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THE MUSIC TRADE REVIEW
A Word About Journalistic Work.
T
HE present issue of The Music Trade Review is fairly illus-
trative of the industry which it represents. It presents some
facts worthy of close perusal. It is a volume which may be re-
ferred to with pleasure at intervals. It has been the aim of this
trade newspaper institution to be a constructive force in the de-
velopment of trade, and few men have an adequate appreciation of
the immense amount of work which is necessary to build up a suc-
cessful trade paper.
It is far easier to publish a magazine on general lines than it
is to bring out such a paper as The Music Trade Review, which
contains anywhere from 70 to 150 pages of original matter, all
bearing upon business topics of the industry.
In the case of the magazine, all of the literary products are
brought to the publisher and offered for sale, whereas in the case
of a trade paper everything must be prepared by the representa-
tives of the journal and written up in an entertaining manner.
The magazine can go to the literary market at any time and
secure what it wishes, but the trade publication must, through
laborious effort, develop its own features.
The music trade has undergone great changes since this pub-
lication first appeared, and it may be truthfully said, without laying
ourselves open to the charge of egotism that The Music Trade
Review has performed a useful mission in carrying on constructive
work in the industry.
Its editorial and reportorial forces have always been brought
into close contact with the producing forces of the trade, and as a
result there has always been a keen sympathy existing between the
two.
The trade newspaper exists not alone to supply news and in-
formation, but to be instrumental in helping business men to meet
and solve difficulties by which they are, from time to time, con-
fronted.
The trade newspaper should always be constructive in its work.
Tt is performing a useful mission in our modern business world, and
it is respected for the good work which it is putting forth in help-
ing to establish a knowledge of higher professional and expert
attainments—of economic management—of efficiency—and all else
that tends to a better production, and inspires a broader and more
useful service in all departments of the music trade industry.
The Review was first published in 1879, and is, therefore, the
oldest music trade paper appearing in this country. The Review
specializes largely upon the player-piano, and once a month it pro-
duces a 1'layer Section which in itself is larger than some of the
smaller music trade publications.
Then there are special departments weekly, devoted to the
player-piano, the supply trades, musical instruments, talking ma-
chines, sheet music, as well as a Technical Department which is
always under the supervision of an expert.
In addition to this, we have representatives in the principal
cities throughout the country, so that the Home ()ffice is always
in touch with every part of the nation, and has the latest news by
wire concerning trade happenings from our men who are always on
the field.
With this ample organization, it naturally is in a position to
serve the interests of the trade in an advanced manner.
It is able to deliver values to subscribers and to advertisers,
and it may be said that the day of the small, inconsequential paper
has gone by in any trade. It fails in the delivery of values, and
business men are exercising keener judgment all the time in their
selection of trade newspapers.
That is the best attitude to take of the trade newspaper situa-
tion, and every advertiser should show the same intelligent dis-
crimination in selecting his trade paper mediums that he exhibits in
making other purchases.
The large trade newspaper, with a perfect organization, com-
pels the respect of readers. Trade journalism has become one of
the acknowledged professions which stand high, and upon its ability
to assemble and present news in the special field wherein it circu-
lates, depends its financial success.
The Review commands the services of nearly one hundred
persons who are engaged in collecting, classifying and presenting
information upon all phases of the piano and allied trades. Much
of this data thus assembled has a distinct monetary value which is
understood by progressive dealers.
That is why such a paper as The Review is eagerly sought for
and closelv read.
The Evil of Circulating Rumors.
R
ARELY ever in music trade history have the tongues of the
gossips been wagging with such vigor as during the past two
months. They have been working overtime, including nights and
Sundays.
The worst of it is they have been maliciously wagging, because
the names of well-known music trade houses, solid and substantial
in every wav, have been bandied back and forth in a manner that
reflects severely upon the good taste and judgment of men who
show such little consideration of the reputation of others, that they
have aided in the dissemination of libelous matter.
Tt is easy to start a rumor in circulation, that such-and-such a
house may be financially weak. If it stopped with one man no harm
would be done, but a rumor may be related to one of the tongue
waggers-—off he goes and repeats this libel with great zest, with, of
course, the proviso that "it must be kept strictly quiet." In the
meanwhile, he himself will retail it to every man whom he meets.
Every time it is passed along it gathers in force, as it goes
down the entire piano line.
If men would only attend to their own affairs and absolutely
frown upon any idle gossip which may come to them in which the
financial standing of reputable members of the trade are concerned,
things would be much better.
A business mav be undermined and seriously affected by idle
rumors.
It is this insidious poison that ofttimes creates a great deal of
trouble.
We sometimes wonder what there is in human nature that shows
a willingness to pass along the worst criticisms upon individuals.
Truth travels along at a snail's pace, while lies move at electric
speed.
Men are prone to gossip about their neighbors. Let them do it
if they wish, but when the question of a man's credit or his standing
is brought into consideration it does not become idle gossip, because
the circulation of these untruths are harmful. They create opinions
which ofttimes may result in inflicting serious injury upon a per-
fectly sound and reliable institution.
Notwithstanding that certain sections of this industry are in-
ordinately fond of gossip, it would be extremely well just now to
close the gates when idle rumors, reflecting upon the credit of an
individual, come floating down the conversational canals.
The individual has no chance or opportunity to deny these state-
ments, and in the meantime they gain considerable force and may
be harmful in the extreme.
These are not the times to indulge in the rumor vending habit.
In fact, they should be cut out and cut out quickly.
C
HRISTMAS trade is taking on actively in various sections of
the country, and from present indications player-pianos are
going to be in greater demand, as holiday presents, than ever before.
A good many piano merchants are exploiting the wonderful
possibilities of the player-piano and its entertaining features, show-
ing that it can be used by all the members of the family, thus giving
added pleasure and enjoyment.
Certainly every point that can be made to interest the public
during the holiday season should be made, and a piano merchant's
prosperity depends upon his ability to interest the public.