Music Trade Review

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THE MUSIC TRADE REVIEW
meled by the feeling that he must never
make a mistake, that he must always be
consistent, that a large percentage of his
value to the State is lost. The straight-
jacket of public opinion, narrow, unwise,
intolerant public opinion, that does not
EDWARD LYMAN BILL.
allow its representatives the freedom of the
Editor and Proprietor
man of affairs, blocks the wheels of pro-
PUBLISHED EVERY SATURDAY
gressive, business-like legislation. The
3 East 14th St., New York
lawyer and the doctor and the business-
SUBSCRIPTION (including: postage), United States,
man make mistakes. Why, then, shouldn't
WEIGHTY POINTS.
Mexico and Canada, $a;oo per year; all other countries,
TTERE are a few words from Frank A. the legislator make mistakes? Why
EriENTS, $2.00 per inch, single column, per
ADVERTISEriENTS,
quarterly
or yearly
a special
insertion. On q
l
l contracts
tt
il dis-
Munsey, one of the most successful shouldn't he vote to-morrow to repeal the
count is allowe ed. Advertising Pages $50.00, opposite read-
ing matter $75.00.
publishers of the time. He came to New act for which he votes to-day, if to-morrow
REMITTANCES, in other than currency form, should
be made payable to Edward Lyraan Bill.
York a few years ago with fifty dollars in brings him additional light upon the sub-
Entered at the New York Post Office as Second Clast Matter.
cash and a bundle of manuscript. To-day ject, if to-morrow's experience demon-
he is rated a wealthy man and owner of strates to him that his reasoning of to-
NEW YORK, AUGUST 13, 1898.
several valuable magazines. His expres- day was wrong? Imagination does not
TELEPHONE NUMBER, 1745—EIGHTEENTH STREET.
carry with unerring accuracy. Experience
sions are worthy of consideration:
THE KEYNOTE.
Most men, it seems to me, are too much alone determines whether a thing is right
The first week of each month, The Review wilt
contain a supplement embodying the literary
afraid of making mistakes. I like men or not.
and musical features which have heretofore
appeared in The Keynote. This amalgamation
There are certain eternal principles that
who make mistakes, who have the dash,
will be effected without in any way trespassing
on our regular news service. The Review will
the energy, the warm blood in their veins, enter into the wise conduct of business—
continue to remain, as before, essentially a
to make mistakes. Everything in life is certain lines that must win out. Get your
trade paper.
more or less of a gamble. Timidity never business on these lines and hold strictly
INFLUENCE OF TRADE JOURNALS. accomplished anything in this world. to them, regardless of what this one or
A TRADE paper is necessarily limited Faith is the mainspring of enterprise. that one may say, regardless of what is or
in circulation, and it appeals only to Mistakes make the game interesting. what has been, and hold to them with the
a class who are interested in the products They lift it above the dead level, stimulate faith and the grasp that knows no weaken-
of an industry of which a trade paper may imagination, and keep hope young.
ing, and you will win out.
be an exponent. Its influence, however,
More good thoughts have perished than
is world wide. An illustration in point:
have ever seen the light of day. It is the
THE ISSUES OF TO-DAY.
During the past two weeks two adver- easiest thing in the world to reason the
tisers have advised us that they have merit all out of a new idea. The man who DRESTO devotes over a page to a re-
received orders from British India and "gets there" is the man who has the
view of what it terms " A Music
South America through advertisements courage to make the plunge when the Trade Paper Crisis." The article refers
which appeared in The Review.
thought is fresh in his mind—to strike wholly to the Music Trades and the Musi-
These instances are frequently brought while the iron is hot. Ideas, like time and cal Courier.
to our notice by advertisers who point tide, wait for nobody. They must be
For some peculiar reason Presto is en-
with pleasure to orders which they have taken at the flood. The man who attempts deavoring to bolster up the evidently
received from some far away point, gained to argue all the way to the finish is lost. waning fortunes of Marc Blumenberg, in
through the mediumship of The Review.
Difficulties are at their worst in the the belief that he is better than John C.
This is peculiarly gratifying to the perspective. The plunge is the vital thing Freund, that both are unmixed evils, but
publisher. It demonstrates as we have —the beginning, the life. Faith and ex- both are necessary to the peace, happiness
always claimed that trade paper advertis- perience will take care of the rest. The and comfort of the music trade.
ing is not only a necessity, but it is rich in world's real benefactors are its brave men,
We wish to state at this point that never
results for the advertiser. It is, too, the men who have the soul to do and to has our attention been called to a more il-
different, from advertising in the daily dare, to risk everything, fortune, reputa- logical article than this particular one
publications, because every paper which tion and life.
which appears in our Western contempo-
is sent from the office of a trade publica-
I don't believe at all in the sure thing rary. The logic of prolaiming that two
tion is read by some one who is interested theory; I don't believe at all in the theory rattlesnakes are better than one rattle-
in the contents of the journal. It is read, of getting something for nothing. The snake is of that peculiar consistency that
too, by an intelligent class.
man who seeks big rewards should take we fail to fathom. Why not go further
Of course, startling results may not big chances, should give up an ample and by the same logic, say that two cases
always be traced to trade paper advertis- equivalent in brain force, thought, energy, of smallpox are better for the safety of
ing, still there . are cumulative returns money, for everything he gets. The man the neighborhood than one? This, how-
which are steadily augmenting, in that the who rises above the surface makes no end ever, not on the ground that misery loves
name of the special wares are becoming of mistakes; the drone, alone, makes no company, but simply the fact that it is
better to have two afflicted than to have a
wider and wider known, and no one can tell mistakes.
at just what particular moment a dealer
One of the worst mistakes the world single isolated case. Or, if a tarantula
may respond to an advertisement.
makes is its horror of making mistakes. bites one unfortunate, pass him along to
Another point: dealers, that is the This very thing is one of the greatest pos- the next on the same basis that there
progressive and desirable element, are sible menaces to intelligent, conscientious should be no hard feeling shown in the
naturally desirous of alliances with up-to- legislation. The legislator is so tram- distribution of a real good thing. If one
date and energetic houses, and in what
way is it possible for them to become
better acquainted with the wares, the
personnel, the ambitions, the policy of
business concerns than through the col-
umns of their favorite trade journal ? The
trade journal is a trade developer, the
influence of which should not be underest-
imated.