Music Trade Review

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REVIEW
THE
VOL. LXXXIV. No. 2
Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., tyew York, N.Y., Jan. 8, 1927
Single Copies 10 Cents
$2.00 Per Year
AMPICO
1
CHARLES ELIOT said
develops bodv.soul and mind
^Children's Future
depends upon the education you give theni
Tht tiudy of Music M at important ne the
of Literature, tay ttot*d EJuaitorj
CONSULT A MUSIC TEACHER
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Music
Is Basis of Fitzgerald Advertising
Los Angeles Piano Merchant Sells Its Instruments Not as So
Much Merchandise, but as Mediums of Expression, With the
Result That It Stands in the Position That It Does Today
U I T E in contrast to the price and terms
advertising that has been so prevalent
in the trade in many sections of the
country is the series of advertisements that
has been run recently by the Fitzgerald Music
Co., the prominent Los Angeles concern, which
for a long time past has devoted its advertising
arguments to the cultural, educational and
entertainment advantages that come with the
ownership of a musical instrument and par-
ticularly a piano or reproducing piano.
The Fitzgerald Co., in short, sells its pianos,
not as pieces of merchandise, but as mediums for
expression. What is really offered to the pub-
lic is music and what music means in the home,
and the results that have come to the company
from this form of publicity, published in media
that reach over two and a half million homes
in the Southwest, have gone far to prove the
logical character of the policy.
The space used is of generous size, five
newspaper columns wide and sixteen inches
Q
deep. Particularly interesting have been the graph of the members of the staff of a noted
advertisements stressing the importance that ' jjpnservatory. This is headed, "The Music
music holds' in the education of the child and Teacher Is Building a Greater America," and
which fits so well into the campaign now being., the text reads:
carried on throughout the industry to arquse - "The Music Teacher is acknowledged one of
interest in group instruction on the piano in the great constructive forces in the advancement
schools and for the musical education of chil- of civilization, say leading educators. For
dren generally, as a basis for future develop- musical education,-'they say, is as important as
the study of literature and the practical sci-
ments.
The Fitzgerald Co. has ta^en occasion to ences.
"So the Music Teacher is doing a construc-
quote in various advertisements P. P. Claxton,
United States Commissioner of Education; Dr. tive national work. He is helping to build a
Chas. Eliot, late president-emeritus of Harvard greater America.
"He is bringing the happy influence of music
University; Richard Hageman, general musical
and artistic director of the Los Angeles Grand and, harmonious ideals into hundreds of thou-
Opera Association, and various national and sands of lives. He is inspiring some to be
local authorities who have emphasized the im- Concert Artists of renown, and is spreading
portance of music in education and child train- culture and the things of the spirit, which are
even more important than material wealth in
ing.
One advertisement of the series is devoted building a greater nation.
"You should start your children's musical
entirely to the value of the music teacher to
(Continued on page 20)
the community, and is illustrated by a photo-