Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
MARCH 11, 1922
THE
45
MUSIC TRADE REVIEW
DIGGING OUT BURIED TREASURES EOR THE MUSIC LOVER
The Exploration of the Record Catalog Will Be Found a Profitable Move on the Part of the Sales-
man as Well as the Purchaser of Records—Many Hidden Musical Gems to Be Found
The proper exploration of the record cata'og
formed the subject of some very pcrti.ient and
timely comments in a recent ''record page" of
the New York American. Although written
ostensibly for public consumption, it may be
remarked, e:i passant, that a great many sales-
men would do well to g've the catalog their
closer consideration, in this way enabling them
to bring to the attention of the buying public
hundreds of splendid records—real musical gems
—which are little known to the rank and file
of buyers. Indeed, it would pay a great many
salesmen to study not only the catalog, but
at their leisure moments to try over the in-
numerable records which ordinarily make little
appeal to the public, but which are of real musi-
cal merit. This acquaintance would enable them
to be better equipped in the matter of introduc-
ing them to the public. Furthermore, they would
be still better fortified were they to read up the
literature or history of the opera or the com-
poser of these numbers. This knowledge is
invaluable as a means of interesting the buyer—
in fact, it is an essential.
The article which follows was obviously writ-
ten for the general public, but the viewpoint in
connection with "adventuring into a record
catalog" is so important that dealers could
utilize the same general material in reaching the
public either by circular or by means of a little
talk when giving invitation concerts. The article
reads:
"We have heard, all of us, of Captain Kidd's
treasure. That bold and notorious buccaneer,
who plundered ships on the high seas, left many
folks wondering and speculating as to just where
his fabulous loot was cached.
"Many and afar have been the vain quests in
search of treasure, whether it. was that of the
•pirate Morgan or Kidd, or the fabled pot of
gold buried at the end of a rainbow.
"It is but natural psychology that we should
always think of 'treasure' as something beyond
our reach, inaccessible—and yet there are literal
treasures and pots of gold always within our easv
grasp could we but see them. The greatest
treasure of all lies within ourselves; the ability
to see and appreciate the beauty of nature and
the wonder of human existence in its varied and
modern form.
"To-day we enjoy innumerable pleasures and
conveniences that a king's ransom could not have
bought but a century past. Whether we turn
to the right or to the left, we see all about
us the miracles and the monsters of modern in-
ventive skill and yet we rarely give them a
passing thought; so rapid is our progress that
what is new to-day is to-morrow but a com-
monplace.
" 'Buried treasure' and 'commonplace'—words
to think about. How inviting the first, how
shabby the latter! The buried treasures of what
is past—reminiscence; the buried treasures of
what is to come, as yet unearthed—expectation.
Treasures in retrospect, stirred by the magic of
a familar old melody that hearkens back to the
days of happiness and youth. Music, the key
that unlocks the gateway to yesterdays.
"Many are the hidden gems to gladden the
heart of a music lover, forgotten or overlooked
by the great majority because they are not of
popular moment or popularly commonplace.
Many are the records and rolls that have been
pressed and cut only to go down into the ob-
livion of obscurity, undiscovered gems of beauty.
Every month adds to their number, and still we
overlook them because of a human weakness to
follow the crowd.
"Out of the thousands of records and rolls
now ava lable there are less than a few hundred
that are constantly in big demand, and yet there
are numberless others that are deserving of
recognition because of their charm and grace or
their inherent beauty of composition. There are
songs and symphonies of every description and
to suit every possible taste to be found in the
comprehensive record libraries.
"If your record or roll collection is beginning
to pall on you it is, in all probability, because
you have grown tired of the sameness of your
collection. You may have all the popular,
operatic and concert selections that your friend
has and still feel but a lukewarm pride in their
possession. If you will seek for something dif-
ferent—some of those undiscovered gems—and
thereby cultivate and develop your individuality,
you will be surprised how rapidly your interest
will revive.
"There is a tangible pleasure in adventuring
into a catalog that compensates us for our trou-
ble, and each new discovery means a new ac-
quisition that perhaps the other fellow has over-
looked. Why not break away from the com-
monplace and build up a collection that is dif-
ferent—a collection that will reflect your indi-
viduality? That would be a pleasure indeed."
io double
your Income
SONORA SIGN AT BUSY CORNER
Immense Sign Gives Sonora Valuable Publicity
—Dominates Corner Where It Is Located
The Kansas City Sonora sign, at the southeast
corner of Grand and Twelfth streets, Kansas
City, Mo., is in one of the most effective loca-
tions that could be found in that city or its terri-
tory. It faces diagonally so that it can be seen
by persons approaching this busy center from
and the proposition could be proved
sound from every angle, you wouldn't
hesitate, would you? Of course not,
but do you realize that a talking machine
department can be made to provide
sufficient revenue to take care of the
overhead on your entire establishment ?
Thousands of other retail music
chants have proved the above made
statement true and thousands of retail
music merchants have looked to The
Talking Machine World for guidance
in the matter of selecting the make of
talking machines they would handle, the
way they would map out their talking
machine department, etc.
Sonora Sign in Kansas City
two directions, and, being on top of the two-
story building, is seen against the sky, so that
no eye can miss it.
Kansas City is "the metropolis of that part of
the West in which it lies. Therefore, this sign
gives publicity to Sonora not only to the people
of Kansas City but to large numbers of people
from the far West, Southwest and other localities
who come to that city constantly on business or
for pleasure.
This is only one sign of an endless chain of
Sonora posters and billboards, stretching from
coast to coast and from the Gulf to Canada, re-
peating day and night the Sonora story.
The Talking Machine World is the
oldest and largest trade journal in the
world devoted exclusively to the talking
machine industry.
Some book, eh? Yes, and some encyclo-
pedia of the kind of information that
will positively double your income.
TWO NEW REGAL STORES
Noble Sissle and Bronx Record Shop Open New
Stores—Are Handling Regal Records Exclu-
sively and Doing a Large Business
Noble Sissle, star of "Shuffle Along," which
has had a long run, has recently opened a talking
machine shop at Thirty-eighth street and Sev-
enth avenue, New York. He is featuring Regal
records exclusively, making a particular feature
of his own records which he has made for this
company. Mr. Sissle is an exclusive Regal artist.
Another new concern recently formed in New
York is the Bronx Record Shop at 149th street
and Courtlandt avenue. J. A. Greenwald is the
proprietor and Regal records are handled exclu-
sively. For the period of five weeks since the
opening of the store, Regal record sales were
far beyond expectations.
Don't miss your chance.
coupon now.
Send in the
TALKING MACHINE WORLD,
373 Fourth Avc, New York City.
Please enter my subscription for one year. I want to
learn how to double my income via a talking machine
department. Bill me $2 at your convenience to cover cost
of same.
Name
Firm
Street
City and State