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even tried to see what they can do along
this line.
What will attract the attention of the
public to your store any quicker than a
well arranged artistic window ?.
There are always some pleasing novel-
ties in the piano and kindred fields which
can be utilized to make an effective win-
dow display.
Talking with an old-time merchant re-
cently in The Review offices, he said: " It
has been my experience that my business
began to increase and move forward after
we began to make a specialty of window
and store display. The general policy of
the music dealers in our town was to keep
rather dilapidated establishments. I inau-
gurated a revolution in this respect, and it
was soon followed by others; and I feel
that we are all doing more business by
having attractive stores."
This is a progressive age, and to keep
pace with the times we must of necessity
employ new business methods to interest
people, and in this connection every piano
merchant can make a splendid window at-
traction if he will.
Who ever passed the window of Lyon
& Healy, of Chicago, without noting
that every inch of that valuable space
was utilized to the best advantage?
Lyon & Healy are pretty good people to
follow. The small man has not an exten-
sive frontage of plate glass but he can
utilize his window such as it is to excellent
advantage and be talked about in his town.
THE BEST SECURITY.
IN the commercial exchange of products
we have the best security of prosperity
and peace. It may involve competition
and lead to rivalry, and to increase or se-
cure it as a means to an end contending
nations may struggle for supremacy. All
this is true both in history that is written
and in that not yet in printer's ink, but the
great fact shapes itself out of all conten-
tion that the more each nation is dependent
on the other the greater will be the ex-
change of goods, and the less likely a rup-
ture. If every tribe, race or nation was
sufficient in itself to exclude all the others
commerce would have no object and no co-
hesions. It would fall to pieces and be
separate as the particles in a downpour of
meteorites, or the cosmic dust that follows
a comet. Hemispheres would be heritages,
and geographical or ethnological divisions
the prison walls of the human race. As it
is, the world is not a series of cells, but a
broad field for enterprise. To that is due
the ship that sails the sea, and the locomo-
tive that speeds on the land. We sell what
we can spare and buy what we lack. The
conditions are corollary, and the inter-depen-
THE MUSIC TRADE REVIEW
dence is beyond the power of men to de-
stroy. All boasts to the contrary are pure-
ly and absolutely fictitious. Isolation is
decay, commercial intercourse is expansion
and life. In some things we may be appar-
ently independent of any source outside
ourselves, but even in these they would rot
on our hands if there were no demand from
outside.
Jesse French Advertising.
The Jesse French Piano & Organ Co.,
of Nashville, Tenn., are ever on the alert
in the matter of publicity. This is evi-
denced in the street cars in that city which
are adorned with neat advertisements in
two colors, about a fo^fe—and a half long,
and half as deep. They are artistically
illustrated with a neat design showing a
cyclist eloping with a handsome upright
piano the fall of which discloses the name
of "Jesse French, Nashville." On an-
other part of the card appears the old
rhyme paraphrased to read :
When business is poor the great majority
of business men accept the situation, be-
come frightened, relax their efforts, draw
in their horns and prepare for hard times.
That's the way to invite them and bring
"Tom, Tom, the piper's son,
Bought a piano, and home did run;
them about. This condition is just what
The tone is sweet,
makes the opportunity for the wideawake,
It can't be beat,
'Twas bought from French on Summer street."
courageous business man. While the other
Below this appears a Jesse French im-
fellow slackens up he puts on more steam,
print
with the fact that they are "agents
for while there is less business going, it's
for
the
Steinway, Knabe and Vose pianos,
not sought after with as much vigor and
and
manufacturers
of the Starr, Jesse
acuteness as when there is plenty of it, and
French
and
Richmond
pianos." The card
so the man who is pressing hard for it has
is
unique
in
every
respect
and cannot fail
the field more to himself and gets the lion's
to
attract
attention.
share.
WANAMAKER ADVERTISING
(FROM THE NEW YORK TIMES.)
The Buying of a Piano.
THE NECESSITY OF MUSIC TO MAN FOR PAS-
TIME, ENJOYMENT, DEVELOPMENT, EDU-
CATION AND ENTERTAINMENT.
" Music is the fourth great material want
of our nature—first food, then raiment,
then shelter, then music."
It delights the idle, it gives strength to
the laborer; it soothes the sick, relieves the
tired brain, and builds up the overworked
body. Music ennobles those who study it
as well as those who listen.
Little wonder that there are few homes
that can afford it that contain no musical
instrument. The human mind loves mel-
ody, and as Addison has said: ' 'Music is the
only sensual gratification in which mankind
may indulge to excess without injury to
their moral or religious feelings." And it
might be added, without profligacy; fora
piano once owned means the most aesthetic
enjoyment, without cost, for every leisure
moment.
The question of cost is an insuperable
one sometimes, but the end is worthy of
unusual effort; and the Wanamaker method
of selling pianos tends to make the buying
easy in two ways:
Fairest prices—easy payments.
The monthly payment plan gives you
the piano selected at its cash price, with
only the charge of 4 per cent, per annum
for the amount of money unpaid.
As to variety of pianos from which to
select, no other store has so many—cover-
ing the whole range of piano production;
with a splendid representative in every
grade—each the best instrument extant at
its price.
First, "The Chickering"—foremost per-
fection in piano making. Of which Franz
Liszt once said: " There is no quality that
is foreign to them. They possess, in the
supreme degree, nobility and power of
tone, elasticity and security of the touch,
harmony, brilliancy, solidity, charms and
prestige ; and thus offer a harmonious en-
semble of perfection, to the exclusion of
all defects."
They combine, moreover, that consum-
mation of mechanical excellence which ad-
mits of the most delicate and impressive
effects, and that uniform superiority that
so greatly enchances not only the pleasure
of the listener, but that of the performer
as well.
Vose pianos—A favorite Boston piano,
established in 1854, the sales of which dur-
ing the past few years have been remarka-
ble, and which is forging ahead to a lead-
ing position as rapidly as superb musical
quality, unsurpassed beauty of design, and
the enthusiasm of its admirers can place it
there; while its manufacturers have with
commendable fairness refused to advance
its price. The greatest piano for the
money that is offered in America to-day,
we confidently believe.
Krell pianos—They need neither intro-
duction nor commendatory words from us.
They have been on our floors for more
than a year, during which time both
grands and uprights have been heard in
freqtient concerts that have been given in
our show-rooms by some of the best and
most popular artists of New York. On
each of these occasions, the tone-quality
and repeating capacity of the action have
called forth the most favorable comments
from both* the audience and the musical
press.
The Crown piano—The piano of many
tones, including those of the harp, mando-
lin, guitar, banjo, etc. A characteristi-
cally up-to-date Chicago piano, which is
thoroughly reliable, of excellent tone-qual-
ity, in attractive cases and at fair prices.
The Royal piano—One of the best low-
priced pianos on the market. Also a var-
iety of other pianos ranging from $175 up.
We shall, however, sell no pianos that are
not dependable. None that are not fully
warranted for the full term of five years.
Other pianos and organs—new or o l d -
taken in part payment. Easy monthly or
quarterly payments accepted at cash prices,
charging interest at four per cent, per
annum,