Music Trade Review
Issue: 1914 Vol. 59 N. 5 - Page 12
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
12
GETTING SALESMANSHIP INTO RETAIL PIANO 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.
from the fact that it makes a botch appearance
of an illustration, many advertisers demanding
"outline" cuts, which means a lessening demand
for the vignette treatment, that is, that light beck-
ground so often found around the bottom of
many piano illustrations. The cut on the extreme
right of illustration No. 4 is a vignette cut, the
other three being in outline. Note the cloudiness
of the vignette. The border idea is snappy, but
more care should have been used by the com-
positor to "even it up." Don't know what "gives
you a chance to come through" means, but this
may be a Texas expression. The text appears to
have been hurriedly written, while the layout could
have been strengthened.
Too many 'houses in the piano trade spend
$50 to several hundred dollars for advertising
and then begrudge more than ten minutes' time to
create the plan back of the advertisement, to make
illustrations.
This is one of the great errors in connection with
providing piano copy for the daily papers. The old
saying has it that "what is worth doing at all is
worth doing well," and this applies especially to
advertising in general.
The real advertisement must act as a salesman.
It must tell a story, and tell it convincingly, so as
to interest the prospective purchaser. It must have
character and individuality, so as to have that force
that wins attention and confidence.
Too many dealers fail to bear these facts in
mind, and simply fill up valuable newspaper space
with text that is so commonplace that it fails to at-
tract the notice of readers.
Cut in Two. Read-Reflect-Consider-Compare-Act
There is hardly an excuse for this, for many of
the larger manufacturing houses have prepared
sample advertisements and provide electrotypes
RS IN KMOU CITY.
for the use of dealers, which can be used as they
No.
are, or the text matter can be utilized and changed
course, a "printer's error.'' Of course, the unethical to suit the space and local requirements.
One thing piano dealers should avoid, and that is
phase of such a procedure is apparent, but how
about other viewpoints? If one were buying a the use of the "Was-Is" type of advertisements
house from an advertisement in which was shown which are flooding the country these days. They
the illustration of a three-story dwelling, while the cheapen a dealer and his store in the eyes of good
house itself was only two stories, it would be mis- customers. Dealers will find that it will pay better
to use the same space with a square statement of
fact regarding their products or their business, in-
stead of devoting it to a hackneyed and question-
able form of publicity that has never failed to
cheapen a house when it is used.
A word about illustrations. It frequently hap-
pens that when a dealer wants a cut of a piano
style he will write to the manufacturer "for a cut."
and not knowing where it will be used, the latter
will send a halftone of about 150 screen. This
The "Was-Now" types of illustrations have been
used too extensively by piano houses in different
sections of the country—sometimes by houses
that* see the error of their ways and by some
houses which will never stop seeking a method of
putting it over on the public, to say nothing of
lowering the temperature of the confidence of
people who own the make of piano that "was $500
and now thirty-eight cents," as well as intending
buyers who have been worked on by the local
piano merchant handling that line.
In the two clippings from ads featuring this
style of copy it seems as if—taking No. 1—that
no reader would believe that these six manufac-
turers could make six styles of pianos each the
same in detail and each one labeled with different
names, with selling prices from $275 to $450 all
reduced to "$06" to $185, the former being, of
halftone is the proper cut for high quality papers,
but for newspaper work it is worse than useless.
A newspaper halftone should not be over eighty-
five screen, and it will pay to specify to what pur-
pose the cut is to be utilized when making such a
request. Seventy-five and sixty-five screen are also
adapted for newspaper work, if halftones are neces-
sary.
The best illustrations for newspaper work, how-
ever, are zinc etchings made from line drawings.
The cost is much less and the printing shows a
clear representation of the article advertised.
If you are located in a small city where it is im-
possible to obtain the services of a local advertising
For the First
Time in the
History of Music—
•I For the first time in the history of music an
instrument has been produced which automat-
ically—absolutely by itself—reproduces every
detail of the hand playing of pianists;
IJThe New APOLLO Self-Reproducing Player-Piano is
now on display. This marvelous instrument, without
the touch of a human hand, plays music indistinguisha-
ble from the hand rendition of a great artist.
Q Every detail of expression and individuality is faithfully
reproduced. 'Even while watching the APOLLO Repro-
ducing Player-Piano you find It difficult to believe the
evidence of your own eyes, which tell you that .the
playing is being done" by the instrument alone without
human aid or guidance.
f| Entertain your gu«ita with tfa« mrtveloiu.rou.io of the AP0LF.0
Player-Piano. Juat touch the button, th«D Hat yourself unonn
All lovtra of minto—All ownori of PlAyei
of imnn- lire cordially invited to h«*r the m>'
Al'dl.I.O ^ p r o d u c i n g H*>-r i'uno
It ii M m/itifying muiical treat.
KIESELHORST PIANO COMPANY
1007 OLIVE STREET
Chambers' Music House
No. 2.
representation. We do not understand why there
should be a difference when the piano element
enters. No doubt, in the case of No. 1 copy, or
No. 2 copy either, the latter being published by a
concern that ought to know better, a proper pres-
entation of facts to the newspaper would secure a
cessation of this copy, and the copy could also be
stopped in those States which have passed laws
against misleading advertising.
The only way to "improve" these advertisements
is to omit publishing them.
Advertisement No. 3 is reproduced simply to
show a slight criticism in regard to the heading
and the opening line of the first paragraph reading
the same. It has been proven by tests that people
who are attracted by a headline soon lose interest
in the copy if it repeats what they have already
read. The display of this piece of copy is good
and is of sufficient size to be prominent on most
any page of a newspaper.
Not alone because of the additional cost, but
^^^
•
No. 3.
writer and an artist, there are several illustrating
houses that specialize on piano copy, putting out a
line of work that is high grade. On request we
will be glad to put you in touch with these con-
cerns.
Illustrations showing the use of a piano or player
are good ones to use; much better, in fact, than to
just show a style. And if you are using a half
page of space, the most striking effect can be
secured by using a cut—one cut—taking half of
the space, featuring one style and make of piano,
having a good, strong, snappy heading, with body
text linking up to it properly, and you'll be accom-
plishing much larger returns by following this plan
than you will to stick in a lot of small cuts with
your text set up to resemble a circus dodger.
_ _
'
>
m
" —
ii—
p< i agr
Names on Fall Board Tell the Story
Buy a Reputable Make and be Always Satisfied
Mehltn & Sons
Autopianos
LEYHE. best pla.ce in Texas to buy Pianos.
TALK TO VH BEFORE BUYING
LEYHE. handles makes with a reputatiofi.
LEYHE, gives you more for your money.
LEYHE gives you a chance to come through
LEYHE for Judicious buyers.
CHOLS E. Snider. Mgr.
5 0 8 Fannin St.
Packard. Smith & Barnes. Stultz & Bauer. Ludwig. Leyhe. Wegman andNtvny Others
Leyhe Piano Co,
$
No.
4.
THE MUSIC TRADE REVIEW
12
GETTING SALESMANSHIP INTO RETAIL PIANO 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.
from the fact that it makes a botch appearance
of an illustration, many advertisers demanding
"outline" cuts, which means a lessening demand
for the vignette treatment, that is, that light beck-
ground so often found around the bottom of
many piano illustrations. The cut on the extreme
right of illustration No. 4 is a vignette cut, the
other three being in outline. Note the cloudiness
of the vignette. The border idea is snappy, but
more care should have been used by the com-
positor to "even it up." Don't know what "gives
you a chance to come through" means, but this
may be a Texas expression. The text appears to
have been hurriedly written, while the layout could
have been strengthened.
Too many 'houses in the piano trade spend
$50 to several hundred dollars for advertising
and then begrudge more than ten minutes' time to
create the plan back of the advertisement, to make
illustrations.
This is one of the great errors in connection with
providing piano copy for the daily papers. The old
saying has it that "what is worth doing at all is
worth doing well," and this applies especially to
advertising in general.
The real advertisement must act as a salesman.
It must tell a story, and tell it convincingly, so as
to interest the prospective purchaser. It must have
character and individuality, so as to have that force
that wins attention and confidence.
Too many dealers fail to bear these facts in
mind, and simply fill up valuable newspaper space
with text that is so commonplace that it fails to at-
tract the notice of readers.
Cut in Two. Read-Reflect-Consider-Compare-Act
There is hardly an excuse for this, for many of
the larger manufacturing houses have prepared
sample advertisements and provide electrotypes
RS IN KMOU CITY.
for the use of dealers, which can be used as they
No.
are, or the text matter can be utilized and changed
course, a "printer's error.'' Of course, the unethical to suit the space and local requirements.
One thing piano dealers should avoid, and that is
phase of such a procedure is apparent, but how
about other viewpoints? If one were buying a the use of the "Was-Is" type of advertisements
house from an advertisement in which was shown which are flooding the country these days. They
the illustration of a three-story dwelling, while the cheapen a dealer and his store in the eyes of good
house itself was only two stories, it would be mis- customers. Dealers will find that it will pay better
to use the same space with a square statement of
fact regarding their products or their business, in-
stead of devoting it to a hackneyed and question-
able form of publicity that has never failed to
cheapen a house when it is used.
A word about illustrations. It frequently hap-
pens that when a dealer wants a cut of a piano
style he will write to the manufacturer "for a cut."
and not knowing where it will be used, the latter
will send a halftone of about 150 screen. This
The "Was-Now" types of illustrations have been
used too extensively by piano houses in different
sections of the country—sometimes by houses
that* see the error of their ways and by some
houses which will never stop seeking a method of
putting it over on the public, to say nothing of
lowering the temperature of the confidence of
people who own the make of piano that "was $500
and now thirty-eight cents," as well as intending
buyers who have been worked on by the local
piano merchant handling that line.
In the two clippings from ads featuring this
style of copy it seems as if—taking No. 1—that
no reader would believe that these six manufac-
turers could make six styles of pianos each the
same in detail and each one labeled with different
names, with selling prices from $275 to $450 all
reduced to "$06" to $185, the former being, of
halftone is the proper cut for high quality papers,
but for newspaper work it is worse than useless.
A newspaper halftone should not be over eighty-
five screen, and it will pay to specify to what pur-
pose the cut is to be utilized when making such a
request. Seventy-five and sixty-five screen are also
adapted for newspaper work, if halftones are neces-
sary.
The best illustrations for newspaper work, how-
ever, are zinc etchings made from line drawings.
The cost is much less and the printing shows a
clear representation of the article advertised.
If you are located in a small city where it is im-
possible to obtain the services of a local advertising
For the First
Time in the
History of Music—
•I For the first time in the history of music an
instrument has been produced which automat-
ically—absolutely by itself—reproduces every
detail of the hand playing of pianists;
IJThe New APOLLO Self-Reproducing Player-Piano is
now on display. This marvelous instrument, without
the touch of a human hand, plays music indistinguisha-
ble from the hand rendition of a great artist.
Q Every detail of expression and individuality is faithfully
reproduced. 'Even while watching the APOLLO Repro-
ducing Player-Piano you find It difficult to believe the
evidence of your own eyes, which tell you that .the
playing is being done" by the instrument alone without
human aid or guidance.
f| Entertain your gu«ita with tfa« mrtveloiu.rou.io of the AP0LF.0
Player-Piano. Juat touch the button, th«D Hat yourself unonn
All lovtra of minto—All ownori of PlAyei
of imnn- lire cordially invited to h«*r the m>'
Al'dl.I.O ^ p r o d u c i n g H*>-r i'uno
It ii M m/itifying muiical treat.
KIESELHORST PIANO COMPANY
1007 OLIVE STREET
Chambers' Music House
No. 2.
representation. We do not understand why there
should be a difference when the piano element
enters. No doubt, in the case of No. 1 copy, or
No. 2 copy either, the latter being published by a
concern that ought to know better, a proper pres-
entation of facts to the newspaper would secure a
cessation of this copy, and the copy could also be
stopped in those States which have passed laws
against misleading advertising.
The only way to "improve" these advertisements
is to omit publishing them.
Advertisement No. 3 is reproduced simply to
show a slight criticism in regard to the heading
and the opening line of the first paragraph reading
the same. It has been proven by tests that people
who are attracted by a headline soon lose interest
in the copy if it repeats what they have already
read. The display of this piece of copy is good
and is of sufficient size to be prominent on most
any page of a newspaper.
Not alone because of the additional cost, but
^^^
•
No. 3.
writer and an artist, there are several illustrating
houses that specialize on piano copy, putting out a
line of work that is high grade. On request we
will be glad to put you in touch with these con-
cerns.
Illustrations showing the use of a piano or player
are good ones to use; much better, in fact, than to
just show a style. And if you are using a half
page of space, the most striking effect can be
secured by using a cut—one cut—taking half of
the space, featuring one style and make of piano,
having a good, strong, snappy heading, with body
text linking up to it properly, and you'll be accom-
plishing much larger returns by following this plan
than you will to stick in a lot of small cuts with
your text set up to resemble a circus dodger.
_ _
'
>
m
" —
ii—
p< i agr
Names on Fall Board Tell the Story
Buy a Reputable Make and be Always Satisfied
Mehltn & Sons
Autopianos
LEYHE. best pla.ce in Texas to buy Pianos.
TALK TO VH BEFORE BUYING
LEYHE. handles makes with a reputatiofi.
LEYHE, gives you more for your money.
LEYHE gives you a chance to come through
LEYHE for Judicious buyers.
CHOLS E. Snider. Mgr.
5 0 8 Fannin St.
Packard. Smith & Barnes. Stultz & Bauer. Ludwig. Leyhe. Wegman andNtvny Others
Leyhe Piano Co,
$
No.
4.
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