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THE
12
MUSIC
TRADE
REVIEW
Effective Piano Advertising for the Holiday Trade
The Christmas Appeal Can He Combined With the Patriotic Spirit of the Times
So As to Produce Most Effective Musical Instrument Advertising—Some Examples
Piano merchants all over the country arc-
now laying plans to make their 1917 holiday
business break all records. As a matter of
fact, the holiday trade should be unusually good.
War prosperity under
the spur of the "Christ-
mas g i v i n g spirit"
should turn a great
deal of potential buy-
ing power into the real
thing. The daily papers
recently carried an-
nouncements to the ef-
fect that our citizens
with an income of over
a million dollars a year
have increased several
hundredfold since the
world war started. The
A Distinctive Ad
S ; l]llc thing is to a great
extent true all the way down the line. The
percentage of the laboring class that is earning
more than before the war started is certainly
enormous, and in the great middle class in-
creases have been far more numerous than de-
creases.
The immediate success of the holiday solici-
tation of course depends in a large measure on
Considering the talk that has been abroad of from musical establishments tend to give the
late as to whether or not pianos are a "nnn- impression that we piano men recognize an
issue. It does not to our way of thinking seem
advisable to dignify the opposition to our be-
lief that music and pianos are essential to the
national welfare.
In advising against the use of negative phrases,
however, we do not mean to preclude educating
the public, especially that misinformed part of
the public whose opinion has resulted from over-
hasty newspaper comment, to a realization that
Your Child Really loves Music
child doe«. Tta.t'i why they ham or tint • ' P>*Y, or
pick oat little tuaei themaelvn.
E VERY
It it your trtalnspmuiUUlj to tee th«t thu (ill n chcriabed-not
lo.t. Th«t the pi«no you dive him or her to t«ke muiio leiiona on i>
one whose tone ia atfluulypart. A poor toned piano dullitbe child I
e*r, tochea it •ound-habita that can ruin iti whole career in muaic.
USIC
Hallet ©Davis Pianos
Famous Three Quaners.of a Century
and a boat oloth«ra,ruDoia| war back to l a 39,praiiin| Ihrir tnic. bi
ainJinftoM. Thay art Hied today in nearly 100,000 homee. aohooll,
aarvatoriaa. Do XX bur anrPi.no until To" know all about tho Hall*
Davia-ita reaaonable pricca and convenient ternu. Write today IM
lb< l r « Hallo & Davia Piaao Book.
H«JI«t ft Dana Pial. C*., 143 Boyl.la. St., B.l)~, Mui. ^ ^
f/SwarB^ilw...a 1 /*,
y, **•*
Of Especial Interest to Parents
essential," piano merchants are probably de-
bating whether a change will be required in the
publicity tactics which were used in former years.
The w»r is clearing the vision of the people.
"Well Rally "found The Hag~
How the message of higher patriotism
was brought home to us by the music of
Selfishness, thoughtlessness, carelessness, extravagance — we ar*
teeing them for what they really are. And we don't like them.
Thoughtfulness, care, thrift, simplicity—we are taking then more into
our hearts. And we shall be mightily better for i t
We are making our houses HOMES—building up in them a life
that is finer and deeper and more permanent than the passing pleas-
ure found in crowds. The thrift that bids us curtail extravagance is
turning our minds to a more wholesome, inexpensive way of filling the
hojin. And MUSIC Is coming more and mote into its own. What a
blening for the children! For the influence of good muaic on the mind
that is growing, irr the shaping of habit* that are forming, is finer than
any other influence in life.
THE PIANOLA
lfte modern piano forte t&at aJToanp/ay'
c
• So it is with a feeling that is not all commercial that we announce—
The Wanamaker Piano Salons
O
UK card dull met lust night
| at our house. There were
fight couples—eight typical
American business men, and their
.wives. We stopped playing, as usual,
at eleven, and had refreshments.
Then I sat down, also as usual, at
my PIANOLA, for a little music
Sometimes I play for them to dance,
sometimes popular pieces which
most of us men, and some of the
women, like to sing
Last night, however. I didn't
what they wanted
I selected
music myself—just one roll. It
a medley, called "Bugle Calls
War Songs."
ask
the
was
and
What is there about the call of a
Inigle, I wonder, that stirs one's
hrart so? The clear notes of the
"First Call for Assembly" hushed
all conversation, ami we, guests and
host alike
waited listening, in
silence
Now, brisk, bracing, up trilled the
summons of the "Reveille." the
strings of the pianoforte catching
the spirit of the bugle call so clever-
ly that its realism was startling.
From the corner of my eye, I saw
several of the men lean forward with
interest
"Yes, we'll rally round Hie
flag, hoys, we'll rally once
Shouting the balll
freedom !''
oj
From hill, from plain, from farm-
yard .mil orricc-stool, I could see
them coming—hurrying, crowding,
eagerly pressing forward to rally
'round the old flag
The spirit of the music bore me
out of myself; and I was living the
life of the nation -our nation—with
a thrill of pride in the thought.
And then, a* the air changed,
s u d d e n l y I w a s w i t h .Sherman,
" M a r c h i n g T h r o u g h Ccorgia." T h e
quick, inspiring marching-tune set
my head to swaying and my feet to
beating time with the music
a fresh brcc
•lexly lifted anil ,
id. Instead of the Blu
l Dixie, hotirahl
koorahl"
Through the broad streets of Richmond,
the army of the Shenandoah was swinging,
on its way to the beleaguered front. Lean
and threadbare they were, these veteran
troops of the great Confederate leader, but
on their faces and in their hearts burned the
indomitable American Spirit that knows no
boundary lines of sectionalism, and bids all
attempted foreign tyranny to beware.
Several peopl
pianoforte of en
tirred. But out of the
ntment danced then the
"When Johnny Comes
ching Ho
Once more the thousands of marching
men, but now they are passing down the
witle'avenues of the Capital City—sweep-
ing before the big. kindly President, with
whom they "rallied 'round the flag." Their
duty done, they were going back to the
abandoned tasks. There was a bigger
thrill in that That was the hich pa-
triotism!
I was deeply nin •»l. and from the te
which told that ll
m e s s a g e of t h
music h.,d reachc
are ready for the Winter's business
With a sudden inspiration, I ra
rolled the music to the beginning, i
a choked breath and moist eyes, of which I
was unashamed, repeated the stately
anthem to which all true American ' eads
are bared.
From the earliest days of history men's
pulses have beaten more quickly and men's
eyes have looked higher with the stir of
music in their hearts. The love of music is
not an acquisition. All are born with it as
surely as all are born with emotions—for
READY with a better selection of pianos, player-pianos and Repro-
ducing pianos than we ever had. READY with the largest assemblage
of good instruments to be found under any one roof in the world.
READY with a helpful disposition to be of the utmost service to all who
wish the best of MUSIC in the home.
THE ROLL OF HONOR
Reproducing Pianos
Grand and UprUfhte.
Upright Player-pianos
Angel us Player-pianos
* UpriaM
To be enabled to giye audible expression
to emotion-to feel constantly the inspira-
tion of great and good music in the'daily
affairs of life, is of inestimable value. And
as no less an authority than Ignace Jan
Paderewski has said, to thus bring the bless-
ings of music within the reach of everyone
"the Pianola is undoubtedly ihe most per-
fect and really great medium."
.US Upfllht
•Apartment Grand Pianos
Upright Pianos
Convenient terms to all desiring
I M P O R T A N T - Vlie MelroslyU Pianola
is made only by The Aeolian Company and is
sold only in this company's stores or those of
its accredited agents. Prices from $4gf.
Very moderate terms. Write for Ihe free
descriptive book, " The Weight
of Evidence" Address Pept
K 11)1, Nnv York Office
them
JOHN WANAMAKER
Patriotism and Good Business Combined
music and pianos are a national necessity at all
times—war times not excepted. On the con-
, .
. . .
Soft a t first
but gradually
trary, we desire to urge the use of affirmative
louder, braver, more majestic, rolled
forth the magnificent chords of "The
ideas that will enlighten the people along this
Star Spangled Banner " The won-
derful melody surged over me, rushed
very line.
into my heart, and leaped through
For the sake of being concrete we will sug-
my pulses—and I waited with the
" T r a m p , tramp, tramp, the boys
imprisoned poet for the laic that the arc marching
" T h e res-
gest to ad-writers the use of a definite "educa-
dawn should tell
onanl instrument chanted the old
tional propaganda" to be made up of the fol-
marching-song with a tenderness
" T i s the star spangled ban-
that gripped me
lowing fundamental themes:
ner! Oh, long may it-wave
O'er the land oj the free and
On they came, thousands of dusty, tired,
1. Music and pianos are a national necessity
hut unconquerable lads—(he pick of the
Ike home oj the brave I"
land, Ixiuni! to defend it to the finish—com-
in war times.
ing
in
among
the
gleaming
campfires—
There was a stir from my audience
2. There should be a piano in every home.
and almost a sigh, a t the close—and tumbling down to sleep.
1 knew that the deep emotion in my
And "Taps," trade
3. We have the instrument you want and
weet, hushed the great
heart was shared by the true Amor
ican hearts about me
you should buy from our house.
Let these three themes be used as the back-
ground for your Christmas advertising, but do
THE AEOLIAN COMPANY
not pull the "bromide" of stating your themes
PARIS - 29 VVKST 42nd ST., NEW YORK - LONDON
outright. In other words, do not make the
Metropolitan Stores Brooklyn, II Flalbush Avenue-Newark, 897 Broad Street
Bronx, 367 East I49lh Street
diplomatic error of confining your "copy" to
AEOLIAN
BRANCHES
Cincinnati, p West Fourth Strret-St Louts, 1004 Olive Street-Rochester, .M East Avemu
bald statements such as: "Music in war times
Dayton Ohio. Ill N Main Street-Indianapolis, 237 N Penna Street
Representatives m all principal cities of the world
is a necessity," "every American home should
own a piano," or "you should buy your piano
Pianola Advertising Which Reflects the Spirit of the Times
the use of effective advertising. In this con-
Personally, we would recommend abstaining from us." Make these ideas the concrete foun-
nection we are pleased to set forth a few sug- from such expressions as "music is not a lux- dation, not the carved marble exterior. If all
gestions bearing on the modus operandi.
ury." Negative ideas of this sort emanating these things are true then there must be good
"Oh,
say ran yon see bv the
dawn s early light ?
Again the liquid-bugle call. There
sounded the "Call to Quarters."
, hc
G f a y
d u s k
cl()sed
( ) o w n \ w r
camp in the valley; while still
hundreds and thousands marched in
to i|uarlers after the day's fatiguing
advance
•amp to i