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THE
FEBRUARY 3, 1923
MUSIC
TRADE
REVIEW
53
WINDOW DISPLAYS INCREASE SALES OF SHEET MUSIC
Dealers Find That Show Windows, When Properly Used, Are the Most Direct Means of Arousing
the Interest of the Public in New Numbers
This department had occasion, some months
back, to comment upon the attention sheet
music dealers have given in recent years to
their windows. Since that time there has been
further evidence that the proper dressing of
the window means not only additional sales of
sheet music and other goods, but is an adver-
tisement for the store, as well.
The Review receives on an average of five
or six photographs a week from either music
publishers or sheet music dealers in which
special attention is given to one or two songs
by aid of a window display. Such houses as
H. A. Weyinann & Son, Inc., Volkwein Bros.,
Pittsburgh; Rudolph Wurlitzer, New York,
Lyon & Healy, Chicago; J. W. Jenkins' Sons
Music Co., Kansas City, and other equally well-
known organizations, have, of course, long real-
ized the possibilities and value of their window
space. They, indeed, have been the leaders in
paving the way for the general recognition
which the store window now is receiving as a
sales medium from the great majority of music
dealers.
In a recent national contest on sheet music
displays many hundreds of photographs were
received by the publishers who had promoted
the competition and all of them showed the
care and attention which the present-day re-
tailer gives to his store front. However, the
trade is so imbued with the importance of the
proper dressing of its windows that it is not
SONGS THAT SELL
Dealers who stock and display these
songs obtain gratifying results.
"THE LILAC TREE"
"HOME SWEET HOME
LULLABY"
"SOMEWHERE SOMEDAY"
"WHEN YOUR SHIP
COMES IN"
"IN THE AFTERGLOW"
New York City
Homesick
You Know You Belong to
Somebody Else (new)
(So Why Don't You Leave Me Alone?)
Open Your Arms, My Alabamy
You Tell Her I Stutter (new)
Ivy (Cling to Me)
(new)
Dearest
(new)
(You're the Nearest to My Heart)
Don't Bring Me Posies
(It's Shocsics I Need)
Some Sunny Day
Truly
Just a Little Love Sonq
Yankee Doodle Blues
Early in the Morning (Blues)
Choo Choo Blues
Night
N-ew Hampshire
(new)
Every Wednesday Night
(new)
Some Day You'll Cry Over Someone (new)
Some Little Someone (new)
Venetian Blues
(new)
Constantly
(new)
My Lost Pearl
(new)
Come on Home
(new)
Kissing Time (Waltz) ( n ?w)
Universal Dance Folio for 1923
IRVING BERLIN'S NEW
Shapiro, Bernstein & Co., Inc., have just re-
leased a new Southern novelty song, entitled
"My Dixie Pair O' Dice." This is the third of
a series of colored novelty songs which, seem-
ingly, at present, are having a vogue. The pro-
fessional department of the company is ex-
ceptionally busy placing this new issue in the
programs of many leading vaudeville per-
formers.
Music Box Revue
Henri Martini and Max Kortlander are the
writers of a new waltz song, entitled "Red
Moon," published by Shapiro, Bernstein & Co.,
Inc. The number, although only recently re-
leased, is showing up to advantage.
Hinds, Hayden & Eldredge, Inc.
Irving Berlin's Big Hit
NEW SOUTHERN NOVELTY NUMBER
MARTINI AND KORTLANDER WALTZ
Write for Special Introductory Offer
11 Union Square
necessary to plan a contest in order to encour-
age attention to that factor of its establishment.
While it is true that dealers in arranging
attractive windows often go to unusual expense
to get the effects they have in mind, it need
not be assumed that the proper dressing of
windows is an expensive undertaking. Title
pages well arranged often are as impressive as
the more elaborate and expensive setting. This,
of course, is not to say that an appropriation
for window display purposes should not be en-
couraged, for a fund for that purpose is in-
variably found to be a profitable investment.
A good way to judge the value and make
comparisons as to the amount a window is
worth for publicity purposes is arrived at by
counting the number of people who pass the
store. Naturally, the more advantageous the
location the more valuable the window becomes.
There is hardly a city in the country to-day
but what has electric and painted display signs
in conspicuous places along its main highways.
The sign companies charge for these showings
on what is known as the amount of circulation:
the cost of a sign is based on the number of
people who will pass through territory where
the sign will be within their range of vision.
By asking the local sign company the charges
of such spaces, the rents will be found to be
most surprising. They are not cheap by any
means and neither is the window. Indeed, the
window, in some respects, has more value, cer-
tainly for the average dealer's purposes.
No matter how conspicuous the sign, nor
how expensive, it would still be necessary for
the retailer who used such space to dress up
his window to a somewhat similar standard.
Everyone in business to-day does some form
of advertising and the window of the retail
establishment is only supplementing any of the
other advertising channels that may be utilized.
SONGS THAT SELL
Crinoline Days
Lady of the Evening
Pack Up Your Sins
and Go To The Devil
Porcelain Maid
Will She Come From the East?
The Little Red Lacquer Cage
Bring On the Pepper
IRVING BERLIN, Inc.
1607 Broadway, New York
LONDON'S N E W E S T WALTZ H I T !
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