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AUGUST
19,
THE
1922
MUSIC
TRADE
47
REVIEW
A NEW DANCE CRAZE
STUMBLING
A FOX TBOT ODDITY
By
ZEZ CONFREY
"You can't, &o wronA
With any FElSTsongT
5turn - blir$ all-a-found ,Stum -blin# all d-round
HEAR IT NOW
d-roundso fun-ay. Stam-bliigtiere andthere.Shiniblingev -ry-whereAndlmust de-dare,-
EXPLOITATION THE BIGGEST FACTOR OF EXPENSE IN PUBLISHING—(Continued from page 46)
the songs—songs the record manufacturers and
roll manufacturers would not issue because there
would be no "demand."
•
Creating the Demand
"Demand" is a powerful word and the only-
way to make a demand is to spend money—bar-
rels of it—in "exploitation." That's where the
real "cost" is in a song, not in paper, ink and
fancy covers, but without exploitation there
would not be any hits and without hits there
would not be any popular music business.
Hits cannot be made on printing presses—it is
that tremendous amount of v»rk between the
printing press and the ultimate consumer that
makes a piece of paper with notes on it salable
merchandise. That's why a sheet of music costs
the dealer 18 cents instead of 8 cents. The
"plugged" song at 18 cents will sell 100 copies
to the one copy of "printing press" song at 8
cents—but turnover makes the profit—and the
dealer can only get turnover in a song that has
been plugged.
The above are the outstanding factors involved
in the cost of presenting and exploiting present-
day song successes. These are the activities that
are not discernible off-hand, but are influences
that are most valuable and can hardly be dis-
pensed with. They are not, however, all of the
factors that add to costs. Popular publishers
have, in addition, other activities, and expensive
ones, which the trade, at least, is familiar with,
such as "dealer helps," specific and general ad-
vertising, cut-outs, hangers, window strips and
streamers and other material for display pur-
poses, animated electric signs and advertising
mats. That- about completes the expensive ac-
tivities; there are other minor factors and it may
also be said that each song being an entity creates
some particular need which cannot be included
in a general summing up.
Nothing has been said of the cost of interest-
ing and the expense involved in co-operating
with the mechanical reproducers of songs and
instrumental numbers. It is true that such con-
nections produce a profit, but there are heavy
expenses in the departments devoted to those
activities.
No one would say that any of the activities
outlined herein should be dispensed with. As a
matter of individual opinion some would say that
such and such a factor could be eliminated, but
even reducing the expenses and the work in-
duced by the various activities to a minimum
would hardly be good business, would not bring
the returns, nor would it reduce cost to an ap-
preciable extent, for the costs for activities on a
small scale are, very naturally, comparatively
higher.
The time and effort that are often required to
put over a song can hardly be realized by those
not actively engaged in the work. Take the case
of the current waltz success, "Three o'Clock
in the Morning." The publishers, Leo Feist,
Inc , started work on this number in September,
1921, just a year ago, and worked for six months
before any real results were noted. The waltz
is only now at the height of its popularity,
which may be accepted as an indication that per-
sistence wins.
NEW BERLIN BALLAD
NEW BRANCH OFFICES
Jack Snyder, Inc., Opens Headquarters in
Chicago and Detroit
'Homesick" the Latest Product of
Berlin's Pen
Irving
Since Irving. Berlin's return from his extended
stay in Europe it was thought that he was con-
fining himself to the preparation of the new
"Music Box Revue," which will open in New
York in the early Fall. It was, therefore, some-
what surprising when he appeared at his offices
recently and called into conference his execu-
tives and played and sung for them a new song
entitled "Homesick." Professional copies of the
number were immediately issued and the song
has produced more than a little enthusiasm in
the professional department.
"Homesick" is a ballad typically Berlin in style
with much heart interest and, undoubtedly, is a
composition that will have wide appeal. An im-
NEW NOVELTY NUMBER
mediate campaign will be made on the song and
Al Fox, of Rockwell & Fox, and Earl Dean, present indications promise that it will be among
of Simpson & Dean, are the writers of a new the leaders of the Fall season.
song entitled "That Dumbbell Husband of Mine."
The song is being featured,by Miss Simpson and
is restricted to the act of Simpson & Dean, now
playing the Orpheum Circuit.
Jack Snyder, Inc., has opened branch offices
in Cohen's Grand Opera House, 119 North Clark
street, Chicago, 111., under the management of
Bob Evans. It has also leased offices at 150
West Larned street, Detroit, Mich., and Chester
Carpenter will be in charge. These two new
offices, with the Philadelphia branch at 1709
North Twenty-ninth street, under the manage-
ment of Jack Harris, and the Boston office at
334 Meridian street, in charge of Bob Winning-
ham, give the Jack Snyder company representa-
tives in strategic points.
the/ have been
SAYING IT WITH FLOWER
I hex nave been
SAYING IT WITH MI/SIC
Dirt {here is just one real — direct
and effective result orin^in^ way
or saying it — just one —
And that is to
SAY IT WHILE DANCING
M.WITMARK& SOMS.WITMARK BUILDING, NEW YORK
WATERSON,
BERLIN & SNYDER CO.
S-O-N-G H-I-T-S
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By the Sapphire Sea
Haunting Blues
Dancing Fool
Jimmy, I Love But You
Cuddle Up Blues
Lola Lo
Pick Me Up and Lay Me Down in
Dear Old Dixieland
Just Because You're You That's
Why I Love You
Waikiki, I Hear You Calling Me
A Bunch of Keys
Fickle Flo
:•
Little Thoughts
Published by
WATERSON,
BERLIN & SNYDER CO.
Strand Theatre Bldg., New York City, N. Y.
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