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THE MUSIC TRADE REVIEW
* * An Innovation in Trade Literature. * *
THE EVERETT CATALOGUE ORIGINAL FEATURES TELLS HOW THE EVERETT IS MADE FROM LOG
TO FINISHED PRODUCT AN EDUCATIONAL WORK THE EVERETT WARRANTY NOW
COVERS THE LIFE OF THE PIANO.
These close of the century days are
iconoclastic. Every now and then some one
will come along, explode a bomb of common
sense, and to the four winds is scattered the
dust of ancient theories. We are perhaps too
prone as a people to follow one groove, but
at irregular intervals we are thrown forcibly
out and are compelled to start anew.
For years it has been a part of our duty to
review the many catalogues which have
reached this office, some of which have been
very good, some moderately bad, and some
decidedly indifferent.
There are occasional variations—frequently
some manufacturer will mark out a new line
and it is decidedly refreshing to encounter
these departures from the ordinary rule of
catalogue compilation.
Before us is a distinct creation—a cutting
out into new fields as it were in catalogue con-
struction. It is the Everett catalogue. "The
Everett Piano"—these words in bronze and
nothing more ornament the cover pages.
The size of the book is not overlarge.
Its coloring is neat and aesthetic.
Its illustrations are from life—being repro-
ductions from photographs taken in the
Everett factory.
Its paper tints bring out the illustrations to
the best possible advantage.
Putting aside the typographical beauties of
the brochure which lies before us, we are im-
pelled to enter upon the discussion of its
meat, as it were.
Two pages in the first part of the catalogue
are given up to illustrations of the manu-
facturing plants of the Everett Piano Co.
and the branches of the John Church Co.,
located in New York, Cincinnati and Chicago.
Following this we have the introduction:
" Read not to contradict and confute.
Nor to believe and take for granted,
But to weigh and consider."
After reading the introduction the belief is
generated that the Everett Piano Co. are go-
ing to take one into their confidence, so to
speak, and tell all about the supposedly hid-
den mysteries of piano making. This belief
is emphasized when we approach the close of
the introduction and encounter these words:
" O u r statement that we make a piano of
absolutely the highest grade may not con-
vince you. Investigation is all that we ask.
We warrant every piano thai we make, not for
five years, not for seven, but throughout the entire
lifetime of the piano.
That's an iconoclastic sentence. It has the
ring of demolition about it. With the Everett
Co. it is no longer the five or seven or ten
years, but throughout the lifetime of the
piano. Stronger words, or more emphatic,
could not be used in which the maker could
emphasize his faith in his own instruments
than the ones quoted above. These words in
themselves are record breakers as well as
epoch creators, because from this time on,
there is a new warranty standard created for
the modern piano. No maker yet has come
out before the world with such a statement,
and if there were no other surprises in the
Everett catalogue than this one sentence, the
work itself would be a remarkable innovation.
Continuing, a description of the factory
next appears, and in it there is that same
spirit manifest. Here is a sentence:
" We have no factory secrets beyond those
discovered by skill, accuracy, judgment and
experience. Our plant is at all times open to
members of the trade."
Ringing words, are they not ?
Then, next the tone and touch of the in-
strument. Here is a sentence which stands
out in strong relief:
" The production and transmission of mu-
sical tone by means of hammers, strings,
sounding-board and other parts of the piano
are governed by well defined acoustic laws."
Next the outlines of Everett piano con-
struction, which explains clearly the method
of construction of the Everett piano from log
to case, wrest-plank and sounding-board. A
complete description of the different stages
of piano construction, special treatment and
all that, which is followed by a chapter giving
further details in the case making and veneer-
ing.
The sounding-board, string, varnishing
and rubbing, action and keys, hammer, fin-
ishing, tuning, action regulating, tone and
regulating each come in for a complete
chapter which conveys to the reader an ac-
curate idea of piano construction in general,
and particularly of the Everett pianos.
There is no department overlooked, even
down to the final packing preparatory to the
shipping of the Everett piano to its place of
destination, " a perfect product."
Beautiful illustrations of six styles of up-
right pianos come next, followed by two illus-
trations, one of parlor and one of concert
grand piano, a detailed description of which
appears on the opposite page of the illustra-
tion.
The interest in the book holds one's atten-
tion to the end. After the illustrations there
is a chapter concerning prices. Here is an
excerpt:
" We will not promise to do the improba-
ble by stating that we should give to the
buyer much more than the value of his money,
but we promise to give true value for it."
Impressive words truly.
The Everett catalogue marks an entire
change in catalogue creations by containing a
number of innovations. In the first place it
is, in a broad sense, an educator. It is a vol-
ume, the perusal of which gives one a close
acquaintance with the piano and its method
of construction throughout.
Somehow the impression arises from a per-
usal of the Everett catalogue that it is the de-
sire of the Everett Co. to take every one into
their confidence, so to speak, by stating
plainly, unequivocally and lucidly to the public
the reasons why the Everett piano claims a
share of its patronage.
The whole book in itself forms a compact
and comprehensive volume on piano making
and as such can be perused by every one in-
terested in the trade with pleasure and with
profit.
It should prove valuable literature in the
hands of Everett salesmen. It is too, valuable
literature for the piano purchaser as well.
The extent of the guarantee to include the
life of the piano is a radical change and marks
a new basis for warranty.
New flusical Beehive.
LYON, POTTER & CO. WILL OCCUPY QUAR-
TERS IN THE STUDEBAKER BUILDING IN
THE NEAR FUTURE.
Lyon, Potter & Co. will be among the
dealers in musical instruments who expect to
get quarters in the renovated Studebaker
building, in Michigan avenue, immediately
north of the Auditorium. The firm will de-
sert Steinway Hall and the building on Van
Buren street, which was put up two or three
years ago especially to accommodate musi-
cians. The move will be made by May ist,
it is said. The members of the firm refuse
to deny the truth of the rumor. All they
say is, "We are not going to move right
away."
Some time ago arrangements were made
for removing the Chicago Musical College to
the Studebaker building from Central Music
Hall, so that the new place will be one of the
musical beehives of the city.—Chicago Jour-
nal, Feb. 17th.
When we called the attention of Nahum
Stetson to the-above he remarked: "You
know we have a lease of Steinway Hall in
Chicago for some time, and you know also
that it is a musical center. Of course i£ our
friends on the daily press have arranged
matters so nicely for us, why it is clever on
their part, but we like the old location very
well indeed."
flcPhail Co.'s Annual Meeting.
OFFICERS ELECTED
BUSINESS REPORT FOR
THE YEAR MOST SATISFACTORY
BUSINESS
FOR THE TWO MONTHS OF THIS YEAR IN-
DICATES A BIG IMPETUS TO M'PHAIL
BUSINESS DURING 1 8 9 8 .
At the annual meeting of the stockholders
of the McPhail Piano Co., held at the office
of the firm in Boston last Wednesday, Feb.
23d, the following officers were elected for
the ensuing year: President, G. F. Blake;
vice president, A. A. Maxwell; clerk and
treasurer, F. H. Owen. Directors: G. F.
Blake, F. H. Owen, B. F. Dunbar, A. A.
Maxwell and L. S. Jordan.
The report presented was most satisfac-
tory, showing the largest and handsomest
business ever transacted by this corporation.
There has been a tremendous increase in out-
put, and a large number of important agen-
cies established. The business for January
and February so far this year indicates that
the McPhail forces are marching on at a
quickened pace. The trade for these months
exceeds all records.
Colonel H. W. Hall, of Burlington, Vt., was
a visitor at the Knabe warerooms this week.