Music Trade Review
Issue: 1927 Vol. 84 N. 13 - Page 3
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REVIEW
THE
VOL. LXXXIV. No. 13 Published Every Saturday. Edward Lyman Bill, IDC, 383 Madison Ave., New York, N.Y., Mar. 26, 1927
8ln
»|£.g > ft?&y* - '
Method and Plan
Basis of Success, Says Watkin
Robert N. Watkin, Secretary of the Will A. Watkin Co., Dallas, Tex.,
Outlines the Basis of Success for the Retail Piano Merchant in the
Present Day of Sharp Competition for the Ultimate Buyer's Dollar
HE fight for the buyer's dollar is more
intense to-day than it ever has been in
the past. Nowhere is this more apparent
than in the advertising columns of the daily
press, where the reader has before him a mul-
T
fmancial investment advertising represents.
This does not mean that retail advertising
U not effective. It simply means that to be
effective it must be better. For the big com-
petition which the retail piano merchant meets
^
Take the Andersons
—for
i H E Y AL.
WAYS seem to be
getting so much
fun and pleasure
out of life.
At night friends
are always over,
certain of a happy,
cheerful evening, with such diversity of enter-
tainment as only their Brunswick Panatrope
and RaMiola can offer . . , for this is a com-
bination of the two greatest achievements in
the world of music.
<^for 45 Years
You are par-
ticularly in-
vited to visit
the W a t k i n
music salons.
r
It has been forty-five years
since the House of Watkin
first 1 opened its doors with
a policy founded on the
principle of selling GOOD
PIANOS at fair prices—a
policy of SERVICE that
]onp since placed Watkin's
in the very front; rank of
the finest piano establish-
ments of America.
And Elizabeth can always bring forth such beautiful
•train* from their Brambach Baby Grand.
Inspired by the spirit of xeusio that gives the Home such
charm, the youngest boy, Jack, wants Beth to tc»ch
bim to play the Brambach I
You, too. may make your* a
home of muiic and charm
. . . the Panatrope u d
Radiola ranee in pric* from
SS7S to $1,200 . . JL term*
are moat agreeable,
WILLAWATKINCO
WHXAWATKINCO
1107 ELM STREET
Nationally
Knotvn
Pianos
CH10KERING
ESTEY
BRAMBACH
MIESSNER
MILTON
Our line of RCA
RADIOLAS and
Radio accessories
is in every partic-
ular complete.
>
^
^
m
m
m
m
m
m
^
^
m
And at Watkin's you'll find a piano to
suit your home and your income—for
here at Watkin's is the pick of the
field .after our 45 years of musical
service and experience. Hero you'll
find that every piano represents the
finest \alue in its field.
Remember, too, your old instrument
will be accepted in part payment, the
balance to meet your convenience.
WILLAWATKINCO
1107 ELM STREET
S early half a cciiluri)
successfully
srrviny the music lovers of North Texas
Musical Instrument! of National Renown and Pric*
•
Clear, resonant, full, rich tone, lightly
responsive to the finger's touch, mak-
ing sweet and beautiful music—there's
the real incentive for your child!
McPHAIL
MARSHALL ft
WENDELL
1107 ElM STREET
Nationally Kno
tiplicity of advertisements daily, all written
with skill and address and all designed to
awaken and hold his attention. The average
advertising copy has but little chance of bring-
ing results—it is only the copy which rises
above the average that brings returns on the
A Good Piano
J —More than an orna"
ment, a good piano
is an inspiration to
your child for the
proper study
o£
music. >
Selling
Good Pianos
Visitors
to
(irand
Opera
Instance
are not absolutely essential to its living stand-
ard. When a piano merchant advertises in the
newspapers of his locality he not only adver-
tises to call attention to his own store, but
primarily he does more than that—he advertises
f
for the public's attention does not come from
his fellow piano merchants' efforts; it comes
from the efforts of merchants in other lines,
all striking actively for a share of the public's
buying fund, that portion of its income which
is available for the purchase of products that
"\
r
to meet the competition of hundreds of other
merchants, handling widely divergent lines of
merchandise, but nevertheless powerful com-
petitors and active ones.
The piano merchant who, with these facts
. ,
(Continued on page 4)
REVIEW
THE
VOL. LXXXIV. No. 13 Published Every Saturday. Edward Lyman Bill, IDC, 383 Madison Ave., New York, N.Y., Mar. 26, 1927
8ln
»|£.g > ft?&y* - '
Method and Plan
Basis of Success, Says Watkin
Robert N. Watkin, Secretary of the Will A. Watkin Co., Dallas, Tex.,
Outlines the Basis of Success for the Retail Piano Merchant in the
Present Day of Sharp Competition for the Ultimate Buyer's Dollar
HE fight for the buyer's dollar is more
intense to-day than it ever has been in
the past. Nowhere is this more apparent
than in the advertising columns of the daily
press, where the reader has before him a mul-
T
fmancial investment advertising represents.
This does not mean that retail advertising
U not effective. It simply means that to be
effective it must be better. For the big com-
petition which the retail piano merchant meets
^
Take the Andersons
—for
i H E Y AL.
WAYS seem to be
getting so much
fun and pleasure
out of life.
At night friends
are always over,
certain of a happy,
cheerful evening, with such diversity of enter-
tainment as only their Brunswick Panatrope
and RaMiola can offer . . , for this is a com-
bination of the two greatest achievements in
the world of music.
<^for 45 Years
You are par-
ticularly in-
vited to visit
the W a t k i n
music salons.
r
It has been forty-five years
since the House of Watkin
first 1 opened its doors with
a policy founded on the
principle of selling GOOD
PIANOS at fair prices—a
policy of SERVICE that
]onp since placed Watkin's
in the very front; rank of
the finest piano establish-
ments of America.
And Elizabeth can always bring forth such beautiful
•train* from their Brambach Baby Grand.
Inspired by the spirit of xeusio that gives the Home such
charm, the youngest boy, Jack, wants Beth to tc»ch
bim to play the Brambach I
You, too. may make your* a
home of muiic and charm
. . . the Panatrope u d
Radiola ranee in pric* from
SS7S to $1,200 . . JL term*
are moat agreeable,
WILLAWATKINCO
WHXAWATKINCO
1107 ELM STREET
Nationally
Knotvn
Pianos
CH10KERING
ESTEY
BRAMBACH
MIESSNER
MILTON
Our line of RCA
RADIOLAS and
Radio accessories
is in every partic-
ular complete.
>
^
^
m
m
m
m
m
m
^
^
m
And at Watkin's you'll find a piano to
suit your home and your income—for
here at Watkin's is the pick of the
field .after our 45 years of musical
service and experience. Hero you'll
find that every piano represents the
finest \alue in its field.
Remember, too, your old instrument
will be accepted in part payment, the
balance to meet your convenience.
WILLAWATKINCO
1107 ELM STREET
S early half a cciiluri)
successfully
srrviny the music lovers of North Texas
Musical Instrument! of National Renown and Pric*
•
Clear, resonant, full, rich tone, lightly
responsive to the finger's touch, mak-
ing sweet and beautiful music—there's
the real incentive for your child!
McPHAIL
MARSHALL ft
WENDELL
1107 ElM STREET
Nationally Kno
tiplicity of advertisements daily, all written
with skill and address and all designed to
awaken and hold his attention. The average
advertising copy has but little chance of bring-
ing results—it is only the copy which rises
above the average that brings returns on the
A Good Piano
J —More than an orna"
ment, a good piano
is an inspiration to
your child for the
proper study
o£
music. >
Selling
Good Pianos
Visitors
to
(irand
Opera
Instance
are not absolutely essential to its living stand-
ard. When a piano merchant advertises in the
newspapers of his locality he not only adver-
tises to call attention to his own store, but
primarily he does more than that—he advertises
f
for the public's attention does not come from
his fellow piano merchants' efforts; it comes
from the efforts of merchants in other lines,
all striking actively for a share of the public's
buying fund, that portion of its income which
is available for the purchase of products that
"\
r
to meet the competition of hundreds of other
merchants, handling widely divergent lines of
merchandise, but nevertheless powerful com-
petitors and active ones.
The piano merchant who, with these facts
. ,
(Continued on page 4)
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