Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEU
This value of a trade-mark in advertis-
ing has been illustrated times without
number, and one of the most effective
ever invented is that of the John H. Wood-
bury Dermatological Institute—the neck-
less head. When it first appeared all sorts
of objections were made to it. Some
thought it siiggested decapitation and
wrote long letters to Dr. Woodbury ask-
ing to call the head in. The mail was
heavy with letters of this kind for several
years, but as time wore on and people be-
came accustomed to the head, the number
of objections registered fewer and fewer.
In the early days the line "Who is it?"
used to appear beneath the picture of the
head, but this is now unnecessary. One
day last week a letter inclosed in an enve-
lope with nothing but a picture of the head
and the words "New York" beneath it was
mailed in Boston. "New York" was writ-
ten so that the letter would not drift into
the Boston office. The letter reached its
destination, Forty-second street, New York,
on schedule time. The sender of the letter
then learned that this was not the first
time that the head had started out to find
its owner. A few years ago a letter with
nothing but the head on the envelope was
mailed at Burlington, Iowa, and it arrived
in New York promptly.
trade journalism are those of its own
household. They are the fake papers, the
wheedlers, the puff-mongers, the stabbers,
the mendicants and parasites of low de-
gree.
In the present state of mercantile dis-
cernment, these "mysterious dispensations
of an all-wise but unscrupulous Providence"
divert a good deal of money from useful
channels and do what in them lies to bring
trade journalism into disrepute.
With the growth of intelligence on the
subject, however, this evil will decrease;
and in the meantime I thank Heaven that
there is a sufficient remnant of the right-
eous in this calling to uphold its dignity
and enlarge its usefulness to the business
community.
T N associated effort there is power. The
results that seem impossible of realiza-
tion by individual efforts frequently blos-
som into fruition under the rays of con-
centrated energy. High ideals as objects
to be struggled for are essential to future
greatness. The highest ideals inspire im-
provement by the influence of their per-
fections. Therefore, organizations should
be sustained.
The formation of local and national as-
sociations among the wholesale and retail
piano trade has been productive of good,
much of which is still undeveloped. The
good results consist not so much in the
surface or immediately apparent benefits
secured, but their real value will be found
in the broader views among business men
in general and the better business methods
instilled into the minds of this and the
next generation of merchants. Progress
and business association are inseparable in
this age of keen commercial competition.
COME very timely comments and sugges-
tions regarding the building up of for-
eign trade are made by William E. Torrents
who recently made a tour through South
America and conducted numerous investi-
gations on behalf of the National Associ-
ation of manufacturers in the capacity of
special commissioner. In this connection
he says:
No business man of an investigating
turn of mind, traveling in South America,
or in other purely export markets, can fail
to observe two salient points in connection
with the successful foreign introduction of
American merchandise, namely:
First.—-The advisability of a personal
investigation of each foreign market, the
volume of demand, the manufacturing,
credit and shipping requirements, and the
general peculiarities by a capable repre-
sentative thoroughly experienced in the
possibilities of a certain branch of produc-
tion.
Second. — The profit and satisfaction
which can be derived from subsequent
personal solicitation for orders by an ex-
perienced traveling representative.
The manufacturing conditions which ab-
sorbed our capital and attention at home
until recently, while other nations of less
magnitude yet earlier development had
already spread their influence abroad, have
benefited us to the extent that an opportu-
nity is offered us to benefit by their expe-
riences. Starting out a little behind in the
long international race for the greater part
of the export trade, we cannot do better
than make use of those methods which
have been proven so beneficial to our lead-
ing competitor, one who is and bids fair
always to be our most dangerous rival.
IN a very interesting speech made at the
Waldorf-Astoria before the Sphinx
Club, Chas. T. Root, editor of the Dry
Goods Economist, says: " The trade jour-
nal proper, that is, broadly speaking, the
periodical devoted to the production or dis-
tribution, or both, of some class or related
classes of merchandise, is the product of a
highly evolved commercial system. When
transportation and communication were
slow and difficult, and each community A SYSTEMATIC attack upon the new
A MONG the many trade-winning methods
supplied its own wants and formed its own
bankruptcy law is being made by
put into practice during late years
market, there was no need for this adjunct certain Western organizations, including which have proved to be of lasting value,
of modern business. The seed of the trade several trust companies, the evident pur- none command greater attention than those
journal, indeed, existed in commerce; but pose being to discredit the new statute with above noted. The explanation is not diffi-
in order that this seed might sprout to life, a view to securing its repeal in the event of cult. Ever since trade ceased to be an in-
the ground had first to be plowed by the any attempt to modify its present provi- terchange of wares, a bartering of one
locomotive and fertilized by the electric sions. The private interest of the parties individual's produce for that of another,
telegraph. When the conditions were ripe assailing the law is so manifest, however, the buyer has had the advantage of the
it made its appearance."
that the representations made will hardly seller, and this advantage has materially
have a respectful hearing in any quarter. increased since a larger proportion of the
The missionary work of this movement consuming class have been transformed into
T^O-DAY the chief menace to trade
journalism is the increase of trusts is being conducted by means of pamphlets indirect producers, or wage-earners, and
and other business combinations. Apart which are being spread broadcast through- since the actual producer began to antici-
from this condition it suffers from the out the country and showered upon Con- pate the wants of the consumer.
working in its own "midst" of the very gress in large quantities. The chief argu-
In this age the buyer has become the
principle by which it exists, namely, unre- ment employed is a comparison between dictator in whatever country he lives, no
stricted competition. But this difficulty the facilities afforded by the laws of cer- matter what language he speaks, or to
is rarely fatal, and then only in cases which tain specially selected States and the new what plane of civilization he has attained;
deserve their doom. Would there were bankruptcy act, and which, of course, in so long as he possesses the cash equivalent
these pamphlets is made to appear decided^ he can demand such merchandise as fulfil
more of 'em.
Otherwise than as above, the enemies of ly in favor of the former,
his requirements or please r^is fancy, and.