Music Trade Review
Issue: 1910 Vol. 50 N. 20 - Page 4
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
EDWARD ILYMAN BILL - Editor and Proprietor
j . B. SPILLANE, Managing Editor
Executive and Reportorial Staff:
OBO. B. KBIXBB,
W. H. DYKES,
R. W. SIMMONS.
B. BBITTXIN WILSON,
A. J. NICKLIN,
AUGUST
L. B. Bown«,
J. TlMPM.
CHICAGO OFFICE:
BOSTON OFFICE:
B. P. VAN HABLINGEN, 156 Wabash Ave.
G. W. HENDERSON, 180 Tremont St.
Room 806.
Room 18.
Telephone, Central 414.
Telephone, Oxford 2936-2.
ST. LOUIS:
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL :
R. W. KAUITMAR,
ADOLF EDSTBN.
CBAS. ft. VAN BURIN.
SAN FRANCISCO: S. H. GRAY, 88 P i n t Street
CINCINNATI. O.:
BALTIMORE, MD.:
JACOB W. WALTMB.
A. ROBERT FBBNCH.
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, 92.00 per rear;
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. AdTertlslng Pages, $00.00; opposite
reading matter, $75.00.
REMITTANCES, In other than currency form, should be made payable to Edward
Lyman Bill.
A n
Cppflnn
Important feature of this publication is a complete sec-
i ^ ^ * * »****•• tion devoted to the interests of music publishers and dealers.
Exposition Honors Won by The Review
Brand Prim
Paris Exposition, 1000
diloma.Pan-American Exposition, 1901
Gold Medal
Silver Medal. Charleston Exposition, 1902
Gold Medal
St. Louis Exposition, 1904
Lewis-Clark Bxpoaltlon, 1905.
LONG DISTANCE TELEPHONES—NUMBERS 4677 a n d 4678 GRAMERCY
Connecting all Departments.
Cable a d d r e s s : "Elblll. N e w York."
NEW
YORK, MAY 14,
1910
EDITORIAL
LET THE ISSUE BE SETTLED.
EFORE another issue of The Review makes its appearance
the Dealers' Association will have gone on record as either
favoring or opposing that form of publicity which is colloquially
termed coupon or guessing contest advertising.
We say will have gone on record with a degree of positiveness,
because we are firmly of the opinion that while there is an obvious
desire on the part of some members of the association to sidetrack
this issue simply because it may mean warm times within the or-
ganization, yet we believe that they will not be successful in oppos-
ing the determination of many to put the organization squarely on
record as either standing for or opposing objectionable advertising.
Last year at Detroit it was deemed expedient not to press this
matter to conclusion, but this year conditions have materially
changed and it is plain to everyone that the coupon form of adver-
tising has grown to an alarming extent.
It is almost impossible to scan a paper in any of the prin-
cipal cities throughout the length and breadth of the land without
seeing some form of piano advertising whereby the public is offered,
for the solution of an alleged puzzle, some special gift, the bait
being sometimes a diamond ring, sometimes plated spoons, some-
times a piano, but always a bunch of certificates which will be re-
ceived in part payment for pianos.
This whole scheme has grown to such an alarming extent that it
absolutely threatens to undermine the stability of the piano trade.
It is already demoralizing conditions everywhere and dealers
who believe in the future of the trade should show their influence
towards .compelling the National Association to tell just where it
stands regarding this proposition of scheme advertising.
B
IF RIGHT LET ALL SHARE.
HERE is no issue more vital before the music trade in this
country to-day, and, if this kind of advertising is permitted
T
REVIEW
to go on unchecked another year it is difficult to see just how far
the interests of the trade will be affected.
Now, if this form of advertising is right the whole trade should
adopt it.
There should be no half-hearted way about it.
Everyone should participate and enjoy the good things result-
ing from coupon advertising.
This form of advertising is not confined to any particular part
of the country and dealers themselves are not the only ones who
are indulging in it.
Some manufacturers have participated and it is by all odds
to-day the livest wire in the entire music trade.
Now, there is no danger of anyone stepping on it receiving
such a severe shock that it will paralyze them before the current
can be turned off.
The Review has gone squarely on record as opposing this kind
of coupon-certificate advertising.
We have taken this position simply believing ihat in doing so
we were serving the best interests of the trade as a whole and we
have been throwing our influence in the scale with no other object
in view than that of benefiting our constituency.
Our campaign has certainly been instrumental in arousing
widespread interest and the hundreds of letters received at this
office show that many dealers fully realize the alarming condition
which confronts the trade.
SETTLE IT AT RICHMOND.
OW, next week we are to have a national gathering of the
music trade clans at Richmond and what better time could
there be to settle upon a policy regarding this form of advertising
and then stand by it.
If, in the estimation of the members assembled these methods
are considered right and helpful because they show an immediate
profit, then the whole trade should eagerly adopt them.
The old system should be discarded and the new installed in-
stead.
Why not?
But, on the contrary, if the majority of the members of the
association consider the present policy of coupon and scheme ad-
vertising injurious, then why should not the National Association
declare itself positively against it.
If in the estimation of the assembled delegates it is considered
that the present policy is detrimental to the trade then why would it
not be a splendid policy to decide upon a day when the dealers in
the various cities scattered throughout the length and breadth of
the land could call upon the editors and publishers of the papers in
their respective localities and present logical arguments why they
should refuse to admit guessing or coupon advertising in the col-
umns of their publications?
N
THE MINNEAPOLIS PLAN.
T 3 0 B E R T O. FOSTER was successful in convincing the Min-
•i-V neapolis publishers that the coupon form of advertising was
wrong and what has worked out successfully in Minneapolis would
undoubtedly work out along similar lines in other localities, and
then consider the tremendous advertising force which would accrue
to the trade through the appointment of a NATIONAL ANTI-
GUESSING CONTEST DAY!
It would sweep the land and thus by a single stroke the trade
would have succeeded in accomplishing what it would take months
to do in any other way.
Papers all over the country would print the substance of the
resolutions passed by the Richmond Convention upon this subject.
They would print this where they would refuse ordinary Con-
vention matter.
This action would pave the way for A NATIONAL ANTI-
GUESSING CONTEST DAY, and, properly managed, the whole
country would be advised that the dealers emphatically condemn
misleading forms of advertising.
ONE WAY OR THE OTHER.
UMMING up, -the association surely should define its attitude
one way or the other, and if it condemns coupon advertising
then why should it not fake effective means to remove it from the
trade bodj?
S
THE
MUSIC TRADE
REVIEW
EDWARD ILYMAN BILL - Editor and Proprietor
j . B. SPILLANE, Managing Editor
Executive and Reportorial Staff:
OBO. B. KBIXBB,
W. H. DYKES,
R. W. SIMMONS.
B. BBITTXIN WILSON,
A. J. NICKLIN,
AUGUST
L. B. Bown«,
J. TlMPM.
CHICAGO OFFICE:
BOSTON OFFICE:
B. P. VAN HABLINGEN, 156 Wabash Ave.
G. W. HENDERSON, 180 Tremont St.
Room 806.
Room 18.
Telephone, Central 414.
Telephone, Oxford 2936-2.
ST. LOUIS:
PHILADELPHIA:
MINNEAPOLIS and ST. PAUL :
R. W. KAUITMAR,
ADOLF EDSTBN.
CBAS. ft. VAN BURIN.
SAN FRANCISCO: S. H. GRAY, 88 P i n t Street
CINCINNATI. O.:
BALTIMORE, MD.:
JACOB W. WALTMB.
A. ROBERT FBBNCH.
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, 92.00 per rear;
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. AdTertlslng Pages, $00.00; opposite
reading matter, $75.00.
REMITTANCES, In other than currency form, should be made payable to Edward
Lyman Bill.
A n
Cppflnn
Important feature of this publication is a complete sec-
i ^ ^ * * »****•• tion devoted to the interests of music publishers and dealers.
Exposition Honors Won by The Review
Brand Prim
Paris Exposition, 1000
diloma.Pan-American Exposition, 1901
Gold Medal
Silver Medal. Charleston Exposition, 1902
Gold Medal
St. Louis Exposition, 1904
Lewis-Clark Bxpoaltlon, 1905.
LONG DISTANCE TELEPHONES—NUMBERS 4677 a n d 4678 GRAMERCY
Connecting all Departments.
Cable a d d r e s s : "Elblll. N e w York."
NEW
YORK, MAY 14,
1910
EDITORIAL
LET THE ISSUE BE SETTLED.
EFORE another issue of The Review makes its appearance
the Dealers' Association will have gone on record as either
favoring or opposing that form of publicity which is colloquially
termed coupon or guessing contest advertising.
We say will have gone on record with a degree of positiveness,
because we are firmly of the opinion that while there is an obvious
desire on the part of some members of the association to sidetrack
this issue simply because it may mean warm times within the or-
ganization, yet we believe that they will not be successful in oppos-
ing the determination of many to put the organization squarely on
record as either standing for or opposing objectionable advertising.
Last year at Detroit it was deemed expedient not to press this
matter to conclusion, but this year conditions have materially
changed and it is plain to everyone that the coupon form of adver-
tising has grown to an alarming extent.
It is almost impossible to scan a paper in any of the prin-
cipal cities throughout the length and breadth of the land without
seeing some form of piano advertising whereby the public is offered,
for the solution of an alleged puzzle, some special gift, the bait
being sometimes a diamond ring, sometimes plated spoons, some-
times a piano, but always a bunch of certificates which will be re-
ceived in part payment for pianos.
This whole scheme has grown to such an alarming extent that it
absolutely threatens to undermine the stability of the piano trade.
It is already demoralizing conditions everywhere and dealers
who believe in the future of the trade should show their influence
towards .compelling the National Association to tell just where it
stands regarding this proposition of scheme advertising.
B
IF RIGHT LET ALL SHARE.
HERE is no issue more vital before the music trade in this
country to-day, and, if this kind of advertising is permitted
T
REVIEW
to go on unchecked another year it is difficult to see just how far
the interests of the trade will be affected.
Now, if this form of advertising is right the whole trade should
adopt it.
There should be no half-hearted way about it.
Everyone should participate and enjoy the good things result-
ing from coupon advertising.
This form of advertising is not confined to any particular part
of the country and dealers themselves are not the only ones who
are indulging in it.
Some manufacturers have participated and it is by all odds
to-day the livest wire in the entire music trade.
Now, there is no danger of anyone stepping on it receiving
such a severe shock that it will paralyze them before the current
can be turned off.
The Review has gone squarely on record as opposing this kind
of coupon-certificate advertising.
We have taken this position simply believing ihat in doing so
we were serving the best interests of the trade as a whole and we
have been throwing our influence in the scale with no other object
in view than that of benefiting our constituency.
Our campaign has certainly been instrumental in arousing
widespread interest and the hundreds of letters received at this
office show that many dealers fully realize the alarming condition
which confronts the trade.
SETTLE IT AT RICHMOND.
OW, next week we are to have a national gathering of the
music trade clans at Richmond and what better time could
there be to settle upon a policy regarding this form of advertising
and then stand by it.
If, in the estimation of the members assembled these methods
are considered right and helpful because they show an immediate
profit, then the whole trade should eagerly adopt them.
The old system should be discarded and the new installed in-
stead.
Why not?
But, on the contrary, if the majority of the members of the
association consider the present policy of coupon and scheme ad-
vertising injurious, then why should not the National Association
declare itself positively against it.
If in the estimation of the assembled delegates it is considered
that the present policy is detrimental to the trade then why would it
not be a splendid policy to decide upon a day when the dealers in
the various cities scattered throughout the length and breadth of
the land could call upon the editors and publishers of the papers in
their respective localities and present logical arguments why they
should refuse to admit guessing or coupon advertising in the col-
umns of their publications?
N
THE MINNEAPOLIS PLAN.
T 3 0 B E R T O. FOSTER was successful in convincing the Min-
•i-V neapolis publishers that the coupon form of advertising was
wrong and what has worked out successfully in Minneapolis would
undoubtedly work out along similar lines in other localities, and
then consider the tremendous advertising force which would accrue
to the trade through the appointment of a NATIONAL ANTI-
GUESSING CONTEST DAY!
It would sweep the land and thus by a single stroke the trade
would have succeeded in accomplishing what it would take months
to do in any other way.
Papers all over the country would print the substance of the
resolutions passed by the Richmond Convention upon this subject.
They would print this where they would refuse ordinary Con-
vention matter.
This action would pave the way for A NATIONAL ANTI-
GUESSING CONTEST DAY, and, properly managed, the whole
country would be advised that the dealers emphatically condemn
misleading forms of advertising.
ONE WAY OR THE OTHER.
UMMING up, -the association surely should define its attitude
one way or the other, and if it condemns coupon advertising
then why should it not fake effective means to remove it from the
trade bodj?
S
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