PRESTO
presto
March 8, 1924.
of an extract from Pepy's Diary than of a
modern review by one who thinks he knows
enough to tell people how to listen to music.
And it is in two volumes, at that!
make it a matter simply of figures easily veri-
fied in a few minutes' time, if any are in-
terested.
If the silly old axiom about eating being
the proof of the pudding is worth anything,
no one need go hungry for the most nourish-
PIANOS AND RADIO
ing food of trade paper facts.
It has been shown by the great daily news-
The best possible proof of any paper's value
THE AMERICAN MUSIC TRADE WEEKLY.
Published Every Saturday at 417 South Dearborn papers that music is the chief interest in as an advertising medium is in the number and
Street, Chicago, Illinois.
radio in its social associations. And the in- class of its advertisers. And in view of this
C. A. DANIELL and FRANK D. ABBOTT
• Editors
strument most preferred and best adapted to indisputable fact, what is the inference when
Telephones, Local and Long Distance, Harrison 234.
radio broadcasting is the piano. Interviews, an actual count shows that Presto leads its
Private Phones to all Departments. Cable Address (Com-
mercial Cable Co.'s Code), "PRESTO," Chicago.
editorials and special articles, in the daily, nearest competitor by ten piano advertisers,
Entered as second-class matter Jan. 29, 1896, at the
weekly and monthly publications have proved its next nearest by 19, and its least impressive
Post Office, Chicago, Illinois, under Act of March 3, 1879.
that.
one by 22 piano advertisers?
Subscription, $2 a year; 6 months, $1; Foreign, $4.
Payable in advance. No extra charge in United States
In its commercial sense radio can do the
And about the boasted circulation. Does any-
possessions, Cuba and Mexico. Rates for advertising on
application.
piano very little harm. It has, in a consider- one believe that any big piano corporation has
Items of news and other matter are solicited and if able sense, displaced the phonograph in public been nosing around for the purpose of pro-
of general interest to the music trade will be paid for interest, but it does not have anything like claiming any trade paper king bee in the buzz-
at space rates. Usually piano merchants or salesmen
in the smaller cities are the best occasional corre- the influence upon the piano trade that the ing and another second wheeze in the wood-
spondents, and their assistance is invited.
phonograph has had. Nor will it have, save as pile.
Forms close at noon every Thursday. News mat- it may temporarily or permanently interest
As a matter of fact if there is a music trade
ter should be in not later than eleven o'clock on the the piano manufacturers as an adjunct to their
paper that prints and circulates more copies
same day. Advertising copy should be in hand before
Tuesday, five p. m., to insure preferred position. Full regular industries.
than Presto does, that paper will bankrupt
page display copy should be in hand by Monday noon
It is already notable that some of the itself within two years. Any man who buys
preceding publication day. Want advs. for current
week, to insure classification, must not be later than prominent piano manufacturers have entered paper and pays printer's bills can easily figure
Wednesday noon.
the radio field in its possible relations to the this out for himself. And we speak under-
Address all communications for the editorial or business
keyed instrument which nothing can displace standingly because we have evidence that the
departments to PRESTO PUBLISHING CO., 417 South
Dearborn Street, Chicago, III.
but which many things may serve to stimulate rates received by the several trade papers for
and
develop. The latest in the piano industry advertising space varies very little, and with
SATURDAY, MARCH 8, 1924.
is the Radiopiano. It defies the commonest no uniformity. And Presto has been given
objections to a conjunction of piano and radio, proof that certain non-advertisers are not
THE "PIANOLIST"
which has protested that the two can no more with us because of the price asked. We are
Even at this late day, when "pianola" has be made to synchronize than the piano and now talking about piano advertisers, not side
begun to pass to the discard in the literature phonograph. There were several efforts made lines or sheet music and supplies whose rates
of musical nomenclature, there are intelligent to produce and popularize the piano-phono- are too irregular to serve any purpose of com-
people who believe that it is a generic name graph, the late Mr. Melville Clark having been parison.
designed to denote the playerpiano. This has the first and most enthusiastic along that
And so much for a subject Presto has not
fresh illustration in a book entitled "The List- line. But it did not work well. Perhaps the touched upon for years—since it proved con-
ener's History of Music," which has appeared radio and piano may work better together and clusively that its circulation — especially
from a London publisher.
some very skillful piano makers are making among the smaller dealers—greatly exceeded
The name "Pianola" was applied to one of the trial.
that of any of its contemporaries. We believe
the first American instruments of the auto-
Anything that fits into the needs of the that it is the same now. And we may be
matic kind. It was considered so valuable as piano dealer must claim the support of the tempted to present proof of it unless the
a trade mark that its inadvertent use by the piano trade paper. Presto doesn't want any- boastful trade papers subside. Meanwhile,
Spanish translator of "Presto Buyers' Guide.'' thing that might interfere with the piano it- pass your eyes over page 14 of this issue.
the bible of the piano trade, brought about self as the foremost of all musical instruments
the displeasure of The Aeolian Company to a in the homes of the people. Nor do we be-
degree that cost this trade paper a good many lieve that anything of that kind can be pro-
thousand dollars of advertising business. And duced. If the radio-piano seems applicable
''That fellow must be an awful lover of music.
perhaps "Pianola" has enough commercial to the trade we want it to develop and will
value still to cause a call for accounting upon sustain it because it may help to enrich the He's pumping the playerpiano most of the time."
"No,
he's training for a walking contest, and he
the English book publishers.
retailers. It is the live experiment at this thinks he's strengthening his legs."
* * *
In Spanish-speaking countries there has time.
"It's a sure sign of a happy man when he whistles
never been any other name for playerpiano
at his work."
than "Pianola." Consequently, when the pub-
"So? Then I should be a happy man, but I ain't,
WE
JOIN
THE
PARADE
lishers of Presto found it necessary to em-
though I whistle all day long!"
'How's that?"
Several of the music trade papers have been
ploy a Spanish translator for one of the for-
"I'm a traffic policeman."
eign editions of "Presto Buyers' Guide," the amusing themselves and their readers wit.ii
* * *
book appeared with the Aeolian Company's boastful fiction concerning their marvelous
"I heard you calling me," he roared.
trade name repeated several hundreds of importance. They have presented no evidence
And far o'er land and sea
times in connection with the playerpianos of that they were telling the truth, but never-
A maiden heard him and was bored
By Station XYZ.
all other makers of the pneumatic instruments. theless, their performances may to some seem
* * *
The Aeolian Company, not without reason, was impressive. And this prompts Presto to join
A New York judge advises fiat house dwellers to
angered and withdrew its -advertising from the procession, but with a difference, because apply the golden rule in playing the piano. In other
this paper, and doubtless to its own loss also, in our part in the parade there will be indis- words, he makes the new scriptural version read,
"Play unto others as you would have them play unto-
has never returned to it. It presented an putable presentation of fact.
you."
awkward situation, and the only escape, sug-
In any event with Presto it will be a case
* * *
gested by the Aeolian Company itself, was to of count 'em and not merely the boasting
Fixing the Price.
tip an explanatory slip into every copy of the which in higher collegiate circles is called
"You tell me it plays any piece," he said;
"And what is the price—the toll?"
Spanish edition of the book.
"bull" and "bunk." And this because whereas
The salesman replied, with shake of his head,
"Music
Trades"
tells
of
the
preponderance
of
But in England the compound term "player-
"Depends on the size of your roll."
* * *
piano" is as familiar as in the United States. advertising lines added to its pages during the
"The pen is mightier than the Swords," as the late
So that there can seem no excuse for the past year, and the "Music Trade Review"
of The Aeolian Company remarked,
writer of a book on listening to music mak- peeps in with its boast about the bulk of its vice-president
standing on the firing line of his anti-bonus campaign.
business,
and
a
Chicago
paper
innocently
de-
ing use of it in a generic sense with which to
* * *
indicate the familiar instrument. Further, the clares that some large corporation has been
"Let me show you our new Psycho-Phono-Radio
sub-title of the London publication says that butting in to determine in its favor about Piano," said the salesman. "It records any piece
have in mind, repeats it on the phonograph and
it is "a book for any concert goer, pianolist something, Presto will confine itself to the you
broadcasts it to the end of the world, and you don't
or Gramophonist." That is more suggestive kind of facts that defy challenge. It will have to touch a key."
PRESTOLAFS AND PARAGRAFS
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