Music Trade Review

Issue: 1918 Vol. 66 N. 2

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUJIC TFADE
VOL.
LXVI. No. 2
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York. Jan. 12, 1918
Single Copies 10 Cents
$3.00 Per Year
Advertising an "Essential" in War Times
T
HERE are many firms in many lines of business in the United States today, some few of them, perhaps,
in the piano trade, whose names are going to be practically forgotten by retailers and the public when
the war comes to a close. These are the concerns which, through lack of courage or for other reasons
due to the war, have set about curtailing expenses by cutting down, or eliminating, their advertising
appropriations, and making dead issues of their sales departments.
The stock argument of such concerns is that, having demands far in excess of their output and having no
excess to sell to the general trade, they consider it a sheer waste of money to advertise or to keep salesmen on
the road. ]n other words, they are living in the present rather than in the future, and while in that frame of
mind they are willing for the sake of a few thousand dollars to sacrifice all the reputation and prestige that have
taken years of effort, and hundreds of thousands of dollars, perhaps, to build up.
Shakespeare's reference to the value of a good name applies just as strongly to a business house as it does
to the individual. A business establishment may sacrifice actual business and suffer severe financial loss, but, if
the name and reputation are preserved intact, it can rebuild its fortunes on that foundation with remarkable
rapidity. Lose that reputation and name, and the rebuilding of the business becomes a slow, tedious process.
Every concern doing business in the music trade at the present time is by that very fact proving that those
behind the venture hope and expect to maintain their position in the trade during the war and until peace brings
with it fresh opportunities. Were that fact not so, and did the business men feel that the war was going to
eliminate them as factors in the trade, they would have had the wisdom to shut down and liquidate their assets at
the beginning of hostilities on the recognized principle of safety first.
Having, from the fact of their being in business, proved that they hope and intend to stick, the business
men should look to the future and keep themselves prepared for what it will bring forth. They must first of
all keep their names before the trade and public, by advertising, and the money thus spent is not money thrown
away by any means. It is money definitely invested for future dividends. The advertising it buys not only insures
permanence of name value, but develops a cumulative effect that will be fully realized when normal conditions
return and the market shifts so that the manufacturer must seek orders for his surplus, rather than turn down
orders for goods he cannot produce.
Next to advertising must come the personal contact, and what this means has already been exemplified by
houses prominent within our own trade, and among which the talking machine companies are shining examples.
Traveling men are being sent over the country right now with instructions not to take an order, and their sal-
aries and expenses simply constitute an investment for the future. By their visits to the wholesalers and dealers
they are maintaining and cementing the relations that have long existed between their firms, as manufacturers,
and the retailer. P>y word of mouth they can explain conditions and give assurances that could not be success-
fully conveyed by any written message, no matter how ably it might be composed.
1'eing acquainted with the trade, these travelers are frequently able by their advice to show the retailer how
to keep going with a limited stock, how to realize the most out of his business under existing conditions, and how
he may not only survive but survive at a profit until good times come again.
The concerns which will reap the harvest when harvest-time comes will be those which have had the courage
to push their businesses in the face of war, and the foresight to maintain their advertising campaigns and keep
their sales organizations just as close to normal as conditions will permit.
The business men who lose courage and plan to hibernate during the period of the war arc, unless peace
comes unexpectedly, going to find themselves and their business forgotten, and their names but distant memories.
The time the live ones spend in going ahead, the others must spend in starting again, a handicap which no sen-
sible business man desires to have placed upon him.
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
Executive and Reportorlal Stall:
B. BBITTAIW WILSON, CARLKTON CHACC, L. M. ROBINSON, WILSON D. BUSH, V. D. WALSH,
W M . B*AID W H I T S (Technical Editor), E. B. MUNCH, A. J. NICKLIN, L. E. BOWIIS
BOSTON O F F I C E :
CHICAGO O F F I C E :
JOHN H. WILION, 324 Washington St. E. P. VAN HAKLINGEN, Republic Building.
Telephone, Main 6950.
209 So. State St. Telephone, Wabash 5774.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., D. C.
NEWS SERVICE IS SUPPLIED WEEKLY BY OUR CORRESPONDENTS
LOCATED I N T H E LEADING CITIES THROUGHOUT AMERICA.
Published Every Saturday at 373 Fourth Avenue, New York
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION (including postage), United States and Mexico, $2.00 per year;
Canada, $3.50; all other countries, $5.00.
ADVERTISEMENTS, $4.50 per inch, single column, per insertion. On quarterly or
yearly contracts a special discount is allowed. Advertising pages, $130.
REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill, Inc.
Plavoi*
Pionn aUU
anil
ridVCl-riailU
Departments conducted by an expert wherein all ques-
tions of a technical nature relating to the tuning,
regulating and repairing of pianos and player-pianos
• are dealt with, will be found in 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 Silver 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 5988—6983 MADISON' SQ.
Connecting; all Department*
Cable address: "Klblll, New York."
NEW YORK, JANUARY 1 2 , 1918
EDITORIAL
HE official ruling from Washington last week regarding the
T
manner in which the war excise tax is to be paid upon "piano
players" brings to a close one of the most, if not the most, im-
portant and successful campaigns ever carried on in the history
of the trade. The War Revenue Act, as it applies directly to
the piano trade to-day, reflects the triumph of organization, of
systematic and well conducted effort, that has won its point
despite the obstacles put in its path by self-appointed trade rep-
resentatives whose work tended to disrupt, instead of aid, the
general movement.
Both the trade and the Governmental officials are to be con-
gratulated upon the present application of the war excise tax;
the trade for having at its command men capable of presenting
to the Federal officials sound and businesslike arguments, de-
void of camouflage, in support of the industry, and the Internal
Revenue officials for showing a proper regard for the facts and
figures placed before them in rendering their decision regarding
the exact meaning of the bill.
In a sense the law as it now stands represents a triumph
not only for the trade, but for the cause of music. Through the
direct efforts of Geo. W. Pound and the piano men associated
with and helping him in compiling facts regarding the industry
and presenting them at Washington, the piano trade has been
saved directly a sum of money that will amount to well over a
million dollars annually, while at the same time the trade will
give to the Government in taxes an amount equal to, if not in
excess of, the revenue that the excise tax was designed to bring
from the industry.
To realize just what the representatives of the trade have
accomplished in connection with the War Revenue bill, it is
-necessary to review the progress of events from the time the
measure was first reported out of the House last spring. • The
first draft of the bill, it will be remembered, fixed a 5 per cent,
tax not only upon piano players, but upon pianos themselves.
Through the efforts of the trade representatives, when the meas-
REVIEW
JANUARY 12, 1918
ure came up before the Finance Committee of the Senate, the
piano trade was freed from taxes entirely. Then came the joint
consideration of the redrafted measure by both the House and
Senate Committees, and the good work of the trade representa-
tives was reflected in the action at that conference, when, al-
though a tax was placed upon piano players and music rolls, the
tax was fixed at only 3 per cent., and pianos were entirely ex-
empted. The final wording of the bill, however, offered a new
problem for the trade, that of determining just what was meant
by the term "piano players." The large output of pianos fitted
with piano players at the present time made the exact inter-
pretation of the term a matter of vital importance, from a mone-
tary standpoint.
For the ruling handed down last week, therefore, which has
affixed the tax to piano players or player actions as separate
instruments, the trade must give full credit to Mr. Pound and
his associates. It was a situation where arguments had to de-
pend upon their sincerity and accuracy for the impression made
upon the authorities. So carefully drawn up was the brief pre-
sented, however, that no loophole was to be found for any other
interpretation than that just rendered.
The piano trade now has the satisfaction of doing its full
bit in contributing to the wartime finances of the Government
the sum expected from the industry, and at the same time has
the further satisfaction of working under a fair and equitable
official ruling, a ruling of a character that up to the present time
no other industry has been privileged to enjoy. It is a tribute
to sensible methods.
T
HE usual post-holiday conditions prevail in the manufac-
turing and retail branches of the music trade industry. Lead-
ing concerns have been occupied for the past week taking stock
and perfecting business plans for the New Year. While a nat-
ural uncertainty exists as to the future, yet a splendid feeling of
optimism prevails throughout the industry. The large employ-
ment of labor at unusually high prices, in the industries devoted
to the production of war materials, has placed purchasing power
in the hands of a new and formidable army of people who are
undoubtedly fond of music, and a goodly share of it should find
its way into the hands of the music trade industry.
No one can analyze the present business situation and the
prospects without feeling that it is a time when strong men must
be in the saddle, men of wide vision who can plan not so much
for to-day as for the future.
Commenting on the general conditions of trade, Bradstreet's
in its latest issue says: The slowing down of industry and trade
has allowed of a good deal of retrospection and a fair amount of
prediction as to the future. The annual reports tp Bradstreet's
from over one hundred cities are almost a unit in reporting an
increase in the value of both wholesale and retail trade in 1917
over 1916, the gains reported in these lines being outstripped,
however, by the increases in output of manufacture and industry,
which was of course stimulated by the work and a very full
volume of domestic demand.
HE railroad situation was handled in a most masterly way
T
in the address made to Congress by President Wilson. It
was entirely free of partisanship or theory; it dealt with actual
conditions in a way that should give new confidence and assur-
ance to legitimate industry. Of particular significance is the
following quotation from his address, which indicates that the
business of the country is to be treated fairly and squarely at all
times:
"The common administration will be carried out with as little
disturbance of the present operating organizations and personnel
of the railways as possible. Nothing will be altered or disturbed
which it is not necessary to disturb. We are serving the public
interest and safeguarding the public safety, but we are also re-
gardful of the interest of those by whom these great properties
are owned and glad to avail ourselves of the experience and
trained ability of those who have been managing them. It is
necessary that the transportation of troops and of war materials.
of food and of fuel, and of everything that is necessary for the
full mobilization of the energies and resources of the country,
should be first considered, but it is clearly in the public interest
also that the ordinary activities and the normal industrial and

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