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Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE
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
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B. BKITTAIM WILSON, CAKLKTON CHACK, L. M. ROBINSON, WILSON D. BUSH, V. D. WALSH,
WM. BRAID WHITB (Technical Editor), E. B. MUNCH, A. J. NICKLIN, L. E. BOWMS
BOSTON OFFICE:
CHICAGO OFFICE:
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Telephone, Main 6950.
209 So. State St. Telephone, Wabash 5774.
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Entered at the New York Post Office as Second Class Matter.
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REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill, Inc.
* Plonn and
TiaUU allU
llPnartntPntc
Departments.
Departments conducted by an expert wherein all ques-
o f a technica) nature relating to th« tuning,
regulating and repairing of pianos and player-pianos
t i ona
a r e d e a U with> w in b e f oun d
;„ another section of
this paper. We also publish a number of reliable technical works, information concern-
ing which will be cheerfully given upon request.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900 Stiver Medal. .Charleston Exposition, 1902
Diploma.. .Pan-American Exposition. 1901 Gold Medal
S t Louis Exposition, 1904
Gold Medal. .Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBERS 6982—S98S MADISON SQ.
Connecting all Departments
Cable address: "ElblU, New York."
NEW YORK, DECEMBER 8, 1917
EDITORIAL =
USINESS conditions throughout the country continue to be
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in excellent shape, judging from the reports made to The
Review the past week, and in volume it makes a very favorable
showing as compared with a year ago. The most notable feature
of recent trade development is the increasing demand for small
grands and player-pianos at prices which indicate that instru-
ments of high standing are favored.
Commenting on the general conditions of trade throughout
the country, Dun's Review covers the situation most illuminat-
ingly as follows:
"Entering on the closing month of a most remarkable year,
business reflects sustained activity in many directions and under-
lying strength in about all its branches. What is especially im-
portant is the fact that, at bottom, general conditions are whole-
some and more so than a year ago, for the competitive and ex-
cited buying which was then so conspicuous a feature in certain
quarters is now absent, and the great rise in prices of some lead-
ing commodities has been checked through official action or by
different causes. But while the disposition to make forward
commitments with increased caution and to provide against pos-
sible contingencies in the future is reassuring, there are still
many drawbacks in the situation, and the new and extraordinary
problems which are being encountered hinder progress in the
industrial field, as in mercantile channels."
ANY subjects of much importance to business men will be
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taken up for consideration by Congress, which reassembled
in Washington the past week. The manifold errors and in-
equalities in the War Revenue Act will undoubtedly receive
close attention, for, as far as the interpretation of this measure is
concerned, the Federal Government, the public and also the law-
yers are all at sea. The many questions requiring elucidation
are so complex they can best be rectified by some amendatory
legislation which will clarify the new law and make it more
REVIEW
understandable. Meanwhile Government officials have been
doing their best to clear up doubtful points and bring order out
of the chaos now prevailing among business men as to how far
they are affected by this law.
Although exports of all kinds of manufactures are now under
direct Government control, yet it is safe to say that Congress
will also resume consideration of the Webb-Pomerine bill, which
is aimed at legalizing co-operation in export trades, and which
will be of tremendous importance to American exporters after
the war is ended and the usual activity of foreign trade in times
of peace is again restored.
• ,
I N a perusal of the general run of local advertising carried by
*• the average of piano merchants, one is impresseed with the
sameness of the copy, not necessarily in its arrangement, which
ofttimes is rather artistic, but in the arguments presented.
Of course the price question is worked to death, but when
it comes to the quality or desirability argument alone there is
not a sufficient variety to influence the unprejudiced prospective
purchaser to favor any one or another make.
The merchants who handle quality pianos which are used
in concerts to any extent frequently base their advertising upon
the endorsements of the artists who feature the instruments and
rely upon the impression created by the great names in music
to influence sales. Did the famous artists use only one piano
such advertising might prove 100 per cent, effective, but inas-
much as there are a half dozen or more pianos used largely in
concert, the strength of the argument must rest to a great ex-
tent upon the prestige of the artist whose endorsement has been
given it. In other words, the personal admiration of the pros-
pect for some particular artist will carry more weight than the
prospect's ability to judge piano values.
It is often to be wondered why the local touch is not given
piano advertisements in more instances. It is true that various
piano merchants issue, in booklet or circular form, a list of those
who have purchased certain pianos from them. Why should
it not be feasible to use the personal endorsement of local pur-
chasers as advertising copy, or, in the event that such endorse-
ments are now available, to use simply the list of buyers? A
well-known motor car company has adopted for its slogan: "Ask
the man who owns one," and the theory advanced, if not the
slogan itself, might well be adopted by piano merchants with
excellent results.
Patent medicine advertisers long ago realized the value of
the local appeal. It is safe to say that the average man, let us
call him Smith, will not be half so much impressed by the testi-
monial of an European pianist, of whom he knows little or noth-
ing, as he will by the endorsement of Jones down the street
whom he knows personally, who has paid good money for his
instruments and has a right to be critical regarding the value
received. The average owner of a good piano is generally most
enthusiastic regarding its qualities, and is willing to hold forth
upon its tonal merits. Properly exploited, he can prove most
useful in the sales campaign.
increased taxation and costs mounting on all sides,
W it ITH is clear
that the piano merchant, or the man in any line
of business must realize to-day more than ever before that the
purpose of conducting a business is to make money, and the only
way to make money is to sell something for more than it costs.
Now what is cost? The price the merchant buys at? No,
not altogether. In addition to the cost of the article itself, he
must add the cost of doing business which must be covered be-
fore a net profit accrues.
The margin between cost and selling price is becoming
steadily narrower, and it is imperative that the merchant should
know his cost so that he can fix his selling price consistent with
reasonable profit. When he has done this he must, at peril of
his business success, adhere to the prices he has found it neces-
sary to charge. With some this step requires backbone, but in
a purely elementary way it means simple common sense—a
necessity to success in any calling.
T
HE trade generally would do well to make a close study of
the series of page advertisements being run in the Milwaukee
papers by the Milwaukee Association of Music Industries and