Presto
Issue: 1922 1892 - Page 10
10
PRESTO
had unconsciously epitomized in a most effective and
convincing way. Everything else in the copy just
made for that confusion of ideas so common in the
work of the novice. The four-ringed line provided
the copy for his first special display page.
A New Plan.
"Well, that's that," he said to the young adman
Lesson for the Man Who Writes His Own next day, "and here's where I think we'll get the right
in the Experiences of One En-
thought for the page for the
piano. It is our
leader and this pair alighting from the automobile at
thusiast in the Retail
the door is going to examine it by appointment.
Field.
Stick around and note what impresses the most in
I'll say."
There are scores of men in the piano trade who do what
The piano was sold and the vigilant listener noted
not know a thing about the mechanics of the ad down
points in the dealer's conversation that
writer's business, but who can sense the merits or seemed the
to have the most effect on the prospects. The
faults of an ad. It is a gift that accompanies the dealer was
word waster. No good piano sales-
other gifts of piano making or selling. An economy man is. He no
had believed he couldn't write a decent
of words usually distinguishes the ad copy of men piano ad to save
life and he had been talking the
with the ad writing gift. Instinctively they know the best kind of copy his every
day.
weakening effects of the anti-climax, as you might
call it, the unnecessary statement following the main
SID SACH'S SURPRISE.
argument. It has the troublous quality of confusing
readers.
"Sid" Sachs, the stool and scarf man, got off a
The day of the long-winded ad is over. Selecting rather cunning stunt at the Chicago Piano Club
a main fact about the commodity advertised and dinner Monday night. Envelopes were handed to
stating that briefly and interestingly, convincingly is each one present. They were told that each of these
the way of today. Economy of time is the modern envelopes contained a number and the recipients were
admonished not to open them until announcement
thought. It governs every field of endeavor.
would be given to do so. At the proper time Mr.
Story with a Point.
Sachs arose and said that the numbers were for a
A piano merchant who has a growing business in a prize drawing; that the lucky number would secure
prosperous town in the southern part of Illinois a grand piano. Each guest was then asked to open
visited a Chicago factory this week and told a story his envelope. As each holder was asked to give his
that bears out the truth of the first paragraph printed number, it developed that all had number 14. After
above. The merchant is his own advertising manager the proper amount of discussion over the duplicate
and usually makes his own "copy" for the news- number 14, it was decided that each holder was by
papers. Early this fall he listened to an enthusiastic rights entitled to a piano; whereupon each holder of
ad solicitor who had a scheme for a series of display a ticket was presented with one of the now well-
pages in one of the local newspapers. The young known "miniature grands," nicely constructed of solid
man knew the scheme was good because he had wood, about three and a half by four inches in size.
thought it up himself. The copy, too, was to be his
work, and the series was to be the best ever used in
ACTIVE CALIFORNIA DEALER.
the piano trade. The ambitious piano dea!er signed
Music is essential to home life, according to C. S.
up. He considered that a new mental twist to his
Crawford, proprietor of the Orange County Piano
advertising efforts might help in the fall campaign.
But the first bit of copy submitted by the young Company, 309 7 West Fourth street, Santa, Ana, Calif.
man disappointed him. The subject was a certain In an interview in the Santa Ana Register last week
meritorious playerpiauo that the dealer features, and Mr. Crawford went on to say, "Particularly in a home
the youngster certainly made it an exhaustive treatise. of culture or where there are growing children music
He said about everything that could be said for the plays a very important part; also too much stress
cannot be laid upon the character of the music. In
instrument. He said it well. too.
handling the Fitzgerald Music Company's line of
All Right, But—
pianos we have brought to Santa Ana instruments
The piano dealer took the advertising copy home that are unequalled as to workmanship and tone, the
with him that evening for cool consideration in the same line that has been so well received by Los
seclusion of his library. Next morning he was still Angeles music lovers through the Fitzgerald com-
undecided about its merits. He read it over and over pany in that city."
with the critic's eye to determine its weaknesses,
but again and again he failed to think up a decided
RETURNS FROM THE SOUTH.
opinion.
A. F. Price, of the Price & Teeple Piano Co., Chi-
That day was a busy one at the store; every sales-
man was busy and the dealer himself had three sales cago, returned this week from a trip through the
to his credit, when towards evening he went back to South, where he called on prominent dealers. The
the repair department for a comfortable smoke. He music merchants in these states report that their
was feeling in his vest pocket for a cigar, when his business is on an increase and that they have diffi-
fingers encountered the bid of advertising copy he culty in getting all the pianos they can sell, Mr.
had failed to analyze that morning and whose merits Price stated.
and demerits were still open questions.
He unfolded it and laid it out on a bench and his
CHRISTMAS ORDERS STRONG.
eye looked brighter. Anyway it must have, because
Orders for delivery between now and Christmas
his mind felt keen and analytical. He had been talk- are coming in with astonishing rapidity at the Cable-
ing good ad copy all day, thereby landing three sales. Nelson Piano Company's wholesale office in Chicago.
So why wouldn't the time lie right for ad test.
The factory is running Sundays and overtime to fill
Then He Saw It.
these orders.
He read it over carefully. Then he reached for a
Earl L. Poole, director of art education, the Read-
flat pencil on the bench and ringed three lines. The
lines described the merits of the feature in the ing, Pa., Public Museum and Art Gallery, of that
playerpiano that made the instrument distinctive city, recently became the owner of a new Hazelton
from every other playerpiano sold by competitors in Baby Grand piano, purchased from E. Douglass
that town. The young ad solicitor turned ad writer Kains, Wyomissing, Pa.
FOR BREVITY
IN THE PIANO AD
JESSE FRENCH & SONS
GRAND
An
Attainment
o f A r t
"Known the World Over*
STYLE G
Factories: New Castle, Indiana, U. S. A.
October 28, 1922.
BUSINESS IN NORTHWEST
SHOWS BIG IMPROVEMENT
Minneapolis and St. Paul Music Houses Present
Reports of Satisfactory Conditions.
The improvement in business generally in the
Northwest is reflected in the music trade of Minne-
apolis and St. Paul, according to the reports of the
prominent music dealers there. The goods transpor-
tation handicap is about removed, crop conditions,
including prices of farm products, are regarded as
more satisfactory, and things altogether create a
better buying spirit in merchant and ultimate con-
sumer.
The opinion of William S. Collins, manager of the
Cable Piano Co., who recently returned from a wide
trip throughout the Northwest, is very cheering.
Mr. Collins talked with managers of Cable stores in
many places, and everywhere the improvement in
sales was noticeable.
"After all," said Mr. Collins, this week, "the most
convincing proof of a betterment in business is tha^
presented by the actual sales of pianos and player-
pianos. They show up good, and, compared with
some months in the past, .they are assuring. We ex-
pect an excellent fall business."
Another indication of an improved business in
music goods is presented by Randenbush & Sons,
which points to the remarkable results in sales in
the new Minneapolis store of the company. It is a
tribute to the energetic work of Messrs. Watson and
Davies, who are in charge there.
W. J. Dyer & Bro. is developing a big and profit-
able business in theater organs, and express faith in
the future of that phase of its business. Last week
A. L. Brown, manager, reported a sale of a Robert-
Morton pipe organ and a Fotoplayer.
BUYS H. C. BAY INSTRUMENTS.
11. N. Briggs. purchasing agent for the A. Ham-
burger & Sons department store of Los Angeles, Cal.,
was in Chicago this week, calling on wholesale rep-
resentatives. He placed a nice order for pianos and
playerpianos with the H. C. Bay Company for imme-
diate shipment.
NEW KNABE AGENCY.
The Chappell Music Co., of Salina, Kans., has been
awarded the agency for the Knabe piano. This con-
cern will have the Knabe as their leader and carry in
stock both grands and uprights and the Knabe with
the Ampico.
GRANT WAGNER EAST.
Grant Wagner, treasurer of Howard-Farwell & Co.,
of St. Paul and Minneapolis, Minn., was in Chicago
last week. Mr. Wagner is now on a trip through the
East.
HIGH GRADE
Folding Organs
School Organs
Practice Keyboards
Dealers' Attention Solicited
A. L. WHITE MFG. CO.
215 Englewood Ave., CHICAGO, ILL.
The LEADING LINE
WEAVER PIANOS
Urands. Uprights and Players
Finest and most artistic
piano in design, tone and
construction that can b°
made.
YORK PIANOS
Uprights and Player Piano*
A high grade piano of great
value and with charming tone quality.
Livingston Pianos— Uprights and Player Pianos
A popular piano at a popular price.
Over 70.000 instruments made by this company are ling-
ing their own praises in all parts of the civilized world.
Write (or catalogues and state on what terms you would
like to deal, and we will makt you a proposition if yt'u are
located in open territory.
WEAVER PIANO CO., Inc.
Factory: YORK, PA.
Established 1870
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/
PRESTO
had unconsciously epitomized in a most effective and
convincing way. Everything else in the copy just
made for that confusion of ideas so common in the
work of the novice. The four-ringed line provided
the copy for his first special display page.
A New Plan.
"Well, that's that," he said to the young adman
Lesson for the Man Who Writes His Own next day, "and here's where I think we'll get the right
in the Experiences of One En-
thought for the page for the
piano. It is our
leader and this pair alighting from the automobile at
thusiast in the Retail
the door is going to examine it by appointment.
Field.
Stick around and note what impresses the most in
I'll say."
There are scores of men in the piano trade who do what
The piano was sold and the vigilant listener noted
not know a thing about the mechanics of the ad down
points in the dealer's conversation that
writer's business, but who can sense the merits or seemed the
to have the most effect on the prospects. The
faults of an ad. It is a gift that accompanies the dealer was
word waster. No good piano sales-
other gifts of piano making or selling. An economy man is. He no
had believed he couldn't write a decent
of words usually distinguishes the ad copy of men piano ad to save
life and he had been talking the
with the ad writing gift. Instinctively they know the best kind of copy his every
day.
weakening effects of the anti-climax, as you might
call it, the unnecessary statement following the main
SID SACH'S SURPRISE.
argument. It has the troublous quality of confusing
readers.
"Sid" Sachs, the stool and scarf man, got off a
The day of the long-winded ad is over. Selecting rather cunning stunt at the Chicago Piano Club
a main fact about the commodity advertised and dinner Monday night. Envelopes were handed to
stating that briefly and interestingly, convincingly is each one present. They were told that each of these
the way of today. Economy of time is the modern envelopes contained a number and the recipients were
admonished not to open them until announcement
thought. It governs every field of endeavor.
would be given to do so. At the proper time Mr.
Story with a Point.
Sachs arose and said that the numbers were for a
A piano merchant who has a growing business in a prize drawing; that the lucky number would secure
prosperous town in the southern part of Illinois a grand piano. Each guest was then asked to open
visited a Chicago factory this week and told a story his envelope. As each holder was asked to give his
that bears out the truth of the first paragraph printed number, it developed that all had number 14. After
above. The merchant is his own advertising manager the proper amount of discussion over the duplicate
and usually makes his own "copy" for the news- number 14, it was decided that each holder was by
papers. Early this fall he listened to an enthusiastic rights entitled to a piano; whereupon each holder of
ad solicitor who had a scheme for a series of display a ticket was presented with one of the now well-
pages in one of the local newspapers. The young known "miniature grands," nicely constructed of solid
man knew the scheme was good because he had wood, about three and a half by four inches in size.
thought it up himself. The copy, too, was to be his
work, and the series was to be the best ever used in
ACTIVE CALIFORNIA DEALER.
the piano trade. The ambitious piano dea!er signed
Music is essential to home life, according to C. S.
up. He considered that a new mental twist to his
Crawford, proprietor of the Orange County Piano
advertising efforts might help in the fall campaign.
But the first bit of copy submitted by the young Company, 309 7 West Fourth street, Santa, Ana, Calif.
man disappointed him. The subject was a certain In an interview in the Santa Ana Register last week
meritorious playerpiauo that the dealer features, and Mr. Crawford went on to say, "Particularly in a home
the youngster certainly made it an exhaustive treatise. of culture or where there are growing children music
He said about everything that could be said for the plays a very important part; also too much stress
cannot be laid upon the character of the music. In
instrument. He said it well. too.
handling the Fitzgerald Music Company's line of
All Right, But—
pianos we have brought to Santa Ana instruments
The piano dealer took the advertising copy home that are unequalled as to workmanship and tone, the
with him that evening for cool consideration in the same line that has been so well received by Los
seclusion of his library. Next morning he was still Angeles music lovers through the Fitzgerald com-
undecided about its merits. He read it over and over pany in that city."
with the critic's eye to determine its weaknesses,
but again and again he failed to think up a decided
RETURNS FROM THE SOUTH.
opinion.
A. F. Price, of the Price & Teeple Piano Co., Chi-
That day was a busy one at the store; every sales-
man was busy and the dealer himself had three sales cago, returned this week from a trip through the
to his credit, when towards evening he went back to South, where he called on prominent dealers. The
the repair department for a comfortable smoke. He music merchants in these states report that their
was feeling in his vest pocket for a cigar, when his business is on an increase and that they have diffi-
fingers encountered the bid of advertising copy he culty in getting all the pianos they can sell, Mr.
had failed to analyze that morning and whose merits Price stated.
and demerits were still open questions.
He unfolded it and laid it out on a bench and his
CHRISTMAS ORDERS STRONG.
eye looked brighter. Anyway it must have, because
Orders for delivery between now and Christmas
his mind felt keen and analytical. He had been talk- are coming in with astonishing rapidity at the Cable-
ing good ad copy all day, thereby landing three sales. Nelson Piano Company's wholesale office in Chicago.
So why wouldn't the time lie right for ad test.
The factory is running Sundays and overtime to fill
Then He Saw It.
these orders.
He read it over carefully. Then he reached for a
Earl L. Poole, director of art education, the Read-
flat pencil on the bench and ringed three lines. The
lines described the merits of the feature in the ing, Pa., Public Museum and Art Gallery, of that
playerpiano that made the instrument distinctive city, recently became the owner of a new Hazelton
from every other playerpiano sold by competitors in Baby Grand piano, purchased from E. Douglass
that town. The young ad solicitor turned ad writer Kains, Wyomissing, Pa.
FOR BREVITY
IN THE PIANO AD
JESSE FRENCH & SONS
GRAND
An
Attainment
o f A r t
"Known the World Over*
STYLE G
Factories: New Castle, Indiana, U. S. A.
October 28, 1922.
BUSINESS IN NORTHWEST
SHOWS BIG IMPROVEMENT
Minneapolis and St. Paul Music Houses Present
Reports of Satisfactory Conditions.
The improvement in business generally in the
Northwest is reflected in the music trade of Minne-
apolis and St. Paul, according to the reports of the
prominent music dealers there. The goods transpor-
tation handicap is about removed, crop conditions,
including prices of farm products, are regarded as
more satisfactory, and things altogether create a
better buying spirit in merchant and ultimate con-
sumer.
The opinion of William S. Collins, manager of the
Cable Piano Co., who recently returned from a wide
trip throughout the Northwest, is very cheering.
Mr. Collins talked with managers of Cable stores in
many places, and everywhere the improvement in
sales was noticeable.
"After all," said Mr. Collins, this week, "the most
convincing proof of a betterment in business is tha^
presented by the actual sales of pianos and player-
pianos. They show up good, and, compared with
some months in the past, .they are assuring. We ex-
pect an excellent fall business."
Another indication of an improved business in
music goods is presented by Randenbush & Sons,
which points to the remarkable results in sales in
the new Minneapolis store of the company. It is a
tribute to the energetic work of Messrs. Watson and
Davies, who are in charge there.
W. J. Dyer & Bro. is developing a big and profit-
able business in theater organs, and express faith in
the future of that phase of its business. Last week
A. L. Brown, manager, reported a sale of a Robert-
Morton pipe organ and a Fotoplayer.
BUYS H. C. BAY INSTRUMENTS.
11. N. Briggs. purchasing agent for the A. Ham-
burger & Sons department store of Los Angeles, Cal.,
was in Chicago this week, calling on wholesale rep-
resentatives. He placed a nice order for pianos and
playerpianos with the H. C. Bay Company for imme-
diate shipment.
NEW KNABE AGENCY.
The Chappell Music Co., of Salina, Kans., has been
awarded the agency for the Knabe piano. This con-
cern will have the Knabe as their leader and carry in
stock both grands and uprights and the Knabe with
the Ampico.
GRANT WAGNER EAST.
Grant Wagner, treasurer of Howard-Farwell & Co.,
of St. Paul and Minneapolis, Minn., was in Chicago
last week. Mr. Wagner is now on a trip through the
East.
HIGH GRADE
Folding Organs
School Organs
Practice Keyboards
Dealers' Attention Solicited
A. L. WHITE MFG. CO.
215 Englewood Ave., CHICAGO, ILL.
The LEADING LINE
WEAVER PIANOS
Urands. Uprights and Players
Finest and most artistic
piano in design, tone and
construction that can b°
made.
YORK PIANOS
Uprights and Player Piano*
A high grade piano of great
value and with charming tone quality.
Livingston Pianos— Uprights and Player Pianos
A popular piano at a popular price.
Over 70.000 instruments made by this company are ling-
ing their own praises in all parts of the civilized world.
Write (or catalogues and state on what terms you would
like to deal, and we will makt you a proposition if yt'u are
located in open territory.
WEAVER PIANO CO., Inc.
Factory: YORK, PA.
Established 1870
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/
Future scanning projects are planned by the International Arcade Museum Library (IAML).