Music Trade Review
Issue: 1926 Vol. 82 N. 20 - Page 9
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The Music Trade Review
MAY 15, 1926
Western Judges in Music Industries
Chamber Advertising Contest Meeting
All Express Themselves as Highly Gratified With the Advance in Quality of the Exhibits Sub-
mitted by Those Retail Merchants Who Have Entered the Contest
week, in Chicago, the Western judges
L VST
of the 1926 Retail Advertising Exhibit for
Music Merchants met with Alfred L. Smith,
General Manager of the Music Industries Cham-
ber of Commerce, at the Drake Hotel, Chicago,
for the purpose of passing on the many entries
which, when spread out, covered some 10,000
square feet of table space.
Those who passed judgment on the entries in
Chicago were O. C. Stone, Cable-Nelson Piano
Co.; Walter Kiehn, the Gulbransen Co.; H. D
Leopold, the Brunswick-Balke-Oollendcr Co.;
the productive use of the white space they buy
—the selling appeal, the creation of a desire to
possess and play music, the use of finer illus-
trations and typography and more general con-
centration on one product or one line rathei
than the scattered, hodge-podge appeals which
were the usual thing a few years ago."
H. D. Leopold, advertising manager of the
Brunswick-Balke-Collender Co., commented as
follows:
"The music industries are rich in advertising
talent. Anyone who has had the privilege to
year's entries many of as fine examples of re-
tail advertising as can be found in any field. In
my opinion, any retail dealer would find his time
and money well spent to attend the convention
this year merely to see and study this splendid
exhibit, if for no other reason."
Away Ahead of Last Year
W. K. Lamport, who was the only member of
the committee who served as a judge in any of
the previous retail advertising exhibits, said:
"'The 1926 Advertising Exhibit stands away
ahead of last year's exhibit, a very gratifying
fact to all interested in the Music Trades. This
year's exhibit shows progress both as to the
quantity of entries and quality of campaigns.
"The retail music store, if the entries are to
be taken as an indication, is making a real study
of advertising and sales promotion—and putting
theory into practice.
"Of course not all stores are doing this, but
enough are producing sales-making retail adver-
tising to have a general and beneficial effect on
the entire trade.
"Judging from the exhibits of this and last
year keener interest is being taken in advertis-
ing in the retail music trade than in any similar
field. If this is correct the Music Industries
Chamber of Commerce might modestly claim
considerable of the credit—but it won't."
Radio Film Displayed
NIAGARA FALLS, X. V., May 10.—A photoplay de-
picting the development of the radio industry
from its earliest inception was shown at the
First street Y. M. C. A. recently through ar-
rangement with the Music Shop, Falls street,
this city. The picture, which is entitled "The
Heritage of Jupiter," was produced under the
auspices of the Radio Corp. of America.
Western Judges on Music Industries Advertising Contest
I.eft to Right—Alfred L. Smith, General Manager Music Industries, Chamber of Commerce; O. C. Stone, Cab
Nelson Piano Co.; Walter Kiehn, Gu"lbrans«n Co.; H. 1). Leopold, Brunswick Balkc-Collender Co., and W. K. La
port, Lamport-MacDonald Co.
and W. K. Lamport, Lamport-MacDonald Co., view the remarkable exhibits tendered this year
advertising agents for C. G. Conn, Ltd., Gibson, for judgment to the Music Industries Chamber
of Commerce can now understand why many
Inc., and the Straube Piano Co.
In the East the entries will be judged by Wil- music houses are able to profitably weather the
liam H. Doyle, advertising manager of the storm of competition of automobiles, oil-burner
Kohler Industries, and the members of a special furnaces, etc.
"These exhibitors seem imbued with the idea
committee appointed by the president of the As-
sociated Advertising Clubs of the World, and of impressing the public from a standpoint of
including George French, well-known writer on prestige. The current and prevailing plan is to
advertising; W. Livingston Larned, Art Direc- build for future business, as well as to secure
tor of the Ethridge Co., and Robert R. Upde- that which may be had immediately.
"This trend does not overlook immediate sales
graff, a prominent writer on advertising subjects.
After the final inspection of the entries the appeal in the preparation of copy; but the old-
awards will be made and formally announced at fashioned 'circus stunts' to bring the consumer
the convention, where the advertising will be to the store have given way to a reasoning ap-
peal.
on display.
"Another striking fact is the unique and in-
The Western judges expressed themselves as
being quite enthusiastic over the caliber of the teresting way in which music dealers are con-
advertising submitted this year. In this con- verting manufacturer's 'ready-made' illustrations
nection Walter Kiehn, of the Gulbransen Co., to their own particular purpose. Hosts of
'stock' cuts and drawings are shown by the in-
said:
"To be able to view, in one place and at one dividual exhibitors; and in almost every in-
time, $800,000 worth of retail piano advertising stance they are made to fit the advertising style
is a rare privilege indeed. Advertising is one and purpose of that one retail house.
"The accomplishments of the exhibitors are a
of the fundamental things in the piano business;
the part it plays in creating sales is probably a real credit to the industry as well as to the art
more important one than in practically all other of advertising."
Stone Sees Big Advance
businesses.
O. C. Stone, a veteran in piano advertising
"Men versed in advertising, even those outside
of the piano business, spend hours in going over circles, now with the Cable-Nelson Piano Co.,
these entries for what they can get out of them. wrote: "While it is fresh in mind, I cannot re-
It seems logical then, that the music merchants frain from congratulating you and the Chamber
of the country can learn a great deal that will upon the large number and exceptionally high
be helpful in the daily conduct of their bus- character of entries appearing in this year's ad-
inesses by analyzing what use is made of the vertising contest. What a remarkable advance
daily prints by other dealers on the West Coast, lias been made by the trade at large in the
:
n Texas, in New England, in the Middle West constructive character of its advertising as is
shown by contrasting this with earlier contests!
-in pratically every State in the Union.
"The trade is assuredly learning to do some
"It is apparent from this year's entries that
music merchants are paying more attention to very effective advertising, for there are in this
Pratt Read
Products
P i a n o Ivory
Piano Keys
Piano Actions
Player Actions
Established in
1806
at Deep River, Conn.
Still There
Standard Service and Highest
Quality
^Special Repair Departments
Maintained for Convenience
of Dealers ,
PRATT, READ & CO.
THE PRATT READ
PLAYER ACTION CO.
Oldest and Best
The Music Trade Review
MAY 15, 1926
Western Judges in Music Industries
Chamber Advertising Contest Meeting
All Express Themselves as Highly Gratified With the Advance in Quality of the Exhibits Sub-
mitted by Those Retail Merchants Who Have Entered the Contest
week, in Chicago, the Western judges
L VST
of the 1926 Retail Advertising Exhibit for
Music Merchants met with Alfred L. Smith,
General Manager of the Music Industries Cham-
ber of Commerce, at the Drake Hotel, Chicago,
for the purpose of passing on the many entries
which, when spread out, covered some 10,000
square feet of table space.
Those who passed judgment on the entries in
Chicago were O. C. Stone, Cable-Nelson Piano
Co.; Walter Kiehn, the Gulbransen Co.; H. D
Leopold, the Brunswick-Balke-Oollendcr Co.;
the productive use of the white space they buy
—the selling appeal, the creation of a desire to
possess and play music, the use of finer illus-
trations and typography and more general con-
centration on one product or one line rathei
than the scattered, hodge-podge appeals which
were the usual thing a few years ago."
H. D. Leopold, advertising manager of the
Brunswick-Balke-Collender Co., commented as
follows:
"The music industries are rich in advertising
talent. Anyone who has had the privilege to
year's entries many of as fine examples of re-
tail advertising as can be found in any field. In
my opinion, any retail dealer would find his time
and money well spent to attend the convention
this year merely to see and study this splendid
exhibit, if for no other reason."
Away Ahead of Last Year
W. K. Lamport, who was the only member of
the committee who served as a judge in any of
the previous retail advertising exhibits, said:
"'The 1926 Advertising Exhibit stands away
ahead of last year's exhibit, a very gratifying
fact to all interested in the Music Trades. This
year's exhibit shows progress both as to the
quantity of entries and quality of campaigns.
"The retail music store, if the entries are to
be taken as an indication, is making a real study
of advertising and sales promotion—and putting
theory into practice.
"Of course not all stores are doing this, but
enough are producing sales-making retail adver-
tising to have a general and beneficial effect on
the entire trade.
"Judging from the exhibits of this and last
year keener interest is being taken in advertis-
ing in the retail music trade than in any similar
field. If this is correct the Music Industries
Chamber of Commerce might modestly claim
considerable of the credit—but it won't."
Radio Film Displayed
NIAGARA FALLS, X. V., May 10.—A photoplay de-
picting the development of the radio industry
from its earliest inception was shown at the
First street Y. M. C. A. recently through ar-
rangement with the Music Shop, Falls street,
this city. The picture, which is entitled "The
Heritage of Jupiter," was produced under the
auspices of the Radio Corp. of America.
Western Judges on Music Industries Advertising Contest
I.eft to Right—Alfred L. Smith, General Manager Music Industries, Chamber of Commerce; O. C. Stone, Cab
Nelson Piano Co.; Walter Kiehn, Gu"lbrans«n Co.; H. 1). Leopold, Brunswick Balkc-Collender Co., and W. K. La
port, Lamport-MacDonald Co.
and W. K. Lamport, Lamport-MacDonald Co., view the remarkable exhibits tendered this year
advertising agents for C. G. Conn, Ltd., Gibson, for judgment to the Music Industries Chamber
of Commerce can now understand why many
Inc., and the Straube Piano Co.
In the East the entries will be judged by Wil- music houses are able to profitably weather the
liam H. Doyle, advertising manager of the storm of competition of automobiles, oil-burner
Kohler Industries, and the members of a special furnaces, etc.
"These exhibitors seem imbued with the idea
committee appointed by the president of the As-
sociated Advertising Clubs of the World, and of impressing the public from a standpoint of
including George French, well-known writer on prestige. The current and prevailing plan is to
advertising; W. Livingston Larned, Art Direc- build for future business, as well as to secure
tor of the Ethridge Co., and Robert R. Upde- that which may be had immediately.
"This trend does not overlook immediate sales
graff, a prominent writer on advertising subjects.
After the final inspection of the entries the appeal in the preparation of copy; but the old-
awards will be made and formally announced at fashioned 'circus stunts' to bring the consumer
the convention, where the advertising will be to the store have given way to a reasoning ap-
peal.
on display.
"Another striking fact is the unique and in-
The Western judges expressed themselves as
being quite enthusiastic over the caliber of the teresting way in which music dealers are con-
advertising submitted this year. In this con- verting manufacturer's 'ready-made' illustrations
nection Walter Kiehn, of the Gulbransen Co., to their own particular purpose. Hosts of
'stock' cuts and drawings are shown by the in-
said:
"To be able to view, in one place and at one dividual exhibitors; and in almost every in-
time, $800,000 worth of retail piano advertising stance they are made to fit the advertising style
is a rare privilege indeed. Advertising is one and purpose of that one retail house.
"The accomplishments of the exhibitors are a
of the fundamental things in the piano business;
the part it plays in creating sales is probably a real credit to the industry as well as to the art
more important one than in practically all other of advertising."
Stone Sees Big Advance
businesses.
O. C. Stone, a veteran in piano advertising
"Men versed in advertising, even those outside
of the piano business, spend hours in going over circles, now with the Cable-Nelson Piano Co.,
these entries for what they can get out of them. wrote: "While it is fresh in mind, I cannot re-
It seems logical then, that the music merchants frain from congratulating you and the Chamber
of the country can learn a great deal that will upon the large number and exceptionally high
be helpful in the daily conduct of their bus- character of entries appearing in this year's ad-
inesses by analyzing what use is made of the vertising contest. What a remarkable advance
daily prints by other dealers on the West Coast, lias been made by the trade at large in the
:
n Texas, in New England, in the Middle West constructive character of its advertising as is
shown by contrasting this with earlier contests!
-in pratically every State in the Union.
"The trade is assuredly learning to do some
"It is apparent from this year's entries that
music merchants are paying more attention to very effective advertising, for there are in this
Pratt Read
Products
P i a n o Ivory
Piano Keys
Piano Actions
Player Actions
Established in
1806
at Deep River, Conn.
Still There
Standard Service and Highest
Quality
^Special Repair Departments
Maintained for Convenience
of Dealers ,
PRATT, READ & CO.
THE PRATT READ
PLAYER ACTION CO.
Oldest and Best
Future scanning projects are planned by the International Arcade Museum Library (IAML).