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THE
MUSIC TRADE
REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
j . B. SPILLANE, Managing Editor
Executive and Reportorlal Staff:
L. BJ. BOWEBS,
OBO. B. KBIXBR,
W. H. DTKDS,
R. W. SIMMONS.
AUGUST J. TlMPB.
B. BRITTAIN WILSON,
A. J. NICKLIN,
BOSTON OFFICE:
CHICAGO OFFICE:
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-^ n important feature of this publication is a complete sec-
1WHMOMV i J v V U U l l i tion devoted to the interests of music publishers and dealers.
Exposition Honors Won by The Review
Brand Pria
Paris Exposition, 1000 Silver Medal. Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901 Gold Medal
St. Louis Exposition, 1904
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LONG DISTANCE TELEPHONES—NUMBERS 4677 and 4678 GRAMERCY
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Cable a d d r e s s : **ElbllL New York."
NEW YORK, MAY 7, 1910
EDITORIAL
WHERE PUBLICITY COUNTS.
I
NHERE is plenty of evidence at hand showing that dealers
throughout the country have not been slow to avail them-
selves of the articles appearing in The Review as a basis for an
opposing force to the guessing contest schemes.
In advertisements in no less than thirty papers have appeared
excerpts from editorials and opinions recently expressed in these
columns.
A good many dealers have inserted these excerpts in reading
matter, thereby increasing their effectivenss.
We may add, too, that we have received a good many com-
munications from leading dealers in which the policy of this paper
as opposed to the guessing contest schemes has been warmly com-
mended.
One thing is certain, The Review campaign has aroused the
trade from one end of this country to the other to the dangers of
coupon scheme advertising, and it is certain that the opposition
has now received such a forward impetus that it cannot be easily
checked, and the best way to carry on the strenuous work against
the further encroachment on the regular domain is by plains which
will tend to uplift rather than demoralize trade conditions.
The plan of A NATIONAL ANTI-CONTEST DAY is being
strongly supported, and if the dealers at Richmond decide to endorse
this suggestion there is no doubt but that the publicity given their
concerted action will be tremendous as a rebuttal force against
objectional forms of piano exploitation.
The communication received from Edward H. Droop, presi-
dent of The National Association of Piano Dealers anent A NA-
TIONAL ANTI-GUESSING CONTEST DAY, published in The
Review of last week, is well worthy of close perusal.
Mr. Droop states that he sees nothing in the suggestion to
appoint a national anti-piano guessing contest day that is not en-
tirely feasible.
REVIEW
Quite naturally, however, he does not wish to assume the re-
sponsibility of appointing that day without having first obtained
the support of the organization behind him.
According to his own expression, he does not feel at liberty
to suggest such procedure until the association has taken some
action officially upon the subject.
President Droop, however, states that he shall make every
reasonable effort to have the association go on record one way or
the other.
In other words, if coupon guessing contest form of adver-
tising is considered trustworthy and desirable then it should have
the association's stamp of approval.
RINGING WORDS O F P R E S I D E N T DROOP.
the other hand," says President Droop, "if it can be
shown that it is generally misleading and unfair, that it
has a tendency to destroy confidence and piano values, and that it
works to the detriment of the common good, the association, in my
judgment, should take a firm stand and condemn it in no uncertain
terms.
"While I believe in being conservative in all things, in not
taking hasty action in any question of business policy pursued by
this or that dealer, for fear that such action, if contrary to his
ideas, might reflect on the integrity of one or the other, neverthe-
less I feel that the particular question before us has been discussed
at such length and condemned by so large a number of dealers
throughout the country that the Dealers' Association should, with-
out fear of consequences, boldly declare itself as either favoring or
not favoring all coupon, guessing, prize, certificate and similar
forms of advertising."
Now, the words which we have quoted above come from a
gentleman whose obvious desire is to be fair to all, and, he says,
in no uncertain tones, that it is up to the association to act, and
with such determination on his part, we believe that the organiza-
tion behind him will declare itself unequivocally upon the question
of misleading advertising.
Then, having declared its intentions, the next thing is to act,
and, what better action could be taken than TO SET ASIDE A
DAY UPON WHICH TIME T H E E N T I R E PIANO TRADE
of this country can call upon the publishers of the various papers
and present their arguments why guessing contests should not be
admitted into the advertising columns of the papers.
The advertising advantage of this would be simply incalculable.
It would sweep from one end of the country to the other and
it would not only arouse and inspire the dealers in the music trade
with the resolve to combat all kinds of encroachments made upon
the regular domain, but, best of all, it would give to the public in
every city and hamlet in the land information that the piano deal-
ers of America were opposed to all kinds of misleading advertising,
particularly that form which carried with it the giving of coupons,
prizes or certificates for the solution of some alleged puzzle.
"O
LET T H E LANCES RE DRAWN.
T is possible there may be some warm expressions of opinion at
Richmond on either side of the case.
Very well, there is no better time or place to express them.
With President Droop in the chair everyone is assured of
courteous treatment.
Objectionable advertising is, to our minds, the most vital topic
to be discussed at Richmond, and, judging from the interest which
has been manifested recently in all quarters, our opinions are in
harmony with hundreds of others.
There is absolutely no use of mincing matters.
If this form of advertising is wrong cut it out.
'
Let it become but a regretful memory.
If it is right adopt it.
Let everyone enjoy the good results.
Our aim has been to conduct an educational campaign.
We have carefully avoided personalities.
We have even refrained from printing in the columns of The
Review, advertisements of coupon-certificate advertisers simply
because we did not wish to lay ourselves open to the charge of
being personal.
We have conducted this campaign opposing a principle which
we believed to be detrimental to the best interests of the piano trade
and which, if persisted in would ultimately undermine the industry
I