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THE MUSIC TRADE REVIEW
APRIL 12, 1924
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
New Richmond Music Guides in Dealers'
Hands Prove Stimulant to Music Sales
SONGS THAT SELL
What'H I Do? (New)
First Editions of Standard and Popular Guides Bring Immediate Return in Orders Upon Dis-
tribution of First Samples—Many Reorders Coming From Dealers Already
C A M P L E S of the new Richmond's Standard
Music Guide and Richmond's Popular Music
Index, containing the various dealers' imprints,
have been forwarded to the trade and late this
week the entire first edition was on the dealers'
counters. The samples brought a wealth of
increased orders for the first edition from deal-
ers in all parts of the country. A perusal of
the contents, and a visualization of the pos-
sibilities, called forth favorable comment and,
in many cases, enthusiasm. Undoubtedly, these
publications will add considerably to the retail
business of the dealers who supply them to
music consumers, for they are, without doubt,
the most constructive pieces of material added
to the sheet music industry in a decade.
While it is true that the first edition came
close to a quarter of a million copies, the pub
lisher looks forward to many requests for re-
peat orders and for this reason it has been
arranged to issue another edition of these first
offerings just as soon as the trade has had an
opportunity of approximating its needs. As the
Standard Guide will not be issued again fot
six months and the Popular Music Index for
four months, thought and attention should be
given at once to the sales which will be created
by the distribution of these publications.
Among the music houses of the country who
have ordered these music catalogs in quantities
are Lyon & Healy, Inc., Chicago; Charles W.
Homeyer & Co., Boston, Mass.; Metropolitan
Music Co., Minneapolis; Grinnell Bros., Detroit;
W. J. Jenkins Sons Music Co., Kansas City;
Sherman, Clay & Co., San Francisco; Southern
California Music Co., Los Angeles; Volkwein
Hros., Pittsburgh; Gable Piano Co., Atlanta;
Thos. Goggan & Bro., Houston; S. Ernest Phil-
pitt, of Washington, and several cities of Flor-
ida; John Wanamaker, Philadelphia; Levis
Music Co., Rochester, and the Phenix-Kline
Music Co., of Syracuse.
Why Hesitate?
You Can't Go Wrong
Send your next music order 'fo
Richmond Music Supply Corp.
Jobbers of Music
132 West 42nd St., New York City
Lazy (New)
My Papa Doesn't Two-Time No Time
(New)
Among the favorable comments received was
that of the McMillan Music Co., of Jacksonville,
Fla. This firm had formerly issued a number
of lists during the course of the year, the print-
ing and distribution of which cost several hun-
dred dollars. In the future it plans to use, with
a less appropriation, the Richmond Popular
Music Index and Richmond's Standard Music
Guide, which will include better lists, more com-
prehensive material ideally arranged, and which
will prove of interest to the consumer over a
long period which is hardly possible with cir-
cular matter.
Retail prices of five cents for the Popular
Index and ten cents for the Standard Music
Guide are marked on the publications. This
will allow their sale or gratis distribution,
according to the plans or needs of each par-
ticular dealer. The contents of both, which in-
clude several songs, are well worth the retail
prices in case they are sold.
These catalogs will aid considerably in in-
creasing mail orders, a factor which should be
a part of every dealer's business. They include
practically everything which the consumer may
have in mind, and of more particular importance
is the fact that it is all merchandise that has
had and is having an active sale.
In the Standard Catalog only the list prices
are marked. This was necessary at this time
as the movement to place the actual retail sales
price on music will not be thoroughly under
way for several months and allows for the
movement of dealers' present stocks without
complicating the public's mind. An enclosure
carrying each particular dealer's discounts can
be slipped in each catalog, or the entire back
page, which is blank, can be used for that and
any other purpose which will help the individual
dealer's business.
Reorders on these first compilations will be
taken for the next thirty days. This extension
is due to the fact that, undoubtedly, after the
initial shipments of these catalogs are received,
renewed and first-hand interest will be aroused
to the advantage of the catalogs and to the
dealer's business.
"Paradise Alley" Scores
With Metropolitan Critics
New Musical Comedy at Casino Theatre, of
Which Leo Feist, Inc., Publishes Score, Re-
ceives Praise on Its Opening
"Paradise Alley," a new musical comedy by
Charles W. Bell and Edward Clark, with lyrics
by Howard Johnson and music by Harry
Archer, Carle Carlton and A. Otvos, recently
opened at the Casino Theatre. The metropoli-
tan critics were particularly liberal with space
and comment regarding the future of this new
offering. Its tunes are catchy and its chorus
Mindin' My Bus'ness
Lovey Came Back
Oh, Baby (Don't Say No—Say Maybe)
—
If the Rest of tbe World Don't Want You
Cover Me Up With the Sunshine of
Virginia
Shanghai Lullaby
Forgetful Blues
I Love My Chili-Bom-Bom
Sittin' in a Corner
Indiana Moon
You
That Old Gang of Mine
Yawning
Down Home Blues
Universal Dance Folio No. 7
X Special Mid-Year Edition
Peterson's Ukulele Method
World's Favorite Songs
Lundin's Tenor Banjo Method
—
Song Gems from Irving Berlin's Third Annual
MUSIC BOX REVUE
An Orange Grove in California
The Waltz of Long Ago
Little Butterfly
Learn to Do the Strut
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
I Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
is one of the most attractive this season. Un-
doubtedly, "Paradise Alley" will bear some pol-
ishing up, but with all of that there are three
outstanding songs which will be heard fre-
quently during the coming months, "Any Old
Alley Is Paradise Alley," "Tell Me, Truly," and
"Put on the Ritz," the latter a particularly good,
modern dance as well. "Paradise Alley has an
exceptionally good cast, which includes Helen
Shipmcn, George Rickel, Ida May Chadwick,
Arthur West and a number of others. Leo
1'Yist, Inc., publishes the score.
There is every indication the numbers will
prove highly salable.
-YOU CAN'T HELP FALLING IN LOVE WITH THIS NUMBER ~
ITS WONDERFUL
I
IM FALLING IN LOVE WITH ASHADOW
Be First
With A Hearst
HEARST MUSIC PUBLISHERS OF CANADA LIMITED
WALTZ
SONG