Music Trade Review
Issue: 1904 Vol. 39 N. 7 - Page 14
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
14
THE MUSIC TRADE
A PRICE & TEEPLE WINNER.
The Price & Teeple Piano Co. have scored a
success which is almost phenomenal in piano his-
tory. Letters of commendation, of which this
concern are in constant receipt, show the estima-
tion in which their product is held by some of
the largest dealers in this country. The busi-
ness combination between W. B. Price and F. W.
Teeple has been one which has been prolific in
results. A long experience in the trade field ac-
quainted these gentlemen with the needs and
necessities of the trade, and it is therefore small
wonder that their various styles have immedi-
ately met with hearty approval. The illustration
which is shown above portrays the new Price &
Teeple style 6.
advertisers as the safest channels through which
to reach the public."
A recent issue of Printers' Ink contained the
"Do you find that your double pages and large
following under the caption "Advertising a Lux-
newspaper space pay?"
ury":
"Oh, yes—most assuredly. And they pay so
ADVERTISING A LUXURY.
One of the greatest problems confronting the well that there is practically no set limit to the
advertising manager of a new article is popular amount of advertising we might do, consistent,
or class prejudice. Especially ir. this the case of course, with our idea of the ratio of advertis-
where a luxury is concerned; and more especially ing expense to the general sales. We go in all
still where an article of the same nature, but of the magazines of standard repute, also the news-
inferior and unsatisfactory capabilities, has al- papers in New York, Brooklyn, Newark, etc., and
ready been exploited. Thus, as in the case of the we have invariably found, so far as our investiga-
Aeolian Company's instruments, a double triumph tions have led us, that the returns warrant the
has been achieved. For the doubting public no continued use of large space in good mediums.
less than the musical authorities themselves have
"Although in existence before, the Aeolian's
been completely won over to the high and desir- actual public history dates back only fifteen years,
able qualities of the Aeolian, Pianola and Metro- when the first efforts were made to acquaint the
style through a sustained system of public demon- public with the new musical invention. Other
stration allied to wise and judicious advertising. mechanical players had been on the market, but
It has been repeatedly said that the makers of they were of such unsatisfactory description
musical instruments, particularly pianos, etc., are that some difficulty was at first experienced in
conspicuous in the public prints for the common- making the public believe that in the Aeolian a
placeness of their advertising. This is a remark- mechanical player was found, capable of answer-
able state of affairs in view of a subject so re- ing to the playing and interpretive inclinations
plete with possibilities for good, interesting talk of any person possessing a musical education or
and captivating copy. In this arid waste the totally unfamiliar with the technique of music.
Aeolian Company, along with perhaps one other This was largely accomplished through our
pia - o maker, stand out from all others of their demonstration of these features to the musicians
and composers known to fame by all classes, and
class.
"Our advertising varies considerably from in advertising their opinions to the public. But
that of other properties," said Mr. John Irving in fact the present position held by our produc-
Rober, advertising manager of the company, with tions dates back only five years, to the time when
headquarters at 362 Fifth avenue, New York, "in the Pianola was first introduced. Previously our
so much that newspaper and magazine publicity audience did not include the large mass of peo-
represents only a small percentage of the expen- ple in medium and moderate circumstances, or
diture for this purpose. The ways of advertis- the average possessors of pianos. With the
ing an article are almost as many as the article Pianola advertising these were speedily reached,
advertised, and we have devoted as much atten- so that to-day this wonderful instrument is
tion to our own exploited fields of publicity as to known for its actual accomplishments every-
the periodic mediums commonly accepted by most where at home and abroad.
AEOLIAN ADVERTISING.
"Our advertising reaches practically every por-
tion of the globe. We have agents in all the
prominent cities in the United States, and
throughout the world; our own buildings in Lon-
don, Paris, Berlin and Australia, the London
house being considered even superior to Aeolian
Hall in Ne w York.
"Of course, we look upon this feature as our
greatest and most important one, considered from
an advertising point of view. As our main ef-
fort is to bring probable purchasers here, it was
our plan to so design and fit out Aeolian Hall as
to compel our visitors to talk about it wherever
they might go, and this has no doubt largely
contributed to the fame of the mere names of our
instruments.
"To sell an article of this kind, its capabili-
ties must be demonstrated; no amount of verbal
description alone will do this. Consequently we
have fitted up our building as a hall of music;
where every floor, room, auditorium, from the
entrance hall to the roof, is designed in the most
artistic fashion. The decorations of floors, walls
arid ceilings and the auxiliary furniture represent
large investments in themselves. Antique fur-
niture or modern replicas of beautiful designs,
as may be eeen in the rooms, were selected and
placed at the suggestion of the highest art taste
obtainable. There is a Louis XVI. room, fitted
in the style of the period to show off an instru-
ment in a case conforming thereto; an Empire
room and a Colonial room likewise architectur-
ally furnished. We have a large auditorium
with a stage, orchestra section and balcony in
which a $30,000 Aeolian pipe organ occupies the
full wyHh. This is used for our regular concerts,
semi-weekly and monthly, at which the greatest
visiting artists appear. There are besides this
a number of smaller rooms for private recitals.
The programmes of our concerts represent the
highest class of music known, as for instance, the
series of "Parsifal" recitals, which we were com-
pelled to repeat eight times, so large was the re-
quest for seats. There is no charge made at these
concerts. Some are open to the public as they
come; admission to others may be obtained by
ticket, which may be had upon request and the
registration of name and address. In this way a
list of names is secured which is of great value
to us.
"One of our most important branches of the
advertising department is that in which booklets,
catalogues, folders, etc., are prepared. Many of
these are in the form of volumes of from one
hundred to four hundred pages, printed on the
finest of paper, artistically bound in boards, and
in some cases in leather. Our catalogues of mu-
sic rolls contain descriptions of the pieces of con-
siderable value to the performers, musicians and
the public generally. Four supplementary book-
lets are published monthly and mailed to our pa-
trons. For the 'Parsifal' recital a special booklet
was published giving a condensed history of the
opera and legend of the Grail and illustrations
of the parts included in the recital. Besides
bringing the people to hear the music, this book-
let is sure to be treasured in the library, music
room or parlor for the information it contains
and its value as a part description of the opera's
theme. There is no lack of subjects with which
to interest the people whose names are on our
lists.
"No expense is spared in making these books
and booklets as fine pieces of work as anything
that comes from a printer or bookbinder, not
strictly de luxe in form. A force of fifteen girls
occupies a room in the advertising department
addressing and mailing the various literature to
a list of one hundred thousand names.
"Some of the greatest celebrities of the day
have been guests here at one time or another—•
principally musicians, of course—from Paderew-
ski to John Philip Sousa; but many famous also
in other lines of art and worldly activity. We
have indorsements from all the well-known musi-
cians, composers and singers, and our list of pa-
trons contains some of the best-known names in
the social, political, financial and a r t world.
These names are used in our booklets and house
literature and naturally carry great weight with
many intending purchasers.
14
THE MUSIC TRADE
A PRICE & TEEPLE WINNER.
The Price & Teeple Piano Co. have scored a
success which is almost phenomenal in piano his-
tory. Letters of commendation, of which this
concern are in constant receipt, show the estima-
tion in which their product is held by some of
the largest dealers in this country. The busi-
ness combination between W. B. Price and F. W.
Teeple has been one which has been prolific in
results. A long experience in the trade field ac-
quainted these gentlemen with the needs and
necessities of the trade, and it is therefore small
wonder that their various styles have immedi-
ately met with hearty approval. The illustration
which is shown above portrays the new Price &
Teeple style 6.
advertisers as the safest channels through which
to reach the public."
A recent issue of Printers' Ink contained the
"Do you find that your double pages and large
following under the caption "Advertising a Lux-
newspaper space pay?"
ury":
"Oh, yes—most assuredly. And they pay so
ADVERTISING A LUXURY.
One of the greatest problems confronting the well that there is practically no set limit to the
advertising manager of a new article is popular amount of advertising we might do, consistent,
or class prejudice. Especially ir. this the case of course, with our idea of the ratio of advertis-
where a luxury is concerned; and more especially ing expense to the general sales. We go in all
still where an article of the same nature, but of the magazines of standard repute, also the news-
inferior and unsatisfactory capabilities, has al- papers in New York, Brooklyn, Newark, etc., and
ready been exploited. Thus, as in the case of the we have invariably found, so far as our investiga-
Aeolian Company's instruments, a double triumph tions have led us, that the returns warrant the
has been achieved. For the doubting public no continued use of large space in good mediums.
less than the musical authorities themselves have
"Although in existence before, the Aeolian's
been completely won over to the high and desir- actual public history dates back only fifteen years,
able qualities of the Aeolian, Pianola and Metro- when the first efforts were made to acquaint the
style through a sustained system of public demon- public with the new musical invention. Other
stration allied to wise and judicious advertising. mechanical players had been on the market, but
It has been repeatedly said that the makers of they were of such unsatisfactory description
musical instruments, particularly pianos, etc., are that some difficulty was at first experienced in
conspicuous in the public prints for the common- making the public believe that in the Aeolian a
placeness of their advertising. This is a remark- mechanical player was found, capable of answer-
able state of affairs in view of a subject so re- ing to the playing and interpretive inclinations
plete with possibilities for good, interesting talk of any person possessing a musical education or
and captivating copy. In this arid waste the totally unfamiliar with the technique of music.
Aeolian Company, along with perhaps one other This was largely accomplished through our
pia - o maker, stand out from all others of their demonstration of these features to the musicians
and composers known to fame by all classes, and
class.
"Our advertising varies considerably from in advertising their opinions to the public. But
that of other properties," said Mr. John Irving in fact the present position held by our produc-
Rober, advertising manager of the company, with tions dates back only five years, to the time when
headquarters at 362 Fifth avenue, New York, "in the Pianola was first introduced. Previously our
so much that newspaper and magazine publicity audience did not include the large mass of peo-
represents only a small percentage of the expen- ple in medium and moderate circumstances, or
diture for this purpose. The ways of advertis- the average possessors of pianos. With the
ing an article are almost as many as the article Pianola advertising these were speedily reached,
advertised, and we have devoted as much atten- so that to-day this wonderful instrument is
tion to our own exploited fields of publicity as to known for its actual accomplishments every-
the periodic mediums commonly accepted by most where at home and abroad.
AEOLIAN ADVERTISING.
"Our advertising reaches practically every por-
tion of the globe. We have agents in all the
prominent cities in the United States, and
throughout the world; our own buildings in Lon-
don, Paris, Berlin and Australia, the London
house being considered even superior to Aeolian
Hall in Ne w York.
"Of course, we look upon this feature as our
greatest and most important one, considered from
an advertising point of view. As our main ef-
fort is to bring probable purchasers here, it was
our plan to so design and fit out Aeolian Hall as
to compel our visitors to talk about it wherever
they might go, and this has no doubt largely
contributed to the fame of the mere names of our
instruments.
"To sell an article of this kind, its capabili-
ties must be demonstrated; no amount of verbal
description alone will do this. Consequently we
have fitted up our building as a hall of music;
where every floor, room, auditorium, from the
entrance hall to the roof, is designed in the most
artistic fashion. The decorations of floors, walls
arid ceilings and the auxiliary furniture represent
large investments in themselves. Antique fur-
niture or modern replicas of beautiful designs,
as may be eeen in the rooms, were selected and
placed at the suggestion of the highest art taste
obtainable. There is a Louis XVI. room, fitted
in the style of the period to show off an instru-
ment in a case conforming thereto; an Empire
room and a Colonial room likewise architectur-
ally furnished. We have a large auditorium
with a stage, orchestra section and balcony in
which a $30,000 Aeolian pipe organ occupies the
full wyHh. This is used for our regular concerts,
semi-weekly and monthly, at which the greatest
visiting artists appear. There are besides this
a number of smaller rooms for private recitals.
The programmes of our concerts represent the
highest class of music known, as for instance, the
series of "Parsifal" recitals, which we were com-
pelled to repeat eight times, so large was the re-
quest for seats. There is no charge made at these
concerts. Some are open to the public as they
come; admission to others may be obtained by
ticket, which may be had upon request and the
registration of name and address. In this way a
list of names is secured which is of great value
to us.
"One of our most important branches of the
advertising department is that in which booklets,
catalogues, folders, etc., are prepared. Many of
these are in the form of volumes of from one
hundred to four hundred pages, printed on the
finest of paper, artistically bound in boards, and
in some cases in leather. Our catalogues of mu-
sic rolls contain descriptions of the pieces of con-
siderable value to the performers, musicians and
the public generally. Four supplementary book-
lets are published monthly and mailed to our pa-
trons. For the 'Parsifal' recital a special booklet
was published giving a condensed history of the
opera and legend of the Grail and illustrations
of the parts included in the recital. Besides
bringing the people to hear the music, this book-
let is sure to be treasured in the library, music
room or parlor for the information it contains
and its value as a part description of the opera's
theme. There is no lack of subjects with which
to interest the people whose names are on our
lists.
"No expense is spared in making these books
and booklets as fine pieces of work as anything
that comes from a printer or bookbinder, not
strictly de luxe in form. A force of fifteen girls
occupies a room in the advertising department
addressing and mailing the various literature to
a list of one hundred thousand names.
"Some of the greatest celebrities of the day
have been guests here at one time or another—•
principally musicians, of course—from Paderew-
ski to John Philip Sousa; but many famous also
in other lines of art and worldly activity. We
have indorsements from all the well-known musi-
cians, composers and singers, and our list of pa-
trons contains some of the best-known names in
the social, political, financial and a r t world.
These names are used in our booklets and house
literature and naturally carry great weight with
many intending purchasers.
Future scanning projects are planned by the International Arcade Museum Library (IAML).