Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
FEBRUARY 10, 1923
THE MUSIC TRADE REVIEW
Advertising Analysis for the Retailer
The National Publicity Campaign of the Story & Clark Piano Co. and Its Relation to the Dealers Who
Handle This Well-Known Piano—John Raybourne Bailey', Who Planned It, Outlines the Essential
Factors It Is Based Upon, and Shows How the Retail Dealer Profits From Its Stimulus
with the name of the manufacturer firmly im- of the manufacturer. An analysis of the cam-
planted in his consciousness is the end toward
paign as it was conceived and unfolded by the
which all piano advertisers strive to attain. We advertiser brings out certain interesting points.
are selling the most won-
derful commodity in the
world. The opportunities
for the e x p r e s s i o n of
music's appeal through the
printed page are as varied
as the melodies in music
itself. Who can name or
limit the occasions and
circumstances under which
we have thrilled to this
wonderful art?
All of
these are capable of depic-
tion by the printed word
or illustration.
"Music itself expresses
all of the emotions. It
expresses action and re-
pose, and we have types
of both of these in the
national mediums almost
every month. However, it
is comparatively only of
recent years that action
pictures have been used
much in a d v e r t i s i n g 'The Awakening," First of a Series of Illustrations Depicting Shake-
speare's Seven Ages as Applied to the Piano
pianos. Both types are
These, the work of F. R. Harper, a prominent artist, appear in color in Story &
shown in the illustration
\dvertising
in Scribner's, Harpers, Century, Review of Reviews, World's
herewith. A comprehen- Clark's
Work and Atlantic Monthly
sive campaign whereby the public consciousness Starting and continuing throughout the year
of any particular piano manufacturer is success- 1922 in the largest circulating medium in the
fully crystallized best includes the two types. world a type of action copy was consistently
"This is the only way by which advertising
"The illustrations reproduced on this page used. Here we have a novel departure in the
matter of the illustrations which, instead of the
usual half-tones commonly used, utilized the
line drawing to create a lively, poignant and
artistic effect. It will be noticed in the two
illustrations shown that a mere glance im-
presses one lighlly and pleasantly, and that
without obvious effort to hold the attention.
Anything that is easy to look upon pleases us
and it can be imagined that the little tots in
the illustrations strike most pleasantly upon the
consciousness of the passing reader; all of
which accounts in a large measure for the suc-
cess of the campaign.
"A campaign of the sort illustrated in the
line-drawing advertisements is quickly produc-
From Generation to Generation
tive of results. A campaign of the nature il-
by the half-tone solidifies and insures
Whether it is Ghopin's "Fantasie" lustrated
these results. The transition which this manu-
a beautiful Beethoven sonata,
facturer has brought about is a progressive un-
a Grieg Norwegian dance,
foldment of ideas which, in toto, impress read-
or iinmoxtal "Home, Sweet Home",
ers and prospective customers with the joys
it can easily be played on the
will be handed dawn—the charm of the instru-
which music will bring to the home as in-
ment's beautiful tone "brill become more treasur-
corporated and identified with this particular
ed as the years go by— and the children grow
make
of piano.
up -with its companionship
"The second campaign is based upon the first.
• ANe»SryleSen»UGe«nd
Run separately, or previous to, the first, it
m.k,n,
•with exquisite expression because of this fine
Ther, U an instant desire
would not have nearly the effect. In this latter
10 possess a Surj U CUi
instruments
exclusive
features
of
construction
Baby Grand when the beauty
ol its classically designedcasc
campaign, which will continue throughout the
missed in the ease and c<
Give Your Children ^^^g^J^^^^^/f
The Miniature
is seen and the Minns of its
venience > n h - h u h
exquisitely appealing lone is
the "Miniature"
may be purchased-its to-
year 1923, the idea of the seven ages of man in
helrd.
tal price enough to give
for Christmas
To those of faultless taste
you a first quality instru-
their application to music is featured. The half-
in home furnishina, It 611s per-
ment for tbc mull nun.
.d they will become tn-
ment in every respec
fectly • ht chosen corner of
Every Surj fg CUrt ptftyn
(•arcJ loihe l>cst in mutic
tone shown herewith is to be classed in the
{MM tontaiiM th* i.ry (g CU, 1
and'henthereinician.oorU-
h.ch they -.11 ,.by for
Imptrimt
fUjtr
Jki»m
(with
means of every purse.
rtnowned artisr or beginner
: h*m»*l *e*—ar d y a» pUj>-
category of repose rather than active adver-
You will be proud of
runs his hands over the keys,
Trtnipown( Derkt) to timptr
in ih«mu»cof«ldcndayi,
he reel™ that he Is about to
your Slnry tf Clark u the
ia Inrn to operate mi M *%*f
pla, an im,n,n.«n, of . . -
tisements. It leaves a pleasant sense of the
one piano of your lifc-
» pU that it makn tk* A.rjf
questioned superiority.
ith vthuh you
rpart
quiet happiness of music, and when reproduced
Ntmrby it a Story S Clark dtaUr vho -will gladly shovjimi tit* srvtral
You can secure the ideal Christmas gift for your home—priced within
in colors lends itself to some highly pleasing
ttyUt of Story G Clark pianos and playrrjyianos and from vhom. you
your means and sold on easy terms—from your Story 8 Clark dealer
effects. It represents baby's introduction to
Instruments of finest quality since 1357
Instruments of finest quality since 1857 fc
music and is first in Shakespeare's 'Seven Ages.'
The Story & GlarkPiano Gompan%
"The Story & Glark Piano Company Who will fail to react to the sweet home senti-
CKU.OO iVWYo* Br^lyn PkiUW
»«»«*** *""»*
^
^ ^
^ ^
^
^
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ments brought out in the illustrations? Adver-
Two Story & Clark Half-page Advertisements From the Saturday Evening Post
tising appropriations are expensive to experi-
can be made to pay. To catch the eye of the have already shown, or are now showing, re- ment with, but where a good illustration de-
reader, cause him to peruse the advertisement, suits. They have put across a message with the picting such homely pleasures as this are used
respond to its musical appeal and send him on public which can be verified on the ledger sheets there can be little doubt of success."
The process of advertising unfoldment as it
works out through national mediums in con-
nection with the merchandising of pianos is
one which has interested the keener minds of
the trade ever since the first bit of copy ap-
peared in the first national medium, and is a
thing which has been followed as one of the
elements which can make or break a piano con-
cern. "There is psychology in selling soap and
there is psychology in selling silks and satins,"
points out John Raybourne Bailey, of the na-
tional agency which bears his name and who
also is in personal charge of the Story & Clark
Piano Co. advertising. "But nowhere, perhaps,
is this so subtle as in the appeal of music. Ad-
vertising can be simply of a nature to feature
a name in the public mind and base its appeal
to those already interested in the purchase of
a piano, or it can be of a creative nature cal-
culated to develop an interest not yet awakened.
For purposes connected with national mediums
the middle road between these two extremes
is the one most to be desired. The purely
altruistic motives which inspire the latter type
of copy do not usually bring results in hard
cash to the advertiser sufficient to warrant the
expense. The purely selfish motives of the
former, on the other hand, carry but small con-
viction. The ideal type of copy which brings
results both to the manufacturer and the dealer
is the one which harmonizes the two extremes—
impressing the name of the manufacturer upon
the mind of the consumer, while at the same
time subtly voicing an appeal to the hearts of
music lovers.
PIANO
PLWERPIANO
r
C
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