Classic Mode

Music Trade Review

Issue: 1922 Vol. 75 N. 6

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 5,
1922
THE MUSIC TRADE
REVIEW
The Value of Continuous Advertising
The Overwhelming
Value of a Consistent, Continuous Advertising
Program Forcefully Demonstrated
Through
Comparison of Business Done by a Non-Advertiser, a Seasonal Advertiser and a Continuous Advertiser
— Secret of Advertising Success Lies in Obtaining Benefit of Cumulative
Publicity
Advertising is regarded, and rightly so, as the
open sesame to success in business when rightly
used. Given an honest product, meeting a well-
defined need, plus the proper kind of advertising,
and success is certain to follow. So much has
been written concerning the value of advertising
that there is nothing new to be said on the sub-
ject, although one point that is, perhaps, not as
well understood as it should be is the fact that
advertising must be continuous to produce maxi-
mum results.
The piano industry, in common with all other
industries in the country, during the past decade
has depended upon advertising to a large degree
for its success. A comparison of present-day ad-
vertising in the piano field with the publicity
which was used ten or twelve years ago will
show a distinct improvement in design, subject
matter, effectiveness and logical sales-producing
appeal. The trade has learned these lessons, but
there is one lesson which many factors in the
trade have yet to comprehend—and that is the
power and value of continuous advertising.
It, perhaps, is not far wrong to say that hitherto
the industry has pursued one of two general
courses so far as advertising is concerned. The
first has been the policy of advertising only
when business was good—when orders were pil-
ing up, when accounts were in excellent shape
and when the financial statement showed a good,
substantial surplus of cash on hand. Under these
conditions some manufacturers and dealers have
felt that they should spend some of their money
for advertising, working possibly on the theory
that because business was good and they were
making money they could afford to spend a little
of it for printers' ink. Those who have pur-
sued this policy have curtailed their advertising
when times became hard—when money was not
so plentiful and when accounts collectible com-
menced to freeze up—arguing in defense of their
policy they could not afford to spend any money
at all for publicity.
The other policy which has been pursued by
some members of the trade has been that of ad-
vertising only when business was poor. When
times were good and orders were pouring in the
argument was that there was no need for adver-
tising because the factory or the store was doing
all the business it could handle. Only when
orders fell off and when workmen and salesmen
found time hanging heavy on their hands was
advertising employed in an effort to bring in
some additional business.
Both of these policies are fundamentally wrong,
as a little thought will show. They are wrong
because they provide only for spasmodic adver-
tising—even though the spasms occur under dis-
tinctly different conditions. The only way that
advertising in this or any other industry can be
made to produce maximum results is to elimi-
nate the spasmodic policy and adopt one of con-
tinuous, consistent advertising twelve months in
the year.
One of the most convincing proofs of the value
of continuous advertising is to be found in the
chart which accompanies this article. This chart
was prepared by the economic research depart-
ment of the Curtis Pub. Co., and shows graphi-
cally the varying volumes of business done by
three classes of merchants—those who do no
advertising, those who do seasonal advertising
and those who advertise thoughout the entire
year. An analysis of the chart shows that
the merchant or manufacturer who does not ad-
vertise starts the year with very little business.
His business then gradually increases, reaching
an apex in the month of May and then dropping
sharply to a very low level until the end of Au-
gust, when the volume gradually rises again,
the seasonal advertiser in turn doing perhaps 25
per cent more business than the non-advertiser.
This analysis shows conclusively that the con-
tinuous advertiser is the man who really gets the
greatest value for the money he spends in pub-
licity and shows further that the advertiser who
is committed to the seasonal policy does not get
full value for what money he does spend, because
he allows the cumulative effect of his publicity to
be lost almost entirely during the periods when
he does not advertise.
In last week's issue of The Review there
was shown the value of continuous advertising
as applied to the
piano industry in an
article which told of
the success of one
piano manufacturer
whose policy of con-
tinuous
advertising
has resulted in well-
filled order books
and a busy factory
during the time when
the so-called Sum-
mer slump in the
trade is supposed to
be greatest. There
are several other na-
tionally known piano
manufacturing con-
cerns which have
overcome the sea-
sonal bugaboo by
maintaining a policy
of consistent, contin-
uous advertising. It
is safe to say, how-
ever, that so far as
piano manufacturers
are concerned only
approximately one-
third of them are
pursuing a policy of
continuous,
consis-
tent advertising. Of
the other two-thirds
some are committed
to the policy of sea-
sonal
advertising,
while others adver-
tise only sporadical-
ly, if at all. It can-
not be gainsaid that
those manufacturers
who are advertising
Chart Showing Effect of Continuous Advertising
vcrtiser finds his business about on a par with consistently and continuously are doing the bulk
of the business in the piano industry, to the con-
the man who does no advertising at all.
The last diagram shows effectively the value sequent amazement of the non-advertisers, who
ol continuous, all-the-year-round advertising. sometimes wonder why certain firms are doing
The continuous advertiser begins his year with a such good business, although the answer is as
volume of business that is practically equivalent plain as the proverbial pike-staff.
The piano industry has gone through a rather
to the May peak enjoyed by the non-advertiser.
The volume rises in February to a point above critical period during the last eighteen months, an
the May peak of the non-advertiser and continues experience that has been common with prac-
to keep above that peak until the end of June. tically every other industry in the country. For-
During July and August there is a natural de- tunately, the turn has come, and the piano indus-
crease in business, but even the low level is only try, like all other industries, is definitely headed
slightly below the same May peak of the non- for better times. That this is recognized by the
advertiser. By the end of September the volume piano trade is shown by the fact that there is a
of sales again shows a steady increase, reaching general movement on foot among manufacturers
its apex in December and continuing at its high- to prepare for an increased demand this Fall
est level until almost the end of the month, by starting to make up a surplus stock of instru-
when there is a natural decrease shown, the de- ments. In other words, piano manufacturers are
crease being caused by the Christmas and New making pianos which they expect will be sold
this Fall, but only a few of them are far-sighted
Year holidays.
A further analysis will show that the total vol- enough to prepare merchandising plans for these
ume of sales for the year produced by continuous instruments through the medium of advertising.
advertising is nearly 40 per cent greater than It is practically certain that the normal Fall de-
(Continued on page 8)
the volume enjoyed by the seasonal advertiser,
reaches its peak early in December and then
drops abruptly to the low level experienced dur-
ing August. The merchant who endeavors to
increase his business through seasonal advertising
is in somewhat better position than the merchant
who does no advertising, for the chart shows
that during the months of March, April and May,
when the Spring advertising campaign is in ef-
fect, and during October, November and De-
cember, when the Fall campaign is on, the vol-
ume of business is somewhat greater than is that
of the non-advertiser, but during the months
when no advertising is carried the seasonal ad-
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
8
CONTINUOUS ADVERTISING
(Continued from page 7)
maud will absorb some of the surplus stock which
is now being manufactured, but unless the piano
manufacturers give approximately as much
thought and attention to their merchandising
plans as they do to their manufacturing plans
they will find that they have not reaped the
greatest possible benefit from the increased op-
portunity which the Fall will bring.
The old adage concerning the stone worn away
by the continuous dropping of water applies
forcefully to the theory of advertising. Hogs-
heads of water can be splashed on a rock and do
no more than wash away the grit, but the same
volume of water, if allowed to fall, drop by drop,
on a given point, will start an erosion that even-
tually will wear away the entire stone. So it is
with advertising. Spasmodic splashes of pub-
licity will produce only a temporary effect, but
continuous, consistent, all-the-year-round adver-
tising, because of its cumulative effect, will pro-
duce a volume of profitable business that will
practically insure the wise advertiser against
hard times, lack of demand, seasonal slumps and
all the other evils which come to the man or the
industry which does not rightly use the greatest
of all modern business-producing forces—con-
sistent advertising.
TO GIVE AWAY A STEGER GRAND
Steger & Sons Mfg. Co. to Exhibit Instrument
at Pageant of Progress—Lucky Visitor to Dis-
play Will Be the Winner of the Instrument
CHICAGO, I I I . , August 1.—The feature of the
Steger & Sons Piano Mfg. Co.'s exhibit at the
Cyrena Van Gordon and Jacquiline Cour
Pageant of Progress will be a small Steger grand.
This artistic instrument will be given away free
at the end of the exposition to a lucky visitor
to the Steger display. To qualify as a possible
winner it is only necessary to register one's name
and address at the Steger booth. All visitors who
register will have an equal opportunity of win-
ning.
A few days ago Miss Cyrena Van Gordon, fa-
mous prima donna of the Chicago Grand Opera
Co., and Miss Jacquiline Cour, six years old, Chi-
cago's youngest accompanist, visited the Steger
warerooms to inspect the grand which is to be
given away. The photographer snapped them
while they were giving a brief concert for the
retail department.
AUGUST 5,
1922
NEW KIMBALL AGENCY
STRIKES AFFECT BUFFALO TRADE
McCormack Music Co. Secures Agency for Kim-
ball Line in Portland, Ore.—H. M. Hulme
Visits Local Dealers—Other News
Music Dealers Find Economic Disturbances
Cause Slump in Demand for Musical Instru-
ments—Schuler Store Being Enlarged
PORTLAND, ORE., July 28.—The McCormack Mu-
sic Co., Inc., has been made the exclusive Port-
land agent for the Kimball piano and also is
the factory distributor for the Kimball in this
section. The company has received a large ship-
ment of instruments, consisting of uprights,
grands and players, which have been placed on
display in the store on upper Washington street.
Mr. McCormack expects to place the Kimballs
in many homes this Fall and says business can-
not but be good with such crops as the North-
west has enjoyed this year. The firm has placed
C. M. Johnson in charge of its piano depart-
ment. Mr. Johnson comes to the Pacific Coast •
from Kansas, where he was connected with the
C. M. Johnson Piano Co. He was later man-
ager of the piano department of the Carstenson-
Anson Co., of Salt Lake City, and just before
coming to Portland was at Boise, Idaho, with
the Sampson Music Co.
The MacDougall Music Co. has added C. D.
Haines to its sales force. For the present Mr.
Haines is not assigned to any particular de-
partment.
Last week the Portland dealers were visited
by H. M. Hulme, the Western representative of
the Packard Piano Co., who has his headquar-
ters in Omaha, Neb. Mr. Hulme conferred with
H. G. Johnson, of the H. G. Johnson Piano Co.,
which firm is the Portland representative of the
Packard, and then he paid his respects to all the
other music dealers. Mr. Hulme was accom-
panied by his wife and sou and motored across
the country, and
thus
combined
business
w i t h
p l e a s u r e . Mr.
Hulme stated that
he found business
conditions on the
upgrade at every
point he visited.
While
at
Salt
Lake City he ar-
ranged the ap-
p o i n t m e n t of
Beesley Music Co.
to represent the
Packard at that
point.
The manager of
the roll depart-
ment of .the Bush
& Lane Piano Co.,
H e n r y Arcand,
says that they
have had a big de-
mand for "The
Sneak'' and "No-
body Lied." He
says that business
in his department
is much more ac-
tive than lie ex-
pected, t h o u g h
many of his regu-
lar customers are
and the Steger Grand
still away.
Robert M. Brown, who has had charge of the
small goods department of the Bush & Lane
Piano Co. for the past eleven months, has re-
signed and gone to Oakland, Cal., where he has
joined the force of the Musical Instrument Co.
Mr. Brown will be greatly missed by the many
friends that he made during his stay in Port-
land. He has been succeeded by E. J. Meyers,
who has been connected with Grinnell Bros.,
Detroit, Mich., for the past twelve years as a
salesman.
The Bush & Lane Portland branch was vis-
ited last week by Charles T. Corbin, the Pacific
Northwest representative of the company, who
has his headquarters at Seattle. He reported
good prospects for the Fall.
BUFFALO, N. Y., August 1.—Strikes continue to
have their effects upon the Buffalo retail trade.
Dealers are finding it especially hard to close
contracts at this time, not only with railroad
workers but with other industrial employes be-
cause of the uncertainty of future employment.
Buffalo has two great groups of industries, one
being transportation and the other iron and
steel. Both are feeling effects of the miners'
and shopmen's strikes.
Except to slow up collections the trolley strike
has not had a very great effect on the music
trades within the past week as shoppers are
becoming accustomed to the jitney service, un-
certain as it is.
When these factors are considered it is not
strange to find reports that July business was
disappointing to the vast majority of dealers
here. Piano and player business has not suf-
fered the decline that is general in most lines.
Talking machine departments and stores have
been the most hard hit by the industrial dis-
orders.
Despite poor business in July dealers are con-
fident that once the strikes are ended there will
be a revival of business on a most substantial
scale. It is toward this period that dealers are
looking. And while they are looking they are
planning intensive campaigns that promise to
make Fall trade the best in many months.
The John G. Schuler Piano Co. is being sub-
stantially enlarged. The firm has just taken
over the store adjoining its present quarters in
Main street, near Utica street. The two rooms
are being thrown together and will be occupied
as a single unit, thus doubling the firm's display
space. New show windows are being installed
and new fixtures are being provided. When the
alterations are completed the firm will have one
of the largest and finest retail establishments
in western New York. To make room for the
carpenters, who are busy making the alterations,'
the company has been conducting an usually
successful expansion sale.
The new store of Goold Bros., at Medina, has
been opened and is doing a good business. The
manager, G. V. Lynch, was formerly a resident
of Medina and is renewing old friendships. The
new store will carry a line of pianos, players
and talking machines. Later other departments
may be added.
Mrs. Bessie Greenwood has been appointed
as representative of C. Kurtzmann & Co., at
Batavia, N. Y. She has opened a new studio
and salesrooms at 36 South Main street, Batavia,
and has purchased a stock of more popular
Kurtzmann models and has also stocked sev-
eral renewed instruments. Mrs. Greenwood's new
studios are being visited by many Batavia shop-
pers. Her store promises to be a valuable ad-
dition to the Kurtzmann chain, which extends
from coast to coast.
Stephen Tilly, of the Niebels Bros, store, at
Dunkirk, is recovering from injuries which he
received when the automobile in which he was
riding dropped 30 feet over a cliff. Mr. Tilly
jumped to safety when the machine became un-
manageable, but received painful cuts and bruises.
Plans are being made for activities of the
music trades group of the Buffalo Chamber of
Commerce. C. N. Andrews, chairman of the
group, is planning resumption of meetings early
in September.
PIANO MARKETJN PALESTINE
WASHINGTON, D. C, August 3.—A mercantile
firm in Palestine is in the market for player-
pianos, according to an inquiry received by the
Bureau of Foreign and Domestic Commerce, this
city. Quotations should be c. i. f. Jaffa. Refer-
ences are offered. For further information com-
municate with the Bureau or any of its district
offices and refer to File No. 3029.

Download Page 7: PDF File | Image

Download Page 8 PDF File | Image

Future scanning projects are planned by the International Arcade Museum Library (IAML).

Pro Tip: You can flip pages on the issue easily by using the left and right arrow keys on your keyboard.