Classic Mode

Music Trade Review

Issue: 1924 Vol. 79 N. 8

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 23, 1924
THE MUSIC TRADE REVIEW
43
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Paid Demonstrations, Properly Handled,
Are a Direct Means of Increasing Sales
SONGS THAT SELL
Cost Should Be Distributed Over Entire Department Instead of Charged Entirely to One
Number—An Example of This Work Done by the McCrory Store in Atlantic City
\X7HRN the popular publishers, several sea-
^ ^ sons back, decided to discontinue paid
music demonstrations behind music counters,
they eliminated one of the assets of the busi-
ness. It is really too bad that in order to dis-
continue the abuses that went with such pub-
lic demonstrations at that time, and the ex-
orbitant costs that often accompanied them, it
was found necessary to abolish them entirely.
Properly programmed and arranged on an
equitable basis, song demonstrations, undoubt-
edly, could be made profitable. They would put
life into some music departments in dull seasons
and add to the general activity of the business,
particularly at periods when it is almost abso-
lutely necessary to inject enthusiasm.
The cost of some of the old-style demon-
strations were prohibitive so far as results on
particular issues were concerned. Undoubtedly,
the cost where distributed over all of the sales
made on the counter and taking in mind the
placing of new melodies in the air, would show
profits on the right side of the ledger. A method
of demonstrating, sharing and distributing the
costs, so that all who benefited might be charged
their fair proportion, might be arranged. Nat-
urally, if such a plan were placed in opera-
tion it would have to be closely watched so that
abuses would not creep in and bring back the
intolerable conditions that brought about its
elimination.
With a large enough audience, the personnel
of which is constantly changing, and with meri-
torious songs, there is probably no better
method of creating sales than through the means
employed for counter demonstration.
What it means to have frequent demonstra-
tions can be easily found by looking over the
activities of the music counter during the pres-
ent season of the J. G. McCrory store, Atlan-
tic City, N. J. This resort is not having as suc-
cessful a season as some of its previous years.
But, despite this, it is said that this McCrory
music counter has topped previous figures by
close to $10,000 for the first eight months of the
year. A good deal of its sales activities can
be credited to the fact that demonstrations are
almost constantly being carried on.
Some months back there was some talk to the
effect that the sheet music business needed more
points of distribution. It was quickly shown
however, by those who knew from their busi-
ness experience, that from a national viewpoint
there were sufficient retailers. In some par-
ticular localities, of course, there may have been
room for added sales sources, but this was not
a national problem.
There are seemingly enough sources where
the consumer can buy popular, or, for that mat-
ter, standard music. In the standard field the
publishers are well represented considering the
thought, energy and attention necessary to oper-
ate successfully a thriving business on educa-
tional and other standard numbers. What, then,
is the problem when considering popular selec-
tions? It is the problem of inactivity caused
by a lack of initiative, salesmanship and en-
thusiasm.
In the popular field if the dealer has not a
particular number for which he has received
a request the consumer will try elsewhere, the
first dealer losing the sale. If the second dealer
happens to be out the sale of that particular
copy has been lost because the interest of the
consumer has, in the meantime, waned.
To some extent the distribution of player
rolls in undergoing the same problem. There
arc certainly enough points of distribution, but
all too many of them have inadequate stock.
Too many of the shops and music stores fail to
merchandise such goods and are really only
operating stores for the purpose of filling de-
mands.
The consumer comes in and asks for a par-
ticular roll because he likes the melody and is
bound to have it at once. Invariably the sales-
man asks whether or not he wishes it demon-
strated. If the roll happens to be of a good
make and the melody is well liked the consumer
often dissents. Under the circumstances the
average salesman thinks there is nothing to be
done but to wrap up the purchase, no effort be-
ing made to call the attention of the player-
piano owner to many other numbers that are
quite timely.
Popular racks in sheet music, talking machine
and other shops serve a purpose and, undoubt-
edly, get some sales that might be lost other-
wise. Such displays are better than no display
at all, but they do not serve to get the most
out of popular sheet music. A popular rack,
(Continued on page 44)
"Where The
Iftbash Flow
ivetyhody's
layinji them!
The Lyric is a jiewi, awi it's
Fox Trot Meloay makes it
a dolidkt to Dancers
What'll I Do?
Charley, My Boy
Driftwood
Red Hot Mamma
Lazy
I Can't Get the One I Want
Oh, Baby (Don't Say No—Say Maybe)
Mindin' My Business
She's Everybody's Sweetheart
Old Familiar Faces
Nobody Loves You Like I Do
Nobody's Child
Where Is That Old Girl of Mine?
—
—
E
Cover Me Up With the Sunshine of
Virginia
Indiana Moon
Morning (Won't You Ever Come 'Round)
(New)
No One Knows What It's All About
(New)
Come Back to Me (When They Throw
You Down) (New)
Superstitious Blues (New)
Dance Folio No. 7
X Universal
Special Edition
Peterson's Ukulele Method
World's Favorite Songs
Lundin'* 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 irom
TOPSY and EVA
Rememb'ring
I Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
DOODLE
DOO DOO
THE SONG AND DANCE HIT
It's lively rhythm and catchy
doyus wade It iMstautlu popular
3
CaWt Oo Wroni) With Any FUST Som
SING A. -
LITTLE SONG!
A SUNSHINE FOX TROT
•Wheit YouVe Blue Here's What To Do -
Sm6 Yourself A little S o W
ten Lights
Are
Low
jjte Most CharutinO
c
Waltz Nit of the Yeaf
MOONLIGHT
MEMORIES
A NEV WALTZ HIT BY VINCENT R O S E ,
WRITER O r * LINGER AWHILE* WITH LYRICS
BY DOROTHY TIRRISS, WHO WROTE 'THREE „
O'CLOCK IN THE MORNING* AND "'WONDERFUL ONE*
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
44
THE MUSIC TRADE REVIEW
AUGUST 23, 1924
Blackui Bines is about the weirdest
tkuij>yet~ One of those
Shivery" fox trots and just
a little %ow Down*
*You CAN'T GO W R O N G
WITH A N Y FEIST S O N G *
Pickin
em Up And
Laijiriem,
JJs a Struttiri Fox
Trot soiio "Vickie em Up
and Laqm em Down is a turn
tltutil be Hie talk of the town!
Down'
© >924 LEO FEIST
Use of Demonstrations
{Continued from page 43)
with the aid of a piano and an enthusiastic sales
person, best meets the needs of the dealers in
many localities.
Nor is it always necessary to have a pianist
playing the numbers. A player-piano can do the
trick almost as well. This is shown by shops
that appeal to the noon-hour crowds, by the
demonstration of popular rolls on a player-
piano, thereby creating sales for both the roll
and sheet music of the number. The public is
interested, entertained and a fair proportion of
sales results.
Radio stores, both outside and inside their
stores, demonstrate their products. Talking ma-
chine stores do the same thing. These are per-
sonal sales appeals and in comparison for pub-
He demonstration either the player or hand-
played piano is a more successful instrument.
If the locality is right and a fair audience can
be lured by demonstrating it would create ac-
tivity for the store in general and sales for rolls
and sheet music in particular that should in-
crease the sales.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
World Famous
McKINLEY
FIFTEEN CENT
MUSIC
IT STANDS AT THK IIKAI) OF ITS C1.A8S
All
of the Best Reprints and More Bigr
Spiling
Copyrights
Than • Any
Oilier I>ow-Priced Edition!
M11 sir Perfectly Fingered, Printed on the
B«*Ht Paper, New Title,Pages*
200% Profit
50 New Numbers
Now Ready for 1924
Choice Reprints, Salable Copyrights for
Piano:
Piano Duets, Violin and Piano
Music, Musical Readings, Standard Songs
New Catalogs Now Ready for 1924
Free Catalogs With Stock Orders—We Pay
for
Your
Advertising—Write
for
Samples Today!
LIBERAL
SAJ-KS
PLAN, ASK
LS!
CHICAGO M c K I n l c y NEW YORK
1501E. 55th St. M l l S i C C O . l 6 ? 8 Broadwa >'
Two Feist Shows Have
Whiteman and Orchestra
Three Road Companies
to Open Fall Tour
"Little Jessie James" and "Blossom Time,"
Both Published by Feist, to Be Played
Throughout the Country
First Concert in Trenton on September 28—To
Play New England States and the Entire
South
Two shows for which Leo Feist, Inc., pub-
lished the music will have three road companies
cm tour during the coming season. It will be
"Little Jessie James" and "Blossom Time." The
first of the James shows opened in Boston on
August 4. The No. 2 show will open in Scran-
ton, Pa., on September 1, and about the same
time the third show will open in Altoona, Pa.
The "Blossom Time" shows have played for
several seasons and from all indications will be
successful profit makers for several seasons
more. The first of the "Blossom Time" shows
will open in Chicago on September 1, closely
followed by the No. 2 show in Syracuse on
September 8. Later in the month the third
show will open its season in Charlotteville, Va.
"Song of Love," from "Blossom Time," con-
tinues to be one of the big sellers in the Feist
catalog. Naturally with the visit of the "Blos-
som Time" show in various localities the sale
in those sections take on a new vigor. The
song itself, however, is a permanent part of
every dealer's stock and it is now accepted as
a standard offering and should be a permanent
factor in sales for a generation.
Paul Whiteman and His Orchestra open the
Fall season in Trenton, N. J., on Septefnber 28,
following which they will appear through the
Middle West, this side of the Mississippi River.
Later they are to appear throughout the New
England States, which is to be followed by a
tour of the South, finally appearing in Texas
early in February. The bookings for the ap-
pearance of the orchestra are all made to that
latter date and include appearances in both
large and small cities in the Eastern and South-
ern part of the country, involving a great num-
ber of one-night stands.
Following its Texas appearance in February,
the orchestra will extend its tour out to and
including the Pacific Coast and undoubtedly
will return East by way of the Northwest route.
When the final plans for 1925 are complete
the orchestra will have toured the entire
country.
Jolson Records Feist Song
Al Jolson has made a Brunswick record of
the new Leo Feist, Inc., song, "Who Wants a
Bad Little Boy." It is also understood that
this number will be included in the new Jolson
show now in preparation. The song is by Joe
Burke and Mark Fisher, two writers from Phil-
adelphia, the former of which has been con-
nected with some past successes. The profes-
sional department of Leo Feist, Inc., is quite
enthusiastic over this new offering and undoubt-
edly "Who Wants a Bad Little Boy" will be
made one of the outstanding features of the
Feist catalog during the coming months.
"Marjorie" Wins Success
"Marjorie," a new musical comedy, with book
and lyrics by Fred Thompson and Clifford Grey,
and music by Herbert Stothart, Philip Culkin
and Stephen Jones, with an interpolated num-
ber by Sigmund Romberg, recently opened at
the Shubert Theatre, New York. The songs
include "Hollywood," "Margery," "Monastery,"
"The Happy Ending," "What Do You Say?,"
"Yesterday," "Shuffle Your Troubles Away,"
"Forty-second Street Moon," and "My Twilight
Rose." All of the music is published by Harms,
Inc., including the Sigmund Romberg number,
"My Twilight Rose," by special arrangement
with M. Witmark & Sons.
'Delaware Waltz" Now
With Davis Music Go.
New Owners Plan Extensive Campaign With
Number—Mechanicals Booking It for Early
Release
"Delaware Waltz," which has been one of the
active numbers in the catalog of the Phil Ponce
Publications, has been turned over to the Joe
Davis Music Co., 1658 Broadway, New York
City. This number has been frequently broad-
casted and has attracted the attention of sev-
eral publishers as well as many music purchas-
ers. The Davis Co. plans an extensive exploi-
tation campaign in the interest of this waltz and
is quite optimistic over the possibilities of the
number. Several of the leading talking machine
record and music roll manufacturing companies
are booking it for early release. The number,
besides having a waltz melody of unusual at-
tractiveness, carries a lyric that creates atten-
tion. Marvin Smolev and Joe McDaniel are the
writers of the above song and big sales are
expected for it.
Jack Mills Returning
Jack Mills, head of the publishing company
that bears his name, will shortly return from a
three weeks' trip visiting some of the larger
trade centers, including Buffalo, Pittsburgh,
Cleveland, Detroit, Chicago and St. Louis. Mr.
Mills introduced some new song novelties and
some recent releases of books, folios and in-
struction courses. An elaborate Fall campaign
is being planned.

Download Page 43: PDF File | Image

Download Page 44 PDF File | Image

Future scanning projects are planned by the International Arcade Museum Library (IAML).

Pro Tip: You can flip pages on the issue easily by using the left and right arrow keys on your keyboard.