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THE MUSIC TRADE REVIEW
THE SCIENCE OF ADVERTISING.
CLEVERLY ARRANGED PEERLESS PIANO PUBLICITY.
Grinnell Bros., Distributers of the Peerless in Detroit, Send Out a Very Striking Folder
Which the Peerless Product Is Illustrated—Satisfaction-Giving Qualities of Peerless.
One of the cleverest advertising folders which
has reached us for some time has been put forth
by Grinnell Bros., Detroit, Mich. It is entitled
"Pull the String," and after pulling the string one
can inspect some interestingly prepared trade
literature which should be convincing.
On the opening of the folder appears the illus-
Peerless Electric Orchestrion
in
Arcadian, from Grinnell Bros., which lias given
me no trouble, but perfect satisfaction musically
as well as financially. If I could not gJt another
like it I would not sell it at any price."
Striking reading matter is presented in connec-
tion therewith. It is this kind of literature which
counts. On the back of the folder appears a
Piano in Cadillaqua Hotel, Detroit.
tration which is shown herewith, portraying a
Peerless electric piano in the Cadillaqua Hotel
cafe, Detroit.
Enclosed with this is a letter from the proprietor,
Fred Gibo, who writes: "Last November I pur-
chased a Peerless electric orchestrion piano, model
OUTING OF F. RADLE EMPLOYES
Was a Great Success—Sports of Various Kinds
Indulged
in—Those
Who
Distinguished
Themselves at the Summertime Reunion.
The third annual outing of the employes of F.
Radle, 611 West Thirty-sixth street. New York,
was held last Saturday at Orchard Grove, Fair-
view, N. J., where dinner and luncheon were served
with plenty of refresments—the accent on "re-
fresh."
Sports of various kinds were indulged in, in-
cluding a baseball game, in which the single men
beat the married men by a score of 12 to 7. In
the shotput, Gaidano was the star, throwing the
lead pellet J5 feet 11 inches.
Tn tin- chicken race, which is evidently a spe-
cialty, S. Mertzfeld. S. Geigar and J. Nadestar
very striking illustration. On the whoL' the plan
has been very carefully worked out, and it is un-
derstood is producing excellent results.
This original folder is the product of William
T. Lewis, manager of the sales correspondence-
department of Grinnell Bros.
won—that is to say, each one won a third, but the
team won it all! J. G. Lovvey distinguished him-
self by winning the 150-yard dash, while in the
jumping contest S. Hertzfeld cleared the bar at 9
feet 3 inches.
The third outing was the best that lias been held
in the history of the organization, and the "bunch"
returned unanimous in their praise of the officials
who had planned such a pleasant time.
The Morgan Music Co., Murphysboro, 111., has
opened a branch store in Marion, 111., under the
name of Morgan, Coyle & Co., with Martin Mor-
gan as president of the new concern, and Frank
Coyle, vice-president.
•'T> she musical?"
"Yes; she has a natural voice, a sharp tongue
;,nd a flat nose."
COLE Automatic Compensating SPOOL
(PATENTED)
Write for sample spool and prices.
, A
Makes Perfect Tracking
automatically takes care of the
expansion and contraction of
the paper at all times—whether
being played or in the box.
Requires no notice on the box
as to tightening paper, or other
precaution.
(Cost of labels
and labor saved.)
Made of high quality materials
under personal supervision of
the inventor. For 88 and 65
notes in four sizes.
Specify width of paper used.
F. E. COLE, 3 Appleton Street, Boston, Mass.
11
In Its Relation to Business as a Whole and to
the Several Departments of Business, Form
the Subject of a Course Which Is Covered
Fully by the Division of Advertising of the
New York University School of Commerce,
Accounts and Finance—Will Interest Trade.
The Division of Advertising of the New York
University School of Commerce, Accounts and
Finance has arranged for a complete course cover-
ing the fundamental principles of the science of
advertising in its relation to business as a whole,
and to the several departments of business, for the
evening sessions of the college year 1913-1914.
The plan of courses is based upon the belief that
advertising is not merely applied economics, or
applied psychology, or technique, but that it in-
cludes all three. For the best results preparation
for advertising should include the study of it as a
science and as an art and should also include many
allied subjects essential to the general knowledge
of any business man.
These courses give in practical, workable form
the most important principles and enough practise
in their application to give the student a command
over them. University instruction, it is believed,
should not be an imitation of experience, but rather
a preparation for it, so that its problems may he
most successfully solved.
The courses are adapted to the needs of two
main classes: First, high school or college gradu-
ates who expect to go into advertising as a life-
work, but who have had no experience in the field;
second, those now engaged in advertising work
who feel the need of special training along some-
particular line. For the first class the complete
three-year curriculum of courses is suggested as
providing the most essential preparation. The sec-
ond class will be able to select from the curriculum
the course or courses best fitted to serve their
needs and to take the work in these courses alone.
Such students will, however, be required to show
evidence of fitness to pursue the courses they elect
and must secure the consent of the instructor be-
fore undertaking the work.
In practically all respects the curriculum of ad-
vert'Hng courses here outlined agrees with that
u-cemmended by the Educational Committee of the
Advertising Men's League of New York. Many of
the courses themselves, in fact, have been worked
out as a result of the experience of the Advertis-
ing Men's League in giving Round Table Study
Courses for its members and in them have been
incorporated many suggestions and ideas of the
officers and directors of the league. The plan as
a whole and the individual courses that have al-
ready been given have been approved by the edu-
cational committee of the league.
The curriculum is divided naturally into two
main sections. One 'includes courses primarily in
advertising, the other allied courses of general in-
formation that are especially valuable to the adver-
tising man. The courses primarily in advertising
include those that consider the economics and psy-
chology of advertising and those that consider its
technique in the form either of copy or of display.
The courses in each of these divisions arc as
follows :
"Essentials of Advertising." (60 hours.) Mr.
Tipper. Monday, 7 :45-9 :45 p. m. "Psychology of
Advertising and Selling." Monday, 0-7:45 p. m.
"Advertising Display." (60 hours.) Mr. Parsons.
Friday, 7 :4f>-9 :45 p. m. "Advertising Copy." (60
hours.) Professor Hotchkiss. Tuesday. 7:45-9:45
]). in. "Magazine and Newspaper Advertising."
(60 hours.) Mr. Lee. Wednesday, 6-7:45 p. m
"Advertising Campaigns." (60 hours.) Mr. Tip-
per. Friday, 6-7 :45 p. m. "Analysis of Marketing
Costs." (60 hours.) (Not given in 1913-1914.)
"Printing." (60 hours.) (Not given in 1913-1914.)
TO HANDLE jCOLUMBIA LINE.
John Schoonmaker & Son, Newburg, N. Y.,
closed a deal this week with the Columbia Grnpho-
phone Co, to handle the complete Columbia line of
machines and records. He has arranged for ipe-
cial display rooms,