Music Trade Review
Issue: 1907 Vol. 44 N. 5 - Page 4
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
KMFW
EDWARD LYMAN BILL, - Editor and Proprietor
J. B. SPHXANE, Managing Editor
Executive and Reportorlal Staff:
UHJO. B. K.BLLKB.
W. N. TYLEB.
F. H. THOMPSON.
EMILIB FRANCES BACKE.
L. EJ. ROWERS. B. BBITTAIN WILSON, WIT. B. WHITB. L. J. CHAMBKKLIN. A. J. NICKLIN.
BOSTON OFFICE:
CHICAGO OFFICE:
B>NBST L. WAITT, 278A Tremont St.
E. P. VAN HARLINGBN, 185-197 Wabasb Ave
TELEPHONES : Central 414 ; Automatic 8643
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
PHILADELPHIA:
R. W. KAUFFMAN.
A. W. SHAW.
CHAS. N. VAN BTJRKN.
SAN FRANCISCO: S. II. GRAY, 2407 Sacramento St.
CINCINNATI. O.: NINA PUOH-SMITH.
BALTIMORE, MD.: PAUL T. LOCKWOOD.
LONDON, ENGLAND:
69 Baslnghall St., E. 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
ypar; 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, $60.00; opposite
reading matter. $75.00.
REMITTANCES, In other than currency form, should be made payable to Edward
l.yraan Bill.
Directory ol Piano The directory of piano manufacturing flrme and corporation
found on another page will b« of great value, as a reference
Manufacturer* for dealers and others.
Exposition Honors Won by The Review
trtand Prix
Paris Exposition, 1900 Silver MedoI.Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901 Gold Medal..St. Louis Exposition, 1804
gold Medal.Lewis-Clark Exposition. 1905
LONG DISTANCE TELEPHONE-NUMBER 1745 GRAMERCY
Cable address: "Elblll N e w York."
NEW
YORK, FEBRUARY 2, 1907
EDITORIAL
W
E have received a number of communications from readers
of The Review anent the table which appeared in last
week's publication, showing the increased cost to manufacture pianos
of what is colloquially termed the commercial and high-grade lines.
One dealer writes: "I have read with much interest your article,
and it seems to me that the reasons which you put forth, showing
the necessity of an advance, are absolutely beyond the power of
argument to disprove. I have no doubt that you have gone into
this matter fairly and have given us an accurate statement. It is the
first that I have seen, and I feel that the manufacturers under these
conditions are doing perfectly right in asking for an increase on
their manufactured products, and it is simply up to the dealer to
get more at his end of the line."
Quite right, and if the truth were told it would be found that
some of the concerns who did a large business last year made very
little profit, nothing to what they should have made when consider-
ing the total volume in dollars which their business amounted to.
I
T does not pay for the business man, or the manufacturer, or the
merchant to fool himself with the idea that because he is doing
a large business he is making money. In such times as the present it
pays to give the closest scrutiny to every department of the business.
The rising tide of cost has swept far and away beyond what many
had counted upon, and the end is not yet.
It is pretty difficult to adjust all matters satisfactory to this
rising tide. A good many metal manufacturers are unwilling to
take orders to-day for future deliveries at the present market prices,
and some are insisting upon inserting the clause: "Subject to ruling
market prices in all future orders."
All these things have to be carefully considered in fixing prices
on manufactured products, and it is difficult for a piano manufac-
turer to adjust his net price when all materials are constantly going
up in cost.
As shown by the table in The Review last week, the actual cost
to manufacture instruments has advanced from $io to $25 per piano.
That is a conservative estimate, and one which is the result of care-
ful figuring and an analysis of the increased cost of all things which
enter into piano construction.
A
READER of The Review writes: "I have read your publica-
tion for over a quarter of a century, and I feel that I can't
keep house without The Review as a regular visitor. 1 like your
way of departmentizing. because for the busy man it makes it easy
to look up what is desirable, and my department managers find much
in your special departments to interest them. The small goods
people, the talking machine men and the musical publishers are not
all interested in what you say about pianos, and they like their own
special departments."
The trade paper is supposed to be the highest result of spe-
cialization in the periodical press, and publishers feel that the more
time they can save a reader who is interested in the special depart-
ment the stronger their journals will appeal to that trade as a whole.
Take in the case of The Review: It has a larger circulation
than any purely piano trade paper can hope to have, because it ap-
peals to a number of different departments, and some of our sub-
scribers never handle more than one or two of the special branches
which are treated of weekly in these columns. Experience has
shown that specialization in journalism pays. An argument in our
case would seem unnecessary, as a glance through the advertising
pages of The Review will furnish the evidence, if it were desired,
that people in all branches of the music trade are interested in this
publication.
I
T is surprising sometimes, when we consider how far-reaching
are the effect of editorial utterances in moulding trade opinion.
People read certain doctrines, and unconsciously absorb them. They
cannot tell in a little while just from what source they may have
acquired the ideas which have taken root with them, but they have
come to believe they are right, and in many cases the original decla-
ration of principles may be traced to some trade publication.
To illustrate: Years ago The Review advocated a National
Piano Manufacturers' Association. The editor of this paper was
laughed at by some of the other editors, who called the plan an
advertising scheme, but we called the first national trade meeting
ever held in this country in 1888, when a national association was
formed. This was the germ from which all of the other associa-
tions have sprung, and yet to-day no one knows or cares who started
the original idea. We suggested later on the formation of the
Dealers' National Association. No other paper had even offered
this as a suggestion. We urged as a fitting time to start this move
when the National Piano Manufacturers 1 Association was convened
in New York at the Hoffman House. We were even invited by
several of the dealers to call the meeting. This we positively refused
to do, believing that the proper functions of a trade paper did not
include active participation in association work.
O
NE price was next a strong point with us, and we began a
national campaign in favor of it, by offering cash prizes for
the best articles. It aroused national sentiment, and to-day no one
stops to think where these ideas originated—in fact, they care not.
We simply refer to these matters, not with any idea of claim-
ing credit, because any journalistic institution which seeks credit for
the performance of good moves is usually disappointed. The real
satisfaction comes in the knowledge of knowing that the advice
was right.
D
OES trade paper advertising pay, is an old question which is
being externally exploited in periodicals devoted to the devel-
opment of the advertising trade. Yet many of the purely advertis-
ing journals overlook some of the most important functions of a
trade, or technical publication. It is not alone an advertising me-
dium, but it is a tremendous force in the development of an industry.
The trade paper sifts out its readers, and retains those who consume
or buy certain commodities in their business or other related lines.
Therefore an advertiser has a preferred circulation. In other words,
he is not paying for a circulation among readers who have not the
slightest interest in that which he advertises. Trade papers when
properly conducted are helpful to every industry in which they are
published. They not only disseminate valuable information, but
they are constantly making suggestions which are of obvious value
to those whose interests lie in a particular industry.
advertising strength of a trade paper is so wrapped up in
its news features, and is in many cases so indirect, that it is
difficult for the advertiser to trace direct returns. But experience
of years has shown that trade paper advertising of desirable pro-
THE MUSIC TRADE REVIEW
KMFW
EDWARD LYMAN BILL, - Editor and Proprietor
J. B. SPHXANE, Managing Editor
Executive and Reportorlal Staff:
UHJO. B. K.BLLKB.
W. N. TYLEB.
F. H. THOMPSON.
EMILIB FRANCES BACKE.
L. EJ. ROWERS. B. BBITTAIN WILSON, WIT. B. WHITB. L. J. CHAMBKKLIN. A. J. NICKLIN.
BOSTON OFFICE:
CHICAGO OFFICE:
B>NBST L. WAITT, 278A Tremont St.
E. P. VAN HARLINGBN, 185-197 Wabasb Ave
TELEPHONES : Central 414 ; Automatic 8643
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
PHILADELPHIA:
R. W. KAUFFMAN.
A. W. SHAW.
CHAS. N. VAN BTJRKN.
SAN FRANCISCO: S. II. GRAY, 2407 Sacramento St.
CINCINNATI. O.: NINA PUOH-SMITH.
BALTIMORE, MD.: PAUL T. LOCKWOOD.
LONDON, ENGLAND:
69 Baslnghall St., E. 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
ypar; 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, $60.00; opposite
reading matter. $75.00.
REMITTANCES, In other than currency form, should be made payable to Edward
l.yraan Bill.
Directory ol Piano The directory of piano manufacturing flrme and corporation
found on another page will b« of great value, as a reference
Manufacturer* for dealers and others.
Exposition Honors Won by The Review
trtand Prix
Paris Exposition, 1900 Silver MedoI.Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901 Gold Medal..St. Louis Exposition, 1804
gold Medal.Lewis-Clark Exposition. 1905
LONG DISTANCE TELEPHONE-NUMBER 1745 GRAMERCY
Cable address: "Elblll N e w York."
NEW
YORK, FEBRUARY 2, 1907
EDITORIAL
W
E have received a number of communications from readers
of The Review anent the table which appeared in last
week's publication, showing the increased cost to manufacture pianos
of what is colloquially termed the commercial and high-grade lines.
One dealer writes: "I have read with much interest your article,
and it seems to me that the reasons which you put forth, showing
the necessity of an advance, are absolutely beyond the power of
argument to disprove. I have no doubt that you have gone into
this matter fairly and have given us an accurate statement. It is the
first that I have seen, and I feel that the manufacturers under these
conditions are doing perfectly right in asking for an increase on
their manufactured products, and it is simply up to the dealer to
get more at his end of the line."
Quite right, and if the truth were told it would be found that
some of the concerns who did a large business last year made very
little profit, nothing to what they should have made when consider-
ing the total volume in dollars which their business amounted to.
I
T does not pay for the business man, or the manufacturer, or the
merchant to fool himself with the idea that because he is doing
a large business he is making money. In such times as the present it
pays to give the closest scrutiny to every department of the business.
The rising tide of cost has swept far and away beyond what many
had counted upon, and the end is not yet.
It is pretty difficult to adjust all matters satisfactory to this
rising tide. A good many metal manufacturers are unwilling to
take orders to-day for future deliveries at the present market prices,
and some are insisting upon inserting the clause: "Subject to ruling
market prices in all future orders."
All these things have to be carefully considered in fixing prices
on manufactured products, and it is difficult for a piano manufac-
turer to adjust his net price when all materials are constantly going
up in cost.
As shown by the table in The Review last week, the actual cost
to manufacture instruments has advanced from $io to $25 per piano.
That is a conservative estimate, and one which is the result of care-
ful figuring and an analysis of the increased cost of all things which
enter into piano construction.
A
READER of The Review writes: "I have read your publica-
tion for over a quarter of a century, and I feel that I can't
keep house without The Review as a regular visitor. 1 like your
way of departmentizing. because for the busy man it makes it easy
to look up what is desirable, and my department managers find much
in your special departments to interest them. The small goods
people, the talking machine men and the musical publishers are not
all interested in what you say about pianos, and they like their own
special departments."
The trade paper is supposed to be the highest result of spe-
cialization in the periodical press, and publishers feel that the more
time they can save a reader who is interested in the special depart-
ment the stronger their journals will appeal to that trade as a whole.
Take in the case of The Review: It has a larger circulation
than any purely piano trade paper can hope to have, because it ap-
peals to a number of different departments, and some of our sub-
scribers never handle more than one or two of the special branches
which are treated of weekly in these columns. Experience has
shown that specialization in journalism pays. An argument in our
case would seem unnecessary, as a glance through the advertising
pages of The Review will furnish the evidence, if it were desired,
that people in all branches of the music trade are interested in this
publication.
I
T is surprising sometimes, when we consider how far-reaching
are the effect of editorial utterances in moulding trade opinion.
People read certain doctrines, and unconsciously absorb them. They
cannot tell in a little while just from what source they may have
acquired the ideas which have taken root with them, but they have
come to believe they are right, and in many cases the original decla-
ration of principles may be traced to some trade publication.
To illustrate: Years ago The Review advocated a National
Piano Manufacturers' Association. The editor of this paper was
laughed at by some of the other editors, who called the plan an
advertising scheme, but we called the first national trade meeting
ever held in this country in 1888, when a national association was
formed. This was the germ from which all of the other associa-
tions have sprung, and yet to-day no one knows or cares who started
the original idea. We suggested later on the formation of the
Dealers' National Association. No other paper had even offered
this as a suggestion. We urged as a fitting time to start this move
when the National Piano Manufacturers 1 Association was convened
in New York at the Hoffman House. We were even invited by
several of the dealers to call the meeting. This we positively refused
to do, believing that the proper functions of a trade paper did not
include active participation in association work.
O
NE price was next a strong point with us, and we began a
national campaign in favor of it, by offering cash prizes for
the best articles. It aroused national sentiment, and to-day no one
stops to think where these ideas originated—in fact, they care not.
We simply refer to these matters, not with any idea of claim-
ing credit, because any journalistic institution which seeks credit for
the performance of good moves is usually disappointed. The real
satisfaction comes in the knowledge of knowing that the advice
was right.
D
OES trade paper advertising pay, is an old question which is
being externally exploited in periodicals devoted to the devel-
opment of the advertising trade. Yet many of the purely advertis-
ing journals overlook some of the most important functions of a
trade, or technical publication. It is not alone an advertising me-
dium, but it is a tremendous force in the development of an industry.
The trade paper sifts out its readers, and retains those who consume
or buy certain commodities in their business or other related lines.
Therefore an advertiser has a preferred circulation. In other words,
he is not paying for a circulation among readers who have not the
slightest interest in that which he advertises. Trade papers when
properly conducted are helpful to every industry in which they are
published. They not only disseminate valuable information, but
they are constantly making suggestions which are of obvious value
to those whose interests lie in a particular industry.
advertising strength of a trade paper is so wrapped up in
its news features, and is in many cases so indirect, that it is
difficult for the advertiser to trace direct returns. But experience
of years has shown that trade paper advertising of desirable pro-
Future scanning projects are planned by the International Arcade Museum Library (IAML).