Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
VOL. T.IY
mm
New York, January 6, 1912.
No. 1.
"OLJ.&ATIONS
1921
L
THE NEW YORK
PUBLIC LIBRARY
A8TOR, LENOX
TILDEN FOUNDATIONS.
Advertising—A Business Essential
T
HAT advertising is an art is admitted to-day in all business circles, and it is the art that makes the business mare go,
for business without advertising is not business—at least, not very long.
Why ?
Ilecause business without advertising spells stagnation and stagnation means trade death ; but there arc devious ways
of advertising and there are many in the trade realm who differ very materially as to these ways and means.
Advertising is an education of the people as to who you are, where you are and what you have to offer in the way of
skill, talent or commodity.
To deceive is to hold up your hand and beckon for the commissioner in bankruptcy.
All of the progressive piano institutions are believers in the efficacy of advertising.
This is clearly demonstrated by the large amount of space taken in periodicals of general circulation.
The trade newspaper field, too, is not neglected, and in the music trade the larger advertisers are showing greater
wisdom in their advertising expenditures, and they demand better service for the money expended.
The papers which lack in enterprise have not been receiving the same kind of patronage which was banded out indis-
criminately in days gone by. The up-to-date aeroplane methods win to-day.
The advertisers demand papers which cover the whole field and cover it well.
They do not wish any halfway service, and because this condition is becoming more and more apparent is one of the
reasons why this trade newspaper institution has closed the best year in point of business patronage ever recorded in its
business life, which covers a
period of more than thirty years.
There has been nothing marvelous
'
about the expansion of this busi-
ness—in fact, at times it has been
precious slow, but the growth
has been in the right direction.
We are better equipped than
ever before to serve the music
trade interests, and the illustration
shown on this page succinctly sums
•ip the relation of this trade news-
paper to the entire music trade in-
dustry. It covers the whole field.
Advertising is recognized as a
business essential.
Tts theme is human wants and
where and when and how they
need to be gratified.
It interests, inspires and edu-
cates—thereby uplifting and bene-
fiting, lubricating existence and
helping the old world on its way
to the celestial eity of fine minds.
Advertising pays, when figured
out on a systematic basis, and ad-
vertisers should use the same care
in their selection of advertising
mediums which they show in pur-
chasing supplies or any other
commodities.
To do that is to exhibit the pos-
session of s:ood horse sense.
v,