Classic Mode

Music Trade Review

Issue: 1918 Vol. 67 N. 12

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 and Treasurer, 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; Assistant Treasurer, Wm. A. Low.
J. B. SPILLANE, Editor
J. RAYMOND BILL, Associate Editor
Executive and Reportorial 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
BOSTON OFFICE:
JOHN H. WILSON, 324 Washington St.
CHICAGO OFFICE:
E. P. VAN HARLINGEN, 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 IN THE LEADING CITIES THROUGHOUT AMERICA.
Published Every Saturday at 373 Fourth Avenue, New York
Entered at the Neiv 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.
Departments conducted by an expert wherein all ques-
PIlVPP
Pi an A aUU
anil
• lajCl-rmilU
tions of a technical nature relating to the tuning,
regulating and repairing of pianos and player-pianos
J
a r e 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....St. Louis Exposition, 1904
Gold Medal. .Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBERS 5982—5983 MADISON SQ.
Connecting all Departments
Cable address: "Elbill, New York."
REVIEW
SEPTEMBER 21, 1918
The co-operative advertising idea is not in any sense an
experiment, but has been tried before in various cities, par-
ticularly Milwaukee, where something like twenty-five piano and
talking machine houses backed a campaign that attracted atten-
tion throughout the country.
It is no time for piano merchants favorable to the idea to
let petty jealousies in their local trade interfere with the pro-
gram. Just now music and musical instruments require all the
publicity they can receive in every part of the country. The
fact that music has developed a surprising strength as an impor-
tant factor in the carrying on of the war places the general pub-
lic in a mood to receive with favor arguments in favor of music
and musical instruments in the home.
It is an unusual opportunity for the music dealer to come
into his own. It has been argued that it is unwise to create a
demand for more musical instruments when the output is not
sufficient to meet ordinary requirements at present. This adyer-
tising campaign, however, is so designed that it does not in any
sense concentrate on immediate buying. The advertising copy
urges the cause of music, of music in the home, most desirable
now if the conditions permit of the reader following his bent
in purchasing immediately, but likewise desirable in the future
when his affairs are such that he can invest. The copy is so
designed that it does not place those sponsoring the advertise-
ment in a position of endeavoring to sell something of which
they are not possessed. For those who have the goods the
campaign should act as a stimulus to sales. For those who are
short of stock it can be considered in the nature of propaganda
that is going to have a lasting effect on the newspaper readers
in every city where the idea is carried out.
It is a movement worthy of the support of everyone inter-
ested in securing a greater recognition for music and musical
instruments, and in the preparations for after-war business.
I N arranging the final draft of the new War Revenue Bill, the
1 Senate Finance Committee might well consider the attitude
of the British law makers in the drafting of the new measure
in
that country placing taxes on what are termed luxuries. The
EDITORIAL^
list of luxuries set forth by the British is a long one, and while
it is true that it includes pianos, it refers only to "pianos other
than uprights," and in a special section provides that no tax
S was reported in The Review last week, arrangements have
shall be paid on any piano when purchased for schools or teach-
now been completed by C. M. Tremaine, director of the
National Bureau for the Advancement of Music, for one of the ing purposes. That England can take this broad view after four
years of war, with the expense thus entailed, is worthy of
most ambitious national campaigns of co-operative advertising
thought. It indicates that grands and player-pianos are in-
ever inaugurated in the music trade. The campaign will con-
cluded in the luxury list, not from choice but from sheer neces-
sist of twelve advertisements running one each week in news-
papers in over fifty of the leading cities of the United States, and sitv.
the three advertisements of the series reproduced in The Review
afford an excellent idea of the general high character of the copy.
HE figures bearing upon the export trade in musical instru-
Professional advertising men who have seen the various
ments for the twelve months ending June, which appeared
advertisements in this series have been enthusiastic in their
in The Review last week, are of decided interest, inasmuch as
comments regarding their unusual excellence, and the care re-
they show a gratifying growth in appreciation of American
flected in their design and layout.
pianos and players in foreign countries during the past few years.
To date a surprisingly large number of letters have been
During the past twelve months we exported 13,900 pianos, valued
received from newspapers and piano merchants endorsing the
at $2,292,467, as compared with 12.195 pianos, valued at $1,874,-
idea, and in a great many cases promising definitely to partici-
604, for the same period of 1917, and 9,343 pianos, valued at
pate in the campaign. Others unacquainted with the sort of
$1,617,263, sent abroad in 1916.
advertising suggested have requested that copies of the series,
Our export trade in player-pianos is also gratifying, the
together with complete information, be forwarded them for
twelve months' total showing shipments of 3,545 player-pianos,
consideration, and, judging from.general experience, the consid-
valued at $1,095,665, as compared with 2,806, valued at $855,889,
eration will be favorable.
in 1917, and 1,461, valued at $470,340, in 1916.
In some cities visited personally by Mr. Tremaine the deal-
There has also been a steady increase in the exportation of
ers have been strongly in favor of a co-operative advertising
perforated music rolls, the twelve months total ending June
campaign, but have declared that^piano men in their particular
amounting in value to $149,309, as compared with $101,417 for
town could not be brought together for the purpose, citing the
1917, and $59,479 in 1916.
fact that efforts to organize local associations have failed. The
In the exports of miscellaneous musical instruments, popu-
answer is that no association is necessary to support the adver-
larly termed "small goods," there has also been a decided
tising. The dealers simply agree to back uip the campaign and
growth, shipments of this character footing up $1,178,381 for
sign their names to the advertisements, and in return pay a pro- the year ending June, 1918, as against $1,120,580 in 1917, and
rata share of the advertising cost. By joining with one an- $1,021,980 in 1916.
other the piano merchants bring this cost down to a minimum—
The twelve months total of musical instruments of all kinds
a figure so low as to be surprising in many cases—and at the sent abroad during the past year amounted in value to $4,915,-
same time reap direct benefit through the fact that they are
299, as against $4,142,896 for the same period of 1917, and
boosting the cause of music and musical instruments generally,
$3,454,064 in 1916.
and therefore boosting- their own business.
These figures, broadly considered, are certainly encouraging
NEW YORK, SEPTEMBER 21, 1918
A
T
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
SEPTEMBER 21, 1918
THE MUSIC TRADE
REVIEW
Music Trade Preparing for the Fourth Liberty Loan
the greatest loan in history, and designed to dispose of Liberty
Bonds to the value of something like $8,000,000,000. In the prep-
arations for the drive the Allied Music Trades have not been
resting. A general committee, headed by Mark P. Campbell,
has been organized, together with committees and sub- commit-
tees for each branch of the industry. Weeks ago the work of
cataloging the trade, of card-indexing those in the various
branches, and otherwise planning for a systematic canvass, was
started and is now practically completed. Now it is up to the
trade in general to support the committee and build up a total
in subscriptions that will outshine by some hundreds of thou-
sands of dollars the wonderfully fine record made in the case
of the Third Liberty Loan.
Dig and dig deep! Dig till it hurts is the motto, and mem-
bers of the trade will carry out that idea to the letter.
The burden of war is a heavy one and continues to grow.
Its full weight has been felt by the music industry in more ways
than one, but it has been borne with fortitude and the proper
spirit. The United States has gone into this war to win. De-
spite the mouthings of politicians, demagogues and the chronic
fault-finders, wondrous things have been accomplished. An
army of almost unbelievable numbers is already in France. Mul-
titudes of men are in training in this country, and 14,000,000
male citizens have been registered so that from their ranks many
millions more can be added to the fighting forces.
The great construction work in France and in this country,
the warehouses, supply depots, the tremendous bases, the new
ports established almost over night, breathe a message of Amer-
ica's earnestness. This military establishment means that money
has been spent in its building, and much more money must be
spent in its maintenance both at home and abroad. The money
must be raised here, and everyone must do his part, either
through subscriptions to Liberty Bonds, or in meeting increased
taxation, or, for that matter, through both mediums. The money
has to be raised. Every normal man, either for sentimental or
commercial reasons, or both, hopes for an early victory over the
Hun, with the subsequent peace that such a victory will bring,
but an early victory depends upon the power of the initial effort,
and that power in turn depends upon the money that is put into
the fighting machine. It is much better to bleed the bank roll
and the business to the point of exhaustion in one year, and
through that effort to win the victory in a year, than it is to
contribute by dribs and drabs, sucking a little away each year
for a decade, and prolonging the war just that much longer.
How the music industry views the matter has been indicated
by the response to the previous Liberty Loan, and that the spirit
is still there will be amply demonstrated when the subscriptions
to the new Liberty Loan are finally announced.
Let every
member of the trade subscribe to the limit as early as possible,
and through the Allied Music Committee. In the Third Liberty
Loan the trade was put on the map with a subscription of well
over two millions. Let it keep on the map this time with a sub-
scription of an even greater amount.
The oversubscribing of the Fourth Liberty Loan will mean
that victory is brought that much nearer. It will mean that
there will be that much more money to fight with. The trade
is going to prove that despite the problems of production, and
the other problems with which it has been burdened by the war,
the spirit to win is still there, and that there is no lack of real
co-operation. The proof is going to lie in the response to the
Fourth Liberty Loan.
The piano men, manufacturers and dealers, talking machine
men, musical merchandise interests, music publishers, profes-
sional musicians, and every other factor in the music field are
going to co-operate to make it a grand total—a total that will
register anew the importance of the industry to the nation.
SUBSCRIBE LIBERALLY.
SUBSCRIBE QUICKLY.
SUBSCRIBE THROUGH THE ALLIED MUSIC COM-
MITTEE.
and emphasize that, despite innumerable restrictions and dif-
ficulties owing to the scarcity of steamers, and the usual dis-
turbance in deliveries due to the war, the musical instrument
industry has good reason to feel pleased at the showing made.
Orders for pianos and players for export trade are being
received in large numbers these days by the manufacturers
throughout the country, and thanks to the good work of George
W. Pound, general counsel and manager of the Music Indus-
tries Chamber of Commerce, the Government is co-operating to
the best of its ability by permitting shipments of pianos to go
to a number of countries where they are greatly in demand, thus
using them as a basis of exchange and in this way stabilizing
monetary conditions.
Owing to the tremendous demand on shipping, due to the
war, the manufacturers have suffered considerable inconvenience
in having pianos sent abroad as promptly as they would desire,
but these inconveniences must be expected in these epochal
times. The fact remains that we are producing more ships every
week, and this coming winter the nation will be better fitted to
take care of our export trade than for some years past.
Saturday, September 28, there will begin the drive
O N for next subscriptions
to the Fourth Liberty Loan, heralded as
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 explained to purchasers,
and there is no wort 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

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