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MUSIC THADE REVIEW
APRIL 7, 1923
The Value of Educational Publicity
Advertising Which Features Values Without Reference to Comparative Prices and Which Builds Prestige in
the Long Run Is of the Greatest Results—A Striking Example in the Advertising
Used by the E. F. Droop & Sons Co., of Washington, D. C.
Advertising of strictly an educational nature,
featuring values without reference to compara-
tive prices and building up trade on the reputa-
tion of the firm for doing business on the
"square," is held responsible by Edward H.
Droop for much of the success of E. F. Droop
& Sons Co., of Washington, D. C. Snappy copy,
taking advantage of current events, yet couched
in language appealing to the cultured and under-
standable, to him who runs and reads, is em-
ployed to bring to the attention of Washing-
ton's public the merchandise carried in the big
store at Thirteenth and G streets, Northwest.
Mr. Droop is the originator of the slogan,
"The Grand Is the Piano of the Future." One
of his latest advertising stunts takes a leaf out
of the book of the radio fans, for in his current
advertising he asks, "Would You Vote for a
Day Without Music in Washington?" and then
he answers his inquiry to bring to mind how
All of the store's advertising seeks to impress
this policy upon the public. "It has been sixty-
four years since the founder of our house,
Edward F. Droop, chose Washington as his
home and this business as his life's work. His
principles then are ours of to-day, and our busi-
ness has expanded and prospered because of
strict adherence to lines and procedure which
he regarded as basic and essential to develop-
ment and success."
The advertising "copy" used is full of human-
interest material. "You do not need to resort
to comparative prices in order to move your
goods," declared Mr. Droop. "Our advertising
differs from that of most all other music houses
because it is always based on the value of music
to the reader of that advertising—what music
means. Incidentally I couple up that with
frankly discussing our manner of conducting
our business. We do not flare bargain sales.
utilize spot news for advertising material. We
do that. We begin the first of the year with
a New Year's greeting; we have our Washing-
ton's Birthday advertising; our copy for the
other holidays. After Easter we will have some-
thing for Mother's Day—an adaptation of 'Say
It-With Music' On Washington's Birthday we
paraphrased the sentiment of the day by re-
ferring to our merchandise as 'First in quality,
first in reliability and first in the minds of
musical people.' "
PLANS FOR DALLAS MUSIC WEEK
Feature to Be a Universal Hour of Music in
All City's Homes on May 2
DALLAS, TUX., April 2.—Many i>f the details for
the observance of Music Week here, starting
April 28, were explained by President D. I..
fc> DROOP'S MUSIC HOUSE
E. F. DROOP & SONS CO.
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lusjcss
SpmUIUts in Grand Pitnoi
You Need Music
Musical Homes Are Happy Homes
The
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N T YOU BE IHTERESTED IN KNOWING ^OMETHINC^^ABOUT
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to (rlerl it than n j h t bar*—whtre you are offfred
chokes I a*iortmeni of QuaHly ProdMctt. The m o t cri
comparison t% invited
In return for ihf money you in
• t gw« th< be^t Quality obtainable for the pricr
We
perfectly willing to frani at com modal ing t«rtm (if desil
F F Droop & Sons Co
OtatKc at these prices and ask yourself whether
you
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Some Examples of E . F. Droop & Sons Co. Advertising Embodying Educational Features
empty such a day would seem. "A day on We do not resort to 'was-is' price references; Whittle at a luncheon of the Dallas Music In-
which any and every form of music would be we do not give things away—we do not favor dustries Association last week.
under ban in the theatres, movies, homes, free merchandise—and if we do, we never adver-
As an innovation it will be requested that an
churches or in public?", he continued. "Can you tise the fact.
hour of music be enjoyed in all the homes of
picture such a situation in your mind and ap- "The controlling thought in all of our adver- the city between 8 and 9 o'clock Wednesday
preciate the emptiness which that condition tising is that it must always be dignified, a night, May 2, and those taking part in this will
straightforward representation of our goods and be asked to make a report to one of the daily
would create in life?
"Music is one of mankind's greatest blessings an appeal to the head, heart and emotions."
newspapers.
An example of this type of advertising is seen
in that it creates a vitalizing influence on mind,
M. O. Beckman, representing the American
spirit and body. No other single force is so in his Easter material.
Piano Co., of New York, complimented Dallas
capable of producing happiness, entertainment,
"The approach of Easter brings thoughts of on its music dealers' Association, the co-opera-
comfort, courage and inspiration, and for that beautiful music," says the copy featuring the tion of the newspapers in things musical and
reason it should be cultivated and made a part E.stey organ. "The purifying and uplifting on the city on having so many eminent musi-
of the daily home life. Let a piano, player- power of divine service is strengthened by the cians living here.
piano or Victrola solve the problem for you." influence of good music. Good sermons appeal
In addition, this advertisement featured mer- strongly to the intelligence; frequently they
LORD CO. IN NEW WAREROOMS
chandise at given prices. No statements were reach the heart—but always when sustained by
made that an article worth a certain figure the glorious, rich tones of a fine organ and
LAWHKNCK, MASS., April 2.—The local branch of
would be sold at a price' cut for the purpose capable choir, they take on a deeper meaning, the Lord Piano Co., of Boston, Mass., is now
of creating a demand. Mr. Droop states he for then they rise and stir the emotions, calling located in its new quarters at 44 Essex street,
never uses price reductions, nor in his adver- forth the best and finest qualities of mind and this city. The street floor of the new quarters
tisements gives the impression that business re- heart."
is devoted exclusively to pianos and a hand-
quires a "sacrifice."
There followed the usual sales arguments in somely decorated balcony is occupied by phono-
favor of the organ, the wording in keeping with graph and player-piano booths.
Firm's Fundamental Policies
The fundamental idea of the firm's policy is the dignified references to emotions. "Why do
Included in the line of pianos handled by the
summed up by Mr. Droop in the assertion: you use so much space in voicing pretty senti- Lord Co. are the Story & Clark, Ivcrs & Pond,
"Prestige and leadership, whether applied to ments, while other concerns cram their adver- McPhail, Cable-Nelson and Decker & Son. In
ordinary callings or business, is the cumulative tisements with spectacular statements?" Mr. the phonograph section the makes include Vic-
lesult of earnest effort to serve." This thought Droop was asked.
tor, Columbia, Sonora and the Pooley.
was brought home in a recent advertisement
Holiday Advertising
when he explained that "to do one's duty con-
"We find that the ordinary variety of adver-
WELSH & CO. INCORPORATED
scientiously; to play 'square' in the world's tising, contemplating, for instance, the offering
work; to make your word your bond for faithful of a $400 article for, say, $298, is not a builder
SAN FRANCISCO, CAI.., March M.—Henry Welsh
performance; in short, to develop character and of prestige, is not a builder of confidence, and, & Co. have been incorporated to deal in musical
method to that point where both inspire con- after all, confidence is the rock on which we instruments in Oakland, Cal., with a capital of
fidence and feelings of security, bring their own have to build our business structure.
$15,000. The incorporators are H. R. Welsh,
reward."
"One can take advantage of current events; W. A. Little, H. R. Aldrich and A. M. Moore.