Music Trade Review

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THE MURIC TRADE REVIEW.
EDWARD LYMAN BILL
Editor and Proprietor.
PUBLISHED
EVERY
SATURDAY
3 East 14th St., New York
SUBSCRIPTION (including postage) United States and
Canada, I3.00 per year; Foreign Countries, $4.00.
ADVERTISEMENTS, $2.00 per inch, single column, per
insertion. On quarterly or yearly contracts a special dis-
count is allowed.
REMITTANCES, in other than currency form, should
be made payable to Edward Lyman Bill.
Entered at the New York Post Office as Second- Class Matter,
",THE BUSINESS MAN'S PAPER."
A NOTABLE SERIES.
T
RADE in this city is not startlingly
brisk. There has, however, been a
steady improvement for the last two weeks,
which gives every evidence of continuing.
Manufacturers express themselves as quite
hopeful and encouraged at the business
outlook.
Meanwhile trade is not coming unso-
licited. There was never a time when it
was so necessary for business men to be ag-
gressive. Sitting down bewailing the
times is a poor policy to pursue. There
are plenty of examples in the trade, which
go to show that the firms which keep them-
selves and their products before the trade
find little time for complaining—they are
busy manufacturing and selling. It may
require unusual mental exertion and
physical labor to come out ahead just now,
but it can be done, and there is no reason
why it should not be done. Now is the
time for action.
• • • • • • • • • • • •
AN OPPORTUNITY FOR AMERICANS.
N Exposition of Industries and Fine
Arts will be opened in the City of
Mexico on the 2d of April, 1896, and will
remain open for a period of at least six
A
nonths. The general administration will
be under a corporate management controll-
ed by prominent Mexicans and foreigners.
The Mexican Government has obligated
itself to give awards consisting of diplomas
and medals. The awards will be made by
an international jury, and a full list of the
same published. Exhibits intended for
competition must be so stated, otherwise
they will be excluded from examination for
award.
All merchandise imported for the Expo-
sition will be exempt from duty except in
case of sale, bonds for security alone re-
quired. The material and machinery for
any buildings to be erected on the Exposi-
tion grounds, or the entire building im-
ported for erection there, will be admitted
free of duty. The concessionaires located
in the foreign department are exempt of all
Federal taxes with the exception of those
collected in the form of stamps.
This Exposition will afford a capital op-
portunity for American manufacturers of
musical instruments who desire to make
their goods known in Latin America.
We are prepared to give all necessary in-
formation to exhibitors regarding this Ex-
position. Also, we can, through our repre-
sentative in Mexico, see that each exhibi-
tor's instruments are given first-class
location in order that their wares may be
suitably displayed.
I
is the first
musical publication in America to speak to
our Sister Republics in their own musical
language. Aside from covering the United
States, this edition will reach every city
from Winnipeg to the countries which lie
south of the Equator.
Our purpose in publishing a portion of
this issue in Spanish is to draw the coun-
tries of Latin America into closer com-
munion with us. There is undeniably a
vast trade in musical instruments in the
Republics south of us, a trade which, to a
certain extent, has been ignored by Amer-
ican manufacturers. That trade has been
cultivated and fostered by Europe, particu-
larly France and Germany. There is no
reason why we should not come in for a
goodly portion of that Latin-American
trade. We can, if we will only pay atten-
tion to its development.
The illustrations which are published in
this number, of Mexican establishments,
give one a comprehensive idea of trade
quarters in Mexico.
The art work, the color work, the typo-
graphy of this volume are all worthy of the
closest inspection. This is truly the day of
art in advertising, and the work which we
present must furnish an indisputable argu-
ment that we are fully cognizant of that
fact and are amply prepared to give our
patrons not only the best up-to-date effects,
but something original as well. When you
read and admire some of the attractive ad-
vertising features of this paper, recollect
others too will read your business an-
nouncements if made in a similar manner.
The point is right here: When a paper
furnishes logical and convincing evidence
of its ability to exist, not only as a pur-
veyor of reliable news—of facts clearly
stated—of scientific advances—of all the es-
sentials in the conduct of a dignified jour-
nal, but a knowledge of the science of
modern advertising, for it is a science,
as well, it is worthy of patronage, is it
not?
THE MUSIC TRADE REVIEW
N many respects this is perhaps the most
remarkable issue which has ever been
uttered of a musical publication. Can any
fair-minded individual, after
looking
through this volume from cover to cover,
say with sincerity, that there is not a place
—not a demand—not a reason—for a paper
designated in the vernacular as a special?
Every issue of THE MUSIC TRADE REVIEW
which we have characterized as a "special"
has fulfilled a certain specified purpose.
With this we complete a series which have
been the means of bringing the trade in
THE MUSIC TRADE REVIEW was the first
every section of America into closer ac- paper in this country to come out squarely
quaintance with each other. From a news- as a trade publication. W r e believe that it
paper standpoint we think that the series is not egotistical for us to say that we have
have not been lacking in enterprise. From fairly won "a place." Whatever position
a trade standpoint they have been product- this journal has in the music trade has not
ive of much good. In our opinion a good been gained by sacrificing one iota of cor-
paper—a paper of a high standard—reflects rect journalistic principles to the sensa-
not only credit upon its conductors, but tional, to the defamatory, or to the dam-
upon its constituency as well. A trade natory methods. We have moved steadily
paper is, in a large degree, a reflex of that ahead and say this: The marked improve-
trade of which it is an exponent; therefore ment which has been made in this paper
the high grade of publications which we during the past twelve months we propose
have issued in our special line surely digni- will be surpassed during the present year. .
fies and must act beneficially toward the We have in mind certain improvements
entire trade.
which will be announced in due time.