Music Trade Review

Issue: 1906 Vol. 42 N. 4

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
VOL. XLN. No. 4 .
Published Every Saturday by Edward Lyman Bill at I Madison Ave., New York, Jan* 27, 1906.
A PIANO PRODUCING COLOSSUS.
CABLE MEN ENTERTAINED.
The Great Series of Factories Erected by the
Foster-Armstrong Co.—A Vast Systematical-
ly Planned Enterprise, Perfectly Equipped
Structure—Over One Hundred Miles of Pip-
ing—The New Haines Bros.' Piano Better-
ment Which Will be Appreciated by Dealers
— N e w Scales and New Designs.
Superintendent Johanson Prepares Great En-
tertainment for Officers of Cable Company at
St. Charles, III.—Cable Orchestra Makes De-
but—A Most Enjoyable Reunion.
(Special to The Review.)
Rochester, N. Y., Jan. 21, 1906.
Much has been said about the great plant of
the Foster-Armstrong Co., at Despatch, just out-
side the city limits of Rochester, and I may add,
much more will be said and written, and then
the story will not be half told. The subject is
too great, the extent and variety of the series of
connecting factories too elaborate to be explained
by any pen sketch. The whole system is too
vast, too elaborate, to be described by a detailed
discription which shall tell of so many thousand
square feet of floor space devoted to piano mak-
ing. There is no life in figures, although they do
not lie save in life insurance reports. Yet in
this case to say that there are five immense con-
crete factories devoted to the manufacture of
particular instruments, that there is a huge case
plant 600 feet long, a vast plate plant, with a
capacity of 200 plates a day; a well-equipped
administration building, with other structures
planned, crystallizes the whole situation suc-
cinctly, and yet it gives no adequate conception
of this colossal business enterprise, with its 2,000
feet of frontage on the New York Central tracks,
with its private switches, which traverse the 35
acres of ground owned by the Poster-Armstrong
Co. In order to fully appreciate the plans of the
developers of this great industrial enterprise, a
visit must be paid to Despatch, and the visitor
will take away with him a feeling of admiration
for the master minds who planned and developed
this colossus of piano making. I may use one
illustration, showing the vastness of the enter-
prise: There are in the series of buildings over
157 miles of steam and water piping. If ex-
tended from the Grand Central Depot it would
traverse the line of the New Haven Railroad
until it enters Rhode Island. Then, too, there is
a system apparent everywhere which is impres-
sive. With the superb facilities at the command
of the directors of this enterprise there is an ex-
actness and efficiency require4 which was not
possible under the old conditions. This is evi-
denced in no more marked degree than in the
Haines Bros, product. To compare the Haines
Bros, pianos of 1906 with the instruments of a
few years ago is to reveal a remarkable evolution
in material, workmanship and tonal qualities.
New scales have been drawn, new designs of
cases, careful vigilance exercised in materials
and workmanship, which make units of strength
that cannot be overlooked even by the most
casual observer, and to the critic it means that
the old reputation of Haines Bros, will be vastly
augmented under the new rules which rigidly
apply in each department of manufacture. Deal-
ers cannot be long in learning the many features,
all of which make for piano betterment, and they
will see the advantages which a business alliance
with the Haines Bros, piano offers.
Thirty-five officials and foremen of the Cable
Company were the guests of Superintendent Jo-
hanson of the St. Charles plant of the company
at a banquet given on the evening of January 12
at the Atwood Inn, St. Charles, 111., which was
one of the most brilliant affairs of its kind ever
held in that city.
Among the guests were President Shaw, Treas-
urer Draper and General Superintendent Keefe,
of the Chicago plant, and a number of the other
officials from Chicago and other parts of the
country. The dining rooms at the Atwood Inn
were beautifully decorated with festoons of flags
and banners bearing the various trade-marks of
the Cable Company. The banquet tables were
decorated with a mass of cut flowers, pink and
white carnations being the color scheme of the
table decorations.
As the gay party of piano men were about to
seat themselves for the first course they were
treated to a very pleasant surprise, when an at-
tendant threw open the folding doors separating
the dining rooms and the full Cable orchestra
of thirty pieces, under the baton of Professor
Hecker, of Elgin, crashed forth with a musical
selection. The orchestra played a number of
very pleasing selections during the banquet and
made a very favorable impression before their
patrons, who have not seen or heard the organi-
zation since the gift of the uniforms last season.
NEW CONCERN IN CLEVELAND.
The Bailey Co. of Department Store Fame Will
Carry a Big Line of Pianos and Musical
Merchandise—Mr. Goodman in Charge.
The Bailey Co., the leading department store
in Cleveland, O., will devote an entire floor es-
pecially to pianos and other musical instruments
early in February. It will be an imposing de-
partment, and will be under the management of
B. B. Goodman, with W. B. Lauersdorf as assist-
ant manager. The latter gentleman was with
the Dreher house for a number of years. Mr.
Goodman has not yet fully decided upon his line
of pianos.
NEW ZEALAND'S EXPOSITION.
Chances for American Manufacturers to Ex-
ploit Their Specialties—Of Interest to Piano
Men—Exposition Opens in November.
An international exposition will be held at
Christ Church, New Zealand, beginning Novem-
ber, 1906, and extending to April, 1907, for the
purpose of demonstrating the resources and pos-
sibilities of New Zealand as one of the world's
great markets of producers. According to ad-
vices received by the authorities at Washington
this exhibition will afford special opportunities
for American manufacturers of musical instru-
ments to exploit their specialties in New Zealand,
SINGLE COPIES, 10 CENTS.
$2.00 PER YEAR.
where there are splendid openings for new mar-
kets. All exhibits must be in the buildings by
October 28, 1906, and the charge for space will
be at the rate of two shillings (50 cents) per
square foot. Communications regarding the ex-
position may be addressed to the secretary at
Christ Church, New Zealand.
ASSOCIATION'S GOOD RECORD.
What the Detroit Music Trade Association
Has Accomplished—Officers
Elected and
Committees Appointed.
(Special to The Review.)
Detroit, Mich., Jan. 20, 1906.
The recent meeting of the local Music Trade
Association, which was held at the Griswold
House, was a very successful and harmonious
one. Speeches were made by the retiring presi-
dent, M. A. Van Wagoner, of the Detroit Music
Co., and C. A. Grinnell, the retiring secretary,
all of which were eulogistic of the accomplish-
ments of the association during the past year.
After an enjoyable banquet the following offi-
cers were elected for the ensuing year: President,
C. W. Marvin, of the C. W. Marvin Piano Co.;
first vice-president, J. Henry Ling, of Ling's Mu-
sic House; second vice-president, H. T. Schmidt,
of the Cable Piano Co.; secretary and third vice-
president, H. O. Friederichs, of F. J. Schwankov-
sky Music House; treasurer, F. T. Woodyatt, of
the, Chase-Hackley Piano Co.
One of the important accomplishments of the
Association was that making six dollars the mini-
mum monthly payment on contracts, and consum-
mating an agreement to refuse to sell on contract
to anybody who attempted to evade a contract
with any member The Association has been
able also to secure better prices for tuning and
cartage. In fact, the value of associated effort
is splendidly apparent in the achievements of this
Association during the past year.
J. Henry Ling and C. A. Grinnell were appoint-
ed as an advertising committee to criticise the
advertising of members and also to endeavor to
expose the practices of those "fakirs" who
make sales from private residences.
BIG MASON & HAMLIN TRADE.
(Special to The Review.)
Buffalo, N. Y., Jan. 20, 1906.
George N. Grass, general traveler for the Ma-
son & Hamlin Co., reached this city to-day. He
was returning from an extended Western trip,
and when asked about general conditions, Mr.
Grass replied, "I am sure the year will be a
record breaker, and as far as the Mason & Ham-
lin business is concerned, it will reach splendid
proportions. No doubt about it. My trip has
been most successful."
G. Fred Kranz, president of the Kranz-Smith
Piano Co., Baltimore, Md., has been elected fore-
man of the grand jury just impaneled in that city,
which will consider a number of very important
matters during its tenure.
V. W. O'Brien, who recently joined the forces
of Krakauer Bros., has been making a short trip
to Eastern points.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE
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EDWARD LYMAN BILL, - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Stall:
duo. U. KKLLKK.
L. 13. BOWKKS.
W. N. TYLEK.
WM. B. WHITE.
V. II. THOMPSON.
EMILIK FHA.NCKS IUI-KU.
L. .7. CHAMISKKI.IN.
A. J. NICKI.IN.
BOSTON OFFICE :
EnxEST L. WAITTJ 173 T r e m o n t St.
CHICAGO OFFICE:
K. 1'. VAN HAKLINHKX, ]!).">-!i)T Wabash Avo.
TKLKI-HONKS : Central 4 1 4 ; Automatic 8(Jt; v ..
PHILADELPHIA OFFICE: MINNEAPOLIS and ST. PAUL: ST. LOUIS OFFICE
R. W. KAIFFHAN.
10. ('. ToititEY.
('HAS. N. VAN I'.UHKN.
SAN FRANCISCO OFFICE: AI-FUKD MKTZGEK, 425-427 Front St.
CINCINNATI, O.:
XI.NA PUGH-SMITH.
Published Every Saturday at 1 Madison Avenue, New York
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION, (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. Ou quarterly or
yearly contracts a special discount is allowed. Advertising 1'ages, $30.00 ; opposite
reading matter, $75. REMITTANCES, in other than currency form, should be made pnyablo to Kdward
Lynian Bill.
Directory of Piano
The directory of piano manufacturing firms and corporations
~
~ ~
found on another page will be of great value, as a reference
Manufacturers
f OI . dealers and others.
LONG DISTANCE TELEPHONE-NUMBER 1745 GRAMERCY
NEW
YORK,
J A N U A R Y
2 7 ,
1906
EDITORIAL
O
NE of the largest advertisers in this country said recently while
discussing kinds of advertising with The Review : "Some
years ago I thought that I could afford to go over the head of the
dealer and advertise to reach the consumer. This plan moved very
nicely for a while, but soon I began to find that, owing to sonic
reason or other, there was a slowing up of sales in localities where
we had been particularly strong. I found upon close inquiry that
the dealers had shown a lukcwarmness in our product which, if
continued, meant a seriously crippled business for me. I decided
that the slogan, 'From factory to home,' was injudicious from a
business standpoint, and I abandoned it; and I have made the dealer
since that time feel that we were with him heart and soul in en-
deavoring to increase his business and give him a profit."
This same plan has been tried by many advertisers in a variety
of trades, who have invariably returned again to the policy that
it was not profitable to overlook the dealer in advertising.
I
N this trade there is perhaps one or two notable illustrations
where the dealers have been cut largely out of consideration,
and we may add that those particular enterprises were built up years
ago, before the dealer had become such a power in the land, and any
business organization to-day which attempts to belittle the im-
portance of the retailer is venturing on extremely dangerous and
costly ground.
There are to-day still many general advertisers who adopt the
plan of trying to strike over the dealer's head, so that the profit
which would go to the dealer would come to them instead.
The argument of reaching the customers direct has not been
indorsed by all of the leading commercial institutions, for there are
those who have believed that to get the customer interested in mer-
chandise would be the easiest and surest way towards creating a
fortune.
OR a while this position was believed to be a sound one
by some important advertisers who argued that it was the
crux of the business situation. Scores and even hundreds of manu-
facturers were persuaded into the adoption of such an advertising
policy, which to a large degree left the retailer out of the calcula-
tion. Many of them, however, were keen enough to watch the result
of a campaign carried on by others before inaugurating the plan
themselves.
F
REVIEW
They found, after all, that the advertising which was aimed
over the dealer's head did not lessen his influence in the slightest,
and the)- found that the dealers had a power which might be
reckoned with, and that their influence was essential to permanent
business success.
^T ^ 11E plan of advertising to reach the consumer was therefore
-L considered illogical and unadaptable to our modern conditions
by many of the leaders in the advertising world, save in some pecu-
liar products the cost of which was trifling. It seemed very alluring
to the producers to feel that they could save the dealer's profit, thus
adding to their material wealth ; but the increased sales were not
made. On the contrary, sales were steadily decreasing. It needed
the dealer's strength and selling force to accomplish the results.
Magazine advertising reaching hundreds of thousands of people
helps the dealer, so long as the argument is not set forth in the
advertisement to save the dealer's profit. The moment that is intro-
duced the danger line is crossed, and more and more is it becoming
to be seen that the retailer is the one whom the average manufac-
turer should seek, though he may, of course, spend all the money
that he considers judicious by supplementing such advertising with
publicity directed at the consumer.
T
HE more the advertising is aimed at the dealer, the more the
expenses will be curtailed, when it is considered that the
retail trade of the country can be reached through the columns of
representative trade journals. An advertiser who pays the price for
magazine advertising is paying for a circulation, a small portion
of which can be useful to him, whereas readers of trade papers
are constantly in search of merchandise on which they can make
a profit.
The head of a leading piano manufacturing concern, after in-
creasing The Review's advertising appropriation for the new year,
remarked that he had tried expensive magazine advertising, and
that he had not found it as beneficial to his interests as he had
hoped. He said that last year he had reduced somewhat his trade
paper advertising expenditures ; but this year, after the lesson had
been learned, he had decided to go back to trade paper advertising,
and even place a stronger emphasis on it than ever before.
N
O thoughtful man, who is in touch with industrial conditions
in this country, can deny for one moment the powerful in-
fluence of leading trade publications in their respective industry.
They cater to the dealer and the dealer exclusively. They are the
mediums between the producing and the selling branch of the busi-
ness, and if they are conducted on proper lines they are not only a
news disseminating force, but a helpful and educating force as well.
That is one reason why trade papers will exist as long as in-
dustries live, because they are useful, and because the soundness
of their position will be more generally recognized as the years roll
on. There will be a weeding-out process in every" trade, but the
journals which are delivering the fair, straightforward value will
occupy a higher position with the passing of the years.
S long as. the jobber and the dealer are to be considered, just
so long trade papers will be an educational force, and the
elimination of the dealer is a remote impossibility. His removal
cannot be made effective, except to a very limited degree, and that
with very few lines of merchandise. The retailer's shop as a depot
of supply is a permanent factor in merchandising, by virtue of the
law of least resistance, and by the fact that the habits of the great
consumers proceed in conformity with this law.
Then, again, in the particular trade to which The Review
directly appeals there is every reason why the dealer should exist,
for in no line of manufactured merchandise is his influence more
potent or effective.
A
B
EFORE piano purchases are made a number of visits are paid
to various stores, and the dealers and their salesmen are
afforded opportunities in which to present their arguments in a
forceful and convincing way. These arguments, properly set forth,
will nullify any "from factory to fireside" advertisng which they
may have read. The piano merchant cannot be overlooked in the
general trade shuffle.
While there may be a number of non-progressive men groun-l
out by the fierce competition which is becoming more and mo'c

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