Music Trade Review

Issue: 1912 Vol. 55 N. 24

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
N
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorlal Stall:
B. BKITTAIN WILSON,
A. J. NICKLIM,
CARLETON CHACE.
AUGUST J. T I M P I ,
JOHN H. WILSON, 824 Washington St.
Telephone, Main 6950.
R. W. KAUFFMAN.
GLAD HENDEKSON,
L. E. BOWMS.
CHICAGO OFFICE:
E. P. VAN HARLINCEN. 87 South Wabash Av«v
Room 806. Telephone, Central 414
BOSTON OFFICE:
PHILADELPHIA:
L. M. ROBINSON,
W M . B. W H I T I ,
MINNEAPOLIS and ST. PAUL:
ADOLF EDSTEN.
ST. LOUIS:
CLYDE JENNINGS
SAN FRANCISCO: S. H. GRAY, 88 First St.
DETROIT, MICH.: MORRIS J. WHITE.
CINCINNATI, O.: JACOB W. WALTERS.
BALTIMORE. MD.: A. ROBERT FRENCH.
INDIANAPOLIS, I N D J STANLEY H. SMITH
MILWAUKEE, W I S . : L. E. MEYER.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., E. C.
Published Every Saturday at 373 Fourth Avenue, New York
Enttted at the New York Post Office as Second Class Matter.
SUBSCRIPTION, (including postage), United States and Mexico, $2.00 per year; Canada,
$8.50; all other countries, $4.00.
ADVERTISEMENTS, $2.60 per inch single column, per insertion.
On quarterly or
yearly contracts, a special discount is allowed. Advertising Pages, $75.00.
REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill.
Departments conducted by an expert wherein all ques-
tions
of a technical nature relating to the tuning, regu-
latin
& a n d r e P ^ " 1 ^ o f pianos and player-pianos are
p
d e a | t h w i t h > w i l l b e f o u n d i n a n o t h e r section of this
paper. We also publish a number of reliable technical works, information concerning which
will be cheerfully given upon request.
-r PlanA
lOUV flnH
auu
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900
Silver Medal.. .Charleston Exposition, 1908
Diploma
Pan-American Exposition. 1901
Gold Medal
St. Louis Exposition, 1604
Gold Medal. .Lewis-Clark Exposition, 1906
EWS from Washington would indicate that a concerted cam-
paign is now under way by the railroads of the United States
for the purpose of opening the way for a general advance in freight
rates. In this connection the Bureau of Railway Economics, which
was recently established in Washington, is systematically sending
out matter calculated to prove that the railroads ought to have more
revenue to make extensions and other improvements, and it is
noticeable that the many periodicals throughout the country arc
fortifying the railroads in their position of insistence that they
must have more net revenue.
The shippers are the only ones that stand in the way of effect-
ing this increase, and they must awake to action if the proposed
general increase is to be more surely prevented.
At the annual convention of the State Railway Commissioners,
which closed last week in Washington, some important facts mate-
rialized. One was the feeling of the State Commissioners that the
Federal authority must be ultimately recognized as the supreme in
all matters relating to/ate regulation no matter whether such regu-
lation be of interstate or intrastate complexion.
While the State Railroad Commissioners have not, in so many
words, said that the State should surrender power to the Interstate
Commerce Commission, there was evidence at their convention, as
one proposition after another came up, that they realized that a
stronger power than the State bodies will have to deal with the big
phases of railroad control in this country. As evidence of this
situation it is noted that the convention went on record in favor of
legislation that would clothe the interstate body with full authority
to make a uniform classification for all classes of freights, and for
every section of the country. This classification would be operative
on intrastate as well as on interstate business.
P
IANO manufacturers naturally will take a deep interest in the
passage of new State laws which tend towards increasing
their factory expenses. Therefore, an analysis of some proposed
new legislation, recently referred to in the news columns of The
NEW YORK, DECEMBER 14, 1 9 1 2 .
Review, will be worthy of consideration.
The tentative drafts of the new factory laws, proposed by the
State Factory Investigating Committee, of which Senator Robert
EDITORIAL
Wagner is chairman, which it is the intention of the committee to
present to the next legislature in the form of thirteen bills, has
aroused
the Merchants' Association of New York and caused it to
HAT the importance of the piano business and its future pos-
conduct
an
investigation of the merits of the committee's measures.
sibilities are realized by those who hold prominent positions
According
to
the report made to the Merchants' Association, the
in the trade is indicated by the fact that the younger element, the
proposed laws are unduly drastic and will work undue hardships
sous of our trade captains, who are destined some day to take up
the burden of management when their fathers are compelled to lay on factory owners if enacted into law in their present form.
The principal subjects of the proposed laws relate to fire pre-
it down, are showing a tendency to study the business from the
vention and fire escapes in factories, and are considered by the
ground up—to go into the factory as workmen and progress through
every department, finally graduating from the counting room and Merchants' Association as being unduly drastic in their require-
ments. They are vitally important to factory interests inasmuch
the road.
as
they require extensive and, in many cases, radical reconstruction
Not long ago, Lucitn Wulsin, Jr., son of the late Lucien Wul-
of
the
present factory buildings.
sin, head of the Baldwin Co., elected to follow his father's footsteps
Among
the main provisions in the proposed laws are: The
in the matter of a career and decided to secure his knowledge of
restriction
of
the number of operatives that may be employed on
the trade at first hand through the medium of a course of practical
any
floor
in
a
factory; regulation of the manner of placing ma-
work in the Baldwin factory. Russell Steinert, son of Alexander
chinery;
arrangement
and width of aisles; size and position of
Steinert, of the M. Steinert & Sons Co., Boston, after completing
doors,
and
the
stipulation
that all stairways be protected by fire-
his studies at Dartmouth College, has also started to gain practical
proof
partitions
extending
from the basement to the roof. Pro-
experience regarding trade matters by taking a course in the
1
vision
is
also
made
as
to
the
capacity and structural character of
Steinert repair shops as an apprentice.
fire
escapes,
the
number
and
arrangement of exits, and the safety
George A. Vose, vice-president of the Vose & Sons Piano
and
adequacy
of
approaches
from
the foot of fire escapes leading
Co., received his training at the bench as did Henry F. Miller, the
to
interior
spaces.
A
rough
estimate
of the expense of reconstruc-
third, who after completing his course in a technical school entered
tion
of
existing
buildings
places
the
cost
at $200,000,000 for New
the factory of Henry F. Miller & Sons and has done much toward
York City alone. Analysis of each of the bills, together with a
bringing about improvements in the products of that company.
digest summarizing the provisions of all, has been prepared by the
James S. Holmes, vice-president of Henry & S. G. Lindeman,
has two sons who have received careful factory training and are Merchants' Association for the purpose of conferring with officials
now engaged in road work. The success of both boys has re- of the fire department, real estate owners and with trade organiza-
tions, to determine their attitude toward these measures.
flected the value of that training.
Without a great deal of difficulty it would be possible to cite a
score or more cases where sons of piano men are receiving practi-
A SUBSCRIBER to The Review says that it would be a good
cal training in the business, or have already received that training
l \
suggestion for the holdup journalists to offer as a paper
and are putting it to practical use. For the young man who is to premium a hose in order that the paper might be cleansed before
enter the piano industry, either as manufacturer or dealer, the
it enters a business establishment. The idea is in the right direc-
effort involved in securing knowledge of the trade through actual
tion, but the premium subject is too weak—a mighty strong disin-
work in various departments of the factories, is repaid with interest
fectant would be better.
LONG DISTANCE TELEPHONES—NUMBERS 5982-5983 MADISON SQUARE
Connecting all Departments.
Cable address" "Elblll, New York."
T
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE
REVIEW
Securing the Best Results from Advertising.
T is as difficult to produce advertising and feature it correctly,
as it is to conduct a paper that in contents and makeup will
satisfy every reader. But criticism when well meant is always
helpful—it stimulates and leads to new achievements. In one of
his "business talks" in the Evening Mail, one evening this week,
William C. Freeman, the well-known writer on publicity promotion,
remarked:
"The Aeolian Co. does some very fine advertising. It is so
good that it is a pity that it does not appear every day. People
are forming the habit of reading the news of the business world.
"It is sometimes a matter of very serious importance to de-
cide just what to do with an advertising appropriation as large as
that of the Aeolian Co.
"There is not a particle of doubt but that readers would like
a daily opportunity of reading the very clever and interesting musi-
cal news furnished by this company.
"If instead of using the equivalent of six full columns in one
advertisement the company were to use definite space daily, it would
mean perpetual motion so far as newspaper readers are concerned.
"One cannot have too much of a good thing. If all of us could
hear Caruso sing for five minutes every day we would be delighted.
"If every advertisement could be made a real literary gem,
every reader could very profitably spend the time to read them and
would do so.
"When an advertiser reaches the point of being able to spend
enough money to justify his going into a newspaper daily, even
with small space, should he, or should he not, do so? It would
only take five minutes a day to read an interesting column. The
Aeolian Co. advertising department has the ability to furnish it."
While the suggestions in the foregoing are directed to the
Aeolian Co., yet they have a wider significance and apply to the
advertising question as a whole. There are a large number of ad-
vertisers who believe that a uniform space occupied daily with a
colloquial talk upon the news of the establishment and its offer-
ings would be most prolific of results, while others maintain that
the same space doubled or trebled every second or third day, with
striking display lines to attract attention, and with a large space
to catch the eye, would bring better returns.
In this matter, however, the only judge is the advertising
manager who has laid out a definite policy as a result of experi-
ence and knowledge of his special field, and who has to utilize his
I
appropriation to the best advantage and in a manner that will win
the greatest results in the way of patronage for his house.
The theorist, or the man who has not the exact facts and re-
turns before him, is hardly in a position to pass judgment in this
matter.
Broadly speaking, all well considered advertising is valuable
and resultful, whether it appears daily, semi-weekly or weekly.
No one will gainsay, however, that the daily "talk" is an excellent
means of attracting attention to a house and its goods, provided
that in appearance it doesn't become "stale." It is advertising that
must be prepared by an unusually brilliant writer, and requires the
closest attention. It has the same va!ue as the cleverly written
editorial, but in the advertising field men are not being employed
who receive the salaries that arc paid those literary magnates
who mould public opinion through the editorial pages of our great
metropolitan dailies.
The wonder is that the men at the head of the advertising de-
partments of our great business houses are able, in view of the
pressure upon their time, to turn out advertising copy so excellent
in every respect as it is, and which so satisfactorily attracts the
attention and compels the consideration of the busy reader.
For instance, in the past few weeks the advertising of the
Aeolian Co. and of the piano department of John Wanamaker's has
been of a grade considerably above the ordinary. It conveys that
art atmosphere that properly belongs to the piano, and therefore
benefits the entire industry. Whether this advertising, so illumi-
nating and helpful in character, would be better advertising were
it divided into columns daily, is a question that cannot be decided
other than by the men who are conducting the advertising depart-
ments.
It is a pleasure to notice, however, that the advertising which
is being carried by all the piano houses in New York City for the
holiday season is written along dignified, forceful and proper lines.
The advertisers are not overlooking that piano publicity requires
special treatment—a proper atmosphere, so to speak.
In the special announcements of Wm. Knabe & Co., Hardman,
Peck & Co., The Sterling Co., the Pease Piano Co. and others, which
have come under our observation the past week, there is a happy
wedding of historical facts with necessary arguments to induce
those desirous of considering the purchase of a piano to stop, con-
sider and act.
The Player-Piano in the Concert Field.
r
P H E recent announcement that Ernest McGill, who for some
JL years has been prominent in the trade as a player-piano
demonstrator for various manufacturers, has decided to enter the
concert field as an independent player-pianist, is destined to set a
new mark in the development of public appreciation of that instru-
ment. It is Mr. McGilFs intention, as outlined in a folder which he
has issued, to book concerts and recitals all over the country and
make tours just as is done by the prominent pianist or vocalist at the
present time. He has already made arrangements with, several
manufacturers to. give demonstrations with their instruments, and
will also do some work for the individual dealer.
If Mr. McGill's plan proves successful it will open a new field
for musical endeavor and we may soon look to see player-pianists
bi-led in the leading concert, halls throughout the country.
There appears to be no reason why such should not be the
case. Just as there are piano players, so are there player-piano
"operators"; as there are piano virtuosi so are there player-pianists
of unusual talent. As a matter of fact, excepting the actual tech-
nical training for playing the piano manually, the player-pianist
requires just as much study of musical expression and interpreta-
tion, and also of control of the instrument as does the ordinary
pianist. Mr. McGill's venture will be watched with interest.
One of the Vital Issues Before the Trade.
N
AME protection is one of the most vital issues before the
trade to-day, and how any dealer can'exploit an imitation
piano purely upon the name and reputation of the great makes is
beyond ordinary understanding.
How can any dealer hold up his head in his community and
expect to win the respect of the people among whom he lives when
he knows that his advertising carries with it fraud and misrepre-
sentation?
How can any dealer put forth statements concerning a piano
when a United States Court has said that his advertising is dis-
tinctly unlawful, is beyond ordinary comprehension.
Piano reputation and name protection in this trade interests
every dealer, because, unless the great names of piano history be
surrounded with fair protection it must be plain to all that the great
props of the industry will be in a large degree removed.
Take away from the trade its artistic traditions—its great
names—and mix them up in the hodgepodge of deceit and dishonest
advertising, and what is the result?
There is but one result—the whole industry must feel the effects
of such moves, because, sure as fate, it will have the effect to depre-
ciate piano values eveywhere. These are conditions which every
honest piano merchant must face and face fearlessly.

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