Music Trade Review

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THE MUSIC TRADE REVIEW
TWENTY-SECOND YEAR.
J Jt EDWARD LYMAN BILL J* J*
Editor and Proprietor.
PUBLISHED EVERY SATURDAY
3 East 14th St., New York
SUBSCRIPTION (including postage). United States, Mexico
and Canada, $2.00 per year ; all other countries, $4.00.
ADVERTISEMENTS, $2.00 per inch, single column, per
insertion. On quarterly or yearly contracts a special discount
is allowed. Advertising Pages $50.00, opposite reading matter
$75.00.
REMITTANCES, in other than currency form, should be
made payable to Edward Lyman Bill.
Entered at the New Vork Post Office as Second Class Matter.
NEW YORK, SEPT. 8, 1900.
TELEPHONE NUMBER, 1745— EIGHTEENTH STREET.
T H E KEYNOTE.
The first week of each month The Review
oontains a supplement embodying the literary
and musical features which have heretofore
appeared in The Keynote. The amalgamation
is effected without in any way trespassing on
our regular news service. The Review con-
tinues to remain, as before, essentially a trade
P«P«r.
TRADE JOURNALISM HONORED*
'"THE only award granted to any music
trade publication at the Paris Exposi-
tion was given to The Music Trade Review,
the form of recognition being, in the Grand
Prix, higher than a gold medal—in fact,
the highest award given by the Exposition
authorities.
It is but just to recognize that a similar
honor was bestowed upon the Musical
Courier, an influential and purely musical
publication. The attempt on the part of
the offspring of that paper, the "Trade
Extra," to appropriate the honor won by
the parent paper only emphasizes the strong
desire of the conductor of that publication
to absorb everything in sight. The award
was given to the Musical Courier and not
to the little publication which trades in its
shadow.
The official statement shows that in the
music trade field The Music Trade Review
received the sole Exposition honors. Any
other statement embodies a direct falsifica-
tion of Exposition records.
The honors gained by The Review, the
oldest music trade publication in America,
is a compliment to music-trade journalism
which cannot be belittled; and to have
gained the highest obtainable prize at the
great International Exposition of 1900 re-
flects some credit upon the position which
modern trade journalism has won.
ahead of the "say enough and say it cold"
kind as is the electrical power ahead of
the straining struggling street-car horses.
It is the advertising which is read and
which consequently brings results. It is
the kind of advertising which has killed
off unbelievers in the value of advertising.
It is the kind of advertising which every
progressive merchant should publish even
if he has to hire some one to prepare it for
him.
Time was when there was an army of
business men who did not believe that ad-
vertising paid. Year by year the ranks of
the unbelievers have become depleted, and
it is now with astonishment that we occa-
sionally encounter even in the piano trade
one of the doubting Thomases.
There are many kinds of advertising—
good, bad and indifferent; but the clear,
concise, logical expression of ideas in ad-
vertising space is the kind which counts.
We have in this trade some men who pre-
pare as effective work for retail purchasers
as any line in this country can show. We
have not, however, developed as many orig-
inal advertisers as some other lines where
the possibilities are greater.
When every one's advertising becomes
perfect, then the business millennium sure-
ly will be close at hand; but there are and
always will be kinds and conditions of ad-
vertisers with all sorts of advertising the-
ories.
Some men view advertising as the Ken-
tuckian the favorite beverage of his native
heath, who believed that while some whis-
key was better than others, there could be
no absolutely bad whiskey. Some adver-
tisers are frank to admit the benefits which
some class of advertising plays over others,
but they say that there is no bad adver-
tising.
the concern to recover damages for en-
tering into his home and removing the in-
strument witfiout his consent. The court
gave judgment for the value of the plain-
tiff's interest in the piano at the time it
was removed from his house, as well as
for leg il expenses incurred by him in de-
feating the unlawful replevin suit.
This occurred in New York State and it
at once became an interesting court decis-
ion for piano men. There are certainly
little eccentricities in the law which it is
well to ascertain when conducting any busi-
ness upon the installment basis.
Laws, too, are frequently amended so
that it is well to keep up to date upon all
these matters.
A LOCAL piano manufacturer remarked
to The Review this week: "In publish-
ing a cut of one of our late styles you
used the wrong letter and we have had from
five dealers correspondence in which they
have mentioned the style using the letter
which was printed only in The Review.
Two other local papers used the same cut
with correct letter, but we have heard
nothing as yet from their advertisement.
We rather incline to the belief that dealers
do read trade papers."
LOCAL CONDITIONS.
TPHE advantage of associated work is well
exemplified in what the Merchants'
Association has accomplished for the
good of this city. They have secured ad-
vantages in both freight and passenger
rates which have been the means of attract-
ing merchants to the metropolis from all
over America. The part, too, that this
organization played in showing up the
inside rottenness of the Ramapo water
steal is well known to all.
The importance of the New York market
as a purchasing center was never better
INDICATIONS point to a somewhat exemplified than by the army of buyers
backward fall trade. The postpone- that is now beginning to make business
ment of purchases will only swell the fall hum in the big manufacturing and jobbing
trade later on.
districts. Buyers are arriving from every
section of the country in constantly in-
A COURT DECISION.
A RECENT decision in a piano case will creasing numbers, and our friends in other
be of interest. A purchaser of a pi- lines inform us that the percentage from
ano brought suit for trespass against a the far West and South is suprisingly
piano concern for removing from his house large. Thus far there has not been a large
a piano which he had purchased upon the influx of piano merchants and the proba-
installment plan. The company against bility is that the trade this fall is going to
THE ADVERTISING "INTERVIEW." whom he brought suit succeeded the one be a trifle late. However, a few days of
HTO-DAY is the era for chatty advertis- from whom he made the original purchase. bright fall weather may change materially
ing, and "personal" advertising in- The succeeding company became owner of existing conditions.
terview through the columns of the daily the contract and failed to give notice to
AN ODD~SCHEME.
the
purchaser,
who
was
somewhat
in
ar-
papers is something which every live mer-
/~\NE of our local piano manufacturers
chant is now seeking. To the reader it rears regarding payments, and not having
was complaining of the many solici-
made
any
demand
upon
him
for
the
bal-
seems that the merchant is almost talking,
tors for advertising schemes who too fre-
that he is having a personal interview and ance due, brought replevin proceedings quently took up his time. It is a fact that
the advertising man of a corporation that
that is the kind of work which we may and forcibly removed the instrument.
The purchaser then brought suit against is known to be spending money for pro-
term advanced advertising. It is as far