Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC
TRADE!
centration of inventive minds upon this product, it is but natural
that its cost should be lessened, and with a lessening cost will come
a corresponding widening of the trade horizon.
When piano players were first put forth, the price naturally
brought about certain limitations. They could only appeal to a cer-
tain class, but with a lowering price, the avenues of distribution are
widened, and to those who have watched the development of the
player, its future seems indeed bright.
O
UR special reports indicate a lively demand for pianos during
the past ten days. This is reflected in the telegraphic orders
which manufacturers have received from dealers urging hurried
shipments. This condition of affairs shows that the stock of the
dealers is extremely low, and that the year will open with ware-
rooms in a more depleted condition than has been noticeable during
any January for many years.
Compare the opening of 1909 with 1908. A year ago the deal-
ers, in anticipation of a large holiday trade, had stocked up heavily.
The looked-for trade did not materialize, and they carried over big
stock accumulation to the present year.
The condition of the piano warerooms a year ago was wholly
different from to-day, and as a result of the depleted stocks every-
where, orders must come in frequently to manufacturers, for pianos
will be sold in goodly numbers. There is no question as to that, for
the dealers will bend every energy upon salesmaking, and where
there is energy there is also results.
The outlook for business for the next twelve months is certainly
most encouraging and a survey of the trade field should be stimu-
lating to every piano merchant, no matter where located.
I
N reviewing the trade newspaper business for the year, it must
be conceded by all fair-minded critics, that while the actual
number of papers dealing with music trade affairs has not decreased
the number which are worthy of support by reasons of values put
forth, has materially decreased. Piano men have recognized this
condition and have more than ever before concentrated their patron-
age upon papers which have standing and influence.
There is no denying the fact that there are papers which secure
patronage from the piano and allied industries, which do not render
a fair equivalent for the money invested.
Now, if piano men, through personal leanings, desire to
patronize vapid, colorless, attenuated sheets, that is their affair.
But it pays the business man, if he is going to spend his money on
a business basis, to apply the same logic in selecting trade papers
that he uses in any other business proposition. In other words, to
use reasonable intelligence in selecting such mediums as appeal to
him as business getters and concentrate upon these papers which are
fairly representative of trade interests.
A representative trade publication, in any industry serves that
industry broadly and no trade paper voicing important interests can
fine adequate excuse for asking patronage, when it can offer noth-
ing of interest to the advertiser.
There are many advertisers in various industries who have not
as yet grasped the great opportunities that exist in trade paper pub-
licity. In some lines, a single publication reaches practically every
buyer in the field, every man who can influence an order, and yet
there are some advertisers who are content merely to play with the
trade paper advertising proposition.
This indifference can only exist because these men have not
been taught to respect trade journalism. On the contrary, the
memory of stand-and-deliver trade journalism still lingers with
them, and, to a certain extent, poisons their mind and lessens their
respect for the profession.
There are many who do not give the care and attention to trade
journalism which the subject deserves. They are content to spend
a few thousand dollars in advertising and let it go at that. They
think enough in other directions about making sales, but no single
force in the trade paper field has yet grappled with them and made
them sit up and take notice that a great selling force is at their
door, a wonderful force and factor that could be utilized in increas-
ing their sales.
Because of the multitude of their duties the heads of many
manufacturing organizations omit any serious consideration of ad-
vertising, but will the publishers of the legitimate trade press be
content to maintain the position allotted to them ?
REVIEW
I
T is easy enough for anyone to record the fact that trade paper
advertising has made material advances during the past ten
years, and has made specially marked improvement during the past
five, but notwithstanding all that has been accomplished, there is
still a larger field for development ahead. The day of the house
organ and the sheet that will print whatever patrons desire is gone;
by, but notwithstanding this wonderful advance, it cannot be de-
nied that thus far scant attention has been given to the question of
trade paper advertising. A proof of this—compare the enormous
sums which have been expended for general advertising with the
sums which have been used for trade newspaper work. That tells
the story.
Enormous fortunes have been made by publications in the
field of general publicity, while comparatively small ones are earned
by publications in the specialized or trade newspaper field.
Now, why is this? Why should the monthly or weekly,
created to amuse people, be a wonderful newspaper, while mainly it'
advertises cheap and inconsequential things, while the trade news-
paper, the serious exponent of manufacturing and financial inter-
ests, is relegated to an obscure corner in the congregation of publi-
cations ?
It is true, the popular magazine reaches hundreds of thousands
of people, where the trade newspaper reaches tens of thousands,
but the trade newspaper reaches the people who sell the goods;
therefore, the influence of a trade newspaper is a tremendous vitaliz-
ing force.
It must be conceded that the piano manufacturers who have
viewed the trade newspaper as a helpful adjunct and have patron 1
ized it liberally, are counted among the most successful in the in-
dustry.
;
IN LIGHTER VEIN
Happy New Year everybody!
One price, and make it the right price.
The clouds of depression are lifting all the time.
And so the trust promoter is again in our midst.
Step softly please, something is going to happen.
Combinations and combinations.
Well, why not?
This is the time when the tongue of the rumor monger wags merrily.
That report about a music trade newspaper trust is a trifle premature.
But, Lord bless you, wouldn't the fur fly about that time! Well, rather.
Would-be Passenger—Hi! there, mate, is the ark full up?
Conductor—No; we've just got room for the jackass. (Pulls bell.) —
Pick-Me-Up.
Looks as if there would be plenty of good business sunlight in the
land to sort, of warm us up a bit. We are willing to have the chill taken.
off, thank you.
BEATS ANY COW AROUND HERE.—An Oklahoma newspaper ad-
vertises as follows: "Full-blooded cow for sale, giving milk, three tons of
hay and a lot of chickens and several stoves."
OLD-FASHIONED HAND PRESS.—Nobody else around the news-
paper office appreciates the power of the press so much as the green office
boy does when he gets his fingers squeezed in one.
ATTRACTIVE SIGN.—This notice was posted in a pleasure-boat be-
longing to a certain steamship company:
'
"The chairs in the cabin are for the ladies. Gentlemen are requested,
not to make use of them until the ladies are seated."
EVOLUTION IN LITERATURE.—Friend: How did you come to
write that "best seller?"
The Modern Literary Gent: First I was struck by a thought. I
epigramized the thought, sketched the epigram, playized the sketch, noveli
ized the play and advertised the novel.
WIDELY ADVERTISED BRAND.—-Hicks—What do you suppose my
wife has been doing now?
Wicks—I don't know.
Hicks—Why, she told me last night that she went all over town the
week before my birthday, trying to buy me some post-prandlal cigars,
said she had read about them in the newspapers.