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THE
MUSIC TRADE
REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportoiial Stall:
GLAD. HBNDKXSON, EUGENE C. MAYU, H. E. JAMASOK B. BRITTAIN WILSON. W. H. DYKES,
A. J. NICKXIK,
AUGUST J. TIMPB,
W K . B. WHITE,
L. E. BOWERS.
BOSTON OFFICE:
CHICAGO OFFICE:
E. P. VAN HARLINGEN, 37 South Wabash Ave.
Telephone, Central 414.
Room 806.
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
JOHN H. WILSON, 824 Washington St.
Telephone, Main 6950.
PHILADELPHIA:
R. W. KAUFFMAN.
ADOLF EDSTEN.
CLYDE JENNINGS
SAN FRANCISCO: S. H. GRAY, 88 First Street.
CINCINNATI. O.: JACOB W. WALTERS.
BALTIMORE, MD.t A. ROBERT FRENCH.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., E. C.
Published Every Saturday at 1 Madison Avenue* New York
REVIEW
T
HE sales of talking machines by some of the large houses
handling pianos in this country have reached a sum that may
be termed remarkable. It goes without saying that those who
have won the largest measure of success have given the talking
machine adjunct of their business the attention which it deserves.
The departments are in charge of experienced men who believe
in getting results by means of advertising, by special display rooms,
recitals and other forms of artistic exploitation, realizing that the
talking machine is in the truest sense a musical entertainer and edu-
cator, and that when it is handled properly it forms a most valuable
asset for the music trade merchant.
There is a lesson to be drawn from the advertising policy of
the large manufacturers of talking machines.
Despite the talk about hard times and contracted trade, and
many other topics which arc brought to the front by pessimists
when trade conditions are discussed, the conductors of these enter-
prises brush them aside and proceed to spend even more money in
dull times than when business is active.
As a result, during the past year the manufacturing end of
the talking machine business showed an increase of more than
thirty per cent., thus emphasizing the fact that it is the persistent
advertiser that succeeds.
Enteted at the New York Post Office as Second Class Matter.
T
HERE are some in the music trade industry who have not
studied the philosophy of advertising.
They make a liberal appropriation for publicity one year, the
next they economize, and so it goes on. This is a mistaken policy.
Departments conducted by an expert wherein all ques-
A certain percentage of the earnings of every business should
Player-Piano and
tions of a technical nature relating to the tuning, reg-
ulating and repairing of pianos and player-pianos are
be
devoted
to advertising, and this should be expended judiciously
Technical Departments. dealt with, will be found in another section of this
and
continuously.
paper. We also publish a number of reliable technical works, information concerning
which will be cheerfully given upon request.
Sporadic advertising on the part of any manufacturer or dealer
is a mistake.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900 Silver Medal.. .Charleston Exposition, 1902
Just keep an eye on the persistent advertiser in the piano trade,
Diploma.... Pan-American Exposition, 1001
Gold Medal
St. Louis Exposition, 1904
Gold Medal Lewis-Clark Exposition, 1905
or any other business, and you will see a winner—provided, of
LONG DISTANCE TELEPHONES NUMBERS 4677 and 4678 GRAMERCY
course, that the advertising is properly conceived, wins the con-
Connecting a l l Departments.
sideration of the reading public, and, most important of all, treats
Cable address •• "QbllL N e w York."
of a product of merit.
NEW YORK, FEBRUARY 3 , 1912.
It matters little whether it is a piano or a talking machine, if
it is without merit, all the advertising in the world will not enable
it to win out, for people in time will ascertain its true worth, and
instead of advertising being helpful in such an instance it is abso-
EDITORIAL
lutely detrimental.
An article that possesses merit, that is, sold at a price which is
reasonable
for the values incorporated therein, and that which is
URING the past year a great many piano merchants have
brought
to
the attention of the public in an interesting way, will
taken on talking machines, and, fully realizing the im-
surely
win
success for the advertiser. The occasional splurge in
portance of giving this branch of their business the closest attention
the
publicity
field is only "a flash in the pan." It is the steady
in the matter of management and advertising, have realized a hand-
advertising
that
pays, and the advertisers who keep everlastingly
some profit.
at
it
in
the
trade
papers, and the newspapers in and out of season,
With some merchants the talking machine sales for the year
are
invariably
in
the
lead.
made up the deficit in the piano department. The increased sales
of talking machines is due, in a large measure, to the production
HERE are only two ways you can increase your business—you
of hornless talking machines priced as low as $15. While the out-
must either get new customers or get more business from
put of these instruments has been enormous, the higher-priced
old customers. There are only two ways to get new customers—
styles were also in great demand, so much so that the manufac-
either sell them what you already have to sell or provide something
turers have a vast number of unfilled orders on their books at the else for them to buy. There are only two ways of getting more
present time.
business from old customers—sell them more of what you are now
The sales for these machines have resulted in an increased call
selling them or sell them something you are not now selling them.
for records, and to-day the leading record manufacturers are work-
In this connection Batten's Wedge says: Advertising brings new-
ing to their utmost to catch up with the demand, which is simply
customers for what you already have to sell. It often causes you
overwhelming.
to improve your product or the varieties of vour goods, and so ex-
The success of the talking machine business is an illustration
tends your business. It causes old customers to buy again, to speak
of the advantages of fixed prices. Indeed, the conditions which
of your wares to others, and to buy other things from you. It
exist are a credit to the men who control the destinies of this new
forces you to consider how your proposition compares with that of
and important branch of the music trade industry.
your competitors, and so lets in new ideas and policies, all making
From the very first they realized the importance of educating
for a larger and more successful business. It makes you build up
the public. They conducted a campaign of publicity that has
the efficiency of your selling force to take care of the new business
amazed many, but which has demonstrated that advertising is a and in turn helps to develop the old business. At every point,
profitable investment. In this way they have created a home de- then, advertising helps business. It seldom gets credit for all the
mand for their product which has accrued to the dealers' interests.
influence it has in a business, but it is the real cause of a great deal
They have educated the dealers handling their goods in the of fundamental improvement in all parts of a business.
matter of window display, of salesmanship, and other essentials
ANY writers of advertisements try to say too much. They
toward an intelligent comprehension of the requirements of the
business. As a result of this progressive policy the talking ma-
should learn that "half is better than the whole"—that an
chine industry has grown to such a degree that few, unless posted
ad. should express the quintessence of thought and not be given in
on the internal conditions, have any idea of its extent.
a crude state.
SUBSCRIPTION, (including postage), United States and Mexico, $2.00 per year; Can
•da, $8.50; all other countries, $4.00.
ADVERTISEMENTS, $2.50 per inch, single column, per insertion. On quarterly or
yearly contracts a special discount is allowed. Advertising Pages, $75.00.
ltEMITTANCES. in other than currency forms, should be made payable to Edward
Lyman BUI.
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