Music Trade Review

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THE
50
MUSIC TRADE
REVIEW
NOVEMBER 29,
1924
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Wealth of Meritorious Numbers in the
Fall Catalogs of the Music Publishers
Large Number of Compositions in Heavy Demand Prevents the Outstanding Hit—One of the
Factors in the Situation Is Perhaps the Too Numerous Songs Being Issued
*"THE volume of sales on popular songs is
probably as large to-day as in any normal
season of the past. While there have been no
sensational sellers there has been a healthy
demand widely distributed over a list of fair
length. There is seemingly no immediate re-
sponse on a large scale that lures purchasers
to the music counters, for sales apparently are
merely the normal purchases made by visitors
to retail establishments.
One of the reasons for this lack of enthu-
siastic activity is the wealth of meritorious num-
bers now appearing on the music counters of
the country. This large collection is exploited
by way of the usual channels and each creates
some demand. The list, however, to the aver-
age music buyer is of such length as to be
somewhat bewildering and it is hardly possible
that even if they were so minded they could
remember a fair proportion of the correct titles
necessary to make intelligent purchases.
The present-day list of successful songs is
really too large to move in a normal manner.
Some method of merchandising these success-
ful issues in a "group sales plan" would un-
doubtedly increase sales substantially and this
would also add to the activity of the retail store.
Of course, it might be necessary in evolving a
successful plan to reduce slightly profits, still
the measure should produce results. Just what
the details of such an arrangement should be
could be worked out with an aim to upholding
present price standards.
The popular music publishers, like the stand-
ard houses, in recent years have made great
strides in policies that protect the dealer as
regards price maintenance. No one would sug-
gest business practices that would lower the
standard now prevalent. If, however, some
means were suggested that would add consid-
erably to profits, lure music buyers into the
store and inject activity into sheet music as well
as other lines in the establishment there would
be no outcry.
Popular catalogs of any of the leading houses
have to-day anywhere from three to a dozen
popular successes. These goods are not mov-
ing fast enough under present sales methods,
for the sales do not by any means justify the
large expenditures for their exploitation. Pre-
senting a plan that would increase the volume
of sales and the profits, too, would probably re-
ceive the whole-hearted co-operation of the en-
tire trade.
. The only other alternative which is open to
TH EWALTZ- BALLAD • BEAUTIFU L
the industry is the reduction in the number of
publications. There are all too many hits, near-
hits and worth-while numbers. Overproduction
we have had with us before, but never accom-
panied by numbers of good salable character,
most of which rightly should have a wide sale.
Such is the present situation. There are too
many numbers and a goodly proportion of these
are far above being what are termed in the trade
"dogs."
Undoubtedly the cause of the present wealth
of material, aside from the fact that the writers
are producing good material, is the vogue and
popularity of dance music. In many instances
these dance successes are apart from the song
catalogs of the houses that publish them. In
the older days this was not so. To a great
extent a song was accepted for its possibilities
and shortly thereafter, when it had further
proved itself, it was issued in dance form. To-
day numbers are often accepted for their dance
properties and shortly after lyrics are pro-
duced to give the number added value.
The modern dance orchestra requires a
lengthy list of material in order to not only
make itself popular but to avoid too frequent
repetition. So the issuance of many numbers
is merely filling a demand. The dance orches-
tra is quite voracious. Furthermore, with the
great number of orchestras now playing to
capacity audiences the popular number in its
dance form has a much shorter life than was
the case some years back.
The situation calls for adjustment. It will
not, however, be easily solved. Publishers, like
most other business executives, are prone to
operate along the line of least resistance. This
is particularly true when there are quick profits
to be made in that direction. No one publisher
could by limiting production add to the health
of the situation, and it is hardly likely that
any unanimous action can be arranged in the
near future. The drawback that operates
against any get-togther plans are present
profits. After a lean period during the late
Fall and most of the Summer it is hardly to be
expected that there will be a rush to mend the
situation. There are good profits under present
conditions and no one is quite sure that pro-
posals so far advanced are going to cure a sit-
uation which, while profitable, is not the most
acceptable.
"Bird Frolic" Sells Well
PORTLAND, ORE., November 20.—Mario Fon-
taine's "Bird Frolic," published by Sherman,
Clay & Co., has been bought by many music
teachers who are always looking for something
of an up-to-date nature and the sale of this
number has passed the thousand mark in Port-
land alone, although it has been on the counters
less than a year.
Hearst Songs in Portland
PORTLAND, ORE., November 20.—"Bringin' Home
the Bacon" was brought home to Portland
sheet music dealers by Mr. Thompson, repre-
senting the Hearst Music Publishers, Ltd. But
"Bringin' Home the Bacon" was by no means
the only big number on the Hearst list, and hits
vied with one another for first place, but when
SONGS THAT SELL
—
AH Alone (New), by Irving Berlin
What'll I Do?
Charley, My Boy
Driftwood
When I was the Dandy and You Were
the Belle
Morning(Won't You Ever Come Round?)
I Can't Get the One I Want
Old Familiar Faces
Red Hot Mamma
She's Everybody's Sweetheart
Nobody Loves You Like I Do
Take Me
Nobody's Child
Main Street Wasn't Big Enough for Mary
No One Knows What It's All About
Come Back to Me (When They Throw
You Down) (New)
Show Me the Way (New)
TIDDLE DE UKES — Comic Songs for
the Ukulele
Universal
Dance Folio No. 8
X Special 1925
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
Tuneiul Melodies from
DIXIE TO BROADWAY
Mandy, Make Up Your Mind
Dixie Dreams
I'm a Little Blackbird Looking '
for a Bluebird
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
the final count was made "Bringin' Home the
Bacon" scored No. 1. Other good numbers
were "Better Keep Away," "Tantalizing Talla-
hassee," "June," "Bobbed Head," and several
pretty waltzes so much in demand at the present
time, "Broken Dreams" and "In a Wonderful
World of Our Own." All of these sell well in
this territory.
Takes Over Emerson Records
The recent announcement that the Scranton
Rutton Co., Scranton, Pa., has taken over the
manufacture of Emerson records proved' most
interesting in music publishing circles. The
Scranton firm is to exploit the Emerson 50-cent
record on a wide scale. The Emerson Radio
& Phonograph Corp. will act as sole selling
agent throughout the world and will appoint
exclusive distributors throughout the United
States.