Music Trade Review

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THE
MUSIC TRADE
59
REVIEW
As the fat of food is the heat producing element,
so the beauty in the form of an advertisement is
Some Terse but Forceful Suggestions Worthy of Consideration by the Manufacturer or Merchant that which attracts, and the similarity between the
Who Desires to Bring His Products to the Attention of the Trade or Public.
elements of food and the element of advertising
is very close through the entire list.
Beauty appeals to the eye and ear. Use it.
One cannot deny either a motor car or a good
Moreover, it is true that a food' must be well
Be satisfied to lure. Do not try to compel.
complexion, though one may easily deny the pos-
balanced in its elements, there must not be an ex-
The big stick is possibly a real factor in the sessor of either or both.
cess of one element and a scarcity of another, and
political world, but an ounce of coaxing is worth
Advertising should never be regarded as the
this is strikingly true of advertising, says Eff Eff
a pound of commanding, particularly, "next to medicine of business, or the tonic of business; it
in the Hardware Dealers' Magazine. An adver-
pure reading matter."
is the daily bread of business.
tisement that is all wit, but lacking in wisdom and
Use only beautiful illustrations and simple lan-
Medicine is used to remedy a diseased or dis-
reason, or lacking in beauty and sincerity, loses
guage.
ordered condition, and a tonic to restore healthy
its strength—its nourishing quality, and while it
The power of words is not measured by a yard-
functions. A food is used in sickness and in
may be very entertaining, it causes mental indi-
stick.
health. It furnishes nutriment.
gestion with a consequent commercial mal-nutrition
The misuse or abuse of words ought to be re-
Use advertising as a food, a veritable daily
on the part of the advertiser.
garded as a crime and punishable as such.
bread, not merely as a medicine.
As for the anti-scorbutic element in foods—the
In advertising it means wasted space; and' wasted
Once we begin to think of advertising as a food
element of freshness, the element that prevents
space means wasted energy, wasted effort, wasted rather than a medicine, a knowledge of foods'
scurvy, and that is so essential to a perfect food—
time and wasted money.
and physiological chemistry shows the analogy
it has its counterpart in originality.
Don't say surprise when you mean astonish, nor to be even closer than could be realized by a
Advertising may have all the other elements of
healthful when you mean wholesome, nor envy superficial observation.
good publicity, reason, beauty, wit, wisdom and
when you mean covet or desire.
For example, all food is composed of five ele-
sincerity, but if it lacks originality it's dead flat,
Surprise means to take unawares. You cannot ments : proteid, fat, carbohydrates, salts and water.
stale and unprofitable.
be surprised by an inanimate object.
All advertising that is real advertising is also com-
The advertising manager should be regarded as
Healthful means full of health. No food or posed of five elements; reason, beauty, wit, wisdom
a purchasing agent of service and space.
1
drink can be healthful, though there are thousands and sincerity. Just as the proteid of food is the
He arrives at the relative value of mediums by
of wholesome foods and beverages. Healthful is highly nourishing element contained therein, the
the process of elimination.
a word that is almost universally abused. Again, appeal to reason is the most essential element
While originality is a valuable asset, it should be
one can't envy a thing, one can only envy a person. of all advertising.
judiciously mixed with caution.
He must not experiment oftener than once a
century.
He must be conservative, yet quick to grasp the
situation, but he should never make a decision in
an instant.
TRANSMISSIONS, SPOOLS AND TRACKER BARS
He must avoid a hasty conclusion.
THREADED WIRES AND SPECIAL PARTS
In .merchandising, the consumer should be given
the first consideration.
Inquiries Solicited and Quotations Cheerfully Furnished
Advertising copy may be clever (but not too
OFFICE AND FACTORY: BRIDGEPORT, CONN.
often, and not too clever), but it should never be
smart.
WHAT AND WHAT NOT TO SAY IN ADVERTISING.
THE CORNWALL & PATTERSON MFG. CO.
PIANO, ORGAN and PLAYER HARDWARE OF EVERY DESCRIPTION
FELT
for all
Purposes
Piano Manufacturers
soft yellow poplar for cross band-
ing is unapproached in this country.
A large supply always on hand.
Piano and Organ Materials
Repairing Outfits
The Central Veneer Co., Huntington, W. Va.
TOOLS
ARTIFICIAL
Varnish Drying
114-116 East 13th St.
NEW YORK
CHICAGO OFFICE
325 S. Marhet Street
PIANO HAMMERS
gives a SUPERIOR finish when done with
the aid of Wenborne-Karpen Dryer Co.'s
System. The drying of varnish can also be
expedited in a way to give an INFERIOR
finish. The RIGHT system is now installed
in 34 piano factories.
WENBORNE-KARPEN DRYER CO.
Karpen Building, CHICAGO
INVISIBLE HINGES
Especially adapted
f o r Player-Piano,
Pianos and Organs
C. F 1 . GOEPEL &. COMPANY
137 EAST 13th STREET, NEW YORK
SUPPLIERS OF HIGH GRADE COMMODITIES TO THE PIANO TRADE
Very easily a n d
quickly attached.
SOLE AGENTS FOR
KLINKES' CELEBRATED DIAMOND BRAND TUNING PINS
Made in six sizes.
AN ESSENTIAL NECESSITY IN THE MANUFACTURE OF A STRICTLY FIRST CLASS INSTRUMENT
WAGENER'S IMPORTED MUSIC WIRE
BLACK, RED AND GREEN LABEL-HIGHEST APPROVED QUALITY AND TENSILE STRENGTH
ALLEN'S PATENT BALL BEARING CASTERS-Single and Double Wheel
POSSESSING DISTINCTIVE FEATURES WHICH HAVE STAMPED THEM AS THE BEST
George H. Harper Co.
Orange, N. J .
VENEERS
roll Size
SOSS MFG. CO.
435 Atlantic Ave.
Brooklyn N. Y.
Send for Catalogue No. 100.
Circassian Walnut, Oak, Walnut,
and Specializing on Mahogany.
Capacity—5 Million Feet