Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
NEW YORK, JUNE 11, 1921
Comments by The Man on The Street
inn
The sheet music trade, particularly that sec-
tion devoted to the exploitation of popular music,
after having undergone some unusual and worri-
some experiences, has evidently reached the
point where the volume of sales may be said to
have become more or less normal. Probably this
volume is not as large as the majority of pub-
lishers could wish, but it is not fluctuating to any
degree and this steadiness enables the pub-
lishers to arrange their plans with some measure
of certainty.
With Summer here, there has not been any
sudden slump in business, and although certain
adjustments may be expected to take place, pos-
sibly in the matter of prices and of sales methods,
there is not likely to be any striking change in
the situation before Fall, even should a change
come at that time. Meanwhile, the majority of
the publishers are keeping quite active, and any
move that may be calculated to make progress in
the trade is to be welcomed.
Standard Publications
A pleasing condition is found in the steadiness
of the demand for teaching pieces and other
music of the type suited to the use of teachers
and students, as well as for the sort of music
usually found in the more ambitious concert and
recital programs. This is taken to reflect a
more general appreciation of music on the part
of the public at large, due to various advance-
ment of music movements, the spread of the
symphony orchestra idea, the increasing num-
ber of concerts and recitals given in all sections
of the country, and particularly the attention
given to first-class music in the motion picture
houses. All these activities serve to provide
new outlets for the published music, and the
result is quite evident in the sales sheets. Mary
Garden, directress of the Chicago Opera Co., in
her speech in Chicago recently before the music
merchants, declared that what impressed her
most was the tremendous musical advance made
during the last ten years in the smaller com-
munities, where some years ago a single artist
would have had difficulty in giving a profitable
recital, but which to-day are sufficiently inter-
ested in music to give satisfactory support to
big orchestras, and even to opera companies.
This tendency toward the better things in music
is of particular interest to the publisher, who
should take full advantage of the situation and
plan accordingly.
More Intensive Salesmanship
There seems to be a lack of salesmanship in
both publishing and retail circles that has finally
even affected the syndicate stores which, more
often than not, are held up as the trail blazers
in efficient merchandising ar»d successful sales-
manship policies.
All other lines of business seemingly have
long ago found out that the remedy for lesser
demand is increased sales energy of the "go-get-
it" variety. While this has not been entirely
absent in publishing circles there has been all
too little of it and with the Summer season ap-
Illllll
proaching it becomes necessary to use the utmost
sales efforts to keep things going until Fall
activities make themselves felt.
The Return of the One-step and Waltz
The fox-trot has had success for quite a long
period, and while it is true that the prevalent
melody fox-trot has been an advance over the
more primitive jazz, any further improvement
should be welcome. The one-step and waltz,
from numerous indications, are evidently re-
turning to popularity and while some sections
of the country are not anxious to accept such a
situation (particularly is this true of New York)
the movement is gaining many adherents, never-
theless.
Protest Lowering Prices
The dealers are protesting vigorously against
any lowering of the retail price of popular prints.
After years of what might be termed a struggle
they have been able to stock such goods with an
assurance of their sale commanding a reason-
able profit.
Greatly encouraged by the chain stores there
is now a movement under foot to destroy a sub-
stantial part of the revenue derived from such
sales by reducing retail as well as wholesale
prices. Up to the present, however, this has
met with only partial success.
Co-operation Needed
A movement on the part of legitimate dealers
to support the publishers in the present con-
troversy, by assisting in getting the utmost dis-
tribution out of the better sellers, will do much
to keep the prices at their present figure and for
the general health of the industry this should
be done.
The syndicate stores are selling much more
of this type of music than is theirs by right and
any "wait-and-see-what-happens" attitude will
place them, the syndicates, in the same impreg-
nable position they attained through the lower-
ing of music retail prices years ago to the 10-
cent retail figure. It is up to the legitimate
music dealer to aid in the protection of his own
interests.
The Composer and Lyric Writer
The demands of the new Composers' and
Lyric Writers' Protective Association have not
served to calm water already troubled. What
the outcome of the present differences will be
can hardly be foretold, with the exception that
where increased royalties are demanded and
received there will be less money appropriated
for exploitation, all of which will serve to place
the popular writer, as far as income is concerned,,
more in the class of the composers of standard
works who invariably are not the possessors of
"Rolls-Royce" royalty statements.
No Dearth of Salable Works
There has been no dearth of songs of the hit
caliber during the past few months. Probably
during no other period were there as many num-
bers accepted as successes. They have not,
however, had the sale that they deserved, but
this only serves to further mark the unusual con-
iiiiiiiiiiim
ditions under which the music publisher is at
present operating.
A New Use for Motion Pictures
A far-reaching program, adding to the value
of the motion picture as a means of exploiting
musical works of high standard, is the interest
of the Famous Players organization, through its
subsidiary, the United Plays, in this season's
presentation of "The Last Waltz," "Phoebe of
Quality Street" and a number of other foreign
musical plays which the Shuberts are presenting,
or are about to present, in this country.
It is understood that these musical plays, most
of which are operettas, are to be presented in
picture form in conjunction with the music fol-
lowing the usual tour in musical comedy form.
This will help, evidently, to create an increased
demand for the songs of such productions and
will guarantee the dealer a sale of such num-
bers over a much longer period than was here-
tofore possible.
Publishers' Meeting
The annual meeting of the Music Publishers'
Association of the United States, which is to be
held next week at the Astor Hotel, will bring
forth pointedly many present-day problems as
the dealer sees them.
The publishers will
naturally endeavor to rectify what some term
the inequitable arrangement of discount, but as
they must be guided by the regulations of the
Federal Trade Commission there can hardly be
any united action taken to conform to dealer
demands and as the dealers themselves are af-
fected by the same laws there will be no rush
to take any combined action. The meeting, how-
ever, should result in conclusions that will at
least be valuable and constructive.
TITLE INFRINGEMENTS
Small Publishers Add Sub-titles to Confuse Pub-
lic, It Is Charged
The question of title infringement will be
brought up at the next monthly meeting of the
Music Publishers' Protective Association. The
trouble centers around the appending of a sub-
title to the song name. This, while not actually
being a lift on the name, is done, it is charged,
to create confusion in the public's mind.
The practice is becoming alarmingly prevalent
among the smaller mid-Western music publish-
ers. The matter was brought to the attention
of a music publisher by a large Chicago mail-
order house which sells considerable music.
MILT HAGEN TENDERS RESIGNATION
The Jack Mills music publishing organization
has lost the services of Milt Hagen as director
of publicity and advertising. Mr. Hagen con-
templates engaging in an independent venture.
He is at work at present on a musical show in
collaboration with Joe McKiernan, the song-
writer.
. —
**'*
•••-•**.-.