Music Trade Review

Issue: 1912 Vol. 54 N. 15

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SP1LLANE, Managing Editor
Executive and Reportorlal Stall:
GLAD. HENDERSON,
A. J.NICKLIN,
H. E. JAMASON,
AUGUST J. TIMPE,
C. CHACE,
B. BEITTAIN WILSON,
WM. B. WHITE,
L. E. BOWERS.
CHICAGO OFFICE:
E. P. VAN HARLINGEN, 37 South Wabash Ave.
Telephone, Central 414.
Room 806.
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
BOSTON OFFICE:
JOHN H. WILSON, 324 Washington St.
Telephone, Main 6950.
PHILADELPHIA:
REVIEW
one can read a convincingly written advertisement without being
impressed and interested in the house behind it.
Advertising in all industries is being conducted to-day on a
higher plane than ever before. Both manufacturers and nerchants
realize its importance and value to a business, and in order to secure
the best results the "copy" should be prepared by a man thoroughly
acquainted with the products of which he speaks. Hence the wis-
dom of piano merchants getting into close touch with the advertis-
ing departments of the various houses whose pianos they represent.
In this way the piano merchant is able to get the viewpoint of the
manufacturer as far as his products are concerned.
This close intercourse will help in time to eliminate much of
the dishonest, disreputable advertising which has done so much to
bring odium on the retailing end of the piano business—provided
the manufacturers' publicity policy is the right one.
T
HE question of selling expense is one that interests, or should
interest, every live piano dealer at the present time, and
CINCINNATI, O.: JACOB W. WALTERS.
BALTIMORE. MD.: A. ROBERT FRENCH.
nothing should be overlooked that will reduce that expense or so ,
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., E. C.
arrange it that it will become almost fixed in relation to the price
of the instrument.
Published Every Saturday at 373 Fourth Avenue, New York
Everything connected with the selling of pianos has increased
Entered at the New York Post Office as Second Class Matter.
in cost—the rents are higher, advertising is more necessary and
SUBSCRIPTION, (including postage), United States and Mexico, $2.00 per year; Can-
ada, $3.50; all other countries, $4.00.
the higher cost of living has made it necessary that employes re-
ADVERTISEMENTS, $2.50 per inch, single column, per insertion. On quarterly or
ceive higher compensation. In other ways the dealer faces heavier
yearly contracts a special discount is allowed. Advertising Pages, $75.00.
REMITTANCES, in other than currency forms, should be made payable to Edward
charges than he did some years ago, without a proportionate in-
Lyman Bill.
crease in the volume of sales or in the price of the pianos them-
Departments conducted by an expert wherein all ques-
Player-Piano and
selves and with the time for payments extending over a period
tions of a technical nature relating to the tuning, reg-
and repairing of pianos and player-piano» arc
Technical Departments. ulating
dealt with, will be found in another section of this
that serves to still further reduce the net amount received on the
paper. We also publish a number of reliable technical works, information concerning
sale.
which will be cheerfully given upon request.
While set expenses are not to be dodged the dealer should
Exposition Honors Won by The Review
endeavor
to make a certain amount of expense produce a certain
Grand Prix
Paris Exposition, 1900
Silver Medal.. .Charleston Exposition, 1902
Diploma Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
result
and
this can only be accomplished by maintaining a strictly
Gold Medal
Lewis-Clark Exposition, 1905
one-price system and insisting on suitable terms on instalment sales.
LONG DISTANCE TELEPHONES - NUMBERS 59S2 5983 MADISON SQUARE
People who desire accommodation when paying' for a piano
Connecting all Departments.
should
be willing to pay for that accommodation at a reasonable
Cable address " "Elbill. N e w York."
rate or do without the instrument until such time as they are in a
NEW YORK, APRIL 13, 1912.
position to pay a proper amount down and fair fixed monthly in-
stalments.
The theory that it is good business to meet the customer's
terms in order to keep a competitor from getting the business has
EDITORIAL
long ago been exploded.
A sale that proves to the disadvantage of the dealer is bad
r S
I HE campaign against fraudulent advertising, which has re- business even though it is made to spite the other fellow. A sale
-L ceived consideration in these columns for the past two years, must show a profit or a loss. There is no breaking even for each
is doing much to eliminate the disreputable methods so much in
sale has to bear a portion of the selling costs and fixed overhead
vogue, and there is to-day evident a distinct improvement in the charges of the store. When it doesn't the other good sales suffer.
advertising put forth by retail piano merchants all over the country.
The selling cost must be watched constantly and every trans-
This does not mean, however, that there is not still an army
action must cover that item before any profit can be shown.
of offenders who fail to see the light of reason and commonsense,
It is not the number of pianos sold during the course of the
and who believe that the public can be hoodwinked.
year that measures the success of the dealer, but the manner in
A change toward better conditions meanwhile prevails, and
which they are sold.
piano merchants who hitherto have given their advertising but little
The dealer who insists upon quality rather than quantity sales
consideration are now realizing that the character of the house is
is aiding materially in the development of his own business and
judged by the character of its publicity.
the general uplift of the industry as a whole. It makes for a
A man of repute and character should not permit any employe,
sounder business base.
whether manager or advertising man, to put out a class of adver-
tising that undermines the confidence of the public in his house or
E have had some inquiries recently from advertisers re-
in himself.
garding the protection accorded piano case designs, and
Money-making ends do not justify misleading publicity, and
it may be of general interest to state that in this country de-
it is best that the trade should realize the truth of the old saying
signs when patented are accorded the full protection of American
that "honesty is the best policy" in advertising as in everyhing else.
patent procedure, the relative paragraph of the law reading:
One factor that has contributed toward the betterment of piano
"A design patent may be obtained by any person who has in-
merchants' publicity is the closer intercourse with the manufacturers
vented any new, original and ornamental design for an article
for the purpose of receiving merchandising and advertising sugges-
of manufacture, not known or used by others in this country be-
tions which may be helpful to them in their local business. There
fore his invention thereof, and not patented or described in any
is a closer communion of interests to-day than every before, and
printed publication in this or any foreign country before his in-
where the manufacturer is imbued with progressive ideas regard-
vention thereof, or more than two years prior to his application,
ing merchandising and publicity, the dealer is benefited accordingly.
and not caused to be patented by him in a foreign country on an
application filed more than four months before his application in
The advertising policy of many of the leading manufacturers in
this country, and not in public use or on sale in this country for
this city is being adopted by their agents to good purpose, and these
more than two years prior to his application, unless the same is
manufacturers have taken pains to keep their dealers apprised of
proved to have been abandoned, upon payment of the fees required
their work in an advertising way by supplying cuts and copy when
by law and other due proceedings had. the same as in cases of in-
requested for use in their local papers. This has proven most help-
ventions or discoveries."
ful and has raised the dignity of the dealers' business because no
R W. KAUFFMAN.
ADOLF EDSTEN.
SAN FRANCISCO: S. H. GRAY, 88 First Street.
CLYDE JENNINGS
W
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
The Law of Future Contracts
r
Let me say a word about the question of delivering future
HE following letter comes from a wholesale dealer doing busi-
goods at the time set by the contract. Suppose a seller makes an
ness at Binghamton, N. Y, Its subject touches, directly or
agreement with a buyer in January for the sale of a quantity of
indirectly, probably every reader of these articles: "I am told
merchandise to be delivered during the last half of August. If
that contracts for future delivery cannot be enforced. I refer to
by reason of late crop or other moving cause the seller is unable
contracts made for goods which are to be grown or manufactured,
to get the goods together until some time during the first half of
and which do not exist at the time the contract for purchasing
September, the courts will usually consider that a good delivery,
them is made. I have heard it said that the law looks on same as
and the buyer must take them or pay for his refusal. It may be
in the way of gambling, and that the buyer who makes such con-
tracts can recover nothing if the contract is broken. If you think hard to understand how a contract for delivery from August 15
to 30 is satisfied by delivery from September i to 15, but never-
the subject worthy of your attention, please elucidate it."
theless the law rules it to be a substantially good delivery. In
In very many—perhaps most—lines of business, the custom
other words, "time is not the essence of the contract," as the legal
has grown up to sell goods for future delivery, and without defi-
phrase goes, which means that anything near the time named is apt
nitely knowing, I hazard a guess that a very large percentage of
to be as good for the buyer as the exact time itself.
the merchandise sold for future delivery at all is sold in that way.
If such contracts are not enforceable, buyers and sellers who make
Time can be made the essence of the contract, however, and if
them are truly living over a volcano. It is not true, however, that
the parties make it so the contract can be made to depend on de-
future agreements are unenforceable; on the contrary, they are
livery at the very time set forth and not a day later.
regarded by modern law as just as good as other agreements, and
In case the seller of merchandise for future delivery fails to
they can be enforced as readily. Time was when the law looked
deliver his goods, the buyer can go into the market and buy them,
on any contract to sell merchandise which was not in existence at
and if they cost any more than he was to pay for the others, he can
the date of the contract as a mere gambling contract, but that idea
sue the seller for the difference.
was abandoned long ago. To-day any man may sell or offer for
So if the seller stands ready to deliver, but the buyer for any
sale, for delivery in the future, goods not in existence, and which
reason refuses to take. Most future contracts give the buyer the
must be grown or made before they can be delivered, and if he right to inspect before acceptance, and if he finds them not what he
defaults, for any reason not set forth in the agreement, he can be bought, he can reject them, and the seller will have to abide by it.
sued for damages. By the same token a man may buy that way,
But if he rejects for an untenable reason, or fails to take the goods,
and if he wrongfully refuses to take the goods when they are ten- the seller can sue him for the profit he would have made on the
dered him, he, too, can be made the subject of an action in damages.
sale. But—and this is important—if the seller can sell the goods to
somebody else for as much money as the first buyer was to pay, he
Future contracts, however, are placed by the law in a different
can recover nothing from the latter, for he hasn't suffered any loss..
class than ordinary contracts of sale. The latter, to use a tech-
These suits often occur when the market has declined between the
nical term, which I will explain, are executed contracts, while
date of the contract and the date of delivery. The buyer, realizing
future contracts are merely executory. The difference between the
two is this: Where a man sells merchandise actually in his pos- he can buy similar goods for less money", sometimes rejects his con-
tract goods, and in that case the seller has to sell them elsewhere
session—not part of a mass, but specific, separate merchandise—
title passes to the buyer at once, and the goods are his. If any- at a reduced price. He has a good action against the buyer for the
difference between the contract price and the price he finally sold
thing happens to them afterward the buyer must stand the loss,
for. Suing for damages is the only thing either the buyer or seller
even though they are still in the seller's possession.
can do in case a future contract is violated. As title has not
A future contract, however, is not a sale at all, but only an
passed, the seller cannot treat the goods as the buyer's and sue him
agreement to sell, and no title passes until the goods come into
existence and the sale is completed. In the one case the buyer for the full price of them; nor can the buyer replevin them or com-
pel the seller to deliver. Each must await the other's default and
sells, in the other he merely promises to sell, but it is a promise,
then sue for damages for breach.
nevertheless, which can be enforced.
There is one form of future contract which is still regarded as
The modern future contract used in many lines contains so
a gambling agreement and will not be enforced. This is where
many conditions that it might almost be said not to be a contract
men deal in futures which are not in existence at the time and which
at all. Many forms provide that the seller shall not be held re-
neither party expects to deliver or receive when they come in exist-
sponsible if the crop fails, or his factory burns, or he has a strike,
ence. These transactions are looked on as mere bets on what
or if anything else occurs which might upset his plans. This
leaves the buyer at the mercy of so many contingencies that he is the price will be on the day of delivery, for when that day comes
the parties simply settle in cash on that basis.—Copyright, January,
lucky if he gets his goods at all, and his purchase under such a
1912, by Elton J. Buckley.
contract amounts to little more than a wager.

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