Music Trade Review
Issue: 1906 Vol. 43 N. 22 - Page 4
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
MEW
EDWARD LYMAN BILL, - Editor and Proprietor
J. B. SPELLANE, Managing Editor
Executive and Reportorlal Staff:
QBO. B. KETJJK.
W. N. TYLJDB.
F. H. THOMPSON.
EMILIB FBANCM BAUBK.
L. B. BOWERS. B. BRITTAIN WILSON, Wsr. B. WHITE. L». J. CHAMBESLIN. A. J. NicrLiN.
BOSTON OFFICE:
CHICAGO OFFICE:
B. P. TAN HARLINOBN, 195-197 Wabaib Aye.
TELEPHONES : Central 414 ; Automatic 8643
PHILADELPHIA OFFICE: MINNEAPOLIS and ST. PAUL: ST. LOUIS OFFICE
DBNIST L. WAITT, 278A Tremont St.
R. W. KATJFFMAN.
A. W. SHAW.
CHAS. N. VAN BUREN.
SAN FRANCISCO OFFICE: ALFRED METZQER, 1035 Van Ness Ave.
CINCINNATI, O.:
LONDON. ENGLAND:
NINA PITCH-SMITH.
69 Basinghall St., K. C.
W. Lionel Sturdy, Manager.
Published Every Saturday at 1 Madison Avenue, New York.
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION.(Including postage), United States, Mexico, and Canada, (2.00 per
year; all other countries, $4.00.
ADVERTISEMENTS, $2.00 per inch, single column, per insertion. On quarterly or
yearly contracts a special discount Is allowed. Advertising Pages, $50.00; opposite
reading matter, $76.00.
REMITTANCES, in other than currency form, should be made payable to Bdward
tyman BUI.
Directory ol P l a i o
The directory of piano manufacturing firms and corporation*
found on another page will be of great value, as a reference
Manufacturers for dealers and others.
Exposition Honors Won by The Review
brand Priw
Paris Exposition, 1900 Silver Medal.Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901
Gold Medal..St. Louis Exposition, 1904
Gold Afcdal.Lewls-Clark Exposition, 1905
_____
LONG DISTANCE TELEPHONE-NUMBER 1745 GRAMERCY
Cable addreaw: "Elblll New York."
NEW YORK, DECEMBER 1, 1906
EDITORIAL
S
PECIAL reports sent to The Review from the principal cities
throughout the country during the past ten days indicate that
business, while still continuing in a very large volume, naturally
shows the influence of the season, and the near approach of the
holidays and the close of the year.
Dealers in almost every city and hamlet have been conducting
a good early fall trade, and now as the holiday season approaches
there is a considerable augmentation of business which is, of course,
most gratifying to the retailers who are sharing in the good times
which are being distributed so generally; 1906 will rank as the
banner year for the pianoforte industry. No doubt of that.
There has been recently a demand upon the factories for hur-
ried orders, showing that many of the dealers believe that their
present stock is not adequate to withstand the holiday strain without
breaking here and thus showing a shortage.
W
ITH good times so general throughout the country there
could be no better period than the present in which to es-
tablish the piano industry on a firmer and better basis than it has
ever known before. This can be done by demanding larger monthly
payments for the instruments sold on time, and the correct and the
soundest move of all would be to sell instruments in their proper
class. That is the crux of the piano situation. The trade has never
been surrounded by better conditions and there can be no better
time than the present to establish correct principles in piano sell-
ing. One of the best known men in the industry remarked re-
cently that he had been much interested in the arguments advanced
by this publication that the dealers by selling instruments out of
their proper class were injuring themselves more than it appeared
on the surface. He believed with The Review that the dealer who
sold a piano for $350 which should have been sold for $185 in the
end would not profit by asking a dishonest price for a cheap piano.
He agrees, with our statement that by the time the payments shall
have been half made the purchaser would permit the instrument to
be recalled rather than to continue paying for years mote on an in-
strument of low grade when he could go to one of the nearby de-
partment stores and purchase a new instrument for half the price
that he had agreed to pay originally for his piano.
REVIEW
T
HE movement toward one price is steadily growing, and men
who years ago viewed the plan with suspicion and believed
it impracticable in the piano trade, have now been won over and
class it as the sheet anchor of the business. One price is all right,
but the right price is a mighty sight better and it is useless to talk
one price in one section of the country and another for the same
piano in an adjoining territory. In other words the nationalization
of prices must be established before all instruments can be sold in
their proper class. When this is accomplished one price will then
have become a reality and not a shadowy indefinite principle ad-
hered to by a few dealers.
We believe that next year at the conventions of the music trade
associations the matter of nationalization of prices will occupy a
stronger place in the discussions of both gatherings than ever before.
This year the dealers themselves went on record as favoring the
plan which had been urged only by The Review. However, the
dealers need the support of the manufacturers in order to put this
plan into working shape. The move must be supported by both
branches of the industry, else it cannot be fairly and logically en-
forced.
W
HEN the manufacturers themselves decide to publish their
retail prices broadcast, allowing additional charges for in-
struments at remote points where freight rates are excessive, then
and not until that "time will the piano business begin to assume its
proper position among the many trades. It is well known that
through methods adopted by some in asking any old price for in-
struments, that a portion of the public have come to look with dis-
trust upon piano values, and the way to establish the piano business
firmly and confidently in the estimation of the public is to offer in-
struments at the right prices, and who is better able to fix these
prices in a consistent manner than the men who create the instru-
ments ?
The nationalization of piano prices would at once fix the status
of the cheap and of the special brand pianos. No one could be de-
luded into paying a high price for a special brand piano whether it
bore a fictitious name, or the name of the dealer selling it. It would
have no national or local standing.
DVERTISING methods have been largely revolutionized in the
past few years, and the advertiser who is not educating the
A
trade and the public is not looking far for the advancement of his
own interests. Living in the midst of an unparalleled era of pros-
perity, it must be admitted that the purchasing public is open to con-
viction along many consistent lines. Shrewd business men realize
the truth of this, and are constantly endeavoring by large expendi-
tures to influence public opinion.
No better illustration of the power of advertising can be evi-
denced than in the growth of the piano player business through the
efficacy of general advertising. This condition reflects credit upon
the intelligence of the foremost manufacturers who realized that it
was necessary to go into the advertising field in no uncertain man-
ner in order to attract trade to a special creation.
HE attention of millions of people has been drawn through
clever and attractive advertising to the special advantages of
piano players, and as a result there has been an enormous business
built up in this special branch of the industry within a very brief
period.
It is true that the non-progressive manufacturers have profited
by the cash expenditures and aggressive methods adopted by the
leaders. .The effect of the enormous advertising of the piano player
has been to attract attention in a general way towards the entire
product. Of course those players which have been specially ad-
vertised have reaped a larger advantage, but there has been an indi-
rect value of this advertising to every small piano player manufac-
turer in America.
If the player advertising should drop out of prominence in the
magazines of enormous circulation for twelve months, the effect
would be paralyzing upon the entire industry. The player would
cease to be talked about in a large way outside of trade circles. The
shrewd and intelligent directing forces of the larger institutions fully
realize the truth of this, and they are not slowing up in their ex-
penditures. On the contrary, it is stated upon excellent authority
that enormous advertising contracts have been made by some of the
leading player concerns for the next twelve months, and that the
T
THE
MUSIC TRADE
MEW
EDWARD LYMAN BILL, - Editor and Proprietor
J. B. SPELLANE, Managing Editor
Executive and Reportorlal Staff:
QBO. B. KETJJK.
W. N. TYLJDB.
F. H. THOMPSON.
EMILIB FBANCM BAUBK.
L. B. BOWERS. B. BRITTAIN WILSON, Wsr. B. WHITE. L». J. CHAMBESLIN. A. J. NicrLiN.
BOSTON OFFICE:
CHICAGO OFFICE:
B. P. TAN HARLINOBN, 195-197 Wabaib Aye.
TELEPHONES : Central 414 ; Automatic 8643
PHILADELPHIA OFFICE: MINNEAPOLIS and ST. PAUL: ST. LOUIS OFFICE
DBNIST L. WAITT, 278A Tremont St.
R. W. KATJFFMAN.
A. W. SHAW.
CHAS. N. VAN BUREN.
SAN FRANCISCO OFFICE: ALFRED METZQER, 1035 Van Ness Ave.
CINCINNATI, O.:
LONDON. ENGLAND:
NINA PITCH-SMITH.
69 Basinghall St., K. C.
W. Lionel Sturdy, Manager.
Published Every Saturday at 1 Madison Avenue, New York.
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION.(Including postage), United States, Mexico, and Canada, (2.00 per
year; all other countries, $4.00.
ADVERTISEMENTS, $2.00 per inch, single column, per insertion. On quarterly or
yearly contracts a special discount Is allowed. Advertising Pages, $50.00; opposite
reading matter, $76.00.
REMITTANCES, in other than currency form, should be made payable to Bdward
tyman BUI.
Directory ol P l a i o
The directory of piano manufacturing firms and corporation*
found on another page will be of great value, as a reference
Manufacturers for dealers and others.
Exposition Honors Won by The Review
brand Priw
Paris Exposition, 1900 Silver Medal.Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901
Gold Medal..St. Louis Exposition, 1904
Gold Afcdal.Lewls-Clark Exposition, 1905
_____
LONG DISTANCE TELEPHONE-NUMBER 1745 GRAMERCY
Cable addreaw: "Elblll New York."
NEW YORK, DECEMBER 1, 1906
EDITORIAL
S
PECIAL reports sent to The Review from the principal cities
throughout the country during the past ten days indicate that
business, while still continuing in a very large volume, naturally
shows the influence of the season, and the near approach of the
holidays and the close of the year.
Dealers in almost every city and hamlet have been conducting
a good early fall trade, and now as the holiday season approaches
there is a considerable augmentation of business which is, of course,
most gratifying to the retailers who are sharing in the good times
which are being distributed so generally; 1906 will rank as the
banner year for the pianoforte industry. No doubt of that.
There has been recently a demand upon the factories for hur-
ried orders, showing that many of the dealers believe that their
present stock is not adequate to withstand the holiday strain without
breaking here and thus showing a shortage.
W
ITH good times so general throughout the country there
could be no better period than the present in which to es-
tablish the piano industry on a firmer and better basis than it has
ever known before. This can be done by demanding larger monthly
payments for the instruments sold on time, and the correct and the
soundest move of all would be to sell instruments in their proper
class. That is the crux of the piano situation. The trade has never
been surrounded by better conditions and there can be no better
time than the present to establish correct principles in piano sell-
ing. One of the best known men in the industry remarked re-
cently that he had been much interested in the arguments advanced
by this publication that the dealers by selling instruments out of
their proper class were injuring themselves more than it appeared
on the surface. He believed with The Review that the dealer who
sold a piano for $350 which should have been sold for $185 in the
end would not profit by asking a dishonest price for a cheap piano.
He agrees, with our statement that by the time the payments shall
have been half made the purchaser would permit the instrument to
be recalled rather than to continue paying for years mote on an in-
strument of low grade when he could go to one of the nearby de-
partment stores and purchase a new instrument for half the price
that he had agreed to pay originally for his piano.
REVIEW
T
HE movement toward one price is steadily growing, and men
who years ago viewed the plan with suspicion and believed
it impracticable in the piano trade, have now been won over and
class it as the sheet anchor of the business. One price is all right,
but the right price is a mighty sight better and it is useless to talk
one price in one section of the country and another for the same
piano in an adjoining territory. In other words the nationalization
of prices must be established before all instruments can be sold in
their proper class. When this is accomplished one price will then
have become a reality and not a shadowy indefinite principle ad-
hered to by a few dealers.
We believe that next year at the conventions of the music trade
associations the matter of nationalization of prices will occupy a
stronger place in the discussions of both gatherings than ever before.
This year the dealers themselves went on record as favoring the
plan which had been urged only by The Review. However, the
dealers need the support of the manufacturers in order to put this
plan into working shape. The move must be supported by both
branches of the industry, else it cannot be fairly and logically en-
forced.
W
HEN the manufacturers themselves decide to publish their
retail prices broadcast, allowing additional charges for in-
struments at remote points where freight rates are excessive, then
and not until that "time will the piano business begin to assume its
proper position among the many trades. It is well known that
through methods adopted by some in asking any old price for in-
struments, that a portion of the public have come to look with dis-
trust upon piano values, and the way to establish the piano business
firmly and confidently in the estimation of the public is to offer in-
struments at the right prices, and who is better able to fix these
prices in a consistent manner than the men who create the instru-
ments ?
The nationalization of piano prices would at once fix the status
of the cheap and of the special brand pianos. No one could be de-
luded into paying a high price for a special brand piano whether it
bore a fictitious name, or the name of the dealer selling it. It would
have no national or local standing.
DVERTISING methods have been largely revolutionized in the
past few years, and the advertiser who is not educating the
A
trade and the public is not looking far for the advancement of his
own interests. Living in the midst of an unparalleled era of pros-
perity, it must be admitted that the purchasing public is open to con-
viction along many consistent lines. Shrewd business men realize
the truth of this, and are constantly endeavoring by large expendi-
tures to influence public opinion.
No better illustration of the power of advertising can be evi-
denced than in the growth of the piano player business through the
efficacy of general advertising. This condition reflects credit upon
the intelligence of the foremost manufacturers who realized that it
was necessary to go into the advertising field in no uncertain man-
ner in order to attract trade to a special creation.
HE attention of millions of people has been drawn through
clever and attractive advertising to the special advantages of
piano players, and as a result there has been an enormous business
built up in this special branch of the industry within a very brief
period.
It is true that the non-progressive manufacturers have profited
by the cash expenditures and aggressive methods adopted by the
leaders. .The effect of the enormous advertising of the piano player
has been to attract attention in a general way towards the entire
product. Of course those players which have been specially ad-
vertised have reaped a larger advantage, but there has been an indi-
rect value of this advertising to every small piano player manufac-
turer in America.
If the player advertising should drop out of prominence in the
magazines of enormous circulation for twelve months, the effect
would be paralyzing upon the entire industry. The player would
cease to be talked about in a large way outside of trade circles. The
shrewd and intelligent directing forces of the larger institutions fully
realize the truth of this, and they are not slowing up in their ex-
penditures. On the contrary, it is stated upon excellent authority
that enormous advertising contracts have been made by some of the
leading player concerns for the next twelve months, and that the
T
Future scanning projects are planned by the International Arcade Museum Library (IAML).