Music Trade Review
Issue: 1910 Vol. 50 N. 10 - Page 4
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE.
REVIEW
second-class mail was a "subsidy" to the publishers that he was
singularly out of harmony with the facts.
The publishers derive no benefit from this rate. They pass
the benefit along to their readers.
Along these lines George Horace Lorimer, editor of The Satur-
day Evening Post, has written some very interesting articles and
the subjoined quoted from one of them will prove of interest to
business men everywhere.
It will show in a very clear manner the benefit of advertising
EDWARD LYMAN BILL - Editor and Proprietor
to the business interests of this country:
J. B. SPIIXANE, Managing Editor
"In his report the Postmaster-General says:
Executive and Reportorlal Stall:
"It has been suggested also that in fixing postage rates for
W. H. DTKBS,
R. W. SIMMON*.
L. B. BOWBRB,
Qw. B. K a i x n ,
second-class
mail a discrimination be made between purely reading
A. J. NICKLIN,
AUGUST J. TlMPS.
B. BRITTAIN WILSON,
matter
and
matter
printed for advertising purposes, a higher rate to
BOSTON OFFICE:
CHICAGO OFFICE:
RBNBST L. WAITT, 69 Bummer 8t. B. P. VAN HARLINOEN, Room 806, 166 Wabash Ave.
be
charged
on
the
latter.
Telephone, Central 414.
"Quite apart from the obvious difficulties in the way of putting
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
R. W. KAumiAN,
ADOLF EDSTBN.
CHAS. N. VAN BUHIN.
such
a recommendation into effect, this sentence brings out clearly
SAN FRANCISCO: S. H. GRAY, 88 P i n t Street.
Mr. Hitchcock's failure to understand the true significance and im-
CINCINNATI. O.:
JACOB W. WAi/nas.
BALTIMORE, MD.: A. ROBERT FRENCH.
portance
of advertising, not only to magazine readers, but to the
LONDON, ENGLAND: 69 Baslnghall St., B. C. W. LIONEL STUBDT, Manager.
business development of the whole country. It is because he is not
Published Every Saturday at 1 Madison Avenue, New York
alone in this that we want to say something about advertising.
"The pioneers of the nineteenth century worked with their
Entered at the New York Post Office as Second Class Matter.
hands; those of the twentieth century are working with their brains.
SUBSCRIPTION. (Including postage). United States and Mexico, $2.00 per year;
Slowly and laboriously the pathway of commerce was hewed out
Canada. $8.50; all other countries, $4.00.
ADVERTISEMENTS,
$2.00 per Inch, single column, per Insertion. On quarterly or
with
the axe and broken with the plow. To-day the pioneer works
yearly contracts a special discount Is allowed. Advertising Pages, $60.00; opposite
rending matter, $75.00.
with a silent force which is no less revolutionary and far-reaching
REMITTANCES. In other than currency form, should be made payable to Edward
than the wireless. Whereas a merchant in the past could use but
Lyman Kill.
A n
I M u c f f * Cka>i*#ia*l11
important feature of this publication is a complete sec-
a small force of salesmen, and push forward the development of his
l w * t » a * V U ^ V U . V M » tion devoted to the interests of music publishers and dealers.
business and of the country only by inches, to-day he has at his com-
Exposition Honors Won by The Review
mand an army which does the work of years in weeks or months.
Brand Prim
Paris Exposition, 1900
Silver Medal. Charleston Exposition, 1902
These silent salesmen go into every house, every store, every office
D i l o m a . Pan-American Exposition, 1901
Gold M edal.... St. Louis Exposition, 1904
Gold Medal
Lewis-Clark Exposition, 1905.
in the country. They may be found in the wilderness and in Wall
LONG DISTANCE TELEPHONES-NUMBERS 4677 and 4678 GRAMERCY
Street. And they have done more to increase the business and the
Connecting all Departments.
prosperity of this country than any other single force. Yet we are
Cable a d d r e s s : "Elblll, N e w York."
planning through one and the same Congress to pass a ship-subsidy
bill and to impose a tax on an enormous number of going concerns,
NEW YORK, MARCH 5, 1910
vital to the prosperity of the country, whose business is either wholly
or partially dependent on this force. Stripped down to the facts,
this is the essence of the Postmaster-General's proposal.
EDITORIAL
"Advertising is true pioneering. It is the great creator of new
business, the great expander of old. The typical trust waits for
WELL-KNOWN piano traveler remarked the other day: some one else to create a new demand to open a new market, and
"Since my firm have commenced to do trade-paper advertis-
then it comes along with "something just as good." Advertising
ing- on an extensive scale it has been easier for me to do business
is to-day the mainstay of independent business; it is the bulwark of
with my dealers."
little business against big business; it is the one open path straight
Now, that is a statement worth thinking over.
to the consumer; it is the small man's chance to win on the sheer
It is a fact that not only are dealers interested in products that
merit of his goods and the brains that he puts into pushing them,
are advertised, but they feel that when they have a live, progressive
against the brute strength of the most powerful trust.
institution behind them—an institution which believes in an up-to-
"It has been charged against the magazines that they carry
date form of publicity—that they are allying themselves with a
more advertising than the newspapers. Though the implied re-
modern force, which is attractive. In other words, the average busi-
proach is not true, we heartily wish that it were. It would mean
ness man prefers to be chained up to a live one rather than a dead
more than our prosperity; it would mean larger prosperity and
one.
development for the whole country. To-day all the leading maga-
Advertising brings about a better acquaintance and understand-
zines and the more intelligent newspapers are carefully scrutinizing
ing between the merchant and traveler, as stated by the gentleman
the character of their advertising matter and guaranteeing the re-
whose words we have quoted above.
liability of the advertisers whom they admit to their columns. And
A good many men overlook some of the fundamentals. They
this is an increasingly potent force in raising business standards.
seem to feel that because they did so-and-so years ago that it is The dishonest, the tricky, the lying merchants cannot get their wares
right to-day.
before the great audience of the leading magazines. Square-dealing
Entirely wrong!
merchants benefit proportionately. Yet it is proposed to penalize
There must be a revision of some theories regarding publicity,
these merchants.
else it is certain that certain people will drop further behind in the
"There is nothing abstruse about this advertising proposition,
struggle for trade supremacy.
nothing difficult to prove. Pick up any reputable magazine, and
The conditions are changing and men must change with them,
analyze the advertising carefully. Here is an association of growers
else they will be forgotten in a few years.
in Hawaii advertising canned pineapple. In the old days they
would have had to work slowly and painfully through jobber and
HERE is no more reason why the Postal Department of our retailer, interesting one merchant and one consumer at a time. To-
Government should pay a profit than that there should be a day they can bring their goods to the attention of almost every
financial credit to the account of the army and navy, or in any other consumer in the country and over night a quick demand springs up,
service institution for public welfare.
making for the immediate expansion of a great industry. Here is a
The.postal department is not supposed to be a money-making
small independent cigar maker. Under old conditions a trust might
institution and the service by its Governmental nature is wholly
have kept him out of business. To-day he can secure in any maga-
assumed to be indispensable to material wealth and progress and
zine just as choice a corner, passed by as many consumers every
the development of our nation.
minute, as the greatest trust in the world, and so small independent
It occurs to us that when the President said that the deficit on
business is safe and thriyjjig. A city takes two pages to present
A
T
THE
MUSIC TRADE.
REVIEW
second-class mail was a "subsidy" to the publishers that he was
singularly out of harmony with the facts.
The publishers derive no benefit from this rate. They pass
the benefit along to their readers.
Along these lines George Horace Lorimer, editor of The Satur-
day Evening Post, has written some very interesting articles and
the subjoined quoted from one of them will prove of interest to
business men everywhere.
It will show in a very clear manner the benefit of advertising
EDWARD LYMAN BILL - Editor and Proprietor
to the business interests of this country:
J. B. SPIIXANE, Managing Editor
"In his report the Postmaster-General says:
Executive and Reportorlal Stall:
"It has been suggested also that in fixing postage rates for
W. H. DTKBS,
R. W. SIMMON*.
L. B. BOWBRB,
Qw. B. K a i x n ,
second-class
mail a discrimination be made between purely reading
A. J. NICKLIN,
AUGUST J. TlMPS.
B. BRITTAIN WILSON,
matter
and
matter
printed for advertising purposes, a higher rate to
BOSTON OFFICE:
CHICAGO OFFICE:
RBNBST L. WAITT, 69 Bummer 8t. B. P. VAN HARLINOEN, Room 806, 166 Wabash Ave.
be
charged
on
the
latter.
Telephone, Central 414.
"Quite apart from the obvious difficulties in the way of putting
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
R. W. KAumiAN,
ADOLF EDSTBN.
CHAS. N. VAN BUHIN.
such
a recommendation into effect, this sentence brings out clearly
SAN FRANCISCO: S. H. GRAY, 88 P i n t Street.
Mr. Hitchcock's failure to understand the true significance and im-
CINCINNATI. O.:
JACOB W. WAi/nas.
BALTIMORE, MD.: A. ROBERT FRENCH.
portance
of advertising, not only to magazine readers, but to the
LONDON, ENGLAND: 69 Baslnghall St., B. C. W. LIONEL STUBDT, Manager.
business development of the whole country. It is because he is not
Published Every Saturday at 1 Madison Avenue, New York
alone in this that we want to say something about advertising.
"The pioneers of the nineteenth century worked with their
Entered at the New York Post Office as Second Class Matter.
hands; those of the twentieth century are working with their brains.
SUBSCRIPTION. (Including postage). United States and Mexico, $2.00 per year;
Slowly and laboriously the pathway of commerce was hewed out
Canada. $8.50; all other countries, $4.00.
ADVERTISEMENTS,
$2.00 per Inch, single column, per Insertion. On quarterly or
with
the axe and broken with the plow. To-day the pioneer works
yearly contracts a special discount Is allowed. Advertising Pages, $60.00; opposite
rending matter, $75.00.
with a silent force which is no less revolutionary and far-reaching
REMITTANCES. In other than currency form, should be made payable to Edward
than the wireless. Whereas a merchant in the past could use but
Lyman Kill.
A n
I M u c f f * Cka>i*#ia*l11
important feature of this publication is a complete sec-
a small force of salesmen, and push forward the development of his
l w * t » a * V U ^ V U . V M » tion devoted to the interests of music publishers and dealers.
business and of the country only by inches, to-day he has at his com-
Exposition Honors Won by The Review
mand an army which does the work of years in weeks or months.
Brand Prim
Paris Exposition, 1900
Silver Medal. Charleston Exposition, 1902
These silent salesmen go into every house, every store, every office
D i l o m a . Pan-American Exposition, 1901
Gold M edal.... St. Louis Exposition, 1904
Gold Medal
Lewis-Clark Exposition, 1905.
in the country. They may be found in the wilderness and in Wall
LONG DISTANCE TELEPHONES-NUMBERS 4677 and 4678 GRAMERCY
Street. And they have done more to increase the business and the
Connecting all Departments.
prosperity of this country than any other single force. Yet we are
Cable a d d r e s s : "Elblll, N e w York."
planning through one and the same Congress to pass a ship-subsidy
bill and to impose a tax on an enormous number of going concerns,
NEW YORK, MARCH 5, 1910
vital to the prosperity of the country, whose business is either wholly
or partially dependent on this force. Stripped down to the facts,
this is the essence of the Postmaster-General's proposal.
EDITORIAL
"Advertising is true pioneering. It is the great creator of new
business, the great expander of old. The typical trust waits for
WELL-KNOWN piano traveler remarked the other day: some one else to create a new demand to open a new market, and
"Since my firm have commenced to do trade-paper advertis-
then it comes along with "something just as good." Advertising
ing- on an extensive scale it has been easier for me to do business
is to-day the mainstay of independent business; it is the bulwark of
with my dealers."
little business against big business; it is the one open path straight
Now, that is a statement worth thinking over.
to the consumer; it is the small man's chance to win on the sheer
It is a fact that not only are dealers interested in products that
merit of his goods and the brains that he puts into pushing them,
are advertised, but they feel that when they have a live, progressive
against the brute strength of the most powerful trust.
institution behind them—an institution which believes in an up-to-
"It has been charged against the magazines that they carry
date form of publicity—that they are allying themselves with a
more advertising than the newspapers. Though the implied re-
modern force, which is attractive. In other words, the average busi-
proach is not true, we heartily wish that it were. It would mean
ness man prefers to be chained up to a live one rather than a dead
more than our prosperity; it would mean larger prosperity and
one.
development for the whole country. To-day all the leading maga-
Advertising brings about a better acquaintance and understand-
zines and the more intelligent newspapers are carefully scrutinizing
ing between the merchant and traveler, as stated by the gentleman
the character of their advertising matter and guaranteeing the re-
whose words we have quoted above.
liability of the advertisers whom they admit to their columns. And
A good many men overlook some of the fundamentals. They
this is an increasingly potent force in raising business standards.
seem to feel that because they did so-and-so years ago that it is The dishonest, the tricky, the lying merchants cannot get their wares
right to-day.
before the great audience of the leading magazines. Square-dealing
Entirely wrong!
merchants benefit proportionately. Yet it is proposed to penalize
There must be a revision of some theories regarding publicity,
these merchants.
else it is certain that certain people will drop further behind in the
"There is nothing abstruse about this advertising proposition,
struggle for trade supremacy.
nothing difficult to prove. Pick up any reputable magazine, and
The conditions are changing and men must change with them,
analyze the advertising carefully. Here is an association of growers
else they will be forgotten in a few years.
in Hawaii advertising canned pineapple. In the old days they
would have had to work slowly and painfully through jobber and
HERE is no more reason why the Postal Department of our retailer, interesting one merchant and one consumer at a time. To-
Government should pay a profit than that there should be a day they can bring their goods to the attention of almost every
financial credit to the account of the army and navy, or in any other consumer in the country and over night a quick demand springs up,
service institution for public welfare.
making for the immediate expansion of a great industry. Here is a
The.postal department is not supposed to be a money-making
small independent cigar maker. Under old conditions a trust might
institution and the service by its Governmental nature is wholly
have kept him out of business. To-day he can secure in any maga-
assumed to be indispensable to material wealth and progress and
zine just as choice a corner, passed by as many consumers every
the development of our nation.
minute, as the greatest trust in the world, and so small independent
It occurs to us that when the President said that the deficit on
business is safe and thriyjjig. A city takes two pages to present
A
T
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