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THE MUSIC TRADE
REVIEW
Securing the Best Results from Advertising.
T is as difficult to produce advertising and feature it correctly,
as it is to conduct a paper that in contents and makeup will
satisfy every reader. But criticism when well meant is always
helpful—it stimulates and leads to new achievements. In one of
his "business talks" in the Evening Mail, one evening this week,
William C. Freeman, the well-known writer on publicity promotion,
remarked:
"The Aeolian Co. does some very fine advertising. It is so
good that it is a pity that it does not appear every day. People
are forming the habit of reading the news of the business world.
"It is sometimes a matter of very serious importance to de-
cide just what to do with an advertising appropriation as large as
that of the Aeolian Co.
"There is not a particle of doubt but that readers would like
a daily opportunity of reading the very clever and interesting musi-
cal news furnished by this company.
"If instead of using the equivalent of six full columns in one
advertisement the company were to use definite space daily, it would
mean perpetual motion so far as newspaper readers are concerned.
"One cannot have too much of a good thing. If all of us could
hear Caruso sing for five minutes every day we would be delighted.
"If every advertisement could be made a real literary gem,
every reader could very profitably spend the time to read them and
would do so.
"When an advertiser reaches the point of being able to spend
enough money to justify his going into a newspaper daily, even
with small space, should he, or should he not, do so? It would
only take five minutes a day to read an interesting column. The
Aeolian Co. advertising department has the ability to furnish it."
While the suggestions in the foregoing are directed to the
Aeolian Co., yet they have a wider significance and apply to the
advertising question as a whole. There are a large number of ad-
vertisers who believe that a uniform space occupied daily with a
colloquial talk upon the news of the establishment and its offer-
ings would be most prolific of results, while others maintain that
the same space doubled or trebled every second or third day, with
striking display lines to attract attention, and with a large space
to catch the eye, would bring better returns.
In this matter, however, the only judge is the advertising
manager who has laid out a definite policy as a result of experi-
ence and knowledge of his special field, and who has to utilize his
I
appropriation to the best advantage and in a manner that will win
the greatest results in the way of patronage for his house.
The theorist, or the man who has not the exact facts and re-
turns before him, is hardly in a position to pass judgment in this
matter.
Broadly speaking, all well considered advertising is valuable
and resultful, whether it appears daily, semi-weekly or weekly.
No one will gainsay, however, that the daily "talk" is an excellent
means of attracting attention to a house and its goods, provided
that in appearance it doesn't become "stale." It is advertising that
must be prepared by an unusually brilliant writer, and requires the
closest attention. It has the same va!ue as the cleverly written
editorial, but in the advertising field men are not being employed
who receive the salaries that arc paid those literary magnates
who mould public opinion through the editorial pages of our great
metropolitan dailies.
The wonder is that the men at the head of the advertising de-
partments of our great business houses are able, in view of the
pressure upon their time, to turn out advertising copy so excellent
in every respect as it is, and which so satisfactorily attracts the
attention and compels the consideration of the busy reader.
For instance, in the past few weeks the advertising of the
Aeolian Co. and of the piano department of John Wanamaker's has
been of a grade considerably above the ordinary. It conveys that
art atmosphere that properly belongs to the piano, and therefore
benefits the entire industry. Whether this advertising, so illumi-
nating and helpful in character, would be better advertising were
it divided into columns daily, is a question that cannot be decided
other than by the men who are conducting the advertising depart-
ments.
It is a pleasure to notice, however, that the advertising which
is being carried by all the piano houses in New York City for the
holiday season is written along dignified, forceful and proper lines.
The advertisers are not overlooking that piano publicity requires
special treatment—a proper atmosphere, so to speak.
In the special announcements of Wm. Knabe & Co., Hardman,
Peck & Co., The Sterling Co., the Pease Piano Co. and others, which
have come under our observation the past week, there is a happy
wedding of historical facts with necessary arguments to induce
those desirous of considering the purchase of a piano to stop, con-
sider and act.
The Player-Piano in the Concert Field.
r
P H E recent announcement that Ernest McGill, who for some
JL years has been prominent in the trade as a player-piano
demonstrator for various manufacturers, has decided to enter the
concert field as an independent player-pianist, is destined to set a
new mark in the development of public appreciation of that instru-
ment. It is Mr. McGilFs intention, as outlined in a folder which he
has issued, to book concerts and recitals all over the country and
make tours just as is done by the prominent pianist or vocalist at the
present time. He has already made arrangements with, several
manufacturers to. give demonstrations with their instruments, and
will also do some work for the individual dealer.
If Mr. McGill's plan proves successful it will open a new field
for musical endeavor and we may soon look to see player-pianists
bi-led in the leading concert, halls throughout the country.
There appears to be no reason why such should not be the
case. Just as there are piano players, so are there player-piano
"operators"; as there are piano virtuosi so are there player-pianists
of unusual talent. As a matter of fact, excepting the actual tech-
nical training for playing the piano manually, the player-pianist
requires just as much study of musical expression and interpreta-
tion, and also of control of the instrument as does the ordinary
pianist. Mr. McGill's venture will be watched with interest.
One of the Vital Issues Before the Trade.
N
AME protection is one of the most vital issues before the
trade to-day, and how any dealer can'exploit an imitation
piano purely upon the name and reputation of the great makes is
beyond ordinary understanding.
How can any dealer hold up his head in his community and
expect to win the respect of the people among whom he lives when
he knows that his advertising carries with it fraud and misrepre-
sentation?
How can any dealer put forth statements concerning a piano
when a United States Court has said that his advertising is dis-
tinctly unlawful, is beyond ordinary comprehension.
Piano reputation and name protection in this trade interests
every dealer, because, unless the great names of piano history be
surrounded with fair protection it must be plain to all that the great
props of the industry will be in a large degree removed.
Take away from the trade its artistic traditions—its great
names—and mix them up in the hodgepodge of deceit and dishonest
advertising, and what is the result?
There is but one result—the whole industry must feel the effects
of such moves, because, sure as fate, it will have the effect to depre-
ciate piano values eveywhere. These are conditions which every
honest piano merchant must face and face fearlessly.