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THE
MUSIC
TRADE
REVIEW
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President, C. L. Bill, 373 Fourth Ave., New York; Vice-President, J. B. Spillane,
373 Fourth Are., New York; Second Vice-president, J. Raymond Bill, 373 Fourth Ave.,
New York; Secretary and Treasurer, August J. Timpe, 373 Fourth Ave., New York.
J. B. SPILLANE, Editor
J. RAYMOND BILL, Associate Editor
AUGUST J. TIMPE
Business Manager
Executive and Reportorlal Staff:
B. BBITTAIN WILSON, CAKLETON CHACE, L. M. ROBINSON, WILSON D. BUSH, V. D. WALSH,
W M . BEAID W H I T « (Technical Editor), E. B. MUNCH, A. J. NICKLIN, L. E. BOWEIS
BOSTON OFFICE:
CHICAGO OFFICE:
TOHK H. WILSON, 324 Washington St. E. P. VAN HAILINGXN, 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 New 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.
REVIEW
AUGUST 3, 1918
into the war-essentiality of music is seriously discounted and
undermined.
This is not the time to undermine the good faith of the
public in the music trade industry. For the last twelve months
we have been pointing out in these columns, time and time
again, that it is the duty of the dealer to bring to the attention
of the public the extraordinary conditions which now prevail
in the manufacturing field in the music trade industry, so that
they may understand that increased prices on pianos, players
and musical instruments of all kinds is not a matter of choice,
but a matter of necessity. Despite this, there are retailers who
persist in indulging in bargain sales, and more serious still, in
advertising new player-pianos at prices so absurdly low as to
arouse the suspicion of the public as to whether the piano dealers
who are seeking an increased price, owing to an increased cost,
are really sincere in their statements about rising costs.
The entire industry is aiming at solidarity, at a more com-
mon understanding of prevailing conditions, yet it is quite
clear that fhere are some people in this industry who do not
desire to learn, and who believe in tearing down rather than
building up, just because of a foolish desire to do business at
any cost.
the proposal to provide a national trade-mark as a
W HEN
means of distinguishing in the markets of the world all goods
of American manufacture or production, for the effect it would
have in establishing a definite value for the quality of American
products in the minds of foreign buyers and for the building up
of our export trade during the war and of its maintenance after-
wards, it was received generally as representing an excellent
Exposition Honors Won by The Review
idea. Having given mature thought to the matter, however,
Grand Prix
Paris Exposition, 1900 Silver Medal. .Charleston Exposition, 1902
various commercial bodies have prepared and presented strong
Diploma.. .Pan-American Exposition, 1901 Gold Medal
S t Louis Exposition, 1904
Gold Medal..Lewis-Clark Exposition, 1905
protests against any such national trade-mark, advancing as their
LONG DISTANCE TELEPHONES—NUMBERS 6988—6888 MADISON SQ.
argument that while properly used on products of known quality,
Connecting all Departments
Cable address: "Elblll, New York."
it would prove of value in the export trade of the nation, it would
at the same time provide an opportunity for the dishonest manu-
NEW YORK, AUGUST 3, 1918
facturer to foist goods of inferior quality on the foreign buyer,
and thereby provide a means of shaking confidence in all things
American.
EDITORIAL
It is indeed unfortunate that the establishment of a national
trade-mark must be viewed with distrust simply because there
HERE was received recently in the office of The Review a
are those among us who cannot, or will not, play the game
newspaper advertisement, used by a well-known Western
fairly—those who put a few extra dollars before the industrial
department store, in which a new player-piano retailing at welfare of the country without thinking, or perhaps knowing,
$265 was featured. It is almost unbelievable that any success-
that that industrial welfare will revert legitimately to their own
ful piano house or piano department should institute a publicity
profit. A trade-mark, even in our own country, has a peculiar
campaign at these times to impress upon the public that new
fascination for the fellow who wants to cut prices, or who wants
player-pianos can be merchandized profitably at such a figure.
to market an imitation. The cut-price artist does not offer
This advertising is. not only detrimental to the prestige of
unknown goods. He advertises and offers trade-marked goods,
the piano house using it, but more than that it is a serious reflec-
because he realizes that the trade-mark is accepted by the public
tion on the entire piano industry. During these abnormal times,
as the quality mark. The fact that in advertising trade-marked
when the prices of all materials which enter into the manufac-
goods and then foisting something else upon the buyer he aids
ture of a player are advancing by leaps and bounds, and labor
in shattering confidence in trade-marks generally does not appeal
costs are increasing daily, it is difficult to understand why
to him. The imitator does not adapt the same ideas to a new
any concern should devote newspaper space to exploiting a
design, but he copies the design of a trade-marked article as
new player-piano that retails at $265.
closely as possible, for his idea is primarily to profit by the
reputation of that mark.
It is more difficult to understand how any honest profit can
accrue to the manufacturer, or to the dealer, from such a sale,
If the man at home, where our laws can reach him, when
for if there is a profit in the sale of a player-piano at $265, the
evidence is collected and due action taken, persists in violating
arguments being advanced by the leading manufacturers and
private trade-mark rights, how much more likely is that same indi-
dealers as to increased costs can hardly carry weight with the
vidual to ply his trade with increased energy with the markets
public.
of the world open before him? The question resolves itself into
In this particular case the instrument exploited is not well
this: If there is a national trade-mark it must be so surrounded
known in the trade. Nevertheless, this desire on the part of a by regulations and legal guards that the dishonest manufacturer
piano department to attract public notice by selling a player-
will not dare to take advantage of it.
piano at a price which is lower than that of an old-time stencil
upright is a matter which should receive the attention of the
I N a leading article in another part of The Review considerable
Better Business Bureau of the National Association of Piano
* space is given to the importance of all members of the trade
Merchants. The piano dealers in this Western city should also
emphasizing the part music is playing in winning the war. It
call the attention of the advertiser to the fact that this pub-
is not enough to know that those great organizations like the
licity is a serious blow to the piano business in that city, as
Y. M. C. A., Knights of Columbus, American Red Cross, Y. M.
well as a reflection on the piano trade throughout the country.
H. A. and the Salvation Army are finding musical instruments as
As was pointed out in last week's Review, every time a price-
great a factor as food in stimulating the happiness and morale
cutting bargain advertisement appears, the labor of ten times
of our soldier boys at the front, for music properly feeds the
as many clean advertisers who have been educating the people
soul as food supplies the body with strength. We also know
Piinn and
-l lanu anu
Departments conducted by an expert wherein all ques-
t i o n f l o f a technical nature relating to the tuning,
regulating and repairing of pianos and player-pianos
p
a r e d e a i t ^ i t ^ w l » D e 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.
T