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THE
MUilC T^ADE
VOL. LXIII. No. 1 Published Every Saturday by the Estate of Edward Lyman Bill at 373 4th Ave., New York, July 1, 1916
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Good Work Accomplished at Conventions
W
ORK of real constructive nature that will inure to the benefit of the entire music trade industry
was accomplished at the piano trade convention held in New York last week. It was one of the
most business-like gatherings held in years, and a decided forward step was the adoption of the
Klugh Plan for a Music Industries Chamber of Commerce, which means much for the future of
the industry, as does the definite action taken regarding the matter of Musical Advancement—the inauguration
of a campaign of publicity that will help to bring music generally, and, incidentally, the products of the music
trade industry, more clearly before the purchasing public and those musically inclined.
This campaign is one which The Review has long advocated, and it will be remembered that considerably
over a year ago a continuous series of editorials was published, as well as the opinions of the people of the
trade solicited, on the necessity of creating new interest in the sales of the piano and player-piano, by
awakening the public from the indifference manifested toward musical instruments through a plan of
co-operative advertising and the establishment of "Piano Week"—a certain period when piano merchants
would devote all their energy and ability to bring their products to the attention of the public through adver-
tising and special displays, and in which movement the manufacturers would co-operate.
In advocating this project, we said: "The only way to bring the piano into its own is to organize the
piano forces of this country into a publicity committee; its duty should be, through the expenditure of
money, to impress upon the reading public the wonderful possibilities of the piano and player-piano. What
is talked about is purchased, and why should not piano men join together and create an influence which would
operate in a most helpful way to increase the sales of pianos everywhere?"
The Review also affirmed its belief in a music trade policy which would educate the American people to
the advantage of the piano and the player-piano in the home. It pointed out that this can only be accom-
plished by concerted action—as the individual is helpless—and added: "If by logical argument a plan can
be developed that will make piano selling easier, which will elevate the character of the business, and by so
doing, accomplish an incalculable benefit to humanity by teaching a love for music in the home and bringing
our people closer to its ennobling influences, we shall have accomplished much.
"To carry on the work successfully will require a large outlay of capital and brains. Not so much of
the latter, however, because it would be a comparatively easy matter to arrange the details, and when once
the machinery is set in motion, it would move without friction, provided the necessary lubricating qualities
in the form of consistent support were given."
As a result of this agitation developed by The Review, the matter of a publicity campaign came up for
consideration before the National Piano Manufacturers' Association last year, when a committee was
appointed which, at the convention last week, made a formal and most interesting report. This report
emphasized that a national campaign along the lines first discussed would be injudicious, owing to the
amount of money necessary—probably $100,000 or more—the committee's thought being that much can be
accomplished by moderate expenditure through the co-operation of the papers and magazines in covering
matters of musical interest to the public; and that a news service bureau should be established to assist
publishers of daily papers and magazines in the establishment of musical departments, which departments
should be a means of developing a broader sentiment for music and increase the use of the piano in the
homes, in the schools, colleges, and elsewhere, this news service bureau to be always at the call of the press,
yet giving encouragement at all times to direct piano advertising.
This national advertising campaign, through comprehensive localized efforts, should be carried on with
(Continued on page 5)