Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
TRUTH AND ADVERTISING
(Continued from page 3)
Now, there is no sense in telling aught but the truth about what is good. The misleading advertisement
is always of something inferior. So, as the public tendency towards the best, and towards the truth about
things in general, more and more manifests itself, it is easy to see that false and misleading advertising, if
ever there was any excuse for it, certainly is rank foolishness to-day.
Lastly, if there were no other argument for truth in advertising, there is the argument of practice.
The successful houses in every line are dropping the crude and the cheap in favor of the straight and the
clean. Anybody can see this for himself if he will but take the trouble to use his eyes.
Truth may, as a great man of science once said, take a mighty long time about prevailing; but it is
mighty, and it does prevail.
processes by which the logs are turned into furniture, wood carv-
ing and decorating in this country and abroad, woodworking in
India, and many other features were thrown on the' screen, the reel
being explained by an experienced furniture man-
Piano manufacturers should realize the value of educational
films such as these, and should make greater use of them than they
have done hitherto. The films can be sent to local dealers in dif-
ferent communities, who in turn can easily make arrangements
with the motion-picture theatres to exhibit them. The films will
prove to be of sufficient interest simply as a picture, to attract atten-
tion, and the consequent advertising which the individual instru-
ment which is being "made" on the screen will receive, will prove
to be most valuable.
HINT of some value for manufacturers in the music trade
field, as well as other industries, was that given by
A
Edward N. Hurley, vice-president of the Federal Trade Commis-
sion, during a visit to New York recently, when he urged upon
trade journalists that they should educate their readers to place the
importance of running a factory to its capacity above the expansion
of plant and equipment.
"I hope," said Mr. Hurley, "that instead of rushing to build
additions to their plants, the manufacturers will ascertain when
their present equipment has reached the maximum day work ca-
pacity and then develop the night shift."
This would prevent over-production in slack times. Over-
production, Mr. Hurley said, is the cause of low prices, which in
turn cause business depression.
This suggestion of Mr. Hurley's is distinctly along the lines of
efficiency. There is too great a trend in the manufacturing field to
expand factory capacity when the demand for goods becomes
acute, and then when there is a falling off to complain of the fixed
charges necessary to carry this increased expense when the plant is
idle or partly idle.
The solution to the situation is to be found in Mr. Hurley's
suggestion of developing the plant to its maximum of day work
and then working night shifts. This means running an establish-
ment at its highest point of efficiency, the only increased expense
being the extra pay for night force which is small compared with
the increased fixed expense that would result from an investment
in an enlarged plant.
The discussion of this subject by an experienced manufacturer
like Mr. Hurley is most timely, and its value is aided by his official
position. There is a great deal of lost motion and unnecessary
expense in the production of pianos as well as other goods which
can be avoided by an intelligent analysis of factory costs.
I
N these days when trade broadening possibilities appeal
to the wide-awake piano merchant in all sections of the
country, there is one essential which should not be over-
looked, and that is the possession of pianos which have sales-
getting qualities. Take the
Pool e Piano
It possesses a trade building force which is well known to those
who have had the agency for this truly remarkable creation.
The Poole family, embracing grand, upright and player-pianos,
have many essentials which make them especially desirable
products for merchants who appreciate high grade instruments
at prices thoroughly consistent with the values offered.
THE POOLE PIANO CO.
Sydney Street, Cambridge A Branch
Boston, Mass.