Music Trade Review

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THE MUSIC TRADE REVIEW
I
T is frequently claimed that retail piano men are not giving the
proper amount of attention to adver.ising either in quantity or
quality, which statement may be true in numerous cases. In cer-
tain sections dealers seem to forget that there is such a thing as a
local daily or weekly paper in which they can tell the public of
their territory about the lines of pianos and player-pianos they
handle. In other sections, however, the piano men are quite alive
to the possibilities of advertising, and- if the piano ads were gath-
COWARD LYMAN BILL - Editor and Proprietor ered together throughout the country for a single week they would
make a truly imposing collection.
J. B. SPILLANE, Managing Editor
In the matter of quality in advertising, on the other hand,
Executive and Reportorlal Stall:
there
is much to be desired. There is still altogether too many
B. BKITTAIM WILSON,
CABLKTON CHACE,
L. M. ROBINSON,
GLAD HENDKXSON,
A. J. NICKLIN,
AUGUST J. TIMPE,
W M . B. WHITE,
L E. B o w m
dealers who apparently are afraid to appeal to the purchasing pub-
BOSTON OFFICE
CHICAGO OFFICE:
lic in their territories with straightforward educational quality copy
JOBN H. WILSON, 124 Washington St.
E. P. VAN HAHLINCKN Consumers' Building.
and only advertise when they can make some sensational price-
_ , . ' , .
.....
820 So. State Street. Telephone, Wabash 6774.
Telephone, Msin «950.
HENBY S. KINGWILL, Associate,
cutting announcement. The other extreme is the man who believes
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall S t , E. C.
that "John Smith—Pianos'' is all the advertising that is necessary.
NEWS SERVICE I S SUPPLIED WEEKLY BY OUR CORRESPONDENTS
LOCATED IN THE LEADING CITIES THROUGHOUT AMERICA.
There arc certainly enough examples of good advertising appear-
Published Every Saturday at 373 Fourth Avenue, New York
ing throughout the country to give the dealer, even in the small
Entered at the New York Post Office as Second Class Matter.
town, an idea,of what can be done in piano advertising without
SUBSCRIPTION (including postage), United States and Mexico, $2.00 per year; Canada,
$3.60; all other countries, $5.00.
slaughtering
prices. \\y constantly irpressing the public with the
ADVERTISEMENTS, $3.50 per inch, single column, per insertion. On quarterly or
yearly contracts, a special discount is allowed. Advertising pages $110.00.
fact
that
a
dealer's
line consists chiefly of piano bargains or old
REMITTANCES, In other than currency forms, should be made payable to Edward
Lyman Bill.
pianos sold for a song, the public gradually reaches a point where
PlaVPP PlfllM Anil
Departments conducted by an expert wherein all ques-
it is convinced that the dealer handles only instruments of doubtful
1 1UJC1 • lauv ami
t i o n s o f a technical nature relating to the tuning, regu-
origin or quality and cannot be convinced that the new instruments
Dpniirtmontc
lating and repairing of pianos and player-pianos are
VCpal lUieillS. d e a l t w j t h > w i n b e { o u n d j n a n o t h e r section of this
in his regular line and sold for a fair pric* are worth the money.
paper. We also publish a number of reliable technical works, information concerning which
will be cheerfully given upon request
Advertising a bargain sale at intervals goes a long way toward
Exposition Honors Won by The Review
solving the trade-in problem and incidentally attracts attention to
Grand Prix
Paris Exposition, 1900
Silver Medal- • .Charleston Exposition, 1901
Diploma
Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
the store, but a continual run of bargain advertisemens soon tires
Gold Medtl..Lewis-Clark Exposition, 1905
the reader, and the piano man wins the reputation of being some-
£ONO DISTANCE TELEPHONES—NUMBERS 5982—5983 MADISON SQ.
what of a "Cheap John."
Connecting' all Departments
Cable address: "Elbill, New York."
Several of the large manufacturers supply not only advertis-
ing suggestions, but the actual advertisements in electrotype form,
NEW Y O R K , N O V E M B E R 7, 1 9 1 4
mortised for the dealer's name, and which may be run in the local
papers. If the dealer wants to be original he can study these ad-
vertisements and then draft his own, but the man who puts forth
EDITORIAL
logical arguments in behalf of his line of pianos—talks on name,
quality and reputation, is gradually building up a strong founda-
H E position of the player-piano in the musical world is no tion for his business. He can sell pianos for what they are worth
and does not have to depend upon sensational price cutting.
longer one of doubt despite the frequent acrid comments of
some musical pedagogues, for the musical departments of the lead-
The adage holds good in advertising as well as in many other
ing universities have recognized its value not merely as a means of
things: "The man who holds himself or his products cheaply can-
making students acquainted with the works of the great composers,
not expect a high valuation from others."
but also as a means of giving them an idea of how certain com-
positions may be played correctly.
HAT the constructive work which has been steadily performed
This is made possible through the perfected player mechanism
by this trade newspaper institution is appreciated, is evidenced
of to-day, and the use of music records played by eminent pianists,
in the many communications which we are receiving from readers
thus bringing the individual expression, phrasing and temperament,
throughout the country. We have built up an organization which,
so to speak of the artist to the attention and consideration of those
in a news gathering sense, surpasses any other in the industry.
interested.
The Review covers every department of trade life—covers it
This season the music departments of the leading universities
completely and thoroughly. Our representatives in every section
of the country have planned recitals in which the player-piano will
of the country send by letter and wire the latest trade news, so
play a prominent part. The first Pianola recital of the season in
when The Review appears weekly it contains all of the latest in-
Columbia University, took place last Wednesday afternoon, when
formation from every part of America.
through the medium of the Weber Grand Pianola, a program, em-
However, the news-giving feature is not the only service upon
bracing several sonatas by the great composers, was interpreted
which it builds its right to support, but it is the constructive work
before a distinguished assemblage of music lovers and music stu-
—the educational force behind the paper.
dents at Millbank Chapel. The remarkable work of the player-
In the player-piano field alone we are constantly producing
pianist, Mr. Chatfield, amazed many who have not kept in touch
matter which is of interest to every piano merchant and salesman
with recent developments in the player field, and the recital as a throughout the land. It has helped them to sell players and to pre-
whole was enthusiastically received. This event is of added im-
sent them more intelligently to customers, and in that way it has
portance in view of the fact that it constitutes a part of the regular
worked hand and hand with the dealer and the salesman, thus add-
course in the music department of Columbia University.
ing to its usefulness.
The point to be deduced from this recital, as well as the use of
The new department which was added last week to The Re-
this instrument by other universities, is that the player-piano has
view is only another of the many useful facts presented, proving
assumed a definite place in the musical world—one that is bound
Review superiority. This new "Automatic Player Section" places
to wield an immense^ influence 4n augmenting musical knowledge
this paper as the only medium for distributing news between the
and appreciation.
makers of automatic instruments and the men who may be inter-
A distinguished musician and composer, who, by the way, is
ested in selling them.
also a most capable pianist, informed the writer recently that he
Piano merchants quite naturally are desirous of increasing their
has found the player-piano most essential in his studio. It en- revenues, and this new department of The Review will afford them
ables him to demonstrate certain problems in technique that he is the opportunity. Tt opens up new fields, and, we may say, inci-
unable to accomplish himself; in other words, that the player-piano
dentally, that we shall have another important announcement to
is, as it should be, an aid to the intelligent teacher, and is becom-
make within the near future, as plans are now maturing, and have
ing more widely recognized in this connection, This is progress.
been carefully worked out, which will add to Review strength.
MEW
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