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THE
REVIEW
flUJIC TIRADE
VOL. X L V . No. 7. Published Every Saturday by Edward Lyman Bill at 1 MadisonAyc- New York, Aagtist 17, 1907
AEOLIAN CO.'S SUMMER^ ADVERTISING CAMPAIGN.
That Carried on by This Progressive Institution for the Past Few Weeks in the Daily Papers
Has Proven a Profitable Venture—Demonstrates That People Can be Made to Buy by Per-
sistent Publicity at Any Time of the Year Provided There Is Merit in the Goods.
At Aeolian Hall a decidedly optimistic senti-
ment prevails in regard to fall business. One of
the best outward indications of this is the ag-
gressive advertising campaign during the sum-
mer months and referred to editorially in last
week's Review. The accompanying eight ads.
have been seen in the leading New York dailies
within two weeks, indicating unusual activity
even for the Aeolian Co. during the hot weather.
They have a field almost to themselves and have
been making the most of it. The ads., the text
of which is reproduced herewith, are short, read-
able and adapted to dog-day readers. Of course,
they have been effectively displayed in a two-
column space four and one-half inches. The re-
sults have been more than satisfactory, and such
systematic publicity should result in good busi-
ness this fall from people who continue reading
New York papers while at the summer resorts:
"The 'Themodist' still further humanizes the
playing of the Pianola piano.
"The accenting problem has hitherto been the
great problem in all piano players. The 'Themo-
dist,' which is exclusive with the Pianola and
Pianola piano, completely disposes of this last
problem. It causes the theme or melody to reach
the ear like a song, in contrast to the subdued ac-
companiment.
Unless you have heard the
Pianola with this latest improvement, you do not
realize the full possibilities of the modern piano
player.
"The Aeolian Co., Aeolian Hall, 3G2 Fifth
avenue, near 34th street, New York."
"Are you handicapped with a piano you can-
not play?"
"The mission of a piano is to provide music.
If it does not perform this mission, you might
better sell it at once and get something really
useful.
"There is no longer any excuse for keeping a
useless piano in the home. The Pianola will give
you instant mastery over its technique. Or, bet-
ter still, you can exchange it for the Pianola
piano.
"We are constantly taking in exchange for the
Pianola piano all makes of pianos. During the
summer months we can make specially favorable
allowances, as it is to our advantage to keep our
repair.shops busy. No obligation is incurred in
securing our exchange proposition.
"The Aeolian Co., Aeolian Hall, 362 Fifth
avenue, near 34th street. New York."
"Weber -*Steck - Wheelock -'Stuyvesant Pianola
pianos.
"
"The Weber and the Steck'are as good as the
most expensive pianos can be made. The Whee-
lock and. • the Stuyvesant are as inexpensive as
good pianos can be made.
"The Aeolian Co., Aeolian Hall, 362 Fifth
avenue, near 34th street. New York."
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•
•
"Join a circulating, library of music. .
.
.
.
• • . . . • > . , •
. .
.
.
.
.-,
"Thousands of persons read books taken from
a circulating library. Why not listen to music
on the same plan? In connection with the
Pianola and Pianola piano, we maintain a circu-
lating library of music-rolls. You get a change
of 24 rolls every month.
"In the course of a year you will have heard
288 different compositions. Not only that, but
you will have had the pleasure of playing them
personally.
"If you contrast your present musical oppor-
tunities with the vastly greater amount of pleas-
ure that the Pianola provides, you will appreciate
how much you are missing in not owning this
best of home entertainers.
"The Aeolian Co., Aeolian Hall, 362 Fifth
avenue, near 34th street, New York."
"What the Pianola piano has done for others
it will do for you.
"The Pianola piano has created a musical at-
mosphere in thousands of homes that were for-
merly destitute of good music.
"It has given wives and daughters who 'used
to play,' but have failed to keep up their prac-
tice, the means of keeping fully abreast of the
musical world.
"It has given busy men of affairs a delightful
means of forgetting their office cares and of ban-
ishing the blues.
"In every home where the Pianola piano has
been introduced, it has conferred upon every
member of the family the supreme satisfaction of
being able personally to produce music.
"The Aeolian Co., Aeolian Hall, 362 Fifth
avenue, near 34th street, New York."
"Sir Edward Blgar declines to play the piano.
"According to a cable dispatch to the news-
papers, Sir Edward Elgar, the distinguished
English composer of the 'Dream of Gerontius,'
etc., recently declined to play the piano in public.
"He said that piano playing by perforated
music roll had now become so general that there
was no longer any distinction in a performance
by hand.
"He was perfectly willing to play a solo on the
t
violin, but he saw no use in a performance by
hand on the piano when people nowadays so
universally played the piano themselves.
"The Pianola is the one piano player which
has revolutionized the situation. The remarkable
artistic character of its playing could alone have
accomplished this result. To-day it is popular
in every civilized country in the world and has a
greater sale than all other • piano players com-
bined. , •
"The Aeolian Co., Aeolian Hall, 362 Fifth
avenue, near 34th street, New York."
"Business men, the Pianola piano will bring
music to you instead of compelling you to go to
the music.
....
...
"Many a busy man of affairs finds himself just
SINGLE COPIES. 10 CENTS.
$2.00 PER YEAR.
now in this situation: When evening comes he
is too tired to go out to a concert or a musical
entertainment. The member of the family who
plays is away from home.
"For such men a logical investment is the
Pianola piano. When the wife and daughter are
at home, they can play it by hand just the same
as their present piano.
"But the man is no longer dependent upon
them for his music. He can play it himself
whenever his fancy prompts him and he can play
whatever class of music suits him best.
"The Aeolian Co., Aeolian Hall, 362 Fifth
avenue, near 34th street, New York."
"The Pianola piano conferring upon every one
the ability personally to play the piano.
"People are buying the Pianola piano in con-
stantly increasing numbers;
"Because it is a guaranttee of immediate music
in the home circle;
"Because it can be played by each and every
member of the family;
"Because it requires no long preliminary course
of training in order to master it;
"Because it can be played by hand as well as,
by Pianola roll;
"Because it is generally recognized as being
the latest and best development in modern piano
manufacture.
"The Aeolian Co., Aeolian Hall, 362 Fifth
avenue, near 34th street, New York."
TO EXHIBIT AT ESSEX CO. FAIR.
One of the finest musicar exhibits at the Essex
County Fair, to be held in Newark, N. J., next
month, will be that of Reed, Dawson & Co., of
Newark, who will have a handsome booth filled
with an assortment of player-pianos that have
won success. The exhibit will include the Sim-
plex, Krell Auto-Grand, the Henry and S. G.
Lindeman player-piano and the Ackotist, for
which they have just secured the agency, and
will be in charge of competent demonstrators.
PUSHING THE BURDETT ORGAN PLANT.
In order to show with what rapidity the new
organ factory of the Hobart M. Cable Co. at
Holly, Mich., is being constructed the architect
has a photo of the entire plant taken each week,
and one glance at the series of pictures proves
how the work is being rushed.
BUY THE DECATUR MUSIC HOUSE.
F. L. Suffern & Co., Decatur, 111., have bought
out the Decatur Music House of that city, of
which H. P. A. Mossner, of Chicago, is the pro-
prietor. Suffern & Co. are conducting a sale of
the newly acquired stock.
As first payment of $125 on a piano a Kansas-
City (Mo.) piano salesman received,.. 12,500
pennies, weighing over a hundred pounds. The
purchaser was a woman, who had for some time,
past saved every penny she got hold of. It goes
without saying that the pennies were used to
advantage in the show window of the piano store,
and the method toy wftich they were saved made.
the subject of a Hys advertising talk.