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JULY 20,
THE
1918
11
MUSIC TRADE REVIEW
CLEANING UP FRAUDULENT ADVERTISERS—(Continued from page 10)
up. It is very likely that the competitors whose interests
conflict in these matters can be brought to a better under-
standing and respect for each other's rights through the
influence of the Rochester Association.
Cane No. 80, Athens, Ga.
The advertising of a special sale, for which great prepara-
tions were reported, was modified to a very reasonable tone,
through co-operation of correspondents and an appeal to the
dealer in whose name the sale was scheduled. No further
complaint was received of the advertising of the sale, and
it is assumed that the dealer for whom the sale was con-
ducted was careful in checking up unduly radical statements.
Outside of a few strong price claims, the advertising was
not subject to serious criticism.
Case No. 87, Chlrago, 111.
Attention of investigators of the distribution of coupon
advertising in three different localities was turned to the
office of a Chicago advertising company, said to have a
connection with a big piano factory. The wholesale mail-
ing of a "Piano Purchasing Coupon," alleged to be worth
$104 on a piano ancf up to $129 on a player-piano, is
believed to be subject to action under the precedent set in
the cases reported by the Postmaster General a year ago,
as follows:
"For many years past the general public has been victim-
ized by- certain piano sellers, mostly of the itinerant class,
by means of a scheme for the sale of pianos, familiarly
known as the fake prize contest and credit-check method.
All previous efforts to suppress this class of fakers proved
unsuccessful. Illegal business of this character, conducted
by numerous operators, recently grew to such proportions
that it became necessary for the department to inaugurate
a vigorous campaign against them. During the present year
a number of promoters of this class have been indicted and
brought to trial, and each case successfully prosecuted in
the trial courts; and where appeals have been taken the
action of the trial courts has been sustained. A new line
of precedents has thus been established which disposes of
the obstacles to successful prosecution in such cases pre-
sented by the earlier decisions. It is believed that this
particular class of enterprise has now been entirely sup-
pressed; certainly their unlawful character has been defi-
nitely established by the courts."
Case No. 88, Milwaukee, Wis.
A man whose sales methods in the phonograph line have
attracted previous attention, started a store and advertised
a standard make of talking machines for a short time, with-
out having the goods represented. He was approached by
Secretary Robt. J. Hammen of the Milwaukee Better Busi-
ness Bureau, and apparently the suggestion that he modify
his advertising was well taken, for no further advertising
has appeared.
Case No. 89, Dayton, O.
Advertising of big bargains in used pianos, in which
instruments were offered "as low as one-fifth of their orig-
inal price," was criticized as not conforming to our trade
standards. The quoting of original prices when new, pro-
vides no basis for the present value of the instrument and
works a hardship upon dealers who have agencies by serving
to discredit the makes of instruments they handle.
CaHe No. 90, Chicago, III.
Advertising to the "Dear Public" of an "extra cut of
25% in order to close out this mammoth stock at once,"
based upon the representation that one firm bought out
another, was reported to be merely the manipulation of one
man who controlled both firm names. This man is an old
offender against advertising ethics, and the evidence con-
tinues to pile up in a manner which will bring about a
prosecution. The style of advertising is the "$325 player
piano, was $137, now $103," "$350 Upright, was $73, now
$58," etc.
Case No. 91, Koanoke, Va.
The mutual suspicion of dealers is shown in criticisms of
similar price claims by different houses. Advertising of
used pianos, "priced at only a fraction of their real worth,"
has been complained of in the case of one house, which
believes that another house is guilty of misrepresentation in
radical price claims. The formation of a local association
to give opportunity for friendly discussion of points in
question would lead to better competition in Roanoke. Both
the houses above mentioned are apparently in sympathy
with our Bureau standards, although they do not quite live
up to them.
Case No. 92, Chicago, III.
The claims of a special sale promoter, whose methods do
not always bring as satisfactory results as his letters indi-
cate, are being investigated.
Catte No. 93, Baltimore, Md.
An investigation by Walter B. Wright, director of the
Vigilance Committee of the Baltimore Advertising Club, into
the "Famous Life Insurance Feature" of a piano firm, re-
sulted in proof that there was a "Joker" in the insurance
MADISON
Piano Co.
Incorporated
Manufacturers
The Madison Tone—
Supreme—Its Own
219 Cypress A v e .
NEW YORK
contract. Both husband and wife signed it in one case, and
when the husband died, before payments were completed
under the contract, the firm refused to give credit for the
remaining payments, because the wife's name appeared on
the contract, and as it was a joint contract, both must die
before the payments were credited. It was decided by the
Vigilance Committee before which the facts were presented,
that if two names were placed to these policies, the scheme
could not be construed as anything but a fake. The firm
decided to abide by the decision of the committee and issued
a receipt in full for the piano.
The practice of issuing insurance contracts of this char-
acter is said to be followed in other cities, but no abuses of
it have been reported to the Better Business Bureau.
Case No. 94, New York City
A manufacturer is reported to be using testimonials of
an old established piano name of good standing to apply to
a lower grade instrument of not nearly so good quality, now
manufactured under the same name.
Case No. 95, Great Falls, Mont.
An "Anniversary Sale" was advertised to include illus-
trations of player-pianos labeled $138 and $96, without once
mentioning that they were not new. The claim of "cutting
prices" and "Big Discounts" would lead customers to be-
lieve that they are getting "The World's Best Pianos" (new
ones) at remarkably low prices, with little cash down and
long terms. Such inferences, under present market con-
ditions, are harmful to the trade.
Case No. 96, Rochester, N. Y.
The use of testimonials, secured by one dealer to build
up prestige for a certain make of pianos, by another dealer
to side-track the public into buying pianos of a similar name,
was reported.
Case No. 97, Louisville, Ky.
Advertising of the "Four Greatest Pianos" is reported to
include one said to be sold under a different name by a
big mail-order house, a grade of piano in no way up to
the company in which it is placed.
Case No. 98, Parkersburg, VV. Va.
"Parkersburg is Piano Mad," said the headline of an
advertisement which went on to state that "The Bottom
Has Dropped Out of the Piano Market." This ridiculous
assertion in the face of present market conditions was re-
ported to the head of the firm, whose branch manager was
responsible for the copy.
Case No. 99, Fukwana, S. D.
An advertisement of a $600 piano to be given away about
December 1, 1918, to the holder of one of the cards given
away with every $300 paid toward the purchase of an auto-
mobile, was sent in to the Bureau. The winner of the piano
will be selected in a drawing contest.
Case No. 100, Bangor, Me.
"Highest Grade—Low Price," as applied to a popular-
priced piano was criticized as misleading, and the advertiser
in reply to the criticism said that the phrase was not in-
tended, having slipped by through a printing error, and
would not be repeated.
Case No. 101, Columbus, O.
Advertising of an 88-note player at $198 and uprights at
$55, $65 and $75, without stating that they are used, also
linking up the names of high grade pianos with these low
prices and easy terms "as low as $1 a week," was held to be
misleading.
Case No. 103, Akron, O.
Advertising of a well known Ohio dealer at branch stores
in Parkersburg, W. Va., and Columbus, O. (See Cases
Nos. 98 and 101), was taken up with the proprietor at Akron,
in an effort to curb the statements of employes. He writes
that he stands for "good, honest, clean, straightforward
advertising," and asks that any future criticism of the adver-
tising be directed to his personal attention.
Case No. 103, Birmingham, Ala.
Several complaints of a special sale conducted by a promi-
nent house were forwarded to this Bureau, showing "Cut
Price," Liberty Bond Trading, and "Free Trial" Offers
featured in the advertising. Offers of a "$250 Brand
New Piano at $145," etc., and low figures marked on price
tags with the names of high class instruments, are mislead-
ing to buyers. The only explanation is a small line of type
below, that "All goods advertised above not marked new
are used." An appeal to this house to eliminate the mis-
leading features of the advertising was not well taken.
Case No. 104, Jersey City, N. J.
An advertisement of tuning pins in the convention num-
ber of a trade paper, containing a statement that they were
"The Only Brand Made in U. S. A.," was declared un-
truthful, and it is not likely that the misstatement will be
repeated.
Case No. 105, Dallas, Tex.
"This $600 Player Piano at the low figure of $385," was
criticised as misleading, inasmuch as it was not clearly
stated in the advertisement that the instrument was second-
hand. The manager of the firm over whose name the state-
ment appeared was glad to have the point called to his
attention and expressed his appreciation of the work of the
Bureau,
Case No. 106, Kalamazoo, Mich.
Offers of "A $125 Piano $66," "$300 Piano $195," "$350
Piano $200," on "Easy Payments as Low as $1 a Week,"
with the names of "Such Pianos as Steinway, Schiller,
Rembrandt, Needham, Edward B. Healy, etc., to select
from," are amusing to piano men, but misleading to the
public. The same plan of linking up standard high-grade
names of established reputation with bargain offers is also
followed in the phonograph line by the dealer complained
of. It is charged that the makes of pianos, phonographs
and records advertised by him are not carried in stock.
Respectfully submitted,
C. L. DENNIS, Secretary.
Victrola XVI, $225
Victrola XVI, electric, $282.50
Mahogany or oak
Other styles $22.50 to $950
Victor
Supremacy
The supremacy of the
Victrola is linked with
the world's greatest art-
ists.
The prosperity of the
music trade, the success
of Victor retailers, are
the natural result of this
overwhelming suprem-
acy.
Victor Talking Machine Co.
Camden, N. J., U. S. A.
Berliner Gramophone Co.. Montreal,
Canadian'W holesalers
" V i c t r o l a " j , the Registered Trade-mark of
the Victor Talking Machine Company designating
the products of this Company only.
W a r n i n g : The use of the word VictroU
upon or in the promotion or tale of any other
Talking Machine or Phonograph products is mis-
leading and illegal.
I m p o r t a n t N o t i c e . Victor Records and
Victor Machines are scientifically co-ordinated
and synchronized in the processes of manufacture,
and their use, one with the other, is absolutely
essential to a perfect reproduction.
"HIS MASTERS VOICE"