Read about how "Music Magazines Move Merchandise", from dealers just like you! . . .

"A customer came into the store holding the December 03' issue of Guitar One and pointed at the Marshall Mode Four ad. After a quick test drive he was sold on it. That ad made both him and me happy that day!" - Morrison Bros. Music, Ridgeland, MS

"One of my regulars buys each new issue of Modern Drummer at my store. Two weeks ago he called wanting to order the Gretsch Vinnie Colaiuta snare drum featured in the article. I called my vendor, got his price, called the customer back and got the order! The story did all the sales work for me! This story is a great testament to the power of the magazine." - Firehouse Music, Hudsonville, MI

"A young punk rocker looking customer came in and stumbled over to our magazine rack and picked up the November issue of Bass Player magazine. He flipped through for a few seconds then came to the counter and asked if we had an amp that was reviewed in that issue. The amp was a Roland Bass Cube 30, which we also had in stock. The magazine praised the amp quite nicely and our customer made up his mind in a hurry. We sold the amp to him on the spot for $295. Bass Player did a nice job of talking the amp up and persuading our rocker to buy it. We made a nice clean quick sale for $295 thanks to a great review by Bass Player." - Northern Lights Music, Littleton, NH

"After both Modern Drummer magazine and DRUM! magazine featured reviews about the new EVANS J1 "Etched" drumheads, customers, both new and existing customers, came (and are still coming) to our drum store, with either the magazine in their hands, or opening our issues here on display, and asking about the J1 drumheads. We sold approximately 11 sets of these new drumheads without even having them on a kit to let customers to try them out (actually, we changed that today and have these drumheads on our store kit for display)." - MTC-Drums, Brooklyn, NY

"About a month ago, I was reading one of the new issues of Guitar One we had just gotten in. . . and I noticed a review of the newest addition to Yamaha's AES electric guitar family. The review raved about how this new model was not only elegant and reliable, but stood up to every test they could throw it's way and it passed with flying colors. They tested it against every amp and effect possible and it was noted as being simply "stunning." Anyways, not long after that, a longtime customer came in looking at that guitar and talking with another one of our employees. When I saw how interested he was, I just simply walked by and handed the open magazine to the employee and smiled. He kinda laughed and showed the article to the customer and the customer just lit up with excitement and bought it right there on the spot. I can definitely say that the article helped give our employee the knowledge he needed and gave our customer the confidence he needed in knowing that what he was getting was special." - Brass Bell Music Store, Milwaukee, WI

"We regularly use the Strings magazine from October 2002 to reference the carbon fiber bow review when selling coda bows. We also show the Samual Eastman ads for K. Holtz carbon fiber bows in Strings magazine when customers ask about them." - Seman Violins, Skokie, IL

And hear what manufacturers have to say...

Remo Belli
President and Founder
Remo, Inc.

"Of all the media tools available to us in this modern age – radio, video, print and the internet, to name only a few – music magazines remain the most efficient and effective way to get our message to the largest, yet most qualified, audience. While other media are too broad or too expensive, the affordability and clearly defined focus of music magazines makes them all the more interesting to the greatest number of our customers: musical instrument buyers.

"Music magazines bring these loyal customer/musicians up-to-the-minute information and news; not just in showcasing our ads and supporting our press releases, but in the editorial coverage and the context they provide. They show how, why, when and where our products are used by actual musicians; giving readers the facts they need to better understand our products and objectively compare them with our competitors'.

"With music expanding so rapidly and in so many new directions these days, I'd strongly encourage dealers to expand the quantity and variety of music publications they stock. At Remo, music magazines have been a valuable partner in our past successes and I expect they'll become even more so in the future. If we all continue to support our favorite music magazines, I believe we'll continue to make beautiful music together."

Jim D'Addario
President
J. D'Addario & Co., Inc.

"At D'Addario our focus has always been on manufacturing quality products, but we learned a long time ago if you can't communicate the merits of your products to the musician, your products will never have a chance at success in the marketplace.

"In today's competitive markets we need smart dealers, positive 'street talk' and respected artists using our products. We also need music magazines.

"Music magazines showcase our products. They educate consumers so they can make intelligent choices. That's why we devote the lion's share of our marketing budget to music magazine advertising. Your customers are enthusiastic about music. Music magazines kindle and rekindle that enthusiasm.

"We encourage our dealers to reevaluate their commitment to offering the consumer a wide range of music magazines to choose from. If you have a magazine rack, take some time to clean it up and restock it. If you don't consider putting one in. It's not just another terrific profit center, but it's also a stimulant to get and keep your customers coming back to your store."

Larry Fishman
President
Fishman Transducers

"According to our product registration cards, 97% of Fishman-equipped musicians read music magazines. That's why we place ads in many music magazines, and steer smart buyers to your store.

"Only half of these Fishman-equipped musicians subscribe to music magazines at home. That means the other half are always looking for a friendly place to browse and buy new issues of their favorites.

"Is your store the place? Having a variety of magazines on display is like sending those customers a monthly invitation to come and visit you.

"We know Fishman users recognize and appreciate quality, reliability, and convenience. By stocking quality music magazines in your store, you'll make it easy and convenient for your customers to learn about Fishman products, and make it easier for you to sell them."

Michael Kovins
President
Korg USA

"As a group, we are fighting other industries for the consumer's attention!

"Musical instrument publications are a major source to provide the information to satisfy our customers.

"The only way to compete is to provide more information to our customers. A satisfied customer is a consumer for life.

"Music magazines can help generate more business for all of us."

C.F. "Chris" Martin IV
President
Martin Guitar Co.

"At the Martin Guitar Company, we know that good products deserve good marketing. We need smart dealers, strong word-of-mouth, and respected artists performing with our guitars. We also need music magazines.

"Music magazines showcase our products. They help consumers make intelligent choices. They keep us on the radar screens of the buyers who really count. Music magazines kindle excitement about our products, and they spark impulse purchases.

"That's why we devote a big part of our marketing budget to music magazine advertising. That's why we encourage all of our dealers to stock, display, and sell music magazines in their stores. If you don't have a magazine rack in your store, I urge you to set one up today."

Craigie Zildjian
C.E.O.
Avedis Zildjian Company

"Having been in business for over 375 years, we've had an opportunity to learn a lot about our customers. They are dedicated to their instruments, serious about their art, and hungry for the type of information that can only be found in specialist music publications. Similarly, music retailers rely on these publications for new product information and industry trends.

"Music magazines provide Zildjian with the perfect forum to convey our message. We continue to find print advertising to be an indispensable component of our marketing mix."