Music Trade Review
Issue: 1921 Vol. 72 N. 19 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
REVIEW
flUJIC TIRADE
VOL. LXXII. No. 19
Published Every Saturday by Edward Lyman BUI. Inc., at 373 4th Are., New York.
May 7, 1921
Single Copies 10 Cents
$2.00 Per Year
A Broader Treatment of Music
A
LTHOUGH the advancement of music campaign that has been carried on for several years has brought
about a more general appreciation of music on the part of the public in New York, as well as in other
i cities of the country, there is quite in evidence a feeling among piano merchants of this city that this
^appreciation has not been developed to the fullest extent, and it is likewise felt that the daily news-
papers can play an important part in developing this interest if they can be induced to take a proper stand in
the matter.
Berthold Neuer, manager of the retail warerooms of William Knabe & Co., who was last week elected
president of the New York Piano Merchants' Association, in outlining the campaign for the Association during
the coming year emphasized particularly the need for impressing upon newspapers the wisdom and necessity
of giving more earnest attention to musical matters from a popular angle.
It is maintained that the majority of musical critics and readers view music from a distinctly "high-
brow" angle, and maintain an aloofness that is not calculated to appeal to the average layman. Mr. Neuer
voiced the opinion that the future of the music trade depends upon the building up of a larger clientele and
the development of a greater number of prospects through musical education. The newspapers naturally afford
the best medium for bringing the wonders and delights of music before the public in a way that will promote
appreciation of the art.
For a number of years comparisons have been made between the amount of publicity given to automobile
interests and the limited amount given to music and the music trade. The reason for this lies not alone in the
fact that the automobile interests use large advertising space, but also because the majority of the readers are
interested directly or indirectly in automobile matters whether or not they own cars. At the same time it is
rare indeed that we find a technical discussion of automobile topics in the daily press. When ways and means
are found for interesting as many people in music as are interested in the automobile, it will be found that news-
papers of their own accord will increase the amount of space given to music and the music industry. Whether
they can be persuaded to lend their efforts in building up this following remains to be seen.
Through the efforts of the National lUireau for the Advancement of Music there have been inaugurated
in newspapers throughout the country music pages, or departments, running at regular intervals and featuring
musical matters in a way that is understandable to the average layman. The number of newspapers that have
been converted to this movement, however, is very small as compared with the total number of newspapers in
the country. In New York particularly it is not at all uncommon to find in the music sections of the papers
criticisms and comments on musical matters worded in a manner that is unintelligible to 95 per cent of the
readers. Efforts have been made on several occasions, through the editorial departments of the papers, to have
this condition remedied, but with little effect.
'-• )
There are heard suggestions that some attempt be made to accomplish the desired results through the
business department, and strong groups of liberal advertisers talking together, and emphatically, can frequently
bring a message to the offices of a newspaper that is heard and acted upon. Perhaps before the National Asso-
ciation ends its new year some such means will have been found for bringing the newspapers to a better under-
standing of the importance of music and the things that go to make music. This problem should not be left to
one local Association for solution, however. It might well be taken up by the national bodies in Chicago next
week, re the suggestion of R. K. Paynter.
The trouble lies not alone with New York papers, but with newspapers throughout the country, and the
development of a new attitude on the part of the public press toward music should be a national and not a local
matter. It is a question well worth thinking about.
THE
REVIEW
flUJIC TIRADE
VOL. LXXII. No. 19
Published Every Saturday by Edward Lyman BUI. Inc., at 373 4th Are., New York.
May 7, 1921
Single Copies 10 Cents
$2.00 Per Year
A Broader Treatment of Music
A
LTHOUGH the advancement of music campaign that has been carried on for several years has brought
about a more general appreciation of music on the part of the public in New York, as well as in other
i cities of the country, there is quite in evidence a feeling among piano merchants of this city that this
^appreciation has not been developed to the fullest extent, and it is likewise felt that the daily news-
papers can play an important part in developing this interest if they can be induced to take a proper stand in
the matter.
Berthold Neuer, manager of the retail warerooms of William Knabe & Co., who was last week elected
president of the New York Piano Merchants' Association, in outlining the campaign for the Association during
the coming year emphasized particularly the need for impressing upon newspapers the wisdom and necessity
of giving more earnest attention to musical matters from a popular angle.
It is maintained that the majority of musical critics and readers view music from a distinctly "high-
brow" angle, and maintain an aloofness that is not calculated to appeal to the average layman. Mr. Neuer
voiced the opinion that the future of the music trade depends upon the building up of a larger clientele and
the development of a greater number of prospects through musical education. The newspapers naturally afford
the best medium for bringing the wonders and delights of music before the public in a way that will promote
appreciation of the art.
For a number of years comparisons have been made between the amount of publicity given to automobile
interests and the limited amount given to music and the music trade. The reason for this lies not alone in the
fact that the automobile interests use large advertising space, but also because the majority of the readers are
interested directly or indirectly in automobile matters whether or not they own cars. At the same time it is
rare indeed that we find a technical discussion of automobile topics in the daily press. When ways and means
are found for interesting as many people in music as are interested in the automobile, it will be found that news-
papers of their own accord will increase the amount of space given to music and the music industry. Whether
they can be persuaded to lend their efforts in building up this following remains to be seen.
Through the efforts of the National lUireau for the Advancement of Music there have been inaugurated
in newspapers throughout the country music pages, or departments, running at regular intervals and featuring
musical matters in a way that is understandable to the average layman. The number of newspapers that have
been converted to this movement, however, is very small as compared with the total number of newspapers in
the country. In New York particularly it is not at all uncommon to find in the music sections of the papers
criticisms and comments on musical matters worded in a manner that is unintelligible to 95 per cent of the
readers. Efforts have been made on several occasions, through the editorial departments of the papers, to have
this condition remedied, but with little effect.
'-• )
There are heard suggestions that some attempt be made to accomplish the desired results through the
business department, and strong groups of liberal advertisers talking together, and emphatically, can frequently
bring a message to the offices of a newspaper that is heard and acted upon. Perhaps before the National Asso-
ciation ends its new year some such means will have been found for bringing the newspapers to a better under-
standing of the importance of music and the things that go to make music. This problem should not be left to
one local Association for solution, however. It might well be taken up by the national bodies in Chicago next
week, re the suggestion of R. K. Paynter.
The trouble lies not alone with New York papers, but with newspapers throughout the country, and the
development of a new attitude on the part of the public press toward music should be a national and not a local
matter. It is a question well worth thinking about.
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