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THE
MUSIC TRADE
REVIEW
same may be said of the magazines of great circulation, because the
Aeolian advertising for years has been a prominent feature in the
great magazines. It is true this vast publicity has directly bene-
fited the concern putting it forth, but it has also been of indirect
benefit to the entire music trade. The more any articles are ad-
vertised, the more people think of them and the more they become
impressed with the necessity of possessing that which is advertised.
EDWARD LYMAN BILL - Editor and Proprietor
J. B. SPILLANE, Managing Editor
Executive and Reportorial Staff:
GEO. B. KELLER,
L. E. BOWEHS,
W. II. DYKES,
F. H. THOMPSON,
J. HATDHN CLARENDON,
B. BIUTTAIN WILSOK,
IJ. .T. CuAsrr.risi.iN,
A. J. NICKLIN.
BOSTON OFFICE:
CHICAGO OFFICE
ERNEST L. WAITT, 100 Boylston St.E. P. VAN HARMNGEN, Room 806, 156 Wabash Ave.
Telephone, Central 414.
MINNEAPOLIS and ST. PAUL-.
ST. LOUIS:
PHILADELPHIA:
R. W. KAUFFMAN.
APOLP EDSTEN.
CHAS. N. VAN BUREN.
SAN FRANCISCO: S. II. GKAY, 2407 Sacramento St.
CINCINNATI, O.: BERNARD C. BOWEN.
BALTIMORE, MD.: A. ROBERT FRENCH.
LONDON, ENGLAND: 00 Kasinghall St.. E. O.
W. LIONEL STURDY, Manager.
Published Every Saturday at 1 Madison Avenue, New York
Entered at the New York Post Office as Second Class Matter.
SUBSCRIPTION, (including postage), United States and Mexico, $2.00 per year;
Canada. $3.50; all other countries, $4.00.
ADVERTISEMENTS, $2,00 per inch, single column, per insertion. On quarterly or
yearly contracts a special discount 1B allowed. Advertising Pages, $60.00; opposite
reading matter, $75.00.
REMITTANCES, In other than currency form, should be made payable to Edward
Lyman Bill.
Music Publishers*
An interesting feature of this publication Is a special depart-
Department ^ V raent devoted exclusively to the world of music publishing.
Exposition Honors Won by The Review
Grand Prix
Paris Exposition, 1900 Silver Medal.Charleston Exposition, 1902
Diploma.Pan-American Exposition, 1901 Quid Medal. ...St. Louis Exposition, 1904
Gold Medal. . . . Lewis-Clark Exposition, 1903.
LONG DISTANCE TELEPHONES-NUMBERS 4677 and 4678 GRAMERCY
Connecting all Departments.
Cable a d d r e s s : "Elbill, N e w York."
__
L
ET any of the great national advertisers drop out of view for
a little while jind the effect is at once noticeable in a dimin-
ished demand for their product. There is no drawing back or
holding up in advertising. It is true that some seasons are better
than others in which to place added emphasis upon publicity, but
the national advertisers, include all seasons in their program, be-
cause there are purchases to be made at all times and they wish
the name of their product so thoroughly impressed upon the public
mind that buyers will naturally seek that which they have seen
exploited in the periodicals. Advertising to-day is not only a sci-
ence, but it is a mighty interesting one and it has attracted the
attention of men of brains and the highest degree of intelligence.
It is said that the Lord & Thomas Agency of Chicago pays its best
writer a thousand dollars a week salary. Sounds big, does it not?
There .may be some little element of advertising in this statement,
but nevertheless it is announced that such a salary is paid. It is
also said that Arthur Brisbane, who is not only a clever writer, but
a man who thoroughly understands the value of advertising, re-
ceives over $50,000 a year for his work on the Hearst publications.
A study of the advertising field, its methods, its men, its results,
should interest every business concern, and the closer one goes into
it, the greater respect they will have for advertising and the broader
conception they will have of its possibilities. They will be less
likely to reject some trifling appropriation when a clever plan is
brought to their notice which involves a modest outlay.
H
OW can the man to-day, who is relying" upon the public for
his support expect to receive that support unless he ac-
quaints the public with what he is doing and what kind of a product
he is putting forth ? There was a time when it was possible for
EDITORIAL
men to build up great business enterprises without the aid of adver-
tising, but that time has gone by and it will never return within the
lives of those who are now playing their part upon the earthly stage.
It is a good time right now to plan for fall publicity and to plan it
HERE are some mighty big advertising contracts which are
being closed for fall publicity. Business men believe in keep- in a comprehensive manner. Include only papers which have
standing, which have character, which have circulation, and after
ing everlastingly at it. It is stated upon excellent authority that
Wood, Putnam & Wood, the prominent advertising agents of Bos- having investigated them, give them a fair support. A strong paper
merits support and it is mere charity to give that support to a weak
ton, have just closed a contract with the Brazilian Government for
an enormous appropriation to be spent for general publicity in the paper. Apply the same rule of logic in placing advertising that you
do in making selections in any other line. If a publication is strong
United States. The amount of this contract breaks all previous
enough to impress you, figure that it will also impress the man
advertising records. It is said to be the largest amount ever
whom you desire to reach. If a paper is too weak—if it is so far
handled by a single agency, amounting to one million dollars a year,
which will be spent annually for the next five years. A five million down the line as to be uninteresting either in the collection of its
dollar advertising contract will make some of the old-timers sit up news matter, or the strength of its editorial pages—figure that it
will not interest the people whom you desire to reach. If a paper
and take notice. Five millions spent for a single purpose! Who
has strength, virility and force, if it has a diversity of contents to
shall say that this is not in truth the age of advertising? When a
government will spend five millions to exploit its resources in one appeal to the varied tastes of men, figure that naturally that paper
must have readers. It commands respect, and a paper that com-
country alone, it means that the powers in control are pretty strong
mands respect is the paper to support. A paper which is a weak-
believers in the publicity idea. Advertising in any line creates
ling, a paper which is a joke, a paper which is inefficient in its news
business and it would be difjficult to locate a successful business
service, is not the paper to support, because it cannot deliver the
enterprise in our times that has not been largely built through the
employment of well considered publicity. We do not have to go values. But most of all, avoid a paper which is abusive in its
utterances, which seeks to tear down rather than to build up—a
outside of the music trade to find large advertisers. Take the
paper which strives to destroy reputations, a paper which seeks to
Aeolian Company for instance. There is no concern in the music
trade that has advertised so persistently, summer and winter, as has extort money through blackmailing methods—avoid such a paper
as you would a rattlesnake. There are plenty of decent, respectable
this big institution which controls a variety of musico-industrial
creations. The Aeolian advertising is not sporadic. On the con- papers in the world which are honestly constructed, which deliver
trary, infinite care and system is evidenced in every detail of the correct values, which are worthy of advertising support and which
are giving the largest kind of returns to advertisers.
advertising department, which is under the direct charge and super-
vision of a trained expert, John Irving Romer, who has given more
than a score of years of his life to the study of the science of
UT advertising, after all, must be supported in an intelligent
advertising and who deservedly ranks high in the advertising pro-
manner. No matter how good the medium, no matter how
fession. The Aeolian advertising is marked by dignity and at- intelligently the details may be presented, the actual value must be
tractiveness. It is full of charm and purpose. In other words, it
in the product itself, or all the advertising in the world cannot main-
is carefully thought out. There are campaigns for summer and
tain it in a position to which its actual values do not entitle it. A
winter, for spring and autumn, and it is rare indeed that we can piano may be splendidly advertised, it may for a while come in for
pick up a great metropolitan daily without finding some attractive
a large share of attention at the hands of the dealers and the pur-
Aeolian advertisement prominently displayed in its columns. The
chasing public, but if the value is not there, if the qualities are not as
NEW
YORK,
A U G U S T 1, 1 9 0 8
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