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THE MUSIC TRADE REVIEW
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JANUARY 7,
1922
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]ss Gilda Grays Sensation* Success
ASK TO
HEAR IT
CHAIN STORES CANNOT HURT THE PROGRESSIVE DEALER
S. Ernest Philpitt Points Out the Advantages That Music Dealers Possess Over the Chain Store
Sheet Music Department—Why Former Propositions of This Kind Have Failed
During the past six months there have appeared in this
department several news items and one extended article on
the question of the various chain stores which contemplate
opening, during the year 1922, hundreds of retail estab-
lishments which will distribute sheet music, talking machine
records and player rolls. The article below, hy S. Ernest
I'hilpitt, president of the National Association of Sheet
Music Dealers, considering the fact that he at present
operates three stores and for a number of years was the
active head of a chain of sheet music departments, is par-
ticularly apropos.—Editor's Note.
Doubtless, some of the stores at present pro-
posed have as their main and true purpose the
issuing and disposing of stock and since Bar-
num's quotation of "one every minute" is true
some may get away with it, but how many will
actually become active is a question.
In the meanwhile the legitimate music estab-
Well-organized music departments need have lishment where music is featured and handled by
no fear of the many contemplated chain stores experienced and capable help will hardly have
which are announced to open during the year cause for alarm, particularly so as these newer
1922. Many of these are, undoubtedly, "on paper organizations will hardly attempt to carry an
only," and the his- extensive stock, contenting themselves with the
tory of chain-store sale of numbers that may be turned over rapidly.
activities would tend So the legitimate sheet music dealer's custom-
to show that t h e ers who come to him for issues that cannot be
others will make lit- obtained elsewhere can, certainly, with courteous
tle or no inroads on treatment, be held by the dealer as they have
the business of the been heretofore.
legitimate sheet mu-
A Trying Period -
sic dealer.
The present, however, is a trying period, to
After all, it requires say the least, for all interested in our industry,
experience to suc- particularly those who have real investments at
cessfully conduct a stake. The adjustment of prices by publishers
music establishment have been many, and quite a few far from satis-
and a review of the factory, the new schedules giving some little
many attempts in the relief only. Profits on the reprints have been
past to control any cut and this is especially true of books. Also
S. E. Philpitt
great n u m b e r of net books and sheet music as at present ad-
music establishments has proved rather costly vanced represent a far larger investment to be
to the promoters and for the most part disas- carried by the dealer. It constitutes a burden
trous in the end. Unless chain organizations in itself. The period of discounts has been
have been able to use such departments as ad- shortened, transportation has increased, rents are
vertising adjuncts for outside or publishing in- higher and salaries are very much so, yet our
terests they have almost invariably been short- salesmen must live and prosper if we are to be
lived.
successful as dealers.
If the music publishers having experience in
Now comes this big question, "How can we
this line would give to the trade their experiences cut our operating expenses to more nearly equal-
the results would doubtless be a revelation and ize our former standards?" With all this the
tell an amazing story of hardships and financial average dealer certainly has a problem upon
losses, involving substantial figures.
his hands. Usually the first and easiest item to
Of particular importance in successfully con- cut is singled out as salaries, but this will prove,
ducting a retail sheet music establishment are and always has proved, disastrous. A dealer
the clerks who are successfully developed at must not cut salaries until last, if at all—not un-
great cost. They do not "just happen" and it til every other leak has been stopped and every
is next to impossible at this or any other time thought given to saving in other directions.
to coax an experienced music man to leave one
If the retailer feels that by greater co-opera-
city for another. Hence, new enterprises try to tion from his clerks he can save much lost mo-
develop a force out of raw material and as a tion and carry on his business more efficiently it
result they usually select a professional musi- would be well for him to call his employes to-
cian, who knows all about music, but rarely has gether and have a heart-to-heart talk, taking
any conception of the commercial side of his them somewhat into his confidence, giving them
work. These men go in for lavish advertising an idea of what his overhead is, and ask for
and take on expenditures that fairly swamp their greater co-operation and, possibly, by speeding
efforts, until the auditors are finally called in to up on retail work, have greater efficiency. The
save something from the wreckage. Immediately dealer may be able with the same force to create
a change in management is ordered, and so it additional sales without additional cost.
goes, from bad to worse, until they are closed up
Also the windows of the store should be
or go into bankruptcy.
given greater attention. These are, after all, "the
At least, so far, never has a large chain been eyes of your business." Do they properly re-
developed successfully. The reason is the in- flect the same as they should?
ability to secure men who are well seasoned to
Specialize by creating greater sales on goods
head the enterprise or the various units. With- without using hits. This can prove a big item
out such a directing head failure is sure.
and if the dealer is in a position to create sales
^
? wrong
with ani/'Jeist song "
of any proportion he can do so upon publica-
tions upon which publishers will be only too
willing to give him special prices. Attention
should also be given to the musical shows and
numbers used by vaudeville acts, in addition to
those programmed by well-known artists. This,
where the dealer takes advantage of such activi-
ties, helps measurably in creating sales for
operatic and classic numbers. Tie your music
department up with every such activity and do
not overlook the great creative power of the
Victor and other well-known records or rolls,
which are issued monthly. Let this latter be a
special period for arousing enthusiasm and in
that way let your customers know that you have
a real, honest-to-goodness, up-to-the-minute de-
partment. If all this is adhered to possibly it
will not be necessary to cut the salaries of your
sales people.
It is also most necessary that a quite frequent
check of goods purchased be made and ascertain if
too much is being filed as stocked and not enough
sold. No publisher has any just claim at this
period of our industry to force the dealer to pur-
chase new prints unless some real effort and
expenditure is to be made by the publisher to
create a demand for same. A retailer cannot
purchase music at IS to 30 cents per copy (worth
only the price of the paper it's printed upon) and
exploit it entirely without the support of the
publisher and it is unreasonable for publishers
to expect it of the retailer. If the dealer must ex-
ploit the goods then he should enjoy a very low
price on such issues.
Musical Merchandise
Musical merchandise is a most valuable ad-
junct for the music dealer, but he must be mind-
ful that this is a period of a falling market and,
while most values are holding up and many may
continue, yet other lines, especially those of im-
ported merchandise, are being exploited in many
forms, both new and old, so that the retailer
cannot safely stock up, with the exception of
goods that can be disposed of in a reasonably
short period. Violins, bows, cases, strings, ac-
cordions, harmonicas, brass goods, reeds, etc.,
are very uncertain and as there is no indica-
tion of shortage it is well to buy, and buy fre-
quently, thus avoiding being caught with heavy
stocks that must be continuously marked down
at the dealer's expense.
There are plenty of goods to be had at fairly
reasonable prices from reliable houses and on
reasonable terms. Patronize them and bear in
mind that we must all help to keep the dollar in
circulation. Buy, buy and then buy more, but
buy cautiously and buy dependable merchandise.
The National Bureau for the Advancement of
Music, as promoted by the Music Industries
Chamber of Commerce, has much propaganda
She's ~A Sensation?
OLDIASHIONED
GIRL