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THE
MUSIC TRADE REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorlal Stall:
B. BBITTAIN WILSON,
A. J. NicKLiN,
CABLETON CHACE,
AUGUST J. TIMPE,
BOSTON OFFICE
JOHN H. WILSON, 1*4 Washington St.
GLAD HENDBBSON,
L. M. ROBINSON,
W I I . B. WHITE,
L. E. BowEBS.
CHICAGO OFFICE:
£• £• VAN HABLINGBN Consumers' Building.
_ , . ' , . .„, °
220 So. State Street. Telephone, Wabash 5774.
Telephone, Mam 8960.
HENBY S. KINGWILL, Associate,
LONDON, ENGLAND: 1 Gresham Buildings, Rasinghall St., E. C.
NEWS SERVICE IS SUPPLIED WEEKLY BY OUR CORRESPONDENTS
LOCATED Every
IN THE
LEADING at
CITIES
THROUGHOUT
AMERICA.
Published
Saturday
373 Fourth
Avenue,
New York
Henry Dennett, president of the Starr Piano Co., Richmond, Ind.,
wires The Review the attached message full of cheer:
"Congratulations to the Music Trade Review for its earnest
effort during nineteen fourteen to pilot the piano industry pros-
perously and safely through a trying period of forbearance and
patience. Those of us who heeded are ready for the breeze of
prosperity that is due and coming to us in the next year.
"I want to add that your editorials along the lines of safe, sane
and conservative business in the piano industry, meet my hearty
approval, and I believe those engaged in the piano industry who
have been wise in heeding your recommendations are ready for the
developments of the new year, which I am inclined to believe most
encouraging, and the disappointments of 1914 should be accepted
as epochal exploits over which the business man has no control, yet
must with patience an.d forbearance overcome unsatisfactory con-
ditions, rejoicing in the rights of American citizenship and the
business opportunities which are the indications of prosperity for
the new year."
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, $3.50 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.
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.
Exposition Honors Won by The Review
Grand Prix
Diploma
Paris Exposition, 1900
Silver Medal- . .Charleston Exposition, 190J
Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
Gold Medal..Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBEBS 5982—5983 MADHON »Q-
Couuectiner all Departments
Cable addreaa: "Elbill, New York."
NEW
YORK,
JANUARY
9, 1915
EDITORIAL
D
ON'T be a calamity howler. We have had enough of them
abroad in the land for the past few months, and it is a
wonder sometimes that the volume of business has remained as
large as it has, because the calamity howlers have sought to de-
press rather than increase business.
We are on the threshold of great national prosperity. Why
not help it along?
Why be a knocker instead of a booster? Boosting pays bet-
ter than knocking, and yet there are some men who will endeavor
to hold back the tide of progress to the utmost of their ability.
The real way to get action is to get it, and the way to get it is
to keep moving ahead.
Advertise—make plans for the New Year. Show faith in the
country and its future.
Take the A^ictor Talking Machine Co. No single product
was ever advertised more liberally or intelligently during one
month than was the Victrola in New York City before Christmas.
What was the result?
More Victrolas were moved than ever before during the holi-
day season.
The general manager of that corporation has advised us that
its holiday sales were surprisingly large.
There is a corporation that showed faith. Tt went ahead and
did things. Tt was not an irregular hit-or-miss campaign. It was
logically planned to move a special product and it moved. That
is all. There is the knowing how and the ability to perform evi-
denced in great and successful moves.
Too many men show fear. They hold back waiting to see
what the other fellow is going to do, and in the meantime they
indulge in pessimistic talk.
There is no question but that men must be ever alert in order
to keep up with the procession.
There is at present a lot of pure cowardice exhibited in various
parts of the country.
Re a booster—not a knocker.
The opinions presented in The Review of last week show the
right kind of spirit—the spirit that makes for business advance.
I
T is obvious that trade newspapers reflect rather than dictate
the interests and requirements of an industry. The days of
dictation arc happily of the past, and holdup journalism has lost its
sting. It is no longer a question of making demands, followed by
threats, to gain patronage. It is rather by the presentation of a
strong, virile trade newspaper which meets with the demands of
our times. It is the moral and constructive force back of a paper
which makes it a power.
The up-to-date trade newspaper should not only render a per-
fect news service, but it should keep just ahead of its readers and
uphold ideals with which its clientele can sympathize and under-
stand. It must keep in dose touch with the requirements of every
department of the industry.
True, we may not always agree with the editorial sentiments
expressed by any paper, but words which lead to a better under-
standing of vital problems, serve the purpose of educating members
of the trade and keeps readers mentally alert to all sides of com-
plex questions.
During the past year, this trade newspaper institution has
advanced. Tts average number of pages weekly exceeded those of
any competitor in the field.
Its space devoted to the player-piano was overwhelmingly
ahead of any competing force. In fact, every department of the
paper showed progress and life, and at the beginning of the New
Year, The Review starts out better equipped than ever before in
its history to do constructive work for the industry which it en-
deavors to faithfully represent.
Its advertising patronage has steadilv grown— a fact which in
itself shows the power of the paper.
Single firms do not use forty to sixty pages in a publication
unless the investment has been found profitable.
The best business concerns in this trade are not spending their
money simply to see their names presented. They are spending it
in The Review because they know it is close to the great selling
forces of the trade, and because The Review has high journalistic
and advertising ideals. It believes in fairness and justice. Tt aims
to be a constructive force to its readers, and incidentally it believes
that 1915 is going to be the best Review year yet accomplished.
And why ?
Because advertisers are getting more keenly alive to the values
offered by the various trade publications, and they have found upon
investigation that the development of this paper within the past
half dozen years has been incomparably greater than any other
trade publication. To-day it is relied upon by piano merchants and
salesmen as a powerful aid and a stimulating force in their dailv
work. It will be greater this year because manufacturers are going
to use more discriminating intelligence in the purchase of adver-
tising space. They are going to use more and more the same in-
telligence in selecting advertising space which they do in purchasing
supplies of any kind, and when these forces are the dominating
ones in the industry it naturally follows that the paper which is
offering the best values is the one which will secure the larger
contracts.
On the basis of value and no other has The Review' sought or
accepted contracts. That is why this publication is now entering
upon the banner year of its existence,