Music Trade Review
Issue: 1898 Vol. 27 N. 18 - Page 10
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
12
Arbor business since Mr. Henderson took
hold of it. Of course he is able to offer
good values, but the secret of success is in
making them known.
*
*
* *
OHN C. Freund is certainly producing a
magnificent paper in his Musical Amer-
ica'—a paper that is entitled to the highest
consideration at the hands of the musical
profession of America. Through this jour-
nal the musicians have an opportunity to
throw off the throttling clutch of the man
who has so long blackened musical trade
journalism, and whose pernicious influence
is now, happily, of the past in music trade
affairs. The musicians of this country
have an 'opportunity before them which
they should not be slow in availing them-
selves of.
*
*
* *
T. La M. Couch returned last Saturday
from a trip on the road in the Kroeger and
G. and K. interests. He is out again this
week. " T o m " La M. Couch is winning
his spurs in great big shape as a traveler.
He is a sincere, earnest man, who is making
a host of friends among the dealers.
During Mr. Couch's last tour, which oc-
cupied seven weeks, he visited the chief
cities of fifteen States. He made many
valuable connections and secured a large
number of orders.
J
^
*£
=H
^
NE of the most peculiar and trouble-
some things in the matter of pub-
licity is the lack of persistency among ad-
vertisers. They may expend a fair amount
O
T
HE
of cash and energy in making a single effort
but they invariably grow tired if called
upon to expend the same amount through
a campaign of six or twelve months. They
seem to lack the nerve to fight long and
hard, and forget the fact that the road to
success is an uphill one all the way.
Sporadic attempts are of little advantage
to the advertiser who desires returns for
his money. There are but 40 per cent, of
advertisers who make their advertising
pay. The rest never learned that persis-
tency in advertising is the one vital neces-
sity. They jumped into advertising with-
out preparation in the way of the money
to meet the expense or the experience to
keep from wasting it. They failed to con-
sider that the creation of trade through
advertising was a long process. They
plunged, got a little business for a time,
and failed ultimately, or soon found that
advertising was costing them far too much
for the amount of business they did. Who
is to blame? Is it fair to expect business
to develop in this end-of-the-century ad-
vertising age without persistent and tire-
less effort in the advertising field?
*
*
* *
T is believed that there is no truth in
the rumor that Marc Blumenburg is to
write a book entitled "The Firms That
Have Knuckled, Or, How I Work the
Game."
#
*
* *
Augustus Van Biene is reported to have
refused $5,000 for his pet violencello. It
had not been previously supposed that Mr.
Van Biene placed such a high value on any
of his possessions excepting his hair.
I
GRAPHOPHONE.
Clever Wissner Advertising.
An excellent example of Wissner adver-
tising is the following, clipped from last
Sunday's Herald:
THE UNITED STATES QOVERNHENT
acknowledges the scientific supremacy of the
Wissner Grand Piano in upright form by granting
it letters patent May nth, 1897, No. 582,569, thereby
admitting that it contained a greater volume and
better quality of tone than any other piano made,
and the
WI5SNER PIANO
is the only instrument that contains every mechan-
ical and scientific attribute of the horizontal Grand.
Leading artists who have performed on the Wiss-
ner Artist Grand while touring this country de-
mand them on the Continent, so the piano that
American genius made possible is alike famous at
home and abroad.
w
/ i c c w c n MALL,
MAI I 538 near
and Flatbush
540 Fulton
Street,
WlbiJlNhK
Avenue.
Factory and Warerooms Atlantic Avenue, near Franklin,
Brooklyn.
New York. Jersey City. Newark. Bridgeport.
25 E. 14th St. 80-82 Montgom'y St. 6 n Broad St.
213 State St.
It is T. J. Greene.
Columbus, Ind., Oct. 20, '98.
Edward Lyman Bill:
Dear Sir—I see in your excellent journal
that you have J. F. Green as opening a
music store in Columbus, Ind. Please cor-
rect, it is T. J. Greene, manager for Hard-
ing & Riehm, Louisville, Ky.
Business has been first-class since we
opened.
Yours respectfully,
T. J. GREENE.
C. H. W. Foster, of Chickering & Sons,
was a visitor to Chickering Hall during the
week.
Lyon & Healy, the great Chicago dealers in
musical instruments and supplies, write:
" F o r several years we have noted an
ever
increasing
public
interest
in . . . .
The Graphophone*
This has been brought about on the one
hand by reason of the many
delightful
features necessarily inherent in a sound-
reproducing machine, and on the other hand
by the great improvements in the machines
themselves.
The Graphophones which we
now offer to the musical world do not need
the charm of absolute novelty to command
attention.
They have outgrown the expensive experimental
stage incidental
to novelties and to-day challenge
admiration as perfect mechanical productions offered at a wonderfully reasonable price."
«^_ MUSIC DEALERS CAN PROFIT. ^L>
This fall and 'winter there will be a great demand for Graphophones and Graphophone supplies. The goods are easily
handled and attract customers* Write to our nearest office for Catalogue M t and for discounts granted dealers*
COLUMBIA PHONOGRAPH COMPANY, De Pt a
NEW YORK, 143 and 145 Broadway.
Retail Branch, 1155, 1157, 1159 Broadway, N. Y.
PARIS, 34 Boulevard des Italiens.
CHICAGO, 211 State Street.
ST. LOUIS, 720-722 Olive St.
PHILADELPHIA, 1032 Chestnut St.
WASHINGTON, 919 Pennsylvania Ave.
BALTIMORE, 110 E. Baltimore St.
BUFFALO, 313 Main St.
SAN FRANCISCO, 723 Market St.
THE MUSIC TRADE REVIEW
12
Arbor business since Mr. Henderson took
hold of it. Of course he is able to offer
good values, but the secret of success is in
making them known.
*
*
* *
OHN C. Freund is certainly producing a
magnificent paper in his Musical Amer-
ica'—a paper that is entitled to the highest
consideration at the hands of the musical
profession of America. Through this jour-
nal the musicians have an opportunity to
throw off the throttling clutch of the man
who has so long blackened musical trade
journalism, and whose pernicious influence
is now, happily, of the past in music trade
affairs. The musicians of this country
have an 'opportunity before them which
they should not be slow in availing them-
selves of.
*
*
* *
T. La M. Couch returned last Saturday
from a trip on the road in the Kroeger and
G. and K. interests. He is out again this
week. " T o m " La M. Couch is winning
his spurs in great big shape as a traveler.
He is a sincere, earnest man, who is making
a host of friends among the dealers.
During Mr. Couch's last tour, which oc-
cupied seven weeks, he visited the chief
cities of fifteen States. He made many
valuable connections and secured a large
number of orders.
J
^
*£
=H
^
NE of the most peculiar and trouble-
some things in the matter of pub-
licity is the lack of persistency among ad-
vertisers. They may expend a fair amount
O
T
HE
of cash and energy in making a single effort
but they invariably grow tired if called
upon to expend the same amount through
a campaign of six or twelve months. They
seem to lack the nerve to fight long and
hard, and forget the fact that the road to
success is an uphill one all the way.
Sporadic attempts are of little advantage
to the advertiser who desires returns for
his money. There are but 40 per cent, of
advertisers who make their advertising
pay. The rest never learned that persis-
tency in advertising is the one vital neces-
sity. They jumped into advertising with-
out preparation in the way of the money
to meet the expense or the experience to
keep from wasting it. They failed to con-
sider that the creation of trade through
advertising was a long process. They
plunged, got a little business for a time,
and failed ultimately, or soon found that
advertising was costing them far too much
for the amount of business they did. Who
is to blame? Is it fair to expect business
to develop in this end-of-the-century ad-
vertising age without persistent and tire-
less effort in the advertising field?
*
*
* *
T is believed that there is no truth in
the rumor that Marc Blumenburg is to
write a book entitled "The Firms That
Have Knuckled, Or, How I Work the
Game."
#
*
* *
Augustus Van Biene is reported to have
refused $5,000 for his pet violencello. It
had not been previously supposed that Mr.
Van Biene placed such a high value on any
of his possessions excepting his hair.
I
GRAPHOPHONE.
Clever Wissner Advertising.
An excellent example of Wissner adver-
tising is the following, clipped from last
Sunday's Herald:
THE UNITED STATES QOVERNHENT
acknowledges the scientific supremacy of the
Wissner Grand Piano in upright form by granting
it letters patent May nth, 1897, No. 582,569, thereby
admitting that it contained a greater volume and
better quality of tone than any other piano made,
and the
WI5SNER PIANO
is the only instrument that contains every mechan-
ical and scientific attribute of the horizontal Grand.
Leading artists who have performed on the Wiss-
ner Artist Grand while touring this country de-
mand them on the Continent, so the piano that
American genius made possible is alike famous at
home and abroad.
w
/ i c c w c n MALL,
MAI I 538 near
and Flatbush
540 Fulton
Street,
WlbiJlNhK
Avenue.
Factory and Warerooms Atlantic Avenue, near Franklin,
Brooklyn.
New York. Jersey City. Newark. Bridgeport.
25 E. 14th St. 80-82 Montgom'y St. 6 n Broad St.
213 State St.
It is T. J. Greene.
Columbus, Ind., Oct. 20, '98.
Edward Lyman Bill:
Dear Sir—I see in your excellent journal
that you have J. F. Green as opening a
music store in Columbus, Ind. Please cor-
rect, it is T. J. Greene, manager for Hard-
ing & Riehm, Louisville, Ky.
Business has been first-class since we
opened.
Yours respectfully,
T. J. GREENE.
C. H. W. Foster, of Chickering & Sons,
was a visitor to Chickering Hall during the
week.
Lyon & Healy, the great Chicago dealers in
musical instruments and supplies, write:
" F o r several years we have noted an
ever
increasing
public
interest
in . . . .
The Graphophone*
This has been brought about on the one
hand by reason of the many
delightful
features necessarily inherent in a sound-
reproducing machine, and on the other hand
by the great improvements in the machines
themselves.
The Graphophones which we
now offer to the musical world do not need
the charm of absolute novelty to command
attention.
They have outgrown the expensive experimental
stage incidental
to novelties and to-day challenge
admiration as perfect mechanical productions offered at a wonderfully reasonable price."
«^_ MUSIC DEALERS CAN PROFIT. ^L>
This fall and 'winter there will be a great demand for Graphophones and Graphophone supplies. The goods are easily
handled and attract customers* Write to our nearest office for Catalogue M t and for discounts granted dealers*
COLUMBIA PHONOGRAPH COMPANY, De Pt a
NEW YORK, 143 and 145 Broadway.
Retail Branch, 1155, 1157, 1159 Broadway, N. Y.
PARIS, 34 Boulevard des Italiens.
CHICAGO, 211 State Street.
ST. LOUIS, 720-722 Olive St.
PHILADELPHIA, 1032 Chestnut St.
WASHINGTON, 919 Pennsylvania Ave.
BALTIMORE, 110 E. Baltimore St.
BUFFALO, 313 Main St.
SAN FRANCISCO, 723 Market St.
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