Finding new ways to get starters to stick. (then introduce 'em to TDPRI) https://www.wsj.com/articles/the-down-to-earth-dreams-of-todays-guitar-buyer-11557799500? . . . Mr. Mooney says Fender is “generating industry and share growth” with help from marketing, social media and a subscription-based, online learning product it calls Fender Play. The online lessons platform, he says, which launched in 2017, already has 100,000 users and is central to the company’s goal of getting people to become lifelong guitar players and customers. He says there are signs that Fender Play, by keeping people engaged with the guitar though digital lessons, has helped get customers to the crucial one-year mark—after which they are less likely to quit.