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THE MUSIC TRADE REVIEW
ADVERTISING AND ITS PURPOSE
(Continued from page 3-)
tising, the Knabe advertising; in fact, all piano advertising, is not intended immediately to sell a certain number
of pianos in a direct ratio to the number of square inches of white paper consumed, but is rather intended to
keep the name and the quality of the instruments which they manufacture continuously before the public eye
and on the public tongue, the result being that the prospective customer frequently has decided on the instru-
ment he will eventually buy long before the time arrives when he is in the position to purchase one.
One swallow does not make a summer, neither will one advertisement sell a piano, but continuous,
persistent, truthful advertising, backed up by quality and honest value, will eventually result in the establishment
of a reputation and good-will for a concern that will bring back dividend after dividend in the shape of increasing
sales and increasing profits—which is but the ultimate goal of not only the piano industry, but of every
phase of modern commercial activity.
been supplied. The lifting of this embargo on musical instrument
parts will cause some British gold to find its way into the pockets of
American manufacturers, it is true, and while the financial reserve
of the Empire may be lessened to a very negligible extent by reason
uf this, the entire British nation will be materially benefited by the
opportunity which will thus be afforded it to obtain the means of
producing music, the necessity and value of which cannot be over-
estimated in the maintenance of a rational and normal mental atti-
tude despite the depression and worry which the people of England
are feeling by reason of the present war.
value and interest to every branch of the industry, that we claim
especial consideration.
The Review organization is better and stronger to-day than
ever before, and keen advertisers are beginning to realize the ad-
vantage of using discriminating intelligence in their trade paper
patronage. In this connection it is worthy to note that the papers
which are rendering service to advertisers and subscribers are the
ones that are receiving increased patronage.
This is as it should be. Meanwhile, we are most appreciative
of the kindly words which reach us from week to week regarding
the good work accomplished by The Review.
Review is not prone to boost itself, but we cannot overlook
HERE was recently issued by the Syracuse, N. Y., Herald,
T HE "For
a letter just to hand from which we give an excerpt:
T
a special musical section of impressive proportions, which
some time past we have been studying very closely the
both in the matter of make-up and from the number and import-
merits of the various trade papers, particularly for the quality of
their contents, and we wish to tell you that The Review stands first
in our estimation. The issue of April 29 was a remarkable
publication. It not only gave all the news, up to the minute, but it
contained a number of helpful and valuable "ideas" in the player
section that must impress the reader with the fact that The Review
is working along constructive lines. In other words, it is not merely
reflecting things as they are, but is acting as a leader in the industry
through its suggestions and helpful, uplifting articles."
These commendatory words received from the head of one of
the progressive houses in the music trade industry are appreciated,
and are in line with similar letters received within a recent period,
paying tribute to the progressive policy of The Review, and its
stimulating influence in the industry.
While we have been publishing weekly from sixty to eighty
pages of matter, covering every department of the trade—a fact
which presents eloquent evidence in favor of Review superiority—
yet it is not merely because of our size, but rathe'r because of the
quality and originality of our contents, which aim to give a broader
ance of music houses represented in the advertising and news col-
umns, serves to bring home to the citizens of Syracuse the com-
manding position held by the music trade in the affairs of their
city. Daily papers in other cities have also brought out musical
sections from time to time, and it is an idea that should be com-
mended and supported by local music trade men.
To find an entire section of from eight to sixteen pages in a
daily newspaper filled with musical news and the announcements
of dealers in musical goods, cannot fail to impress the reader
favorably. He, of course, sees the advertisements of the music
houses as they appear, scattered through the regular paper, but
he gets an entirely new aspect of their importance when he sees,
occasionally, all the advertisements grouped in one section. It
is the sledge hammer blow, as applied to publicity, and wherever
used, is productive of very gratifying results.
not every company that incorporates with a big capital that
I T is makes
a whale of a success of its business.
GETTING DOWN TO PLAIN PLAYER FACTS
The education of the public along player lines is a necessity for the expansion of the player business.
There is no doubt of that; and education of the piano merchants and salesmen is also a vital necessity,
because through them will come a powerful force in the education of the public; and right here we wish to
remark that we have produced a line of books upon the player-piano which comprehensively covers the
entire player situation.
In this respect this trade newspaper stands alone, for it has been the principal source from which player
information has been available for piano merchants and salesmen for a period of years. Our latest book,
"The Player-Piano Up to Date"
is the best of the series. It contains upwards of 220 pages of matter bearing directly upon the player.
Every piano merchant and piano salesman should have a copy of this book within easy reach. It
gives to readers a fund of information not obtainable elsew 7 here. .
It contains a series of original drawings and a vast amount of instructive and educational matter, as
well as a detailed description of some of the principal player mechanisms.
It costs $1.50 to have this book delivered to any address in the United States, and your money will be
refunded if you are not satisfied with the book after examination. No one yet has availed himself of this
opportunity. Foreign countries, 15c. to cover extra postage, should be added.
Estate of EDWARD LYMAN BILL, Publisher
373 Fourth Ave., New York