Music Trade Review
Issue: 1922 Vol. 74 N. 3 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
REVIEW
flUJIC TIRADE
VOL. LXXIV. No. 3
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York.
Jan. 21, 1922
10 Cents
Advertising
T
H E question of the national advertising of pianos and players on a co-operative basis with a view to
stimulating the demand for these instruments generally in a big way, rather than to a more limited extent
featuring one make or the other, has been before the trade for a number of years, but never has it been
possible to bring about concerted action even among those who were free to admit that the idea was a
good one. Over ten years ago The Review strongly urged the carrying on of such a national campaign of
advertising in the belief that a substantial increase in the piano business would depend upon making the public
more familiar with that instrument and what it represented. At that time the co-operative advertising idea had
not developed to a point where it was a more or less common practice in many industries.
For some time past the national magazines have been well filled with page and two-page announcements
by various combined trade interests. The hardwood lumber people, the paint manufacturers, the fruit-growers,
the cut-stone interests and even florists have seen the light and have been advertising consistently and effec-
tively. As Thomas M. Pletcher pointed out to the members of the New York Piano Manufacturers' Association
and their guests in New York last week, the florists, through combined advertising, have made the slogan, "Say
It With Flowers," one of national significance, although what they offer withers and is worthless after two or
three days. How much more effective is the argument presented by the piano men in any advertising they may
contemplate!
Mr. Pletcher at the present time stands forth as the principal advocate of national advertising, and in the
advertising of the rolls made by his company there is always found the appeal to buy a player-piano. It is a
selfish appeal, perhaps, because it is designed to increase the field for music roll sales, but it is also calculated to
attract attention to the player-piano and increase business.
Perhaps his arraignment of the piano manufacturers as "pikers" in the matter of national advertising
grates on the nerves of some members of the trade, but Mr. Pletcher evidently feels that the situation is one that
requires drastic treatment and he does not hesitate to give such treatment. His offer of $50,000 to be added to a
fund of $200,000 raised by piano manufacturers for national advertising may at least be accepted as an indica-
tion of sincerity.
It has been stated frequently by well-informed members of the trade that what the industry needs is
greater production, but that production must come as an answer to increased demand. It is quite evident that
the standard trade methods are not producing this demand, and the low output of the piano factories last year
emphasizes this fact most strongly. It is agreed that real results this year can only be realized through excep-
tional effort and that new channels must be found for appealing to the public if business is to be developed.
Perhaps national advertising alone may not answer the question fully, but general conditions would
certainly seem to warrant the giving of earnest attention to the possibilities of such a campaign.
A number of manufacturers have tried out the national advertising campaign in a modest way and in
several cases have been disappointed with the results. In such instances the appeal has been confined to one
make of instrument, and, with limited distribution throughout the country, only a small portion of the advertis-
ing value could be realized upon. It is common sense that if a manufacturer's distribution is confined to only
about half the country only half the circulation of a national medium is of any value to him.
Co-operative national advertising setting forth the delights and value of player-pianos as such and arous-
ing public interest in such instruments as a whole rather than in any one particular make is bound to help
business. The man who is sold on the player-piano itself can go to the retailer in his own town and get an
instrument of that type of some certain make. It seems to be the only solution to the problem of having the
prospect come into the store of his own accord rather than coming in response to the personal.appeal of the sales-
man, as is now the case.
THE
REVIEW
flUJIC TIRADE
VOL. LXXIV. No. 3
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Ave., New York.
Jan. 21, 1922
10 Cents
Advertising
T
H E question of the national advertising of pianos and players on a co-operative basis with a view to
stimulating the demand for these instruments generally in a big way, rather than to a more limited extent
featuring one make or the other, has been before the trade for a number of years, but never has it been
possible to bring about concerted action even among those who were free to admit that the idea was a
good one. Over ten years ago The Review strongly urged the carrying on of such a national campaign of
advertising in the belief that a substantial increase in the piano business would depend upon making the public
more familiar with that instrument and what it represented. At that time the co-operative advertising idea had
not developed to a point where it was a more or less common practice in many industries.
For some time past the national magazines have been well filled with page and two-page announcements
by various combined trade interests. The hardwood lumber people, the paint manufacturers, the fruit-growers,
the cut-stone interests and even florists have seen the light and have been advertising consistently and effec-
tively. As Thomas M. Pletcher pointed out to the members of the New York Piano Manufacturers' Association
and their guests in New York last week, the florists, through combined advertising, have made the slogan, "Say
It With Flowers," one of national significance, although what they offer withers and is worthless after two or
three days. How much more effective is the argument presented by the piano men in any advertising they may
contemplate!
Mr. Pletcher at the present time stands forth as the principal advocate of national advertising, and in the
advertising of the rolls made by his company there is always found the appeal to buy a player-piano. It is a
selfish appeal, perhaps, because it is designed to increase the field for music roll sales, but it is also calculated to
attract attention to the player-piano and increase business.
Perhaps his arraignment of the piano manufacturers as "pikers" in the matter of national advertising
grates on the nerves of some members of the trade, but Mr. Pletcher evidently feels that the situation is one that
requires drastic treatment and he does not hesitate to give such treatment. His offer of $50,000 to be added to a
fund of $200,000 raised by piano manufacturers for national advertising may at least be accepted as an indica-
tion of sincerity.
It has been stated frequently by well-informed members of the trade that what the industry needs is
greater production, but that production must come as an answer to increased demand. It is quite evident that
the standard trade methods are not producing this demand, and the low output of the piano factories last year
emphasizes this fact most strongly. It is agreed that real results this year can only be realized through excep-
tional effort and that new channels must be found for appealing to the public if business is to be developed.
Perhaps national advertising alone may not answer the question fully, but general conditions would
certainly seem to warrant the giving of earnest attention to the possibilities of such a campaign.
A number of manufacturers have tried out the national advertising campaign in a modest way and in
several cases have been disappointed with the results. In such instances the appeal has been confined to one
make of instrument, and, with limited distribution throughout the country, only a small portion of the advertis-
ing value could be realized upon. It is common sense that if a manufacturer's distribution is confined to only
about half the country only half the circulation of a national medium is of any value to him.
Co-operative national advertising setting forth the delights and value of player-pianos as such and arous-
ing public interest in such instruments as a whole rather than in any one particular make is bound to help
business. The man who is sold on the player-piano itself can go to the retailer in his own town and get an
instrument of that type of some certain make. It seems to be the only solution to the problem of having the
prospect come into the store of his own accord rather than coming in response to the personal.appeal of the sales-
man, as is now the case.
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