Music Trade Review
Issue: 1912 Vol. 54 N. 23 - Page 9
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
MANUFACTURERS ADVERTISING AND THE DEALER.
The Value to Be Derived from Advertising in the Magazines as Compared with the Daily Papers,
as Far as Its Benefits to the Piano Merchant Are Concerned, Discussed Interestingly by
A. W. Sawyer, Advertising Manager of Eilers Music House, Spokane, Wash.
I wish that the money spent in magazines of
national circulation by factories represented by my
firm could be used to buy advertising space in our
local papers.
If this money were so used I believe its earning
power would be more than double'd.
For a long time I have been studying this matter.
We all believe in concentrated effort, and magazine
advertising for the manufacturer dependent on
local dealers for distribution of his goods is like
shooting birdshot from a filibuster.
The magazine often circulates where there is no
distributer and results in as much good for the
other man's piano as for the one advertised.
To illustrate, a prospective buyer reads a maga-
zine advertisement of the S. piano and becomes
interested. Perhaps there is no S. dealer in the
city, or if there is, the reader does not know or at
least does not remember which of the three dealers,
A, B or C, handles the S. They may drop the
matter there or they may have become enough in-
terested to step into Mr. A.'s store and inquire:
"Do you handle S. pianos?" Mr. A. replies:
"Well, I don't believe we have any in stock just
now, but let me show you my stock," and eventu-
ally some other piano is sold.
Or suppose, Mr. Manufacturer, this prospective
buyer happens to drop into a store where the S.
piano is sold, but which for some reason or other
has let its S. stock dwindle down to one or two
pianos, and these of two of the costliest styles.
This may also result in selling some other piano to
the prospect worked up by S. magazine advertising.
The first case would never happen if your ad-
vertising were placed in local papers, where your
goods were represented and combined with your
representative's name and location.
To avoid the second case, of the dealer short on
stock, you could arrange to place so much adver-
A MILITARY ORGANIST.
Captain Halpin, Now Organist at Governor's
Island, Has Had Many Interesting Ex-
periences, Particularly in the Philippines.
Captain Arthur F. Halpin, U. S. A., retired,
who is the organist and choirmaster of the Chapel
of St. Cornelius the Centurian, which is part of
Trinity Parish, on Governor's Island, the Army
headquarters of the Department of the East, is in
truth a globe-trotter. He was born in Dublin,
Ireland, and studied with Sir John Stainer and
other well-known organists in London, but at an
early age ran away to sea and spent much time
in France, India and other parts of the world.
After coming to the United States and prior to
entering the military service, Captain Halpin was
organist of several small churches in the West.
While serving with his regiment in the Philip-
pines Captain Halpin had some curious experi-
ences. One of them he relates as follows:
"Nearly all the towns in the Philippines have
churches built by the Spaniards which have so-
called organs installed. Naturally, I frequented
these churches whenever I got a chance. The
narive is musical in a light and superficial way,
but in one town I found an old maestro de tnusica
who appeared to have a real love for music. He
had never before heard an organ played by an
'organist, 1 and apparently did not realize how
much there was in the instrument. After I had
played for him a while, he told me that he had
once heard a wonderful tune, and that he wished
he might hear it once more. I got him to give me
an idea of it, and it turned out to be the Hassler
tune to the hymn 'O Sacred Head'
"I played it for him, and then I owned about
one-third of him. I got some paper and wrote it
out for him, and then I owned at least two-thirds
of him. After that, every now and then, he would
come to see me and say: 'I am a man of peace, a
simple musician. I know nothing of war or of
politics, but I did hear——' And then he would
tising with each carload of pianos purchased, the
advertising to begin in the local papers upon ar-
rival of the carload.
There is another point in favor of newspaper
advertising for the manufacturer depending upon
local dealers for distribution of his goods, and that
is, the vast amount of advertising in magazines
lessens its chances of being read and properly
assimilated.
Now I know some will throw up their hands at
that statement, particularly publishers and the ad-
vertising solicitor, but read it again so that you
will not misunderstand me and then reason it out
for yourself.
We can admit that practically every reader
turns each page or perhaps glances at every page
in the advertising section of a magazine, just out
of curiosity. But they can't thoroughly read and
consider every ad, even if they have a whole month
to do it in. It's a case of too many fishermen after
one fish, and wouldn't you rather take your chance
with 20 than with 120? If I am not right in this,
then why are some of the wise ones taking double-
page spreads in magazines?
The local papers will get you reasonably close to
"reading matter," in fact, for a slight increase in
rate will guarantee to put your ad "next to and
following."
Now, I am open to conviction. Can anybody
show me why a piano manufacturer should shoot
his advertising broadcast in magazines when he
can hit the target right under his dealer's nose by
using the local papers?
And say! wouldn't the dealers be tickled to
death?
He would put his ad right alongside of yours
and thus make it doubly effective.
But, then, the ad looks so pretty in the maga-
office of the referee, 137 East State street, room
804, this city, on June 12, at 10 o'clock, a. m., at
which time the trustee's report and account will be
passed upon and a final dividend declared to be
paid ten days thereafter.
OUR FOREIGN CUSTOMERS.
Pianos and Other Musical Instruments Shipped
Abroad from the Port of New York for the
Week Just Ended—An Interesting Array of
Musical Specialties for Foreign Countries.
(Special to The Review.)
Washington, D. C, June 3, 1912.
The following were the exports of musical in-
struments and kindred lines from the port of New
York for the week just ended:
Amsterdam—9 cases piano players and material,
$740.
Bremen—1 pkg. musical instruments, $630.
Buenos Ayres—2 cases pianos and material, $310;
G cases pianos and material, $1,183.
Calcutta—5 cases organs and material, $426; 6
pkgs. phonographic goods and material, $148.
Cardiff—1 case pianos and material, $300.
Chemulpo—5 pkgs. phonographic goods and ma-
terial, $277.
Colon—2 cases piano players and material, $864;
1 case organs and material, $100; 1 case pianos and
material, $175.
Copenhagen—20 pkgs. phonographic goods and
material, $1,250.
Demerara—1 case organs and material, $106.
Dominica—1 pkg. phonographic goods and ma-
terial, $140.
Genoa—3 cas:s piano players and material, $476;
1 case pianos and material, $425; 1 case pianos and
material, $200.
Havana—30 pkgs. phonographic goods and ma-
terial, $1,146.
Havre—1 case pianos and material, $309; 2 pkgs.
music, $253.
La Paz—4 pkgs. phonographic goods and mate-
rial, $197.
Limon—2 cases piano players and material, $538.
Liverpool—5 cases pianos and material, $431.
Matanzas—8 cases pianos and material, $628.
go on and tell me of a band of insurrectos that
Milan—12 pkgs. talking machines and material,
could be caught in some particular place, or of
the whereabouts of hidden arms, or some other $270.
Montevideo—81 pkgs. phonographic goods and
information of military value, of all of which I
used to take advantage, and all of which I found material, $6,514; 12 cases pianos and material,
invariably to be correct. Without the music, I $1,515.
Naples—2 cases pianos and material, $500; 1 case
should never have known the old fellow."
pianos and material, $232.
Rio de Janeiro—111 pkgs. phonographic goods
TRUSTEES FILE FINAL REPORT.
and material, $3,169; 15 cases pianos and material,
(Special to The Review.)
$2,244; 3 cases pianos and material, $550.
Trenton, N. J., June 3, 1912.
Savanilla—3 pkgs. phonographic goods and mate-
Samuel D. Oliphant, receiver in bankruptcy, has rial, $144.
issued a notice to the creditors of Frank Bronson,
St. Johns—4 casts pianos and material, $200.
bankrupt piano dealer of this city, in which he
Vera Cruz—44 pkgs. phonographic goods and ma-
states that the trustee has filed his final report on terial, $1,339.
account showing a balance in his hands of $1,916.35.
Yokohama—39 pkgs. phonographic goods and
A final meeting of the creditors will be held at the material, $29,588.
THE
MUSIC TRADE
REVIEW
MANUFACTURERS ADVERTISING AND THE DEALER.
The Value to Be Derived from Advertising in the Magazines as Compared with the Daily Papers,
as Far as Its Benefits to the Piano Merchant Are Concerned, Discussed Interestingly by
A. W. Sawyer, Advertising Manager of Eilers Music House, Spokane, Wash.
I wish that the money spent in magazines of
national circulation by factories represented by my
firm could be used to buy advertising space in our
local papers.
If this money were so used I believe its earning
power would be more than double'd.
For a long time I have been studying this matter.
We all believe in concentrated effort, and magazine
advertising for the manufacturer dependent on
local dealers for distribution of his goods is like
shooting birdshot from a filibuster.
The magazine often circulates where there is no
distributer and results in as much good for the
other man's piano as for the one advertised.
To illustrate, a prospective buyer reads a maga-
zine advertisement of the S. piano and becomes
interested. Perhaps there is no S. dealer in the
city, or if there is, the reader does not know or at
least does not remember which of the three dealers,
A, B or C, handles the S. They may drop the
matter there or they may have become enough in-
terested to step into Mr. A.'s store and inquire:
"Do you handle S. pianos?" Mr. A. replies:
"Well, I don't believe we have any in stock just
now, but let me show you my stock," and eventu-
ally some other piano is sold.
Or suppose, Mr. Manufacturer, this prospective
buyer happens to drop into a store where the S.
piano is sold, but which for some reason or other
has let its S. stock dwindle down to one or two
pianos, and these of two of the costliest styles.
This may also result in selling some other piano to
the prospect worked up by S. magazine advertising.
The first case would never happen if your ad-
vertising were placed in local papers, where your
goods were represented and combined with your
representative's name and location.
To avoid the second case, of the dealer short on
stock, you could arrange to place so much adver-
A MILITARY ORGANIST.
Captain Halpin, Now Organist at Governor's
Island, Has Had Many Interesting Ex-
periences, Particularly in the Philippines.
Captain Arthur F. Halpin, U. S. A., retired,
who is the organist and choirmaster of the Chapel
of St. Cornelius the Centurian, which is part of
Trinity Parish, on Governor's Island, the Army
headquarters of the Department of the East, is in
truth a globe-trotter. He was born in Dublin,
Ireland, and studied with Sir John Stainer and
other well-known organists in London, but at an
early age ran away to sea and spent much time
in France, India and other parts of the world.
After coming to the United States and prior to
entering the military service, Captain Halpin was
organist of several small churches in the West.
While serving with his regiment in the Philip-
pines Captain Halpin had some curious experi-
ences. One of them he relates as follows:
"Nearly all the towns in the Philippines have
churches built by the Spaniards which have so-
called organs installed. Naturally, I frequented
these churches whenever I got a chance. The
narive is musical in a light and superficial way,
but in one town I found an old maestro de tnusica
who appeared to have a real love for music. He
had never before heard an organ played by an
'organist, 1 and apparently did not realize how
much there was in the instrument. After I had
played for him a while, he told me that he had
once heard a wonderful tune, and that he wished
he might hear it once more. I got him to give me
an idea of it, and it turned out to be the Hassler
tune to the hymn 'O Sacred Head'
"I played it for him, and then I owned about
one-third of him. I got some paper and wrote it
out for him, and then I owned at least two-thirds
of him. After that, every now and then, he would
come to see me and say: 'I am a man of peace, a
simple musician. I know nothing of war or of
politics, but I did hear——' And then he would
tising with each carload of pianos purchased, the
advertising to begin in the local papers upon ar-
rival of the carload.
There is another point in favor of newspaper
advertising for the manufacturer depending upon
local dealers for distribution of his goods, and that
is, the vast amount of advertising in magazines
lessens its chances of being read and properly
assimilated.
Now I know some will throw up their hands at
that statement, particularly publishers and the ad-
vertising solicitor, but read it again so that you
will not misunderstand me and then reason it out
for yourself.
We can admit that practically every reader
turns each page or perhaps glances at every page
in the advertising section of a magazine, just out
of curiosity. But they can't thoroughly read and
consider every ad, even if they have a whole month
to do it in. It's a case of too many fishermen after
one fish, and wouldn't you rather take your chance
with 20 than with 120? If I am not right in this,
then why are some of the wise ones taking double-
page spreads in magazines?
The local papers will get you reasonably close to
"reading matter," in fact, for a slight increase in
rate will guarantee to put your ad "next to and
following."
Now, I am open to conviction. Can anybody
show me why a piano manufacturer should shoot
his advertising broadcast in magazines when he
can hit the target right under his dealer's nose by
using the local papers?
And say! wouldn't the dealers be tickled to
death?
He would put his ad right alongside of yours
and thus make it doubly effective.
But, then, the ad looks so pretty in the maga-
office of the referee, 137 East State street, room
804, this city, on June 12, at 10 o'clock, a. m., at
which time the trustee's report and account will be
passed upon and a final dividend declared to be
paid ten days thereafter.
OUR FOREIGN CUSTOMERS.
Pianos and Other Musical Instruments Shipped
Abroad from the Port of New York for the
Week Just Ended—An Interesting Array of
Musical Specialties for Foreign Countries.
(Special to The Review.)
Washington, D. C, June 3, 1912.
The following were the exports of musical in-
struments and kindred lines from the port of New
York for the week just ended:
Amsterdam—9 cases piano players and material,
$740.
Bremen—1 pkg. musical instruments, $630.
Buenos Ayres—2 cases pianos and material, $310;
G cases pianos and material, $1,183.
Calcutta—5 cases organs and material, $426; 6
pkgs. phonographic goods and material, $148.
Cardiff—1 case pianos and material, $300.
Chemulpo—5 pkgs. phonographic goods and ma-
terial, $277.
Colon—2 cases piano players and material, $864;
1 case organs and material, $100; 1 case pianos and
material, $175.
Copenhagen—20 pkgs. phonographic goods and
material, $1,250.
Demerara—1 case organs and material, $106.
Dominica—1 pkg. phonographic goods and ma-
terial, $140.
Genoa—3 cas:s piano players and material, $476;
1 case pianos and material, $425; 1 case pianos and
material, $200.
Havana—30 pkgs. phonographic goods and ma-
terial, $1,146.
Havre—1 case pianos and material, $309; 2 pkgs.
music, $253.
La Paz—4 pkgs. phonographic goods and mate-
rial, $197.
Limon—2 cases piano players and material, $538.
Liverpool—5 cases pianos and material, $431.
Matanzas—8 cases pianos and material, $628.
go on and tell me of a band of insurrectos that
Milan—12 pkgs. talking machines and material,
could be caught in some particular place, or of
the whereabouts of hidden arms, or some other $270.
Montevideo—81 pkgs. phonographic goods and
information of military value, of all of which I
used to take advantage, and all of which I found material, $6,514; 12 cases pianos and material,
invariably to be correct. Without the music, I $1,515.
Naples—2 cases pianos and material, $500; 1 case
should never have known the old fellow."
pianos and material, $232.
Rio de Janeiro—111 pkgs. phonographic goods
TRUSTEES FILE FINAL REPORT.
and material, $3,169; 15 cases pianos and material,
(Special to The Review.)
$2,244; 3 cases pianos and material, $550.
Trenton, N. J., June 3, 1912.
Savanilla—3 pkgs. phonographic goods and mate-
Samuel D. Oliphant, receiver in bankruptcy, has rial, $144.
issued a notice to the creditors of Frank Bronson,
St. Johns—4 casts pianos and material, $200.
bankrupt piano dealer of this city, in which he
Vera Cruz—44 pkgs. phonographic goods and ma-
states that the trustee has filed his final report on terial, $1,339.
account showing a balance in his hands of $1,916.35.
Yokohama—39 pkgs. phonographic goods and
A final meeting of the creditors will be held at the material, $29,588.
Future scanning projects are planned by the International Arcade Museum Library (IAML).