Music Trade Review
Issue: 1925 Vol. 80 N. 15 - Page 5
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THE MUSIC TRADE
APRIL 11, 1925
REVIEW
Institutional Publicity at Its Best
The Campaign of E. F. Droop & Sons Co., Washington, D. C , a Remarkable Example of This Type of
Publicity—Prices and Illustrations Both Eliminated by Text Copy in Creating Prestige
for the House and in Selling the Idea of Music in the Home
HERE is a recognized type of mentality
that finds difficulty in visualizing an arti-
cle or a scene unless there is presented
directly before it an illustration of the subject.
Just as that type of mentality existed centuries
ago and is directly responsible for the art glass
windows and descriptive decorative treatments
in churches, each picture symbolizing some
biblical subject of which the worshiper for lack
of education could not read, so there are those
to-day whose lack of education, or rather in-
telligence, make the pictorial newspapers in
greatest demand.
True to tradition, a majority of retail adver-
tisers of musical instruments feel that in ap-
pealing to the masses through the printed word
they must show in the advertisement a picture
of the piano, player, phonograph, or what not,
and most generally some sort of special price
in big, bold letters. Perhaps the wording of
the copy may not be of the best, but the pic-
ture of the instrument, or instruments, must be
there or the advertisement is not orthodox.
As the science of advertising and its appeal
is becoming better understood and publicity as
a whole improves, there are those who have
braved tradition, first, to the extent of attach-
ing only secondary importance to the illustra-
tion in display advertising of musical instru-
ments, and second, to the extent of eliminating
illustrations entirely and depending upon the
logical appeal of the text to win business.
It has been discovered that advertising cam-
paigns based on logical arguments, rather than
pictures or price appeals, will bring results and
T
struments are necessary for the production of
music.
An unusually effective series of advertise-
ments without an illustration and without an
outstanding price quotation was run not long
ago in Washington, D. C, newspapers by E. F.
Droop & Sons Co., which on several occasions
has been commended for the high-class and
unusual character of its publicity. Perhaps
its location in the Nation's Capital places a
double importance on dignity. But, whatever
the reason, the Droop series of sound, logical
advertisements has without exception attracted
attention that has been profitable from the
standpoint of the house.
,ed in,,,, /,„
•/< came as a heritage from his qrondutothe, tc, EDWARD BOk —
a mail tuotvn throughout the civilized world for Ivs u-ell directed
rfforls and constant jtrr.wc] to aid tit raisimj the conditions of In,
lellow men to higher I - * , better efficiency and urattct denreet
•I happiness
• Freely interpreted the scntimctil menus I ha I emit of us should du
hu or her share earnestly, conscientiously construct,; civ and tinsel/-
iskly in adding to the sum total of the MrU'i spintnal'iiplift. there-
by insuring the realization />( more widespread ttnpPiiw<< ond con-
tent
The World Cannot Live
Without Music
vile
- We ask Yom to think tins tnfr aivhite and theii—"Cait r irc up to the
mind's eye" all that Miutt has meant to You since you lu-tv a babe >;<
mother s arms. Isn't it true that most of the rrmt happy momrntt of vf"'
wars have Uen Invd more or less under the spell of music's charm'
• Tliere is not an emotion of the Soul that cannot be sheared or inflneiic.d
directly or indirectly by CooJ MnU,—for ,1s mission seems to be In
Comjort, Soothe, Impirr,—n»rf to lift one above the tread of "ever\-
day existence" into realms of linpc n,
- modestly staled is to prcr.ide the nanma *hrreby you mn,l jrmr chit
drtn nrav attain to a realization an ntiderstandtuq and a deeper apprecia-
tion of all that Mune means <<• Man in his everlasting search for happi-
- Itr.-cnlr.e genius has bridged tlie ,lio..in bcHeccu zohat "nwj and it " and
today, for a modest outlay of money, it is possible to bring into your home
Ike means for enjotiug (mkfeirvfr dtUrrd) the best music,'sunn and
played, by the foremost artists of the Itvrld
.. We will conchide by saying that Evtry Child thould br fin-n an oppor-
tunity ••> audy miui*,—to Icfirn to sing or to play the piano' Jhe man
Highest
Quality
ON THK PARIiNTS
KKSTS THK RKSHONSIHIMTY
Wll.l. YOU "MAKK (JOOD-
l l ; W1-: SUUtJKST A N liASY WAY?
BUCHANAN TO COOLIDGE
DROOP
You nomd not ovy c pnuio ,,»u l;ti tt i,i,.r i tulj n jcveu or etghl
' « " M-nhy
H,,t Kont * Hono tompormrily, r la,e yo«t "Itiddit"
i* Ilie hands ut a reliable tcachtt and try-oul' '
-You must /cm* mmtirnnko unh fhc Jultl. •].< a rt"\ V,,a takei t\me to
develop mto /nil Uoom •
•lo be
a c t doyi rtmemhr llu childhood Mory ot •little V-ofi of Water.
iMIle l.ranu of Sand"' K)rctm
remits eoutt from tarcjul, painslak-
via ejort
II ):"itr rrpcrxmeu) u successful, it trill than to lima lo lolh
The Uto CUorJ T. Droop. fallur of Edward H. . J Carl A. Droaf.
MS I*. founder of our .xtenme Pic*, and Music FstaHUhment. Caul/
he hail lujed until tomorrow, he nvuld hair celebrated the Sixty-Sivmuh
jlnmvortory of *O "try inlc Ihii businesi and katx been privileged 10
than with «j Ike deep sense of gratitude and afpreeiattan which is ours, far
the confidence, good-will end patronage which have bti* bittomi on wj it
contimumsty by our frllov, citiitmj.
.» ih,< . , otlowinf
ohout
you m T«/l yomr't roMmt oe, Iho prico of tho
IT'S WORTH YOUR THOUGHT—
a'<>1 OK, ruisport to your ttiHfitlnue imrf palionaij
is bated on Vuly-
No murtkanl tvtr rtaardrd obliaaliom and rtsfensibiUtitj to hu fritnds
mil Mlrom mlh Jttprr jriu« of hmor than Ed**rd F. Droop, and through
JW
l b i
i d l
(Mh
h
fll
tiUd
i -
On Ikt mrasion If this «.««*r.
port, at tk* tonu time renewing our olo pUAgt of mart careful attention
E. F. DROOP & SONS CO., 1300 G ST.
fact the necessity, of music in modern life both
within and without the home. The first adver-
tisement of the series stresses the value of
music in making the world a better place to live
PIANOS
STEINWAY
in, while the second offers in a new form that
ever successful appeal to give the child an op-
WELTE-MIONON REPRODUCING PIANOS
portunity to develop its love for music. It is
PLAYER-PIANOS
Victrolw. Rccordi. "Q.R-S" Player Rolls. Music and Instruments
strong copy, and it puts the matter squarely
up to the parents as a responsibility to be met.
Ever since the launching of the national cam-
E. F. DROOP & SONS CO., 1300 G ST.
paign for the advancement of music in which
Herewith are reproduced three characteristic the trade has played such a prominent part, the
advertisements run in Washington papers by music merchant has been impressed with the
Droop & Sons Co. The first had to do with fact that he is going to build stronger for the
the marking of the company's sixty-seventh present and future if he will come to a realiza-
business anniversary, and instead of stereo- tion that he is first of all selling music, and
typed phrases there was used the line: "From that when he succeeds in selling the art he will
Buchanan to Coolidge," as illustrative of the find that the demand for instruments for the
period during which the House of Droop has production of music will increase naturally and
served the music lovers of Washington. That in satisfactory volume. It is in line with this
the company has operated during fifteen admin- thought that the Droop campaign has been de-
istrations of Presidents of the United States veloped, and the success of the idea is indicated
emphasizes the age of the institution in a pe- by the fact that such campaigns have become
recognized factors in the Droop publicity policy
culiar yet interesting manner.
But anniversaries do not afford the only op- due to their success.
jincfrrly.
16th, 1?
td&* If desired. Monthly Payment Terms are available on n'erything "%i%
WASHINGTON, D. C, April 3.—The Northwestern
interests, which have opposed any reduction in
the duty on linseed oil, received an answer re-
serve to impress the intelligent class of people cently from John B. Gordon, Washington rep-
who are most likely to make worth-while cus- resentative of the Bureau of Raw Materials for
tomers for the better grades of musical instru- American Vegetable Oils and Fats Industries.
ments. Nor must the copy of necessity treat Mr. Gordon, who has been active in behalf
only of the musical instruments offered, but it of a lower duty on vegetable oils as recommend-
may have to do with the subject of music gen- ed by the Tariff Commission to President
erally, developing the natural inference that in- Coolidge, took exception to statements present-
STEINWAV PIANOS— REPRODUCING PIANOS— VICTROLAS—Ml'SIC
- fcehapr the Km ««J.W, impnsaou ,.,,u,i
,
r tulle stnuget'' •*
llu- irmdlc is the IK»»II.T'» ur nu/u s erooiim.i . : .t loft, oenlte Mktby
- l/iar umcHt Ihc ,li,ld rctpvnd, lit Ik,. ,,,/!»,..,.- o.-J then l w ,ao«
•I lomnu to dtmmnd tha coeitolotiar, o4 tout err •!,ft-,,,,i ,„,..
tletamhud
*» He '•' l^'» '-, /.fay ,hr »•*•:> is bmng r * M W O\ f*tHre tnfunx far
•I'lotntHtf la m nth Imp fin t\iM, piraiure and comntalion
FOR
Oppose Tariff Reduction
E. F. Droop & Sons Co., 1300 G St.
WHAT CHANCE HAS YOUR CHILD
TO DEVELOP ITS LOVE FOR MUSIC?
SIXTY-SEVEN YEARS
Novmbtr
"M.k, >,.„ ike World , Bit More- Rmnni/ul
And Btner Hecat,* You Hot, Bern 1» It."
Constructive Thought
fgoil lA.'n/rf It* W J A ta tntourtttff tttid i,nr tht
Constructive Thought
portunity for originality in copy so far as Droop
& Sons Co. is concerned, and there are repre-
sented herewith the first two of another series
of advertisements stressing the appeal, and in
ed to the President by Senator I.add, of North
Dakota, and Representative Newton, of Min-
nesota, on behalf of flaxseed crushers against
any change in duty.
Mr. Gordon insisted that a reduction in the
duty on linseed oil will not result in lower
flaxseed prices for the reason that the oil duty
is already much higher than necessary.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Highest
Quality
THE MUSIC TRADE
APRIL 11, 1925
REVIEW
Institutional Publicity at Its Best
The Campaign of E. F. Droop & Sons Co., Washington, D. C , a Remarkable Example of This Type of
Publicity—Prices and Illustrations Both Eliminated by Text Copy in Creating Prestige
for the House and in Selling the Idea of Music in the Home
HERE is a recognized type of mentality
that finds difficulty in visualizing an arti-
cle or a scene unless there is presented
directly before it an illustration of the subject.
Just as that type of mentality existed centuries
ago and is directly responsible for the art glass
windows and descriptive decorative treatments
in churches, each picture symbolizing some
biblical subject of which the worshiper for lack
of education could not read, so there are those
to-day whose lack of education, or rather in-
telligence, make the pictorial newspapers in
greatest demand.
True to tradition, a majority of retail adver-
tisers of musical instruments feel that in ap-
pealing to the masses through the printed word
they must show in the advertisement a picture
of the piano, player, phonograph, or what not,
and most generally some sort of special price
in big, bold letters. Perhaps the wording of
the copy may not be of the best, but the pic-
ture of the instrument, or instruments, must be
there or the advertisement is not orthodox.
As the science of advertising and its appeal
is becoming better understood and publicity as
a whole improves, there are those who have
braved tradition, first, to the extent of attach-
ing only secondary importance to the illustra-
tion in display advertising of musical instru-
ments, and second, to the extent of eliminating
illustrations entirely and depending upon the
logical appeal of the text to win business.
It has been discovered that advertising cam-
paigns based on logical arguments, rather than
pictures or price appeals, will bring results and
T
struments are necessary for the production of
music.
An unusually effective series of advertise-
ments without an illustration and without an
outstanding price quotation was run not long
ago in Washington, D. C, newspapers by E. F.
Droop & Sons Co., which on several occasions
has been commended for the high-class and
unusual character of its publicity. Perhaps
its location in the Nation's Capital places a
double importance on dignity. But, whatever
the reason, the Droop series of sound, logical
advertisements has without exception attracted
attention that has been profitable from the
standpoint of the house.
,ed in,,,, /,„
•/< came as a heritage from his qrondutothe, tc, EDWARD BOk —
a mail tuotvn throughout the civilized world for Ivs u-ell directed
rfforls and constant jtrr.wc] to aid tit raisimj the conditions of In,
lellow men to higher I - * , better efficiency and urattct denreet
•I happiness
• Freely interpreted the scntimctil menus I ha I emit of us should du
hu or her share earnestly, conscientiously construct,; civ and tinsel/-
iskly in adding to the sum total of the MrU'i spintnal'iiplift. there-
by insuring the realization />( more widespread ttnpPiiw<< ond con-
tent
The World Cannot Live
Without Music
vile
- We ask Yom to think tins tnfr aivhite and theii—"Cait r irc up to the
mind's eye" all that Miutt has meant to You since you lu-tv a babe >;<
mother s arms. Isn't it true that most of the rrmt happy momrntt of vf"'
wars have Uen Invd more or less under the spell of music's charm'
• Tliere is not an emotion of the Soul that cannot be sheared or inflneiic.d
directly or indirectly by CooJ MnU,—for ,1s mission seems to be In
Comjort, Soothe, Impirr,—n»rf to lift one above the tread of "ever\-
day existence" into realms of linpc n,
- modestly staled is to prcr.ide the nanma *hrreby you mn,l jrmr chit
drtn nrav attain to a realization an ntiderstandtuq and a deeper apprecia-
tion of all that Mune means <<• Man in his everlasting search for happi-
- Itr.-cnlr.e genius has bridged tlie ,lio..in bcHeccu zohat "nwj and it " and
today, for a modest outlay of money, it is possible to bring into your home
Ike means for enjotiug (mkfeirvfr dtUrrd) the best music,'sunn and
played, by the foremost artists of the Itvrld
.. We will conchide by saying that Evtry Child thould br fin-n an oppor-
tunity ••> audy miui*,—to Icfirn to sing or to play the piano' Jhe man
Highest
Quality
ON THK PARIiNTS
KKSTS THK RKSHONSIHIMTY
Wll.l. YOU "MAKK (JOOD-
l l ; W1-: SUUtJKST A N liASY WAY?
BUCHANAN TO COOLIDGE
DROOP
You nomd not ovy c pnuio ,,»u l;ti tt i,i,.r i tulj n jcveu or etghl
' « " M-nhy
H,,t Kont * Hono tompormrily, r la,e yo«t "Itiddit"
i* Ilie hands ut a reliable tcachtt and try-oul' '
-You must /cm* mmtirnnko unh fhc Jultl. •].< a rt"\ V,,a takei t\me to
develop mto /nil Uoom •
•lo be
a c t doyi rtmemhr llu childhood Mory ot •little V-ofi of Water.
iMIle l.ranu of Sand"' K)rctm
remits eoutt from tarcjul, painslak-
via ejort
II ):"itr rrpcrxmeu) u successful, it trill than to lima lo lolh
The Uto CUorJ T. Droop. fallur of Edward H. . J Carl A. Droaf.
MS I*. founder of our .xtenme Pic*, and Music FstaHUhment. Caul/
he hail lujed until tomorrow, he nvuld hair celebrated the Sixty-Sivmuh
jlnmvortory of *O "try inlc Ihii businesi and katx been privileged 10
than with «j Ike deep sense of gratitude and afpreeiattan which is ours, far
the confidence, good-will end patronage which have bti* bittomi on wj it
contimumsty by our frllov, citiitmj.
.» ih,< . , otlowinf
ohout
you m T«/l yomr't roMmt oe, Iho prico of tho
IT'S WORTH YOUR THOUGHT—
a'<>1 OK, ruisport to your ttiHfitlnue imrf palionaij
is bated on Vuly-
No murtkanl tvtr rtaardrd obliaaliom and rtsfensibiUtitj to hu fritnds
mil Mlrom mlh Jttprr jriu« of hmor than Ed**rd F. Droop, and through
JW
l b i
i d l
(Mh
h
fll
tiUd
i -
On Ikt mrasion If this «.««*r.
port, at tk* tonu time renewing our olo pUAgt of mart careful attention
E. F. DROOP & SONS CO., 1300 G ST.
fact the necessity, of music in modern life both
within and without the home. The first adver-
tisement of the series stresses the value of
music in making the world a better place to live
PIANOS
STEINWAY
in, while the second offers in a new form that
ever successful appeal to give the child an op-
WELTE-MIONON REPRODUCING PIANOS
portunity to develop its love for music. It is
PLAYER-PIANOS
Victrolw. Rccordi. "Q.R-S" Player Rolls. Music and Instruments
strong copy, and it puts the matter squarely
up to the parents as a responsibility to be met.
Ever since the launching of the national cam-
E. F. DROOP & SONS CO., 1300 G ST.
paign for the advancement of music in which
Herewith are reproduced three characteristic the trade has played such a prominent part, the
advertisements run in Washington papers by music merchant has been impressed with the
Droop & Sons Co. The first had to do with fact that he is going to build stronger for the
the marking of the company's sixty-seventh present and future if he will come to a realiza-
business anniversary, and instead of stereo- tion that he is first of all selling music, and
typed phrases there was used the line: "From that when he succeeds in selling the art he will
Buchanan to Coolidge," as illustrative of the find that the demand for instruments for the
period during which the House of Droop has production of music will increase naturally and
served the music lovers of Washington. That in satisfactory volume. It is in line with this
the company has operated during fifteen admin- thought that the Droop campaign has been de-
istrations of Presidents of the United States veloped, and the success of the idea is indicated
emphasizes the age of the institution in a pe- by the fact that such campaigns have become
recognized factors in the Droop publicity policy
culiar yet interesting manner.
But anniversaries do not afford the only op- due to their success.
jincfrrly.
16th, 1?
td&* If desired. Monthly Payment Terms are available on n'erything "%i%
WASHINGTON, D. C, April 3.—The Northwestern
interests, which have opposed any reduction in
the duty on linseed oil, received an answer re-
serve to impress the intelligent class of people cently from John B. Gordon, Washington rep-
who are most likely to make worth-while cus- resentative of the Bureau of Raw Materials for
tomers for the better grades of musical instru- American Vegetable Oils and Fats Industries.
ments. Nor must the copy of necessity treat Mr. Gordon, who has been active in behalf
only of the musical instruments offered, but it of a lower duty on vegetable oils as recommend-
may have to do with the subject of music gen- ed by the Tariff Commission to President
erally, developing the natural inference that in- Coolidge, took exception to statements present-
STEINWAV PIANOS— REPRODUCING PIANOS— VICTROLAS—Ml'SIC
- fcehapr the Km ««J.W, impnsaou ,.,,u,i
,
r tulle stnuget'' •*
llu- irmdlc is the IK»»II.T'» ur nu/u s erooiim.i . : .t loft, oenlte Mktby
- l/iar umcHt Ihc ,li,ld rctpvnd, lit Ik,. ,,,/!»,..,.- o.-J then l w ,ao«
•I lomnu to dtmmnd tha coeitolotiar, o4 tout err •!,ft-,,,,i ,„,..
tletamhud
*» He '•' l^'» '-, /.fay ,hr »•*•:> is bmng r * M W O\ f*tHre tnfunx far
•I'lotntHtf la m nth Imp fin t\iM, piraiure and comntalion
FOR
Oppose Tariff Reduction
E. F. Droop & Sons Co., 1300 G St.
WHAT CHANCE HAS YOUR CHILD
TO DEVELOP ITS LOVE FOR MUSIC?
SIXTY-SEVEN YEARS
Novmbtr
"M.k, >,.„ ike World , Bit More- Rmnni/ul
And Btner Hecat,* You Hot, Bern 1» It."
Constructive Thought
fgoil lA.'n/rf It* W J A ta tntourtttff tttid i,nr tht
Constructive Thought
portunity for originality in copy so far as Droop
& Sons Co. is concerned, and there are repre-
sented herewith the first two of another series
of advertisements stressing the appeal, and in
ed to the President by Senator I.add, of North
Dakota, and Representative Newton, of Min-
nesota, on behalf of flaxseed crushers against
any change in duty.
Mr. Gordon insisted that a reduction in the
duty on linseed oil will not result in lower
flaxseed prices for the reason that the oil duty
is already much higher than necessary.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Highest
Quality
Future scanning projects are planned by the International Arcade Museum Library (IAML).