Music Trade Review

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THE MUSIC TRADE REVIEW
mate business, and that is to conduct it on
sound business principles. It is not too
much to say that every manufacturer of
pianos, organs, or any other line in the
music trade industry, should make a care-
ful estimate of the cost of his products,
mark them at a profit, and carry on his
general business campaign just as though
there were no other manufacturer engaged
in the business. Let him pay no attention
to the action of the man who is producing
goods and selling them at a loss, for if
such a policy is continued it will not be
long before he will cease to be a competi-
tor. Directing a business chiefly with a
view to meeting that kind of competition
which does not recognize that a profit is
absolutely necessary for the perpetuation
of any enterprise cannot but be disastrous.
Dealers are fully cognizant of the fact
that materials of all kinds that enter into
the manufacture of musical instruments
have advanced, and they will be willing to
pay the increase if manufacturers have
backbone enough to stand up for their
rights.
these days is to instruct his salesmen to true, an advertising value, which cannot
use a little "sand" and get as high a figure be overlooked. It attracts people to a
as possible for his goods. This season is store and in many instances helps to make
pivotal in character; its influence and out- it better known. But to all who take the
come will affect subsequent seasons for trouble to look beneath the surface a little
some time. Prices have risen legitimately the souvenir seems a very risky form of pub-
and necessarily. There has been no forced licity. There are plenty of other plans of
nor fictitious buoyancy. Values are grow- impressing the public with a concern's mer-
ing still greater. Not only is it going to chandising ability—plans that will not in-
be possible to sell more goods, but it is cline any one to view a store in a dispar-
going to be easy to sell better goods. There aging light. Think them out.
is not a section of this whole great country
"INTENT" INFLUENCES DECISION.
that is not sending in reports of almost
IN a recent suit concerning trade mark
unexampled prosperity. Of nothing may
rights, a manufacturer who used the
you be surer than that better times mean
words ' 'Only High Grade" on his labels was
better goods.
perpetually enjoined from their use on the
It is a predominant characteristic of the
grounds that they had already been em-
American people to buy as good goods as ployed by another manufacturer.
The
their means will afford. With more money decision, at first thought, is somewhat ex-
to spend, the average person will not only traordinary in view of the fact that these
buy more merchandise but better merchan- words are in common usage and hardly the
dise. There was never a more propitious property of any one individual or firm.
time for the selling of good, reliable in-
In this case, however, the manufacturer
struments. Make the most of it.
had been using the words in connection
The moulding of the character of this with his name for a long term of years and
year's selling lies in the hands of the man- they had become identified prominently
In this connection every salesman can ufacturers, salesmen and dealers. It needs with his business. The judge evidently
be of considerable value to his employer firmness and plenty of "sand" on the part was of the opinion that the manufacturer
and to the trade at large by helping to of all to maintain the vantage ground. against whom he ruled had ulterior mo-
sustain prices. There is no legitimate nor Let not the retreat be sounded instead of tives in using the words the "Only High
rational excuse why any ground that has the advance. Avoid mistakes, otherwise the Grade," and desired to trade upon the suc-
been won should be surrendered to the salesbooks will show no profit, and all for cess of his competitor by following as
"price beater," nor any reason why quota- the lack of a little "sand."
closely as possible his methods of advertis-
tions that have needed a deal of "boosting"
ing. In this case, as in every other case
to put them where they are to-day should
DO SOUVENIRS PAY?
where the aim is to trade on well-known
be permitted to slide back again. As a TN the reports of the "openings" of new reputations, the intent of the party went a
rule piano salesmen have a large amount
stores as well as in connection with the considerable way in influencing the decis-
of grit, and can display, when needed, ushering in of a new season we notice that ion of a judge.
evidence of a very stiff vertebral column, a great many dealers are offering as an in-
While it seems entirely correct to the lay
but there are times when the temptation is ducement souvenirs in the form of sheet
mind to utilize certain expressions in con-
strong to yield a point or two in order to music and so forth.
nection with the advertising of manufac-
prevent a threatened cancellation or clench
It is pertinent to ask, do souvenirs pay? tured products, yet it invariably happens
a promised sale.
Do they produce the right kind of effect that these names and expressions are used
At these times it takes lots of "sand" to on those attracted to the wareoroms?
because they have a commercial value,
The great trouble with the souvenir in made so through use by other manufactur-
win, and that word strikes the keynote of
the situation this season. A long step for- the great majority of cases is that the cost ers; hence where this matter has been
ward in the right direction can be taken by prevents the giving away of anything out- brought before the Courts they have held
manufacturers, dealers and salesmen, but side of the merest trifle. People who can that the intention back of their use was not
not, however, without the utilization of a afford to buy a piano, or a musical instru- honest, and in almost every instance injunc-
lot of "sand." Have you ever seen a loco- ment that amounts to anything, will not tions have been issued against their usage.
motive engineer run his train down a slip- go out of their way to obtain an article
pery decline? He has no trouble. He that is of little value. They look askance
FACTORY EXrENSIONS.
simply throws the sand valve wide open, at everything that is given away inas- /~\NE of the specially notable features of
and the little stream of flinty granules much as such a device has a cheap, catch-
the existing industrial activity, is
makes the wheels grip the tracks like penny flavor. Many a person, will it is the number of factories or extensions to
death, and the train rolls on with neither true, be led under the influence of an ad- factories now being erected in all parts of
a slip nor a slide. And the engineer could vertisement, a crowd and a certain degree the country for the production of pianos.
have stopped at any point he wished. of excitement to struggle for a souvenir, The demand for instruments last year
Why? He had sand in the sand box and but as a rule when the article is examined taxed the facilities of all our factories;
he used it. Without sand there would the feeling is one of disappointment, and from that time the enlargement of old
have been no such thing as stopping till the person who underwent this trouble plants, or the erection of new ones, has
naturally asks: why so much effort to ob- been the order of the day. In a great
the bottom was reached.
many instances the enlarged conveniences
The plain duty of every manufacturer tain so little?
On the other hand the souvenir has, it is have enabled manufacturers to include
who is putting instruments on the market