Music Trade Review

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The Music Trade Review
Columbia Phonograph Co. Launches
Imposing National Advertising Drive
First Publicity Appears in Form of Double-page Advertisement in the Saturday Evening Post of
October 23, Featuring the New Viva-tonal Columbia Phonograph
' T H E Columbia Phonograph Co., Inc., in the
current issue of the Saturday Evening Post,
October 23, launches an imposing advertising
initial advertisement is in the form of a double-
page spread, a reproduction of which is pre-
sented herewith, and other imposing advertise-
srimiro »©«r
Viva-tonal C
'Uhc Opening of Doors
Jgng Closed
ol reproduced mm
will enjoy, as if played or sung
living naturalne», ihe true balance, and the lull
nt, of all musical inKnj
-of each voice, and i»l al
no longer hear a reproduction; you hear the original
held for you in susuention until the initm-
c
Jhc Successor to the Phonograph
like lift itself/"
tm Prtcm Rtardi—
RtcorHmt. EltariaJ Pnctu
thaiiowi of a lifetime'i limitations suddenly to be for-
gotten in Che flooding unimaginrd colon of the sunrise!
lona] caprice* has been rested in the Columbia Labora-
tories (or utter fidelity of reproduction. E
campaign in that publication in the interest of
the new Viva-tonal Columbia phonograph. The
ments will follow in the Post, featuring the
entire new line of Viva-tonal instruments.
Brambach Special Dealers' November
Campaign Receives Favorable Comment
Series of Advertisements on Brambach Baby Grand, Built Around Personal Letter From the
Brambach Dealer to His Prospective Customers, a Novel Feature
P O M M E N T S being received by the Brambach
Piano Co., New York, from its dealers
throughout the country on receiving the elab-
orate portfolio of the Brambach November na-
tional publicity campaign during the past week
are practically unanimous in the view that this
year's prospectus has excelled any of the pre-
vious editions of this advertising prospectus in
both appearance and content. Its authors have
very painstakingly held to simplicity of pres-
entation and have eliminated many unneces-
sary paste-ins and appended minor pamphlets.
Instead, the Brambach November, 1926, prospec-
tus unfolds for the dealer a concise and direct
outline of the campaign, including facsimiles
of ten poignant dealer advertisements, sales
letters, window and store posters, a mailing
booklet, etc.
An innovation is found this year in the dealer
tie-up advertisements for the local newspapers
by featuring a personal letter from the Bram-
bach dealer to the people of his community in
the body of each display. To make the letter
more impressive the Brambach Co. has
secured a genuine signature from most of its
representatives and has returned to each a metal
slug of same for use in the advertisements.
The feeling of all those who have had cuts made
of their signatures is that the signed letters add
a personal touch to the advertisements that
strengthens the copy tremendously.
Another new feature of the dealer hints con-
tained in this year's Brambach prospectus is a
photographic suggestion of an appropriate way
of dressing a Brambach grand in the warerooms
or show window during the period of the cam-
paign. For this purpose a replica of the Bram-
bach Medal d'Honneur, presented to the Bram-
bach baby grand at the Exposition Interna-
tionale in Paris some years ago, has been pre-
pared in gilded pasteboard and makes a striking
appearance when attached to the music rack of
the Brambach by means of a blue silk ribbon.
The creators of the prospectus and the offi-
cials of the company have been commended in
hundreds of letters on this last piece of dealer-
service. Considering the success that the Bram-
bach Piano Co. has had with its November cam-
paigns of previous years, there seems to be no
doubt that the dealer portfolio appears to be of
a calibre to enable its representatives to equal
or surpass their past records.
Confer on Fire Protection
WASHINGTON, D. C, October 18.—Alarmed by
the menace of the year's forest fires, a group of
business men and forestry advocates identified
with the forest industries of the nation, but
chiefly with those of the Pacific Coast States and
OCTOBER 23, 1926
Idaho and Montana, conferred with President
Coolidge and Director of the Budget Lord re-
cently concerning measures to be taken to pro-
tect the forests against fire and to promote re-
forestation.
The delegation was organized
through the initiative of the Western Forestry
and Conservation Association, Portland, Ore.,
E. T. Allen, manager; and President A. W.
Laird of that organization acted as chairman
and spokesman. The President's remarks indi-
cated that the appropriations in question would
be increased, although it was not understood
whether the full amount asked for would be
granted.
Music Teachers and Ways
to Make Them Assets
(Continued from page 3)
run in the newspapers of that city. The basis
of the argument is that many grownups deplore
their inability to play the piano and can avoid
having their children thus embarrassed by get-
ting in touch with the local teacher of the
piano.
The Reed Music Co. advertisement is a recog-
nition of the fact that the music trade and the
music teaching profession are, in a great sense,
members of one fraternity. Without pianos
in homes to offer a medium of expression, the
teachers of that instrument would find little 1
opportunity for the practice of their profession.
On the other hand, without the teacher to offer
instruction in producing music from it, the
piano becomes merely a piece of furniture and
quickly loses the interest of the owner, even in
cases where it has overcome obstacles and
gained that interest.
The Minority
There remain, and will continue to be among
piano teachers as a class, that minority who
limit their co-operation with the music mer-
chant to their efforts to get commissions on
sales whether actually deserved or not, although
the evils associated with the practice have been
controlled to a greater extent by the firm atti-
tude taken by many dealers in the allowance of
such commissions. A great majority of the
teachers, on the other hand, are beginning to
see the wisdom of co-operating with the local
piano merchant, not so much for possible com-
missions on sales, as for the work he is doing
in putting pianos into the homes with each in-
strument representing the possibility of develop-
ing at least one and sometimes several
students of the piano. This closer co-operation
between the dealer and the teaching profession
is real, and is worthy of encouragement even
though it means a certain amount of expense at
the outset.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Detroit Dealers Visiting Cleveland Confreres