Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JANUARY 26,
1924
THE
MUSIC TRADE
53
REVIEW
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Cashing in on the Rendition by the
Proper Featuring of the Title Pages
SONGS THAT SELL
Sittin' in a Corner
That Old Gang of Mine
Indiana Moon
Lovey Came Back
1 Love the Girl Who Kisses
If the Rest of the World Don't Want You
(Go Back to Mother and Dad)
Public Performance of a Number Is but of Little Avail if the Dealer Fails to Supplement That
Work by Properly Showing the Title Page Through Medium of Dealer Helps, Etc.
wide popularity. This applies to popular, semi-
popular and classical music; in vocal and instru-
lic rendition in vaudeville, on the concert stage, mental form that is played in the home par-
in the motion picture playhouse or by the dance; ticularly for entertainment purposes, or for the
orchestra. There are other avenues of public' pianist's own edification. Such songs as "At
rendition which have their merits, but the above Dawning," "A Dream," "Mighty Lak a Rose,"
"The Rosary," "Love, Here Is My Heart," "The
are the outstanding factors.
This is the sort of publicity that creates the Holy City," and many others can be sold from
demand with the consumer or purchaser of title, the mere list serving to help the purchaser.
The dealer, therefore, can supplement the
songs, both popular and standard, whether the
rendition is given in a concert hall, auditorium publisher's publicity by the display of illustrated
or in popular-priced vaudeville or motion pic- matter where songs are beginning their pop-
ture playhouses. It makes the original impres- ularity. By the placing of thematics in the
sion; it sows the seed of desire and often it hands of prospective customers when the num-
leaves the melody, or a part or all of the words, bers are of the better grade and the titles often
will suffice where the composition has become
in the minds of the audiences.
All other publisher or dealer advertising on a permanent fixture in the realm of music.
songs is supplementary thereto. It has its func-
tion and, indeed, an important one, but without
the initial public rendition its value is lost to
a great extent. This supplementary publicity is
the showing of the title pages. These in most
cases, particularly with popular works, carry New Publication Contains Selections of the
Composer's Well-known Compositions and Is
out the idea of the song in illustration and,
Being Received Well by the Trade
together with the title which appears in fair-
sized type, not only focuses the attention, but
For the past two or three years there has
reminds the prospective purchaser of the mel-
ody or song he or she has previously heard and been a demand in trade circles for combination
creates right-now sales. Cut-outs, hangers and display arrangements of some of the outstand-
other illustrative matter perform a similar
function.
The mere showing of the title without some
sort of an illustration to carry out the idea of
the song is not as valuable as the combination
together. With some individual songs, par-
ticularly after they have reached the height of
popularity or close to such a height, the illus-
tration is not so important as the mere title
itself carries a full message. An example would
be such songs as "That Old Gang of Mine,"
"Love Sends a Gift of Roses," "Somewhere in
the World," "On the Back Porch," "Some-
body's Wrong," "Wonderful One" and "I Love
You."
To the musician and to the piano player an-
other source of supplementary publicity and
one which has been proven in many cases to be
a big factor in creating sales is the use of the-
matic. This is true where, a number has merit
and is probably the only other means that
could create a wide sale other than the public
E. T. Paull
rendition. This sale, however, would be lim- ing march compositions of E. T. Paull. Dealers
ited to a great extent to musicians or piano have realized that the placing of these well-
players. It would not, therefore, tend to make known compositions in a regular folder often
a song reach its greatest height in point of did an injustice to their sales inasmuch as their
sales without some other publicity, .for music prominence" and availability were not frequently
sales are hardly confined to pianists. In fact, enough brought before music buyers.
there is a considerable amount of music pur-
The success of dance folios, saxophone folios
chases made by people who are unable even and other musical compilations, therefore, to-
to rerfd music in its most simple form.
gether with the above, induced the E. T. Paull
The use of the thematic has a value that has Music Co. to issue a folio of E. T. Paull's
long been recognized and in the case of stand- famous marches which would retail at a pop-
ard numbers it is inestimable. Thousands of ular price and include a series of Paull's well-
sales for the Witmark Black and White Edition known compositions.
are made each year by the distribution of its
Since the initial release of this new folio
catalog "Songland," which carries part of the orders have been coming into the publisher
melody of all the songs in that edition in in substantial quantities and the new move
thematic form. Most of these Witmark num- by the Paull organization not only merits the
bers, of course, are known, but, in this case, co-operation of the entire trade, but, from all
the thematic closes many sales that either might indications, is obtaining just that.
not be made or at least would be delayed over
Consult the Universal Want Directory of
a longer period.
A list of titles will sell songs where all pre- The Review. In it advertisements are inserted
vious publicity in many channels has given them free of charge for men who desire positions.
most successful advertising for songs or
T HE
instrumental numbers is, of course, their pub-
E. T. Paull Issues New
Folio of His Marches
—
You
If I Can't Get the Sweetie I Want
Tell All the Folks in Kentucky (I'm
Comin' Home)
Love (My Heart Is Calling You)
I Love My Chili Bom Bom
Dancin' Dan
Oh, Baby! (Don't Say "No"; Say "Maybe")
Don't Forget to Remember
When You Walked Out, Someone Else
Walked Right In
Roamin' to Wyomin'
Since When (Have You Been Low-down-
ing Me)
Forgetful Blues
Universal Dance Folio
Special Edition for 1924
•
—
—
Song Gems from Irving Berlin's Third Annual
MUSIC BOX REVUE
An Orange Grove in California
The Waltz of Long Ago
Little Butterfly
Tell Me a Bedtime Story
Learn to Do the Strut
Climbing Up the Scale
One Girl
Outstanding Song Hits from
TOPSYand EVA
Rememb'ring
Do Re Mi
—
Um Urn Da Da
I Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
Broadway Music Corp.
Has Two Hit Songs
"Kentucky, Sure as You're Born" and "Ain't
You Ashamed" Being Widely Exploited and
in Good Demand
Following many weeks of exploitation, the
Broadway Music Corp. has apparently two big
successes among current popular songs. One
of these is "Kentucky, Sure as You're Born '
and the other is "Ain't You Ashamed?" Many
orchestras throughout the country are featuring
these numbers and a long list of vaudeville per-
formers is also programming them.'- Both
issues have been heard frequently via radio and
to create further activity the publisher has in-
augurated a wide advertising campaign. They
are booked for early release by the various
mechanical reproduction companies, both in rec-
ord and roll form, some of these on January
and others on February lists, which indicates
their popularity.