Music Trade Review

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THE MUSIC TRADE REVIEW
There is a scholarly smack
admitted. It will be observed that all of the adverse criticisms come
about them, almost an Emersonian charm which interests and holds
from those who are absurdly jealous of the progress of this publica-
the reader. They are written by one who has learned to be brief
tion and who have been unable to keep in sight of it either in influ-
without being dull and colorless in his expressions.
ence, circulation or prestige.
Wanamaker advertisements himself.
A man of the stamp of the Paretic
Egotist is unable to understand how a trade paper can be clean
OOD advertising helps a man in every other way. Any writer,
and succeed. Well, we are showing him, are we not?
no matter what his literary ambitions might be, can add ma-
terially to his equipment and efficiency by taking a course in the
writing of advertisements under a good, clean cut, practical business
' I ''HE developments in the war between Russia and Japan afford
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a certain lesson which may be not unappropriately applied to
About Mr. Ogden's advertising there are many notable
mercantile life. This lesson teaches, if anything, that a small concern
things. In the first place the English is good, the thought is novel,
like the smaller nation, may, through thorough preparation, alertness
and the style of expression entertaining.
and energy of action, succeed in inflicting serious damage upon its
man.
Now every piano man may materially increase his business by
writing good, truthful, entertaining advertisements.
It is stimulat-
ing to business, and if a man cannot get up an attractive advertise-
ment he "had better pay a man who can than simply to spend his
money for a lot of senseless flamboyant utterances which too fre-
Many concerns rely too much upon their established strength, and
antiquity, rather than keeping in touch with the more modern trend.
It is safe to predict that when such a house meets with a smaller
competitor, whose quickness and skill is directed by enthusiasm,
success is not apt to perch on its banners.
quently disgust rather than attract.
A
antagonist, even if its capital and its business be twice as large.
LBERT G. CONE, late treasurer of the W. W. Kimball Co.,
\ X 7TTHOUT prejudging the result of this great contest between
two nations, both of them good friends of America, it is
was a man who thoroughly appreciated good advertising. Mr.
Cone was aesthetic in his tastes, possessed a cultivated, refined mind,
safe to state that many a concern, small and insignificant at the out-
and was in every respect a model advertiser.
He has often re-
set, but which has always progressed with the demands of the age,
lated to us that frequently while traveling he would gain a sug-
has made a place for itself in the world at the expense of some large
gestion from some point on the road and develop it at his leisure.
concern which looked with disdain upon its beginning. It was never
He had what he termed a cabinet of undeveloped advertising ideas
so necessary as to-day to have the business armor ready for the fray,
and possessed the power of a simple, interesting description which
with every man prepared to do his duty when called upon.
is absolutely essential to good advertisement drafting and designing.
equipped the piano man need fear no foe.
A DVERTISING is a subject that we are never tired of talking
Thus
I N a number of industries manufacturers who cannot satisfactorily
It is a subject which
pool many disturbing interests have, however, come together
demands the closest study from the head of the house, and never
on the matter of a fixed price at which instruments should be sold
should be passed by in an indifferent way. Every man who has
not only by themselves, but by the retailers. Where the goods sold
worked up to be the head of the business should not belittle the ques-
embody certain patents, the courts have decided that the sale of these
tion of advertising if he hopes to continue to tread the pathway to
wares by a retailer at a price other than that mutually agreed upon
success, but first of all. an advertisement should be truthful.
is an infringement of patent.
*• * about, and it is but little understood.
That
In this connection the victory which
is the one great essential—there should be no false statements made
R. H. Macy & Co. have just scored in their fight against the Ameri-
in advertisements. Advertise pianos in their class.
can Publishers' Association is worthy of mention.
This organiza-
tion embraces ninety-five per cent, of the book publishers of the
' T * H E number of communications which we are constantly receiv-
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country, and was formed for the purpose of regulating the price at
ing from readers everywhere regarding suggestions made in
which books may be sold by retailers. Macy & Co. refused to sign
this paper, form the strongest kind of argumentative proof that The
an agreement not to cut prices. The publishers cut off their supply,
Review is read and to a large degree relied upon by the thinking
and severed business relations with other concerns from whom that
element of the trade.
firm obtained a supply of books. Macy & Co. took the matter into
Dealing as we are constantly with a number of topics in every
department of trade which interests, it is gratifying to note how
the courts and their contentions previously sustained by the appellate
division have now been confirmed by the Court of Appeals.
eagerly the paper is sought for by those who are desirous of obtain-
ing our views upon trade affairs.
OME of the best advice on the subject of "promising" was given
by old John Randolph of Roanoke, in his direct and down-
We have always taken the position, and in that we have differed
from others, that a trade newspaper should not be simply the expo-
nent of the trade, and the purveyor of trade news, but it should be
in the fullest degree a leader and a moulder of trade opinion.
right way:
"Lay down this as a principle, that truth is to the other virtues
what vital air is to the human system. They cannot exist at all with-
out it; and as the body may live under many diseases, if supplied
*~T* HE Review is the oldest paper published in its special line in
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America, and as a veteran, has a right to be heard over some
fects where there is a rigid attachment to truth.
All equivocation
of the youngsters who have come on the stage many years after this
and subterfuge belongs to falsehood, which consists not in using
institution was doing business.
false words only, but in conveying false impressions, no matter
The steady progress which The Review has made is generally
.
pure air for its consumption, so may the character survive many de-
how."