Music Trade Review
Issue: 1916 Vol. 63 N. 15 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
SAFETY SIGNALS FOR IDEALS
{Continued from page 3)
becomes a thin veneer, with not strength enough in any one part to withstand a sudden financial shock.
The capital invested in outside "flyers" means that much taken away from a business—means the taking
away of securities, and a sudden reverse not only w 7 ipes out the distributed capital, but at the same time
shatters the weakened business from which it has been taken.
A healthy and earnest ambition to develop and do big things is much to be desired in the piano business,
as well as in all other lines of business, but it must be development with safety.
As the good general depends upon his base and keeps his lines of communication ever protected, so is it
necessary for the business man to press his business forward with equal caution. Then should a sudden reverse
come he can draw back his forces in safety and protect the base of his business, from whence he can sally
forth again to conquer new fields when the opportunity offers.
sections of the country endorsing the sentiments expressed. The
manner in which the dealers view the situation is well indicated
in a letter to The Review from Robert N. Watkin, secretary and
treasurer of the Will A. Watkin Co., the veteran piano house of
Dallas, Texas, who says:
"I wish to compliment you on the logic in your editorial of
September 16, entitled 'Advertising That Helps the Dealer.'
This has long been our own idea.
"It is needless to say that the manufacturer wishes to spend
his advertising appropriation so as to get results. If the advertis-
ing sells the goods, it is good advertising. If it does not sell the
goods, it is not good advertising. Most manufacturers spend
their advertising money in magazines of general circulation.
This is 'generally' conceded good advertising. But magazines
of general advertising are often read by people far remote from
the location of the manufacturer or the dealer, and these people,
not knowing where to find the goods offered for sale, will not
trouble to write in answer to the advertisement, but pass it up
entirely. In this case a great deal of advertising is wasted and
brings no results.
"If, however, the advertisement should appear in a local
paper where the manufacturer has a live, conscientious dealer
and under the advertisement appeared the name and address of
the dealer where the goods were on display and sale, it would
mean a great deal more.
"Leading high-grade tailoring establishments have found
this out and, instead of putting all their advertising in magazines,
reserve some for daily papers in the localities where they have
dealers. In our own trade, the talking machine manufacturers
have found this out also and regularly will be found an advertise-
ment of the Columbia, Edison or Victor followed by the adver-
tisements of the particular dealer or dealers in that town. These
advertisements bring trade to both the dealer and manufacturer.
"Occasionally manufacturers have written us for sugges-
tions regarding advertising campaigns and we have invariably
suggested the above. We think if the above were given due
consideration by the various manufacturers and dealers, some
of the advertising appropriations which are annually made and
partly wasted could be better used."
HIS has become the season of the special sale and during
T
September and the early part of October a large number of
piano houses and departments in New York and vicinity held
these sales for the purpose of cleaning up used and old stock
in preparation for the holiday season. This year the sales have
proven remarkably successful, a vast number of instruments have
been disposed of at fair prices and on good terms, and all of this
is taken as an indication that the regular business for the rest
of the year will keep up to the same standing.
The sales at least prove that there are plenty of people
with a fair amount of money who are willing to spend it for
pianos and player-pianos, and all of them did not buy instruments
at the special prices.
HE value of the modern trade paper was strongly endorsed
T
recently by Dr. E. E. Pratt, Chief of the Bureau of Foreign
and Domestic Commerce, when he said in his very interesting
report: "This Bureau and the Department are endeavoring to
build up the commerce of the United States, and I have found
that the trade papers are not only honestly trying to build up
their respective industries, but are succeeding nobly. I believe
that the trade papers are the most effective agencies for trade
promotion and industrial betterment that exist." This tribute to
the trade papers is an evidence of the recognized part which these
publications play in the strengthening and upbuilding of the general
prosperity of our nation.
GETTING DOWN TO PLAIN PLAYER FACTS
The education of the public along player lines is a necessity for the expansion of the player business.
There is no doubt of that; and education of the piano merchants and salesmen is also a vital necessity,
because through them will come a powerful force in the education of the public; and right here we wish to
remark that we have produced a line of books upon the player-piano which comprehensively covers the
entire player situation.
In this respect this trade newspaper stands alone, for it has been the principal source from which player
information has been available for piano merchants and salesmen for a period of years. Our latest book,
"The Player-Piano Up to Date"
is the best of the series. It contains upwards of 220 pages of matter bearing directly upon the player.
Every piano merchant and piano salesman should have a copy of this book within easy reach. It
gives to readers a fund of information not obtainable elsewhere.
It contains a series of original drawings and a vast amount of instructive and educational matter, as
well as a detailed description of some of the principal player mechanisms.
It costs $1.50 to have this book delivered to any address in the United States, and your money will be
refunded if you are not satisfied with the book after examination. No one yet has availed himself of this
opportunity. Foreign countries, 15c. to cover extra postage, should be added.
Estate of EDWARD LYMAN BILL, Publisher
373 Fourth Ave., New York
THE MUSIC TRADE REVIEW
SAFETY SIGNALS FOR IDEALS
{Continued from page 3)
becomes a thin veneer, with not strength enough in any one part to withstand a sudden financial shock.
The capital invested in outside "flyers" means that much taken away from a business—means the taking
away of securities, and a sudden reverse not only w 7 ipes out the distributed capital, but at the same time
shatters the weakened business from which it has been taken.
A healthy and earnest ambition to develop and do big things is much to be desired in the piano business,
as well as in all other lines of business, but it must be development with safety.
As the good general depends upon his base and keeps his lines of communication ever protected, so is it
necessary for the business man to press his business forward with equal caution. Then should a sudden reverse
come he can draw back his forces in safety and protect the base of his business, from whence he can sally
forth again to conquer new fields when the opportunity offers.
sections of the country endorsing the sentiments expressed. The
manner in which the dealers view the situation is well indicated
in a letter to The Review from Robert N. Watkin, secretary and
treasurer of the Will A. Watkin Co., the veteran piano house of
Dallas, Texas, who says:
"I wish to compliment you on the logic in your editorial of
September 16, entitled 'Advertising That Helps the Dealer.'
This has long been our own idea.
"It is needless to say that the manufacturer wishes to spend
his advertising appropriation so as to get results. If the advertis-
ing sells the goods, it is good advertising. If it does not sell the
goods, it is not good advertising. Most manufacturers spend
their advertising money in magazines of general circulation.
This is 'generally' conceded good advertising. But magazines
of general advertising are often read by people far remote from
the location of the manufacturer or the dealer, and these people,
not knowing where to find the goods offered for sale, will not
trouble to write in answer to the advertisement, but pass it up
entirely. In this case a great deal of advertising is wasted and
brings no results.
"If, however, the advertisement should appear in a local
paper where the manufacturer has a live, conscientious dealer
and under the advertisement appeared the name and address of
the dealer where the goods were on display and sale, it would
mean a great deal more.
"Leading high-grade tailoring establishments have found
this out and, instead of putting all their advertising in magazines,
reserve some for daily papers in the localities where they have
dealers. In our own trade, the talking machine manufacturers
have found this out also and regularly will be found an advertise-
ment of the Columbia, Edison or Victor followed by the adver-
tisements of the particular dealer or dealers in that town. These
advertisements bring trade to both the dealer and manufacturer.
"Occasionally manufacturers have written us for sugges-
tions regarding advertising campaigns and we have invariably
suggested the above. We think if the above were given due
consideration by the various manufacturers and dealers, some
of the advertising appropriations which are annually made and
partly wasted could be better used."
HIS has become the season of the special sale and during
T
September and the early part of October a large number of
piano houses and departments in New York and vicinity held
these sales for the purpose of cleaning up used and old stock
in preparation for the holiday season. This year the sales have
proven remarkably successful, a vast number of instruments have
been disposed of at fair prices and on good terms, and all of this
is taken as an indication that the regular business for the rest
of the year will keep up to the same standing.
The sales at least prove that there are plenty of people
with a fair amount of money who are willing to spend it for
pianos and player-pianos, and all of them did not buy instruments
at the special prices.
HE value of the modern trade paper was strongly endorsed
T
recently by Dr. E. E. Pratt, Chief of the Bureau of Foreign
and Domestic Commerce, when he said in his very interesting
report: "This Bureau and the Department are endeavoring to
build up the commerce of the United States, and I have found
that the trade papers are not only honestly trying to build up
their respective industries, but are succeeding nobly. I believe
that the trade papers are the most effective agencies for trade
promotion and industrial betterment that exist." This tribute to
the trade papers is an evidence of the recognized part which these
publications play in the strengthening and upbuilding of the general
prosperity of our nation.
GETTING DOWN TO PLAIN PLAYER FACTS
The education of the public along player lines is a necessity for the expansion of the player business.
There is no doubt of that; and education of the piano merchants and salesmen is also a vital necessity,
because through them will come a powerful force in the education of the public; and right here we wish to
remark that we have produced a line of books upon the player-piano which comprehensively covers the
entire player situation.
In this respect this trade newspaper stands alone, for it has been the principal source from which player
information has been available for piano merchants and salesmen for a period of years. Our latest book,
"The Player-Piano Up to Date"
is the best of the series. It contains upwards of 220 pages of matter bearing directly upon the player.
Every piano merchant and piano salesman should have a copy of this book within easy reach. It
gives to readers a fund of information not obtainable elsewhere.
It contains a series of original drawings and a vast amount of instructive and educational matter, as
well as a detailed description of some of the principal player mechanisms.
It costs $1.50 to have this book delivered to any address in the United States, and your money will be
refunded if you are not satisfied with the book after examination. No one yet has availed himself of this
opportunity. Foreign countries, 15c. to cover extra postage, should be added.
Estate of EDWARD LYMAN BILL, Publisher
373 Fourth Ave., New York
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