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THE
TRHDE
THE "FAMOUS" CHICKERING STORY.
It was about a year ago that we took oc-
casion to criticise certain newspaper adver-
tising issued by Ambuhl Bros., of Pittsburg,
Pa. In this advertisement they announced
that they had secured the agency for the
''world-famed" Chickering Bros, pianos. It
was obvious that this concern was asso-
ciating in their public announcements the
name of Chickering Bros., in such a way
that the ordinary reader would be completely
mislead regarding the "world-famed piano."
In criticising this advertisement, we stated
that Chickering Bros., of Chicago, should
rigidly insist upon their agents eliminating
such misrepresentation from their advertis-
ing, provided the Chicago makers desired
to win and maintain the respect of the
trade. Shortly after the article had appeared
Chickering Bros., in a communication to The
Review, enclosed a copy of a letter sent by
them to Ambuhl Bros., wherein they ob-
jected to that concern parading their pianos
before the public in any guise of misrepre-
sentation. In this letter they stated "The
uninitiated might be deceived * * * What
we are striving for is to build up a reputation
for the new Chickering Bros, piano, not to
live upon the reputation of the old Boston
Chickering."
Their letter to Ambuhl Bros., condemning
their advertising was fair, and showed plain-
ly that Chickering Bros, endorsed the crit-
icism made by The Review and condemned
Ambuhl Bros, for their advertising policy
of misrepresentation.
The attitude of Chickering Bros., as indi-
cated in their communication would uphold
the belief that they were opposed to the cir-
culation of literature calculated to mislead,
regarding the use of the name Chickering.
In justice to Chickering Bros., this letter
was reproduced in full in The Review.
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We have before us a brochure issued by
Chickering Bros., entitled "A Sketch of the
Chickering Family and Their Famous Pi-
ano."
Now, Chickering Bros, admitted in
their communication that thev objected to
the word "famous" in connection with the
Ambuhl advertisement, and still, thev father
a brochure which in itself constitutes the
most convincing evidence of the desire on
their part to show a direct association be-
tween the "famous" Chickerings and them-
selves.
Would not the average reader of this
family history at once believe that they, the
Chicago Chickerings, had played a part in
the development of the "famous" Chicker-
ing pianos? In their communication to Am-
buhl Bros., they state: "There is another
line in that article which might be criticised
along this same line, namely, it states,
'We also wish to announce that although the
grade of these famous pianos is too well
known to admit of controversy,—' of course,
you know and we know that our pianos are
well made instruments but it is not strictly
true, as implied in that sentence, that the
world knows that to be the case."
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Chickering Bros, publish, and over their
own signature disavow, any intention to trade
upon the reputation of the "famous" Chick-
ering piano, admitting that their piano is not
"famous," and still they father a brochure
with the title, "A Sketch of the Chickering
Family and their Famous Piano."
In this brochure is embodied a sketch of
the Chickering family from the time of Cap-
tain Abner Chickering down to the present
time. The Chicago Chickerings, according
to the family tree, have descended from Sam-
uel Chickering, who was a brother of Jonas,
who is frequently referred to as "the father
of the pianoforte industry," and the founder
of the illustrious house of Chickering & Sons.
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In this brochure, Chickering Bros, repro-
duce all the family portraits, when as a mat-
ter of fact they are not in the direct line from
the piano-making Chickerings.
Their grandfather was the brother of Jo-
nas Chickering. Now, if they are not desir-
ous of maintaining an open door through
which misrepresentation could be made why
should they associate in an advertising vol-
ume, sketches of the life of Jonas Chicker-
ing and his distinguished sons in connection
with their own portraits and personal sketch-
es, particularly when they or their nearest an-
cestors contributed nothing towards the ele-
vation of the Chickering in the piano world,
either by money or by inventive ideas?
Let us ask whv should thev have found
it necessary to have published in this family
document the following regarding Mr. Frank
Chickering, "his death, which occurred in
1891, brought out the fact that the company
was not in a strong condition financially."
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Was it fair to state later in this same
"family" brochure in regard to Geo.H.Chick-
ering, "though he occupied the position as
president, it has been generally recognized
for several years that Mr. Foster was the
real head of the concern as he is to-day?"
Now, in the spirit of fairness, can Chick-
ering Bros, say in their family sketch: "C. Ff.
\Y. Foster, the present head of Chickering
& Sons, .is undoubtedly a gentleman of strong
commercial instincts and sound business
judgment, but he has confined his entire at-
tention to the office work, and cannot be
termed a piano-maker in a technical sense."
What right have Chickering Bros, to bring
the name of Mr. Foster into their adver-
tising literature in any way? Later on they
make the statement in this family document:
"In the spring of 1891, Mr. Frank Chicker-
ing died, leaving the affairs of the company
very much involved."
One unacquainted with trade history upon
reading this Chickering brochure would in-
cline to the belief that all there was left of
the original Chickerings, was the Chicago in-
stitution, and still Chickering Bros, affirm
that they have no desire to trade upon the
reputation of the great Chickerings of mu-
sic trade history.
Whatever cause led to the severence of
their connection with Chickering & Sons docs
not enter into the case. That surely does
not entitle them to bring the name of Mr.
Foster into their literature.
The connection of Clifford C , and F. \Y.
Chickering with the house of (.'bickering
covered practically a decade, and on this
ten years of association with the Boston
coircern as employees they evidently base
their right to link their own history with the
glorious accomplishments of Jonas Chicker-
ing and his sons.
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It is now more than eleven years since
C. H. W. Foster, now president of Chicker-
ing & Sons, became connected with the piano
business, at which time he became interested
in the Chickering corporation. He was
elected its secretary, and was brought into
the closest personal relations with the late
Geo. H. Chickering. Mr. Foster was respon-
sible for factory details, and his ideas re-
garding the Chickering product were in har-
mony with Mr. Chickering's views.
What greater compliment could have been
paid to Mr. Foster's ability than after years
of association with the concern, to have se-
lected him to occupy the position of trustee
for the Chickering interests—a trusteeship
which he exercises to-day as for many years
past. What greater compliment to his fore-
sight of factory arrangements and detail than
is evidenced in the continuous advance which
the Chickering product has made in artistic
and mechanical excellence ; for it is admitted
by leading dealers that the Chickering pianos
of the present day surpass those of any pre-
vious period.
Mr. Foster is a clean-cut man of affairs,
of retiring disposition, and has always sought
to avoid personal publicity in any way. The
Chickering interests remain in the corpora-
tion unchanged, and for those interests Mr.
Foster acts as sole trustee.
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The Chickerings of Chicago state in their
literature, and have cast in their iron plates,
the words, "The only piano made by a Chick-
ering."
As a matter of fact, while the name Chick-
ering is not the patronymic of any of the gen-
tlemen connected with the Boston institution,
yet for all piano purposes they arc Chicker-
ings, the right to the name in connection
with pianos having become theirs by contin-
uous use, and by purchase. It is more than
an inheritance, it is the legalized possession
of that corporation, and there arc great in-
dividual Chickering interests still held in the
Chickering corporation. That dealers have
used the Chickering Bros, product as a means
to deceive the public with the idea that they
were purchasing the famous Chickering, is
borne out by the advertisements which have
appeared in various sections of the country.
Misleading and lying statements have been
made by piano men regarding the Chicker-
ing product.
Chickering Bros., who were connected with