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THE MUSIC TRADE REVIEW
1919
tures have viewed it with flattering enthusiasm,
and have led us to believe that we are on the
right track. Understand we are not attempting
to cut prices. We are simply offering a product
that naturally can be produced economically at
a fair price."
The Rose Valley Co. is now located in its new
and commodious factory building at Fifty-fifth
street and Hunter avenue, this city, to which the
company removed from Media some weeks ago.
The new plant provides for a very substantial
increase in output, of which full advantage is be-
ing taken at this particular time. The arranging
department is under the direction of Ellis Lin-
der, who was formerly connected with several
well-known music roll manufacturers.
Inci-
dentally the new idea of arrangement has like-
wise been applied to instrumental numbers, so
that in playing them the player pianist can place
the actual music before him and govern the ex-
pression by the actual markings of the composer.
PLANS CHAIN OF MUSIC STORES
STANDARD BULLETIN HELPS DEALERS
H. W. Hart, a music dealer of Bridgeport,
Conn., recently visited the music roll store of
C. C. Baker, Columbus, O., and made an in-
spection of the stock. He had heard that the
Baker store carried the largest stock of music
rolls in the country and wished to look over this
store before he put into operation his plan of
establishing a chain of stores in Connecticut.
The weekly music roll bulletin of the Stand-
ard Music Roll Co., Orange, N. J., has recently
been prepared in a form that not only allows
the dealer to order most conveniently, but gives
him accurate suggestions as to the salability of
the rolls. This ^ done by dividing the numbers
into classes offlfxcellent, very good, good and
fair.
ROSE VALLEY CO. INTRODUCES "WORDLESS" WORD ROLLS
New Form of Player Roll, Without Words, But Following Exactly the Composer's Ideas as In-
corporated in the Printed Music, Is Designed Especially for Accompanying Singing
PHILADELPHIA, PA., April 21.—It is generally
acknowledged in trade circles that the rapid de-
velopment in the popularity of the player-piano
has been due in no small measure to the great
improvement made in the matter of music rolls,
for the music roll manufacturers have appar-
ently been unceasing in their efforts to offer im-
provements in their product that will make a
stronger appeal to the public, and consequently
increase the desirability and the salability of
the roll itself. First came the ordinary roll, next
the hand-played roll, and finally the word roll.
The latter has, of course, attracted much atten-
tion, even though certain elements revolving
around the copyright law have tended to add to
the price of rolls carrying the actual words upon
them.
It is interesting to learn, therefore, that the
Rose Valley Co., makers of the "Ideal" music
rolls, have just put on the market what they
term a "wordless" word roll; in other words, a
roll that has a number of special features of
particular merit, without having the actual words
printed on the roll. All the "Ideal" roll lists,
beginning with those of the current month, will
be cut according to the new plan, regarding
which Johann C. Schmid, vice-president and
general manager of the Rose Valley Co., says:
"We have produced a new type of Ideal music
roll that may be used as a word roll in order
to take care of the demand which we believe ex-
ists for music rolls arranged as accompaniments
for songs, yet with sufficient brilliancy to permit
of them being played as instrumental numbers,
and which are offered at a popular price.
"The new style of Ideal music roll is tem-
porized and arranged in accordance with the
ideas of the composer who originally planned
the song itself. Every detail of the original
music is carefully preserved in the roll, and so
faithful is the arrangement that when the roll is
placed in the player-piano, the slide closed, and
the sheet music placed on the rack, the words
may be followed more easily and clearly than
by any other method. Moreover, by using the
actual sheet music in connection with the roll
the player-pianist, or singer, can regulate the
expression in accordance with the composer's
ideas as actually indicated in the music. We
feel that in bringing out the new roll we are
working in the interests of the people, the music
roll dealer and the publisher. To the dealer we
present a roll that is readily salable at a very
reasonable price, and which does not leave him
open to the risk of having an expensive stock of
slow-moving numbers on hand. Then we give
to the publisher the opportunity of selling his
sheet music—a new sheet of music with every
roll, as it were—thereby increasing to a consid-
erable measure the distribution of his prints.
"Cases have been known where the arrangers
of word rolls have taken considerable liberties
with the composer's work in carrying out some
individual ideas of arrangement. In the new
Ideal roll liberties cannot be taken with the com-
poser's own arrangement, because the words of
the lyric writer are before the player-pianist
while the music is actually being heard.
"I was for many years engaged in the music
publishing field, and my knowledge of the prob-
lems of the publisher and the composer lead
me to believe that the new Ideal roll, with its
faithful arrangement, is calculated to prove more
satisfying to the publisher and the composer, to
say nothing of the general public, who through
it can get new music, and get it just as written,
thereby saving considerable money as well. We
are not advocating a bargain proposition in any
sense, but it is recognized, both in the trade and
out, that the making of word rolls involves of
necessity much additional expense. It is by
avoiding this expense that we are able to offer
the new 'Ideal' roll at the list prices we quote. I
might say that a number of dealers to whom I
have shown the new roll and explained its fea-
APRIL 26,
"The Tightest Action"
The SCHULZ pneumatic player product has
been on the market for now nearly ten years.
During all of that time we have aimed at pro-
ducing the TIGHTEST action; during several
years past we have succeeded in our purpose.
The technical processes through which are
passed all elements of the wonderful.
M* Schulz Company
Player-Piano
have for their ultimate purpose the production
of a player action which shall be as near as
possible IO(K efficient; as well as a piano
thoroughly perfected in every tonal and archi-
tectural feature.
The production of a pneumatic which is, and
remains, "tight" leads to a player-piano which
requires a minimum of effort to play it. We
build the tightest action, which is why the
SCHULZ players are easiest to play.
The SCHULZ PLAYER BOOK tells many other reasons
for the selling efficiency and profit-making possibilities of
these remarkable player-pianos. We have a copy for you!
M. SCHULZ COMPANY
Founded 1869
" General Offices
Schulz Building
3 Factories in
711 Milwaukee Are.
CHICAGO
CHICAGO
Southern Wholesale Branch
1530 Candler Bldg.
ATLANTA, GA.
MORE THAN 145,000 OF OUR PIANOS AND PLAYER-PIANOS
HAVE BEEN MADE AND SOLD