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THE
MU JIC TFADE
VOL. LXII. No. 7 Published Every Saturday by Estate of Edward Lyman Bill at 373 Fourth Ave., New York, Feb. 12, 1916
SI G
" S,O 0 P P ER S YEAR ENTS
Growth of the Business-Conscience.
""^ OR many years The Review has waged an active campaign for legitimate sales methods and
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advertising policies in the music trade, and the fruition of those years of earnest endeavor
is rapidly coming into full bloom. The unscrupulous advertiser, the exponent of unreliable
wares, the merchant addicted to sharp business practices, are fast being driven to the cover
of obscurity by the white light of a constantly growing sentiment in favor of upright dealing, a
sentiment which may be called a business-conscience, for want of a better name.
It is not so many years ago since the piano trade was largely permeated with business methods
which were far from being in accordance with the nature of the goods it handled. Sensational
advertising, misrepresentation, trading upon the name and prestige of standard instruments, fake
contests, and the eternal lure of something for nothing, all conspired to lower the moral tone of
the industry, and to make the public regard the average dealer with suspicion and distrust.
Realizing that success could not be built upon a foundation of this kind, The Review has con-
sistently sounded a warning against these dangers of illegitimate methods, which threatened the pros-
perity of the industry as a whole, and has also fought for the extermination of these evils.
The battle is by no means over, it perhaps never will be, but the conflict is growing less and
less severe. There are, it is true, some dealers who still endeavor to feature extravagant statements
and questionable advertising methods instead of honest goods and honest prices, but their number
is constantly decreasing.
There is a definite movement to-day towards a better, cleaner method of doing business, not
only in the piano trade, but in every other line of business activity. Advertising associations, credit
associations, trade organizations, and even law-making bodies have done and are doing their part
to stimulate this business-conscience, and they in turn are being stimulated to greater activity by
that business-conscience itself.
Aside from the moral aspect of conducting business along legitimate lines, the business men of
this country are fast realizing that honesty and decency bring with their practice their own reward.
A dealer who makes an antagonisFout of a customer, because of misrepresentation, or because
of selling a cheap substitute in answer to the request for a standard make, is losing far more in
actual cash than he made on his first and only sale, so far as that customer is concerned. Not only
will the customer refuse to patronize such a dealer, but he will warn his friends against trading
with the merchant who defrauded him. Had the customer been treated fairly, had legitimate sales
methods and pianos of quality by responsible manufacturers been substituted for the flashy adver-
tisements and cheap stock carried, the customer would be a most valuable missionary for the house,
and a possible source of valuable and profitable "repeat" orders.
In other words, it is easier to do business along straightforward lines than it is by any other
method of procedure. Business men generally are beginning to realize this fact, and to regard the
competitor who seeks shady ways and crooked paths as a very definite enemy to the general well-
being of their particular line. And by means of co-operative bodies, associations, and movements
of varied scope, all having for their common goal the uplifting of business into a higher sphere of
thought and activity, practical men all over the country are doing their part toward fostering and
nourishing the growth of a business-conscience.
The piano industry is doing business on a higher plane than ever before. The dealer who still
grasps the straws of illegitimate methods will soon be swept under, to rise no more. The day of
honest values, legitimate advertising and sensible, efficient selling methods has arrived for the music
trade. The Review rejoices that this is so, and believes that any effort on its part whjch may have
helped bring about this creation of a business-conscience has been amply rewarded.
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