Music Trade Review

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62
THE MUSIC TRADE
REVIEW
MAY
15, 1920
ENCOURAGING SUMMER MUSIC TEACHING—(Continued from page 61)
fishing, golf, tennis and "hikes" should form
part of the daily program, and novelties of all
kinds in the way of concerts, etc., may be de-
vised. Altogether, this is a very jolly con-
ception of the Summer School thought; and
perseverance, courage and ability place it with-
in the reach of every kind of teacher, irrespec-
tive of ordinary circumstances.
Three times the space of this article might
be devoted to suggesting the ways and means
cf other summer teaching methods besides the
three common ones outlined. Kvery teacher's
individual circumstances must guide his or her
judgment as to the best manner in which to
proceed.
The advertisement and conduct of the Sum-
mer School or class, particularly .the former, are
prime features in the organization of a suc-
cessful enterprise. The first mentioned requires
judiciousness and care as regards "get-up,"
content, tone and time of appearance and cir-
culation. By conduct is meant the establish-
ment and maintenance of a good character,
reputation and moral atmosphere in the school,
etc.
Proper advertisement consists of offering
something to the public in a manner calculated .
to bring the advertiser the greatest possible
measure of profit. It is n'ot possible, of course,
to suggest or expound in this limited space the
multiplicity of advertising ideas or schemes
which may be followed. The methods which
are suggested here are intended to fill the needs
of the very great majority of teachers in ordi-
nary conditions arrd circumstances. The large
city conservatories, or the more affluent teach-
ers, will have no difficulty in hitting upon the
campaign ,best suited to give them the returns
they wish.
Copy should be concise and unmistakable. It
should make no false promises, possess no
catches in phraseology and be printed in the
character best suited for the element it is to
reach.
Sensationalism in matter and type
should be tabooed.
A reasonable idea, which may be followed at
a small cost, is to have printed a letter giving
a well-composed outline of exactly what is
planned for the summer, with a sketch of the
advantages and pleasures and plans furnished
the reader. A small, neatly printed card con-
taining the length of the terms, courses of
study and rates of tuition, etc., arranged in a
tabulated form, should be inclosed in the let-
ter. This letter (or pamphlet, if you wish) may
be printed on the ordinary studio letter-head
An original twist, at increased expense, of
course, is secured by having a different tint of
paper from that in ordinary use; this is to sug-
gest distinctiveness in the summer work from
that of the winter. The mailing of the letter to
a select list will bring greater results than pro-
miscuous distribution.
An ad in a local paper, if not too expensive,
either alone or with the circulation of the let-
ter, often brings many responses. In preparing
copy for a newspaper avoid, saying too much
lest you crowd the space and destroy the effec-
tiveness of the "ad." A good and safe course to
follow in this regard is to prepare the copy in
several different forms and lengths and then
secure the advice of a competent compositor as
to the best display possibilities. This may take
a little extra time and trouble, but the results
will justify the outlay. The size of the space
depends entirely upon the monetary outlay.
The winter class should be informed of the
summer teaching plans as soon as possible, and
the pupils encouraged to discuss the matter with
parents and friends. This may result in many
changes in vacation itineraries to the profit of
the teacher. Care should be observed that the
class makes no misstatements of the teacher's
arrangements, lest misconstruction and mis-
understanding arise.
The time to begin advertising a Summer
School or class is very important. If a teacher
has had rumored by the class and others the
knowledge that she is to teach during the sum-
mer the letter and newspaper advertisement
should make their appearance from six to eight
weeks before the start of the teaching. If the
newspaper rates are not expensive the ad
should run weekly until the opening. The let-
ters may be sent out as fast as prospects are
located. During this period of advertisement
it will be found wise to keep the regular class
posted on all the latest news or information
which promise increased benefits and advan-
tages to the original expectations. Particular
circumstances and conditions are the best means
of telling a teacher when to begin advertising,
and our .suggestion applies merely to the gen-
eral run of teachers as we know them. Avoid
launching the rumors and advertising with a
great boom only to have them die out later
from lack of propagation. The safest plan is
a conservative start with the gradual building
of a climax, this to be reached about two weeks
before the beginning cf the class.
Xo matter what advertising scheme is fol-
lowed care must be observed that it contains
no bad taste or doubtful innovations. Handbills,
poor cuts, doubtful pleasure hints, possibilities
for the extravagant spending of money, etc.,
must be sidestepped at all costs. Also, do not
be penny-wise and dollar-foolish by indulging
in cheap and tawdry printing or in an indiscreet
adoption of colored inks to attract attention, in
lieu of the outlay of a little more money for
first-class work.
The matter of advising upon the conduct or
management of a Summer School is one of ex-
treme delicacy. Yet nothing is more impor-
tant for a school, particularly a boarding school,
than that it shall own an irreproachable reputa-
tion as regards character and morals. It is con-
sidered almost requisite for a teacher to request
references, or at least some information, from
every applicant to the resort or boarding school,
unless the applicant be known. This marks n '
reflection on the applicant and no fair-minded
individual would object to furnishing the re-
quested information. Of course, a teacher can-
not dictate personal habits to pupils or boarders,
but he can with propriety insist upon the ob-
servance of the school's rules. These rules
should be printed and placed in each pupil's
hands as soon as possible after enrollment.
That teacher will best successfully handle this
phase of the Summer School question who keeps
well posted on the pupils' individual charac-
teristics and develops tact.
* * *
There arc no fixed terms (in the sense of
periods) for pupils in Summer Schools or
classes. Pupils may study in periods varying
from one week to the entire season, and teach-
ers will be wise if they make provision for all
candidates for study irrespective of the num-
ber of lessons desired. However, if a teacher
be fortunate enough to secure definite arrange-
ments with pupils for regular periods similar
to the winter arrangements without altering the
summer character of his school, all the better.
The point to be considered is that the school
hopes for maintenance during a season in which
most music students do not actively study, and
must lay its plans to cope with unusual con-
tingencies. A good plan is to include every
acceptable pupil that conies along when time
and convenience permit.
The matter of tuition rates depends entirely
upon the teacher as under ordinary circum-
stances. However, payment in advance for all
contracted lessons should bo firmly insisted
upon, and in cases where this rule is not prac-
ticable or possible a comprehensive agreement
as regards payments should be made before
the first lesson is given. The teacher must ex-
ercise the utmost discretion when departing
from these rules. It is a very easy matter for
pupils to promise spending a certain period with
this or that teacher at the school, and then
alter their plans without a word to the teacher,
who, meanwhile, has reserved time for them.
No difficulty as regards this delicate but most
requisite phase of the summer teaching idea
need be experienced if the teacher displays com-
mon sense. Any fair-minded person will ap-
preciate the justice of the teacher's viewpoint
and will do his or her best to coincide.
A good idea relative to the collection of sum-
mer fees—one which inestimably relieves the
teacher of the bother and worry—is to engage
a secretary at a small wage, which may be paid
in lessons, or part board in a boarding school.
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