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10
THE MUSIC TRADE
REVIEW
MAY
4, 1918
ADVERTISING THAT APPEALS TO MEN LUDWIG WITHSTANDS HARD CLIMATE
MONEY!
MONEY!!
for you
Mr. Piano Merchant
selling our
PLAYER
PIANOS
"Kroeger Quality"
Ringing, Singing Music
Makers. Easy to play.
Prices Low
Quality High
Beautiful! TRY ONE
You need the agency for
the entire Kroeger Co.
Line. W e need your
business.
(Continued from page 8)
tistic manner that will satisfy his desire for mu-
sical expression in a handy and very practical
way.
Broadly speaking, advertising appeals to men
fall into two classes—the first of which caters
to the unselfish instinct in man, namely, to his
love for wife and children, and the second of
which caters to the selfish instinct in man
through making him realize all that he person-
ally can get out of a musical instrument. It
is, of course, obvious that when using the appeal
to the selfish instinct, the field of men to whom
the advertisement is likely to appeal is greatly
increased when the "copy" is built around a
player-piano. Male pianists who have not al-
ready acquired a piano are comparatively scarce,
but the number of men who are good pros-
pective customers for player-pianos is practically
unlimited. In view of the growing ascendency
of the player-piano, it therefore behooves ad-
vertising men of the piano trade to develop a
little more intensively the direct appeals to men.
THE REVIEW AT THE WAR FRONT
Victor G. Johnston, of the Eighteenth Engineers,
U. S. A., Wants The Review's Latest Tech-
nical Work and Tells How He Enjoys Read-
ing The Review at the Front
A great many of America's leading captains
of industry have been emphasizing the idea "In
times of war prepare for peace," and a great
many institutions whose normal output to the
American public has been curtailed by war con-
ditions, are making a practice of devoting ad-
vertising space at this time to preparing the
ground for increased sales when peace may be
restored. Similar foresight is being exercised
by a practical piano man now in active service
with the American Expeditionary Forces in
France. This man, even while "over there,"
is making an earnest study of the piano business,
to the end that when he comes back home he
may be fuylly prepared to succeed. We are
pleased to reproduce in full his recent letter
to us:
"Editor of The Music Trade Review:
"I am writing you to order the book you are
publishing called 'Modern Tuning and Allied
Arts.' Have read quite a large number of Mr.
White's articles and also the many other valu-
able articles in your paper. I went through
Folk's Tuning School and had two and one-half
years of experience in that work when I en-
listed with a Seattle company, and have been
in France seven months. But my dad sends me
The Review every week, which I greatly enjoy
reading. So wrap the book up strong and send
it to me. Yours respectfully and good luck,
"(Signed) VICTOR G. JOHNSTON,
Write NOW, and get
the agency for "keeps."
OUR PLAYERS have
all good points.
(Please mention this paper)
Write 'QUICK"
KROEGER
PIANO CO.
STAMFORD,
CONN.
"Company D, 18th Engineers, France."
In Home on Shore of Long Island for Eleven
Years Ludwig Piano Shows no Deterioration
The durable construction of the Ludwig piano
was recently attested to in a letter which was
received by Ludwig & Co., New York, from
George C. Hallock, who was for many years
lived on the shores of Long Island at North-
port, within 100 yards of the Sound, and has had
A View of Northport Harbor
a Ludwig piano in his house for twenty-one
years, eleven of which have been spent on the
Long Island shores, where it has been subjected
to various climatic conditions. In Mr. Hallock's
letter the two points which are manifested is
the fact that these climatic conditions have
never affected the interior or exterior of the
instrument. Regarding this he says:
"I have used a Ludwig piano since 1897. I
have lived eleven years within one hundred yards
of Northport Harbor. The case shows no evi-
dence of aging, and the tone of the piano is still
beautiful."
TUNING TERMS IN WINNIPEG
WINNIPEG, CANADA, April 30.—Local piano deal-
ers and tuners are now charging $3 for tuning
upright pianos, $3.50 for grands, and $4 for
player-pianos, except that the third tuning if
taken within a year, i. e., not more than four
months intervening, is to be done at half price,
thus eliminating the old yearly contract bug-
bear.
Harold Cadle, late of this city, has been ap-
pointed manager for Heintzman & Co., Ltd., at
their St. Catherines branch. Mr. Cadle has been
a successful piano man in Western Canada for
several years, and was particularly well known
in musical circles.
3 Great Pianos
With 3 sounding boards
in each (Patented) have the
greatest talking points in
the trade.
A UNIQUE SYNCHRONIZATION
A. T. Moulton Demonstrates a Perfect Syn-
chronization Between the Pipe Organ, Piano
and Victor Auxetophone at the Broztel Hotel
A unique musical novelty has recently been
introduced to New York by A. T. Moulton.
With the aid of a small pipe organ, a piano
and a Victor Auxetophone, he produces a syn-
chronized effect of a decidedly unusual charac-
ter. The solo effects are carried by the talking
machine, and the bass effects by the organ.
Mr. Moulton uses his left hand and left foot to
play the organ, and his right hand and right
foot to play the piano.
For a number of years he made a study of
synchronizing these three instruments and first
performed for the public in one of Minneapolis'
leading hotels. After a number of months' en-
gagement in the Northwest with different hotels
he came to New York, and is at present pro-
viding musical entertainment for the dining
room of the Broztel Hotel, New York.
ana Teas.
taJUMt
We fix " o n e p r i c e d -
wholesale and retail.
The Heppe Piano Co.
PHILADELPHIA, PA.