The Edison phonograph monthly (Jan-Dec 1910)

Edison Phonograph Monthly, Sept., 1910 When An Ad Is Effective Every once in a while we are asked by some Dealer to tell him what, in our opinion, constitutes a good ad. We invariably reply that the most effective ads are those which consist of one part originality in plan and text, another part conciseness and clearness in expression and the remaining two parts straightforwardness in story. Originality attracts, of course, and conciseness and clearness illuminate, but straightforwardness convinces. The latter quality, therefore, is the most essential. Straightforwardness inspires confidence. That's what you are looking for, — the confidence of the public. To w7in that confidence your ad must have the ring of sincerity. It must impress the public as being truthful ; otherwise it lacks force. Absurd, exaggerated statements, therefore, should be carefully eschewed in the writing of ads. Never make a statement which you are not prepared to back up and prove. You can divest an ad of its originality, and dress it in the plainest of verbal garb ; if it is intelligible and smacks of truth it will accomplish its purpose every time. The Edison Dealer need never have recourse to exaggeration or bombast in advertising his goods. He is handling a standard line backed up by a name which is recognized in every country in the world as a guarantee of honest value. It is only necessary for him therefore in preparing his ads to compose them in the clearest, most intelligible and catchiest phrase at his command, adhering always to the truth, and use all the originality he can summon in their arrangement. There is one more thing, however, in this connection which every Dealer must sooner or later recognize, which is that the best ad that was ever written will not produce results in one appearance. It takes persistent repetition to accomplish results. A colony of bi avers start gnawing at the base of a huge tree. At first their united efforts are scarcely perceptible so colossal in comparison is the task they are essaying. They persist, however, ceaselessly, tirelessly, and in time the tree will sway in the wind and topple across the stream to form the dam they want to build. That simile well illustrates the value of persistence as applied to advertising. A single attempt to gain the public's attention and confidence will achieve little, but persistent, well directed attempts to reach the same goal will some day bring success in abundance. 'Music Master" Horns in Good Demand Orders for these decidedly attractive and very desirable horns have been coming in such satisfactory quantities as to convince us that they are destined to be a popular accessory with the trade. There is no question but that the public will take kindly to them, for in addition to being highly ornamental in appearance they are a distinct improvement from the standpoint of reproduction over any other horns on the market. Built of solid wood on sounding-board principles, they impart an agreeable mellowness of tone to the reproduction which is not possible with a metal horn, and which cannot fail to strike the listener at once. We predict that they will prove good sellers as extras, and will also prove popular as part of complete outfits. The profit on these horns is so very attractive, moreover, that Dealers should lose no time in placing an order for at least one sample and setting it up on a machine for demonstration and display purposes. It should be remembered in ordering that there are four distinct styles of horns at different prices, and that it is necessary to obtain various setting up parts, depending upon the type of machine upon which it is to be mounted. This information was clearly outlined in Sales Department Bulletin announcing the Horns, and was also contained in the August Monthly, which we recommend that Dealers use for reference in ordering:. Chinese Records We have prepared a four-page folder (form 1839) containing a list of 110 Chinese Amberol Records of 15 songs, — a complete list of all fourminute Records in the Chinese language to date. These Records are from well-known Chinese plays and were made by the most popular Chinese actors in the country. Both Records and literature are now ready for distribution, and we would urge Dealers who are located in cities where the Chinese are found in any numbers to obtain a supply of both. While the demand for these Records will not be large, there is a field for them wherever a Chinese colony of any respectable size is to be found, for the Chinese are good patrons of native theatres and fond of their national songs and music. The supply of these folders is limited, but Jobbers will send a small quantity upon request. A full line of goods is a standing ad which never loses force. Is your demonstrating machine in good order ?