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THE MUSIC TRADE REVIEW
REVIEW
(Registered in the U. S. Patent Office)
PUBLISHED BY EDWARD LYMAN BILL, Inc.
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.
J. B. SPILLANE, Editor
RAY BILL, B. B. WILSON, BRAID WHITE, Associate Editors
CARLETON CHACE, Business Manager
L. E. BOWERS, Circulation Manager
Executive and Reportorial Staff
DD VAN HAU-INCEM, V. D. WAL»H, £. B. MUNCH, LEE ROBINSON, C. R. TIGHI,
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«r,
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Departments conducted by an expert wherein all ques-
tions of a technical nature relating to the tuning,
d repairing
ii
i
d player-pianos
l i
Toi»hnii»al D o n a r h n o n t e regulating and
of f pianos
and
leCnniCai l i e p a r i n i e n i S 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.
Player-Piano and
Exposition Honors Won by The Review
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LONG DISTANCE TELEPHONES—NUMBERS S982—B988 MADISON 8Q.
Connecting all Departments
Cable Address: "Elblll, New York"
Vol. LXXV
NEW YORK, DECEMBER 23, 1922
No. 26
INCREASED ACTIVITY IN EXPORT FIELD
T
HAT American manufacturers generally are becoming increas-
ingly active in foreign markets and are showing more interest
in the possibilities offered by such markets is evident in the com-
ments of the Bureau of Foreign and Domestic Commerce, as set
forth in the annual report of Dr. Julius Klein, its director.
According to Dr. Klein's statement, the declaration that Ameri-
can manufacturers are not properly interested in foreign trade op-
portunities is without foundation, for the reason that exports have
increased materially during the last year or so and the number of
inquiries received by the Bureau from American manufacturers
regarding foreign trade matters has shown an increase of over
400 per cent during the year.
The fiscal year of 1922, in fact, brought over 600,000 letters
of inquiry to the Bureau and some 50,000 manufacturers and mer-
chants, or their representatives, called in person at the headquarters
of the Bureau or the branch offices.
It is estimated that at the present time foreign markets are
absorbing approximately 20 per cent of the manufactures of this
Country, a very creditable percentage indeed, and which represents
the best kind of insurance against the danger of overproduction at
home" and the consequent stagnation of the domestic market. It is
recognized generally that export trade not only means more busi-
ness, but proves the best possible stabilizer for domestic business.
GREAT MERCHANT AND MUSIC PATRON
HE death last week of John Wanamaker—without question the
T
. most famous merchant in this country and for that matter in
the world—is a matter of deep regret to the music industry par-
ticularly, owing to the fact that Mr. Wanamaker and those asso-
ciated with him in business have for years been prominent as
enthusiastic advocates of the development of musical appreciation,
and have backed up their beliefs in a practical manner through
elaborate free concerts for the public at the Wanamaker stores
and in other directions. The Wanamaker stores were among the
DECEMBER 23, 1922
first, if not the first, department stores in the United States to
introduce piano departments successfully for the reason that Mr.
Wanamaker and the executives of his business were broad enough
to see that the handling of music simply as merchandise was un-
questionably the wrong move.
In the Wanamaker stores the piano departments have proved
a distinct success, representing a volume of business that is little
short of extraordinary, and all because the fundamental policy was
right. But of particular value have been the concerts given at
the Wanamaker auditoriums, where artists of recognized ability
and prominence have appeared in concerts and recitals without
charge to the public and where the new things and the things worth
while in music have been presented in an atmosphere that is the
questionably the wrong move.
The Wanamaker stores, as a matter of fact, have become
recognized as musical institutions, and there is no question but
that the splendid work started by John Wanamaker will be con-
tinued and perpetuated by his successors.
ADVERTISING THAT INJURES TRADE
ESPITE the fact that a great number of piano merchants have
D
been wondering where they were going to get enough instru-
ments to take care of the Christmas demand there were some con-
cerns who persisted in endeavoring to knock the bottom out of the
trade by advertising cut prices and low terms. Particularly flagrant
was the case of a concern in Milwaukee, which last week advertised
in a most sensational manner an offer of players and pianos at
half price, with a hundred music rolls, list price $125, given free
with each player.
Inasmuch as this offer was declared to hold good with players
offered at $165 and $195—it was not stated whether or not they
had been used—the effect of the offer on the trade was far from
pleasant. Such advertising is unquestionably a detriment to the
industry for the reason that it is calculated to shake public con-
fidence in honest values without creating a sufficient volume of
bargain buying to compensate for the ill effect. Moreover, such
publicity is calculated to attract a buying element that more often
than not is irresponsible, bringing about repossessions.
Sensational advertising of this sort which will undoubtedly
shatter rather than build up confidence is to be condemned at all
times, and particularly so at this season of the year, when there
is so much clean, high-class business waiting for the retailer who
goes after it in a high-class way and gives honest value.
REAL VALUE OF THE SHOW WINDOW
United States, at least, there is a general appreciation of
I safe N the the to show
window as a means of securing publicity and it is
say there is not a merchant on any substantial business
thoroughfare who does not realize that a good proportion of his
rent is wrapped up in his show window space and who, conse-
quently, makes some effort to capitalize his investment through the
medium of attractive displays.
It happens, however, that a goodly number of retailers, among
them piano and music merchants, while realizing in some measure
the value of the show window, fail to get a proper return owing
to the fact that they give too little attention to distinctive displays
and to their changing at regular intervals.
It has been said that pianos do not lend themselves readily to
such window displays as are calculated to cause the passer-by to
halt in his steps and look, but there are many instances to prove
that it is possible to arrange a window with a piano as a center-
piece in such a way as to make it a genuine business asset. In
such a case it is not so much the instrument itself as the accom-
panying material—the portrait of a prominent artist, or some of
the fittings of a music room—that provide the necessary atmosphere.
It is certain that those retailers who give attention to their
display windows in proportion to the value of the space available
by securing the services of a first-class window dresser, or, at least,
securing the benefit of good advice, will get direct results, par-
ticularly where the displays are changed at regular intervals.
A piano display can be made effective as well as dignified
and where other musical instruments are available can be set forth
to good advantage as the central feature in the window display.
The chief idea, of course, is to get away from the commonplace
and to put into the window that touch of originality that attracts.