Music Trade Review
Issue: 1922 Vol. 75 N. 6 - Page 7
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 5,
1922
THE MUSIC TRADE
REVIEW
The Value of Continuous Advertising
The Overwhelming
Value of a Consistent, Continuous Advertising
Program Forcefully Demonstrated
Through
Comparison of Business Done by a Non-Advertiser, a Seasonal Advertiser and a Continuous Advertiser
— Secret of Advertising Success Lies in Obtaining Benefit of Cumulative
Publicity
Advertising is regarded, and rightly so, as the
open sesame to success in business when rightly
used. Given an honest product, meeting a well-
defined need, plus the proper kind of advertising,
and success is certain to follow. So much has
been written concerning the value of advertising
that there is nothing new to be said on the sub-
ject, although one point that is, perhaps, not as
well understood as it should be is the fact that
advertising must be continuous to produce maxi-
mum results.
The piano industry, in common with all other
industries in the country, during the past decade
has depended upon advertising to a large degree
for its success. A comparison of present-day ad-
vertising in the piano field with the publicity
which was used ten or twelve years ago will
show a distinct improvement in design, subject
matter, effectiveness and logical sales-producing
appeal. The trade has learned these lessons, but
there is one lesson which many factors in the
trade have yet to comprehend—and that is the
power and value of continuous advertising.
It, perhaps, is not far wrong to say that hitherto
the industry has pursued one of two general
courses so far as advertising is concerned. The
first has been the policy of advertising only
when business was good—when orders were pil-
ing up, when accounts were in excellent shape
and when the financial statement showed a good,
substantial surplus of cash on hand. Under these
conditions some manufacturers and dealers have
felt that they should spend some of their money
for advertising, working possibly on the theory
that because business was good and they were
making money they could afford to spend a little
of it for printers' ink. Those who have pur-
sued this policy have curtailed their advertising
when times became hard—when money was not
so plentiful and when accounts collectible com-
menced to freeze up—arguing in defense of their
policy they could not afford to spend any money
at all for publicity.
The other policy which has been pursued by
some members of the trade has been that of ad-
vertising only when business was poor. When
times were good and orders were pouring in the
argument was that there was no need for adver-
tising because the factory or the store was doing
all the business it could handle. Only when
orders fell off and when workmen and salesmen
found time hanging heavy on their hands was
advertising employed in an effort to bring in
some additional business.
Both of these policies are fundamentally wrong,
as a little thought will show. They are wrong
because they provide only for spasmodic adver-
tising—even though the spasms occur under dis-
tinctly different conditions. The only way that
advertising in this or any other industry can be
made to produce maximum results is to elimi-
nate the spasmodic policy and adopt one of con-
tinuous, consistent advertising twelve months in
the year.
One of the most convincing proofs of the value
of continuous advertising is to be found in the
chart which accompanies this article. This chart
was prepared by the economic research depart-
ment of the Curtis Pub. Co., and shows graphi-
cally the varying volumes of business done by
three classes of merchants—those who do no
advertising, those who do seasonal advertising
and those who advertise thoughout the entire
year. An analysis of the chart shows that
the merchant or manufacturer who does not ad-
vertise starts the year with very little business.
His business then gradually increases, reaching
an apex in the month of May and then dropping
sharply to a very low level until the end of Au-
gust, when the volume gradually rises again,
the seasonal advertiser in turn doing perhaps 25
per cent more business than the non-advertiser.
This analysis shows conclusively that the con-
tinuous advertiser is the man who really gets the
greatest value for the money he spends in pub-
licity and shows further that the advertiser who
is committed to the seasonal policy does not get
full value for what money he does spend, because
he allows the cumulative effect of his publicity to
be lost almost entirely during the periods when
he does not advertise.
In last week's issue of The Review there
was shown the value of continuous advertising
as applied to the
piano industry in an
article which told of
the success of one
piano manufacturer
whose policy of con-
tinuous
advertising
has resulted in well-
filled order books
and a busy factory
during the time when
the so-called Sum-
mer slump in the
trade is supposed to
be greatest. There
are several other na-
tionally known piano
manufacturing con-
cerns which have
overcome the sea-
sonal bugaboo by
maintaining a policy
of consistent, contin-
uous advertising. It
is safe to say, how-
ever, that so far as
piano manufacturers
are concerned only
approximately one-
third of them are
pursuing a policy of
continuous,
consis-
tent advertising. Of
the other two-thirds
some are committed
to the policy of sea-
sonal
advertising,
while others adver-
tise only sporadical-
ly, if at all. It can-
not be gainsaid that
those manufacturers
who are advertising
Chart Showing Effect of Continuous Advertising
vcrtiser finds his business about on a par with consistently and continuously are doing the bulk
of the business in the piano industry, to the con-
the man who does no advertising at all.
The last diagram shows effectively the value sequent amazement of the non-advertisers, who
ol continuous, all-the-year-round advertising. sometimes wonder why certain firms are doing
The continuous advertiser begins his year with a such good business, although the answer is as
volume of business that is practically equivalent plain as the proverbial pike-staff.
The piano industry has gone through a rather
to the May peak enjoyed by the non-advertiser.
The volume rises in February to a point above critical period during the last eighteen months, an
the May peak of the non-advertiser and continues experience that has been common with prac-
to keep above that peak until the end of June. tically every other industry in the country. For-
During July and August there is a natural de- tunately, the turn has come, and the piano indus-
crease in business, but even the low level is only try, like all other industries, is definitely headed
slightly below the same May peak of the non- for better times. That this is recognized by the
advertiser. By the end of September the volume piano trade is shown by the fact that there is a
of sales again shows a steady increase, reaching general movement on foot among manufacturers
its apex in December and continuing at its high- to prepare for an increased demand this Fall
est level until almost the end of the month, by starting to make up a surplus stock of instru-
when there is a natural decrease shown, the de- ments. In other words, piano manufacturers are
crease being caused by the Christmas and New making pianos which they expect will be sold
this Fall, but only a few of them are far-sighted
Year holidays.
A further analysis will show that the total vol- enough to prepare merchandising plans for these
ume of sales for the year produced by continuous instruments through the medium of advertising.
advertising is nearly 40 per cent greater than It is practically certain that the normal Fall de-
(Continued on page 8)
the volume enjoyed by the seasonal advertiser,
reaches its peak early in December and then
drops abruptly to the low level experienced dur-
ing August. The merchant who endeavors to
increase his business through seasonal advertising
is in somewhat better position than the merchant
who does no advertising, for the chart shows
that during the months of March, April and May,
when the Spring advertising campaign is in ef-
fect, and during October, November and De-
cember, when the Fall campaign is on, the vol-
ume of business is somewhat greater than is that
of the non-advertiser, but during the months
when no advertising is carried the seasonal ad-
AUGUST 5,
1922
THE MUSIC TRADE
REVIEW
The Value of Continuous Advertising
The Overwhelming
Value of a Consistent, Continuous Advertising
Program Forcefully Demonstrated
Through
Comparison of Business Done by a Non-Advertiser, a Seasonal Advertiser and a Continuous Advertiser
— Secret of Advertising Success Lies in Obtaining Benefit of Cumulative
Publicity
Advertising is regarded, and rightly so, as the
open sesame to success in business when rightly
used. Given an honest product, meeting a well-
defined need, plus the proper kind of advertising,
and success is certain to follow. So much has
been written concerning the value of advertising
that there is nothing new to be said on the sub-
ject, although one point that is, perhaps, not as
well understood as it should be is the fact that
advertising must be continuous to produce maxi-
mum results.
The piano industry, in common with all other
industries in the country, during the past decade
has depended upon advertising to a large degree
for its success. A comparison of present-day ad-
vertising in the piano field with the publicity
which was used ten or twelve years ago will
show a distinct improvement in design, subject
matter, effectiveness and logical sales-producing
appeal. The trade has learned these lessons, but
there is one lesson which many factors in the
trade have yet to comprehend—and that is the
power and value of continuous advertising.
It, perhaps, is not far wrong to say that hitherto
the industry has pursued one of two general
courses so far as advertising is concerned. The
first has been the policy of advertising only
when business was good—when orders were pil-
ing up, when accounts were in excellent shape
and when the financial statement showed a good,
substantial surplus of cash on hand. Under these
conditions some manufacturers and dealers have
felt that they should spend some of their money
for advertising, working possibly on the theory
that because business was good and they were
making money they could afford to spend a little
of it for printers' ink. Those who have pur-
sued this policy have curtailed their advertising
when times became hard—when money was not
so plentiful and when accounts collectible com-
menced to freeze up—arguing in defense of their
policy they could not afford to spend any money
at all for publicity.
The other policy which has been pursued by
some members of the trade has been that of ad-
vertising only when business was poor. When
times were good and orders were pouring in the
argument was that there was no need for adver-
tising because the factory or the store was doing
all the business it could handle. Only when
orders fell off and when workmen and salesmen
found time hanging heavy on their hands was
advertising employed in an effort to bring in
some additional business.
Both of these policies are fundamentally wrong,
as a little thought will show. They are wrong
because they provide only for spasmodic adver-
tising—even though the spasms occur under dis-
tinctly different conditions. The only way that
advertising in this or any other industry can be
made to produce maximum results is to elimi-
nate the spasmodic policy and adopt one of con-
tinuous, consistent advertising twelve months in
the year.
One of the most convincing proofs of the value
of continuous advertising is to be found in the
chart which accompanies this article. This chart
was prepared by the economic research depart-
ment of the Curtis Pub. Co., and shows graphi-
cally the varying volumes of business done by
three classes of merchants—those who do no
advertising, those who do seasonal advertising
and those who advertise thoughout the entire
year. An analysis of the chart shows that
the merchant or manufacturer who does not ad-
vertise starts the year with very little business.
His business then gradually increases, reaching
an apex in the month of May and then dropping
sharply to a very low level until the end of Au-
gust, when the volume gradually rises again,
the seasonal advertiser in turn doing perhaps 25
per cent more business than the non-advertiser.
This analysis shows conclusively that the con-
tinuous advertiser is the man who really gets the
greatest value for the money he spends in pub-
licity and shows further that the advertiser who
is committed to the seasonal policy does not get
full value for what money he does spend, because
he allows the cumulative effect of his publicity to
be lost almost entirely during the periods when
he does not advertise.
In last week's issue of The Review there
was shown the value of continuous advertising
as applied to the
piano industry in an
article which told of
the success of one
piano manufacturer
whose policy of con-
tinuous
advertising
has resulted in well-
filled order books
and a busy factory
during the time when
the so-called Sum-
mer slump in the
trade is supposed to
be greatest. There
are several other na-
tionally known piano
manufacturing con-
cerns which have
overcome the sea-
sonal bugaboo by
maintaining a policy
of consistent, contin-
uous advertising. It
is safe to say, how-
ever, that so far as
piano manufacturers
are concerned only
approximately one-
third of them are
pursuing a policy of
continuous,
consis-
tent advertising. Of
the other two-thirds
some are committed
to the policy of sea-
sonal
advertising,
while others adver-
tise only sporadical-
ly, if at all. It can-
not be gainsaid that
those manufacturers
who are advertising
Chart Showing Effect of Continuous Advertising
vcrtiser finds his business about on a par with consistently and continuously are doing the bulk
of the business in the piano industry, to the con-
the man who does no advertising at all.
The last diagram shows effectively the value sequent amazement of the non-advertisers, who
ol continuous, all-the-year-round advertising. sometimes wonder why certain firms are doing
The continuous advertiser begins his year with a such good business, although the answer is as
volume of business that is practically equivalent plain as the proverbial pike-staff.
The piano industry has gone through a rather
to the May peak enjoyed by the non-advertiser.
The volume rises in February to a point above critical period during the last eighteen months, an
the May peak of the non-advertiser and continues experience that has been common with prac-
to keep above that peak until the end of June. tically every other industry in the country. For-
During July and August there is a natural de- tunately, the turn has come, and the piano indus-
crease in business, but even the low level is only try, like all other industries, is definitely headed
slightly below the same May peak of the non- for better times. That this is recognized by the
advertiser. By the end of September the volume piano trade is shown by the fact that there is a
of sales again shows a steady increase, reaching general movement on foot among manufacturers
its apex in December and continuing at its high- to prepare for an increased demand this Fall
est level until almost the end of the month, by starting to make up a surplus stock of instru-
when there is a natural decrease shown, the de- ments. In other words, piano manufacturers are
crease being caused by the Christmas and New making pianos which they expect will be sold
this Fall, but only a few of them are far-sighted
Year holidays.
A further analysis will show that the total vol- enough to prepare merchandising plans for these
ume of sales for the year produced by continuous instruments through the medium of advertising.
advertising is nearly 40 per cent greater than It is practically certain that the normal Fall de-
(Continued on page 8)
the volume enjoyed by the seasonal advertiser,
reaches its peak early in December and then
drops abruptly to the low level experienced dur-
ing August. The merchant who endeavors to
increase his business through seasonal advertising
is in somewhat better position than the merchant
who does no advertising, for the chart shows
that during the months of March, April and May,
when the Spring advertising campaign is in ef-
fect, and during October, November and De-
cember, when the Fall campaign is on, the vol-
ume of business is somewhat greater than is that
of the non-advertiser, but during the months
when no advertising is carried the seasonal ad-
Future scanning projects are planned by the International Arcade Museum Library (IAML).