The music industry was in the vanguard of marketing at the turn of the century. It used brand names, national advertising, clever sales promotions and regional distribution at a time when other industries advertised on a strictly local basis.

In Chicago, Lyon & Healy was the first company with an in-house advertising department. It solicited dealer support by offering ready-to-run advertising slicks with a space for the dealer’s name. Others in the industry launched clever promotions that ranged from the inventive to the exotic.

Advertising fraud posed problems for honest dealers and manufacturers as unscrupulous retailers advertised cheaper brand pianos as famous brand “used” pianos. The practice threatened consumer trust.

 

One of the first school orchestras was established in Wichita, Kansas, in 1896.  Public support for music education encouraged schools to hire music teachers and create band and orchestra programs for their students.  Instrument sales grew as more children took lessons.   

To promote the best in music education, music teachers organized the Music Supervisors National Conference in 1907.  Its name was changed to the Music Educators National Conference (MENC) in 1934.  The association grew in importance, becoming an important factor in the development of school music programs.

Music publishers offered dozens of books in self-instruction for a range of instruments.  J. W. Pepper, for example, provided the “Premier Method for the Cornet,” which included 100 progressive exercises, 50 selected melodies, 50 popular duets and 16 artistic solos.