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THE MUSIC TRADE REVIEW
REVIEW
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President, C. L. Bill, 373 Fourth Ave., New York; Vice-President, J. B. Spillane,
373 Fourth Ave., New York: Second Vice-President, J. Raymond Bill, 373 Fourth Ave.,
New York; Secretary and Treasurer, August J. Timpe, 373 Fourth Ave., New York.
J. B. SPILLANE, Editor
J. RAYMOND BILL, Associate Editor
AUGUST J, TIMPE
Business Manager
Executive and Reportorlal Staff:
B. BRITTAIN WILSON, CARLETON CHACE, L. M. ROBINSON, WILSON D. BUSH, V. D. WALSH,
WM. BRAID WHITE (Technical Editor), E. B. MUNCH, A. J. NICKLIN, L. E. BOWERS
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'
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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 anotner 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
Paris Exposition, 1900 Silver Medal.. .Charleston Exposition, 1902
Diploma ...Pan-American Exposition, 1901 Gold Medal
St. Louis Exposition, 1904
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NEW YORK, MAY 5, 1917
EDITORIAL
was not so long ago that the upright piano was the main-
I or T stay
of the trade, with both the grand and player-pianos, more
less, incidental factors, and, in fact, the average piano catalog
covered the entire line made by the house issuing it.
With the various styles of upright pianos illustrated and de-
scribed in detail, it remained only to devote two or three pages
additional to the grand and one or two to the player. -Within
comparatively recent times, however, all this is changed. While
the upright is still a most substantial factor, the grand piano, par-
ticularly the small grand, has come into its own, and its manufac-
ture demands a special department in the factory and the efforts
of a large proportion of the working force.
The player-piano has developed to a point of even greater
importance and to pass by either the grand or the player, simply
as an incidental, represents bad business. In other words, the
piano trade to-day is represented by three sharp divisions, the
straight upright, the small grand and the player-piano, and this
condition is generally recognized, as is evident in the character
of the catalogs now being issued.
We now find an entire catalog given over to the player-piano
and featuring the player in the introductory text and in the de-
scriptive matter as a distinctly individual instrument. The small
grand is figured on the same basis and the straight upright is,
for its part, also given individual attention so far as the catalog
is concerned.
The separate catalog, however, is not only convenient, but is
also thoroughly practical from the selling point of view. If the
prospective purchaser, for instance, is interested in grands, that
interest can be confined to grands through the medium of the
separate grand catalog. If the prospect's interest on the other
hand lies in player-pianos, it can be concentrated on the player
through the medium of the catalog which features that type of
instrument exclusively and as a distinct product. In the event
that the prospect is undecided, but simply asks for catalogs in
general, the three booklets covering the three types of instru-
ments can be furnished, and yet convey the impression that each
type is distinctive unto itself.
This new phase of catalog making is worthy of more than
casual attention from the piano manufacturer.
HE subject of advertising is receiving more attention every
T
day from wide-awake piano merchants who realize that their
advertising in the daily papers is a reflection of their business
methods and their general ideals or policies in the matter of re-
tailing. Higher advertising ethics call for the truth, and nothing
but the truth in print. The management of a business who will
publish misleading statements in advertising is guilty of taking
money under false pretenses; nothing more, nothing less.
Buyers are beginning to understand that truth in adver-
tising is the incentive to trade at the place where the truth is
told. Could there be a better argument than this for honesty
in sales methods?
We notice that the concerns throughout the country that
are thriving, that have won the confidence of the public, are
those whose sales methods are above reproach. The "foxy,"
"smart aleck" type of retailer is getting short shift these days.
People do not enjoy being fooled, and the wise business man
does not dare indulge in such practices.
There are scores of different ways in which to advertise,
but jthere must be only one guiding principle in all—tell the
truth, and those who do not follow this principle invariably find
that they are the losers in the end.
T a recent meeting of the Chamber of Commerce of the
A
United States, A. W. Shaw, the chairman of the Committee
on the Department of Commerce, had something pertinent to
say concerning foreign trade. After referring to the many things
being done in the propaganda for increasing business between
the people of this country and those of other lands, he said that
all these measures in progress or proposed would give no lasting
security "unless backed up by a business fundamentally as effici-
ent as that of our competitors."
While this is elementary and good, sound, common sense, it
is surprising how much it is ignored by many who are suggesting
methods of "capturing" foreign trade. Other things being equal,
foreigners will do their buying just as people in this country do—•
that is, they will buy from those who sell cheapest.
There is no other country which makes as much use of
automatic and labor saving machinery as does this. It ought,
under ordinary conditions, to be able in consequence to turn out
goods cheaper. As a matter of fact, it does not always do so, and
the reason in many instances is because of financial or other
inefficiency, and has little to do with labor costs.
To set manufacturers on the right track, Mr. Shaw would
have the Department of Commerce do for business what the
Department of Agriculture is doing for the farmers, investigate
and suggest reasonably attainable standards for various items of
expense in various lines of business, which would serve as clues
to points of inefficiency for concerns in these particular lines.
Then the remedies could be applied.
HE report of foreign commerce just issued for March by
the Government is certainly a most encouraging document.
It records a decided jump in the country's foreign trade, showing
an increase of nearly $156,000,000 over that of February. This
growth in trade was noticeable in both export and import busi-
ness, our exports showing an increase of nearly $90,000,000 over
March. There was also a substantial increase in import trade—
all of which has a special significance these days in view of the
vigorous U-boat campaign in the European lanes of travel.
T
N enthusiastic piano man from a Western city in chatting with
A
The Review last week stated that he is making a hobby of
being energetic. He naturally wants to get all he can in the way
of work into the few hours each day allotted to him. He wants
people to get the greatest amount of satisfaction out of trading
at his establishment and he knows that the instruments he handles
are such as will make friends for him.
Now there is something to think about in making a "hobby"