Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
SEPTEMBER 7, 1918
THE MUSIC TRADE
turers and dealers are in close touch with their bankers, who
know local conditions intimately, and who are governed entirely
by good judgment in the extension of credit, based upon experi-
ence and knowledge of each individual case.
For anyone to suggest ways and means to disturb the rela-
tions existing between these manufacturers and merchants with
their banks is certainly not good business, nor is it wise from a
patriotic standpoint in these days of stress. A very pertinent
editorial on this subject has just appeared in the Evening" World.
and it is well worth reproducing:
"We do not know whether Pierre Jay, Acting- Governor of
the Federal Reserve Bank, does or does not represent the views
of the Treasury Department in his letter to bankers urging" the
curtailment of credit to merchants and manufacturers, but we do
know that this policy threatens the forcing" of a moratorium for
the duration of the war.
"It has been impossible from any facts furnished by the
Government to understand the reason for the frequent and drastic
assaults upon industry. To the call to war the country has
responded with a speed and energy that neither enemy nor ally
dreamed possible. The people are as one man. They have
swallowed legislation that would have appalled them two years
ago. They meet every demand for blood or treasure.
"Why, then, should it be assumed that their business and
industry must be throttled?
"The money spent by the Government congests in the large
centres. The country banks are heavily drawn upon to meet
Liberty Loan subscriptions. If they cannot refresh local condi-
tions, complete paralysis must follow. The value of their invest-
ments has sunk to a point where they are unable to cash in, even
though income is still secure.
"They must hold up their deposits by keeping home business
in motion. To do this it is absolutely essential that full lines
of credit should be maintained."
B
USINESS conditions in the music trade industry continue to
be satisfactory, everything considered. In both wholesale
and retail fields there is a feeling of optimism and a confidence
in the future that is really stimulating-. Both in the wholesale
and retail fields credit is being conserved somewhat; instruments
are being sold on shorter time and cash orders are getting
preference. This is a healthy condition, and it is bound to lead
to better business practices.
In many sections of the country farmers and working men
are receiving unusually large incomes, and some of this surplus
is rinding its way into the purchase of musical instruments, hence
in many sections of the country there is an unusual call for
players, which seem to be the most popular instruments in war-
time, judging from the present demand.
One thing certain is that dealers who arc to-dav selling
REVIEW
instruments on long time and absurdly low monthly payments
are committing" hara-kiri, for they might much better work along
cash lines, or at least short time payments and higher cash initial
payments. Dealers who are indulging in the very foolish sales
campaigns of low prices must be viewed with suspicion by manu-
facturers who sell them because it is a policy that must lead to
disaster.
T
IIK motion picture as a general propaganda medium has
accomplished wonders, and has opened the eyes of business
men to its larger possibilities as a commercial vehicle in bringing
to public attention the special merits of the products which they
handle. There is practically no subject bearing upon the war
needs of the Nation that has not been elucidated to good pur-
pose through the motion picture, and it is not difficult to estimate
its influence in selling Liberty Bonds, War Savings-Stamps,
securing Red Cross funds, developing a wider knowledge of the
importance of food conservation, increasing the Nome Guard,
getting men to appreciate the importance of shipbuilding and
other national needs. In fact, there is no department of activity,
as applied to war work, wherein the motion picture has not been
a factor of tremendous moment.
What has been done in the way of national propaganda can
be done, at least in a limited degree, by merchants in the indus-
trial field. The piano dealer can localize the propaganda motion
picture very effectively by getting in touch with the local the-
atres, and working in some data and pictures bearing on his busi-
ness in the local news weeklies.
In Ernest A. Dench's able article, which appeared in The
Review recently, he showed very interestingly how the piano
man can utilize the movies to advertise his business, bringing his
wartime problems before the public in a manner that should not
fail to be productive of good results in a business way.
It is a form of advertising that is new and novel. At least
from the standpoint of piano retailing it seems to us that it is a
very effective and very striking means of making the public
acquainted not only with the dealer's products, but with his
house. Its possibilities in this respect are obvious.
In the manufacturing field the use of the motion picture is not
uncommon—in fact, several manufacturers in the piano trade
have used the reel for the purpose of showing how pianos are
manufactured from the raw material up to the completed product.
This is a most commendable form of publicity, and such reels
could be used by dealers in co-operation with the local movie
houses very effectively, provided they are representing the pianos
of the manufacturer who has produced them. The motion picture
is one of the most popular and the best known forms of entertain-
ment for the public. There is a strong appreciation of the value
of educational pictures, and along these lines the reels made by
merchants or manufacturers are most appropriate.
Do You Want to Expand the Retail Market
For Player-Pianos and Music Rolls?
You can do this by educating the people in your territory to a keener appreciation of the amazing
possibilities of the player-piano. This will be admirably done for you by the volume entitled
Price, $1
THE PLAYER PIANIST
The Player Pianist deals with lucidity and
clearness upon the many problems which from
time to time confront the player-pianist and
player student.
This new volume is designed to afford a
complete and accurate guide to music appre-
ciation, player technic, music roll reading, etc.
This work is the result of many years' close
study of the player situation, and is put forth
to meet the requirements of music lovers who
desire to acquaint themselves with the artistic
possibilities of the player-piano.
The book deals with the elements of music,
of musical form, and incidentally gives a short
sketch of musical history from early times
to the present day.
There are chapters devoted to practical talks
upon the management of the various expres-
sion devices, pedals and tempo levers.
A perusal of the volume will provide the
player-pianist with a complete course of in-
struction in all of the aspects of expressive
and artistic playing.
There are chapters in The Player Pianist
upon practical studies in player interpretation,
illustrated with special drawings made from
EDWARD LYMAN BILL, Inc., Publisher
DISCOUNT TO
THE TRADE
music rolls and designed to show how, step by
step, the interpretation of pieces may be
worked out artistically and satisfactorily.
It is conceded that interest must be main-
tained in the player-piano—that its marvelous
possibilities must be rxplained to purchasers,
and there is no worl) put forth in the entire
world—and we say this unqualifiedly—which
will compare with The Player Pianist as a
stimulator and educator.
If you are not perfectly satisfied with the
book after examination, your dollar will be
refunded upon the return of the book. That
is fair, is it not?
373 Fourth Ave., New York