Music Trade Review
Issue: 1895 Vol. 20 N. 29 - Page 1
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
PublisHei Every Saturday at 3 East Fourteenth Strest. New York, July 20, 1895.
VOL. XX. No. 29.
From A Traveler's
Note Book.
ADVERTISING IN CANADA
THAT
OF A YEAR
STYLE
A
PAPFR
IMPROVEMENT OVER
AGO
A
CONVENTIONAL
WITH
WIDE - SPREAD
INFLUENCE IN ALL PARTS OF THE CON-
TINENT
CANADA
HAS
PROSPERED
UNDER A PROTECTIVE TARIFF
TRACTIVE PIANOS
AT-
SOMETHING
OF AN ENTERPRISE AT WOOD-
STOCK
D.
CONTROL
W.
KARN
A BIG
& CO.
* •
TRADE.
OTHER FIRMS.
DOHERTY OF CLINTON BUSY
TO— A
& CO.
ADA
MUSICAL
TRADE IN TORON-
CENTRE
WHALEY,
AT
NORDHKIMF.R'S
DOWN
GEORGE
' '
AN
SYDNEY
TALKS IN
1ROQUOIS DIALECT
/•:
THE
RAPIDS
HEINTZMANN
TREAL
FOISY
ACCI-
ASH-
HEINTZMANN'S
SHAKE—-COL. TREACY
-''
ROYCE
THE LYON & HEALY FIRM OF CAN-
DENT TO F. G. MASON
DOWN
GERHARD
IN
MON-
THOS.
F. G.
THE
BIG
*
BANK FAILURE.
1
who succeeds, but it is the man, who
through the advertising columns of a paper
talks and walks with the paper-reading
people. It is to give information—enough
to excite and arouse curiosity—and then,
the rest largely depends upon the salesman.
But here I am diverting. I have, however,
seen such a vast improvement in the adver-
tising columns of the Canadian papers dur-
ing the past year, and being a student of
the advertising question, I am naturally
interested.
ALWAYS make it a point to study the
advertisements of music trade dealers
in the different cities which I visit, and,
by the way, that is a large number—the
cities I mean. I notice in the papers of
Canada a decided improvement in the style
of advertising over that of a year ago.
They appear to me to have more of that life
than formerly. I believe that the ad-smith
—and I consider that a good word; it is
short, explicit and mouth-filling—should
draft his advertisements in a colloquial
conversational
style.
Advertisements
should contain definite information—should
be full of suggestions, should be dignified
without being vulgar — and this seems
to me to be a difficult thing for the ordin-
ary ad-writer. To steer between the Scylla
of dignity and the Charybdis of vulgarity
seems oftentimes a difficult if not impossi-
ble task.
However this is the age of art
in advertising, and no matter how many
times a man repeats that sentence, it is not
chestnutty, nor has the lichen grown over
it. The man who writes the advertise-
ment of a big business institution is a man
upon whom devolves a weighty responsi-
bility. It isn't the flippant fellow or cute
A little satisfaction and a little pleasure
to enter some of the greatest business em-
poriums in the far Northw r est, even as far
as the railroad carries one, and to find the
paper on file and read, with which one is
closely identified. It has been my experi-
ence to visit almost every establishment of
note in the music trade, from Winnipeg to
Central America, and from Portland, Me.,
to Portland, Ore., during the past year, and
it is with a feeling akin to pleasure that I
have noted the strength which THE MJSIC
$3.00 PER YEAR-
SINGLE COPIES, 10 CENTS.
in the Dominion to-day. Instead, there
are from seven to nine thousand pianos
manufactured annually. During the past
twelve months, of course, as a natural re-
flex of the conditions with us, things have
not expanded beyond the normal purchas-
ing power in Canada. During the past two
weeks I have had an opportunity of visit-
ing the manufacturing and retail trade at
the principal points in the Dominion of
Canada, and I wish to say a word first as
to the piano manufacturers. Now, in many
of the attractive features of case ornament-
ation of alleged "selling" points, the
Canadians are not behind us. They have
striven hard to improve their instruments,
both as to exterior appearance and as to
tonal qualities.
* «
For illustration, take the establishment
of D. W. Karn & Co., Woodstock, Ont.
D. W. Karn, the founder, is a man of
strong personality, which is indelibly im-
pressed upon everything with which he
comes in contact—aggressive, and at the
TRADE REVIEW occupies in widely separated same time preserving a commendable de-
sections. Now, it is not my claim, nor gree of conservatism. He has made known
never has it been, that there are more his wares in two continents. He has large
Music TRADE REVIEWS circulated weekly and well-appointed factories at Woodstock,
than of any other publication closely allied where both pianos and organs are manu-
with the musico- industrial affairs of this factured. From here radiates a business
country. There never has been authorized around the world. Mr. Karn has his own
statements emanating from the home office establishments in London and Hamburg,
that the weekly issue was a ridiculous which he visits at least once a year. In
number of thousands of copies; that the the Dominion he controls an exceedingly
editions were so large as to cause the Van- large trade, and the popularity of his in-
derbilt or- Gould railway systems to add an struments has been largely augmented dur-
extra number of mail cars to accommodate ing the past two or three years. In the city
the weekly edition of THE MUSIC TRADE of Toronto alone the sales of the Karn
REVIEW. There have been times when we
pianos have been exceedingly large. Care-
have gotten out some pretty large editions, ful attention to details, and a thorough
and have received official notification that knowledge of business have largely aided to
it would be well to classify our matter by make the Karn a successful business enter-
States. These matters have never been prise in every respect. I had the pleasure
paraded. It can be said truthfully, how- of inspecting the new Karn grand, and I
ever, that the circulation of THE MUSIC feel impelled to say that this instrument is
TRADE REVIEW, although limited in num-
in thorough accord with Mr. Karn's al-
ber, as is every other class publication, is ready established ideas in principles re-
widespread in territory.
garding piano construction, therefore a suc-
cess. I said I had the pleasure of inspect-
* *
ing the Karn grand. I did. And I had also
*
Canada has prospered under the benign the disappointment of refusing a cordial
influence of a protective tariff—I mean the invitation extended to join the founder of
industrial affairs of our cousins across the the business on a little fishing trip, a pleas-
border. If the tariff bairier had been re- ure which I hope to enjoy on some other
moved years ago, I question if there would
be many manufacturers in the music line
{Continued on Page 9.)
'.
PublisHei Every Saturday at 3 East Fourteenth Strest. New York, July 20, 1895.
VOL. XX. No. 29.
From A Traveler's
Note Book.
ADVERTISING IN CANADA
THAT
OF A YEAR
STYLE
A
PAPFR
IMPROVEMENT OVER
AGO
A
CONVENTIONAL
WITH
WIDE - SPREAD
INFLUENCE IN ALL PARTS OF THE CON-
TINENT
CANADA
HAS
PROSPERED
UNDER A PROTECTIVE TARIFF
TRACTIVE PIANOS
AT-
SOMETHING
OF AN ENTERPRISE AT WOOD-
STOCK
D.
CONTROL
W.
KARN
A BIG
& CO.
* •
TRADE.
OTHER FIRMS.
DOHERTY OF CLINTON BUSY
TO— A
& CO.
ADA
MUSICAL
TRADE IN TORON-
CENTRE
WHALEY,
AT
NORDHKIMF.R'S
DOWN
GEORGE
' '
AN
SYDNEY
TALKS IN
1ROQUOIS DIALECT
/•:
THE
RAPIDS
HEINTZMANN
TREAL
FOISY
ACCI-
ASH-
HEINTZMANN'S
SHAKE—-COL. TREACY
-''
ROYCE
THE LYON & HEALY FIRM OF CAN-
DENT TO F. G. MASON
DOWN
GERHARD
IN
MON-
THOS.
F. G.
THE
BIG
*
BANK FAILURE.
1
who succeeds, but it is the man, who
through the advertising columns of a paper
talks and walks with the paper-reading
people. It is to give information—enough
to excite and arouse curiosity—and then,
the rest largely depends upon the salesman.
But here I am diverting. I have, however,
seen such a vast improvement in the adver-
tising columns of the Canadian papers dur-
ing the past year, and being a student of
the advertising question, I am naturally
interested.
ALWAYS make it a point to study the
advertisements of music trade dealers
in the different cities which I visit, and,
by the way, that is a large number—the
cities I mean. I notice in the papers of
Canada a decided improvement in the style
of advertising over that of a year ago.
They appear to me to have more of that life
than formerly. I believe that the ad-smith
—and I consider that a good word; it is
short, explicit and mouth-filling—should
draft his advertisements in a colloquial
conversational
style.
Advertisements
should contain definite information—should
be full of suggestions, should be dignified
without being vulgar — and this seems
to me to be a difficult thing for the ordin-
ary ad-writer. To steer between the Scylla
of dignity and the Charybdis of vulgarity
seems oftentimes a difficult if not impossi-
ble task.
However this is the age of art
in advertising, and no matter how many
times a man repeats that sentence, it is not
chestnutty, nor has the lichen grown over
it. The man who writes the advertise-
ment of a big business institution is a man
upon whom devolves a weighty responsi-
bility. It isn't the flippant fellow or cute
A little satisfaction and a little pleasure
to enter some of the greatest business em-
poriums in the far Northw r est, even as far
as the railroad carries one, and to find the
paper on file and read, with which one is
closely identified. It has been my experi-
ence to visit almost every establishment of
note in the music trade, from Winnipeg to
Central America, and from Portland, Me.,
to Portland, Ore., during the past year, and
it is with a feeling akin to pleasure that I
have noted the strength which THE MJSIC
$3.00 PER YEAR-
SINGLE COPIES, 10 CENTS.
in the Dominion to-day. Instead, there
are from seven to nine thousand pianos
manufactured annually. During the past
twelve months, of course, as a natural re-
flex of the conditions with us, things have
not expanded beyond the normal purchas-
ing power in Canada. During the past two
weeks I have had an opportunity of visit-
ing the manufacturing and retail trade at
the principal points in the Dominion of
Canada, and I wish to say a word first as
to the piano manufacturers. Now, in many
of the attractive features of case ornament-
ation of alleged "selling" points, the
Canadians are not behind us. They have
striven hard to improve their instruments,
both as to exterior appearance and as to
tonal qualities.
* «
For illustration, take the establishment
of D. W. Karn & Co., Woodstock, Ont.
D. W. Karn, the founder, is a man of
strong personality, which is indelibly im-
pressed upon everything with which he
comes in contact—aggressive, and at the
TRADE REVIEW occupies in widely separated same time preserving a commendable de-
sections. Now, it is not my claim, nor gree of conservatism. He has made known
never has it been, that there are more his wares in two continents. He has large
Music TRADE REVIEWS circulated weekly and well-appointed factories at Woodstock,
than of any other publication closely allied where both pianos and organs are manu-
with the musico- industrial affairs of this factured. From here radiates a business
country. There never has been authorized around the world. Mr. Karn has his own
statements emanating from the home office establishments in London and Hamburg,
that the weekly issue was a ridiculous which he visits at least once a year. In
number of thousands of copies; that the the Dominion he controls an exceedingly
editions were so large as to cause the Van- large trade, and the popularity of his in-
derbilt or- Gould railway systems to add an struments has been largely augmented dur-
extra number of mail cars to accommodate ing the past two or three years. In the city
the weekly edition of THE MUSIC TRADE of Toronto alone the sales of the Karn
REVIEW. There have been times when we
pianos have been exceedingly large. Care-
have gotten out some pretty large editions, ful attention to details, and a thorough
and have received official notification that knowledge of business have largely aided to
it would be well to classify our matter by make the Karn a successful business enter-
States. These matters have never been prise in every respect. I had the pleasure
paraded. It can be said truthfully, how- of inspecting the new Karn grand, and I
ever, that the circulation of THE MUSIC feel impelled to say that this instrument is
TRADE REVIEW, although limited in num-
in thorough accord with Mr. Karn's al-
ber, as is every other class publication, is ready established ideas in principles re-
widespread in territory.
garding piano construction, therefore a suc-
cess. I said I had the pleasure of inspect-
* *
ing the Karn grand. I did. And I had also
*
Canada has prospered under the benign the disappointment of refusing a cordial
influence of a protective tariff—I mean the invitation extended to join the founder of
industrial affairs of our cousins across the the business on a little fishing trip, a pleas-
border. If the tariff bairier had been re- ure which I hope to enjoy on some other
moved years ago, I question if there would
be many manufacturers in the music line
{Continued on Page 9.)
'.
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