Music Trade Review

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THE MUSIC TRADE REVIEW.
From a Traveler's Note Book.
THE CATHOD1C RAYS OF ROENTGEN AS APPLIED TO BUSINESS
ALONG THE
TISING
LINE
THE SHAW PIANO LARGELY IN EVIDENCE
PROSPECTS BRIGHTENING ALL
THE SCIENCE OF ADVER-
MODERN IDEAS—THE FEMININE PORTION OF THE COMMUNITY SHOULD BE
INTERESTED
POSTER
CURIOUS FORMS FOLLOWED
AUTOHARP
BUY
AN
ADVERTISING
INSTANCE
WHERE
HE power of the cathode rays
would not have been able to
discover a trade backbone of
unusual proportions during
the past week. There were
so many causes attributable
to the depressed conditions
and shrunken trade vertebrae—the bond
deal was nnsettled. and all the banks
were hoarding money—good commercial
paper was going a begging. Then in our
trade came the crash of the Wheelock com-
bination, a happening which at once had a
demoralizing effect upon music trade inter-
ests everywhere. This week, however, the
atmosphere has been cleared—the glorious
news from Washington regarding the bid
for bonds has done more to re-establish con-
fidence than anything that occurred formany
years. I say that it was the greatest day
in the history of this republic since Ap-
pomattox, when Grant and Lee met under
the famous apple tree. The beneficial effect
upon trade was almost instantaneous—
stocks advanced and things have bright-
ened up all around. Now if Congress
would only adjourn at once, instead of act-
ing as a menace to the further return
of prosperity, why all would be well and
things would move merrily onward.
THE GILDEMEESTER
EASY
IT
TO
WAS
PLAY AND
EASY
TO
& KROEGER
EASY
TO
GET.
to supply her with the utmost that fancy or
whim might suggest. This was as true a
reading of human nature, in a practical
way, as can easily be instanced. "Get the
women on your side and your cause will
prosper" is what it teaches us.
Do the heads of some of our leading
music emporiums plan their advertising
campaign so that they bring special knowl-
edge of their wares before the feminine por-
tion of the community?
* *
How often we see really good advertise-
ments—advertisements full of originality
and brainy thoughts—that contain faults so
glaring as to entirely kill the pulling
power they should have possessed.
* *
studio the company are fitting at 28 East 23d
Street. The power of the attraction of the
autoharp wasapparent there the other day.
Mr. Case had secured the services of a colored
boy to act in the capacity of door boy. For a
few days he enjoyed the position. He was re-
splendent in brass buttons and blue uniform
galore—while every time he grinned he dis-
played a set of molars which put to blush the
ivory of the keyboard of a Steinway grand.
One day the boy was missing—likewise a
choice autoharp—while the cash drawer gave
evidence of having been tampered with. In
the colored boy's case, the autoharp proved
easy to get, but whether it will be easy to
keep, is a secret which the future holds.
Band Instruments and the
Campaign.
RASS band manufacturers and agents
are making great preparations for an
enlarged business during the year owing to
the Presidential campaign. C. G. Conn will
open a New York wareroom, and many of
the "small goods" concerns will handle a
big line of band instruments. Hamilton
S. Gordon among others will cater to this
trade and will issue a band instrument cata-
logue in a short time.
There's another curious thing about ad-
The only serious rival to the sale of band
vertising; whenever a man "conveys" his instruments this campaign is W. Li. Frost's
ideas from another's ad, he usually makes a "Zobc." This little instrument is gotten
mess of the whole thing and dishes it up in up in different sizes so that a complete Zo-
such a mangled form that the originator bo band is possible—and possible without
would never recognize his handwork. It any waste of time in learning, for anyone
was not so long ago that copy for an ad was can play them. And then they are sold at
sent to this office. Upon glancing over it, such a reasonable price that the masses will
I at once saw the wording had been taken "cry for them. " There is plenty of room,
almost literally from a dry goods advertise- however, for all sorts and descriptions of
ment—retail at that. I called the attention band instruments, and if they "toot" a
of the firm to the fact and the copy was better man and a better party into power
changed.
than we boast of at the present time we can
stand the agony.
There is one piano that is particularly
A good ad first catches attention, then
noticeable in my travels, I refer to the Shaw,
awakens
thought and then half the battle Crawford & Cox Branch Burned
made in Erie. There is an instrument that
is
over.
The ad writer's value lies
Out.
is moving steadily onward and upward in
in
the
fact
that
he
looks
at
an
article
in
trade estimation. I notice that dealers who
have handled the Shaw pianos are not luke- exactly the same way as the public looks at •"THE Crawford & Cox branch store in
warm in their praise of them, they are it. The questions that occur to the public 1 Erie, Pa., suffered a heavy loss by
in regard to a product occur also to the ad fire which occurred on Feb. 7. The fire
strongly enthusiastic and there are others.
writer, and in answering these questions he originated in Thomson & Co. 's gun store, in
*
makes a good ad—better than the manufac- the same building. The total loss is esti-
How expansive the science of advertis- turer of the article, to whom such questions mated at $q.ooo.
ing! It is to me always an interesting study do not present themselves for solution, can
when traveling to observe carefully the do. By the way, have you seen the Gilde-
Otto Sutro's Will.
lines of advertising followed by leading meester & Kroeger poster issued by their
merchants in different localities. Some local representatives in Baltimore?
HE will of the late Otto Sutro was filed
firms have brought it up. to an art standard
in the Orphans' Court last Saturday
*
while others run the same old antiquated
The autoharp advertising has been upon for probate. It is very short, and devises
style which they observed years ago. A. most advanced lines—that catch line
to his wife, Mrs. Orianna Sutro, the entire
T. Stewart, the original merchant prince,
estate, of every description, kind and
EASY TO BUY
showed remarkable prescience, as well as a
character, and appoints her to be the sole
EASY TO PLAY
keen knowledge of human nature, when he has been in evidence in nearly all of the executrix. In so doing the will recites: "I
selected his line of business. Intuitively, autoharp advertising and it has impressed wish to give substantial proof of the un-
perhaps, he saw the tremendous force of itself upon the public. Anything that is limited confidence I repose in my wife for
woman in society and trade. He took into easy to buy in these times is liable to hold her constancy, pure love and faithfulness
his perspective the multitude cf her wants, out some allurements—especially when to me, for the more than conscientious dis-
her passion for beauty and adornment, her coupled with the fact that it's easy to play. charge of all her duties as a true wife, and
love of luxuries, her loyal conformity to Again the illustrations used in advertising her exceptional devotion to the welfare and
fashion's—which is really trade's—man- the popular instrument have been of a most education of our children," etc. The will
date. And he knew chat the husbands, artistic character—most of the drawings was executed October 1, 1883, and was wit-
fathers, brothers, and those "dearer than were executed by well known artists. nessed by Robert F. Gibson, Harry T. Ste-
brothers," would toil and make sacrifices Speaking of the autoharp, what a charming venson and Charles W. Osborn.
B
T