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THE MUSIC TRADE REVIEW
REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Staff:
B. BRITTAIN WILSON,
A. J. NiCKLiN,
CARLETON CHACE,
L. M. ROBINSON,
AUGUST J. TIMPE,
WM. B. WHITE,
BOSTON O F F I C E :
GLAD HENDERSON,
L. E. BOWERS.
CHICAGO O F F I C E :
JOHN H. WILSON, 324 Washington St.
£•
P
- VAN
s
Telephone, Main 6950.
H ARLINGE
N,
O
Consumers' Building,
™° ° - State Street. Telephone, Wabash 5774.
•
HENRY S. KINGWILL, Associate.
LONDON, ENGLAND: l Gresham Buildings, Basinghall St., E. C.
NEWS SERVICE IS SUPPLIED W E E K L Y BY OUR CORRESPONDENTS
LOCATED IN T H E LEADING CITIES THROUGHOUT AMERICA.
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Published Every Saturday at 373 Fourth Avenue, New York
Entered at the New York Post Office as Second Class Matter. -
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SUBSCRIPTION (including postage), United States and Mexico, $2.00 per year;
Canada, $3.50; all other countries, $5.00.
ADVERTISEMENTS, $3.50 per inch, single column, per insertion. On quarterly or
yearly contracts, a special discount is allowed. Advertising pages $110.00.
REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill.
seem, we are trying to give the full value of your money in the
purchase of a piano.
"If you are willing to pay $150 to $200 profit on a piano, it is
a privilege that is yours, and no one can take it away from you,
but if you are wise enough to investigate our claims you need not
be 'stung.'
"The truth about pianos proved by showing you actual whole-
sale prices, if necessary."
We do not comprehend the consistency of such an announce-
ment.
Here is a company that is putting forth the statement that
all purchasers of pianos are "skinned," the sole exception being
when they purchase one from the company which offers to show
them the wholesale prices of a piano.
The remainder of the advertisement is filled with "knocking"
of the same character, urging readers "not to be misled by quality
talk."
How any man can hope to succeed in business by attempting
to pull down the very structure on which his enterprise is built is
beyond our comprehension.
N
O one factor has contributed more to the success of that great
merchant, John Wanamaker, than the subtle touch of indi-
vidualism which he imparts to his advertising in the newspapers.
PliinA nnfl
Departments conducted by an expert wherein all ques-
His cleverly written signed editorial is a feature of his daily an-
I lauv ailU
t i o n s o f a technical nature relating to the tuning, regu-
pnaptmOtlfc lating and repairing of pianos and player-pianos are
nouncement that is always read with interest because of its timeli-
Cpdl l i n e i l f t . d e a l t with _ w i I , b e f o u n d i n a n o t her section of this
paper. We also publish a number of reliable technical works, information concerning
ness.
It lends an atmosphere of dignity and force, as well as
which will be cheerfully given upon request.
reveals an intimate relation with the public to which he is catering,
Exposition Honors Won by The Review
that places the Wanamaker advertising in a class by itself.
Grand Prix
Paris Exposition, 1900 Silver Medal.. .Charleston Exposition, 1902
Vtploma
Pan-American Exposition, 1901 Gold Medal
St. Louis Exposition, 1904
For instance, the following Wanamaker editorial, which ap-
Gold Medal. .Lewis-Clark Exposition, 1905.
peared the other day under the caption, "Cut the Acquaintance
DISTANCE TELEPHONES—NUMBERS 5982—5983 MADISON SQ.
Connecting- all Departments
.
of Mr. Blue and Mr. Grumpy," is a strong appeal to the pessimist
Cable address: "Elbill, New York."
to get out of the rut and to join the army of progress in the fight
NEW YORK, MAY 8, 1915
for better times. Mr. Wanamaker remarks that Mr. Blue and
Mr. Grumpy are contaminators and discouragers, and adds: "Leave
severely alone the oracularists who cannot see any end of the war
except for 'years and years.' This is a hundred million country
EDITORIAL
of Henry Fords, Thomas A. Edisons, Samuel Reas, Elbert H.
Garys, Alva Johnsons, E. T. Stotesburys, Cyrus H. Curtises, citi-
zens
still doing large things with ever-enlarging visions—men who
T is surprising how some men resent criticism. They are so
see
the
bright sides, and never stumble at any difficulties. America
thin-skinned that they fly into a burst of temper whenever
has
doubled
its strength and standing in the past two years by what
any criticism is made of their public acts, and surely advertising is
it
has
not
done
and by what it has prepared itself to do at the
a public act.
proper
time.
It
has
no enemies on the face of the earth. Larger
Some time ago one of the members of The Review staff took
than
the
total
of
all
its
banks and trust companies and United States
occasion to criticize the advertising methods of a Western piano
Treasury
reserves,
is
its
great reserve of patriotism which one day,
merchant who was working the old coupon-guessing scheme which
not far off. will work the miracle of centuries. Let us step out
had been pronounced illegal. This man flew into a towering rage
of the narrow circle and work and walk together toward the new
and accused The Review of unjust and malicious acts, claiming
sunrise of our great country."
that we had no right to criticize his public advertising.
Good reading this and well worth consideration by many of
There is where we differ. We affirm that we have a right as
our
piano
men who are prone to dwell in the gloom instead of the
a public medium to criticize the public acts of any trade individual
sunlight
these
days.
or corporation. We emphasize the words "public acts" because
The
greatest
thing about John Wanamaker and his vast busi-
the private acts of an individual do not concern us in the
ness,
embracing
pianos
and all sorts of merchandise, is that he is
slightest.
an
optimist—a
man
who
backs up his belief in himself and the
When a man advertises and invites the portion of the reading
future
of
the
country
in
an
earnest, practical way. We want more
world which sees the advertisement to visit him, then his acts are
men
of
the
Wanamaker
type
in all our industries—men who measure
public, and as such are open to approval or condemnation.
up
to
the
greatness
of
the
country
and its opportunities.
The aim of this publication has been to .criticize all adver-
tising fairly, and by so doing have sought to raise the standard
N a letter to Senator Stone, of Missouri, chairman of the Com-
of trade publicity. That is one of the legitimate missions of a
mittee on Foreign Relations. William C. Redfield. the Secre-
trade medium.
tary of Commerce, says that the trade balance favorable to the
Surely it will be admitted, when we compare the national
music trade advertising with that in vogue years ago, that it has United States will amount to a billion dollars, in all probability, by
the end of the fiscal year on June 30. The trade balance in favor
advanced. There is comparatively little which is open to serious
of this country amounted to about $761,000,000 in the middle of
criticism. The sky has not wholly cleared, however.
April.
We have before us an advertisement put forth recently by
Secretary Redfield mentions in his letter that it is estimated
the Sims Piano Co., of Watertown, N. Y. We hardly think that
that
the amount of money usually spent by Americans abroad
such advertising aids the company putting it forth, and surely it
annually,
but which has been kept at home this fiscal year on ac-
does not aim to establish the confidence of readers in the piano
count
of
the
European war. is $170,000,000. He takes a rosy view
business generally.
of financial and industrial conditions in the United States, pointing
Here are some paragraphs to which we object: "There are two
out that the present remarkable trade balance has been established
transactions in which a man is bound to be 'skinned,' viz.: When
in face of the fact that last August the stoppage of American
he buys a gold brick and when he buys a piano. When he buys
exports resulted in an unfavorable balance of $19,000,000. It's a
a gold brick he gets nothing for his money, when he buys a piano
he usually pays too much for what he receives. Strange as it may
condition worth being proud of.
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