December 29, 1928
13
PRESTO-TIMES
and the slogan "Everything Musical" is eloquent in
suggesting a thought beneficial to the business. There
is psychological force in the thought that only music
goods are handled, or that the customer is assured of
getting what he wants in a house that carries every-
thing musical.
What Not to Do.
Happy Arrangement of Words to Form a
There are rules how to proceed when adopting a
Phrase for Permanent Use, Gives Added
slogan, but the don'ts are really just as important.
Strength to Every Advertisement
The slogan must convey an idea of something that is
permanent, otherwise there are no cumulative effects
of the Music House.
from its use. The boastful slogan is to be condemned.
A forceful and continuous reminder of the dealer's It is usually unconvincing and negative in its effects.
business is a good slogan in which the words bristle The use of the word "greatest" is just as well avoided
with meaning. Of course the slogan is equally effi- because it suggests too many bases for comparison.
cacious for the manufacturer.
Many superlatives in the language, hackneyed by fre-
There is nothing like a good slogan with which the quent use, no longer convey the dictionary meaning.
manufacturer or the dealer can create remembrances
There are different types and styles of slogans,
of their commodities in the minds of the people. For each designed to influence the reader in a particular
the piano manufacturer it establishes characteristics way. When, for instance, a firm title does not defi-
that make for appreciation; for the dealer the slogan nitely denote the nature of the business, a slogan
establishes permanent value with every advertise- completes the job. And even where the firm name
ment. No matter what the type, or what it points to, does make clear the character of the business, the
the music merchant should adopt a slogan early in slogan may be made to still further impress it.
his career.
Slogan Impresses Location.
The Thought Conveyed.
There
are
houses
which make the store location the
In many places it is an advantage for a dealer to
allude to his place as "The Exclusive Music House" subject of a slogan. And, often times, it is one of
great advertising value. "Opposite the Courthouse,"
or "Next Door to the Opera House," fixes the loca-
tion of the store in the prospect's mind without both-
ering to think of a street number. When a store is
conveniently located from the transportation stand-
point, the location slogan is very valuable.
"The Store of Pleasant Buying" is a variation of a
slogan thought to be impressed on prospects. It is
the slogan of a dealer proud of his facilities for pleas-
urable buying; comfortable show rooms, well aired
and lighted demonstration booths and rest rooms—
all the modern appurtenances of the up-to-date music
house.
The Age of Business.
The age of a business may be made the theme of a
The Only
Benches
slogan that will mean more than the duration of
That Have
time. It is a justifiable matter of pride when a house
Perfection
has given good service to the public for a good num-
in Them;
ber of years. Half a century or so of service denotes
Style 80 Grand
Made to
the integrity and efficiency that made possible the
Sustain
(Upholstered Seat)
existence of the business for that period of time.
VALUE OF SLOGANS
IN MUSIC BUSINESS
PERFECTION
BENCHES
Have
Real
Quality
Their Name
It's a pleasure to handle the Perfec-
tion Line.
Ordinary as well as Period Design
Benches.
Perfection Benches for those whose
business and social connections make
the Perfection the ideal' for their
dwelling places.
Perfection Furniture Co.
1514-20 Blue Island Ave.
Quality in the pianos is often expressed in their
very names, so that the association of a firm with a
certain piano is something that may be conveyed in
a slogan. "The Steinway Store" or "The Home of
the Chickering," used proudly by many music houses,
plainly state the character of the businesses in the
u=e of the term.
A specific slogan of the J. W. Jenkins Sons' Music
Co., Kansas City, Mo., is an assurance of dependabil
ity: the "House That Guarantees All Its Pianos."
To the thoughtful prospect it means that the house
carries only pianos which it unconditionally guaran-
tees. It is a frank and forceful tribute to every in-
strument in a large and representative line.
OTTO L. KROEGER DIES.
The death was announced in Buffalo, N. Y., on
December 19, of Otto L. Kroeger of C. Kurtzmann
& Co. He was one of two sons of the founder of
the Kroeger Piano Co., New York. The other son
was drowned while bathing at Long Reach.
BANG!—WE'RE OFF!
Over 1000 orders were filled the past month to
Professional Artist for this "Song." In every
State of U. S. A.
THE MAN THAT CATCHES ME MUST
HAVE THE GOOD HARD CASH
(Comic with Extra Verses)
Regular Trade Price—Retails at 35c
Write for Special Introductory Rates
(Unsold copies can be exchanged.)
J. S. UNGER MUSIC HOUSE, Publishers
Reading
.
.
.
Pennsylvania
Philip W. Oetting &
Son, Inc.
213 East 19th Street, New York
SOLE AGENTS FOR
Weickert Hammer
and Damper Felts
Grand and
Upright Hammers
Made of Weickert Felt
FINE ACTION BUSHING CLOTHS, ETC.
Chicago, 111.
The Finest
The World's Leading
Automatic Pianos
What A ction Has the Piano?
The piano action — that
wonderful mechanism gov-
erning touch and control-
ling tone is the piano's most
vital part Pianopurchasers
are maki ng it the determin-
ing (actor in the selection
of their instruments They
are looking for theWessell,
Nickel & Gross octagonal
trade-mark.
They are a ware that only
in instruments of character
and reliability is found the
Wessell. Nickel &Gross Ac-
tion— the world's highest
priced piano action Since
1874 thismousfanactiohas
been the choice of leading
American piano makers It
is built by the oldest, largest
and leading makers of high
grade piano actions.
The wide awake piano
d e a l e r recognizes the
supremacy of this famous
product He fully recog-
nizes the fact that he willdo
more business if he is pre
pared to meet the Increasing
demand for pianos, players
a n d reproducing p i a n o s
equipped with the Wessell,
Nickel & G r o s s p i a n o
actions.
WESSELL, NICKEL & GROSS.
"•'•
NEW YORK CITY
STANDARD TYPES OF PIANOS
AND ORCHESTRIONS
Selectra (Tune Selecting) an
exclusive type
DERBY NOVELTY PIANO
Write for Particulars to
WESTERN ELECTRIC
PIANO COMPANY
Overton No. 24 K. D.
High Grade Full Duet
Size 15" x 86" — "The
Universal Bench."
Matching Finish Plus Quality!
H
OW often a. beau-
t i f u 1 I y finished
Overton Bench adds
style and smartness to
a piano, and helps you
clinch that difficult sale
—Ever try it?
Every
year
Overton
Benches
please
more
and more wise dealers.
Save more than half
your freight—store four-
to-one set up bench—-
come in handsomely at-
tractive shades exactly
matching standard in-
struments—Large Duet
size—at a price you can
afford to pay. Investi-
gate
S. E. OVERTON CO., South Haven, Mich.,
U. S. A.
Our
beautiful
four color proc-
ess
2
sheet
Hanger shows
stand a r d
m a t c h i n g
.shades in col-
ors — write
for it!
832-850 Blackhawk
CHICAGO
two-mlnutes-and-a-screwdriver from
Carton to Customer—"
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/