Music Trade Review
Issue: 1915 Vol. 61 N. 17 - Page 5
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
PERSONALITY—A VIRILE FORCE IN BUSINESS.
(Continued from page 3.)
and the policies of the house are reprehensible, a parting of the ways soon comes, but if both are
harmonious, the man will quickly respond to the conditions, and will represent his firm in a fitting
manner, but there cannot be a lack of harmony existing between any departments of a business.
Personality lives and is perpetuated by constant suggestion and example from the head centers
of the business. That in itself makes business personality.
If that personality comes from the founder and is concentrated
in him, presumably the force will be more virile and its influence
will reach over a greater extent than if it did not exist, and the
future of the business were vested in some man who had no definite
policies or lacked a true conception of the relations of a business house
to the public.
Gingerize the Trade by Advertising "Piano Week."
W
E have received a number of communications from piano
merchants in various parts of the country approving The
Review suggestion as to making the first week in November "Piano
Week" in an advertising sense.
Edward H. Droop, former president of the National Associa-
tion of Piano Merchants, writes: "In reference to making the first
week in November a special time to exploit the straight piano, I
wish to assure you of my hearty endorsement and co-operation in
this stand. T agree with you that it is high time the dealers
throughout the country did wake up to the fact, and unless some-
thing is done to exploit the well made, reliable straight piano at
this time, business in this particular direction will continue dull
and unprofitable."
The position of Mr. Droop is supported by hundreds of piano
merchants in all sections of the country, and from the reports
which have reached this office we are inclined to believe that the
first week in November will be an illuminating one in the way of
piano publicity.
It will be interesting to see just how many dealers will follow
this suggestion to the point of using space liberally during that
particular period in the pages of their local papers. Surely no
better time could be for piano exploitation than the first part of
November.
National advertising of any kind is helpful to everyone en-
gaged in business. The big advertisers in every trade have been
the ones who have built trade for others, but when the dealers start
a chain of advertising from the Atlantic to the Pacific, it must
assuredly give a boom to piano selling by drawing the attention of
millions of people to the advantage of having a piano or player-
piano in their homes. Tactically, it is up to the dealers to convince
the people of the merits of their particular instruments.
They, of course, will only advertise the instruments which are
sold from their establishments. But if all the dealers open up the
big advertising siege guns on the public during "Piano Week," it
will have some result and the fortifications of indifference will be -\
to a great extent demolished.
That is the point. Of course, you have got to educate people
into buying, but the first tiling is to interest them.
Of course, advertising should be along lines of attractive pub-
licity and not of the gutterized type engaged in by some men which
bespatter the piano with the mud of the gutter. Forceful, definite,
well planned publicity will count.
Take the advertising which the Aeolian Co. has recently put
forth in the exploitation of its new product, the Aeolian-Vocalion.
No one can read that publicity without feeling a thrill of pride in
being connected with an industry where men create such educational
and entertaining publicity. People who would not be interested in
ordinary advertising will read such announcements and they will .
leave a permanent impression in their minds.
»
Of course, you cannot shoot over the heads of the great mass .
of the people with a too intellectual form of advertising, but what .
we need most is advertising which lifts the piano to its proper place '>.
in the estimation of the public—above the dirt and mud of those
who seek to belittle and destroy it, and place it in the realm where ,
it properly belongs by reason of its superb entertaining powers.
A splendid product should not be disgraced by the kind of trick
advertising engaged in by some concerns, but let us for Piano Week .
;
have helpful, wholesome piano advertising.
:
Let the piano merchants enter into it with the right kind of
spirit and show that the whole business will indeed be gingerized •
by the influence of national publicity.
3
"Piano week" can be made a memorable one.
a year of effort on the part of the Freight Traffic Bureau of the
National Piano Manufacturers' Association and other trade factors
the old rate of $2 for one hundred pounds was then restored.
Meanwhile the piano men have been paying the increase of 25 per
cent, for over eleven months.
Some time ago the Southern Classification Committee changed
its classification on talking machine records from first class to
double first class, thereby increasing the rate TOO per cent., based
on the argument the records were particularly fragile. It cost
representatives of the talking machine company and of the Talking
Machine Jobbers' Association some hundreds of dollars in railroad
fares and other expenses in addition to time lost to attend the meet-
ing of the Classification Committee and argue, with ultimate suc-
cess, for the return of the old rates. These two cases show that
nothing has really been gained by shifting of freight rates without •:
reason beyond causing unwarranted inconvenience to shippers.
• '3
WINTER & CO.
220 SOUTHERN BOULEVARD, NEW YORK
T
H E valuable man in any business is the nrm who can and will
co-operate. The man who antagonizes the introduction of
any new man or idea, just because he did not first suggest it,
will meet a gradual but sure defeat. Men prosper just as they use
the ideas and services of other men.
HE difficulties to be met in life are surely not fewer to-day than
in the past, and we are inclined to believe that they are more
numerous than ever. How shall we meet them? It is only moral
strength and moral energy that enables a man to nerve himself to
this.
T
Manufacturers of
Superior Pianos
and Player Pianos
THE MUSIC TRADE REVIEW
PERSONALITY—A VIRILE FORCE IN BUSINESS.
(Continued from page 3.)
and the policies of the house are reprehensible, a parting of the ways soon comes, but if both are
harmonious, the man will quickly respond to the conditions, and will represent his firm in a fitting
manner, but there cannot be a lack of harmony existing between any departments of a business.
Personality lives and is perpetuated by constant suggestion and example from the head centers
of the business. That in itself makes business personality.
If that personality comes from the founder and is concentrated
in him, presumably the force will be more virile and its influence
will reach over a greater extent than if it did not exist, and the
future of the business were vested in some man who had no definite
policies or lacked a true conception of the relations of a business house
to the public.
Gingerize the Trade by Advertising "Piano Week."
W
E have received a number of communications from piano
merchants in various parts of the country approving The
Review suggestion as to making the first week in November "Piano
Week" in an advertising sense.
Edward H. Droop, former president of the National Associa-
tion of Piano Merchants, writes: "In reference to making the first
week in November a special time to exploit the straight piano, I
wish to assure you of my hearty endorsement and co-operation in
this stand. T agree with you that it is high time the dealers
throughout the country did wake up to the fact, and unless some-
thing is done to exploit the well made, reliable straight piano at
this time, business in this particular direction will continue dull
and unprofitable."
The position of Mr. Droop is supported by hundreds of piano
merchants in all sections of the country, and from the reports
which have reached this office we are inclined to believe that the
first week in November will be an illuminating one in the way of
piano publicity.
It will be interesting to see just how many dealers will follow
this suggestion to the point of using space liberally during that
particular period in the pages of their local papers. Surely no
better time could be for piano exploitation than the first part of
November.
National advertising of any kind is helpful to everyone en-
gaged in business. The big advertisers in every trade have been
the ones who have built trade for others, but when the dealers start
a chain of advertising from the Atlantic to the Pacific, it must
assuredly give a boom to piano selling by drawing the attention of
millions of people to the advantage of having a piano or player-
piano in their homes. Tactically, it is up to the dealers to convince
the people of the merits of their particular instruments.
They, of course, will only advertise the instruments which are
sold from their establishments. But if all the dealers open up the
big advertising siege guns on the public during "Piano Week," it
will have some result and the fortifications of indifference will be -\
to a great extent demolished.
That is the point. Of course, you have got to educate people
into buying, but the first tiling is to interest them.
Of course, advertising should be along lines of attractive pub-
licity and not of the gutterized type engaged in by some men which
bespatter the piano with the mud of the gutter. Forceful, definite,
well planned publicity will count.
Take the advertising which the Aeolian Co. has recently put
forth in the exploitation of its new product, the Aeolian-Vocalion.
No one can read that publicity without feeling a thrill of pride in
being connected with an industry where men create such educational
and entertaining publicity. People who would not be interested in
ordinary advertising will read such announcements and they will .
leave a permanent impression in their minds.
»
Of course, you cannot shoot over the heads of the great mass .
of the people with a too intellectual form of advertising, but what .
we need most is advertising which lifts the piano to its proper place '>.
in the estimation of the public—above the dirt and mud of those
who seek to belittle and destroy it, and place it in the realm where ,
it properly belongs by reason of its superb entertaining powers.
A splendid product should not be disgraced by the kind of trick
advertising engaged in by some concerns, but let us for Piano Week .
;
have helpful, wholesome piano advertising.
:
Let the piano merchants enter into it with the right kind of
spirit and show that the whole business will indeed be gingerized •
by the influence of national publicity.
3
"Piano week" can be made a memorable one.
a year of effort on the part of the Freight Traffic Bureau of the
National Piano Manufacturers' Association and other trade factors
the old rate of $2 for one hundred pounds was then restored.
Meanwhile the piano men have been paying the increase of 25 per
cent, for over eleven months.
Some time ago the Southern Classification Committee changed
its classification on talking machine records from first class to
double first class, thereby increasing the rate TOO per cent., based
on the argument the records were particularly fragile. It cost
representatives of the talking machine company and of the Talking
Machine Jobbers' Association some hundreds of dollars in railroad
fares and other expenses in addition to time lost to attend the meet-
ing of the Classification Committee and argue, with ultimate suc-
cess, for the return of the old rates. These two cases show that
nothing has really been gained by shifting of freight rates without •:
reason beyond causing unwarranted inconvenience to shippers.
• '3
WINTER & CO.
220 SOUTHERN BOULEVARD, NEW YORK
T
H E valuable man in any business is the nrm who can and will
co-operate. The man who antagonizes the introduction of
any new man or idea, just because he did not first suggest it,
will meet a gradual but sure defeat. Men prosper just as they use
the ideas and services of other men.
HE difficulties to be met in life are surely not fewer to-day than
in the past, and we are inclined to believe that they are more
numerous than ever. How shall we meet them? It is only moral
strength and moral energy that enables a man to nerve himself to
this.
T
Manufacturers of
Superior Pianos
and Player Pianos
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