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THE MUSIC TRADE REVIEW
JULY
1,
1922
PUBLISHED BY EDWARD LYMAN BILL, Inc.
business, cast doubts on the statements of the prosperous ones. It is
but natural that if there is only a certain volume of business obtain-
able, and only twenty or twenty-five per cent of the merchants are
really going after it and getting it, there is a mighty small propor-
tion left for those who sit passively and wait for a change in con-
ditions.
There does not appear to be enough business available to give
everyone a better than normal volume, but there appears to be enough
to give those who go after it a rather satisfying share.
President and Treasurer, C. L. Bill, 373 Fourth Ave., New York; Vice-President,
T. B. Spillane, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill, 373
Fourth Ave., New York; Secretary, Edward Lyman Bill, 373 Fourth Ave., New York;
Assistant Treasurer, Wm. A. Low.
PREPARING FOR THE FALL
REVIEW
J. B. SPILLANE, Editor
RAY BILL, B. B. WILSON, BRAID WHITE, Associate Editors
WILSON D. BLSH, Managing Editor
CARLETON CHACE, Business Manager
. '
L. E. BOWERS, Circulation Manager
Executive and Reportorial Staff
EDWARD VAN HARLINGEN, V. D. WALSH, E. B. MUNCH, LEE ROBINSON,
EDWARD LYMAN BILL, SCOTT KINGWILL, THOS. W. BRESNAHAN, A. J.
C. R.
TIGHE,
NICKLIN
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under the Act of March 3, 1879.
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REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Bill, Inc.
anil
Departments conducted by an expert wherein all ques-
allll
tions of a technical nature relating to the tuning,
DPnartiliPIiU
regulating and repairing of pianos and player-pianos
V C j f a l UIICU19
are 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 Prix
Diploma
Paris Exposition, 1900
Sih'er Medal. . . .Charleston Exposition, 1902
Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
Gold Medal—Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBERS 5982—5983 MADISON SQ.
Connecting all Departments
Cable Address: "Elblll, New York"
Vol. LXXV
NEW YORK, JULY 1, 1922
No. 1
THE DIRECT APPEAL IN ADVERTISING
I
T is quifte possible that there are many piano dealers who are not
likely to be greatly impressed with any suggestion that they antici-
pate Fall requirements as generously as possible and begin ordering
at once in order to insure adequate stocks when the anticipated de-
mand makes itself felt. Dealers have heard that advice year in and
year out, and many of them have learned from experience to heed
it, but there are still those who regard any early ordering campaign
as propaganda for the manufacturers.
It may be that there will be plenty of pianos and players to go
around during the Fall and Winter, but if such is actually the case
it may be taken to indicate that business has continued to be poor,
and the retail demand has fallen far below expectations.
In ordinary years when factories have been fully manned or
nearly so it has been possible for the manufacturers to draw upon
a reserve of production power to meet hurried calls from their dealers
for instruments. Just now, however, the majority of piano factories
are undermanned and are producing only 50 per cent, or even less,
of capacity. It has likewise been found difficult by experience to
build up working forces suddenly, or even gradually, to bring about
increased production, for the reason that skilled workers appear to
be well settled in other lines of industry.
In view of the general situation the retailers are only protecting
themselves by anticipating Fall requirements and ordering now. They
need not plunge and tie up a great amount of capital, but they can
at least give the manufacturer some definite idea regarding the in-
struments they will need so that he may put forth his efforts to fill
orders at the proper time. Even with the co-operation of his dealer
any fair rush of business is likely to revive a temporary piano short-
age at least.
I
T is conceded by those who have made a study of advertising
results that piano merchants who have included in their copy some
direct appeal to the purchaser other than that of simply price or
name have realized the best results from their publicity. There is
so much sameness in the price and name appeal that it does not
attract the attention of the constant reader who is, however, fre-
quently reached by the argument that he owes it to his family or to
his children to provide a piano or player for their entertainment
and instruction.
Under modern advertising conditions generalities and platitudes
do not accomplish any great results. The advertiser must study hii
field, as well as the product he handles, and present his arguments
in a manner that will give them a direct appeal of the sort that pro-
vides the urge to buy.
The idea of modern advertising is not simply to reach as many
people as possible, but rather to convince those who are reached of
the wisdom and necessity of owning the advertised article. A man
may be reached personally on a price basis, but the real appeal to
him is generally through his family. There are so many angles to
this appeal that the average musical instrument advertiser should
never have occasion to run out of copy ideas.
LOWERED DISCOUNT RATES
T
H E suggestion that the Federal Reserve banks will very likely
make a further cut in their discount rates, probably to a flat 4 per
cent, following the recent move of the Bank of England in reducing
discount rates to 2>y 2 per cent, is of general interest and importance to
business men from the fact that it is very likely to have a distinct
effect in stimulating business and in making possible the financing of
projects on a profitable basis. There is no question but that high bank
' rates, although admittedly necessary to a certain degree under condi-
tions as they have existed, have had a definite effect in delaying the re-
turn of better business, and the relief in the money market that has
been experienced, together with the further relief promised, will do
much to relieve business of considerable financial worry and clear the
way for healthy expansion. Although a number of bankers are in-
clined to be pessimistic regarding the effect of any further reduction
in. discount rates, believing that it will encourage inflation, the great
majority are inclined to insist that the cutting of rates will lead
directly to increased business activity of a healthy nature and is.
therefore, most necessary.
PRAISE FOR THE CONVENTIONS
THE QUICK AND THE DEAD
WELL-KNOWN piano man returning recently from an ex-
tended trip through the South not only brought back encourag-
ing reports regarding business conditions and prospects in that sec-
ition of the country, but also took occasion to state that the bulk of
the business was being done by about 20 per cent of the merchants
who are active, leaving the other 80 per cent of inactive ones com-
plaining more or less about the situation.
From general reports this condition prevails in a large measure
throughout the country. Two or three dealers in a locality will
report a volume of business equal to, or exceeding, lhat of last year,
while a dozen or more of their competitors, while deprecating poor
A
T
HOSE members of the music industry who have returned to their
home cities from the New York conventions, and have given
expression to their views regarding the meetings, have been without
exception enthusiastic as to the convention sessions themselves, as
well as to the possible future effects. These men who journeyed
some hundreds of miles to meet with the others of their trade have
considered the expenditure of time and money well worth while, and
the wide dissemination of their opinions should have a noticeable
effect in promoting the interest in the sessions in Chicago next year.
It is what the delegate thinks of the convention after he gets in the
quiet of his home and away from the stir at convention headquarters
that really counts in the long run. '.