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THE
REVtW
fflJJIC TIRADE
VOL. XLIV. No. 8.
Published Every Saturday by Edward Lyman Bill at 1 Madison Ave., New York, February 23,1907
and also upon men. Here in Tangier there is not
even a hand cart or a wheelbarrow, but there
are so many passenger donkeys that one has to
As Trade Producers Interestingly Discussed by
jump from side to side to keep out of their way.
a Member of the Piano Trade—The Same
They go along without bridles or halters, di
Amount of Money Placed in a Trade Paper
rected by the cries and the sticks of the donkey
Has Brought Most Satisfactory Returns.
boys, who follow behind. They are the drays of
One of the largest advertisers in the piano Tangier.
"These pack donkeys carry enormous loads. I
field gave his views to The Review during the
past week on circularizing the trade. He said: saw to-day two little fellows, one not much high-
"I am a believer in circulars to a certain extent, er than my waist, almost covered by an upright
and use them under conditions where they will piano, which rested on their backs as they
bear out my regular line of advertising, but walked through the main streets of the city.
when it comes to depending upon them for re- Every one knows what such a thing weighs, and
sults—well, I don't. Unless circulars are backed now six men are required, to lift one in our coun-
up by judicious advertising in the trade press, it try. The piano was in a pine box and the little
is like casting seed to the wind, trusting that by beasts carried it on their bare backs, steadied by
some lucky chance it may fall in fertile ground. two porters who walked at the side.
As to the cost, I consider trade paper advertising
The animals had enormous ears, and their rat-
by far the most economical. Say I send out like tails, shaved close, made me think of ab-
three thousand circulars. Printing, envelopes, breviated blacksnake whips. Both were ragged
postage and labor will make them cost at least and knotty and scarred with the sores where
from four to five cents each—a total of from their masters had cut away the skin in order
$120 to $150. I can figure that 25 per cent, will that they might the easier hurry them onward
go in the waste-basket, and of the balance not by goading the raw flesh."
over 10 per cent, will be read by the recipient,
and the chances are 20 to 1 that I will not get
GROWTH OF OUR TRADE.
an order through them.
"The same amount judiciously expended in the That With Non-Contiguous Territories Gains
$31,000,000 Over 1904. .
trade paper will bring me before more members
of the trade, and when they have become fa-
(Special to The Review.)
miliar with my product through that medium,
Washington, D. C, Feb. 16, 1907.
then they will be interested in any printed mat-
The enormous growth in American trade with
ter they may receive. Of course, it is hard to
trace direct results from trade paper advertising, its non-contiguous territories in the last calendar
as a rule, but in the long run I have found I year, as contrasted with 1904, is shown in figures
obtained general results in many ways. The compiled by the Bureau of Statistics of the De-
trade (the dealers) become familiar with my partment of Commerce and Labor and made pub-
name, and the road representatives do not have lic to-day. This commerce aggregated $131,000,-
to break the ice. Then the dealer sizes up the 000, compared wjth $100,000,000 in 1904.
Of this trade $59,000,000, in round numbers,
manufacturer by the publicity he gives his prod-
uct, and when they see him splurge they consider consisted of merchandise shipped to those terri-
his product must have merit to warrant the out- tories and $72,000,000 worth of merchandise re-
lay. Some day, when the 'Best' piano advertis- ceived from them. Of the $59,000,000 worth of
ing has sunk in deep, then they get a carefully merchandise sent to the non-contiguous terri-
worded circular in a sealed envelope. They read tories about $22,000,000 worth went to Porto Rico,
it, and when our man 'drops in to say good-morn- $17,500,000 to Alaska, $12,500,000 to Hawaii, and
ing,' they are in a fit frame of mind to ask ques- $7,000,000 to the Philippines.
tions. Once get a man asking questions in re-
Of gold received from Alaska, the total domes-
gard to your product, the rest is easy. He is in- tic production was in 1904 a little over $9,000,000,
terested, and will buy. The piano manufacturer and in 1906 $18,500,000.
who does not use printers' ink is the one that
complains of selling expenses, and whose road
THE DEMANDS OF TRUCKMEN.
men make the poorest showing."
WHY CIRCULARSJH) NOT PAY
Some Rumors That Piano Carters Would De-
mand More Money .for Cartage Charges.
SINGL
$!.OO°PEFVEAR ENTS
FUEHR & STEMMER CO.
Will Locate Factory in Belvidere, III.—Splen-
didly Equipped for Their Growing Business
— W i l l be in Operation by March 15—Of-
ficers Will Continue to Remain in Chicago.
(Special to The Review.)
Review Office, 198 Wabash Avenue,
Chicago, 111., Feb. 20, 1907.
The Fuehr & Stemmer Piano Co., of this city,
who have been long negotiating for larger fac-
tory facilities, have at last found something
which meets their present needs. They will go
to Belvidere, 111., about 70 miles from Chicago,
and will occupy good buildings already erected
and admirably adapted for their purposes, thus
enabling them to get into full operation in the
new factory in an almost incredible short space
of time. A switch from the Chicago & North-
western Railway runs right into the plant, giv-
ing them excellent shipping facilities. The main
building is 40x100 feet, and there is also an
engine room 30x40 feet, together with ample dry
kilns and lumber sheds. The main building is of
brick mill construction, with hardwood floors and
admirably adapted in every way for the manu-
facture of pianos. Belvidere is a prosperous little
city of 10,000 inhabitants, and the Fuehr & Stem-
mer people got a fine proposition. They will
commence to move the machinery from their
present factory and ship pianos from the present
plant in Chicago to Belvidere, to be finished next
week, and by March 15 will be in full operation
at the new place. They will be able to make
from three to five pianos a day in the new fac-
tory. They will continue in the future, as in the
past, to devote their efforts to the high-grade
Fuehr & Stemmer piano, on which they have met
with excellent success. The general offices of
the company will remain in Chicago, in the Audi-
torium building, the factory being in charge of
Mr. Forsen, a gentleman of long experience and
notable ability.
TO HANDLE MEHLIN AS LEADER.
The H. A. Meldrum Co., the well-known depart-
ment store house have arranged to open a piano
department in Buffalo, N. Y., about March 4, un-
der the management of F. C. Henderson, of Bos-
ton. They will handle the Mehlin as their
leader.
JESSE FRENCH CO. CHANGES.
T. B. Long, assistant manager of the Jesse
French Piano & Organ Co.'s house in Birming-
There was a rumor afloat this week among the ham, Ala., has been appointed manager of the
Crude
Methods
of
Transportation—Pack
retailers and manufacturers that the truck- branch which this company has arranged to open
Donkeys Take Place of Piano Movers.
men were going to make another attempt to ad- in Chattanooga, Tenn. L. O. Parsons has been
In a recent issue of the Record-Herald, of Chi- vance cartage charges. With the spring coming promoted to the position vacated by Mr. Long.
cago, Frank G. Carpenter, the well-known cor- on and a great demand for trucks among the
respondent, contributed a very interesting article other lines of trade, the owners seem to think
JOINS SMITH & NIXON FORCES.
upon conditions in Tangier, Morocco, in which he they should receive more for their work and
H. O. Friedrich, who has been connected with
wrote as follows regarding the manner in which their men, and that they will be in a position
pianos are transported in that country.
to enforce their demands. The large factories the management of F. J. Schwankovsky's music
"This country, which is six times as large as that provide their own shipping facilities would house in Detroit, for quite a time, has resigned
the State of Ohio, and which contains one-tenth not be affected, but such a move would seriously to take charge of the Smith & Nixon Co.'s branch
as many people as our whole country, has no affect the weaker ones. As yet no demand has in Toledo, O. Hereafter F. J. Schwankovsky,
other roads than bridle paths, and all transpor- been made, and it is hoped by all that none Jr., will assume the management of business in
Detroit.
tation is on horses, mules, donkeys or camels, will be.
PIANO CARTINGUN TANGIER.