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First Promotion Advertisement
Media Used Are March Good Housekeeping and Better Homes
and Gardens, and February World's Work, Scribner's, Atlantic
Monthly, Review of Reviews, Harpers, and Golden Book
T
HE national advertising campaign which
is to be made an important part of the
sales promotion movement launched re-
cently by the National Piano Manufacturers'
Association is, or shortly will be, a matter of
definite fact, for a number of the national mag-
azines selected for the campaign will carry full-
page advertisements in their February issues
presenting the piano as the basic musical instru-
ment, with similar copy to appear in the other
magazines of the group in March.
The first advertisement, which is reproduced
in full-size on the facing page, affords an ex-
cellent idea of the thought and care that have
been given to the development of copy that will
serve to put over the real idea of the campaign.
The piano keyboard, it is stated, represents what
it is hoped will become the recognized trade-
mark, as it were, of the campaign, and the
slogan: "The piano, the basic musical instru-
ment," will also be made one of the character-
istics of the advertising copy in the future. It
is stated frankly that effort has been directed
toward emphasizing the importance of the piano
itself and not its surroundings, as is commonly
the case in the general run of music house ad-
vertisements.
Those members of the trade who are familiar
with national advertising practice, and who have
seen the preliminary copy in advance, have been
very enthusiastic regarding its character, and
the reaction upon the public will be watched
with great interest though it cannot naturally be
expected to be immediate. The magazines fea-
turing the advertisement in their February is-
sues include World's Work, Scribner's, At-
lantic Monthly, Review of Reviews, Harpers,
and the Golden Book, and the same copy will
appear in the March issues of Good House-
keeping and Better Homes and Gardens.
An attempt has been made to check up on
the direct appeal of the national advertising of
the piano, by including in the copy a coupon
which the reader is asked to fill out and re-
turn in order to secure a booklet setting forth
information regarding group piano instruction.
This booklet is now in preparation, and covers
the subject more or less thoroughly but briefly,
advocating no individual plan but setting forth
the general idea for the guidance of those who
may be interested.
Particularly important, from the propaganda
standpoint, is the fact that in at least six maga-
zines during the next month or so there will
appear special articles devoted directly to setting
forth the importance of the piano as a musical
instrument. One article, for instance, is headed:
"Our Growth in Music—The Pianoforte a Vital
Factor," which will give some idea of the man-
ner in which the subject is treated. It is felt
that these articles will be quite as effective as
paid advertising in directing the minds of the
reading public to the actual musical status of
the piano. The articles are simply the forerun-
ners of others and have been carefully prepared
by men who are thoroughly acquainted with the
subject at hand.
Copies of the first advertisement of the na-
tional campaign are being sent to several thou-
sand piano dealers throughout the country, to-
gether with a specially prepared folder out-
lining the sales promotion plan of the National
Piano Manufacturers' Association, its objects,
and the activities that are planned under that
head.
The dealers are urged to tie-up with
the national campaign through their local news-
papers, so that they may get direct results from
the widespread publicity.
Edward C. Boykin, executive secretary of
the Sales Promotion Committee, is now ac-
tively engaged in.preparing copy for future is-
sues of the selected magazines, and has secured
written endorsements of the piano from a num-
ber of musical authorities of national promi-
nence whose opinions may be considered really
important, for inclusion in forthcoming copy.
Special material for the use of dealers in effect-
ing tie-ups with the campaign is also in prep-
aration, together with a comprehensive guide
for those who desire to sponsor piano-playing
contests or tournaments.
This latter volume
lias been so designed that practically every de-
tail has been set forth and every likely question
answered.
While the first national advertising is
primarily designed to influence the public, it is
felt that it will also have an excellent effect
upon those members of the trade who have been
inclined to mark time until they could see
some tangible evidence of what those in charge
of the campaign were doing.
Sohmer Grand Presented
to Michael P. Krueger
uled to be held in Chicago on Friday, January
21, will be held at the Hotel l.aSalle, and
luncheon will be served.
The Directors of the Musical Supply Asso-
ciation of America will meet at dinner at the
Hotel l.aSalle, Friday, January 21, at 6:30 p. m.
Musical Director of William Fox Circuit of
Theatres is Honored by His Associate Musi-
cians—Instrument' Suitably Inscribed
The day before Christmas was a memorable
day at the retail warerooms of Sohmer & Co.,
New York, and also for Michael P. Krueger,
musical director of the William Fox circuit of
theatres. On that day at the Sohmer ware-
rooms Mr. Krueger was presented with a Ken-
sington model Sohmer Cupid Grand by his asso-
ciate musicians.
On the left side of the fallboard is the ap-
Ampico to Entertain Duke
and Duchess on Long Trip
Instrument Installed on "H. M. S. Renown" by
Ampico, Ltd., of London, for the Use of Royal
Pair on Long Voyage to Australia
When the British battle cruiser "Renown,"
with the Duke and Duchess of York on board,
Presentation
of Sohmer
Grand to
Michael P.
Krueger
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin -
propriate inscription—"Presented to Michael P.
Krueger, by His Associate Musicians of the
William Fox Circuit of Theatres, December 25,
1926."
In the accompanying illustration Mr. Krueger
is shown with his associates at the time that he
was presented with the piano and the bill of sale.
Chamber Directors to Meet
at Hotel LaSalle, Chicago
The meeting of the Board of Directors of the
Music Industries Chamber of Commerce, sched-
left port from England last week, at the start
of a 34,000-mile voyage to Australia and New
Zealand and return, an Ampico, with a large
selection of recordings selected personally by
the Duke and Duchess, occupied a prominent
place in the royal suite. The instrument was
supplied by the Ampico, Ltd., of London, Brit-
ish representative of the Ampioo Corp.
Tt is stated that among the recordings selected
by the royal pair were a number of the classics
as played by the great pianists, together with
a liberal supply of American jazz and dance
recordings, popular ballads and selections from
popular musical productions.