Music Trade Review

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4
THE
MUSIC TRADE
REVIEW
Standard Pneumatic Action Go. Issues
Book Entitled "Heart Appeal of Music"
JULY 11, 1925
Shall Price Be the
Advertising Appeal?
(Continued from page 3)
New Selling Literature for the Standard Pneumatic Action Based on the Primary Appeal of
Music and a Model Type of Publicity to Sell the Player as It Should Be Sold
the land as ruthlessly and leaving it as desolate
as jthe| great gold dredgers in the Sacramento
Valley when they tear up the farm land and
HP HE Standard Pneumatic Action Co., New preme pleasures of our work. The world's leave behind a desert of stones.
York, has just issued a new booklet, entitled greatest musicians who believe in the player-
What shall .we do about him?
"The Heart Appeal of Music," which is one of piano have given you this supreme gift. They
First of all, back up with energy the program
the best conceived and carried out pieces of pub- have paid the greatest tribute to the player- of the National Music Industries Chamber of
licity selling music through the player-piano piano by their willingness to play for it. And Commerce, the National Piano Manufacturers'
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which the piano industry has thus far produced.
The little publication, which has but twenty-
eight pages, thoroughly covers its subject and
should, in the hands of the dealers, be a direct
means of arousing and increasing interest in
the player-piano among all those to whom it
is sent.
The text is, written with the aim of showing
the appeal of music to all ages and sexes, this
idea being carried out in seven illustrations in
color covering life from infancy to old age. A
quotation of the titles of these paintings, which
are original and the work of the well-known
American artist, Ray G. Morgan, shows'how the
basic appeal of the booklet has been driven home.
They are, "The first lullaby is sung to the babe
in arms," which sufficiently speaks for itself;
"See, mother, I can play," showing a small boy
at the player's treadles; "Jim has invited his col-
lege friends over," showing the player in the
center of a group of congenial young men,
who are thoroughly enjoying themselves; "Mu-
sic to suit her hour of romance," showing the
period of courtship; "The song we used to sing
before we were married," showing young mar-
ried life; "Give them song and dance and hap-
piness," showing the couple with a family; and
"She is playing 'Home, Sweet Home,'" com-
pleting the cycle in old age. Each of these il-
lustrations is accompanied by descriptive text,
which expands the idea and shows the univer-
sality of appeal which the player-piano pos-
sesses in every age and upon every occasion.
"Often you have heard some one say with a
note of helplessness," says the introduction,
" 'Oh, how I wish I could sit down at a piano
and play.' For us to be able to explain to such a
music lover that he can play is one' of the su-
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from the New Standard Pneumatic Action Co. Book
through their belief and their art, all the world's Association, the National Association of Music
music is placed at your finger-tips—to play just Merchants and the Associated Advertising
as you like to hear it with your own individual Clubs m their fight to extirpate "bait" advertis-
feeling and expression.
ing.
Second, hold, individually, to sincerity in
"The 'Heart Appeal of Music' is a review of
the seven periods of a person's life. It ex- price advertising. Hold to it however great the
plains how music is inseparably linked with temptation to get down into the bull ring and
each phase of our life. It tells why the player- charge around with the other bulls.
piano is ever the friend of the timid child learn-
Third, sow and cultivate as well as harvest.
ing to play manually, and a source of constant That is, include in a majority of all advertise-
pleasure and benefit to those countless thou- ments something tending to acquaint the public
sands who would not be able to play music if with piano desirability.
it were not for this marvelous instrument."
The first step calls for aggressiveness in put-
A number of the technical features of the Stand- ting the crook out of business. The second
ard player-action is also explained and illus- calls for "intestinal fortitude" in the face of
trated, including the flexible fingers, the track- dirty competition. The third calls for the sim-
ing device, the accent valve, the valve system, ple vision of the farmer who, to harvest, knows
the expression levers, the lead tubing, and the that he must sow.
Standard trade-mark "S." In conclusion, the
I have been using the farming simile because,
regular guarantee which goes with all actions in my organization, I hear more about the
made by the company is reproduced.
farmer than I do about any one else. Every
As said at the beginning of this article, the sale we fail to make is because it .rained some-
booklet should be a fine piece of sales prop- where and spoiled the hay, or didn't rain and
aganda for the retail music merchant in selling dried up the crops. Piano men seem to be par-
player-pianos, based entirely as it is upon the ticularly close to the farmer. However, judg-
great fundamental appeal of music. It is such ing from what I hear, this convention is made
sales propaganda as this which will go far in up of piano men who get closer to the soil
overcoming the sales resistance that appears with golf clubs than with hoes and plows. So,
before the player-piano at the present time, for to change the simile, I'll suggest this:
it sells the instrument as something it really is,
Advertising pianos by price alone is like try-
a. marvelous musical instrument.
ing to make all your strokes with a putter. A
long drive, a clean approach up the fairway, a
little lofting over the bunker, and a putt to the
hole will sink a lot more balls than hectic striv-
The Frix Piano & Radio Co., of Danville, ing to make every hole in one. Advertising
Va., has added about 1,200 square feet of floor pianos by price alone is like trying to sink
space to its warerooms, and has fitted out two every shot from the tee. You might win a
hole that way, but you will never win a game.
new showrooms.
Enlarges Warerooms
Highest
Quality