Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
APRIL 21, 1923
MUSIC TRADE REVIEW
Linking the Store With the Concert
An Interesting Phase of Piano Exploitation Which Has Proven Itself in Practice -Advertising Methods by
Which Local Dealers Tie Up Their Warerooms With the Local Appearances of Great
Pianists in Their Cities—The Extent and the Scope of This Work
An interesting and important phase of piano
exploitation before the music-loving and con-
cert-going public that is being accorded increas-
ing recognition by piano merchants has to do
with the vast amount of concert work through-
cut the United States during the musical sea-
son, in connection with which a number ol
prominent makes of pianos are featured most
effectively.
It is likely that a great many members of the
trade itself have a faint conception of the num-
ber of concerts given throughout the United
States each season in which pianos are featured
The piano is a vital part of the artist's equip-
ment, and if he is forced to miss a concert
through its absence the results are serious. To
check up on these concert pianos, to keep them
moving on schedule and to insure their perfect
condition at all times requires a substantial staff
of careful workers.
This practice of advertising the appearance of
the artist and the use of the piano has been
followed by the larger and more successful
houses for many years, and a reproduction of a
number of advertisements run during the sea-
son just closing gives some idea of the charac-
lias been proven to be excellent for two out-
standing reasons, the first that the discerning
music lover who attends concerts regularly
learns to appreciate the tonal qualities of the
instrument and to become familiar with its
name. The second reason is that both music
lover and layman have deep respect for artists
of international reputation, such as Paderewski,
Rachmaninoff, Hofmann, Friedman, etc., and
are, naturally, influenced by the fact that these
artists use the Steinway piano, for instance, as
the interpreting medium for their art.
The use of a well-known piano in concert also
ARTHUR SHATTUCK
IGNAZ FRIEDMAN
Tkm PicmUt • / H .
CORTOT
•"HREE outstanding l u n o
n Music, in its physical as-
pect,*rt the STEINWAY piano,
the D u o A R T re producing
piano, and the VlOKOLA.
Alfred Cortot, the celebrated French pianist,
chooses to be associated exclusively with these
three great names.
The fafl that Cortot plays only the STErNWATr
piano, makes only VICTOR records, and creates
rolls that are playable only on the DUO-ART
reproducing puno, are fads thai surely shed lus-
Uses the.
MINNEAPOLIS SYMPHONY ORCHESTRA
uses and endorses the WORLD RENOWNED
Steinway
Piano Exclusively
Friedman will appear in piano recital
Masonic Hall, Tonight at 8:1?
JJK who rmn, , Sicm
ol
ihc
K
r C
ol the .hni.li to steep their soilli 1.1 the solace ol
•t the
Pabst Theater
Friday E»... F*b. Wi, 8:18 p. m.
revered a,s a man, who played his wiv ai rtm j ooniinent t
country! These are but a few ol the toweung figures of
we on STEINWAY, VICTOR and D U O - A R T .
Yet the public knows that these three names
a l » shed lustre on Alfred Cortot. Cortot chooK*
them because of their greatness. They, in turn,
choose Cortot because he, too, is great.
In horr
tones of music everywhere, the Steinway is the chosen piano T h e
materials which go inn: a Stemivay arc available lo the whole u.irl,!,
but the i»enius whiirh.transmutcs tbcifi into bteinw.iv tone begin* uiii
Steinway Pianos $875, Upwards.
Tiff RDrfittji Soitf Companu
/ • i n , , -/',„»-/,„
IV,..../«,
-ft,,,,/,.„„
]2:t>-\2M, I I I R O N R O A D . A T E l C U D A \ l i .
STEINWAY
An Appreciation by IgnaceJ. Paderewski
PADI BtwsKi's TfttBUTb to ihe Stetn-
beaury of the Steinway concert grand
wiy i* chord in the prefntnec o(
should kno» aUo thai us remarkable
every great musKun
The Strimvay
eicrliencn are reproduced tn pianos
ii the piano of Hofmanr. ind of
Rachmaninoff It i» xhr companion
of Fnw Kreulct and Mttcha Elman;
i « * "Mj parr-Ad* 4 nm Slarruwy fnim mtilh
Tilthr rtimJrd [•»(-• j pmoJvf m-a yrt'i
for die home Tr*qiulititi that have
endtirrd ihe Strinway to lh« greatest
artuts are a pan »f every
an irnpiniicrn to the *ongi of Srhu-
nunn Heink and G<-raldme Rarrar.
To DarSirowrt and S'oVowsk, the
Scr.nway "«and J ^ U I W . "
Tlie munc lover who knows the
Sutnwty
that ii made
Ii all ...rru up .n th.s great fart:
When vou bu, a Steinway, you know
thai you w.Ii never have to buy
another puno.
t aiih Jrf*>iuaf i«%, width* btbacf
UifJpunin tit tttepttdm f*itti*{
tat^nf
Prices: }(925 and up
y&Co.
Dealers' Advertisements Exploiting Local Concerts
either in solo or accompaniment work. Even ter of the copy. In every case the advertising
those dealers handling lines of pianos most used is productive of direct results sufficient to war-
on concert •stages, though familiar with local rant the use of large space, in many cases full
concert work, have but a hasty idea of the newspaper pages. Nor is this effective adver-
tremendous figures to which concerts here and tising tie-up confined to the large retail houses,
there about the country mount up (luring the for many smaller concerns have seen the light
.season from October 1 to April 15 or there- and the small-town dealer, even in cases where
abouts, nor have they any accurate conception a noted artist stops only at a large neighbor-
of the large amount of invested capital repre- ing city, finds it expedient to herald his ap-
pearance there and emphasizes the fact that he
sented by concert pianos of various makes.
The work involved in the. handling of concert uses the particular make of piano the dealer
pianos is great, for each concert means the tun- handles as his leader.
ing of the piano and the shipment of the in-
The fact that a certain make of piano is fea-
strument by express or dray to the concert hall tured in thousands of concerts during the sea-
in time for .the appearance of the artist. When son means little unless the local representative
that work is repeated several thousand times capitalizes, through the medium of newspaper
during the season, as in the case of at least publicity and by other means, the fact that that
one prominent make of piano, its extent and particular instrument has been or is to be used
importance is realized, for service cannot be in definite concerts by artists of renown in his
subject to breakdowns under any conditions. own locality. The effect of this concert work
provides the dealer with a particularly timely
subject on which to base his advertising, and
in connection with piano selling the timeliness
of the appeal has an importance that is not to
be gainsaid. In connection with his advertising
that ties up with the concerts, the dealer en-
joys the advantage of close co-operation with
the manufacturer, who keeps him advised in ad-
vance of the dates upon which artists of note
will appear in his own town or a neighboring
city and who, in many cases, supplies advertis-
ing suggestions and copy drawn up by experts.
The advertisements reproduced herewith have
been selected from announcements used by re-
tailers in several sections of the country and
afford the dealer who is really interested in
taking advantage of the finest kind of piano
publicity an opportunity to study the sort of
appeal that is made and to adopt it in part or
in full to his local requirements.