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THE MUSIC TRADE REVIEW
unusual always comes
in the shape of a new
lesson that has to be
learned. The plan back
of
an advertisement is
BROOKLYN'S BEST KNOWN
more important than
PIANO HOOSE
the copy itself, and the
bchmidt Music Co., in
Music as a nerve tonic or stimulator doesn't
grouping this lot of six
only apply to youth, but has always had its greatest
players, offers a specific
influence for good when made a lifelong possession.
lot of goods in a good-
It is one of the greatest investments that can
sized space that can-
be made, yielding the largest kind of dividends in
not be overlooked, and
pleasure, happiness, encouragement and consola-
tion.
copy of this force gen-
erally accomplishes its
It is a builder and protector of
Dr
the real American home—an en-
purpose.
No doubt
_
AS A KKARTEirBR,
mlrt courager of. life's highest ideals—an
there are six people in
Like th« m l l n g of Gibraltar t« the Mat
instigator of patriotism — and an
file
ordcnl of •xamin*tlou« to hundred* cldei
Davenport who want a
armor against failure or evil.
of tboutandi la the lecondary schools pled
player and would avai'.
and rollers* At rdwtial air* cn- moil
You can't invest in anything
tourtro tha ralllunr. «rcan reeitftlt °t
themselves of this op-
that will bring more lasting good to
now put heart Into th« men who go qul*
portunity, particularly
up to (heir examination* nt Harvard. tlom the graduate just starting in life
than a
Orcanilt Divisor of that university's rmbl
so as expressed by this
no !•
dlvliion o( music, finds that marches, rep
dignified and truthful
scherzos, an occasional fujire. and. of • b
course. HAKDCL'S Largo played In
piece of p u b l i s ' h e d
Apnleton Chapel on tha mornings
salesmanship.
Ourlnc- tlio final examination period
put spurs lo the spirits and nerve
Set in Pabst, w'th
them fot the trial.
wide margins, of text
Mr. DATISON ids not ask the psychol-
ogists whether his scheme was
or Playerpiano.
that has been clipped
scientific, but applied It directly to
of superfluous English,
the students They My It works
In them you have an instru-
splendidly We hear It ha* prevented
ment possessing over half a cen-
it is well balanced for
nervous prostrations at Wellejtoy
tury of absolute reliability, indis-
easy reading. (The
If the plan works, why consult, the
putable reputation, unquestioned
psychologists?
following is for the
artistic attainment and a* service
Books '-* S U I T -
" — «o •"'-'
that insures lasting pleasure and
paper's
proofreader:
THX NEW TORK TIME*
satisfaction.
Should be comma after
"world"; period after
These are facts known to thousands of owners,
and when you consider the moderate and honest
"assured"; capital "C"
prices, the simple terms of payment, and the actual
for "coupled," w i t h
help we will give you, there can be no reason why
colon after "to-mor-
you should delay in making such an easily cared for
investment.
row.")
The Schmidt Music
You will be put to no obligation if you allow
us to explain a proposition we have for the graduate.
Co. ranks as "Iowa's
Oldest Music House,"
Are you acquainted with the special ad- #
vantages of our Victrola Department?—Our*
being established in
service is unusual and stands first in Brodklyn as
1862 and incorporated
most helpful and convenient for the Musician.
in 1901. It operates
three
stores—one each
Optn Evening! by Appointment
in Davenport, Musca-
tine and Washington—
the officers of the or-
ganization being Her-
Manufacturer
- IOSY-SO
Wholesale and Retail Wueroomn: STERLING BUILPTNG.
mann Schmidt, presi-
: «18-4»0 Fullou Street Corner Hanover paos. Brooklyn—
dent ; Ernst Schmidt,
No. 5—Showing How to Adopt Current Topics Into Powerful Argumenta- vice-president, and Ju-
tive Advertising Combining a News Value to a Timely Class of Prospects. lius A. Schmidt, secrc-
open evenings, and piano salesmen are not auto-
tary and treasurer.
matic machine tenders. It is "how" they utilize the
The company took exception to a criticism of
average business day that counts.
one of its advertisements which appeared in a pre-
And while we are right here, talking about two vious series, but upon being given the rules and
pieces of Brooklyn advertising copy, it wouldn't be laws governing the advertising principles back of
amiss to remark that there is a great field in this the criticism sent in another letter as follows:
territory of 2,000,000 people for piano business.
"I am indeed glad to receive your letter of May
Evidently Brooklyn is not well covered by piano 29 and carefully note the comments and criticisms
dealers, for approximately 40 per cent, of the busi- contained therein, and I wish to thank you very
ness transacted by New York dealers are sales much for the effort you put forth in going into de-
made to Brooklyn residents. Brooklyn dealers may tail, as you did.
not be familiar with these conditions, so it is a
"I know you will be glad to know that your let-
good thing that they should know this.
ter contained just what I was reaching out for, and
Skipping about the country, we'll take an Ore- I certainly join you in the last paragraph of this
gon advertisement, No. 0, which is nine inches, letter, and it is indeed true that one may make one
double column. This is of "educational"' type, de- feel happier to pat him on the back and say that
signed to create an interest in a piano by forcibly
everything is fine, but indeed he would not be
reminding members of the family that their home helped in the least unless he were told the truth.
is the logical place for living, and that the future I am beginning to find out that what I do not know
of the family depends upon home ties, which is a about advertising would fill a book, but I am at
topic that is of vital interest. Side rules should be least going to find out some of the fundamentals
eliminated; the little pieces of "border" in the cut that help to make good advertising.
should have been cut out; cut should be at top
"Again thanking you for the kindness, I beg to
with heading under cut; name in reverse name- remain,
(Signed) "E. A. SCHMIDT."
plate should be straight across; how Shepherd pi-
That this service is the first real advertising as-
anos can complete the home circle ought to be con- sistance given to the trade is acknowledged; and,
nected with the topic discussed. The name "Shep- recognized as such, it is highly endorsed by the
herd" could be admirably worked up into a catch- many piano merchants who believe in efficient sales-
ing slogan for use in this copy.
manship.
No. 7 is seventeen inches, three columns, pub-
As far as the actual copy of an advertisement is
lished by one of the livest houses in the trade. It concerned, the lesson to be gleaned from the fore-
shows a plan of merchandising that is seldom util- going reproductions is that advertising is nothing
ized in this industry; one which has been advo- more than printed conversation. Talk in your
cated by the writer to a number of dealers, but advertisements just as you would to a prospect,
they couldn't see the point, for the reason that the and be careful that you say just enough. If you
13
xxxxxxxxxxxxxxxxxxxxxxxxxxxxx
FROM THE'FACTORY TO THE FIRESIDE 3jj
WISSNER PIANOS!
Make It a Lifetime
Heartener to the
GRADUATE
STERLING
PIANO
The Musician's Choice
The social as well as the artistic world uses them. To
the majority of buyers the question of economy is only inci-
dental—quality is paramount. They prefer the WISSNER
because musically and mechanically it has no superior.
Those who have hesitated to buy a piano Wause they
could not afford the very best are invited to call, and they
will be surprised at the reasonableness of our prices and terms;
THE UNRIVALLED WISSNER, AT
$450
THE CELEBRATED LECKEKLING. AT SSO
THE POPULAR REINHARD, AT
250
S THE PLAYER PIANO
[ [solves the problem of home entertainment
J for all time. It reveals the delights of the
J | master works of the world and unites the
; j family and your friends to the enjoyment of
}{ the latest dances. The Wissner Player Pianos
are simply beyond comparison with instru-
A ments offered elsewhere at the sa,me price—
w sold on easy monthly payments.
B
X WISSNER PLAYER PIANOS, AT $875 & UP
X LECHERUNG"
"
AT 650
& REINHARD "
-
AT 550
(j
Victors
Victrolas
Complete
Slock ol
Machines and
Records
Victrolas,
H 5 to JZOO
Victors,
SPECIAL:
$10 to $100
MNew Upright Piano, reliable) $ 1 7 C
g make
( $ lltf
J !New 88;Note Player
i i reliable, up-to-date
Piano
S eo»d-Pri>o(
Dtmonslr«U»
Roomi
375
WISSNER PIANO WAREROOMS.
E5 and 57 Flalbush Ave.. BROOKLYN.
No. 4—Emphasizing Several Faults; Incorrect
Use of Top Panel; Too Many Type Styles
and Poor Position of Illustration.
don't know when you have said enough—and you
know that some sales are not closed because o.f
over-talking, just the same as they are for "under-
(Continued on page 14.)
The Sterling Piano c o .
FOR
Christmas
Beautiful
Stock
of
Beit
Makes Pianos and
Players
LOWEST PRICK
TERMS TO SUIT
Every Instrument
Is Absolutely
Guaranteed
OPEN EVENINGS UNTIL
CHRISTMAS
Jones, Rospist, Killen to,
Seattle's Home Piano Dealers
1510 Third Avenue
Between Pike and Pine
No. 3—An Advertisement That Is Not Sales-
manship. Of Reminding Value Only and
Without Force. Just an " A d . "