Presto

PRESTO-TIMES
The American Miuic Trade Weekly
Published Every Saturday at 417 South Dearborn
Street, Chicago, Illinois.
PRESTO PUBLISHING CO., Publishers.
FRANK
D. A B B O T T - - - - - - - - - -
(C. A . D A N I ELL—1904-1927.)
FERGUS O'RYAN
_ _ _ _ _ Managing
Editor
J.
Editor
T e l e p h o n e s , L o c a l a n d L o n g D i s t a n c e , H a r r i s o n 0234.
P r i v a t e P h o n e s t o a l l D e p a r t m e n t s . Cable A d d r e s s ( C o m -
m e r c i a l Cable Co.'s C o d e ) , " P R E S T O , " C h i c a g o .
Entered as second-class .matter Jan. 29, 1896, at the
Post Office, Chicago, III., under Act of March 3, 1879.
Subscription, $2 a year; 6 months, $1.25; Foreign, $4.
Payable in advance. No extra charge in United States
possessions. Cuba and Mexico. Rates for advertising on
application.
Items of news and other matter are solicited and if of
general interest to the music trade will be paid for at
space rates. Usually piano merchants or salesmen in the
smaller cities are the best occasional correspondents, and
their assistance is invited.
Payment is not accepted for matter printed in the edi-
torial or news columns of Presto—Times.
Where half-tones are made the actual cost of produc-
tion will be charged if of commercial character or other
than strictly news interest.
When electrotypes are sent for publication it is re-
quested that their subjects and senders be carefully indi-
cated.
tate it as a cultural necessity in the American
home. The fact suggests the adoption of still
more strenuous efforts in all the piano pro-
motion activities on the part of manufactur-
ers, dealers and trade papers for 1928.
HOLIDAY ADVERTISING
There seems to be no particular season for
the special piano sale, and there seems to be
no particular reason for too many of them.
It is that fact that weakens their effectiveness
and practically nullifies their alleged purposes.
It is a wise piano house manager who knows
the value of a real opportunity, and the danger
of inventing one.
The holidays provide one of the most plaus-
ible opportunities for the special sale of pianos
and music goods and the most apparent evi-
dences of a firm's energy are the methods em-
ployed. The holiday sale is an institution that
is raised from the commonplace by the genius
of the sales manager. The music house has a
plausible reason for a holiday sale, but with
holiday sales all around it, the necessity for
originality in the scheme of attraction is vital.
Of course, the advertising makes the most
direct appeal, but it must be based on some-
thing more than blatant generalities. The pub-
lic seemingly goes shopping crazy in the weeks
immediately preceding Christmas, but no mat-
ter how frantic the rush of shoppers may be,
the discriminating piano prospect is impressed
only by the advertisements that announce
values good at any period of the year. But,
recognizing the influences of the Christmas
spirit, the shrewd piano advertiser associates
his pianos with the warm emotion. The words
in a well-written holiday ad are creative of
impressions that lead to sales.
December 17, 1927
is admitted, however, that prominent stores in
big cities never use the word "bargain" or
print comparative prices.
The best kind of retail advertising is that
which makes permanent customers rather than
that which makes sales. Bargain advertising
encourages the presentation of shoddy mer-
chandise and promotes slipshod store methods.
Musical merchandise advertising which ac-
complishes the most is that which tells about
the instruments and their merits and mini-
mizes the price appeal. The price of an article
is soon forgotten, the character of it is often
long remembered. A piano house or store
which habitually features bargain sales adver-
tising soon establishes itself in the minds of
the people as a good place to go when they
want cheap stuff, but a place to avoid when
they are particular about the merits of an in-
strument to be purchased.
When organizing group piano classes in his
store the dealer is presented with a splendid
Forms close at noon on Thursday. Late news matter
should be in not later than 11 o'clock on that day. Ad-
opportunity for decrying the use of worn out
vertising copy should be in hand before Tuesday, 5 p. m.,
pianos for practice by children. Parents should
to insure preferred position. Full page display copy
should be in hand by Tuesday noon preceding publication
be shown that learning to play the piano or
day. Want advertisements for current week, to insure
classification, should be in by Wednesday noon.
attempting to perfect playing of particular se-
Address all communications for the editorial or business
lections on a worn-out instrument are not fair
departments to PRESTO PUBLISHING CO., 417 South
Dearborn Street, Chicago, III.
to the youthful pupil. Every dealer should
particularly impress the fact that the use of
SATURDAY, DECEMBER 17, 1927.
old. worn-out pianos is an injustice to those
The last form of Presto-Times goes to press
who have to play on them, those who have to
at 11 a. m. Thursday. Any news transpiring
listen to them, and to the whole piano industry
after that hour cannot be expected in the cur-
and trade. His mental attitude, his belief in
rent issue. Nothing received at the office that
what is for the best interests of all, should be
is not strictly news of importance can have
such
that he will be able to make an effective
attention after 9 a. m. on Thursday. If they
concern the interests of manufacturers or
talk to every parent, every householder who
dealers such items will appear the week follow-
permits a useless piano to remain in the home.
ing. Copy for advertising designed for the
* * *
current issue must reach the office not later
Dealers who are eager to become identified
i ban Wednesday noon of each week.
locally
with the promotional plans, sponsored
PERIOD MODELS SELL
by
the
National
Piano Manufacturers and Na-
The attention given to Period designs in
CONTINUE THE TIE-UP
tional
Music
Merchants'
Associations, may pro-
The success of the campaign for the pro- pianos has served to stimulate the industry
vide
themselves
with
the
materials consisting
motion of piano sales depends on the extent and trade. The interest of the public in the
of
pupils'
sets,
teachers'
manual,
set of instruc-
of the tie-up between all the interests con- Period models has helped to enliven the piano
tion
rolls
and
the
dealers'
manual
containing
cerned. Fulfilled in that respect the piano pro- warerooms. The bulk of holiday sales in the
complete
instructions
for
inaugurating
and
motion campaign should be powerful in its larger cities comprises the models included in
conducting
piano
classes.
With
these
ma-
the Period range, a fact which justifies the de-
effects.
terials they may invite representative teachers
The promotion scheme launched by the Na- termination of nearly all the piano manufac- to their stores to study and become familiar
tional Association of Piano Manufacturers turers to produce a variety of Period designs. with the material and methods used in group
The new catalogs are highly interesting in
provides a great opportunity for the dealers
the
pictures of effects in design which came piano instruction. In other words, by extend-
who have piano promotion of a general char-
ing these services the dealer may become an
acter performed for them, leaving them more and went with the ascendancy and decline of essential factor in the training of teachers.
energy for attending to the local phases of the historical periods and even of personages. The
* * *
selections of the manufacturers include prac-
publicity.
At the next session of the New York Piano
The piano manufacturers in their trade pa- tically all eras of the best schools of French,
Merchants'
Association, representatives of
Italian
and
English
art
as
applied
to
furniture
per advertising keep the dealers acquainted
daily
newspapers
will be present to help plan
designing.
The
beauties
of
form
in
furniture
with the trend of taste in piano styles and the
ways
to
make
retail
piano advertising more in
from
notable
eras
have
been
embodied
in
the
trade papers help the cause of their advertis-
accordance
with
the
standards required by the
piano
cases
and
in
the
benches
and
cabinets
ers and the trade generally by featuring the
association.
It
is
admitted
that a better type
that
go
with
them.
desirable models required by the customers.
of
newspaper
piano
advertising
is desirable
The astute piano salesman employs the trade
and
the
association
invites
formal
discussion
paper as an influence in closing sales. The
LURE OF THE BARGAIN
of
the
topic
at
the
next
meeting.
pictures and accompanying descriptions of
Music shops which follow an ethical stand-
^K
pianos in the trade papers are potent in the ard not only find advertising profitable but, at
The special piano committee recently ap-
influence that closes sales.
the same time, it has power to instill a trustful
Since the inauguration of regularly organ- feeling in the public. Although trade ethics in pointed by the Music Supervisors' National
ized means for promoting piano sales, the advertising are being more generally observed Association is having the effect of liberalizing
movement has progressed in an amazingly suc- by music dealers than formerly, it is considered many school superintendents who are apa-
cessful way. Class piano instruction is being by close observers that the lure of the bargain thetic towards piano study in the schools or
actually opposed to it. The committee is bring-
carried out everywhere, piano playing con- is still too prevalent in the trade.
tests are joyous events that are interesting
It is charged that too many music mer- ing about most desirable results: a large in-
young people and the music teachers in a great chants, especially in the smaller cities, look crease in school piano classes.
* * *
number of cities and "piano instruction for the upon an advertisement which fails to offer
schools" has become a fact to a delightfully "bargains" as a poor appeal for business. Even
The trade-in piano is an embarrassment at
encouraging extent.
when the price reduction is truthfully stated. all seasons of the year. No dealer will refuse
The year 1927 will be remembered as the the public sometimes refuses to believe the to consider the old piano when asked by the
period of vital effort to reinstate the piano as statement because it is a common belief that customer. But showing reluctance to do so is
the main aid to musical studv and to rehabili- bargain advertising leads to exaggeration. It significant of the real attitude of the dealer.
*!>
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