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THE NEW YORK
PUBLIC LIBRARY.
ASTOft, I-F.NOX AND
T.4LDEN FOUNDATIONS.
EIKI
V O L . XXX. N o . 2 4 .
PuDiisnea fivery Saturday Dy Edward Lyman Bill at 3 East Mrteentn Street. New YorK, June 16,
came out in this way you may be sure that
it was a pleasing revelation.
WHAT MR. STEVENS,THE MATHUSHEK MAN,SAYS
"Experience has taught me that'adver-
J. W. Stevens, of the Mathushek & Son tisements, to be effective, must be season-
Piano Co., during a talk with The Review able. They must be readable. They
on trade conditions, made some very prac- must tell their story plainly. The notices
tical and useful remarks on the advantage inserted and found effective during the
of judicious retail advertising.
winter months are practically worthless in
"There is no doubt whatever in my summer. They must, therefore, be sea-
mind," he said, "as to the efficiency of ad- sonable. To make them readable requires
vertising in every branch of commerce. much thought and study. This essential
Its excellence as an aid to prosperity in feature is more than half the battle. To
the retail piano business, I have proved make them tell the whole story, too, and
over and over again. But in order that so plainly that he who runs may read, is
satisfactory results may be secured, it is no easy matter. Yet if this is not done, it
necessary that certain essentials be kept is a serious deficiency, likely to spoil the
constantly in mind.
entire effect for practical, business pur-
"Good judgment in several matters, such poses."
as the best mediums to use, the best thing
The Everett Warerooms.
to say and the best way and time to say it,
are some of the essentials. Without them,
The alterations which have been under
money spent in advertising is absolutely way for some time at the Everett ware-
wasted. With them, success becomes a rooms, are at last approaching completion
certainty, provided always that the adver- and Manager Wright and his associates
tiser tells the truth and avoids misrepre- will, within a very short period, be free
sentation in every shape and form.
from the inconvenience and dust which
"It requires a nice discrimination very has been their lot for an extended period.
often to decide which mediums to use. The new front which is now in place adds
Experience has been my school in this materially to the attractiveness of the
matter, and it is the only school where building and gives the Everett establish-
valuable lessons, along this line, can be ment considerable display space as well as
thoroughly learned. I remember, a few more room in the interior. Instead of one
years ago, arranging a plan whereby we show window as formerly, there are now
were able to ascertain, to a nicety, which two with the door in the center. They
mediums were really serviceable in the re- stand out well in front, so they can be
tail branch.
seen to advantage up and down the avenue.
"For several years the plan worked per- The improvements and alterations, al-
fectly. It secured for us, too, not a few though annoying on account of interfer-
startling and several pleasing revelations. ence with business, will be appreciated
For example, it was found that actual when everything is in place, inasmuch as
circulation of a medium had nothing to do the entire appearance of the warerooms
with the value of that medium to us. The has been changed and improved for the
fact that certain mediums were more better. Manager Wright reports whole-
widely and more thoroughly read than sale business as very satisfactory with re-
others did not, we ascertained, help us in tail business rather quiet, a complaint very
the least.
generally heard these days.
"Why? Because the people who bought
or otherwise received these particular Decide to Adopt a Craft Label.
mediums did so with some special object
[Special to The Review.!
in view, and that object not the noting of
Indianapolis, Ind., June 12, 1900.
piano advertisements. At the end of each
The Stringed Musical Instrument Makers'
year, what do you suppose towered up Union which was recently organized in this
above all other sources of real help in sell- city is arranging to adopt a craft label to
ing the Mathushek piano?
place on the goods which they manufac-
"I will tell you: personal recommenda- ture. The majority of the men in the
tion! Where one purchaser declared that Union are employed in the factory of the
he or she came because of a notice read in Wulschner Music Co.
some published medium, six stated that
Fred. S. Carley, piano dealer of Mt. Car-
they came because they were recommended
roll,
111., removed to new quarters in the
by a friend who had a Mathushek piano.
Bowden
Building that city, June 1.
When the yearly totals were made up and
A Talk on Advertising.
SINGLE COPIES 10 CENTS
Smith & Barnes in New York.
John A. Norris, general Eastern repre-
sentative of the Smith & Barnes Piano
Co., of Chicago, will be located in New
York during the summer months. He has
secured a handsomely furnished apartment
(room 68) in the Clarendon Hotel, Fourth
avenue and Eighteenth street, where he
will have a full line of Smith & Barnes
styles on exhibition, including two new
creations which have not yet been intro-
duced to the trade. They will reach New
York early next week. It is Mr. Norris'
desire to meet all dealers visiting the city
and he extends through The Review a
hearty invitation to visit him at his head-
quarters. He will also make short visits
out of town so as to keep in contact with
his customers in the Eastern territory.
Failure in Burlington, la.
[Special to The Review.]
Burlington, la., June 12, 1900.
A schedule of assets and liabilities of A.
J. Anderson, piano dealer, whose assign-
ment was recorded a few days ago, has
been filed with the County Recorder.
The liabilities foot up $4,870.73, while the
assets consist of the stock of pianos, organs
and small goods, the value of which has
not been estimated, and bills receivable
amounting to $1,820 and book accounts of
about $134.24. The creditors include the
Edison Talking Machine Co., Hardman,
Peck & Co., Henry Holtzmann, J. & C.
Fischer, the Columbia Phonograph Co., E.
G. Harrington & Co., The Franklin Piano
Co., and a number of banks and private
individuals in this city.
Fire in Ennis, Tex.
Through a fire which occurred on Satur-
day last in Ennis, Tex., the music store
occupied by Mr. Aspiranger was badly
damaged as well as the contents. There
is ample insurance.
Advertising Behr Bros.
Frank G. Fite, the enterprising dealer
of Nashville, Tenn., had the following
clever reader in one of the local papers,
recently:
"There is no charge for the name on a
Behr piano, but that name will be worth a
good deal to you. It will be noticed by
everyone who enters your parlor, and will
cause everyone to admire your good taste
and judgment. Frank G. Fite, music
dealer, corner Church and High streets, is
the sole agent for this celebrated make."