Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
DECEMBER 12, 1925
THE MUSIC TRADE REVIEW
A New Note in Music Trade Publicity
Is Struck
From $295 to $6100
The Royal K[ame
On the Fall-Board
I A N OS in infinite variety
' ' from the Gulbransen to
. R I D E of possession is
common to all of us
the Ampico ' ' * and yet no piano is
sold in this store that has not been
approved by Chickering & Sons,
as a fit companion for the
C H I C K E R I N G
Piano pride is no exception - ' - par'
ticularly the justifiable pride in the
royal, name of Chickering on
the fall'board of your piano
Pianos * The AMPICO • Radio
Pianos * The AMPICO - Radio
LEE S ROBEFsTS Inc.
M. E. Harlan
advertising man, he is a salesman of long and
varied experience, who has applied that experi-
ence to his problems.
The point of the story is simply expressed.
Here is a seasoned advertising strategist, well
versed in the music field and its many angles,
ERE for the first time is the full story
who finds an opportunity to work unrestricted,
of the new departure in music adver-
along lines of his own choosing He is one of
rising that has
the owners of the busi-
set the trade from coast
ness — and, therefore,
while there is no re-
to coast checking up on
straint on his creative
its own advertising and
methods, the b a l a n c e
sales promotion meth-
wheel to his imagination
ods. The comments have
is his financial stake in
been so widespread as
the firm. That is always
to warrant a search for
a healthy combination;
the underlying story.
in this case it has de-
In the first place, this
veloped a new school of
new sort of music ad-
EN $50 will place a charming Brewster Grand in your h o m e -
advertising. The sweep-
vertising rises from the
why wait any longer for your long coveted grand piano? Even the
ing changes from the old
chance association of two
price is only $775 {not paid in a year, but over a period of years}
conventions, in s t y l e ,
men, whose positions
Very few beautiful things are so easily acquired as a Brewster' " to be
typography, fundamental
are unique m their differ-
appeal, and merchandis-
had on far easier terms than you can buy a car" even a cheap one • • •
ent fields, in the owner-
ing methods, are the
ship and management of
^ T h e interesting part of this offer is not that you can buy a piano on result.
a music store in San
such an easy plan. There are plenty of them that you may have for even
Francisco, which opened
Anyone who has seen
less. But the surprising thing is the fact that it is a Brewster!'"
its doors last June.
Mr. Roberts and Mr.
the inexpensive companion instrument to the great Chickering itself.
Harlan at work finds it
Lee S. Roberts, presi-
a real treat in strategy
dent of the Chickering
. . . . 6 ^ This store is the home of the Chickering. But the prestige of that great name
and organization. They
Warerooms, and M. E.
should never lead you to believe that we are not just as much concerned in less pretentious
work fast, lay out a plan.
Harlan, vice-president,
pianos. Not everyone is yet ready for a Chickering. No one knows that better than
Mr. Roberts takes it to
are the two men whose
Chickering & Sons." And so, the Brewster was born many years ago, to meet modest
the
sales floor. Mr. Har-
rare combination of ex-
requirements with an instrument of genuine worth. Thousands of Brewsters have been
lan takes it into print—
perience and ability has
living in American homes for many years. It is a name of which you may be proud - -'
in a manner highly in-
brought forward this
a name that means something to your guests . . . . <^We'll say nothing about its
dividual a n d demon-
new step in the selling
beautiful design or charming tone. Those are things which anyone can say about any
strably forceful, as is
division of the music
piano'' till you see it. Even seeing it is not the final test'' for not everything that
shown here.
business.
loo\s like a grand piano, is one. Among master instruments such as the Chickering,
From the very first
Mr. Roberts occupies a
you may select any one of four or five makes and be sure of a safe investment.
advertisement which ap-
position almost without
peared in the San Fran-
parallel in musical cir-
With less expensive instruments " ' be more careful'"choose with care.
cisco newspapers last
cles, owing to the suc-
Be sure it is made to lasV- (otf^
"'"Tf""«mj»*»»*.*«.>{>*»»*
II flPf
" ' • gladly a™ tellingly Compare pianos • • prices
June,
there has been
cess with which he has
n o t JUS^ tO S e l l " '
\JL!y and plans of payment. But above all •• compare!
neither let-up nor devia-
accomplished the d u a l
not just a piece of furniture. Select several reputable
tion from the policies
roles of musician and
stores and confine your search to them. Then compare.
proposed and the meth-
business man.
Representing the Ampiavo impregnable in its dominant poanon^othe world's only re-enacting
ods inaugurated. The
Mr. Harlan is a "dark
pianosochoice of Rachmaninoff. Lexntzh}. Omsum, and their associate masters
the
result has been to make
Chickering-o companion of Liszt, of Lhevmne.Tsaye. Kubeli\, Frances Alda. W hundreds
horse." Although little
of names that have made musical history fora hundred years---suice Jonas Chickering
a
new store in a highly
known to many in the
created the first modern piano after which all others are modeled • • • the Marshall
competitive field a dis-
& Wendell and the Brewster^ America's popular priced art pianos, endorsed
music trades, his "fine
by Chickering & Sons, as fit companions for the Chickering itself.
tinct factor within a few
Italian hand" has moved
months of its opening.
the chessmen in some of
inc.
Something of Mr. Har-
the very interesting ad-
lan's methods came out
vertising battles in the
in a talk with him to-
musical field. He heads
day. The first point
a successful advertising
stressed by him is the
agency but his first love
selling value of fearless
is music promotion. And
Fourteenth Street J
{Continued on page 9)
besides being just an
H
What $50 Will Do
c lss