Music Trade Review

Issue: 1919 Vol. 69 N. 23

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
REVFW
THE
flUJIC T^ADE
VOL. LXIX. No. 23
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York.
Dec. 6, 1919
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Advertising Is Business Insurance
T
HE question, "Why advertise when you cannot meet current demands of dealers and the public ?" is about
as logical as asking why pay life insurance premiums when you are perfectly healthy. For advertising-,
in a large measure and under many conditions, is primarily business insurance—the making of suitable
provision for the future.
In few, if any, lines of industry are the manufacturers today in a position to keep in sight of the demand
for their products and yet advertising has never before been so general or elaborate. Far-seeing manu-
facturers are not taking all their profits and putting them aside. They are sinking a fair proportion of those
profits into business building for the future, protecting themselves against the time when production will have
caught up with the demand and they must again go into the market and sell.
The character of advertising in the leading national magazines, and for that matter in the music trade
papers, affords an excellent indication of the position in which the particular manufacturer stands in the matter
of taking care of more business. We find the greater proportion of advertisers neglecting completely the ques-
tion of selling. In fact, many advertisers are frank to explain in their advertising that they are oversold
at present but expect to be free to take on new r business in the future, and want the readers to see to it that they
are prepared to give that new business.
Manufacturers of musical instruments, particularly piano and talking machine manufacturers, have clung
strongly to this policy of business insurance. They have taken some of the profits of today to build up profits
for to-morrow. They are keeping trade and public interest aroused, so that when they are in a position to go
after more business on a big scale they can confine their efforts to landing the business that awaits them
instead of being compelled to stop and spend money, badly needed perhaps at that time, to reintroduce and
readvertise their products to the wholesale and retail market.
There is nothing that is forgotten more quickly than advertising. A company using big space in all of the
leading newspapers of the country can stop for just one year and find itself entirely forgotten by the public.
This is not theory but proven fact. Some years ago, for instance, a concern manufactured a special soap powder
which had been advertised extensively for years. In view of the fact that the business was to be closed out the
company discontinued advertising almost entirely, and when the sale was finally made to a competing house the
value of the property had depreciated nearly seventy-five per cent., largely because the good will of the company
was woi th just that much less. After the advertising had been stopped for a period dealers ceased handling the
line. When there was a choice between tw T o products they naturally selected the one that was kept before the
public through advertising and clung to that line in preference to the non-advertised product.
In our own piano trade, where advertisers have stopped using publicity the result has been that in a few
months, or at most a year, it was nothing unusual to have some member of the trade inquire what had happened
to the concern and whether it was still in business. Receiving an affirmative answer he would more than
likely remark, "I haven't seen the advertising of this house and naturally thought it had decided to quit business."
It must be remembered that a trade name is worth little if simply used on a particular product. The
value of the name lies in its being advertised and exploited to such an extent that it is constantly in the minds
of those who are expected to buy or sell that particular product. It is only by advertising persistently that
name value can be kept alive. Make a list of the best known trade names in any industry and you will find every
one of them representing a well-advertised product.
Advertising itself is not simply a matter of business building—it constitutes in a large measure business
insurance—the keeping of the market in a receptive mood for future selling—and it is not to be governed by
market conditions. Whether the factory is undersold or oversold advertising is always essential.
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
EVIEW
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, Raymond Bill, 373
Fourth Ave., New York; Assistant Treasurer, Wm. A. Low.
of the results of the unrest that is at present sweeping
O NE through
many of the industries of the country, and one that is
WILSON D. BUSH, V. D. WALSH, WM. BRAID WHITE (Technical Editor), E. B. MUNCH,
L. M. ROBINSON, C. A. LEONARD, EDWARD LYMAN BILL, A. J. NICKLIN, L. E. BOWERS
BOSTON OFFICE:
CHICAGO OFFICE:
E. P. VAN HARLINGEN, Republic Building,
Telephone,* Main 6950.
209 So. State St. Telephone, Wabash 5774.
LiONDON, 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 as second-class matter September 10, 1892, at the post office at New York, N. Y.,
under the Act of March 3, 1879.
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-
PIQVDP
an A anil
ts Iajcl-I Pi idllU
dllll
tions of a technical nature relating to the tuning,
regulating and repairing of pianos and player-pianos
p
a r e dealt with, will be found in another section of
this paper. We also publish a number of reliable technical works, information concerning
which will be cheerfully given upon request.
Exposition Honors Won by The Review
Grand Prxx
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—6083 MADISON SQ.
Connecting all Departments
Cable address: "Elbill, New York"
Vol. LXIX
NEW YORK, DECEMBER 6, 1919
preparing copy ahead of schedule time, and likewise desire to thank
most sincerely the subscribers for their splendid attitude towards
the publication during the period of the strike. Despite the fact
that the usual publication schedule could not be adhered to, and
that each issue was necessarily a day or two late, not a single com-
plaint was received from any subscriber. The difficulties in the
printing industry seem to have been adjusted, and with this handi-
cap removed, the publishers of The Review shall endeavor, in the
future as in the past, to give their subscribers the very best weekly
music trade publication it is in their power to produce.
STRIKES AND INSTALMENT PAYMENTS
J. B. SPILLANE, Editor
RAYMOND BILL, B. B. WILSON, Associate Editors
CARLETON CHACE, Business Manager
Executive and Reportorial Staff
JOHN H. WILSON, 324 Washington St.
DECEMBER 6, 1919
causing considerable worry to the local piano men in various sec-
tions, is the effect the strikes are having on collections. Workers in
many lines, have been making substantial wages both during and
since the war, and with increased prosperity have been inclined to
purchase instruments of high quality at substantial prices. A large
portion of these purchases were made on the instalment plan
inasmuch as the workers with their large wages were considered
good risks. Even a week or two of idleness, however, due to the
strike, has resulted in many of these men allowing their instalment
payments to lapse. It has been found that many of them have been
improvident and have depended upon the weekly wage to keep
them going and to meet their obligations. The cutting off of this
wage has found them hard put to keep their families supplied with
the actual necessities of existence, and all other debts have been
subjected to an unofficial moratorium.
Much has been said and written about the new buying element
in the country, developed out of the prosperous ranks of labor.
The continuous round of strikes, however, has served to shed a
new light on the responsibility of this new buying class, and in
many districts at least will serve to influence the granting of retail
credits.
No. 23
REASONS FOR THE PRESENT DEMAND
AN ACHIEVEMENT WORTHY OF MENTION
D
ESPITE the atmosphere of unsettlement which prevails in
business circles throughout the country, piano merchants re-
HE ending of the printers' strike in New York City last week
port a very active demand for all kinds of musical instruments.
brought to metropolitan publishers generally a welcome relief
This pleasing condition is confirmed by the report of the Federal
from one of the most trying and serious situations they have faced
for many years. During the "period of the emergency" the pub- Reserve Board, issued recently, in which it finds that in the sted^and
coal districts, where strikes have been in evidence lately, Whole-
lishers of The Review endeavored to give their subscribers the very
best service possible, and we believe, without egotism or self-praise, salers and retailers are turning over their stocks faster than
they can be supplied. It is pointed out that the consumers of the
that the manner in which the almost unsurmountable difficulties
country are still purchasing at an unprecedented rate, and the re-
attendant upon the publication of the paper were overcome marks a
ports received by the Board continue to emphasize the prevalence
distinct achievement in the field of music trade journalism—an
achievement worthy of special mention, and one of which those who of an unabated business activity, due to the persistent demand for
goods in all stages of production.
accomplished it may justly be proud.
Among the pleasing trade developments are the figures of the
The last eight issues of The Review, all of which were pub-
country's foreign commerce which keep swelling in a most marvelous
lished during the time the printing industry of New York City was
way. Up to the end of October the total of such trade was in value
completely tied up by reason of the strike, compare favorably, we
believe, with any of the previous issues of this publication, and it nearly $10,000,000,000, and the indications are that the aggregate
can certainly be said that no other paper in the field gave its sub- for the calendar year will foot up $12,000,000,000. In no year before
the war did the foreign commerce reach $4,500,000,000. So the
scribers a better printed, better edited, or better appearing paper
than did The Review. The news of the industry was cov- increase is quite remarkable, even considering the higher prices of
commodities at the present time. October was not a very good
ered fully and promptly, and a comparison of the recent issues of
month because of the restrictions to shipments caused by the dock-
The Review with concurrent issues of any of the other papers in
workers' strike. The showing made during the period is the more
the field will, without doubt, result in a most favorable decision in
remarkable because of this. During that month both the imports
favor of this publication.
and the exports exceeded those of the corresponding month of 1918,
This is neither the time nor place to recount the many handicaps
the former by nearly $169,000,000 and the latter by over $130,000,-
and difficulties which attended the publishing of The Review during
000.
the past two months, nor is it necessary to do aught but mention the
As compared with September of this year the imports were
fact that every member of The Review staff has been working under
nearly $20,000,000 less and the exports greater by over $35,000,000.
exceedingly great strain practically day and night during that entire
For the ten months ended with October the imports increased by
period. Suffice it to say that despite the unusualness and severity of
over $543,000,000 beyond those of the similar period in 1918, and
the situation which confronted it, The Review organization proved
equal to the emergency, and, with the sole idea of giving the best the domestic exports increased by more than $1,370,000,000. A very
notable increase has been shown this year in re-exports of foreign
possible service to the music trade generally that lay within its
merchandise. The total of these for ten months is nearly $147,-
power, the organization has worked unceasingly to the end that
000,000, which is $65,000,000 more than in the similar period of
those whom it served might receive each week comprehensive infor-
1918. How significant this is is shown by the fact that before the
mation concerning the doings in every branch of the music industry.
war the re-exports only amounted to about $35,000,000 in an entire
The publishers of The Review desire to extend their hearty
thanks to the advertisers who co-operated in every way possible in year.
T

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