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THE
MUSIC TRADE
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Staff:
L. E. BOWERS,
GEO. B. KELLER,
W. H. DYKES,
It. W. SIMMONS,
AOGCST J. TIMPB.
B. BRITTAIN WILSON,
A. J. NICKLIN,
CHICAGO OFFICE:
BOSTON OFFICE:
G. W. HENDERSON, 180 Tremont St.
B. P. VAN HARLINGEN, 156 Wabash Ave.
Room 806,
Room 18.
Telephone, Central 414.
Telephone, Oxford 2936-2.
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
R. W. KAOFFMAN,
ADOLP EDSTEN,
CHAS. N. VAN BOREN.
SAN FRANCISCO: S. H. GRAY, 88 First Street.
CINCINNATI, O.:
BALTIMORE. MD.:
JACOB W. WALTERS.
A. ROBERT FRENCH.
LONDON. ENGLAND: G9 Baslnghall St., E. C.
W. LIONEL STURDY, Manager.
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 and Mexico, $2.00 per year;
Canada, $3.50 ; 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, $60.00 ; opposite
reading matter, $75.00.
REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill.
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An important feature of this publication is a complete sec-
devoted to the interests of music publishers and dealers.
t j on
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900
Silver Medal. Charleston Exposition, 1902
Diploma..Pan-American Exposition, 1901
Gold Medal.. .St. Louis Exposition, 1904
Gold Medal
Lewis-Clark Exposition, 1905.
LONG DISTANCE TELEPHONES-NUMBERS 4677 and 4678 GRAMERCY
Connecting all Departments.
Cable a d d r e s s : "Elblll. N e w York."
NEW YORK, JULY 2 3 , 1910
EDITORIAL
T
O scan the advertising columns of some papers one would think
that piano establishments were engaged in the cheap jewelry
business rather than in the noble art of selling pianos.
During the past two weeks we have scanned more than two-
score piano advertisements put forth by piano men in various cities
throughout the Union, and no one reading the advertisements would
imagine the men were interested in selling pianos.
The inference that would be drawn from the advertisements
was that they were engaged in the cheap jewelry business and de-
sired to unload a lot of junk upon the public. The names of the
concerns only showed that they were identified with the piano busi-
ness. Beyond that cheap jewelry was at the top, bottom and middle
of the advertisement.
Of course, this plan of advertising could mean nothing else
than the coupon certificate scheme of exploiting pianos.
Within the past few weeks there has been a recrudescence to
this plan.
Whether the result of the Dealers' Convention at Richmond
has been lost upon some of the people or not is a question.
But indications show that quite a number of concerns through-
out the country are interested just at the present time in the cheap
jewelry business and are offering tempting bait to the public.
Is it the piano business we are engaged in, or is it the vending
of cheap jewelry, or is it fooling the public, or what?
That is the question.
I
T would seem as if the regular channels of advertising afforded
sufficient opportunities to satisfy the ambition of piano men
without the adoption of questionable methods.
"All advertising is good, but some is better than others." This
is a paraphrase of an old saying, but it is equally as true as the
original. It is called to our attention by an article in a Boston
paper which reads as follows:
REVIEW
"How not to advertise was 'forcibly illustrated by a chamber
of commerce in California, which conceived the very laudable pur-
pose of getting the people of the United States to eat more raisins.
Now raisins are a most excellent food, nutritious, wholesome, pala-
table and reasonably cheap. It is said also that they are never
adulterated.
"The chamber thought it would be a clever scheme to have one
day in the calendar on which everybody should eat raisins, and that
the best way to advertise the scheme would be by circular letters to
brokers, by cheap little folders, and by flooding newspaper offices
throughout the country with reading matter, which it was hoped
would be eagerly seized and printed. Nearly $10,000 was spent
by the chamber in this way, with the result that scarcely anyone ever
heard of 'Raisin Day' except in one city where the advertising col-
umns of the daily newspapers were used. A raisin broker remarked
dryly: 'If I were running a raisin day I would try to get it before
the people in the right way—in the newspapers.'
"Which leads Printers' Ink, in a suggestive article, to show the
chamber of commerce how it might have obtained satisfactory re-
turns by the simple and direct means of advertising in the great
daily newspapers. The day of the press agent who 'works the
newspapers' for private schemes has gone."
The markets are always full of ineffective advertising. Money
spent on a medium that doesn't reach the destination the advertiser
desires is more or less a waste of ammunition. We see examples
almost daily of wasted ammunition in almost every line; adver-
tisements in mediums that do not cater to the same class of trade
that the product of the advertiser is intended for, and thus there is
a waste of good material.
Advertising should appear in the proper mediums; the smaller
cost in the wrong mediums is money wasted and should not tempt
the wholesale or the retail man to use them. Get the right medium,
the one that reaches the right class, and then pour the full strength
of the appropriation through its channels. Only thus can the best
results be obtained.
T
HE salesman who is forever talking price and not quality is
not the one who wins the big salary.
No man has greater need of moral strength than the salesman.
Moral strength means more than the ability to resist price
temptation.
It means being strong enough to stand and emphasize the good
qualities of the instruments which he is representing.
1
S there anything under the sun that fills the place of credit?
Nothing but cash, but
This is a credit world and a credit nation, but credits are being
more closely watched than ever before.
They should be.
I
DEAS are as essential to progress as the hub is to the wheel, for
they form the center line around which all things revolve.
Ideas are the motor power which turn the tireless wheels of
toil.
A MAN without ideas never advances very far.
Ideas are the keys which open the storehouses of possi-
bilitv.
Ideas are the passport to the realms of great achievement.
T
H E man who is never thinking out something new is usually
lagging behind.
New ideas are the push buttons which connect the currents of
energy with the wheels of history.
Ideas determine the bounds—break the limits—move on the
goal and awaken latent capacity to successive sunrises of better
days.
N
OW, special attention should be given to the exterior and in-
terior of the ordinary store.
The exterior of the store is an invitation to all who pass to
enter and become its patrons.
According to the tone of this invitation desirable or undesirable
customers are attracted.