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JANUARY 28,
1922
THE MUSIC TRADE REVIEW
PLAN A NATIONAL PLAYER-PIANO DEMONSTRATION WEEK
Standard Pneumatic Action Co. Develops Great Campaign to Promote Player-piano in General
During Week of April 15-22—Newspaper Copy, Letters, Folders, Window Cards and Programs
for Concerts to Be Furnished the Dealer—H. E. Lawrence Tells About Its Many Features
Announcement was made this week by the
Standard Pneumatic Action Co., 638 West
Fifty-second street, New York, of a plan to
hold a National Player-piano Demonstration
Week from April 15 to 22. The success of
the National Player-piano Week held last year
was so remarkable and so many dealers through-
out the country benefited by it that the Stand-
ard Pneumatic Action Co. has again become
actively interested in this new proposition, and
under the guidance of H. E. Lawrence, advertis-
ing manager of the company, a greater, more
forceful and more extensive campaign has been
planned for the benefit of dealers.
Included in the various mediums which will
be. used to interest the public all over the coun-
try in this project are newspaper advertisements,
circular letters, attractive illustrated folders
printed in four colors, 1,000,000 of which are be-
ing prepared for distribution; window show cards
of a most attractive character, plans for window
displays, as well as a program to be furnished
the dealer who may be in a position to conduct
a series of player-piano concerts during the
week.
Great care has been taken in making this
strictly an educational campaign, all the adver-
tising copy being written in a general manner
so as to interest the public in the player-piano
as a musical instrument for the home and not
being strictly confined to the Standard player
action. The main object of the campaign is to
impress upon the public that the player-piano
is not a "jazz" instrument and convince them
that it can be used as an instrument to repro-
duce the music they like to hear, whether it be
operatic, classical or otherwise.
Through the inauguration of this campaign
the Standard Pneumatic Action Co. hopes to
give stimulus to the demand for player-pianos
by creating among the purchasing public a bet-
ter understanding as to just what the player-
piano is and means in the home. The litera-
ture which has been prepared is of that force-
ful character which appeals to both young and
old and is presented in such an entertaining man-
ner that it is bound to be read and sure to carry
its message.
While talking with a representative of The
Review this week Mr. Lawrence stated that no
expense had been spared in creating artistic lit-
erature and forceful copy which every dealer in
the country should be anxious to use. "We
have confined ourselves exclusively to educa-
tional features, both in the illustrations and the
copy. The aim of this campaign is absolutely
to interest people in the purchasing of player-
pianos, so as to stimulate the dealers' sales and
put in his hands the character of advertising
which, owing to its general nature, will do this.
We have planned twenty different pieces of
illustrated newspaper copy ranging from page
size to one-column insertions. For these we
have had all the illustration plates made and
the copy written, so that all the dealer has to
do is to send us his request for them. This is
also the case with the circulars, window cards,
folders, programs and other data and we will
also go further in giving him such advice as he
may desire regarding the use of these mediums.
We believe that Player-piano Demonstration
Week will be even more successful than the
National Player-piano Week, which was in-
augurated last year, and that is saying a great
deal, because, as all dealers who participated in
it know, it proved to be of great advantage to
them."
CANADIAN MARKING ACT POSTPONED
Operation of Measure Held Up Owing to Strong
Protests—Likely to Be Repealed
OTTAWA, ONT., January 23.—An order-in-council
has been passed further postponing the opera-
tion of Section 12-A of the Customs Tariff Act,
which provides that all goods imported into
Canada must be marked with the name of the
country of origin, until after the next session of
Parliament. It was provided in the original
section that it should come into force on Octo-
ber 1, 1921, but objections received from im-
porters and others have led to the delay in its
enforcement. The section provides a penalty of
$1,000 fine or one year's imprisonment, or both,
for failure to conform to the provisions regard-
ing marking of goods.
The Marking Act, as Section 12-A of the
Customs Tariff Act has since come to be known,
has aroused opposition since brought down last
session. It was criticized as causing incon-
venience among importers. Regulations made
were modified shortly before the Meighen ad-
ministration resigned office, and operation of the
Act itself was postponed till the end of last year.
It is expected that the coming session of Par-
liament will see the end of the Marking Act.
The action taken by the present Government is
interpreted as meaning that Section 12-A will be
repealed. The fact that postponement is effec-
tive "until after the close of the next session of
Parliament" is in itself regarded as an indica-
tion that the Government has this end in view.
The
Pratt Read
Player Action
Built to play
Hardwood
Double-acting motor
Automatic tracking device
Metal tubing, cloth covered
47,000 in use
RADD ORGAN CO. CHARTERED
A charter of incorporation has been granted
to the Radd Organ Corp., of Belleville, N. J., for
the manufacture of pipe organs and pianos, with
a capital of $250,000.
George B. Littlefield, formerly a salesman with
the A. L. Bailey Music Store, of St. Johnsbury,
Vt, has purchased the Barre Music Store,
Barre, Vt.
The Pratt Read Player Action Co.
Main Office and Factory, Deep River, Conn.
Foreign Office, 21, Mincing Lane, London.