Music Trade Review
Issue: 1927 Vol. 85 N. 2-SECTION-1 - Page 3
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
REVIEW
THE
VOL. LXXXV. No. 2
Published Every Saturday. Edward Lyman Bill, Inc., 420 Lexington Ave., New York, N.Y., July 9,1927
81n
*'|
$2.00 Per
Year
What $650 Did for
Group Instruction in Ft.Wayne
Campaign of the Packard Music House, of That City, a Remarkable Exam-
ple of Developing the Public's Interest in This Method of Piano Public-
ity—Winning the Support of the Teachers, the Parents and the Children
I
N Ft. Wayne, Ind., in March of this year, pying a space four columns wide and ten inches
the Packard Music House launched a series deep and outlining the importance of piano
of free piano lessons, utilizing the Curtis playing ability to the girls of the family. This
System, backed by a carefully
worked out advertising campaign
to call the attention of the citizens
of the city—its population is ap-
proximately 100,000—to the op-
portunity for obtaining this free
instruction for their children. On
the first business day after the
initial advertisement appeared there
were twenty-one applications for
lessons and within a period of nine
days the advertising brought an
enrollment of 214—195 children and
nineteen adults. The response was
so spontaneous that it was found
Can she take her turn at the piano (
necessary to stop the advertising,
although a total of only 240 inches
When Your Daughter Grows Up
had been used, divided equally be-
Will She be Popular or Lonely?
tween the two leading" papers of
To lntroduL
small column advertisements, thus providing an
alternation in copy that served to arouse interest
by a big display and then maintain that inter-
est through the medium of smaller
references.
The company con-
sidered the copy too important to
be inserted on a run of paper basis,
but had all the advertisements run
on the front page of the second
section of the papers at a 50 per
cent increase in rate.
So rapid was the response of the
readers that it was deemed advis-
able to discontinue the publicity
after it had run only nine days,
although a lengthier campaign had
been planned originally. Circulars
made up from the advertising copy
and printed on both sides were
also issued, but the newspaper
advertising proved the most effec-
tive. That nearly a score of adults
thought enough of the offer to en-
NO PIANO
Curtis System
roll was accepted as a particularly
This in a nutshell is the result
Classes
Start
of Piano Instruction
NEEDED
strong proof of its appeal. More-
of the Packard Music House cam-
The Packard Music House has arranged fe
Next Week
To Enter These Classes
over, within a fortnight after the
paign, and although comparative
itudy the Piano, and who haj Dot pre-
and the Lessons are
lessons had actually started the
Give
Your
Child
This
results have been realized in other
Miss Helen Curtis
Chance
Packard Music House was com-
cities where free group instruction
FREE
Vw year« «he will be
pelled
to turn down over 100
in piano playing has been offered,
course of ten Jew*
Miss Esther Pohlmann
applications and finally met this
^ anyone 8 years of age
the systematic manner in which the
overflow demand by arranging for
work was carried on in Ft. Wayne
LeaMna In Fill
•i «lll have the op-
Wayne.
the services of a second teacher
provides an example that might be
Mlsa Pohlmann Is
publlc recltala and
and dividing the recital hall into
studied with profit by piano mer-
and a •ilent keyboard i
two sections to permit of room for
chants in other localities who seek
I be given u*lentt-d itn
the second class. The announce-
to adopt this most direct means
ment of the new class was made
for arousing public interest in the
Children's Classes
through the medium of one of
Special Attention
instruments they sell.
The Packard Music will be conduced af.er Khool
ill be given adults in both day
the four-column ten-inch advertise-
hours anij on Saturday*
In the first place, arrangements
ments and only one insertion > in
were made with Miss Helen Curtis,
two papers was necessary to bring
head of the Curtis System, who
about the enrollment of fifty-five
Initial Advertisement in Packard Campaign
supplied one of her best teachers,
new
pupils
in the instruction classes.
Miss Esther Pohlmann, at a salary of $50 per same advertisement was repeated on the fol-
week, although it is possible for those inter- lowing day, Sunday, in the morning papers.
Inasmuch as the series of lessons was given
ested to make other arrangements either on a During the next three days the company used while the schools were still in session, arrange-
salary or lesson basis. The instruction having small advertisements and cartoon readers, each ments were made for two lessons a week for
been provided for, the Packard Music House one column by five inches in size, and these in the children, one lesson after school between
published its first advertisement in the evening turn were followed by the large four-column 4 and 5 o'clock p. m. and the other lesson on
papers on Saturday, March 19, the copy occu- ten-inch advertisement. Then, again, caine the
{Continued on page 4)
is your
little £iri
Is she the life of the Party^
3
REVIEW
THE
VOL. LXXXV. No. 2
Published Every Saturday. Edward Lyman Bill, Inc., 420 Lexington Ave., New York, N.Y., July 9,1927
81n
*'|
$2.00 Per
Year
What $650 Did for
Group Instruction in Ft.Wayne
Campaign of the Packard Music House, of That City, a Remarkable Exam-
ple of Developing the Public's Interest in This Method of Piano Public-
ity—Winning the Support of the Teachers, the Parents and the Children
I
N Ft. Wayne, Ind., in March of this year, pying a space four columns wide and ten inches
the Packard Music House launched a series deep and outlining the importance of piano
of free piano lessons, utilizing the Curtis playing ability to the girls of the family. This
System, backed by a carefully
worked out advertising campaign
to call the attention of the citizens
of the city—its population is ap-
proximately 100,000—to the op-
portunity for obtaining this free
instruction for their children. On
the first business day after the
initial advertisement appeared there
were twenty-one applications for
lessons and within a period of nine
days the advertising brought an
enrollment of 214—195 children and
nineteen adults. The response was
so spontaneous that it was found
Can she take her turn at the piano (
necessary to stop the advertising,
although a total of only 240 inches
When Your Daughter Grows Up
had been used, divided equally be-
Will She be Popular or Lonely?
tween the two leading" papers of
To lntroduL
small column advertisements, thus providing an
alternation in copy that served to arouse interest
by a big display and then maintain that inter-
est through the medium of smaller
references.
The company con-
sidered the copy too important to
be inserted on a run of paper basis,
but had all the advertisements run
on the front page of the second
section of the papers at a 50 per
cent increase in rate.
So rapid was the response of the
readers that it was deemed advis-
able to discontinue the publicity
after it had run only nine days,
although a lengthier campaign had
been planned originally. Circulars
made up from the advertising copy
and printed on both sides were
also issued, but the newspaper
advertising proved the most effec-
tive. That nearly a score of adults
thought enough of the offer to en-
NO PIANO
Curtis System
roll was accepted as a particularly
This in a nutshell is the result
Classes
Start
of Piano Instruction
NEEDED
strong proof of its appeal. More-
of the Packard Music House cam-
The Packard Music House has arranged fe
Next Week
To Enter These Classes
over, within a fortnight after the
paign, and although comparative
itudy the Piano, and who haj Dot pre-
and the Lessons are
lessons had actually started the
Give
Your
Child
This
results have been realized in other
Miss Helen Curtis
Chance
Packard Music House was com-
cities where free group instruction
FREE
Vw year« «he will be
pelled
to turn down over 100
in piano playing has been offered,
course of ten Jew*
Miss Esther Pohlmann
applications and finally met this
^ anyone 8 years of age
the systematic manner in which the
overflow demand by arranging for
work was carried on in Ft. Wayne
LeaMna In Fill
•i «lll have the op-
Wayne.
the services of a second teacher
provides an example that might be
Mlsa Pohlmann Is
publlc recltala and
and dividing the recital hall into
studied with profit by piano mer-
and a •ilent keyboard i
two sections to permit of room for
chants in other localities who seek
I be given u*lentt-d itn
the second class. The announce-
to adopt this most direct means
ment of the new class was made
for arousing public interest in the
Children's Classes
through the medium of one of
Special Attention
instruments they sell.
The Packard Music will be conduced af.er Khool
ill be given adults in both day
the four-column ten-inch advertise-
hours anij on Saturday*
In the first place, arrangements
ments and only one insertion > in
were made with Miss Helen Curtis,
two papers was necessary to bring
head of the Curtis System, who
about the enrollment of fifty-five
Initial Advertisement in Packard Campaign
supplied one of her best teachers,
new
pupils
in the instruction classes.
Miss Esther Pohlmann, at a salary of $50 per same advertisement was repeated on the fol-
week, although it is possible for those inter- lowing day, Sunday, in the morning papers.
Inasmuch as the series of lessons was given
ested to make other arrangements either on a During the next three days the company used while the schools were still in session, arrange-
salary or lesson basis. The instruction having small advertisements and cartoon readers, each ments were made for two lessons a week for
been provided for, the Packard Music House one column by five inches in size, and these in the children, one lesson after school between
published its first advertisement in the evening turn were followed by the large four-column 4 and 5 o'clock p. m. and the other lesson on
papers on Saturday, March 19, the copy occu- ten-inch advertisement. Then, again, caine the
{Continued on page 4)
is your
little £iri
Is she the life of the Party^
3
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