Selling “The Things Money Can't Buy”: Piano Advertising in the Mid-Twentieth Century

Abstract

AbstractThis study explores piano advertising strategies after 1940 by examining ads printed in Etude, the Music Magazine between then and 1957, when it discontinued publication. Aware of the emerging US consumer culture, piano companies experimented throughout this period with more aggressive marketing techniques than they had previously used. Because Etude’s intended audience included musicians and enthusiasts of every skill and experience level, it was approached accordingly by advertisers. Thus, we can trace in its pages the development of methodologies that, owing to an increasingly sophisticated understanding of the contemporary range of consumers and their interests, came to target distinct and different market segments. Examination of strategies aimed at the respective groups illuminates an important chapter in the development of twentieth-century advertising while highlighting the piano's special status among consumer products and its cultural associations. Analysis of the industry's strategies in dealing with the mid-twentieth-century US economy reveals contemporary understandings of such associations and their effect on the implications of piano acquisition.