Music Trade Review

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THE
VOL. LXI. N o . 15 Published Every Saturday by Edward Lyman Bill at 373 Fourth Aw., New York, Oct. 9, 1915 SING *JOO C PE
Piano Week
I
NDICATIONS from every source point with unerring accuracy to a rising tide of business in
all lines of human endeavor.
There is no question concerning the business future of America, which is placed in a
position whereby its opportunity for selling to the world is vastly increased each month.
With the constantly growing activity in all lines, the question naturally arises are the piano
men getting their full share of the good things in business which are going around? If they are,
then it may be argued that there is no reason for undue effort, but if they are not surely there is
the best of reasons why certain moves should be made to accelerate business conditions with them.
Enormous crops are being sold at higli prices. Many enterprises are working overtime, and
the army of the unemployed has disappeared. Then why should we not do something to awaken
the buying public so that the piano will be brought into the full enjoyment of the position to which
it is rightful heir?
I suggested in last week's Review that we start an advertising campaign November 1, designate
it as "Piano Week," and that dealers everywhere should agree, during the first week in November,
to wage a national campaign in the columns of the local papers so that millions of people would be
interested at the high tide of the buying season in pianos and player-pianos.
Piano advertising broadly has disappeared from the columns of the magazines and daily papers,
save, of course, in instances where some of the large firms keep up a steady, unceasing campaign,
but the attitude of the few live ones is not enough to counteract the indifference of the army of
non-advertisers.
Piano manufacturers and merchants can be justly criticized for their laissez-faire publicity
policy. A week of real, virile advertising, extended from ocean to ocean, would arouse new interest
in the piano, and such interest can be accomplished by united, concentrated effort along clearly de-
fined lines of action.
Unquestionably the efforts of the retailers would be supported by the manufacturers, and to
direct publicity toward a particular week would be a novel plan. I simply make it as a suggestion
that the retailers in all parts of the country agree to make the first week in November Piano Week
in an advertising sense. It would not be necessary at all to follow out regular lines of advertising,
only that an agreement be entered into whereby a certain amount of publicity would be agreed upon
by the respective stores.
I shall be very glad to hear from those who favor this move and I can give hearty assurance of
my aid in every way.
I believe upon serious consideration that many of my readers will agree with me that the idea
is a good one and will bring about results in stimulating interest in the piano and in actual sales
If this plan were entered into with vim and interest the whole country would awaken quickly
to the necessity of the piano, it would be, too, just a little test as to the success of the larger plan
which 1 outlined some time ago, and that is a national co-operation to advertise the piano and
player-piano on a strictly impersonal basis.
In this connection I may say that the clothiers have agreed to take joint action in certain lines
of publicity. They are urging dealers everywhere to stop emphasizing price and to concentrate
their advertising on increasing interest in clothes through arguments why men should dress up,
.
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(Continued on page 5.)