Music Trade Review

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THE
MUSIC TRADE
REVIEW
ADVERTISING PLAYER-PIANOS SUCCESSFULLY
frequently heard them. Some of these men are
true artists. Of course, the statement sounds ab-
surd to the average musician, but that is because
Interesting and Valuable Article on That Subject Written by Robert N. Watkin for "Judicious
the average musician does not know anything
Advertising"—Methods That Actual Experience Has Proven Will Make Good—Individual-
about the player-piano. He usually admits that he
ity and Strength in Copy Produces Results—The Value of Recitals—Arrangement of Sales-
knows nothing, in fact, but this never causes him to
rooms and Show Windows Also Lend Their Aid in Making Sales.
see the patent absurdity of criticising something
To-day many piano manufacturers who adver-
frequently has already determined from reading
with which he is not familiar. Musicians bitterly re-
tise their pianos place their advertisements in
advertisements
the kind of instrument he wants.
sent ignorant criticism of artistic music. But they
publications of general circulation.
The
piano
advertiser
must always have these two
are not above equally ignorant and far more bitter
Needless to say, the manufacturer's and dealer's qualities in his advertising:
criticism of an instrument with which most of
interests are mutual; both wish ^o sell pianos to
First.—Earnestness.
them have absolutely no familiarity.
the public, and both desire the advertising money
Second.—Sincerity.
A Nuisance.
to be so spent as to get the maximum results.
Naturally, these are necessary in all advertising.
People-of this sort are a nuisance. And not only
But general circulations often reach people far
Quoting prices with slight details of construction
are they that, but they are also a danger. The
remote from the location of the manufacturer, his
is not alone sufficient, for a desire must ordi-
player-piano must ultimately take rank as a recog-
branch house or his local dealer, and the readers,
narily be created.
nized means for the production of music if it ever
not knowing where to find the goods for sale, will
The Watkin Co. has followed this policy in its
is going to be a permanent success. But it will
often not trouble to write in answer to the adver-
advertising
for years, creating in the minds of the
never be this until it is recognized by the musical
tisement, but pass it up entirely.
public a desire for the ownership of these instru-
world. Musicians tell you that the player-piano
Thus a waste.
ments.
multiplies the opportunities for grinding out the
Company Uses Local Newspaper Advertising.
It has avoided controversy in print, and in build-
most utter trash by the hour, till the senses are
If, however, the same advertisement should ap-
ing
up its own business it has used arguments that
perverted and all sense of musical feeling is lost.
pear in a newspaper of concentrated local circu- make people think.
Granted: but who is responsible for the original
lation where the manufacturer has a live, con-
Unique Features of Watkin's Methods.
growth of rag-time, of the suggestive song and of
scientious dealer, and in the advertisement should
A
feature of the advertising of the company
the silly jingles that cover the counters of music-
appear the name and address of the dealer where the is its search for uniqueness and individuality.
stores? The musicians themselves are to blame.
goods are offered for sale, the advertisement would
For instance, in practically all their advertise-
They might have guided the public taste better.
be seen by enough people in one locality to make ments the Watkin Co. has used Caslon Old Roman
But they did nothing of the sort. American mu-
an impression on them and cause them to talk about" Italic type.
sicians have a way of sitting apart, in a sort of
the pianos among themselves and want to see the
Their trade-mark consists of a Music Lyre witfi
pontifical attitude {pontffices ridiculi. we might
instruments advertised.
a
"W" engraved in the centre, while just under-
call them) and looking very superior, talking the
The people who read the general advertisement
neath the base of the lyre are the figures 1882,
while about the degraded taste of the mob. Why
are so irregularly located that no strong impression
the whole being surrounded by a Napoleon wreath.
not get out and teach the mob better? That, in
is made on any particular community. In other
All copy for the ads also has a black band across
effect, is what the player-piano is doing to-day and
words, the fire is scattered too much to be effect- the lower left-hand corner.
doing effectively, in spite of the fearful stuff that
ive.
The house publishes every month the "Watkin
is daily ground out from it in a thousand homes.
Selling pianos at retail in as big a state as Texas, Bulletin," which is devoted to the interests of
Have Courage.
a state which stretches from Texarkana to El music lovers and tells them where they can obtain
But, after all, what is the use of talking about it?
Paso, a distance of over 800 miles—farther than the best instruments and the newest music rolls.
The player-pianist (and his numbers increase daily)
from Texas to Chicago—is no easy task.
The company has formed an association of
who is really taking a serious interest in his in-
The Will A. Watkin Co., of Dallas, Texas, for
owners of player-pianos in the South. Will A.
strument, need not worry about what is said by twenty-five years used the method ordinarily em-
Watkin, the president of the company, is also
persons who may know how to sing or play the ployed by piano houses of covering this territory president of the association. This promises great
piano, but who know little of public taste or of the with branch stores, traveling salesmen and agents. possibilities of usefulness in stimulating a desire
hitman mind. Let the earnest player-pianist re-
But because the population is so scattered on the among others for the player-piano.
member that the method whereby he obtains mu- different ranches and farms, it finally came to the
Another form of exploiting the player-piano
sical appreciation is of little relative importance. conclusion that instead of sending out personal
used by this house is the exhibitions which they
If he wants to appreciate good music, he need not
representatives advertising would be a stronger and have held at the Texas State Fair. This is the
mind how he sets about it. There is nothing dis-
less expensive method of getting in touch with
largest annual fair in the United States.
graceful in using a player-piano. It may be put
this scattered "buying public."
All first premiums ever given by the Texas
to foolish, or even bad, uses; but it need not be
So the company adopted this new way of selling
State Fair for the finest exhibits of pianos and
so employed. And very often it is not. Every- pianos and organized a mail order department, player-pianos were awarded to the Will A. Watkin
body who has had anything much to do with the which has grown until goods are now shipped into Co.
player-piano knows how many people have been Old Mexico; and in the United States as far west
One of the best methods of interesting the buyer
converted through its use to an appreciation of
as California, and on the east into Mississippi and
has been found to be the player-piano recital.
the artistic in music. Let the player-pianist, then, adjacent States.
Among others they have given was a novel one
pursue his way in peace. And if the silly little
Of course, it is necessary in selling this way, first at a leading local hotel, termed a "Matinee Re-
people howl—why, let them!
to give unusual values and secondly to tell the pub-
cital," in which many of the most prominent people
Small Fry.
lic about these unusual values with unusually strong of Dallas acted as patrons and patronesses.
One comfort is to be found in the fact that the copy.
Another unique way of presenting the player to
big men in music do not join in the anvil chorus.
Copy Features of Watkin's Advertising.
the public was through the medium of a recital
The cheap teacher, that breeder of bad piano play-
In writing copy for advertising pianos there are given in an opera box. The player-piano was
ers, is the great hammer handler. The big men two methods:
placed in the box of a local theatre, where an
and women in music know better. Some of them
First.—The "Direct Sale" advertisement.
opera company played a week's engagement.
help in the production of good music-rolls. Others
Second.—The "Prospect-getter" advertisement.
During the intermissions between acts the player-
have endorsed the instrument time and again.
The former method is used successfully by cata- piano rendered choice operatic airs.
Others, lastly, are even using it themselves as an log houses. The latter is popular with a large
In order to be properly informed on the latest
aid, an assistant, in their work. The player- number of piano merchants and is usually accom- improvements and inventions the company man-
piano has a big future. It has, in fact, greater plished by the offering of something "free," as a agers visit various factories in the summer and
possibilities than any musical instrument ever has booklet or souvenir.
also send their repair men to learn of these late
had. The day will come when the art of the
A great advantage in either case, however, is improvements and their detailed construction.
player-pianist will be recognized everywhere, and to give individuality to the goods; say something Window Displays and Selling Demonstrations.
when there will be great solo performers on that
to distinguish them from all others.
The Watkin Company believes in the advertis-
instrument just as to-day there are great pianists.
When a customer buys he looks for definite ing value of window display, because the results
Good playing of the player-piano is real art.
qualities or characteristics, and before buying
(Continued on page 11.)
The Master Player-Piano
is now equipped with an
AUTOMATIC TRACKING DEVICE
. Which guarantees absolutely correct tracking of even the most imperfect music rolls
W I N T E R & CO., 220 Southern Boulevard, New York City