Presto
Issue: 1925 2014 - Page 16
16
February 28, 1925.
P R E S T O
and heralded through advertising, the consumer
readily concludes that all such items are worthless.
He cannot be expected to appreciate a product's good
qualities if all he sees in advertising is emphasis on
alleged defects.
In those fields where advertising is used most
frequently to tweak competitive noses, to "warn" the
Futility of Method Well Understood in Trade, public
against competitors, and to sound the "anvil
chorus" generally, the sales cost is highest. The
But Trade Service Bulletin Contains
inveterate hammer wielder, sooner or later, smashes
Warning Against the Knock.
his own fingers. And in industries where advertising
men have best assimilated this fact, it is significant
The old days of advertising with a hammer or a to
note that untruthful advertising most seldom ap-
can of vitriol are over and the belief that every pears.
It is just one step from disparaging copy to
knock of a competitor is harmful is pretty well defamatory and untruthful advertising.
understood in the music trade. Such a method of
To build confidence in advertising and thus secure
spending the money assigned for publicity is not
greater return for advertising expenditures, there
advertising nor market stimulation nor trade build- the
be harmony among advertisers. The remedy
ing. The purpose of all advertising in the piano must
the destructive tendency in much current copy,
trade, for instance, is focusing the attention of the for
with its back wash of flamboyant, exaggerated and
prospective buyers on the desirability of the piano
untruthful statements, lies with the advertiser and
advertised. It fails in direct ratio to its divergence
the advertising agency. The National Vigilance
on such an unsportsmanlike tangent as disparage- Committee asks that you stop and consider. How
ment of competitors or their goods.
does your copy read? Is it written solely to sell
product? Does it contain language which may-
A warning against such a suicidal policy is printed your
provoke a comeback from some competitor. Is it
in the Trade Service Bulletin issued ty the National strictly accurate? Have you edited every word of
Vigilance Committee of the Associated Advertising it in the interest of maintaining the good will of the
Clubs of the World which, pointing out that dis- public?
paraging copy is always expensive, says:
One year of constructive advertising by any in-
Sharp competition in any industry inevitably pro-
dustry will measurably increase the sales building
duces some feeling amongst the sales personnel, re- value of its advertising. The National Vigilance
garding competitors, but the advertising man must
Committee desires to assist in affecting this result.
bear in mind that the public has no interest in these
personalities. Copy that appeals most is that which
is constructive, attractive to the eye, informative,
confidence and desire creating. Any other course
leads inevitably to the diminution of the value of the
advertising dollar.
Absolute perfection is rarely attained in commer-
cial articles. Practically every product has some
slight, unimportant weak point. If competitive mi- Activities of Story & Clark Dealer in Porto
croscopes are used to search out these trivial and
Rico and Australia Have Placed Many
immaterial weaknesses and they are then magnified
ADVERTISING WITH A
HAMMER DANGEROUS
WIDESPREAD FAVOR
FOR REPRO-PHRASO
ARTISTIC
IN EVERT
DETAIL
HADDORFF PIANO CO.
ROCKFORD,ILL.
Wholetde OfRoe*:
T«dk Ot
I
CMM
NIS.MM%UAN.
SI
Ill
Instruments in Homes of Citizens.
ESTABLISHED 1154
THE
BRADBURY PIANO
The San Juan firm has exploited the Story & Clark
island of Porto Rico, by Salvador R. Nin, Inc., dealer
of San Juan, which is a center of gayety and song in
the tropics and has been termed the little Paris of the
New World.
The San Juan fir mhas exploited the Story & Clark
line through persistent advertising the nature of
FOR ITS
ARTISTIC EXCELLENCE
Schaff Bros.
Players * ad Pianos have won their stand-
ing with trade and public by 54 years of
steadfast striving to excel. They repre-
sent the
LARGEST COMPETITIVE VALUE
because «f their beauty, reliability, tone
and moderate price. They are profitable
to sell and satisfactory when sold.
FOR ITS
INESTIMABLE AGENCY VALUE
THE CHOICE OF
Representative Dealers the World Over
Now Produced in Several
New Models
Brighten Your Line with the
SCHAFF BROS.
WRITE FOR TERRITORY
Factory
Leotninster,
Mas*. .
Executive Offices
138th St. and Walton AT*.
Now York
Division W. P. HAINES & CO., Inc.
The Good Old
SMITH & NIXON
Pianos and Player Pianos
Better than ever, with the same
"Grand Tone In Upright Case."
Grands and Players that every deal-
er likes to sell, for Satisfaction and
Profit.
MR. SCHOLBR AT HIS REPRO-PHRASO.
which produces evidence of the popularity it has at-
tained with the better class of citizens in that city
and vicinity. The instruments sold by the progres-
sive Porto Rican merchant include every style pro-
duced by the Story & Clark Company.
The choosing of a Repro-Phraso instrument by
George Scholer, of Melbourne, Australia., is consid-
ered significant in the fact that that gentleman oper-
ates an exclusive and large store for the sale of music
rolls only.
This unique business warranted a trip to America
by Mr. Scholer in quest of a piano that could best
reproduce the products he sells. He finally selected
the Repro-Phraso as the one instrument meeting all
requirements.
KANSAS CITY TUNERS ORGANIZE.
Paul Brauer is president and Albert O. Johnson,
secretary-treasurer of the new Kansas City Piano
Tuners' Association, recently formed in the Missouri
city. The association favors an educational feature
and plans to that effect were discussed at the first
meeting. But mainly the object is to promote a
friendly feeling among the members and to raise the
standard of the profession. A test of eligibility to
membership has been established.
LUDWIG IS FEATURED.
Smith & Nixon Piano Co.
1229 Miller St., Chicago
The Ludwig piano has been strongly featured in
Toledo, O., during the past month by Grinnell Bros.,
and the results in sales are very satisfactory. News-
paper displays, window shows and wareroom demon-
strations are potent features of the campaign, in
which a lively pursuit of prospects is being made by
the energetic force of salesmen.
The Schaff Bros. Co.
Established 1868
Huntington, Ind.
GRAND PIANOS
EXCLUSIVELY
One Style—One Quality
giving you the
Unequaled Grand
at
Unequaled Price
Already being sold by leading dealer*
throughout the country
Write today—tell us your next year's re-
quirements and we will meet your demands
with prompt and efficient service.
Nordlund Grand Piano Co.
400 W. Erie St.
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/
CHICAGO
February 28, 1925.
P R E S T O
and heralded through advertising, the consumer
readily concludes that all such items are worthless.
He cannot be expected to appreciate a product's good
qualities if all he sees in advertising is emphasis on
alleged defects.
In those fields where advertising is used most
frequently to tweak competitive noses, to "warn" the
Futility of Method Well Understood in Trade, public
against competitors, and to sound the "anvil
chorus" generally, the sales cost is highest. The
But Trade Service Bulletin Contains
inveterate hammer wielder, sooner or later, smashes
Warning Against the Knock.
his own fingers. And in industries where advertising
men have best assimilated this fact, it is significant
The old days of advertising with a hammer or a to
note that untruthful advertising most seldom ap-
can of vitriol are over and the belief that every pears.
It is just one step from disparaging copy to
knock of a competitor is harmful is pretty well defamatory and untruthful advertising.
understood in the music trade. Such a method of
To build confidence in advertising and thus secure
spending the money assigned for publicity is not
greater return for advertising expenditures, there
advertising nor market stimulation nor trade build- the
be harmony among advertisers. The remedy
ing. The purpose of all advertising in the piano must
the destructive tendency in much current copy,
trade, for instance, is focusing the attention of the for
with its back wash of flamboyant, exaggerated and
prospective buyers on the desirability of the piano
untruthful statements, lies with the advertiser and
advertised. It fails in direct ratio to its divergence
the advertising agency. The National Vigilance
on such an unsportsmanlike tangent as disparage- Committee asks that you stop and consider. How
ment of competitors or their goods.
does your copy read? Is it written solely to sell
product? Does it contain language which may-
A warning against such a suicidal policy is printed your
provoke a comeback from some competitor. Is it
in the Trade Service Bulletin issued ty the National strictly accurate? Have you edited every word of
Vigilance Committee of the Associated Advertising it in the interest of maintaining the good will of the
Clubs of the World which, pointing out that dis- public?
paraging copy is always expensive, says:
One year of constructive advertising by any in-
Sharp competition in any industry inevitably pro-
dustry will measurably increase the sales building
duces some feeling amongst the sales personnel, re- value of its advertising. The National Vigilance
garding competitors, but the advertising man must
Committee desires to assist in affecting this result.
bear in mind that the public has no interest in these
personalities. Copy that appeals most is that which
is constructive, attractive to the eye, informative,
confidence and desire creating. Any other course
leads inevitably to the diminution of the value of the
advertising dollar.
Absolute perfection is rarely attained in commer-
cial articles. Practically every product has some
slight, unimportant weak point. If competitive mi- Activities of Story & Clark Dealer in Porto
croscopes are used to search out these trivial and
Rico and Australia Have Placed Many
immaterial weaknesses and they are then magnified
ADVERTISING WITH A
HAMMER DANGEROUS
WIDESPREAD FAVOR
FOR REPRO-PHRASO
ARTISTIC
IN EVERT
DETAIL
HADDORFF PIANO CO.
ROCKFORD,ILL.
Wholetde OfRoe*:
T«dk Ot
I
CMM
NIS.MM%UAN.
SI
Ill
Instruments in Homes of Citizens.
ESTABLISHED 1154
THE
BRADBURY PIANO
The San Juan firm has exploited the Story & Clark
island of Porto Rico, by Salvador R. Nin, Inc., dealer
of San Juan, which is a center of gayety and song in
the tropics and has been termed the little Paris of the
New World.
The San Juan fir mhas exploited the Story & Clark
line through persistent advertising the nature of
FOR ITS
ARTISTIC EXCELLENCE
Schaff Bros.
Players * ad Pianos have won their stand-
ing with trade and public by 54 years of
steadfast striving to excel. They repre-
sent the
LARGEST COMPETITIVE VALUE
because «f their beauty, reliability, tone
and moderate price. They are profitable
to sell and satisfactory when sold.
FOR ITS
INESTIMABLE AGENCY VALUE
THE CHOICE OF
Representative Dealers the World Over
Now Produced in Several
New Models
Brighten Your Line with the
SCHAFF BROS.
WRITE FOR TERRITORY
Factory
Leotninster,
Mas*. .
Executive Offices
138th St. and Walton AT*.
Now York
Division W. P. HAINES & CO., Inc.
The Good Old
SMITH & NIXON
Pianos and Player Pianos
Better than ever, with the same
"Grand Tone In Upright Case."
Grands and Players that every deal-
er likes to sell, for Satisfaction and
Profit.
MR. SCHOLBR AT HIS REPRO-PHRASO.
which produces evidence of the popularity it has at-
tained with the better class of citizens in that city
and vicinity. The instruments sold by the progres-
sive Porto Rican merchant include every style pro-
duced by the Story & Clark Company.
The choosing of a Repro-Phraso instrument by
George Scholer, of Melbourne, Australia., is consid-
ered significant in the fact that that gentleman oper-
ates an exclusive and large store for the sale of music
rolls only.
This unique business warranted a trip to America
by Mr. Scholer in quest of a piano that could best
reproduce the products he sells. He finally selected
the Repro-Phraso as the one instrument meeting all
requirements.
KANSAS CITY TUNERS ORGANIZE.
Paul Brauer is president and Albert O. Johnson,
secretary-treasurer of the new Kansas City Piano
Tuners' Association, recently formed in the Missouri
city. The association favors an educational feature
and plans to that effect were discussed at the first
meeting. But mainly the object is to promote a
friendly feeling among the members and to raise the
standard of the profession. A test of eligibility to
membership has been established.
LUDWIG IS FEATURED.
Smith & Nixon Piano Co.
1229 Miller St., Chicago
The Ludwig piano has been strongly featured in
Toledo, O., during the past month by Grinnell Bros.,
and the results in sales are very satisfactory. News-
paper displays, window shows and wareroom demon-
strations are potent features of the campaign, in
which a lively pursuit of prospects is being made by
the energetic force of salesmen.
The Schaff Bros. Co.
Established 1868
Huntington, Ind.
GRAND PIANOS
EXCLUSIVELY
One Style—One Quality
giving you the
Unequaled Grand
at
Unequaled Price
Already being sold by leading dealer*
throughout the country
Write today—tell us your next year's re-
quirements and we will meet your demands
with prompt and efficient service.
Nordlund Grand Piano Co.
400 W. Erie St.
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/
CHICAGO
Future scanning projects are planned by the International Arcade Museum Library (IAML).