Music Trade Review

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REVIEW
THE
VOL. LXXXII. No. 25 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Aye., New York, N. Y., Jane 19, 1926 " " t f f e i U ' " "
How Mason & Risch Are Winning
the Support of Music Teachers
Toronto, Can., Piano Merchant Undertakes Extensive Advertising Campaign Directed to Winning the Good
Will of the Music Teacher in the Territory Which It Covers—Display Advertising in the
Daily Press Supplemented hy Booklet Entitled "Some Music Every Day"
OME time ago the Mason & Risch Piano
& Risch, Ltd., and the arrangement of the copy
Co., Ltd., of Toronto, Can., came to a
was left in the hands of Claude Sanagan, the
realization of the fact that the music company's advertising representative. It may
teacher is such an important factor in the de-
velopment of interest in the piano and piano
music, and consequently in the cultivation of a
market for piano sales, that it was well worth
vvhile to direct a campaign of advertising along
"Then is a muOc ttachrr ia your
diacniriiruliriu attention m the muucal
lines that would aid the cause of the teacher
for one thing and cultivate the teacher's good
will for another.
hr-r^thepu^ofth-ebu*..
^JjJJ
J " £ ^T'
£™
The cultivation of the music teacher's friend-
! t ~ ^ " JT*^ T " ™ ° ""• ™»*ip • "orrJv of the m i i U
" ^ E " " " * " ~J^P-~.m«~ft-n.
rf-Tii-JW.^
•«-•"•
for rJny chud ancf upon own and women
ship is not in any sense new with piano mer-
generally the value of muHC a* a form of
chants, but the idea of directing an entire ad-
vertising campaign in support of the work of
the teacher and giving up a company's entire
display advertising space in local newspapers to
the campaign is distinctly a novelty, with the
S
MigUvrheod."
q u a l m of the Maton K Kjarh Pinna.
•
Thai
though!
hai
When you are convinced that a
run
through
rhe
Maaon *
l r » week,, together with the uggntion
. . .
m rhe
Ruch which will give yen the
Maeon If Ruch mraugti during the patt
nchneai and purity sf m e you Jnure.
vou will anal an eneaaemtni K
.
inert the
mahogany—in period ilniiina—in grand
P
1
. Soul."
U . poHibk m in mo* ijuulying deg«r,
•/HOT tlx Kudjr of muMC involve* ihr utt
»f < M a u n 4k R«ch puno. TTM M M O O
* : RMch giva ybu ihe ttdvwugc of pcrfcd
—r*
tjutlitf.
Vumwd
iJu*
1
mewl
For thotc
Jho
» 4* ufldatying ituoai f M
kuptnofuy
l d l
:
wt
have i
l , U
p
cht ataforay of BuiMC-lov«t
What Every Child
Should Be Taught
E
VEDY C H I L D thould be taught
play the puno •
If. there ir. i T
-«r
family. ir might be aaked. why. "ev.
c h i l d ' ' aecauie every.child ahould ha<
the Umr opportunity foe a happy w
>
Bui for
i-inring u
•
TW
*i***j
<
^TTI'
For (hi* ttaaon we mvn, >AM.
IO V I M our tlvowrooou and pvt
th*
mote
*• ^ y ^ T
|
•^rLTTi^*
MASON6-RJSCH
The Music Teacher
as a Nation Builder
Ijo Yongc Scmt
HE
T
rhe m o * pri
to obom i
rundamenral Imowledgr ol
puhlmen rays, "tbere a nothing in the
HE covron
^
.
,
P7
SCHOOL
TEACHING
PROFESSION » publxly tang.
— •
nraed for ita cunoiunon to the ad-
M«ao. It eoje
herarurc of munc that awmot be erpidred
e of civibaiion-and nghdy to.
•
through the puno."
lor i
book
^
of M u o n It Itwch r^mtntcuon.
IfcUvmg.
may be
of continuing instruction at regular intervals.
These booklets have been distributed freely
through the Mason & Risch store.
In commenting upon the idea back of the
campaign and the manner in which it is being
carried out, Mr. Pepler said in an interview:
"We started with the thought that our adver-
tising should go further than merely impressing
those already contemplating the purchase of a
piano—it should create a desire among those
who had not thought of music at all. In other
words, we should attempt to arouse interest in
music generally—to urge the appreciation ut
good music particularly—to prompt a desire to
play the piano. So in nearly all of our adver-
tising we have been endeavoring, first of all, to
sell the benefits of music.
"Others may profit from this sort of cam-
^^a
» * e W T ™ t "«-kT of playing .he
P-~
AU o-rr Canada, iei every little Village a.
well aa rn rha large cemree of culture and
Si
contented mind and therefore ror
greater progreu at ichoo!. Then unleu
the child 11 caught muaic, parena rnay be
unaware of latent talent of the h^heat
Finally it may be aikad why. nor let the
mUMCtUy inclined leam to play by ear *
Every child rhouU be "taught' , „ pby
the piano becaiae only by proper training
can one acoum a knowledge of reading
nuMc—and irrirrer>t»r«ang it.
The mime
It may be rhe child'i talent ia to b. found
in the von—or perhapa the muaic that
readier, too, ejercran a wonderful influence
child will evrnrually e n d ra will U
S o o r r J . love of mine play, ao important
pupil, . h . did
an U Muair, u laaat tound happinea>
in -Jeane Mane Evrr.
Drf
the noblart of art.. I t J*> hrlp.
a to thrivt.
And becauae a
» becottw great, hat to grow in
be said right here that in the development of
the idea there was no tendency toward stingi-
ness, for the copy used occupied space in the
or jam nafhtorhaxlf
newspapers four columns wide and twelve and
a half inches deep, with striking layout of a
character to demand attention.
Not only was the advertising campaign fea-
tured in the Toronto papers, but was used in
the various other Canadian cities where Mason
& Risch maintain branches and has been highly
commended by scores of teachers who went out
of their way to express their appreciation.
MASON £rRISCH
The display advertising itself was supple-
MASON 6rPJSCH
mented by an attractive booklet under the title
Jjtniteti
"Some Music 'Every Day," in which has been
merit that it has worked out most satisfactorily
incorporated a series of "business editorials" paign, it is true, but we calculate that in the
in the case of Mason & Risch at least.
vast majority of instances where newspaper
pointing out the need of piano study, first, for
The idea of advertising to create good will
children, and, secondly, for adults. In every readers are influenced by our advertising, they
among the music teaching profession was de- case emphasis is placed upon the value of ob- will naturally associate our name with good
veloped by H. W. E. Pepler, secretary of Mason
(Continued on page 4)
taining the services of a competent teacher and
rhe
violin or nine other aietnioeni.
The
m M o p u i g a Mlf,
oate for muv.
a part in Ue, parcno aukr no nuitake in
having i ouakbed nacher wurrucr rheir
cvrrv child for the rearon rhat.
rlvlnran at rh. art of ubving the puno