Music Trade Review
Issue: 1929 Vol. 88 N. 5 - Page 8
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Music Trade Review
Out February 9
Monthly
Magazine Issue
of
REVIEW
REVIEW
(Regiatered in the U. S. Patent Office)
Published Every Saturday by
Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
President, Raymond Bill; Vice-Presidents, J. B. Spilkne, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, Wm, A. Low.
B. BRITTAIN WILSON, Editor
CARLETON GHACE, Business Manager
W M . J. DOUGHERTY, Managing Editor
RAY BILL, Associate Editor
F. L. AVERY, Circulation Manager
E. B. MUNCH, Eastern Representative
WESTERN DIVISION:
FRANK W. KIKX, Manager
E. J. NBALY
Telephone:
What happens when dealers neglect to offer necessary
service to piano purchasers and salesmen are afraid to
emphasize the need of proper care, as described by a
prominent tuner who searched for the facts.
Musical Instrument Advertising
in the Modern Manner
What leading manufacturers and dealers are doing to
utilize advertising space to the best advantage described
in two articles that are of distinct value to the music
merchant with publicity problems.
Co-operation Amonfe Sales People in
Milwaukee Moves More Records
Milwaukee Record Girls' Club Helps Members Add to
Musical and sales knowledge through regular monthly
meetings where discussions are of a character that
arouses enthusiasm and maintains attendance.
How Legitimate Radio Dealers Are
Meeting the Problem of the "Gyp"
Co-operative advertising appeals to the sound judgment
of radio buyers has had the effect of keeping the Bulk
of the sales in the hands of representative retailers of
established reputation.
The Musical Merchandise Section
of the Review
The problem of the "talking movies" and how it may
be solved successfully by the band and orchestra instru-
ment dealer; "This Band Saves Lives and Money"
shows the industrial band in a new light; "If I Were
Behind Your Counter" wherein a prominent artist dis-
cusses fretted instrument selling from a new angle. And
that is not all.
IN ADDITION
A number of other merchandising articles covering every
side of the music merchant's merchandising activities, and
The Monthly Piano Technical Department, an exclusive
feature of The Review.
Out February 9
I
BOSTON OFFICK:
JOHN H. WILSON, 324 Washington St.
333 No. Michigan Are., Chicago
Telephone: State 1266
Vol. 88
How Lack of Care Ruined 725 Out
of 780 Pianos
FEBRUARY 2. 1929
Telephone: Main 6950
Lexington 1760-71
Cable:
Elbill New York
February 2, 1929
No. 5
Here s Your Slogan—Now Use It
N the phrase, "The Richest Child Is Poor Without Musical
Training," the music industries has the slogan for which its
members have long waited—a slogan selected by competent
judges as the best from among 120,000 submitted by the public
in all sections of the country, and considered worthy of the prize
of $1,000 offered by the Music Industries Chamber of Commerce.
The Review was among the first to advocate a trade slogan and
many leaders in the industry months, and even years ago, realized
the desirability of some phrase that could be used in all musical
instrument advertising to give the public a definite thought to tie
up with music and with musical instruments.
The Review has said, and still says, however, that the slogan,
whether it is worthy of a thousand dollar prize or a ten thousand
dollar prize, is not going to increase business unaided. The publica-
tion of a few words, no matter how carefully conceived, cannot
take the place of salesmanship. The slogan can, however, keep
the musical instrument-buying public in the proper frame of mind
and have a definite appeal for those who are as yet unsettled as to
their ideas of music's value.
It is unfortunate that of the thousands of entries there could not
be found one slogan that was less mouth-filling, regardless of its
unquestioned appeal. However, it puts over the message that the
whole trade has been presenting to the public consistently for
some time back, namely, that musical training is a heritage of
childhood. It is a good thought, for as the twig is bent so grows
the tree.
Every member of the music industry should see to it that this
official slogan is used in every piece of advertising copy, on letter-
heads and in every case where musical instruments are mentioned
in the printed word. It is only by this wholehearted co-operation
in the use of the slogan that it can be properly impressed on the
public mind in the same manner as are the other slogans with which
they are all so familiar.
The popularizing of this new slogan will not be accomplished
automatically nor will it come overnight. The selection of a suit-
able phrase is but the first step and the beginning of a campaign
that must be continuous and from which much is to be expected.
Its value lies entirely in its use, not simply in its phraseology.
The Music Trade Review
Out February 9
Monthly
Magazine Issue
of
REVIEW
REVIEW
(Regiatered in the U. S. Patent Office)
Published Every Saturday by
Federated Business Publications, Inc.
at 420 Lexington Avenue, New York
President, Raymond Bill; Vice-Presidents, J. B. Spilkne, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, Wm, A. Low.
B. BRITTAIN WILSON, Editor
CARLETON GHACE, Business Manager
W M . J. DOUGHERTY, Managing Editor
RAY BILL, Associate Editor
F. L. AVERY, Circulation Manager
E. B. MUNCH, Eastern Representative
WESTERN DIVISION:
FRANK W. KIKX, Manager
E. J. NBALY
Telephone:
What happens when dealers neglect to offer necessary
service to piano purchasers and salesmen are afraid to
emphasize the need of proper care, as described by a
prominent tuner who searched for the facts.
Musical Instrument Advertising
in the Modern Manner
What leading manufacturers and dealers are doing to
utilize advertising space to the best advantage described
in two articles that are of distinct value to the music
merchant with publicity problems.
Co-operation Amonfe Sales People in
Milwaukee Moves More Records
Milwaukee Record Girls' Club Helps Members Add to
Musical and sales knowledge through regular monthly
meetings where discussions are of a character that
arouses enthusiasm and maintains attendance.
How Legitimate Radio Dealers Are
Meeting the Problem of the "Gyp"
Co-operative advertising appeals to the sound judgment
of radio buyers has had the effect of keeping the Bulk
of the sales in the hands of representative retailers of
established reputation.
The Musical Merchandise Section
of the Review
The problem of the "talking movies" and how it may
be solved successfully by the band and orchestra instru-
ment dealer; "This Band Saves Lives and Money"
shows the industrial band in a new light; "If I Were
Behind Your Counter" wherein a prominent artist dis-
cusses fretted instrument selling from a new angle. And
that is not all.
IN ADDITION
A number of other merchandising articles covering every
side of the music merchant's merchandising activities, and
The Monthly Piano Technical Department, an exclusive
feature of The Review.
Out February 9
I
BOSTON OFFICK:
JOHN H. WILSON, 324 Washington St.
333 No. Michigan Are., Chicago
Telephone: State 1266
Vol. 88
How Lack of Care Ruined 725 Out
of 780 Pianos
FEBRUARY 2. 1929
Telephone: Main 6950
Lexington 1760-71
Cable:
Elbill New York
February 2, 1929
No. 5
Here s Your Slogan—Now Use It
N the phrase, "The Richest Child Is Poor Without Musical
Training," the music industries has the slogan for which its
members have long waited—a slogan selected by competent
judges as the best from among 120,000 submitted by the public
in all sections of the country, and considered worthy of the prize
of $1,000 offered by the Music Industries Chamber of Commerce.
The Review was among the first to advocate a trade slogan and
many leaders in the industry months, and even years ago, realized
the desirability of some phrase that could be used in all musical
instrument advertising to give the public a definite thought to tie
up with music and with musical instruments.
The Review has said, and still says, however, that the slogan,
whether it is worthy of a thousand dollar prize or a ten thousand
dollar prize, is not going to increase business unaided. The publica-
tion of a few words, no matter how carefully conceived, cannot
take the place of salesmanship. The slogan can, however, keep
the musical instrument-buying public in the proper frame of mind
and have a definite appeal for those who are as yet unsettled as to
their ideas of music's value.
It is unfortunate that of the thousands of entries there could not
be found one slogan that was less mouth-filling, regardless of its
unquestioned appeal. However, it puts over the message that the
whole trade has been presenting to the public consistently for
some time back, namely, that musical training is a heritage of
childhood. It is a good thought, for as the twig is bent so grows
the tree.
Every member of the music industry should see to it that this
official slogan is used in every piece of advertising copy, on letter-
heads and in every case where musical instruments are mentioned
in the printed word. It is only by this wholehearted co-operation
in the use of the slogan that it can be properly impressed on the
public mind in the same manner as are the other slogans with which
they are all so familiar.
The popularizing of this new slogan will not be accomplished
automatically nor will it come overnight. The selection of a suit-
able phrase is but the first step and the beginning of a campaign
that must be continuous and from which much is to be expected.
Its value lies entirely in its use, not simply in its phraseology.
Future scanning projects are planned by the International Arcade Museum Library (IAML).