Music Trade Review
Issue: 1906 Vol. 43 N. 3 - Page 6
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
6
MUSIC TRADE
EDWARD LYMAN BILL, - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Staff:
GBO. B. KELLER.
W. N. TYLER.
F. H. THOMPSON.
EMILIB FRANCES BADKB.
L. B. BOWERS. B. BBIXTAIN WILSON, Wst. B. WHITE. L. J. CHAMBERLIN. A. J. NICKLIN.
BOSTON OFFICE:
EBNEST L. WAITT, 278A Tremont St.
CHICAGO OFFICE:
E. P. VAN HARLINGEN, 195-197 Wabash Ave.
TELEPHONES : Central 414 ; Automatic 8643
PHILADELPHIA OFFICE: MINNEAPOLIS and ST. PAUL: ST. LOUIS OFFICE
It. W. KAT1FFMAN.
A . W . SHAW.
CHAS. N . VAN BURBN.
SAN FRANCISCO OFFICE: ALFRED METZGER, 425-427 Front S t
CINCINNATI, O.:
NINA PUGH-SMITH.
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, $75.00.
REMITTANCES, In other than currency form, should be made payable to Edward
Lyman Bill.
Directory ol Piano
~
~ Z
Manufacturers
The directory of piano manufacturing firms and corporations
found on another page will be of great value, as a reference
f o r dealer,, a n ( j others.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900 Silver Medal.Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901 Gold Medal. .St. Louis Exposition, 1904
Gold ifedot.Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONE—NUMBER 1745 GRAMERCY
~~
NEW YORK,
JULY
21, 1 9 0 6
EDITORIAL
T
RADE reports from widely separated sections of the country
which have reached The Review office this week, are, on the
whole, most favorable. While the usual summer quietude prevails
in retail circles in the East, yet manufacturers are fairly busy, many
of them working ahead on stock for fall trade. In the West more
active conditions prevail in both wholesale and retail fields. In the
smaller cities the sales are reported as larger than usual this sum-
mer, with the call of a better grade of instruments. In fact,
throughout the far West a very buoyant feeling prevails in business
circles, owing to the splendid outlook for the crops, which, accord-
ing to Government reports, are destined to give the farmers a larger
return in cash than for many years past. This means, of course,
greater purchases of luxuries, and the piano trade in general should
get its share of the expenditure.
T
HE outlook on the Pacific Coast is also most satisfactory. San
Francisco is making steady headway in its plans for re-
building, while the conditions throughout the State of California
and the Northwest were never as prosperous, nor the outlook as
good. As John A. Norris, vice-president of the Smith & Barnes
Piano Co., said in the course of his interesting talk with The Re-
view last week: "I believe, and Mr. Sherman heartily agrees
with me on this subject, that 1907 will be the most remarkable year
for the sale of pianos on the Pacific Coast. There is no possible
doubt of this, and they will be the best instruments too." This
opinion from two gentlemen who may well be termed "experts"
affords an idea of the splendid outlook in the far West.
T
IME was when it was a common thing to study the advertise-
ments of the various piano houses to note a retailer's attempt
to knock his competitor, whether it was expressed or implied. In
about eight of every ten advertisements there used to be "knock-
ing" in, evidence all of the time, but to-day it is generally conceded
by men in all lines of trade that knocking is harmful to those who
indulge in it, and it is a fact that those who indulge in this form
of advertising cannot curb their jealousy and ill-feeling sufficiently
to promote their own merchandise; they are so engrossed in their
desire to hurt their competitor's business that they Jose sight of
REVIEW
the original purpose they had in mind when drafting their adver-
tising.
Many men watch their rivals business closer than their own.
They study the advertising of a competing firm and use all their
efforts to counteract the statements and prices they find, by argu-
ments that apply directly to their competitor's advertising.
That each piano merchant should closely watch his competi-
tor's movements and advertising is commendable; and that every
legitimate means to offset the advertising of one's competitor should
be used, is also necessary.
But the bone of contention is this: Don't answer directly
any statement of a rival concern. The Review has been, "knocked"
by less successful competitors and it has kept right on growing.
Our advice is don't use printers' ink and valuable space to
tell the people whose patronage you are seeking why they shouldn't
trade at such and such a store. Don't exaggerate a statement that
a competitor has made, or cut his prices lower on the same instru-
ments he is endeavoring to belittle and is featuring in his knocking
advertising.
In drawing attention to your store and merchandise, do not
imitate; inaugurate something totally different. This will turn
attention away from your competitor; not to him. To give recog-
nition by answering a competitor's advertising either directly or
indirectly is to acknowledge your fear of his goods and prices.
The public is quick to see such an attitude, and its inevitable re-
sult is to hurt your business, and to accomplish just the opposite
of that at which you aimed—increase your competitor's business.
By concentrating all your energy in advertising your own
goods—dwelling on their high quality—the extensiveness and re-
liability of your stock—the accommodations of your store—prompt-
ness of delivery—courtesy to patrons—lowness of price and other
equally important items, you can easily accomplish all that is lost
by the other kind of publicity.
ND right here let us say something about the last subject,
"lowness of price." To those merchants who are everlast-
ingly and in quick succession hurling into the face of the poor
public "Tremendous Cut Price Sales" and "Extraordinary Dis-
count Sales," your efforts are in vain, unless you give well grounded
reasons for your price cutting—actual reasons, if possible; if there
is nothing upon which to base them, conjure them up. The public
is naturally skeptical, and will not easily absorb these oft-repeated
and meaningless price reductions, unless some plausible reason is
given. If every advertiser would concentrate all his efforts in exploit-
ing his own goods and ignore the existence of his competitor, the
ultimate effect would not only be a decided increase in his sales, but
also inspire the confidence of the public in his store, and in the
pianos which he has to offer. No one can advance his own in-
terests by trying to pull down the reputation of his neighbor's piano.
A
T
HE National Phonograph Co. provided royal entertainment
for their jobbers on their visit to New York this week. A
most interesting programme was provided, and nothing was left
undone by the officials of the National Phonograph Co. to make the
stay of their guests one of rare enjoyment. The thoughtfulness
of the company in so signally honoring their jobbers was keenly
appreciated, and this was evidenced by the presentation of a phono-
graph record in gold to Thomas A. Edison, the inventor of the
phonograph, and a handsome loving cup to William E. Gilmore,
president of the National Phonograph Co., by the visiting talking
machine men.
T
HE first requisite to success is earnestness. Strenuousness is
the key which unlocks the door to the chamber of wealth
and power. A man thoroughly imbued with the spirit of his busi-
ness, and who works intelligently to a purpose, is sure to win.
This earnestness should bristle in all advertisements. But there
are advertisers who mistake boasting for earnestness. It is not
what one says he can do, but it is what he does. The man who
writes advertisements should have faith in the wares he offers for
sale. He should believe in them, at their prices, so greatly that
he can convince others that he has bargains for the public. Real
earnestness is better than the eloquence of rhetorician. Indeed,
earnestness is one of the highest forms of true eloquence. One
never did and one never will persuade, convince, convert and win
pthers except he be imbued thoroughly with the spirit of his theme.
THE
6
MUSIC TRADE
EDWARD LYMAN BILL, - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Staff:
GBO. B. KELLER.
W. N. TYLER.
F. H. THOMPSON.
EMILIB FRANCES BADKB.
L. B. BOWERS. B. BBIXTAIN WILSON, Wst. B. WHITE. L. J. CHAMBERLIN. A. J. NICKLIN.
BOSTON OFFICE:
EBNEST L. WAITT, 278A Tremont St.
CHICAGO OFFICE:
E. P. VAN HARLINGEN, 195-197 Wabash Ave.
TELEPHONES : Central 414 ; Automatic 8643
PHILADELPHIA OFFICE: MINNEAPOLIS and ST. PAUL: ST. LOUIS OFFICE
It. W. KAT1FFMAN.
A . W . SHAW.
CHAS. N . VAN BURBN.
SAN FRANCISCO OFFICE: ALFRED METZGER, 425-427 Front S t
CINCINNATI, O.:
NINA PUGH-SMITH.
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, $75.00.
REMITTANCES, In other than currency form, should be made payable to Edward
Lyman Bill.
Directory ol Piano
~
~ Z
Manufacturers
The directory of piano manufacturing firms and corporations
found on another page will be of great value, as a reference
f o r dealer,, a n ( j others.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900 Silver Medal.Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901 Gold Medal. .St. Louis Exposition, 1904
Gold ifedot.Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONE—NUMBER 1745 GRAMERCY
~~
NEW YORK,
JULY
21, 1 9 0 6
EDITORIAL
T
RADE reports from widely separated sections of the country
which have reached The Review office this week, are, on the
whole, most favorable. While the usual summer quietude prevails
in retail circles in the East, yet manufacturers are fairly busy, many
of them working ahead on stock for fall trade. In the West more
active conditions prevail in both wholesale and retail fields. In the
smaller cities the sales are reported as larger than usual this sum-
mer, with the call of a better grade of instruments. In fact,
throughout the far West a very buoyant feeling prevails in business
circles, owing to the splendid outlook for the crops, which, accord-
ing to Government reports, are destined to give the farmers a larger
return in cash than for many years past. This means, of course,
greater purchases of luxuries, and the piano trade in general should
get its share of the expenditure.
T
HE outlook on the Pacific Coast is also most satisfactory. San
Francisco is making steady headway in its plans for re-
building, while the conditions throughout the State of California
and the Northwest were never as prosperous, nor the outlook as
good. As John A. Norris, vice-president of the Smith & Barnes
Piano Co., said in the course of his interesting talk with The Re-
view last week: "I believe, and Mr. Sherman heartily agrees
with me on this subject, that 1907 will be the most remarkable year
for the sale of pianos on the Pacific Coast. There is no possible
doubt of this, and they will be the best instruments too." This
opinion from two gentlemen who may well be termed "experts"
affords an idea of the splendid outlook in the far West.
T
IME was when it was a common thing to study the advertise-
ments of the various piano houses to note a retailer's attempt
to knock his competitor, whether it was expressed or implied. In
about eight of every ten advertisements there used to be "knock-
ing" in, evidence all of the time, but to-day it is generally conceded
by men in all lines of trade that knocking is harmful to those who
indulge in it, and it is a fact that those who indulge in this form
of advertising cannot curb their jealousy and ill-feeling sufficiently
to promote their own merchandise; they are so engrossed in their
desire to hurt their competitor's business that they Jose sight of
REVIEW
the original purpose they had in mind when drafting their adver-
tising.
Many men watch their rivals business closer than their own.
They study the advertising of a competing firm and use all their
efforts to counteract the statements and prices they find, by argu-
ments that apply directly to their competitor's advertising.
That each piano merchant should closely watch his competi-
tor's movements and advertising is commendable; and that every
legitimate means to offset the advertising of one's competitor should
be used, is also necessary.
But the bone of contention is this: Don't answer directly
any statement of a rival concern. The Review has been, "knocked"
by less successful competitors and it has kept right on growing.
Our advice is don't use printers' ink and valuable space to
tell the people whose patronage you are seeking why they shouldn't
trade at such and such a store. Don't exaggerate a statement that
a competitor has made, or cut his prices lower on the same instru-
ments he is endeavoring to belittle and is featuring in his knocking
advertising.
In drawing attention to your store and merchandise, do not
imitate; inaugurate something totally different. This will turn
attention away from your competitor; not to him. To give recog-
nition by answering a competitor's advertising either directly or
indirectly is to acknowledge your fear of his goods and prices.
The public is quick to see such an attitude, and its inevitable re-
sult is to hurt your business, and to accomplish just the opposite
of that at which you aimed—increase your competitor's business.
By concentrating all your energy in advertising your own
goods—dwelling on their high quality—the extensiveness and re-
liability of your stock—the accommodations of your store—prompt-
ness of delivery—courtesy to patrons—lowness of price and other
equally important items, you can easily accomplish all that is lost
by the other kind of publicity.
ND right here let us say something about the last subject,
"lowness of price." To those merchants who are everlast-
ingly and in quick succession hurling into the face of the poor
public "Tremendous Cut Price Sales" and "Extraordinary Dis-
count Sales," your efforts are in vain, unless you give well grounded
reasons for your price cutting—actual reasons, if possible; if there
is nothing upon which to base them, conjure them up. The public
is naturally skeptical, and will not easily absorb these oft-repeated
and meaningless price reductions, unless some plausible reason is
given. If every advertiser would concentrate all his efforts in exploit-
ing his own goods and ignore the existence of his competitor, the
ultimate effect would not only be a decided increase in his sales, but
also inspire the confidence of the public in his store, and in the
pianos which he has to offer. No one can advance his own in-
terests by trying to pull down the reputation of his neighbor's piano.
A
T
HE National Phonograph Co. provided royal entertainment
for their jobbers on their visit to New York this week. A
most interesting programme was provided, and nothing was left
undone by the officials of the National Phonograph Co. to make the
stay of their guests one of rare enjoyment. The thoughtfulness
of the company in so signally honoring their jobbers was keenly
appreciated, and this was evidenced by the presentation of a phono-
graph record in gold to Thomas A. Edison, the inventor of the
phonograph, and a handsome loving cup to William E. Gilmore,
president of the National Phonograph Co., by the visiting talking
machine men.
T
HE first requisite to success is earnestness. Strenuousness is
the key which unlocks the door to the chamber of wealth
and power. A man thoroughly imbued with the spirit of his busi-
ness, and who works intelligently to a purpose, is sure to win.
This earnestness should bristle in all advertisements. But there
are advertisers who mistake boasting for earnestness. It is not
what one says he can do, but it is what he does. The man who
writes advertisements should have faith in the wares he offers for
sale. He should believe in them, at their prices, so greatly that
he can convince others that he has bargains for the public. Real
earnestness is better than the eloquence of rhetorician. Indeed,
earnestness is one of the highest forms of true eloquence. One
never did and one never will persuade, convince, convert and win
pthers except he be imbued thoroughly with the spirit of his theme.
Future scanning projects are planned by the International Arcade Museum Library (IAML).