Music Trade Review

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THE MUSIC TRADE REVIEW
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SP1LLANE, Managing Editor
Executive and Reporforlal Stall:
B. BKITTAIN WILSON,
A. J. NiCKLiN,
CARLETON CHACE,
.
AUGUST J. TIMPE,
BOSTON OFFICE:
JOHN H. WILSON, 324 Washington St.
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L. M. ROBINSON,
WM. B. WEIITE,
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GLAD HENDERSON,
L. E. BOWERS.
CHICAGO OFFICE:
HAMJNGBN, 37 South Wabash Ave.
HENRY S. KINGWILL, Associate.
1 elephone, Main 6950
Telephone, Central 414.
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PHILADELPHIA:
MINNEAPOLIS and ST. PAUL:
ST. LOUIS:
R. W. KAUFPMAN.
ADOLF EDSTEN.
CLYDE JENNINGS,
SAN FRANCISCO: S. H. GRAY, 88 First St.
DETROIT, MICH.: MORRIS J. WHITE.
CINCINNATI, O.: JACOB W. WALTERS.
BALTIMORE, MD.: A. ROBERT FRENCH.
INDIANAPOLIS. I N D J STANLEY H. SMITH.
MILWAUKEE, WIS.: L. E.MEYER.
KANSAS CITY, MO.: K. P. AII.KN.
PITTSBURGH, PA.: GEORGE G. SNYDER.
LONDON, ENGLAND: 1 Gresham Uuildings, Hasinghall St., E. C.
Published Every Saturday at 373 Fourth 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,
$3.50; all other countries, $4.0(1.
ADVERTISEMENTS, $2.50 per inch, single column, per insertion. On quarterly or
yearly contracts, a special discount is allowed. Advertising Pages, $75.00.
REMITTANCES, in other than currency forms, should be made payable to Edward
Lyman Hill.
Departments conducted by an expert wherein all ques-
Ptann
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lailU Anil
allU
t j o n s o f a technical nature relating to the tuning, regn-
nonai*fmonlc
lating and repairing of pianos and player-pianos are
UCpdl IlllCUla. d e a j t w j t h i w i l ] b e f o u n d in another section of this
paper. We also publish a number of reliable technical works, information concerning wliicli
will be cheerfully given upon request.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900 Silver Medal. . .Charleston Exposition, 190J
Diploma... .Pan-American Exposition, 1901 Gold Medal
St. Louis Exposition, 1904
- Gold Medal. .Lewis-Clark Exposition, 1905
LONG DISTANCE TELEPHONES—NUMBERS
5982—5983 MADISON SQ.
Connecting 1 all Departments
Cable address: "E1W11, New York."
NEW YORK, OCTOBER 1 8 , 1 9 1 3
EDITORIAL
B
USINESS in some sections appears to be extremely good, while
in others fall trade has not developed in the substantial way
which was anticipated, but, on the whole, trade conditions are reas-
suring from every viewpoint, and some of the best-posted men in
the country do not hesitate to say that we are going to enjoy not
only a good fall and holiday trade, but 10,14 will be a year of splendid
business activity.
Of course, some industries will suffer through the existence of
the new tariff, and there must be a readjustment in various lines,
but still, on the whole, business men do not view the tariff as a de-
pressing business force.
Piano merchants report an increased demand for the player-
piano. Tn fact, conditions now point to an ascendency of the
player-piano which is remarkable. The percentage of increase in
sales has been growing steadily—in fact, in a remarkable way.
Some go so far as to say that only a short time will have elapsed
before nearly all the pianos sold will contain some player mechanism.
Whether this prediction may come true or not remains to be
seen, but the fact remains that the e rphasis on the piano line every-
where is being placed plaver-pianoward, and that fact alone will
materially increase sales in this particular branch of the business.
T
This is a pleasing development, frr the future of the trade and
its stability is bound up with the proper appreciation of a high
grade piano—on the part of the merchant and the public.
Concrete evidence of the increased demand for the high gride,
artistic pianos is t J be found in the latest business reports of the
leading manufacturers in Xcw York and lioston, all of whom re-
port unusually large orders to meet the demands of the f .11 trad?
of their representatives. The orders which are now being filled
by some of these concerns are far in excess of those of any other
year for the same period, and furnish the most gratifying proofs
of increased appreciation of the pianos made by those manufacturers
whose names are associated with the production of instruments of
artistic worth.
HE most noteworthy trend in the trade field during a recent
period has been the increasing demand for high grade, artis-
tic pianos. Wise dealers who have kept their ear to the ground,
so to speak, have found that the purchasing public is paying
more attention than ever before to name values; in other words,
they want pianos of national reputation. Hence those piano mer-
chants who in the past were inclined to place more sales pressure
on the pianos specially made for them and bearing their own name,
than on their leader, have been forced to a new viewpoint, and are
paying closer attention in their publicity, and in their method* f>f
sales exploitation, to high grade pianos.
N
() better proof is desired of the general optimism prevailing
among the piano dealers, as a whole, than the manner in
which retail piano advertisements are appearing in the daily news-
papers throughout the country. Hardly a city but can boast of one
page or more daily of piano advertising. Some concerns use large
space, some small, but the majority display their faith in the
printed word as a means of securing a share of the fall busi-
ness. There has been much discussion regarding the fact that many
dealers are prone to slacken up in the business-getting efforts during
the summer months, but there is no question about piano men mak-
ing a strong bid for business as soon as the calendar says the fall
has arrived.
There has been a lot said about the effects of the tariff bill rnd
currency reform, of the tightness of money and other elements that
work against business, but the manner in which the piano dealers
have ordered stock and are featuring their lines indicates that they
lv.ve not lost hope of closing a year's business that will come clos';
to matching that of record years.
The tone of the advertising, too, breathes opti liism in the great
majority of cases, for the special sale ad has given a place to
straight talks on piano names <"ud quality. This indicates that the
dealers feel there will be enough business coming their way without
usinir sensational methods, and it is safe to sav that the dealer wlio
has faith in the business outlook, who advertises steadily and con-
sistently, will have that faith justified.
pays—there is no mistake about it, and when
A DVERTISING
one wants proof of this fact it is only necessary to study the
rerarkable business being done by the big mail order houses in this
country. Some idea of the extent of their work along publicity
lines may be gleaned from the statement made by the postmaster at
Chicago, regarding the amount of literature sent out recently by the
big mail order houses of Chicago.
He stated that nine thousand tons of catalogs and other printed
matter were mailed between August 12 r.nd September 1. To carry
this special mail, it is estimated that forty-five trains, of ten cars
each, were required, each car containing twenty tons. Counting
seventy feet of the car, the trains would cover over a distance of
six miles if placed end to end.
Under ordinary conditions from 700 to (joo tons of mail are
sent out of Chicago every day. Thus the increase in mail order
business may be seen in these contrasting figures.
No wonder there are retailers who complain that their business
is being picked off and that the mail order houses are either buy-
ing factories or buying control of them, for the purpose of having
control of the output to meet the demands of their trade.
The greatest combatting argument for the retailer, it seems to
us, is to utilize advertising and arouse local pride, and, best of all.
supply a class of goods as satisfactory as those furnished their neigh-
bors bv big mail order houses.
Without advertsing, the mail order houses would amount to
nothing, and, while they have been aided materially through the
Parcel Post, still the local dealer can make a successful right in
maintaining his position if he is alive to opportunities and believes
in advertising with a capital A.
Too many retailers—and we have them in the piano field in
large numbers—seem to think that business should come their way
without making any earnest efforts in an advertising way. This is
a conceit which should be eradicated if success is desired.
Argumentative publicity, based upon right pricings and reliable