Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
DECEMBER 14,
1918
THE MUSIC TRADE
11
REVIEW
SAFEGUARDING THE FUTURE OF THE TRADE
By GEORGE W. POUND, General Manager, Music Industries Chamber of Commerce
field of outlet. Mexico should soon become a
profitable market for the exploitation and propa-
ganda. We should strongly urge upon the in-
coming Congress a tariff strong and protective
upon the American manufacturers of musical in-
struments.
In those now olden days of war and stress
we lived without languishing, let us now go
bravely and blithely forward with confidence
and diligence.
Everything in life has a past and a future. Several of these things are even now in the
Our industry has gone safely and with suc- developing.
cess through the menacing days of war and
The export question in particular will de-
has put the past behind. Our problems now mand thoughtful care. Australia and Cuba are
concern the future. It is not sufficient to pre- threatening. South America seems our natural
serve our organization in the present. We must
equally look bravely forward and safeguard the
future.
The active life of our Music Industries Cham-
By C. M. TREMAINE, Director, National Bureau for the Advancement of Music
ber of Commerce commenced a year ago last
month. We then had five division members—•
The first co-operative advertising campaign ers who stayed out would receive the same bene-
prepared and launched by the National Bureau fit as would the progressive piano firms which
for the Advancement of Music has been a dis- went in.
tinct success. This is a tribute to the broaden-
In the cases where the names were listed
ing vision of the trade just awakening to the every one as far as I have heard has been more
advantage gained by making a combined appeal than satisfied with the results. Personally, I
to the public to interest it in the goods it has believe in the latter method—largely for the
to sell.
above reason, but also because no one takes
If the music industry will but use the same stock in anonymous statements, and the impres-
progressive methods that is exercised by numer- sion made upon the reader is incomplete with-
ous other industries, it will gain the same bene- out proper identification. In a series of twelve
fit as that derived by them. Its reward can ads there would be no objection to running the
be even greater, for the facts about music are first two without names to excite the public's
more impressive and demonstrate beyond ques- curiosity, but curiosity neither lasts long nor
tion the great value of music. It is simply a sells goods—it is convincing the prospective
case of presenting these facts to a public here- buyer that he should have what you have to sell
tofore ignorant of them and with a forcefulness which brings the business.
which will carry conviction.
There are just two more ideas I wish to give;
Dame Fortune should be kind to the music one is that it is the purpose of the bureau to
trade for the next four or five years, as she has make these co-operative campaigns as directly
been piling up incident after incident showing profitable to those who invest their money in
man's need of music and proof upon proof as them as is compatible with the broad idea of
to its indispensability.
the general advancement of music; and the other
I shall not occupy the space here to discuss is that during the coming period of reconstruc-
the advantage to the trade of a broad construc- tion there is to be increasing need of music.
tive advertising campaign. This is apparent, but What more effective way of presenting your
I want to go a little deeper and prove conclu- arguments to your local buying public can be
sively that which is not so clearly understood; adopted than co-operative advertising?
namely, the special benefit to those identifying
Note—That the first co-operative advertising
themselves with the campaign over and above campaign planned by the National Bureau for
those who do not and seek to profit at the other
Geo. W. Pound
the National Piano Manufacturers' Association, man's expense.
Advertising is a study which is never fully
the Merchants' Association, the Travelers, the
mastered,
yet there are a few principles general-
Tuners and the Music Roll Makers. We now
have nine division members, having added the ly recognized as fundamental. These are mak-
Supply Association, Musical Merchandise Asso- ing the public familiar with your name and the
ciation, the Organ Association and the Band article you have to sell; then making them want
Instrument Manufacturers' Association, with it at a time when you are associating your name
with it, or, vice versa, associating your name with
several more knocking at the door.
In other words, the musical instrument in- the article at the time they have become inter-
dustry is very thoroughly organized.
The ested in it. Extolling your own particular ad-
marked exception is the phonograph element. vantages for supplying the article is the competi-
It has been our constant aim and thought to tive phase of advertising which is, of course,
give dignity to our industry and to organize essential and can be emphasized in individual
and maintain an efficient—economically efficient copy.
What you say is not so important as what you
—organization strongly centralized with a speak-
make people believe. First arrest the public's
ing voice carrying weight and respect.
I believe we have accomplished this. The attention. This is done by large space. Then
War Industries Board at Washington have make your statements ring true. This is made
stated that they regarded the Music Indus- easy by having the facts with you. Never has
tries Chamber of Commerce as one of the most the music trade had such an impressive array of
efficient industrial organizations with which facts with which to carry conviction as at the
present time. Next associate your name with
they had come in contact.
C. M. Tremaine
Let us, therefore, with pride and content in the favorable impression created. In no way
the past, now go with confidence to the future can this be done as cheaply as at the bottom of the Advancement of Music for this fall has met
and strive to maintain and continue our higher an ad, the expense of which is shared by a num- with substantial success is indicated by the fact
ber of others, providing, of course, there are not that the campaign has been carried on by piano
ideals and our organization efficiently.
We will have many problems. Great inter- too many other names. The more names, the merchants in thirty-three cities of the country,
ests, great thoughts, problems, big with fate, less cost and the less benefit, the fewer names, some using the full series of ads, and some using
will come to us and to industry in general. the greater the cost and the greater the benefit. selected advertisements from the series. The
cities in which the co-operative advertising copy
Great theorists will try to vindicate their right There is compensation either way.
To obtain the greatest benefit, the participat- has appeared, and is appearing, include:
to be.
New York, N. Y.; Chicago, 111.; Philadelphia,
These things, these new problems, this ing firms should treat this co-operative or group
changed world condition, will be the peoples' advertising as a foundation upon which to base Pa.; Boston, Mass.; Pittsburgh, Pa.; New Or-
their individual advertising, thus identifying leans, La.; Cincinnati, O.; Los Angeles, Cal.;
school—will be our school.
The future is always going to be one of with themselves as far as possible the impres- St. Paul, Minn.; Kansas City, Mo.; Providence,
R. I.; Dayton, O.; Syracuse, N. Y.; Birmingham,
organization. The past couple of years has sion created by the broad co-operative appeal.
In the campaign just ended several cities de- Ala.; Dallas, Tex.; Pawtucket, R. I.; Middletown,
convinced every thinking man that no indus-
try can long survive without centralized or- cided to run it without listing the names of the O.; Youngstown, O.; Terre Haute, Ind.; Harris-
ganization and effort. For this work of the participating firms, and it is significant that in burg, Pa.; Houston, Tex.; Trenton, N. J.; Fort
future we are prepared and well equipped. the two largest cities where this plan was ad- Worth, Tex.; Topeka, Kan.; Hamilton, O.; Lin-
There will come to us problems of tariff, of vocated (there were only three or four) the coln, Neb.; Richmond, Va.; Roanoke, Va.;
export and import, of ocean and rail shipping, campaign failed of adoption for lack of the nec- Greenville, S. C ; Nashua, N. H.; Waukegan, 111.;
of copyright, of trade conditions and policy. essary co-operation, probably because the slack- Piqua, O., and Woonsocket, R. I.—Editor.
CO-OPERATIVE ADVERTISING IN THE TRADE