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58
THE
MUSIC TRADE REVIEW
FEBRUARY 25, 1922
INTELLIGENT MERCHANDISING
Hear It!
Clerks in Sheet Music Department of Oliver
Ditson Co. in Boston Show Expert Knowledge
of the Various Numbers Offered for Sale
"Selling Better Than Ever and Staple as
Wheat" Is What Our Big Army of
McKinley Dealers Write Us in
These Unsettled Times!
New Numbers and New Catalogs
READY FOR 1922
Send in Your Stock Orders Now and
Take Advantage of Our Free
Catalog Offer
200% Profit on
World Famous
McKINLEY
MUSIC
All of the Best Reprints and More Big
Selling Copyrights Than Any
Other Low-Priced Edition!
Free Catalogs With Stock Orders—We
Pay for Your Advertising—Write
for Samples Today!
N Y k
McKinley Music Co. - -
PLAY IT!
Get This Wonderful Hit for Your Phonograph or Player-Piano
BOSTON, MASS., February 20.—Musicians who have
lately had occasion to purchase music, either
vocal or instrumental, at the Oliver Ditson house
may have noticed an intelligent familiarity on
the part of the clerks with the pieces that they
are considering purchasing or even discussing.
The reason for this more intimate knowledge of
music that the Ditson clerks have acquired is
due to a system that has been worked out by
James A. Smith, head of the retail sheet music
department. Already three conferences have
been held between him and the clerks and prac-
tically all of the music that is to be issued this
coming year has been gone over in more or less
detail. The instrumental numbers have been
considered separately from the vocal. The plan
is to consider each piece on its artistic merits
as well as its selling merits, though it is frankly
admitted that the editorial department is better
equipped to treat the music from the first-named
angle.
Very naturally the clerks are more concerned
with the commercial qualities of each piece, and
very naturally the music they more frequently
handle is what comes under the head of popular.
From the editorial point of view the songs of a
highly artistic character, those that come within
the realm of the classical, are in more need of
exploiting over the counter than those of the
popular order, for in a manner these sell them-
selves. They are, after all, the real money-
makers for a publishing house. Yet, on the
other hand, these sometimes need intelligent ex-
ploiting at the outset; they need to have their
merits advertised by the clerks, and it is this
thorough familiarity with everything in the way
of music that goes over the counter that the
Ditson staff plans to acquire under the guidance
of Mr. Smith.
At the conferences each piece of music is dis-
sected, analyzed, and the clerks are asked to pass
judgment, to give their conscientious views, and
this intimate exchange of opinions has developed
a valuable fund of information surrounding each
of the Ditson publications that come under the
head of the year's new music. The value of
service of this kind is already reflected in the
sales records of the house.
FIFTEEN CENTS RETAIL!
Buy It!
RIO NIGHTS
The Dreamiest of Dreamy
Waltzes
DEALERS are making special full window displays in conjunction
with the country-wide publicity campaign on this number.
A. J. STASNY MUSIC CO.,
5 6 W. 4 5 St., NEW YORK
TWO SONGS MAKEjSTRONG APPEAL
FEATURINQJSAM FOX HIT
"Somewhere in Naples" Attractively Featured
by Sherman, Clay & Co. in Artistic Window
Display—Song Fast Growing in Popularity
BUTTE, MONT., February 18.—Jack Hangauer,
REMICK'S
ROBERT TELLER SONS & DORNER
manager of Connell's Music Shop, this city, is
very enthusiastic over two new songs in the cata-
log of the Fisher Thompson Music Pub. Co.,
The Sam Fox Publishing Co., Cleveland, O., "Brown Eyes" and "Mammy's Loving Lullaby."
and New York City, recently inaugurated a cam- Both of the numbers have been having good sales.
paign on the song
and fox-trot number,
"Somewhere in Na-
ples." One of the
most intensive sales
drives ever inaugu-
rated by a music
publisher has been
arranged and much
special literature and
display material is
being forwarded to
the trade.
Many d e a l e r s
throughout the coun-
try have signified
their intentions of
making a special dis-
play of the number
during the period of
the drive and photo-
graphs of some of
these showings are
now being forwarded
to the sales depart-
ment of the Fox Co.
We herewith re-
produce a p h o t o -
graph of the recent
window in the Sher-
man, Clay & Co.
store in San Fran-
cisco. At the same
Attractive Display of "Somewhere in Naples"
time a similar-display appeared in the Oakland
TWO 80NG8
store of the company. Both of these showings
"There's
a
Little
Lass in Scotland"
advantageously featured the title pages of
and "My Nellie Lies Sleeping"
"Somewhere in Naples" and in addition an-
Published
by F L O R A U L R I C H
nounced the names of the local orchestras which
MAIN OFFICE: 531 Oulmby St.. GRAND RAPIDS. MICH.
were making a special feature in their programs
BRANCH OFFICES:
Suite 406. Randolph Bldg.. 145 N. Clark St.. CHICAGO. ILL.
of the number.
1658 Broadway, Broadway Central Bldg., NEW YORK CITY.
Music Engravers and Printers
BEST SELLERS
SEND MANUSCRIPT AND IDEA OF
TITLE FOR ESTIMATE
WHEN SHALL WE MEET AGAIN
.
WHILE MIAMI DREAMS
SHE'S A MEAN J O B
l'D RATHER HAVE LOVED YOU AND LOST YOU
{THAN
NEVER HAVE LOVED YOU AT ALL.)
DA-DA'DAMY DARLING
11 J E R O M E H. REMICK &- CO.
NEW YORK
New York City
BUY YOUR MUSIC FROM
REMEMBER THE ROSE
WHY D E A R
BROKEN TOY
AFTER THE RAIN
311 Weit 43d Street
CHICAGO
BOSTON
Publishers
WALTER JACOBS BO^TMA^S.
"Peter Gink" SA["Arabella" Fos y nT ; ot
Oliver Ditson Company
BOSTON
Anticipate and supply
NEW YORK
Ever/ Requirement of Music
Dealers
White-Smith Music Pub. Co.
PUBLISHES*, PIINTKBI AND ENGBAVEKI OP MUSIC
Main Offices: 40-44 Winchester St., Boston.
Branch Houses: New York and Chicago