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44
THE
MUSIC TRADE
REVIEW
FEBRUARY 9,
1924
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Curtailing Free Orchestrations Opens
a Profitable Department for Dealers
SONGS THAT SELL
Sittin' in a Corner
That Old Gang of Mine
Indiana Moon
Lovey Came Back
Growing Tendency in Publishing Trade Gives Opportunity to the Retailers to Build Up a Strong
. Local Demand Among Orchestras for This Music With a Good Return
r"\URING the past few months there has
^-^ been a decided movement towards the
curtailment of the distribution of free orchestra-
tions from the scale which had become prevalent
during the post-war period. There has been
no concerted action in this direction, but the
tendency seems rather to be based on the need
for added revenues, the reduction of unneces-
sary expenses and a measure to conserve fur-
ther the general health of the industry.
Undoubtedly this movement discontinuing
free orchestrations, with comparatively few ex-
ceptions, would be even more marked if the .
means for distribution on a national scale were
more intensive and efficient. All too many deal-
ers who could profit from the sale of orchestra-
tions in their locality overlook this source of
revenue. The result is that the map showing
orchestrations sales distribution points is quite
spotty. A movement on the part of the dealers
to correct this situation would not only be wel-
come to the publishers, but would add profits
to both factors. In addition, from the dealer's
angle, the sale of orchestrations would serve
to keep his hand on the pulse of song exploita-
tion in his territory and help him considerably
in ordering his stock and arranging his cam-
paigns.
Naturally, the limited sale of orchestrations
on a national scale is not of sufficient volume
to make it profitable for every dealer to stock
such goods. There should be, however, at least
one dealer in every town making a profit from
orchestrations and an additional number of
dealers arranged on a basis of population and
demand in larger centers. Not only would it be
found that the sale of orchestrations in them-
selves would add to the direct profits, but
much additional orchestral business for other
merchandise would result.
In some of the large cities there are retail
establishments making a profit, or at least the
larger part of it, from the sale of saxophones
and the music for such instruments. In some
cities throughout the West dealers who have
given the sale of orchestrations thought have
found this a profitable adjunct to their busi-
ness. To cater to the orchestra needs of the
more thriving centers a fair stock of such goods
must be carried, but where strictly popular or-
chestrations are only given consideration the
limited supply of material and counter or floor
space answers all purposes.
Some dealers are making use of the revolv-
ing rack for popular orchestrations. This de-
vice generally carries about five or six copies,
or less, of about fifty titles. It allows for a full
display of the material and acts as a silent sales-
man. At a glance the dealer can see the need
for replenishing his stock so that with very
little thought and attention he gets not only
the added revenue, but attracts more people to
his store and renders a distinct service to. the
musicians of his community, resulting in an
added volume of business in other directions.
Some years ago we had what was termed
the "jazz band." For the past few years, how-
ever, this has been succeeded by the syncopated
symphonic orchestra. These latter musical
combinations, to some extent, now seem to have
spent themselves. There is a substantial lessen-
ing of demand for their services in all directions.
Vaudeville, which gave them weekly opportu-
nities for the past two seasons, now looks
askance at the band. It is, indeed, an unusual
combination to-day that can get a booking of
fair length in vaudeville, a tendency becoming
more and more marked.
This does not lessen the demand for orches-
trations, however. All of these organizations
are still in existence; in fact, they are being
added to constantly. What is really happening
is the development of an entirely new type of
orchestra to take the place of the symphonic
syncopator just as this latter succeeded the jazz
band. They are playing in some cases much
heavier works with a modern touch, and even
the very simplest fox-trot in their hands be-
comes a work of art. The band and orchestra
is still with us, undergoing a new development
and attaining a new form. These newer com-
binations will require more extended arrange-
ments of music. They are more costly to pro-
duce, add considerably to expense, and, in most
cases, will compel a sale in order to keep over-
head within due bounds. They are and will
be in such form as to attract willing sales and
the dealer that can sense this present develop-
ment and serve his community will find profit
from several directions in months to come.
—
You
Mindin' My Bus'ness
Dancin' Dan
Cover Me Up With the Sunshine of
Virginia
If the Rest of the World Don't Want You
(Go Back to Mother and Dad)
If I Can't Get the Sweetie I Want
I Love the Girl Who Kisses
Tell All the Folks in Kentucky (I'm
Comin' Home)
I Love My Chili Bom Bom
Love (My Heart Is Calling You)
—
Oh, Baby! (Don't Say "No"; Say "Maybe")
Don't Foreet to Remember
Roamin' to Wyomin'
—
Since When (Have You Been Low-down-
ing Me)
Forgetful Blues
Why Should 1 Give My Love to You?
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
Fred Shaw Making
Recordings for Cameo
"That's Why v You Make Me Cry," New Release
by This Artist, in Heavy Demand and Is
Made Special Release
Fred Shaw, manager of the sheet music de-
partment of the S. S. KresRc store, Detroit,
Outstanding Song Hits from
TOPSY and EVA
—
—
Rememb'ring
Do Re Mi
Um Urn Da Da
I Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
larity of the singer and the quality of his re-
cording voice the Cameo Record Corp. made a
special release of the number and it is having
a wide sale.
With Chappell-Harms
Fred Shaw
Mich., has for some time been known to De-
troit music lovers as a tenor of note. He gained
wide popularity throughout the Middle West
by his radio renditions of popular songs. The
demand for numbers sung by Fred Shaw has
attained a remarkable volume, so much so that
some time ago he was called to New York to
record popular songs for Cameo records. His
first record release was the song "That's Why
You Make Me Cry." Owing to the wide popu-
E. C. Howells, familiarly known to the trade
as "Dick," who for the past several years has
been road representative for Enoch & Sons,
has recently joined the sales staff of Chappell-
Harms, Inc. Mr. Howells is now traveling in
the West and for the balance of the season will
carry the catalogs of both the above firms.
James Fero Away on Trip
James Fero, of the Harry Von Tilzer Co., is
making a sales trip covering Philadelphia,
Washington and Baltimore, Boston and other
New England territory. While away he will
particularly feature the Harry Von Tilzer suc-
cess, "Little Wooden Whistle Wouldn't Whistle"
and "Two Blue Eyes."