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THE MUSIC TRADE REVIEW
ADVERTISING THAT HELPS THE DEALER
(Continued from page 3)
Two million circulation for magazines sounds big, but unless the manufacturer has a representative in
every hamlet he is only getting the benefit of just such proportion of that circulation, whether it be 10,000
or 100,000, that goes into the territory where he is represented, and buying 100,000 circulation on a two million
basis is not the most efficient system.
It is better to buy 10,000 circulation on a 10,000 basis in the local papers, and get close to the trade thai
the dealer is trying to reach.
kinds, as well as labor, and piano merchants who have not
already placed their orders for the fall and winter trade should
do so at once. Delays are dangerous.
With assured orders on hand, manufacturers can commence
to make up stock in sufficient quantity to meet the wants of their
customers, and purchase needed supplies at current prices, so
that there is no danger of higher prices being paid later on.
Pianos cannot be made over night, and the earlier orders
are placed, the better for all concerned. At the present time,
business in nearly every line, and in all sections of the country,
is going ahead at full speed. While the agricultural outlook
has caused some concern owing to the reductions in the esti-
mated yields looked for, still a fair surplus of grains has been
carried over from the phenomenal yield of last year, to insure
the farmer of prices that will more than compensate for the re-
duced volume of the harvest.
The halting tendency in business so noticeable last week-
due to the shadow of a threatened railway strike, has now been
succeeded by activity which shows no signs of slackening in any
line. As Dun's in its weekly review of trade points out, the
strength of the situation is reflected in the steady call from
every section of the country for all classes of merchandise, even
in those districts where smaller crops would ordinarily have
resulted in more or less depression, the demand being main-
tained in a remarkably heavy volume by exceptionally high prices
received for all kinds of farm products. The healthy consump-
tion of goods and increasing retail distribution, due to the grow-
ing purchasing power of the consuming public, all point to an
unusually large fall and winter trade.
HE same hammer that breaks a piece of iron in two can be
T
used to weld two pieces of iron into one. The circumstance
that spells disaster for the man without a fixed purpose, becomes
a stepping-stone to progress for the determined man. The man
with a definite aim has these powerful aids to success. He works
intelligently to qualify himself for a certain position. He wastes
no time, money, thought or energy that could be applied to the
attainment of his purpose. His abilities grow to fit his mental
vision of the position he wants to fill. His superiors are so
anxious to develop executives that, once they perceive his earnest
purpose, they will lend all possible aid toward its accomplish-
ment. His anxiety to win teaches him how to make chance or
circumstance serve his ends.
spite of the increased prices for pianos and players an-
I to N nounced
by the various manufacturers and announced again
the public by the dealers in various sections of the country,
it is a significant fact that the bulk of the demand at the present
time is for instruments of the better grades and consequently
higher prices. In other words, the addition of $25 to $100 to
the price of an instrument has not had the effect of causing pros-
pective purchasers to reduce their quality demands. It is signifi-
cant that those concerns who have taken the bull by the horns
and raised prices to cover in part at least the increased cost of
materials, have not suffered in the least from a cutting down in
demand. The pianos were well worth what was charged for
them before the raise and are, therefore, still worth the asking
price—which tells the story.
HAT American metal products may find a definite place in
T
the music trade of Great Britain, in fact have already found
a place through necessity and against official opposition, is
indicated from the report which came from London to the effect
that the protests of the members of the British music trade have
resulted in the removal of the official restriction on imports from
the United States to the extent that 140 tons of metal parts
for musical instruments may be imported into England monthly.
This supply, divided among the piano, player-piano, organ
and talking machine branches of the trade, does not go very far,
but it serves to keep things going temporarily and may be looked
upon as an entering wedge, for a substantial business, in metal
supplies and musical instruments when things get back to nor-
mal after the war. The British manufacturers must have these
supplies and the United States can furnish them.
GETTING DOWN TO PLAIN PLAYER FACTS
The education of the public along player lines is a necessity for the expansion of the player business.
There is no doubt of that; and education of the piano merchants and salesmen is also a vital necessity,
because through them will come a powerful force in the education of the public; and right here we wish to
remark that we have produced a line of books upon the player-piano which comprehensively covers the
entire player situation.
In this respect this trade newspaper stands alone, for it has been the principal source from which player
information has been available for piano merchants and salesmen for a period of years. Our latest book,
"The Player-Piano Up to Date"
is the best of the series. It contains upwards of 220 pages of matter bearing directly upon the player.
Every piano merchant and piano salesman should have a copy of this book within easy reach. It
gives to readers a fund of information not obtainable elsewhere.
It contains a series of original drawings and a vast amount of instructive and educational matter, as
well as a detailed description of some of the principal player mechanisms.
It costs $1.50 to have this book delivered to any address in the United States, and your money will be
refunded if you are not satisfied with the book after examination. No one yet has availed himself of this
opportunity. Foreign countries, 15c. to cover extra postage, should be added.
Estate of EDWARD LYMAN BILL, Publisher
373 Fourth Ave., New York