January 10, 1925.
PRESTO
YOUR ADVERTISING
CHRISTMAN FOR THE NEW YEAR
"The First Touch Tells"
The Potency of the Manufacturers' or Dealers'
Efforts for Music Goods for 1925 Will Be
in Equal Ratio to the Monetary Dimen-
sions of Their Appropriations.
AD MAN'S VIEWS
William H. Rankin Also Cites President Coolidge's
Opinion of the Force of the Printed Word.
The Famous
Studio Grand
(only 5 ft. long)
Will be a Stronger Leader this year
than ever before. It has no success-
ful rival in the trade or with discrim-
inating piano buyers.
CHRISTMAN
Reproducing Grand
the most satisfactory both in imme-
diate profits and in building more
business.
THREE generations of Christmans
* have made the Christman Piano
what it is today—one of the world's
truly great pianos.
Many More Dealers Have
Arranged to Start the New-
Year with the Entire Line of
CHRISTMAN
Players and Pianos
"The First Touch
Re*.
Tells"
U. S. Pat. Off.
Christman Piano Co.
597 East 137th St.
New York
The advertising departments of the music store
and music goods manufacturing industry has an im-
portance which, unfortunately, has often not been
properly acknowledged by the appropriations. Too
many men, even in a progressive business like selling
musical goods, are too close when buying the essen-
tial oil of publicity.
The extent of the anticipations of a piano house
may be fairly judged by the generosity or penurious-
ness of the advertising appropriation for any year. A
meager sum for the advertising processes bespeaks
a doubt as to the desirability of the instruments
offered, whereas a generous apportionment of funds
for publicity is an eloquent expression of faith in the
merits and salabi.lity of the line.
The Possibilities.
The whole-hearted method of making known the
merits of the piano line is a gauge to the maker's
or seller's enthusiasm for its meritorious character.
It is a sensible recognition of fundamental aid to
the promotion of business. How the piano man is
going to endeavor to reach the prospective buyers
for the coming year may be judged by the size of
his advertising appropriation. The year 1925 promises
to be another banner year in the business of selling
music, and the wise men of the trade are planning
accordingly.
Ad Man's Attitude.
The attitude of the professional advertising men is
naturally of a buoyant kind and they are free to
urge the advertisers to prepare for the best. The
advertiser's vision for 1925 is told in an article by
William H. Rankin, president of the Wm. H. Rankin
Advertising Company, Chicago, who writes:
"Advertising is the magic word in the promotion
of business. Yet it is amazing how few people un-
derstand advertising and what is back of it. Adver-
tising is constantly on the witness stand. Though
it has again and again, in thousands of instances,
proved itself a potent and indispensable factor in
the lowering of the price of goods to the consumer,
advertising's cross-examination never ends."
What President Coolidge Thinks.
Mr. Rankin quotes from a letter to E. D. Gibbs,
advertising director of the National Cash Register
Company, from President Coolidge in which this is
said:
"Advertising is now properly recognized as a great
constructive force. The Associated Advertising Clubs
of the World, with twenty thousand and more mem-
bers, and their expenditures of millions of dollars
annually, is undoubtedly a potent factor in industrial
and social development.
"I wish you would convey to your associates my
hearty sympathy with their efforts for the continuing
betterment of business through the enforcement of
the best ethical standards in advertising. To the
extent that this shall be accomplished, they will con-
tribute to the extension of prosperity and the eleva-
tion of all the ideals of the business world.
Advertiser's Part.
/
Mr. Rankin frankly states the advertising man's
part in the co-operative scheme in which he and the
advertiser are engaged. The latter's part is to
provide the funds, and the job of the former is "to
produce advertising that will bring a profit to the
advertiser in sales made."
The Pledge.
He cites the pledge of the Advertising Clubs of
the World which may well be hung up in a promi-
nent place in the advertising department of every
music store:
"1. To dedicate our efforts to the cause of better
business and social service.
"2. To seek the truth and to live it.
"3. To tell the advertising story simply and with-
out exaggeration; and to avoid even a tendency to
mislead.
"4. To refrain from unfair competitive criticism.
"5. To promote a better international under-
standing based upon a recognition of our mutual re-
sponsibilities and our interdependence.
"6. To conserve for ourselves and for posterity
ideals of conduct and standards of advertising prac-
tice born of the belief that truthful advertising builds
both character and good business."
"To-day every advertiser guarantees the quality of
the goods he advertises, and that is why the con-
sumer can and does give preference to the advertised
article, and leaves the unknown and unadvertised
product alone," concludes Mr. Rankin. "Advertis-
ing is to make known. Only good quality products
can be truthfully advertised and sold, and I am more
sure now than ever before that newspapers are the
best, the most efficient and the surest method of
making known the good qualities of any article—
and to produce sales at a profit to the advertiser."
CHICAGO PIANO CLUB'S
EFFORTS SPAN THE NATION
Ed. H. Uhl Writes a Flattering Letter of Comment
from Los Angeles, California.
The news of the "Music for Health" campaign of
the Piano Club of Chicago has reached California.
E. H. Uhl, for many years active in the affairs of
the club, now president of the Southern California
Music Co , of Los Angeles, writes complimenting the
club for undertaking this work.
Dr. Walt Steely, owner of the new "Steely's
Plarite" Schools of Syncopation, had charge of the
luncheon program Monday noon, January 5, when
he was assisted by Miss Grace Wallace and Miss
Triponi.
Dr. Steely said that the Piano Club News over-
looked him in telling about club radio entertainers.
He broadcasts forth at WLS, WTAY and WTAS.
G. R. Brownell, of Lyon & Healy, affectionately
known to his friends as "Brownie," brought in two
new members last week. He says this is the open
season for new members.
Harry D. Schoenwald, president, wishes that Ed.
Davis would give him several months' supply of "deep
s'aiff" before going to California, and gives a word
of advice at the same time: "If, when you return
and you are invited to address this club on music or
some kindred subject, be prepared to make a quick
exit if you tell us about the wonders of southern
California. George P. Bent fully covered the sub-
ject almost two years ago, and quite a few volunteers
have added to the florescent rhetoric since that time."
I AM THE SALESMAN.
I am the salesman,
I am the motive power
In the engine of business
I am the personification of modesty,
Yet I am not timid.
I have the tenacity of a bull dog,
Yet I am not pugnacious nor vicious.
I know when to stand pat
And when to take a backward step.
1 am possessed of an abundance of courage,
Yet 1 must avoid playing the part of an actor.
I have learned to smile in the face of discouragement,
Yet I am ever mindful of my greater task.
I am a walking encyclopedia of the house and prod-
uct I represent,
Yet I am unassuming as I impart this knowledge.
I am enthusiastic to a degree that inspires confidence,
Yet I do not let my enthusiasm run away with me.
I am schooled in perseverance
And ever so tactful in its application.
I am often faced with the necessity of forcing my
entrance,
Yet leave graciously with a friendly atmosphere be-
hind me.
I am paid for talking at the right time,
Yet I am a good listener when the occasion demands.
I am a thinker while I listen
And I am a part of my audience when I talk.
—Service Digest.
A. L. HAMILTON A LION.
The Dayton. Journal, Dayton, O., recently issued
a special supplement devoted to the activities of the
Dayton Lions, and an item of piano trade news there-
in was that Archie L. Hamilton, head of Archie L.
Hamilton, Inc., piano house, Main and First streets,
was elected president of the Lions Club of that
city.
CHANGE IN MIAMA, FLA.
The consolidation of the Gourlie Music Co., Miami,
Fla., with the Miami Music Co., and the opening of
the new store in the former Gourlie quarters at 6
West Flagler street under the name of the Chalmers
Music Co., was a recent event announced by Roy
Chalmers, owner and manager.
3.
HIDDEN NAME PUZZLE.
(See Page 50.)
The first, Hans Sachs used in his trade,
With cobbler's care and skill;
The second oft in pies is made—
And are you guessing still?
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