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THE MUSIC TRADE REVIEW.
Continuous Advertising.
THE SENSE OF CONTINUITY
PUSHING BUSINESS
EVERLASTINGLY
CONTINUOUS PROSPERITY.
T
HE Creator is the Deity of continuity.
He did not build worlds on Monday,
and stop work on Tuesday. He did not
take a holiday on Thursday and work the
harder Friday, to make up lost time. His
work was of six periods. He stopped only
when there was nothing to do. In each
period was done the proportionate work of
its time, perfect in itself, successful because
it harmonized with the work before and
afterward.
James W. Currier.
W
ITH the death of James W. Currier,
which occurred last Thursday morn-
ing, at New Rochelle, the music trade
lost one of its veterans. He became con-
nected with this trade in the early sixties,
when he assumed a responsible position
with the Mason & Hamlin Piano & Organ
Co.
He continued with them until 1887,
when he transferred his services to the
Mason & Risch Vocalion Co., assuming
the position of manager of the New York
branch.
Mr. Currier was a veteran of the late
war, and the immediate cause of his death
was brought about by a cold he contracted
while attending a G. A. R. re-union re-
cently.
James W. Currier had a wide circle of
friends in and out of the music trade, as
his warm and genial disposition was well
calculated not only to make friends, but to
hold them. A widow, daughter and his
only son, Mason P. Currier, traveler for the
Estey Piano Co., survive him.
The deceased had always taken a warm
interest in music trade matters, and was
himself a musician of marked ability. He
had taken an active part in the Salesmen's
Association at the time of its organization,
and lent his influence toward the perfect-
ing of the organization.
Steck-Catos.
I
T seems that the eminent piano manu-
facturers, Geo. Steck & Co., are con-
stantly in receipt of letters from celebrated
musicians expressing their admiration for
the musical qualities of the Steck pianos.
The following is written by the eminent
pianist, John Francis Gilder, to the Steck
Co., under date of May 20th:
''I have given several recitals in Phila-
delphia, and on each occasion have used a
Steck Baby Grand Piano, furnished by
your enterprising Philadelphia agents,
Messrs. C. J. Heppe & Son.
" I t is perhaps superfluous at this late
day to add to the many flattering testi-
monials as to the excellence of your admir-
able instruments, but I take pleasure in
stating that I always find them in every
respect equal to their established reputation
as first-class pianos of superior excellence. "
No man can raise live stock by feeding
it one day, and starving it the next.
Jagged, indeed, must be the education
of the boy who skips his mathematical
lessons every other month.
Perhaps the automatic bookkeeper can
finish his entries, close his ledger, never to
re-open the past, except for reference.
Desk-sitting bookkeepers are not men of
business.
The business man who pulls down the
top of his roller desk, with everything done
and nothing to be continued, has no busi-
ness to be in business, because his so-called
business isn't business.
"To be continued" is the motto of trade.
"Never to be finished" is a rule of
progressive business.
Heaven is the home of the man who
stops.
This world is made for workers, th-t there
may not be shirkers in the "Continuous By
and By."
"Always at i t " is the trade-mark of busi-
ness.
The man who is in stock to-day, and out
of stock to-morrow, is apt to be out of busi-
ness the next day.
Advertising has two distinct values.
First, the initial presentation of something,
accompanied by argument.
Second, the
continuation of that argument.
Mighty few people, anywhere, answer an
advertisement the first time they see it, un-
less it be of a special bargain, or of some
illegitimate article of trade.
One can advertise a cheap chromo, and
secure a value from the very first advertise-
ment. These are advertisements of the
"sufficient-unto-the-day" and "insufficient-
to-morrow" class.
The good advertisement of good business
has more value collectively than indi-
vidually; that is, its value consists, not in
one appearance of itself, but in that appear-
ance in continuation of former appear-
ances, and in the certainty of subsequent
appearances.
Allow me to give a personal reminiscence.
Before me for several years was the adver-
tisement of an insurance company. I did
not know any one connected with . it.
When I realized the necessity of insurance,
I put on my hat, went directly to the office
of that insurance company, and took out a
policy. The only reason I went to that
particular company was because the ad-
vertisement of that company had been be-
I i
fore me for years. I did not appreciate
either the advertisement or the company,
although I had seen the advertisement a
thousand times, until the time came when
I wanted insurance, and then I connected
the advertisement of years with the neces-
sities of my particular case, and the com-
pany got some of my money.
The advertisement which appears to-
day, and not to-morrow, is liable to make
people forget that it appeared at all. The
manufacturer has no right to take his ad-
vertising out of the paper, so long as he ad-
vertises at all. He may cut the size a
little, although the shrewd advertiser
seldom does.
In the same place, occupying the same
amount of space, in the same paper, month
after month, and year after year, not only
brings new trade, but converts that new
trade into permanent trade, creating busi-
ness of prosperity to posterity.
While there are exceptions, the majority
of men who are succeeding to-day are the
men who continuously advertise.
There is the weakest kind of original
logic in the argument that a man can go
successfully against the natural law of suc-
cess, because he knows of isolated excep-
tions where men thinking his way have
succeeded.
It is safer to follow the law of general
averages than to be guided by the rule of
exceptions.
N. C. FOWLER, JR.
The "Hand Organ King" Dead.
C
ARLOS MERELLO, of 27 Mulberry
street, who made nearly all the hand
organs now in use in the United States,
and who was one of the prominent members
of the Italian Colony in this city, died last
Monday, May 18th. Merello was born in
Paris forty-three years ago, and came to
this country when a lad. He became in-
terested in hand organs, and went further
than merely turning
the crank.
He
studied the mechanism, and became skilled
as a repairer and later as a manufacturer
of these instruments.
In this way he
made money, and took in as partner Mr.
H. Taylor, who died about six months ago.
Although Merello's estate is worth over
$500,000, he never left Mulberry street.
His funeral on Wednesday was a most
elaborate affair.
GEO. E. BKADNACK will take charge of
the New York offices of Ludden & Bates on
June 1st. He will be succeeded in Jack-
sonville, Fla., by A. B. Campbell.
THE Kroeger Piano Co. are among the
elect who continue to hustle, notwith-
standing dull times. They received an
order early in the week from a well-known
dealer for twenty-four instruments, and
express themselves fairly satisfied with the
outlook for business.
"LIVE and Love," is the title of a polka
or two-step written by Wm. G. Votteler.
It is a dainty and captivating composition,
and the publishers, H. J. Votteler & Son,
Cleveland, O., should not be surprised if it
makes a " h i t . "