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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 Aye., New York; Second Vice-President, J. Raymond Bill, 373
Fourth Ave., New York; Assistant Treasurer, Win. A. Low.
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PIOVDI*
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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
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
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Vol. LXVII
NEW YORK, DECEMBER 14, 1918
No. 24
EDITORIAL
DECEMBER 14, 1918
Review, it was made the subject of a special report to Congress in
which the sentiment was expressed that manufacturers should be
protected in their good-will created by years of fair dealing and of
sustained quality of merchandise. It was also emphasized that un-
restrained price cutting is not in the public interest. In this con-
nection the commission pointed out that bills now before Congress
may "well be made to meet the difficulties of the situation if amended
to provide for a review of the terms of resale contracts and a re-
vision of resale prices by a disinterested agency.
"Therefore, it is recommended that it be provided by law that
if the manufacturer of an article produced and sold under com-
petitive conditions desires to fix and maintain resale prices he shall
file with an agency designated by the Congress a description of such
article, the contract of sale and the price schedule which he proposes
to maintain and that the agency designated by the Congress be
charged with the duty, either upon its own initiative or upon com-
plaint of any dealer or consumer or other party in interest, to review
the terms of such contract and to revise such prices and that any
data and information needful for determination be made available
to such agency.
"Such legislation would seem to be in accordance with the spirit
of the times in that it is designated, by removing this perplexity, to
promote the efficiency of manufacturing and commercial institu-
tions and so serve the interest of the consuming public."
features of this issue of The Review that should
O NE prove of the
of both interest and value to the members of the trade
generally in gauging the immediate trade prospects in the various
sections of the country as they relate to the piano business is found
in the symposium of views of the various State Commissioners of
the National Association of Piano Merchants which we are priv-
ileged to present.
The views that are offered are of particular value inasmuch as,
for the most part, they represent not alone the personal opinions
of the State Commissioners, but the consensus of opinion of the
dealers in the State represented by the Commissioner, based on con-
ditions and the outlook as they find them. The symposium should
act as an excellent guide for manufacturers and others planning for
the future in trade fields.
NE of the greatest gatherings in the history of commercial
HE psychology of advertising is a subject that has been given
O
America was the Reconstruction Congress held at Atlantic T considerable attention by keen minds in all branches of industry,
City last week when 4,000 delegates representing all branches of in- for on every side we see events that are of public interest being
dustry, including members of the music trade, listened to a discus-
sion of definite plans for bringing American business back to a
peace time basis with as little friction as possible. The addresses,
as a whole, were broadly gauged and distinctly constructive in their
tenor, and everyone felt benefited and stimulated by the exchange
of views.
This great parliament of business men was such a success that
it is not at all improbable that annual gatherings of this kind will
become a fixture. Our National Congress is not always inclined to
view sympathetically the great problems of business, and one way
business men can become a power and assert their proper position
in the nation's affairs is to come together in great conferences such
as that which was held at Atlantic City last week and present their
views upon the great problems of the day. The result of their de-
liberations cannot fail to be influential in attracting the attention of
our national lawmakers to the needs of American business, which is
one of the keystones of the nation's prosperity.
HE maintenance of prices is one of the vital and essential topics
T
that are receiving considerable attention from business men these
days, as well as from Government officials who see the need of some
definite action on this question, if standardized prices are not to be
demoralized and in this way business stability undermined.
Despite the opinion of those of narrow vision, manufacturers
are not inclined to fix prices above their real value. As a matter of
fact, the most largely advertised articles on the market to-day are
sold at the lowest possible retail price, thus insuring the largest out-
put which is necessary in order that the volume of business may
insure a distribution that will repay the manufacturer for the
special permanent price which he has fixed on his products.
The question has been discussed by the Federal Trade Com-
mission for a considerable time, and, as reported in last week's
taken advantage of by advertisers to bring the attention of the
public to their wares. As a member of our Chicago staff pointed
out last week, it is impossible to walk around any city on a rainy
day and not see signs galore bearing on the fact that it is just the
psychological moment to buy an umbrella, or a rain coat, or rubbers
to keep the feet dry and prevent doctor's bills; or if we look up
the drug store, to find plenty of signs and attention promoters that
the "flu" can be avoided by the use of certain medicines, or tonics.
In fact, stores generally take advantage of occasions like this to
make capital of their business in a very impressive way.
The music stores, however, are not psychologically disposed,
apparently, for they do not on great national holidays, or occasions
of merriment, bring to the attention of the public the value of music
as a stimulator of joy or pleasure. For instance, in the recent peace
celebrations music houses were slow to emphasize the tremendous
part played by music as a factor in bringing victory, and preserving
the morale of not only the men at the front but the people at home,
in the great crises that tried men's souls the past year.
Those interested in the advertising end of the music business
will find it will well repay them to keep their hands on the pulse
of the public mind, and to utilize occasions when the emotions are
moved to bring forth sympathetic advertising bearing upon musical
instruments that will excite interest and consideration. The psychol-
ogy of advertising is not, as some seem to think, an empty phrase,
but it is a subject that requires close study—one that will be valuable
and resultful.
. .
RATHER interesting suggestion was made by Paul M. War-
A
burg, former vice-governor of the Federal Reserve Board, in
a speech before the United States Chamber of Commerce War
Service Committees last week in which he discussed post-war de-
velopments in business. Among the official reconstruction >plans- tie