Music Trade Review

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THE MUSIC TRADE REVIEW
12
A CRITICAL ANALYSIS OF RECENT RETAIL ADVERTISING.
A Department Interesting to Men Who Wish Real Criticism Regarding Publicity—Perfect Freedom Exercised in
Treatment of Advertising Matter—Aimed to Raise Standard of Retail Music Trade Advertising.
Conducted by GLAD. HENDERSON.
In the recent announcement in The Review of a
critical-constructive advertising service to dealers,
wherein it was requested that merchants send in
their retail advertisements for criticism, tending
towards greater efficiency of the sales power of
type messages, it was not expected that such a
large number of these would be mailed and the
writer apologizes now for any delay that was ne-
cessary to properly analyze the many displays.
We also repeat that the service of this bureau is
is no excuse for changing the type style here. be at the top, putting "from the factory to, the fire-
What's "The" doing there in big type, unless it is side, Wissner pianos" under the cut, "The Mu-
trying to pull attention away from the name of the sician's Choice" to be under "Wissner pianos." The
piano and the house name? The name and address panel is superfluous, for the text in the panel is
directly connective to the opening body matter
should be in Cheltenham, much smaller in size, and
properly placed under the body matter. Two and paragraph. The panel in advertisements is for the
use of text that is of different character to the
one-half inches of space absolutely wasted. Large-
fundamental topic; for instance, the Victor panel
ness of type does not mean legibility, although a
is correctly used, while the panel just mentioned is
number of people seem to think so.
not. This is another of the "all of our line" type
And while we are right here on piano illustra-
tions, look at No. 2, which is ten inches, three col- of copy, amounting to practically a list of the goods
umns. Notice how the use of a half-tone on the carried with prices, which is of reminding charac-
right gives a lop-sided appearance in trying to bal- ter rather than of forcible selling assistance.
It was not our intention when starting this serv-
ance the line drawings. The Howard half-tone
ice to reproduce advertisements which are consid-
should go in the center, although in following out
the three-panel idea it is wise to use all line cuts. ered nearly perfect, but there is a lesson portrayed
in the reproduction of the Sterling advertisement,
The underscoring in the third panel retards read-
No. 5, which should be given to every dealer. This
ing, giving a cloudy effect, as rules should be used
advertisement occupies thirty-two inches of space,
for emphasis under one or two words in the aver-
age sentence. "Piano Opportunities'' should be in set three columns wide, and we show it to empha-
size the fact that dealers should capitalize current
Cheltenham—not Gothic. The use of the side rules
topics, and newspaper clippings relating to music
crowds the copy. Putting the Howard display in
by reproduction in appropriate form and linking
the center and paneling it, eliminating side rules,
their house and goods to the news. Create an in-
and following the foregoing suggestions, would
terest in your ho.use—make people talk about you—
greatly strengthen this showing.
Although No. 3 is taken from a paper that is six and the more favorable talk that you say or print,
the quicker you will be recognized in the trade po-
months old, it is used to illustrate what is created
sition that you seek. For a city the size of Brook-
for copy when the newspaper solicitor comes in
and "gets an ad." A great many dealers are up lyn we dislike the use of the phrase "Open eve-
nings by appointment," not alone for its signifi-
against this problem—that of intelligent and
cance, but from the fact that it is doubtful if it has
proper advertising—and we are sorry to say that
they must work out their own salvation, as far as selling strength. It costs a lot of money to keep
depending upon most
newspapers for aid.
BABY GRAND PIANO
This is, in every sense
""THE smallest grand piano in the world-Mi victory over
of the word, a bare
« price, size and tone! It costs no more than a good
statement of generali-
upright It occupies no more floor space than an upright.
Bat the Brambach tone and action stamp it as a true grand
ties and a waste of
—the ideal pianoj The "Sheraton" or "Colonial" models
space.
A salesman
c w be conveniently secured by a payment of $50.00.
working for the Jones
Rosquist, Killen Co.
who would make such
statements and then
walk away from the
prospect would be dis-
charged, and yet the
221 SOUTH FIRST STREET
firm says the same
Opposite Theatre De Luxe
thing, has it printed
No. 1—Background Showing Use of Piano in
and distributed all over
Library Is Too Heavily Drawn and Clouds
the city, because it is
the Outline of the Piano.
"advertising." We be-
The Weylen Piano
not creative; for example, we received several re-
lieve that "advertising"
quests from subscribers to "write a few piano ads
is the most misinter-
for us" and we were obliged to explain the boun-
preted word in the dic-
daries of our province as applied to this advertis-
tionary.
ing service. For creative work secure an adveitis-
The statements here
ing man, to whom you will pay a rational fee, and
The Weylen is indeed "a
The smallest perfect A Player-Piano of
should
have been run
put your problems up to him.
Piano of quality" — and Baby Grand ever pro-
in a series of five ads, its reputation has been duced.
perfect action, ex-
But it will pay you to give the same scrutiny to
achieved through merit
Wonderful in the vol-
your advertising counsel, before you engage him, each one devoted to
one of the particular
alone. The Weylen tone ume and richness of its cellent tone and un-
as you would to a contemplated private secretary,
Is a feature that we pre- tone, and artistic in de- usual durability.
topics.
No
type
ar-
for he holds almost as many of the inside details
B e n t to discriminating sign. Although its price
rangement
comment
is
of your business as yourself. Most business men
buyers—the Weylen, a Pi- is lower than that of any E n d o r s e d by all
necessary,
for
it
is
very
will hire an advertising man on the meet-kiss-
ano that fulfills every de- other Baby Grand, it has
faulty.
marry-in-ten-minutes order, while from the office
who use them.
mand made upon it.
no superior.
No. 4, occupying nine
boy he will require references from the time he
inches, double column,
was born up to the morning that he comes into the
is another o.f those
store. This is no joke, for we have seen instances
There is a great deal we might say in favor of the above offerings. But
"everything we have in
of similar discrepancies.
we know that Pianos are bought only after the most careful investigation, and
stock
for
sale"
adver-
There is considerable discussion as to the vaiue
f we feel confident that comparison will convince you that you will get the most
tisements, foil o w i n g [ for your money in buying here.
of visualizing the environment of a piano in illus-
trations designed to show a particular style of an the four-ring circus
idea of all-in-evidence,
instrument, and the reproduction of advertisement
but "seeing nothing."
No. 1 (120 lines, double column) is to show how
Five styles of type used
not to do it, for here the background is drawn so
heavily that it is difficult to clearly see the outline when two styles are
WATKIN BUILDING, 1205 ELM STREET
plenty.
The heavy,
of the style. To be effective, backgrounds should
Near Murphy—
fancy rule kills "from
be very lightly drawn—bare suggestions—playing
No. 2—Use of Half-Tone Illustration at Right Throws Display Out of
the factory to the fire-
up the style of the instrument in a clear, sharp
Balance—Incorrect Use of Underscoring.
manner; "$50.00" should be in Cheltenham, as there side." This cut should
The Brambach
that can't be equaled elsewhere in Dallas
...THE...
San Jose Eilers Music House
$270
ALL SOLD ON CONVENIENT, EASY-PAYMENT TERNS
WILL A. WATKIN CO.