Music Trade Review

Issue: 1905 Vol. 40 N. 11

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
6
lation, and on most wares there is a fixed percentage of profit, and
all the element of chance is removed in the purchase of wares from
reputable establishments.
I
N the department stores in the great cities a fixed percentage
for every department is made, so that if the advertising man-
ager is allowed three per cent, to get business he will not hold his
position very long.
EDWARD LYMAN DILL.
E d i t o r a n d Proprietor.
J. B. S P 1 L L A N E , Monarflntf Editor.
EXECUTIVE STAFF:
THOS. CAMPBELL-COPELAND,
GEO. B. KELLER,
W M . B. WHITE,
W. L. WILLIAMS,
A. J. NICKLIN,
BOSTON OFFICE:
~
ERNEST L. WAITT, 255 Washington St.
PHILADELPHIA OFFICE:
R. W. KAUFFMAN.
EUILIE FRANCIS BAUER,
GEO. W. QUIRIPBL.
CHICAGO OFFICE:
E. P. VAN HARLINGEN, 86 La Salle St.
MINNEAPOLIS AND ST. PAUL:
E. C. TORREY.
5T. LOUIS OFFICE :
CHAS. N. VAN BUEEN.
SAN FRANCISCO OFFICE: ALFRED METZGER, 425-427 Front St.
Published Every Saturday at 1 Madison Avenue, New York.
Entered at the New York Post Office as Second Class Matter.
SVBSCRIPT1ON (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, $76.00.
REMITTANCES, in other than currency form, should be made payable to Edward
Lyman BUI.
On the first Saturday of each month The Review contains in its
THE ARTISTS' "Artists' Department" all the current musical news. This is effected
without in any way trespassing on the sire or service of the trade
DEPARTMENT section of the paper. It has a special circulation, and therefore aug-
ments materially the value of The Review to advertisers.
n i i r r T H D v ^ D i i u n The
directory of piano manufacturing firms and corporations
found on
w AM, w-r.....ft
another page will be of great value, as a reference for
MANVFACTURERS
dealers and others.
LONG DISTANCE TELEPHONE-NVMBER 1745 GRAMERCY.
NEW
YORK, MARCH 18, 19O5.
EDITORIAL
T
HE keenness of business comnetition demands that the business
man overlook no possible avenue which may contribute to
greater success, and one of the most important factors in modern
business life is advertising. Not advertising of a spasmodic or
indefinite nature, but direct, forceful, appealing advertising—adver-
tising that strikes home. The concern which does not believe in
advertising cannot long keep in the race.
Scanning the various advertisements of dealers which have
reached us from many sections we gladly note that there has been a
decided improvement in the character as well as the general attrac-
tiveness of piano advertising.
An advertisement may possess all the literary virtues possible for
a college professor to give it, all the admirable typographical points
with which an expert printer could endow it, and yet if it falls short
of the primary intent, that is enduring results, that ad has not right
to any higher classification than the ordinary ad that possesses no
real merit at the outset.
Results, after all, are the main essentials in advertising, and an
advertisement that promises more than the advertiser can fulfill
invariably in the end proves a failure. A square deal in all adver-
tising is necessary, and piano fake advertising in a large degree has
become relegated to an unhappy past.
I
T is true that there are sporadic cases of some advertising wars
indulged in by rival piano concerns, and in this respect the
Pacific Coast seems to have been the storm center for a few months
past. Probably the bargain feature will never be wholly eliminated
from retail advertising in this as well as in other lines. When
people imagine that they are going to have big slices cut from the
ordinary pricings it at once fascinates and draws.
I
N the olden days in all lines, selling merchandise was a price hag-
gling affair, and he who could drive the sharpest bargain
bought at the lowest price. Now the universal rule in all trades
is one price to all. No one to-day attempts to beat down the price
asked for merchandise in any first class stores. No one would
think of offering Tiffany fifty dollars less for a watch than the asking
price. The method of one price serves to remove profit specu-
T
HIS percentage varies in stores according to conditions, but
one price rules, and there is no reason why there should be
in the slightest any hesitancy on the part of reputable piano dealers
to conform with the rules which are conceded to be sound by all
men who are engaged in all other lines of trade.
T
HE advertising problem may be divided into two forms, direct
and cumulative. Direct, is, of course, the best form for the
ictail store and piano men who are liberal spenders in the adver-
tising columns of the local publications and who have a right to ex-
pect direct results.
In direct advertising, there is another phase generally classi-
fied as conservative advertising, and is just a mere announcement
form without any special inducement.
This, however, is not profitable for the piano merchant who
desires to make every dollar count and can not afford grand stand
plays that do not bring measurable results.
UMULATIVE advertising is all right for great retail estab-
lishments like Ditson's in Boston, Lyon & Healy's, Chicago,
or Sherman, Clay & Co.'s, in San Francisco, and it is good in a small
way for the small store. But there is one objection to it. To the
small man it is too expensive, but the larger concerns can stand the
pressure, and they believe cumulative advertising pays.
It should be generally written in a colloquial strain, and in
a way consistent with general talk without any particular item of
price inducement. It simply calls the attention of the public to
the fact that such and such a concern is an up-to-date establishment
and has everything in music.
C
F
OR the manufacturer cumulative advertising is of the most,
profitable nature. It keeps his wares constantly before the
dealer, and there is every reason to believe that he profits much by
this form of advertising. A house that advertises its wares per-
sistently sustains the enthusiasm and loyalty of its agents, besides
creating an impression among those who in future may be allied
with it, that it is up-to-date in every respect.
These results, although cumulative, pay the advertiser good
profits on his expenditures.
I
T pays in selecting a medium for all kinds of advertising to give
preference to a well edited, interesting and instructive publica-
tion which people will read. The quality of an advertiser is fre-
quently judged by the quality of his advertising medium. Adver-
tising in journals that are not up-to-date means invariably the
waste basket.
T
HAT "graded list" of pianos and organs which first saw light
on the Pacific Coast is still the subject of considerable com-
ment in trade circles. The author of this list stated that it had
been "compiled and authorized by the Piano Dealers' Association
of America."
Naturally the Dealers' Association resented this libel and
passed resolutions at the Philadelphia gathering which have
appeared in a former issue of The Review in which they condemned
the issuance of this list as "criminally wrong" and the perpetrators
as "unscrupulous, underhanded and unworthy of the confidence in
the purchasing public." It is a question in the minds of some
whether the Association in condemning the practice should not have
named the "unscrupulous person," who fathered the list.
I
N this connection Capers King writes from Pelham, Ga., under
date of March 14, "A recent issue of The Music Trade Review,
I think it came out the latter part of January or early in February,
contained an important and timely editorial exposing and condemn-
ing a certain fraudulent circulation, purported to be a classification
and graded list of pianos and organs, which is being used by un-
scrupulous dealers and agents throughout the country to mislead
and deceive buyers. I have placed the copy containing the edi-
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
torial and would be pleased to have you mail me another to Pelham,
Ga., where I am temporarily located.'"
Several other communications which have been addressed to The
Review regarding its early denunciation of this wrong would seem
seem to prove that copies of this graded list have been secretly
circulated in various sections of the union whereby continuous
injury is done to certain pianos in competitive battles.
I
F all men were fair the mere denunciation of this "criminal" docu-
ment by the dealers organization might be sufficient, but this is
a wrong which apparently will not easily down, and as the author
of this document knew that he was deliberately using the name of
an organization to father a falsehood there are some who think
that the officers of the Association should not have withheld the
name of the alleged "criminal."
It is said that the evil that men do lives after them, but the evil
that this man has done by sending out such a graded list is keenly
alive while its author conducts a business enterprise and still has
his identity concealed by the dealers' organization whom he has
criminally wronged, according to the resolutions passed.
I
MPORTANT consideration is being given by labor leaders in
all parts of the country to the reports, which they believe to be
true, that President Roosevelt has in mind a comprehensive pro-
gramme for industrial development which contemplates a decided
unfolding of the function of the Department of Commerce and
Labor in the interests of better relations between capital and labor,
and expanding industrial peace.
It is also stated that the President has under consideration the
appointment of certain prominent labor representatives to positions
that will insure to labor fuller recognition in the development of
plans for better relations between employer and employe in the
future and the betterment of the conditions of labor generally.
E know of one retail establishment whose manager received
a check at the end of the year from a piano concern in the
way of a little present for pushing their pianos. The number was
carefully figured out, and a certain allowance was made for each
scale. The local manager promptly turned the check in to the pro-
prietor with a full explanation. The result was the concern which
gave the bribe lost a good business connection. Their pianos were
quietly dropped from the regular list sold by the dealer, and no
further explanation was forthcoming. In this case it was hardly
necessary. This form of graft should be easily stamped out, for
its growth means that pianos will be sold no more according to their
real merit. Any salesman who accepts bribes for pushing special
instruments is nothing more or less than a plain grafter, and in the
same line must be considered the alleged newspaper man who
"places" pianos for a consideration.
It is simply another illustration of which many exist in the
world of graft.
W
F ) ERHAPS we do not recognize as fully as we ought that in the
1
inauguration of a President of the United States that impres-
sive proof is afforded of the fundamental soundness of those prin-
ciples of Government which this nation was first to demonstrate to
the world, upon an adequate modern scale. No president who has
ever succeeded himself has taken office under such overwhelming
expression of public endorsement as has President Roosevelt. It
marks to the business world the installation of an administration
which more than any of its predecessors recognizes the paramount
importance of our business interests. Commerce and industry are
coming to their own in the administration of all civilized countries,
and our last two administrations have shown a recognition of the
problems of our times.
HE establishment of the Department of Commerce, of the
Bureau of Corporations and the Interstate Commerce Com-
HE graft habit appears to be growing, and the "Paint, Oil and
missions together with a most recent proposition for federal regu-
Drug Review" in a recent editorial said: "A law re-
lation of transportation indicates rapidity and extent of the growth
cently enacted by the legislature of Massachusetts is of of governmental concerns with business. The dangers of paternal-
direct interest to every manufacturer in this country, and espe-
ism and of legislative interference with private concerns are widely
cially to paint and varnish manufacturers. * * * The object
exploited, but the march of events seems likely to prove even to the
of the law is to put an end to the bribing of employes in the sell-
most timid that the innovations now under way were inevitable.
ing of supplies—a practice that has become so common that it is a
settled custom in many lines of business. The manufacturers of
HE expansion of industries, transportation and finance are
New England are awake to the fact that this system of giving to
already so vast and their centralization has already so far
the superintendent of a factory, for instance, a commission on each
proceeded that nothing short of the federal power can hope to keep
purchase of material used in the factory, or in his department, is
them within safe bounds. This country is indeed fortunate to-day
not only unbusinesslike, but actually subversive of good morals.
in inaugurating a President who comprehends and who dares, and
They have rightly denominated the practice as a curse."
who will select as he has selected able advisors who will form an
administration cognizant of the needs, the opportunities and the
The New York legislature has a bill before it, the provisions of
perils of our national business life, and who will lead to victory the
which are almost identical with the Massachusetts statute. Other
States are considering legislation concerning graft, which it is elements which make for the fostering of our business interests, the
encouragement and protection of individual business and who will
claimed dominates in the furniture factories.
give to every man to use the Roosevelt term, "a square deal."
A PROMINENT varnish man recently remarked, when discuss-
N generous advertising space the doings of the piano departments
i\
this matter with The Review, that the varnish maker has as
of John Wanamaker have been liberally exploited in the columns
much interest in breaking up this form of graft as has the furniture
of the local papers during the past week. The accomplishments of
manufacturer, or piano manufacturer. He stated that he did not
this great establishment during the past five years have been set forth
believe that the graft evil is countenanced by reputable houses. He
in an attractive form. Wanamaker says: "We are proud to-day to
stated that such a "house has no need to resort to work of this kind
invite you to view a large collection of the newest models of Knabe
to make a sale, and if any instance of bribery could be traced to one
pianos, as well as the finest assemblage of our other pianos which
of his salesmen, the offender would be discharged.
was ever brought together."
HIS graft evil is a very serious problem, and it is deeply rooted
The interesting statement is made in connection with the an-
in selfishness and greed, and its abolition means a loss to the
nouncement that Wanamaker in his two stores has disposed of con-
participants.
siderably over a million dollars' worth of pianos during the last fiscal
It is said that some piano salesmen are bribed to push certain
year. A million dollars represents a good many sales, but the Wana-
makes of pianos with the understanding that they are to receive a
maker piano business has grown by leaps and bounds, and when we
special monetary compensation on the sales of instruments of the
consider the line of pianos represented in the two Wanamaker stores
specified brand which they or their undersalesmen succeed in dis-
this great volume is not surprising, particularly when stimulated by
posing of. If this system of graft were to obtain in a large sense,
liberal advertising.
it. would place piano values out of consideration. It would amount
ANAMAKER says that one of the great causes of the suc-
to simply a matter of how much cash commission a salesman is to
cess of his piano business is the fact that there has been on
receive to push certain brands of pianos. The grafter is really the
every piano a fixed price. It cannot be disputed that the one price
result of an evolution. It begins with little gifts and attentions
system is steadily growing, and it is a notable fact that piano mer-
such as may be accepted without loss of self-respect. These are
chants who have adopted it have never returned to the system of
followed by others of greater value until at last the buyer or sales-
price haggling. No good reason can be advanced why there should
man has gone too far to retreat and enters into a secret and nefarious
not be correct pricings on all grades of pianos, and a dealer will act
compact to buy or sell, as the case may be, certain goods for a con-
wisely who will tack the one price, and that the right price, to all of
his instruments.
sideration.
T
T
T
I
T
W

Download Page 6: PDF File | Image

Download Page 7 PDF File | Image

Future scanning projects are planned by the International Arcade Museum Library (IAML).

Pro Tip: You can flip pages on the issue easily by using the left and right arrow keys on your keyboard.