Music Trade Review
Issue: 1900 Vol. 30 N. 2 - Page 24
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26
Last week we made reference to the fact
that the Weber-Wheelock Co. had paid the
last note of the Weber indebtedness accord-
ing to the terms agreed when the present
company assumed control of the business.
This is a greater achievement than may
be estimated at first thought. Many able
financiers who were in close touch with
trade conditions and prospects when this
obligation was undertaken, estimated that
it would be practically impossible to ac-
complish the ends desired in the stated
time. The opinions of these authorities
have not been verified, for Mr. Wheelock
and Mr. Lawson have met each obligation
as it became due without an hour's delay
and cleared up all indebtedness in the time
specified and, mark you, there has been no
blowing of trumpets.
Mr. Wheelock has not only displayed
marked ability as a manager and financier,
but he has, moreover, advanced the inter-
ests of the Weber piano and augmented its
prestige so that to-day it occupies a higher
place in the esteem of the musical public.
Mr. Wheelock, Mr. Lawson and their asso-
ciates deserve the heartiest applause for
their successful achievements in both finan-
cial and artistic fields.
*
*
*
The ordinary crude mind has only two
compartments, one for truth and one
for error, but frequently, as in the case of
the Annex editor, the contents of the two
compartments become sadly mixed, and
there is a strong probability that the fluid
nature of the electricity of truth has been
lost in transit. In his case there are un-
mistakable signs that the individual cellu-
lar memories have become seriously in-
jured by their contact with a cruel and un-
appreciative world, so their harmonic asso-
ciations with all the individual and gen-
eral movements of his mental faculties
are hopelessly destroyed.
It must be so, for what other construc-
tion must we place upon his utterances,
that "no one has ever been able to trace
to him a single dishonest act."
Is it not more than passing strange that
any honest man should have found it ne-
cessary to declare before the world that
"no one has been able to trace" to him a
single dishonest act?
Place the emphasis on the word "trace,"
and read it again.* Is it an open admission
that dishonest acts have been committed,
but thus far no one has been able to trace
them to him? Isit not frank, too frank we
feel to have emanated from a mind the nerve
cells of which are as a sensitive plate hold-
ing* a throng of successive images?
THE MUSIC TRADE REVIEW
Some part of his organization must have
lost its functional attitude towards all
other parts else such an utterance never
would have been found necessary. It is
one thing to commit a dishonest act, and
quite another to surround it by an intricate
labyrinth of cunning so that those who
seek to trace may become lost in the maze.
What a world of meaning is concentrated
in that sentence, "no one has ever been
able to trace a dishonest act to me."
Will not the inference be placed upon
such an utterance that the man who finds
it necessary to proclaim such a statement
has so thoroughly hedged himself about
with cross trails that he feels secure in his
position from legal accounting?
Is there one word of honest sincerity in
such a statement?
Is it not, after all,
such an explanation as could be offered by
any successful plunderer? He does not
say: I dare an investigation, but simply
that no dishonest act has ever been traced
to him.
Incoherent ravings, clumsily
jointed, poorly constructed sentences,
might confuse some readers—but the intel-
ligent portion easily absorb facts, or argu-
ments, if any, which lie poorly concealed
beneath a mass of egotistical rot.
*
*
*
Advertising is what you make it. If you
buy a few inches of advertising space and
then sit back in your chair, and expect
trade to flow into your door as a result of
your ad., without following it up by per-
sonal w r ork and up-to-date methods of cata-
logue announcements, you will certainly be
fooled. Advertising must be given attention
all the time. A merchant said the other
day that he didn't believe in advertising,
but he had to do a little, to keep his name
before the people. If a little would keep
his name before the people, why would not
more space, with the proper attention,
bring trade into his establishment? It cer-
tainly would if he would stop to give his
advertising as much attention as he does
other details of his business. Advertising
is like a plant. With the proper care and
attention it will grow to mammoth propor-
tions, and increase the business of the ad-
vertiser.
In this connection the remarks of Taylor
Z. Richey in Printers' Ink are interesting:
"The too general impression that advertis-
ing should always bring immediate profits
is responsible for a great many advertising
failures," says Mr. Richey.
"Advertising
is, and should be, regarded as nothing
more than investment. When a man in-
vests money in an enterprise of any kind,
he doesn't expect to realize a profit the
day after he invests the money; he's con-
tent if he gets a profit six or twelve
months after making the investment.
"Very few businesses pay from the be-
ginning.
Gold-mining is usually con-
sidered a profitable business, and yet the
expense incident to the opening of a gold
mine is sometimes enormous. It matters
not how rich the vein of gold may be, be-
fore the money invested can bring a profit
the first dollar's worth of gold taken from
the mine will have cost many times its
value.
The expenditure of money in
opening the mine brings no immediate
profit, but the investor knows that this ex-
pense is necessary in order to derive fu-
ture profits. It's a great deal like that
in advertising. Money invested in adver-
tising new articles rarely brings imme-
diate profits. Confidence must be estab-
lished; the good-will of the people must
be developed.
One's first advertising
merely prepares the soil, and makes it
possible for future advertising to pay.
"Success in any line is usually the result
of long-continued effort. It's the cumu-
lative force of all past efforts acting upon
present efforts that brings success. This
cumulative force might be likened to mo-
mentum. It requires the expenditure of
much energy to,start a heavy freight train,
but when once fairly started the energy ex-
pended in moving the train the first foot
will probably move it twenty feet. Like-
wise, when once fairly started one's adver-
tising will bring constantly increasing re-
turns because of the cumulative force
engendered by all past advertising."
Reviewlets.
The Atlantic Music Co. have recently
opened up an establishment in New Bern,
N. C , with a choice line of pianos, headed
by the Mehlin as their leader, as well as
with a good line of musical merchandise.
Wm. T. Hill is president and treasurer of
the concern and Chas. T. Gaskill secretary.
In a recent communication the latter states
that they expect to wake up things in
" t h e North State."
The Canadian papers, speaking of Josef-
fy's appearance in the Dominion, have re-
ferred in the most enthusiastic and com-
mendatory vein to the magnificent Stein-
way concert grand which he used on his tour.
The Lindeman & Sons Piano Co. of this
city are the publishers of a march militaire
by E. B. Kurscheedt entitled "Oceanic."
It is a pleasing little work simply but effec-
tively arranged.
The Newby & Evans report for the cur-
rent week is satisfactory. Stocktaking is
over and the regular routine of manufac-
ture has been actively taken up again.
There is a steady demand for the latest
Newby & Evans styles.
W. O. Bacon, who for some time has
been manager of the Estey & Camp busi-
ness at 300 Wabash avenue, Chicago, has
purchased the right to use that name to-
gether with the good will and remaining
stock on hand.
Mrs. Lyman W. Redington, wife of Ex-
Assemblyman Redington, of this State—
the author of the "Anti-Stencil Bill"—
died on Sunday at her home, 2113 Fifth
avenue, this city.
A very dainty calendar has reached us
from the Russell-Lane Piano Co., of Chi-
cago. It is artistically conceived, and the
central illustration showing a couple danc-
ing the minuet, is most attractive.
W. H. Daniels, of Denton, Cottier &
Daniels, Buffalo, has been receiving many
congratulations in connection with his re-
cent marriage to Miss Grace H. Neff.
26
Last week we made reference to the fact
that the Weber-Wheelock Co. had paid the
last note of the Weber indebtedness accord-
ing to the terms agreed when the present
company assumed control of the business.
This is a greater achievement than may
be estimated at first thought. Many able
financiers who were in close touch with
trade conditions and prospects when this
obligation was undertaken, estimated that
it would be practically impossible to ac-
complish the ends desired in the stated
time. The opinions of these authorities
have not been verified, for Mr. Wheelock
and Mr. Lawson have met each obligation
as it became due without an hour's delay
and cleared up all indebtedness in the time
specified and, mark you, there has been no
blowing of trumpets.
Mr. Wheelock has not only displayed
marked ability as a manager and financier,
but he has, moreover, advanced the inter-
ests of the Weber piano and augmented its
prestige so that to-day it occupies a higher
place in the esteem of the musical public.
Mr. Wheelock, Mr. Lawson and their asso-
ciates deserve the heartiest applause for
their successful achievements in both finan-
cial and artistic fields.
*
*
*
The ordinary crude mind has only two
compartments, one for truth and one
for error, but frequently, as in the case of
the Annex editor, the contents of the two
compartments become sadly mixed, and
there is a strong probability that the fluid
nature of the electricity of truth has been
lost in transit. In his case there are un-
mistakable signs that the individual cellu-
lar memories have become seriously in-
jured by their contact with a cruel and un-
appreciative world, so their harmonic asso-
ciations with all the individual and gen-
eral movements of his mental faculties
are hopelessly destroyed.
It must be so, for what other construc-
tion must we place upon his utterances,
that "no one has ever been able to trace
to him a single dishonest act."
Is it not more than passing strange that
any honest man should have found it ne-
cessary to declare before the world that
"no one has been able to trace" to him a
single dishonest act?
Place the emphasis on the word "trace,"
and read it again.* Is it an open admission
that dishonest acts have been committed,
but thus far no one has been able to trace
them to him? Isit not frank, too frank we
feel to have emanated from a mind the nerve
cells of which are as a sensitive plate hold-
ing* a throng of successive images?
THE MUSIC TRADE REVIEW
Some part of his organization must have
lost its functional attitude towards all
other parts else such an utterance never
would have been found necessary. It is
one thing to commit a dishonest act, and
quite another to surround it by an intricate
labyrinth of cunning so that those who
seek to trace may become lost in the maze.
What a world of meaning is concentrated
in that sentence, "no one has ever been
able to trace a dishonest act to me."
Will not the inference be placed upon
such an utterance that the man who finds
it necessary to proclaim such a statement
has so thoroughly hedged himself about
with cross trails that he feels secure in his
position from legal accounting?
Is there one word of honest sincerity in
such a statement?
Is it not, after all,
such an explanation as could be offered by
any successful plunderer? He does not
say: I dare an investigation, but simply
that no dishonest act has ever been traced
to him.
Incoherent ravings, clumsily
jointed, poorly constructed sentences,
might confuse some readers—but the intel-
ligent portion easily absorb facts, or argu-
ments, if any, which lie poorly concealed
beneath a mass of egotistical rot.
*
*
*
Advertising is what you make it. If you
buy a few inches of advertising space and
then sit back in your chair, and expect
trade to flow into your door as a result of
your ad., without following it up by per-
sonal w r ork and up-to-date methods of cata-
logue announcements, you will certainly be
fooled. Advertising must be given attention
all the time. A merchant said the other
day that he didn't believe in advertising,
but he had to do a little, to keep his name
before the people. If a little would keep
his name before the people, why would not
more space, with the proper attention,
bring trade into his establishment? It cer-
tainly would if he would stop to give his
advertising as much attention as he does
other details of his business. Advertising
is like a plant. With the proper care and
attention it will grow to mammoth propor-
tions, and increase the business of the ad-
vertiser.
In this connection the remarks of Taylor
Z. Richey in Printers' Ink are interesting:
"The too general impression that advertis-
ing should always bring immediate profits
is responsible for a great many advertising
failures," says Mr. Richey.
"Advertising
is, and should be, regarded as nothing
more than investment. When a man in-
vests money in an enterprise of any kind,
he doesn't expect to realize a profit the
day after he invests the money; he's con-
tent if he gets a profit six or twelve
months after making the investment.
"Very few businesses pay from the be-
ginning.
Gold-mining is usually con-
sidered a profitable business, and yet the
expense incident to the opening of a gold
mine is sometimes enormous. It matters
not how rich the vein of gold may be, be-
fore the money invested can bring a profit
the first dollar's worth of gold taken from
the mine will have cost many times its
value.
The expenditure of money in
opening the mine brings no immediate
profit, but the investor knows that this ex-
pense is necessary in order to derive fu-
ture profits. It's a great deal like that
in advertising. Money invested in adver-
tising new articles rarely brings imme-
diate profits. Confidence must be estab-
lished; the good-will of the people must
be developed.
One's first advertising
merely prepares the soil, and makes it
possible for future advertising to pay.
"Success in any line is usually the result
of long-continued effort. It's the cumu-
lative force of all past efforts acting upon
present efforts that brings success. This
cumulative force might be likened to mo-
mentum. It requires the expenditure of
much energy to,start a heavy freight train,
but when once fairly started the energy ex-
pended in moving the train the first foot
will probably move it twenty feet. Like-
wise, when once fairly started one's adver-
tising will bring constantly increasing re-
turns because of the cumulative force
engendered by all past advertising."
Reviewlets.
The Atlantic Music Co. have recently
opened up an establishment in New Bern,
N. C , with a choice line of pianos, headed
by the Mehlin as their leader, as well as
with a good line of musical merchandise.
Wm. T. Hill is president and treasurer of
the concern and Chas. T. Gaskill secretary.
In a recent communication the latter states
that they expect to wake up things in
" t h e North State."
The Canadian papers, speaking of Josef-
fy's appearance in the Dominion, have re-
ferred in the most enthusiastic and com-
mendatory vein to the magnificent Stein-
way concert grand which he used on his tour.
The Lindeman & Sons Piano Co. of this
city are the publishers of a march militaire
by E. B. Kurscheedt entitled "Oceanic."
It is a pleasing little work simply but effec-
tively arranged.
The Newby & Evans report for the cur-
rent week is satisfactory. Stocktaking is
over and the regular routine of manufac-
ture has been actively taken up again.
There is a steady demand for the latest
Newby & Evans styles.
W. O. Bacon, who for some time has
been manager of the Estey & Camp busi-
ness at 300 Wabash avenue, Chicago, has
purchased the right to use that name to-
gether with the good will and remaining
stock on hand.
Mrs. Lyman W. Redington, wife of Ex-
Assemblyman Redington, of this State—
the author of the "Anti-Stencil Bill"—
died on Sunday at her home, 2113 Fifth
avenue, this city.
A very dainty calendar has reached us
from the Russell-Lane Piano Co., of Chi-
cago. It is artistically conceived, and the
central illustration showing a couple danc-
ing the minuet, is most attractive.
W. H. Daniels, of Denton, Cottier &
Daniels, Buffalo, has been receiving many
congratulations in connection with his re-
cent marriage to Miss Grace H. Neff.
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