Presto
Issue: 1928 2193 - Page 11
August 11, 1928
PRESTO-TIMES
11
paratively few readers care to listen to more than
that at a stretch.
The Stage, Too.
Even the stage provides a hint to the writer of
ads who clings to the long-winded way of stating his
case. There is the moving picture man and the
vaudeville sketch. The moving picture is the short Chas. J. Kops of Kops Piano House, Great
Simple Statement of Feature Which Distin- story in dramatic form. The vaudeville sketch is
Falls, Mont., Indicates Extension of
the pruned play. A whole lot of three-act plays
guishes the Instrument From Others and
Opportunities by Ordering Presto
that have failed within the past few years had some-
Makes It Desirable to Buyers Is Often
Buyers' Guides.
thing to commend them. But they proved lemons
Sufficient for Advertiser's Purpose.
in their long form. Boiled down to film lengths
Kops' Piano House, Great Falls, Mont., is one of
these plays have had immense successes. Economy
of time and words by writers and playwrights are the progressive music houses of that section and its
significant suggestions of the spirit of the times that guiding spirit is Chas. J. Kops. In the institution last
week of an air mail service Mr. Kops sees another
the ad writer should learn from.
aid to the continuous growth of the spirit of expan-
It Is the Faculty of Determining Right Attitude in
sion in his wonderful state.
Print to Assume in Presenting an
The manager of the Kops Piano House is C. L.
Advertised Commodity.
Carlson, who exhibits the same activity which enabled
Mr. Kops to build up a big piano business in that
Brevity is the soul of the piano advertisement. The
reg:on of wide spaces where men are men and women
day of the long-winded ad is over. Selecting a main
have the first and last word in selecting the family
fact about the commodity advertised and stating that Piano Manufacturer Featured in Popular Section of piano. The house has a big staff of out-of-door sales-
Daily
Herald
and
Examiner.
briefly and convincingly is the way of today. Econ-
men and Mr. Carlson and Mr. Kops consider the
omy of time is the present-day spirit. It governs
In "The Sidewalks of Chicago," a section of the Presto Buyers' Guide an able aid to convincing the
every field of endeavor.
Chicago Herald-Examiner that has proved to be very discriminating fair customers. This letter was re-
There are scores of men in the piano industry who popular in the Windy City, recently a caricature of ceived by Presto-Times this week dated August 2:
do not know a thing about the mechanics of the ad A. G. Gulbransen, president of the Gulbransen Com-
"Gentlemen: Today is our first air mail service
writer's business, but "who can sense the merits or pany of Chicago, was used. He is No. 1 on the illus- and we take this opportunity to order half a dozen
faults of an ad. It is a gift that accompanies their trat'on and the caption used in connection with it Presto Buyers' Guides, sent 1o our main office at
other gifts of piano making or piano selling. An was as follows: "Axel G. Gulbransen taking a turn Great Falls. Accept our good wishes, too, sent in
economy of words usually distinguishes the ad copy
this 'first flight letter.' "
of men with the ad writing gift. Instinctively they
know the weakening effect of the anti-climax, as you
MUSIC IN RUSSIA.
might call it; the unnecessary statement following
Soviet
Russia
has enacted a new copyright law.
the main argument that confuses readers. But all the
Instead of twenty-five years' protection the author is
ads are not written by men who know the value of a
entitled to copyright during his lifetime, and his heirs
few words properly set down in type.
to twenty years after his death. An exception is
A Case in Point.
made in the case of "ballet and dance music, film
scenarios and films, for which the copyright lasts
A few weeks ago a piano manufacturer who is his
only ten years." Authors may sell their copyright,
own advertising department manager employed an
but not without the publishers' consent. The Soviet
enthusiastic advertisement writer to get up copy for a
Republic may also compel the author to cede the
series of display pages for the trade . papers. The
copyright to the State, "but not without compen-
manufacturer usually makes his own "copy." He
sation."
considered, however, that a new mental twist to his
plans for business might help in the spring campaign.
CARETAKERS' QUARTET ORGANIZED.
Bat the first bk. of "copy" submitted by the young
Not to be outdone by the Los Angeles police de-
advertising writer disappointed him. The subject was
partment, who have their own "Policemen's Quartet,"
his playerpiano, and the young writer certainly made
the caretakers of the Los Angeles playground depart-
it an exhaustive treatise. In the copy for a display
page he had put about everything that could be about, looking forward to a world music festival in ment have organized a male quartet which will sing
193-3."
at meetings of the caretakers and at general meetings
said of the instrument. He said it well, too.
The other men featured are: No. 2, H. W. Cald- of the playground department employees.
All There—But.
well, slated to head the Board of Education; No. 3,
The manufacturer took the "copy" home with him Will J. Bell, new president of the Hamilton Club;
No. 4, Samuel Insull, back from Europe and busy
that evening for cool consideration in the quiet of
his library. Next morning he was still undecided with many things from opera house to ten-cent fare;
abou<- the merits. He does not pretend to ability to No. 5, Max Mason, recently resigned as president of
produce copy for an advertising series costmg a lot of the University of Chicago.
money for space. He admits even that he feels out
of place in an office. There, he feels like a sailor,
ashore. But in the factory something in him responds
to the environment. When he reaches that place of
The Surety Finance Service Co. has been incor-
noisy activity his mind becomes more alert, and his
porated in California and offices have been opened at
(Beg. V. S. Pat. Off.)
decisions more positive.
1065-66 Phelan Building, San Francisco. The incor-
It was one of his four days in the week at the porators are Frank Anrys, vice-president and general
factory. He had changed to his buttonless old blue manager for 25 years of the Wiley B. Allen Company,
Makers of the Famous
serge factory coat and was feeling in his vest pockets and Roy B. Miller, its secretary for years, both espe-
for a cigar when his fingers encountered the bit of cially well known on the coast in music trades circles.
advertising "copy," the merits and demerits of which Mr. Miller, who was appointed secretary of the Music
"The First Touch Tells"
were still open questions.
Trades Association of Northern California a few
He unfolded it and smoothed it out on the desk. months ago, will maintain his association office in
(Regr. U. 8. Pat. Off.)
He read it carefully. Then he took a stubby pencil the fiinance company's suite. All the other incorpora-
from his factory coat and ringed four lines. The tors of the new finance company were either inter-
lines described the merits of the feature in the small ested in the Wiley B. Allen Company or were mem-
grand that made the instrument distinctive. Every- bers of the company's force for most of their business
597 East 137th St.
lives. The corporation was organized to finance piano,
thing else in the copy made for that confusion of
ideas so common in the work of the novice at ad talking machine and radio paper for the music dealers
writing. The four ringed lines provided the "copy" of Northern California.
for his ad page.
EFFECTS OF OUR MUSIC ABROAD.
Brevity a Merit.
The world-wide spread of modern American music
The simple fact that a piano model is smaller than has had a decided effect on the sale of American
others is an advertising argument today. Advertise- musical instruments abroad. The demand has in-
ments of excellent selling power have been printed creased not only for band and orchestral instruments
with mere measurements as the leading announce- and those used in the production of the modern type
ment. The prospective baby grand buyer, for in- of music, but for player-pianos, phonographs, piano
stance, is easily attracted by the merit of smallness. rolls, phonograph records, and sheet music. Exports
Other considerations he often considers secondary. from the United States, exclusive of sheet music, dur-
But to interest the piano buyer the brief statement ing the first six months of 1926 amounted to $7,297,-
TheCABLECOMPANY
that you have an extended line of period models is 450 as compared with $6,494,121 for the same period
often sufficient. His next move is to come in to see in 1925, $5,815,408 in 1924, $5,517,072 in 1923, and
Makers of Grand, Upright
the line for himself. A long technical description $3,986,559 in 1922."
and Inner^Player Pianos,
may confuse him and lessen his desire to investigate.
But whatever merit of the piano may be presented,
including Conover, Cable,
TO MAKE ADRIANOLA.
the advertiser should be brief.
Automatic phonographs for amusement places will
Kingsbury, Wellington and
In literature we have familiar illustrations. A be manufactured in Fond du Lac, Wis., on a large
Euphona.
great many very successful short stories are pub- scale soon, following the organization of the $100,000
lished, but not a great many very successful novels. Adrianola corporatian. A number of the machines
There is a parallel between the ad writer and the have already been made as samples. The corporation
story writer. With relatively few exceptions, five or will have its plant in Fond du Lac, with offices in
six thousand words is .as much as an author really
Milwaukee, according to announcement of Sylvester
has to say at a given time on a given subject. Com- Adrian.
VALUE OF BREVITY
IN THE PIANO AD.
SIGNALIZES OPENING
OF AIR MAIL SERVICE
THE AD SENSE
A. Q. QULBRANSEN SUBJECT
FOR NEWSPAPER CARTOONIST
NEW FINANCE COMPANY
CHRISTMAN
STUDIO PIANOS
STUDIO GRAND
CHRISTMAN PIANO C0.,Inc.
Chicago
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-TIMES
11
paratively few readers care to listen to more than
that at a stretch.
The Stage, Too.
Even the stage provides a hint to the writer of
ads who clings to the long-winded way of stating his
case. There is the moving picture man and the
vaudeville sketch. The moving picture is the short Chas. J. Kops of Kops Piano House, Great
Simple Statement of Feature Which Distin- story in dramatic form. The vaudeville sketch is
Falls, Mont., Indicates Extension of
the pruned play. A whole lot of three-act plays
guishes the Instrument From Others and
Opportunities by Ordering Presto
that have failed within the past few years had some-
Makes It Desirable to Buyers Is Often
Buyers' Guides.
thing to commend them. But they proved lemons
Sufficient for Advertiser's Purpose.
in their long form. Boiled down to film lengths
Kops' Piano House, Great Falls, Mont., is one of
these plays have had immense successes. Economy
of time and words by writers and playwrights are the progressive music houses of that section and its
significant suggestions of the spirit of the times that guiding spirit is Chas. J. Kops. In the institution last
week of an air mail service Mr. Kops sees another
the ad writer should learn from.
aid to the continuous growth of the spirit of expan-
It Is the Faculty of Determining Right Attitude in
sion in his wonderful state.
Print to Assume in Presenting an
The manager of the Kops Piano House is C. L.
Advertised Commodity.
Carlson, who exhibits the same activity which enabled
Mr. Kops to build up a big piano business in that
Brevity is the soul of the piano advertisement. The
reg:on of wide spaces where men are men and women
day of the long-winded ad is over. Selecting a main
have the first and last word in selecting the family
fact about the commodity advertised and stating that Piano Manufacturer Featured in Popular Section of piano. The house has a big staff of out-of-door sales-
Daily
Herald
and
Examiner.
briefly and convincingly is the way of today. Econ-
men and Mr. Carlson and Mr. Kops consider the
omy of time is the present-day spirit. It governs
In "The Sidewalks of Chicago," a section of the Presto Buyers' Guide an able aid to convincing the
every field of endeavor.
Chicago Herald-Examiner that has proved to be very discriminating fair customers. This letter was re-
There are scores of men in the piano industry who popular in the Windy City, recently a caricature of ceived by Presto-Times this week dated August 2:
do not know a thing about the mechanics of the ad A. G. Gulbransen, president of the Gulbransen Com-
"Gentlemen: Today is our first air mail service
writer's business, but "who can sense the merits or pany of Chicago, was used. He is No. 1 on the illus- and we take this opportunity to order half a dozen
faults of an ad. It is a gift that accompanies their trat'on and the caption used in connection with it Presto Buyers' Guides, sent 1o our main office at
other gifts of piano making or piano selling. An was as follows: "Axel G. Gulbransen taking a turn Great Falls. Accept our good wishes, too, sent in
economy of words usually distinguishes the ad copy
this 'first flight letter.' "
of men with the ad writing gift. Instinctively they
know the weakening effect of the anti-climax, as you
MUSIC IN RUSSIA.
might call it; the unnecessary statement following
Soviet
Russia
has enacted a new copyright law.
the main argument that confuses readers. But all the
Instead of twenty-five years' protection the author is
ads are not written by men who know the value of a
entitled to copyright during his lifetime, and his heirs
few words properly set down in type.
to twenty years after his death. An exception is
A Case in Point.
made in the case of "ballet and dance music, film
scenarios and films, for which the copyright lasts
A few weeks ago a piano manufacturer who is his
only ten years." Authors may sell their copyright,
own advertising department manager employed an
but not without the publishers' consent. The Soviet
enthusiastic advertisement writer to get up copy for a
Republic may also compel the author to cede the
series of display pages for the trade . papers. The
copyright to the State, "but not without compen-
manufacturer usually makes his own "copy." He
sation."
considered, however, that a new mental twist to his
plans for business might help in the spring campaign.
CARETAKERS' QUARTET ORGANIZED.
Bat the first bk. of "copy" submitted by the young
Not to be outdone by the Los Angeles police de-
advertising writer disappointed him. The subject was
partment, who have their own "Policemen's Quartet,"
his playerpiano, and the young writer certainly made
the caretakers of the Los Angeles playground depart-
it an exhaustive treatise. In the copy for a display
page he had put about everything that could be about, looking forward to a world music festival in ment have organized a male quartet which will sing
193-3."
at meetings of the caretakers and at general meetings
said of the instrument. He said it well, too.
The other men featured are: No. 2, H. W. Cald- of the playground department employees.
All There—But.
well, slated to head the Board of Education; No. 3,
The manufacturer took the "copy" home with him Will J. Bell, new president of the Hamilton Club;
No. 4, Samuel Insull, back from Europe and busy
that evening for cool consideration in the quiet of
his library. Next morning he was still undecided with many things from opera house to ten-cent fare;
abou<- the merits. He does not pretend to ability to No. 5, Max Mason, recently resigned as president of
produce copy for an advertising series costmg a lot of the University of Chicago.
money for space. He admits even that he feels out
of place in an office. There, he feels like a sailor,
ashore. But in the factory something in him responds
to the environment. When he reaches that place of
The Surety Finance Service Co. has been incor-
noisy activity his mind becomes more alert, and his
porated in California and offices have been opened at
(Beg. V. S. Pat. Off.)
decisions more positive.
1065-66 Phelan Building, San Francisco. The incor-
It was one of his four days in the week at the porators are Frank Anrys, vice-president and general
factory. He had changed to his buttonless old blue manager for 25 years of the Wiley B. Allen Company,
Makers of the Famous
serge factory coat and was feeling in his vest pockets and Roy B. Miller, its secretary for years, both espe-
for a cigar when his fingers encountered the bit of cially well known on the coast in music trades circles.
advertising "copy," the merits and demerits of which Mr. Miller, who was appointed secretary of the Music
"The First Touch Tells"
were still open questions.
Trades Association of Northern California a few
He unfolded it and smoothed it out on the desk. months ago, will maintain his association office in
(Regr. U. 8. Pat. Off.)
He read it carefully. Then he took a stubby pencil the fiinance company's suite. All the other incorpora-
from his factory coat and ringed four lines. The tors of the new finance company were either inter-
lines described the merits of the feature in the small ested in the Wiley B. Allen Company or were mem-
grand that made the instrument distinctive. Every- bers of the company's force for most of their business
597 East 137th St.
lives. The corporation was organized to finance piano,
thing else in the copy made for that confusion of
ideas so common in the work of the novice at ad talking machine and radio paper for the music dealers
writing. The four ringed lines provided the "copy" of Northern California.
for his ad page.
EFFECTS OF OUR MUSIC ABROAD.
Brevity a Merit.
The world-wide spread of modern American music
The simple fact that a piano model is smaller than has had a decided effect on the sale of American
others is an advertising argument today. Advertise- musical instruments abroad. The demand has in-
ments of excellent selling power have been printed creased not only for band and orchestral instruments
with mere measurements as the leading announce- and those used in the production of the modern type
ment. The prospective baby grand buyer, for in- of music, but for player-pianos, phonographs, piano
stance, is easily attracted by the merit of smallness. rolls, phonograph records, and sheet music. Exports
Other considerations he often considers secondary. from the United States, exclusive of sheet music, dur-
But to interest the piano buyer the brief statement ing the first six months of 1926 amounted to $7,297,-
TheCABLECOMPANY
that you have an extended line of period models is 450 as compared with $6,494,121 for the same period
often sufficient. His next move is to come in to see in 1925, $5,815,408 in 1924, $5,517,072 in 1923, and
Makers of Grand, Upright
the line for himself. A long technical description $3,986,559 in 1922."
and Inner^Player Pianos,
may confuse him and lessen his desire to investigate.
But whatever merit of the piano may be presented,
including Conover, Cable,
TO MAKE ADRIANOLA.
the advertiser should be brief.
Automatic phonographs for amusement places will
Kingsbury, Wellington and
In literature we have familiar illustrations. A be manufactured in Fond du Lac, Wis., on a large
Euphona.
great many very successful short stories are pub- scale soon, following the organization of the $100,000
lished, but not a great many very successful novels. Adrianola corporatian. A number of the machines
There is a parallel between the ad writer and the have already been made as samples. The corporation
story writer. With relatively few exceptions, five or will have its plant in Fond du Lac, with offices in
six thousand words is .as much as an author really
Milwaukee, according to announcement of Sylvester
has to say at a given time on a given subject. Com- Adrian.
VALUE OF BREVITY
IN THE PIANO AD.
SIGNALIZES OPENING
OF AIR MAIL SERVICE
THE AD SENSE
A. Q. QULBRANSEN SUBJECT
FOR NEWSPAPER CARTOONIST
NEW FINANCE COMPANY
CHRISTMAN
STUDIO PIANOS
STUDIO GRAND
CHRISTMAN PIANO C0.,Inc.
Chicago
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).