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f H6 MUSIC TRADE REVIEW
TWENTY-SECOND YEAR.
People will never buy pianos that way;
it isn't worth considering in a serious vein.
The purchasers of pianos will not buy
them like ordinary merchandise! Will
not? Let us ask those who entertain such
opinions to-day if they can locate some ex-
EDWARD LYMAN BILL,
EDITOR AND PROPRIETOR.
clusive piano houses who have built up
J . B. S P I L L A N E , MANAGING EDITOR.
large enterprises on purely a mail order
E M I L I E FRANCES BAUER,
basis. The men who underestimate this
THOS. CAMPBELL-COPELAND
catalogue house competition are the ones
Executive Staff : WALDO E. LADD
GEO. W. QUERIPEL
who have not given this subject the inves-
A. J. NICKLIN
PaDMefl Every Sitnrflay at 3 East 14th Street, New Yorfc tigation which it merits.
To our minds, it is a problem which
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
dwarfs all others. They pale into insig-
insertion. On quarterly or yearly contracts a special discount
is allowed. Advertising Pages $50.00, opposite reading matter
nificance when placed in juxtaposition with
$75-°°.
REMITTANCES, in other than currency form, should be
it, and it does not require an over-imagin-
made payable to Edward Lyman Bill.
Entered at the New York Post Office as Second Class Matter. ative mind to picture the rapid decline of
NEW YORK, FEB. 23, 1901.
the small music dealer if matters continue
TELEPHONE NUMBER, 1745— EIGHTEENTH STREET.
unchecked.
On the first Saturday of each month The
Within three years the number of deal-
Review contains in its ' Artists Department"
all the current musical news. This is effected
ers will have become lessened by one-third,
without in any way trespassing on the size or
service of the trade section of the paper. It has
and in five years if the trend in this direc-
a special circulation, and therefore augments
materially the value of The Review to adver-
tion continues, will show a numerical de-
tisers.
crease in the ranks of the small music
THE STRUGGLE TO COME.
dealers amounting to fifty per cent.
HP HE expanding importance of the cata-
Many will doubt this, but they are the
logue houses should not be overlooked ones who have not weighed the import-
by those who have the future of the music ance of this class of competition.
trade industry under consideration.
The catalogue houses are sending out
Years ago, when the embryo concerns editions of upwards of half a million copies.
first began to issue small circulars, mer- These reach every hamlet in the land and
chants of all classes expressed themselves as are thumbed by every member of the fam-
unbelievers in the future of the scheme. ily where they find a resting place.
They said that it could not succeed in a
Besides, these houses do a stupendous
large sense, and never would seriously amount of advertising in those papers
affect the local merchant by becoming a which have a great circulation among the
successful competing factor.
plain people.
See how true their prophecy. The cata-
Before us lies a copy of the Woman's
logue houses to-day are issuing great Home Journal. In it, we find displayed,
volumes containing upwards of two thou- fifty-four separate and specially arranged
sand pages, showing illustrations of almost advertisements
embracing everything
everything that is used in the homes, in which can be found in our modern depart-
the field and on the farm, and offering to ment stores, all compiled and issued by
sell at prices too, which leave the small
one Chicago catalogue house.
man out of the field entirely.
Fifty-four separate and specialized ad-
When these, however, first began to in- vertisements by one concern in a single
clude small musical instruments it was
issue of a publication!
said that they would never specialize suf-
What of that, says the doubting music
ficient to cut any appreciable figure in dis-
trade man. Just these few straws, which
tributing musical wares.
will indicate the direction of the wind.
The prophecy of the music trade men
Among these advertisements we find
has proven just as true as was the early
two relating to pianos. One says:
belief of those who were engaged in general
merchandizing. Last year the output of
For $98.50 we furnish our new AnERICAN
HOnElUprfght Parlor Grand Piano in mahogany, or
French burl walnut finish as tr.e equal of pianos that
the Chicago catalogue houses reached
others sell at three times the price.
No money required with your crder.
surprising figures—figures that would
One year's trial free.
25-Years' written binding guarantee.
scarce be credited should we give them.
For very large pictures or illustrations of our
pianos, complete descriptions, and for our special one
year
free trial, no money with order offer, also our
Thousands of pianos.
catalogue of organs and small musical instruments.
Thousands of organs.
Nothing to interest the piano dealer
Thousands and thousands of instru-
there—in
a twenty-year guarantee and no
ments embracing every division of the
money with order!
small goods trade.
Organs are offered as low as twenty-two
Will amount to nothing, said the wise-
dollars, in a separate advertisement.
acres of a few years ago.
EDITOR ARTIST'S DIPT.
Then, passing by the other piano ads.,
here is one for the small goods men:
SEND NO HONEY
If you live east of the Rocky Mountains. Cut this ad. out
and send to us and we will send you a HIUH GRADE
GUITAR by express C. O. D , subject to examination.
Examine it at your express office, and if found perfectly
satisfactory, exactly as represented, equal to guitars that
sell everywhere at 85.OO to 81O.0O, pay the express
agent out SPECIAL £*> n e
and express
OFFER PKICE
«P.£.VO
charges.
(Express charges will average 50cents for t;oomilrs>. Tills
is a regular $i>.00 genuine troubadour, mahogany
finished Guitar, highly polished, beautiful inlaying
around sound hole, American patent head, best nickel-
plated tailpiece, one of the most powerful and sweetest-
toned instruments ever offered. Comes complete with an
extra set of genuine Glendon Strings and a Guckert
Book of Chords, which teaches anyone how to play.
ONE MONTH'S FREE TRIAL. You can give the
instrument one month's trial in your own house, and if you
have any reason whatever to be dissatisfied, you can re-
turn the instrument to us at our expense and we will re-
fund your money. Write for Free Musical Instrument and
Piano and Organ Catalogue. Organs, $22.00 and upwards;
pianos, $115.00 and upwards.
Any interest in the statement " send no
money."
Here's another in the same enticing
vein:
$3*°5
SEND NO MONEY
$3«<>5
Cut this ad. out and send to us, and we will send you a
Beautiful Sweet-toned AUTOHARP and com-
plete outfit by express C. O. D., subject to examination
You can examine it at your express office, and if you find
it perfectly satisfactory and exactly as represented, one of
the finest musical instruments you have ever seen, and
equal to Amoharps that sell in music stores at $5.00 to
$10.00, pay the express agent our S P E C I A L rtm
OFFER PRICE and express charges, > P o < u i )
which are about 50 cents.
OUR $3.05 AUTOHARP
j heo ^
est gra-ie Aut^harps made. Has 23 strings, s bars and pro-
duces 5 chords. Made of selected resonant spruce pine,
handsomely polished and finished; very finest steel strings,
best nickel and celluloid trimmings throughout, very sweet
Q nH
T
~
»
r
» ujpr fill
i n n c
c n r n
i n
ir\ef r i i r r t A n f
a C rpfn i V r c
colt
Q r
pretty musical selections, full assortment of pic«s. tuning
key and wire music stand. The Autoharp in one of
the most popular of the smaller musieal instru-
ments. It is extremely simple, has no complicated parts,
no mechanism that requi'es skill to operate Anyone even
Forms a beautiful accompaniment and is one of the most
pleasing musical instruments made. 83.05 is our Spe-
cial Offer Price until S00 a r e sold. O R D E R A T
The brass band fellow needs a little at-
tention, and here is where it comes in:
BIG BRASS BAND OFFER
We sell the Celebrated Marceau & Co. Instruments
at about one-half the price others charge for inferior
goods.
FOR SPECIAL OFFER and inside prices on every-
thing in Band Instruments, Supplies, etc., big Bargains in
Cornets, Drums, etc., write for Free Catalogue of Brass
Band Instruments.
The sheet music publisher gets his no-
tice in the same style, and the roller organ
is not left in the lurch.
$2.95 ROLLER ORGAN $2.95
SEND NO MONEY
But cut out and return this ad. and we will send jou a
Gem Holler Organ complete with one roll of music, by
express, C. O. D., subject to examination. You can ex-
amine it at your express office, and if found peifectly sat-
isfactory, exactly as represented, equal to such instru-
ments sold by others at double the money, pay the express
agent our SPECIAL <£^ g*~ and express charges,
OFFKR PRICE
* P ^ - y i > which average 50 to 75c.
The Gem Roller Organ ^"SH™
it. Extremely simple; a child can operate it. Made
of especially selected materials, given a handsome walnut
finish, is 16 inches long, 14 inches wide and 9 inches high:
weighs, boxed, 15 pounds. Has hard steel keys, steel
gearing, very finest mechanism throughout. Op-
erates on the same principle as the finest Swiss
Music Boves. The reeds are organ size and give out a
volume of tone as full and sweet as a big organ. We fur-
nish one Roll of Music with every Organ. W2.95 is
the lowest price ever attempted for a fine
ROLLKR ORGAN, the greatest value ever furnished
in a mechanical musical instrument. Order at once.
These are plain facts, excerpts from ad-
vertisements issued by one firm scattered
through a single issue of a paper.
Is the catalogue house "it?"
And is "it" up to the music man?
Within the past week we have seen a