Music Trade Review
Issue: 1910 Vol. 50 N. 5 - Page 4
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportortal Staff:
GBO. B. KBIXEB,
__ W. H. DYKES,
R. W. SIMMONS.
A. J. NlCKLIN,
AUGUST
B. B W T T A I N W I L S O N ,
L. E. BOWEB8,
J. T I M P B .
I
T is indeed refreshing to pass on from such advertising as we
have instanced to the publicity campaign inaugurated by Foster
& Waldo, the well-known dealers of Minneapolis.
The advertisement which this concern put forth in the papers
of Minneapolis shortly after the first of the year is herewith repro-
duced, and is well worthy of close perusal by every piano merchant
in the United States:
BOSTON OFFICE:
BRNBBT L. WAITT, 99 Summer Bt.
PHILADELPHIA:
CHICAGO OFFICE:
E. P. VAN HARLINGEN, Room 806, 166 Wabash Ave.
Telephone, Central 414.
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
Naturally, he will conclude that the man who made the offer
had not offered his pianos at less than actual cost.
He figured that there was still a price sub-cellar into which the
merchant has not taken the confiding public.
Naturally, he would figure that the $450 price was not an
honest valuation and he would not be far from the truth at that.
B. W. KAUFTMAN,
ADOLF EDSTBN.
CHAS. N. VAN BUKBN.
SAN FRANCISCO: S. H. GHAT, 88 First Street.
CINCINNATI,©.:
BALTIMORE. MD.:
JACOB W. WALTBBS.
A. ROBERT FRENCH.
LONDON. ENGLAND: 69 Baslngball St., K. C.
W. LIONBL STUHDT, Manager.
Published Every Saturday at 1 Madison Avenue, New York
The Foster & Waldo
Platform for 1910!
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION, (including postage). United States and Mexico, $2.00 per year;
Canada, $3.50; all other countries, f 4.00.
ADVERTISEMENTS. $2.00 per Inch, single column, per Insertion. On quarterly or
yearly contracts a special discount is allowed. Adrertlslnf Pages, f60.00; opposite
reading matter, |75.OO.
REMITTANCES. In other than cnrrency form, should be made payable to Edward
Lyman Bill.
Q«>rf*finn
»J*5^1*V*a»
With a firm belief in the efficacy of legitimate advertising and
a determination born of the faith in Integrity and truth, we un-
furl our banner of publicity to the freshening, invigorating trade
winds of 1910. and as it floats in the inspiring breeze of pros-
perity we shall see that the inscriptions thereon are emblematic
of the aims, ambitious and principles for which we are striving.
A new order of things is taking place in the commercial world.
The day of truth, of facts, is at hand. The far-seeing Napoleons
of commerce recognize the real, genuine power contained in the
statement of facts and of truth, and are shaping their policies in
accordance with this strength-giving principle.
Our advertising will reflect the every-day life of our store, tell
of advantages in buying and selling with us, tell of our hopes,
ambitions and desire to please, and our determination to serve
and satisfy.
It shall be our aim during the year of 1010 to supply our
patrons with the most reliable pianos obtainable and, as in the
past, we shall see that the prices are fair and reasonable, con-
sistent with the quality of the different instruments.
A positive, undeniable advantage in buying and selling has
made Foster & Waldo the strongest and largest piano house in
the Northwest, and we shall depend upon this same advantage in
1910 to secure a generous share of your patronage. Our line of
l'ianos reflects the faith that we have in real, genuine merit and
integrity—Knabe, Sohmer, Mehlln, Krakauer, Mcl'hail, Uehnlng,
Gabler, Crown, Sterling, Mathushek, Kohler & Campbell, Merrill,
Lawson, Wegman, Lindeman, lluntiugton, Mendelssohn, Cable-
Nelson, Knight-Hriukerhoff, Marshall & Wendell, Haines Bros.,
Christman, Knabe-Angelus, Emerson-Angelus, and Autoplano.
With best wishes for a Happy and Prosperous New Year to all
we are,
Yours to Command,
__
A n
t j on
important feature of this publication is a complete sec-
d evotc d to the interests of music publishers and dealers.
Exposition Honors Won by The Review
Brand Prim
Paris Exposition, 1900
Silver Medal. Charleston Exposition, 1902
diploma.Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
Gold Medal
Lewis-Clark Exposition, 1905.
LONG DISTANCE TELEPHONES- NUMBERS 4677 a n d 4678 GRAMERCY
Connecting a l l Departments.
Cable a d d r e s s : "Elblll. N e w York."
NEW YORK, JANUARY 29, 1910
EDITORIAL
GENTLEMAN who was in The Review offices recently com-
plained bitterly of the advertising methods employed by some
dealers in his locality.
He claimed that the advertising was of such a misleading na-
ture that the piano business was seriously injured thereby.
Some of the advertising which he criticized embodied not only
guessing contest schemes, but it contained cut price announcements
which were simply paralyzing.
In one advertisement an instrument was advertised: "Former
value, $450; present value, $200."
Other instruments were price-slashed along similar lines.
The contention of our caller was that such advertising had a
tendency to destroy the confidence of the public in piano values.
There is no doubt of that and a great many men when making
similar offers do not realize the harm they are doing to the future
of their own business.
They simply figure on an active present with no care or con-
sideration for the future.
Now, where is the piano business going to land after all of
these schemes have been worked and the fountains have run dry, so
to speak ?
A man who advertises such a cut in prices cannot realize just
how the public may view his offer.
He looks upon it that they are going to gulp the bait down,
hook, sinker and all.
But people do not rush and buy pianos the same as they do
some specialty article which calls for an investment of from one to
five dollars.
They think about it.
They make inquiries and the more a man thinks over a propo-
sition embodying a cut in price from $450 to $200 the more he
will figure that it is a good store to stay away from.
And whv?
FOSTER & WALDOT"
A
29-31-33 South Fifth Street
The Foster & Waldo platform is certainly a good one.
It is inspiring.
It rings true like the address of Edward H. Droop, president
of the Piano Dealers' National Association, delivered at the Detroit
Convention.
It is the kind of advertising which builds the piano business in
the estimation of the public.
Mr. Foster remarked recently to The Review, when discussing
advertising:
"I have concluded that the man who sticks to honorable prin-
ciples in the piano business will win, and I believe that there are a
great many men to-day engaged in selling musical instruments who
adopt certain methods without thinking of the baneful influence
which they will exert later on upon their own establishments.
"Now, if the guessing contest proposition is a correct one why
should not all adopt it? Tf it is right it is a good thing for every-
one. But no! Even newspapers now look upon the guessing con-
tests as injurious to the journalistic profession, and in Minneapolis
all of the papers now have absolutely refused to accept the adver-
tising of gucssinc schemes."
A
COOD many piano men have taken on talking machines with-
in the pas! few months and those who have given this busi-
ness the attention which it deserves have been gratified with the
results obtained.
The conditions which exist in the talking machine trade are a
credit indeed to the men who have controlled the destinies of this
THE MUSIC TRADE REVIEW
REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportortal Staff:
GBO. B. KBIXEB,
__ W. H. DYKES,
R. W. SIMMONS.
A. J. NlCKLIN,
AUGUST
B. B W T T A I N W I L S O N ,
L. E. BOWEB8,
J. T I M P B .
I
T is indeed refreshing to pass on from such advertising as we
have instanced to the publicity campaign inaugurated by Foster
& Waldo, the well-known dealers of Minneapolis.
The advertisement which this concern put forth in the papers
of Minneapolis shortly after the first of the year is herewith repro-
duced, and is well worthy of close perusal by every piano merchant
in the United States:
BOSTON OFFICE:
BRNBBT L. WAITT, 99 Summer Bt.
PHILADELPHIA:
CHICAGO OFFICE:
E. P. VAN HARLINGEN, Room 806, 166 Wabash Ave.
Telephone, Central 414.
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
Naturally, he will conclude that the man who made the offer
had not offered his pianos at less than actual cost.
He figured that there was still a price sub-cellar into which the
merchant has not taken the confiding public.
Naturally, he would figure that the $450 price was not an
honest valuation and he would not be far from the truth at that.
B. W. KAUFTMAN,
ADOLF EDSTBN.
CHAS. N. VAN BUKBN.
SAN FRANCISCO: S. H. GHAT, 88 First Street.
CINCINNATI,©.:
BALTIMORE. MD.:
JACOB W. WALTBBS.
A. ROBERT FRENCH.
LONDON. ENGLAND: 69 Baslngball St., K. C.
W. LIONBL STUHDT, Manager.
Published Every Saturday at 1 Madison Avenue, New York
The Foster & Waldo
Platform for 1910!
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION, (including postage). United States and Mexico, $2.00 per year;
Canada, $3.50; all other countries, f 4.00.
ADVERTISEMENTS. $2.00 per Inch, single column, per Insertion. On quarterly or
yearly contracts a special discount is allowed. Adrertlslnf Pages, f60.00; opposite
reading matter, |75.OO.
REMITTANCES. In other than cnrrency form, should be made payable to Edward
Lyman Bill.
Q«>rf*finn
»J*5^1*V*a»
With a firm belief in the efficacy of legitimate advertising and
a determination born of the faith in Integrity and truth, we un-
furl our banner of publicity to the freshening, invigorating trade
winds of 1910. and as it floats in the inspiring breeze of pros-
perity we shall see that the inscriptions thereon are emblematic
of the aims, ambitious and principles for which we are striving.
A new order of things is taking place in the commercial world.
The day of truth, of facts, is at hand. The far-seeing Napoleons
of commerce recognize the real, genuine power contained in the
statement of facts and of truth, and are shaping their policies in
accordance with this strength-giving principle.
Our advertising will reflect the every-day life of our store, tell
of advantages in buying and selling with us, tell of our hopes,
ambitions and desire to please, and our determination to serve
and satisfy.
It shall be our aim during the year of 1010 to supply our
patrons with the most reliable pianos obtainable and, as in the
past, we shall see that the prices are fair and reasonable, con-
sistent with the quality of the different instruments.
A positive, undeniable advantage in buying and selling has
made Foster & Waldo the strongest and largest piano house in
the Northwest, and we shall depend upon this same advantage in
1910 to secure a generous share of your patronage. Our line of
l'ianos reflects the faith that we have in real, genuine merit and
integrity—Knabe, Sohmer, Mehlln, Krakauer, Mcl'hail, Uehnlng,
Gabler, Crown, Sterling, Mathushek, Kohler & Campbell, Merrill,
Lawson, Wegman, Lindeman, lluntiugton, Mendelssohn, Cable-
Nelson, Knight-Hriukerhoff, Marshall & Wendell, Haines Bros.,
Christman, Knabe-Angelus, Emerson-Angelus, and Autoplano.
With best wishes for a Happy and Prosperous New Year to all
we are,
Yours to Command,
__
A n
t j on
important feature of this publication is a complete sec-
d evotc d to the interests of music publishers and dealers.
Exposition Honors Won by The Review
Brand Prim
Paris Exposition, 1900
Silver Medal. Charleston Exposition, 1902
diploma.Pan-American Exposition, 1901
Gold Medal
St. Louis Exposition, 1904
Gold Medal
Lewis-Clark Exposition, 1905.
LONG DISTANCE TELEPHONES- NUMBERS 4677 a n d 4678 GRAMERCY
Connecting a l l Departments.
Cable a d d r e s s : "Elblll. N e w York."
NEW YORK, JANUARY 29, 1910
EDITORIAL
GENTLEMAN who was in The Review offices recently com-
plained bitterly of the advertising methods employed by some
dealers in his locality.
He claimed that the advertising was of such a misleading na-
ture that the piano business was seriously injured thereby.
Some of the advertising which he criticized embodied not only
guessing contest schemes, but it contained cut price announcements
which were simply paralyzing.
In one advertisement an instrument was advertised: "Former
value, $450; present value, $200."
Other instruments were price-slashed along similar lines.
The contention of our caller was that such advertising had a
tendency to destroy the confidence of the public in piano values.
There is no doubt of that and a great many men when making
similar offers do not realize the harm they are doing to the future
of their own business.
They simply figure on an active present with no care or con-
sideration for the future.
Now, where is the piano business going to land after all of
these schemes have been worked and the fountains have run dry, so
to speak ?
A man who advertises such a cut in prices cannot realize just
how the public may view his offer.
He looks upon it that they are going to gulp the bait down,
hook, sinker and all.
But people do not rush and buy pianos the same as they do
some specialty article which calls for an investment of from one to
five dollars.
They think about it.
They make inquiries and the more a man thinks over a propo-
sition embodying a cut in price from $450 to $200 the more he
will figure that it is a good store to stay away from.
And whv?
FOSTER & WALDOT"
A
29-31-33 South Fifth Street
The Foster & Waldo platform is certainly a good one.
It is inspiring.
It rings true like the address of Edward H. Droop, president
of the Piano Dealers' National Association, delivered at the Detroit
Convention.
It is the kind of advertising which builds the piano business in
the estimation of the public.
Mr. Foster remarked recently to The Review, when discussing
advertising:
"I have concluded that the man who sticks to honorable prin-
ciples in the piano business will win, and I believe that there are a
great many men to-day engaged in selling musical instruments who
adopt certain methods without thinking of the baneful influence
which they will exert later on upon their own establishments.
"Now, if the guessing contest proposition is a correct one why
should not all adopt it? Tf it is right it is a good thing for every-
one. But no! Even newspapers now look upon the guessing con-
tests as injurious to the journalistic profession, and in Minneapolis
all of the papers now have absolutely refused to accept the adver-
tising of gucssinc schemes."
A
COOD many piano men have taken on talking machines with-
in the pas! few months and those who have given this busi-
ness the attention which it deserves have been gratified with the
results obtained.
The conditions which exist in the talking machine trade are a
credit indeed to the men who have controlled the destinies of this
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