeable staff and a range and Vox reps were on hand to demo of services, including rentals, instruction, repairs the company’s and restoration. A grand-opening celebration for Todd Trent (second from right) products. the shop was held in March. In related news, Vox also hosted JamVox Trent served in various capacities at Ludwig with drummers (from left) Frankie Banali, Jon ‘Bermuda’ Nights in late April and early May at several Drum from 1983 until 2008, at which point he Schwartz and Corey Miller U.S. music dealers. These free “guitaraoke” returned to Ontario Music, where he began his events let guitarists try out the JamVox gui- career in the music industry in 1979. So we’re really starting to push it.” tar entertainment/training system. “We’ve really expanded the drum depart- The grand opening featured a sale, cymbal Saxophonist Jeff ment,” Trent said. “We’ve doubled its size. It polishing service and drum clinic with Frankie Coffin stopped by rivals any normal-size chain store’s department. Banali of Quiet Riot. Cascio Interstate Music in New Berlin, Wis., for a live performance clinic. He played for hundreds of Jeff A Boys & Girls Coffin onlookers on Cascio’s Club of Palm Main Stage. The event Beach County was held on Feb. 14 and co-sponsored by Yamaha. Guitar Center held clinics with guitar amp designer Reinhold Bogner at its New York and Hollywood, Calif., locations on April 16 and April 23, respectively. The events were sponsored by Line 6 and held as part of GC’s educational series, Guitar Center Sessions. Hudson Music teamed up with drummer Tommy Igoe to present the Groove Essentials Clinic Tour in April. The tour stopped by six North American music product retailers, including Hauer Music, Drums2go, Just Drums, Campbells Morell Music, Sam Ash Music and Long Island Drum Center. Jackson launched its Jackson Bloodline Tour on April 23 at Leitz Music in Fort Walton Beach, Fla. The tour, which runs through late June, will hit more than 10 music retailers nationwide. It features “Metal Master Classes” with Chris Cannella, Jackson’s product manager and artist relations rep. To celebrate its 85th anniversary, Sam KRETZER PIANO I OUTREACH Ash Music is hosting a series of celebrity appearances at multiple locations. Co-hosted by Gibson and Epiphone, these events run Kretzer Saves the Music through May 29. One was a special guest retzer Piano of West Palm Beach, Fla., launched a musical appearance by Les Paul himself at Sam Ash’s Kinstrument drive for the Boys & Girls Clubs of Palm Beach Paramus, N.J., location on April 28. It cele- County in late March. brated the 50th anniversary of the Gibson Les The company collected gently used keyboards, pianos, violins, Paul guitar model. Adrian drums, flutes, trombones, clarinets and guitars. The drive ran Guitarist Adrian Belew through May. Belew debuted his Kretzer is also offering music lessons to kids at the Boys & Girls Parker Adrian Belew Clubs. The drive aims to give kids instruments to use for practice. Signature model guitar “Playing an instrument, studies show, provides academic, self- at Sweetwater in Fort confidence and even wellness benefits,” said Kathi Kretzer, presi- Wayne, Ind. He offered a dent of Kretzer Piano. “We developed this program, in conjunction special presentation and with our friends at Yamaha Corp. of America, because we want to concert for Sweetwater’s give every child with an interest in playing a musical instrument the sales staff, along with a free public concert at opportunity to do so.” the company’s Performance Theatre.

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Inside SUPPLY > Maryland Passes minimum price ban PAGE 17 > Alfred Publishing Names Bradley as new COO PAGE 18 > Hal Leonard Launches Order Referral Program PAGE 19 > Kaman Music Forms partnership with Babicz PAGE 20

MACKIE I BY JENNY DOMINE RUNNING STRONG

oud Technologies has John Boudreau the box. The company has also had a rough road partnered with the John Lennon lately. First, its supply Education Tour Bus to co-host chain was disrupted clinics and VIP customer tours L last December when at retail locations. one of its contract manufactur- “We’re also investing in our ers ceased operations. Then ‘Musicians’ Stimulus Package’ Loud voluntarily delisted from that includes aggressive manu- the NASDAQ in January and facturer rebates to drive sell- fought off unfounded bank- through,” Boudreau said. ruptcy rumors. However, it remains undeterred and com- CELEBRATING MACKOIDS mitted to its core markets and he Mackie brand prides itself brands, including Mackie, Ton walking the line between which is celebrating its 20th intense professionalism and anniversary this year. This mile- unconventional silliness. That stone, coupled with promotional combination is at the core of its events and new products, has offbeat marketing and customer given Loud and Mackie some loyalty. Mackie fans even have a good news worth celebrating. name: Mackoids. And for the 20th anniversary, Mackie is CELEBRATING RETAILERS shining the spotlight on them. here will be cake and bal- “Independent retailers were “We have some fun stuff “Tloons, for sure,” said John key to building the Mackie Mackie’s 20th planned, like our ‘20 Years Boudreau, MI brand group vice brand and continue to be an Running’ photo/video contest,” president for Mackie. “But we important part of our distribu- anniversary Boudreau said. “We’ve heard plan to celebrate by doing what tion,” Boudreau said. means fun some great stories involving got us here.” Honoring its tradition of Mackoids and their gear, from Mackie got its start in 1989 quality, affordability and sella- promotions, beer-drenched mixers that still when founder Greg Mackie bility, Mackie recently released serious gear perform to a guy in Africa that saw a need for mixers to match the new HD1531 and HD1521 has the world’s largest collection the high-quality, affordable high-definition powered loud- function,” Boudreau said, of Mackie swag.” electronic instruments entering speakers. Mackie has also “And a very simple Web inter- The winning Mackoid will the market. The company’s launched a Web initiative, “Buy face that we call Dealernet receive a pair of new HD series LM-1602 line made the brand It Now,” which will let end- makes it easy for dealers to powered loudspeakers and a synonymous with mixers. users find local dealers through update their storefront and 1604-VLZ3 compact mixer. Customers could walk into a a zip code search at mackie.com. Web site information.” “After all, we wouldn’t be music store, ask for a “Shure “It allows smaller dealers to For the physical store, Mackie here without our devoted gear and a Mackie” and the clerk compete alongside larger ones will offer P.O.P.s that serve as friends,” Boudreau said. “Did I would know what they wanted. through the click-to-buy online silent salesmen directly out of mention there will be cake?” MI

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SHOWS AES Booth Packages In a move to provide exhibitors with a cost-effective exhibit solution at the 127th Audio Engineering Society (AES) convention, AES will offer turnkey booth package options for this year’s exhibit floor. 2009 pricing has also been frozen at 2007 rates. The 127th AES convention will take place from Oct. 9–12 in New York. {aes.org}

CHARITY

MUSIKMESSE I SHOWS Gibson Teams With Oprah The Gibson MESSE STAYS Foundation, the philanthropic division of Gibson THE COURSE Guitar, has he Musikmesse and Prolight and Sound 2009 announced a five- Ttrade fair ran from April 1–4 and showed a 1- year commitment percent increase in the number of visitors, as to work with the music department at compared to last year’s show. the Oprah Winfrey Leadership “This year’s edition of Musikmesse and Academy for Girls in South Africa Prolight and Sound could not have been better, through 2012. The foundation will pro- as shown by the large number of exhibitors — vide instruments and financial support 1,560 at the Musikmesse and 850 at Prolight to the school’s music program. and Sound,” said Detlef Braun, a board of {gibsonfoundation.org} management member for Messe Frankfurt. DISTRIBUTION “Many dealers have told us that the springtime awakening of the musical instrument sector at the Musikmesse will moti- RS Berkeley Adds vate the sector and ensure good business until well into the Meisel, Mozart autumn business season.” {musikmesse.com} Erwin Otto Stringed Instruments, a division of RS Berkeley Musical Instruments in Scotch Plains, N.J., has added Meisel and Mozart stringed instruments to its product lines. LEGAL I PRICING The Meisel 6109 violin and 7294 viola series will remain the same Minimum Pricing Ban instruments Meisel had previously sold. There will be new Mozart mod- ccording to an April 28 Wall els, as well as the Meisel Spitfire AStreet Journal article, Maryland four- and five- string electric violins. has passed a law that prohibits man- {rsberkeley.com} ufacturers from requiring retailers to ONLINE charge minimum prices for their goods. It will take effect on Oct. 1. Auralex Joins Under the new state law, retailers Amazon.com in Maryland will be able to sue man- Auralex Acoustics’ acoustical treat- ufacturers that impose minimum ments are now pricing agreements. The law also cov- available through ers transactions in which Maryland Amazon.com. consumers buy goods on the Internet. “This agreement gives us an avenue The legislation is one of several to further expand recent efforts to bypass the Supreme Auralex’s brand awareness and avail- Court’s 2007 decision that no longer ability throughout the consumer mar- made minimum price agreements ket,” said Dave Paxton, director of automatically illegal under federal was not adopting the Supreme Court operations at Auralex Acoustics. “Auralex is moving closer to becom- antitrust laws. decision,” said state Sen. Brian ing a globally recognized brand.” “We’re making it clear to the Frosh, who introduced the bill. {auralex.com} judges in this state that Maryland {online.wsj.com}

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MUSEUM OF MAKING MUSIC I EXHIBIT Museum Turns ON! n April 24, the Museum of lesser-known electric instruments, OMaking Music opened its exhibit such as banjos, violins, basses, key- PARTNERSHIP “ON! The Beginnings of the Electric boards, amplifiers and effects pedals; Flaxwood Goes Global Sound Generation.” The exhibition and unusual applications of electrifi- IBCT Trading is the new international displays early electrified instruments cation, such as the electric zither. The sales arm of Finland-based Flaxwood from 1900 to 1965, including iconic exhibit will run through March 31, Guitars. IBCT will manage sales and electric and electro-acoustic guitars; 2010. {museumofmakingmusic.org} distribution throughout the world except for North America, which is handled through Flaxwood’s own U.S. subsidiary, Flaxwood USA. IBCT will seek international distribution partners for these instruments. APPOINTMENTS {flaxwood.com}

GRANTS $600K Award to Bradley Named Moogseum The Buncombe County Tourism Alfred’s COO Product Development Authority has awarded a $600,000 grant to The s the new chief operating offi- Bob Moog Foundation for the capital A cer at Alfred Publishing, Bryan costs involved in building the Bradley said he intends to grow Moogseum in Asheville, N.C. The funding will be dispersed when con- the vitality of the organization. struction is expected to begin in “It is a great opportunity,” 2012. {moogfoundation.org} Bradley said. “The music industry is in the middle of massive changes CLINICS across the board, and Alfred is well Fender Shred-ology positioned to be at the forefront. Fender and Squire signature guitarist Bryan Bradley John 5 hit the road for a 14-date I’m excited to be a part of it.” series of in-store shred-ology clinics in May. An official Fender University fac- American Music & Sound has St. Louis Music has named Jim ulty member, John 5 demon- appointed Ralph Goldheim as its Eaton vice strated his techniques, broke national sales manager for Focusrite president of down his signature gear, and Novation products in the United Knilling and engaged in States. orchestral audience Q&A D’Addario has promoted David sales, Devin sessions, autographed Via to vice president of sales and Pelton as posters and performed songs marketing. vice presi- from his 2008 solo album, >>> Jim Eaton (left) Former Guitar Center CEO Larry dent of and Rich Dumstorff Requiem. {fender.com} Thomas has joined the Fender board Blessing and of directors and will head The Fender educational sales, and Rich Dumstorff PROMOTION Music Foundation. as vice president of combo product Roland Connects Hanser and inside sales. to Free Download Music Group Wyman Piano The FG Connects project is now has named has available on the Roland U.S. Web Steve appointed site. This free download provides Dachroeden as Lowell new content for Roland’s Fantom-G artist relations Simpson and owners. It includes new rhythm pat- director for all Doug Thiel as >>> Steve Dachroeden of the com- regional sales terns, rhythm kits, chord memories >>> Lowell Simpson and edits of popular arpeggio pany’s brands. managers. Lab.gruppen Yamaha phrases. has named Ulf Corp. of America “The FG Connects download Larson as its new CEO, effective July 1. ’s Keyboard Rodgers Instruments gives Fantom-G owners more tools has Division has appointed Mark Barrett to express their creativity,” said appointed Rick Anderson as sales and Moses Levy as district sales man- Product Marketing Manager Vince manager, Roy Hanson as product sup- agers. It has also named David Pocock Laduca. {rolandus.com} port manager and Jennifer Brandlon as its new academic and institutional as marketing services manager. sales representative.

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HAL LEONARD I E-TAIL Hal Goes Shopping With Order Referral Program al Leonard has unveiled the Two programs are available any dealer with a physical store Leonard premium new-issue HOrder Referral Program, to accommodate both tradi- and a valid e-mail address ful- categories to qualify. The Full which lets customers browse tional and e-commerce deal- fill orders from the Hal Leonard Line Internet Provider (FLIP) and buy more than 100,000- ers. The Preferred Retailer Web site. Retailers must sub- program is designed for online plus publications online. Ordering (PRO) program lets scribe to at least two Hal retailers. {halleonard.com}

Orange’s Cliff Cooper (left) and Damon Waller

ORANGE, G7TH I AWARDS ROYAL RECOGNITION range Music Electronic has been Oawarded, for the second time in three years, the Queens Award for Enterprise: International Trade. This honor was approved by England’s Queen Elizabeth II after the country’s prime minister recommended Orange. The company has doubled its export earnings over three years and sells nearly 80 percent of its products to more than 50 countries.

CROWNED CAPOS U.K. capo company G7th was also honored with the 2009 Queens Award for Enterprise: International Trade. G7th’s exports have doubled over two years, and 85 percent of G7th’s production is now exported to 30 countries. Its sales are pro- jected to increase by 30 percent this year despite the economic downturn. {orangeamps.com; g7th.com}

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From left: Kaman’s Roger Hart, Babicz’s Jeff Babicz, KAMAN MUSIC I PARTNERSHIP Kaman’s Paul Damiano and Babicz’s Jeff Carano FULL CONTACT DISTRIBUTION aman Music has formed an agreement to serve as the Kexclusive distributor to North America and Latin America for the new Full Contact Hardware by Babicz Design. Full Contact is a bridge saddle system for solid body electric guitars and basses. The patent-pending technology will also be available for license for aftermarket and OEM products. {kamanmusic.com} TRIBUTE Thank you for your contributions to the music industry. You will be missed.

k Dennis Harburn Dennis Harburn, the managing director of Shure U.K. distribution, recently passed away. He was 59. Harburn joined Shure, now located in Niles, Ill., in 1972. He rose through the ranks, serving as assistant sales manager, sales manager and sales director before being named managing director in 2000. “His professionalism and his person- ality will be missed by all of us,” said Markus Winkler, managing director of Shure’s Europe, Middle East and Africa business unit. Harburn is survived by his wife, Nicky, and their three children. k Harry Bensen Harry Benson, former president of William Lewis and Sons Violin, passed away on April 9. He was 98. Benson began working with the company in 1926 when he was a 15 years old. Over the years, he worked his way to becoming president and played a key role in the company’s merger with Chicago Musical Instruments. He is survived by his wife of 74 years, Wilma. k Edmond Bauthier Edmond Bauthier, vice president of international sales for Pro-Mark and Aquarian, passed away on Feb. 4. Bauthier was a 25-year veteran of the music industry. This included four years as the president of Italian cymbal-maker Tosco. In 1985, he joined Sabian as its vice president of sales. He held this position until 1997.

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YAMAHA I VENUES WEBNEWS Yamaha at the Blue Note he original Blue Note Jazz Club fill the venue’s need,” said Chris Interactive T in New York City has selected a Gero, vice president of Yamaha artist 7-foot, 6-inch Yamaha Concert affairs. “We consider it an honor Collection grand as its official piano. that they chose Yamaha as their offi- Sites “I’m thrilled we were able to ful- cial house piano.” {yamaha.com} Five supplier Web sites with new sights, sounds and community- based content

{shermusic.com} Sher Music’s Web site now offers a series of playlists containing 200 contemporary jazz tunes that customers can listen to for free. New playlists will be added every month or two.

{facebook.com} Jupiter Band Instruments’ brands are now on Facebook. Brand pages for Azumi Flutes, Jupiter XO, Jupiter Quantum Marching Brass, Majestic and Mapex Percussion include artist videos, product information and events. Facebook groups for Jupiter woodwinds and brass and the Quantum Field and Marching Percussion brand are also active on the site.

{emgpickups.com} EMG’s new, streamlined Web site is more interactive with EMG TV. It will air live performances, technical tips and tricks.

{apps.facebook.com/harmonize} Yamaha Corp. of America, Band & Orchestral Division, has launched Harmonize, a new Facebook application that gives subscribers the ability to connect with other instrumentalists worldwide.

{lifewayworship.com} A resource for houses of worship, Life Way’s new SongMap lets users choose specific sections of songs in the keys they prefer and download sheet music and audio files that correspond to the custom arrangement.

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>>> Inside IDEAS > Lesson Room Page 26 > Indie Retail Page 28 > Customer Connection Page 30 > My Turn Page 32 > Streetwise Page 34

ASK ALAN I BY ALAN FRIEDMAN BANKRUPTCY IS RARELY THE ANSWER ere’s the blatantly will turn around. when the Internal Revenue obvious: The U.S. So what can we do now? Service or another taxing economy is strug- Even if we’re able to reinvent authority padlocks the door? gling, and in 2008, ourselves over the next year, we Should you tell vendors what’s H U.S. retailers had probably need more capital, really going on with your cash their worst holiday season in 35 bank loans and/or supplier flow and inability to pay them? years. The Federal Government credit to get through the dark Will they stop shipping to you? has reported that we’ve been in days ahead. These factors are The problem with worrying a recession since December causing many small business about all of these issues is that 2007. No kidding. owners to freak out and jump to it’s taking away time you could But everything is relative. I the conclusion that filing for be spending on saving your don’t think we’re entering bankruptcy is their only answer. company. It’s a vicious cycle — another Great Depression, as This is misguided. I want to the worrying stops you from there are governmental sys- offer three things to consider being productive, which causes tems and financial tools to pre- before resorting to declaring more things to worry about. vent that. President Obama is bankruptcy — potentially the This, in turn, causes your busi- attempting to improve our ward spiral in the short-term. biggest mistake you could make. ness to decline further, which monetary and fiscal policies by There will be more retail store Fact: Stress and worry causes even more worry and bringing back the financial closings, more layoffs and prob- don’t make anything better, less action. So stop worrying! leaders who helped get us out ably increased litigation due to only worse. If you’re like Fact: Bankruptcy lawyers of the recession in the early loan defaults, fraudulent finan- most small business owners, have some answers but not ’90s. And the Federal Reserve cial statements and bad invest- you’re worried about running all of them. I once heard a has helped small- and medium- ment advice. These troubles, out of money to pay your client in Texas call bankruptcy sized businesses by aggres- coupled with people buying less employees on time. So you lawyers “buzzards in three- sively lowering the Fed Funds or not buying at all, could keep start thinking about solutions, piece suits.” Of the companies Rate over the past year and a our economy down for at least and when answers don’t come that file for Chapter 11 bank- half. Frankly, these measures another year. But as with all easily, you start asking yourself ruptcy, only one in 10 survives needed to be taken, given the bad economies that force out a million questions. the process, and the one lucky financial failure of several the weak, those who can hold Is bankruptcy the right company survives because it major lending institutions and on by improving their business answer? Is your attorney has a ton of cash. the stock market’s drop. operations and modifying or and/or accountant giving the But as you might guess, But the rate cuts and even overhauling their business right advice? Should you pay most companies that file for bailouts, in my opinion, won’t models will flourish when our payroll taxes before paying Chapter 11 don’t have much be enough to stop the down- economy turns around. And it bank loans? What happens cash, and what little they have

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usually gets spent on attorney bankruptcy. The moral of this You can imagine all the you. They often need your busi- fees. With little cash, the busi- story: Filing Chapter 11 is sel- problems for which you don’t ness to survive, too. ness owner becomes tired of dom the best choice. have answers. Unfortunately, Stop worrying about things fighting creditors every day. Fact: Innocent mistakes when you decide wrong, you beyond your control. Don’t Within the next few months, often kill troubled compa- could get yourself in worse immediately jump to the bank- the company runs out of cash nies. You’re probably not an trouble and, ultimately, have to ruptcy option when times get completely. The creditors’ attor- expert in crisis management, so shut your doors and pay credi- tough. Start seeking help for ney, who the bankrupt com- you’re certain to make honest tors out of your own pocket. financial matters beyond your pany also has to pay for, then but ultimately dumb mistakes Now, you need to know who knowledge and experience. As files a motion to convert the while trying to bring your busi- to call before the wolves start my dad used to tell me, “What Chapter 11 into a Chapter 7 liq- ness above water. Do you know knocking at your door. Do call we all want in life is to be uidation bankruptcy. The judge what to do, for instance, when your corporate lawyer, your happy. Happiness comes from has no choice but to order the a sheriff seizes office equipment accountant, your banker and, good judgment. Good judgment company’s liquidation, as it has or vehicles you’re leasing? The yes, the credit managers of your comes from experience, and no cash in the bank. bank calls your loan? You can’t largest suppliers for their advice experience comes from making But that’s not all. Most make the rent payment? The and help. While it’s always bet- mistakes.” My addendum to my small business owners have IRS padlocks your door? You’re ter to contact these people father’s advice: While you’re personally guaranteed some of out of cash after depositing a before you’re in the thick of a learning from the mistakes the corporate debts, such as big customer check? A creditor cash-flow crisis, don’t stick you’re bound to make, at least bank loans and vendor credit is asking you to make good on your head in the sand, even if try not to make big ones. MI lines. So, angry bankers, credi- your personal guarantee? Your you’re in over your head. Alan Friedman, CPA, provides accounting and tors and investors sue the busi- primary vendor won’t ship you (That’s the worst thing you can financial services to music industry clients. He is a frequent speaker at NAMM U. seminars ness owner until he or she has any more product and is now do.) You’d be surprised how and can be reached at 860-677-9191 or no choice but to file personal suing you for payment? much these people want to help [email protected]. Visit his Web site at fkco.com.

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THE LESSON ROOM I BY PETE GAMBER Where’s ‘Piano Hero?’

uitar Hero and Rock Band video games have had a monumen- The traditional books won’t cut tal influence on our culture’s awareness of playing guitar and it. Check out the Hal Leonard drums. Why not apply this to pianos and keyboards? “Living FastTrack series. These books On A Prayer,” “Smoke On The Water” and “Won’t Get Fooled get students playing with a CD GAgain” have keyboard parts, so what’s the problem? and use classic rock songs. At Vans Warped Tour 2007, I spoke with kids who quit playing piano because they said it was boring, even after four years of lessons. I asked HOW TO MARKET ‘PIANO HERO’ them if they wanted to learn to play like the pro keyboardists here can we market this on stage. “Hell, yeah!” they said. Wconcept? Junior high Over the years, we’ve changed the way we teach guitar and high school piano classes but not the way we teach piano. Guitar methods now come are a good place to start. One with play-along CDs; feature famous rock songs; and show of your teachers could offer a chords, notes and tablature. However, most of us teach piano weekly how-to clinic to a class. the way my 90-year-old mom learned it with method, theory The school’s piano teacher is and scale books. I recently visited a high school keyboard lab probably a band or choir direc- and watched the World War II teaching approach keep boring tor who got stuck teaching piano lessons alive and well. The kids hated the class. piano and might welcome the outside resource. Help school THE RIGHT METHOD FOR THE RIGHT STUDENT teachers by introducing fun he traditional method still works for the beginning elemen- materials they may not have Ttary school kid, but what about the Guitar Hero-playing age known existed. Show students group? And what about the adult who wants to play for fun? that piano is fun, and pick up At the recent National Association of School Music some new lesson sign-ups Dealers convention in Tucson, Ariz., a guitarist friend of along the way. mine asked about taking piano lessons for fun but wasn’t inter- THE RIGHT AND WRONG LESSONS ested in taking “traditional” les- know arguments about the Want more piano players? sons. I was stumped. We can I right and wrong way to teach teach people how to play guitar will surface with a Piano Hero Start teaching piano the for fun but not piano? Doesn’t teaching method. So, how do I way we teach the guitar every method start with five fin- know this will work? In 1964, gers and the five white notes? So I wanted to play piano in a what difference does the musical rock band. Luckily, I ran into content make? Why can’t we a jazz organ player who gave teach piano and keyboards the same way we teach guitar? me lessons the wrong way. I played keyboards all through THE RIGHT STAFF, BOOKS college to pay for my trumpet he Piano Hero video game concept can breathe new life into your music degree. I also see in my own T lesson program and create new music makers. But you need to get stu- teaching how wrong can often dents up and running fast. Do you have teachers with traditional training be right. MI who play keyboards in bands or worship groups? These teachers are your best bet. A staff of classical pianists probably won’t buy this concept. You Pete Gamber is the owner of Alta Loma Music in Rancho Cucamonga, Calif. need teachers who can teach both sides of the street. He welcomes questions and comments at You also need to have a method book for this alternative piano student. [email protected].

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INDEPENDENT RETAIL I BY TED ESCHLIMAN Innovations With Impact

BS’s “Nightly Business Report” recently published an intriguing now seems to undermine our list, “The Top 30 Innovations.” It went through 30 technological role in the supply chain. developments that changed our lives and businesses since the Manufacturer Web sites, list- program’s 1979 premier. Since I’ve been in music retail for 29 of serves, and domestic and inter- P those 30 years, I wanted to offer a condensed list of the top five national access to competitive innovations that have affected music retail, particularly independent retail. storefronts threaten to subvert Toll-free telephone numbers. You might recall the days prior to 1980 our mission of bringing goods when calling Grandma on her birthday cost a morning’s salary. It was a con- to customers. The trade off: siderable disincentive for interstate commerce. So when 800 num- We have new ways and meth- bers became widespread, calling around to price shop took on a ods to “reach out and touch” much broader dimension. I recall being a college student and hear- customers with e-blasts, cyber- ing discussions around campus about new places to call (for free) advertising and video demos, to get “warehouse pricing” on a professional model trombone. all at unprecedented low FedEx and UPS shipping efficiencies. Effective shipping advertising costs. exploded in the ’80s with the competitive energies of UPS, RPS and These developments might FedEx for relatively inexpensive, immediate goods transportation. be misconstrued as a menace to You no longer had to wait for the Pony Express (or the U.S. Postal businesses, but smarter dealers Service) to ship product. We used these services routinely as retail- have exploited these advances ers, but their widespread use among consumers also diluted our rather than let themselves be role as middlemen. Last month, a mandolin builder in Idaho sent victimized by them. Toll-free me an instrument from his bench on Thursday at noon. It got to numbers let us market to other my shipping room in Nebraska before 10:00 the next morning — at ends of the state, not to mention a nominal percentage of the mandolin’s purchase price. across the nation. The shipping Specialty music print publications. We take for granted the industry has made it possible to gamut of consumer music periodi- redraw local trade boundaries. cals, but I recall when Modern Specialty print creates an edu- Drummer and Guitar Player were cated (and preconditioned) cus- The five most influential more niche than mainstream. The tomer, meaning less selling and explosion of print technologies, more providing. Computerized innovations to affect mass distribution and specialty inventory offers the opportu- music retail in the last interest (Celtic String Musician, nity to be more business-like, anyone?) has taken the exchange virtually eliminating inventory 30 years of niche information once monop- holes. The Internet has freed us olized by the local music dealer to from exploitative Yellow Pages the masses. Even prior to the advertising and mainstream cyber highway, customers had media costs. Change can be a become equipped with full-color pictures and the latest manufacturer news. good thing. MI Bar coding (computerized inventory). In the retail industry, handwrit- Got an addition to the list? E-mail ten tickets are tantamount to keeping the day’s cash deposits in old socks. [email protected] or the Music Inc. The Stone Ages are behind us — except when the power goes out. We are editors at [email protected]. now fated to keep our inventories and daily accounting computerized. Auto- replenish reports are standard and affordable. Never before has keeping Ted Eschliman is a 29-year veteran of music retail and co-owner of Dietze Music in inventory tight and restocking “just in time” been more effective. Southeast Nebraska. Mel Bay published his The Internet. (Duh.) Consumers’ opportunity to acquire information book, Getting Into Jazz Mandolin.

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THE CUSTOMER CONNECTION I BY RAVI Virtual Networking

ummer can be tough in any economy, but this one might just be BEYOND BUSINESS the pits. A cyber presence can help pick up slack when floor traf- he most functional social fic drops off. A store’s Web site is its home base online, but social Tnetworks stretch into com- networks can be more effective and certainly cheaper than a mon interests. I discovered the SYellow Pages or local newspaper ad. Major networks, such as value of this five years ago Facebook, MySpace and Twitter, enable you to hit the cyber streets and pal when I couldn’t conduct busi- around with existing customers and “friends.” However, you can also pro- ness as usual. My mother was vide a virtual in-store experience by creating your own social network. ill, and I spent months in the Consumers are scaling back and reluctant to burn gaso- hospital coordinating her care line to shop brick-and-mortar, but your customers and their instead of touring. My career friends can still “hang out” in your store. A store-branded came to a standstill, and my social network enables them to do product and service recon- sizable e-mail list became stag- naissance under your roof. They can share opinions on nant. I started sending out e- inventory, teachers and policies. Sound dangerous? Only if mails bimonthly about the lack you’re not doing your job. Nothing is more valuable than cus- of social conscience in corpo- tomers endorsing your products and services. Not to mention rate America. (I guess health- a social network gives you the ability to track their opinions. care and society in general were getting to me!) I encour- GETTING NETWORKED aged recipients to respond by e- ing (ning.com) makes it easy to create social networks mail and posted their responses Nfor free. It takes time to organize one intelligently, so online at cultureofintegrity.org. first explore others to understand the tools and potential Interestingly, I heard from uses. For example, Graph Tech has built a comprehensive list members who hadn’t been social network specifically for artists. Official endorsers and responsive before. Web traffic players of all levels can discuss and sales increased, and most guitar products at graphtech.me. important, I stayed relevant to ‘Think of your Web Incorporating a discussion customers. It eventually segued board encourages customers to into my first monthly maga- site as the physical review products and policies. They zine column. can express themselves and pro- Think of your Web site as store and a social vide you with valuable feedback. A the physical store and a social network as the human general discussion category for network as the human interac- community events serves as a way tion on the floor — one does- interaction on the floor.’ for customers to post fliers about n’t replace the other. Maintain their local gigs digitally. profiles on the major net- How about creating a separate works to draw people to your group — a members-only club — for each teacher? It could resolve schedul- own network, but spend time ing issues and enforce a no-cancellation/no-makeup-lesson policy by letting keeping “your space” current students ask their group members to swap lesson times. That would ease and complete. Once the econ- rescheduling for students, teachers and lesson coordinators. omy rebounds, your online You could also establish groups for your different brands. DigiTech users “friends” will surely come to might like to debate pedal settings, and Martin guitar fans could compare experience the real deal. MI

notes on vintages. Alternatively, keep it broad by having one group per Ravi is a musician, clinician and music instrument. industry lecturer. Visit him at heyravi.com.

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MY TURN I BY THERESA PERRY Piano and the Brain

e’re gifted with research that shows a connection between school music students’ SAT playing a musical instrument and intellectual development. scores. According to informa- Still, many parents — and customers — don’t know that tion compiled by the National musical training can literally give their children higher IQs Association for Music W and better-functioning brains. Here’s some key information Education in 2001, SAT takers that music retail management and sales personnel can use to generate more with coursework and experi- sales and music lesson sign-ups at their stores. ence in music performance scored 57 points higher on the HIGHER IQS verbal portion of the test and n an excellent article on Forbes.com, “Sorry, Kids, Piano 41 points higher on the math I Lessons Make You Smarter,” E.J. Mundell explores the direct portion than students with no link between piano playing, voice lessons and IQ. The article experience in the arts. focuses on studies conducted at the University of Toronto. Participants were tested before and after attending first grade. BENEFITS OF PLAYING PIANO The first grade students who received piano or voice lessons here are myriad physio- scored approximately 39-percent higher in IQ measurements. T logical, intellectual and emotional developments MUSIC PHYSICALLY ALTERS THE BRAIN linked to acoustic piano learn- tudies have documented brain development from participation ing in particular. Sin music, and now technology can measure it. Building upon Just a few of these include the work of Dr. Frances Rauscher, a recent study at the University improved coordination; the of Munster, Germany, demonstrated practicing the piano in early ability to learn and interpret a childhood literally alters the brain’s anatomy. Germany’s new symbolic language, and University of Konstanz researchers have reported that exposure to coordinate symbolic language music rewires neural circuits. By cues with mechanical targets Increase sales, lesson using magnetic resonance imaging along a horizontal plane; fine (MRI) technology, researchers have muscle development from sign-ups by boosting been able to link the effects of music required independent and customers’ awareness practice to cortex development. simultaneous action of 10 individual fingers; and control of music’s power over BETTER MATH TESTING of speed, touch and volume of the mind and body niversity of California, Irvine each finger independently and Uresearchers worked with pub- simultaneously. lic school elementary-grade chil- There’s no doubt anymore dren in Orange County and Los Angeles. They found that children given only of the value of a musical expe- four months of piano keyboard training and time with newly designed com- rience. It has been measured. puter software scored 27-percent higher on math and fractions tests. The And when you explain these results were not nearly as significant among those without the piano training. points to parents and cus- And the program helped children regardless of income level, boosting the tomers, they will be more will- achievement of all students, including those in low socioeconomic settings. ing to invest in the piano lessons and the products that LONG-LASTING IMPACT you offer. MI

ike other brain circuits formed early in life, the ones for music endure. Theresa Perry is the CEO of Hailun L The long-lasting effects of early music training are evident in high Distribution.

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STREETWISE SELLING I BY KENNY SMITH Knucklehead Mistakes

hen I go into music dealerships for sales training, I don’t Mistake No. 8: Forgetting teach redcoat — I teach Vietnam. If your world is perfect, to tell your story. Many I’m happy for you. If not, and you want to make it out of stores have a great story to tell, the jungle alive, pay attention and don’t whine. but they rarely tell it. You’ve W Music retail salespeople often make 10 big mistakes. got to sell the sizzle, not the These are the first problems I address when I walk into a store. steak. Everyone sells the same Mistake No. 1: Lateness. This is a big problem in our industry and products, so you need to sell has a direct affect on a dealer’s bottom line. Even one late person throws customers on your store. If off the rhythm of an entire store. If you can’t get this right, you don’t have a story, get one. what else can’t you do? If you have one, use it. Mistake No. 2: Refusing to hang up your opinion hat. Mistake No. 9: Not get- I’ve seen this from day one in the music business. There’s ting the money. This is for always some know-it-all, almighty salesman who expects every- everyone, especially the new one to bow to his opinion. There’s nothing wrong with having folks. Whenever a customer personal preferences, just keep them outside where they offers you money or a deposit belong. If you’ve got one of these knuckleheads on-board, don’t in a music store, take it. The let him spread his disease! It’s costly and bad for business. worst that can happen is you’ll Mistake No. 3: Not having a pen and piece of paper on have to give it back. I’ve seen you at all times. You always need to be able to write down a thousands of deals go down name, phone number or instrument model. Once, I lost a that would have never hap- $10,000 deal because I left the room for 10 seconds to get a pen. pened if not for a deposit. Mistake No. 4: Underestimating the telephone. Many Mistake No. 10: Giving dealers have bad telephone systems, lousy on-hold procedures out your business card. The and terrible phone skills. Look at it this way. What do you get weakest salespeople hand out more of: customers in the store or the most cards. All they’re phone calls? I would estimate that doing is letting the customer Ten mistakes some stores lose 50 percent of their off the hook and making it would-be deals right over the phone. easier on your competition. beginning and Mistake No. 5: Guessing your Being asked for your card is seasoned salespeople inventory. You can’t be sure what more of an insult than it is a customers will ask you for, but you ticket for the be-back bus. Try make that affect a can look over your inventory every this: The next time some pro morning and see what you’ve got on- customer grinds you to death, dealer’s bottom line hand. Like it or not, you need to sell make them promise to refer at what you’ve got in stock. Focus on least two customers directly to your aging inventory. you, and give them a few of Mistake No. 6: Not enough outreach. You absolutely must do tomor- your cards. row’s business today. That means prospecting every day. Get in the habit These booby traps have of calling, e-mailing and going out to drum up new business. Too many been known to kill in the jun- music stores sit and wait. And wait. gle. Go through this list with Mistake No. 7: Assuming customers know what the hell they’re your people. MI talking about. Sometimes they do, but many times they don’t. Today, Kenny Smith is an industry veteran and con- because of the Internet, it’s even easier for customers to sound like they sults both retailers and suppliers. He can be know exactly what they want. Qualify and don’t assume anything. reached at [email protected].

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{WHATWENTWRONG}

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What went wrong with the Piano Industry

By Greg Billings

oming off the worst year any of us can remember, with unit sales of new pianos plummeting and dealerships closing, we may be standing at the precipice of the end of the modern piano dealer. C Soon, like the home organ dealer before us, we could be reduced to just a few niche-market specialty stores. Many of us remember when new piano sales were measured in the hundreds of thousands per year. How did we get to the low tens of thousands? It’s time to take a good, hard look at what went wrong and what we can do about it.

IT’S NOT THE ECONOMY teve Thomas, president of Scott’s Music in Grand Forks, S N.D., pointed out that the miserable economy is a tempo- rary factor, at most, in the piano industry’s decline. “The economy is the least of our problems,” he said. “The decline in piano sales started while the economy was still booming. It is directly linked to a decline in the perceived value of music education among this generation. And many who are interested [in learning music] have been siphoned off by big-box retailers, often with products from our own suppliers.” Certainly the demise of the housing market is a factor, but the housing crash may be as coincidental as it was causal. Through most of the 20th century, it was nearly impossible to get a mortgage for more than four times your annual income without at least 10-percent down or with a payment exceeding one week’s pay. By 1990, the rules were rewritten. In the most extreme cases, buyers financed homes they weren’t going to live in with lenders who weren’t going to hold the paper. Can anyone be surprised that the bubble burst?

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“It was apparent in the ’90s ago but quit because the teacher that easy home-equity dollars was forcing me to play in com- drove the sale of grand pianos,” petitions and recitals?’” said said Craig Gigax, president of George Benson, national sales Meridian Music in Indianapolis. manager of Wyman Pianos. “Easy cash has dried up, and so “Just think of the pianos that have piano sales.” could have been sold if those people would have kept playing KIDS, PARENTS & TEACHERS the piano because it was fun.” t’s convenient to blame the Ikids. Some say kids today are NO PIANO TAUGHT IN SCHOOLS more interested in skateboards, ur industry must confront karate and video games than in O an inescapable fact: We studying piano — or any other have lost most of the last gen- serious endeavor, for that mat- eration of pianists, and we are ter. But hasn’t there always in the process of losing the been competition for kids’ next. Our biggest problem — attention? (My grandmother and biggest opportunity — is was convinced that the hours I never discussed. It’s the 500- spent watching “The Mickey pound gorilla in the living Mouse Club” and building tiny room, the redheaded cousin at log cabins would spell my the dinner table. Formal piano doom.) And if distraction is the instruction in elementary main problem, how can we school is almost nonexistent. explain the boom in school “There has been a con- band enrollment and the sale of certed lack of music education 400 million Harry Potter books? in our school systems, both Paul Calvin, vice president public and private, and this and general manager of Steinway’s Ron Losby lack of emphasis has led to our Yamaha’s keyboard division, children not being exposed to said the problem may lie more blame the teachers. I recently the piano,” said Ron Losby, with parents than kids. “In heard the director of sales for president of Steinway & Sons China, playing the piano is a major piano manufacturer ‘There has and a former piano teacher. much like soccer is to parents rant for 15 minutes about the been a “Education is clearly the key here in the U.S.,” he said. “It’s lack of formally certified piano ingredient, and we are all cul- just something you get your teachers. I asked him if piano concerted lack pable in not supporting educa- kids involved in. The kids feel teachers were certified when of music tion at every level.” it is a competitive thing. we were kids and piano study Money isn’t the problem. “The Chinese immigrants was the norm. Of course they education in School systems, after all, spend here also have a strong passion weren’t. Piano teachers today our school exorbitant sums for a bassoon to play piano and are helping are generally superior to their or a tympani. When asked drive our sales.” predecessors, and you can systems.’ what instrument they want to I see this in Southwest hear the proof in their student — Ron Losby, play, kids will usually say Florida. The Asian population recitals. Blaming piano teach- Steinway piano (keyboard), guitar or is tiny, but the majority of win- ers for the decline in piano drums. Still, our schools are ners in our annual Steinway sales is like blaming the cows ments from a score, but they’ve not institutionally equipped to Piano Competition have been for Mad Cow Disease. done a poor job teaching people deal with hundreds of guitar Chinese for the past nine years. That said, a kid who learns how to play the piano for fun and piano students. “Most people would love to three chords on a guitar might and enjoyment. Sight-reading The piano industry has play [piano],” said Brian Chung, play for the rest of his life, but music is like typing poetry in never made a serious effort to senior vice president of Kawai every day, we see people who real time; it’s a formidable skill establish piano instruction in America. “But if their time is had five years of piano lessons but of limited usefulness and elementary schools. If schools limited, they’ll usually choose and can’t play “Happy not emotionally gratifying. started students on piano in the activity that offers the most Birthday.” Many piano teachers “How many times have you the first or second grade, they fun with the least stress.” have done a good job teaching spoken with someone who would have flourishing band And let’s not forget to students to read piano arrange- said, ‘I took piano lessons years and choral programs, not to

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mention greater academic Carlson’s Piano think so. “When succeeding is achievement, by the time those World’s Ron Carlson defined as becoming serious students reached junior high. students developing lifelong Predictably, many of the best piano-playing skills, digital players in school bands are the pianos hurt or at least waste kids who take piano or guitar critical learning time,” said lessons privately. Ted Good, CEO of Mattlin “As long as the school does Hyde Piano-Cleveland and not see piano instruction as a Steinway Hall-Akron. “When high priority, it will take a par- succeeding is defined as being ent with guidance, time, money entertained or learning to read and priority for the student to and compose music, digital succeed,” said Tom Dolan, pianos have their place — even president of QRS Music and their superiority. Story & Clark. “But I wonder why it is rela- There is no real reason why tively accepted for young piano horns should dominate school students to start with a digital music programs. Piano is a bet- instrument and not for those ter instrument on which to children who want to learn the teach elementary music. Prior trumpet. Control of touch and to the development of piano tone by the piano student is a labs in the 1960s, group piano fundamental part of creating instruction was impractical. piano music and requires access But why we’ve sat out the last to a quality acoustic piano, just 50 years is a mystery. The as lip control and embouchure sooner we start pressing the are critical to playing music on case for piano instruction in the trumpet.” elementary schools, the sooner “I don’t blame portable key- we will see results. boards for our problems as much as I fault our industry for THE DIGITAL MYTH There are many applica- failing to seize the opportu- e have also failed to make tions where a digital piano is nity,” said Brian Chung of Wsure beginning students appropriate: class labs, ampli- Kawai, which makes everything have appropriate instruments. fied stage performances, and from small keyboards to concert For the most part, digital pianos anywhere headphones or com- grands. “We haven’t done and electronic keyboards have puter interfaces are beneficial. ‘College enough to engage first-time key- replaced the 10 million con- “Today’s digital pianos sales put the board buyers in the learning soles and spinets built during incorporate video displays, process so that they eventually the previous two decades — a which can be used to read and emphasis on want to try learning on a piano, period in which piano drop-out display music notation,” said price and price which is a completely different rates have soared. Dennis Houlihan, president of and more satisfying experience. “The advent of the digital Roland U.S. “With simple soft- alone.’ Because we’ve failed to connect piano created the potential for ware, you can easily print out — Steve Thomas, the dots for these aspiring play- a new product base as a sec- your music. That can be a very Scott’s Music ers, their learning has stalled — ond instrument for pianists powerful motivation to an or stopped — at the portable and institutions,” Thomas aspiring piano student. And, are those whose teachers are keyboard level.” said. “Instead, our industry we haven’t even talked about not afraid of technology,” “If they start on a [good] dig- marketed them as an alterna- the obvious benefits of no tun- Gigax said. This is especially ital piano at home, it is essential tive to a quality acoustic ing, headphone jacks and MIDI. true for interactive instruments that they have access to an instrument and encouraged “Music technology and the and those with a USB port. acoustic for performance and consumers to settle for some- digital piano go hand in hand. that they practice on an acoustic thing easier and less expensive This is good for the piano busi- WHY CAN’T JOHNNY PLAY? by the time they are playing for their first purchase. In ness in total. Digital pianos are ut are keyboards and low- standard literature,” said Joanne effect, we devalued our own not the enemy of the acoustic B end digital pianos a good Smith, Music Teachers National best seller, and the full poten- piano. Rather, they are an ally.” choice for beginning piano stu- Association’s National Teacher tial was never realized.” “Kids who are succeeding dents? Many experts don’t of the Year in 2002.

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“As good as digital pianos business if even a small per- pianos on this scale, teams of of work into a piano that’s not are these days, they just can- centage of the 1 million key- opportunistic carpetbaggers going to be around long.) not match the particular touch board buyers each year picked up the slack. It was not The biggest problem with that is unique to a fine acoustic graduated to pianos. unusual for a dealer to sell a college sales was that they piano,” said Dr. Michael “I’m not sure any of us quarter million dollars worth diverted dealers from the mar- Baron, head of piano studies have done a good job of mak- of pianos, often to customers ket-building activities and at the Bower School of Music. ing [trade-ups] happen,” they already knew, only to community involvement that “When I teach students who Calvin said. “As an industry, have the profit leave town had been and should be the have spent many years work- we need to make whole efforts with the interlopers. primary thrust of their mar- ing with digital pianos, I find a to get people playing and have No one suffered more from keting efforts. severe lack of artistic touch in them trade up.” the loaner programs than the “Long-term, it has hurt,” their approach.” Mostly, keyboards end up faculty and students of the Good said. “Many dealers and The natural sound of a under beds or in attics. There’s music schools. Often, manu- manufacturers transferred string vibrating over a piece of a classic scene in the sitcom facturers provided pianos that their consumer service and spruce is a powerful reward for “Friends” where we see Ross’ would be easy to sell at the market-development resources musicians at all levels but keyboard leaning against a end of the year rather than the to the production of quick-fix, never more so than for begin- wall in the corner of the high-quality studios and big, exciting events.” ners. If the reward is reduced, garage. Kids move on to other grands usually purchased by “College sales put the outcomes will be diminished. interests. The opportunity for schools. Furthermore, starting emphasis on price alone, and Ironically, like Nero fiddling a lifelong pianist is lost. It’s no over with new, “green” pianos as a result, we trained our cus- while Rome burned, the piano use ranting against big-box each year eliminated the possi- tomers to shop only during teaching community is content retailers. Instead, we must bility of natural maturing that those times,” Thomas said. to engage in an arcane debate acknowledge that we are los- pianos achieve as they are It was a bad idea based on about subtle differences in ing a generation of pianists, tuned and voiced. (As with deception. In the end, more method books while their stu- and the advent of cheap, unsat- rental cars, nobody puts a lot damage than good was done. dents struggle with inferior isfying keyboards is a part of instruments. the reason.

MISSED OPPORTUNITIES DECEPTIVE SALES n the good-old days, a young ollege piano sales have b I family would come into our C played a major role in the IS BIGGER store looking for a used piano, domestic piano industry’s often after considering a few demise. Customers were REALLY BETTER? in the private market. We attracted to these sale events would sell them something for under the premise that they In 1934, Steinway & Sons introduced a 45-inch mahogany furniture case piano. It was never especially popular, around $1,000, deliver it, tune could buy pianos the schools although Steinway sold thousands of institutional versions it and sign them up with a were retiring and that there of the same piano. good teacher. Often, we could would be some financial bene- In the late ’80s, Baldwin, Wurlitzer and Kimball, having convince them to buy a new fit in doing so. Unfortunately, sold millions of 36- and 42-inch pianos, all introduced 45- piano under $2,000 or trade the pianos for sale usually inch pianos in fancy furniture cabinets. These were miser- them up later. The kids never saw a single day of stu- able failures. Eventually, all three companies went out of the piano business — some more than once. For some learned to play, and many dent use. Few, if any, were mysterious reason, our Asian friends copied the error and became doctors and lawyers. really owned by the school. began building gothic uprights. Today, moms and dads can The whole enterprise was Given a choice, consumers prefer small, elegant find a brand-name keyboard based on deception, and unfor- uprights. (Possibly part of digital pianos’ appeal is their for $399 or $699 at their local tunately, university adminis- size.) Almost daily, someone tells us the reason they don’t warehouse club. We never see trators and faculty got an have a piano is they don’t have room for one. And in 35 years, I have not had a single customer ask for a big, ugly these people, never get them up-close look at piano market- piano. connected to the right teacher ing’s most vulgar practice. Customers prefer small grands, too. The increase in and never have an opportunity “College sales were a short- grand piano unit sales coincided with the introduction of to sell them an appropriate term, short-sighted fix to our 150-centimeter grands around 1990. Yet second-tier manu- instrument. The promise that real problem,” Thomas said. facturers insist on marketing 6- and 7-foot grands, and plastic starter pianos would “In truth, they lacked basic first-tier manufacturers do the same with their economy lines. Maybe manufacturers have spent too much time create a generation of piano integrity.” looking at each other and not enough time asking cus- players never materialized. We Since typical piano stores tomers what they really want. I know they have never would be overwhelmed with were not equipped to market asked me what my customers want. — G.B.

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WebOnlyPiano’s Ed Vodicka “Some may say that college As with home organs, many sales or urgent events smoothed unsuspecting piano prospects a greater downturn, but my were switched to easy-play dig- personal feeling is that they itals and lost as pianists for- have destroyed the image of the ever. As technology improved piano as a valuable and impor- and prices fell, digital pianos tant part of one’s life and and keyboards became com- home,” Losby said. “You will modities, and mass merchants never create the need for a became their primary retail piano by putting it on sale.” channel. The advent of digital pianos left traditional piano A LACK OF DEALER FOCUS dealers with a product that t would be unfair to criticize could not sustain them and I manufacturers without tak- students with an instrument ing a hard look at piano deal- that made their likelihood of ers, too. After World War II, success questionable. the sons of piano dealers who The lesson learned twice, had survived the Great painfully, is the piano busi- Depression began to ride the ness is not the organ business. crest of the post-war popula- A piano dealer must be pre- tion and housing boom. New pared to deliver and service stores opened, and pioneering what he sells. Conversely, a people, such as Paul and home organ or digital piano Jerome Murphy Jr., Vern dealer needs to be able to wow Schafer, Paul Schmitt, Chuck customers with demos of the Hale and my dad, Zeb Billings, latest features and engage cus- used creativity and persever- tomers to sell them over and ance to sell pianos to our par- over. ents’ generation. b In the 1960s, piano dealers INELASTIC BANDS SILVER LINING began to migrate to the higher- n the late ’70s, the basic eco- margin, lower-expense home I nomics of the piano industry IN PLAYER PIANOS organ business. By 1970, many changed. Just as the high-mar- dealers questioned why they gin organ business was fading, The piano industry’s best news of the last 25 years has even bothered with traditional lower-priced pianos started to been the success of modern player piano systems. As the number of grand pianos sold has declined, the percent with pianos. To use a sports cliché, arrive from Asia. Many deal- player systems has grown. This technology has brought the industry took its eye off ers lowered retail prices rather new customers to the market and resurrected an incredible the ball. than boosting margins. library of music from vintage piano rolls. It’s especially Demographics have a way “There was an assumption encouraging that player pianos appeal to baby boomers, a of normalizing markets. By the made that there was an elas- huge demographic with disposable income that’s about to end of the 1970s, the bloom ticity of demand and that by explode. “People who would never have considered buying a was off the rose, and organ selling lower-price pianos piano have been drawn into the piano market because of sales plummeted, seemingly there would be more pianos player capability,” said Craig Gigax. overnight. Many successful sold,” said piano industry vet- Unfortunately, manufacturers have shot themselves in organ dealers never fully eran Bob Jones. the foot by refusing to agree on a standard software for- adapted to the hard realities of Indeed, dealers sold the mat. “In the history of technology, there has never been the piano business and were, same or fewer units at lower success until a standard was agreed upon — [be it] rail- road track gauges, phonograph speeds, video formats, digi- at best, reluctant participants. prices. Unfortunately, infla- tal sampling rates or even player-piano formats,” said Ed Within a decade, a new gener- tion drove up expenses, and Vodicka, president of WebOnlyPiano, a third-party player ation of easy-play electronic the low-cost pianos often had piano CD supplier. “Until player system manufacturers stop products emerged: digital hefty prep and service costs. thinking that they can dominate the market by offering an pianos. “Smaller dealers without exclusive format [of essentially the same information], the But digital pianos appealed financial strength or premium industry will find its growth stunted.” It has been more than 30 years since the Marantz to a different demographic, did- lines found themselves in a Pianocorder was introduced. It is long past time to have a n’t have huge margins and position where they could not standard format. — G.B. were unlikely to be traded up. survive,” Jones said.

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ADVERTISING TRAP Unfortunately, many dealers ership. Piano Manufacturers here was a time when a and manufacturers believe 10 Association International Tmedium-sized Yellow Pages days on a rug at Costco is a mar- Customers (P.M.A.I.) and its co-conspirator, ad, 20 lines in the Sunday clas- keting program. And too many the National Piano Foundation, sifieds and a few strategically dealers are sitting in their stores don’t care are a group of well-intentioned placed sale ads in the local waiting for the elusive traffic where pianos but ineffectual people, often newspaper constituted a mar- that never seems to materialize. without sufficient support from keting plan. Add a few hundred are made and their employers. students a week and an organ NO SERVICE certainly don’t P.M.A.I. also suffers from club, and you could run a nice, iano dealers also got out of a lack of industry support. profitable business. When my Pthe service business want cold Too many piano manufactur- dad produced his own TV show, because they believed they water poured ers here and abroad have displayed at home shows and could deliver pianos right out failed to join, resigned or del- the state fair, and mailed out of boxes. This was never true, on their egated representation to quarterly newsletters in the but Asian suppliers encouraged enthusiasm someone other than their early ’60s, he was hailed as a dealers to hand out a couple of presidents and CEOs. And visionary. But times have tuning vouchers to independ- when they are the policy of a rotating presi- changed. The advertising and ent tuners and kiss their cus- shopping for a dency assures no strong leader promotional vehicles of the past tomers goodbye. Piano retail is will ever emerge. no longer work. not a business for the lazy or musical “The P.M.A.I. has the abil- Dealers fell into the trap of inefficient. Once technicians instrument ity to lobby and effect the believing that advertising became independent, the profit changes required to shore up should be the most important on service was gone, and pre- non-existent. There was a time institutional interest, promote part of their marketing effort. sale preparation became a big when manufacturers and their the industry and make the “The plethora of warehouse expense. Too often it was for- reps spent countless hours piano culturally relevant,” said sales, college sales, private gone. As customers were relin- training retail salespeople. Tom Dolan, a P.M.A.I. mem- sales, et al., told the U.S. con- quished to outside contractors, Those days are gone, and most ber. “But the organization has sumer, ‘You never have to pay new business previously gener- dealers haven’t filled the void. shown an inability to garner a decent price for a piano ated from the service depart- Today, it’s unusual for cus- support even [among] its peers. because they are always on ment disappeared. tomers to meet a piano sales- It could be that a majority of sale,’” Houlihan said. In a radically changing person who is both technically the manufacturers are not U.S.- The total universe of piano marketplace, some retailers knowledgeable and willing to based companies, hence are not buyers is just too small to pur- succumbed to economic racism help them make an intelligent vested in U.S. culture. The sue with the same ad tools and made the nationality of selection. It’s even less com- investment required to make that automobile, furniture and the manufacturer an issue. mon to encounter a salesper- the U.S. market a revenue gen- electronics dealers use effec- (Very few industries make an son with the discretion to erator is not understood. Lack tively. If big media worked, issue of where their products know how to apply either skill of participation leads to a lack Biasco, Hale, Schaffer and are manufactured.) at the right moment. of funds and a continued spiral Holcomb-Lindquist would be Customers don’t care where “I’ve watched the decline downward.” in business and thriving. products are made and cer- in new piano sales follow the P.M.A.I.’s current efforts “And maybe dealers have tainly don’t want cold water decline in the number of pro- and minimal remaining become a little lazy,” said Ron poured on their enthusiasm fessional district managers resources are focused almost Carlson of Carlson’s Piano when they are shopping for a provided by piano manufac- entirely on recreational music World in Minneapolis. “There musical instrument. They care turers to train salespeople in making. This does not address were things we did 20 years about their passion for music, prospecting, market develop- the long-term viability of the ago to take our products to the their hopes for their children, ment and the presentation of organization and only affects public. We displayed at fairs, having fun, and impressing their products,” Good said. a small portion of the busi- home shows and anywhere family and friends. Many cus- Unfortunately, given the ness. P.M.A.I. seems ambiva- there was a crowd. Today, our tomers decided to not buy a lack of training, it’s often the lent to the need for programs products are so much better piano at all after hearing this greedy and unscrupulous sales- aimed at the much more prom- and more exciting. When we nonsense. (Fortunately, the people who survive. ising baby boomer demo- take products like baby grand current economic situation is graphic, which buys most of player pianos out and show washing out many of the trash- NO LEADERSHIP the player pianos, and is clue- them to people, they become talkers.) ossibly the most important less about the need for piano customers. We have to expose To be fair to salespeople, Preason for the decline of the instruction in elementary our products to more people.” training has become almost piano industry is its lack of lead- schools. MI

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{THERECOVERYPLAN} THE PIANO INDUSTRY RECOVERY PLAN ow we must con- said Larry Morton, president baby boomers and seniors, want step up or disband. Until they front the big ques- of print music publishing giant and need a highly social, stress- provide serious, dynamic leader- tion: What can we Hal Leonard. “Somehow, piano free environment in which to ship, they are taking up space do to reverse the lessons are continuing strong, learn music. Right now, most of and preventing the emergence N trend and re-estab- and new piano students con- them don’t know where to go to of real leadership. (See “How to lish the piano and piano study to tinue to show up, but they find that environment.” Fix P.M.A.I.” sidebar.) the stature they once enjoyed? must be getting lower-priced But does one size fit all? Are “There’s certainly plenty of instruments, whether they are socially based RMM programs b NO. 2: TEACH THE FUN interest in playing the piano,” new or used acoustics, or geared to seniors really going to Teachers and publishers need said Tom Schmitt, president of choosing digital pianos.” attract self-indulgent boomers? to take a fresh look at how we Schmitt Music. “When you go to One presumed solution is Whether RMM is an answer or teach piano and devise an YouTube and type in ‘How to RMM, or recreational music not, it certainly isn’t the answer. approach that will get people play Clocks by Coldplay on the making. There are specific steps we can playing piano for life. A stu- piano,’ there are more than 1 mil- “Teachers are saying that and must take to stop the piano dent who has taken a year of lion views. ‘How to play what we’re doing is not neces- industry’s demise, so it can piano lessons should be able to Unfaithful by Rihanna’ has more sarily creating more students,” return to its former, respected play a few songs for fun. than 2 million views. Gen X’ers said Paul Calvin of Yamaha. place in American culture. A few and Gen Y’ers are interested in “We are all seeing that, and so are easy, some are difficult and b NO. 3: MORE playing, and they’re playing the we need to do something differ- most require major changes in GROUP LEARNING music they listen to and love. We ent. [Students] want to make how we have been doing busi- “The way piano is taught to need to better understand what music, so how can we get them ness for the last 20 years. beginners of all ages needs to they want and give it to them. If to where they have some sort Here is a Piano Industry fundamentally change from pri- we can crack that code, I think of music making fun right Recovery Plan. vate lessons on acoustic pianos we’ll find lots of new customers away? [RMM] is a great oppor- to group lessons on digital who will buy all sorts of stuff tunity for us.” b NO. 1: LEADERSHIP pianos,” said John Norton, from us, including pianos.” Brian Chung of Kawai said, Piano Manufacturers Assoc- piano training manager for “We’re finding the demand “the recreational music making iation International (P.M.A.I.) Roland U.S. “Dealers, manufac- for piano publications for movement is critical to our and the National Piano turers and publishers must beginners is staying strong,” industry. Adults, particularly Foundation (N.P.F.) must either aggressively advocate this change by partnering with independent teachers to help lead them and b also by making in-store educa- HOW TO FIX P.M.A.I. tion the foundation of the retail store business model.” Few trade associations have an uninterrupted record of failure to match the piano manufacturers, and some of their sharpest critics are their own members. Fortunately, many of their problems are systemic and relatively easy to fix. To serve the industry effectively, Piano Manufacturers Association International (P.M.A.I.) must do the following: b NO. 4: GET • Establish a revenue stream, and devote those funds to market development and real research. NAMM shouldn’t KIDS PLAYING give P.M.A.I. another dime until it demonstrates that it’s willing to put its own money on the line. Tom Dolan of Formal piano instruction in QRS has made a proposal for a revenue stream generated by RFID, or radio-frequency identification technology. elementary schools is essen- P.M.A.I. should embrace his proposal and consider other revenue sources, as well. tial. Traditional piano dealers • Recruit non-member manufacturers and distributors. Dealers can help by pressing the presidents of these companies to get on-board. may not be the right people to • Open voting membership to digital piano manufacturers. Excluding Roland and other non-acoustic manufactur- implement this — they have ers deprives P.M.A.I. of revenue and participation from some of the smartest people in the industry — people shown little interest in schools such as Roland’s Dennis Houlihan, for instance. over the last 100 years. • Restrict representation to each company’s chief executive. • End the musical-chairs rotating presidency. Pick the best leader, and let him or her lead. b NO. 5: NEW PRODUCT • The National Piano Foundation (N.P.F.) must end its incestuous relationship with P.M.A.I. One is a foundation, and the other is a trade organization. Furthermore, the new management at the N.P.F. should be held accountable for DISTRIBUTION doing something useful for its constituents. Existing school music dealers, • Seriously re-evaluate recreational music making in its present form. — G.B. on the other hand, have the

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relationships necessary to mar- upright pianos consumers will QRS Music’s Tom Dolan ket piano labs and piano buy and build them at a mar- instruction to schools. They ketable price. If the Baldwin also have much to gain because Acrosonic were introduced piano instruction in the early today in an appropriate cabinet grades will cause their band at $1,995, we’d have trouble programs to flourish in later keeping them in stock — espe- years. Piano dealers can pro- cially if they had a USB port. vide logistical support and The same could be said of the might develop significant rental Steinway “40” (at a much and entry-level piano sales. higher price, of course). The largest band instrument vendors are also the largest b NO. 7: INSIST KIDS GET piano manufacturers. It’s time APPROPRIATE PIANOS for them to take the lead in We need to be honest with marketing piano instruction to parents about the appropriate- elementary schools. ness of keyboards and low-end digital pianos for beginning b NO. 6: BUILD students. And the manufactur- UPRIGHTS PEOPLE WANT ers supplying keyboards to Manufacturers must stop force- non-traditional retailers must feeding big, ugly consoles on establish a protocol for refer- us. They need to determine ring consumers to qualified what kind of entry-level, instructors.

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b NO. 8: GET b TEACHER SUPPORT WHY RMM WON’T SELL Teachers must plant their feet and insist students have an MORE ACOUSTIC PIANOS appropriate instrument before they accept them. Athletic Group lessons for adult beginners are not new. The home • Most sales generated from RMM programs are digital organ industry has built its entire business plan around pianos and organs. No one’s against selling more of both, coaches insist on proper equip- social learning programs for seniors. But recreational music but how is RMM going to help the acoustic piano market? ment, as do karate and ballet making is unlikely to reverse the downward trend of new • Older RMM participants often already have a piano they instructors. Why not piano acoustic piano sales. Here’s why: are unable to play. While they might trade to a digital piano, teachers? • RMM is backward looking and skews the old. If the it’s rare for them to purchase another acoustic piano. Again, acoustic piano industry has a future, it has to start with ele- how is this going to help the acoustic piano market? b NO. 9: STANDARDIZE mentary school kids. Next, it has to address the 77 million • The name “recreational music making” is terrible. baby boomers. If we focus our primary effort on senior citi- “Recreational” is not how our customers describe their PLAYER PIANO SOFTWARE zens, we will just die slower. musical activities. It has a negative connotation, reminis- Player piano manufacturers must • RMM’s primary thrust is retraining existing teachers to cent of recreational vehicles, recreational centers, recre- sit down and agree on a standard teach adults to play for fun. Teachers need to teach every- ational drugs and recreational sex. Amateur musicians take software format before they one to play for fun. Rather than trying to teach old dogs new their music seriously, notwithstanding their level of ability move to the next generation of tricks, we must make sure the next generation of piano or talent. products. Then, third-party pro- teachers knows how to give their students instruction that A trip to the beach or Disney World is recreational. will last a lifetime. Those future teachers are in college now. Playing in a church worship team, New Horizons orchestra ducers will be viable, and the art Let’s start with them. or Weekend Warriors band is a serious, creative activity that form will evolve. Software sells • Teachers don’t sell anything to anyone. Adult teach-to- also happens to be fun. It’s insulting to our clients to reduce hardware, and if we want to sell sell programs only work when the teacher is a salesperson making music to the level of a shuffleboard game or a trip pianos to baby boomers, they’re or a salesperson masquerades as a teacher. to the carnival. — G.B. going to have to be player pianos.

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b NO. 10: END COLLEGE SALES be that good to sell a couple of hundred have to find new ways to reach our cus- Dealers need to abandon college sales thousand units to 77 million people. tomers and present the extraordinary and other deceptive marketing practices “The good news is we have a market. intellectual, physical and societal benefits and focus on developing pianists in their The question is, how do we access it cost- of playing the piano. local communities. effectively?” Most of all, we have to get 6- and 7- The piano business is in tough shape. year-olds playing the piano and playing it b NO. 11: NO FREEBIES It took us a long time to get into this well. If we don’t do that immediately, we Everyone needs to stop giving away mess, and there’s no easy way out. If might as well take a ride down to the mall, pianos to schools. we’re going to survive, we have to look at plant ourselves on a bench in front of the what hasn’t worked and abandon it. We organ store and watch our future. MI b NO. 12: FOCUS ON SERVICE Dealers should put piano tuners back on their payrolls, keep their service customers for life and prep their pianos before delivery.

b NO. 13: GET COMMUNITY- CENTERED Dealers should get involved in their communities and cultivate relationships with local centers of influence. Teachers, preschools, churches, interior designers and charitable organizations are good places to start.

b NO. 14: USE 21ST CENTURY MARKETING Dealers need to shift their advertising away from radio, broadcast TV, Yellow Pages and newspapers. They must figure out how to use cable TV, the Internet and e-mail to reach customers. Most important, they must figure out how to get free PR for their community involvement.

b NO. 15: RETHINK RMM RMM is being embraced as the Holy Grail simply because no one has a better idea. There’s nothing wrong with getting older adults actively involved with music — every good piano dealer has been doing it for years, and the aging population provides an opportunity to sell more digital pianos. But RMM for seniors is not the magic solution to declining acoustic piano sales. We need to reach baby boomers and kids if we’re going to grow. (See “Why RMM Won’t Sell More Acoustic Pianos” sidebar.) “It is all about education for the young and old alike,” said Ron Losby of Steinway. “Seventy-seven million Americans are baby boomers looking for life-enhancing experiences, with $2.4 trillion in spend- able income, 47 percent of which is spent on non-essentials. You don’t even have to

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F Y D BY JENNY DOMINE a l o 0 D SUMMER 10 HOT L P PROMOTIONS FOR THE BLUES DOG DAYS BUSTERS OF SUMMER ummer is finally here, which can S mean slow days for music retailers. But this year, people are cutting back and staying home. This presents a golden opportunity for music stores to fill the vacation void. “As the tough times continue in our area, we feel that many families will be holding back on their summer vacations,” said Paul Tobias of Tobias Music in Downers Grove, Ill. “They will be looking for more affordable entertainment.” Take a look at these 10 ways retailers are driving traffic, generating sales and raising brand awareness during the sluggish summer months.

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Menzie Pittman Strike Up the Band n 1990, schools in Santa IBarbara, Calif., stopped offering summer music courses due to budget cutbacks. Nick Rail stepped Nick Rail in, and 19 years later, his summer Music band camp has become a NICK RAIL local institu- OWNER tion and a SANTA BARBARA, CALIF. boon to school band directors. “It generates a lot of community good- will,” Rail said.

Progressive MusicTech session

Contemporary TECH CAMP 009 marks our 15th year offering USE “2Rock Academy Camps. We are Music Center always trying to innovate. MENZIE “We are now incorporating a tech PITTMAN aspect into our camps and calling it YOUR OWNER ‘MusicTech: Learn. Practice. Perform.’ “We have a specialist from the CHANTILLY AND local Apple store coming out to HAYMARKET, VA. work with our rockers on the latest music soft- REPS ware, and other tech Progressive guests will include stu- n July 23 and 24, Contemporary Music Center’s Pearl rep, Ron DePew, will dio engineers and a O demystify the Pearl Demon Drive pedal while the store hosts a percussion rep from Zoom who Music Center gear sale. Menzie Pittman said it’s important for retailers to work with their reps will work with them on and that this event was DePew’s idea. using the H2 recorder. BILLY Pittman is promoting the Pearl Demon Night in-house to regular customers “By the time our rock- CUTHRELL and music lesson students. He also plans to take advantage of free local press. ers leave camp, they will OWNER The Pearl Demon Night is part of Pittman’s effort to bring more gear promotions have joined a band, written RALEIGH, N.C. into an already demanding summer event schedule. A Roland night is also in the a song, recorded it, placed it on one of the works. free social media sites, promoted their bands and performed in a Friday-evening concert.”

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{SUMMERBLUESBUSTERS} Community Fest b SUMMERFEST, MILWAUKEE Cascio Interstate Music in New Berlin, Wis., hosts a stage that features local professional musicians at “The World’s Largest Music Fest.” “We are providing a real showcase of local, original music,” said Elliott Hill, Cascio’s director of retail operations. “It’s a great way to promote your brand and draw the local musicians to become long-term customers.”

b HERITAGE FEST, DOWNERS GROVE, ILL. Tobias Music hosts a performance stage at the annual, three-day event. Last year, Heritage Fest attracted roughly 100,000 people. “We used the stage time as an open recital program for our students and teachers,” said Ken Tobias, the company’s co-owner. “It was Best In Music great publicity for our store, and inquiries for lessons continued strongly for the entire summer.” RUBY BEESTON Local Festivals OWNER b POTSDAM SUMMER FESTIVAL, THREE LOCAL OREM, UTAH FESTIVALS POTSDAM, N.Y. THAT ARE BIG Best In Music’s “We provide the [backline] for all of the bands to use,” said Jeremy guitar raffle SUMMER HITS FOR Carney, co-owner of Northern Music & Video. “We run the sound for RETAILERS 30-plus acts during the festival. [Our] foot traffic during the three days is through the roof. We have a sale to coincide with the Summer Festival. It doubles as a chance to move out old inventory.”

GIVE AWAY GUITARS uby Beeston suggested that late sum- R mer/early fall is the ideal time to host big events. “Everybody is back in town, people are back from vacation,” she said. Six years ago, Beeston started celebrating Best In Music’s anniversary with a guitar raffle. It grew into an annual event and has helped the company attract a growing following. (Last year, the raffle brought in roughly 700 people.) To celebrate Best In Music’s 20th anniversary this year, Beeston has expanded the festivities. In addition to raffling off 10 guitars, she will hold a guitar-playing contest. Divided by acoustic, electric, classical and bass categories, each winner will receive a guitar as the grand prize.

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Chris Cannella Bands on the Blvd

CO-SPONSOR EVENTS lvd-Music keeps its events schedule full all summer Blong — and it starts early. “Keep something interesting happening all the time to keep them coming in the store,” said Trevor Isetts. With 20 years invested in the local music scene, Isetts has no trouble booking popular, local bands to fill out his summer schedule. Blvd-Music co-sponsors several events with a local radio station. Together, they put on a Spring Fling event in early May and host a concert right outside the store EMBRACE called Bands on the Blvd in June. BLVD-Music “I can sell shirts,” Isetts TREVOR ISETTS said. “I can sell CDs, promote OWNER METAL the store, do a 45-minute set BOILING SPRINGS, S.C. and have a great time.” n June 24, R&R Music will be a stop Oon Fender’s Jackson Bloodline Tour, which features metal master Chris Cannella. The Jackson product manager and artist relations rep also plays guitar in the metal band Autumn’s End. “Jackson is coming into its own again,” New Venue said Sean Molin. “We’ve always done ccording to Rusty Kephart, taking an event Fender for the classic rock crowd, but Aoff-site requires extra effort, but it’s well this is the first thing we’ve done really worth it when Greg Bennett is the clinician R&R Music and the venue is free. aimed toward the metalheads and a “If we had it in the store, right away peo- younger generation. Summer is a SEAN MOLIN ple would think ‘sales promotion,’ and they great time to do events because it ASSISTANT MANAGER wouldn’t come,” Kephart said. keeps people in the store.” BROWNSBURG, IND. But his most recent Bennett clinic drew more than 100 people. Kephart’s got the lodgings and event space, a local hotel b restaurant, for free because the owner SUMMER OF ROCK wanted to boost bar traffic. According to Andy Rossi, Fender’s senior vice president of global Kephart even brought guitars sales, marketing and R&D, Fender is refocusing on its indie retailers. to sell. And rather than “We’ll do a few hundred events with the independent dealer Kephart's charge for the event, he channels through the summer,” Rossi said. “All of these events are asked for canned food dona- well-planned, with supplied materials and advertising.” tions for the local pantry. Music Center Here’s how Fender plans to keep the summer rockin’: Bennett’s presentation • Fender Soul of Tone. Through the end of June, consumers can RUSTY KEPHART focused on guitar design, contest-drive a Fender amp and receive a free T-shirt. OWNER struction and the art of playing. • Fender Days. Fender staff comes out to answer customer ques- DECORAH, IOWA “I probably sold 20 guitars,” tions during this sales promo. Fender helps defray the event’s cost. Kephart said. “And Greg was walking around going, • Bench Checks. Fender experts provide diagnostic and repair ‘Oh, this one’s one of my favorites. I used to play that services to any guitar that customers bring in, regardless of brand. guitar with so and so.’ What a salesman.”

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Robin (left) and Rick Santos Get Outside ccording to Bob Gand, summer is a prime Aseason for events. People have more free time, and free performance spaces are abun- dant, especially after a Midwest winter. “If you do this any other time, you’d have to rent a hall,” Gand said. In between the Red Star Tavern and a Starbucks in Deerfield, Ill., is an open air plaza at a major intersection. With the P.A. fully cranked each Thursday evening from June to August, Village Music’s Concert VILLAGE MUSIC STORE Showcase can be heard from blocks away. This will be Gand’s sixth BOB GAND year putting on the event. OWNER Students and friends of the store par- DEERFIELD, ILL. ticipate. Popular acts include the Bob Gand Smooth Jazz Orchestra, Gary Gand and Blue Truth, and youth bands Minor Chaos, Halo and Bad Boyz. Two important tips Gand offers anyone that may want to do a summer concert series: Build flexibility into the schedule for the occasional rainy day, and know your local newspaper. “Last year, we had a problem with publicity because the local paper lists events in alphabetical order,” he said. “And Summer Showcase was at the end of the list. This year, we’re calling it the Concert Showcase.” IMAGINE ALL THE SALES ight at the end of summer two years “R ago, we hosted the John Lennon Bus. We talked with them at the January NAMM show. They normally do schools, but they were very receptive to us. “[The day the Lennon Bus came,] we held a talent show for young bands with members under 18 years old. The winner of the talent show got to record in the Lennon Bus later that Rick's Music World afternoon. “We also had a hot dog RICK SANTOS OWNER concession stand outside. RAYNHAM, MASS. More than 500 people were there, and about 300 of them were new faces. They were families that came to see their kids play and people that just loved The Beatles.”

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Inside SHOWS The 2009 NASMD convention in Tucson, Ariz., attracted 259 total attendees, including 33 first-timers and new member representatives. 32% The drop in attendance from last year’s convention, which brought in 378 attendees. 57 Dealer companies in attendance. 31 Manufacturer/associate companies in attendance.

NATIONAL ASSOCIATION OF SCHOOL MUSIC DEALERS I BY ZACH PHILLIPS WHAT RECESSION? on’t envy school music dealers. The 3. 1. 2. instrument rental Retailers at 4. business is a high- NASMD keep Dinvestment, slow- up with higher cash-flow endeavor where the rewards are often long-term. learning to But don’t feel sorry for them either. In the economic reces- succeed in the sion, school music remains tough market one of the most resilient music 5. industry segments — a busi- reported a strong, if not up, ness that, done right, can gen- 2008 rental season. erate profits many combo “I’ve noticed a very posi- dealers would die for. tive and optimistic attitude And the only obvious sign among those attending, includ- of a recession at the National ing vendor partners,” said Bill Association of School Music Harvey, vice president and Dealers (NASMD) annual owner of Buddy Rogers Music. convention in Tucson, Ariz., “The school music business this past April was a roughly seems to be holding its own — 6. 7. 32-percent drop in attendance. much better than the non- 9. That may be significant, but it school music segments,” said doesn’t take into account a Joel Menchey, president of more important indicator: Menchey Music Service. Most of this year’s attendees To keep that position, this year’s NASMD convention, 1. Music educator Marcia Neel; 2. Summerhays Music’s Scott Summerhays; 3. held at Tucson’s JW Marriott 8. Menchey Music’s Joel Menchey; 4. Port Starr Pass Resort & Spa, Huron Music’s Barbara and David Teeple; 5. boasted an array of educa- 10. 11. Paige’s Music’s Sandy and Mark Goff; 6. Beacock Music’s Gayle Beacock; 7. From tional sessions that focused left: Mississippi Music’s Rosi Johnson, Ted less on survival and more on Brown Music’s Whitney Grisaffi and Buddy growth and profitability. Rogers Music’s Bill Harvey; 8. Amro Music’s Pat and D’Ann Averwater; 9. Amro’s CJ and “I thought the programs Heather Averwater; 10. Creative Music were exceptional,” said Beth Center’s Liz Reisman; 11. John Keal Music’s Chris Trombley (left) and Zeagler Music’s Houlihan, president of Kidder Grayson Zeagler Music. “Everyone was talking

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about setting up Facebook, grated marketing approach way to touch the customer. It • Cut costs. Cut first, and MySpace and Twitter pages.” during her session, “Ads That takes the capitalist right out ask questions later. No cost is Work.” Not surprisingly, this [of the interaction].” too small. Give employees the GETTING VISIBILITY ONLINE strategy also included using impression that you’re con- e it in discussions of mar- cost-effective online market- DOUBLING PROFITS cerned with $10 expenses, and Bketing, inventory manage- ing. This means setting up everal speakers aimed to the larger ones will seem more ment or business systems, that Facebook pages and sending S simplify the often complex important to them. Always focus on technology pervaded out e-mail blasts in conjunc- topic of profitability. Menchey have employees ask the boss the convention’s sessions. In the tion with using more tradi- presented “Double Your for approval to spend on seminar “Web Marketing,” con- tional methods, such as Profits in Six Months or Less,” expenses that aren’t budgeted. sultant Mike Stewart encour- in-store signage, an in-store based off Bob Fifer’s book of Also, take early-pay dis- aged retailers to keep their event calendar, direct mail, the same title. Menchey made counts from suppliers when- online strategy focused on get- newspaper ads and events. the following suggestions: ever possible. And go to bid ting found locally. “Now, Google “Having a Facebook page is • Create a culture for frequently with your service is the Yellow Pages,” he said. not making us money,” profitability. Make your suppliers, letting them know To get local search engine Reisman said. “It’s another organization a meritocracy. Do that any price increases will hits, Stewart suggested start- way to establish a relationship so by measuring performance trigger a serious, competitive ing with Google Keyword with a customer. It’s another by profits. bid. Tools to learn the most popular variations of certain keywords. From there, dealers can try Google’s AdWords for pay- per-click advertising. Or, bGENERATING CASH Stewart suggested opting for more creative methods to get free hits. These include: GROSS PROFIT 1. Writing an article about (Sales Minus Cost of Sale) a topic relevant to your business and submitting the piece High Gross Profit, Low Days to EzineArticles.com, being High Gross Profit, mindful to include important High Days keywords in the text. “Go home and write down 100 problems your business can solve,” Stewart said. AVERAGE “Then, prove [online] that you DAYS can solve those problems, and give away some of that knowledge online.” Low Gross Profit, Low Days 2. Making videos on topics Low Gross Profit, High Days relevant to your business, such as caring for a trombone, and submitting them to Traffic Geyser (trafficgeyserrocks.com). Include n his session, “Where’s the Cash?,” Allan • High Gross Profit, High Days (upper right) keywords in the video’s title. IGreenberg, Music & Arts’ senior vice president, — These are good products, but you have too 3. Using social networking. operations, threw out every awkward financial many on hand. Lower the number of days it Create MySpace, Facebook formula and gave retailers a bare-bones tool for takes to turn them. Also, lower your inventory managing inventory and generating profits. investment in them. and Twitter pages for your Greenberg suggested dealers break down • Low Gross Profit, Low Days (lower left) — business. their inventory into four different categories, These are often small goods. Their profitabil- 4. Contributing to blogs, depending on gross profit and inventory turns. ity can be boosted by raising their prices and video blogs and forums. Then, he discussed how to handle each cate- lowering their acquisition costs. “These all get people to your gory to make it more profitable. • Low Gross Profit, High Days (lower right) — landing page,” Stewart said. • High Gross Profit, Low Days (upper left) This is the purge category. It could include loss — These products are cash cows. The goal is leaders that drive customers to more profitable Liz Reisman, director and to get all product into this quadrant. Also, products. But as Greenberg pointed out, “I’m owner of Creative Music always look for opportunities to improve not sure that we need any loss leaders. At least Center, discussed an inte- these items. try to break even on acquisition costs.”

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1. 2. 3.

4. 5. 6. 7.

• Increase sales. Charge 3-, 4-, 5- or 10-percent price Menchey also offered Fifer’s 1. From left: Hal Leonard’s Doug Lady, Kidder Music’s Jim Kidder and Hal Leonard’s Bruce customers the most that increase in those units would five ingredients for closing a Bush; 2. From left: Music educator Charles they’re willing to pay. List be. (Remember: Every price sale: show your competence; Menghini, Quinlan & Fabish’s George Quinlan your top 100–200 products, increase goes right to the gross show that you empathize with Jr. and Musical Innovations’ Tracy Leenman; 3. PM Music Center’s Julie and Frank and see what a difference a 2-, margin.) the customer; convince the Pampenella; 4. Beacock Music’s Russ and customer that you’ll stand in Heidi Beacock; 5. Leenman; 6. Music & Arts’ Ken O’Brien (left) and Quinlan & Fabish’s front of a truck for them; make George Quinlan Sr.; 7. From left: Alta Loma yourself scarce; and use guilt Music’s Pete Gamber, Traf Group’s Mike to transform your personal Farrell and Music & Arts’ Allan Greenberg bTHE ARTS EDUCATION interest in the customer into as a side note, he praised the his personal obligation to you. value of selling gift cards. “A NUMBER GUYS $25 gift card, the customer INVENTORY IN A BUM ECONOMY ndustry veteran and NASMD speaker Bob Morrison redeems for $56 at Music & I announced the formation of Quadrant Arts Education llan Greenberg, Music & Arts,” he said. “We thought, Research at the convention. The company, co-founded with A Arts’ senior vice president, ‘Where have gift cards been MTD Marketing’s Mike Danforth, is an arts education operations, addressed inven- this whole time?’” research, analysis and market intelligence firm. It will tory management in his ses- serve the cultural, commercial, educational and govern- sion, “Where’s the Cash?” (See STORE UPKEEP mental sectors. Quadrant Arts Education Research has a comprehensive “Generating Cash” sidebar for n the second day of the visual and performing arts education database, the Arts a full breakdown.) Oconvention, non-golfers Education Data Center. This features dance, music theater He recommended keeping enjoyed a roundtable lunch. and visual arts information for more than 120,000 public inventory extremely lean until (Some nicknamed it “the and private schools and nearly 15,000 school districts that the economy picks up again. golfer’s revolt lunch.”) Gayle provide arts courses. Quadrant also offers services to help “These are unprecedented Beacock, vice president of commercial clients improve their marketing return on investment. times,” he said. “Don’t take on Beacock Music, led a discussion “Quadrant was formed to address the substantial need any new lines unless it’s on on store design and upkeep. for more comprehensive data, analysis and tracking sys- consignment or you can return Beacock explained that she tems on school music, theater, dance and visual arts pro- it. And ask [vendors for the has a quarterly clean-up at her grams nationwide,” Danforth said. deal]. You won’t get it if you store, and employees are “Quadrant represents the culmination of our shared don’t ask.” required to pitch in. She also passion for research and data as a tool to improve and expand access to music and arts programs for students, Greenberg also suggested creates themed displays regu- while also helping businesses become more efficient in getting deposits from cus- larly. For example, Beacock their approach to the market,” Morrison said. tomers on special orders. And Music featured “High School

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Musical” print music books the week “High School Musical 3” hit theaters. The display included different books and had references to the Wildcats, the high school’s mascot in the movie. “A display [at my store] is never up for more than two weeks,” Beacock said. ‘Don’t take on any new lines unless it’s on consignment or you can return it.’ — Allan Greenberg Pete Gamber, owner of Alta Loma Music, mentioned his own holiday mer- chandising strategy during the lunch. This past holiday season, he filled his walls with good-looking, inexpensive guitars. The idea was to show that his store was doing well despite the bad economic headlines. And since the guitars were relatively cheap, he didn’t risk taking on a huge inventory investment.

BEST IDEA GENERATOR red Schiff, president of All County F Music, took home first prize at NASMD’s “Best Ideas” session, hosted by Beacock. Nearly 30 attendees took the podium to present their winning strate- gies, and Schiff won for his idea: private high school sale nights. These sales are exclusive to a particular school and held at Schiff’s store after hours on Fridays. Company employees change literally every tag on the wall with a sale price, the name of the event and the school’s team colors. All County Music employees also hang up signage with the school’s logo. The event is promoted with postcards sent to students, and they must present the postcard or a school ID at the door. All County Music also hosts a drawing for a gift card to the store. “We haven’t had one night that grossed less than $8,000,” Schiff said. “We’re looking for ways to get people into the store, and what better way than to invite them? It has generated good business. We lose some margin dollars, but I think we truly make up some of it in volume. And we get sales we may not have normally had.” MI

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ROLAND I V-PIANO Piano Revolution oland’s new V-Piano uses proprietary technology Rinstead of loop-based sampling to reproduce the resonances of acoustic pianos and the modulations generated by touch. The new keyboard sensors support high repetition and reproduce the tonal fluctua- tions caused by differences in stroke acceleration patterns. Players can customize the V-Piano using voicing parameters, such as unison tuning, hammer hardness and various resonances. {rolandus.com}

Inside GEAR > Pianos & Keyboards Wyman distributes Orla digitals PAGE 62 > Guitars, Amps & Accessories Godin rolls out next-generation nylons PAGE 66 > Audio & Recording Auralex offers DIY acoustic room analysis PAGE 68 > Drums & Percussion Sabian adds to Vault Collection PAGE 70 > Band & Orchestra Jupiter steps up mid-level bass clarinet PAGE 72 > Print & Multimedia Hudson Music cracks funk code PAGE 74 > DJ & Lighting Stanton takes control with SCS.3m PAGE 76

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AKAI I MPK88 Creative Dedication kai’s MPK88 brings the utility and creative Acontrol of its siblings in the MPK series to more dedicated piano and keyboard players. It features 16 MPC pads that are velocity- and pressure-sensitive, and can access four banks of sounds. The keyboard also puts the player in command with assignable Q-Link faders, M-AUDIO I DCP-200 knobs and buttons. The MPK88 has two assignable footswitch inputs and an expression pedal input. {akaipro.com} Classy Technology he M-Audio DCP-200 digital piano Tfeatures on-board sounds sampled from instruments, such as the Steinway Model D. Other instrument sounds include acoustic and electric pianos, organ, harpsichord, bass, and strings. The integrated audio system and full, 88-note keyboard with TruTouch II graded hammer action provide a real acoustic piano feel. The piano’s built-in USB connection integrates with computer software for education, notation and music recording. {m-audio.com}

WYMAN PIANO I ORLA DIGITALS Wyman’s New Line yman Piano now distributes the W Orla line of digital pianos, which includes the new Stage Ensemble portable piano (pictured). The Stage Ensemble incorporates more than 350 orchestral sounds, including a stereo grand piano sound. The 88-note, hammer-action keyboard; multi-layer sampling technology; and new Touch Sensitivity control system ensure the quality and the feel of a grand piano. A USB memory stick can record up to 16 tracks of musical data or play back commercially available standard MIDI files. {wymanpiano.com}

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YAMAHA I DISKLAVIER E3

Easy Elegance KORG I M50 73-KEY UNIT amaha Corp. of America’s new YDisklavier E3 is an entry-level Korg Keys In Disklavier that features standard recording, CD-sync recording and video-sync org has added a 73-key unit to its M50 recording, as well as playback. The sys- Kworkstation line. The M50’s streamlined, tem includes more than 450 built-in modern design includes an angled control panel songs and Internet connectivity. Like the for easy viewing and Korg’s full-size TouchView Disklavier Mark IV series, the Disklavier interface in a mid-priced instrument. E3 supports Yamaha’s Disklavier Radio The Extended Definition Synthesis sound and Music Store, giving users diverse engine delivers high-quality sounds and effects. entertainment options. Each channel Also new are a number of vintage keyboards, includes a MIDI feed, enabling the including the classic Korg SG-1 sampling grand Yamaha acoustic piano to play live, and authentic electric pianos and clavs, along accompanied by specially recorded with 1960s-era tape playback strings and flute ensemble parts. {yamaha.com} sounds. MSRP: $1,899. {korg.com}

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SCHOENHUT I TRUE PIANO SOUND TOY PIANO Little Piano, Big Sound oinciding with its 135th anniversary, Schoenhut Chas developed a toy piano that offers true piano sound without the use of electronics. The new models are not DIVERSI I USB UPGRADES intended to replace Schoenhut’s vintage, chime- like tones but are a response Diversi from customers for a new sound. The true piano Updates sound is available in iversi has upgraded its prod- mid-sized baby grands Duct line with the integration and uprights with red, of DSP (digital signal process- white or black finishes. ing), which allows for future {toypiano.com} updates via USB. Also, DSP allows for instant turn-on rather than waiting for the boot sequence, which was in the former Linux-based system. In addition, there are enhance- ments in the sound and new features, such as tone controls, that can be accessed via MIDI. {diversiorgan.com}

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1 TAYLOR GUITARS SPRING 2 KAMAN OVATION 2009 3 CORDOBA GIPSY KING 4 GODIN MULTIAC GRAND LIMITED EDITION The 400 COLLECTORS’ SERIES The GUITARS The gypsy-flamenco- CONCERT DUET AMBIANCE series of Limited Edition guitars 2009 Collectors’ series features pop group The Gipsy Kings and The next generation of the elec- is available as a 410ce-LTD, a hand-selected, figured koa top Córdoba Guitars have intro- tro/acoustic nylon string guitar, 412ce-LTD, 414ce-LTD or for a full-bodied tone, while its duced two new signature guitar the Multiac Grand Concert Duet 416ce-LTD (pictured). Each gui- lightweight body provides vol- models that incorporate ele- Ambiance features a dual- tar features honey-colored ume. An additional 200 pieces ments of the flamenco tradition source pre-amp with feedback Tasmanian blackwood back and of abalone frame the top. but are ideal for pop musicians, control and undersaddle trans- sides. The 400 series boasts a Ovation’s OP Pro Studio pre- as well. The GK Studio (pictured) ducer. It also has custom sloping Venetian cutaway and amp features expressor/drive is a thin-body cutaway acoustic- Fishman electronics that let the Taylor’s Expression System for controls that accentuate each electric with a solid spruce top, player select between four high-fidelity, plugged-in per- note when playing fingerstyle or cypress back and sides, and B- blendable sound imaging mic formance. MSRP: starts at single note passages. MSRP: Band pickup system. settings. MSRP: $1,795. $2,698. {taylorguitars.com} $3,599. {ovationguitars.com} {cordobaguitars.com} {godinguitars.com}

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ERNIE BALL I COATED PHOSPHOR AGUILAR AMPLIFICATION I DB 751 AMP ACOUSTIC GUITAR STRINGS Hybrid Amp Acoustic Coated guilar Amplification’s DB 751 rnie Ball’s new coated phosphor Abass amplifier features a new Eacoustic guitar strings feature a pro- hybrid pre-amp that combines the prietary enamel coating on the wound tube-driven tone of the DB 750 strings and a rust-resistant plating on the with active boost and cut for plain strings. In addition to the exclusive greater EQ control. MSRP: $2,695. coating, all plain strings are reinforced {aguilaramp.com} with a patented winding of titanium wire around the lock twist of the ball end. {ernieball.com}

VOX AMPLIFICATION I TONELAB ST Tone Laboratory he ToneLab ST, the latest addition to Vox Amplification’s TToneLab line of Valvetronix multi-effects modeling pedals, is a compact tone machine. It features an assignable expression pedal and two footswitches for live performance control. Guitarists can create 50 of their own programs or use any of 50 new preset programs, including 20 song-specific presets for recreating the sounds of classic rock tunes. MSRP: $275. {voxamps.com}

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AKG I LIMITED-EDITION D 7 LTD MIC Subtle Voice AURALEX ACOUSTICS I ROOM ANALYSIS KIT KG has redesigned the A limited-edition D 7 LTD vocal microphone. Its new, Sound Doctor deep-drawing Laminated uralex Acoustics is offering an Varimotion diaphragm lets Aeasy-to-display retail kit that com- it be fine-tuned without plements the company’s Room extra tuning resonators. Analysis Plus program for acoustical The D 7 LTD creates a sub- analysis. The in-store Room Analysis tle, full-bodied sound in all Kit comes in a user-friendly package frequency ranges, but it also that includes a Behringer ECM8000 has the powerful resonance omni-directional measurement micro- to be a dynamic microphone. phone, USB drive with swept sine sig- The integrated high-pass filter nals and instructional guide. eliminates all handling noises, Users can record the sweep in any and the acoustical-designed room. The files are sent, via e-mail, with inner windscreen provides the included room analysis form to users with additional protec- Auralex for examination by its acousti- tion from interruptions in live cal engineering staff. A written report is applications. To further returned to the user within three to five expand the durability of the business days outlining the room’s microphone, an additional acoustical issues and how to solve inner windscreen is included. them. MSRP: $299.99. {auralex.com} {harman.com}

SONTRONICS I DELTA Rugged Classic he new Sontronics’ Delta has been Tdesigned to deliver the classic tonal- ity of a traditional ribbon microphone but with the added reliability and consistency that comes with active electronics. The Delta is ideal for miking electric guitar cabinets. Its sensitivity and 48V pre- amplified electronics deliver solid audio consistency combined with a significant improvement in signal-to-noise compared with traditional transformer-based ribbon mics. {sontronics.com}

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JBL, GATOR I LOUDSPEAKER CASES JBL Gets Gator n an effort to make its portable loud- Ispeakers easier to transport and protect, JBL has teamed up with Gator Cases to develop a line of bags, covers and cases for JBL portable P.A. speakers, including the EON, PRX and SRX series. Gator will exclusively sell this case line to JBL dealers in the United States and to JBL distributors. The line currently features more than 25 models, including form-fitted bags for the new EON speakers. {jblbags.com}

M-AUDIO I STUDIOPHILE MONITORS Studiophiles he new Studiophile CX8 and TCX5 studio monitors from M- Audio are designed to bring accu- rate monitoring to any mixing environment. Available in 8-inch (CX8) and 5-inch (CX5) configura- tions, these monitors deliver well- balanced sound and detail. They feature a custom-designed waveguide that delivers flexibility in the production suite. MSRP: CX5, $399.95; CX8, $499.95. {m-audio.com}

PEAVEY I EURO SERIES Durable Precision he Peavey Euro series loudspeaker T enclosures use a dual voice coil and neodymium magnet design. The two-way, full-range Euro 115 (pictured) and Euro 112 enclosures use this new loudspeaker in conjunction with the Peavey RX 22 titanium compression driver. Patented asymmetrical Quadratic Throat Waveguide technology eliminates distortions commonly caused by drivers pushing high sound-pressure levels to deliver precise sound reproduction. The Euro series comes housed in light, nine-ply enclosures and is protected by a HammerHead coating. It also features full- length, 16-gauge, powder-coated, perfo- rated metal grilles designed for durability. {peavey.com}

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TOCA I SHEILA E. SIGNATURE SERIES Signature Retro oca’s new Sheila E. Signature series includes Tcongas, bongos and timbales. The congas tune with six tuning lugs and are topped with matched natural bison heads. The heads are seated with traditional rims and extended collars for maximum resonance. The bongos’ hourglass shape provides additional comfort for seated players. The timbales have con- figured steel rims with five LUDWIG I LIVERPOOL 4 recessed tuners, so timbaleros can play rimshots without shat- tering sticks against the tuning Ringo Returns bolts. {tocapercussion.com} udwig’s Black Oyster Pearl drum L finish made its debut on “The Ed Sullivan Show” with Ringo Starr. In the spirit of that kit, Ludwig is now offering the Liverpool 4 in original Black Oyster Pearl finish. The Liverpool 4 has a three-ply shell and is the first Legacy kit to feature standard-sized, classic lugs, along with a new Rail Consolette tom mount. The first 100 sets will feature Ludwig’s 100th anniversary badge on each drum. MSRP: $4,285, stands not included. {ludwig-drums.com}

SABIAN I ARTISAN TRADITIONAL SYMPHONIC CYMBALS New in the Vault he new Artisan Traditional Symphonic Tcymbals are Sabian’s first orchestral models to be included in its Vault Collection. Created in response to calls from top percussionists for cymbals that would equal or out- perform current models, the Vault Artisan Traditional Symphonic pairings are crafted from Sabian B20 bronze, feature high-density hand hammering and are available in 16- to 20-inch sizes. {sabian.com}

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TYCOON PERCUSSION I NGOMA DRUM Africa’s Dance ycoon Percussion has added the TNgoma drum to its Dancing Drum series. The 42-inch tall drum is of West African descent and is handcrafted from envi- ronmentally-friendly Siam Oak. Tycoon’s Dancing Ngoma Drum features an authentic goatskin head and traditional tuning system made from 5-mm, non-stretch rope. It MEINL I STUDIO TAMBOURINES comes with a sound- enhancing drum stand or a self-standing model in Super-Dry Jingle an African-style fabric he new Meinl Headed Super-Dry Studio wrap. It’s available in a Ttambourines feature hand-hammered mahogany satin finish. brass jingles for an extra-dry, trashy sound. {tycoonpercussion.com} They are mounted on a wooden frame with a goatskin head. They’re available with one or two rows of triangle jingles. MSRP: $94–$124. {meinlpercussion.com}

BRADY DRUMS I KOSAKA SNARE Bamboo Beats rady Drums has dubbed its bamboo Bblock snare drum the Kosaka model to honor Tat Kosaka, longtime president of Pro-Mark Japan. The drum is made of bamboo in block (stave) construction. It’s available in 14-inch diameter in depths of 4.5, 5.5 and 6.5 inches. The drum has an oil finish that’s hand-rubbed with an application of high-grade carnauba wax and buffed. The bamboo offers a much higher note than traditional timbers, allowing for a powerful but sensitive sound. {bradydrums.com.au}

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JUPITER I 675N BASS CLARINET Bass Step-Up YAMAHA I YCR-9435 CORNET upiter has added a new bass clar- Jinet to its intermediate line. The 675N bass clarinet supplements the Transition 673BN as a value-added school bid model. The 675N features an ABS Cornet resin body with adjustable floor peg, he Chicago Symphony’s John inline trill keys, adjustable thumb rest THagstrom helped Yamaha design and an Eb key on the body that pro- the new YCR-9435 custom cornet in tects it from damage. The bass clar- the key of C. The cornet uses a trum- inet has a two-piece body that fits pet mouthpiece receiver. It also fea- into a multi-compartment case, tures an overall design derived from which makes travel easier. the Yamaha Chicago model C trumpet, {jupitermusic.com} which includes the MC1 leadpipe taper. This design element facilitates an easier transition between trumpet and cornet playing. MSRP: $4,950. {yamaha.com}

CONN-SELMER I HAND FLIPPER Conn-Selmer Flips Over Horns onn-Selmer’s Conn and Holton CProfessional horns will now be available with the hand flipper option for the left hand. This new feature will provide players with greater comfort when standing onstage or when they want to take some pressure off their left hands during a performance. The hand flipper can be adjusted with two Allen wrench screws, and the wrench is included. {connselmer.com}

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D’ADDARIO I REED GARD II, IV Impulse Packaging ico’s Reed Gard storage Rcases are now available in compact blister packs that promote impulse purchases. The packs let retailers display the reeds in high-traffic areas. They are also easy to inventory for accommodating WILLIAMS FLUTES I FOSTER EXTENSION mail-order sales. “The Rico Reed Gard blister packs are a great way for Flute Friendly retailers to increase profits in illiams Flutes’ Foster Extension is every sale transaction,” said Wa new flute upgrade that resolves Robert Polan, Rico’s product the discrepancy between the actual manager. “[They] are a great physical length of a flute tube and the add-on for every sale.” acoustic-sounding length of the gener- MSRP: The Reed Gard II, ated wave form. When applied to the $4.50–$6.25 for two-packs; end of the flute foot joint, it magnifies Reed Gard IV, $4.75–$5 for projection and adds complexity to the single packs. tone. The extensions are designed to {ricoreeds.com} improve either a B or C foot joint. {fosterextension.com}

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ALFRED I ‘GUITAR WORLD’ DVDS HUDSON MUSIC I ‘LESSONS: BREAKING THE CODE’ DVD Enter Guitar Know the Code World udson Music’s new Lessons: lfred has partnered HBreaking The Code DVD is Awith Guitar World the second instructional DVD to magazine to distribute feature Tower of Power drum- its DVD series. The mer David Garibaldi. Expanding Guitar World DVD on the first installment, Code of series includes 11 Funk, Breaking The Code DVDs and new titles offers an overview of general that will be released on concepts and techniques a quarterly basis. Two used to create funk drum- of these showcase the ming sounds, and it includes music of Jimi Hendrix, Garibaldi’s own contributions including How To Play to the style. The Jimi Hendrix Experience’s Axis: The two-hour, 20-minute Bold As Love and How To Play The DVD includes demonstra- Best Of Jimi Hendrix Experience’s tions and dissects the pat- Electric Ladyland. Hendrix authority terns Garibaldi used in the Andy Aledort takes players through both classic songs “Page One” Hendrix albums with more than three and “Pocketful Of Soul.” hours of lessons. Other DVDS include A 47-page, printable e- How To Play Blues & Blues Rock book is included and Guitar, Beginning Rock Guitar and covers all the material on Learn Shred Guitar. MSRP: $14.95; the DVD. MSRP: $29.95. Jimi Hendrix editions, $19.95. {hudsonmusic} {alfred.com}

GUY’S PUBLISHING GROUP I ‘GUY’S GRIDS’ Grid Guides uitarist Guy McRoskey Gaddresses chord mastery in his new book, Guy’s Grids. It includes more than 2,000 open chord forms and 700 moveable chord forms. Guy’s Grids is divided into four major tabbed sections: Open Chord Grids, Moveable Chord Grids, Open Chord Index and Moveable Chord Index. Each grid page includes a practice progression utiliz- ing the chord forms on that page. The included CD contains a play-along track for each practice progression. MSRP: $69.95. {guysgrids.com}

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AMERICAN DJ I MEGA BAR 50 RGB Mini Mega Bar merican DJ has added the smaller-sized AMega Bar 50 RGB model to its Mega Bar series. It’s a bright, DMX-compatible, indoor RGB mixing bar that’s 1.5 feet in length — half the size of the original. The trimmed- down size makes the mixing bar ideal for DENON DJ I DN-X1100 MIXER smaller venues. Despite its size, the Caught in the unit delivers the same LED technology, such as the ability to create Crossfade any color via RGB companion piece to Denon DJ’s mixing. MSRP: ADN-S3700 digital media turntable, $259.95. the new DN-X1100 is a 12-inch, table- {american top, rack-mountable analog matrix dj.com} mixer. In addition to eight analog line inputs and three-phono-switchable capability, it features a Flex Fader with tension adjustment. Four 60-mm VCA channel faders provide level control, and a 45-mm VCA crossfader offers contour STANTON DJ I SCS.3M CONTROLLER adjustment. The crossfader has A-B post channel assignment capability, and the fader-start trigger is compatible with Touch-Sensitive all Denon DJ CD/MP3 players. The tanton DJ’s new SCS.3m independent PFL channel meters help Sis a portable MIDI con- optimize and match levels for each troller with a unique control source, ensuring a smooth transition surface that emulates the lay- between sources when crossfading. out of a traditional, two-chan- MSRP: $799.99. {denondj.com} nel mixer but is touch- sensitive and features StanTouch technology. Each SCS.3m will ship with a new NUMARK I HDMIX MOBILE DJ SYSTEM version of Native Instruments’ Traktor LE, which is based on the latest Traktor Pro soft- Traveling DJ ware platform. This lets SC umark has System 3 products work Nlaunched together to create a full DJ the HDMIX, system with intuitive control. an all-in-one The touch-sensitive slid- DJ system ers can be used to tweak that gives EQs, letting DJs bring in dif- users the tools ferent elements of a song to perform any- during a mix or instantly where. It only switch the sliders to control requires a pair of pow- FX parameters within Traktor ered speakers or a connection to the LE. The wide, touch-sensitive venue’s house P.A. HDMIX is also a crossfader allows for seam- CD player with standard controls, an less, slow blends between iPod and USB-device mixing station, decks, but it’s also able to and a computer that plays MP3 and detect multiple finger presses other digital files from its upgradeable for quick transform effects in hard drive. The unit’s on-board, high- one control surface. definition, color LCD and alphanu- {stantondj.com} meric USB keyboard enable DJs to access music tracks easily. MSRP: $1,299. {numark.com}

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X RATES: CLASSIFIED DISPLAY: $25 PER COLUMN INCH. READING NOTICES: $1.00 PER WORD; $15 MINIMUM CHARGE. ALL ADS ARE PREPAID. X PAYMENTS: SEND CHECK OR CHARGE IT ON MASTERCARD, VISA OR DISCOVER. X DEADLINES: ADVERTISING CLOSES THE 15TH OF THE MONTH, SIX WEEKS PRIOR TO ISSUE DATE—I.E. THE MAY ISSUE WOULD CLOSE MARCH 15. X SEND YOUR ADVERTISEMENT TO: MUSIC INC., 102 N. HAVEN ROAD, ELMHURST, ILLINOIS, 60126: OR FAX YOUR AD TO: (630) 941-3210. X QUESTIONS? CALL SUE MAHAL AT (630) 941-2030, EXT. 121.

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ASK THE RETAILER >>> >>> Kathi Kretzer Barbara Wanless Kretzer Piano Steinway Piano West Palm Beach, Fla. Gallery of Milwaukee Milwaukee e have been focusing on cross- Wpromotional events. We provided a player piano for a special event at a high-end auto dealer and had a musician perform at a local bookstore author signing event. E-mail is our main source of communication for informing clients in our database of upcoming events. Our recital hall is also used for meetings held by banks and financial groups. We keep positive and find time for laughter each day at our store. We can’t change the economy, but we can run an efficient operation, keep costs down and continue networking. >>> Camille Scheidemann Frank & Camille’s East Melville, N.Y. e are engaged in more seed- Wplanting events in an effort to How are you adapting increase our customer base. For the first time ever, this past November and December, we rented space next to Santa at the mall. We displayed a your piano business to Yamaha Disklavier and offered a raffle to win a Yamaha portable keyboard or a weekend with a Yamaha Disklavier. the recession? This event generated more than 300 new leads. ’m going out into the to play. But I had to wait have sold one of them for Another first-time, seed-planting I community even more. until I could get a teacher about $3,000. event was when we partnered with We were on the news not and a lesson program in A camera crew and a Yamaha for the Red Piano Tour. We placed Elton John’s red piano at the long ago because we have place, which just hap- reporter from CBS fol- luxurious Garden City Hotel in Long a new piano lesson pro- pened two months ago. lowed us in their trucks. Island, N.Y. They were delighted to dis- gram for young people at We were in the news They came with us to all play and play Elton John’s Disklavier. the Boys & Girls Club in for all this in April. It seven homes, and they The piano created ownership aware- Riviera Beach, Fla., started when the general scheduled it so we’d visit ness among a wealthy clientele. And the hotel owner is currently negotiating where 77 percent of the manager of the CBS sta- one home at noon and with us to purchase a Yamaha people have household tion affiliate called me have a live broadcast. Disklavier for the hotel. incomes below $29,999. and [asked], “Can you do These kids were so The program will pro- me a favor? We’re just thrilled. Everyone was in >>> vide piano lessons to 48 tired of all the bad news.” tears. Grant Billings students, and we envi- So we gave them some And then our NBC Steinway Piano Gallery–Madison Madison, Wis. sion it will eventually be good news. We delivered affiliate did a full story on just went through a process where I offered at all six stand- seven pianos to seven the donations that aired Ihad a salesperson who left. I decided alone Boys & Girls Club children in Riviera Beach. April 13. that, instead of hiring another salesper- facilities. The tuners donated their We always try to get as son, I’d bring in someone to help me We’ve been saving tuning services, and the much media out there as with administration tasks. That has pianos for a couple of movers donated their we can because, even if really turned out to be fantastic because now I have time to talk to years to be donated to the time, as well. My entire people aren’t buying today every customer coming through the Boys & Girls Club in hopes staff and I cleaned up or tomorrow, when they door. No one is going to do a better job that we could find chil- these pianos. Some of are ready to buy, we want with customers than you [the owner]. dren in need who wanted them were so nice. I could them to think of us.

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