Music Trade Review
Issue: 1925 Vol. 80 N. 21 - Page 3
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REVIEW
THE
fflJilC T^ADE
VOL. LXXX. No. 21 Published Every Satwday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y., May 23, 1925
slnB
& oC oTer 8 Yea? enU
Music Industries' Success Rests Upon
Public's Further Education
Charles E. Byrne, Vice-President of the Steger & Sons Piano Mfg. Co., Before the Texas Music Merchants'
Association, Points Out Necessity of Trade Advertising Being Based on This Factor, and Strongly
Advocates a National Piano Playing Contest Among Country's Youth
O be invited to address the Music Mer-
chants of the great State of Texas is an
honor that I esteem highly. Judging
from the remarkable progress that you have
made in business-building as well as in the pro-
motion of the art of music in Texas, particularly
in Austin, Dallas, Galveston and Houston, I
doubt if there is anything about "Piano Ad-
vertising" that you do not already know. Speak-
ing about advertising, it is worth noting that
Texas is not only one of the best States in
the Union, but since the recent election of Mrs.
Ferguson as Governor, it has become the best
advertised State.
Oliver Wendell Holmes once remarked that
he always delivered his best speech on the way
home from a banquet, because then he remem-
bered the many interesting things that he had
intended to say but forgot. That may be my
experience too, because considering the subject
that has been assigned to me for discussion by
your committee, namely, "Piano Advertising," it
is evident that, like Texas, it covers a lot of
territory.
Elbert Hubbard frequently used to begin an
effective advertisement with the statement of a
platitude—for example—"Honesty is the best
policy"—evidently to effect a common under-
standing with his readers, which would induce
them to believe the rest of his story.
As a safe starting point, it is well to recall
a statement by Shakespeare to the effect that
"the man who hath no music in his soul is fit
for treason, stratagems or spoils." Even Arthur
Brisbane or the Prince of Wales, both of whom
are noted advertising experts, could not say
anything more apropos—and I am sure we all
approve the opinion expressed. One of the first
rules for a speaker, as you may have observed,
is to start off with a statement with which the
audience must agree—and the same rule applies
to the writing of a.n advertisement.
To show you the power of advertising, a man
came into our store one day and stated that
he wanted to buy some phonograph records by
Madame Cuti-Cura. Of course, we know that
he did not want what he asked for, but we
knew what he wanted—and we took care of him.
The credit of that sale was due to advertising.
Developing Musical Taste
You have done wonders in developing a
greater love for music, and have established
Texas as one of the livest, most energetic and
T
aggressive states in fostering its advancement.
You need no assurance from me that the phe-
nomenal growth of your musical activities has
been watched with interest and satisfaction by
your fellow citizens in all parts of the country.
r 1
1 HE address o/ Charles E. Byrne before
J- the annual gathering of the Texas Music
Merchants' Association is one of the clear-
est expositions of the advertising problem
which confronts the music merchant that
has ever been presented before the trade.
His advocacy of a national piano playing
contest, backed by an offer on the part
its expense, means that one of the most effec-
tive means of concentrating public attention
upon the piano is at last taking a tangible
form.—EDITOR.
But I want you to know that because of your
good work, we have accredited you with main-
taining a standard of education, refinement and
cultural development that is unsurpassed any-
where.
Why are we engaged in the music business?
To make money? Yes! Because self-preserva-
tion is the first law of nature. But there are
other obligations that we must accept. We
would be too selfish to live, unworthy of the
blessings that we enjoy through the bounty of
Providence, if our only purpose in life were the
accumulation of material success. Just as there
is a greater happiness in giving than in receiv-
ing, just as the mother toiling patiently and con-
stantly for her children asks no recompense
but their welfare, just as the father, returning
home "at night after a day of hard labor, re-
joices to think that the rewards of unselfish
effort will give sustenance, comfort, education
and protection to his loved ones, so there is a
joy in serving others, in making the lives of
humanity, of our fellow-men, more pleasant,
more glorious and more fruitful, through the en-
nobling inspiration of "the language of heaven,"
divine music.
Next to religion, the power of music is of
inestimable value in affording a better apprecia-
tion of the purpose of our existence, in stimu-
lating our hearts and minds to follow those
beautiful ideals, that have guided the leaders of
civilization for centuries.
Therefore, we should rejoice to think that
our work is allied with an art that is so poten-
tial in giving encouragement and inspiration to
the weary heart of mankind, an art that takes
your little child, your boy or girl, by the hand
and points out the glorious promise of a noble
life, an art that will help them to develop
spiritually and grow up with the beautiful
thoughts it creates as their companions, good
men and women, devoted to their homes and
loyal to those fundamental rudiments of char-
acter and righteousness on which our govern-
ment so substantially has been built.
The Educational Factor
The success of the music industries rests on
the educational factor. We have been inclined
to overlook the importance of that truth, at
least in our advertising. If we should fail to
encourage the study of music, the music trade
would dry up. The piano industry has been
developed not only by the manufacturers and
merchants, but principally by the music teach-
ers. Think it over and the truth of that state-
ment will impress you.
One reason why we are not selling more up-
right pianos is because we have concentrated
our advertising on price. We have not advo-
cated the study of music in our advertisements
as we should have. We have been too short-
sighted in that respect. We have given con-
siderable publicity to the player-piano, which is
all right, but we have talked too much about
price and not enough about the cultural advan-
tages of studying music, that a player-piano as
well as an upright affords.
If we do not sell more upright pianos, we will
not sell more grand pianos or player-pianos.
If we want to sell more pianos, we must do
more advertising to encourage the study of the
piano. It is true that player-pianos are bought
by many who cannot play the piano, but they
would not buy unless they had a love for music
or had made a study of it.
Of course, I know that newspaper space is
valuable and perhaps that is one reason why so
much attention is given to featuring price for
quick action instead of urging parents to teach
their children music.
REVIEW
THE
fflJilC T^ADE
VOL. LXXX. No. 21 Published Every Satwday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y., May 23, 1925
slnB
& oC oTer 8 Yea? enU
Music Industries' Success Rests Upon
Public's Further Education
Charles E. Byrne, Vice-President of the Steger & Sons Piano Mfg. Co., Before the Texas Music Merchants'
Association, Points Out Necessity of Trade Advertising Being Based on This Factor, and Strongly
Advocates a National Piano Playing Contest Among Country's Youth
O be invited to address the Music Mer-
chants of the great State of Texas is an
honor that I esteem highly. Judging
from the remarkable progress that you have
made in business-building as well as in the pro-
motion of the art of music in Texas, particularly
in Austin, Dallas, Galveston and Houston, I
doubt if there is anything about "Piano Ad-
vertising" that you do not already know. Speak-
ing about advertising, it is worth noting that
Texas is not only one of the best States in
the Union, but since the recent election of Mrs.
Ferguson as Governor, it has become the best
advertised State.
Oliver Wendell Holmes once remarked that
he always delivered his best speech on the way
home from a banquet, because then he remem-
bered the many interesting things that he had
intended to say but forgot. That may be my
experience too, because considering the subject
that has been assigned to me for discussion by
your committee, namely, "Piano Advertising," it
is evident that, like Texas, it covers a lot of
territory.
Elbert Hubbard frequently used to begin an
effective advertisement with the statement of a
platitude—for example—"Honesty is the best
policy"—evidently to effect a common under-
standing with his readers, which would induce
them to believe the rest of his story.
As a safe starting point, it is well to recall
a statement by Shakespeare to the effect that
"the man who hath no music in his soul is fit
for treason, stratagems or spoils." Even Arthur
Brisbane or the Prince of Wales, both of whom
are noted advertising experts, could not say
anything more apropos—and I am sure we all
approve the opinion expressed. One of the first
rules for a speaker, as you may have observed,
is to start off with a statement with which the
audience must agree—and the same rule applies
to the writing of a.n advertisement.
To show you the power of advertising, a man
came into our store one day and stated that
he wanted to buy some phonograph records by
Madame Cuti-Cura. Of course, we know that
he did not want what he asked for, but we
knew what he wanted—and we took care of him.
The credit of that sale was due to advertising.
Developing Musical Taste
You have done wonders in developing a
greater love for music, and have established
Texas as one of the livest, most energetic and
T
aggressive states in fostering its advancement.
You need no assurance from me that the phe-
nomenal growth of your musical activities has
been watched with interest and satisfaction by
your fellow citizens in all parts of the country.
r 1
1 HE address o/ Charles E. Byrne before
J- the annual gathering of the Texas Music
Merchants' Association is one of the clear-
est expositions of the advertising problem
which confronts the music merchant that
has ever been presented before the trade.
His advocacy of a national piano playing
contest, backed by an offer on the part
its expense, means that one of the most effec-
tive means of concentrating public attention
upon the piano is at last taking a tangible
form.—EDITOR.
But I want you to know that because of your
good work, we have accredited you with main-
taining a standard of education, refinement and
cultural development that is unsurpassed any-
where.
Why are we engaged in the music business?
To make money? Yes! Because self-preserva-
tion is the first law of nature. But there are
other obligations that we must accept. We
would be too selfish to live, unworthy of the
blessings that we enjoy through the bounty of
Providence, if our only purpose in life were the
accumulation of material success. Just as there
is a greater happiness in giving than in receiv-
ing, just as the mother toiling patiently and con-
stantly for her children asks no recompense
but their welfare, just as the father, returning
home "at night after a day of hard labor, re-
joices to think that the rewards of unselfish
effort will give sustenance, comfort, education
and protection to his loved ones, so there is a
joy in serving others, in making the lives of
humanity, of our fellow-men, more pleasant,
more glorious and more fruitful, through the en-
nobling inspiration of "the language of heaven,"
divine music.
Next to religion, the power of music is of
inestimable value in affording a better apprecia-
tion of the purpose of our existence, in stimu-
lating our hearts and minds to follow those
beautiful ideals, that have guided the leaders of
civilization for centuries.
Therefore, we should rejoice to think that
our work is allied with an art that is so poten-
tial in giving encouragement and inspiration to
the weary heart of mankind, an art that takes
your little child, your boy or girl, by the hand
and points out the glorious promise of a noble
life, an art that will help them to develop
spiritually and grow up with the beautiful
thoughts it creates as their companions, good
men and women, devoted to their homes and
loyal to those fundamental rudiments of char-
acter and righteousness on which our govern-
ment so substantially has been built.
The Educational Factor
The success of the music industries rests on
the educational factor. We have been inclined
to overlook the importance of that truth, at
least in our advertising. If we should fail to
encourage the study of music, the music trade
would dry up. The piano industry has been
developed not only by the manufacturers and
merchants, but principally by the music teach-
ers. Think it over and the truth of that state-
ment will impress you.
One reason why we are not selling more up-
right pianos is because we have concentrated
our advertising on price. We have not advo-
cated the study of music in our advertisements
as we should have. We have been too short-
sighted in that respect. We have given con-
siderable publicity to the player-piano, which is
all right, but we have talked too much about
price and not enough about the cultural advan-
tages of studying music, that a player-piano as
well as an upright affords.
If we do not sell more upright pianos, we will
not sell more grand pianos or player-pianos.
If we want to sell more pianos, we must do
more advertising to encourage the study of the
piano. It is true that player-pianos are bought
by many who cannot play the piano, but they
would not buy unless they had a love for music
or had made a study of it.
Of course, I know that newspaper space is
valuable and perhaps that is one reason why so
much attention is given to featuring price for
quick action instead of urging parents to teach
their children music.
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