Music Trade Review
Issue: 1917 Vol. 64 N. 11 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
IS THERE OVER-PRODUCTION?
(Continued from page 3)
It is not that the people are tired of the piano; for they want music, all of them, as every investigation has
shown. It is not that pianos cost too much; they cost too little for the present purchasing power of the public.
It is not that the people are tired of the player-piano; for many of them have never heard it rightly yet. It is
not that other loves have killed off the old love; for you only have to look at the boom in grand pianos to see
that fallacy.
No! The fault lies in the manner of distribution, in the way of selling, in the appeal to price nearly always,
and to intelligence very seldom; in the cheapening of the business and in the small-potatoes methods of retailing
too frequently found in the industry. That is where the reform must be started. That is where it can be
started. That is where it is going to be started.
We are going to help the dealer help himself; going to help him pull himself out of this rut and make the
piano business a super-normal business; not a business sub-normal. Are you with us for 1917? You are!
tioned. Yet our total trade with all countries of South America
combined during 1915 was roughly $360,000,000, while that with
Cuba alone was $260,000,000. This does not minimize the impor-
tance of cultivating South American trade. Quite the contrary.
But it does indicate the slowness with which new fields are opened
even under circumstances the most favorable.
"In connection with the very proper advertisement of South
American opportunities, it is a somewhat striking fact that the far
greater resources of China and Russia have come in for infinitely
less attention. When one compares the population of 167,000,000
in the Russian Empire or the population of 331,000,000 in China,
and the potential consumption of American goods which these great
populations imply, with the population of only 55,319,000 of South
America, it makes one realize that the limitless possibilities which
are open to American enterprise in the world trade have hardly
begun to be appreciated. It should be remembered, too, that such
progress as we have made in foreign trade during the last three
years has been under favorable'circumstances, involving the sub-
stantial withdrawal from all fields of almost all of our keenest
competitors.
"The surest road to an increasing foreign trade is a closer co-
operation between the banker and the exporter at home. In other
words, before we can hope to compete successfully in the markets
of the world we must be prepared to enter those markets backed
by economic unity at home. This implies a constant endeavor to
increase the sympathy and co-operation between our widely sepa-
rated sections, differing substantially from one another in their atti-
tude toward many of our national economic problems. *It implies a
welding together in all fair ways of our people and our government,
in order fhat we may present a united front to our competitors
abroad. It implies, in short, many very vital things which the most
optimistic of us must admit are yet far from realization.
"At such a time it is not a pleasant task to turn, even temporar-
ily, the dark side of the shield. The intention is not to be destruc-
tive, but it is believed that the best interests of our commercial
development will in the long run be served if we are careful not
to be carried away by an undue optimism which tends to obscure the
roughness of the road. Such a policy leads to a fall. On the other
hand, if exporters and bankers will work together persistently to
develop an intimate co-ordination of understanding and effprt at
home, the foundation will inevitably be laid for a foreign trade com-
mensurate with the skill, the resourcefulness, and the 'hfcbit of suc-
cess' so firmly ingrained in the American people."
HE REVIEW has been in receipt of a great number of con-
T
gratulatory messages and letters from members of the trade
"regarding the special supplement issued" last, week and bearing the
portraits-of the officers, committee heads and state commissioners
of the National Association pi Piano Merchants. Many state that
they will frame the supplement as a permanent reminder of the
Association and its work, and several requests have been received
for additional supplements for that purpose. The supplement had
the effect of visualizing the importance of the Merchants' Associa-
tion by presenting at one time those who are at present most active
in working out its destiny. In preparing and issuing a supplement
of. this character it is pleasing to know that our efforts have met
with distinct appreciation.
VERY time a man or woman is misled by a false advertise-
E
ment, the selling power of all advertising is lowered. Every
time a false, exaggerated statement is printed in an advertise-
ment all advertising is discredited to a certain extent. As a
means of self protection every business man who advertises
should help to drive out the fakers.
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
IS THERE OVER-PRODUCTION?
(Continued from page 3)
It is not that the people are tired of the piano; for they want music, all of them, as every investigation has
shown. It is not that pianos cost too much; they cost too little for the present purchasing power of the public.
It is not that the people are tired of the player-piano; for many of them have never heard it rightly yet. It is
not that other loves have killed off the old love; for you only have to look at the boom in grand pianos to see
that fallacy.
No! The fault lies in the manner of distribution, in the way of selling, in the appeal to price nearly always,
and to intelligence very seldom; in the cheapening of the business and in the small-potatoes methods of retailing
too frequently found in the industry. That is where the reform must be started. That is where it can be
started. That is where it is going to be started.
We are going to help the dealer help himself; going to help him pull himself out of this rut and make the
piano business a super-normal business; not a business sub-normal. Are you with us for 1917? You are!
tioned. Yet our total trade with all countries of South America
combined during 1915 was roughly $360,000,000, while that with
Cuba alone was $260,000,000. This does not minimize the impor-
tance of cultivating South American trade. Quite the contrary.
But it does indicate the slowness with which new fields are opened
even under circumstances the most favorable.
"In connection with the very proper advertisement of South
American opportunities, it is a somewhat striking fact that the far
greater resources of China and Russia have come in for infinitely
less attention. When one compares the population of 167,000,000
in the Russian Empire or the population of 331,000,000 in China,
and the potential consumption of American goods which these great
populations imply, with the population of only 55,319,000 of South
America, it makes one realize that the limitless possibilities which
are open to American enterprise in the world trade have hardly
begun to be appreciated. It should be remembered, too, that such
progress as we have made in foreign trade during the last three
years has been under favorable'circumstances, involving the sub-
stantial withdrawal from all fields of almost all of our keenest
competitors.
"The surest road to an increasing foreign trade is a closer co-
operation between the banker and the exporter at home. In other
words, before we can hope to compete successfully in the markets
of the world we must be prepared to enter those markets backed
by economic unity at home. This implies a constant endeavor to
increase the sympathy and co-operation between our widely sepa-
rated sections, differing substantially from one another in their atti-
tude toward many of our national economic problems. *It implies a
welding together in all fair ways of our people and our government,
in order fhat we may present a united front to our competitors
abroad. It implies, in short, many very vital things which the most
optimistic of us must admit are yet far from realization.
"At such a time it is not a pleasant task to turn, even temporar-
ily, the dark side of the shield. The intention is not to be destruc-
tive, but it is believed that the best interests of our commercial
development will in the long run be served if we are careful not
to be carried away by an undue optimism which tends to obscure the
roughness of the road. Such a policy leads to a fall. On the other
hand, if exporters and bankers will work together persistently to
develop an intimate co-ordination of understanding and effprt at
home, the foundation will inevitably be laid for a foreign trade com-
mensurate with the skill, the resourcefulness, and the 'hfcbit of suc-
cess' so firmly ingrained in the American people."
HE REVIEW has been in receipt of a great number of con-
T
gratulatory messages and letters from members of the trade
"regarding the special supplement issued" last, week and bearing the
portraits-of the officers, committee heads and state commissioners
of the National Association pi Piano Merchants. Many state that
they will frame the supplement as a permanent reminder of the
Association and its work, and several requests have been received
for additional supplements for that purpose. The supplement had
the effect of visualizing the importance of the Merchants' Associa-
tion by presenting at one time those who are at present most active
in working out its destiny. In preparing and issuing a supplement
of. this character it is pleasing to know that our efforts have met
with distinct appreciation.
VERY time a man or woman is misled by a false advertise-
E
ment, the selling power of all advertising is lowered. Every
time a false, exaggerated statement is printed in an advertise-
ment all advertising is discredited to a certain extent. As a
means of self protection every business man who advertises
should help to drive out the fakers.
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
Future scanning projects are planned by the International Arcade Museum Library (IAML).