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REVIEW
THE
VOL. LXXIX. No. 25 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N.Y. Dec. 20, 1924
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Griffith's Use of the Quality Factor
The Well Known Slogan of This Newark, N. J., Piano Merchant, "Let Us Be Known by the Quality of the
Pianos We Sell," an Expression of a Policy Which Has Built Up One of the Outstanding Suc-
cesses in the Retail Trade—How the Firm Carries It Out in Publicity
"L
sales and advertising policy based fundamentally
upon it is sure in the long run to bring domina-
tion in the field of those who adopt and fol-
low it.
The Griffith Piano Co., the sales policies of
which are embodied in this slogan which ap-
pears in practically all of its publicity, is located
in Newark, N. J. Newark is one of the large
cities of the country, but when these are men-
tioned it rarely finds a place therein. The rea-
son is simple. Newark is so close to New
York that it is overshadowed and too often re-
garded as more or less of a suburb. The city
resents this fact, but, nevertheless, the physical
aspects of its position play a large part in the
development of any of its retail houses. For
there are two competitive factors it must face:
the competition of similar firms located in New-
ark and the competition of firms in New York
City which reach out for business throughout
the entire metropolitan district. It is a ques-
tion here of a big city competing with a metrop-
" C &o~night...l shall drown my
olis, perhaps unique in the country.
cares in a river of love-making''
- "The very quality of a
Invading Enemy Territory
to us in all tht'tVi'llneW i
Here is the problem which confronted the
through the charm of thu
Griffith Piano Co. And the way in which it was
"Then to the masterpiece o( that
famous opera 'Samson « Delilih'
SaintSaeru MyHcartAt Thy Dear
overcome is best shown in the fact that the
Voice". Delibhi great poetic effort
house has taken the aggressive by using not
"The trrmendou* beauty of thou
p u u p i One is exalted, enraptured,
only the local newspapers of Newark, but by
by :hcir power co nuke ua experience
(Kr emotions of bvr tUrlf
advertising consistently in the papers of New
"Arvd now to one at the icnderat
love lyric* ict to muuc, "Flocian'i
York City as well. Fifty-two times a year the
.1 phnie. 'Delilah' DcliUh ' I
Sung'—'Chaiuon Flonan'
A Atprrd youth of ttnitt mun
publicity
of this house appears in the New York
"And »o or* goe» through the eve
rung, perhaps
papers, in space of fair size, the copy, as is
shown in the two examples reproduced with this
EAUTIFUL music that breathes of .love will forever hold
article, being entirely concerned with prestige
B
its place, especially if it have the spiritual power to bring
close to us our own conception of a beautiful love, for deep in
for the house, a policy which has been rigor-
our hearts is the vision of a dream girl or a dream man that we
seek for and som-tunes never find in real life.
ously followed since the inauguration of this
One dees not have to know a single note of music to enjoy
the artut-rolls made for the reproducing piano. Any man or
method.
woman of taste and intelligence can find hours ot real pleasure
in listening to the great pianists interpret, .is only they can,
What are the results? A month or two ago
the world's great, permanent music and to-day's popular song
and dance hits.
the telephone in the warerooms rang and a
The electric reproducing piano is a marvelous musical instru-
ment and is finding its way into the finest homes in every
request came in to send a tuner to Short Hills,
substantial community Convenient methods of payments ar
ranged. Credit allowed on your present piano
a New Jersey suburban town. When the tuner
> b* known by the quality of tht pumot i idl"
returned he brought back the information that
the call came from a family which had just
GRIFFITH PIANO CO.
moved from New York to that town, that he
•^.Steinway Pianoss~
had worked on a Steinway grand and that an-
605-607 BROAD STREET, NEWARK, N. J.
other sale was possible there. A salesman going
out closed a sale for another Steinway on his
the face of certain peculiarities of locality which first call and on cash terms. It was a family
has made the problem confronting the men who highly connected socially in New York who had
have been responsible for this success much just opened a large home, and the sale could
more complex than that which confronts the be traced to no other source than to the fact
ordinary piano merchant. The way in which that when it moved there it already knew the
these complexities have been met is one of the Griffith Co. through its steady publicity in the
strongest demonstrations of the fact that in the New York papers and naturally it called upon
this house immediately. This is but one ex-
retail piano business quality stands pre-eminent
.
as an enduring factor of success, and that a ample.
ET Us Be Known by the Quality of
the Pianos We Sell." In that slogan
is embodied a policy which during the
past ten years has built up one of the best-known
retail piano houses in the Eastern territory,
an accomplishment which has been achieved in
1
These results, however, could only be achieved
by straight prestige publicity. It is stated on
good authority that 85 per cent of the sales
made by the Newark house of the Griffith Co.
can be traced directly to its advertising, a pro-
a fine
piano ...the cherished am-
bition of every little girl!
The wish for music and a line piano is planted deep
in the heart of every woman. In those wonderful days of
make believe, when dolly had singing lessons to [he ac-
companiment of a toy piano, she was already dreaming of
playing real music on a grand piano.
The hope for the masiery of musit is a golden heritage
in the soul of every little girl, perhaps of divine origin,
strongest in the formative years of a child's life
If not encouraged it has like "Full many a flower
blossomed unseen,' tu become only a memory of what
might have been, • great regret in those years of woman-
hood and maturity when not IO know music is a social
and spiritual handicap.
And what shall we say of the home where there is
everything except a really good piano? Too often do we
leave the purchase of a worthwhile piano until all our
other wants axe satisfied A great mistake . especially
where there are children learning to love music for. huw
practice where any old piano is considered good enough' 1
Have you often said in your heart that you will srnvc*
(o give your children every advantage in life 1 May
we suggest that you .visit our warerooms and select
from our many famous makes a grand or upright piano
which you and your children will be proud to own?
1
' 'JCtt us hi known by tht quality of the pianos ut
itli''
GRIFFITH
piano Company
"-Stemway Rcpraenuitwes -~
605-607 Broad Street, Newark, N. J.
/
portion that is extremely high considering the
general conditions in the retail piano trade.
And this large proportion has been accom-
plished not through the exploitation of prices
or so-called "bargains," but through a steady
presentation first of music, the fundamental of
(Continued on page 5)