Music Trade Review
Issue: 1918 Vol. 67 N. 11 - Page 16
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THE MUSIC TRADE REVIEW
16
SEPTEMBER 14, 1918
Plans Complete for Nation- Wide
Music Advertising Campaign
National Bureau for the Advancement of Music Prepares Series of Twelve Advertisements Featuring the Need of Music
in War Time Which Will Appear in the Leading Newspapers of the Country for the Next
Three Months Through the Co-operation of Retail Music Dealers
C. M. Tremaine, director of the National Bu-
reau for the Advancement of Music, has com-
pleted the drafting of the twelve advertisements
designed for use during October, November and
Each of the twelve advertisements, and most
of them are designed to occupy full-page news-
paper space, is original in design and layout
and most artistic from a typographical stand-
The three advertisements reproduced herewith
afford an excellent idea of the very attractive
character of the copy, to which much thought
and study has been given. Proofs of the en-
tire series of twelve advertisements have been
prepared and arranged in portfolios to be sent
for inspection to those interested. The idea of
the campaign is set forth on the first page of
the portfolio as follows:
"To the Trade: This is the age of the group-
ing of forces—among nations and among in-
dustries. Other trades have combined in co-
operative advertising effort to increase their
business and have prospered enormously there-
Special
by.
NEED of MUSIC
"The time is ripe for the music industries to
do likewise. Never has music rendered a greater
during'
service to mankind than it is rendering at this
WAR TIME
very moment. Never has man needed music
as he needs it now—on the battle front and by
his own fireside.
"There is a wonderful story to be told and
it means dollars and cents in your pocket to
have it told forcefully to the people in your
community. This copy tells the story.
"If you and the other dealers in your city
EVER can music be placed in the background. It has proved
combine and use this copy, the message will be
its necessity. It has won its spurs.
carried to the people you wish to reach.
"Get busy and act—in order to increase your
When the history of this terrible war is writtenand all the forces
profits to-day and to make certain of increased
which have helped to check the Hun are classified, MUSIC will
profits to-morrow.
be accorded high honors as an active force. It will no longer be
"To the Newspapers: This copy will help
considered simply an embellishment or a pleasing pastime.
you to make money. It will bring you business.
As the music merchant is benefited by increas-
ing his clientele, so you are benefited by en-
General Pershing calls for larger bands diers back of the line for a band concert as
couraging him to develop his business through
and more music in the same message in a military measure.
which he callsfor more food and munitions.
Music has the miraculous power to
advertising."
He says: "Music and entertainment areas give every man what he needs. It gives
The plan of the campaign has been taken up
essential to the soldier as food and sleep." courage to the man who lacks courage,
with the leading piano and talking machine deal-
All the other generals are unanimous calms the high-strung and overwrought,
ers, as well as the leading newspapers in sev-
strengthens the weary and gives a unan-
in expressing the same sentiment.
enty representative cities throughout the coun-
Every day a new story—gripping and imity of determination to everyone. It
powerful—comes across the water showing transforms a group of soldiers into an
try. The idea as set forth is that the music
the part music is taking on the battlefront. indomitable army.
houses co-operate in running the copy in their
Edison says: " ' T h e Marseillaise' is
W e are told that, before a general
respective cities, and by dividing the cost of
charge, it is customary to bring the sol- worth a million men to France."
the space make the expense to the individual
merchant very small. Each advertisement is so
When the million* of soldiers come back and tell us what music
has meant to them in the training camp and during the soul-trying
designed that the names of the music houses
days at the front, and when they are greeted by the song of
responsible for its insertion may be inserted at
victory, springing spontaneously from a hundred inillion throats-
the bottom. It is felt that the same copy ap-
then we will realize what music means to every human being.
pearing simultaneously in close to seventy news-
papers will make a powerful impression upon
There is not a man, woman or child ivhosc life will not be
the public generally, and to insure the copy be-
ing uniform, arrangements have been made to
enriched by jtiusic. This great truth is being understood to a
supply mats of the advertisements to the news-
fuller extent every day.
papers at a price that will be much lower than
the cost of separate composition.
Names of firms participating inserted here
When the preliminary plans for the big cam-
paign were discussed with the visiting piano
merchants during the convention they were as
MUSIC WIIL HEU> W W THE AVAR.
a unit in endorsing the idea, and as the arrange-
ments have worked out their enthusiasm has in-
The First of the Series of Twelve Advertisements
creased. Mr. Tremaine has already received
December by piano merchants in all the larger point. The campaign is intended to start in assurances from piano merchants in a number
cities of the country. Each advertisement is the first week in October and run up to Christ- of cities to the effect that they will run the ad-
calculated to impress the reader with the essen- mas, and the copy has been so arranged as to vertising, and the prospects are that the cam-
tiality of music in the home at all times, and make the arguments progress from one adver- paign will prove very successful.
Full-sized proofs of all the advertisements in
particularly during the war period, and in each tisement to the other, from the plain statement
bit of copy there is put forth some distinctive of music's value, to the final direct selling argu- portfolio form will be sent upon request to
piano merchants and newspapers for inspection.
ments at the end of the series.
argument to prove the direct results of music.
and in
ntFie
Battkjivnt
the (amp
Music is rendering a Service of Inestimable W u e
N
A NATURAL PART OF EVECV PIANO DEALERS TOADE
OPGANS
PIANOS
IM THE AOTOTW/C FIEU>
J. P. 5 E E H U H G
PIANO
COMPANY , . -CHICAGO ILLINOIS —
THE MUSIC TRADE REVIEW
16
SEPTEMBER 14, 1918
Plans Complete for Nation- Wide
Music Advertising Campaign
National Bureau for the Advancement of Music Prepares Series of Twelve Advertisements Featuring the Need of Music
in War Time Which Will Appear in the Leading Newspapers of the Country for the Next
Three Months Through the Co-operation of Retail Music Dealers
C. M. Tremaine, director of the National Bu-
reau for the Advancement of Music, has com-
pleted the drafting of the twelve advertisements
designed for use during October, November and
Each of the twelve advertisements, and most
of them are designed to occupy full-page news-
paper space, is original in design and layout
and most artistic from a typographical stand-
The three advertisements reproduced herewith
afford an excellent idea of the very attractive
character of the copy, to which much thought
and study has been given. Proofs of the en-
tire series of twelve advertisements have been
prepared and arranged in portfolios to be sent
for inspection to those interested. The idea of
the campaign is set forth on the first page of
the portfolio as follows:
"To the Trade: This is the age of the group-
ing of forces—among nations and among in-
dustries. Other trades have combined in co-
operative advertising effort to increase their
business and have prospered enormously there-
Special
by.
NEED of MUSIC
"The time is ripe for the music industries to
do likewise. Never has music rendered a greater
during'
service to mankind than it is rendering at this
WAR TIME
very moment. Never has man needed music
as he needs it now—on the battle front and by
his own fireside.
"There is a wonderful story to be told and
it means dollars and cents in your pocket to
have it told forcefully to the people in your
community. This copy tells the story.
"If you and the other dealers in your city
EVER can music be placed in the background. It has proved
combine and use this copy, the message will be
its necessity. It has won its spurs.
carried to the people you wish to reach.
"Get busy and act—in order to increase your
When the history of this terrible war is writtenand all the forces
profits to-day and to make certain of increased
which have helped to check the Hun are classified, MUSIC will
profits to-morrow.
be accorded high honors as an active force. It will no longer be
"To the Newspapers: This copy will help
considered simply an embellishment or a pleasing pastime.
you to make money. It will bring you business.
As the music merchant is benefited by increas-
ing his clientele, so you are benefited by en-
General Pershing calls for larger bands diers back of the line for a band concert as
couraging him to develop his business through
and more music in the same message in a military measure.
which he callsfor more food and munitions.
Music has the miraculous power to
advertising."
He says: "Music and entertainment areas give every man what he needs. It gives
The plan of the campaign has been taken up
essential to the soldier as food and sleep." courage to the man who lacks courage,
with the leading piano and talking machine deal-
All the other generals are unanimous calms the high-strung and overwrought,
ers, as well as the leading newspapers in sev-
strengthens the weary and gives a unan-
in expressing the same sentiment.
enty representative cities throughout the coun-
Every day a new story—gripping and imity of determination to everyone. It
powerful—comes across the water showing transforms a group of soldiers into an
try. The idea as set forth is that the music
the part music is taking on the battlefront. indomitable army.
houses co-operate in running the copy in their
Edison says: " ' T h e Marseillaise' is
W e are told that, before a general
respective cities, and by dividing the cost of
charge, it is customary to bring the sol- worth a million men to France."
the space make the expense to the individual
merchant very small. Each advertisement is so
When the million* of soldiers come back and tell us what music
has meant to them in the training camp and during the soul-trying
designed that the names of the music houses
days at the front, and when they are greeted by the song of
responsible for its insertion may be inserted at
victory, springing spontaneously from a hundred inillion throats-
the bottom. It is felt that the same copy ap-
then we will realize what music means to every human being.
pearing simultaneously in close to seventy news-
papers will make a powerful impression upon
There is not a man, woman or child ivhosc life will not be
the public generally, and to insure the copy be-
ing uniform, arrangements have been made to
enriched by jtiusic. This great truth is being understood to a
supply mats of the advertisements to the news-
fuller extent every day.
papers at a price that will be much lower than
the cost of separate composition.
Names of firms participating inserted here
When the preliminary plans for the big cam-
paign were discussed with the visiting piano
merchants during the convention they were as
MUSIC WIIL HEU> W W THE AVAR.
a unit in endorsing the idea, and as the arrange-
ments have worked out their enthusiasm has in-
The First of the Series of Twelve Advertisements
creased. Mr. Tremaine has already received
December by piano merchants in all the larger point. The campaign is intended to start in assurances from piano merchants in a number
cities of the country. Each advertisement is the first week in October and run up to Christ- of cities to the effect that they will run the ad-
calculated to impress the reader with the essen- mas, and the copy has been so arranged as to vertising, and the prospects are that the cam-
tiality of music in the home at all times, and make the arguments progress from one adver- paign will prove very successful.
Full-sized proofs of all the advertisements in
particularly during the war period, and in each tisement to the other, from the plain statement
bit of copy there is put forth some distinctive of music's value, to the final direct selling argu- portfolio form will be sent upon request to
piano merchants and newspapers for inspection.
ments at the end of the series.
argument to prove the direct results of music.
and in
ntFie
Battkjivnt
the (amp
Music is rendering a Service of Inestimable W u e
N
A NATURAL PART OF EVECV PIANO DEALERS TOADE
OPGANS
PIANOS
IM THE AOTOTW/C FIEU>
J. P. 5 E E H U H G
PIANO
COMPANY , . -CHICAGO ILLINOIS —
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