Music Trade Review
Issue: 1915 Vol. 60 N. 9 - Page 8
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
8
CREATIVE ADVERTISING.
(Continued from page 7.)
great house which has been the pioneer in creative
advertising for the player-piano has become ap-
parently disgusted by the attitude of the public or
of the trade and has swung over to the prices and
terms system. If the cause of this change of policy
be in the public, the reason is that the public who
ought to buy players have been frightened away by
the wrong attitude of the rest of the trade—an at-
titude of almost conscious insincerity and of quite
blatant ignorance. That is why this house has
changed—because the attitude of standing alone
for sanity and constructiveness has become unbear-
able.
Style
"A"
Our catalog describes
its other features and
the price.
The Salvation of the Player.
The salvation of the player business is in crea-
tive advertising, the kind of advertising that shall
aim more at creating a desire legitimate in character
for that which the player-piano can and does give.
To put the .whole thing in a nutshell, our con-
ception of creative advertising is something like
this: First, to advertise persistently the fascina-
tion of personally producing music. Second, to
encourage persistently the use of the player-piano
as an educational engine. The possibilities of this
and its advantages are discussed at some length in
an article in the musical department of this section.
Third, to boost in every possible way the personal
side of the player, to emphasize its real capacity
for enabling the performer to render music well.
Fourth, to boost in every possible way the music
roll by keeping up its price, by avoiding the "given-
away-with-a-pound-of-tea" system, and by seeing
to it that a constant supply of interesting matter
about the new music and about the numbers ar-
ranged is kept before every purchaser of a player-
piano. Fifth, to put music roll departments in
charge of musical people, not of office boys and
gum-chewing girls. Sixth, to insist upon decent
demonstration, even if it be necessary to use only
hand-played rolls for this purpose. Seventh, to
bring pressure to bear upon music-roll makers so
that straight-cut rolls shall be constantly improved
and something done to assist the dealer in gaining
knowledge requisite to enable him to sell high-class
music advantageously. Eighth and last persist-
ently—not so much largely as persistently—to ad-
vertise personal production of music, music at
home, music as an education, music as an entertain-
ment—music, music, music! That is our conception
of the ideas which should animate the trade if it
wishes to make the player business what it ought to
be—the biggest and finest branch of the musical in-
strument industry.
HIIIIIIIHHMIIinillflltmilllllllllHINIIIIIIIIIIIIIIi
Martin Piano
Bench Company
209 S. State St..
Chicago
PLAYER CABINET BENCH.
Style "A"—Mahogany-Walnut-Oak.
Depth 14"—Width 28W.
Capacity about 40 rolls.
Combines Three in One: Regular Piano Bench,
Player Bench and Music Roll Cabinet.
LYRACHORD SYMPHONIA RECITALS
Attract Much Attention in the Piano Depart-
ment of the Lord & Taylor Store This Week.
In the piano department of the Lord & Taylor
store this week there was held a most interesting
series of recitals at which Lyrachord Symphonia,
manufactured by. the Lyrachord Co., New York,
was demonstrated in a most thorough manner with
a view to illustrating its great musical possibilities.
The ingenious device, which electrically develops
latent tonal resources in the piano, was demon-
strated in connection with an upright piano, a
player-piano, an electric player-piano, by hand, an 1
finally with a music roll, and proved most interest-
ing to the audiences.
The possibilities of the device are well illustrated
in the playing of Dvorak's "Humoresque," when,
lr means of the Lyrachord Symphonia, it is pos-
sible to reproduce the tones of the violin in con-
nection with those of the piano. With the device
a performer is also able to play a complete operatic
Composition Spool Ends
overture and obtains the full orchestral effects of
wood wind, strings, etc.
The recitals were well attended and the playing
of the Lyrachord Symphonia aroused mu'ch en-
thusiasm.
PLAYER TRACKER MECHANISM.
(Special to The Review.)
WASHINCTON, D. C, February 20.—David J.
Haus, Aurora, Ind., was last week granted Patent
No. l,128,97t> for a Music-Player Tracker Mechan-
ism, which has for its object to provide a sectional
tracker board and means whereby the respective
sections can be adjusted to track with commercial
sheets cut to different scales transversely of the
sheet.
Other objects are to provide improved mechan-
ism to transversely adjust the sections of the track-
er board with accuracy and to provide an im-
proved sectional tracker board capable of trans-
verse adjustment, and means to render the sections
near the ends of the tracker board inoperative
when desired.
NEW SCALE OFvESPECIAL MERIT
Embodied in the New Marquette Player to Be
Brought Out and Known as Style D.
(Special to The Review.)
A great step forward in the manufacture of per-
forated music was the adoption of our spool ends by
the leading manufacturers in the
United States and Canada. We
have an especially equipped De-
partment for the manufacture of
this article, enabling us to make
interesting prices.
Our samples and quotations
will convince you.
The Siemon Hard Rubber Corp.
BRIDGEPORT, CONN.
CHICAGO, I I I . , February 20.—The Marquette
Piano Co. is now bringing out a new style of the
Marquette player-piano. It will be known as Style
D, and in it is incorporated an entirely new scale
oi especial merit. The new style which, of course,
has the well-known Marquette player action in-
stalled in it, is attractively cased, following the cur-
rent vogue, although straight lines predominate
the effect of angularity is eliminated by the ex-
cellent proportions which are preserved.
INCREASE LIBRARY CAPACITY.
(Special to The Review.)
MILWAUKEE, WIS., February 22.—The J. B. Brad-
ford Piano Co., operating what is said to be the
largest player-roll circulating library in the North-
west, has increased the size and capacity of the
library and has added several thousand new rolls.
The Bradford house now has nearly 50,000 rolls
under its supervision, 11,000 of which are in the
library, and the remainder out in circulation.
Officials of the Bradford house, carrying the
Mason & Hamlin, Sohmer, Shoninger, Melville
Clark, Cable, and Price & Teeple lines, say that
business in the piano and player field has been very
good of late. Some especially fine Mason & Ham-
lin grands have been sold recently.
THE MUSIC TRADE REVIEW
8
CREATIVE ADVERTISING.
(Continued from page 7.)
great house which has been the pioneer in creative
advertising for the player-piano has become ap-
parently disgusted by the attitude of the public or
of the trade and has swung over to the prices and
terms system. If the cause of this change of policy
be in the public, the reason is that the public who
ought to buy players have been frightened away by
the wrong attitude of the rest of the trade—an at-
titude of almost conscious insincerity and of quite
blatant ignorance. That is why this house has
changed—because the attitude of standing alone
for sanity and constructiveness has become unbear-
able.
Style
"A"
Our catalog describes
its other features and
the price.
The Salvation of the Player.
The salvation of the player business is in crea-
tive advertising, the kind of advertising that shall
aim more at creating a desire legitimate in character
for that which the player-piano can and does give.
To put the .whole thing in a nutshell, our con-
ception of creative advertising is something like
this: First, to advertise persistently the fascina-
tion of personally producing music. Second, to
encourage persistently the use of the player-piano
as an educational engine. The possibilities of this
and its advantages are discussed at some length in
an article in the musical department of this section.
Third, to boost in every possible way the personal
side of the player, to emphasize its real capacity
for enabling the performer to render music well.
Fourth, to boost in every possible way the music
roll by keeping up its price, by avoiding the "given-
away-with-a-pound-of-tea" system, and by seeing
to it that a constant supply of interesting matter
about the new music and about the numbers ar-
ranged is kept before every purchaser of a player-
piano. Fifth, to put music roll departments in
charge of musical people, not of office boys and
gum-chewing girls. Sixth, to insist upon decent
demonstration, even if it be necessary to use only
hand-played rolls for this purpose. Seventh, to
bring pressure to bear upon music-roll makers so
that straight-cut rolls shall be constantly improved
and something done to assist the dealer in gaining
knowledge requisite to enable him to sell high-class
music advantageously. Eighth and last persist-
ently—not so much largely as persistently—to ad-
vertise personal production of music, music at
home, music as an education, music as an entertain-
ment—music, music, music! That is our conception
of the ideas which should animate the trade if it
wishes to make the player business what it ought to
be—the biggest and finest branch of the musical in-
strument industry.
HIIIIIIIHHMIIinillflltmilllllllllHINIIIIIIIIIIIIIIi
Martin Piano
Bench Company
209 S. State St..
Chicago
PLAYER CABINET BENCH.
Style "A"—Mahogany-Walnut-Oak.
Depth 14"—Width 28W.
Capacity about 40 rolls.
Combines Three in One: Regular Piano Bench,
Player Bench and Music Roll Cabinet.
LYRACHORD SYMPHONIA RECITALS
Attract Much Attention in the Piano Depart-
ment of the Lord & Taylor Store This Week.
In the piano department of the Lord & Taylor
store this week there was held a most interesting
series of recitals at which Lyrachord Symphonia,
manufactured by. the Lyrachord Co., New York,
was demonstrated in a most thorough manner with
a view to illustrating its great musical possibilities.
The ingenious device, which electrically develops
latent tonal resources in the piano, was demon-
strated in connection with an upright piano, a
player-piano, an electric player-piano, by hand, an 1
finally with a music roll, and proved most interest-
ing to the audiences.
The possibilities of the device are well illustrated
in the playing of Dvorak's "Humoresque," when,
lr means of the Lyrachord Symphonia, it is pos-
sible to reproduce the tones of the violin in con-
nection with those of the piano. With the device
a performer is also able to play a complete operatic
Composition Spool Ends
overture and obtains the full orchestral effects of
wood wind, strings, etc.
The recitals were well attended and the playing
of the Lyrachord Symphonia aroused mu'ch en-
thusiasm.
PLAYER TRACKER MECHANISM.
(Special to The Review.)
WASHINCTON, D. C, February 20.—David J.
Haus, Aurora, Ind., was last week granted Patent
No. l,128,97t> for a Music-Player Tracker Mechan-
ism, which has for its object to provide a sectional
tracker board and means whereby the respective
sections can be adjusted to track with commercial
sheets cut to different scales transversely of the
sheet.
Other objects are to provide improved mechan-
ism to transversely adjust the sections of the track-
er board with accuracy and to provide an im-
proved sectional tracker board capable of trans-
verse adjustment, and means to render the sections
near the ends of the tracker board inoperative
when desired.
NEW SCALE OFvESPECIAL MERIT
Embodied in the New Marquette Player to Be
Brought Out and Known as Style D.
(Special to The Review.)
A great step forward in the manufacture of per-
forated music was the adoption of our spool ends by
the leading manufacturers in the
United States and Canada. We
have an especially equipped De-
partment for the manufacture of
this article, enabling us to make
interesting prices.
Our samples and quotations
will convince you.
The Siemon Hard Rubber Corp.
BRIDGEPORT, CONN.
CHICAGO, I I I . , February 20.—The Marquette
Piano Co. is now bringing out a new style of the
Marquette player-piano. It will be known as Style
D, and in it is incorporated an entirely new scale
oi especial merit. The new style which, of course,
has the well-known Marquette player action in-
stalled in it, is attractively cased, following the cur-
rent vogue, although straight lines predominate
the effect of angularity is eliminated by the ex-
cellent proportions which are preserved.
INCREASE LIBRARY CAPACITY.
(Special to The Review.)
MILWAUKEE, WIS., February 22.—The J. B. Brad-
ford Piano Co., operating what is said to be the
largest player-roll circulating library in the North-
west, has increased the size and capacity of the
library and has added several thousand new rolls.
The Bradford house now has nearly 50,000 rolls
under its supervision, 11,000 of which are in the
library, and the remainder out in circulation.
Officials of the Bradford house, carrying the
Mason & Hamlin, Sohmer, Shoninger, Melville
Clark, Cable, and Price & Teeple lines, say that
business in the piano and player field has been very
good of late. Some especially fine Mason & Ham-
lin grands have been sold recently.
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