Music Trade Review

Issue: 1914 Vol. 59 N. 1

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Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
14
THE MUSIC TRADE
REVIEW
A CRITICAL ANALYSIS OF RECENT RETAIL ADVERTISING-(Continued from page 13).
talking"—determine by experiments Just how dif- "pulled," bearing in mind, of course, that condi- evident that better service could be rendered by
tions have considerable to do with the returns the newspaper.
fer^ advertisements that you have used have
fno.m your copy.
There are no cut-and-dried rules for determining
And when you believe that you want to fill a the use of display or classified advertising, the
six-inch double-column advertisement, remember latter being the use of small ads set under the
^-'111-113 West Third, i - » -L Davenport, ^ — * U.
how you would talk were you given three minutes heading of "Pianos." The latter have been worked
•):
OFFER
for conversation—you can say just so much. By
talking fast you could say more words, but it is
doubtful if the quality of what you say is im-
proved, and this is true in writing advertisements.
Why I* It Today We Sejdom See a Complete Home
You can crowd your space full of words, but it is
Circle Like This?
doubtful if the selling value is strengthened. Don't
be afraid to use a wide margin of white space.
Yo.u will notice in five of the ads reproduced
piano in order to
that the aim has been to fill the white space with
text, this being particularly true with Nos. 2, 3, 4
and 6.
Nos. 5 and 7 show a humane interest on
the part of the advertisement writers to aid the
eyes of thousands of readers, and this assistance,
Five of these have heen used,
by making the advertising easy to read, is surely
appreciated, for the results of "freedom in read-
though they do not appear
ing" are larger.
so, and with hut one ex-
A bright advertising man brought up the fact,
when we were discussing "crowded copy," that the
ception, all are strictly
mail order people built their business upon copy
modern 88 note players and
of this character, and he is right, for the way in
made by the most experienced piano
which he expressed his remark saved him. He
makers in the world. The Aeolian Co.,
used the past tense—'built." They couldn't do it
Why is father out at lodge or down town?
oi N e w York. Consequently absolute
so successfully to-day. Even the mail order houses
Why is mother also out?
satisfaction is assured, coupled with this
have recognized the value of the improved ideas
Why is sister downtown, too, walking with l-.cr chum ?
is our signed guarantee. Convenient
in advertisement lay-out, some going to the ex-
And why, oh, why is little brother playing on t'.:e streets?
terms can be arranged. Old pianos taken
treme by publishing a huge drawing by some noted
Whyare some families' home simply a place to eat and sleep?
in exchange at their worth. The fol-
artist, using a quarter or a third-page in the news-
Upland the closed do of their house generally exist few
lowing prices go into eflrect tomorrow.
papers and full magazine pages, and saying only
nt.
ns of education and ai
about 200 words.
(^HILTON
WHEELOCK
yECHNOLA
if the children do go wrong the parer.ts hlame each other and
If your advertising appropriation is a limited one
wildly try to light this wrong by the mexis they should ' have
employed when the children were small and their minds still
use fewer advertisements and bigger ones, saying
$385
$375
$280
receptive.to home Influence.
something that is a vital sales story, and present it
JJECKMAN
fECHNOLA
TECHNOLA
We suggest that you do today these things which It may be
in
a
strong
lay-out.
too late to do tomorrow.
New 88 Note
Early English
Mission Style
88
ami
65
Note
88 »nd 65 Note
PLAYER PIANO
In daily papers the matter of position deter-
PLAYER PIANO
PLAYER PIANO
$395
mines to a great extent the returns from the
$385
$385
copy, particularly if the advertisements are small
Player Bench and Ten Rolls of your own choice
ones. So it is necessary to use a sufficient amount
are included -with each instrument.
Ktamath Falls, Or*.
of space in order that, no matter where they are
No.
6—More
of
This
Character of Advertising
placed, they will be dominating enough to stand
Should Be Done. Criticism Covers Layout
out prominently. Frequently the excess cost of
and Typographical Effect.
preferred positions added to the regular rates
equals about the price of a larger advertisement out by people about to "leave for the country" or
that could go in "run of paper," the latter being for some other part o.f the world who have "a $()<)!>
of sufficient size to be read irrespective of where piano for $2.34," or thereabouts, so it isn't to be
No. 7—Selling a Unit-Group of Players—A
placed.
wondered that classified piano copy is under sus-
Salesmanship Plan That Can Be Profitably
Adopted. Common-sense Copy Generally Se-
It pays to watch the matter of position and picion and that it would pay to put your money
cures the Attention and Interest of People.
to kick on the slightest provocation when it is into display work.
CCHMIDT MUSIC p O .
Six Player Pianos
each reduced in price
to that of a plain
- = T H E HOME CIRCLE==
move them from our
floor at once.
Naples—1 case pianos and material. $228.
Para—1 pkg. musical instruments and material,
Pianos and Other Musical Instruments Shipped
$119; 4 pkgs. phonographic goods and material,
Abroad from the Port of New York for the
$131.
Week Just Ended—An Interesting Array of
Rio de Janeiro—4 cases pianos and material,
Musical Specialties for Foreign Countries.
$1,000; 6 pkgs. phonographic goods, and material,
$391; 6 cases player-pianos and material, $450.
(Special to The Review.)
WASHINGTON, D. C, June 30.—The following
Santiago de Cuba—3 cases piano players and ma-
were the exports of musical instruments and kin- terial, $518.
dred lines from the port of New York for the
Sydney—3 cases pianos and material, $619; 41
week just closed:
cases organs and material, $1,856.
Berlin—14 cases pianos and material, $2,619.
Trinidad—3 pkgs. phonographic goods and ma-
Bombay—13 cases organs and material, $518; 2 terial, $176.
pkgs. phonographic goods and material, $198.
Valparaiso—3 pkgs. talking machines and ma-
Bueno.s Ayres—59 pkgs. phonographic goods and terial, $189.
material, $7,191.
Colon—44 pkgs. phonographic goods and mate-
SECTIONAL_PART SHOWN
rial, $2,010; 1 case pianos and material, $192.
Of the Steinway Style " B " Grand in Ware-
Genoa—2 cases piano players and material, $462.
rooms of Steinway & Sons—Attracts Much
Hamburg—4 cases organs and material, $163.
Attention
from
Prospective
Customers.
Havana—18 cases pianos and material, $1,944;
45 pkgs. phonographic goods and material, $2,055.
Steinway & Sons are sho.wing in their ware-
Havre—10 pkgs. phonographic goods and ma- rooms an interesting exhibit in the nature of a
terial $219; 1 pkg. talking machines and material, sectional part o.f the Steinway Style "B" grand.
$1,000; 3 cases pianos and material, $900.
This section shows every detail of this instrument's
Leipzig—4 pkgs. phonographic goods and ma- construction, including the action, sdunding board,
terial, $211.
seven keys, a part of the plate, and a section of the
Limon—2 cases piano players and material, $255; actual case. As a whole, this exhibit is one of
11 pkgs. talking machines and material, $150.
the most interesting of its kind that has ever been
• London—39 cases pianos and material, $4,818; 5 shown, and has attracted the attention of all visitors
cases organs and material, $583; 27 pkgs. phono- to the warerooms. It is of considerable assistance
graphic g.oods and material, $1,079; 25 pkgs. phono- to the retail floor men when they desire to show a
graphic goods and material, $149.
prospect the actual construction of a Steinway
Madrid—1 case piano players and material, $230. grand.
<
OUR FOREIGN CUSTOMERS.
FIRE CLAIMSj\DJUSTED.
Several more claims for loss by fire under the
policies issued by the Piano Underwriters' Agency,
Baltimore, Md.. have been adjusted with the fol-
lowing amounts in settlement of all claims: New-
ton Music Co., of Newton, Kans., $350; Heintz-
man & Co., Regina, Canada, $500, and C. W. Lind-
say, Ltd., Ottawa, Canada, $55.
This is the form of insurance that covers the in-
div'dual instruments, the premium for which is
paid for by the customer. A re-sale of a piano is
permitted under the Piano Underwriters' Agency
policy, and not only this, but there are quite a
few other benefits in connection with it.
"The Piano of the
Presidents," occupy-
ing the White House
for forty years.
SCHOMACKER PIANO CO.
1020 South 21st St.
PHILADELPHIA^!
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
SAN FRANCISCO TRADE TO HAVE PROSPERITY DINNER
Under Auspices of Retail Trade Committee of Chamber of Commerce, of Which George Q. Chase
Is Chairman—Reasons for Rejoicing—Wiley B. Allen Discusses Next Convention.
(Special to The Review.)
SAN FRANCISCO, €AL., June 25.—With the return
of all the San Francisco delegates from the East,
it is expected that the activities of the local Piano
Dealers' Association, which were interrupted for a
few weeks, will soon be resumed. In fact prepara-
tions are already being made to get the trade
together for a general discussion of various ques-
tions, which will no doubt reflect some of the dis-
cussions at the National Convention, and plans will
probably be started before long for the accommo-
dation of the convention of 1915. At present, how-
ever the general object of attention is the "pros-
perity dinner," to, take place in the Ferry building
June 29, as piano merchants, in common with
others, have acquired a very keen appetite for a
dinner of this kind. This dinner is being held
under the auspices of the retail trade committee
of the Chamber of Commerce, of which George
Q. Chase is chairman, and its object, according to.
those who are taking a prominent part in the
plans, is not merely to get off a lot of optimistic
"hot air," but to bring out a statement of the con-
ditions that actually exist in San Francisco at the
present time. In announcing this event Mr. Chase
says: "There are vital facts which the average
business man does not know, which assure San
Francisco of the most active commercial period in
its existence. We believe that the underlying pros-
perous conditions will have an immediate effect on
retail business and that retail trade in the city of
San Francisco will start booming within thirty
davs, instead of holding off o.ver the summer
months. Our payroll exceeds that of last year by
$40,000 a week. The exposition company alone is
disbursing $150,000 a week in salaries and wages.
We have also the civic center payroll and the
municipal railway payroll. There are 3,000 build-
ings in San Francisco now under construction; on
them are working 35,000 laborers and skilled me-
chanics, getting an average of $5.60 per day. Our
total daily payroll on construction work alone is
now averaging $196,000 a day, not including the
payroll of the exposition company." At this dinner
further facts will be brought out in speeches by
labor leaders, merchants and bankers, which are
expected to show that conditions here are much
better than general reports have indicated.
Discusses Prosperity Campaign.
Commenting on this "prosperity campaign,"
Frank Anrys, of the Wiley B. Allen Co., who is
taking an active interest in it, states that while the
piano, business cannot be considered up to normal
the reason is largely "psychological;" that the
prevalent hard times talk has infected the com-
munity to such an extent that people, though well
"Fourth of July racket" means money
wasted, but the "racket" you make advertising
JESSE FRENCH Pianos will bring big re-
turns ; albeit, it cannot equal the advertising
done by the beautiful tone and finish of these
instruments in the homes of thousands of
owners.
The demand for JESSE FRENCH Pianos
and Players increases yearly. If you do not
represent a line which shows increasing popu-
larity, you had better inquire about the
JESSE FRENCH & SONS' line.
Jesse French & Sons Piano Co.
New Castle, Ind.
able to buy, are "salting down" their money in the
banks, and he believes that a realization of actual
conditions will go far to. relieve the situation. As
for the company's own business, he notes more
activity so far this month than in May, with signs
of an impetus from the crops in some of the o.ut-
side towns. The business, he says, is all of the
highest quality, as there is no disposition among
the public to buy things they cannot abundantly
afford, and the time has returned when it is safe
fo.r salesmen to take a more aggressive attitude
than for some time past.
As for the plan to hold next year's National
Convention here, Mr. Anrys believes the event will
be highly successful from the dealers' viewpoint,
though the actual attendance, especially from the
East coast, may not be as large as in some former
years. He believes, however, that dealers will be
attracted from all parts of the Southwest, Middle
West and Pacific territories who have never at-
tended the conventions in the East, and by this
means the membership may be largely increased,
while those who have attended one convention will
be more likely to go to others. Moreover, he
thinks that the time which dealers will wish to
spend here will give an excellent opportunity fo.r
those informal discussions that really do more
solid good than any other convention feature.
Return from Eastern Trip.
P. T. Clay, o.f Sherman, Clay & Co., and F. L.
Grannis, assistant sales manager of the company,
have just returned after spending several weeks in
New York. F. W. Stephenson, of this company,
is back from a trip to Portland, Seattle and
Spokane, spending most of his time at the latter
place. That branch, he says, will be in temporary
quarters for the next few months during the re-
modeling of the store. The business, which has
formerly been confined to. the ground floor, will
hereafter have the entire four-story and basement
building. The basement will be used for the
wholesale talking machine and shipping depart-
ment. The ground floor will be elegantly finished
in mahogany and plate glass and will co.ntain a
large office, talking machine department, etc., with
six finely lighted and ventilated demonstration
rooms in the rear. The main piano department
will occupy the second floor, and the third will ac-
commodate the player department, with fo.ur dem-
onstration rooms, modeled on lines similar to
those in the San Francisco establishment. The top
floo,r will for the present be used for shops and
storage. The Seattle store, he says, which at first
seemed to be rather out of the business center, is
now in the best part of town, as the Bon Marche
department store has taken the block opposite, and
the block beyond has been bought by one of the
finest department stores in Seattle. Changes in
the second floor of the San Francisco store, to ac-
commodate the new office system, are just being
completed.
15
Mr. Ridgway, of Lyon & Healy, stopped in San
Francisco a few days ago.
W. B. Ragland, of Kohler & Chase, is calling on
the company's agents in the North.
Charged with Fraudulent Advertising.
A case against R. H. Coker, at San Jose, under
the fraudulent advertising ordinance, was recently
dismissed for lack of evidence. He has again been
arrested on a similar charge, together with Stanley
B. Ells, and the trial will take place July 15. Much
interest is being shown in the case by the local
trade.
Eilers Improvement.
The local Eiler Music Ho.use will finish its im-
provements in a few days. The most important
change is the installation of a talking machine de-
partment under the management of H. P. Rother-
mel, formerly of the Portland house. Four rooms
have been fitted up and will be opened in a few
days.
H. Hauschildt, of the Hauschildt Music Co., is
calling on the trade in the interior.
AEOLIAN HALL^ GLEANINGS.
Production of Unique Playlet Scores Success
—Chatfield to Speak on Music Appreciation
—Visitors to Hall—Another Baseball Game
Planned for September.
The Aeolian Co. presented on
Monday of this week a new one-
act comedy with music, which, as
anno.unced exclusively in recent
issues of The Review, is something
entirely unique in the realms of
entertainment.
This comedy is
named "In Music's Thrall," and is
given every afternoon at 3 p. m.
in the Aeolian concert hall, and
the crowded houses at this week's
performances gave substantial evidence of the
playlet's merits. Capably acted by experienced
actors and produced with infinite attention to de-
tail, this sketch features the Duo-Art Pianola, the
Aeolian concert organ and the Victrola. The
marked success of the play insures its being pro-
duced at Aeolian Hall for the next few weeks,
after which it will probably be shown on the road.
Beginning about the middle of this month,
Gerard Chatfield, of the Aeolian concert depart-
ment, will give a series of musical talks at New
York University based on the proper appreciation
of music. The Weber grand Pianola will be fea-
tured at these talks, and the series will form part
of the university's summer music course.
S. E. Beatty, manager of' the Oklahoma City
store of the Jenkins Sons Music Co., was a visitor
to Aeolian Hall this week. This was Mr. Beatty's
first visit to New York, and he was, of course,
greatly impressed with the city as a whole, and
surprised at the magnificence of Aeolian Hall.
The exciting finish to the recent Aeolian whole-
sale-retail game has acted as an incentive to the
members o.f the Aeolian Athletic Association to
make arrangements for a return game. According
to present plans, efforts will be made to have this
Col. Hollenberg Expected.
Col. B. F. Hollenberg, of Little Rock, Ark., who. game played the first Saturday in September at
the beautiful grounds of the Hackley School,
was appointed to the commission of the State of
Arkansas to select a site for the State building at Tarrytown, N. Y., where the first game was
the exposition, will be in San Francisco in a few staged.
Paul J. Healy, of Lyon & Healy, Chicago, 111.,
days.
. it
was a visitor to Aeolian Hall this week prior to,
Pleased with Behning Grand Players.
Clark Wise has just received his first shipment sailing for Europe Wednesday on the new ocean
of Behning baby grand players, and is greatly liner, "Aquitania."
pleased with the quality and appearance of this
instrument, which he finds even better than he ex-
pected. R. A. Wise is making a short visit to Los
Angeles this week. Mr. Guyett, formerly with
Barker Bros., Los Angeles, is now with Clark
Wise & Co.'s talking machine department.
The Smallest Real Grand Piano
in the World
BRAMBACM PIANO COMPANY
I1ARK P CAnP8fLL
Pfiis
SrePHAff BRAnSACH VKI Pat i
635-643 WEST-M^ST.
NEWYORKCITV
P I A N O S & PLAYER P I A N O S
REMINISCENCES OF AN OLD PIANO MAKER
i* the
piano
pianos
•Jting
Ask
title of a booklet giving a brief history of
making in the wut.
Tells how the firtt
were made and who made them. An Intar-
story.
for your copy.
Simply send a postml.
SCHAFF BROS. CO., Huntington,
Ul.

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