Music Trade Review
Issue: 1910 Vol. 50 N. 17 - Page 4
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC
TRADE!
RE™
EDWARD LYMAN BILL - Editor and Proprietor
j . B. SPILLANE, Managing Editor
Executive and Reportorlal Stall
OBO. B. KHIXBB,
W. H. D I K E S ,
R. W. SIMMONS.
AUGUST
B. BmrrrAiM WILSON,
A. J. NICKLIN,
L. HJ. BOWBBS,
J. TlMfB.
BOSTON OFFICE:
CHICAGO OFFICE:
G. W. HENDERSON, 180 Tremont St.
E. P. VAN HARLINQEN, 156 Wabasb Ave.
Room 18.
Room 806.
Telephone, Oxford 2936-2.
Telephone, Central 414.
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
R. W. K i o n v i H ,
ADOLF EDSTBN.
CHAS. N. VAN BUHE.V
SAN FRANCISCO: S. H. GBAT, 88 First Street
CINCINNATI, O.:
BALTIMORE, MD.:
JACOB W. WALTBIB.
A. ROBEBT FRENCH.
LONDON, ENGLAND: 69 Baslnghall St., B.C.
W. LIONBL STUBDT, 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 and Mexico, $2.00 per year;
Canada. $8.50; 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, $80.00; opposite
reading matter, $76.00.
REMITTANCES. In other than currency form, should be made payable to Edward
Lyman BUI.
An
important feature of this publication is a complete sec-
t j o n devoted to the interests of music publishers and dealers.
Exposition Honors Won by The Review
Brand PrUt
Paris Exposition, 1000
Silver Medal. Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1001
(fold Medal
St. Louis BxpoBltlon, 1004
Gold Medal
Lewis-Clark Exposition, 1005.
LONG DISTANCE TELEPHONES-NUMBERS 4677 and 4678 GRAMERCY
Connecting a l l Departments.
Cable address: " Elblll. New York."
NEW YORK, APRIL 23, 1910
EDITORIAL
THE DEFENSE HAS BEEN VERY WEAK.
I
T is interesting- to note that although the columns of this publi-
cation have been thrown open for a free and open discussion
of the coupon-scheme advertising—although an invitation has been
extended to everyone in trade circles to express an opinion in sup-
port of the plan—although the same courtesy has been extended
to the men who follow these practices as to those who condemn
them—although an expression of opinion has been asked from the
members of the trade, whether for or against—it is interesting to
note that up to the present time we have received but one or two
communications which have in any way endorsed this kind of ad-
vertising and even the two letters which we have received have
been so weak and spineless that they have not even reached the
dignity of an argument in support of the contention of these men.
Now, why is this?
Surely The Review discussion has reached such national im-
portance that practically everyone in the trade has been reading
the comments and opinions.
It would seem logical that if a man believes in a certain policy
that he should at least support it by reasonable argument, particu-
larly when his competitors in the trade are so bitterly condemning it.
Now, we say unhesitatingly that we believe that all coupon-
guessing schemes and various other schemes along the same lines
will do more to lower the standing of the piano business than any
other one element which could be introduced.
We believe that it is demoralizing to the manufacturer, the
dealer and the customer.
We believe that it will destroy the confidence of the public in
piano values.
We believe that the very men who are engaged in this business
to-day will live to regret their position.
We believe that the time will come when men will wonder why
such conditions could have existed, and yet, opposed to us in this
REVIEW
belief are business men of standing and importance—men who
have won success in the trade—such success that it would seem
to us that they are not warranted in endorsing methods which tend
to debase piano merchandising.
Still, that is our opinion, and yet anyone who has followed
The Review campaign must have noticed the absence of defence
on the part of the men who are engaged in the coupon-scheme
advertising. Therefore, our opinion has received the strongest
kind of endorsement.
TURNING ON T H E LIGHT.
E have claimed that if these contests are right, then an open
discussion should acquaint every dealer with their advan-
tages and the whole trade should join in.
In other words, our idea was to turn on the light and in this
way disclose the strong points, if any exist, in the coupon adver-
tising policy, or show up the weak ones which we believed existed.
It cannot be denied that the scheme has been productive of
creating business.
Many sales have been made and naturally when one dealer
finds that a competitor who is running some absurd puzzle picture
scheme in the papers is doing many times the amount of business
which he is he begins to wonder whether his old-fashioned methods
are right or not.
He wonders why he should not start a "Rube" contest or
some other picture scheme arrangement by which coupons are given
ad lib. to everyone that sends in a correct solution to the "puzzle."
God save the mark!
There is no question but that the puzzle contests have been
creating business and it really is surprising what a number of
actual sales have been made through them.
Therefore, if this business proposition is a good one all should
enter and browse in the full enjoyment of patronage.
In fact, the whole system of modern merchandising should
be altered so that it will conform to the coupon scheme.
Guessing contests should take the middle of the road in modern
selling and the whole country should run riot on the guessing fad,
that is, if the scheme is right and will stand analysis.
But, will it?
Thus far, the argument which has been evoked in support of
the scheme is infinitesimal.
It does not cut any more figure than an icicle in Sheol.
W
ONE WRONG DOES NOT JUSTIFY ANOTHER.
LL the defenders of the scheme have been able to do is to hide
behind the general statement that it is a form of advertising
and that they are justified in following it, and that the large sums
of money spent each year by manufacturers in advertising is never
considered by the individual purchaser, but, when charged against
each individual piano, it runs into enormous money, and by elimi-
nating this expense they are actually saving purchasers money.
In other words, they pose as benefactors to the human race,
and they are creating an everlasting blessing upon anyone who
may be presented with a rich and elegantly engraved coupon.
Isn't it absurd how business men can stand up and make such
assertions in this year of Our Lord 1910!
How can any man claim that he is running a straightforward,
business enterprise when he will discount a piano price anywhere
from $75 to $125 upon the presentation of a coupon won in an
alleged guessing contest.
Stuff" and nonsense!
Even if the prices of the pianos were not raised in order to be
perfectly adjusted to conditions—even if the prices were as fixed
as the eternal hills—would it be straight business to charge a man
$75 to $125 more for a piano than one who had not solved the
brain racking—soul destroying—temper annihilating "jungle" con-
test or "Rube puzzle" or "location of lovers" or some other absurd
proposition ?
Think of the time consumed in the puzzle solution.
It takes just about a minute and a half of an infant's time to
correctly solve such puzzles.
Is any concern dealing fair with the purchasing public under
such conditions?
If the scheme is right we should be very glad to have it sup-
ported by argument in these columns, but thus far it must be
A
THE
MUSIC
TRADE!
RE™
EDWARD LYMAN BILL - Editor and Proprietor
j . B. SPILLANE, Managing Editor
Executive and Reportorlal Stall
OBO. B. KHIXBB,
W. H. D I K E S ,
R. W. SIMMONS.
AUGUST
B. BmrrrAiM WILSON,
A. J. NICKLIN,
L. HJ. BOWBBS,
J. TlMfB.
BOSTON OFFICE:
CHICAGO OFFICE:
G. W. HENDERSON, 180 Tremont St.
E. P. VAN HARLINQEN, 156 Wabasb Ave.
Room 18.
Room 806.
Telephone, Oxford 2936-2.
Telephone, Central 414.
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
R. W. K i o n v i H ,
ADOLF EDSTBN.
CHAS. N. VAN BUHE.V
SAN FRANCISCO: S. H. GBAT, 88 First Street
CINCINNATI, O.:
BALTIMORE, MD.:
JACOB W. WALTBIB.
A. ROBEBT FRENCH.
LONDON, ENGLAND: 69 Baslnghall St., B.C.
W. LIONBL STUBDT, 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 and Mexico, $2.00 per year;
Canada. $8.50; 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, $80.00; opposite
reading matter, $76.00.
REMITTANCES. In other than currency form, should be made payable to Edward
Lyman BUI.
An
important feature of this publication is a complete sec-
t j o n devoted to the interests of music publishers and dealers.
Exposition Honors Won by The Review
Brand PrUt
Paris Exposition, 1000
Silver Medal. Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1001
(fold Medal
St. Louis BxpoBltlon, 1004
Gold Medal
Lewis-Clark Exposition, 1005.
LONG DISTANCE TELEPHONES-NUMBERS 4677 and 4678 GRAMERCY
Connecting a l l Departments.
Cable address: " Elblll. New York."
NEW YORK, APRIL 23, 1910
EDITORIAL
THE DEFENSE HAS BEEN VERY WEAK.
I
T is interesting- to note that although the columns of this publi-
cation have been thrown open for a free and open discussion
of the coupon-scheme advertising—although an invitation has been
extended to everyone in trade circles to express an opinion in sup-
port of the plan—although the same courtesy has been extended
to the men who follow these practices as to those who condemn
them—although an expression of opinion has been asked from the
members of the trade, whether for or against—it is interesting to
note that up to the present time we have received but one or two
communications which have in any way endorsed this kind of ad-
vertising and even the two letters which we have received have
been so weak and spineless that they have not even reached the
dignity of an argument in support of the contention of these men.
Now, why is this?
Surely The Review discussion has reached such national im-
portance that practically everyone in the trade has been reading
the comments and opinions.
It would seem logical that if a man believes in a certain policy
that he should at least support it by reasonable argument, particu-
larly when his competitors in the trade are so bitterly condemning it.
Now, we say unhesitatingly that we believe that all coupon-
guessing schemes and various other schemes along the same lines
will do more to lower the standing of the piano business than any
other one element which could be introduced.
We believe that it is demoralizing to the manufacturer, the
dealer and the customer.
We believe that it will destroy the confidence of the public in
piano values.
We believe that the very men who are engaged in this business
to-day will live to regret their position.
We believe that the time will come when men will wonder why
such conditions could have existed, and yet, opposed to us in this
REVIEW
belief are business men of standing and importance—men who
have won success in the trade—such success that it would seem
to us that they are not warranted in endorsing methods which tend
to debase piano merchandising.
Still, that is our opinion, and yet anyone who has followed
The Review campaign must have noticed the absence of defence
on the part of the men who are engaged in the coupon-scheme
advertising. Therefore, our opinion has received the strongest
kind of endorsement.
TURNING ON T H E LIGHT.
E have claimed that if these contests are right, then an open
discussion should acquaint every dealer with their advan-
tages and the whole trade should join in.
In other words, our idea was to turn on the light and in this
way disclose the strong points, if any exist, in the coupon adver-
tising policy, or show up the weak ones which we believed existed.
It cannot be denied that the scheme has been productive of
creating business.
Many sales have been made and naturally when one dealer
finds that a competitor who is running some absurd puzzle picture
scheme in the papers is doing many times the amount of business
which he is he begins to wonder whether his old-fashioned methods
are right or not.
He wonders why he should not start a "Rube" contest or
some other picture scheme arrangement by which coupons are given
ad lib. to everyone that sends in a correct solution to the "puzzle."
God save the mark!
There is no question but that the puzzle contests have been
creating business and it really is surprising what a number of
actual sales have been made through them.
Therefore, if this business proposition is a good one all should
enter and browse in the full enjoyment of patronage.
In fact, the whole system of modern merchandising should
be altered so that it will conform to the coupon scheme.
Guessing contests should take the middle of the road in modern
selling and the whole country should run riot on the guessing fad,
that is, if the scheme is right and will stand analysis.
But, will it?
Thus far, the argument which has been evoked in support of
the scheme is infinitesimal.
It does not cut any more figure than an icicle in Sheol.
W
ONE WRONG DOES NOT JUSTIFY ANOTHER.
LL the defenders of the scheme have been able to do is to hide
behind the general statement that it is a form of advertising
and that they are justified in following it, and that the large sums
of money spent each year by manufacturers in advertising is never
considered by the individual purchaser, but, when charged against
each individual piano, it runs into enormous money, and by elimi-
nating this expense they are actually saving purchasers money.
In other words, they pose as benefactors to the human race,
and they are creating an everlasting blessing upon anyone who
may be presented with a rich and elegantly engraved coupon.
Isn't it absurd how business men can stand up and make such
assertions in this year of Our Lord 1910!
How can any man claim that he is running a straightforward,
business enterprise when he will discount a piano price anywhere
from $75 to $125 upon the presentation of a coupon won in an
alleged guessing contest.
Stuff" and nonsense!
Even if the prices of the pianos were not raised in order to be
perfectly adjusted to conditions—even if the prices were as fixed
as the eternal hills—would it be straight business to charge a man
$75 to $125 more for a piano than one who had not solved the
brain racking—soul destroying—temper annihilating "jungle" con-
test or "Rube puzzle" or "location of lovers" or some other absurd
proposition ?
Think of the time consumed in the puzzle solution.
It takes just about a minute and a half of an infant's time to
correctly solve such puzzles.
Is any concern dealing fair with the purchasing public under
such conditions?
If the scheme is right we should be very glad to have it sup-
ported by argument in these columns, but thus far it must be
A
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