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THE: MUSIC TRADE
REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Stall:
GEO. B. KELLER,
B. BRITTAIN WILSON,
W. 11. DVKES. L. E. BOWERS,
A. J. NICKLIN,
AUGUST J. TIMPK,
W M . B. W H I T * .
BOSTON OFFICE:
CHICAGO OFFICE:
E. P. VAN HAKLIMOKN, 87 South Wabash Ave.
G. W. HKNDKRSON. 178 Tremont St.
Room 808.
Room 12.
Telephone. Central 414.
Telephone, Oxford 1775—L.
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
R. W. KAUFFMAN.
ADOLF EDSTEN.
CLYDE JINNINGS
SAN FRANCISCO: S. H. GRAY. 88 First Street.
CINCINNATI. O . :
BALTIMORE. MD.:
JACOB W. WALTERS.
A. ROBERT FRENCH.
LONDON. ENGLAND: 1 Gresham Buildings, Basinghall 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.
REVIEW
In the publication of trade papers the editorial, reportorial and
business forces are all brought closer together. All, to a certain
extent, are in close contact with the advertisers^—therefore the feel-
ings which are cultivated ofttimes amount to more than business
sentiment. They reach a personal basis; but even in special trades
it is rare that a client ever attempts to dictate the policy or attitude
of an editor on any particular question.
These "suggestions" and "dictations" always come from the
small man.
Some of the clients who have been with this paper for more
than thirty years have disagreed at times with its editorial policy;
but they never sought to dictate as to what that policy should be.
Our policies frequently' have cost the paper loss of patronage,
but that has not made the slightest difference with the attitude of
the editor.
No one ever questioned the sincerity of purpose back of The
Review motives.
When we commenced a national campaign against the use of
coupons, certificates, gold bonds, etc., in piano selling we were
severely criticized. Some of our clients who were personal friends
cancelled their business contracts with the paper, thus administer-
ing what they considered to be a severe rebuke to what they termed
our interference with their affairs.
Of course that was taking a narrow view of it, because never
once in our entire campaign, which lasted until the Dealers' Asso-
ciation had gone squarely on record as opposing this plan, did we
single out an individual or corporation.
We dealt with the whole proposition as one of principle and of
policy.
An important feature of thia publication is a complete sec
Music Section. tion devoted to the interests of music publishers and dealers.
We never exhibited the slightest resentment because men chose
Pill VP1* AIlli
Departments conducted by an expert wherein all ques-
to punish us for expressing our honest views. That was their affair.
• i a j u aiiu
tlons of a technical nature relating to the tuning,
Tp<*hnil*al IW>napfnu»nlc
regulating and repairing of pianos and player-pianos
Of course there are all kinds of men, who view life from all
I t X l l i l l L d l i r c p d l Illieill!). a r e d v , a i t w i t h i wl Xi b e found in another section of this
kinds of viewpoints.
paper. We also publish a number of reliable tecnnlcal works, information concerning
which will be cheerfully given upon request.
A while ago a client sent in an advertisement which included
Exposition Honors Won by The Review
the name of another client.
Grand Prim
Paris Exposition, 1900
Silver Medal. Charleston Exposition, VM2
The advertisement was rejected.
Diploma..Pan-American Exposition, 11)01
Gold Medal.. . S t Louis Exposition, .1904
Gold Medal
Lewis-Clark Exposition, 1905.
Result ?
Client incensed—contract cancelled.
LONG DISTANCE TELEPHONES—NUMBERS 4«77 and 4«78 GRAMERCY
Connecting sill Departments.
That made no difference in our policy—not the slightest.
Cable address): ** ElbfU. N e w York."
It does not affect u s ; but it shows the contracted view which
NEW YORK, SEPTEMBER 2, 1911
some men possess of the functions of a trade newspaper.
A trade press would amount to nothing if it permitted every
advertiser to do exactly as he chose.
In a little while the paper would be absolutely vapid and use-
EDITORIAL
less. It would occupy the same position as the blackmailing sheet.
It would be down and out, or possiblv might be supported by
T the recent annual convention of the Xevv York Press Asso-
some men who were willing to throw away their money simply to
ciation there was considerable discussion of the oft-repeated
aid an unfortunate publisher.
charge that newspaper policy is dominated by "big advertisers."
No; in the general shuffle, papers, like individuals, find their
It is an old cry.
true place.
Once the newspapers were all dominated by the trusts. That
They either win the respect, and retain it, of their constituency
was when Mr. Bryan was trying to discover some reason why he or they fall down to a very low estate by reason of their hold-up or
was not elected President.
characterless policies.
This "big advertiser" idea has been spread industriously by
But so far as the "big advertiser" is concerned—he is too big—
other agencies and there is no doubt many people think that a
he has too much gray matter to attempt for one moment to influence
newspaper office is a place where the voices of the "big advertisers"
unfairly or unwisely the policies of any publication.
are heard who insist that things should be done exactly to suit them.
The "big advertiser" patronizes leading publications because
While, as a matter of fact, newspapers are conducted by men
his business intelligence tells him that such papers possess a strength
who are more or less susceptible to certain conditions, there is
which is valuable to him in an advertising campaign.
seldom even ordinary association between the advertising force
The "big advertiser" wishes papers of character.
and the editorial rooms.
He is becoming more and more discriminating in his selection
The editorial department always feels that the advertising de-
of mediums.
partment regards it as a cumberer of the ground, an unproductive
He realizes that a paper which is abusive and which has a
expenditure, in a word : and the advertising department feels that
blackmailing reputation cannot be of any particular value to him.
the editorial department regards it as too greatly devoted to mate-
rial things for it to have the proper ethical outlook.
. On the contrary, when his advertisement appears therein
No great demands are made on newspapers by "big adver-
people are apt to view his advertisement with indifference—almost
tisers." On the contrary, the demands are usually made by the scorn.
small advertisers, the men who think that because they spend a little
On the other hand, he does not care to patronize papers which
money they can control the utterances of an influential publication.
are run on the eleemosynary plan, but he does prefer papers of
The big men know that a paper, whether devoted to the presen-
circulation—of standing and which are necessarily conducted on a
tation of general or special news which relates to a particular trade,
progressive basis.
is more influential when free and unhampered by any suggestions
That is the difference, and that is where the "big advertiser"
from business clients.
is showing his good sense and his excellent business judgment.
SUBSCRIPTION. (Including postage), United States and Mexico, 12.00 per year;
Canada, |8.60; all other countries, $4.00.
ADVERTISEMENTS. $2.00 per Inch, single column, per Insertion. On quarterly o<
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.
A