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THE MUSIC TRADE REVIEW
A PIANO IN EVERY HOME" THE NEW TRADE SLOGAN
By C. M. TREMAINE, Director, Bureau for Advancement of Music
Although the National Bureau for the Ad-
vancement of Music has been in actual opera-
tion less than three weeks, the opportunities
to exert a beneficial influence on the cause of
music have already become both numerous and
varied. There is plenty to do, and it is all
important, yet it is the direct action which we
must keep uppermost in mind. The syndica-
tion of the KveningMail and the Globe page
is one line of effort to receive immediate atten-
tion, and this we are pleased to say is well un-
der way, and will be energetically followed up.
There is another thought, however, which
should come in for immediate consideration and
prompt action, and it has a far wider appli-
cation.
It rejates to advertising, the direct motive
power* back of all business. I do not have
in miiid.any advertising campaign by the trade
for the benefit of the trade. That is another
question with arguments in its favor and argu-
ments against it. The tremendous cost of a
really effective campaign removes it from con-
sideration. But the.individual members of the
trade are advertising, and the total amount
spent runs into very large figures. If this
bureau can in any way aid the effectiveness of
this expenditure, it will have justified its ex-
istence by this act alone.
Let us consider a.njii see whether this can
be done, whether it ^practical, for we do not
want to unite on anything visionary or imprac-
tical. Let us look at it from all sides—broad-
ly from the viewpoint of the benefit to the
general trade, and narrowly from the view-
point of the selfish interest of each individual
advertiser.
No man will spend his own money to help
the other fellow's business, and we do not pro-
pose to ask him to do any advertising solely
to help the general trade, of which he is a part.
Competition is keen, and every man's problem
is to make his own profits as large as possible.
Our appeal is to the business instinct, and our
argument must fail or succeed on this ground.
Let me emphasize this by adding another
thought to it. The successful man's action is
controlled not by what his competitor may
make, but by what he hopes to make himself,
for if we- are ever to progress we must shake
off the fear that someone else may benefit by
what we may do. By so doing we open the
door to a little co-operation, a concentrated
effort to make money together; and the more
we work together, the more we make.
The piano trade is already spending millions
in advertising. Why do we not secure as much
cumulative effect as possible? To illustrate, let
us suppose every piano dealer or manufacturer
displayed this phrase—"A Piano in Every
Home"—prominently in his copy. Think of
its persuasive influence on the public mind. It
would picture in the mind of every man, woman,
or child the thought you. want pictured there,
a piano in his or her home. . It would even
imply that there ought to be a piano in the
reader's home. The balance of the advertise-
ment can be devoted to telling why the adver-
tiser's particular piano should be selected.
Furthermore, it would remain as a future in-
fluence in the minds of those not yet ready to
buy.
If we look at it from another angle, we still
find advantage. Suppose only a few use this
slogan in-the beginning? In addition to help-
IMPORTANT COMMISSION DECISION
Handed Down This Week in Favor of James &
Holmstrom Which Is Sure to Be of Interest
to Piano Retailers and Salesmen
A legal victory of great interest to the trade
was won by James & Holmstrom in the Fifth
District Court, New York, on October 11. One
Leon Fink was employed by James & Holm-
strom as a retail salesman on a commission
basis. A verbal agreement was entered into
with him, whereby his commissions were to
be paid by a certain percentage of each month-
ly payment on installment sales. That agree-
ment was adhered to by James & Holmstrom.
Fink sued for the sum total of all his commis-
sions, his attorney alleging that the entire
amount of the commission on any lease legally
became due and payable the moment the lease
was consummated.
In July the case was tried before Judge
Snitkin, who ruled that the law as to real
estate brokerage applied to the case, that Fink's
agreement to accept commissions on a per-
centage of amounts collected on leases was
without legal consideration and void. Judge
Snitkin accordingly rendered judgment in
Fink's favor.
James & Hol.mstrom's i ttcceeded in having that
judgment vacated and the case ordered for a
retrial. Fink's attorney then desired a jury
trial. Lorence & Harkavy, attorneys for James
& Holmstrom, acquiesced, although the ques-
tion was more a question of law than of fact.
13
ing the general trade, it will help each adver-
tiser, as it will add to the effectiveness of the
"copy." It will gather cumulative force with
each repetition. Others will follow in order
to benefit directly by it, as soon as they see
the "light." It occupies small space, and it
certainly puts the prospective customer in a
desirable attitude of mind.
But we do not want to get the benefit slowly.
We want quick action. A vast amount of
money will be spent this fall, so let us act im-
mediately.
After we have drummed this thought into
the public's mind, we can concentrate on an-
other thought equally good for the piano busi-
ness in general, and equally beneficial to the
individual advertiser. In this way we can di-
rect the public's attention to pertinent facts
we want it to know.
There is no reason why we cannot undertake
an advertising campaign which will be profitable
in the extreme, without a penny in extra cost.
For the next six months let the slogan be:
"A Piano in Every Home," and watch the re-
sults.
Judge Levy, in instructing the jury as to the
law in the case, emphasized that an agreement
by Fink (if made) to accept remuneration on
a percentage of payments was a valid and bind-
ing agreement and a vital part of his contract
with James & Holmstrom. His opinion of the
law differed from that given by the presiding
Justice at the original trial. It took the jury
less than five minutes to render a verdict in
favor of James & Holmstrom.
If the original interpretation held the cus-
tom of the trade as to payment of commis-
sions would have to disappear. James & Holm-
strom have been commended for their action
in fighting the case to a legal and logical finish.
JANSSEN FACTORY BUSY
Demands for Janssen Line Reported from All
Sections of the Country
Ben H. Janssen, who has been traveling in
the Middle West, is enthusiastic over the bright
prospects for a good fall and winter trade in that
section of the country. The Janssen factory, at
\32<\. street and Brown place, Bronx, is work-
ing to capacity turning out the many orders
which have been received during the past few
weeks. C. A. Cottrell, who recently started on
a New England trip, has secured several satis-
factory orders from dealers in that territory.
General Manager E. M. Backus, Jr., is planning
a most energetic campaign for the Janssen line,
which will result in even more business than
the firm is doing at present.
IN COMPETITION SEEBURG GETS THE SALE
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N THE distribution of our instruments to motion picture theatres, dealers have
behind them the full force and influence of our organization. You are not obliged
to go alone into a barren field and there create business* but are furnished with
leads and prospects
which are secured by
the parent Seeburg or-
ganization through its
many sources.
I
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IS.THE AGENCY IN YOUR
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