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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-