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THE MUSIC TRADE REVIEW
63
Publish Less and Feature More.
THE UNSOLVED PROBLEM OF NEW MUSIC.
By CLARENCE A. WOODMAN, of the Oliver
Our important publishers, nearly all of whom are
members of the Music Publishers' Association of
the United States, control in this country the des-
tinies of music for teaching purposes fjr piano
and voice, and also for violin, organ, choral music
for churches, societies, music clubs and supple-
mentary music for schools—in fact, everything that
is best and most ennobling in the field of music.
These publishers are indefatigable in their efforts
to anticipate and supply the demands of music
lovers, music teachers and students, but they all
fail to a greater or less extent to interest the
music trade as a whole in their new issues.
This brings us to a vital point. Why is the music
trade not interested in the efforts of the publish-
ers? The reason cannot be lack of merit, for it
often happens that a composition is favorably re-
ceived and sells well in the retail department of
the publisher who issues it, but has no sale
throughout the trade until the demand has been
created for it by the publisher. Then, and not
until then, do the orders begin to come in from the
trade.
Stimulating the Interest of the Music Dealer.
What, then, can be done to stimulate the interest
of the music dealer? He does not like it if the
publisher trespasses on his domain, but if the pub-
lisher does not in some way make it known that
he has something that is worth while he will never
make a market for his publications, for the music
dealer does not, in many instances, lift a finger to
help.
The act on of the National Association of Sheet
Music Dealers at its June meeting in asking the
publishers to reduce their output of new music is
a step in t.ie right direction, but it will amount to
nothing unless the dealers give their full and
hearty co-operation, because it stands to reason, if
the music trade does not do its part and help the
publisher to introduce his news things, the pub-
lisher is going to step into the breach with more
energy than heretofore and do it himself, or at
least make an attempt to do so.
No Basis for Resentment.
Right here it should be said that the resentment
shown by some dealers at the persistency of some
publishers in introducing their novelt'es to teach-
ers and singers throughout the country is all
wrong, for though it may seem a trespass on the
territory of the local dealer and appear to result
in a temporary loss of sales, there is in reality no
loss, for how can one lose what one never had?
Rear in mind new music is referred to that has
not been introduced. The truth is, this activity
on the part of of the publisher in pushing his
novelties is good advertising and should be so recog-
nized and welcomed by the dealer as one of his
most valued assets. He should, instead of re-
senting it, do all in* his power to aid the publisher
in creating a demand and thus insure himself a
profit, for if compositions are adopted by a teacher
or singer future orders will go to the local dealer
and not to the publisher. The fear of loss of cus-
tomers by the dealer is unfounded. Customers, as
a rule, are loyal to their local dealer, else why the
great demand for music sold by the trade issued by
publishers who give their attention principally to
the profession.
The Importance of Service.
The one and only thing the local dealer has to
fear is the quality of his service. If that leaves
nothing to be desired, his customers will stick to
him "through thick and thin" and will wait pa-
tiently where it is necessary for goods to be pro-
cured from distant points.
The local dealer does not know his own power;
if he did he would welcome the efforts of the pub-
lisher to create a demand for his novelties and
work hand in hand with him to attain the desired
result.
There is no surer way to retain old customers
and attract new ones than by having the latest
music to feature as it appears.
Ditson
Co., Boston.
The Efficiency of the Clerks.
Dealers should insist that their clerks become
familiar with novelties as received. Clerks who
follow this plan are more efficient and the
stores in which they are engaged are more success-
ful than where it is not followed. In stores
where the novelties are not wrapped and placed
on shelves after inspection by the clerks, same
should be kept in a certain place for ready
reference, for it is a fact that music is frequently
ordered from publishers to fill orders for cus-
tomers that the dealer has on hand in his novelty
pile that lie has overlooked and forgntten. It is
The writer remembers, as a boy, that Oliver
lJitson always instructed the clerks who sent out
the new music, which in those days was largely on
sale, to refrain from sending high cost, and diffi-
cult publications for which the demand was
likely to be small, to any but the largest dealer. 1 ,.
I his custom has been followed t> a greater or less
extent ever since, and for th's reason the novel-
ties from the Oliver Ditson Co. have never been
burdensome to even the smaller dealers, and it is
intended in the future to publish less and feature
more prominently than ever their new issues. This
will prove of direct benefit to entire music trade.
I hey are actuated to give the smaller dealers the
opportunity of ordering just what is needed by the
knowledge that a dealer who does Irs best, though
small, is entitled to the same consideration and
service as a dealer with a large field of action, and
vastly more than a large dealer who may be in-
different to the demands of his customers.
Give Encouragement.
No one knows better than the music publisher
of the loyalty of the music profession and the music
lover to their local dealer. Every dealer (and
every clerk in his employ) should realize this to
the utmost, and by fair and square dealing,
faithful attention to detail and anticipation of re-
quirements, make stores and stocks so indispensa-
ble to customers that bus'ness will increase because
of good merchandising. The result will be that
customers will give their orders to the local dealer
instead of sending to the publisher direct. The
dealer should do everything in his power to en-
courage music publishers in their efforts to furnish
suitable new issues for the requirements of music
lovers and the profession. If the dealer cannot
take everything, he should take what he can use
and push it for mutual benefits. It is only in this
way that the vital problem of novelties will be
solved.
GENERAL ACTIVITY IN TWIN CITIES.
( Special to The Review.)
MINNEAPOLIS, MINN., October 4.—Twin Cities
Clarence A. Woodman.
little leaks like this that cause the percentage cost
of doing business to rise. Therefore, stop the leaks.
Some publishers know how to sympathize with
the dealer in this question of new music, because
they find it a serious problem to care for it as it
is received from other publishers, and there is a
certainty that a percentage of the new issues, and
usually the percentage is large, is never called for.
A Serious Problem.
If this is a serious problem to a publisher with
a large retail department, how much more serious
must it be for the music trade a:; a whole?
It is a serious problem, and progressive houses
knowing this, and also that the music dealer can-
not afford to have his profits tied up in unsalable
stock, will in future make their offers for novelties
clastic so as to meet the dealers' requirements.
JUST
music dealers are looking for the best autumn
trade in years, particularly from the outside.
There seems to be a more general interest in mat-
ters musical than for some time. Musicians look
for days of prosperity, the music conservatories
and schools are enrolling more heavily than ever,
and the musical organizations are confident of suc-
cess with all their, ventures,
Paul A. Schmitt has so many calls from the deal-
ers, schools and musical organizations all over the
Northwest that he is obliged to put in a full day's
time making select'ons.
Opening of the schools and conservatories and
of the music studios has given a great impetus to
the sheet music department of the Metropolitan
Music Co. Manager J. A. Simon states that there
has been a heavy arrival of advanced pupils, par-
ticularly to Minneapolis, and they want music—
plenty of it.
OUT!
Victor Record - 17,838
Edison Record - 50,266
Columbia Record Al,806
GASOLINE GUS
AND HIS JITNEY BUS
By BYRON GAY and CHAS. BROWN
The Original and Only Popular "Jitney" Song on the Market
One of the Best Comedy Songs in Years
Published by w . A. QUINCKE & CO., Los A n g e l e s , CaL
Fastern Agents: PLAZA MUSIC CO., 10 West 20th Street, New York City, N. Y.