Music Trade Review
Issue: 1917 Vol. 65 N. 6 - Page 8
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
8
Piano Advertising Should Create a Desire for Music
The Desirability and Necessity of Music in the Home Should Be Strongly Emphasized in
Every Piano Advertisement, Rather Than a Mere Appeal for Some One Instrument
There is a marked tendency on the part of
men who write retail advertising copy for pianos
to resort to the conventional spurt of superla-
tive adjectives which
bear on why this or
that piano, on ac-
count of its tone,
etc., should be the
buyer's
choice.
This kind of adver-
tising has its ad-
vantage" in the fact
that it aims to in-
fluence people to
Your Daughter
buy the particular
You want her to he r e - brand of instrument
fined and accomplished.
Her accomplishments will which the advertiser
not be compfefe without wishes to sell, but it
mastering, tha piano, -i , a l s o h a s a
The small Grand Piano !
weakness
would be an ideal crift for in that it is aimed
her—H is the piano par
,
,
,
excellence.
' only at those who
The Apartment
Grand
has Won its way into
heart's and homes
Tonally marvelous, in de-
sign a thing of beauty, it
occupies no more room
than an Upright piano
Ask us to mail you" paper
your
floor snowing: limited
pattern
space
Price $ it 4 will 6 5 require on
are already deter-
mined on the pur-
chase of a piano—it
does not c r e a t e
buyers; it merely di-
buvers
t
e c t S Du erb
y -
While from a busi-
n e s s standpoint this
.
.
kind of advertising
can be most ably
defended in that the
major aim of any
concern is to get the
people to b u y a
particular brand of a
Ave., at Jaekton Blvd particular
product
An Appeal to Parents
it has to sell, yet
we believe that piano merchants will find it to
their advantage to devote a considerable part
of, say, every fourth advertisement which they
use to emphasize why a high-grade piano or a
high-grade player-piano should be a thing to
be eagerly desired by all.
We believe that this suggestion is particularly
apropos at this time because, owing to the vicis-
grade piano and player-piano as a happiness
maker in the home.
Manufacturers in every line such as auto-
mobiles are going to recognize the new fields
of buyers which are springing up and are go-
ing to expend considerable effort to educate
these people to want what they are making—
first the thing itself, and then the particular
brand.
Take, for instance, the recent double spread
of the Overland Co. with which we are all more
or less familiar.
On the left hand page the
husband and wife are sitting around the living-
room lamp. The attitude of both is restless
with a sort of worried and dissatisfied look
on the face of the wife. Contrasted to this, on
the right hand page, the same couple are seen
motoring along a beautiful road with complete
contentment radiating from the faces of both.
The reading matter that goes with these illus-
trations brings out the idea that to make your
The Modern Home Has
a Piano That Any One
Can Play—Has Yours?
Hear it here TODAY
Jen jhous&nd
J%elodic*s
Ctn Cbonsaa4 melodies Can
Be Yours witb OK Hptll*
Player Piano
The world's richest and most wonderful
music you can play, for yourself. The
metal motor in the Apollo Player Piano,
which will last a lifetime, and many other
features possessed by no other Player
Piano, will con-
vince y o u at
o n c e that n»
other Player can
compare w i t h
the
Price $ 6 5 0
Casy Weekly PaynwnU
Write for Sooldet.
The Rudolph Wurlitzer Company
115 West 40th St., New York.
A High Class Presentation of the Player
situdes of war, wealth is slipping into many new
hands and to divert the purchasing power of this
newly rich element to our music industry, it
is necessary to present the claims of the high-
OUR PLAYER PIANOS
Modern-home life, calls for the uniting in-
fluence of family music. No single thing
among all your pleasures binds husband
closer to wife, keeps the home life on a high-
er plan a, or sweetens a child's mind with
happier fancies than a piano that any one
can use and all enjoy together.
Rather, in one advertisement o u t of every four,
let's work on t h e basic assumption that there
are thousands of people n o t y e t endowed with
the desire t o o w n a high-grade piano, a n d
that these thousands are going t o be turned
into buyers by educating them to t h e value of
pianos in their homes—in the lives of those dear
I
V JE •*. FX?»' 0
T , C M X/W
HMxmtm PEcicjf JCO
Fifth Avfenue.
yn Stote 47
Make home the
most attractive, the
most fascinating,
place the children
know.
Good musickwps
thfrn home
w j (irandisrssortiallytht
hoiiw mstnimrat thai
maKfi
E m p h a s i z i n g Music a s a H o m e - B u i l d e r
to them a n d a s an upbuilder of h o m e life in
general.
In m o s t a d v e r t i s i n g s a l e s m a n s h i p , t h e prin-
ciple involved is t o sell t h e r e a d e r direct on t h e
product. T h e o t h e r w a y — t h e o n e w e here r e -
fer to—is t o sell t h e r e a d e r o n t h e idea t h a t
s o m e b o d y else should have t h e t h i n g adver-
tised.
T h e c o m m o n a n d older forms of this
appeal a r e : " f o r t h e b i r t h d a y " ; ''for t h e b r i d e " ;
"for C h r i s t m a s " ; etc. T h e n e w e r form of this
s a m e principle, however, does n o t depend upon
the season, b u t r a t h e r t h r u s t s itself right into
the family h o m e as a live issue of t h e family
conversation.
Of course, we do not recommend piano mer-
chants to discard such other important and
valuable kinds of appeal as the one to vanity,
to pride of ownership, to playing yourself and
Let Your Children Learn to
Play a Piano This Summer
Repair the neglected musical education of
your youth with a piano that entails no prac- •
tice. Let your, home have the distinctive at-
mosphere that only an abundance of good
music can.supply. Exchange your silent
piano, whose limitations restrict the whole
family's pleasures, for a
Lindeman Player Piano
Other excellent grades are the Stefnway,
Everett, Emerson, Henry F. Miller,, Gabler,
Faber and Royal.
Sold for Cash or Easy Payments.
FRED LEITHOLD
PIANO CO.
325 Main S t
Music a s a H a r m o n i z e r
wife happy y o u o w e it t o h e r to b u y her a
m o t o r car—an Overland.
Now, we venture t o s a y t h a t this same type
of appeal fits most aptly into t h e selling of
musical instruments.
T h e success of American
family life rests o n m a k i n g t h e American h o m e
a seat of true happiness, a n d of all ways to
enrich t h e home life, there is n o w a y better
than t h r o u g h "music in t h e h o m e . "
There-
fore, inasmuch as t h e American home life is
the bed-rock of o u r national spirit, w e can
spread a gospel of value and at t h e same time
sell pianos.
Let's n o t in every advertisement we write
take it for granted that people want t o buy
pianos, a n d that they merely need t o be con-
vinced as to what brand they should o w n .
Now is the time. Don't put it off. Your children need
a piano. We have them to sell. If you're not inter-
ested in buying an expensive new piano, come and
see what you can buy for just a little money in our
second-hand department. Pianos are being traded
in every day on the player-pianos. These must be
sold again at sacrifice prices. Some are old and can
be bought for $40, $60 and $60. Others are more
up-to-date looking and in good playing condition.
You will find them the best values in the city at
$80, $90 and $100. Terms to suit everybody.
Milwaukee Piano
Mfg. Co.
264-66 West Water St.
Store open every evenina.
An Excellent Summer Appeal
to mastering piano classics through the modern
player-piano.
We simply wish to emphasize
the value of occasionally using the indirect form
which does not appeal to the selfish instinct of
the person able to buy but rather appeals
THE MUSIC TRADE REVIEW
8
Piano Advertising Should Create a Desire for Music
The Desirability and Necessity of Music in the Home Should Be Strongly Emphasized in
Every Piano Advertisement, Rather Than a Mere Appeal for Some One Instrument
There is a marked tendency on the part of
men who write retail advertising copy for pianos
to resort to the conventional spurt of superla-
tive adjectives which
bear on why this or
that piano, on ac-
count of its tone,
etc., should be the
buyer's
choice.
This kind of adver-
tising has its ad-
vantage" in the fact
that it aims to in-
fluence people to
Your Daughter
buy the particular
You want her to he r e - brand of instrument
fined and accomplished.
Her accomplishments will which the advertiser
not be compfefe without wishes to sell, but it
mastering, tha piano, -i , a l s o h a s a
The small Grand Piano !
weakness
would be an ideal crift for in that it is aimed
her—H is the piano par
,
,
,
excellence.
' only at those who
The Apartment
Grand
has Won its way into
heart's and homes
Tonally marvelous, in de-
sign a thing of beauty, it
occupies no more room
than an Upright piano
Ask us to mail you" paper
your
floor snowing: limited
pattern
space
Price $ it 4 will 6 5 require on
are already deter-
mined on the pur-
chase of a piano—it
does not c r e a t e
buyers; it merely di-
buvers
t
e c t S Du erb
y -
While from a busi-
n e s s standpoint this
.
.
kind of advertising
can be most ably
defended in that the
major aim of any
concern is to get the
people to b u y a
particular brand of a
Ave., at Jaekton Blvd particular
product
An Appeal to Parents
it has to sell, yet
we believe that piano merchants will find it to
their advantage to devote a considerable part
of, say, every fourth advertisement which they
use to emphasize why a high-grade piano or a
high-grade player-piano should be a thing to
be eagerly desired by all.
We believe that this suggestion is particularly
apropos at this time because, owing to the vicis-
grade piano and player-piano as a happiness
maker in the home.
Manufacturers in every line such as auto-
mobiles are going to recognize the new fields
of buyers which are springing up and are go-
ing to expend considerable effort to educate
these people to want what they are making—
first the thing itself, and then the particular
brand.
Take, for instance, the recent double spread
of the Overland Co. with which we are all more
or less familiar.
On the left hand page the
husband and wife are sitting around the living-
room lamp. The attitude of both is restless
with a sort of worried and dissatisfied look
on the face of the wife. Contrasted to this, on
the right hand page, the same couple are seen
motoring along a beautiful road with complete
contentment radiating from the faces of both.
The reading matter that goes with these illus-
trations brings out the idea that to make your
The Modern Home Has
a Piano That Any One
Can Play—Has Yours?
Hear it here TODAY
Jen jhous&nd
J%elodic*s
Ctn Cbonsaa4 melodies Can
Be Yours witb OK Hptll*
Player Piano
The world's richest and most wonderful
music you can play, for yourself. The
metal motor in the Apollo Player Piano,
which will last a lifetime, and many other
features possessed by no other Player
Piano, will con-
vince y o u at
o n c e that n»
other Player can
compare w i t h
the
Price $ 6 5 0
Casy Weekly PaynwnU
Write for Sooldet.
The Rudolph Wurlitzer Company
115 West 40th St., New York.
A High Class Presentation of the Player
situdes of war, wealth is slipping into many new
hands and to divert the purchasing power of this
newly rich element to our music industry, it
is necessary to present the claims of the high-
OUR PLAYER PIANOS
Modern-home life, calls for the uniting in-
fluence of family music. No single thing
among all your pleasures binds husband
closer to wife, keeps the home life on a high-
er plan a, or sweetens a child's mind with
happier fancies than a piano that any one
can use and all enjoy together.
Rather, in one advertisement o u t of every four,
let's work on t h e basic assumption that there
are thousands of people n o t y e t endowed with
the desire t o o w n a high-grade piano, a n d
that these thousands are going t o be turned
into buyers by educating them to t h e value of
pianos in their homes—in the lives of those dear
I
V JE •*. FX?»' 0
T , C M X/W
HMxmtm PEcicjf JCO
Fifth Avfenue.
yn Stote 47
Make home the
most attractive, the
most fascinating,
place the children
know.
Good musickwps
thfrn home
w j (irandisrssortiallytht
hoiiw mstnimrat thai
maKfi
E m p h a s i z i n g Music a s a H o m e - B u i l d e r
to them a n d a s an upbuilder of h o m e life in
general.
In m o s t a d v e r t i s i n g s a l e s m a n s h i p , t h e prin-
ciple involved is t o sell t h e r e a d e r direct on t h e
product. T h e o t h e r w a y — t h e o n e w e here r e -
fer to—is t o sell t h e r e a d e r o n t h e idea t h a t
s o m e b o d y else should have t h e t h i n g adver-
tised.
T h e c o m m o n a n d older forms of this
appeal a r e : " f o r t h e b i r t h d a y " ; ''for t h e b r i d e " ;
"for C h r i s t m a s " ; etc. T h e n e w e r form of this
s a m e principle, however, does n o t depend upon
the season, b u t r a t h e r t h r u s t s itself right into
the family h o m e as a live issue of t h e family
conversation.
Of course, we do not recommend piano mer-
chants to discard such other important and
valuable kinds of appeal as the one to vanity,
to pride of ownership, to playing yourself and
Let Your Children Learn to
Play a Piano This Summer
Repair the neglected musical education of
your youth with a piano that entails no prac- •
tice. Let your, home have the distinctive at-
mosphere that only an abundance of good
music can.supply. Exchange your silent
piano, whose limitations restrict the whole
family's pleasures, for a
Lindeman Player Piano
Other excellent grades are the Stefnway,
Everett, Emerson, Henry F. Miller,, Gabler,
Faber and Royal.
Sold for Cash or Easy Payments.
FRED LEITHOLD
PIANO CO.
325 Main S t
Music a s a H a r m o n i z e r
wife happy y o u o w e it t o h e r to b u y her a
m o t o r car—an Overland.
Now, we venture t o s a y t h a t this same type
of appeal fits most aptly into t h e selling of
musical instruments.
T h e success of American
family life rests o n m a k i n g t h e American h o m e
a seat of true happiness, a n d of all ways to
enrich t h e home life, there is n o w a y better
than t h r o u g h "music in t h e h o m e . "
There-
fore, inasmuch as t h e American home life is
the bed-rock of o u r national spirit, w e can
spread a gospel of value and at t h e same time
sell pianos.
Let's n o t in every advertisement we write
take it for granted that people want t o buy
pianos, a n d that they merely need t o be con-
vinced as to what brand they should o w n .
Now is the time. Don't put it off. Your children need
a piano. We have them to sell. If you're not inter-
ested in buying an expensive new piano, come and
see what you can buy for just a little money in our
second-hand department. Pianos are being traded
in every day on the player-pianos. These must be
sold again at sacrifice prices. Some are old and can
be bought for $40, $60 and $60. Others are more
up-to-date looking and in good playing condition.
You will find them the best values in the city at
$80, $90 and $100. Terms to suit everybody.
Milwaukee Piano
Mfg. Co.
264-66 West Water St.
Store open every evenina.
An Excellent Summer Appeal
to mastering piano classics through the modern
player-piano.
We simply wish to emphasize
the value of occasionally using the indirect form
which does not appeal to the selfish instinct of
the person able to buy but rather appeals
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