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THE MUSIC TRADE REVIEW
A SUGGESTION—THAT'S ALL.
(Continued from page 3.)
would be refreshing to find one man in a town who believed in straight business and does not
work on the principle that suckers are born every minute and the theory that the public likes to
be fooled. Such a dealer would be congratulated by his local patrons, and he would win success
in these days when the advertising policy is to bait purchasers with alleged bargains. The world
seems to have gone mad on the subject of bargain offerings. The passers-by would immediately
catch the humor of such an announcement, and they would realize that the merchants were adopt-
ing such methods to emphasize the honesty of their business principles and the worth of their mer-
chandise in contrast with the methods pursued by the bargain baiters.
The public mind is open to suggestions that are of a different nature; merely to this degree
any departure from the baiting method appeals to a mind that is on the alert and looking for some-
thing new and frank.
Advertising is one of the great educational factors. The public is
not only taught useful knowledge through the reading of advertising
matter, but is taught the difference between fake advertising and hon-
est advertising. This is just in the way of a suggestion, and it might
be worth trying out.
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Why the Business Outlook Is So Encouraging.
HE remarkably favorable crop conditions throughout the
country have aroused a buoyant feeling in all departments of
trade, and during the past week there has developed an unmistak-
able feeling of good cheer and optimism which shows that despite
the adverse contrivances of men to impair the prospect for a return
of prosperity, nature is doing her best for the United States.
The nation's grain fields promise this year the tremendous
total of 5,210,000,000 bushels of wheat, corn, oats and barley. If
expectations are realized the combined yield of these major grain
crops will surpass the record of every preceding year in both quan-
tity and value.
Approximately the market worth of these billions of bushels
figured on the price basis of July 1, when the most recent Govern-
ment estimate was taken, will be $200,000,000 in excess of the value
of the average crops of the last five years.
This shows a surplus wealth that cannot fail to work its way
into the channels of trade, and hence it is that manufacturers are
looking to the future with a new hope.
A very interesting analysis of conditions throughout the coun-
try, carefully prepared, appeared in the New York Times last
Monday morning, in which the situation prevailing in the leading
industries of the country were summarized, and, as the Times says
editorially:
"The statements of the bankers, manufacturers and merchants
are not academic or theoretical. The truth is not evaded or glossed
over. There has been depression in many branches of trade. But
in these statements of the views and experiences of the business
men of all sections there is evidence of an obvious and justifiable
feeling of confidence in the future. The idea that we have reached
the turning point is not founded on personal optimism, and is shared
by nearly all, even by those who have felt most strongly the recent
trade depression.
"Of course, the abundant crops have much to do with this
hopeful outlook, but not all. Trade is already better in branches
which have suffered least, and is picking up in others. The con-
dition of the steel trade, in which the signs are now encouraging,
is assuredly a better index of economic conditions than that of the
motor car trade, which is veritably booming. The facts set forth
in these well-filled columns are indisputable. The opinions are
sound and unprejudiced. The result does not justify overenthu-
siasm. There are difficulties yet to be encountered. General pros-
perity has not yet set in, but there is no* doubt that the worst has
been passed and the good times are coming."
While it often has been said that the piano trade—which is
somewhat erroneously classed with luxuries and not necessities—
is among the last to feel the impetus of improved times; yet the
piano trade, like other lines of business, is in a hopeful mood and
T
looking forward to get its share in the distribution of that two
hundred million dollars which the farmers will receive for their
crops in excess of the value of the average amount received by
them for the past five years.
. ' . |
It is wholly fortunate that the agricultural vista is so brightj
for good crops are bound to affect a regeneration of business
volumes and values, despite the influence of politics which has con-
spired td perpetuate business and financial depression.
It is time for optimism, and, as Richard W. Lawrence, presi-
dent of the Autopiano Co., said in his interesting letter, which
appeared in The Review last week, it is the time "to change one's
line of attack." Sitting down and fault-finding is not as c6mmend-
able as getting up and doing. It is time for encouragement on the
part of the manufacturer and the dealer—time for action, 'for busi-
ness, after all, is what one makes it."
Mr. Lawrence's very timely letter of last week is supplemented
this week by a letter from A. M. Wright, vice-president and gen-
eral manager of the Mason & Hamlin Co., which appears elsewhere
in The Review, in which he conveys most encouraging facts regard-
ing the business of his company, and the general view of commercial
affairs as a whole.
•
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The Mason & Hamlin Co. showed a gain in business for the
first six months of 1914, and July trade averages up well with any
similar month in the history of the house. As Mr. Wright points
out, "If manufacturers will follow Mr. Lawrence's lead, at least
such as can do so consistently, it will help to* dispel a good deal of
the distrust and pessimism that is now said to obsess a portion of
the trade."
•
I
N connection with the subject of questionable advertising in the
piano trade, which was brought to the attention of the Adver-
tising Clubs of the World at the recent convention in Toronto 4 , Can.,
we may say it is unfortunate that niano advertising should be picked
out by the advertisincf men, or rather placed before them as, a hor-
rible examnlc. but it is to be hoped that the exhibit will spu'r the ad-
vertising clubs to prefer efforts in their campaign to prevent such
advertising by national or State laws. The success of that cam-
oaijG'n will go far to compensate the honest piano merchants for
the ridicule to which the trade has been held up for the (past few
years.
'
•
There is no stronger fighter against misleading: piano adver-
tising- than the better element of the piano trade itself, for it is
the piano men who best realize the harm done by such advertising,
and the fact that the obiectionable announcements were brought
before the convention in Toronto by a piano man goes far to prove
the interest of the trade in eliminating one of its most flagrant
evils.