Music Trade Review
Issue: 1914 Vol. 59 N. 1 - Page 14
r
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
14
THE MUSIC TRADE
REVIEW
A CRITICAL ANALYSIS OF RECENT RETAIL ADVERTISING-(Continued from page 13).
talking"—determine by experiments Just how dif- "pulled," bearing in mind, of course, that condi- evident that better service could be rendered by
tions have considerable to do with the returns the newspaper.
fer^ advertisements that you have used have
fno.m your copy.
There are no cut-and-dried rules for determining
And when you believe that you want to fill a the use of display or classified advertising, the
six-inch double-column advertisement, remember latter being the use of small ads set under the
^-'111-113 West Third, i - » -L Davenport, ^ — * U.
how you would talk were you given three minutes heading of "Pianos." The latter have been worked
•):
OFFER
for conversation—you can say just so much. By
talking fast you could say more words, but it is
doubtful if the quality of what you say is im-
proved, and this is true in writing advertisements.
Why I* It Today We Sejdom See a Complete Home
You can crowd your space full of words, but it is
Circle Like This?
doubtful if the selling value is strengthened. Don't
be afraid to use a wide margin of white space.
Yo.u will notice in five of the ads reproduced
piano in order to
that the aim has been to fill the white space with
text, this being particularly true with Nos. 2, 3, 4
and 6.
Nos. 5 and 7 show a humane interest on
the part of the advertisement writers to aid the
eyes of thousands of readers, and this assistance,
Five of these have heen used,
by making the advertising easy to read, is surely
appreciated, for the results of "freedom in read-
though they do not appear
ing" are larger.
so, and with hut one ex-
A bright advertising man brought up the fact,
when we were discussing "crowded copy," that the
ception, all are strictly
mail order people built their business upon copy
modern 88 note players and
of this character, and he is right, for the way in
made by the most experienced piano
which he expressed his remark saved him. He
makers in the world. The Aeolian Co.,
used the past tense—'built." They couldn't do it
Why is father out at lodge or down town?
oi N e w York. Consequently absolute
so successfully to-day. Even the mail order houses
Why is mother also out?
satisfaction is assured, coupled with this
have recognized the value of the improved ideas
Why is sister downtown, too, walking with l-.cr chum ?
is our signed guarantee. Convenient
in advertisement lay-out, some going to the ex-
And why, oh, why is little brother playing on t'.:e streets?
terms can be arranged. Old pianos taken
treme by publishing a huge drawing by some noted
Whyare some families' home simply a place to eat and sleep?
in exchange at their worth. The fol-
artist, using a quarter or a third-page in the news-
Upland the closed do of their house generally exist few
lowing prices go into eflrect tomorrow.
papers and full magazine pages, and saying only
nt.
ns of education and ai
about 200 words.
(^HILTON
WHEELOCK
yECHNOLA
if the children do go wrong the parer.ts hlame each other and
If your advertising appropriation is a limited one
wildly try to light this wrong by the mexis they should ' have
employed when the children were small and their minds still
use fewer advertisements and bigger ones, saying
$385
$375
$280
receptive.to home Influence.
something that is a vital sales story, and present it
JJECKMAN
fECHNOLA
TECHNOLA
We suggest that you do today these things which It may be
in
a
strong
lay-out.
too late to do tomorrow.
New 88 Note
Early English
Mission Style
88
ami
65
Note
88 »nd 65 Note
PLAYER PIANO
In daily papers the matter of position deter-
PLAYER PIANO
PLAYER PIANO
$395
mines to a great extent the returns from the
$385
$385
copy, particularly if the advertisements are small
Player Bench and Ten Rolls of your own choice
ones. So it is necessary to use a sufficient amount
are included -with each instrument.
Ktamath Falls, Or*.
of space in order that, no matter where they are
No.
6—More
of
This
Character of Advertising
placed, they will be dominating enough to stand
Should Be Done. Criticism Covers Layout
out prominently. Frequently the excess cost of
and Typographical Effect.
preferred positions added to the regular rates
equals about the price of a larger advertisement out by people about to "leave for the country" or
that could go in "run of paper," the latter being for some other part o.f the world who have "a $()<)!>
of sufficient size to be read irrespective of where piano for $2.34," or thereabouts, so it isn't to be
No. 7—Selling a Unit-Group of Players—A
placed.
wondered that classified piano copy is under sus-
Salesmanship Plan That Can Be Profitably
Adopted. Common-sense Copy Generally Se-
It pays to watch the matter of position and picion and that it would pay to put your money
cures the Attention and Interest of People.
to kick on the slightest provocation when it is into display work.
CCHMIDT MUSIC p O .
Six Player Pianos
each reduced in price
to that of a plain
- = T H E HOME CIRCLE==
move them from our
floor at once.
Naples—1 case pianos and material. $228.
Para—1 pkg. musical instruments and material,
Pianos and Other Musical Instruments Shipped
$119; 4 pkgs. phonographic goods and material,
Abroad from the Port of New York for the
$131.
Week Just Ended—An Interesting Array of
Rio de Janeiro—4 cases pianos and material,
Musical Specialties for Foreign Countries.
$1,000; 6 pkgs. phonographic goods, and material,
$391; 6 cases player-pianos and material, $450.
(Special to The Review.)
WASHINGTON, D. C, June 30.—The following
Santiago de Cuba—3 cases piano players and ma-
were the exports of musical instruments and kin- terial, $518.
dred lines from the port of New York for the
Sydney—3 cases pianos and material, $619; 41
week just closed:
cases organs and material, $1,856.
Berlin—14 cases pianos and material, $2,619.
Trinidad—3 pkgs. phonographic goods and ma-
Bombay—13 cases organs and material, $518; 2 terial, $176.
pkgs. phonographic goods and material, $198.
Valparaiso—3 pkgs. talking machines and ma-
Bueno.s Ayres—59 pkgs. phonographic goods and terial, $189.
material, $7,191.
Colon—44 pkgs. phonographic goods and mate-
SECTIONAL_PART SHOWN
rial, $2,010; 1 case pianos and material, $192.
Of the Steinway Style " B " Grand in Ware-
Genoa—2 cases piano players and material, $462.
rooms of Steinway & Sons—Attracts Much
Hamburg—4 cases organs and material, $163.
Attention
from
Prospective
Customers.
Havana—18 cases pianos and material, $1,944;
45 pkgs. phonographic goods and material, $2,055.
Steinway & Sons are sho.wing in their ware-
Havre—10 pkgs. phonographic goods and ma- rooms an interesting exhibit in the nature of a
terial $219; 1 pkg. talking machines and material, sectional part o.f the Steinway Style "B" grand.
$1,000; 3 cases pianos and material, $900.
This section shows every detail of this instrument's
Leipzig—4 pkgs. phonographic goods and ma- construction, including the action, sdunding board,
terial, $211.
seven keys, a part of the plate, and a section of the
Limon—2 cases piano players and material, $255; actual case. As a whole, this exhibit is one of
11 pkgs. talking machines and material, $150.
the most interesting of its kind that has ever been
• London—39 cases pianos and material, $4,818; 5 shown, and has attracted the attention of all visitors
cases organs and material, $583; 27 pkgs. phono- to the warerooms. It is of considerable assistance
graphic g.oods and material, $1,079; 25 pkgs. phono- to the retail floor men when they desire to show a
graphic goods and material, $149.
prospect the actual construction of a Steinway
Madrid—1 case piano players and material, $230. grand.
<
OUR FOREIGN CUSTOMERS.
FIRE CLAIMSj\DJUSTED.
Several more claims for loss by fire under the
policies issued by the Piano Underwriters' Agency,
Baltimore, Md.. have been adjusted with the fol-
lowing amounts in settlement of all claims: New-
ton Music Co., of Newton, Kans., $350; Heintz-
man & Co., Regina, Canada, $500, and C. W. Lind-
say, Ltd., Ottawa, Canada, $55.
This is the form of insurance that covers the in-
div'dual instruments, the premium for which is
paid for by the customer. A re-sale of a piano is
permitted under the Piano Underwriters' Agency
policy, and not only this, but there are quite a
few other benefits in connection with it.
Presidents," occupy-
ing the White House
for forty years.
SCHOMACKER PIANO CO.
1020 South 21st St.
PHILADELPHIA^!
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
14
THE MUSIC TRADE
REVIEW
A CRITICAL ANALYSIS OF RECENT RETAIL ADVERTISING-(Continued from page 13).
talking"—determine by experiments Just how dif- "pulled," bearing in mind, of course, that condi- evident that better service could be rendered by
tions have considerable to do with the returns the newspaper.
fer^ advertisements that you have used have
fno.m your copy.
There are no cut-and-dried rules for determining
And when you believe that you want to fill a the use of display or classified advertising, the
six-inch double-column advertisement, remember latter being the use of small ads set under the
^-'111-113 West Third, i - » -L Davenport, ^ — * U.
how you would talk were you given three minutes heading of "Pianos." The latter have been worked
•):
OFFER
for conversation—you can say just so much. By
talking fast you could say more words, but it is
doubtful if the quality of what you say is im-
proved, and this is true in writing advertisements.
Why I* It Today We Sejdom See a Complete Home
You can crowd your space full of words, but it is
Circle Like This?
doubtful if the selling value is strengthened. Don't
be afraid to use a wide margin of white space.
Yo.u will notice in five of the ads reproduced
piano in order to
that the aim has been to fill the white space with
text, this being particularly true with Nos. 2, 3, 4
and 6.
Nos. 5 and 7 show a humane interest on
the part of the advertisement writers to aid the
eyes of thousands of readers, and this assistance,
Five of these have heen used,
by making the advertising easy to read, is surely
appreciated, for the results of "freedom in read-
though they do not appear
ing" are larger.
so, and with hut one ex-
A bright advertising man brought up the fact,
when we were discussing "crowded copy," that the
ception, all are strictly
mail order people built their business upon copy
modern 88 note players and
of this character, and he is right, for the way in
made by the most experienced piano
which he expressed his remark saved him. He
makers in the world. The Aeolian Co.,
used the past tense—'built." They couldn't do it
Why is father out at lodge or down town?
oi N e w York. Consequently absolute
so successfully to-day. Even the mail order houses
Why is mother also out?
satisfaction is assured, coupled with this
have recognized the value of the improved ideas
Why is sister downtown, too, walking with l-.cr chum ?
is our signed guarantee. Convenient
in advertisement lay-out, some going to the ex-
And why, oh, why is little brother playing on t'.:e streets?
terms can be arranged. Old pianos taken
treme by publishing a huge drawing by some noted
Whyare some families' home simply a place to eat and sleep?
in exchange at their worth. The fol-
artist, using a quarter or a third-page in the news-
Upland the closed do of their house generally exist few
lowing prices go into eflrect tomorrow.
papers and full magazine pages, and saying only
nt.
ns of education and ai
about 200 words.
(^HILTON
WHEELOCK
yECHNOLA
if the children do go wrong the parer.ts hlame each other and
If your advertising appropriation is a limited one
wildly try to light this wrong by the mexis they should ' have
employed when the children were small and their minds still
use fewer advertisements and bigger ones, saying
$385
$375
$280
receptive.to home Influence.
something that is a vital sales story, and present it
JJECKMAN
fECHNOLA
TECHNOLA
We suggest that you do today these things which It may be
in
a
strong
lay-out.
too late to do tomorrow.
New 88 Note
Early English
Mission Style
88
ami
65
Note
88 »nd 65 Note
PLAYER PIANO
In daily papers the matter of position deter-
PLAYER PIANO
PLAYER PIANO
$395
mines to a great extent the returns from the
$385
$385
copy, particularly if the advertisements are small
Player Bench and Ten Rolls of your own choice
ones. So it is necessary to use a sufficient amount
are included -with each instrument.
Ktamath Falls, Or*.
of space in order that, no matter where they are
No.
6—More
of
This
Character of Advertising
placed, they will be dominating enough to stand
Should Be Done. Criticism Covers Layout
out prominently. Frequently the excess cost of
and Typographical Effect.
preferred positions added to the regular rates
equals about the price of a larger advertisement out by people about to "leave for the country" or
that could go in "run of paper," the latter being for some other part o.f the world who have "a $()<)!>
of sufficient size to be read irrespective of where piano for $2.34," or thereabouts, so it isn't to be
No. 7—Selling a Unit-Group of Players—A
placed.
wondered that classified piano copy is under sus-
Salesmanship Plan That Can Be Profitably
Adopted. Common-sense Copy Generally Se-
It pays to watch the matter of position and picion and that it would pay to put your money
cures the Attention and Interest of People.
to kick on the slightest provocation when it is into display work.
CCHMIDT MUSIC p O .
Six Player Pianos
each reduced in price
to that of a plain
- = T H E HOME CIRCLE==
move them from our
floor at once.
Naples—1 case pianos and material. $228.
Para—1 pkg. musical instruments and material,
Pianos and Other Musical Instruments Shipped
$119; 4 pkgs. phonographic goods and material,
Abroad from the Port of New York for the
$131.
Week Just Ended—An Interesting Array of
Rio de Janeiro—4 cases pianos and material,
Musical Specialties for Foreign Countries.
$1,000; 6 pkgs. phonographic goods, and material,
$391; 6 cases player-pianos and material, $450.
(Special to The Review.)
WASHINGTON, D. C, June 30.—The following
Santiago de Cuba—3 cases piano players and ma-
were the exports of musical instruments and kin- terial, $518.
dred lines from the port of New York for the
Sydney—3 cases pianos and material, $619; 41
week just closed:
cases organs and material, $1,856.
Berlin—14 cases pianos and material, $2,619.
Trinidad—3 pkgs. phonographic goods and ma-
Bombay—13 cases organs and material, $518; 2 terial, $176.
pkgs. phonographic goods and material, $198.
Valparaiso—3 pkgs. talking machines and ma-
Bueno.s Ayres—59 pkgs. phonographic goods and terial, $189.
material, $7,191.
Colon—44 pkgs. phonographic goods and mate-
SECTIONAL_PART SHOWN
rial, $2,010; 1 case pianos and material, $192.
Of the Steinway Style " B " Grand in Ware-
Genoa—2 cases piano players and material, $462.
rooms of Steinway & Sons—Attracts Much
Hamburg—4 cases organs and material, $163.
Attention
from
Prospective
Customers.
Havana—18 cases pianos and material, $1,944;
45 pkgs. phonographic goods and material, $2,055.
Steinway & Sons are sho.wing in their ware-
Havre—10 pkgs. phonographic goods and ma- rooms an interesting exhibit in the nature of a
terial $219; 1 pkg. talking machines and material, sectional part o.f the Steinway Style "B" grand.
$1,000; 3 cases pianos and material, $900.
This section shows every detail of this instrument's
Leipzig—4 pkgs. phonographic goods and ma- construction, including the action, sdunding board,
terial, $211.
seven keys, a part of the plate, and a section of the
Limon—2 cases piano players and material, $255; actual case. As a whole, this exhibit is one of
11 pkgs. talking machines and material, $150.
the most interesting of its kind that has ever been
• London—39 cases pianos and material, $4,818; 5 shown, and has attracted the attention of all visitors
cases organs and material, $583; 27 pkgs. phono- to the warerooms. It is of considerable assistance
graphic g.oods and material, $1,079; 25 pkgs. phono- to the retail floor men when they desire to show a
graphic goods and material, $149.
prospect the actual construction of a Steinway
Madrid—1 case piano players and material, $230. grand.
<
OUR FOREIGN CUSTOMERS.
FIRE CLAIMSj\DJUSTED.
Several more claims for loss by fire under the
policies issued by the Piano Underwriters' Agency,
Baltimore, Md.. have been adjusted with the fol-
lowing amounts in settlement of all claims: New-
ton Music Co., of Newton, Kans., $350; Heintz-
man & Co., Regina, Canada, $500, and C. W. Lind-
say, Ltd., Ottawa, Canada, $55.
This is the form of insurance that covers the in-
div'dual instruments, the premium for which is
paid for by the customer. A re-sale of a piano is
permitted under the Piano Underwriters' Agency
policy, and not only this, but there are quite a
few other benefits in connection with it.
Presidents," occupy-
ing the White House
for forty years.
SCHOMACKER PIANO CO.
1020 South 21st St.
PHILADELPHIA^!
Future scanning projects are planned by the International Arcade Museum Library (IAML).