Music Trade Review

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THE MUSIC TRADE REVIEW.
SPECIALTY TALKS.
to this most important branch of any
business and consequently the benefits de-
rived are more in proportion to the ability
QUESTIONS PROPOUNDED BV THE "REVIEW" UPON THE LIVE MATTERS OF THE DAY AND with which any given sum is expended.
ANSWERED BY LEADING MEN IN THE TRADE.
It is well known that there are advertisers
in the United States who expend upwards
of $700,000 a year with profit, and whose
Interview X. Albert G. Cone.
businesses have been built up, and increas-
ed annually, by skillful advertising.
NDER the above head THE REVIEW to achieve success as an advertiser, but in
REVIEW — The advertising
business
proposes to give weekly the expressed a general way I would say that one should doubtless offers, and will continue to offer,
views of some members of the trade upon
be as thoroughly educated and qualified excellent opportunities to the alert thinker
matters which are of live interest.
It for this particular branch as a lawyer or and the up-to-date business man who has
should be understood that the answers to a doctor for his profession.
the faculty of embodying bright ideas
these inquiries will be published in every
REVIEW—Some of the advertising pro- in terse language and artistic form ?
instance without editorial criticism. In ductions of your house have probably ne-
Mr. Cone—There are several well-known
other words, every "specialty talk" will cessitated very heavy expenditure. Is it men who make advertising writing a spe-
fairly express the sentiment of the individ- too much to surmise that a million dollars cialty who receive larger incomes than
ual under whose name it appears, rather has been expended by your firm since its many of our best known authors.
than the editorial belief of THE REVIEW. formation in the various advertising chan-
REVIEW—Possibly, Mr. Cone, you may
There will be no distortion; no boiling nels that have been utilized in the building have a good word to say for "trade jour-
down. The answers will be published with- up of the business?
nal enterprise."
Do you not think that
out change or comment, and in every case
Mr. Cone—Owing to the many means the legitimate trade press is a necessary
the individuality of the one whose opinions utilized, it would hardly be possible to adjunct to an important industry, and,
are written will be preserved. We propose furnish an answer to this question, with thereby, well deserving of the generous
in this way to build one of the most interest-
support of manufacturers?
ing features which a trade paper can offer
Mr. Cone—Without doubt trade jour-
to its readers. This week Mr. Cone talks
nals, conducted in a legitimate manner and
from the standpoint of the advertising
on good business principles, are necessary
specialist.
adjuncts to the music trade, and should re-
REVIEW—Mr. Cone, probably few mem-
ceive the most generous stipport from the
bers of the music trade industry have given
manufacturers.
more attention to the subject of general
REVIEW—How do you find the general
advertising than yourself. Taking into
results of advertising in the daily papers
consideration the great prominence attained
compare with similar efforts in the
by the house with which you are so promi-
monthly magazines? Is it not a fact that
nently identified, and appreciating the fact
the advertising columns of the well known
that the advertising department of the bus-
monthlies form an excellent educator in
iness has, under your direction, proved
'that they impart national information rela-
wonderfully remunerative, it would seem
tive to our products?
an unnecessary question to ask: "Does ad-
Mr. Cone—It seems to me that for local
vertising pay ?" If, however, you will con-
trade, the best results are obtained by the
sider the question from a broad basis, we
use of the daily papers. General advertis-
think it possible that a few original and
ers use the leading monthlies with excel-
pertinent thoughts may be embodied in
lent results.
your reply to the query.
REVIEW—Knowing as we do, Mr. Cone,
Mr. Cone—I believe that money wisely
the
great interest you take in the artistic
and judiciously expended in advertising
element
of advertising and having some
always pays.
little
idea
of the care and forethought you
REVIEW—Without in any way wishing to
expend
in
this special line, we would be
indirectly pay you a compliment, thereby
ALBERT G. CONE.
glad
to
glean
a few of your ideas on the
encroaching upon your reserve of modesty,
subject
of
"Advertising
in its Relation
do you not honestly think that the world-re- any degree of exactness, without entering
to
Art."
nowned house of Kimball stands to-day as into calculations which would require
U
much a monument to a careful system of
judicious and clever advertising as to any
one. policy that has been adopted in the
building up of its name and fame?
Mr. Cone—The success of the Kimball
house is due to the sagacity and broad and
liberal business policy of its founder, W.
W. Kimball. The advertising of this firm
is but one of several secondary means
which have been utilized to further its in-
terests.
REVIEW—What do you consider the key-
note of successful advertising and what are
the main attributes necessary to achieve
success in this special field?
Mr. Cone— (a) Treating the amount ex-
pended in advertising as an investment
which will bring the return of the princi-
pal, together with a fair profit;
(b) There are many attributes necessary
more time than I am able to give to the
subject at this writing.
REVIEW—Is it not possible that the de-
partment of general advertising in large
businesses has assumed such large propor-
tions that in years to come it may be
found necessary to curtail expenses in that
department? Or, on the other hand, do
you think that increased competition will
tend to bring the advertising department
into still greater prominence?
Mr. Cone—(a) Where money is invested
in advertising or in any other branch of a
business in such a manner that it is not
profitable, such investment should be cur-
tailed, or the department placed in the
hands of one who has the necessary know-
ledge and ability to make it pay.
(b) The increased knowledge of the art
of advertising brings more of certainty
Mr. Cone—To-day the talents of some of
the world's greatest artists are utilized by
the leading advertisers. I have heard it
often said that the advertising pages of the
magazines are the most interesting portion
of these publications and are the first read
by many cultivated people.
A volume might be written on "Art in
its Relation to Advertising " and yet not
do full justice to this subject. To those
interested in this particular phase of adver-
tising, I would suggest a subscription to
that most admirable magazine, "Art in
Advertising," published in New York.
I also believe that anyone desiring to study
advertising in all its phases could not in-
vest money to better advantage than in a
subscription to "the little schoolmaster,"
"Printer's Ink," also published in New
York. The brightest minds in the adver-