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THE MUSIC TRADE REVIEW
10
RE™
EDWARD LYMAN DILL.
Editor and Proprietor,
J. B. S P 1 L L A N E . Managing Editor.
EXECVT1VE AND REPORTORIAL STAFF:
GEO. B. KELLER,
W. N. TYLER,
EMILIE FRANCIS BAUER,
WM. B. WHITE,
W. L. WILLIAMS,
A. J. NICKLIN,
GEO. W. QDERIPBL.
BOSTON OPPICE:
CH1CAOO OPPICB
ERNEST L. WAITT, 255 Washington St.
E. P. VAN HARLINOEN, 1362 Monadnock Block.
PHILADELPHIA OPPICB:
MINNEAPOLIS AND ST. PAUL:
5 T . LOUIS OFFICE
R. W. KAUFFMAN.
E. C. TORREY.
C H A S . N. VAN BUREN.
SAN FRANCISCO OPPICB: ALFRED METZGEB, 425-427 F r o n t . St.
Published Every Saturday at 1 Madison Avenue, New York.
Entered at the New York Post Office as Second Class Matter.
SVBSCR PTION (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, $75.00.
REMITTANCES, in other than currency form, should be made payable to Edward
Lyman Bill.
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 size or service of the trade
DEPARTMENT section of the paper. It has a special circulation, and therefore
augments materially the value of The Review to advertisers.
niMFrTABV *f PlANfi T h e dlr ectory of piano manufacturing firms and corporations
UIK.IA.IUKT f riANU f oun( j o n another page will be of great value, as a reference
MANVFACTUR.ER.S
f or dealers and others.
LONC DISTANCE TELEPHONE-NVMBER 1745 GRAMERCY.
NEW YORft, JULY 1, 19O5.
F
UR some time past this paper has urged the holding of a national
music trade exposition, and it seems from the resolutions
passed at the convention at Put-In-Bay that the dealers are in hearty
accord with the sentiments expressed by The Review.
There is no question but that the exposition features will give
added charm to convention work, and it can be made of just as great
interest to the music trade world as the furniture trade expositions
which are held annually in Grand Rapids are to the furniture men.
These expositions become at once a great educational force in the
industry. For if they arc carried out on broad lines it means that
merchants and manufacturers will become more intimately acquainted
with all the products in their particular lines, thus acquiring valuable
information.
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York and Chicago. In either of these cities a man may select his
hotel with the crowd or away from it, as he may elect, at modest
rates, or he may go the limit if he desires. In other words,
lie can exercise a degree of independence which is impossible in
some of the smaller localities where he must put up with the in-
conveniences of the only hotel. And it' too often happens that the
hotel men know that their guests are completely at their mercy, and
guided by this knowledge they are not always generous or fair in
their treatment of them.
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HAT Geo. P. Bent detests viscious trade journalism is evidenced
in his speeches and in his remarks in and out of the con-
ventions. Mr. Bent believes in standing up squarely for his prin-
ciples, and he is willing to have the world know that he proposes
to denounce blackmailing and dishonest journalism at any and all
times, day or night, w 7 eek days or Sundays. If there had been more
men of Mr. Bent's type in this industry illicit trade journalism never
could have reached the degree of importance which it acquired
some years ago. Mr. Bent could make another point with perfect
propriety if he desired, and that is to treat papers as a business
proposition. Men should patronize each trade journal in accordance
with the value which it delivers. There is no sound reason which
can be advanced showing why an advertiser should give a liberal
support to a paper which is poorly circulated, and which shows no
progress in its management simply because it remains aloof from
blackmailing schemes. Surely a man should not be supported or a
premium paid him for being good; he is expected to be that, but
the line of demarcation should be more clearly defined between the
papers which are well circulated, which contain value to advertiser
and subscriber—papers which present matters of trade and technical
information in an intelligent form, and papers which are run in an
easy, slip-shod manner, having an exceedingly limited circulation,
and are supported simply because the editors happen to be good
fellows.
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HERE is to-day no trade paper problem, at least none which
is not solved by the application of common sense. Use in-
telligence and discrimination in placing advertising contracts. There
is no reason, however, why they should all be treated as equals, for
they are not, and The Review has always urged fair discrimination
in rating the various papers. The constantly growing business of
this publication is perhaps the strongest evidence in favor of the
enlightenment regarding trade papers which has gradually swept over
the entire trade. Men are doing more thinking than formerly, and
using more judgment in the placing of their business. Trade adver-
tising is an important adjunct to every conmiercial enterprise,
and no advertiser can afford to pass by the dealer in his announce-
ment. The dealer is the strong distributive force, and he must be
reckoned with on all occasions, and the trade papers reach the class
of men whom the manufacturers must interest in order to reach the
consumer.
HE arrangement for the exposition lies in the hands of the
executive committee, and it is presumed that they will secure
HERE are some in every trade who overlook the importance of
an exhibit place of sufficient magnitude in which to suitably display
the retailer's position, but we may say that all of the flood of
the various products in conjunction. That will be the only way to general advertising has not lessened one whit the influence of the
handle it in an interesting form, for if the various exhibits are
retail merchant. The cry of the magazine man is to "get the con-
located in the hotels at widely scattered points they will never be
sumer interested in your merchandise," and the rest will be easy. In
impressive, and separated they must necessarily be viewed at great
other words, the dealers will be forced to handle your goods if they
disadvantage and considerable personal discomfort. The only way
are well advertised. One advertising concern has issued a booklet,
is to secure a large building, rent space to each exhibitor, and then
"showing how the retailer can be eliminated, and urging advertisers
all lines may be shown in comparison. Washington has hardly a
not to pander to dealers.
suitable building for such a display. Madison Square Garden could
A good many advertisers in all lines are influenced by such a
be easily rilled with musical exhibits covering all branches of the line of argument, and thousands of producers have adopted a policy
trade, and why not arrange to have the trade exposition here where
which has left to a large degree the retailer out of the calculation.
facilities of the first order can be easily secured? The dealers
TILL the great leaders in the advertising world admit that to
naturally desire to visit New York, and why not hold a great trade
advertise only to the consumer is illogical. The truth is driven
exposition here.
home
upon all great advertisers that the retailer is the one
The annual music trade expositions as we have stated in previous
whom
the
average producer should seek, though, of course, he may
issues can be made not only of great interest, but of infinite advantage
if
he
wishes
to spend the money, supplement such advertising with
to all branches of the industry.
publicity directed at the consumer. To reach the dealer, trade jour-
T would seem from some of the expressions of dissatisfaction nals are a necessity. They are the only direct means of communica-
heard at Put-In-Bay that the question \& settled as far as the tion between producer and the intermediate forces which are con-
dealers' organization is concerned that it is not well to again seek
ceded to be the distributive forces.
some out-of-the-wav resort for the annual conventions. The only
In the piano trade there is but only one-illustration where a
cities which are really suitable for great gatherings are Boston, New
business of magnitude has been built up without the help of the
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