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THE MUSIC TRADE REVIEW
9
PIANO ADVERTISING SHOULD CREATE A DESIRE FOR MUSIC—(Continued from page 8)
to his generous sentiment, to his love for an-
other, to the desire to see his wife and chil-
dren satisfied.
By employing such themes as these, the piano
dealer will start men thinking as to what they
owe to the rest of the family, and will grad-
ually introduce the buying of a piano as a live
issue in the dining-room and living-room con-
versation. If a series of this kind were run at
alternate intervals, it would add materially to
the value of the piano merchant's newspaper ad-
vertising.
The following are a few extracts from argu-
ments along the lines we here refer to:
tree. Ask the man who has "a wife who plays. Or
if your wife doesn't play, ask the man whose wife owns
a modern player or reproducing electric piano. These
days, the inability to play is no bar to having what-
ever type of piano music you favor most, right in your
home.
Or as Christine Brothers put it:
"No home of to-day is absolutely happy with-
out a piano. Without music in your heart,
without music in your soul you are not absolute-
ly happy. You cannot, nor never will be com-
pletely contented. When one is describing a
beautiful selection of music how do they do it?
They say, 'The Music of the Gods' or 'It
sounds like the music of Angels.'
Haven't
ARE YOU GIVING YOUR DAUGHTER THE CHANCE
you often heard this? Can you imagine any-
to become a center of attraction for her friends?
thing that would make you more happy, more
Nothing succeeds like being accomplished, and, of all
contented than such music? Or attend an ordi-
accomplishments, that of piano playing certainly re-
nary dance; watch the expression of the faces of
dounds with greatest advantage to the young lady who
can delight the crowd with whatever music they may
the dancers—do they not look free from care,
want.
happy, smiling, free of all trouble?
Every
How ABOUT YOUR W I F E ?
muscle, every nerve, working in harmony with
When you're down in the office toiling away, does
the rhythm of the music. Because you do not
your wife get a piano with which to break the toil of
have a piano at home,
is that any reason why
you should deny your-
self or your children
this pleasure to-day?
"Do you know that
your child will be bet-
ter equipped for the
trials of this life if he
U S I C to children is a bright wonderland filled with the
or she be given the
happy fairies seen in dreams, whose pockets are stuffed
advantages of a mu-
with sugar lumps and kites and toys and things that
sical education? Later
children love And the Lauter-Humana is the doorway to this
on when your daughter
wonderland—the doorway through which children can view the
becomes a wife and
enchanted gardens, and go journeying forth upon joyous ad-
has the cares of a
ventures Music to children is a magic voyage into spirit-land,
like the voyage made by the little boy in the story, who was so
home, the bringing up
small'his shoulders scarcely reached the keyboard
of children, perhaps a
"'He openj ttie piano and brings up a chair
husband that is not as
still they murmur
A little beating
and perches on it His heart beats as he lays
of wings
Ho* strange it all is 1
pleasant as he might
his finger on the key. sometimes he lifts his
"But best of all is when you lay two fingers
finger after he has the key half pressed down
be, when she feels like
on two keys at otjfe Then you never know
and lays it .on another Does he know what
exactly what will happen Sometimes the two
giving up she can go
will come out of it. more than what will come
spirits are hostile, and fight, and hate each
out of the other? Suddenly a sound issues
to her piano and ex-
other,
and
buzz
testily.
Then
voices
are
raised,
from it. there are deep sounds and high
they cry out, now angrily, now sorrowfully
sounds, some tinkling, some roaring The
press in music h e r
child listens to them one by one as they die
"And sometimes there are notes that love
feelings, relieving her-
away and finally cease to be. they hover in the
each other, sounds embrace as people do with
air like bells heard far off, corning nearer in
self and making her
their arms when they kiss; they are gracious
the wind and then going away again, than
and sweet These are the good spirits, their
better able to resist the
when you listen you hear in the distance other
faces are smiling and there are no lines in
voices, different, joining in and droning like
them, they love the little boy. and the little
cares of to-morrow.
(lying insects, they seem to call you, to draw
boy loves them Tears come into his eyes as
you farther—farther arid farther into the mys-
he hears them, and he is never weary of calling
"Sit down and think
terious regions, where they dive down and are
them up They are his friends—his dear, ten-
lost
They are gone'
No
how many times music
der friends
has put new hope in
Children crave music as they do food; music is the food for their hungry, rain-
your
own soul — then
bowy imaginations And thr,pugh the wonderful Lauter-Humana they can go
you cannot deny your
voyaging into this dream world all by themselves. Because of its simplicity the
Lauter-Humana is the ideal player-piano "for children Music such as is given by the
child this one advan-
Lauter-Humana is a blessing to a child—an influence that remains all life long."
tage. You might say
Jn every home where children are—and we are all children at heart—the/e
you cannot afford to
should be a Lauter-Humana also
put from $250 to $500
in a piano—of course
you can't—you don't
OME are new. and some are standard favorites, but all are
have to either. Can
rolls that appeal to little folks Most of them have the
you afford to rent a
words printed on them, so the children can sing as they
house at $10 a month?
play
Sweet and Low
Can you afford to pay
Fairy Fingers
Mr. Butterfly
Lauter Patriotic Medley
your
g r o ce r your
Mamma's Baby
Cherry Time in Tokio
M-i-s-s-i-s-s-i-p-p-i
You're a Grand Old Flag
store bill
every
Spirit of Independence March
(Spelling Song)
month?"
Etc , Etc
Oh, Johnny! Oh, Johnny, Oh!
T h e advertisements
The LA UTER-HUMA NA is unquestionably the finest player-piano biittti Un- with which this article
equalled in beauty of tone and li/e-like expression control; pet its cost
is illustrated
bring
is from 20% to 50Jfi lower than other highest grade player-pianos, '
out in a fair way the
because it is made here in Newark and sold direct to you by
point involved.
the makers Suitable terms of payment will be arranged.
The advertisement of.
Complete Stock of Victrolas and Records—Prices from $lp Up—EasyTerma
the Fred
Liethold
Piano Co. emphasizes
the good influence of
music in the family
home, and t h e fact
that it is of major im-
Makers of the World-Famous Lauter Pianos and Lauter-Humanas
portance in the har-
mony between husband
Showing the Necessity of Music in the Life of the Child
housekeeping for you,»and with which to entertain you
and wife. It is a player-piano advertisement of
and refresh your mind when you come back from
a truly constructive sort.
another day's work?
The advertisement of the Milwaukee Piano
HAPPINESS IN THE HOME
is largely the result of how attractive a home is made.
Mfg. Co. contains a head which is a direct ap-
Naturally your wife will grow restless if seven nights
peal to the mother or father who can afford
out of the week reading and talking are the sole diver-
to buy a player-piano, but the appeal is made
sions. But put a little good piano music in your home
in behalf of the children. The head is par-
and a new halo of happiness will rest over your family
Children need Music!
M
Music Rolls That Children Like
S
LAUTER PIANO CO.
591-593 Broad Street, Newark :: Est.,1862
ticularly timely for use during the summer
months.
In the advertisement used by liardman, Peck
& Co. we find an art design which fits" in very
admirably with the body of the copy itself.
The body makes a vigorous appeal for a piano
on the basis of its home-building qualities.
The advertisement of the Lauter Piano Co. is
a strong appeal on behalf of the children. It
shows the part that music plays in a child's life
and is well calculated to induce the parents to
begin thinking about getting a piano for their
children. This, advertisement also contains an
excellent form of advertising music rolls.
The headline, "The Thousand Melodies,"
which appears in the Wurlitzer advertisement,
"is delightfully suggestive, and the sub-head
which follows it is a good selling argument on
why a person should own a piano. This adver-
tisement brings out to a nicety quick transition
from a general selling argument on why a piano
is desirable to why a particular instrument
should be the buyer's choice.
The copy of the Lyon & Healy advertisement
obviously appeals to the father or mother on
the grounds of what they should do for their
daughter. It is a dignified appeal with a subtle
force that should arouse considerable interest
in the minds of conscientious fathers and
mothers.
BOOKLET DESCRIBES NEW PIANO
Smith, Barnes & Strohber Co.'s New Style 103
Proves an Attractive Instrument
The Smith, Barnes & Strohber Co., Chicago,
have just issued an attractive folder featuring
the latest addition to their line of pianos in the
form of a new Style 103 piano, the same style
also being supplied in a player-piano. The in-
strument is illustrated on one page of the folder,
while on the facing page specifications are given.
The new instrument is four feet six inches
high, five feet one inch wide and two feet four
inches deep, and is supplied in mahogany, wal-
nut or oak if desired. The materials entering
into its construction are of the usual high stand-
ard set by the Smith, Barnes & Strohber Co.
LAWRENCE ON EXEMPTION BOARD
The appointment of Richard W. Lawrence,
president of Kohler & Campbell, Inc., and a
resident of the Bronx, as a member of one of
the exemption boards in New York City made
by Governor Whitman, of New York, has been
confirmed by the President.
Mr. Lawrence,
who lives in the Bronx, will be a member of a
board in that district, and will have the im-
portant duty of passing upon the exemption
claims put forth by those selected for the army
through the draft.
DEATH OF JOS^A. KRAUSE
Jos. A. Krause, retired piano merchant, died
last week at his home, 521 West 182d street,
New York, aged sixty-nine years. He is sur-
vived by a widow and twelve children.
FOTOPLAYER
for the finest
Motion Picture
Theatres
AMERICAN PHOTO
PLAYER CO.
San Francisco
Chicago
New York