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THE MUSIC TRADE REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SP1LLANE, Managing Editor
Executive and Reportorlal Staff:
B. BRITTAIN WILSON,
A. J. NICKLIN,
CARLETON CHACE,
AUGUST J. TIMPE,
BOSTON OFFICE:
, . „ „ H w , , o n M sai Washinrtnn St
JOHN IL WILSON, 824 Washington bt.
Telephone, Main 6950.
PHILADELPHIA:
L. M. ROBINSON,
W M . B. WHITE,
CHICAGO OFFICE:
E. P. VAN HARLINGEN, Consumers' Building.
^ T J, hone> W a b a s h 5774 .
ga<) g o ^ ^ ^
HENRY S. KINGWILL, Associate,
MINNEAPOLIS and ST. PAUL:
R. W. KAUFFMAN.
GLAD HENDERSON,
L. E. BOWERS.
ADOLF EDSTKN.
ST. LOUIS :
CLYDE JENNINGS,
SAN FRANCISCO: S. H. GRAY, 88 First St.
DETROIT MICH.: MORRIS J. WHITE.
CINCINNATI, O.: JACOB W. WALTERS.
INDIANAPOLIS,IND.: STANLEY H. SMITH.
BALTIMORE, MD.: A. ROBERT FRENCH.
MILWAUKEE, YVIS.: L. E. MEYER.
KANSAS CITY, MO.: E. P. ALLEN.
PITTSBURG, PA.: GEORGE G. SNYDER.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., E. C.
Published Every Saturday at 373 Fourth Avenue, New York
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION (including postage), United States and Mexico, $2.00 per year; Canada,
?3.50; all other countries, $5.00.
ADVERTISEMENTS, $3.00 per inch, single column, per insertion.
On quarterly or
yearly cnntnicts, a special discount is allowed. Advertising pages $90.00.
REMITTANCES, In other than currency forms, should be made payable to Edward
Lyman Bilf.
Departments conducted by an expert wherein all ques-
tions of a technical nature relating to the tuning, regu-
lating and repairing of pianos and player-pianos are
dealt with, will" be found in another section of this
paper. We also publish a number of reliable technical works, information concerning which
will be cheerfully given upon request.
Player-Piano and
Technical Departments.
Piano Co., Memphis, Tenn., for the exploitation of the Vietor
Yictrola and its timeliness when used with the latest dance records.
One of the large windows of the Houck Co.'s store was set
aside for the display with special furnishings and a large Victrola
installed therein. Each afternoon and evening a couple of expert
dancers, a man and woman, illustrated the latest popular dances,
the tango, maxixe, etc., in the show window to the accompaniment
of the Victrola and the enthusiasm of the large crowds that blocked
the sidewalk on the outside.
The live player-piano dealer with a large show window, and
especially those who have recital halls in connection with their
wareroefms, should be able to get excellent results from the same
plan with the player-piano and a capable operator taking the place
of the Victrola.
Dancing exhibitions as an addition to the recital program
with admission in the evening by card and with invitations sent to
leading names on the company's list of prospects would, in all prob-
ability, attract more genuine attention and interest than a half-
dozen ordinary player-piano recitals, and interest begets results.
The talking machine dealers are taking timely advantage of
the craze for dancing by emphasizing how those interested can
secure an orchestra in their home through the purchase of the talk-
ing machine. These arguments can just as well be applied to the
player-piano, for many sales can be made through this medium,
provided dealers are wide-awake enough to properly exploit the
player-piano and the music rolls for dancing purposes which they
handle.
T
HE story is told, and worth repeating, too, of a representative
of a trade publication who recently visited a well-known
Exposition
Honors Won
by The Review
Grand Prix
Paris Exposition, 1900
Silver Medal- • .Charleston Exposition, 1902
manufacturer, and insisted upon his placing with him a large sized
Diploma
Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
advertising contract. His insistence was so marked that it became
Gold Medal. .Lewis-Clark Exposition, 1905
somewhat irritating, but the manufacturer did not manifest the
LONO DISTANCE TELEPHONES—NUMBERS 5982—5983 MADISON SQ.
Connecting' all Departments
slightest sign of yielding.
Cable address: "Elbill, New York."
Finally, the trade paper representative brought his fist down
NEW Y O R K , A P R I L 4 , 1 9 1 4
with an explosive bang on the desk and said: "You arc spending
too much money in The Music Trade Review—mo'ney which should
be spent in our publication."
"Is that so?'' replied the manufacturer, "and by what right do
EDITORIAL
you make such an assertion ? 1 .et us take The Music Trade Re-
view and compare it with your publication. First, the editorial
H E R E was a time when piano merchants o'utside of a few large
policy of the paper is looked upon as its great strength. Docs your
cities failed to recognize the value of artistic environment
paper compare with its concededly strong editorial policy?"
for the display of their products. Within the past few years, how-
An unwilling admission came from the representative that it
ever, there has been a complete metamorphosis of ideas on this
did not make a showing with it.
subject. From time to time The Review lias printed illustrations
"Then, let us take another live subject—the player. I find
showing the very effective displays made by dealers in widely sepa-
five times as much matter regarding the player as in your publica-
rated sections of the country—some located in small towns as well
tion. Can you disprove this?" He could not.
as large cities—wherein the value of artistically arranged ware-
"I find in technical matter the same condition. Is this not
rooms as a desirable environment for the instruments which they
true?" Another faint admission.
handle is pleasingly emphasized.
"Then I find by actual count there are seventy-five points cov-
This is a move in the right direction, for the warerooms, like
ered by trade correspondents. Can you show more?"
the window of an establishment, reflect the general point of view
"Again, I find every department, such as supplies, small goods,
of the proprietor—they reflect the managerial policy—the condition
sheet music and everything of that kind, covered fully and com-
and class of merchandise dealt in—the alertness or backwardness
pletely. Can you show any one point in which you excel?" With
of individuals concerned with the institution. In other words, they
considerable of the bombast extracted, the representative finally ad-
tell whether the business is conducted on progressive up-to-date
mitted that he could not.
lines, or whether it is one of those dreamy, standstill establishments
"And, then," continued the manufacturer, "I am informed
which exist in spite of their unenterprising proprietors.
that The Review is more closely followed by the reading element in
Too much stress cannot be laid on the value of interior decora-
this trade than any other publication, and I know from personal
tion in connection with piano display. The leading piano houses
observation and from reports made by my travelers, that the deal-
of the country have long recognized the importance of special art
ers nationally rely upon it as representing in the best manner clean,
rooms for the display of special instruments, and the tendency all
up-to-date journalism. Can you disprove this?" He could not.
along the line is to make the architecture and furnishing of these
"Then," continued the manufacturer, "why have you the im-
special rooms in keeping with the line of instruments shown therein.
pudence to come in here and demand from me patronage by attack-
This is an age when the aesthetic sensibilities of visitors and
ing a paper whose standing and reputation is above criticism, and
purchasers are keen to decorative influences if they are conceived
whose advance during the past few years has been little short of
in a proper spirit, and it is most gratifying to notice from the various
marvelous ?"
illustrations printed in The Review that piano merchants through-
"The facts are you are losing ground and The Review ad-
out the country are giving closer attention than ever before to the vancing. Hence this evident soreness On your part, but I, with
decoration and tasteful appearance of their establishments.
others, shall continue to place my advertising where my business
The dealers in player-pianos who long for something besides
judgment dictates."
regular recitals and the ordinary window displays to attract public
As the trade paper representative disappeared, limp and spine-
attention to the possibilities of their instruments might, with profit,
less, he was heard to mutter: "I'll get even with The Review ir
take a hint from the method recently adopted by the O. K. Houck
some way, even if I have to kidnap its entire staff."
T