Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
SEPTEMBER 9, 1922
CONDUCTED BY V. D. WALSH
BUSINESS TREND INDICATES A PROMISING FALL SEASON
Music Publishers Enlarging Advertising Appropriations and Anticipating Unusually Strong Co-
operation From Legitimate Dealers—Great Revival of Sales Activity to Come
The last week in August and the first week
in September showed a decided revival of bus-
iness-as far as the catalogs of popular publish-
ers are concerned. Sheet music, it seems, is
showing more activity than at any time since
Spring. Not only are the hits having' an active
sale, but the "second best" numbers are also
feeling a demand. All of the publishing houses
look forward to an active Fall season. This is
based upon the general prosperity of the coun-
try which, with the exception of strike situa-
tions, has turned far towards what is termed
normalcy.
Another thing that justifies this conclusion is
the fact that throughout the Summer months de-
spite unusual conditions the hits have had as
heavy sales as any Summer months in some
years. It is true -that there was little or no de-
mand for the balance of the catalogs, but the
season as a whole has been considered most
healthy.
The dropping of many music departments by
one of the larger syndicate stores has- not af-
fected sales to any degree. Seemingly, the legiti-
mate retailer in the districts formerly covered
by such organizations has taken advantage of
his opportunity and is cashing in as a result.
The popular publishers, particularly those
who are members of the Music Publishers' Pro-
tective Association, are not overly enthusiastic
on the co-operation and the methods of dis-
tribution by syndicate stores. Many of them
would look with favor upon the abolishing of
such departments.
1 hey, however, point out
that with the elimination of the syndicate store
it becomes necessary for the retailers in the dis-
tricts affected to show more interest in the sale
of popular prints. It is their contention that
they should have more window displays of pop-
ular numbers, more conspicuous representation
on the counters and 100 per cent co-operation.
In order to achieve this end and to make it
profitable for the dealer to hook up with the
series of campaigns inaugurated in behalf of
popular numbers, they will simplify the plans of
co-operation by placing at the dealers' disposal
publicity material of all kinds, including title
pages, streamers, cut-outs, window strips, hang-
ers, etc.
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The publishers in arranging their Fall cam-
paigns have invariably added greatly to their
advertising appropriations. The new expendi-
tures will be in various forms and cover numer-
ous channels with special emphasis being placed
upon the mediums which will bring returns to
the legitimate dealer.
There will be a return to extensive national
advertising using publications of national cir-
culation. At least one popular house has ar-
ranged such a campaign for October, the details
of which will be announced in one of the early
issues in this department. This will mark the
first national advertising of this type for some
seasons, and, while it is naturally supplementary
to the usual means of exploitation through the
work of the orchestra and vaudeville performer,
it will have a distinct bearing upon sales and it
behooves the retailer to watch such activities
closely, plan to hook up with the campaigns
and by intensive co-operation get the most out
of such advertising. A campaign along the lines
outlined above, if proving successful, would
induce the publisher to further his activities in
that direction.
Mqch of such advertising can be made to
show substantial profit for the dealer which
would not otherwise be made. It is the extra
profits from such unlooked-for sources which
add to the season's gross sales. While the ad-
vertising campaigns bring these added profits
any other publicity drive on a national scale
can be, and should be, cashed in on in a like
manner.
This short review of present and coming ac-
tivities should do much to encourage the dealer
as to the outlook of the Fall season.
SONGS THAT SELL
Irving Berlin's Latest,
Greatest Song Hit
Some Sunny Day
Homesick
Just a Little Love Song
Klcky-Koo
Hicky-Koo
You tor Me—Me tor You
Don't Bring Me P o s i e s
It's Shoesles I Need
Send Back My Honey Man
No Wonder I'm Lonesome
Come Along
From Zlegfeld's Follies of 1922
Yankee Doodle Blues
Truly
Night
My Cradle Melody
Rose of Bombay
Our New Sensational Waltz
Song Hit
(More and More I Need You)
FEATURING "NANOOK"
Cameo Music Pub. Co. Making Strong Drive
on New Novelty Number
The Cameo Music Pub. Co., of 112 West
Forty-fourth street, New York City, a new con-
cern, is the publisher of "Nanook," a novelty
written around the successful Pathe photoplay
of the same narhe. Already many of the leading
orchestra leaders in New York are playing this
While the Years Roll By
IRVING BERLIN, Inc.
1607 Broadway,
New York
exceptional number. The Cameo Music Pub.
Co. announces that this is its plug song and
that it will soon concentrate a great advertising
campaign upon it.
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Two Other Big Sellers
Suppose The Rose Were You * Dangerous Blues
jGrcSfou One gfthe LuckyDealeffReaping'a'GoldenHan/est/rom
the Safe offliese Number? ~IfNot, Why Not ? The Demand Is There.
JVjEtfKitfs Sous' Aosic CO.-KA»/SA5 C\TY,/\O.