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SEPTEMBER 28,
THE
1918
MUSIC
TRADE
REVIEW
11
s^«i&^aiii*maBUM^^
HE state of business might, of course, be more favorable
T
from the manufacturers' and dealers' point of view alike, but
on the other hand it might also be much less favorable in every
sense of that term. From all information that comes to hand
we are able to say. that prospects seem to be very good for a
fair supply of player-pianos for the Christmas trade; although
we must face the fact that dealers will not have as many as they
would like to have. That is to say, dealers are at present an-
ticipating a very large Christmas trade, or at least a very large
Christmas demand. They feel considerable concern over the
prospect that they may be unable to fill that demand; and the
truth of the matter is that their apprehensions are pretty solidly
founded. In the circumstances, there is one thing left to do,
namely, to choose high-grade instruments, to sell them at sellers',
not buyers' prices, and to demand cash. It is a safe bet that no
dealer will lose a nickel's worth of piano or player-piano business
this winter by refusing instalment trade. This statement may
be taken literally, although, of course, very few dealers, perhaps,
will be strong-minded enough to make the trial seriously. Yet
the fact is that the amount of money in circulation is so great
just at present, the earnings of skilled labor are so high that
cash for high-class goods like musical instruments is to be had
without any difficulty, in Sjpite of Liberty Loan requirements,
by any merchant who will go after it. The thing becomes simply
and solely a question of getting hold of the right people, and
this is certainly not difficult when there are so many of these.
Dealers must, in a word, put aside the old timidity and, for
once in their lives, go after business with the understanding that
at last they are in a position to do their own picking and choosing.
URING a period like the present, when all normal processes
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of the economic and social life are subordinated to the great
essential of winning the war, the temptation is natural to argue
that there is no use in maintaining technical and demonstration
research of any kind not immediately related to the conditions
of the moment. For instance, it seems to be believed by some
manufacturers that all their energies at the present moment
are needed for worrying about existing and prospective or pos-
sible Governmental interference with their business, and that
neither energy nor patience can possibly be left for such things
as refinements and improvements in the manufacturing, in the
technical design of instruments, or in anything else of the sort.
To get into a state of mind like this is to commit a very serious
strategical error. It is true that the war is not over; and it is
equally true that its duration cannot be certainly known. This,
however, does not in the least alter the fact that we have turned
the corner of the longest lane we have had to travel, and that
in the distance, far away, yet now visible, we can see the heights
of victory, freedom and peace. The war may drag out in a long
defensive campaign waged desperately by the enemy. It may,
on the contrary, be terminated by a sudden collapse, for instance,
some time next year. Whatever Fate has in store for us. how-
ever, we must not forget that peace will some time come, that
we shall be obliged to resume peace-time occupations and to
go through the manifold adjustments and readjustments, which
will constitute the economic processes during what will prob-
ably be called the period of demobilization. When this time
has come, and we have to contemplate resumption of our pre-war
activities, we shall find during the years immediately following
that the race will indeed be to the swift and the battle to the
strong. We shall find, more than ever, that technical skill, rigid
economy in manufacture due to superior organization, and the
highest scientific accuracy in design, will be absolutely neces-
sary, if we are to maintain ourselves. The struggles of the Cen-
tral Empires for the renewal of the economic life which, since
the beginning of the war, has been slowly crushed out of them,
will be simply terrific. Whatever lease of life we give them,
we shall give them at our peril, and it will be well, therefore,
for us to remember that to whatever extent they are allowed to
resume their place in the economic life of the world they will
resume it as economic enemies. We are developing an export
trade in pianos. It is a very fine trade, and is getting finer all
the time. We shall have to fight for that trade very likely. We
must be prepared, therefore, technically as well as financially.
To neglect, or allow to lapse, our research work, our efficiency
work, and our development work at the present time would be.
therefore, the height of short-sighted folly.
HE wise and far-sighted merchant or manufacturer knows
that although he has to take some of the results obtained for
him by advertising on faith, more or less, still the results that
follow the neglect of advertising are perfectly certain. Wise
and far-sighted men, indeed, perceive these truths instinctively ;
nor do they ever allow themselves to be carried away by the
panic of the moment into any action which will militate against
the steady and persistent progress of their advertising cam-
paigns. Wartimes are times when one should advertise more,
not less; because it is in wartimes that the interest of the public
must be maintained by strenuous methods. When there are so
many other interests, the manufacturer or merchant who does
not keep himself in front of his public finds himself neglected in
an amazingly short time. Therefore, those who perceive these
facts and act accordingly, although unfortunately they represent
not the whole body of the trade, nevertheless deserve encourage-
ment and approbation. We do not wish to be invidious, but it
is no more than fair in this respect to mention in passing the
really excellent work which is being done by the big player
manufacturing concern of Gulbransen-Dickinson Co. Their
nation-wide advertising consists of bulletins for instruction and
encouragement and all the features of their large bulletin are
worthy of the greatest commendation. More power to them!
To single out one concern like this might seem unfair, and in-
deed there are others who likewise deserve mention, but it is
usually better to point out a moral with one sharp example, and
we have seen fit to use the big Chicago concern this time. This
is just as an apology and explanation to those other wise and
far-sighted men who have also jumped into the national adver-
tising game with excellent results.
T
NEW TYPE OF Q R S BULLETIN
OU ought to see the Schaff
B r o s . Style 23 Solotone
Player, lor it is the most mod-
ern player. The price is right, too.
Y
WANT OUR SPECIAL PHOTO OF IT?
HUNTINGTON. IND.
Monthly List Now Sent Out to Trade in Con-
venient Postcard Form
The Monthly Advance Bulletins of Q R S
music rolls are now being sent to the trade in
postcard form, with an order card attached that
may be filled in and mailed back to the com-
pany with a minimum of delay and trouble.
The postcard is of the three-fold type, and
room is found not only for the new bulletin,
but also for some comments thereon, as well
as a list of the best-selling rolls in the Q R S
catalog.
Simplest and Best
The GEORGETP. BRAND
Mechanical Tracking Device
Destined to be the Standard
in the trade
Manufactured by the
BRAND PLAYER ACCESSORIES COMPANY
14Oth Street and Jackson Arenue, New York