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THE MUSIC TRADE REVIEW
who have given this subject thoughtful contemplation. They fail to
see the advantages which will accrue either to individuals, or to the
industry as a whole.
T
HERE is no use to commence an undertaking which must of
necessity be expensive, as far as dollars are concerned, and
which also will require the expenditure of a good deal of time and
energy on the part of its promoters unless there are great objects
to attain.
Have we gone into this exposition matter closely enough? Some
of those who voted for the measure frankly admit to-day that their
views at that time were purely superficial, and that they voted in
favor of the scheme without thinking as to its possible cost to tlie
trade, as a whole, and the disadvantage which it might carry along
with it, to the local dealers in Washington.
There is plenty of time to reconsider the whole matter, and to
thresh it out in every detail. Will it pay to go on with the expo-
sition work? How can the industry, as a whole, or the manufactur-
ing department, or the retail department, be benefited by creating
this enterprise which will cost so much next June ?
What do you say regarding this, President Werlein, of the
Dealers' Association, who inaugurated the move, and you, President
Mehlin, of the Piano Manufacturers' Association, and you piano
manufacturers generally, who will have to contribute tens of thou-
sands toward this exposition which appears to be barren of results, so
far as increasing business by the sale of a single instrument to a re-
tail purchaser?
T
HE last issue of The Review fairly demonstrated the ability of
this trade newspaper institution to carry to successful issue
any enterprise which it undertakes.
In another week our work at the Portland Exposition will have
become a memory, but its influence will go on for months and years,
for, into thousands of homes we have carried a knowledge of musical
instruments and their makers which will be helpful in creating a de-
mand for pianos for a long time to come.
The true mission of a trade paper is to be a helpful adjunct to
industry, and a publication which ceases to be that is not fulfilling
its true sphere of usefulness.
The policy of this institution has been to build up rather than
to tear down—to create a newspaper property which should be strong
in upholding the right, energetic in its denunciation of wrong, fair
and vigorous in its utterances.
T
HERE is a desire on the part of prominent advertisers to con-
centrate their advertising in the columns of such journals as
have circulation and influence instead of scattering it in a lot of non-
descript papers which are run practically on the eleemosynary busi-
ness. The present issue of this paper, nearly sixty pages, follow-
ing the mammoth paper of last week, shows in what manner The
Review is regarded by advertisers.
is no music trade institution in the world which has sent
X
forth such attractive advertising matter as the- great ^lolian
combination of this city, but the capstone to their splendid advertis-
ing edifice lies in the eight-page advertisements which have been ap-
pearing in the leading magazines. Eight pages in the highest-priced
mediums of the country represent a total outlay of money which
reaches princely figures. But that it pays is evidenced in the con-
stant growth and expansion of this colossal institution which has
many factories operated under one comprehensive system. Such ad-
vertising is of obvious benefit to every dealer handling the yEolian
line, for it must impress thousands of people who are included in the
dealer's territory with the boundless resources of the institution put-
ting forth such extensive and convincing advertising statements.
A DVERTISING is the great motive power of business; it is the
l \
lubricator of trade, and when M. Witte, the Russian diplomat,
was asked shortly before his return to Europe what most impressed
him in this country, he replied by saying, "Advertising. I never
saw such a country for advertising. You see it everywhere; on the
elevated, subways, in periodicals, no matter which way I turn, I see
advertising. It shows progressiveness, and, to my mind, it is one of
the greatest factors in placing your business men leaders in the
world, in their lines."
Witte was not so far out of the way, for advertising has been
one of the great factors in placing America in the very vanguard of
the progressive business world.
T
HE Boston Music Trade Association has done more effective
work to suppress fake and misleading advertising than any
other association existing in this trade. It was some years ago,
through the energy of the officers of this association, that a dealer
of that city was brought to the bar of justice and finally was placed
in limited quarters for quite an extended term. In other ways, this
organization has shown that it is always on the alert, and is eager to
use its influence for the betterment of trade conditions by the sup-
pression of misleading and dishonest advertising.
The Review has referred to a document recently issued by this
organization showing the experiences of an investigating committee
in following up certain advertisements appearing in the Boston
papers relating to piano bargains.
There is all over the country a good deal of fraudulent adver-
tising still carried on. Not as much, however, as formerly, but,
nevertheless, all of the "widows" have not retired from the retail
piano business. They exist in quite a number of the cities, and if
the dealers in other towns would be shown the energy displayed by
the members of the Boston trade they would do much toward effec-
tually closing out this trade evil.
T
HE closing week of September witnessed a most satisfactory
condition of business in all sections of the country. The
favorable elements in the business world, which have been frequently
referred to in The Review, continue without interruption.
During the past few weeks we have been afforded an opportu-
nity to view the situation in various sections of the country, and this
personal information, supplemented by opinions gleaned by our cor-
respondents in all of the widely separated sections of America, causes
us to believe that the fall will be the largest in point of business out-
put ever known in this country.
The advance of the season is naturally bringing with it a steadily
increasing volume of trade. The manufacturers and retailers are
busily engaged in supplying the demands made upon them.
A
NUMBER of manufacturers report to us that the orders placed
with them during the past month are far ahead of the order
record of any previous September since they have been engaged
in making pianos. There are some of them, too, who frankly admit
their inability to take on more orders and fill them with anything
approaching promptitude.
The condition which the piano industry faces to-day is pleasing
in many respects. There will be a fall and a holiday trade of unusual
proportions, and manufacturers will be rushed to the utmost to take
care of the business pouring in upon them.
A number of dealers have recently expressed their regret to us
that they did not place their orders earlier, for the manufacturers, as
a rule, feel inclined to take care of the men who exhibited their wis-
dom by placing their orders for regular shipments during the early
fall.
There will be more or less difficulty in obtaining pianos just as
promptly as the dealers desire, and those who have entered the sea-
son with ample stocks will enjoy a substantial trade advantage over
their competitors.
/
TPHE figures which tell of piano distribution by strictly cata-
X logue houses in this country would surprise some of the unin-
formed. While these great institutions have not built up a trade for
pianos and organs, which affects the trade of the dealers in the larger
cities, the same cannot be truthfully said of the rural community, for
here the catalogue house man has been steadily getting his innings.
Some of the people in those localities do not care so much about
the name which appears on the fall board of their instruments as
they do about the cost price, and when they can get a piano for $87.50,
or something that looks like a piano, they are interested, and if
the catalogue house man leads them on until he has got them up
to $112.50, why he has used the $87.50 as a drawing card, just like
some of the piano advertisements which appear, and when the cus-
tomer arrives he finds that special piano "has just been sold." It is
the bargain idea which attracts, and these catalogue house men know
pretty well how to throw out the bait.
. H,
I
T is said in certain quarters that the Toledo Piano Guide would
make quite interesting reading, particularly before a dealers*
convention. It might be the subject of some biting, red-hot Tobasco
criticism.