Music Trade Review

Issue: 1918 Vol. 66 N. 3

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
REVIEW
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President, C. U 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. BBITTAIH WILSON, CABLETON CHACB, L. M. ROBINSON, WILSON D. BUSH, V. D. WALSH,
W H . B«AID W H I T E (Technical Editor), E. B. MUNCH, A. J. NICXLIN, L. E. BOWEBS
BOSTON OFFICE:
CHICAGO OFFICE:
JOHN H. WILSON, 324 Washington St. E. P. VAN HABLINGEN, Republic Building.
Telephone, Main 6950.
209 So. State St. Telephone, Wabash 5774.
LONDON, ENGLAND: 1 Gresham Buildings, Basinghall St., D. C.
NEWS SERVICE IS S U P P L I E D WEEKLY BY OUR CORRESPONDENTS
LOCATED I N T H E LEADING CITIES THROUGHOUT AMERICA.
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Entered at the New York Post Office as Second Class Matter.
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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.
Departments conducted by an expert wherein all ques
t j o n s o f a technical nature relating to the tuning,
regulating and repairing of pianos and player-pianos
p
.
a r " 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.
Pi an A anil
Exposition Honors Won by The Review
Grand Pnx
Paris Exposition, 1900 Silver Medal. .Charleston Exposition, 1902
Diploma... Pan American Exposition, 1901 Gold Medal. .. .St. Louis Exposition, 1904
Gold Medal. .Lewis-Clark Exposition. 1905
LONG DISTANCE TELEPHONES—NUMBERS 5982—698S MADISON SQ.
Connecting all Department*
Cable addre«M: "Elbill, New York."
NEW
YORK,
JANUARY
19, 1918
EDITORIAL
T
HERE has been so much printed about the contemplated cur-
tailment of certain industries, or at least curtailment of the
supplies used therein, and so many denials from officials of the
published reports, that the average business man has been kepi
on the anxious seat not knowing which way to turn or just how
or where to jump. Out of the mass of official and semi-official
suggestions, however, one of the most interesting, and at the
same time most practical, was that offered at the recent Wat-
Conference of the Chamber of Commerce of the United States by
George N. Peek, Industrial Representative of the War Industries
Board, who said : "So far as I know, it is not the purpose of the
Government to classify any industry in its entirety as non-essen-
tial. There are, however, many non-essential portions of some
industries—such as odd styles and sizes which have appeared as
a result of over-competition—and I think it will only strengthen
those industries if some of the petty subdivisions disappear."
Certain interests in the piano manufacturing trade might
with profit pay heed to Mr. Peek's suggestion. The cry for
standardization in player-piano manufacture has already gone
forth. There is no question but that some manufacturers are
finding themselves burdened with too many styles of instru-
ments in their line, styles that do not vary s.o greatly as to make
their elimination felt to any extent. Fewer styles means econ-
omy in buying standardized hardware and other materials; econ-
omy in factory space, and economy in production generally.
To reduce a line of twelve or fifteen separate styles down to
four or five models represents a good piece of business at any
time, and particularly so under the stress of war.
T
HE unusually severe weather which has prevailed for the
past couple of weeks, as well as the disorganized condition
of the railroads, owing to the matter of freight shipments, has
resulted in a great many factories in the music trade industry
throughout the East being seriously discommoded through lack
of coal supply. Several factories in New York and Boston have
JANUARY 19, 1918
had either to run on a short time basis or to close down entirely
for a few days.
The condition is a serious one, and it has led to some mis-
conceptfons regarding the attitude of the Government toward so-
called "non-war" industries. This belief is based upon hints and
suggestions in the daily papers some time ago, that fuel was
to be withheld from factories making so-called non-essentials
and other absurd statements that the products of such concerns
were not to be transported by the railroads, or to be put aboard
ships for export.
The Fuel Administration most emphatically denies this at-
titude, and in our Washington letter elsewhere, Dr. Garfield cor-
rects this mistaken impression and points out that any such
move would result disastrously to the industrial fabric of the
country. It is aimed, however, to make the best use possible
of the country's fuel resources, and in this connection a confer-
ence was held last week between representatives of the various
industries and Government authorities whereby a necessary sav-
ing of coal will be arranged for along the lines suggested by the
industry itself, the quantity saved varying according to the char-
acter of each industry and its needs. In the meantime it is ex-
pected that as soon as the delivery conditions are normal, which
will be probably possible when the zero-like weather which has
prevailed for the last month disappears, the factories will get a
sufficient supply of coal to meet their needs. Let us hope that
this will be soon, for in piano factories particularly, heat is an
absolute essential.
l IE appointment of Geo. W. Pound as a member of the Com-
T mittee
of One Hundred to advise with Fuel Administrator
Garfield regarding ways and means for solving the present fuel
problem, is to be regarded in the light of a victory by the music
industry, of which Mr. Pound is now the official representative.
Mr. Pound is now in a position to keep in close touch with any
contemplated move looking towards any probable curtailment of
the coal supply for the music industry, and with that knowledge
at hand will be in a position to prepare and offer those logical and
businesslike arguments which he is so capable in drafting in the
interests of the trade.
RESIDENT EDMUND GRAM, of the National Associa-
P tion
of Piano Merchants, is of the opinion that State Com-
missioners should not be content to rest upon the honors that
the association has granted them, but should endeavor to build
up the National Association membership in their respective ter-
ritories, and in co-operation with the membership campaign
carried on from general headquarters. In urging the signing
up of new members Mr. Gram says: "Non-members should no
longer be allowed to sit back and take advantage of the many
benefits afforded them by the good work of the association,
through its committees and bureaus whereby every dealer, large
or small, is benefited."
The National Association of Piano Merchants is doing, and
planning to do, big things for the industry. It has established
a Better Business Bureau to protect the legitimate piano man
against the fraudulent advertiser. Through its membership in
the Music Industries Chamber of Commerce the association is
able to offer its members representation at Washington in con-
nection with matters of national importance. What is accom-
plished for the protection and benefit of the trade as a whole, is
accomplished for the protection and benefit of every individual
in the trade, and the dealer who is willing to profit by the results
of the association's work either directly or indirectly, should at
least be willing to give to the association his full support both in
a financial and a moral sense.
HP HE F. A. North Co., Philadelphia, has found a practical way
1 to make its service flag mean something more than a purely
decorative piece of bunting. As has been reported in The Re-
view, that company has already sent eighteen pianos to various
camps in the East to provide entertainment for the soldier boys.
Each of the instruments has been donated in the name of one
of the North Co. staff now in the service, and thus it is in the
nature of a most desirable memorial. As the company had forty-
five men on its honor roll, it is quite likely that more pianos
will find their way to camps before very long-.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JANUARY 19,
1918
THE MUSIC TRADE REVIEW
Creating
Demand for
Pianos by
Advertising
MY mind there is no obscur-
ity between the idea of adver-
tising pianos and its execution.
Certainly it is obvious that advertising,
to be successful and create business,
must paint the article advertised as something to be desired," says H. Edgar French,
vice-president and general manager, Jesse French & Sons Piano Co., New Castle,
Ind. "A cut price does not create a desire for any article. In fact, most cut price
piano advertising is of such a coarse, and even vulgar, character as to actually set.
forth the piano as something undesirable in a refined home.
"Advertise the piano and the player per se? Most certainly it would pay!
"Why do the California Fruit Exchange advertise Sunkist oranges, and how
do they go about it? First of all, they advertise to create a demand, and they go
about it by making the Sunkist oranges appear as attractive as possible to buyers so
that they will desire to purchase, and from all 1 can learn, they are successful at it.
"The talking machine people spend all their advertising appropriation to make
ihe use of the talking machine so attractive to possible purchasers that they will go
clown town and buy talking machines at the full price.
"The automobile people appeal to the public from the standpoint of usefulness
as well as pleasure, and the result is the automobile people are selling everything
they can turn out and people are paying cash for the most of them. Now look over
the piano ads that come into your office from day to day. How many of those ads are
written so as to cultivate a desire to become an artist on the piano? How many of
those ads appeal to the artistic instincts? How many of those ads hold up the piano
as an instrument worthy of serious attention? You will find Steinway always
appealing to the artistic, and you know that Steinway is successful; you will find
the Aeolian Co. always advertising to make its products popular, and we all know
that the Aeolian Co. is successful—but take the big bulk of the ads and you will
mid that the sole appeal is made by an endeavor to attract the cupidity of the pur-
chaser with bargain prices, and eternal terms.
"Occasionally you will find an ad regarding the quality of the instrument of-
fered for sale, but that ad usually has for its argument, 'We have the best on earth',
regardless of the real artistic value of the instrument. You will find page after
page of advertising on the bargain order, and I contend that if the numerous
columns and pages of bargain advertising were devoted to the creation of desire
for pianos, the piano manufacturers would all have more business and better busi-
ness."

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