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THE MUSIC TRADE REVIEW
50
Conducted by B. B. Wilson
OUTING OF BOSTON MUSIC PUBLISHERS' ASSOCIATION
NATIONALLY ADVERTISED MUSIC.
Annual Affair of That Organization Held on Saturday in Lowell Is Well Attended and Proves
Thoroughly Successful—Lively Ball Game One of the Features.
What It Means to Enter Into Such a Campaign
—The Problem of Distribution One of the
Chief Factors—Necessary to Success—Local
Campaign Best Where Facilities for Follow-
up Are Limited in Any Manner.
(Special w The Review.)
BOSTON, MASS., September (i.—The Boston Music
Publishers' Association, sixty strong, including
guests, took possession this afternoon of the
Vesper Club at Lowell, known far and wide as
one of the finest and most hospitable of the many
clubs in the State. Dr. James A. Reilly, presi-
dent of the Music Publishers' Association, is a
resident of Lowell, and was anxious that his fel-
low members should taste the hospitality of the
Vesper Club, which has a most delightful location
on an island in the Merrimac River. The party had
the advantage of a private car which was attached
to the 1 p.m. train from the North Station, and
everyone was on hand at the appointed time. Vice-
President Clarence A. Woodman, with his cheery
smile and hearty welcome, was on hand to greet
"the boys" as they boarded the train. Upon reach-
ing the clubhouse there was much to entertain and
interest the visitors. Refreshments first were in
order, and after a short interval one of the events
of the day was announced—the ball game between
the married and the single men. This developed
several surprises and furnished no end of fun. 1 he
game finally was won by the single men, 8 to 5.
At 4:30 the company went into the dining hall
when a tine lobster and chicken dinner, with all
that goes with it, was served. Dr. Reilly presided,
and at his right sat Professor Leo R. Lewis, of
Tufts College, who similarly was a guest of the
association at its outing at Nantasket Beach last
year. Walter Ai! Bacon and Secretary and Treas-
urer "Bill" Small, an important factor in these out-
ings, sat in this same company. Following the
dinner there were impromptu speeches, all of them
in a cheery, congratulating vein, from Dr. Reilly,
who got a hearty welcome as he arose to speak;
'Professor Lewis, Mr. Bacon and George W. Fur-
ness. When the company left the tables they
strolled out into the moonlight, for it was a beauti-
ful evening. About se\fen o'clock the company pre-
pared to start for home, and the intervening hours,
until the train arrived in Boston, was pleasantly
spent in chorus singing.
The outing was voted quite the most enjoyable
one ever held, and too much praise cannot be
given the committee of arrangements, headed by
Dr. Reilly, for the able manner in which all the
details were carried out.
Those present from Oliver Ditsoii included
Ciarence A. Woodman, Henry .v. Winkelman,
Henry McLean, Otto A. Persendet, C. F. Maney,
E. W. Briggs, Charles Sweeney, C. Helm and, John
Fry, R. D. Grant, C. B. Hollis, Judson Swett, Jas.
A. Smith, C. C. Chapman, G. H. Shirley, George
Chase, W. J. Baltzell, George W. Furness, Frank
Offinger, William F. Hollis, Arthur B. Flint, Leslie
A. Martell, Wm. J. Reilly, Fred Beuher, Rudolph
Bossardt and Ben Hawesmith.
From the B. F. Wood Co.: B. F. Wood, Wm.
T. Small, W. D. Preston, H. W. Robinson, Victor
Darman, Nicholas Lang, H. J. Cruetz, N. A. Lane,
C. McCaled.
From the \\ bite-Smith 'Co.: B. W. Davison.
Walter M. Bacon, H. L. Heartz, A. Stone, E. H.
Pflock, W. A. Stone, J. G. Colton, B. M. Mann.
From Walter Jacobs' Store: Walter Jacobs, R.
L. Hildreth, William E. Ingalls, Arthur J. Shaw,
Jr., M. V. Freese, Jesse Jones, I. R. Temple, P. O.
Askerlund.
Boston Music Co.: G. A. Stonesburg and
Messrs. Houghton, Kimball and Denning.
C. W. Thompson & Co.: C. W. Thompson and
James Donlon.
Percy Ashdown, of the Percy Ashdown Co., Ltd.,
of London, was present.
The committee had invited as guests James F.
Bowers, of Lyon & Healy, of Chicago; Alex-
ander P. Brown, W. F. Garcelon, James F.
Magennis and Professor Leo R. Lewis, the latter,
however, being the only one of these able to be
present.
As was announced in The Review several weeks
ago the house of Leo Feist, Inc., has started an in-
novation in the nature of a national advertising
campaign in the interests of the prize song "Peg
o' My Heart," the Saturday Evening Post and
other magazines of large circulation and high rates
being selected for the campaign. In starting the
campaign the matter was given the most careful
attention, and the wide advertising knowledge of
those at the head of the business was supplemented
by the expert advice of outside advertising agents
familiar with national advertising and its ramifica-
tions. The cost of the advertising expense itself
is only a portion of the total expense of the cam-
paign, for thousands of display sheets, with the
advertisements enlarged, were distributed to the
dealers for the purpose of window display and t.^e
cost of letters and circulars sent to the trade for
the purpose of insuring the dealers to have stock
to meet the expected demand also ran up into large
figures. On the whole the campaign has been'
started in a manner accepted as the proper one-
and as was said before, the results will be awaited
with considerable interest.
In the matter of national advertising, however,
the music publisher who is desirous of entering into
a campaign must bear in mind the fact that without
the perfect country-wide distribution of his prod-
uct, arranged f>r beforehand, the price of the
advertising itself is wasted. In the first place, to
get the best results, copies of the music must be on
sale in every city and town where magazines are
read and at least in every town of over 5,000 popu-
lation. This matter of distribution, even through
the medium of large jobbers, is a long and ex-
pensive proceeding. Then, too, the national ad-
vertising musi be supplemented with special fold-
ers and hangers to center the local interest in the
advertisements, a work that must be in the hands
of a man who is thoroughly familiar with all its
a
performance
of
"All
Aboard"
on
June
14
and
is
SUE TO ENJOIN LEW FIELDS.
of the opinion that the first act of the play was details.
Charles Frohman and Chappell & Co., Ltd.,
inspired by the second act of "The Girl on the
For the concern with limited powers of distribu-
Claim That First Act of "All Aboard" Is In-
Film."
tion
for its prints and which is able to thoroughly
fringement on Second Act of "The Girl on
Chappell & Co. are particularly interested in the cover only one section of the country, local ad-
the Film." and Seek to Have It Stopped.
success of "The Girl on the Film" in the United vertising campaigns should solve the problem tem-
Claiming the first act in "All Aboard," the musi- States owing to the iact that it contains one of porarily. One publisher has been running a small
cal comedy which has.been running at the Weber the waltz successes of the season i i Europe. fifty-line advertisement in a New York afternoon
& Fields Music Hall during the summer, was in- namely, "Won't You Come and Waltz With Me, ' paper for over a month, every other day, and the
spired by "The Girl on the Film," Charles Froh- of which much is expected here if the production results have been excellent, for the prints adver-
tised had been well distributed in the sections reach-
man and Chappell & Co., Ltd., the music publishers is well received.
ed by the paper in question and the demand
of London and New York, have brought suit for
W. J. DEANE & SON IN NEW HOME. created could be satisfied readily. For the same
infringement against Lew Fields in the United
States District Court, and ask that Fields be en-
W. J. Deane & Son, the prominent music pub- publisher to attempt a campaign of national adver-
joined from continuing the production unless he lishers and jobbers of Sydney, N. S. W., who rep- tising would simply mean a waste of money. I o
leaves.out the act complained of.
resent a number of prominent American music make a national advertising campaign pay, i:i u e
In an affidavit, filed in the court, Charles Froh- publishers in Australia, have moved to much more matter of disposing of sheet music, the secret lies
man declared that he had acquired the rights to commodious quarters at 500 George street, that in the manner in which the advertising itself is
supported, possible only with a well prepared and
produce the play entitled ''The Girl on the Film'' in city.
.,
competent distributing organization.
the United States and Canada from the Gaiety The-
"THE MARRIAGE MARKET" SOON.
ater Co., of London, May 23. He asserts that he
paid a large sum for the play, which was an Eng-
"The Marriage Market," with Donald Brian in
FRITZI WAS^\LL ALONE.
lish translation of the German play called "Film- the stellar role, is announced for production by
According
to a story being told in the vicinity
zauber," and contracted to pay liberal royalties on Charles Frohman during September. The book is
of the Palace Theater this week. Arthur Aldridge,
the production, in America in addition.
by M. Brody and F. Martis; lyrics by Arthur An-
-.e adds that he was much impressed with the derson and Adrian Ross and music by Victor the tenor, who recently appeared with much success
novelty of the scenes and incidents portrayed in Jacobi. Chappell & Co., Ltd., are the publishers. in the Gilbert & Sullivan revivals under Shubert
management and has been appearing in vaudeville
"The Girl on the Film," and avers that he will
One of the feature numbers of Jesse L. Lasky's in the West under contract with Martin Beck, was
s'iffer grave injury if the alleged infringement is
allowed to continue, asserting it will surely hurt "Redheads" is a new song by Leo Edwards and compelled to forego his scheduled week at the
Will Cobb entitled "I Just Came Back to Say Palace owing to the "kick" put forth by Fritzi
the drawing power of his play.
Scheff, who stated that it would be she alone or
Walter T. Eastman, manager for Chappell & Co.. Hello." It is published by Chas. K. Harris. .
Aldridge.
It turned out to be Fritzi alone, and
Ltd., in the United States and Canada, which com-
An Australian critic speaks of "Debussy, whose Aldridge will be heard in New York at a later date.
pany publishes the music of "The Girl on the Film"
and which owns the English rights of "Filmzauber," music has brought discord into so many happy He considers the kick of Fritzi in the nature of a
compliment to his ability.
filed a disposition to the effect that he had attended homes."