Presto
Issue: 1920 1753 - Page 22
22
February 26, 1920.
tioned, the merchandise must be right, the sales
proposition must be fair and reasonable and the
publicity must be consistently maintained, in order
to keep the name before the trade. Institutional
advertising, without constant repetition, is not in-
stitutional advertising.
THE PULLING POWER.
Every newspaper, trade journal or magazine has
a personality, that either possesses or lacks char-
acter—and the pulling power of every publication
depends upon the degree of confidence its readers
place in its reliability and integrity. A self-respect-
ing magazine, that enjoys the confidence of 10,000
readers, who place implicit faith in its utterances,
is more valuable from an advertising standpoint
than an irresponsible journal with 100,000 circu-
lation.
Trade journal—as well as all other forms of well-
directed advertising—can be made to produce
profitable results. Experience covering many years
of steady use, month after month, in all the trade
papers of the music industry establishes the truth
of that statement.
THE STEGER WAY.
In the Steger campaign, all of the Steger lines
have been featured at different times. The method
of illustration has been varied, so as to make all
announcements original, different in artistic presen-
tation but harmonious to the extent that they
always have projected the quality appeal—namely,
musical and constructive excellence, service to deal-
ers and financial strength. The co-operation of the
best artists has been secured to present the sales-
ideas in the most striking manner. A distinct style
of copy has been employed in each announcement
to bring out some definite thought. Page space
always has been used. There has been no "splurg-
ing" in space.
The advertisements have been conservative, con-
sistent and carefully thought out months in advance
of publication. No "last minute" announcements
have been published.
THE PRELIMINARIES.
The Steger Institution—with over 40 years of
experience in piano-making—long ago foresaw the
great demand for phonographs and promptly de-
cided to manufacture them. Considerable prelim-
inary study was given to the plan of publicity
presentation. The phonograph was developed and
perfected. It was determined that the advertising
should be original, self-respecting and constructive
to represent worthily the artistic and musical
supremacy of the phonograph. The vast number
of high-grade representatives appointed and the
great volume of sales indicate how satisfactorily the
..NEWYORK
•
1
433FifthAve.
H" A PTilV/f AIM
OLD CAVEAT BEARS UPON
FAMOUS PLAYER CONTENTION
Petition to Commissioner of Patents on File in Washington Should Be
Added to Records of the Discussion
Has it even yet been settled as to who is the real music should be called after bis name. The Mc-
Tammany music is the perforated roll, notwith-
daddy of the automatic instrument of the keyboard
family? It seems unfruitful to delve into the his- standing that it has grown so far beyond the best of
his first planning as to bear little resemblance to the
tory of the playerpiano in any search for the first
products of his little factory in Worcester, Mass.,
conception of that instrument as it now exists. It
is a composite of the dreams and plans and inven- in the years of long ago.
tions of many men. It runs back far unto the early
As it has seemed to many, and as has been said
days of the piano, but in its modern attainments it
in Presto more than once, John McTammany's mis-
is American without a doubt. And the list of in- take, in his contentions as the inventor, was to pro-
ventors, by whose genius it has been brought to its claim himself the creator of the playerpiano. For
present state of approximate perfection, culminat- his inventive genius was expended upon the reed or-
ing in the Reproducing Piano would be a long one. gan. His Organette was a reed instrument and his
But who invented the plan of making the key- larger results pertained to reed instruments. The
board instrument a self-player? In the time of the player perforated roll was, of course, used in those
late John McTammany there was a continuous per-
instruments. Those music rolls were practically, or
formance of claim and counter-claim. But the in principle, identical with those in use today. And,
tenacity of the fine old man of the original "Organ- contrary to understanding in the trade, Mr. Mc-
ette" was of a kind to push away opposition and to Tammanv put forth a very extensive catalogue of
bowl over any evidence against him that was not ab- the little music rolls long before the playerpiano be-
solutely flawless. His vigor of expression and his gan to make itself heard and seen.
clear sense of honesty were invincible. And, as is
Long before Gaily, his contemporaries and suc-
the rule with such lives, John McTammany died
cessors, drew attention to their player cabinets, with
lighting and with his long-cherished hopes for rec- the automatic fingers, McTammany had been selling
ognition only partly realized.
his music rolls in great quantities. Endlt;ss evi-
dence has been produced to show that the McTam-
Crediting McTammany.
many automatic organ had been exhibited in Bos-
But there are not many who will deny that John
ton and St. Louis long before the playerpiano was
McTammany was the first to create a musical in- thought of. And that seems to entitle John Mc-
strument that performed by means of the perforated
Tavnrrany to a higher place than history seems ready
paper roll. It sometimes may seem that the player
to accord him.
Patent Office Disclosure.
merchandise, the sales-proposition and the advertis-
As an interesting bit of testimony, and ime which
ing were united.
for some reason does not seem to have been pro-
When a campaign in business magazines of a duced during the late McTammany's fight for recog-
particular industry brings to the surface directly nition as inventor of the automatic instrument, there
traceable cash sales of over 5,000 pianos and 10,000 is a caveat in the Patent Office at Washington which
phonographs, the returns afford an opportunity for mu^t have special interest, at all times, to the histo-
reflection. Furthermore, if advertising is news, rian of American musical instruments. The caveat
calculated to create prestige, the influence of this was filed by John McTammany on October 20, 1876.
series of announcements should produce thousands
It was at least four years later that the playerpiano
and thousands of sales in years to come.
began to make itself heard on Union Square, New
This Steger campaign is another proof that ad-
York. A copy of the paper referred to has been se-
vertising, properly directed, helps to make it easier
cured anc! is presented to Presto for publication if
and more satisfactory for the consumer to buy, deemed of sufficient importance in connection with
simplifies distribution, lowers costs and tends to (he records of the trade.
standardize quality.
It mav be said that the writer of this article knew
JZr P T k
/Founded\
CHICAGO
f l / A - l A L / 1 V 1 / \ 1 > I , r^ELV^JV OC K^Kj.
Manufacturers of the
PPTf^lf
\ 184a )
Rpoublic Bid*.
•
THE MORRIS PATENT
1 5 Q 11OISELESS1 PEDAL ACTION
HARDMAN PIANO
The Official Piano of the Metropolitan Opera Co.
Owning and Operating ths Autotone Co. makers of the
Owning and Opel ating E.G. Harrington &Co.,Est.j87i,makersof the
AUTOTONE G&*{£2)
HARRINGTON PIANO
• The Hardman Autotone
Tut Harrington Autotone
The Autotone The Playotone Tht Standard Player-Piano
{Supreme Among Moderately Priced Instruments)
The Hensel Piano
The Standard Piano
For Pianos and Player Piano*
^ S T A N D A R D OF AMERICA JBSJSStf
Morris Noiseless Pedal Action Co.
>.«*«** *ml Main Offlc**
8TOUGHTON, M A I I -
'
GENOA PIANO MFG. CO.
Makers of
Player-Pianos, Uprights and Grands.
Prompt Service, Attractive Prices, in Keeping with Existing Conditions,
and a Line so Reliable, Durable and Tone-beautiful as to Challenge
Trade.
Made by experts whose experience justifies the statement
that we will hold your trade if you investigate.
Genoa Piano Manufacturing Co.
*
'
"
V
"
"
*
*
'
*
•
"
*
*
*
*
If you want a Salesman or Workers
in any branch of the Business; if
you want a Factory, try a Want Ad
and get it. Presto Want Ads get
results and get them quick.
Genoa, 111.
•iiuiiiniiniiiiiiiiiHiiiiiNiuiiiiinHuiiiiiiiiiiiuiiiiiiiiiiiNiiiiiiinfiiiiniiii^
•luiiiiiiiiiiiiiiiffiiiiiniiiiiiiiiinniiNiiiifiiiiuivi
STANDARD PLAYER ACTIONS
STANDARD PNEUMATIC ACTFON C O .
638-652
WEST 52 i? STREET
NEW YORK CITY
BiiiiiiiiliiimiiiiilliiiimiiiiiiniillllllllHlilliiira
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
Si
February 26, 1920.
tioned, the merchandise must be right, the sales
proposition must be fair and reasonable and the
publicity must be consistently maintained, in order
to keep the name before the trade. Institutional
advertising, without constant repetition, is not in-
stitutional advertising.
THE PULLING POWER.
Every newspaper, trade journal or magazine has
a personality, that either possesses or lacks char-
acter—and the pulling power of every publication
depends upon the degree of confidence its readers
place in its reliability and integrity. A self-respect-
ing magazine, that enjoys the confidence of 10,000
readers, who place implicit faith in its utterances,
is more valuable from an advertising standpoint
than an irresponsible journal with 100,000 circu-
lation.
Trade journal—as well as all other forms of well-
directed advertising—can be made to produce
profitable results. Experience covering many years
of steady use, month after month, in all the trade
papers of the music industry establishes the truth
of that statement.
THE STEGER WAY.
In the Steger campaign, all of the Steger lines
have been featured at different times. The method
of illustration has been varied, so as to make all
announcements original, different in artistic presen-
tation but harmonious to the extent that they
always have projected the quality appeal—namely,
musical and constructive excellence, service to deal-
ers and financial strength. The co-operation of the
best artists has been secured to present the sales-
ideas in the most striking manner. A distinct style
of copy has been employed in each announcement
to bring out some definite thought. Page space
always has been used. There has been no "splurg-
ing" in space.
The advertisements have been conservative, con-
sistent and carefully thought out months in advance
of publication. No "last minute" announcements
have been published.
THE PRELIMINARIES.
The Steger Institution—with over 40 years of
experience in piano-making—long ago foresaw the
great demand for phonographs and promptly de-
cided to manufacture them. Considerable prelim-
inary study was given to the plan of publicity
presentation. The phonograph was developed and
perfected. It was determined that the advertising
should be original, self-respecting and constructive
to represent worthily the artistic and musical
supremacy of the phonograph. The vast number
of high-grade representatives appointed and the
great volume of sales indicate how satisfactorily the
..NEWYORK
•
1
433FifthAve.
H" A PTilV/f AIM
OLD CAVEAT BEARS UPON
FAMOUS PLAYER CONTENTION
Petition to Commissioner of Patents on File in Washington Should Be
Added to Records of the Discussion
Has it even yet been settled as to who is the real music should be called after bis name. The Mc-
Tammany music is the perforated roll, notwith-
daddy of the automatic instrument of the keyboard
family? It seems unfruitful to delve into the his- standing that it has grown so far beyond the best of
his first planning as to bear little resemblance to the
tory of the playerpiano in any search for the first
products of his little factory in Worcester, Mass.,
conception of that instrument as it now exists. It
is a composite of the dreams and plans and inven- in the years of long ago.
tions of many men. It runs back far unto the early
As it has seemed to many, and as has been said
days of the piano, but in its modern attainments it
in Presto more than once, John McTammany's mis-
is American without a doubt. And the list of in- take, in his contentions as the inventor, was to pro-
ventors, by whose genius it has been brought to its claim himself the creator of the playerpiano. For
present state of approximate perfection, culminat- his inventive genius was expended upon the reed or-
ing in the Reproducing Piano would be a long one. gan. His Organette was a reed instrument and his
But who invented the plan of making the key- larger results pertained to reed instruments. The
board instrument a self-player? In the time of the player perforated roll was, of course, used in those
late John McTammany there was a continuous per-
instruments. Those music rolls were practically, or
formance of claim and counter-claim. But the in principle, identical with those in use today. And,
tenacity of the fine old man of the original "Organ- contrary to understanding in the trade, Mr. Mc-
ette" was of a kind to push away opposition and to Tammanv put forth a very extensive catalogue of
bowl over any evidence against him that was not ab- the little music rolls long before the playerpiano be-
solutely flawless. His vigor of expression and his gan to make itself heard and seen.
clear sense of honesty were invincible. And, as is
Long before Gaily, his contemporaries and suc-
the rule with such lives, John McTammany died
cessors, drew attention to their player cabinets, with
lighting and with his long-cherished hopes for rec- the automatic fingers, McTammany had been selling
ognition only partly realized.
his music rolls in great quantities. Endlt;ss evi-
dence has been produced to show that the McTam-
Crediting McTammany.
many automatic organ had been exhibited in Bos-
But there are not many who will deny that John
ton and St. Louis long before the playerpiano was
McTammany was the first to create a musical in- thought of. And that seems to entitle John Mc-
strument that performed by means of the perforated
Tavnrrany to a higher place than history seems ready
paper roll. It sometimes may seem that the player
to accord him.
Patent Office Disclosure.
merchandise, the sales-proposition and the advertis-
As an interesting bit of testimony, and ime which
ing were united.
for some reason does not seem to have been pro-
When a campaign in business magazines of a duced during the late McTammany's fight for recog-
particular industry brings to the surface directly nition as inventor of the automatic instrument, there
traceable cash sales of over 5,000 pianos and 10,000 is a caveat in the Patent Office at Washington which
phonographs, the returns afford an opportunity for mu^t have special interest, at all times, to the histo-
reflection. Furthermore, if advertising is news, rian of American musical instruments. The caveat
calculated to create prestige, the influence of this was filed by John McTammany on October 20, 1876.
series of announcements should produce thousands
It was at least four years later that the playerpiano
and thousands of sales in years to come.
began to make itself heard on Union Square, New
This Steger campaign is another proof that ad-
York. A copy of the paper referred to has been se-
vertising, properly directed, helps to make it easier
cured anc! is presented to Presto for publication if
and more satisfactory for the consumer to buy, deemed of sufficient importance in connection with
simplifies distribution, lowers costs and tends to (he records of the trade.
standardize quality.
It mav be said that the writer of this article knew
JZr P T k
/Founded\
CHICAGO
f l / A - l A L / 1 V 1 / \ 1 > I , r^ELV^JV OC K^Kj.
Manufacturers of the
PPTf^lf
\ 184a )
Rpoublic Bid*.
•
THE MORRIS PATENT
1 5 Q 11OISELESS1 PEDAL ACTION
HARDMAN PIANO
The Official Piano of the Metropolitan Opera Co.
Owning and Operating ths Autotone Co. makers of the
Owning and Opel ating E.G. Harrington &Co.,Est.j87i,makersof the
AUTOTONE G&*{£2)
HARRINGTON PIANO
• The Hardman Autotone
Tut Harrington Autotone
The Autotone The Playotone Tht Standard Player-Piano
{Supreme Among Moderately Priced Instruments)
The Hensel Piano
The Standard Piano
For Pianos and Player Piano*
^ S T A N D A R D OF AMERICA JBSJSStf
Morris Noiseless Pedal Action Co.
>.«*«** *ml Main Offlc**
8TOUGHTON, M A I I -
'
GENOA PIANO MFG. CO.
Makers of
Player-Pianos, Uprights and Grands.
Prompt Service, Attractive Prices, in Keeping with Existing Conditions,
and a Line so Reliable, Durable and Tone-beautiful as to Challenge
Trade.
Made by experts whose experience justifies the statement
that we will hold your trade if you investigate.
Genoa Piano Manufacturing Co.
*
'
"
V
"
"
*
*
'
*
•
"
*
*
*
*
If you want a Salesman or Workers
in any branch of the Business; if
you want a Factory, try a Want Ad
and get it. Presto Want Ads get
results and get them quick.
Genoa, 111.
•iiuiiiniiniiiiiiiiiHiiiiiNiuiiiiinHuiiiiiiiiiiiuiiiiiiiiiiiNiiiiiiinfiiiiniiii^
•luiiiiiiiiiiiiiiiffiiiiiniiiiiiiiiinniiNiiiifiiiiuivi
STANDARD PLAYER ACTIONS
STANDARD PNEUMATIC ACTFON C O .
638-652
WEST 52 i? STREET
NEW YORK CITY
BiiiiiiiiliiimiiiiilliiiimiiiiiiniillllllllHlilliiira
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
Si
Future scanning projects are planned by the International Arcade Museum Library (IAML).